Business Management Notes
Business Management Notes
Leadership style:
Contingency Contingency management approach: Stresses the need for flexibility and
approach: adaptation of management practices and ideas to suit changing
Adapting to circumstances.
changing Due to the unstable business environment, managers need to be flexible
circumstances and borrow and blend from a wide range of management approaches.
The contingency approach, therefore, advocates that managers extract
the most useful ideas and practices from a wide range to best suit their
business’s present requirements. It stresses that an appropriate
management response to one set of circumstances may be quite
inappropriate to another.
Advantages and disadvantages of contingency approach:
Advantages Disadvantages
Enables business to be more Can be challenging for
flexible and react to change management to constantly
Recognises different situations adapt
demand different approaches Can be costly in terms of time
and money
Management Coordinating key Interdependence: The two way dependence between two key business
process business functions functions of a business where each can only achieve their strategic role by
and resources depending upon actions from another key business function
Division: The separation of the key business functions in order to manage
most effectively. These often have their own departments, employees and
budgets allocated.
Example structure – “Explain interdependence of marketing and finance”
1. Define interdependence
2. Finance is dependent on marketing…
2a. This results in…
3. Marketing is dependent on finance…
3a. This results in…
Operations Operations: Refers to the business processes that involve transformation
G&S or, more generally, ‘production’
Production Operations management: Consists of all the activities in which managers
process engage to produce a G&S
Quality The nature and type of operations vary considerably from one type of
management G&S to another
Operations impact on business:
How the operations management function is carried out will directly
affect a business’s competitive position because it will:
Establish the level of quality of the G&S
Influence the overall cost of production, given that the operations
function is responsible for the largest part of a business’s capital and
human expenses
Determine whether sufficient products are available to satisfy
consumer demand.
Goods and Services:
The characteristics of operations management differ according to whether
the business is a manufacturer of goods or a provider of services.
Manufacturers produce tangible products while service organisations
produce intangible products
Input:
Inputs: The resources used in the transformation (production) process
Transformed resources: Those inputs that are changed or converted in the
operations process (Materials, Information, customers)
Transforming resources: Those inputs that carry out the transformation
process (Human resources, Facilities)
Transformation Process:
Transformation: The conversion of inputs (resources) into outputs (G&S)
Sony, for example, takes plastic, metal, glass and electronic parts, and
transforms them into numerous electronic products using an
innovative approach and processes of design, manufacturing and
assembly
The term ‘transformation’ implies physical changes, but today it also
includes the conversion of resources into services
Your school takes its main inputs — the students, the syllabus, the staff,
and the buildings and other capital — and produces educated,
employable graduates
Output:
Outputs: Refer to the end result of a business’s efforts — the G&S that is
delivered or provided to the consumer
In many cases businesses carry out both types of operation
Output must always be responsive to customer demands. Issues of
quality, efficiency and flexibility must be balanced against the resources
and strategic plan of the business
Quality management:
Quality management: The strategy which a business uses to make sure
that its products meet customer expectations
Benefits of Quality management:
reduced waste and defects
reduced variance in final output
strengthened competitive position
improved reputation and customer satisfaction
reduced costs
increased productivity and profits
1. Quality Control:
Quality control: Involves the use of inspections at various points in the
production process to check for problems and defects
Quality control reduces problems and defects in the product using
inspections at various points in the production process
2. Quality Assurance:
Quality assurance: Involves the use of a system so that a business
achieves set standards in production
This is a proactive approach to quality management that aims to prevent
defects or problems from occurring
3. Total quality management:
Total quality management (TQM): A commitment to excellence that
emphasises continuous improvement in all aspects of a business’s operation
by sharing responsibility among all the members of the business
Quality becomes both a commitment and the responsibility of every
employee in the business
The adoption of TQM can improve the price competitiveness of a
business, but can also improve product quality, allowing the business to
attain competitive advantage
Employee empowerment
Continuous improvement
Customer focus
Marketing What is marketing:
Identification of Marketing is the process of planning and executing the conception,
the target pricing, promotion and distribution of ideas, G&S to create exchanges that
market satisfy individual and organisational objectives
Marketing mix A more simplified definition is that marketing is a total system of
interacting activities designed to plan, price, promote and distribute
products to present and potential customers.
Businesses should continuously strive to exceed customer expectations.
Identification of target market:
Target market: A group of customers with similar characteristics who
presently, or may in the future, purchase the product
There are three major ways that businesses can market their product:
1. Mass marketing:
Mass markets: The seller mass produces, mass-distributes and mass-
promotes one product to all buyers
The approach aims on appealing to a large range of customers with little
variation in the marketing strategies. This means that there is one.
As a result of greater choice, higher personal incomes and customers
seeking individuality there are few items today that are mass marketed.
2. Market Segmentation:
Market segmentation: Occurs when the total market is subdivided into
groups of people who share one or more common characteristics.
Segments can be broken down using demographic (basic information:
e.g., age, gender etc.), geographic [where people live], psychographic
[personality characteristics], behavioural [loyalty to a product]
Benefit: because a business is focusing on a more specific market
segment, they are able to better understand and satisfy the customers
The main target market in known as a Primary market. Businesses
however often have a smaller less important segment known as the
secondary market
3. Niche Markets:
Niche Market: A narrowly selected target market segment
These products are usually higher in price and less readily available e.g.
specialty gaming computer
Marketing Mix
Marketing Strategies: Actions undertaken to achieve the business’
marketing goals
Marketing Mix: Refers to the combination of the four elements of
marketing (Product, Price, Place and Promotion) that make up the
marketing strategy.
1. Product:
The business needs to determine a products quality, design, name,
warranty, packaging, labelling, and excessive features
Packaging: Involves the development of a container and the graphic
design for a product
Branding: The process involved in creating a unique name and image for a
product in the consumers' mind, mainly through advertising campaigns
with a consistent theme. E.G. Coke
Brand: The name, term, symbol or design that identifies a specific product
and distinguishes it from its competitors
Brand Logo: Graphic representation that identifies a business or product.
2. Price:
Many business owners have difficulty selecting the ‘correct’ price for their
business. There is a delicate balance between charging too much or too
little for your product. The methods and strategies of pricing include:
Pricing methods:
Cost-Based: A pricing method derived from calculating the total cost of
producing or purchasing a product and adding a mark-up for profit
Competition-based: Choosing a price that is either below, equal to or
above that of the competitors
Market-based: A method of setting prices according to the interaction
between the levels of supply and demand — whatever the market is
prepared to pay
Pricing strategies:
Price skimming: A business charges the highest price at the release of a
product. The business will usually reduce price overtime
Price penetration: Pricing products lower than competition to obtain
market share. The business will usually increase price once product has
established itself in the market
Loss leader: A business will sell a price at or below cost in hope to attract
customers to sell other profitable items
Price Points: A business will target different customers by pricing products
at different points for given features e.g., internet/phone plans
3. Promotion:
Promotion: Refers to the methods used by a business to inform,
persuade, and remind customers about its product
Sales promotion: Refers to activities or materials used by the business to
attract interest and support for the good or service. E.g., include free
samples, coupons
Publicity: Publicity refers to any free news story about a business’s
products
Advertising: Print or electronic mass media are used to communicate a
message about the product. Advertising is used to attract potential
customers, create a demand for the product and communicate essential
information
4. Place:
Place / distribution: Activities that make the products available to
customers when and where they want to purchase
Distribution channels: Ways of getting the product to the customer.
Producer to customer
Producer to retailer to customer
Producer to wholesaler to retailer to customer
Human resources Human resources:
Recruitment HRM is the effective management of the formal relationship between the
Training employer and the employees
Employment Successful HRM recognise that they rely on the quality of their employees
contracts to achieve their goals of improved profit growth and increased market
Separation – share
voluntary/ For a business to make best use of its employees, it should:
involuntary Take care to hire the best people
Develop cooperative and effective working relationships
Motivate staff to do their best in the workplace
Provide employees with opportunities for training and development
Human resource cycle:
Award: A legally binding agreement that sets out the minimum wages and
conditions for a group of employees.
While it covers all employees in a similar job and sets a standard
minimum it can be inflexible and partially prevents recognition of
individual initiative
3. Resistance to change:
a. Driving and resisting forces:
There is one constant of change; that is that there is a delicate balance
between those forces that support change and those that work against
the changes
b. Reasons for resistance:
Financial Costs of implementation
Purchasing new Equipment – need for cost vs benefit
Redundancy Payments – financial costs of redundancy
Retraining - on the job or off the job training
Reorganising Plant Layout – usually involves high costs
Inertia – unenthusiastic response to change
c. Strategies for reducing resistance to change:
d. Creating a culture of change:
Adopting changes to work procedures or organisational structures
requires a degree of risk taking by the participants
Businesses need to identify those people that can facilitate a culture of
change:
A change agent is a person or group of people who act as catalysts,
assuming responsibility for managing the change process.
Effective teams have open communication channels that assist in the
transfer of information; they also develop a strong sense of identity
between team members and offer a supportive environment that reduces
fear of change
e. Positive leadership:
A manager who acts as a leader and has high expectations of employees’
abilities to initiate and implement a change process will generally be
rewarded with people who are willing to embrace the change
There may still be some points of resistance, but this resistance can be
productively dealt with because the employees believe they have the
support and trust of their manager.
4. Management consultants:
Businesses also seek advice from management consultants who specialise
in a diverse range of business-related areas
e.g., risk management, brand protection, executive recruitment
The main role of management consultants is to help businesses improve
their performance by investigating existing business problems and
developing plans for improvement
Consultants can be especially helpful in providing change management
advice: A methodical approach to dealing with change, both from the
perspective of a business and on the individual level