THE ART OF MANAGEMENT

Management is the process of getting things done with the aim of achieving goals effectively and efficiently.

Four Functions of Management

Planning
Figure 1.2
Choose Goals

Controlling
Monitor & measure

Organizing
Working together

Leading
Coordinate

Planning
Planning is the process used by managers to identify and select appropriate goals and courses of action for an organization.
3 steps to good planning :
1. Which goals should be pursued? 2. How should the goal be attained? 3. How should resources be allocated?

The planning function determines how effective and efficient the organization is and determines the strategy of the organization.

Organizing
Organizing is the process of assigning tasks, allocating resources, and coordinating work activities Success begins with organizing In organizing, managers create the structure of working relationships between organizational members that best allows them to work together and achieve goals. Managers will group people into departments according to the tasks performed.

They also lay out lines of authority and responsibility for members.

An organizational structure is the outcome of organizing. This structure coordinates and motivates employees so that they work together to achieve goals.

Leading
Leading is the process of arousing peoples enthusiasm to work hard and inspiring their efforts to fulfill plans and accomplish objectives - In leading, managers determine direction, state a clear
vision for employees to follow, and help employees understand the role they play in attaining goals.
Leadership involves a manager using power, influence, vision, persuasion, and communication skills. The outcome of the leading function is a high level of motivation and commitment from employees to the organization.

Controlling
Controlling is the process of measuring performance and taking action to ensure desired results.
In controlling, managers evaluate how well the organization is achieving its goals and takes corrective action to improve performance. Managers will monitor individuals, departments, and the organization to determine if desired performance has been reached.

Managers will also take action to increase performance as required.

The outcome of the controlling function is the accurate measurement of performance and regulation of efficiency and effectiveness.

1. Scientific Management (F. Taylor, F. and L. Gilbreth) 2. Bureaucratic Theory (Max Weber) 3. Administrative Principles (M.P. Follet, H. Fayol, C.
Barnard, L. Gullick and L. Urwick, and J. Mooney)

4. Human Relations/ Organizational Behavior (E.

Mayo, F. Roethlisberger)

5. Selective content of Motivation theories

Maslow, F. Herzberg, D.McGregor, W. Ouchi)

(A.

ROLE OF MARKETING MANAGEMENT

To promote a culture of customer orientation To be an advocate for the customer To assess market attractiveness To develop firms overall value proposition, the vision, and articulation of how it proposes to deliver superior value to customers

Marketing Strategy of Airtel

Performance Dynamism Leadership

TARGETING
Elite Up market professionals Entrepreneur with business plans Low income mass category Youth Women and senior citizens by post paid connection

POSITIONING
Power to keep in touch Touch tomorrow Live every moment Express yourself

RURAL STRATEGIES
Airtel follows Match-box strategy The firm expands regularly in Bihar, piggybacking on 300 distributors and more than 50,000 retail outlets selling Airtel prepaid cards Covers over 4,00,000 villages and hopes to expand to other 1,00,000 by 2009

AIRTEL ADVERTISEMENT
Airtel basically uses two appeal to connect to the users
Emotional Humorous

Total advertising budget of Airtel is Rs. 150 crore

Operational Strategies
Higher emphasis on ARPU/min stark contrast with other operators who concentrate on ARPU only. Aim to be become a one stop shop for all telecommunication services under the Bharti umbrella. Exploring opportunities in international markets. Hived off tower infrastructure into a separate entity.

Performance till date

Bharti Airtel has enjoyed an excellent run ever since the telecom sector opened. It has managed to hold on to its leadership position inspite of the presence of other players with deep pockets Ambanis, Tatas, Birlas and Vodafone. Has coped well with regulatory changes. Continues to attract and delight customers.

Airtel Strategy
MANTRA : Focus on Core Competencies and Outsource the rest!
Product Innovation

Pricing

Core Competencies

VAS

Marketing and Branding

THANK YOU