Of Minor Project Report 6l62w

THE ART OF MANAGEMENT

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

Four Functions of Management

Planning Figure 1.2

Choose Goals

Organizing

Controlling

Working together

Monitor & measure

Leading Coordinate

Planning 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?

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

Organizing Organizing is the process of asg tasks, allocating resources, and coordinating work activities • Success begins with organizing • In organizing, managers create the structure of working relationships between organizational 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 .

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

Leading 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.

Controlling 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.

1. Scientific Management (F. Taylor, F. and L. Gilbreth) 2. Bureaucratic Theory (Max Weber) 3. istrative 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 Maslow, F. Herzberg, D.McGregor,

W. Ouchi)

(A.

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 MENT • Airtel basically uses two appeal to connect to the s – 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! Product Innovation

Pricing

Core Competencies

Marketing and Branding

VAS

THANK YOU