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Management 210 - Final Report.
Management 210 - Final Report.
Report on
Submit By:
NAME ID TOPIC
FARHAT MAISHA ROOPKOTHA 181 1583 630 Management Basic Concept
Section: 04
Submit To:
Afnaan Ahmed (Afd),
Lecturer, Department of Management,
North South University.
Table of Contents
Introduction .................................................................................................................................................. 1
1. FOUNDATION of MANAGEMENT and ORGANIZATIONS ........................................................................ 2
1.1.Managerial Levels .................................................................................................................................. 2
...................................................................................................................................................................... 3
1.2. Management Functions ........................................................................................................................ 4
1.3. Mintzberg’s Management Roles Approach .......................................................................................... 5
1.4. Managerial Skills ................................................................................................................................... 6
1.5. ANALYSIS ............................................................................................................................................... 8
1.6. QUESTIONNAIRE.................................................................................................................................... 9
2. Business Ethics........................................................................................................................................ 10
2.1. Factors that determine Ethical and unethical Behavior .................................................................... 10
2.2. Management role in Encouraging Ethical Behavior ........................................................................... 11
2.3. How Organization Go Green ............................................................................................................... 12
2.4. Ethical Dilemma .................................................................................................................................. 12
2.5. Social Responsibility Ethics Issues ...................................................................................................... 12
2.6. Analysis ................................................................................................................................................ 15
2.7. Questionnaire ...................................................................................................................................... 16
3. Planning .................................................................................................................................................. 17
3.1. Types of Plan ....................................................................................................................................... 17
3.2. The Approaches to Establishing Goals................................................................................................ 18
3.3. How the organization set their goals.................................................................................................. 18
3.4. Effective Planning in Dynamic Environments..................................................................................... 19
3.5. The Challenges an Organization Face while Making a Plan ............................................................... 20
3.6. Analysis ................................................................................................................................................ 21
3.7. Questionnaire ...................................................................................................................................... 22
4. Strategic Management ............................................................................................................................. 23
4.1. SWOT Analysis....................................................................................................................................... 23
4.2. Corporate Level Strategic ...................................................................................................................... 24
4.3. Corporate Portfolio Analysis .................................................................................................................. 25
4.4. Competitive Strategies .......................................................................................................................... 26
4.5. Customer Service Strategies .................................................................................................................. 27
4.6. Analysis ................................................................................................................................................. 27
Conclusion .................................................................................................................................................. 29
Introduction
“Zanala Bangladesh Ltd” is a 360 degree integrated market communication agency. They are
specialized in brand building, rebranding and promotion. They are in and out market
communication agency. They started their journey 17 years ago, by combining their passion,
imagination, intellect and courage to create the ideas which speak for the brand identity. Now, they
have gathered the experience of working with over 200 clients in 20 different industries. Their
constant efforts ensure their clients to flourish and influence results. Because they don’t believe in
shortcuts, emphasize on the absolute execution, maintain professionalism by exercising proper
corporate culture, equal participation in brainstorming and operation.
1. FOUNDATION of MANAGEMENT and ORGANIZATIONS
Zanala Bangladesh Limited (ZBL) is a new age market communication company, designs identity
and communication strategies for communicating needs in every possible form of media to reach
out the mass population of Bangladesh. They closely work with their client to understand the type
of service or product as per their clients need. Since they categories themselves as a creative
company they maintain a flat organization with few levels of hierarchy. This company was started
by S M Mobasser Hussain and Tamzid Siddiq Spondon back in 2001.
Department Manager
Creative Director
Middle Managers
Associate Manager
Senior Executive
1. Design Manager
2. AV Manager
First Line Managers
3. Digital Manager
4. Activation Manager
Executive
Various Creative
Non- managerial Employees Management Trainee officer working under
Officer (MTO) designated manager
Planning
Planning is defined as the long term goals and objectives of an organization where it want to see
itself in the upcoming years. ZBL started creating impact in smaller scales from the very beginning
of its journey. Its objectives in the next 10 years are mentioned below.
ZBL is such an agency that wants to create maximum impact in the market. It wants to diversify
its client base to reach out mass people of various sectors through different types of campaigns.
People know ZBL mostly as an advertising agency. But it is much more than that. It is a
communication company and its products includes brand identity development, audio visual
productions, graphic design and productions, web and new media (social and mobile), campaign,
event and activation, interactive kiosk.
ZBL is not a conventional agency that focuses on advertising or communication only, it works
with the entire spectrum, having 3 other companies-
Organizing
Planning is followed by the next management function- Organizing. In planning stage a company
sets its long term objective and in organizing stage how the targets can be achieved that is
identified. Different organizations set their strategies towards achieving goals differently. The KPI
of ZBL is revenue. According to the chairman of ZBL, the KPI is set through revenue everything
else falls into places. ZBL sets its target revenue on yearly basis. For example, if it sets a yearly
revenue of 20 crore taka this year it targets double amount for the next year. After setting yearly
target, its management focuses on to smaller parts, simply divides the targets into smaller sections
so that it gets easier to achieve. The management team distributes smaller monthly targets of
revenue among different departments of the company and those departments need to bring
revenues to fulfill these targets. By gaining profits ZBL can focus on achieving their long term
goals. As they do not believe in stereotype goals, they want provide their target market with
different kinds of experiences, their goals are realistic yet challenging. They need enough profit to
run their company at the same time invest in one of its objectives that is giving opportunity to gain
new experiences. ZBL needs to work on this objective to give it a proper shape with stability.
Leading
After setting targets and strategies to achieve them, comes the implementation part - Leading. In
this stage manager plays a vital role to supervise and motivate employees for achieving targets.
ZBL developed its own project management tool called “Central” through which employees and
managers keep track on their work, performance and progress. After getting a project from client,
the details of the project like client name, contact number, type of project, people who are handling
the project everything is being set in the database of Central. Employees who are assigned get
notification and deadline via Central.
Controlling
Controlling is the stage where managers monitor employees work at the same time evaluate the
standards set in the targets versus actual performance. Managers of ZBL do this monitoring
through their own project management tool. Employees of this company have their own account
in Central and get access as per their respective positions in the company. Through this tool,
managers can easily keep track on the current performance and evaluate so that they can make
necessary changes to make their future performance better. For example, in a campaign of a
product if the quality of performance in November-December is weak, they can direct their
workforce to put extra effort to make their quality of performance stronger in the upcoming
months.
1. Informational Roles
2. Decisional Roles
How decisions of an organization are made by managers are mainly decisional roles. The
characteristics of this role also vary from the type of decision. ZBL is a flat organization
with flexible work environment. Employees are encouraged to take decisions. Employees
are partially empowered. Decision making authority depends on the employee’s
designation and office performance. According the chairman of ZBL, in reality there is no
single rule that applies to everyone. There are people who are interested to show their
capability whereas there are people who choose to play safely. Middle managers give
decision making power to employees at times but their willingness to take such
responsibilities depends on the employees.
3. Interpersonal Roles
This role defines how the employees are motivated by managers to fulfill their respective
tasks. ZBL ensures safe and friendly work environment for its employees which is very
just, discrimination free. Salary on time is their top concern. These are the key factors that
motivate employees to work dedicatedly. Moreover, the management of this organization
wants to make the pie bigger, the people of management are open to give shares to
deserving employees. Employees are getting shares of this company which works as the
greatest factor in employee motivation.
1. Technical Skills
Having proper knowledge about a manager’s supervised field. This skill is very important
for lower level managers as they need to keep in touch with the field level employees. They
need to know everything that is going on under their supervision. ZBL highly focuses
creative sector. Employees are hired based on their expertise in certain sectors but they
encourage passion more than capabilities. So they follow technical skills way less than any
other formal organization. ZBL is comparatively flexible about it.
2. Human Skills
Having the ability to motivate employees to achieve company’s goals. This is the most
important skill among all. Mid managers lead first line managers. As company’s success
is highly dependent on employees so it is important for the managers to keep the employees
motivated so that they can make the most out of the employees hard work. IN the case of
ZBL, the mid managers consider this as a priority that is why they have ensured a friendly
work environment for every employee. Moreover, their salary on time and their possibility
to get company’s shares based on their work performance plays a significant role as
motivation.
3. Conceptual Skills
Future forecasting ability, predicting upcoming challenges and planning accordingly are
the main characteristics of conceptual skill which is basically important for the top
managers. Companies like ZBL goes with the economy. ZBL had plans for the next 10
years but recent economic growth has changed market condition and has turned to a new
direction. Because of being declared as a lower middle income country, NGOs of this
country are out of fund and this is affecting advertising agencies. So this sudden change in
economy is causing ZBL change its entire planning. Even after predicting market, changes
in economy can change everything for these kinds of companies, so conceptual skill does
not help much
1.5. ANALYSIS
Zanala Bangladesh Ltd. is a growing communication company, facing a lot of challenges because
it has not reached stability yet. Because of having a different goal than any other communication
company, it needs some more time to reach stability. According to me, its initiative for people to
gain new experience is wonderful because Bangladesh does not yet have any such company with
this kind of thought. But if considered from business perspective it is a challenging yet realistic.
That is why they should not take chances so that they always fail. ZBL is everything sorted except
its planning. Talking to the chairman, we got to know a lot of facts. One of my major topic was
management functions where planning is the first and most important function. Without planning
a company is like a ship without a rudder. ZBL definitely has some plans but those are vague.
They do not have specific goals to achieve. First objective of this company is creating impact on
larger scale. Every company of its industry wants to create influential impact, this is an obvious
fact but how? They do not have any specific plan to achieve this goal. If we target something big
and want to achieve it at once we would fail. So we need to aim practically. Having greater
objective is important like giving people opportunity to gain experiences. But for doing such
things we need to have enough capital so that after earning revenues I have got plenty of profit to
expand my business and experiment new things, doing the same experiment in a growing business
can be a matter of stake. Apart from this problem, ZBL has a wonderful work environment,
motivational factors like getting shares of the company and above all the monitoring system,
“Central” is a life savior. It plays multiple roles in leading, monitoring, budgeting, profit
projection. If problem was minor it could be neglected but one of the major management concept
is weak so they must do necessary changes like being clear about their goals, making the company
stable enough to do great things like after making sure of making profits, giving people
opportunities what they are trying to do now. These changes can play a positive role for ZBL.
1.6. QUESTIONNAIRE
1. Does Zanala Bangladesh follow the concept of managerial level? What are the levels
of managers in Zanala Bangladesh Ltd. ? How are the orders being passed here?
2. Where do you want to see Zanala Bangladesh Ltd. in next 10 years? What are its
objectives?
3. How ZBL is going to achieve its targets? Through what strategy it plans to fulfill its
target?
5. How projects are being monitored in ZBL? How managers evaluate standard set in the
target versus actual performance?
7. How are decisions being made here? Does top manager takes all the decisions or, are
the employees empowered?
9. Based on what employees are assigned to different departments? Based on skills and
capabilities or based on passion and talents?
10. Does the managers believe in motivating employees or, do they believe in bossing
around?
Ethics is the branch of philosophy that deals with values relating to human conduct. Specially, that
human conduct deals with the rightness and wrongness of certain actions. Business ethics is the
direct attempt to formally or informally manage ethical issues and problems through specific
policies, practices and programs. Business ethics is a form of applied ethics that examines ethical
principles and moral or ethical problems that arise in the business environment. It applies to all
aspects of business conduct. The label lends itself most directly to a core set of question about how
Earning profit is the main objective of any company but the source of earning should come from
an ethical way.
B. Individual Character
Zanala Bangladesh Ltd leaders determined an ethical person by their individual characteristics.
Leaders of Zanala Bangladesh Ltd try to hire an employee who has good personality and values
which represent basic convictions about what is right and wrong. They hire people which people
have better ego strength and internal locus of people. Because better ego strength are likely to
resist impulses to act unethically and instead follow their convictions. And locus control is the
degree to which people believe they control their own fate. People with an internal locus of control
believe they control their own destinies. Zanala Bangladesh Ltd leaders hire them because they are
more likely to take responsibility for consequences and rely on their own internal standards of right
and wrong to guide their behavior.
C) Organization’s Culture:
Zanala Bangladesh Leaders believe that the content and strength of an organization’s culture also
influence ethical behavior. They create an environment that influences employee behavior ethical.
In their organization they don’t call anyone boss, they are very close to one another. They create
an environment where employees share their problems with one another and with the top managers
also. That’s why employees of this organization don’t follow any unethical way. And they create
realistic goal which is very helpful for employees. Because they believe that employees doesn’t
follow any unethical ways if they set realistic goal.
As a market leader Zanala Bangladesh Limited is very conscious about encouraging ethical
behavior. They encourage their employees in different ways which is beneficial for their
organization as well as their employees and clients.
Zanala Bangladesh Managers encourage their employees by code of ethics. They believed in the
power of code of ethics. By code of ethics Zanala Bangladesh employees get the idea which they
are supposed to do things yet loose enough to allow for of judgment. The employees of Zanala
Bangladesh easily catch the company’s expectations, especially when it comes to ethics. Managers
of Zanala Bangladesh tried to set their goals realistic which is very important for an organization.
Because, if an employee has enough idea about organization goals, he will get highly motivated
and he will do his work perfectly, that’s what they think. Zanala Bangladesh believes that if they
set a realistic goal an employee won’t take any unethical ways to achieve goals. Zanala Bangladesh
managers also follow the ethical leadership to encourage their employees. But they don’t follow
the whole process. They believe that giving reward in front of everyone is the another way to
encourage their employee. They don’t humiliate their employees in front of everyone if they did
anything wrong as they said. At the end of the year there is a poll where everyone voted. Everyone
can express their feelings to everyone. No one knew who write comments about them. There were
half of the votes from the Employees and half from the manager. The best person will be rewarded
in front of everyone. Later employees try to improve what other people wrote about them. They
believe that it is very helpful to encourage their employees than giving punishment in front of
everyone. Zanala Bangladesh managers also follow the process of ethical training. In this process
employees get support for every works from top managers. Top managers discuss about ethical
issues with the employees as Zanala Bangladesh said. They are also setting up seminars,
workshops and similar ethics training programs to encourage ethical behavior. By this process
employees get clear focus about ethical issues. Then Zanala Bangladesh leaders reward those
employees who act ethically. Besides Zanala Bangladesh tried to hire employees with highly
ethical standards which are very important to satisfy their clients with service.
Managers and Organization can do many things to protect and preserve the natural environment.
Some organization changed their social processes. There has four types of approaches.
1) Legal
2) Market Approach
3) Stakeholder Approach
4) Dark Green Approach
Zanala Bangladesh don’t follow the all the approaches. They follow only the legal approach.
Zanala Bangladesh leaders organized an event in 2014 where different kind of people engaged.
The event named longest walk, where attended people march towards Inani beach from Teknaf.
They clean the whole beach together. They send message to everyone that Cox’s Bazar sea beach
is our assets. This is the longest sea beach in the world so we have to take care of our sea beach
that was their message to everyone. They organized this event again in 2016 where they got so
much response and everyone appreciated their event. They spread their message to the whole
country.
There are three conditions that must be present for a situation to be considered an ethical dilemma.
The first condition occurs in situations when an individual, called the “agent,” must make a
decision about which course of action is best. Situations that are uncomfortable but that require a
choice, are not ethical dilemmas. The second condition is that there must be different courses of
actions to choose from. Third, in an ethical dilemma, no matter what course of action is taken,
some ethical principle is compromised.
Zanala Bangladesh employees and managers follow their codes of ethics. Because Zanala
Bangladesh leaders mention clearly about ethical dilemma in their codes of ethics as they said. If
anyone do any unethical work (sexual harassment) in the office premises they have strict rules
against this types of unethical work. Anyone can complain about any types of unethical work if
they faced or witnessed to the higher management. The management will take immediate action
against that employee who did this.
2) Social Entrepreneurship: In our world there are many social problems but variable solutions
are few. But numerous people and organization are trying to do something. Zanala Bangladesh
leaders also do something for solve this kind of social problem. They run a school in Bandarban
for the poor child. Sometimes their employees go there and learn those student new skills. Then
they work with a NGO which name is Spriha. They help this NGO in different ways. Their
employees spend a certain time for help this NGO.
2.6. Analysis
After talking with them we have figure out that Zanala Bangladesh has so many problems. First
one is Zanala Bangladesh is a flat company, they don’t call anybody boss. For this reason top
managers of this company will get fed up with the employees. Next one is if any of their made
unethical they don’t punish that employee in front of everyone. If they punish that employee in
front everyone, the others employees of Zanala Bangladesh won’t do any unethical behavior. Then,
they normally believe that all employees of Zanala Bangladesh will follow the Code of Ethics. But
it is not possible that every employee of the organization will follow the code of ethics. So have to
be stricter about it.
2.7. Questionnaire
1) What types of factors Zanala Bangladesh use for determining ethical and unethical Behavior?
2) How Zanala Bangladesh Go green?
3) Explain about Ethical Dilemma of Zanala Bangladesh?
4) What type of moral development stage Zanala Bangladesh follow?
5) Does Zanala Bangladesh follows the ethical leadership and does they give eward and
punishment to employee in front of everyone?
6) What type of beneficial work they do for the society?
7) How they train their employee for ethical training?
3. Planning
Planning means decide on and make arrangements for in advance. In business term it has a big
contribution. It involves defining the organization’s goals, establishing strategies to achieving
those goals and developing the plans to be coordinate with the working process of the
organization. Plans range from overall purposes and objectives to the most detailed actions to be
taken. Involves selecting missions and objectives and the actions to achieve them. It requires
decision-making – i.e., choosing future courses of action from among alternatives. No real plan
exists until a decision – a commitment of human and material resources – has been made. In
other words, before a decision is made, all that exists is planning study, analysis, or a proposal;
there is no real plan. People working together in groups to achieve some goal must have roles to
play. Generally, these roles have to be defined and structured by someone who wants to make
sure that people contribute in a specific way to group effort.
Strategic Management Plans: These plans are applied to the entire organization and to
establish the organizations overall goal. This phase of planning an organization set a long term
planning.
Tactical Plans: In this stage of planning the organization set the plans according to their
ultimate objective. They first select their objective and then they get the chance to set up their
plan.
Functional Plans: “Zanala Bangladesh limited” has different department. In this phase the
organization set the plan in department wise.
Operational Plan: This phase of plan is time budget related. For setting up a perfect plan the
organization should look after this factor. A failure time budget plan might cause a big loss so for
that, it is a mainstream in managerial sector.
Contingency: It is known as the backup plan for an organization. Normally every firm set
more than one plans for earing their ultimate goal. So if somehow the company face failure in
their current situation to get rid of that situation a company should make another plan.
“Zanala Bangladesh limited” has own planning method. The plans they intend to take are
mostly formal or documented. The plans they are intend to take are based on real goals. Their
plans are mostly short term basis, as they are kind of startup and market leader. There is another
cause why the company use this method and that is to be in a safe place in business. We all know
that every company has ups and downs so for avoiding these situations “Zanala Bangladesh
limited” uses this method as cheat code to survive in the market and maintain a safe position in
the market.
“Zanala Bangladesh limited” has some set of purpose for planning like others. To earn their
ultimate success they have to coordinate their work according to their plan, they have to reduce
errs if there are any and they have to balance every to cope up with the uncertain situation.
For establishing a plan the organization always keep a strong observation on their
financial position. If the company doesn’t have a stable financial state then it might be
hard for the organization to proceed the plan in a smooth way.
For setting up a plan for a short term “Zanala Bangladesh LTD” should look after the
demographic condition. It will be help for a company to earn a safe and successful place
in the market.
Sometimes the company tries to upgrade their business they use some new ways to earn
much profit and that it to add some new tech in the business. Which help them to get a
suitable profit in the market.
4) Future forecasting:
It is also an important part to look after while making a perfect plan. Business is all
about idea and backup. If you cannot estimate a perfect future then you might face some
difficulties in market.
The estimated goals should be realistic and workable. When people can't see
the vision of the plan, they won't take action to pursue the plan. So for that the goals
should be clear, concise and understandable.
3.6. Analysis
That’s all about the planning methods which is used by the “Zanala Bangladesh Limited” to
reach their ultimate goal and earn success. Planning method is one of the important in
management site. “Zanala Bangladesh” maintains this part very strictly. Because a perfect plan
leads an organization to the success.
3.7. Questionnaire
The first step of Strategic Management process is doing an Internal and an External analysis.
The combined internal and external analysis are called the SWOT analysis. The term SWOT refers
to (S)trengths, (W)eaknesses, (O)pportunities and (T)hreats of a business organization. The
strengths and weaknesses are the internal capabilities, positive situational factors, and the internal
limitations of the organization. Whereas the opportunities and threats include the external
environment of the organization.
Strengths: It include any internal activities or factors the organization does well or its
unique resources. Zanala Bangladesh LTD look their people/employees as their greatest
resources. As they mention, their type of business need employee dedication in every sector
of their work, starting from the field-work to office management. Employee dedication that
help the organization grow. One of the Art Director working in the organization for over
11 years, many of them are working for more than 6 years, this shows dedication for the
organization.
Weaknesses: It include activities the organization does not do well or resources it needs
does not possess. Finding skillful employees for the company is an internal weakness as
they concern. The recruitment process of Zanala Bangladesh LTD is very tough to
proceed, for this reason they sometime can’t get recruits as wanted.
Opportunities: It is the positive trends in the external environment. Zanala Bangladesh
LTD fined client appreciation as their biggest opportunities in the market. Over the years
they worked with almost 200 clients which include RMGs, Ship Building, NGOs and many
more. And this client help them to grow and refer the company to the others.
Threats: The other external factor of a company is threats. The threats are what challenges
the company’s performance faces. Threats like government legislation, new rules are
impacting the company. As there are few more brand building company in the market, a
price war among the organizations exists, and Zanala Bangladesh LTD are getting a tough
competition from them. Beside this they are looking our education system as a real threat
for a company like them, they mention this education system not giving the students proper
learning that need in the real job market, for this reason they can’t find perfect man-force
for the organization.
A competitive strategy is a strategy or how an organization will compete in its business. For a
small organization in only one line of business or a large organization that has not diversified into
different products or markets, its competitive strategy describes how it will compete in its primary
or main market. The main point of view for competitive strategies are:
Differentiates the firm from its competitors.
Create a sustainable competitive advantage.
Focus quality management.
Improvement and meet customer demand for quality.
Competitive advantage means developing an effective competitive strategy requires an
understanding, what sets an organization apart- that is its distinctive edge. Zanala Bangladesh as a
leading organization in the field of Communication and Branding they ensure the best advantage
than other competitors. They use their quality, thinking, client service and pricing as a material of
competitive advantage. When the other organization in the same market are focus more to event
management and advertisement, they are more focus to brand building. On the other side the
company is fully technology based, which give them to maintain a better quality than their
competitors. The other competitive advantages they get from an application they use, it is a central
database to control the entire office work in one platform. Which they call Online Project
Management Tool, is also developed by the company. This definitely giving a upper hand in the
terms of office management.
Choosing a Competitive Strategy: When an organization competes on the basis of setting price
in its industry. An organization can set the price by four types of strategy:
1. Cost leadership strategy: Seeking to attain the lowest total overall cost relative to other
industry competitors.
2. Differentiation Strategy: Create unique and distinctive product or service for which
customers will pay a premium price.
3. Focus Strategy: using a cost or differentiation advantage to exploit a particular market
segment/ narrow segment rather than a larger market.
4. Stuck in the middle: Organization that are unable to develop a cost or differentiation
advantage.
Zanala focuses into a selective market rather than going into a larger one. For that they follow a
value driven pricing policy for the clients. Where they maintain a cost leadership strategy for a
narrow market and maintain a differentiation strategy for another particular market segment. So,
we can say they follow a focus strategy in general.
4.6. Analysis
Planning is basic for modern business management. And for maintaining an organizations main
mission and vision statement they need to maintain the strategic planning or management. As every
other company Zanala Bangladesh LTD also follow the concept of strategic management as their
long term goal implementation. They try to follow every level of strategies. In the case of corporate
strategy they only focuses on growth implementing, but in my opinion, they can use the horizontal
integration and maintain the renewal strategy more effectively. I found out their customer service
strategies very strong, but they don’t use the functional level strategy which may affect them in
the long run.
4.7. Questionnaire
Stephen P. Robbins, M. C. (2018). Management Fourteeth Edition. United KIngdom: Pearson Education
Limited.
Figure 1 Confirmation from the company.
Figure 2 Team Members with the Chairman Mobasser Hussain.