BASIC CONCEPTS OF

MANAGEMENT
 PLANNING

LEADERSH BASIC ORGANIZI

IP CONCEPTS OF NG
MANAGEMENT

MOTIVATIO
N
 PLANNING
• Planning can be simply defined as deciding in advance what to do,
how to do it, when to do it, and who is to do it.

• Main characteristics of Planning:

1.Planning is goal oriented: Plans are developed to execute

Organizational goals.
2.Future oriented: Forecasts are made about the future and
accordingly plans are made.
3.Continous activity: It is not a one time process. It is continuous in
nature.
PROCESS OF PLANNING
ANALYSING INTERNAL AND EXTERNAL
ENVIRONMENT

SETTING OF CLEAR AND REALISTIC GOALS

FRAMING ALTERNATIVE PLANS

EVALUATING THE ALTERNATIVE PLANS

SELECTION OF THE BEST PLAN

IMPLEMENTATION OF THE PLAN

MONITORING AND REVIEWING THE PLAN

 ORGANISING
• Organizing is the process of identifying and grouping of work to
be performed, defining and developing authority and
responsibility, and establishing relationship to accomplish objectives.

• Basic Principles of Organizing:

1. Objectives
2. Specialization
3. Co-ordination
4. Authority
5.Responsibility
PROCESS OF ORGANIZING
DEFINING ORAGANIZATIONAL GOALS

IDENTIFYING ACTIVITIES

GROUPING OF ACTIVITIES

MAKING ARRANGEMENT OF RESOURCES

DEFINING AUTHORITY

DELEGATING AUTHORITY

ESTABLISHING SUPERIOR –SUBORDINATE

RELATIONSHIPS
 LEADERSHIP
• Leadership is the activity of influencing people to strive willingly for
group objectives.

• A leader is the person who takes charge of or guides a performance or

activity.

• A good leader has the following characteristics :

1. Good Personality
2. Intelligence
3. Initiative
4. Innovative
5. Self Confidence
6. Communication Skills
7. Human Skills
8. Discipline and Patience
LEADERSHIP STYLES

1. AUTOCRATIC STYLE :
2. BUREAUCRATIC STYLE :
3. CONSULTATIVE STYLE :
4. PARTICIPATIVE STYLE :
5. PATERNALISTIC STYLE :
COMMUNICATION PROCESS
Itis a two way process.
Provides feedback mechanism.
Facilitates orderly functioning.
 MOTIVATION
• Motivation is the act of stimulating someone or oneself to get a desired
course of action, to push the right button to get a desired reaction.
MOTIVATIONAL
FACTORS

MONETARY NON-MONETARY
FACTORS FACTORS

5. STATUS OR JOB
1.SALARIES TITLE
6. APPRECIATION
2. BONUS 7. DELEGATION
8. WORKING
3. INCENTIVES CONDITIONS
9. JOB SECURITY
4. SPECIAL 10. JOB ENRICHMENT
INDIVIDUAL 11. WORKERS
INCENTIVES PARTICIPATION
MASLOWS NEED
HIERACHY THEORY
 THE MARKETING MIX
Blend of the mix depends upon:
• Marketing objectives
• Type of product
• Target market
• Market structure
• Rivals’ behaviour
• Global issues – culture/religion, etc.
MAREKTING MIX
 PRODUCT
• When an Organisation introduces a Product into the market they must ask
a number of questions to themselves.

• Who is the product aimed at?

• What are the benefits of the product?

• How do they plan to position the product in the market?

• What differential advantage will the product offer over n above their
competitors?
.
 PRICE
• Pricing shoud take into account the following factors :

•The fixed and Variable Costs

• Competition

•Company Objectives

•Target group and willingness to pay

VARIOUS TYPES OF PRICING
STRATEGIES
• PENETRATION PRICING : where an organisation sets a low price to increase
the
sales and market share

• SKIMMING STRATEGY: the organisation initially sets a high price and then
slowly lowers the price to make the product available to a wider market. The
whole idea is to skim the profit layer by layer

•COMPETITIVE PRICING: The idea is to set the price in comparison to the

competitors

•PREMIUM PRICING: The price is set high to reflect the exclusiveness of the
product. An example would be Olay cosmetics.

•OPTIONAL PRICING: The organisation sells optional extras along with the
product to maximise the sales of the product. This is mainly used in the car
industry.
 PLACE
• This refers to how an Organisation will distribute its Product and Services to its end
user

• What channel of distribution will they use?

• 2 types of distribution:

MANUFACTURE MANUFACTURE
R R

WHOLESALER

RETAILER

CONSUMER CONSUMER

INDIRECT METHOD DIRECT

 PROMOTION
• A successful Product or Service means nothing unless the benefits of the
Product has been communicated to the final customer

•An Organisational Promotional strategy may consist of :

•Advertising: Non Personal paid form of communication using mass media.

For eg: Television, Radio, etc

•Public Relations: this involves developing positive public relations with the
organisational media Public.

•Sales Promotion: commonly used to attain increase in sales short term. For
eg: money off coupons, special offers,etc

•Personal selling: Selling a product or Service one to one

 PROMOTION THROUGH
MEDIA STRATEGY
• Media strategy refers to how the organisation is going to deliver
their
message.

• Where wil the promote?

•Clearly the company must take into account the readership and the
general behaviour of their target market before they sleect their
media
strategy.

• What news papers do their target market read?

• What tv programmes do they watch?

 CONCLUSION

• 4 pillar stones
•The 4 P’s are the constraints that an organization can control
depending on the internal and external limitations of marketing
environment. The goal is to make decisions that centre four P’s on
the customer in the target market in order to create perceived value
and generate positive response.