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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 to providing 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 Captains world started 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.
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.
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:
Finalize the
Concept
Product
testing
Customers
response
Expets
feedback
Market
Survey
Set up a
price of the
product
Planning
Decision
Making
Controlling
Leading
Organizing
Motivating
Stafing
Communicating
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 a
restaurant 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.
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 such
as opening a new branch, adding new item to the menu, giving instructions to the employees etc.
Captains world finds some challenges while taking the right decision at the right time. Such asDealing 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 Master
General
Managing
Director
Assistant
Managing
Director
Assistant
Managing
Director
Assistant
Managing
Director
Manager
Manager
Manager
Assistant
Manager
Assistant
Manager
Assistant
Manager
Supervisor
Supervisor
Supervisor
Field
supervisors
Field
supervisors
Field
supervisors
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 day
by 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 hereManpower 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. For
higher 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. MotivationIncentive 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.
5. Controlling:The last but another important part of managers is to evaluate whether the
plan is effectively executed at the given time. Captains managers measure the actual
performance 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 their
actual plan or change the course of plan to expedite towards the objective
Effiectiveness
Efficiency
Systems
View
Contingengy
view
Purely
situational
view
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. For
example 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 a
target 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 its
available 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 their
intermediate 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 available
resources in order to run their restaurant, Captains world management has a plan
they have to follow every day. Inventory control, bringing raw materials, managing
daily expense, managing employees, managing shifts for part-time employees, these
includes the operational plan
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
PHILANTHROPICAL
RESPONSIBILITY
ETHICAL RESPONSIBILY
LEGAL RESPONSIBILITY
ECONOMIC RESPONSIBILITY
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 that
cost 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; they
are 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 to
Bangladesh governments restaurant tax rules regularly.
Ethical responsibility: Captains world restaurants specially pay attention to maintain their food
quality. As a restaurant they think its their first priority to provide customers with good quality
food. They try to keep a minimum price from normal customers as well. Captains world
restaurant management chooses areas that have good environment and security, for their
restaurants. These are well known for its good customer services and one its example can be its
car parking facilities for customers.
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 autistic
children 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 restaurants
during 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 Proyash to 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.
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.
Competitive Advantage
Target Scope
Broad
(Industry
Wide)
Narrow
(Market
Segment)
Low Cost
Product Uniqueness
Cost Leadership
Strategy
Differentiation
Strategy
Focus
Strategy
(low cost)
Focus
Strategy
(differentiation)
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 areEvent 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 will
launch 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
Formulation of
grand strategy
Correcttive
actions based on
feedback
Formilation of
strategic plans
Implementation
of strategic plans
Strategic control
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. Grand strategy of Captains is derived from a systematic process called
situational analysis, also known as SWOT analysis
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.
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.
Multiple criteria
Value judgement
Poold decision
making
Trangibles
Decision
maker
Interdisciplinary
input
Risk and
uncertainty
Long-term
implication
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.
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.