Analysis of Management and Organization at King Entertainment Pvt Ltd

This report provides a comprehensive analysis of King Entertainment Pvt Ltd's management and organizational strategies. It begins with an overview of the company, highlighting its key products like Candy Crush Saga and its global presence. The report then examines the company's functional organizational structure, detailing the roles and responsibilities of various departments, from finance to research and development. It discusses the importance of time management and situational leadership approaches in enhancing organizational performance. Furthermore, the report delves into Charles Handy's cultural framework, applying it to King Entertainment to understand its workplace culture and ethical standards. Finally, a SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats, while the ANSOFF matrix explores its market penetration and product development strategies. The report concludes by emphasizing the effectiveness of King Entertainment's management and marketing activities in maintaining its position in the competitive video game industry, offering valuable insights into its internal and external environments.

Running head: MANAGEMENT AND ORGANIZATIONS
Management of King Entertainment Pvt Ltd
Name of the student:
Name of the university:
Author note:

1
MANAGEMENT AND ORGANIZATIONS
Table of contents
Introduction................................................................................................................................2
Task1..........................................................................................................................................2
Task 2.........................................................................................................................................3
Task 3.........................................................................................................................................5
Task 4.......................................................................................................................................6=
Task 5.........................................................................................................................................7
SWOT analysis...........................................................................................................................7
ANSOFF matrix.........................................................................................................................8
Conclusion................................................................................................................................10
References................................................................................................................................11

2
MANAGEMENT AND ORGANIZATIONS
Introduction
Management is crucial in terms of catering to the organizational requirements. This is
in terms of ensuring the smooth functioning of the business activities. Application of
effective management techniques is vital in terms of assessing the effectiveness,
appropriateness and feasibility of the undertaken steps. Herein lays the correlation of the
management approaches, which the managers need to adopt. Teamwork reflects preservation
of the integrated organizational structure, which reflects the internal environment of the
company (Drafke and Murtaugh 2009). This assignment attempts to peek into the
management of King Entertainment Pvt Ltd for assessing the effectiveness of the marketing
activities.
Task1
King Entertainment Pvt Ltd is a subsidiary of the video game industry. It was founded
on August 2003. With its headquarters in London, United Kingdom, the company conducts
its operation worldwide. The company is known for the game, Candy Crush Saga. As per the
annual report of 2016, the annual revenue of the company was 1.59 billion US dollars. The
net operating income was 537 million US dollars. The net income was 575 million US
dollars. According to the reports of 2017, there were 2000 employees, which resulted in the
production of thrilling video games, which added happiness into the lives of the children
(King.com 2018). The company deals under the parent company, Activision Blizzard.
The company has emerged successful in developing more than 200 fun titles and
games for the customers across the globe. The franchise of the company includes Farm
Heroes, Pet rescue and Bubble witch. In the first quarter of the business, 285 million users

3
MANAGEMENT AND ORGANIZATIONS
have been recorded. The games are available for free, which acts as a reciprocation for the
entertainment used by the users.
The company adheres to Ethical Code of Conduct for preservation of the cultural
values. Along with this, this code of conduct also helps in respecting the individual
sentiments of the clients and the customers. The company has its studios in Stockholm,
Malmo, London, Barcelona, Berlin, San Francisco, Seattle, Malta, Tokyo and Bucharest
(King.com 2018).
The staffs believe in making the moments in the customers’ life magical. The mission
of the company is to provide the customers with quality games, so that they can maintain the
pace with the fast moving lifestyle. Adoption of latest and modern technology helps the
company to engage with large number of customers. Catering to the needs, demands and
requirements of the customers helps the staffs in estimating the specific tastes and
preferences in the upcoming days. Innovation is an important element in the games, which
enhances the workplace culture (King.com 2018).
Task 2
Organizational structure reflects the personnel involved in executing the business
activities. As a matter of specification, the structure reflects the marketing dynamics
regarding the fulfilment of the identified aims and objectives. In case of King Entertainment
Pvt Ltd, the organizational structure is functional.

4
MANAGEMENT AND ORGANIZATIONS
Figure 1: Organizational structure of King Entertainment Pvt Ltd
The top most position is acquired by the general manager, who is entrusted with the
responsibility of looking after finance and the management of the human resources. Under
this, there are the departments of research and development, operations and the product
marketing. This indicates the communication between the departmental units for completion
of the basic tasks. The general manager conducts meeting with the board of directors and the
managers regarding the preparation of the budgets (Vandeveer and Menefee 2010). This
enhances the awareness regarding the expenses towards the human resources. Evaluation is
also done in the form of meetings and discussions to check the effectiveness of the expenses.
This is done in terms of the needs and requirements of the company and the customers.
The departments of the research and development are involved in terms of producing
innovative and quality games for the customers. IT experts and psychologists are hired for
assessing the impact of the games on the minds of the users. This is according to the
standards and protocols of the Code of Ethics. Legal compliances play a major role in terms
of averting the misutilization of the systems. A typical component of this is Data Protection

5
MANAGEMENT AND ORGANIZATIONS
Act (1998), which helps in maintaining the security and confidentiality of the organization
and customer data (Fleming and Spicer 2014). Privacy cookies are installed in the profile of
the customers for safeguarding them from the instances of cyber crimes. Examination of the
cookies and policies are conducted frequently for assessing the presence of instances like
malfunctioning, virus attacks and hacker interventions. For this, external experts are involved
in the business.
Task 3
One of the most important things to be considered is the management of time properly
for ensuring successful business functioning along with successful management of human
resources. The time management approach is vital for King Digital Entertainment Ltd to
ensure that a proper amount of time is allocated for the manufacturing and production of the
products and services. The strategies should be linked with the time allocated for making sure
that the tasks are completed with the assigned time frame and the goals are objectives are
achieved with much ease and effectiveness (Mills et al. 2015). The organizational issues such
as the poor alignment between the major priorities of the organizational strategy and lack of
coordination among the team members are not considered as issues during the time
management at the company. The time management approach is a simplified solution to the
complex organizational challenge, which can not only enhance the capabilities of the
organization to deal with the challenges but also can develop a sense of motivation
responsible for driving the performances of the employees.
The situations are based on events and it includes a set of values and attributes that are
managed by the group to derive positive outcomes and maintain consistently in business
approaches (Kreimeier et al. 2014). The major situational approach adopted by King Digital
Entertainment Ltd has helped in strengthening the interpersonal relationships between the

6
MANAGEMENT AND ORGANIZATIONS
group members, maintaining a healthy working environment, overcoming the physical
constraints and maintaining the values and beliefs of the organization. One such example
could be the situational leadership that enables the workers to obtain relevant skills and
knowledge to focus on the vision and mission, furthermore remain motivated to perform to
their potential and adapt to the changes. The contingency approach has helped the company
to bring leadership effectiveness, which favored the motivation of staffs and resulted in good
relationships between the leader and employees. The tasks are proper structured, delegated
and subjected to measures of assessment to ensure that the games developed by the company
are able to meet the customers’ demands and expectations of King Digital Entertainment Ltd
(King.com 2018).
Task 4
Charles Handy proposes four different kinds of culture in the workplace context.
These are: power, role, task and person. Power can be related with the authority possessed by
the staffs towards fulfilment of the organizational requirements. In case of the employees,
their actions decide their judgmental power. Herein lays the spontaneous decision-making,
which are inadequate for catering to the long term interest of the company. In case of, the
governance emerges from the centre, which helps the staffs in taking spontaneous decision.
Rational and strategic approach towards the process is assistance in terms of extracting
teamwork from the members (Mládková 2015).
The managers of King Entertainment Pvt Ltd makes plan for allocating the duties to
the employees. This is done on the basis of the capability of the staffs. The employees are
clearly notified of their roles and responsibilities, which reflects preservation of the hierarchy.
The designation of the employees indicates their position within the workplace. In case of the

7
MANAGEMENT AND ORGANIZATIONS
experts, there is little scope for exposing the possessed power. This is because the company
believes in providing opportunity to the new joinees.
As a matter of specification, the tasks performed by the employees indicate their
position in the workplace. In case of the King company, the employees are made aware of the
Code of Ethics for execution of the tasks (King.com 2018). This adherence helps in
preserving the workplace culture. Dissemination of the standards and protocols results in the
enhancement of the decision-making process of the employees. This improves the stability in
the relationship between the employees and the managers.
Counselling sessions helps the managers of the King company to assess the differing
behaviours of the employees in different situations. Understanding and caring approach
towards the needs of the employees enhances the workplace diversity.
Task 5
The innovative strategic management objectives of the organization are
assessed with the use of SWOT analysis framework and Ansoff matrix.
SWOT analysis
The company’s strengths, weaknesses, opportunities and threats are identified with
the use of this framework and this assists in accomplishment of the strategic management
objectives with much ease and effectiveness (Galvin 2014).
Strengths
King Digital Entertainment Ltd holds a great global market position and has a
dedicated large customer base, which has ensured steady growth and sales revenue. The
popular candy crush game has been a craze among the youngsters, which has gained great

8
MANAGEMENT AND ORGANIZATIONS
brand exposures and enhanced the sales and profit level of the organization. The company
holds multi franchise intellectual property and is a leader in responding to the customers’
demands.
Weaknesses
The company lacks innovation in certain areas and high competition by other
companies like Nekki, EA, Activision, Blizzard entertainment, etc. is considered as a
weakness. There are lesser scopes for expansion and new titles are far from introduction in
the market (King.com 2018).
Opportunities
The company has enough financial capital to expand globally and reach customers all
over the world. There are new scopes for introducing micro pay games and acquisition of
smaller, yet popular IP’s.
Threats
There are threats of competitors while the customers’ demands for the mobile games
are often neglected due to high graphics games available for PC. Private, pirated and illegal
servers along with focus on only one genre games can be a threat, which can result in loosing
customers (King.com 2018).
ANSOFF matrix
Market development
King Digital Entertainment Ltd used internet technologies to reach wider geographic
segments and obtained more customers
Product diversification

9
MANAGEMENT AND ORGANIZATIONS
Other than the Candy Crush, there are other products including the Legend of
Solgard, Toy Blast, etc., which has gained global exposure and are quite different from the
other games available. The downstream integration and upstream integration with the
suppliers have developed products that are differentiable fro other products.
Market penetration
The company competed online and migrated the existing clients online trough
addition of more value in the form of updates to the game. The games are available free and
so more customers are attracted and new market segments are penetrated too (King.com
2018).
Product development
Subscriptions are enabled along with introduction of new products with added value,
which has easily grabbed the attention of customers and influenced their buying behaviors.
Figure: ANSOFF matrix

10
MANAGEMENT AND ORGANIZATIONS
(Source: King.com 2018)
Conclusion
The assignment emerges successful in providing an insight into the marketing and
management of King Entertainment Pvt Ltd. Insight into the company informs the readers
about the marketing dynamics of the company. This includes both the internal and the
external environment. Herein lays the appropriateness of the organizational structure, which
sheds light on the ways and means of executing the business activities. Management
approaches are vital in terms of gaining an insight into the corporate governance. Theoretical
consideration for the culture is appropriate for reflecting the ethical approach of the company
towards the needs, demands and requirements of the clients. SWOT analysis seems
appropriate for assessing the strategic management adopted by the company for fulfilling the
goals and objectives.

11
MANAGEMENT AND ORGANIZATIONS
References
Drafke M., and Murtaugh J. (2009) The Human Side of Organizations 10th ed., FT Prentice
Hall
Johnson G., Whittington, R., Scholes, K., Angwin, D., and Regne?r, P. (2014). Exploring
Strategy: Text and Cases. 10th edn Harlow:Pearson
Mullins L. J. (2016) Management and Organisational Behaviour 11th edn., Harlow:Pearson
Robbins S. P. and Judge T. A. (2014) Essentials of Organizational Behaviour 12th edn.. FT
Prentice Hall
Vandeveer R. and Menefee M. (2010), Human Behavior in Organizations 4th edn., FT
Prentice Hall
Fleming, P. and Spicer, A., 2014. Power in management and organization science. The
Academy of Management Annals, 8(1), pp.237-298.
Galvin, P., 2014. A new vision for the Journal of Management & Organization: The role of
context. Journal of Management & Organization, 20(1), pp.1-5.
King.com (2018). About us. Available at: https://discover.king.com/about/ [Accessed on 15th
July 2018]
Kreimeier, D., Morlock, F., Prinz, C., Krückhans, B., Bakir, D.C. and Meier, H., 2014.
Holistic learning factories–A concept to train lean management, resource efficiency as well
as management and organization improvement skills. Procedia CIRP, 17, pp.184-188.
Mills, A.J., Weatherbee, T.G., Foster, J. and Helms Mills, J., 2015. The new deal, history,
and management & organization studies: lessons, insights and reflections. Routledge
Companion to Management & Organizational History, Routledge, London, pp.265-284.

12
MANAGEMENT AND ORGANIZATIONS
Mládková, L., 2015. Knowledge Workers and the Principle of 3S (Self-management, Self-
organization, Self-control). Procedia-Social and Behavioral Sciences, 181, pp.178-184.