Introduction to Management (MGT210)

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NAME ID TOPIC
FARHAT MAISHA ROOPKOTHA 181 1583 630 Management Basic Concept

DIPTA CHOWDHURY 181 1951 630 Business Ethics

SANAF AHMED 181 1955 630 Planning

Md. JAWAD MASROOR 181 2334 030 Strategic Management

Section: 04

Submit To:
Afnaan Ahmed (Afd),
Lecturer, Department of Management,
North South University.
Table of Contents
Introduction .................................................................................................................................................. 1
1. FOUNDATION of MANAGEMENT and ORGANIZATIONS ........................................................................ 2
1.1.Managerial Levels .................................................................................................................................. 2
...................................................................................................................................................................... 3
1.2. Management Functions ........................................................................................................................ 4
1.3. Mintzberg’s Management Roles Approach .......................................................................................... 5
1.4. Managerial Skills ................................................................................................................................... 6
1.5. ANALYSIS ............................................................................................................................................... 8
1.6. QUESTIONNAIRE.................................................................................................................................... 9
2. Business Ethics........................................................................................................................................ 10
2.1. Factors that determine Ethical and unethical Behavior .................................................................... 10
2.2. Management role in Encouraging Ethical Behavior ........................................................................... 11
2.3. How Organization Go Green ............................................................................................................... 12
2.4. Ethical Dilemma .................................................................................................................................. 12
2.5. Social Responsibility Ethics Issues ...................................................................................................... 12
2.6. Analysis ................................................................................................................................................ 15
2.7. Questionnaire ...................................................................................................................................... 16
3. Planning .................................................................................................................................................. 17
3.1. Types of Plan ....................................................................................................................................... 17
3.2. The Approaches to Establishing Goals................................................................................................ 18
3.3. How the organization set their goals.................................................................................................. 18
3.4. Effective Planning in Dynamic Environments..................................................................................... 19
3.5. The Challenges an Organization Face while Making a Plan ............................................................... 20
3.6. Analysis ................................................................................................................................................ 21
3.7. Questionnaire ...................................................................................................................................... 22
4. Strategic Management ............................................................................................................................. 23
4.1. SWOT Analysis....................................................................................................................................... 23
4.2. Corporate Level Strategic ...................................................................................................................... 24
4.3. Corporate Portfolio Analysis .................................................................................................................. 25
4.4. Competitive Strategies .......................................................................................................................... 26
4.5. Customer Service Strategies .................................................................................................................. 27
4.6. Analysis ................................................................................................................................................. 27
Conclusion .................................................................................................................................................. 29
Introduction
“Zanala Bangladesh Ltd” is a 360 degree integrated market communication agency. They are
specialized in brand building, rebranding and promotion. They are in and out market
communication agency. They started their journey 17 years ago, by combining their passion,
imagination, intellect and courage to create the ideas which speak for the brand identity. Now, they
have gathered the experience of working with over 200 clients in 20 different industries. Their
constant efforts ensure their clients to flourish and influence results. Because they don’t believe in
shortcuts, emphasize on the absolute execution, maintain professionalism by exercising proper
corporate culture, equal participation in brainstorming and operation.
1. FOUNDATION of MANAGEMENT and ORGANIZATIONS
Zanala Bangladesh Limited (ZBL) is a new age market communication company, designs identity
and communication strategies for communicating needs in every possible form of media to reach
out the mass population of Bangladesh. They closely work with their client to understand the type
of service or product as per their clients need. Since they categories themselves as a creative
company they maintain a flat organization with few levels of hierarchy. This company was started
by S M Mobasser Hussain and Tamzid Siddiq Spondon back in 2001.

1.1. Managerial Levels

In terms of legislative designation, S M Mobasser Hussain is the chairman of the company whose
designation in Zanala Bangladesh is Creative Designer. As creative unit is a major part of Zanala
Bangladesh, it is directed by the Creative Director of the company. Managing Director of the
company is Tamzid Siddiq Spondon who is the administrative head and takes all the supreme
decisions of the Business unit. He is the Top Manager of the company. Manager, the head of
Business unit and Creative Director, the hrad of Creative unit are the Middle Managers of this
communication company.
Business Unit: Business unit of Zanala Bangladesh includes Manager, Associate Manager,
Senior Executive, Executive and MTOs. MTOs are the Non-managerial employees, most of the
root level work, field works and data collection are done by them. They are supervised by
Executives, also can be referred to as the first- line managers. Executives report to Senior
Executives who fall under First-Line Managers as well in JBL as they take inputs from the
executive and also on a weekly or monthly basis (depending of the project) form a team hurdle
with the MTO’s to provide suggestions and take feedback to form an efficient and effective work
condition. The next managerial level is the mid-level managers consisting of the associate manager
and on top is the senior manager. Senior Executive reports to the Associate manager on projects
completion, challenges that were faced, budget condition and various data. Associate Managers
analyze all the data obtained from the first-line manager and provide suggestions and report
whether the department goals and targets are met to the senior manager. Senior manager looks into
whether the entire department goals and targets are achieved as set by the top level managers. New
strategies are developed by senior managers if the department fail to fulfill the department
objective.
Creative Unit: Creative Director is the head of Creative unit who leads various departments
like Design, Audiovisual, Digital and Activation. The positions under these departments are more
flexible rather than rigid managerial levels. These correlated departments work in synchronize
manner as the work assigned to the departments are interdependent. For example, in any TVC, a
copywriter writes content for an advertisement, then visualizer helps art director to produce quality
art work. Later, after the art work is done, is a TVC complete without Audiovisual? Even after
combining audiovisual effect it needs the support of Digital department. After all the hard work,
activation plays a vital role for promoting a service or product through TVC or campaign or any
other form to connect to the target market. As the tasks assigned to the different positions in
individual departments are interrelated, the tasks of the different departments are entirely
dependent on each-other as well.
 Managing Director/ CEO
Top Manager

Business Unit Creative Unit

Department Manager

Creative Director
Middle Managers

Associate Manager

Senior Executive
1. Design Manager
2. AV Manager
First Line Managers
3. Digital Manager
4. Activation Manager
Executive

Various Creative
Non- managerial Employees Management Trainee officer working under
Officer (MTO) designated manager

Organogram of Zanala Bangladesh LImited

1.2. Management Functions
Management functions consists of four basic functions which includes planning, organizing,
leading, controlling. These functions are described below in terms of ZBL.

Planning

Planning is defined as the long term goals and objectives of an organization where it want to see
itself in the upcoming years. ZBL started creating impact in smaller scales from the very beginning
of its journey. Its objectives in the next 10 years are mentioned below.

1. Creating Impacts in Larger Scales

ZBL is such an agency that wants to create maximum impact in the market. It wants to diversify
its client base to reach out mass people of various sectors through different types of campaigns.

2. Positioning in Right Manner

People know ZBL mostly as an advertising agency. But it is much more than that. It is a
communication company and its products includes brand identity development, audio visual
productions, graphic design and productions, web and new media (social and mobile), campaign,
event and activation, interactive kiosk.

3. Creating Opportunity to Gain Experience over Communication

ZBL is not a conventional agency that focuses on advertising or communication only, it works
with the entire spectrum, having 3 other companies-

a. Zanala Systems - Focuses on technology, human-machine interfacing.

b. The Base Camp, Bangladesh - Promotes adventure and tourism.
c. NeoFarmers Bangladesh - Works on organic food production.

It wants to be a leading agency in the communication and branding industry by focusing on

exploring new things, providing opportunities to people to gain Experience that is why they
are moving into different sectors with the help of their different kinds of organizations.

Organizing

Planning is followed by the next management function- Organizing. In planning stage a company
sets its long term objective and in organizing stage how the targets can be achieved that is
identified. Different organizations set their strategies towards achieving goals differently. The KPI
of ZBL is revenue. According to the chairman of ZBL, the KPI is set through revenue everything
else falls into places. ZBL sets its target revenue on yearly basis. For example, if it sets a yearly
revenue of 20 crore taka this year it targets double amount for the next year. After setting yearly
target, its management focuses on to smaller parts, simply divides the targets into smaller sections
so that it gets easier to achieve. The management team distributes smaller monthly targets of
revenue among different departments of the company and those departments need to bring
revenues to fulfill these targets. By gaining profits ZBL can focus on achieving their long term
goals. As they do not believe in stereotype goals, they want provide their target market with
different kinds of experiences, their goals are realistic yet challenging. They need enough profit to
run their company at the same time invest in one of its objectives that is giving opportunity to gain
new experiences. ZBL needs to work on this objective to give it a proper shape with stability.

Leading

After setting targets and strategies to achieve them, comes the implementation part - Leading. In
this stage manager plays a vital role to supervise and motivate employees for achieving targets.
ZBL developed its own project management tool called “Central” through which employees and
managers keep track on their work, performance and progress. After getting a project from client,
the details of the project like client name, contact number, type of project, people who are handling
the project everything is being set in the database of Central. Employees who are assigned get
notification and deadline via Central.

Controlling

Controlling is the stage where managers monitor employees work at the same time evaluate the
standards set in the targets versus actual performance. Managers of ZBL do this monitoring
through their own project management tool. Employees of this company have their own account
in Central and get access as per their respective positions in the company. Through this tool,
managers can easily keep track on the current performance and evaluate so that they can make
necessary changes to make their future performance better. For example, in a campaign of a
product if the quality of performance in November-December is weak, they can direct their
workforce to put extra effort to make their quality of performance stronger in the upcoming
months.

1.3. Mintzberg’s Management Roles Approach

Management roles approach of Mintzberg are of 3 kinds. These are described below in terms of
ZBL.

1. Informational Roles

Informational roles imply that how information of an organization is being handled by

managers. Levels of protection completely dependent on the type of information. As ZBL
 keeps track of every information with the help of Central, this tool contains all kinds of
information in it. Despite having all the information in Central, not every employee gets
access to every information. Non-managerial employees get to see their assigned work,
progress, necessary changes to make in their performance whereas mid-level managers can
see the details of every employees performance, progress of the project, clients feedback,
budget and revenue projection.

2. Decisional Roles
How decisions of an organization are made by managers are mainly decisional roles. The
characteristics of this role also vary from the type of decision. ZBL is a flat organization
with flexible work environment. Employees are encouraged to take decisions. Employees
are partially empowered. Decision making authority depends on the employee’s
designation and office performance. According the chairman of ZBL, in reality there is no
single rule that applies to everyone. There are people who are interested to show their
capability whereas there are people who choose to play safely. Middle managers give
decision making power to employees at times but their willingness to take such
responsibilities depends on the employees.

3. Interpersonal Roles

This role defines how the employees are motivated by managers to fulfill their respective
tasks. ZBL ensures safe and friendly work environment for its employees which is very
just, discrimination free. Salary on time is their top concern. These are the key factors that
motivate employees to work dedicatedly. Moreover, the management of this organization
wants to make the pie bigger, the people of management are open to give shares to
deserving employees. Employees are getting shares of this company which works as the
greatest factor in employee motivation.

1.4. Managerial Skills

Managerial skills include technical skills, human skills and conceptual skills. The importance of
these skills are highly dependent on the level of management. Managerial skills are described in
details in terms of ZBL.

1. Technical Skills
Having proper knowledge about a manager’s supervised field. This skill is very important
for lower level managers as they need to keep in touch with the field level employees. They
 need to know everything that is going on under their supervision. ZBL highly focuses
creative sector. Employees are hired based on their expertise in certain sectors but they
encourage passion more than capabilities. So they follow technical skills way less than any
other formal organization. ZBL is comparatively flexible about it.

2. Human Skills

Having the ability to motivate employees to achieve company’s goals. This is the most
important skill among all. Mid managers lead first line managers. As company’s success
is highly dependent on employees so it is important for the managers to keep the employees
motivated so that they can make the most out of the employees hard work. IN the case of
ZBL, the mid managers consider this as a priority that is why they have ensured a friendly
work environment for every employee. Moreover, their salary on time and their possibility
to get company’s shares based on their work performance plays a significant role as
motivation.

3. Conceptual Skills
Future forecasting ability, predicting upcoming challenges and planning accordingly are
the main characteristics of conceptual skill which is basically important for the top
managers. Companies like ZBL goes with the economy. ZBL had plans for the next 10
years but recent economic growth has changed market condition and has turned to a new
direction. Because of being declared as a lower middle income country, NGOs of this
country are out of fund and this is affecting advertising agencies. So this sudden change in
economy is causing ZBL change its entire planning. Even after predicting market, changes
in economy can change everything for these kinds of companies, so conceptual skill does
not help much
1.5. ANALYSIS
Zanala Bangladesh Ltd. is a growing communication company, facing a lot of challenges because
it has not reached stability yet. Because of having a different goal than any other communication
company, it needs some more time to reach stability. According to me, its initiative for people to
gain new experience is wonderful because Bangladesh does not yet have any such company with
this kind of thought. But if considered from business perspective it is a challenging yet realistic.
That is why they should not take chances so that they always fail. ZBL is everything sorted except
its planning. Talking to the chairman, we got to know a lot of facts. One of my major topic was
management functions where planning is the first and most important function. Without planning
a company is like a ship without a rudder. ZBL definitely has some plans but those are vague.
They do not have specific goals to achieve. First objective of this company is creating impact on
larger scale. Every company of its industry wants to create influential impact, this is an obvious
fact but how? They do not have any specific plan to achieve this goal. If we target something big
and want to achieve it at once we would fail. So we need to aim practically. Having greater
objective is important like giving people opportunity to gain experiences. But for doing such
things we need to have enough capital so that after earning revenues I have got plenty of profit to
expand my business and experiment new things, doing the same experiment in a growing business
can be a matter of stake. Apart from this problem, ZBL has a wonderful work environment,
motivational factors like getting shares of the company and above all the monitoring system,
“Central” is a life savior. It plays multiple roles in leading, monitoring, budgeting, profit
projection. If problem was minor it could be neglected but one of the major management concept
is weak so they must do necessary changes like being clear about their goals, making the company
stable enough to do great things like after making sure of making profits, giving people
opportunities what they are trying to do now. These changes can play a positive role for ZBL.
1.6. QUESTIONNAIRE

1. Does Zanala Bangladesh follow the concept of managerial level? What are the levels
of managers in Zanala Bangladesh Ltd. ? How are the orders being passed here?

2. Where do you want to see Zanala Bangladesh Ltd. in next 10 years? What are its
objectives?

3. How ZBL is going to achieve its targets? Through what strategy it plans to fulfill its
target?

4. How managers of ZBL lead a project? Describe its implantation procedure.

5. How projects are being monitored in ZBL? How managers evaluate standard set in the
target versus actual performance?

6. How are information in ZBL being managed?

7. How are decisions being made here? Does top manager takes all the decisions or, are
the employees empowered?

8. What kind of role a manager plays to motivate employees?

9. Based on what employees are assigned to different departments? Based on skills and
capabilities or based on passion and talents?

10. Does the managers believe in motivating employees or, do they believe in bossing
around?

11. Does ZBL forecast future and plan accordingly?

2. Business Ethics

Ethics is the branch of philosophy that deals with values relating to human conduct. Specially, that
human conduct deals with the rightness and wrongness of certain actions. Business ethics is the
direct attempt to formally or informally manage ethical issues and problems through specific
policies, practices and programs. Business ethics is a form of applied ethics that examines ethical
principles and moral or ethical problems that arise in the business environment. It applies to all
aspects of business conduct. The label lends itself most directly to a core set of question about how
Earning profit is the main objective of any company but the source of earning should come from
an ethical way.

2.1. Factors that determine Ethical and unethical Behavior

A. Stage of moral Development
B. Individual Characteristics
C. Organizations culture

A. Stage of Moral Development:

There has three level of moral development and each having two stages. First one is principled
level it means reward the right one and give punishment to the wrong one. It is the early stage of
moral development. Then the next one is conventional, it means accept the right one and regret the
wrong one. And final one is preconventional, in this stage leader avoid the punishment, they try to
develop the wrong decision what the employees. Zanala Bangladesh Ltd leaders try to follow
all of this moral development. In the early stage they follow the principle stage where they give
reward the award in front of everyone and give punishment who did wrong things but not in the
front of everyone. Then in the middle stage they accept the employees right things and regret the
wrong ones. And in the preconventional stage Zanala Bangladesh Ltd leaders try to develop the
wrong things of employee, in this stage leaders avoid the punishment and try talk to the employees
about what they made wrong. Zanala Bangladesh Ltd leaders always try to focus on
preconventional stage, they believe that it is the most useful stage of ethical behavior.

B. Individual Character
Zanala Bangladesh Ltd leaders determined an ethical person by their individual characteristics.
Leaders of Zanala Bangladesh Ltd try to hire an employee who has good personality and values
which represent basic convictions about what is right and wrong. They hire people which people
have better ego strength and internal locus of people. Because better ego strength are likely to
resist impulses to act unethically and instead follow their convictions. And locus control is the
degree to which people believe they control their own fate. People with an internal locus of control
believe they control their own destinies. Zanala Bangladesh Ltd leaders hire them because they are
more likely to take responsibility for consequences and rely on their own internal standards of right
and wrong to guide their behavior.

C) Organization’s Culture:
Zanala Bangladesh Leaders believe that the content and strength of an organization’s culture also
influence ethical behavior. They create an environment that influences employee behavior ethical.
In their organization they don’t call anyone boss, they are very close to one another. They create
an environment where employees share their problems with one another and with the top managers
also. That’s why employees of this organization don’t follow any unethical way. And they create
realistic goal which is very helpful for employees. Because they believe that employees doesn’t
follow any unethical ways if they set realistic goal.

2.2. Management role in Encouraging Ethical Behavior

As a market leader Zanala Bangladesh Limited is very conscious about encouraging ethical
behavior. They encourage their employees in different ways which is beneficial for their
organization as well as their employees and clients.
Zanala Bangladesh Managers encourage their employees by code of ethics. They believed in the
power of code of ethics. By code of ethics Zanala Bangladesh employees get the idea which they
are supposed to do things yet loose enough to allow for of judgment. The employees of Zanala
Bangladesh easily catch the company’s expectations, especially when it comes to ethics. Managers
of Zanala Bangladesh tried to set their goals realistic which is very important for an organization.
Because, if an employee has enough idea about organization goals, he will get highly motivated
and he will do his work perfectly, that’s what they think. Zanala Bangladesh believes that if they
set a realistic goal an employee won’t take any unethical ways to achieve goals. Zanala Bangladesh
managers also follow the ethical leadership to encourage their employees. But they don’t follow
the whole process. They believe that giving reward in front of everyone is the another way to
encourage their employee. They don’t humiliate their employees in front of everyone if they did
anything wrong as they said. At the end of the year there is a poll where everyone voted. Everyone
can express their feelings to everyone. No one knew who write comments about them. There were
half of the votes from the Employees and half from the manager. The best person will be rewarded
in front of everyone. Later employees try to improve what other people wrote about them. They
believe that it is very helpful to encourage their employees than giving punishment in front of
everyone. Zanala Bangladesh managers also follow the process of ethical training. In this process
employees get support for every works from top managers. Top managers discuss about ethical
issues with the employees as Zanala Bangladesh said. They are also setting up seminars,
workshops and similar ethics training programs to encourage ethical behavior. By this process
employees get clear focus about ethical issues. Then Zanala Bangladesh leaders reward those
employees who act ethically. Besides Zanala Bangladesh tried to hire employees with highly
ethical standards which are very important to satisfy their clients with service.

2.3. How Organization Go Green

Managers and Organization can do many things to protect and preserve the natural environment.
Some organization changed their social processes. There has four types of approaches.
1) Legal
2) Market Approach
3) Stakeholder Approach
4) Dark Green Approach

Zanala Bangladesh don’t follow the all the approaches. They follow only the legal approach.
Zanala Bangladesh leaders organized an event in 2014 where different kind of people engaged.
The event named longest walk, where attended people march towards Inani beach from Teknaf.
They clean the whole beach together. They send message to everyone that Cox’s Bazar sea beach
is our assets. This is the longest sea beach in the world so we have to take care of our sea beach
that was their message to everyone. They organized this event again in 2016 where they got so
much response and everyone appreciated their event. They spread their message to the whole
country.

2.4. Ethical Dilemma

There are three conditions that must be present for a situation to be considered an ethical dilemma.
The first condition occurs in situations when an individual, called the “agent,” must make a
decision about which course of action is best. Situations that are uncomfortable but that require a
choice, are not ethical dilemmas. The second condition is that there must be different courses of
actions to choose from. Third, in an ethical dilemma, no matter what course of action is taken,
some ethical principle is compromised.
Zanala Bangladesh employees and managers follow their codes of ethics. Because Zanala
Bangladesh leaders mention clearly about ethical dilemma in their codes of ethics as they said. If
anyone do any unethical work (sexual harassment) in the office premises they have strict rules
against this types of unethical work. Anyone can complain about any types of unethical work if
they faced or witnessed to the higher management. The management will take immediate action
against that employee who did this.

2.5. Social Responsibility Ethics Issues

1) Ethical Leadership: Zanala Bangladesh leaders try to follow the ethical leadership and they
also influence their employee to follow their ethical issues which is beneficial both for
organizationally and socially. They follows these things for being an ethical leader:
 Don’t hide or manipulate information
 Tell the truth always
 Share the truth and realistic goals with the employees
 Use the reward system to hold everyone accountable to the values

2) Social Entrepreneurship: In our world there are many social problems but variable solutions
are few. But numerous people and organization are trying to do something. Zanala Bangladesh
leaders also do something for solve this kind of social problem. They run a school in Bandarban
for the poor child. Sometimes their employees go there and learn those student new skills. Then
they work with a NGO which name is Spriha. They help this NGO in different ways. Their
employees spend a certain time for help this NGO.
2.6. Analysis

After talking with them we have figure out that Zanala Bangladesh has so many problems. First
one is Zanala Bangladesh is a flat company, they don’t call anybody boss. For this reason top
managers of this company will get fed up with the employees. Next one is if any of their made
unethical they don’t punish that employee in front of everyone. If they punish that employee in
front everyone, the others employees of Zanala Bangladesh won’t do any unethical behavior. Then,
they normally believe that all employees of Zanala Bangladesh will follow the Code of Ethics. But
it is not possible that every employee of the organization will follow the code of ethics. So have to
be stricter about it.
2.7. Questionnaire

1) What types of factors Zanala Bangladesh use for determining ethical and unethical Behavior?
2) How Zanala Bangladesh Go green?
3) Explain about Ethical Dilemma of Zanala Bangladesh?
4) What type of moral development stage Zanala Bangladesh follow?
5) Does Zanala Bangladesh follows the ethical leadership and does they give eward and
punishment to employee in front of everyone?
6) What type of beneficial work they do for the society?
7) How they train their employee for ethical training?
3. Planning

Planning means decide on and make arrangements for in advance. In business term it has a big
contribution. It involves defining the organization’s goals, establishing strategies to achieving
those goals and developing the plans to be coordinate with the working process of the
organization. Plans range from overall purposes and objectives to the most detailed actions to be
taken. Involves selecting missions and objectives and the actions to achieve them. It requires
decision-making – i.e., choosing future courses of action from among alternatives. No real plan
exists until a decision – a commitment of human and material resources – has been made. In
other words, before a decision is made, all that exists is planning study, analysis, or a proposal;
there is no real plan. People working together in groups to achieve some goal must have roles to
play. Generally, these roles have to be defined and structured by someone who wants to make
sure that people contribute in a specific way to group effort.

3.1. Types of Plan

Every organization follows some typical types of planning. The most popular ways to describe
plan are breadth (strategic versus operational), time frame (short term versus long term),
specificity (directional versus specific) and frequency of use (single use versus standing).
“Zanala Bangladesh limited” is a organization who use their plans for short term basis, most
of the plans are documented. There are 5 types of plan in the managerial concept that are mainly
followed by “Zanala Bangladesh limited”.

Strategic Management Plans: These plans are applied to the entire organization and to
establish the organizations overall goal. This phase of planning an organization set a long term
planning.

Tactical Plans: In this stage of planning the organization set the plans according to their
ultimate objective. They first select their objective and then they get the chance to set up their
plan.

Functional Plans: “Zanala Bangladesh limited” has different department. In this phase the
organization set the plan in department wise.

Operational Plan: This phase of plan is time budget related. For setting up a perfect plan the
organization should look after this factor. A failure time budget plan might cause a big loss so for
that, it is a mainstream in managerial sector.

Contingency: It is known as the backup plan for an organization. Normally every firm set
more than one plans for earing their ultimate goal. So if somehow the company face failure in
their current situation to get rid of that situation a company should make another plan.
“Zanala Bangladesh limited” has own planning method. The plans they intend to take are
mostly formal or documented. The plans they are intend to take are based on real goals. Their
plans are mostly short term basis, as they are kind of startup and market leader. There is another
cause why the company use this method and that is to be in a safe place in business. We all know
that every company has ups and downs so for avoiding these situations “Zanala Bangladesh
limited” uses this method as cheat code to survive in the market and maintain a safe position in
the market.
“Zanala Bangladesh limited” has some set of purpose for planning like others. To earn their
ultimate success they have to coordinate their work according to their plan, they have to reduce
errs if there are any and they have to balance every to cope up with the uncertain situation.

3.2. The Approaches to Establishing Goals

“Zanala Bangladesh limited” uses two main approaches to establishing goals they are “Means
Ends” and “Management by Objective” (MBO).
“Means and chain” is a mobilized network of goals. It is a way of systematically thinking in a
hierarchical representation. In this process high level goals of an organization are linked to lower
level goals, which serve as the means for their accomplishment. The most commonly used
method to achieve the means end is laddering. “Zanala Bangladesh limited” use this method to
establish their ultimate goals. Their objectives or goals are interrelated with each other. They
tries to set goals in a short term process so that they can ensure a safe place in the market.
“Management by Objective” also known as MBO in short is also an important approach to
establishing an organizations goal. It is process of mutually agreed upon goals and using those
goals to evaluate employee performance. MBO programs have four elements: goal specificity,
participative decision making, an explicit time period and performance feedback. As we learned
that “Zanala Bangladesh limited” is a flat organization they like to maintain the right use of
empowerment. They give their employee the opportunity to give some advice for setting a goal
for the organization. They calculate their working process by the objective they targeted to be
fulfilled in an identified period of time. By those goals they also get the opportunity to evaluate
the performance of the employee.

3.3. How the organization set their goals

“Zanala Bangladesh limited” is a 360 degree integrated market communication agency. They
are specialized in brand building, rebranding and promotion. In these organization there are two
departments: Business department and Creative department. These both department have several
objectives to set for the market. They have to calculate many things before setting up a goal.
While setting a goal, different department have different motive like in Business department the
segments they have to take care of financial, managerial, marketing factors and on the other hand
Creative department they set their goals in their own.
For these different sectors first one have to select a segment. Then according to the selection the
company set a target to make it accomplished. Their goals reflect desired outcomes. The goals
they target always reflect their missions because every company have an accurate intention to set
the goals. For that they always tries to continue their missions according to the goal which will
help them to get their ultimate success.
Resource is a one of the important factor for continuing a mission. Without resource no
organization cannot fulfill their goal. If we think in real world perspective every organization has
to face some ups and downs. So for that the resources are not that sufficient to accomplish their
mission. “Zanala Bangladesh limited” always have to be ready with some backup plans while
they have to accomplish the mission for earning their organizational goals.
“Zanala Bangladesh limited” determines the goals of their organization individually. All of the goals they
select are specific. They estimate their goals by the past experience. Like they will try to take the success
part of the past plan and on the other hand they will try avoid those facts which caused loss in the past.
Their plans should be measureable. One can measure goals in quality base and quantity base. The
organization measure their goals based on the quality of their plans. Sometimes they measure their
plans by quantity for an example by the selling ratio of their organization, their costing for a specific
project and others. The final most important thing that they follow is time. Every goals they planned
should be in timely.

3.4. Effective Planning in Dynamic Environments

“Zanala Bangladesh limited” a market leading organization in the recent times. As we are in
the age of E-Business day by day the competition in the market is getting harder. In this case
Dynamic environment is applicable for them. Many market communication agency is rising. So
for that it might be hard for them to mark this place for a long time as we already know that
every organizations has ups and downs.
For making a perfect plan in the dynamic environment the managers of the “Zanala Bangladesh
limited” have to scan the market situation perfectly. They have to ensure if there organization
has any errs. After that they have to compare their performance with their business rivals in the
market. If somehow by hard luck they face loss then they have to take the contingency step to be
in a safe place in the market.
3.5. The Challenges an Organization Face while Making a Plan
Every perfect planning needs a perfect preparation. While making a perfect plan a company face
different kinds of challenges. “Zanala Bangladesh limited” also have to go through some of the
challenges while developing a perfect plan.

1) Filling out the Financials:

For establishing a plan the organization always keep a strong observation on their
financial position. If the company doesn’t have a stable financial state then it might be
hard for the organization to proceed the plan in a smooth way.

2) Knowing your demographics:

For setting up a plan for a short term “Zanala Bangladesh LTD” should look after the
demographic condition. It will be help for a company to earn a safe and successful place
in the market.

3) Planning for tech changes:

Sometimes the company tries to upgrade their business they use some new ways to earn
much profit and that it to add some new tech in the business. Which help them to get a
suitable profit in the market.

4) Future forecasting:

It is also an important part to look after while making a perfect plan. Business is all
about idea and backup. If you cannot estimate a perfect future then you might face some
difficulties in market.

5) Establishing Workable Goals:

The estimated goals should be realistic and workable. When people can't see
the vision of the plan, they won't take action to pursue the plan. So for that the goals
should be clear, concise and understandable.

6) Being realistic about the outcome:

 The biggest issue they see with most business plans is lack of perspective. They always
tries to get a realistic outcomes as they are in a dynamic market

7) Proving that your idea is worth it:

For making their idea worth it “Zanala Bangladesh” does different tests to make sure
that they are doing the best use of their idea which they will use later on in the next plan

8) Making your plan useful:

In their past experience, the biggest challenges their CEO face is creating a business
plan that can actually be successfully implemented. Many companies create plans, but
too often, those plans sit on the shelf with actions not done, targets not met. So for that
“Zanala Bangladesh” tries to make their plans effective.

3.6. Analysis
That’s all about the planning methods which is used by the “Zanala Bangladesh Limited” to
reach their ultimate goal and earn success. Planning method is one of the important in
management site. “Zanala Bangladesh” maintains this part very strictly. Because a perfect plan
leads an organization to the success.
3.7. Questionnaire

1) What kind of planning method is used by “Zanala Bangladesh LTD”?

2) Describe the types of planning according to their organization.
3) Which “Approaches to Establishing Goals” is used by “Zanala Bangladesh LTD”?
How?
4) How the organization set their goals?
5) Does their goals reflect their missions and are the resources sufficient?
6) Describe the fact that “Zanala Bangladesh LTD” is a part or “Dynamic Environment
Market”.
7) What kind of criticism “Zanala Bangladesh LTD” face while making a plan?
4. Strategic Management
Strategic Management is what manages do to develop the organization’s strategic. It’s an
important task involving all the basic management functions-planning, organizing, leading and
controlling. Organization’s strategies are the plans for how the organization will do whatever it’s
in business to do, how it will compete successfully, and how it will attract and satisfy its customers
in order to achieve its goals. The main objective should be;
 Long term goal implementing decision
 Dynamic environment planning
 Department Coordinate.
As a leading organization in the market, Zanala Bangladesh LTD strongly follows the strategic
management process and try to implement it in their terms of work. Most of the strategic they
follow are the reflection of what types of organization they are and what types of work they do,
also their future perspective in this line of business.

4.1. SWOT Analysis

The first step of Strategic Management process is doing an Internal and an External analysis.
The combined internal and external analysis are called the SWOT analysis. The term SWOT refers
to (S)trengths, (W)eaknesses, (O)pportunities and (T)hreats of a business organization. The
strengths and weaknesses are the internal capabilities, positive situational factors, and the internal
limitations of the organization. Whereas the opportunities and threats include the external
environment of the organization.
 Strengths: It include any internal activities or factors the organization does well or its
unique resources. Zanala Bangladesh LTD look their people/employees as their greatest
resources. As they mention, their type of business need employee dedication in every sector
of their work, starting from the field-work to office management. Employee dedication that
help the organization grow. One of the Art Director working in the organization for over
11 years, many of them are working for more than 6 years, this shows dedication for the
organization.
 Weaknesses: It include activities the organization does not do well or resources it needs
does not possess. Finding skillful employees for the company is an internal weakness as
they concern. The recruitment process of Zanala Bangladesh LTD is very tough to
proceed, for this reason they sometime can’t get recruits as wanted.
  Opportunities: It is the positive trends in the external environment. Zanala Bangladesh
LTD fined client appreciation as their biggest opportunities in the market. Over the years
they worked with almost 200 clients which include RMGs, Ship Building, NGOs and many
more. And this client help them to grow and refer the company to the others.
 Threats: The other external factor of a company is threats. The threats are what challenges
the company’s performance faces. Threats like government legislation, new rules are
impacting the company. As there are few more brand building company in the market, a
price war among the organizations exists, and Zanala Bangladesh LTD are getting a tough
competition from them. Beside this they are looking our education system as a real threat
for a company like them, they mention this education system not giving the students proper
learning that need in the real job market, for this reason they can’t find perfect man-force
for the organization.

4.2. Corporate Level Strategic

A corporate strategy is one that determines what businesses a company is in or wants to be in

and what it wants to do with those businesses. It’s based on the mission and goals of the
organization and the roles that each business unit of the organization will play. The types of
corporate strategies are:
Growth: A corporate strategy that’s used when an organization wants to expand the number of
market served or products offered, either through its current businesses or through new market.
Because of its growth strategy, an organization may increase revenues, number of employees. Or
market share. Organization may grow by using concentration, vertical integration, horizontal
integration and diversification.
Zanala Bangladesh LTD. mainly follows the concentration strategy in the expansion business.
An organization that grows using concentration focuses on its primary line of business and
increases the number of products offered or markets served in this primary business. Zanala
Bangladesh LTD have four other companies to grow apart from commutation and branding. The
companies are:
1. Zanala System: Focuses purely on technology and human machine & interfacing.
2. Level Base Camp Bangladesh: Adventure tourism promotion.
3. Neo Farmers: Organic food and food product.
4. Level 4: Digital marketing.
Stability Strategy: This strategy is followed when an organization continues to do what it is
currently doing. In the case of Zanala Bangladesh LTD they have no intention of growing apart
from communication and branding market. Before that when they run the program “technology
and human machine & interfacing” with Zanala Bangladesh, their clients were getting confused
so they decided to create a separate company and keep Zanala Bangladesh LTD as a Brand
building Organization.
Renewal Strategy: It is designed to address declining performance. When an organization is in
trouble, something needs to be done, managers need to develop strategies. The two main types of
renewal strategies are retrenchment strategy which is a short-run strategy and the other one is
turnaround strategies which is a long-run process. Zanala Bangladesh management never had to
deal with the turnaround strategies, as the organization never had any serious problems. But they
had to deal with some short-run situations. Like they was unable to provide full salaries of their
employee for a certain amount of time. In that time their management had to make some quick
decisions, so they provided half of the salaries, changed some managerial strategic to avoid this
type of problems, and change the overall focus of their work.

4.3. Corporate Portfolio Analysis

When an organization’s corporate strategy encompasses a number of business, managers can
manage this collection or portfolio of business using a tool called a corporate portfolio analysis.
This analysis provides a framework for understanding diverse businesses and helps managers
establish priorities for allocating resources. The first portfolio analysis or matrix is- The BCG
Matrix. BCG matrix is a framework created by Boston Consulting Group to evaluate the strategic
position of the business brand portfolio and it’s potential. It classifies business portfolio into four
categories based on industry attractiveness (growth rate of that industry) and competitive position
(relative market share). These two dimensions reveal likely profitability of the business portfolio
in terms of cash needed to support that unit and cash generated by it. The general purpose of the
analysis is to help understand, which brands the firm should invest in and which ones should be
divested. There are four categories of BCG matrix, which are as follows:
 STARS: The business units or products that have the best market share and generate the
most cash are considered stars. Monopolies and first-to-market products are frequently
termed stars. However, because of their high growth rate, stars also consume large amounts
of cash. This generally results in the same amount of money coming in that is going out.
Stars can eventually become cash cows if they sustain their success until a time when the
market growth rate declines.
 CASH COW: Cash Cows represents business units having a large market share in a
mature, slow growing industry. Cash cows require little investment and generate cash that
can be utilized for investment in other business units. These portfolio analysis are the
corporation’s key source of cash, and are specifically the core business. They are the base
of an organization. These businesses usually follow stability strategies. When cash cows
lose their appeal and move towards deterioration, then a retrenchment policy may be
pursued.
 QUESTION MARK: Question Marks, these products prove to be tricky ones for product
managers. These products are in a high growth market but do not seem to have a high share
of the market. This could be reason for this such as a very new product to the market. If
this is not the case, then some questions need to be asked.
 DOGS: Dogs are called those industry which have been vanished or lose their presence.
The Management of Zanala Bangladesh LTD views the current Bangladeshi market of
“Communication and Branding” as a growing sector and future of this market is very rich. In
the 17th year of the company, the market growth rate was very high, but they had not that much of
impact on the market shares because of less people involvement, so this market with current service
elements like Brand Building and Digital Marketing etc. fall under Question Mark category. But
it has a high percentage of come up to Star category with high market shares and high growth.

4.4. Competitive Strategies

A competitive strategy is a strategy or how an organization will compete in its business. For a
small organization in only one line of business or a large organization that has not diversified into
different products or markets, its competitive strategy describes how it will compete in its primary
or main market. The main point of view for competitive strategies are:
 Differentiates the firm from its competitors.
 Create a sustainable competitive advantage.
 Focus quality management.
 Improvement and meet customer demand for quality.
Competitive advantage means developing an effective competitive strategy requires an
understanding, what sets an organization apart- that is its distinctive edge. Zanala Bangladesh as a
leading organization in the field of Communication and Branding they ensure the best advantage
than other competitors. They use their quality, thinking, client service and pricing as a material of
competitive advantage. When the other organization in the same market are focus more to event
management and advertisement, they are more focus to brand building. On the other side the
company is fully technology based, which give them to maintain a better quality than their
competitors. The other competitive advantages they get from an application they use, it is a central
database to control the entire office work in one platform. Which they call Online Project
Management Tool, is also developed by the company. This definitely giving a upper hand in the
terms of office management.
Choosing a Competitive Strategy: When an organization competes on the basis of setting price
in its industry. An organization can set the price by four types of strategy:
1. Cost leadership strategy: Seeking to attain the lowest total overall cost relative to other
industry competitors.
2. Differentiation Strategy: Create unique and distinctive product or service for which
customers will pay a premium price.
3. Focus Strategy: using a cost or differentiation advantage to exploit a particular market
segment/ narrow segment rather than a larger market.
4. Stuck in the middle: Organization that are unable to develop a cost or differentiation
advantage.
Zanala focuses into a selective market rather than going into a larger one. For that they follow a
value driven pricing policy for the clients. Where they maintain a cost leadership strategy for a
narrow market and maintain a differentiation strategy for another particular market segment. So,
we can say they follow a focus strategy in general.

4.5. Customer Service Strategies

Companies emphasizing excellent customer service need strategies that cultivate that
atmosphere from top to bottom. Such strategies involve giving customers what they want,
communication effectively with them, and providing employees with customer service training.
Zanala Bangladesh LTD maintain their customer service strategy very carefully, they mentioned
their client as their god. In the beginning, the management give a service training to their MTOs,
to ensure a better service quality. They handle their every clients by two of their employees. One
is call Pilot and the second one is call Tail Runner. The Pilot is the main person who handle overall
client service, and provide what they want. The Tail Runner cover the pilot, because sometime the
pilot can’t handle all of the customer at ones or (s)he can be absent for some reason. Maybe some
time they play the role of pilot for another client, and the pilot become the tail runner to cover him.

4.6. Analysis

Planning is basic for modern business management. And for maintaining an organizations main
mission and vision statement they need to maintain the strategic planning or management. As every
other company Zanala Bangladesh LTD also follow the concept of strategic management as their
long term goal implementation. They try to follow every level of strategies. In the case of corporate
strategy they only focuses on growth implementing, but in my opinion, they can use the horizontal
integration and maintain the renewal strategy more effectively. I found out their customer service
strategies very strong, but they don’t use the functional level strategy which may affect them in
the long run.
4.7. Questionnaire

1. How important is Strategies management for the organization?

2. What internal factor they think are strengths and weaknesses for the organization?
3. What external factor they think as their opportunities and threats?
4. What kind of corporate level strategies they use?
5. How the market of communication and branding at this point is and how is the
growth rate of their business?
6. What competitive strategy they use?
7. How is their customer service strategies?
Conclusion
“Zanala Bangladesh Ltd” is one of the leading advertisement agency of Bangladesh. They
provide their assistance in complete strategy planning, design & printing, audio & visual, event
management & market activation, also in web & digital media. They address challenging
communication problem with their tools, content, planning and fined-tuning execution. They
always intend to break the conventional practice of communication. They don’t call themselves
different, they try their 100% to claim it. Their focus is to follow more effective means rather than
conversional means. They have create a handsome job opportunities for the fresh graduates. They
also provides internships for the university students. They try to maintain a good and friendly
relationship between their employees. They believe in having a less formal relation among the
employees, which helped them to adjust in the office to quickly. In short, “Zanala Bangladesh
Ltd” is giving their utmost to make them the best and they are also helping Bangladesh for
reducing the percentage of unemployment.
Bibliography

Home. (2018). Retrieved from Zanala Bangladesh: http://www.zanala.com/

Stephen P. Robbins, M. C. (2018). Management Fourteeth Edition. United KIngdom: Pearson Education
Limited.
Figure 1 Confirmation from the company.
Figure 2 Team Members with the Chairman Mobasser Hussain.

Figure 3 Team members in front of the organization

Figure 4 Employees of Zanala Bangladesh Ltd.