PPT of Minor Project Report

THE ART OF MANAGEMENT

Management is the process of getting things done with the aim of achieving goals effectively and efficiently.

Four Functions of ManagementFour Functions of Management

Figure 1.2

PlanningChoose Goals

OrganizingWorking together

Leading Coordinate

ControllingMonitor & measure

PlanningPlanning

Planning is the process used by managers to identify and select appropriate goals and courses of action for an organization.

3 steps to good planning :1. Which goals should be pursued?2. How should the goal be attained?3. How should resources be allocated?

– The planning function determines how effective and efficient the organization is and determines the strategy of the organization.

OrganizingOrganizing

Organizing is the process of assigning tasks, allocating resources, and coordinating work activities

• Success begins with organizing• In organizing, managers create the structure of working

relationships between organizational members that best allows them to work together and achieve goals.

• Managers will group people into departments according to the tasks performed.– They also lay out lines of authority and responsibility for members.

• An organizational structure is the outcome of organizing. This structure coordinates and motivates employees so that they work together to achieve goals.

LeadingLeading

Leading is the process of arousing people’s enthusiasm to work hard and inspiring their efforts to fulfill plans and accomplish objectives

- In leading, managers determine direction, state a clear vision for employees to follow, and help employees

understand the role they play in attaining goals.

• Leadership involves a manager using power, influence, vision, persuasion, and communication skills.

• The outcome of the leading function is a high level of motivation and commitment from employees to the organization.

ControllingControlling

Controlling is the process of measuring performance and taking action to ensure desired results.

• In controlling, managers evaluate how well the organization is achieving its goals and takes corrective action to improve performance.

• Managers will monitor individuals, departments, and the organization to determine if desired performance has been reached.– Managers will also take action to increase performance as required.

• The outcome of the controlling function is the accurate measurement of performance and regulation of efficiency and effectiveness.

MANAGEMENT THEORIES

1. Scientific Management (F. Taylor, F. and L. Gilbreth)

2. Bureaucratic Theory (Max Weber)

3. Administrative Principles (M.P. Follet, H. Fayol, C. Barnard, L. Gullick and L. Urwick, and J. Mooney)

4. Human Relations/ Organizational Behavior (E. Mayo, F. Roethlisberger)

5. Selective content of Motivation theories (A. Maslow, F. Herzberg, D.McGregor, W. Ouchi)

ROLE OF MARKETING MANAGEMENT• To promote a culture of customer orientation• To be an advocate for the customer• To assess market attractiveness • To develop firm’s overall value proposition,

the vision, and articulation of how it proposes to deliver superior value to customers

Marketing Strategy of Airtel

• Performance

• Dynamism

• Leadership

TARGETING

• Elite• Up market professionals• Entrepreneur with business plans• Low income mass category• Youth• Women and senior citizens by post paid

connection

POSITIONING

• “Power to keep in touch”• “Touch tomorrow”• “Live every moment”• “Express yourself”

RURAL STRATEGIES

• Airtel follows “Match-box strategy”• The firm expands regularly in Bihar,

piggybacking on 300 distributors and more than 50,000 retail outlets selling Airtel prepaid cards

• Covers over 4,00,000 villages and hopes to expand to other 1,00,000 by 2009

AIRTEL ADVERTISEMENT

• Airtel basically uses two appeal to connect to the users– Emotional– Humorous

• Total advertising budget of Airtel is Rs. 150

crore

Operational Strategies

• Higher emphasis on ARPU/min – stark contrast with other operators who concentrate on ARPU only.

• Aim to be become a one stop shop for all telecommunication services under the Bharti umbrella.

• Exploring opportunities in international markets.• Hived off tower infrastructure into a separate

entity.

Performance till date

• Bharti Airtel has enjoyed an excellent run ever since the telecom sector opened.

• It has managed to hold on to its leadership position inspite of the presence of other players with deep pockets – Ambani’s, Tata’s, Birla’s and Vodafone.

• Has coped well with regulatory changes.• Continues to attract and delight customers.

Airtel – Strategy

MANTRA : Focus on Core Competencies and Outsource the rest!

Core Compete

ncies

THANK YOU