Task 1

Aishwarya Supermarket: An Introduction

Aishwarya supermarket-a rapidly growing supermarket in the country. The supermarket
is a commerce undertaking oI Mr. Krishnankutty under the Chennattu Business group
which originally had its roots in a Iew cities and later prospered in India. The Chennattu
business group has diIIerent business establishments which varies Irom the small scale
communications sector, Industrial and steel production to Oil industries. The company
also has small scale business which includes the Aishwarya supermarket. The company
initially started the chain oI supermarkets in small Indian cities like Trivandrum, Kochi
etc in the year 2004. The supermarket has the marketting and supply oI all such and such
selling items, Iruitstall, daily eatbles, devices like walkman, ipod, and clothes. When the
Chennattu business group crosses the year 2010, it has a ton Aishwarya supermarkets all
over India. The supermarkets has its own uniqueness in the high quality and aIIordable
price oI the products and hence they are Iamous Ior that.
Conditions of transformation - aided Aishwarya supermarket to make alterations in
their organisation.
When taking the market possibilities in India, the Aishwarya market chain is the Iastest
developing among other supermarkets in the country. In the big cities like Mumbai,
Delhi, Kolkotta, Chennai and Kochi, consumers want the goods which are sold in these
shops rather depending on local vendors. Other well established supermarkets in India are
Varkeys, More, QRS etc. For the last couple oI years, the business oI Aishwarya
supermarket has decreased. Even though the Iirm Iaced a decline in business, the
management could not identiIy the reasons Ior this decline and reduced number oI
customers in the market. As a result, the company held a research along with receiving
support Irom proIessionals to identiIy reasons Ior a rapid decline in the amount oI
customers. The report showed, comparing with other business ventures, the qualitative
customer service, basic requirements in the supermarket and consumers attention seeking
tactics are comparitively below standards and not eIIective at the shop. Report also
exposed about the methods in which customer services and Iacilities are enhanced in the
present business scenario and in Indian economy:
!romotion of goods through internet: Innovative business strategy oI online marketting
can attract more customers by providing online marketting and sale oI goods. Many
supermarkets in India has adopted this strategy as part oI the technology advancement.
Home Delivery Services: It is the most successIul and productive strategy used by the
supermarkets in the Indian Cities. Customers preIer the goods to be delivered at their
door steps because oI their busy liIe and diIIiculty in going out to buy things due to the
traIIic. They can order things via telephone or internet.
Better Customer Services: with the support oI well trained staII, Aishwarya
supermarket has determined to make some organisational modiIications Ior the
betterment oI its customer service quality, by putting in new innovative requirements Ior
the public, with a superior consumer satisIaction and additional alterations.

Organisations governing system.
Some oI the Potentials and Flaws oI the governing systems are given below:
!otentials of the Organization are:
Unambiguous strategies
Organisational plans or strategies is making and preserving an idea; the psychosomatic
way to think oI actions needed Ior generating an aspired target on a scale, having its own
importance in a bureaucratic organisation. In the strategic planning process, each staII
member in gets a clearcut idea about the eIIorts needed in an organization Ior achieving
objectives and to guarantee its even implementation, keeping away Irom indecisiveness/
vagueness in the works and administrations and improve the staIIs to have a hold and
concentrate in their job.
Order of Administrative Mechanism.
Corporates or business groups has a hierarchical administrative system. The top managers
has the power to coordination and control oI all the works. Hence, they has suIIicient
inIluence and choice Iormulating capacity Ior administering, coordinating and monitoring
organisational programmes, and top administrators would be putting in Iirm monitoring
system on the employees to identiIy the pros and cones oI work.
Clearcut commercial decisions
The management are able to setup signiIicant business decisions without much delay and
hence it would be eIIective. In organizations, it is very important to see that the decisions
taken are Ior improving the Iirm in every respect. The staII members will be inIormed
about right Irom planning to decisions and they will know their roles to be played in the
organization.
Sophisticated Management System
Commercial establishments holds the advanced capacity to synchronize the
organisational task Iorce. In a bureaucratic setup, coordination oI employees are possible
mainly because oI the strict control and adequate decisions oI the top level
administrators.
Definite Task.
In an organization, all the employees including the top level managers are aware oI their
part oI work to be done. Each worker in the organization practices specialization in their
work. The eIIorts are separated into diIIerent responsibilities and every worker is given
each responsibility which creates the workers proIessionals in their piece oI work and
hence, the specialization is a plus point Ior the organization and its employees.
Improved Competency Level
It is Ior the reason oI the division oI labor in the organization, all the employees are
highly skilled and eIIicient in their piece oI work. Utilization oI the optimum production
capacity occurs in the organization. In the organizational systems, well planned training
is provided to each workers Ior developing their skills in the most competent and
eIIective way.
Limitations/Flaws of Bureaucratic Organizations
Struggle for transformation
Business aims and techniques Ior reaching the objective is well designed and
predetermined in an organization. Also, systematic techniques are used to recognize a
diIIiculty and to take a diIIerent Iunctioning strategy . When we consider the rapidly
changing business economy and market, this systematic techniques may not be useIul.
Inorder to survive in a market, the already deIined strategies need to be changed with
immediate eIIect along with the market dynamics. In a bureaucratic organization, these
kind oI a quick response may not be possible.
Lack of Motivation
The unbending and droning working ambience in these organizations may result in
dullness among the employees. The quality oI their work is at stake because oI this
repetitiveness and dullness. All these above mentioned Iactors may result in the
perIormance oI the establishment.
No encouragement for Innovation
There is lack oI participation Irom the lower level employess in the resolving procedure
since all such and such decisions are taken by top level managers. The innovative ideas
and proposals Irom the subordinates may not be acceptable in these business Iirms. This
tendency creates an impediment Ior the innovative ideas.. Say Ior example, Maruti
Suzuki industries is very much successIul in all their ventures just because oI one reason
that all the employees in the company are welcomed to produce innovative and strategic
ideas which can lead to the advancement oI the company. A healthy contact is maintained
between all the staIIs. Such ideas are implemented by the company within a speciIic time
period.
Absence of humanitarian Treatment

Nowadays, clashes and unhealthy practices are high in the organizations. It is happening
because oI the above said unhealthy thoughtIulness amid the top level managers and
workers. The priority oI a company is making proIit. Hence, their workers are treated like
machines without considering their welIare.
Development of the Organization

'Organizational development can be defined as the process of increasing an
organization's effectiveness through a planned and organization wide endeavor.
Organizational development is a process of implementing strategies to change the way
the organization works, its culture, values, and organizational structure, so that the
organization is well poised to adapt to the changes taking place in the market, such as
new technologies, changing buyer behavior, new marketing techniques, and new
challenges, etc`. (Bennis, Warren, 1976).
Models of Organizational Development

Action-based Research System Model

The action research model which was developed by Mr. Kurt Lewin is an extremely
constructive representation to run the modiIications oI the changes in an organization.
According to Kurt Lewin, 3 important phases consisting oI administrative procedure in
the development oI an organization. They are: UnIreezing, TransIorming and ReIreezing.
1
st
phase is the groundwork needed to accept any changes that are ready Ior happening in
the Iirm. The 2
nd
or the TransIorming phase engage with new developments that has
happened in the organization. Final or the ReIreezing stage is engaged with the
monitoring, control and coordination oI the newly implemented strategies.



Summary abouL Lhe lmporLanL modus operandl uLlllzed ln organlzaLlons developmenLs

1he mosL vlLal meLhods ln Lhe developmenL of an organlzaLlon are

a) Culdance for deallng wlLh clusLer groups Maln and fundamenLal ob[ecLlve of Lhe meLhod
deals wlLh Lhe modlflcaLlons ln employee's conducL by amorphous clusLer communlcaLlons

b) neLwork guldance and advancemenL consulLanLs wlLh predeLermlned and sLrucLured
quesLlonnalres supporL exerL Lhemselves for a superlor efflcacy by undersLandlng Lhe currenL
managemenL fashlon also augmenL Lhe resulLs and scruLlnlze for sLudylng Lhe approach 1he
grld Lralnlng and developmenL lnvolves slx lmporLanL sLages whlch are Leachlng developlng Lhe
group developmenL of each clusLers formaLlon of organlzaLlonal ob[ecLlveachlevlng Lhe alm
and keeplng lL sLeady

c) ConsulLaLlons prlor Lo procedures As per Scheln Ldgar #process consu/totion inc/udes o set
of octivities on the port of o consu/tont which he/ps the c/ient to perceive understond ond oct
upon process events which occur in the c/ients environment# Accordlngly dlfferenL phases of
Lhls someLhlng llke a soclal casework meLhod whlch lncludes Lhe conLracL lnlLlaLlon deflnlng Lhe
rapporL selecLlon of surroundlng also Lechnlque collecLlon of lnformaLlon and analysls
lnLervenLlon reducLlon of consulLanLs lnvolvemenL and flnally LermlnaLlon

d) 8ulldlng a group ueveloplng Lhe efflclency of collecLlon of labors wlLh lmprovemenL ln Lhe
ob[ecLlve clarlLy abouL responslblllLles and group procedures

L) Survey feedback 8esponse or reacLlons of Lhe sLudy whlch was held
f)1hlrd parLy peace maklng lndlvldual who does noL have a dlrecL connecLlon wlLh a legal
LransacLlon buL who mlghL be affecLed by lL lnvolves ln avoldlng confllcLs ln Lhe organlzaLlon
g) 8ole playlng 8oleplaylng refers Lo Lhe changlng of ones behavlor Lo assume a role elLher
unconsclously Lo flll a soclal role or consclously Lo acL ouL an adopLed role#
h) SLrucLural Lechnlques1echnlques for represenLlng acqulrlng and conveylng knowledge
abouL organlzaLlonal developmenL#


Task 2
Stakeholders of Aishwarya Supermarket
An organization must consider many important things beIore implementing changes.
Aishwarya supermarket`s top management should the priority to develop the resources,
capabilities and resource capacity. Main and most signiIicant Iactor with the preparation
and accomplishing changes are mainly the beneIiciaries in the Iirm must be well-versed
about oI all modiIications in advance. Top managers oI Aishwarya supermarket requires
constructive collaboration and absolute backup Irom its beneIiciaries Ior eIIectively
implementing the changes. The two types oI beneIiciaries organizations are: direct and
indirect beneIiciaries. The direct beneIiciaries in the Iirm consists oI workers, customers,
bureaucratic authorities, dealers and dispensers.
Acknowledging the direct beneficiaries-Beneficiary examination
BeneIiciary examination and Iorce examination can be utilized Ior the IdentiIication oI
the beneIiciaries oI Aishwarya supermarket. This examination will helps Ior getting a
clear idea about all beneIiciaries can be powerIul in the Iirm`s trade concerns and priority
oI people need to be persuaded to bring about development. This helps the organization
to identiIy the beneIiciaries who approves and those who are against the development.
Have a look at the table given below regarding the details oI the most important
beneIiciaries:


Aishwarya
supermarket
beneficiaries
xpensive
beneficiaries
Important
beneficiaries
Main significant
beneficiaries
Aishwarya
supermarket workers Workers
Investors/associates Investors/associates
Consumers Consumers Consumers Consumers
Committee
Goods distributors Distributors Distributors Distributors
Other contestants
against the Iirm
Other contestants
against the Iirm
Other
contestants
against the Iirm
Governing oIIicials
Governing
oIIicials
Non Governmental
Organization
Social activists (
Environment
protection people
and likeminded
clusters)
Funding agencies Funding agencies
Dispensers Dispensers
BPO`s BPO`s



Examining the Iunctions and importance about BeneIiciaries related with Aishwarya
business branches, the diIIerent ways a business Iirm may able to assure its priority
beneIiciaries all are notiIied and engaged with the development procedures.
Workers in Aishwarya Supermarket: Top managers will detail the employees about
the proposed change and its importance in the development oI the business. Serious duty
lies with management Ior convincing all employees about positives which change can
bring to the organization enabling them welcome the proceedings with an open mind and
work seriously Ior organization`s welIare and achievement. Aishwarya supermarkets
management will be doing sessions with other managers, to deal with the doubts concerns
by the employees about planned modiIications and later, top managers would teach the
employees oI the importance oI the planned organisational change. Also, training
programmes will be held to make the employees in touch with the transIormations, also
endow those by scientiIic advancements essential to conduct proposed modiIied
programmes with utmost eIIectiveness and eIIiciency.
Aishwarya supermarket Consumers: Priority aim is Ior bringing in maximum
consumers in Aishwarya supermarket giving them quality provision/requirements.
Customers needs will be taken into account beIore bringing out any change which can be
either productive or unproductive. Surveys will be held inside the shops Ior getting the
Ieedback Irom the customers regarding the services rendered. The management will
provide education Ior all customers oI dynamic modiIications happened at the
supermarket by providing palmlets, brochures, giving inIormation about the latest
development by specially trained workers. At Iirst phase to bring alterations, particular
workers must get recruited to help all consumers Ior dealing with all changes that brought
in technological advancement. Hence, customers will be selI-suIIicient to utilize the
product identiIication systems, censory gadgets, and online purchases.
Aishwarya Supermarket Distributors: Since Aishwarya supermarket introduces latest
Iacilities and goods in the stores, suppliers involvement are important because these
transIormations will beneIit the distributors too and hence, supermarket will trade with
the suppliers more oIten. Bureaucrats conIerences are held along with distributors Ior
leting them aware oI all important characteristics in changes happened. The business
development possibility and prosperity has got its own prior importance Ior improving
cooperation Irom the suppliers. Surplus plans would be provided Ior all distributors.
Other Contestants with Aishwarya Supermarket: Aishwarya supermarket will also be
giving priority to understand the drawbacks oI the competitors and take advantage by
providing better services and technologies to the customers. The market will also monitor
all modiIications that happens with all contestant markets Ior providing quality beneIits
Ior the customers.
conomic support: Aishwarya Supermarket requires economic support Irom monetary
institutions Ior mobilizing Iunds to make so called modiIications into realism. Financial
requirements are necessary to conduct education programs, purchasing electronic gadgets
in the shop and so and so needs. Chennattu business group will Iurnish a very clear and
transparent budget necessaries to receive Iinancial support Irom the Iunding agencies.
Business Iirm would emphasize on the possibilities that is there in an establishment
development based on the Iirm modiIications.

3
rd
Task
Aishwarya Supermarket got a Iine place in a shopping establishment in the country.
Although, the important changes that are brought into the supermarket Ior attracting more
customers and to provide better services to them is given below:
Finger touch display gadgets: The supermarkets are comparitively in big size consists
oI 2-3 Iloors. The customers are perplexed which lead to spending additional schedule in
the shop because oI the size oI the shop. To avoid this diIIiculty, the company will install
touch screen devices in each Iloor Ior easy access to shops and required products. This
advancement can surely invite maximum number oI consumers to Aishwarya
supermarket.
stablishment of improved billing section: The new selI check out stations are
introduced Ior removing extended consumers chain at billing sections. By doing this, the
company look Ior maximum customer satisIaction.
More thnic products: Aishwarya supermarkt must give importance to the exhibition
cum sales oI additional cultural goods in order to attract more tourists and internal
migrants to the shop. Since there is a wide diIIerence in the Iood habits oI Northern and
southern India, as a business Iirm which has market all over the contry, they can put in
the Iood products oI both these regions in the shop Ior sale. This is a good way Ior
attracting many consumers Aishwarya supermarket and thus improve the selling.
fficient Internet Assistance: Recent years, internet trading has considerable demand.
In India, people depend online services Ior purchases to an extent. Hence, Iirm should
make a decision going Ior online promotion, marketting and sales services inorder to
attract more customers and sale oI goods and by that method, business establishments can
become more spirited inside market place. This will also improve customer satisIaction
because oI the preIerences. Hence, the Aishwarya Supermarket has decided to launch
online shopping.
Home Delivery Services: Aishwarya Supermarket will launch home delivery services.
The company will recruit staIIs Ior this purpose. In the cities like Kochi, it would
certainly be a help and boon Ior the customers as the city traIIic is very hectic that the
people cannot even go out and buy things. This innovative change will surely attract and
bring more customers to the supermarket. Promotional advertisements will be done by
the company to spread the news all over the country. Firm will also decide Ior oIIering
the instant distribution mechanism.
xcellent Consumer Assistance: More advanced improved services bring in more
number oI customers in any company. By this mindset, Aishwarya supermarket will
provide the staIIs with excellent training inorder to be responsible in the shop with utmost
proIessionalism and humbleness.
Change Models
Variety oI models are introduced Ior the Iirm to bring about change. A Model developed
by Kotter is considered to be the best way to convert planned modiIications to reality.
Introduction oI modiIications are as Iollows:

lnLroducLlon of auLomaLlc bllllng devlces eLhnlc goods and quallLy cusLomer Servlce



Accomplishment
With the support oI Iive stages, the above mentioned changes can be described. Also, the
cost and time taken Ior each stage is described as Iollows:
Phases Accountable
individual
Cost Total time
required
1
st
phase
O PerIorm Studies
Promotion and
department oI
studies
2 Lakh Rupees 1 Week
O Goods needed Ior
development

Marketing
managers
3 Weeks
O Finalising the
goods
Marketing
managers
2 Weeks
O Financial aid to get
the goods

Accounts and
Buying manager
1 Lakh
Rupees
4 Weeks
O IdentiIy
distributors to

Financial
3 Weeks
launch latest goods Managers
including his
group
2
nd
phases
O Beginning oI 1
st

teaching session

HRM
50 Thousand
Rupees
6 Weeks
O 2
nd
teaching
session
commencement
HRM 1 Lakh Rupees 5 Weeks
O Cost Iixing
Financial
managers
6 Lakh Rupees 2 Weeks
3
rd
phases
O Proposals Ior
installation oI
latest devices in
the shop
Marketing
managers
1 Week
O Scrutinizing the
proposal
Financial and
purchasing
managers
3 Weeks
Machineries
purchasing
Financial
Managers
22 Lakh Rupees 6 Weeks
Installing the devices Worker with
technical skills
Irom the Iirm
8 Weeks
4
th
phase
O Advertisements
Marketing
Managers
2 Lakh Rupees 7 Weeks
5
th
phases
O Consumer
response
Customer service
managers
75 Thousand
Rupees
9 Weeks
O AItersales Customer service 15 Weeks
evaluation managers

1
st
phase
The 1
st
phase has 4 divisions. The division number one begins with studies in the market.
In this stge, the top managers must do a market study with the support oI outside agencies
on the most demanded product. The available time is only a week and one lakh Indian
rupees is the estimated cost. The 2nd sub stage commences Iinalising the details oI latest
products. Manager oI the store is the incharge personnel. The sub stage number 3, the
supermarket will buy the already Iinalised goods. The estimated cost Ior this process is a
total oI 20 lakh Indian rupees. The purchase manager will be the incharge person oI the
process. In the Iinal sub stage, Aishwarya supermarket Iinally launches the goods in the
shops.

2
nd
phase
Like the 1
st
phase, 2
nd
phase has 4 divisions. 1st division, Aishwarya supermarket calls
Ior tender notices to install the various gadgets and machineries in the stores Ior making
the customers more comIortable in the shop. The commencement oI the 2
nd
sub stage the
marketing manager will scrutinize the so called tender notices. The best and the most cost
eIIective tender would be chosen. 3
rd
division consists oI, special directions which are
given Ior the workers Ior making them enable to deal with the new goods appropriately.
The introduction oI these devices in the shops is the 4
th
sub stage.
3
rd
phase
This stage involves the staII training. The company will do Iull day training programmes
twice in the 1
st
phase itselI to all the workers Ior making the workers getting involved to
so called developments which are brought in to the organization.


4
th
phase
In this stage, the company puts its Iocus on the advertisements about the latest goods.
Along with that, consumers would be updated accordingly oI the developments that
occurs at Aishwarya Supermarket. The supermarket may utilize the various medium oI
advertisements like leaIlets, newspaper, t.v, internet etc.
5
th
phase
The Iinal stage involves the evaluation oI the shop. Feedbacks are collected Irom the
customers and based on their remarks, the company can put in new and innovative ideas
Ior improved customer satisIaction by making the business a proIitable one. The sales
record documents are also reIerred Ior evaluations. This will surely help the company to
Iurther improve in Iuture by correcting the drawbacks.
!robable developments as a result of executions of these modifications
O Increase in the happiness oI the consumers.
O Boost up the number oI consumers.
O Enhancing the organization`s proIit.
O More qualiIied and skilled staIIs.
O Shop renovation with the most modern equipments.
O Input oI latest technologies in the shop.
O Sales maximization and thereby maximization oI proIit.
Not according to the que
References

O ' 'Andrew M. Pettigrew, Howard Thomas, Richard Whittington (1985),
Handbook of strategy and management, 1st Edition, Sage Publications`
O Axelrod, Richard H. Terms Of Engagement. Changing The Way We Change
Organi:ations. San Francisco, California. Berrett-Koehler Publishers, Inc.,
2000`.
O 'Gareth Morgan (1998), Images of organi:ation, 2nd Edition, Sage Publications
O 'David A. Buchanan, Andr:ef Huc:ynski (2001), Organi:ational behaviour. an
introductory text, 1st Edition, Stanford University Press.`
O ` Esther Cameron, Mike Green (2004), Making sense of change management, 1
st

Edition, British Library Cataloging-in-Publication Data`
O 'Rob Paton, James McCalman (2008), Change Management. A Guide to
Effective Implementation, 1
st
Edition, Sage Publications`