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Principles of Management

Submitted To:
Mr. Sheikh Raheem

Submitted By:
Fatima Saleem


Balance Publicity

Industry: Marketing and Advertising

Established In: Jul, 1970.
Business Entity: Sole Proprietorship
No. of Employs: 12
Location: Lahore, Panjab, Pakistan

Balance Publicity is in the business for the last 50 years and has gained expertise in all the relevant
fields. In addition to paper printing, they have also developed full-fledged facilities of digital
printing flex printing and outdoor advertising. Their team comprises of highly skilled professionals
that undertake all jobs as per requirements of its valued clients. Their main services are:

 Design and Creative services

 Out Door services
 Offset & Digital Printing
 Gift and Giveaways
 Event Management

Meet the Manager

Business Development Manager
Balance Publicity
Lahore, Pakistan.

Introduction & Responsibilities

My chief responsibility was to choose the pharmaceutical items for marketing, devising ways to
market those items using all kinds of media, hiring of marketing force and appointment of
distributors in the benefit of organization.
Further more I asked about the strategies to fulfill the above-mentioned responsibilities. The
strategies and principles which were adopted not only by him but generally adopted by other
managers of the same company are as follows:
Strategies and Principles
 Discipline
Discipline refers to obedience, proper conduct in relation to others and respect of
authority, etc. It is one of the essential strategies for the smooth functioning of our
 Unity of Direction
We try our best to make sure that all those working in the same line of activity must
understand and pursue the same objectives. All related activities should be put under one
group, there should be one plan of action for them, and they should be under the control
of one manager. It seeks to ensure unity of action, focusing of efforts and coordination of

 Division of Work
By separating one big task into number of relatively small tasks, the workers speed and
accuracy in its performance increases and hence the efficiency of the workforce also
increases. This principle is applicable to both technical as well as managerial level.
 Stability of Tenure of Personnel
We make sure that the period of service should not be too short and employees should
not be moved from positions frequently. An employee cannot render useful service if he
is removed before he becomes accustomed to the work assigned to him.
 Unity of Command
This principle states that every subordinate should receive orders and be accountable to
one and only one superior. If an employee receives orders from more than one superior,
it is likely to create confusion and conflict.
Unity of Command also makes it easier to fix responsibility for mistakes.
 Priority of Organization Objectives
Our management put aside personal considerations and put company objectives first.
Therefore, the interests and goals of the organization must prevail over the personal
interests of individuals.
 Initiative
Using the initiative of employees, we can add strength and new ideas to our organization.
Initiative on the part of employees is a source of strength for the organization because it
provides new and better ideas. Employees are likely to take greater interest in the
functioning of the organization.
 Remuneration
We try our level best to make sure that our workers must be paid sufficiently as this is a
chief motivation of employees and therefore greatly influences productivity.
 Equity
Employees must be treated kindly, and justice must be enacted to ensure a just
Managers should be fair and impartial when dealing with employees.
 Scalar Chain
Scalar Chain refers to the chain of superiors ranging from top management to the lowest
rank. The principle suggests that there should be a clear line of authority from top to
bottom linking all managers at all levels.
 The Degree of Centralization
Power in the hands of central management depends on company size.
Centralization implies the concentration of decision making authority at the top
Sharing of authority with lower levels is called decentralization. Our organization
strives to achieve a proper balance.