Quản trj đại cương chương 7, Summaries of Marketing Management

Download Quản trj đại cương chương 7 and more Summaries Marketing Management in PDF only on Docsity!

INSTRUCTOR: M.T.M.QUYEN

LEARNING OUTCOMES

1. Define concept controlling

2. Describe control process and requirements for

effective controls

3. Explain different types of control and tool for effective

control

8.1 INTRODUCTION OF CONTROLLING FUNCTION

Controlling

Controlling - the process of monitoring , comparing , and correcting work performance. ! To ensure the organizational goals are being accomplished efficiently and effectively as planned

The importance of Controlling

Controlling The only way managers know whether organizational goals are met In Planning Controls let managers know whether their goals and plans are on target and what future actions to take. In Empowering employees Control systems provide managers with information and feedback on employee performance. In Protecting the workplace Controls enhance physical security and help minimize workplace disruptions.

The importance of Controlling (cont.)

Controlling - the final link in management functions:

8.2 CONTROL PROCESS AND REQUIREMENTS FOR EFFECTIVE CONTROLS

What is Control process?

Control process – a three-step process of measuring

actual performance, comparing actual performance

against a standard, and taking managerial action to

correct deviations or inadequate standards.

Three steps in Control process?

Step 1: Measuring Actual Performance

• What company Measure – identify the critical success factors (CSFs): limited number of areas in

which satisfactory results will ensure successful

performance, achieving the objective/standard

! what is measured is probably more critical to the control process than how it’s measured.

Three steps in Control process?

Step 1: Measuring Actual Performance

• Example

If you are a store manager of Circle K,

identify what is critical success factors that

you need to measure?

Three steps in Control process? (cont.)

Step 2: Comparing Actual Performance Against the Standard

• Determining the degree of variation between actual performance and the standard.
• Range of variation – the acceptable parameters of variance between actual performance and the standard.

Three steps in Control process? (cont.)

Step 2: Comparing Actual Performance Against the Standard

Acceptable range of variation

Three steps in Control process? (cont.)

Step 3: Taking Managerial Action Correct actual performance:

• Immediate corrective action – corrective action that corrects problems at once in order to get performance back on track.
• Basic corrective action – corrective action that looks at how and why performance deviated before correcting the source of deviation.

Three steps in Control process? (cont.)

Step 3: Taking Managerial Action Correct actual performance: