DIRECTION

AS A MANAGEMENT FUNCTION

PRESENTED BY:
GOMINI GUPTA
23-MBA-2016
CONTENTS :
 BIBLIOGRAPHY
 FUNCTIONS OF MANAGEMENT
 MEANING OF DIRECTION
 CHARACTERISTICS
 IMPORTANCE
 PRINCIPLES OF DIRECTION
 TECHNIQUES OF DIRECTION
 ELEMENTS OF DIRECTION
 CORPORATE EXAMPLE : APPLE INC.
BIBLIOGRAPHY :
 http://ncertbooks.prashanthellina.com/class_12.Busi
nessStudies.BussinessStudiesI/7.pdf
 http://www.slideshare.net/SrvSaboo/directing-ppt
 Hbr.org/2012/04/the-real-leadership-lessons-of-
steve-jobs
 Fastcompany.com/5-surprising-insights-about-steve-
jobs-management-style
 Forbes.com
 Quora.com
 Principles and Practice of Management - L M Prasad.
 Essentials of management – Koontz & Weihrich
Functions of management
Planning

Organising

Staffing

Direction

Controlling
WHAT IS THE DIRECTION
FUNCTION OF MANAGEMENT ?
 A manager needs to use
various ways to lead, motivate
and inspire the subordinates
and to communicate with them
suitably.
 These ways collectively are
called the direction function of
management.
MEANING
 In the ordinary sense, direction
means giving instructions and
guiding people in doing work.
 In the context of management of an
organisation, direction refers to the
process of instructing, guiding,
counseling, motivating and leading
people in the organisation to
achieve its objectives.
 direction is not just an issue of
communication, but it encompasses
many elements like supervision,
motivation and leadership.

 It is one of the key managerial

functions performed by every manager.

 direction is a managerial process which

takes place throughout the life of an
organisation.
CHARACTERISTICS OF
DIRECTION

 Initiates action

 Takes place at every level of management

 Continuous process

 Flows from top to bottom

 Has dual objectives

direction initiates action:

•Through direction, management conveys &

motivates individuals in the organisation to
function in the desired way to get
organisational objectives.
•While other functions prepare setting for
action, direction initiates action in the
organisation.
•Without direction, other managerial
functions like planning, staffing &
organising become ineffective.
direction takes place at every level
of management:

• Every manager, from top executive

to supervisor performs the function
of direction.
•The direction takes place wherever
superior – subordinate relations
exist.
direction is a continuous process:

• direction is a continuous activity. It takes

place throughout the life of the
organisation irrespective of people
occupying managerial positions.
direction flows from top to bottom:

•direction is first initiated at top level and

flows to the bottom through organisational
hierarchy.

• It means that every manager can direct

his immediate subordinate and take
instructions from his immediate boss.
Direction has dual objectives:

•On one hand, it aims at getting things

done by subordinates and,

•On the other, to provide superiors

opportunities for some more important
work which their subordinates cannot
do.
 IMPORTANCE OF DIRECTION

 The importance of direction can be

understood by the fact that every action in the
organisation is initiated through direction
only.

 direction integrates people towards

achievement of common objectives.
 IMPORTANCE OF DIRECTION
 Through direction, managers not only tell the
people in the organisation as to what they
should do, when they should do and how
they should do but also see that their
instructions are implemented in proper
perspective.

 This is important factor in the efficient and

effective functioning of the organisation.
POINTS THAT EMPHASIZE ON THE
IMPORTANCE OF DIRECTION :

 Helps to initiate action towards attainment

of organisational goals

 Integrates employee efforts so that every

individual effort contributes to the
organisational performance.
POINTS THAT EMPHASIZE ON THE
IMPORTANCE OF DIRECTION :

 Guides employees to fully realise their

potential.

 Facilitates introduction of needed changes in

the organisation.

 Brings stability and balance

through coorperation and commitment.
Click icon to add
picture PRINCIPLES
OF DIRECTION
WHY ARE PRINCIPLES OF
DIRECTION REQUIRED ?
 Providing good and effective direction
is a challenging task as it involves many
complexities.
 A manager has to deal with people with
diverse background, expectations.
 This complicates the direction process.
 Certain guiding principles of direction
may help in direction process.
PRINCIPLES OF DIRECTION ARE :

1) Maximum individual contribution

2) Harmony of objectives

3) Unity of Command

4) Appropriateness of direction technique

PRINCIPLES OF DIRECTION ARE :

5) Managerial communication

6) Use of informal organisation

7) Leadership

8) Follow through
MAX. INDIVIDUAL CONTRIBUTION

 This principle emphasises that

direction techniques must help
every individual in the organisation
to contribute to his maximum
potential for achievement of
organisational objectives.
 It should bring out untappted
energies of employees for the
efficiency of organisation.
HARMONY OF OBJECTIVES

 Very often, we find that individual objectives of

employees and the organisational objectives as
understood are conflicting to each other.
 For example, an employee may expect
attractive salary and monetary benefits to fulfill
his personal needs. The organisation may expect
employees to improve productivity to achieve
expected profits.
 But, good direction should provide harmony by
convincing that employee rewards and work
efficiency are complimentary to each other.
UNITY OF COMMAND

 This principle insists that a person in the

organisation should receive instructions from
one superior only.

 If instructions are received from more than

one, it creates confusion, conflict and
disorder in the organisation.

 Adherence to this principle ensures effective

direction.
APPROPRIATENESS OF
DIRECTION TECHNIQUE

 According to this principle, appropriate

motivational and leadership technique should
be used while directing the people based on
subordinate needs, capabilities, attitudes
and other situational variables.

 For example, for some people money can

act as powerful motivator while for others
promotion may act as effective motivator.
MANAGERIAL
COMMUNICATION
 Effective managerial communication across
all the levels in the organisation makes
direction effective.

 Directing should convey clear instructions to

create total understanding to subordinates.

 Through proper feedback, the managers

should ensure that subordinate understands
his instructions clearly.
USE OF INFORMAL ORGANISATION

 A manager should realise that informal

groups or organisations exist within every
formal organisation.

 He should spot and make use of such

organisations for effective directing.
LEADERSHIP

 While directing the subordinates, managers

should exercise good leadership as it can
influence the subordinates positively without
causing dissatisfaction among them.
FOLLOW THROUGH
 Mere giving of an order is not sufficient.

 Managers should follow it up by reviewing

continuously whether orders are being
implemented accordingly or any problems
are being encountered.

 If necessary, suitable modifications should be

made in the directions.
TECHNIQUES OF DIRECTION

1. Orders and instructions

2. Follow up orders and instructions

3. Standard practices and procedures

4. Behavioral pattern
ORDERS AND INSTRUCTIONS
 Through orders and instructions a superior
manager directs his subordinates what work
they should do, how they should do, and
when they should do.

 Thus, through orders and instructions, a

manager conveys the nature of work,
processes and procedures adopted, and
timing of job performance.
FOLLOW UP ORDERS AND
INSTRUCTIONS
 It is not necessary that the orders and
instructions are carried out instantly or fully
to the satisfaction of the superior.
 Thus, the superior has to monitor whether
the subordinates have carried out orders and
instructions properly.
 If not, he tries to find out the reasons and
removes the anomalies or obstructions or
even withdraw his orders and instructions if
need be.
STANDARD PRACTICES AND
PROCEDURES
 Besides giving specific orders and instructions,
a superior may rely on various standardized
organisational practices and procedures for
getting things done.
 This happens more in the case of routine work
which is performed under set procedures; and
fresh instructions are required whenever there
is change in that.
 In fact, many organisations establish certain
practices and procedures for work performance
which work as guidelines for people in the
organisation.
 BEHAVIORAL PATTERN

 Besides orders and instructions and

organisational practices and procedures, a
superior manager provides direction to his
subordinates by adopting a particular
behavioural pattern.

 He may adopt one of the 3 behavioural

pattern : autocratic, participative, free-rein.
ELEMENTS OF DIRECTION
SUPERVISI MOTIVATI
ON ON

LEADERS COMMUNI
HIP CATION
SUPERVISION
 After the employees have been instructed
regarding what they have to do and how to do, it is
the duty of the manager to see that they perform
the work as per instructions. This is known as
supervision.
 Managers play the role of supervisors and ensure
that the work is done as per the instructions and
the plans.
 Supervisors clarify all instructions and guide
employees to work as a team in co-operation with
others.
 Supervisors solve most of the routine job-related
problems of subordinates.
 Supervision being an element of direction,
every manager in the organisation supervises
his/her subordinates.

 In this sense, supervision can be understood

as the process of guiding the efforts of
employees and other resources to accomplish
the desired objectives.

 It means overseeing what is being done by

subordinates and giving instructions to
ensure optimum utilisation of resources and
achievement of work targets.
 Secondly, supervision can be understood as
the function to be performed by supervisor,
a managerial position in the organisation
hierarchy at the operative level i.e.,
immediately above the worker.

 The functions and performance of the

supervisor are vital to any organisation
because he is directly related with workers
whereas other mangers have no direct touch
with bottom level workers.
IMPORTANCE OF SUPERVISION
 Supervisors are the key people among
managers at different levels. They are the link
between the top and middle management and
the workers.
 It is only the supervisor who, as a member of
the management team, is capable of
developing links to workers.
 Supervisors are expected to maintain the best
and friendly relations with their seniors as well
as with the workers and enjoy the trust and
confidence of both management and
operatives.
MOTIVATION
 Motivation is one of the important
elements of direction.
 Issuance of proper instructions or orders
does not necessarily ensure that they will
be properly carried out.
 It requires manager to inspire or induce
the employees to act and get the expected
result. This is called motivation.
 Motivation may be in the form of
incentives like financial (such as bonus,
commission etc.) or, non-financial (such
as appreciation, growth etc.).
IMPORTANCE OF MOTIVATION
 maximum utilisation of the factors of production
like men, money, material etc.;
 it reduces employee absenteeism;
 fosters a sense of belongingness among the
employees towards the organisation and also
improves their morale;
 helps in reducing the number of complaints and
grievances. The wastage and accident rate also
reduces;
 with proper motivational techniques
management can attract competent and best
quality employees.
LEADERSHIP
 Leadership is the ability to persuade and motivate
others to work in a desired way for achieving the goal.
 A person who is able to influence others and make
them follow his instructions is called a leader.
 Leadership is the process, which influences the
people and inspires them to willingly accomplish the
organisational objectives.
 The main purpose of managerial leadership is to get
willing cooperation of the workgroup in pursuit of the
goals.
IMPORTANCE OF LEADERSHIP
 leadership improves the performance of the
employees. Leaders can motivate the followers
to work and thereby increase their performance
level.
 with continuous support and guidance, leaders
are able to build confidence among the
followers, thereby increasing speed and
accuracy and decreasing wastage.
 with friendly and cooperative efforts the leader
is able to build employees’ morale which in turn
contribute to higher productivity.
 
COMMUNICATION
 Communication is a basic organisational
function, which refers to the process by which a
person (known as sender) transmits information
or messages to another person (known as
receiver).

 The purpose of communication in organisations is

to convey orders, instructions, or information so
as to bring desired changes in the performance
and/or the attitude of employees.

 It is a two way process.

IMPORTANCE OF
COMMUNICATION
 Communication helps employees to understand
their role clearly and perform effectively.
 It helps in achieving co-ordination and mutual
understanding which in turn, leads to industrial
harmony and increased productivity.
 It improves managerial efficiency and ensures
cooperation of the staff.
 Effective communication helps in moulding
attitudes and building up employees’ morale.
 It is the means through which delegation and
decentralisation of authority is successfully
accomplished in an organisation.
CORPORATE EXAMPLE : STEVE
JOBS, CO-FOUNDER, APPLE INC.

Apple Inc. is an American multinational technology

company headquartered in Cupertino, California, that
designs, develops, and sells consumer electronics,
computer software, and online services.
CORPORATE EXAMPLE : APPLE
INC.
 Founded : April 1, 1976
 Headquarters : Cupertino, California, United States
 Revenue : 233.7 billion USD (2015)
 Products: iPhone, iPad, iPod, Macintosh, Keynote, 
Apple Watch, and more
 Founders : Steve Jobs, Ronald Wayne, Steve
Wozniak
 Steve Jobs cofounded Apple in his parents’ garage
in 1976, was ousted in 1985, returned to rescue it
from near bankruptcy in 1997, and by the time he
died, in October 2011, had built it into the
world’s most valuable company.
 SUPERVISION

 Steve Jobs was a perfectionist and always

looked at each detail carefully thus
supervising each and every process.

 He made small teams for specific works and

supervised each team himself from time to
time and shared his opinion with the team
members.
MOTIVATION

 Apple employees are motivated not by more

holidays or higher wages,

 in fact they are motivated because they

learn new things, they challenge their limits,
their opinion matters and they are never
burdened by work because it’s not work to
them (people are hired according to their
interests).
LEADERSHIP

 He was considered a good leader because he

gave honest reviews to his employees and yet
never let them feel that they cannot do their
work.

 In fact, he always had faith in his team &

treated his team as a family.
COMMUNICATION

 Steve jobs created an environment where

engineers are managers to make the whole
process more unified.

 People overseeing projects understand the

technology, what's necessary for a project,
and can really relate to their team.