Management: The Branches (the 20 th Century)

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Pengantar

Pengantar ManajemenManajemen : : Pembekalan

Pembekalan bagibagi AhliAhli MadyaMadya Bidang

Bidang BisnisBisnis dandan KewirausahaanKewirausahaan

Kuliah Perdana

Program D3 – Bisnis dan Kewirausahaan Universitas Gunadarma

10 Agustus 2012

Presenter

ySuzanna Lamria Siregar

◦Lab. Pengembangan Metode Riset dan Statistika – Lembaga Pengembangan Manajemen dan Akuntansi (LePMA)

◦Kampus D Gedung 4 lantai 4 (Lab. D440)

◦Website: ssiregar.staff.gunadarma.ac.id

Management: Etymology

yTo Manage (En, v) ←Maneggiare (It, to handle — especially tools) ← Manus (lat, hand)

yMénagement (Fr) é age e t ( )→→Management a age e t (En) 17th and 18th centuries → Manajemen (In)

Management: An Overview

People

Resources (N, T, F)

Management:

Efficiency Effectiveness

Planning, Organizing Staffing Directing Controlling Goals/Objective

Management:

Preliminary Definitions

yManagement = (Organization + Coordination) × Policies →Clearly Defined Objectives

yManagement + Machines + Materials a age e t ac es ate a s + Money = Factors of Production

yManagement = Marketing and Innovation Peter Drucker (1909 -2005)

Management: Theoretical Scope

yFredrick Winslow Taylor (1856 - 1915): ◦Management is Science

◦The best way to do a work is found by analyzing it (the work) scientifically

yHenri Fayol (1841–1925): 6 Managerial Functions

◦Forecasting ◦Planning ◦Organizing ◦Commanding ◦Coordinating ◦Controlling

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Management: Narrow

Perspective

yManagement = Business Administration (Commerce)

yManagement (Yale) = Business (Harvard)

(Harvard)

yManagement vs. Labor

Management: The Branches

(the 20

thth

Century)

yHuman Resource Management

yOperations Management or Production management

yStrategic management

yMarketing management

yFinancial management

yInformation Technology Management (Management Information Systems)

Management: The Branches

(the 21

stst

Century)

yNonprofit Organization Management

yGovernment and Public Administration/Management

y(Social) Entrepreneurship

y(Social) Entrepreneurship Management

Management: Basic

Functions

yPlanning: Deciding and Generating plans for future action

yOrganizing: Implying and Optimizing the relationships among resources p g (incl. human resources)

yStaffing: Placing the right person in the right position

Management: Basic

Functions

yLeading/Directing: Determining what needs to be done and Getting people to achieve goals/objectives

yControlling/Monitoring: Checking g g g progress against plans

yMotivation: Encouraging staffs to achieve goals/objective

Management: The Levels

yTop-level Managers:

◦Board of directors, president, vice-president, CEOs

◦Develop goals, strategic plans, company policies, and make decisions on the direction of the business

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yMiddle-level Managers:

◦General managers, Branch managers and Department managers

◦Accountable to the top management for their department's function

◦Devote more time to organizational andDevote more time to organizational and directional functions

◦Executing organizational plans in conformance with the company's policies and the objectives of the top management

◦Define and discuss information and policies from top management to lower management ◦Inspire and provide guidance to lower level

managers towards better performance

Management: The Levels

yFirst-level managers

◦Supervisors, Section leads/Heads, Foremen

◦Focus on controlling and directin

◦Guiding and supervising employees on day-to-day activities

◦Ensuring quality and quantity production

◦Making recommendations, suggestions, and up-channeling employee problems

Managers: Basic Roles

yInterpersonal: coordination and interaction with employees

yInformational: handling, sharing, and analyzing information

a a y g o at o

yDecisional: decision-making

Managers: Skills

yPolitical: to build a power base and establish connections

yConceptual: to analyze complex situations

s tuat o s

yInterpersonal: to communicate, motivate, mentor and delegate

yDiagnostic: to visualize most appropriate response to a situation

Marketing Management

yPractical application of marketing techniques and the management of a firm's marketing resources and activities

yTechniques = Strategies

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Marketing Techniques/Strategies

(examples)

yNetworking

yPublicity

yWeb Site

ySeminars

yCollateral

yAdvertising

yDirect Mail

yCross Promotions

ySigns

yAdvertising Specialties

yE-Commerce

Marketing Analysis

yCustomer

◦Market Segmentation

yCompany

◦Core CompetencesCore Competences

◦Brand Equity

yCollaborator

yCompetitor

yIndustry context

Industrial Organization (Porter, 1986)

Marketing Mix (4P)

Marketing Mix (4P) -- :

:

A Recipe to Market a Product

yProduct

◦Customers’ Need

◦Product Life Cycle

yPricePrice

yPromotion

◦communication that

yPlace ◦distribution

Marketing Mix (4P) = (4C):

yProduct (Consumer) ◦Customers’ Need

◦Product Life Cycle

yPrice (Cost)Price (Cost)

yPromotion (Communication) ◦communication that

yPlace (Convenience) ◦distribution

Marketing Mix (7P) :

yProduct

yPrice

yPromotion

yPlace

yPhysical Evidence

yPeople

yProcess

Selling vs. Marketing

ySelling

◦Emphasis is on the product

◦Company Manufactures the product first

yMarketing

◦Emphasis on consumer needs wants

◦Company first determines customers needs and wants and then decides out how to deliver a product to satisfy

◦Management is sales volume oriented ◦Planning is

short-run-oriented in terms of today’s products and markets

p y

these wants

◦Management is profit oriented

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Selling vs. Marketing

ySelling

◦Views business as a good producing process

◦Emphasis on staying with existing technology and reducing cost

y Marketing

◦Views business as consumer producing process satisfying process

◦Emphasis on innovation on every existing technology and reducing every sphere, on providing

◦Different departments work as in a highly separate water tight compartments

◦Cost determines Price

◦Selling views customer as a last link in business

every sphere, on providing better costs value to the customer by adopting a superior technology

◦All departments of the business integrated manner, the sole purpose being generation of consumer satisfaction

◦Consumer determine price, price determines cost

◦Marketing views the customer last link in business as the very purpose of the business

Financial Management

yManagement of the finances of a business /organization in order to achieve financial objectives

Objectives of Financial

Management

yCreate wealth for the business

yGenerate cash,

yProvide an adequate return on investment

investment

◦the risks of investment

Financial Management: The

Elements

yFinancial Planning

◦Ensure that enough funding is available at

the right time to meet the needs of the business

yFinancial ControlFinancial Control

◦ Are assets being used efficiently?

◦Are the businesses assets secure?

◦Do management act in the best interest of

shareholders and in accordance with business rules?

y Financial Decision-making

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Business or

Entrepreneurship?

yBusiness = Enterprise = Firm = Company = Usaha/Perusahaan yorganization engaged in the trade of goods,

services, or both to consumers

yEntrepreneurship = Kewirausahaan (Wira = Pahlawan = Warrior) → Mindset

ythe act of being an entrepreneur or "one who undertakes innovations, finance and business acumen in an effort to transform innovations into economic goods"

Business or

Entrepreneurship?

yWhat is the difference between a business and an entrepreneurship?

yHow about a business owner from an entrepreneur?

entrepreneur?

yThese terms are commonly used interchangeably

Which one is B? E?

y Own an enterprise or venture y Usually a profit oriented y Usually plays safe y May be purchased, donated or

inherited y Generally traditional y Works for the Company

y Own an enterprise or venture y Costumer oriented y Bold and ambitious y Creates his own idea and

realize it as a business y An innovator

y The Company works for him Works for the Company

y Usually don’t have time for their families and love ones y Usually distressed and

experiences sleepless nights y Generally hire people to

contribute profit y Commonly commit tax

evasion to save taxes and increase profit

The Company works for him y Shares enough time with their

families and love ones y Always a happy and

enthusiastic

y Hire people to make their lives better

y Practice tax avoidance to save taxes and increase profit