FOM Module-1
FOM Module-1
Marketing management deals with identifying customer needs and satisfying them
through appropriate products and services. It involves market research, product
planning, pricing, promotion, and distribution. Marketing management ensures that goods
reach the right customers at the right time and at the right price. In a competitive business
environment, effective marketing management plays a crucial role in building brand image,
customer loyalty, and long-term profitability.
Financial management focuses on the efficient procurement, utilization, and control of
financial resources. It includes decisions related to investment, financing, budgeting, and
dividend distribution. Financial management aims to ensure liquidity, solvency, and
profitability of the organization. Proper financial planning helps an organization minimize
risks, control costs, and achieve financial stability.
Paternalistic management style is based on the belief that managers should act as
guardians of employees, similar to a father figure. Management takes care of employee
welfare by providing benefits, job security, and a supportive work environment, while
expecting loyalty and obedience in return. Employees are consulted on minor matters, but
major decisions remain with management. This style helps build trust and long-term
relationships but may limit employee independence and initiative.
Concept of Management
It is required not only in business enterprises but to all kinds of organizations wherever
resources are deployed to achieve some objectives. It is the specific organ of all kinds of
organizations since every organisation needs to utilize their limited resources most efficiently
and effectively for the achievement of their goals .
Without management there will be chaos, wastage of time, effort and resources. Although
management is pervasive, our discussion is confined to managing a business enterprise. The
quality of management has a major implication on the growth and prosperity of the
enterprise. Management is dynamic and gives life to every organization. The aim of
management is to accomplish desired goals. To achieve goals, one needs to deploy resources.
Management aims at judicious use of these resources. In today’s competitive world, quality
management lays the foundation of the enterprise.
Significance of Management
1. Achieving the objectives: The ultimate goal of management is to achieve the objectives of
the enterprise. It adds effectiveness to the efforts of the group of persons involved in
achieving those objectives.
2. Optimum utilization of resources: Management aims at optimum utilisation of the
physical and human resources. The available resources of production are put to use in such a
way that all sorts of wastage and inefficiencies are reduced to a minimum. Workers are
motivated to put in their best performance by the inspiring leadership. Through the optimum
use of available resources, management accelerates the process of economic growth.
3. Reduces cost: In the modern era of intense competition, only those concerns can survive
in the market, which can produce goods of better quality at the minimum cost. A study of the
principles of management helps in knowing certain techniques used for reducing costs.
Management by decreasing costs increases its profits and thus provides opportunities for
future growth and development
Features of Management
1. Continuous Process: Management is a circular process which never ends. It is concerned
with constantly identifying the problem and solving them by taking adequate steps. The
process of management starts with planning and ends with controlling. New plans need to be
designed as per the needs. If the results are not achieved as per the plans, plans are revised
again. This way, management becomes a continuous and never ending process. It lasts till the
organisation lasts.
5. Integrative Force: Management aims at integrating the human resources with physical
resources. Human efforts are directed towards the effective use of these resources so that the
desired result can be achieved in the best possible way. Managers also seek to harmonize the
individuals’ goals with the organizational goals for the smooth working of the organization.
6. Multidisciplinary: Management deals with both human and physical resources. Managing
people is a much more difficult task than managing physical resources. A manager needs to
be good at understanding the emotions, feelings, aspirations, etc. So, management is a very
complex job. Therefore, management uses knowledge from many different subjects such
Psychology, Sociology, as Economics, Information Technology, etc. Therefore, it is
multidisciplinary in nature.
Roles of a Manager
● DECISIONAL ROLES: Decisional roles require managers to plan strategy and
utilize resources. There are four specific roles that are decisional. The entrepreneur
role requires the manager to assign resources to develop innovative goods and
services, or to expand a business. Most of these roles will be held by top-level
managers, although middle managers may be given some ability to make such
decisions. The disturbance handler corrects unanticipated problems facing the
organization from the internal or external environment. Managers at all levels may
take this role. For example, first-line managers may correct a problem halting the
assembly line or a middle level manager may attempt to address the aftermath of a
store robbery. Top managers are more likely to deal with major crises, such as
requiring a recall of defective products. The third decisional role, that of resource
allocator, involves determining which work units will get which resources. Top
managers are likely to make large, overall budget decisions, while middle managers
may make more specific allocations. In some organizations, supervisory managers are
responsible for determining allocation of salary raises to employees. Finally, the
negotiator works with others, such as suppliers, distributors, or labor unions, to reach
agreements regarding products and services. First-level managers may negotiate with
employees on issues of salary increases or overtime hours, or they may work with
other supervisory managers when needed resources must be shared. Middle managers
also negotiate with other managers and are likely to work to secure preferred prices
from suppliers and distributors. Top managers negotiate on larger issues, such as labor
contracts, or even on mergers and acquisitions of other companies.
● INTERPERSONAL ROLES: Interpersonal roles require managers to direct and
supervise employees and the organization. The figurehead is typically a top of middle
manager. This manager may communicate future organizational goals or ethical
guidelines to employees at company meetings. A leader acts as an example for other
employees to follow, gives commands and directions to subordinates, makes
decisions, and mobilizes employee support. Managers must be leaders at all levels of
the organization; often lower-level managers look to top management for this
leadership example. In the role of liaison, a manager must coordinate the work of
others in different work units, establish alliances between others, and work to share
resources. This role is particularly critical for middle managers, who must often
compete with other managers for important resources, yet must maintain successful
working relationships with them for long time periods.
● INFORMATIONAL ROLES: Informational roles are those in which managers
obtain and transmit information. These roles have changed dramatically as technology
has improved. The monitor evaluates the performance of others and takes corrective
action to improve that performance. Monitors also watch for changes in the
environment and within the company that may affect individual and organizational
performance. Monitoring occurs at all levels of management, although managers at
higher levels of the organization are more likely to monitor external threats to the
environment than are middle or first-line managers. The role of disseminator requires
that managers inform employees of changes that affect them and the organization.
They also communicate the company's vision and purpose.
Skills of a Manager
Regardless of organizational level, all managers must have five critical skills: technical skill,
interpersonal skill, conceptual skill, diagnostic skill, and political skill.
a. TECHNICAL SKILL: Technical skill involves understanding and demonstrating
proficiency in a particular workplace activity. Technical skills are things such as using
a computer word processing program, creating a budget, operating a piece of
machinery, or preparing a presentation. The technical skills used will differ in each
level of management. Firstlevel managers may engage in the actual operations of the
organization; they need to have an understanding of how production and service occur
in the organization in order to direct and evaluate line employees. Additionally,
first-line managers need skill in scheduling workers and preparing budgets. Middle
managers use more technical skills related to planning and organizing, and top
managers need to have skill to understand the complex financial workings of the
organization.
b. INTERPERSONAL SKILL: Interpersonal skill involves human relations, or the
manager's ability to interact effectively with organizational members. Communication
is a critical part of interpersonal skill, and an inability to communicate effectively can
prevent career progression for managers. Managers who have excellent technical skill,
but poor interpersonal skills are unlikely to succeed in their jobs. This skill is critical
at all levels of management.
c. CONCEPTUAL SKILL: Conceptual skill is a manager's ability to see the
organization as a whole, as a complete entity. It involves understanding how
organizational units work together and how the organization fits into its competitive
environment. Conceptual skill is crucial for top managers, whose ability to see "the
big picture" can have major repercussions on the success of the business. However,
conceptual skill is still necessary for middle and supervisory managers, who must use
this skill to envision, for example, how work units and teams are best organized.
d. DIAGNOSTIC SKILL: Diagnostic skill is used to investigate problems, decide on a
remedy, and implement a solution. Diagnostic skill involves other skills—technical,
interpersonal, conceptual, and politic. For instance, to determine the root of a
problem, a manager may need to speak with many organizational members or
understand a variety of informational documents.
e. POLITICAL SKILL: Political skill involves obtaining power and preventing other
employees from taking away one's power. Managers use power to achieve
organizational objectives, and this skill can often reach goals with less effort than
others who lack political skill. Much like the other skills described, political skill
cannot stand alone as a manager's skill; in particular, though, using political skill
without appropriate levels of other skills can lead to promoting a manager's own
career rather than reaching organizational goals.
Levels of Management
Management is the process of coordination and administration of tasks that are required to
achieve the goals of the organisation. It is also referred to as the art of making things happen
with the help of resources.
Management is required for an established life and is essential for managing all types of
organisations. A sound management system is the fortitude of thriving companies. Managing
life implies getting everything done to accomplish the aspirations of life and maintaining an
establishment. This means getting things done with and by other people to fulfill its
objectives.
To put it in other words, the organisation and coordination of the pursuits of an industry for
the idea of accomplishing determined objectives efficiently and thoroughly are marked as
management.
They comprise the senior-most executives of the company. They are normally regarded as the
Chairman, the Chief Executive Officer (CEO), the Chief Operating Officer (COO), the
President, and the Vice-President (VP). Top management is a team consisting of managers
from various operational levels, managing marketing, finance, etc. For instance, the Chief
Finance Officer (CFO), Vice President (marketing), whose primary task is to combine various
components and regulate the actions of different units according to the overall objectives of
the company.
These top-level managers are accountable for the progress and continuation of the
establishment. They investigate the trading atmosphere and its connections for the survival of
the company. They form the overall organisational aims and approaches for their
accomplishment. They are held responsible for all the pursuits of the company and for its
influence on society. The job of the top manager is difficult and stressful, necessitating long
hours and dedication to the company.
It is the connection between top and lower-level managers. They are lower than the top
managers and above the first-line managers. They are normally called division heads, for
instance, Production Manager. Middle management is accountable for executing and
regulating systems and manoeuvrings generated by the top management.
At the same time, they are liable for all the actions of the first-line managers. Their principal
task is to bring out the plans formed by the top managers. For this purpose, they have to:
Managers and supervisors make up the lower level of the management in the hierarchy of the
business. Supervisors immediately manage the efforts of the workforce. Their power and
ability are defined according to the maps drawn by the top management.
Supervisory management performs a significant task in the system since they coordinate with
the genuine workforce and move in directions of the middle management to the employees.
Through their efforts, the worth of the output is reported, wastage of substances is reduced,
and security measures are affirmed.
Concepts of PODSCORB
PODSCORB is a concept developed by Luther Gulick and Lyndall Urwick to describe the
functions of management and administration. The term appears in their work Papers on
the Science of Administration.
1. P – Planning
2. O – Organizing
Organizing refers to arranging resources, tasks, and people in a structured way so that the
work can be carried out efficiently. It includes creating departments, assigning
responsibilities, and establishing authority relationships.
3. D – Directing
4. S – Staffing
Staffing refers to recruiting, selecting, training, and developing employees for different
positions in the organization. It ensures that the right people are placed in the right jobs.
5. CO – Coordinating
6. R – Reporting
Reporting involves keeping superiors informed about the progress of work through
records, reports, meetings, and communication. It helps in monitoring performance and
making informed decisions.
7. B – Budgeting
The Blake-Mouton Grid, also known as the Managerial Grid Model, is a framework used to
determine a leader's behavioral style, identifying their concern for people versus their concern
for task production.
The Blake-Mouton Managerial Grid emphasizes that the most effective leaders often
demonstrate high concern for both people and production, striving to create a balance
between achieving goals and maintaining positive relationships within the team.
This model has been used widely in management training and development to help
individuals understand different leadership styles and their potential impact on team
performance and satisfaction.
· Concern for People: this is the degree to which a leader considers team members' needs,
interests and areas of personal development when deciding how best to accomplish a task.
· Concern for Results: this is the degree to which a leader emphasizes concrete objectives,
organizational efficiency and high productivity when deciding how best to accomplish a
task.
Blake and Mouton defined five leadership styles based on these, as illustrated in the diagram
below:
· Concern for Production (X-axis): This represents the leader's focus on achieving tasks,
goals, and results. It ranges from low concern for production to high concern for
production.
· Concern for People (Y-axis): This axis reflects the leader's emphasis on building
relationships, supporting team members, and considering their needs. It spans from low
concern for people to great concern for people.
1. Impoverished (Low-Low): Leaders in this quadrant have low concern for both
production and people. They tend to be indifferent, uninvolved, and may avoid taking a
stance on tasks or interpersonal matters.
2. Country Club (Low-High): These leaders prioritize the needs and feelings of their team
members but show little concern for achieving tasks or goals. They focus on creating a
friendly and comfortable work environment.
3. Produce or Perish (High-Low): These leaders are task-oriented and prioritize getting the
job done over the well-being of their team members. They often push for results without
paying much attention to the people aspect.
5. Team Leader (High-High): This style represents leaders who strike a balance between
achieving tasks and caring for their team members. They emphasize both productivity and
building strong relationships, aiming for high performance and team satisfaction.
A key feature of bureaucratic management is the clear hierarchy of authority, where the
organization is structured into different levels of management. Each level supervises the level
below it, creating a clear chain of command and accountability. This helps maintain
discipline and ensures that employees know their roles and reporting relationships.
Another important element is the division of work and specialization. Tasks are assigned to
employees based on their skills and expertise, which improves efficiency and productivity.
Repeated performance of specialized tasks allows employees to develop expertise in their
respective areas.
Bureaucratic management also emphasizes formal rules and written procedures to guide
employee behavior and maintain consistency in operations. Decisions are made in an
impersonal and objective manner, ensuring fairness and avoiding favoritism. Additionally,
recruitment and promotion are based on merit and qualifications rather than personal
connections.
Although this system ensures order and consistency, excessive rules and procedures may
sometimes lead to rigidity and slow decision-making in organizations.
The advent of scientific management marked a paradigmatic shift from traditional "rule of
thumb" methods to systematic, data-driven approaches in workplace management. Taylor's
scientific management theory emerged during the industrial revolution when manufacturing
inefficiencies were rampant, and management practices lacked systematic foundation . His
work laid the groundwork for modern industrial engineering, production planning, quality
control, and organizational behavior .
Taylor's scientific management theory rests upon four fundamental principles that collectively
represent a comprehensive approach to workplace efficiency.
Taylor emphasized replacing traditional intuitive methods with scientific analysis of work
processes. He advocated for systematic study of each task element, determining optimal
methods through empirical observation and measurement rather than relying on managerial
discretion or worker experience . This principle involved breaking down complex jobs into
component parts, analyzing each element scientifically, and establishing standardized
procedures based on objective data .
The second principle focused on systematic recruitment, selection, and training of employees
based on their capabilities and job requirements. Taylor proposed that workers should be
scientifically selected for roles that match their skills and abilities, followed by
comprehensive training in scientifically determined methods . This marked a departure from
arbitrary job assignments and emphasized the importance of human resource optimization.
Taylor recognized the inherent class conflict between management and workers, proposing
instead a collaborative relationship based on mutual benefit. He introduced the concept of
"mental revolution" requiring both management and workers to transform their thinking
toward shared organizational goals . This principle emphasized cooperation, fair treatment,
and alignment of interests between all organizational stakeholders .
The fourth principle established clear delineation between managerial and worker
responsibilities. Management assumes responsibility for planning, organizing, and
supervision using scientific methods, while workers focus on executing tasks according to
scientifically established procedures . This division ensures optimal utilization of both
managerial expertise and worker capabilities .
Taylor's most significant technical contribution was the development of time and motion
studies, which involved systematic observation and measurement of work processes . He
utilized stopwatches to measure task completion times, analyzed worker movements, and
identified opportunities for efficiency improvement. These studies enabled establishment of
standard performance benchmarks and optimal work methods . The methodology involved
breaking down tasks into smallest possible elements, timing each element precisely, and
eliminating unnecessary motions while standardizing essential movements . This approach
resulted in significant productivity improvements, as demonstrated in Taylor's famous pig
iron handling experiments at Bethlehem Steel Company, where productivity increased from
12.5 to 47 tons per worker per day .
Functional Foremanship
Introduction
Henri Fayol (1841-1925), a French mining engineer and industrialist, stands as one of the
most influential figures in the development of modern management theory. Widely
recognized as the "Father of Modern Management Theory" and the pioneer of the
Administrative Management School, Fayol's contributions have fundamentally shaped how
organizations are structured and managed across the globe. His groundbreaking work,
published in 1916 in his seminal book "Administration Industrielle et Générale" (General and
Industrial Management), introduced revolutionary concepts that transformed management
from an art based on intuition to a science with defined principles and systematic approaches.
Fayol's theoretical framework emerged from his extensive practical experience as a mining
engineer who rose to become the managing director of
Commentry-Fourchambault-Decazeville, a large French coal mining company. When he
joined the company in 1860, it was facing near bankruptcy. Through his innovative
management practices and organizational restructuring, he transformed it into one of France's
most successful steel and iron producers. This remarkable turnaround provided him with
invaluable insights into effective management practices, which he later codified into
universal principles applicable to all types of organizations.
One of Fayol's most enduring contributions to management theory is his identification of five
fundamental functions that every manager must perform. These functions, known as the
administrative process, provide a systematic framework for understanding managerial work
and continue to influence management education and practice today. Planning, according to
Fayol, is the most crucial management function that involves examining the future and
drawing up plans of action. It requires managers to forecast future conditions, set objectives,
and develop strategies to achieve organizational goals. Fayol emphasized that effective
planning should combine four essential characteristics: purposefulness, ensuring alignment
with organizational objectives; continuity, maintaining consistency in planning efforts;
flexibility, allowing for adaptation to changing circumstances; and accuracy, based on reliable
data and realistic assessments.
1. Planning: The organizing function involves structuring the organization by providing
it with everything necessary for its functioning - raw materials, tools, capital, and
human resources. This function encompasses the development of organizational
structure, definition of roles and responsibilities, and establishment of relationships
between different organizational units. Fayol stressed the importance of creating a
formal organizational structure that clearly defines authority relationships and
facilitates effective coordination.
2. Commanding: Commanding involves providing leadership and direction to
subordinates to achieve optimal performance in the interest of the organization. This
function requires managers to possess both personal qualities and knowledge of
general management principles. Fayol outlined several rules for effective
commanding, including knowing subordinates personally, eliminating incompetence,
setting good personal examples, conducting periodic inspections, and creating a work
atmosphere that stimulates unity, energy, initiative, and employee loyalty.
3. Coordination: Coordination aims to harmonize all activities and efforts within the
organization to facilitate successful operation. This function ensures that different
departments and individuals work together effectively toward common objectives.
Fayol recommended daily meetings as a tool for achieving coordination, enabling
management to stay informed about organizational progress, discuss
inter-departmental cooperation, and address issues of common interest.
4. Controlling: The controlling function involves verifying whether everything occurs
in conformity with the plan, instructions, and established principles. It encompasses
monitoring performance, comparing actual results with planned objectives, and taking
corrective action when necessary. Fayol believed that control should not be the
exclusive responsibility of management but should involve impartial quality
controllers who maintain independence from hierarchical relationships.
1. Division of Work: This principle advocates for specialization of labor to increase
efficiency and expertise. By dividing work into specific tasks and assigning them
based on individual skills and capabilities, organizations can achieve higher
productivity, accuracy, and speed. Fayol applied this principle to both technical and
managerial work, recognizing that specialization enhances performance at all
organizational levels.
2. Authority and Responsibility: Authority represents the right to give orders and the
power to exact obedience, while responsibility involves accountability for results.
Fayol emphasized that authority and responsibility must be balanced - managers must
have sufficient authority to fulfill their responsibilities, and with authority comes
corresponding accountability for outcomes.
3. Discipline: Discipline involves respect for agreements between the organization and
its members, manifested through obedience, application, energy, and appropriate
behavior. Fayol viewed discipline as essential for organizational effectiveness,
resulting from good leadership, clear understanding between management and
workers, and fair application of organizational rules.
4. Unity of Command: This principle states that each employee should receive orders
from only one superior to avoid confusion, conflicts, and divided loyalty. Unity of
command ensures clear accountability, eliminates contradictory instructions, and
maintains organizational order.
5. Unity of direction: Unity of direction requires that activities with the same objective
should be grouped under one plan and one manager. This principle ensures that all
efforts are coordinated toward achieving common organizational goals and prevents
conflicting directions.
6. Subordination of Individual Interest to General Interest: The interests of the
organization should take precedence over individual interests. This principle
emphasizes the importance of organizational cohesion and the alignment of personal
goals with organizational objectives.
7. Remuneration of Personnel: Fair and equitable compensation is essential for
maintaining employee motivation and organizational effectiveness. Fayol advocated
for remuneration systems that consider both monetary and non-monetary rewards,
reflecting individual contributions and organizational capacity.
8. Centralization: The degree of centralization or decentralization should be determined
based on organizational size, complexity, and circumstances. Fayol emphasized
finding the optimal balance between central control and delegation of authority to
maximize organizational effectiveness.
9. Scalar Chain: The scalar chain represents the line of authority from the highest to the
lowest ranks in the organization. This principle ensures clear communication channels
and maintains organizational hierarchy while allowing for direct communication
when necessary through "Fayol's bridge."
10.Order: Both material order (appropriate placement of resources) and social order
(appropriate placement of people) are essential for organizational efficiency. This
principle emphasizes the importance of systematic organization and proper utilization
of resources.
11.Equity: Managers should treat employees with kindness and justice to develop
loyalty and devotion. Equity combines fairness with firmness, ensuring that all
organizational members are treated with respect and dignity.
12.Stability of Tenure of Personnel: Employee stability and job security contribute to
organizational effectiveness by reducing turnover costs and allowing employees to
develop expertise. Fayol recognized that frequent personnel changes disrupt
organizational continuity and efficiency.
13.Initiative: Encouraging employee initiative enhances organizational vitality and
innovation. This principle recognizes the value of employee creativity and the
importance of empowering individuals to contribute to organizational improvement.
14. Esprit de Corps: Team spirit and unity among employees strengthen the
organization. This principle emphasizes the importance of building organizational
culture, promoting cooperation, and maintaining positive employee relationships.
Contingency Approach
Based on Situation:
Contingency approach not only takes into account the situation but also provides
the best solution according to the behavioural pattern of the organisation.
Inter-Relationship:
Contingency approach establish good interrelationship between situational
variables and managerial actions since management variables are dependent on
environment variables which are independent
Structural Adaptability:
Under this approach a manager adopts himself according to the changed
circumstances since contingency approach takes into account structural changes in
the organisation according to the changed environment.
Practical Approach:
This approach is more practical because it changes according to the changed
environment and does not stick to the outdated policies.
Suggest Alternatives:
This approach not only give quantitative and qualitative suggestions but also
provide with a various alternatives that could be applied to a particular situation.
Improved Approach:
Contingency approach is considered to be an approved one because it provides a
pragmatic method of recognising and analysing various sub systems of the
organisation, identifies their exact nature and tries to integrate with the exact nature
of environment.
Difficulty in Testing:
It is very complicated job to test this approach because this approach is based on
experience and practice. There is no set of principles for this approach.
Limitation of Pro-activeness:
This approach does something when some situation arises so it means it is reactive
but actually what is desired from a manager is pro-activeness. This means he has to
be aware of the probable changes in the environment and must be able to decide in
advance that if such situation comes then what could be done.
Tedious:
Only saying that decide according to the situation is not a [Link] requires a
complete analysis of the situation and manager do not necessarily always have
time to go through all what is actually required. Therefore to apply this approach in
practice is very complicated not simple.
Contingency Approach and Leadership Style
Every leader does not fit every situation. This style of leadership deals with
searching for the leader which best suits the situation. When the behavioural theory
failed the researchers were continuously finding the style of leadership that was
most effective in some particular situation. Effective leadership is contingent on
matching a leader’s style to the right setting. Contingency theory clearly examines
the fit between the leader and the situation and provides guidelines for managers to
achieve this effective fit.
Most of the researchers believe that managers decide about their leadership styles
depending on the leadership situations. The number of factors like the nature of
employees, type and complexity level of work, personal interests of the employees,
policy of top management, and organisational structures etc., that prevail in a
particular situation helps managers to decide regarding their orientation towards
decision‐making and motivational approach.