HEERA GROUP 1 Management functions MANAGEMENT FUNCTIONS Talha Khan Ghauri Abdullah Aslam Umer Saif Atif Ehsaan Rana Rashid Shahroze Akram
Oct 07, 2014
HEERA GROUP
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MANAGEMENT FUNCTIONS
Talha Khan Ghauri
Abdullah Aslam
Umer Saif
Atif Ehsaan
Rana Rashid
Shahroze Akram
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ACKNOWLEDGEMENTS
All praise is for Allah Almighty, the Creator of this world who enables us to do
this arduous work.
No work in reality is the sole effort of its writers as many people like the foundation
stone contributes silently. These people sometime deserve more praise and
appreciation than the writers themselves. Same is the case with this project. It is
unequivocally stated that among such silent contributions
Sir Kashif Luqman. Lecturer Department of Management Sciences, CIIT Lahore
stands prominent. His confidence in us, all his motivations to do something authentic
gave the basic impetus for undertaking this strenuous task.
Special Thanks to:
Syed Asad Hussain shah
Senior Executive (Protocol and special projects)
Warid Telecom
Our project is a result of comprehensive study of our visit of Warid Head Office Lahore,
study in CIIT, Lahore and discussions with many other people including our class
fellows, teachers and friends working in different organizations. Finally and most
importantly, we are very thankful our parents, who pray for our success day night.
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EXECUTIVE SUMMARY
The outdoor Projects in BBA (Hons) program are very beneficial to have practical
exposure of how things really go in organizations. Being a student who wants to
observe how management works in an organization, the best practical understanding
for him is to have a managerial experience of any industry.
Our group was assigned the project on which we have to do is to have an observation
over how the departments actually works in an organization. Our group chose Warid
Telecom which stands as a prominent name in Telecom industry. Our group felt proud
to have managerial overview of Warid Telecom and this experience will surely help us in
our future assignments as a management student. While doing managerial analysis we
gone through different stages.
Initially we have gone through the introduction and background of the company. In next
step we have analyzed the progress of company in comparison with competitors
through Product life cycle that shows company is at growth stage.
In SWOT Analysis that is also a part of our managerial analysis we found out the
strength, weaknesses, opportunities and threats to the company.
While this analysis we also came across different ways of communication, categorized
as upward and downward communication
In segmentation we have explained that how Warid has divided the consumer markets
in different segments.
In Branding we have discussed different branding elements of Warid and also confer
some of their branding strategies.
Promotional mix that is the most important and core part of any organizations
strategies are also described in terms of product, price, place, promotion
Through this project we are able to have coordination with the staff members and
able to observe the work lively in the organizations and all the knowledge and
valuable experience got by meeting to the higher officials will surely help us in
future.
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Table of Contents
Introduction & Background 4
Organizational hierarchy 8
Ways of Communication 10
Segmentation 13
Branding 16
Marketing Mix 18
SWOT Analysis 26
Finance Department 28
HR Department 29
Conclusion 31
References 32
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Introduction
Warid Telecom is a joint venture between Abu Dhabi Group & SingTel Group. Abu
Dhabi Group entered into a strategic alliance with Singapore Telecom. Subsequent to
this transaction in July 2007, telecom giant SingTel acquired 30% percent equity stake
in Warid Telecom, Pakistan, for US$758 million. This partnership is part of a strategy to
support Warid Telecom‟s continued growth and to enhance its market position.
Abu Dhabi Group
Warid Telecom takes pride in being backed by the Abu Dhabi Group, one of the largest
business groups in the Middle East and the single largest foreign investor in Pakistan. It
has diversified business interests, offering strong financial resources and extensive
management expertise that result in commercial success for several institutions. The
Abu Dhabi group's major investments are in the following sectors:
Oil and gas exploration
Banking and financial services
Automotive
Hospitality services
Property development
Telecommunications
The group has successfully launched its services in Bangladesh in May 2007. Warid
Telecom International has successfully launched operations in Congo-Brazzaville,
Bangladesh and Uganda with plans underway for Georgia and Ivory Coast.
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Affiliates in Pakistan
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The SingTel Group
The SingTel Group serving both the corporate and consumer markets is committed to
bringing the best of global communications to customers in the Asia Pacific and
beyond.
SingTel‟s investment in mobile operations include, Advanced Info Service (AIS) –
Thailand, (21.4%), Bharti Telecom Group – India (30.5%), Optus Telecom – Australia
(100%), Globe Telecom – Philippines (44.5%), Pacific Bangladesh Telecom (PBTL) -
Bangladesh (45%), Telkomsel – Indonesia (35%) and Warid Telecom – Pakistan (30%).
Vision
Warid Telecom‟s vision is "to become the leader in national communications arena with
a strong international presence”.
Mission
Our mission statement is to provide optimum level of support and care through our
highly skilled and motivated team of professionals and through maximum network
coverage and clear connectivity that we have committed to provide.
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The Warid New Look
An evolution that strengthens the Warid identity while keeping the customers in focus.
This time Warid used a more contemporary font & style to give a more approachable
image. Warid‟s new slogan is “Life ka Network”. This new logo encompasses the
expanding reach of Warid not just in Pakistan but in an international footprint. With our
strengthened GPRS/EDGE network we would empower our customers to create their
own life style networks.
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Organizational Chart
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HOW THE HEIRARCHCY WORKS?
Department wise Warid Telecom they are decentralized in way that they can perform
their operation separately. But the decision-making is centralized for every single
purpose decision comes from the same channels
This is a very formal and friendly structure. The employees and the workers are advised
to go to the senior managers of the outlet if a problem is occurred, there is a bigger
issue then it is discussed with the senior‟s managers and if there is a crisis then it is
immediately taken to the CEO for the solutions. A meeting is held after six months or
annually so that a preview of the company‟s outlook is checked, or seminars are
conducted to assure the safety and security of the company
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WAYS OF COMMUNICATION
INTERNAL COMMUNICATION
There is the network of communication links within organization, to achieve the goals as
well as institutional objectives. Depending upon the above condition, communication in
an organization may take broadly three levels as given below in detail.
Downward communication
In Warid message which is sent to workers by top authority is called downward
communication. It is the is deliberate creation of communication channels by the top
authorities on formal lines to inform, instruct, direct, suggest and evaluate employees in
the process of coordinating individuals efforts towards organization goal.
Purpose of downward communication:
Downward communication takes place when managers like to inform or educate
the employees.
In case of alteration in task, managers inform their employees about the latest
updates of their operation.
Performance appraisal is an important managerial function; which depends upon
communication from superior to subordinate.
Sometimes top authorities ask for explanation for a mistake, error or any such
negative actions may be in simple way or legal form.
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Media for oral downward communication
Telephone message
Face to face meetings
Interviews
Giving a speech
Media for written downward communication
Letters, memos, circulars, notices etc
Reports
Books or Booklets
Company periodical journals
Upward communication
The message or any other data which is sent to authorities by the employees is called
upward communication. Through this, top management can maintain continuous touch
with the low levels. In absence of this communication top level will be isolated and in the
long run managers will be totally fail to manage people and work.
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Purpose of upward communication:
Conflict with colleagues with any rules etc.
Complaints about working conditions or about any other negligent employee.
An employee likes to bring more innovation in his assigned task, so in order to
take prior permission from his employer he may commence upward
communication.
Media for oral upward communication
Face to face talking
Use of middleman to communicate
Telephone
Protest/ rising of slogans
Media for written upward communication
Letters/ application/ reports
E mail
Telegram
Prescribed forms
EXTERNAL COMMUNICATION
In WARID the external communication means sending messages to persons outside
the company. Just as internal communication carries information up, down and across
the organization, external communication messages out side the organization. External
communication establishes a link between the organization and customers.
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The sources used by WARID for its external communication are as follows
By Annual Report
Media Advertisement
Print media advertisement
By giving packages
Through services
Through Presidents message
Commercials breaks
SEGMENTATION
Characteristics that govern segmentation in telecom industry specifically mobile
services according to certain segment w.r.t Pakistan are:
Age
Educational background
Gender
Income
Geographical areas of origin
Social class
Religion
Culture
Behaviors
Population
Warid Telecom in Pakistan offers two main products that are Warid Postpaid and Warid
Zem Prepaid. They target the two primary segments by establishing five sections:
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Postpaid Segment Section
Postpaid Segment is the one which includes individuals with good income and usage
more than that of prepaid customers. Postpaid Segmentation Section designs marketing
activities to better satisfy the needs of postpaid consumers.Postpaid customers
Pay bill at the end of month depending on the service used.
Pay specific amount in line rent every month, no matter they use service or not.
Enjoy better range of value added services than prepaid customers.
Masses Segment Section
Masses Segment is the biggest segments involving most no of people. Masses
segmentation section develops marketing ideas and activities to perform, so that
masses customers enjoy maximum benefits. Consumers from masses segments use
relatively less. Masses customers
Pay before using the service.
Enjoy basic and VAS services
Have less brand loyalty in most cases.
Ready to switch to other mobile services in case of cheaper services.
Female Segment Section
Importance of role of females cannot be overlooked in this modern era. That‟s why
Warid Telecom has also developed females segment as a separate segment. The role
of Female segmentation section is to develop ideas that would entertain female
population in Pakistan. Currently ongoing “Zem Baton ke committee Campaign”
promoted by Bushra Ansari is such an example.
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Youth Segment Section
Youth drives a nation; similarly, youth is taken by cellular companies as a segment
which can drive other segments as well and affect trends of customers of other
segments too. If the youth is targeted in better way, lot of customers can be gained.
Warid Floodlight Tape Ball tournament for youth segment is one of such examples.
Corporate Segment Section
Corporate segment is niche segment which can be source of great revenue for
organization. Corporate Segmentation section develops idea that can provide maximum
support and facilities to their most profitable segment. Ongoing “Black Berry Campaign”
is one of its examples.
Corporate segments are provided with
Best possible VAS
Better rates
Security and Network Solutions
Corporate Series for employees
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BRANDING
NAME
Warid (al-Warid) is an Arabic language word which means inspiration and spiritual
perception. “Warid telecom” as the name shows is backed by some Arabic firm and in
actual Warid is family brand umbrella of Abu Dhabi Group. As name reflect that Warid
with quality, coverage, and low price package and customer orientation will inspire the
users to use the services.
LOGO
The company logo represents the tower of telecom boaster which symbolize that they
are the pioneer in coverage and where ever they go and operate. A red ribbon around
shows that the incoming and out coming of signals wave means network quality without
collision with other signal bands. Its purpose is that when any person watches this logo
automatically his mind captures the image of Warid tower and after that their coverage
and quality
SLOGAN
We can know this from their slogan “Life ka network”. Warid Telecom considers the
needs of customer‟s first. Life ka network symbolize as the network is alive, alive in
sense of changing according to customer demand, and keep response to customers‟
needs and wants. Warid also has a very quick customer response from its employees to
the customer incase of any problem or query.
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Jingles
There are basically different jingles for different packages in order to attract the targeted
segment The company is trying to position itself that it‟s the customer‟s own service.
The slogan of the brand is “Life ka network”. The company is trying to create image that
we care about our customers the most and its utmost value only bows towards its
customers. And also the network is alive, alive in sense of changing according to
customer demand, and keep response to customer‟s needs and wants. We can say this
by analyzing their customer support offices and their help lines where the customer can
call for any problems or queries.
Design
As far as the design is concerned it correlates itself with a user friendly virtual
environment that Warid telecom provides its customers. The design of prepaid package
is as similar as other Telecom companies in Pakistan. A customer purchases a SIM and
inserts in his mobile and as he will load credit into it he will be able to make calls or SMS.
Whereas postpaid connections are concerned the design is quite different from that of
prepaid ones. A user buys a connection from Warid telecom and uses it regardless of
any credit into it.
Style
The style of Warid product is in a plastic case which is handed over to the customer in
the form of a card with a SIM attached into it which can be displaced. As it lies in a
service sector therefore we cannot effectively analyze its design. But we can analyze its
service design and its franchise and sale center layout as it is in the form of a product to
the customer.
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Brand Associations
These are the desired associations which Warid telecom wants to create in the mind of
customers.
Voice Quality
Economical billing packages
Network Coverage
Customer oriented service
Brand of Abu Dhabi
Prestigious Brand
Brand slogan
Marketing mix
PRODUCT
“Product is anything offered to a market for grabbing attention, acquisition, use or
consumption and that might satisfy demand or need. Products include more than just
tangible goods. Broadly defined, products include physical objects, services, events,
persons, organization, places, ideas or mixes of these entities.
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Warid telecom is introducing two types of product in all over the Pakistan
Zem is a prepaid connection provided by Warid
telecom.Under this connection there is no need of any
security or payment of line rent.The customers purchase
prepaid scratch cards and load it into its warid SIM at any
time during a period of one year.The customers of Zem
connections are free to load balances at any time and
amount of their own choice.
What is Scratch Card?
As the name suggests it, a scratch card is a medium of recharging your account by
acquiring a 16- digit code and inputting in your mobile phone for activation of that code.
Scratch card is a recharge coupon, which has a holographic scratch field. This silver
panel needs to be scratched off before any usage.
Denominations
The scratch cards are available in the following denominations: Rs. 100, 250, 500,
1000.
Availability
Warid scratch cards are widely available at all departmental counters and their Retailers
situated in all small and large city markets. It is also available at the Warid Customer
Service Centre (CSC) in your city.
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Services
Bill Payment and TopUp via ATM
Warid provides endless convenience to pay your Post pay bills or TOP up your prepaid
accounts via 1LINK ATMs throughout the country. Now, no need to wait in line, pay your
bills through ATMS of following 1LINK Member banks in a convenient and effective
manner. It is simple and easy to use service which is available 24 X 7
Facebook Mobile Texts
Convenience you never imagined!
After the phenomenal success of Facebook MMS feature, Waridtel introduces yet
another exciting service to make your life much more simpler.Its all through SMS now.
You can update your status, post on your friend‟s wall, message your friends, add new
friends, poke them and much more
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Prepaid GPRS Bucket
The Prepaid GPRS Bucket aims at allowing prepaid customers the facility to use GPRS
in bulk buckets (10MB Data Buckets) in the form of consumable units. The offering is
being positioned at a competitive price to facilitate our prepaid customers for GPRS
usage and allows a 30day validity period to the customer.
Pocket PCO
The core objective of Zem Pocket PCO is to utilize a standard GSM handset as a
mobile Pay Phone. The Pocket PCO SIM Toolkit allows the handset owner, individual or
PCO operator, to create a PCO business at negligible cost by using a single cell phone
to sell airtime to other users at reduced rates.
Zem Pocket PCO is practically your business in your pocket.
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ZAHI POSTPAID
Zahi is a post-paid connection provided by the warid telecom. In this connection, the
customer has to pay line rent plus the charges of call every month. In this connection
customer is billed every month. In this connection warid, telecom has four further
categories-
Silver
Gold
Diamond
Platinum
There are different price packages in these categories of post paid connections. The
procedure of getting the connection in all categories is same.
Latest Marketing Campaigns of Warid Postpaid
Warid Postpaid Corporate Briefcase We understand your business lifestyle
Bill Payment via Scratch card
Bill payment is as easy as 321
Bill by Email Now you can receive your bills
through email!
Connectivity with Convenience Be a part of the largest Postpaid cellular base in Pakistan
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PRICE
“The amount of money charged for a product or service, or the sum of the values
that consumers exchange for the benefits of having or using the product or
service.”
Pricing is the only element in the marketing mix that produces revenue. Price is also
one of the most flexible elements of the marketing mix. Unlike product features and
channel commitments price can be changed quickly. Considering the importance of
pricing factor in marketing mix, Warid gives very much importance to pricing. Warid is
sure that they are giving more value and quality to customer so rather than quickly
reducing their prices in order to compete with their competitors, they convince their
buyers that their products are worth a higher price. Warid takes care that their pricing
policies will be customer value oriented rather than too cost oriented.
When Warid started its services in Pakistan, its main strategies were to win hearts of
people with quality services. At the time, when it started its services there were two
GSM cellular networks in Pakistan, One was the “Mobilink” the market leader, followed
by “Ufone”. Now the main goal for the Warid was to force a healthy competition, what
they did is that they offered quality services to the public that were good in quality than
that of market giants at that time, the services offered by Warid were at cheaper rates
than Mobilink but not so cheaper as they were claiming and showing that their services
are worth a higher prices.
At start, Warid used both “demand push and demand-pull” strategies in order to
penetrate in the market. They introduced their services at relatively cheaper rates than
the other service providers which helped them to gain a good market share in the
beginning.They used their pricing strategies as a tool to gain competitive edge over their
rivals. Their pricing strategy contributes a great deal to their success. Their innovative
pricing strategies held them to innovate new products which helped them to capture a
huge market and their success can be proved by the fact that they had 3 million
subscribers in less than a year.
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PLACE
“A set of interdependent organizations involved in the process of making a product or
service available for use or consumption by the consumer or business user.”
When Warid was launched, its target customers were middle class and rich class. At
that time, Warid used both “demand-push and demand-pull” strategies. Means, that
they placed most of their prepaid and postpaid connections mostly at their Franchises
and Sales Centers, and placed very less amount of connections in ordinary outlets. In
this way, they were able to control the supply of Warid connections in the Market.
Warid has now adopted strategy of focusing every segment of the population so now
they have placed their products at places that will facilitate the mobile users. These
places include PCO‟s, Bookshops, Mobile shops etc. Their customer care centers are
also in easy reach of customers. Warid‟s Customer Service division functions on the
premise of pleasing and satisfying their valuable customers, resolving their problems
and addressing their queries. Their Contact Centre is equipped with the latest
technology and its staff is trained to inform, educate and help customers in the best
possible way. That‟s why Warid‟s market share is rapidly increasing day by day. Role of
tremendous strategies to manage “place” factor is one of the most important reason in
Warid‟s market success.
PROMOTION
Today promotion is considered as a very important tool in marketing activities.
Promotion tools are used by most organizations, including manufactures, distributors,
retailers, and not-for profit institution. The key feature of the Warid‟s promotion strategy
is that they have designed all of their promotional activities keeping in mind the culture
and traditions of the country.Even before they started operations, they started
promotional activities. They developed a curiosity among the people even when they
had not launched their products and services through the use of both electronic and
print media.
The promotion activities they do are
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consumer promotions
Trade promotions
Business promotions
Sales force promotions
Their slogan “Be heard” became most popular among general public. Now lets have a
look at different ways, Warid is promoting its brand and its products.
Beside these activities there are many promotional activities that Warid is undertaking.
But the key feature of all their promotional activities is that they are trying to relate or
associate themselves to the people of the country. All their promotional campaigns
include the element of sharing and caring of their customers. Another key feature of
their promotional strategy is that they believe in transparency and they don‟t hide
anything from their customers such as announcing the rates clearly in their promotional
activities.
Main Promotion events Warid did after Launch
2006- Warid cup hockey tournament, Pakistan v/s India
2006- Warid Pakistan Open Golf Championship
2006- Warid Basant Festival
2007- Mega Musical Concert
2007- Dawn Life Styles Expo
2006, 2007, 2008- ITCN Asia Conference and Exhibition
2007- “Boondh” Album of Jal, The band
August, 2008- Zem Kabaddi Takkar Series b/w Pakistan and India
July 21-23,2008- OIC IT & Telecom expo and Conference
2007, 2008- Warid Floodlight Tape ball Cricket tournament
2007,2008- Warid Gymkhana Golf League
2008-SLUMS (Sports at Lums)
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SWOT ANALYSIS
Strengths
Leveraging brand equity from international corporate “Abu Dhabi Group”
Having modern network capabilities in respect of infrastructure
Financial strength of share holder and their telecom expertise „Warid
international”
It has technical partnering involving “SingTel”, “Nokia” and “Wateen”
Superior product quality for customers
Better customer relationship than competitors
Extra features and services
Committed and efficient staff
Strong financial base
Products innovations ongoing
Good reputation among customers
Good packages according to the target market
Low price as compared to quality provided
Weakness:
Need to expand network coverage.
Need to increase brand awareness and improved market positioning
Lack of proactive churn management and stimulate programs to address inactive
subscriber
Low promotional packages activities
The product line is too narrow
Less time in market as compared to major competitors
Less coverage as compared to majer competitors
Less experienced employees than competitors
“Seth organiation”
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Opportunities
Over 60 percent population in rural areas still underserved pent up demand by
aggressive network expansion.
Multiple SIM Warid being used as secondary connection opportunity to stimulate
the growth by improving network coverage
Bring innovation and VAS and data services to increase revenue
Market Growth and industry expansion
Mergers, joint ventures or strategic alliances
Could develop new products
Extension to overseas
Decline of major competitors
Technologically better environment
Threats
High taxation rate of activation tax is causing a slowdown in consumer growth
especially all in rural areas.
Price competition
Larger competitors network coverage
Strong advertisement and media presence of competitors
Entrance of new competitors like Zong.
Political Instability
Emerging companies in market
Unstable political conditions
New companies in market
High public expectations
Low prices of competing brands
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FINANCE DEPARTMENT
Finance department of Warid Telecom is accountable for all the issues related to
financial transactions no matter it is managerial accounting or financial accounting.
Finance department of Warid Telecom deals with issues related to Financial
Accounting, Fixed Assets, Accounts Payable, and General Ledger maintenance and
treasury control. So, finance department is divided in two divisions according to matters
dealt.
Financial Accounting Division
Financial Accounting Division of Warid Telecom consists of four sections
Operations Section
Financial accounting related to operations. Operations include the financial issues
related to franchises operations.
Fixed Assets Section
Fixed assets division of Warid Telecom looks after the fixed assets of Warid telecom.
Fixed assets are very important for every organization because fixed assets tell the
worth of the company.
Accounts Payable Section
Accounts payable division of Warid telecom looks after the liabilities to be paid.
Accounts payable is very important for better credit rating of a company.
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General ledger Section
General Ledger division is responsible for developing T-accounts which specify detail of
each account separately, so that provide easy access and accurate information
Treasury Control Section
Treasury Control Section looks after the finances control the budgets and investments
made by country from treasure.
Managerial Accounting Division
The division deals with the accounts management and coordinates with the financial
accounting division in order to carry out the accounting functions at managerial level.
HR DEPARTMENT
HR department is divided into two divisions responsible for
Recruitment Division
Training and Development Division
Compensation and Benefits Division
The above divisions are responsible for Ensuring smooth functioning and deliverables
pertaining to:
Recruitment Process
Interviews
Candidate Assessment
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Training programs for employees
Career Development programs
Timely issuance and record keeping of all salary related employee letters
Timely execution of Payroll and related reporting pertaining to payroll.
Handling of Attendance Management System
Overall operations and management of provident Fund
Handling of Medical (OPD & Hospitalization)
Handling of Life Insurance data and premium payments
Timely payment of internship stipends and up-to-date record of internships
Employee visiting card data verification through system & coordination
Handling of employee advance requests, in coordination with Finance
Execution and activation of new employee joining benefits
Issuance and record keeping of all non-salary related employee letters
Timely conclusion of final settlement and clearance of resigned employees.
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CONCLUSION AND RECOMMENDATIONS
For this simple managerial analysis it is concluded that with some changes at higher
level including hiring of professionals in marketing department they can improve their
marketing strategies in order to compete in the market. Warid Telecom certainly has
potential to capture good market and to give tough time to the competitors, but for this
other then hiring of professionals following steps should be taken to improve their
position in market.
Warid telecom is offering cheap rates for its prepaid and postpaid customers as
compared to its competitors but the main area they are lacking is the way to
communicate it to customers.
Network should be enhanced to much more cities.
There should be consistency of brand ambassadors, jingles, colors and graphics in
their print and electronic media ads to create strong brand recognition.
More regional departmentalization should be there, so as to create strong presence
and market analysis at regional levels.
More staff to should be hired in some departments to meet the requirements.
There should be more decentralization and employees should be encouraged for
their ideas.
Compensation and benefits plans should be revised, as it can be used as a very important tool to create motivation in employees.
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REFERENCES
http://marketingteacher.com/index.htm
http://www.brandchannel.com/
http://www.waridtel.com/