9/1/2012. Suzanna Lamria Siregar. To Manage (En, v) Maneggiare (It, to handle especially tools) Manus (lat, hand) age e (En) 17th and 18th centuries

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1 Pengantar Manajemen : Pembekalan bagi Ahli Madya Bidang Bisnis dan Kewirausahaan Kuliah Perdana Program D3 Bisnis dan Kewirausahaan Universitas Gunadarma 10 Agustus 2012 Presenter Suzanna 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 To Manage (En, v) Maneggiare (It, to handle especially tools) Manus (lat, hand) Ménagement e (Fr) Management age e (En) 17th and 18th centuries Manajemen (In) Management: An Overview Goals/Objective Management: People Resources (N, T, F) Efficiency Effectiveness Planning, Organizing Staffing Directing Controlling Management: Preliminary Definitions Management = (Organization + Coordination) Policies Clearly Defined Objectives Management age e + Machines + Materials a + Money = Factors of Production Management = Marketing and Innovation Peter Drucker ( ) Management: Theoretical Scope Fredrick Winslow Taylor ( ): Management is Science The best way to do a work is found by analyzing it (the work) scientifically Henri Fayol ( ): 6 Managerial Functions Forecasting Planning Organizing Commanding Coordinating Controlling Mary Parker Follett ( ) Management: Art and Philosophy 1

2 Management: Narrow Perspective Management = Business Administration (Commerce) Management (Yale) = Business (Harvard) Management vs. Labor Management: The Branches (the 20 th Century) Human Resource Management Operations Management or Production management Strategic management Marketing management Financial management Information Technology Management (Management Information Systems) Management: The Branches (the 21 st Century) Nonprofit Organization Management Government and Public Administration/Management (Social) Entrepreneurship Management Management: Basic Functions Planning: Deciding and Generating plans for future action Organizing: Implying and Optimizing the relationships among resources (incl. human resources) Staffing: Placing the right person in the right position Management: Basic Functions Leading/Directing: Determining what needs to be done and Getting people to achieve goals/objectives Controlling/Monitoring: g Checking progress against plans Motivation: Encouraging staffs to achieve goals/objective Management: The Levels Top-level Managers: Board of directors, president, vicepresident, CEOs Develop goals, strategic plans, company policies, and make decisions on the direction of the business Mobilization of outside resources and are accountable to the shareholders and general public 2

3 Management: The Levels Middle-level Managers: General managers, Branch managers and Department managers Accountable to the top management for their department's function Devote 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 First-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 Interpersonal: coordination and interaction with employees Informational: handling, sharing, and analyzing ay information ato Decisional: decision-making Managers: Skills Political: to build a power base and establish connections Conceptual: to analyze complex situations s Interpersonal: to communicate, motivate, mentor and delegate Diagnostic: to visualize most appropriate response to a situation Marketing Management Marketing Management Practical application of marketing techniques and the management of a firm's marketing resources and activities Techniques = Strategies Marketing Management Strategic Planning 3

4 Marketing Techniques/Strategies (examples) Networking Publicity Web Site Seminars Collateral Advertising Direct Mail Cross Promotions Signs Advertising Specialties E-Commerce Marketing Analysis Customer Market Segmentation Company Core Competences Brand Equity Collaborator Competitor Industry context Industrial Organization (Porter, 1986) Marketing Mix (4P) -: A Recipe to Market a Product Product Customers Need Product Life Cycle Price Promotion communication that Place distribution Marketing Mix (4P) = (4C): A Recipe to Market a Product Product (Consumer) Customers Need Product Life Cycle Price (Cost) Promotion (Communication) communication that Place (Convenience) distribution Marketing Mix (7P) : A Recipe to Market a Product Product Price Promotion Place Physical Evidence People Process Selling vs. Marketing Selling Emphasis is on the product Company Manufactures the product first Management is sales volume oriented Planning is short-runoriented in terms of today s products and markets Stresses needs of seller Marketing Emphasis on consumer needs wants Company first determines customers needs and wants and then decides out how to deliver a product to satisfy these wants Management is profit oriented Planning is long-run-oriented in today s products and terms of new products, tomorrow s markets and future growth Stresses needs and wants of buyers 4

5 Selling vs. Marketing Financial Management Selling Views business as a good producing process Emphasis on staying with existing technology and reducing cost Different departments work as in a highly separate water tight compartments Cost determines Price Selling views customer as a last link in business Marketing Views business as consumer producing process satisfying process Emphasis on innovation on every existing technology and reducing 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 Management of the finances of a business /organization in order to achieve financial objectives Objectives of Financial Management Create wealth for the business Generate cash, Provide an adequate return on investment the risks of investment Financial Management: The Elements Financial Planning Ensure that enough funding is available at the right time to meet the needs of the business Financial 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? Financial Decision-making Optimal Investment Business and/or Entrepreneurship 5

6 Business or Entrepreneurship? Business = Enterprise = Firm = Company = Usaha/Perusahaan organization engaged in the trade of goods, services, or both to consumers Entrepreneurship = Kewirausahaan (Wira = Pahlawan = Warrior) Mindset the 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? What is the difference between a business and an entrepreneurship? How about a business owner from an entrepreneur? These terms are commonly used interchangeably Which one is B? E? Own an enterprise or venture Usually a profit oriented Usually plays safe May be purchased, donated or inherited Generally traditional Works for the Company Usually don t have time for their families and love ones Usually distressed and experiences sleepless nights Generally hire people to contribute profit Commonly commit tax evasion to save taxes and increase profit Own an enterprise or venture Costumer oriented Bold and ambitious Creates his own idea and realize it as a business An innovator The Company works for him Shares enough time with their families and love ones Always a happy and enthusiastic Hire people to make their lives better Practice tax avoidance to save taxes and increase profit Thank You 6