Captains World

8/10/2019 Captains World

1/20

Company Overview:

Captains world a sister concern of Canteen Store Department of Defense Ministry founded

back in 2007. A very quiet, decent, luxurious bakery and fast-food restaurant situated in Dhaka.

Up to 2011 it has only one outlet that is situated at Jahangir Gate of Dhaka Cantonment. At

present there are three outlets of this fast-food restaurant in Dhaka. Another two is at Dhanmondi

and Uttara. Captains World is now employs around 200 people at 3 outlets in Dhaka. Customers

will get the taste of roast, tandoori chicken, different kababs, burger, sandwich, and quality

items of Captains Bakery, world class coffee and ice-cream in these outlets.

Captains World is always dedicated toproviding the best food to people. The company's

strategy is guided by several fundamental principles, which only reflects its concern for people.

The business objective is to manufacture and market products in such a way as to create value

that can be sustained over the long term for shareholders, employees, consumers. All these sound

human values and principles on which the company is built on have resulted in Captains World

doing business for about a period of five years with evidently remarkable success.

History:

The history of Captainsworldstarted with the vision of Canteen Store Department

established in 2007 as a bakery and fast-food restaurant. CSD have responsibility to provide food

and food related things to defense persons and they also have responsibility to ensure the price of

those foods has to be cheaper than the regular market price. While doing this they came to realize

that though they were able to achieve their objective, they were shortened in their funds from

which they compensate their employees. To ensure this, CSD established many sub organization

under them to reach their (CSDs) breakeven point. Among those sub organizations Captains

Worldis a fast food chain store. The main aim of this organization is to Do some business with

people and make some profit with which CSD will give support and encourage the serving and

Retired Army officers. CSD spend the earnings from this organization in different welfare

activities.


2/20

Objective:

Captains World does not favor short-term profit at the expense of successful long term

business development.

Captains World recognize that its consumers have a sincere and legitimate interest in

the behavior, beliefs and action of the company behind brands in which they place their

trust and that without its consumers the company would not exist.

Captains World believes that, as a general rule, legislation is the most effective

safeguard of responsible conduct, although in certain areas, additional guidance to staff in

the form of voluntary business principle in business principles is beneficial in order to

ensure that the highest standards are met throughout the organization.

Captains World is conscious of the fact that the success of a corporation is a reflection of

the professionalism, conduct and responsible attitude of its management and employees.

Therefore recruitment of the right people and ongoing training and development are

crucial.

Captains World continues to maintain its commitment to follow and respect all

applicable local laws in each of its markets.

Profit maximization at all lawful and publicly accepted manners.


3/20

Corporate Vision:

Captains Worlds vision is to build CSD as the respected and trustworthy leading Bakery and

Fast Food restaurant in Dhaka as well as in Bangladesh ensuring long term sustainable and

profitable growth. The company is very much focused to ensure that the vision is implemented in

every aspect. The companys vision and the roadmap to reach it are as follows.

Corporate Mission:

Be in every way, the leading company in the local restaurant industry.

Ensure high quality standards in everything the company undertakes.

Provide consumers with superior quality products.

Expand total coverage and providewise distribution targets

Provide employees a challenging and satisfying work environment.

Be a good corporate citizen and contribute positively to the society.


4/20

Innovation Process of Captains World:

Managerial Functions Of Captains World:

General administrative duties that Captains world restaurants have to carry out can more or less relate to

the managerial functions of all productive organizations.

Idea

Producttesting

Expetsfeedback

Set up aprice of the

product

MarketSurvey

Customersresponse

Finalize theConcept


5/20

1 . Planning:

like every organization, planning is the most important managerial function for captains world.

Planning provides Captains world with the courses of action such as missions, visions, objectives

and goals. They do it for taking immediate, short term and long term decisions. They make sure

that their objective is made by time at any cost. For that they have formulated a strict managerial

restrictions and project planning. Constant monitoring of higher level managers for any type of

fault has also enabled Captains managers to stay on the track. Planning in Captains world works

as a guideline that must be executed or implemented in every step of its perpetual life. Being arestaurant business it is very important to be effective and efficient in using resources; so, for

being effective and efficient in every course of its lifetime, captains managers plan ahead of

them.

s

Planning

DecisionMaking

Organizing

Stafing

Communicating

Motivating

Leading

Controlling


6/20

2. Decision-making:

Decision-making is an everyday process in a restaurant. Being a restaurant business Captains

world faces a complex stream of alternatives to choose from. Though most of the decisions they

take are programmed decisions like: how much raw material they have to buy everyday and

which worker is working in which shift etc. Still there are some non-programmed decisions suchas opening a new branch, adding new item to the menu, giving instructions to the employees etc.

Captains world finds some challenges whiletaking the right decision at the right time. Such as-

Dealing with complex streams of decision, Uncertainty, Information-processing styles. The

constant concern for the managers of Captains is the ethical and moral validity of every single

decision.

3. Organizing:

Quarter MasterGeneral

Assistant

Managing

Director

Manager

Assistant

Manager

Supervisor

Field

supervisors

Assistant

Managing

Director

Manager

Assistant

Manager

Supervisor

Field

supervisors

Assistant

Managing

Director

Manager

Assistant

Manager

Supervisor

Field

supervisors

Managing

Director


7/20

4. Staffing:

In this function of management of an organization recruit manpower and put right man on right job. it

becomes important for every organization in recent years due to advancement of technology, increase in

size of business, complexity of human behavior. As Captain's world is becoming a larger organization dayby day, the number of their employee is also increasing. For this captain's world follows some unique

staffing function. The staffing functions of captain's world is describe shortly here-

Manpower Planning- Searching right people for the right job, helping in the implementation of all these

managerial activities.

Recruitment, selection & placement- In Captain's world there are several recruitment and selection

process for different types of department. For Higher level post such as manager, the candidates must

have to have a graduate degree like BBA or MBA. For floor manager the candidate may not have a

graduate degree but have to have speaking language skill on English. As Captains world is a organization

of CSD, they followed a structural interview process when recruiting people for the organization. Forhigher level manager's they concentrate on paper pencil test and for lower level manager such as floor

manager they conduct physical and experience test. Generally CSD prefer serving and retired army

persons for the higher level manager post and students for the lower level manager post.

Efficient utilization- has to ensure manpower to utilize resources effectively and efficiently.

Training and development- Captain's world provide some training facilities to its employee to make the

best out of them. They give training their employee to develop their skill on better human relationship

building among themselves and their customer. They also give trainings on hygiene factors, behavioral

factors, manners, and ethical and moral issues

Remuneration- Captains world remunerates satisfied amounts of money to its employee basis on their

performance.

Performance appraisal- Captains staffs performance is appraised on the basis for making the

organizations objective as their own

4.

Motivation-Incentive plans to be framed for further participation and employment of employees are a concern.

Therefore, all types of incentive plans become an integral part of motivation functions of captain's world.

To motivate their employee CSD provide two yearly bonus, free medication and medical treatments to

their staffs. They have enabled flexible work hours and Part-time work opportunity so that university

students can also work in their organization and can choose working hours according to their convenience

like foreign countries.


8/20

5. Controlling:The last but another important part of managers is to evaluate whether theplan is effectively executed at the given time. Captains managers measure the actualperformance against its strategic plan. They constantly monitor the performance of

different department and try to set the norms accordingly. If any gaps are found while

executing the evaluation, they immediately take corrective actions to matchup with theiractual plan or change the course of plan to expedite towards the objective

Balancing Effectiveness and efficiency:

As a Business Perspective, Captains world Restaurant has to balance Effectiveness and

efficiency. As the initial stage of this Restaurant with limited Manpower They try to balance the

effectiveness and efficiency as to their utmost level. The production materials come from CSD

department organized and maintained by Armed forces and the restaurant are conscious about

using the limited resources how they Can provide quality food and services to their consumers.

The CSD department and Top level Managers are responsible to choose the right approach that

ensures improved productivity through balancing effectiveness and efficiency.

Effiectiveness

Efficiency


9/20

Managerial Approach followed by

Captains World:

Captains World follows Operational Approach which is a convenient description of the

production oriented area of management. It is also related to improving efficiency, cutting waste

and improving quality. Captains world wants to make persons- machine systems work as

efficiently as possible

Captains world restaurant has the blend of operational and Contingency Management approach

that provides the restaurant a quick and cost effective management process and helps to take

decisions according to the situation. Operational approach helps Captains world to improve

efficiency and cutting waste. This management process focuses on production efficiency and

helps to minimize the amount of combating waste. Captains world only follow this operational

approach on the field of their production, it does not criticize for considering labors and not

focused too much on money. When Captains world takes managerial decisions, it follows

contingency approach. Being the manager of the CSD, they have to deal with the changing

demands and choices of their consumers.In order to do that they have to be innovative and

specific. Thats why Captains world managers have adopted to assume that every single

situation is unique. So, they have to deal with those situations very specifically and change their

course of action accordingly if possible.

Systems

View

Contingengy

view

Purely

situational

view


10/20

Plan: A well-oriented plan plays an important part in any organizations success. Like every

other business organization, Captains world restaurant has some long term and short-term

planes. Some of their plans are as long as 3-4 years and some of these plans are only as long as a

day. However, they work diligently to achieve each of their plans as they give them equal

importance.

Strategic plan: Is a plan that determines how to persue the long term goals. Forexample Captains last years long term objective was to earn a revenue of 2,

50,00,000 taka combining all its branches. Captains worlds main branch is given atarget of achieving a revenue of approximately 150,00,000 taka and other two

branches are given a target of getting a revenue of 50,00,000 taka each. In addition

they are planning on opening captains world restaurant on Bogra and Chittagong

within next two to three years. These are one of their strategic plans.

Intermediate plan: The plan that determines the subunits contribution with itsavailable resources .Captains worlds intermediate plan would be how to achieve a

certain amount of revenue in each month. For example- their intermediate plan

would be to earn 2500000 taka every month. So achieving that revenue is theirintermediate plan. They are also working on opening a New branch on Banani,

Dhaka very soon, which can also be considered as an intermediate plan

Operational plan: Determines how specific, daily jobs will be done with availableresources in order to run their restaurant, Captains world management has a plan

they have to follow every day. Inventory control, bringing raw materials, managingdaily expense, managing employees, managing shifts for part-time employees, these

includes the operational plan


11/20

Means-ends chain of objectives: This is the means-ends chain of objective through which Captains

world achieves their plans and objectives:

Corporate Social Responsibility: Captains world is one of the business organizations under Bangladesh

CSD (Canteen service department), an organization thats purpose is to provide food and ration to

ministry of defense. So Captains worlds first objective is to serve working and retired Armey officers.

This restaurant provides food to the Army officers at a very low price and the price they charge form

them is way lower than their cost price. They see it as a way of repaying the Armey officers for their

service to the country.

Global Corporate social responsibility: As an organization, Captains world give equal importance to

all of its corporate and social responsibilities, and it is fulfilling all it responsibilities diligently


12/20

Economic responsibility: Bangladesh Armed force and Ministry of defense is giving food and

ration to its members in a price which is lower than their cost price. In order to compensate thatcost Captains world was established. Though the captains world charges a low price from the

members of armed force, they charge a higher price from their normal citizens and by this; theyare able to achieve their expected revenue.

Legal responsibility: Captains world is following every food quality controlling legislation

appointed by BSTI and Bangladesh government. And it is also paying its tax according toBangladesh governmentsrestaurant tax rules regularly.

Ethical responsibility: Captains world restaurants specially pay attention to maintain their food

quality. As a restaurant they think itstheir first priority to provide customers with good qualityfood. They try to keep a minimum price from normal customers as well. Captains worldrestaurant management chooses areas that have good environment and security, for theirrestaurants. These are well known for its good customer services and one its example can be itscar parking facilities for customers.

PHILANTHROPICAL

RESPONSIBILITY

ETHICAL RESPONSIBILY

LEGAL RESPONSIBILITY

ECONOMIC RESPONSIBILITY


13/20

Philanthropic responsibility: Captains world has proven itself to be a good global corporate

citizen as well. As a part of its CSR activity it sometimes provides food for schools of autisticchildren and arranges programs for them. In 2011 then arranged a fair in a school for autistic kids

named Proyash. To promote nationalism and our cultural values they decorate their restaurantsduring Independents day, Pohela Baishak and other events like these.

Voluntary Actions: Management of captains world specially pays attention to helping autistics people.

The have arranged programs for several organizations like these. One of its example can be : they have

appointed some employees in Proyashto teach autistic kids business related activities so that they can

work in business related activities in future.

Social responsibility Strategy: Captains world tends to follow the proactive strategy in terms of social

responsibility strategy. Proactive strategy is the highest degree of social responsibility. They also have

introduced many new and innovative products in the market. An example can be their bakery food. The

can be called one of the market leaders since many restaurants seem to observe and follow their strategy.

And they are also the first one to follow any government implied legislations.

Ethics and values: Captains world has a strong ethics in terms of their quality and customer service.

They never compromise with their quality or services for customers. In addition, they try to give their

employees as much facilities as possible. Because of practicing these values they have become very well

known restaurants and they have their customers trust.


14/20

Competitive Strategies

Under Porters Generic competition Captains World follows the Differentiation strategy. With

its unique quality product at offering of variety of products to the mass number of customers

made it possible for them to fit correctly in this strategy.

Target Scope

Competiti ve Advantage

Low Cost Product Uniqueness

Broad

(Industry

Wide)

Cost Leadership

Strategy

Differentiation

Strategy

Narrow

(Market

Segment)

Focus

Strategy(low cost)

Focus

Strategy(differentiation)

Differentiation strategy of Captains

Competitive Advantage:The most important part of this strategy is to establish the product into the customers mind

as a unique brand. So, Captains has uniquely developed their products as well as the qualities of

them. For that they constantly examine the market and finding the weak points of their

competitors (such as KFC).Also the blend of service that they provide the customers has also

added an advantage against competitors.


15/20

Competitive scope (NARROW):

From the very beginning Captains world targeted a small chunk of the market. The reason of

targeting a narrow market segment is that they want to create a permanent brand image in theminds of the upper-middle class and upper-class by proving them with higher and better quality

product. Another main reason for targeting a narrow market segment is that

Forecasts

Anticipating what might happen in the future in known as forecasting. Forecasting has played a

very important role in the marketing their product. Here are some types of forecasting types

Captains has been sing for predicting the future. They are-

Event outcome forecasts: Predictions of the outcome (effects) of highly probable future events.

For example- Inflation, how the Price hikes of certain raw materials affect captains revenue?

Event timing forecasts: Predictions of when a given event will occur. Exp-When KFC willlaunch a new product and how it will affect our business

Time series forecasts: Estimates of future values in a statistical sequence. Captains uses this

method to statistically derive possible


16/20

The Strategic Management Process

The strategic management process is a process in which is very specific and general for the topmanagement and filters down to lower level managers. The strategic management process

follows four major steps those are

Formulation of a Grand Strategy:The first and foremost part of the strategic

management.A grand strategy is the general explanation of how the organizations mission will

be accomplished. Grandstrategy of Captains is derived from a systematic process called

situational analysis, also known as SWOT analysis

Formulation of Strategic Plans:In the step of in the strategic management process

Captains management translates General intentions into more concrete and measurable strategic

plans, policies and budget allocations.Plansare a specific documented intention consisting of

an objective (end) and an action statement (means).Captains world sets a fixed time horizon of

6-8 months (though they are doing restaurant business; excessive time taken can hamper

achieving objectives).They follow the following criteria-

Correcttiveactions based on

feedback

Formulation of

grand strategy

Formilation of

strategic plans

Implementation

of strategic plans

Strategic control


17/20

Outlines why captains exists

Describes the captains basic products and/or services and defines markets and sources ofrevenue

Designed to accomplish several goals and ensures a common purpose within therestaurant.

Strategic Implementation and Control: Captains management needs to do a better job to

implement the plan in order to build middle and lower level manager commitment. In order to do

that Captains manager use a systematic filtering down process, which consists of

Organizational structure.

People.

Culture.

Control systems.

In order to keep the strategic plans, captains world management regularly checks the

progress, problems, and the fit of strategic assumptions to the environment

Making Decisions:

Like many other organizations Captains world also have two types of decisions.

Programmed decisions: These decisions are taken by the managers regularly and routinely. Such

as keeping journals, pricing decisions, payments to the creditors etc.

Nonprogrammed decisions: These decisions are not frequently made by the managers of

Captains world. Such as, giving instruction to the employees at the beginning of their job,

Opening a new branch etc.


18/20

Decision making of Captains

Theprocess of identifying and choosing alternative courses of action to meet the demands of a

situation. As being a restaurant business captains world faces a complete stream of situation

where the managers have to make some major decisions. For example: Employee compensation,

New product launch, opening a new branch etc. Like any other organizations Captains world

also faces some critical challenges while making a decisions. There are 3 major challenges they

face:

1. Uncertainty

2. Information-processing styles

3. Dealing with complex streams of decision

Coping with uncertainty:Like any other typical restaurant business captains world have 3 uncertainties to cope with these

uncertainties are-

State uncertainty: Occurs when the environment, or a portion of the

environment, is considered unstable. Exp- Bird flu, Anthrax stopped

Chicken and beef selling in 2009

Effect uncertainty: Occurs when impacts of environmental change are

unpredictable.

Response uncertainty: Arises when the consequences of decisions are

unpredictable

Risk: Captains world also makes some decisions based on some incomplete but reliable

information. For example: Captains managers knew that their new diabetic dessert itemwould

be successful one. But they had a very little information about the acceptability of that product.

Information Process Styles

As we asked Maj.Momin about what information process they follow. He told us that while they

make a decision they try to as creative as possible. For that they follow hunches such as what

kind of food customers like in different seasons. Also being innovative is the result of being

intuitive.


19/20

Dealing with complex streams of decision

While making a decision (whether programmed or no programmed) Captains word faces a any

barriers such as

1. Multiple criteria: Like many other organizations Captains world have a lot of

stakeholders. Such as: CSD, customers, raw materials suppliers etc. So, at first they have

to identify the stakeholders related to their organization and make every decisions

keeping in mind that their interest is being balanced

2. Intangibles: Though the journey of Captains began recently they already gained aa

established goodwill among the mind of the customers. So, while making a decision they

keep in mind that their goodwill n not compromised.3. Long-term implications : While Captains world make a certain decision they try to make

the validity of that particular decision a long as possible.

4. Pooled decision making : As we see the Hierarchy of authority we can see that the

organization involves a wide range of position. Thats why the Captains world fall in the

most complex situation because they have to consult with all the managers. So as the

number of the who involves in the decision making, the complexity increases.

Decision

maker

Multiple criteria

Trangibles

Risk anduncertainty

Long-term

implication

Interdisciplinary

input

Poold decisionmaking

Value judgement


20/20

5. Interdisciplinary input: Not only are the managers in the organization are consulted

before making of a decision but also various other specialists are consulted. In Captains

case higher ranked officers from CSD dpt.

6. Value judgments: As being a restaurant business the decision maker always has to thing

about the ethical issue of every decision. So, as the decisions are made the participants

question about the right and wrongs about the decision. For example- While Captains

world launched the Diabetic sweet, some managers asked the authenticity of the quality

of the sweet.

7. Unintended consequences: There are some consequences that cannot be determined by

forecasting. In Captains case- Inflation In 2009 stopped a decision of new product

launch.

Documents

Captains World