DEPARTMENT OF BUSINESS ADMINISTRATION

FACULTY OF BUSINESS STUDIES (FBS)

ANALYZING THE CONSUMER PERCEPTION REGARDING THE MARKET
OFFERINGS AND STRATEGIES OF CONCORD IN THE ENTERTAINMENT
INDUSTRY OF BANGLADESH

Internship Report
Submitted in Partial Fulfillment of the Requirements for the Degree of Bachelors of
Business Administration

Under the Supervision of

Takrima Jannat
Lecturer in Marketing
Department of Marketing
Faculty of Business Studies (FBS)
Bangladesh University of Professionals (BUP)

Submitted by
Fariha Islam Sarah
Student ID: 17251093
Session: 2017-2020

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 LETTER OF TRANSMITTAL
Date: 1st March, 2021

To
Takrima Jannat
Lecturer in Marketing
Department of Marketing
Bangladesh University of Professionals (BUP)

Subject: Submission Internship Report

Dear Madam,
It is a great pleasure and privilege to present the internship report on “Analyzing the consumer
perception regarding the market offerings and strategies of Concord in the entertainment industry of
Bangladesh”. Which was assigned to me as a partial requirement for the completion of Bachelors of
Business Administration degree. It is my great pleasure to be a part of such well known reputed
company and achieving an in-depth knowledge on marketing techniques. During the course of the
study, I have tried with the best of my competence to provide with information and significant issues
as much as possible and attempted to monitor the guidelines as you have recommended.

I am grateful to you for your assistance and kind collaboration at every step of my effort on this report.
I shall remain sincerely thankful if you could kindly go through the report and evaluate my
performance.

Yours Sincerely

……………………

Fariha Islam Sarah

Student ID: 17251093
Section: A, Marketing: 02
Session: 2017-2020
Bangladesh University of Professionals (BUP)

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 DECLARATION

I hereby declare that except where specific reference is made to the work of others, the contents
of this dissertation are original and have not been submitted in whole or in part for consideration
for any other degree or qualification in this, or any other University. This dissertation is the
result of my own work and includes nothing which is the outcome of work done in
collaboration, except where specifically indicated in the text.

Fariha Islam Sarah

Student ID: 17251093
Session: 2017-20

iii
 SUPERVISOR’S CERTIFICATE

This is to certify that Fariha Islam Sarah, a student of BBA Program, ID NO: 17251093 under the
department of Marketing, Bangladesh University of Business Professionals (BUP), has successfully
completed her internship program entitled “Analyzing the consumer perception regarding the market
offerings and strategies of Concord in the entertainment industry of Bangladesh” under my supervision
as the fulfillment of BBA program.
She has done her job according to my supervision and guidance. She tried her best to do this
successfully. I think this program will help her in the future to build up her future career.
I wish her success and prosperity.

……………………..
Takrima Jannat
Lecturer in Marketing
Department of Marketing
Bangladesh University of Professionals (BUP)

iv
 ACKNOWLEDGEMENT

First of all, I would like to express my special thanks and gratitude to Takrima Jannat Ma’am, respected
Faculty of Department of Marketing, for giving me this golden opportunity. I am thankful for her
perfect guidance and timely suggestions throughout the tenure of my internship and also for her
continuous supervision and valuable guidance for improvements and completion of the paper
successfully.
Her constant support, inspiration and motivation has helped me to complete the report properly.

Fariha Islam Sarah

Student ID: 17251093
Session: 2017-20

v
Table of Content
EXECUTIVE SUMMARY .............................................................................................................................. 1
CHAPTER – 1: INTRODUCTION ...................................................................................................................2
1.1 Introduction of the study: ...................................................................................................................... 3
1.2 Origin of the report: .............................................................................................................................. 4
1.3 Rationale of the Study: ......................................................................................................................... 4
1.4 Objective of the study: .......................................................................................................................... 5
1.5 Methodology of the study: .................................................................................................................... 5
1.6 Organization of the Report: .................................................................................................................. 6
1.7 Limitations of the study: ....................................................................................................................... 7
CHAPTER- 2: LITERATURE REVIEW .............................................................................................................8
CHAPTER 3: OVERVIEW OF CONCORD ENTERTAINMENT COMPANY LTD................................................... 17
3.1 Company Overview: ........................................................................................................................... 18
3.2 List of companies of Concord ............................................................................................................. 19
3.3 The Marketing Team of CEnCL ......................................................................................................... 20
3.4 Vision, Mission, Goals, Objective and Slogan of Concord: ............................................................... 20
3.5 Official Recognition ........................................................................................................................... 21
3.6 Company products & Services: ................................................................................................................ 21
3.6.1 Fantasy Kingdom Product and Service Information .......................................................................... 21
3.6.2 Corporate Social Responsibility (CSR) ............................................................................................. 25
3.7 Core Values: ....................................................................................................................................... 26
CHAPTER- 4: ANALYZING THE CONSUMER PERCEPTION REGARDING THE MARKET OFFERINGS AND
STRATEGIES OF CONCORD IN THE ENTERTAINMENT INDUSTRY OF BANGLADESH ..................................... 27
4.1 Marketing Strategy to build customer Engagement ............................................................................ 28
4.1.1 Market Segmentation, Targeting, Positioning and Differentiation .................................................... 28
4.1.2. Marketing Mix (Product, price, Place, Promotion, people, Process, physical evidence) ................. 28
4.1.3. Marketing Communication Mix (Advertising, Sales Promotion, personal selling, Public
relationship, direct marketing, Integrated Marketing Communication)...................................................... 30
4.1.4. Promotional Activities (ATL, TTL, BTL) ........................................................................................ 32
4.2. Customer perception through Social Media ............................................................................................ 34
4.3. Comparative Analysis of Market: ............................................................................................................ 34
4.4 SWOT Analysis ........................................................................................................................................ 34
CHAPTER- 5: ANALYSIS AND FINDINGS OF THE STUDY.............................................................................. 37
5.1 Company Analysis: ................................................................................................................................... 38
5.2 Questionnaire and FGD Analysis: ............................................................................................................ 39
5.3 FINDINGS:............................................................................................................................................... 45
CHAPTER – 6: RECOMMENDATIONS & CONCLUSION................................................................................ 46
6.1 Scope of Improvement: ............................................................................................................................. 47

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 6.2. Recommendations:................................................................................................................................... 47
6.3 How to Recover short fall of visitor in covid situation ............................................................................. 48
6.4. Conclusion: .............................................................................................................................................. 49
REFERENCE ............................................................................................................................................. 51
Appendix ................................................................................................................................................ 52

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 EXECUTIVE SUMMARY
This internship report is based on the three months long internship program that I have successfully
completing at Concord Entertainment Co. Limited, in their Marketing Team from (09-12- 2020 to 08-
03-2021), as a requirement for the fulfilment of my BBA degree. This report is that the outcome of my
internship amount and contains a transparent plan concerning my activities, learning, and performance
throughout the entire billet amount.

The First section of the report is that the introduction half. The introduction half principally enclosed
the background, current performance, management team and key useful areas. This section is
extremely informational as a result of for any prisoner it's essential to acknowledge the organization
before being a region of it.

The following section describes my overall assignments’ and works conducted throughout the billet
program. Here, I even have emphasised principally concerning my daily responsibilities and the way
a lot of i used to be ready to contribute to the organization. successive section is that the consequence
of the previous section. This highlights relating to the works and the way a lot of these works have
helped Pine Tree State to find out the sensible data of a business sectors. tcompletely department
engages in wholly different activities so my learning was different for every. within the succeeding
half I even have elaborate my communication and attachment with the workers of the organization.
later I even have provided a brief description concerning the difficulties I even have round-faced
throughout the internship journey and my strategies of overcoming them.

The following section is additionally terribly important as a result of here I got the chance to share my
feelings from the billet. I had plenty of expectation from wherever some were achieved some weren't.
during this section I gave a narration of these feelings. it's beyond question true that this billet has
wedged an excellent influence in my career set up. It got Pine Tree State engaged in a very ton of
thought relating to wherever I had the scope to travel ahead and so this section deals therewith.

Finally, within the previous few sections of the report, I even have drawn attention towards the findings
and suggestions by stating what my corrections might are if I might get a chance to redo the internship
program.

1
CHAPTER – 1: INTRODUCTION

2
 1.1 Introduction of the study:
Concord Entertainment Company Limited(CEnCL); a sister concern of Concord cluster, has started its
journey in 2001. It started its journey with associate degree exclusive plan of constructing an issue
park in Asian nation. Concord is that the largest land, engineering and construction conglomerates in
Asian nation. Concord has established its engineering and construction sector in 1973. Concord is that
the leading engineering and construction company in Asian nation with most prestigious and most
technically difficult comes within the country. Mr. S. M. Kamal Uddin, the chairman of Concord
cluster is that the founding father of Concord (CEnCL).
Fantasy Kingdom is that the 1st and just one pleasure ground in Asian nation. The Fantasy kingdom
amusement complicated currently consists of Fantasy Kingdom, Water Kingdom, Heritage Park,
Xtreme Racing & the Resort. Fantasy Kingdom was selected a "tourist sport" by the govt of Asian
nation in 2002. Another addition to Concord amusement is that the Foy's Lake. The Foy's lake
amusement complicated is ready over 350 acres of lovely lakes & hills within the heart of city. It
consists Foy's lake, SeaWorld and Foy's lake resort. The landscape and also the look of the parks exude
associate degree ancient however colourful world. within the park gardens, fountains, statuettes, pillars
and walkways radiate the lost look of a kingdom. the look of the park has associate degree tempting
charm. These parks ar visited by over two million guests annually.
Concord amusement Company restricted is one amongst the largest firms in amusement sector of our
country. throughout my place time I even have seen that Concord amusement Company restricted has
some effective promoting ways which will simply grab customer’s attention. Concord amusement
Company restricted have huge comes like Fantasy Kingdom(2002), Water Kingdom(2005), Heritage
Park(2005), Resort Atlantis (2006), Foy’s Lake Concord (Amusement World)(2004), Sea World
(2007) and Foy’s Lake Resort. All the comes of Concord amusement Company restricted have gained
the recognition among our country folks. Concord amusement Company restricted generally arranges
huge event at Fantasy Kingdom complicated, Water Kingdom and Foy’s Lake. they're composition
concert, fashion Show, annual company picnic and family picnic or university picnic, DJ Show,
Xtreme sport championships and a few CSR activities for folks.
Just twenty minutes from the town, on the Dhaka- Ashulia road at an area referred to as Jamgora. The
dreamworld Fantasy Kingdom is to create on more or less 100 bigha as of land at Ashulia. this can be
a one hundred thirty core Bangladeshi monetary unit venture within which some rides were foreign
from the Mega rides, European country primarily based company. yank illustrious design company
KTGY and different Italian firm additionally contributed in layout, subject area style, putting in place
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the large and technologically refined amusement machines with the assistance of native specialists.
this can be additionally a pioneering project among Concord Group’s several pioneering comes.
1.2 Origin of the report:
Internship program is a mandatory program for all students of BBA under Bangladesh University of
Professionals (BUP). For the completion of this internship program, I have chosen “Analyzing the
consumer perception towards Concord in the entertainment sector of Bangladesh” . In the study period
mainly student’s gain theoretical knowledge but now a day, in the job market there is no substitute of
practical knowledge and experience. The internship acts as a training period to help prepare fresh
graduates for the professional world.

1.3 Rationale of the Study:

It a common notion that there is difference between experience and knowledge. Knowledge can be
obtained via research and study. But one requires the idea on how to implement this knowledge in real
life. Both knowledge and experience are critical factors when it comes to achieving success.
Knowledge helps the person understand the situation better, develop plans and come up with counter
measures while experience helps to implement the solution in real-life situation. That’s a very
important factor for the students as they spend most of their life gathering knowledge. But for these
knowledge to be translated in to something more valuable and useful, they need experience. Fresh
graduates spend their 4 years becoming specialized in one form factor may it be science, business or
arts. But they require real life experience before they can go and join the corporate world.
This is where internship system comes in. The fresh graduate needs to spend some being attached to
any organization and work in a position which is relevant to his or her study. This internship helps to
link the bridge between an academic life and a corporate life. Through this program student can gain
the experience of working in a real life environment where they can apply their practical knowledge.
For this reason, every student has to work with a particular organization in an internship program at
the end of their academic cycle. This report is a part of my internship program. It has been set for three
months at the “Concord Group of Companies “ Head office located at Gulshan-2. As my 4 years of
BBA program is centered on theoretical knowledge, I needed a more practical experience to see how
these learnings can be implemented in real life. This internship program helped me do exactly that. I
have worked closely with Concord Entertainment Company ltd for past 3 months. I based my report
on my findings and observation of their system and some recommendation on how to better the system

4
and make it more efficient.

1.4 Objective of the study:

Broad objective
The broad objective of the study is analyzing the consumer perception regarding the market offerings
and strategies of Concord in the entertainment industry of Bangladesh
Specific objective
1. To analysis the Marketing campaign and strategy of CEnCL for customer engagement
2. To analysis the Customer perception toward FKC and FLC on social Media
3. To analysis the brand awareness and CSR activities of CEnCL.
4. The consumer perception towards Concord in the field of Entertainment.
5. To find the probable scope of improvements.
6. To give solutions and recommendations to the problems.

1.5 Methodology of the study:

The study is based on Concord Entertainment Co Ltd . This report is based on a system that is currently
implemented in Concord Entertainment Co Ltd. The information used for this research is based on
observations and event analysis and system review. These observations were closely collected from
the practical experience and observations.
During my internship period I worked directly under Uzzal Kumer Basak, AGM, Marketing. He was
in charge of overseeing the entire Marketing Department of CEnCL. This includes the following tasks.
1. Assessing the areas to be covered.
2. Conducting and taking part in survey and FGD.
3. Scheduling the interview with the candidates.
4. Communicating with the teams regarding the execution of the whole campaigns.
5. Planning the assessment process and managing all the resources.
6. Manage the post campaign formalities.

While working under them, I had the opportunity to observe the entire system and also took part in
coordinating the implementation processes. This helped me understand the system and assess it based
on my specialty. This report is a reflection of my findings and my proposed solutions on making few
of the processes more efficient.
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1.5.1. Nature of the study:
This study is descriptive in nature.

1.5.2. Sources of Data:

The data collection method of the study consists of both primary and secondary sources.
Primary Data:
Primary data was collected through questionnaire survey.
• Questionnaire survey
Questionnaire is a research instrument which contains series of statements.
• Focused Group Discussion
A group discussion round was held that helped to get the insight of what their current situation
is and what they require un life.
Secondary data:
• Annual reports of Concord Entertainment Co Ltd.

• Website of Concord Entertainment Co Ltd.

• Manual and Publications of Concord Entertainment Co Ltd .

1.5.3. Sample Plan:

Population:
The target for the campaign were the consumers who like amusement. Hence the population selected
was also the same.
Sampling Element:
The sample element of the study were the visitors.
Sampling Technique:
Non probability convenience sampling method was used to collect data.
Sample Size:
The sample size of the study is 40.
1.6 Organization of the Report:
This report is basically separated in multiple segments based on my approach. In the first section I
aimed to give a basic overview of the entire process of how the company tries to achieve their sales
target and satisfy consumers. Then I proceeded to pinpoint the pain point or the bottle neck among the

6
visitors. Then I developed a system that might be able to solve or mitigate the problem. And lastly I
presented the highlights of my 3 month long practical experience.
As I won’t be dealing with numeric data as a whole, I consider this report to be more of a qualitative
research. The data used her are primarily to validate and analyze the overall data perception drive.

1.7 Limitations of the study:

One of the major drawback of this research is that the lack of available resources for the field I intended
on exploring. As the internal data of Concord Group is confidential, I was not allowed to access all the
data I required for my research. There are many other factors that were present during the research and
will be addressed later on in the report

7
CHAPTER- 2: LITERATURE REVIEW

8
This inquires about aiming to extend the existing writing by exploring the affect of involvement on
visitors’ recognition (fulfillment and return to purposeful within the subject stop). There are six parts
within the writing survey: (a) theme parks; (b) experience, including the experience economy; (c)
satisfaction; (d) revisit intention; (e) group differences; and (f) conceptual framework and hypotheses.

Theme Park
In later a long time, the beguilement stop is changing into an extra and extra elegant goal for visitors
around the world. there's a tender development going to at topic parks and voyager attractions (Milman,
2001). Measurements given by the Worldwide Affiliation of Beguilement Parks and Attractions
(IAAPA) shown that or so 372.5 million people gone by subject parks inside us in 2015, a rise of
four.4 % over 2014. In 2015, the U.S. beguilement stop advertise created or so $20.7 billion in income,
compared to $19.1 million in 2014, a rise of seven percent. This slant speaks to a durable potential for
development that need to be examined in coming back a long time.
In this think about, topic parks area unit sketched out as parks that area unit ordinarily planned to make
an environment of all over once more and put. the clarification they're alluded to as “theme parks,” is
that they need a selected topic around that design, scene, attractions, rides, appears, foodservices, clad
work force, and retail stores unit of measurement planned. There unit numerous shapes of topic parks,
like authentic, social, topographical, and so on. A few subject parks concentrate on one subject et al.
concentrate on numerous topics (Walker, 2008). North America’s beguilement stop commerce
highlights a long and triple-crown history and has been an amazing worldwide pioneer in stop
administration and operations (Milman, 2001). A few well known subject parks epitomize Disney
World, All-inclusive Studios and 6 Banners. These parks pull in mammoth numbers of visitors each
day.
Concurring to the IAAPA (IAAPA, 2016) report, in terms of redirection, clients unit of measurement
extra readiness to pay cash on the access and information of an item, rather than the stock itself, that
focal points topic parks. Subject parks offer totally distinctive sorts of ability to the guests. Pine and
Gilmore (1999) observed that subject parks have to be associated with visitors instead of essentially
entertaining them. The lion's share of beguilement stop investigation has paid consideration to visitant
profiles still as advertise division (Pikkemaat & Schuckert, 2007). A few thinks about have explored
beguilement stop through an administration point of view and unveiled the long-run slant of the
entertainment stop and fascination commerce (Milman, 2001). A few investigations has reviewed the

9
connect between the economy and topic parks. for occurrence, Braun and Soskin (1999) checked out
the affect of outside and advertise stuns on the key rating conduct of subject parks.
A number of analysts have looked into the long run of the beguilement stop trade. for case, Formica
and Olsen (1998) examined in any case beguilement parks were getting to traumatize dangers and
openings much obliged to natural changes and advertised proposals for the long run. Bramwell (1991)
and jazz artist (1989) checked out the prospects for blessing and future for parks inside the uk.
Loverseed (1994) assessed the beguilement stop trade in North America. A few considers have
investigated subject parks in significance benefit quality and fulfillment from a customers’ point of
view (Tsang et al., 2012; Bigné et al., 2005). Be that as it may, no major observational think about has
utilized the mastery economy to live visitors’ skill in subject parks to work out joins among totally
diverse measurements of ability, fulfillment levels and return deliberate.

Experience
Loureiro (2014) watched that have has been thought-about as one and separated develop since
Nineteen Nineties. The definition of skill given by the English wordbook is “An occasion or
predominance that takes off an impact on somebody.” the essential one who considered the conception
of consumer/tourist ability was Mihaly Csikszentmihalyi, a researcher. He portray in any case skill
will offer a way of delight and be cherished for a extended time, at long last changing into a point of
interest inside the memory. He alluded to as this “optimal experience” (Csikszentmihalyi, 1975).
Afterward, Csikszentmihalyi connected his bits of knowledge to client behavior, claiming that
overpowering may be a strategy of trade for existential or experiential rewards (Csikszentmihalyi,
2000).
Continuously, client mastery has gotten to be a pivotal portion in offering. Hirschman and Holbrook
(1982, p.99) sketched out client ability as “those sides of client behavior that relate to the multi-sensory,
daydream, and passionate viewpoints of item use.” Pine and Gilmore (1999, p.12) laid out encounters
as “events that associated individuals amid a individual method.” distinctive understudies in
understanding that have starts from a gather of progressed intelligent between a client and an
organization or the stock advertised by the corporate (e.g., Addis & Holbrook, 2001; Gentile, Spiller
& Noci, 2007). Schmitt (1999) partitioned ability into person ability and shared skill. Person mastery
comprises of detecting (aesthetics and tangible), feeling (dispositions and feelings) and considering
(expository and bright considering). Shared mastery incorporates acting (behavioral encounters) and
relating (social character encounters).
10
Within the touristry setting, Otto and Ritchie (1996) sketched out touristry ability as a tourist’s
condition determined from a benefit experience. They measured benefit quality bolstered client
behavior, benefit offering and exercises. They known six measurements of the ability build: the
epicurean measurement, the intelligently or social measurement, the noveltyseeking or elude
measurement, the consolation dimension, the assurance measurement, and so the stimulating or
challenge-seeking measurement. Aho (2001) famous that there unit of measurement four fundamental
components of the touristic involvement: passionate, learning, commonsense, and transformational.
As famous some time recently, it's troublesome to join all the climate that structure skill.

The expertise Economy

Pine and Gilmore (1999) known four stages of financial movement for all sorts of firms, particularly
commodities, products, administrations, and encounters. each dynamic arrange includes extra worth to
a item so as to update to future organize and draw in extra clients. for occasion, you will be able to
mull over the trade of moo from the simple moo beans to a container of moo, at that point to the benefit
amid a eatery, and inevitably to the particular moo mastery in Starbuck’s. In this way, Pine and Gilmore
(1999) anticipated the ability economy as a worldview for up trade execution in wide zones. The
authors accepted that organizations got to include extra worth to their item or administrations by giving
meaning and unforgettable encounters. commerce execution in wide ranges. The creators accepted that
organizations have to be include extra worth to their item or administrations by giving meaning and
extraordinary encounters. Pine and Gilmore (1999) known skill in terms of 4 measurements:
redirection, instruction, esthetics and amusement. These four measurements area unit recorded on 2
tomahawks, in line with customers’ inclusion level and their reference to commerce offerings
(environment or environment). The client association level is part into dynamic and inactive
cooperation. Being active alludes to visitors WHO area unit concerned in exercises, have an impact on
the activities or execution, and each expend and fabricate the benefit; they help to create their claim
encounters. relate degree case of dynamic touristry is rafting. On the inverse hand, inactive members
don’t have an impact on exercises or execution specifically. Going by a store may be an inactive action.
The association between people and their setting or environment may be named “absorption” and
“immersion.” Assimilation proposes that “occupying a person’s consideration by exchange the skill
into the intellect from a distance,” like once looking TV. Drenching proposes that “becoming
physically (or for all intents and purposes) an zone of the ability itself,” like once getting a charge out
of a virtual amusement (Pine & Gilmore, 1999, p.30). Figure one appears the four measurements
11
classified into the four classes. Pine relate degreed Gilmore (1999) utilized the state “sweet spot” to
point that each of the four measurements combines to make an best client expertise.
Figure:-The Four Dimensions of an Experience (Pine & Gilmore, 1999, p.30). Most past thinks about
of the skill economy have centered on totally distinctive zones inside the welcome commerce (e.g.,
Hosany & Witham, 2010; Buckeye State et al., 2007; Mehmetoglu & Engen, 2011; Loureiro, 2014).
The conception of relate skill economy has been wide utilized inside the advancing writing. a elegant
body of ability economy thinks about has investigated customers’ encounters in a few settings like golf
competitions, travels, wine trails, and sanctuary remains (Hwang & Lyu, 2015; Hosany & Witham,
2010; Quadri & Fiore, 2013; Melody et al., 2015). for occasion, Gracious et al. (2007) centered on
bed-and-breakfast visitors to check a arranged show of mastery economy thoughts, that given a begin
line for estimation mastery economy thoughts and directed a sensible studied among welcome settings.
Mehmetoglu & Engen (2011) any known the fundamental measurements of the mastery economy from
2 totally diverse commerce endeavor settings: celebrations and historical centers. They found that elude
and tasteful measurements have an impact on visitors’ level of fulfillment inside the case of the
celebrations, while the instruction and tasteful measurements have a capable affect on visitors’
fulfillment in historical centers.
Instructive. In a scholastic skill, visitors assimilate occasions advancement some time recently them
and effectively take part in exercises. visitors unit able to pick up information or learn one thing new
through directions mastery in an awfully funfair. guidelines ability is each dynamic and spongelike.
for occasion, visitors will discover out almost animals by alter of integrity a campaign visit. A few
intuitively attractions unit outlined to form directions ability. A drawing category intersection rectifier
by a prepared inventive individual licenses visitors to portray a identity, that will increment their
drawing aptitudes. it's fundamental for visitors to take an interest effectively to “learn one thing new.”
dealism. relate elude skill are frequently laid out since the degree to that a private is completely retained
in relate action (Csikszentmihalyi, 1990). relate elude mastery needs submersion and dynamic interest.
an issue stop can be a normal illustration; visitors effectively take part in exercises or occasions inside
the climate (or virtual environment). Tourism, in common, gives a chance for voyagers to escape from
the standard of living (Hosany & Witham, 2010). Cohen (1979) seen that a major reason for individuals
to require a visit was to explore for which suggests and/or to center themselves somewhere else,
evacuated from every day schedules.
Amusement. diversion needs assimilation moreover as detached cooperation. it's one in all the most
seasoned styles of ability and well created inside the holidaymaker commerce (Pine & Gilmore, 1999).
12
Hughes and Benn (1995) pronounced that diversion could be a imperative a portion of trade endeavor.
The entertainment ability is implied to capture and involve guests’ consideration. Goodness et al.
(2007) have claimed that amusement ability has been measured as relate result of a visit, as appeared
by movement things as “fun.” sensible tests of entertainment unit firecrackers or live music appears
given at the subject stop; visitors inactively participate within the skill that “goes into” them. Esthetic.
With stylish skill, visitors unit submerged inside the climate and inactively appreciate it whereas not
piercing something. it's a part of sort of a mental nearness. a few looking goals offer stylish mastery to
visitors. Gracious et al. (2007) pronounced that a business’s physical setting and climate have pleasant
affect on customers’ support. furthermore, esthetics have an fabulous affect on customer behavior,
decision-making and repair examination (Turley & Milliman, 2000). As a result, the scene and fashion
of an issue stop amazingly impact visitors’ stylish ability and contribute to the ability and investigation.

Satisfaction
The conception of client fulfillment has gotten a great bargain of consideration inside the writing since
it effectively impacts customer buy eagerly and client maintenance (Solnet, Kandampully, Kralj,
2010). Oliver (1980) recognized that client fulfilment was produced from a benefits experience and
comparison of the specific skill with desire. Chase (1977) announced that fulfilment can be a result of
the handle (i.e. evaluating) the have an impact on in a really utilization mastery. Rust & Oliver (1994)
claimed that whether or not a private feel that the stock or benefit advertised gives positive utility was
some way or another impacted by fulfilment. Subsequently, fulfilment was thought of a subjective
feeling.
Since fulfillment has gotten to be a field of consider, shifted ponders have pushed this subject (del
Bosque & Martín, 2008). Gundersen, Heide, and Olsson (1996) express that visitor fulfillment might
be a post-consumption, assessing judgment a customer makes once accepting a specific item or benefit.
it's relate tricky related shadowy build that's backed an individual’s pre-purchase desires and post-
purchase quality discernments (Parasurman, Zeithaml, and Berry 1985). diverse considers mull over
fulfillment to be relate passionate reaction to the result of a utilization mastery (Spreng, MacKenzie
and Olshavsky, 1996). Be that as it may, evaluating visitor fulfillment will encourage benefit providers
move forward their execution and administrations (Fornell, 1992).
Fulfilment has been wide considered inside the welcome writing on subject parks, inns and eateries.
In common, fulfillment is elucidated to mastery or benefit quality. for occasion, Geissler & Rucks
(2011) checked visitant fulfillment over a ten-year sum at a genuine U.S.A. funfair. They known
13
crucial components that impact visitant assessments of fulfillment with the funfair ability. Kuo & Wu
lingo (2014) investigated the connect between subject parks’ benefit quality and client fulfillment.
Berezan, Millar & Raab (2014) explored the interface between property structure hones and visitor
fulfillment levels. Raab, Zemke, Hertzman & Singh (2013) inspected the affect of near clamor levels
and common properties of eateries that influenced client fulfillment and devotion behavior. Clearly,
client fulfillment plays a significant part inside the welcome trade.

Behavioral Intention
Consultative conduct is also defined as the future behavior of the person (Oliver & Swan, 1989). It
proposes that the particular behavior of the individual be related to the opportunity that he or she
intends to act in a truly given environment (Fishbein & Ajzen, 1975). Moreover, action can be
considered eagerly a kind of trustworthiness. Oliver(1997, p.392) outlined the reliability as "a profound
commitment to re-buying or methodically re-patronizing the most popular product/service in the
future." Researchers of customer behavior and business enterprise analysis (Dough) have regularly
investigated the dependency as reflected in the purposeful return.
Concurring to Zeithaml, Berry and Parasuraman (1996), there unit 5 favorable activity intentions: to
unfurl positive words a few of provider, to propose the provider to diverse customers, to keep up
dependability to the provider, to pay additional cash with the provider, and to pay premium costs. One
sort of action deliberate, return purposeful, are regularly laid out since the deliberate of guests to skill
indistinguishable item, benefit, put or whole once more inside end of the. Since return purposeful is
that the foremost important issue for an issue stop setting, it'll be a movement of action deliberate amid
this think about.
It is imperative to expand the sum of customers UN office come back inside the competitive commerce
endeavor trade (Lai, Yu, & Kuo, 2010). Subject parks will tally the sum of customers UN office return
inside the holidaymaker populace as a live of victory (Darnell & Johnson, 2001). malcontented visitors
can select diverse goals inside the longer term. In this way, return purposeful may be a. imperative
think approximately determinant the longer term of topic parks.

Group variations
Visitors area unit heterogeneous. each holidaymaker is drawn to totally diverse travel goals, likes to
favor totally distinctive exercises though on excursion, likes to utilize varying sorts of diversion offices
and complains with respect to different things all through their travel (Dolnicar, 2008). Past considers
14
separated groups by statistic characteristics (Anderson & Langmeyer, 1982), rehash versus nonrepeat
visitors (Perdue, 1985), and level of consumption, etc. (Spotts & Mahoney, 1991).
Sexual orientation Sexual orientation has been recognized joined together of the preeminent common
styles of division inside the writing. Putreve (2001) famous that organic varieties like sex
chromosomes, sex hormones, passionate make-up and brain localisation of work, and social
distinguishing proof varieties like antiquated sexual orientation parts would conceivably cause
varieties between sexes. Mieczkowski (1990) looked into totally distinctive travel inclinations between
sexual orientations and found that truly, guys cared-for ask activity and travel, though females were a
parcel of conceivable to be sorting out social and scholarly encounters. Past considers moreover
appeared that varieties existed between females and guys in rating in general fulfillment of benefit. for
occurrence, Ekinci et al. (2003) found that females had the another level of generally fulfilment with
administrations in lodging than mal
Enrollment Devotion programs, like enrollment, are regularly recognized to be a great much obliged
to extend client devotion (Bolton, Kannan &Bramlett, 2000). Devotion programs offer individuals with
shifted administrations and edges, which can have an impact on their skill. Stauss, Chojnacki, Decker
and Hoffmann (2001) examined the varieties between client club individuals and non-members of a
auto company additionally the comes about appeared that club individuals appeared the following
degree of fulfillment and client maintenance than nonmembers. McCleary and Weaver (1992) found
that individuals tend to be a part of faithful than nonmembers inside the structure trade moreover. Es
Going by groups Trauer and Ryan (2005) connected the theory of closeness to the commerce
undertaking setting to investigate in any case clients feel backed whom they travel with. They famous
that a travel ability will depend impressively on whom people share it with, in spite of the fact that the
plan and repair at the goal might remain indistinguishable. From presently of examined, goals are
regularly polished in a few ways that (Ryan, 2010).
Residency Inhabitant standing also has an impact on customer behavior. for occasion, past considers
appeared that there unit of measurement varieties in fulfillment between in-state visitors and out-ofstate
visitors. for occurrence, Andereck and Erskine Preston Caldwell (1994) examined the varieties
between state inhabitants and nonresidents in a really North geographic locale office setting. The
discoveries shown nonresidents were regularly more joyful and a parcel of happy essentially once a
visit than the inhabitants. In any case, Etzel & Woodside (1982) examined far off travelers and near-
home travelers and found that compared to far off travelers, near-home traveler’s area unit a part of
conceivable to rehash the skill.
15
Conceptual Framework and Hypothesis
Conceptual systems bolstered past considers are created so as to judge the affect of encounters on
fulfillment and return purposeful, moreover as cluster varieties on the connections (Goodness et al.,
2007; Quadri & Fiore, 2013). The builds were chosen as a comes about of an seriously writing audit
of the welcome and trade endeavor businesses. The ability conception was created bolstered the skill
economy (Pine & Gilmore, 1999). The fulfillment build was created from a past ponder of fulfillment
on journey ships (Hosany & Witham, 2010). At long last, return purposeful was created utilizing a past
ponder on golf competitions (Hwang & Lyu, 2015).
Client fulfillment is related by and large investigation of utilization ability with item or administrations
over time (Fornell 1992). Subsequently, mastery has an impact on client fulfillment. Gracious et al.
(2007) created a scale to live customers’ skill and fulfillment in an awfully bed-and-breakfast setting
exploitation the skill economy. The think about found that the four measurements of ability are
regularly indicators of fulfillment. assortment of distinctive considers have moreover claimed that
encounters impact fulfillment (Chen & Chen, 2010; Melody et al., 2015). A few ponders have
connected the four mastery measurements to totally distinctive settings and determined that for
occurrence, in an awfully competition setting, elude and esthetics unit of measurement most crucial
for visitors’ fulfillment, while at exhibition halls, instruction and aesthetics unit of measurement
fundamental components (Mehmetoglu & Engen, 2011).

16
CHAPTER 3: OVERVIEW OF CONCORD ENTERTAINMENT
COMPANY LTD.

17
3.1 Company Overview:
Concord Entertainment Company Limited (CEnCL); a sister concern of Concord Group, has started
its journey in 2001. It started its journey with an exclusive idea of making a theme park in Bangladesh.
Concord is the largest real estate, engineering and construction conglomerates in Bangladesh. Concord
has established its engineering and construction sector in 1973. Concord is the leading engineering and
construction company in Bangladesh with most prestigious and most technically challenging projects
in the country. Mr. S. M. Kamal Uddin, the chairman of Concord Group is the founder of Concord
Entertainment Company Limited (CEnCL).

Fantasy Kingdom is the first and only one theme park in Bangladesh. The Fantasy kingdom
entertainment complex now consists of Fantasy Kingdom, Water Kingdom, Heritage Park, Xtreme
Racing & the Resort Atlantis. Fantasy Kingdom was designated a "tourist sport" by the government of
Bangladesh in 2002. Another addition to Concord Entertainment is the Foy's Lake. The Foy's lake
entertainment complex is set over 350 acres of beautiful lakes & hills in the heart of Chittagong. It
consists Foy's lake amusement park, Sea World and Foy's lake resort. The landscape and the look of
the parks exude an ancient but colorful world. Inside the park gardens, fountains, statuettes, pillars and
walkways radiate the lost look of a kingdom. The overall look of the park has an alluring charm. These
parks are visited by over 2 million guests annually.

Concord Entertainment Company Limited is one of the biggest Companies in entertainment sector of
our country. During my internship time I have seen that Concord Entertainment Company Limited has
some effective marketing strategies that those can easily grab customer’s attention. Concord
Entertainment Company Limited have big projects such as Fantasy Kingdom(2002), Water
Kingdom(2005), Heritage Park(2005), Resort Atlantis (2006), Foy’s Lake Concord (Amusement
World)(2004), Sea World (2007) and Foy’s Lake Resort. All the projects of Concord Entertainment
Company Limited have gained the popularity among our country people. Concord Entertainment
Company Limited sometimes arrange big event at Fantasy Kingdom Complex, Water Kingdom and
Foy’s Lake. They are arranging concert, fashion Show, annual corporate picnic and family picnic or
university picnic, DJ Show and some CSR activities for people.
Just 20 minutes from the city, on the Dhaka- Ashulia highway at a place called Jamgora. The dreamland
Fantasy Kingdom is to build on approximately one hundred bigha as of land at Ashulia. This is a 130
core taka venture in which some rides were imported from the Mega rides, the Netherlands based
company. American renowned architecture company KTGY and other Italian firm also contributed in

18
layout, architectural design, setting up the big and technologically sophisticated entertainment
machines with the help of local experts. This is also a pioneering project among Concord Group’s
many pioneering projects.

3.2 List of companies of Concord

1. Late 1972: Concord Construction Co
2. 1976-02-10 : Concord Engineers & Construction LTD
3. 1983-03-05 : Jeacon Garments LTD
4. 1988-07-31 : MNK Marbel & Tiles Technology LTD
5. 1989-01-26 : Bangladesh Gypsum Products (pte) LTD
6. 1989-01-28 : Modern Furniture & Interior Décor (pte) LTD
7. 1989-02-12 : MNK Chemicals and Home Services LTD
8. 1989-04-03 : Concord Condominium LTD
9. 1990-07-29 : Concord Ready-Mix & Concrete Products LTD
10. 1991-06-20 : Concord Fashion Export LTD
11. 1994-28-04 : Concord Architects & Interior Décor LTD
12. 1997-04-05 : Concord Real Estate & Building Products LTD
13. 1999-05-09 : Concord Real Estate & Development LTD
14. 2000-01-06 : Concord Pre-stressed Concrete & Block Plant LTD
15. 2001-02-01 : Concord Entertainment Co. Ltd
16. 2003-06-29 : Concord Architects & Engineers LTD
17. 2003-08-03 : Concord Communication Co LTD
18. 2008-01-03 : Concord Consortium LTD
19. 2008-06-19 : Concord City Development LTD

This report is made focusing the entertainment industry of Bangladesh hence the company Concord
Entertainment company limited is the only wing of Concord on which this report is based on.

19
3.3 The Marketing Team of CEnCL

Managing Director Shahriar Kamal

Executive Director Anup Kumar Sarkar
AGM Uzzal Kumer Basak
Manager (Marketing) Jamal Hossain
Digital Marketing Manager Tajul Islam
Table : Concord Group Database
3.4 Vision, Mission, Goals, Objective and Slogan of Concord:
Vision
Concord’s vision is to raise the standard of living for the people of our world. Concord
Entertainment Co. Ltd's goal, on the other hand, is to be the most powerful diversion park in
our country and to retain that status in the future.
Mission
Concord's goal is to become the most successful organization in our country's growth and
business. They must meet the needs of their clients by creating better products, services, and
diversions, so they must work tirelessly while keeping their task in mind. Furthermore,
Concordis' goal is to provide entertainment and diversion services to the people of our nation
by their product and repair.
Objective:
At present Fantasy kingdom is that the solely pleasure ground in East Pakistan. There square
measure alternative diversion parks within the country like, Shishu Park, Wonderland, and
Shishu Mela. These parks square measure the contenders of every alternative. however
Fantasy Kingdom stands out among them for its theme conception, for its international
quality rides, and for numerous alternative reasons that square measure fully unaccustomed
the individuals of East Pakistan. Hence, no alternative diversion park in East Pakistan even
dares to say that it's the competition of Fantasy Kingdom. So, Fantasy Kingdom is enjoying
monopoly over these parks. however the long run won't be a similar. New out of doors
diversion facilities can emerge time to time. The management of the park understands it okay.
they require to relish a similar advantage within the future as they're enjoying currently.
Hence, they're unrelentingly following to provide the individuals of East Pakistan innovative
and authentic diversion facility.
20
  To increases per capital expense among the people visiting in the park.
 To ensure repeat visit of visitors
 Strengthening the company’s brand position in the national and international market.
 Keeping a good relationship with valued and top priority customers.
 Providing necessary support to the customers
 To bring on an average at least four thousand visitors per day

3.5 Official Recognition

Concord Entertainment Co. Ltd (FK & FL) are a proud member of the international association of
amusement parks and attractions (IAAPA), which has two major complexes within 8 top-notch
hospitality services across Bangladesh.

3.6 Company products & Services:

3.6.1 Fantasy Kingdom Product and Service Information
The main service of concord Entertainment Company limited is the amusement parks and their
international standard services. Fantasy kingdom is the first theme park in Bangladesh under concord
entertainment company limited which is a sister concern of Concord group. In entertainment industry
of Bangladesh CENCL show the path as the concord group show path in construction industry with

21
quality. Fantasy kingdom was opened in 2002 and was completed in record time of 9 month. The theme
of fantasy kingdom is carefully designed to blend large and dramatic building within a fantastic,
imaginative landscaped setting. If one person comes with his family or friends he can pass his whole
day with joy and enjoyment. It got entertainment, Food facilities, resident, Heritage theme and Water
Park for relaxation.
Current Packages
Student Corporate Regular
Package (Min 10 (Min 10
Adult
person) person)
1.Entry to Fantasy Kingdom with 9
400 500 850 500
Rides (Package Ashu)
2.Entry to Water Kingdom with All 850(Pepsi/Ice
390 600
Rides cream)
3.Entry to Fantasy Kingdom with 9
600 720 1250
Rides + Entry to Water Kingdom
4.Entry to Heritage Park with 8
300 400 600 500
Rides(Package Lia)
5.Entry to Fantasy kingdom + Entry to
Water Kingdom + Lunch/Dinner (4 4000
person)
6.Ashu Family Package (4 person):
Entry to Fantasy Kingdom with 8 ride + 3600
lunch/dinner
7.Combo pack(per person): Entry to
Fantasy kingdom with 8 ride+ Entry to
1500
water kingdom+ Extreme Racing(3
lap)/3d cinema + lunch/Dinner

Note: In package one (Fantasy Kingdom) 9 ride (Adult) except Giant splash, Bumper Boat, 3D, Rock and Roll,
Santa Maria. For kid all ride except Bumper Boat,3D Cinema, Sky Hopper, Kids Bumper Car, Highway Convoy
and rock and roll. In package four (Heritage park) all rides except Battery car.
Those packages are arrange based on Student or corporate group so that people comes in a large number. There
are regular price for walking customers too. And there are also some quizzes programs, winner of the quiz get
discount on regular price and also for promotion CENCL offer some discount on regular price.
22
 Fantasy Kingdom Rides

Fantasy Kingdom
Ticket Ticket
Rides Name Price Capacity Rides Name Price Capacity
Giant Ferris Highway
100 taka 72
wheel Convoy 80 taka 16
Magic Carpet 100 taka 30 Bull Dozer 80 taka 4
Happy
Roller Coaster 100 taka 20 Kangaroo 80 taka 6
Santa Maria 100 taka 40 Sun and Moon 80 taka 24
Izzy Dizzy 100 taka 50 Zip Around 80 taka 24
Giant Splash 100 taka 21 Game Zone 50 taka 12
For Whirly Bird 100 taka 28 For kids rides 40 taka 4
Adult Kids
Bumper Car 100 taka 36 vortex zone 80 taka
Pony
Rock and Roll 100 taka 40 Adventure 80 taka 7
ZUZU Train 100 taka 126 Kid Bumper 100 taka 24
Xtreme Racing 16 sky hopper 80 taka 6
Bumper Boat 100 taka 10 Convoy 80 taka 16
9D cinema 100 taka 6
3D Cinema 100 taka

Fantasy Kingdom is based on park themes where rides for kids fewer than 3 feet and over 3 feet to all can have
the ride. All the rides are designed as that everyone can enjoy and can go there fantasy zone. Time to time there
are some discount announced by the park authorities for existing visiting customers. Like if the buy one certain
ride the can enjoy another rides. There is also First Aid if any visitor feels sick. There are well decorated three
washrooms for visitor. There are restaurant and fast food restaurant every corner of the park and ticket booth
are well available so customer don’t have to stand in line to buy ticket.

Extreme Racing
Laps/Time Attack & Ticket Laps/Time Attack & Ticket
Types of Race and Car
Price Price
Practice Race 2 laps 100 taka 3 laps 150
Regular Cut (J&J-45) 6 minutes 400 taka 12 minute 700 taka
Racing Cut (SODI 60T3) 6 minutes 550 taka 12 minute 1000 taka
SODI Cut( SODI 80GTS) 6 minutes 800 taka 12 minute 1400 taka
Junior Cut (SODI 45 LRS) 3 Minute 350 taka 6 minute 600 taka
Mini Tournament 4-16 person 5000 taka
Monthly Tournament Per Person 1500 taka

23
 Heritage Park
Heritage Park
Ticket Run Time(including Upload and
Rides/ Replica Price Capacity Unload)
Family Costar 80 taka 24 5-6 minute
Coffee Cup 80 taka 45 4-5 minute
Family Train 50 taka 18 4-5 minute
For
Mini Pirate Ship 80 taka 10 4-5 minute
Adult
Circus Swing 80 taka 34 4-5 minute
Dry Slide 50 taka 1
Paddle Boat 80 taka 20
For
5
Kids Battery Car 50 taka
Open
Sitakot Bihar View
Open
Kantajir Mondir View
Open
Ahsan Monjil View
Open
Chunakhola Mosque View
Open
Open
National Assembly View
To
Open
View
National Monument View
Open
Puthia Place View
Shat Gombuj Open
Mosque View
Open
Paharpur View
Open
Village Atmosphere View

Heritage Park are small version of fantasy park, all the rides are small and less thrilling so kids and older people
can try this. There are also Bangladeshi heritage replicas so that kids and foreigner can know our country and
our culture. The ticket prices are also low here so people who can afford theme park they can hang out here with
minimum price. So CENCL keep it mind every range of customer wants.

Water Kingdom Rides

One has to enter into the water kingdom troughs tunnel which is fascinating. At Water kingdom people can
enjoy 3 facility Locker, costume and Tube. And one people enter into the wk they can have luxury to enjoy the
entire ride for free.

Rent Deposit Total

Locker 150 100 250
Costume 100 100 200

24
 Tube 150 100 250

FAMILY POOL, SLIDE WORLD, LAZY RIVER, WILD WAVE POOL, ROCKING ZONE, FAMILY TUBE.
There is a place for stage over wild wave pool where DJ plays music. The integrity of water body and other
water rides is maintained with strict quality control operation. The keep the water quality hygienic, the pH value
of the water is always kept between 7.2 to 7.6 and the residual chlorine is maintained at 0.5ppm.

LiA conventional hall and restaurant

LiA Conventional Hall and Restaurant
Rental Sound Stage
Rental Time Amount System Rent Total
11.00 am-5.00pm 35000 10000 5000 50000
6.00 pm-
11.00pm 40000 10000 5000 55000
whole day 60000 10000 5000 75000

For conference 150 people and for taking food 100 in total 250 capacity, there is a bar or VIP room, Kids zone.
They arrange AGM, Annual Picnic, Dealer Conference, seminar, workshop, Birthday party, wedding, shooting,
BBQ Night, DJ party, Camp Fire, Car parking and fully air condition. Rent can be adjustable in case of total
bill amount more than 300000 taka.

Atlantis Resort
Number of
Type of Room Room Tariff Room Balcony
Economy 4700 12 NO
Deluxe 5500 21 NO
Super Deluxe 6500 21 YES
Suite 8500 8 YES

Room Rent includes complimentary Breakfast and Free Entry + 8 rides of Fantasy Kingdom and all rides
unlimited at water kingdom. Room for two person and additional bed will cost 1300. Above all tariffs are
including Vat and service charge. At least 50% of total room rent is required to confirm booking in advance,
Booking of rooms have to be confirmed at least 24 hours before the boarding. Checking in at 11.00 am and
checking out at 10.00 am (Next day). There are total 62 room but 2 rooms are always out of order.

3.6.2 Corporate Social Responsibility (CSR)

Common CSR practices in Bangladesh by different Organization are centered on mainly poverty
alleviation, healthcare, education, charity activates, cultural enrichment, youth development, women
empowerment, patronizing sports and music. Concord Group has been a active member in case of CSR
activities. On festivals, occasions, to remove poverty,in natural calamity and in times of worldwide
pandemic, Concord has been an active CSR activist

25
3.7 Core Values:

Sustainability
The subject of property and protective natural resources square measure the central options of our
company philosophy and directly influence all of our business activities. They powerfully believe
renewable energy is important for gift and future developments.They ask for to fulfill the growing
energy wants during a accountable and holistic manner, by leveling the economic, environmental and
social wants of our stakeholders, steered by solid governance and moral business practices. They work
closely with their business partners UN agency square measure as committed to property and social
responsibility as we tend to square measure. As they continue on this journey, they welcome
constructive feedback and dialogue in the least times.

Environment
Concord is devoted to incessantly take care of a cleaner surroundings and property future. Thus, they're
obligated to making sure that every and each side of our operations have a stripped-down impact on
the surroundings. They adopt clean technology principles and apply property solution; higher than and
on the far side. Their biogas plants convert false fruit from the feather palm edge processes into
inexperienced energy, that is renewable in nature, contrary to fuel and additionally reduces emission
of greenhouse gases.

Community
Concord progress and serves the area people within which it operates and strives to create positive
contributions to the community notably in making additional native employment opportunities, serving
to the underprivileged and therefore the less lucky.
They powerfully believe that in enjoying our role as a socially accountable company subject, Concord
creates business property and enhances price for all its stakeholders.
They still take care of the community by giving philanthropic support to numerous causes with explicit
stress on public education yet as alternative social contributions throughout the year.

26
 CHAPTER- 4: ANALYZING THE CONSUMER PERCEPTION
REGARDING THE MARKET OFFERINGS AND STRATEGIES OF
CONCORD IN THE ENTERTAINMENT INDUSTRY OF
BANGLADESH

27
In this chapter I have discussed about the marketing aspects of Concord Entertainment Limited used
to build customer engagement.

4.1 Marketing Strategy to build customer Engagement

4.1.1 Market Segmentation, Targeting, Positioning and Differentiation

Targeting- The management shows that their main customers are all lower, middle and top classes.
Besides the core customers are the school, college and university going students. And the people who
loves live concerts. It has been aimed at making the income of these people start at between 8,000 to
10,000 a month. Everyday different people visit the park and the majority come from the city of Dhaka.
Many are from Dhaka's surroundings, such as Narayangonj, Manikonj, Gajipur and Shavar. It can be
told that people from Dhaka and the surrounding district are the focus of the Fantasy Kingdom.

Positioning- Fantasy kingdom is the one and only theme park with proper storyline when prince Ashu
and princess Lia used to spent their days with fun and amusements with their four other friends Zipper,
Zuzu, Bangasaur and Bobo. But with the time, their mysterious island disappeared because people
forgot how to smile and then both the prince and princess recreated their lost kingdom which is now
named as Fantasy kingdom. And the scenery evokes this beauty of the Old World and the Lost
Kingdom’s park, fountains, statuettes, pillars and walkways. The finest of world-wide sculptors and
landscape artists in Bangladesh have been able to summon the spirits of this lost world of magic.
Viewers just blind mind to the perfection of the park. Lastly, Fantasy Kingdom has the first Go-Kart
racing facilities named “Xtreme Racing”. And they arrange competition every two months. That’s why
people find this park more recreational.

Differentiation- The main differentiation is Fantasy kingdom is creating is the environmental charm
with their base storyline of those two prince and princess. Besides, the rides are more fun comparing
to the other amusement park throughout Bangladesh. Most importantly, the authority maintains safety
measurements. Because, there so many complains about other parks including death news, but there is
zero complain about anything regarding this amusement park. These facts completely differ Fantasy
Kingdom from all others.

4.1.2. Marketing Mix (Product, price, Place, Promotion, people, Process, physical evidence)
Product
In Fantasy Kingdom there are various kinds of riding. Each one of them is really interesting. When
28
Fantasy Kingdom begins its journey with exceptional category wise recreational rides. Catagories are
mentioned bellow-

 Fantasy kingdom( Dry Park)  Cofference Hall

 Water Kingdom( Water Park)  Restaurants
 Resort Atlantis (Resort)  Cinema Hall (3D)
 Gaming Zone((9D,VR)  Xtreme Racing Go-Kart
 Boat Riding
Fantasy Kingdom provides hotel room service and restaurant service as well. It has its own food and
beverage shops. Also provides space for rent Water Tower Cafe Hotel Atlantis Ashulia Restaurant.
Price
Though price has been double in the last 15 years, but people are still attracted to go to Fantasy
Kingdom just because of the exciting rides and facilities at a very affordable price.
Price Price
Customer Package
(Fantasy kingdom) (Water kingdom)
Kids (under 3 feet) FREE
Entry 500bdt 500bdt
Entry + 8 Rides 850bdt 850bdt
All Rides 400bdt
Kids+Adult Fantasy kingdom
entry + All rides +
1500bdt
Water Kingdom all
rides + Lunch

Place
The Fantasy Kingdom is a marvelous Paradise of fun and entertainment. The park is located on Asulia
and it is just 20 Min drive from the town, on the Dhaka-Ashulia highway at a location called Jamgora.
The two-way contact framework is really strong. Various bus services are on the way and a few more
bus services will be included shortly in this list.

Promotion
Concord Entertainment Company Limited has a very significant duty of conducting correct marketing
communication in order to let people know more about the Fantasy Kingdom Complex and in order to
29
maximize the general sales of the park. The promotional tool through they promote their brands are:
 Newspaper off line and online portal  Mobile SMS
 Magazine  Online contents
 Billboard

4.1.3. Marketing Communication Mix (Advertising, Sales Promotion, personal selling, Public
relationship, direct marketing, Integrated Marketing Communication)
Advertising
They also use such advances in distinctive print media, as the Prothom Alo, by means of different
electronic mediums like Chanel I, Bangla vision, to make progress on their advancement (CEnCL)
(cancel) To promote TV and paper in a reliable way, many (CEnCL) are confident that normal
advertising in our country will move their products, many people believe that (CEnCL) isn't enough to
illuminate this misconception that they needed for the use of TV and daily paper and to provide their
customers with their diverse offer. If the buyers are assured that the standard is comparable, they decide
to purchase. (CEnCL) are dependably concerned about their features and generally want to ensure their
quality administration (CEnCL) as they have their strategy to publicize their new customers offers
fundamentally on various events, such as 14 April Pohela boishakh, when they sorted out different
social events at the time, both in the dream realm and in EID celebrations.

Direct Marketing
One of the real parts of the time mix is late direct marketing. Coordinated commercials are used to
concentrate on shoppers and influence them in order to react quickly with the use of direct showcase
procedures, marketers may collect and maintain customers without using a medium individual.
Coordination presentation can be described as "distribution through interactive communication of
goods, information and promotional advantage to customers to measure response."Direct promotion is
an effective tool for administration and product promotion where rapid response and a mass-focused
demand is essential. Since (CEnCL) isn't only a small business, it is not that efficient for them, because
now it's a competitive marketplace that is why they're direct marketing. They're still organizing a
different campaign for sales to different countries, collecting on-line data and using telemarketing.

Interactive marketing
Web display is one of the newest forms of targeted advertising. The web gives the two clients and
promoters the chance to connect gradually and individually. This is a two-way communication
30
platform that promotes buyers' responses to sponsors' messages. (CEnCL) try to use this tool
appropriately. (CEnCL) Different internet scenes such as Facebook YouTube, and other social web
sites have been included. They deliver a distinctive movement in different events on Facebook to
advance their administration. They have their own profile on Facebook, which they have sorted out,
advances a distinct occasion. They composed varied test rivalries as "U15 Inter School Karts
Championship," as in world glass football they wrote a test and gave the dream kingdom ticket to
challenge a winner. In different celebrations they posted on Facebook on different events, numerous
social and celebration events settled various challenges. Generally, they posted cost and give a
retrospective on the Internet with the objective to urge people to take on their extra, traditional
administration in the fantasy kingdom and their other departments.

Sales promotion
Advances to deals are a sort of incentive to buy items or administration with an extra motivator. The
advancement of the contracts can be described as 'an immediate incentive which provides the business
authority, merchants or a definitive buyer with the critical objective of making a swift deal with the
object additionally or motivatingly. Laroche et al. (2003) reported that the marketing of deals was "an
occasion of activity-centric advertising, which was focused on an impact on consumer behaviour.
Progress in sales is designed to speed up movement and to increase the number of transactions by
external motivators. Since (CEnCL) is a customer and the best time devices for this organization and
(CEnCL) typically use these instruments in order to boost their administration, they have chosen
multiple open events and provide different vouchers in several occasions to give various school
colleges a separate voucher.

Public relations
Sales progress should speed up the move and amplify the number of deals by providing more
momentum. Since (CEnCL) is a consumer situated, and since this association is the best time apparatus
(CEnCL) which mainly uses these instruments to advance the administration, they have arranged a
variety of open opportunities and provide a variety of offer in various events where they attend various
schools and offer a distinctive coupon.

Personal selling
(CEnCL) does not apply to moving products individually because they imagine that their customer
31
scope is limited by home dealings. They then think that it would take extended days and years to pay
attention to the piece. In particular if various forms of promoting agreements are not included,
delegates must hide one location or position simultaneously. (CEnCL) thought that you should talk to
25 new customers every day as a representative for a company and set up a 3-5 introduction together.
At any point it is more exorbitant to change individuals, particularly if the reward, salary, commission
and travel time of the business agent are remembered.

Communication
mix

Advertisements
Direct Interactive Sales Public Personal
Marketing marketing promotion realtions Selling

4.1.4. Promotional Activities (ATL, TTL, BTL)

ATL

32
BTL

TTL

33
 4.2. Customer perception through Social Media
Monthly statement of social media
Actions Page Impression Post Video Lifetime Respon
Sl Concern Post Reach Post
on Page Likes s Engagement Views Likes se Rate
Fantasy Kingdom
1 2075 59,393 5,589,263 6,986,579 462,445 472,390 45 1,160,442 55%
Complex
2 Foy's Lake Concord 2076 65,295 4,953,178 6,191,473 385,138 667,394 22 682,456 97%
4 Resort Atlantis 365 456 376,544 941,360 39,138 134,067 12 65,310 99%
3 Foy's Lake Resort 376 316 334,921 753,572 35,911 164,010 15 64,637 99%
Xtreme Racing
5 86 1,565 87,621 197,147 2,094 3,012 10 19,333 81%
Bangladesh
6 Lia Restaurant 9 4,322 159,577 359,048 11,753 40,610 12 5,201 80%
7 Lake View Restaurant 10 411 87,016 195,786 9,559 7,690 13 9,002 98%

Total 4,997 131,758 11,588,120 15,624,965 946,038 1,489,173 129 2,006,381 -

4.3. Comparative Analysis of Market:

Weekly comparison of competitors
Name Page like Customer engagement
Fantasy Kingdom 1.2 million 38.6k
Foy’s Lake Concord 691.1k 15.4k
Dream Holiday Park 166.7k 11.2k
Nandan Park 128.3k 4.6k
Fantasy Island 75.4k 28
Tamanna World 35.6k 2.3k
Jamuna Natural Park 3.1k 78
4.4 SWOT Analysis

SWOT analysis classifies the strength, weakness, opportunities, Associate in Nursingd threat of an
business. The observe of SWOT Associate in Nursingalysis is to require the info from an ecological
inquiry and distinct it into strength and therefore the weakness delinquent (opportunities and threats).
among strength Associate in Nursingd chance is Associate in Nursing optimistic aspect for the
organization and weakness & threats ar an adverse aspect for a corporation.
SWOT analysis may be a plan of action designing technique wont to facilitate a corporation reason
strengths, weaknesses, opportunities, and threats associated to business contention or designing
project. it's projected to spot the needs of the business theme or development and classify the inner and
external factors that ar lucky and unfortunate to accomplishing those goals. Operators of a SWOT
analysis typically raise and answer interrogations to engender redolent of data for every classification
34
to create the tool useful and acknowledge their competitive advantage. SWOT has been termed because
the tried-and-true tool of plan of action breakdown.
Strength
The strengths of the company are given below:
First mover amusement park in Bangladesh.
Pioneer of the amusement trade in Bangladesh.
Premium quality facilities at a reasonable price
Ensure customer duty
Practice of current information knowledge
Efficient and advanced correspondences and excellent offers
Introducing a unique diverting program
The licensed nutrient of Fantasy Kingdom is dope.
Massive capacity to organize public affairs
Have the most strong European rides with high quality and zero rate of accidents.

Weakness
The weaknesses of the corporate area unit given below:
Inability to guarantee the complete traveler position in Bangladesh
Food has a very high monetary value.
Since it is far farther from the town center, it can be a significant disadvantage.
There is no technical advancement.

Opportunities
The opportunities for the corporate area unit given below:
Establishment of new traveler zones in Bangladesh
Enrichment of state inducements
Expansion of industry in foreign markets
Expansion of recent Bangladesh divisions
Inside the park, extension potentials are preferred.
New parks can be opened in each division of the region.
Expansion of the Xtreme Racing industry on a global scale .

35
Threats
The threats for the corporate area unit given below:
Applicants of recent rivals in the marketplace
Political insecurity
Financial inflation
A lack of listening capacity
When the machinery fails, the majority of the rides come to a halt in whatever place they're in.
Running previous model rides for an extremely long period of time
Pressure of confiscation as a result of government tax policiesApplicants
Covid’19 pandemic

36
CHAPTER- 5: ANALYSIS AND FINDINGS OF THE STUDY

37
5.1 Company Analysis:
Concord Entertainment Co. Ltd
By my 3 month of experience in the marketing department of Concord Entertainment Company
Limited my findings for this company would be they are strategic, digitally well maintained and
eventful. All of the possible scope of sponsorship are well utilized and the marketing and promotional
campaigns are updated time to time. But they lack in process of advancement due to few orthodox
decisions.
Service of Fantasy Kingdom
The quality of rides and equipments along with the hygiene and maintainence are well maintained and
of high quality. But a lot of times it is observed that the staff need proper training program and well
orientation to give a better experience to the customers.
Marketing procedure of Fantasy Kingdom
The marketing process of fantasy kingdom is divided according to segment. The stydents offer and
corporate offer and family offer are the three segments of offers for the demograohy of visitors. But
being akids park, fantasy kingdom lacks packages for kids specifically. The marketing process other
than this is event based and traditionally maintained.
Programs in special occasions
During the various events all around the year, fantasy kingdom has been actively a part of the festivities
and marketing campaigns along with offers and discounts. Musical shows, magic shows, game show,
acrobats, concerts are a constant during events here.
Uncontrollable factors influence promoting outcome
There are several factors on the far side that might affect the marketing and promoting outcome such
as business contracts with a particular company has been depriving the others to share their product in
the park. The location of the park seems far for a lot. The covid lockdown has massively affected the
park in the recent years.
Attention and attractiveness of promotional activities of Fantasy Kingdom
The offers which have been attractive to customers tend to boost sales through word of mouth and
advertising immensely for fantasy kingdom.
Reason for visit in Fantasy Kingdom:
The quality and the first mover advantage of the park gives the visitors the one stop experienxe of
amusement only in Fantasy Kingdom.

38
 5.2 Questionnaire and FGD Analysis:
In survey, it is essential to measure the major points from the visitors, there are different types of
respondents are used as sample element. The survey report is shown below with graphical
representation in percentage basis.
Table 1: Demographic information of the respondents:
Description Frequency Percentage
Age 15 – 22 21 52.5%
23 - 35 19 47.5%
Marital Status Married 17 42.5%
Single 23 57.5%
Occupation Student
Job Holder

Demographic information:
From the above table it can be said that the respondents are a mix of male and female, Age groups are
between 15-35 and most of the respondents are unmarried.
1. Have you came to visit Fantasy kingdom before?

20%-NO
1
80%-Yes
2

Here out of 40 Respondents, 80% respondents visited fantasy kingdom before and 20% respondents
didn’t. Comment: It can be said that majority of the respondents has visited more then twice.
2. Fantasy kingdom’s rides are fun to have?.

0% 4% 6%

Strongly Disagree
Disagree

55% 35% Neutral

Agree
Strongly agree

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Here out of 40 Respondents, 55% respondents strongly agree, 35% respondents agree, 6% respondents
neutral, 4% respondents disagree, and 0% respondents strongly disagree with this statement.
Comment: It can be said that most of the respondents (90%) agree with the statement that people have
fun with the rides.
3. Wanted new rides at fantasy kingdom?

7% 7%

Strongly Disagree
25% Disagree
Neutral
50%
Agree
Strongly agree
7%

Here out of 40 Respondents, 7% respondents strongly agree, 50% respondents agree, 7% respondents
neutral, 25% respondents disagree, and 7% respondents strongly disagree with this statement because
most of them are came fantasy kingdom for the first time.
Comment: It can be said that most of the respondents (57%) agree with the statement that people want
new rides

4. Overall Service of Fantasy kingdom are good.

12% 12%
Strongly Disagree
13% Disagree

13% Neutral
50% Agree
Strongly agree

Here out of 40 Respondents, 12% respondents strongly agree, 50% respondents agree, 13%
respondents neutral, 13% respondents disagree, and 12% respondents strongly disagree with this
statement.

40
Comment: It can be said that most of the respondents (62%) agree with the statement that Overall
services are above average.

5. Fantasy kingdom is safe place to come with family .

0% 10%
Strongly Disagree
Disagree
35% 15% Neutral
Agree
40% Strongly agree

Here out of 40 Respondents, 35% respondents strongly agree, 40% respondents agree, 15%
respondents neutral and 10% respondents disagree with this statement.
Comment: It can be said that about 75% respondents agree with the statement that fantasy kingdom
is safe place to day long programs

6.How many times have you visited Fantasy Kingdom?

Almost Half of all the people who haves attended the questionnaire went to fantasy kingdom even 2 to
3 times throughout their lives. And some people even went 4 to 6 times. Which shows the percentage
of how much attracted people are by the environment of Fantasy Kingdom.

41
 7. How did you hear about Fantasy Kingdom?

The histogram shoes that word of mouth works as much as advertising in the case of Fantasy kingdom.
Because people only then do buzz marketing when it’s up to the mark or when it’s too much hyped or
trendy.

8. What is the most enjoyable ride at Fantasy Kingdom?

Roller-coaster has been voted to the max for being the most amazing of all the rides since the beginning
and this time as well.

42
 9. How many hours did you spend at the Park?

This pie chart partially shows why people spend their quality time at fantasy kingdom. 35% people
spent 3 to 6 hours of a day at an amusement park and 75% people spent up to 10 hours which two-
fourth of the day.
10. In what time of the year you prefer visiting the park?

Most of the people do not prefer any specific time to visit fantasy. When they get vacation or off day,
they prefer going fantasy kingdom to have some quality time with friends and family.
11. How would you rate our restaurant service?

43
The restaurant inside maintains proper hygiene and the quality of food is good as well. This histogram
shows that too. Because 21% of the answers are on “good”.

12. How do you rate our overall service?

The reason goodwill of this amusement park is for their good service. This histogram shows almost all
the answers are on the good side. And they don’t have any complain. Because there’s no vote on “poor”
or “very poor”.

13. Which amusement park do you like most?

More than half people answered that they prefer going to fantasy kingdom rather than any other
amusement park.
44
5.3 FINDINGS:
In analysis respondents plays a awfully vital role. Because, the findings of the analysis fully rely upon
the respondents. once more the finding of analysis provides a transparent plan concerning true within
which i'm conducting the analysis. In my analysis on Fantasy Kingdom I try and notice the perception
of shoppers relating to the service and every one the promoting activities
1. The Word of Mouth is equivalent to advertising when it comes to consumers, who expect more
trendy offers to share with friends and family.
2. The last TVC made by Fantasy Kingdom was 10 years back. A catchy jingle and new Title
song is a demand for current times.
3. Fantasy Kingdom lack trendy and attractive promotional activities and the online designing
contents are also too monotonous to attract the mass and customer engagement post are very
limited.
4. The customer service can be termed as moderate.
5. A lot of customers repeat their visit to the Park, so a special incentive can increase their interest
of visiting frequently.
6. The staff lack hospitality and client service oriented training which affects the visitor
experience.
7. The location of Fantasy Kingdom being far from most residents, demands for a transportation
service from the Park.
8. The target group are divided into three major parts: Kids, Youth and Adults.
9. Xtreme Racing is the only Karting zone of Bangladesh, making it one of the biggest strengths
of Fantasy Kingdom but still unutilized and lacks potential guidance.
10. Food price is considered very high by most visitors, also resulting in less options and variety
for the clients to eat from.
11. The demand for new Rides in the park tops the list when it comes to approval from the clients.
12. Resort Atlantis lacks awareness and requires more limelight for convincing the visitors to
choose it.

45
CHAPTER – 6: RECOMMENDATIONS & CONCLUSION

46
 6.1 Scope of Improvement:
1. There are some opportunities to improve heritage park’s rides or add some local cultural show
a) Puppet show
b) Magic show
c) Circus show
d) Bioscope show
e) Glass room
f) Maze puzzle escape
g) Paintball shooting game etc
2. There is not enough room to improve fantasy kingdom theme park but there are space to add
some water ride at water kingdom like
a) Boat Rafting.
b) Boat race etc.
3. Ambulance should be standing by all the time in case of emergence.
4. First aid booth at water kingdom.
5. If catering service providing more the 1000 people, they should be go for packet system rather
than buffet because people are getting frustrated by standing on food line.
6. Park authority can include special food package for Children and kids.
7. Spider cameras camera or drone can be used to monitor Whole Park actives.
8. Xtreme Racing has the potential to reach milestones so a strong ambassador and experienced
person should be in charge.

6.2. Recommendations:
Among the fast moving entertainment company CEnCL is one of the prominent native Companies
which have several service line and many more come in future. So in term of Consumer perception
and positioning they should make in mind the following
Following recommendations can be considered in order to become a more successful firm soon as per
analysis:

1. Training program orientation arrangement for the employees every 6 months to encourage and
motivate and ensure most of client service.
47
2. Variety of cuisines and foods should be introduced of better quality a renowned food shops.
3. Catchy TVC jingle and theme song for mass attraction.
4. Trendy contents and designs and customer engagement related content should be posted on
Facebook Page.
5. Resort Atlantis should have lower price range and inclusive packages alongside Fantasy kingdom
entry to increase awareness.
6. New and interesting Rides should be added to the list to increase visitor’s motivation of coming
back.
7. Membership cards can be introduced for visitors who have come more than 2 times which will
work as a incentive for all of the visitors.
8. Fantasy Kingdom very own pickup and drop off service can be started to ease the arrival of
visitors coming from afar.
9. Referral campaign can be introduced for the customers who refer to their friends, as a code of
thankfulness they will receive discounts.
10. To reach customer smoothly fantasy kingdom should introduce their very own one stop apps
services for customer to booking tickets, about promotional offers, rides details.
11. Attractive offers should replace the monotonous ones.

6.3 How to Recover short fall of visitor in covid situation

In order to recover from the short fall caused by the worldwide pandemic, emergency buckle up needs
to be done to regain the lost number of visitors. The visitors have to feel the urge of coming back again
and again to the park. The following methods can be used to increase consumer number after Covid.
 Giving offers keeping the consumer demands in mind
 Introducing customized offers for the first time.
 Inclusion of new exciting rides
 The food menu can be modified.
 Consumer engagement online can be increased through website ticket discount.
 Giving trendy giveaway and gift offers.
 Ensuring about the hygiene and safety measure of park.
 Making a TVC to grab attention of the mass.

48
 6.4. Conclusion:

We have a propensity to might conclude that the current goal of this article is to reflect my
interpretation of the work done and skill gathered in the whole segment of the situation program based
on the top of facts, information, and conversation. It seeks to discover how useful this learning
expertise was in preparing a personal intern for extreme challenges those area unit near to emerge
within the real-life company world. As a result, this paper has been prepared to replicate the facts and
knowledge obtained during the course of the situation. The true desire of a nursing intern is to style the
essence of company flavor together with some sensible knowledge of real-life running state of affairs.
As an Associate of Nursing intern, my desire was not entirely different. Throughout the course of my
situation, my aim was to gather not only ideas for particular activities, but also knowledge about
structure culture. So, the lessons that I have learned from my scenario program vary from structure
culture to practical roles, and both of these lessons carries equal weight in terms of priority. A number
of those key lessons area unit explained below.

We have a tendency to were sophisticated concerning the activity of different organizations including
institutions, banks, garments, and monetary establishments during our undergrad studies, but we have
a tendency to hardly got the possibility to go to any of these for gaining sensible data. However, the
situation software allowed Maine to get a snapshot of the operating procedures.operational procedures
of a conglomerate company organization.

-Structure Skills: During my scenario program, I learned various structure skills, the most notable of
which were follow-through, meeting deadlines, multitasking, preparing, setting and attaining targets,
and time management.I had to manage those tasks by applying the abilities while not compromising
the standard of my work.

- Communications and social Skills: Throughout my time in the role, I had to speak with a variety of
groups of people, some of whom were customers and others who were members of the organization's
employees. Since I was given the opportunity to work with several organisations, I inevitably had to
change several team members about their various roles and responsibilities. In the course of my career,
I've actually learnt smart verbal communication ability, non-verbal communication skills, listening
ability, decision-making skills, self-assertiveness etc.

49
- Analytical Skills: Analytical skill requires the ability to use smart thinking to analyze a situation and
approach the problem logically. It also means hearing the points on all sides of a problem, even though
one does not think otherwise, and being able to analyze the merits of each case. Notably, my
involvement with the Sales and Marketing Team did not result in any significant scientific results.

- Personal development: One of the most important lessons I learned from my scenario program was
how to function when being abused. There was a time when I had to do several assignments at once
under extreme pressure and tight deadlines, and it taught me how to do my job and function
successfully while keeping my nerve intact.

- Learning concerning digital selling and their implication: I have heard about digital selling and their
corporate practices. However, they take the transient from the user, however, they conduct the
transient, how to handle customers, receiving money, and the company's hierarchy.

50
 REFERENCE
I. Coster, N. (2020). The Customer Service Gap Model [Web log post]. Retrieved April 06,
2021, from https://brainmates.com.au/brainrants/the-customer-service-gap-model/
II. Technology, B. (2018). Fantasy kingdom. Retrieved April 05, 2021, from
https://fantasykingdom.labar.xyz/
III. Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing:
Integrating customer focus across the firm.
IV. Philip Kotler and Gary Armstrong “Principal of Marketing” 12th edition.
V. Fantasy Kingdom Complex. (2019). Retrieved from
web.facebook.com/fantasykingdomcomplex
VI. https://web.facebook.com/fantasykingdomcomplex/?_rdc=1&_rdr
Online Dhaka Guide. (2019). Retrieved from www.online-dhaka.com
http://www.online-dhaka.com/29_31_189_0-fantasy-kingdom-ashulia-
savar.html
VII. Amin, M. B. (2019). A Comparative Analysis of Prices and Services of Theme Park
between Fantasy Kingdom Complex and Dream Holiday Park.

VIII. concordgroup. Retrieved from http://www.concordgroup.net

http://www.concordgroup.net/#about-us

IX. Fantasy. (2019). fantasy-kingdom. Retrieved from http://www.fantasy-

kingdom.net.bd: http://www.fantasy-kingdom.net.bd/ticket-packages.php

X. HolidayWorld. (2019). holidayworld. Retrieved from http://www.holidayworld.com:

http://www.holidayworld.com/park-tickets/history/ Point, A.

XI. assignmentpoint. Retrieved from http://www.assignmentpoint.com:

http://www.assignmentpoint.com/business/organizational-
behavior/fantasykingdom.htm

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 Appendix
SURVEY QUESTIONNAIRE

Name:

Age: Gender: □ Male □ Female □ Others

Location: Occupation: ………………… (Job/Student/Housewife)

Q1 (a): Is this your first visit to Fantasy Kingdom Complex? □ Yes □ No

(b): If no, how often do you visit the park in a year?

□ 2-3 times □ 4-6 times □ 7-10 times □ 10 times+

Q2: How did you hear about Fantasy Kingdom Complex?

□ Brochure/Leaflet □ Advertising □ Word of mouth/Family & Friends

□ Website □ Previous Visit □ Others …………………….…………. (please mention)

Q3: What is the most enjoyable ride/service at Fantasy Kingdom? (Please choose only one answer)

□ Rollercoaster □ Magic Carpet □ Rock n Role □ Food/Restaurants

□ 9D VR □ Santa María □ Water Rides □ Service/Hospitality

□ Children's Ride □ Concert/Cultural □ DJ Show □ Others……….. (please mention)

Q4: How many hours did you spend at the park?

□ 4 Hours □ 5 - 6 Hours □ 8 - 7 Hours+ □ Others ……………. Hours

Q5: Do you know that we have Resort Atlantis at Fantasy Kingdom? □ Yes □ No

Q6: In what time of the year, you prefer visiting this park? [Several answers possible]

□ Spring □ Summer □ Autumn/Winter □ Anytime □ Others ………. (please mention)

Q7: How would you rate our Restaurant Services (Serving Attitude, Food & Beverage, Accommodation)?

□ Very Good □ Good □ Fair □ Poor □ Very Poor

52
Q8: How would you rate our overall Service?

□ Very Good □ Good □ Fair □ Poor □ Very Poor

Q9: When do you prefer visiting Fantasy Kingdom? [Several answers would be accepted]

□ During the week when I am on holiday □ Only on holidays &/or Special Days

□ Saturday/Student Day □ Tuesday/Family Day □ Others …………. (please mention)

Q10:

How would you involving yourself on a day out? [Several answers would be accepted]

□ Amusement/Leisure □ Family Bonding Activity □ Skill based Activity □ Sporting

Activities □ Adventurous Activities □ Contact with nature

Q11: Which amusement park (listed below) do you like the most?

□ Fantasy Kingdom □ Nandan □ Dream Holyday Park

□ Jamuna Future Park □ Gazipur Safari Park □ Others … … (Please mention)

Q12: On a Scale of 1 to 10, Please rate Fantasy Kingdom (Where 1 is lowest and 10 is highest) …………………….

Q13:
If You Have Any Suggestion

53