ASSIGNMENT 1 FRONT SHEET

Qualification BTEC Level 4 HND Diploma in Business

Unit number and title Unit 4: Management and Operations (488)

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 OBSERVATION RECORD
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IV- Management functions and leadership roles: ( For example, a real-life famous business person).

1. Introducing Jeff Bezos and the company he founded.

Jeff Bezos was born in New Mexico and lived with his grandfather. His grandfather, the director of the
American Atomic Commission in Albuquerque, has a lot of prestige and influence. He was passionate about
technology from childhood, then he passed the entrance exam to the physics flower of Princeton
University, and he graduated with excellent grades and got into the sights of telecommunications company
Fitel. After the time he tried at many different companies, he discovered one thing and changed his life as
well as the business history of mankind. 1944, when the Internet was not used for commercial purposes.
Jeff Bezos has observed that Internet usage has increased by 2300% a year, so he found new opportunities
for commerce and he took into account the possibilities for this field. In July 1995, an online bookstore
company named South America's most majestic river was established at a parking garage in Seattle. Jeff is
the founder and CEO of Amazon. Jeff Bezos said that "Our desire is to make the company the most
customer-friendly company in the world. This will be a place for people to find and discover anything they
want online. ”

Figure 1.0 : Jeff Bezos at Amazon

(Source: DoanhNhânSÀIGÒNOline,2017).

2. Management functions:

For Jeff Bezos he manages the Two Pizza rule: He is famous as a strict manager that no one group needs to eat more
than two pizzas. That is, specialized groups are limited to 5 to 7 people, allowing the whole team to check each
other's ideas without going through the hands of too many people. At the same time avoid thinking after the crowd -
one of the things Bezos hates. These small groups can create tremendous innovations throughout the company, such
as the Gold Box Deal program, a promotion that has been commonly applied to customers who trade for a limited
time.

3. Leadership roles:

•For leadership, according to the research, there are 17 roles that correspond to four functions: planning, organizer,
leading and controlling. Jeff Bezos, he often focuses and revolves around the function of leading and some small
activities in other functions with Jeff Bezos's predictive leadership style.

The magic behind Amazon's success is an important part of the ingenuity, creativity and talent of founder and CEO
Jeffey P. Bezos. Not only is the founder of Amazon.com, Bezos is gradually proving to everyone that he is the greatest
CEO of this era by leading Amazon through many ups and downs to develop from just a few. members up to 8,000
employees. Referring to Jeff Bezos's management style in Amzon, surely it is impossible to bior through the following
highlights:

+Policy to encourage employees: At Amazon the employees receive significant incentives such as stock grants to
encourage them to work. In addition, in some cases, employees are allowed to make decisions without having to ask
the higher authorities. Jeff Bezos's interest in innovation is the CEO's strength. Amazon set up a prize for emulation
employees called "Just do it", whereby winners are members who make contributions to the corporation without the
approval of the CEO. The purpose of Bezos is to encourage people to take initiative in their work.In the late 1990s,
when the rush to find good employees reached its peak, Amazon was known for offering complex tests of intelligence
when recruiting employees, and many believed that Amazon was time-consuming. time useless. However, Bezos's
point is that he needs people who are innovative and revolutionary, but according to Bezos, people with high
intelligence, whatever they do, are always highly innovative.

+ Team player: In a meeting in the early 2000s, opinions suggested that teams and groups needed to communicate
more and more. But Bezos stood up and brushed it off. "No, communication is terrible." At the conversation a lot
becomes a problem. Cross-communication between groups limits the independence of the group, leading to easy
agreement between people. That is the opposite of "creative from conflict" that creates Amazon.

+ Good staffing policy: Bezos is a positive recruiter. Because of this, the fact that many senior executives go away
doesn't make Bezos much bothered. For example, when Warren Jenson left, he hired the CFO of GE's lighting
business unit, Thomas Szkutak. Although Bezos is a highly demanding manager, he likes to hire smart people and then
stimulate the desire to overcome their challenges. Even the manual work, Bezos also focuses on competence. He is
most afraid of those who hire people who are just as good or inferior to him. He organized training courses to help
employees "think big", to innovate constantly, to help Amazon quickly increase sales of books online. For example, he
invited researcher Neil Gershenfeld of MIT to give lectures to 400 Amazon employees about business trends.

+Jeff Bezos's involvement and monitoring of every detail contributes to minimizing errors, saving unnecessary costs,
creating relatively perfect, computerized products. Amazon's superiority compared to its competitors.

+Not providing information, not really necessary. For example, Amazon did not let Melville House know the amount
of books this publisher had sold. Amazon also kept the secret of Kindle sales and did not disclose the number of
employees in Seattle. And yet, the location of Kindle employees at Seattle headquarters is called "Area 51" (the name
of a secret US military base). Nobody knows where it is if it is not the person who directly created the product. Bezos
wants to provide information and tell Amazon's story in his own way, thoughtfully through letters to shareholders.
•Jeff Bezos's leadership style and review:

•Advantages :

+ The fact that Jeff Bezos imposes his thoughts on the staff and makes arbitrary decisions in the blink of an eye helps
Bezos take advantage of the time, helping to deal with emergencies that will cause serious consequences if hesitant.
for the company, to help leaders gain opportunities, avoid unnecessary discussions. Especially imposing all his
different thoughts on the whole company, a series of unique products with high breakthroughs were born.

+ Bezos's rigorous demands on the job, along with not hesitating to lay off employees who do not meet the needs,
put pressure on employees to really try themselves. Not only completed the assigned work but also excellently
completed. A person is just a good job assigned when he is under pressure of completion time and high demands of
quality work.

+ The authoritarian operating policy has put employees into the framework, everyone works in a professional
environment, high discipline and the company's operating mechanism becomes the most effective.

+ Although he is a "hands-on" manager, he still encourages the innovation of employees, not imposing his thoughts
on others.

•Disadvantages:

The way of imposing thoughts on others and making arbitrary decisions without discussing, consulting anyone, will
increase the risks of decisions and the probability of a very wrong occurrence. great.

+ Jeff Bezos's decision to arbitrarily make decisions and impose opinions on employees who make them unhappy and
uncomfortable because their opinions are not respected. Moreover, this shows that they feel that leaders do not
understand their thoughts and aspirations, and then the relationship between superiors and subordinates gradually
becomes distant. The staff is not interested in contributing ideas to the work. Consequently, the company bundles a
fee for the abundance of employees' ideas.

+ Bezos's harshly asked hills in work will put a great pressure on employees, making employees more likely to stress
through level, employees will not be comfortable working environment and lead to brand work results are declining.

+ The fact that Jeff Bezos intervenes from small jobs to big jobs makes employees feel uncomfortable and unreliable.
Moreover, this job makes him without the necessary concentration to solve important issues.

+ Jeff Bezos's domineering leadership style has made him so influential for Amazon that any of his static leads to a
huge consequence for the company.

+ The restriction of communication by Jeff requires creating an unfriendly working environment, heavy working
atmosphere and the relationship between employees becoming distant.

+ Security information for customers is becoming more and more distant from the company because most
information about products is absolutely confidential until it is released to the market. This goes against the usual
marketing principles.

•Solution

+ The job of the current manager is to lead, define goals, inspire, motivate and activate. CEOs should facilitate rather
than control, they also need to listen and communicate. With technology, they can get all reports from every
business department.

+ Leadership can be authoritarian, but it needs to inspire and motivate if they listen and communicate effectively and
sincerely. then businesses will need dictators with hearts.

+ Do not suppress those who are opposed, they oppose because they think that the decisions may be wrong or not
feasible and not successful. Need to negotiate with them for more information before making a decision for a big
plan. The benevolent leader still holds the right to make important decisions without being terrified and distracted by
his subordinates.

+ In the technology development era Jeff Bezos needs to promote his inherent advantages and need more flexibility,
immediate sensitivity to meet the increasing needs of customers.

REFERENCES:

text.123doc.org(2016) Phong cách lãnh đạo độc đoán của Jeff Brzos (Online). Available from
https://text.123doc.org/document/4700685-phong-cach-lanh-dao-doc-doan-cua-jeff-bezos.htm.
[Accessed: July 28,2019].