Chapter- 7

Ranneeti kriyanvyan

7.1 Arth- ranneeti kriyanvyan se tatparya chuni gayi ranneeti ko sansthanatmak estar parlaagu
karne se hai jisse ki ranneetik uddeshyo aur lakshyo ko pura kiya ja sake. Ranneeti kriyanvayan
btata hai ki kis prakar ek sansthan ko chuni gayi ranneeti ko uchit laabh aur behtar pradarshan
hetu laagu karne ke liye apne sansthanatmak dhanche, niyantran prakriya aur sanskrati ka uchit
upyog, vikas ayeur samanvayan karna chahiye. Ek sansthan ka dhaancha btata hai ki sansthan ke
vibhinn mehatvapoorna karyo ki jimmedari kin kin logo ko di jaye. Sath hi sath yeh sansthan ke
karamchariyo ki bhoomika ko tay karta hai aur batata hai ki kis prakar karyo ka nishpadan kiya
jaye ki utpadan shamta, gunvatta aur grahak santuhsti adhiktam ho. Kintu sirf sansthanatmak
dhancha hi karamchariyo ko protsahit karne ke liye kafi nhi hai, ek sansthanatmak niyantaran
prakriya ka hona bhi jaruri hai. Ye niyantaran prakriya prabandhako ko karamchariyo ko
niyantrit karne ke liye protsahan rashi dene tatha salaah dene me madad karte hai. Sansthan ki
sanskriti us sansthan ke logo ke dwara palan kiye jane wale mulya, vyavhaar, niyam aur vishwas
aadi ko prakat karti hai.
7.2 ranneeti kriyanvayan ke uddeshya
Ek manager ke ranneeti kriyanvayan ke agende ke antargat cheh mukhya prashasnik karya aate
hai. Sadharan shabdo me, sansthan ki pratiyek ekayi ko ye janna hota hai ki sansthan ki ranneeti
yojna ko poori tarah se laagu karne me hamara kya yogdaan hona chahiye tathe kis prakar ham
aapne yogdaan ko sarvshreshtha roop se nibha sakte hai.
Ye cheh prashasanic karya nimn prakar vyakt kiye ja sakte hai-
1. Ek sansthan ko ranneeti kriyanvayan hetu yogya banana- ek sansthan ka
dhancha is prakar ka hona chahiye jo ki ranneeti ko vastavikta me laagu karne ke liye
jaruri hai. Saath hi ek firm ke karamchariyo me wo gun tatha kabiliyat honi chahiye jo ki
ranneeti ko safaltapoorvak kriyanvit karne ke liye jaruri hai. Is ke liye aayashyak hai ki
sansthan ke karamchariyo ke beech unki kabiliyat ke anusaar ranneeti kriyanvayan se
jude mukhya karyo ka batwara kiya jaye.
2. Ranneeti ko laagu karne ke liye budget banana- yadi koi firm apne ranneetik lakshyo
ko poora karna chahti hai to us firm ke sheersh prabandhan ko apne karamchariyo ko
jaruri aaujaar,, suvidhayen, aur anya sansadhan uplabdh karana unki ranneetik yojna ka
 bhag hona chahiye. Iske sath hi, jab ek bar ranneeti nirdharit ho jaye, tabhi use jude
mukhya karyo aur nirnayo ki pehchaan kar leni chahiye tatha unki yojna bhi taiyaar kar
leni chahiye. Karyo ko ek kram me vyavasthit karke unke liye ek kriyanvayan yojna
banani chahiye jissme ki niyat samay seema ke bheetar pure kiye jane wale lakshyo ko
bhi varnit karna chahiye.
3. Sansthan ke aantrik prashasnik sehyog system ko banana- sansthan ke aantrik
system mme uski niyamavali tatha nitiyan hoti hai jo ki us sansthan ke logo ke vyavhaar
ko sahi disha me kendrit karne me madad karti hai. Ye system ranneeti ko laagu karne
hetu jaruri jaankari ko sahi samay par pahuchate hai. Ye batate hai ki ranneeti ko sahi
roop se kriyanvit karne ke liye kis prakar ka kaccha maal, inventory, grahak sewa, laagat
prabhandan, aur aanya prashsanik system ki jarurat hai. Ye sabhi aantrik system ranneeti
prabhandan me madad karne wale hone chahiye, sath hi sath prabhandako ko sanyukt
roop se sansthan me kaam karne tatha ranneeti kriyanvyan ko niyantrit karne me madad
karne wale hone chahiye.
4. Protsahan rashi tatha incentives ko ranneti evam lakshyo ki prapti se jodna- kisi bhi
sansthan ke log ranneeti ko safal roop se laagu kar paye iske liye unhe lakhsyo ki prati
hetu incentives tatha protsahan raashi dena chahiye.
5. Sansthan ki sanskriti ko ranneeti ke anussar badalna- ek sansthan ki sanskriti yadi
uski ranneeti ko badhava dene wali hoti hai to sansthan ke log jyada mehnat se use poora
karne me jut jate hai.
6. Ranneetik netratva dena- ranneeti netratva ka arth ranneeti ko laagu karne ke prati
lagan se hai. Ek sansthan me shakti aur rajniti ka upyog karke prabhandak apni ranneti ko
laagu karne ke liye sarvsammati hasil kar sakte hai isiko ranneetik netratva kaha ja sakta
hai.
Sarvshrestha tarike se banayi gayi ranneeti bhi vifal ho sakti hai yadi uska kriyanvayan uchit
prakar se na kiya gaya ho. Sath hi yeh jaanna jaruri hai ki ranneeti ka kriyanvayan tab tak
sambhav nahi hai jab tak ki ranneeti aur sansthan ke vibhinn aayam jaise ki sansthan ka dhancha,
reward system, sansadhano ki aavantan prakriya aadi ke beech me samanjasya na ho.
Ranneeti prabhandan bahut se prabhandako aur sansthan ke karamchariyo ke liye kathin hota hai.
Nayi jimmedariya that shaktiya logo ko pradan ki jati hai. Naye samooho ka nirman kiya jata hai
jinke mulya, vishwas tatha vyavhaar alag ho sakte hai. Pado ki shaktiyo tatha bhoomika me
badlav hote hai jo ki karamchariyo aur prabhandako ke beech tanav paida kar sakte hai. Isi karan
ranneeti kriyanvayan, ranneeti banana se bhi kathin prakriya hai.

Apni samajh Parkhein

Ranneeti kriyanvayan ranneeti prabhandan prakriya me itna mehtavapoorna kyu hota hai?
Ranneeti kriyanvayan ke uddeshya kya hote hain?
 Chapter-8
Raneeti ka mulyankan tatha niyantaran

8.1 Arth- Ranneeti ka mulyankan utna hi mehtvapoorna hai jitna ki uchit ranneeti banana,
kyuki mulyankan hi batata hai ki banai gayi ranneetik yojna apne lakshya prapti me kis had tak
safal rahi. Ye ranneeti ke prabhav shamta ko vyakt karta hai. Mulyankan ke jariye prabhandhak
aaj ke badalte samajik, rajneetik evam takiniki vatavaran me ranneeti ke mehatva tatha uski
shamta ka aankalan kar sakte hai. Rannetik niyantaran se arth ranneeti ke kriyanvayan par najar
rakhne se hai jisse ki yadi kahi koi pareshani athwa duvidha sthiti utpann ho to waha jaruri
badlav kar sthiti ko niyantarit kiya ja sake.
Ranneeti mulyankan ki shamta poorna roop se sanstha ke prabhandako, samooho, vibhago aadi
ke beech behtar pradarshan hetu taalmel par nirbhar karti hai.

8.2 Ranneetik mulyankan aur niyantaran prakriya ke charan-

Ranneetik mulyankan aur niyantaran prakriya me nimnlikhit charan hote hai-
1. Pradarshan hetu ucch seema tay karna
Pradarshan ke liye seema tay karte samay ranneetikaro ko kuch prashno ke uttar nirdharit
karne hote hai jaise ki- kya seema tay karni chaihiye, kis prakar karamchariyo ko
pradarshan seema ke Vishay me batana chahiye? Aadi. Ek uchit seema ka nirdharan
karne ke liye ye jaruri hota hai ki mukhya karyo ko karne ke liye jaruri shamato ki
pehchaan ki jaye. Aisi pradarshan seema nirdharit ki jani chahiye jo ki sarvshrestha ho
aur uske liye jaruri yogyatao ko bhi varnit kiya jana chahiye. Inhi seemao ko mulyankan
hetu prayog karna chahiye.
Ek sansthan pradarshan ke mulyankan hetu quantitative tatha gunatmak critertia nirdharit
kar sakta hai. Quantitative criteria ke antargat laabh , ROI, EPS, laagat aadi aate hai jabki
gunatmak criteria ke antargat yogyatayein, shamtayein, jokhim lene ki shamta, aadi aate
hai.
2. Pradarshan ko maapna
Karamchariyo ke vastavik pradarshan ki nirdharit pradarshan seema se tulna ki jati hai.
Jiske liye vastavik pradarshan ko mapna jaruri hai. Sansthank ke sanchar tatha reporting
system vastavik pradarshan ko mapne me madad karte hai. Ye prakriya aasan ho jati hai
 yadi sansthan ke pas pradarshan ko mapne ke liye uchit jariya uplabdh ho tatha mapan
sahi samay par kiya jaye, kintu bahut se karak aise hote hai jinka maap karna kathin hota
hai jaise ki prabhandhako ka yogdaan aadi. Isi prakar vibhageeya pradarshan maapna
ekal pardarshan maapne ke mukabale kathin hota hai. Isliye aise lakshya nirdharit karne
chahiye jinke liye pradarshan ko maapna sambhav tatha aasaan ho. Pradarshan ka
mulyankan sahi samay par karna chahiye anyatha iski koi upyogita nahi rahti. Pardarshan
ko maapne ke liye vibhinn vittiya lekh jaise balancesheet, laabh aur haani khata aadi
saalana roop se banaye jane chahiye.
3. Antar ka aankalan
Karamchariyo ke vastavik pradarshan ki nirdharit pradarshan seema se tulna karte samay
vibhinn variances ho sakte hai jinka ki aankalan kiya jana chahiye. Ranneetikaro ko
vastavik pradarshan me hone wale aantar ko sweekar athwa nakarne ki seema ko
nirdharit karna chahiye. Yadi pradarshan me aantar ek behtar disha me hai to ye behtar
pradarshan ka parichayak hai parantu nirdharit lakshyo kit ulna me unse behtar
pradarshan kar pana hamesha sambhav nahi hota. Yadi pradarshan me antar kami ko
dikhata hai to ye batata hai ki sansthan ka pradarshan kharab raha tatha ise niyantarit
karne ki aavashaykta hai.
4. Sudharatmak karyavaahi karna
Yadi pradarshan me nakaratamak aantar paaya jata hai to use sudharne ke liye ek
sudharatmak kaarvahi ki aavashaykta hoti hai. Yadi pradarshan ka star lagataar girta ja
raha ho to ranneetikaro ko uske liye jimmedar karano ka gehan aankalan karna chahiye.
Yadi ranneetikar ye mehsus karte hai ki sansthan ki shamta uske liye nirdharit kiye gaye
lakshyo ke mukable kam hai to lakshya seemao ko kam kiya jana chahiye. Iske atirikt ek
anya sudharatmak kaarvahi ke antargat, ranneeti ko hi badla ja sakta hai jiske liye punah
yojna banai ja sakti hai tatha naye sire se sansadhano ka avantan kiya jana chahiye aur
poori ranneeti prabhandhan prakriya ko punah shuru karna chahiye.
Ranneeti ke mulyankan ka feedback ranneeti prabhandan ke anya charano me upyog kiya ja
sakta hai.
Ek behtar niyantaran system sadhartaya vyaktigat tatha samooh star par feedback tatha
niyantaran jaankari pradan karta hai.
Sadharan feedback system ek prakriya ke parinaam ka mulyankan karte hai aur usko niyantarit
karne ke liye jaruri sudhaaratmak kaarvahi karte hai jisse ke nirdharit lakshya prapt kiye ja sake.
Niyantaran se judi ek prakriya feedforeard control hai. Ye wo niyantaran prakriya hai jisme
inputs ko prakriya ke bheetar aankalan kiya jata hai aur ye sunshchit kiya jata hai ki unka yojna
aanuroop upyog ho raha hai ya nahi yadi kisi prakar ka aantar najar aata hai to unme sudhaar
kiya jata hai.

Aapni samajh parkhe

Ranneetik mulyankan kya hai?
Ranneetik niyantaran kya hai?