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CHAPTER: 1

THE ORGANIZATION

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1.0 Introduction
The Human life in cities is becoming more and more mechanical because of noise
pollution, environment pollution and people are looking for relaxed and peaceful
environment to devote leisure along with children and family. There are various sources
of entertainment like cinema, circus, tourist spots, videogame, orchestra etc. Amusement
park is the most popular entertaining place with the latest technological developments,
which gives comfort, pleasure. Apart from this it also give awareness of the technological
developments. Amusement park is not only must for children but also for elderly peoples.
Especially children derived maximum pleasure and happiness from the amusement parks.
A theme park is fundamentally an amusement park which is built for the sole purpose of
giving people some refreshment both mental and physical and in the meantime it is also a
source of profit generation. Moreover, in a theme park there will be rides for people to
enjoy their time and there will also be other facilities. Now days, theme park business is
not only considered as a profitable business but it is also a source of giving people the

scope or place to have proper refreshment. Fantasy Island, a Family Amusement Park
started its journey on February, 2015. They have successfully worked on some project
like Dry Park, Fantasy Swimming Complex, Fantasy Food Court, Magic Theater, Movie
Theater and Games Zone. The sole intention of this report is to give focus on inclusive
sales performance and marketing procedure of Fantasy Island. This report will give more
emphasis on various function of the sales team corresponding their performance and
procedure of sales and marketing of Fantasy Island.

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1.1 Objective
This report has been prepared on the basis of internship activity. The objective of
the study on this topic is classified in two parts. These are –

Broad Objective:
The overall objective of this study is to find out the sales performance and
employee perception regarding the service delivery of Fantasy Island and to
find out is Fantasy Island able to meet the IMC.

Specific Objective:

 To present a reflection about sales act of Fantasy Island


 To find out the marketing method of Fantasy Island
 To have an idea about Fantasy Island’s position in the industry
 To find out what complexities they are facing and giving solutions accordingly
 To establish the new service development process
 To find out the affectivity of the IMC
 Make a decision regarding the expectation fulfillment

1.2 Scope
This report is mostly a study on the effects of marketing and branding on sales
performance of Fantasy Island” and Fantasy Island is mainly a project of Fantasia
Limited. The information for the report is congregated through three months of
internship period experience and some other primary and secondary sources of
information. I was able to gather information from company database, different
reports on Fantasy Island and also doing direct conversation with the employees.
There are mainly two major parts in the report and those are the organizational
part and project part. Functioning on this area helped me to understand about
the problems and find solutions for those problems accordingly. The purpose of
the first part is to study and analyze the organization with special emphasis on its

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background. On the other hand the project part enables me to study a problem and
to arise at a feasible and implemental solution with the help of different
analytical tools.

1.3 Methodology
I have prepared this report from the personal experience which I have gathered during
three months internship period. As, I had to work with the sales team I was able to collect
the data I needed for my report both from the employees and from my experience.

Basically, the data for my report were collected from two very important sources. One of
them is primary source and another one is secondary source.

Primary sources used for data collection are:


 Direct work experience with the sales and marketing team
 From the conversation with the employees of the organization especially with the
sales team employees of Fantasy Island
 Access to the important information with the help of the employees
Secondary sources used for data collection are:
 From the website of the company which is http://www.fantasyislandbd.com
 Information which is available in the internet about the company
 From Fantasy Island official Facebook page
 Previously done reports on Fantasy Island
 Using survey and others

1.4 Limitations
There are some problems I faced while preparing this report and those are given in
below-
 In the time of collecting data I felt that some employees have personal biasness
which can change the outcome of the report.

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 There are some important information which I couldn’t get due to the privacy of
the information and company restriction.
 Lack of information for the report work.
 As the internship program is only for three months it is quite hard to gather all
the information and knowledge about the company for completing the report
work.
 I have to focus more on field work while working in the company as a result it
was quite hard for me preparing this report within time.

2.0 Background of the Organization

Established on 4-acres of land, adjacent to the Uttara third phase connecting road, in
2015, the Fantasy Island is a profit making project of Fanasia Limited. At present, the
park offers a total of 18 rides for the children and adult. After the recent shut down of
the 'Shishu Mela' at Shamoli, and the 'Wonderland Park' at Gulshan, Fantasy Island Park
is the solitary place in the city for children to amuse themselves within affordable costs.
This project was a brave endeavor of few juvenile & enthusiastic entrepreneurs. If the
city dweller wants to have fun with the kids but can’t make time to go to the big
amusement parks because they are too far away from the city. This park has engaged a
particular position in the spirit of Dhaka. To make it more popular & happening, exciting
offers for different type of organizations are given and hosting exciting & interactive
events & competitions on a regular basis. The foremost idea of create this was to make a
theme park for the recreation of people in Dhaka city and Uttara surroundings. They have
successfully worked on some project like Dry Park, Fantasy Swimming Complex,
Fantasy Food Court, Magic Theater, Movie Theater and Games Zone. These projects
are really attracting the people of our city because of recreation and entertainment
purpose. Moreover, in these places they can also arrange big picnic packages and
conference for corporate people and for these facilities it is getting much more customers
now a day. Fantasy Island also arranges different programs in special occasions and CSR
activities for giving people a chance for better recreation.

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2.1 Vision
The vision of Fantasia Group is the enhancement of the eminence of living of the citizens
of the country. However, the vision of Fantasia Ltd is to be the best entertainment parks
of country and preserve its position in future.

2.2 Mission
Essentially the mission of Fantasia Group is to become the most excellent company in the
development and amusement industry of our country. They want to fulfill the need of
their customers by developing better product, service and entertainment, thus they always
thinking about their mission. Moreover, the mission of Fantasia Ltd is to provide
recreation and entertainment facilities to the people of the country by their product and
service.

2.3 Services of the Fantasia Ltd


Services provided by Fantasia Ltd is basically for the purpose for recreation and
entertainment of people and for that persistence they have created a number of facilities
like -
Services given by Fantasia Ltd:
Fantasy Island dry park (13th February, 2015)
Fantasy Food Court (13th January, 2015)
Magic Theater (13th January 2015)
Fantasy Swimming Complex(17th June, 2017)
Fantasy Movie Theater( August 2017)
Indoor Games Zone ( March 2018)

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Name of Rides

1. Octopus 10. Trampoline

2. Paratrooper 11. Swing Pendulum

3. Water Melon 12. Bay of Pirate Ship

4. Caterpillar Coaster 13. Frog Jump

5. Kids Lady Bug 14. Bumper Car

6. Jumping Fantasy 15. Mini Bumper Car

7. Self-Control Plane 16. Water Bumper Boat

8. Marry go Fantasy 17. Animal Rides

9. Fantasy Car 18. Hover Board

Table 1: Name of Rides


Source: http://www.fantasyislandbd.com

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2.4 Organizational Structure of Fantasia Ltd
The corporate information of the Fantasia Limited with the specific personnel
and number are showing below in a summery.

2.4.1 Corporate Information of the Organization


Particulars Information

Parent Company
Fantasia Limited
Established
2015

Uttara 3rd Phase ConnectingRoad,


Head Office
Diabari, Uttara, Dhaka, Bangladesh.
Web Site
www.fantasyislandbd.com
Organization
Fantasy Island
Total Employee
110
Alauddin park
Fantasy Kingdom
Competitors Nandan Park
Dream Holiday park

Table2: Corporate Structure of Fantasy Island


Source: Company Data

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2.4.2 Corporate Governance
Corporate governance is the system by which companies are directed and
controlled. It involves regulatory and market mechanisms, and the roles and
relationships between a company’s management, its board, its shareholders and
other stakeholders, and the goals for which the corporation is governed.

Board of Directors:
Fantasia Ltd. is directed and controlled by the Chairman and the Managing
Directors of the Fantasia Limited. They are directly and indirectly involved in
making organizational strategies and policies.

Sajedul Karim -- Chairman


Major Maksudur Rahman Adnan (Retd) – Managing Director
Md. Tariqul Islam – Executive Director

Chain of Command:
The chain of command of Fantasia Limited is designed with some highly
qualified and experienced managers and executives for the better performance.
For maintaining this high quality they always work hard and follow the chain of
command regularly and in a much disciplined way.

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The chain of command of Fantasia Limited is as follows…

Designation Name

Chairman Md. Sajedul Karim

Managing Director Major Maksudur Rahman Adnan (Retd)

Executive Director Md. Tariqul Islam

Chief Executive Officer Farhad Hossain Piplu

Company Secretory Harun Ur Rashid

Head of HR and Admin Sikta Rahman

Food Manager Raj Ahsan

Swimming Pool Manager Zubayer Hossain

Sales Manager Aquib Chowdhury

Accounts Manager Shohel Rana

Operation Manager Mizanur Rahman

Graphics Designer Ataur Rahman

Security in Charge Anwar Hossain

Table 3: Chain of Command of Fantasia Limited


Source: Company Database

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2.4.3 Company Organogram
Managing Director
Executive Director

Manager/ Graphic
Sr. Mana Asst. AGM/Sr. Designer
Sr. Manager Manager ger Manager (2)

Sr. Exe /
Sr. Exe.
Exe /
Sr. Ex / Exe.
Executive Ex. Media (2) Accou Manager /
-Mkt (3) nts Sr.
Executive
Sr. Institu
Corpora te
te
Sr.Ex
Production e/
Exe-
Admi
Supervisor n Execu
tive – Executive
Sales –
(3) Sales
(3)

Driver
Office (3)
Assistant
(3)

Table 4: Company Organoigram

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2.5.0 Department
There are basically five functional departments in Fantasia Ltd and with the help of these
three departments Fantasia Ltd runs its activity.

2.5.1 Marketing Department


This is the main control source of Fantasia Ltd as this department directly runs most of
the major activity. Under marketing department two team works and those are sales team
and marketing team. Moreover, all the programs are organized and most of the major
activity takes place in this department.

2.5.2 Operation Department


It is one of the very important departments of Fantasia Ltd and this department is located
in order to maintain the park properly. This department ensures that the entire park
activity is done in a right way and report directly to the marketing department. Moreover,
this department also ensures that the rides are functioning without any problem thus
assuring safety to its customers.

2.5.3 Account Department


This department is basically located in the head office and their main task is to record all
the earnings and expenditure of the entertainment company. Moreover, this department is
also liable to give the salary of all the staffs of Fantasia Ltd.

2.5.4 Technical Department


This department is basically located in inside park with substation room and the main
task is to make sure the ride maintenance, components assembly, installation and the
overall ride safety management.

2.5.5 Security Department:


This department make sure the park visitor safety, risk mitigation, crowd management,
security protocol, parking management etc.

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