A study on overall sales performance and procedure of Fantasy Kingdom

Abstract

The purpose of the introduction of theme park around the world is to provide mental refreshment or recreation or for entertainment to the people with a business purpose. Basically,a theme park is basically an amusement park which is built for the sole purpose of giving people some refreshment both mental and physical. So, with a view to providing entertainment to the people Concord Entertainment Co. Limited established the first world class theme park named Fantasy Kingdom in Bangladesh. Concord Entertainment Co. Ltd is a part of Concord Group of Companies which is founded by the chairman S. M. Kamaluddin in 2002.The successful business venture of Concord Entertainment Co. Limited are like Fantasy Kingdom, Water Kingdom, Heritage Park, Resort Atlantis, Foy’s Lake Concord, Sea World and Foy’s Lake Resort. However, Fantasy Kingdom Complex has different segments like- Fantasy kingdom, water kingdom, Heritage Park, Xtreme Racing go-karting & the Resort Atlantis. This report basically focuses more on the overall sales process, business operation, services and as well as entire marketing strategies and activities of Fantasy Kingdom. For business operation Concord Entertainment Co. Limited basically monitor three departments. They are Marketing, Operations and Account department. In addition, Fantasy Kingdom follows both direct and indirect sales procedure to sell their services to the customers. Moreover, as a part of Integrated Marketing Communication (IMC) strategy they follow advertisement, direct marketing, indirect Marketing, special occasions promotion, sales promotions and various campaigns. However, the overall sales performance of Fantasy Kingdom is satisfactory as they maintain certain procedure to maintain proper sales performance. On the contrary the key competitors of Fantasy Kingdom are Nondon and Sishu Mela. They are competing a lot to grab the market share of Fantasy Kingdom. As I worked as an intern in Marketing department thus I did several task like visited various corporate clients and sold package to them. Furthermore, I also conducted a research on the employees of sales team to determine their perception regarding sales process and procedure. The aim of this research is to determine the effectiveness of the marketing campaign. The result of the research is more positive. However there are certain field to improve the services of Fantasy Kingdom. In future there is a strong possibility to arrive new theme park to compete into this industry but proper planning and implementation can help Fantasy Kingdom to overcome any obstacles.