Introduction
Management of companies requires a multiplicity of skills. This is so because the entrance of new management styles by new managers in a company may lead to instability in the employees and consequently affecting the company’s business. Bryan (2006) shares the same sentiments by noting that new managers need to be highly cautious of the new environment and learn the ropes of the workforce so as to deal with the different employee needs and cater for the diverse egos. The case of Jan Van der Werde and other employees in this company is no different to the usual employees’ behavior upon change of management.
Internal marketing and its role in achieving company objectives
Internal marketing is vital process and planning for incumbent employees and the realization of company goals. This is so because of a number of reasons. Tseng (2007) observes that the internal marketing forms the rubric for the external marketing and effective employee mastery of the actions of the company on goods. The internal marketing serves the purpose of informing the employees of the company’s stand on the products taken. This process helps establish a greater knowledge database of the products and services of the company by employees. This means that the employees are well informed of the policies adopted of the products, the vision of the company is also understood and therefore they are better placed in boosting the image of the company to customers. Employees well versed with the marketing strategies laid down by the company will even develop elevator speeches for winning the trust of customers and switching their focus into convincing customers (Tseng 2007). This will ease their efforts of convincing the customers, thus winning trust of the company customers. This automatically translate to increased demand and sale of products, hence profitability will be boosted.
Crainer (1998) observes that internal marketing makes employees happy. This is thus a positive impact into new management and winning the overall trust of the workers. Getting the support of the employees and the entire workforce is the basic step into economic discovery of manager and the company at large. With happy and fulfilled employees, they will be cooperation in the lines of duty. Crainer (1998) asserts that employees will normally cooperate and will be willing to work extra miles since they know that their efforts are recognized and that marketing starts with them means that they valuable assets of the company in question. This therefore serves as motivator toward reclaiming their support. The employees in this particular company should then be explained that the internal marketing is meant to adapt them to the company’s policies, undertakings and the selling formulas so as to fully understand the products in detail. An understanding of the ropes of operation in a company is pertinent in ensuring that the members know the intended customers and audiences of their products.
Communication among the employees with regard to the internal marketing is therefore necessary (Crainer 1998). Creativity and innovativeness of the employees should be put into practice and proper training of the company products, services and vision should be informed of the employees. This will help the employees to deal effectively with customers, since most of them understand the customer needs, unlike the company which may design products outside the understanding of individual interest and needs of the public. Employees will normally present a case of understanding of the market more than the marketing management. This puts them and the internal marketing inalienable in as far as market grasp and sales are concerned.
The employees in this company should therefore be explained to that the new manager’s role in ensuring that marketing is well coordinated and that every part of the marketing team is fully operational and functional according to the target market. The marketing managers’ role is playing as the moderator for the proper implementation of the marketing budget, coordination of activities and establishing of contacts of the various companies that may need to be considered in the marketing trend. Lazarus et al. (1992) expostulate that the manager is overly responsible for the consideration and implementation of customer needs into the marketing strategies and escapades that are advanced by the company. Van der Werde and other employees will therefore be trained in order to understand their roles as internal and external marketers of the company brands and products. They will also be taught the role of the company marketing, managers so that they have a clear cut line of responsibility and duty. This will be one way of minimizing the possible collisions and conflicts that may set in due to change of management style advanced by the entrance of a new member. An understanding should therefore be made so as for the members to understand that the re-adjustments are meant to benefit the customers and the company in a mutual dependent state do platform.
Manager-Employee Conflicts Management
Scott (2012) observes that the work environment in companies is coupled with people of different ideologies and work habits. While there those independent and can equally work well without supervisions, there are those who will constantly need supervision and guidance from the managers. The manager should therefore note the different categories of employees and determine who needs help and who doesn’t. Some employees will blame the managers if their work is constantly thought of naught or are placed under substantive revisions or guidance. Micromanaging should be carefully utilized in this respect so as to avoid conflicts (Crainer 1998).
One of way of avoiding conflict with the employees is by letting the employees be the leaders in the projects that they are working on (Tseng 2007). This way the manager will be able to set the pace of the working of the employees as all the workers understand that it is their duty to finalize the projects that they are working on. This style will separate those workers who need guidance and supervision from those who don’t need much attention. Lyndit (2010) speculates that delegating duties and responsibilities to the employees will increase their morale as they believe that their needs and strengths are acknowledged. The same approach give members a platform for them to shine in whatever they do (Lyndit 2010). This approach helps t\he manager identify where his efforts and guidance is needed. Those employees who are able independently are let to lead their projects and those who still have problems are therefore assisted. This means that employees will be fulfilled by the approach as their equal treatment of the employees.
Hovering over employees backs in the name of management does more harm to the workers relationship with the managers (Mintzberg 1994). Therefore avoid perching over employees and peering into their work on all occasions. One should maintain a respectable distance with clearly set vision of the working strategy, only checking the work of employees where there is difficulty. The managers should be focused on efforts of relieving stress, coaching the members for the next big job and showcasing of the collective successes achieved by the whole team (Mintzberg 1994). There should be a level of understanding between the workers and the manager in terms the working style adopted for a particular project.
The manager should also not spend much time relentlessly asking questions, but instead set mutually agreeable check-in points for employees to update on their project. This will reduce the forum for argument and questioning from, the workers. Greenley et al. (2004) speculates that the beginning of conflicts between workers and the managers are initiated by the unwarranted questioning that many start as a result of too much speculation into the work done by the employee. To avoid this therefore the manager should take substantive time in explaining the plethora of options available in tackling the projects being undertaken by the members. This will go a long way in improving the rapport built between the parties relating in the workplace. The manager should also involve themselves with activities that add value to their strengths. Priolo (2010) explains the managers strong points should be their greatest assets in harnessing the trust of the employees.
This means that he/she should put more effort of adding value to the areas of expertise so as to win the trust and confidence projected by the employees. If the employees realize that the managers is very resourceful, they will seek a level ground of relating and respect will be maintained while functionality is boosted and improved due to the greater cordial relationships reminiscent of such management.
A vision of the working should also be set and maintained from the beginning of the projects under work. Scott (2012) claims that having a clearly set goal or objective of what one has to do leads to members adopting the proper working style and attitude. This will minimize the likelihood of disagreements as members understand the projects they have to work on.
Requirements of managing the finances
Financial management form the most delicate area of management in a company. This is the sole backbone of the company and if it is not well managed it will lead to a crumbling of the company. There are various considerations that a manager should be put in hand before approving the budget. First as Priolo (2010) observes, the budget must be within the limits of the company and address all the intended actions and programs of funding. If the budget does not meet the company’s projected indulgence or take-on activities, it should be disbanded or returned to the budgetary committee for reconsideration. This therefore means that the manager will have to run peruse through the budget and ensure that there is no spill over finances that do not meet the target of the company. This should be scrapped off and proper calculations adopted for the intended purpose. The financial shrewdness of the managers should be invoked (Scott 2012). This will therefore lead to greater financial scrutiny and approval of the budget will be pegged on the satisfaction of the planned for project.
The budget-profit volume analysis of the budget should also form part of the consideration that have to be implemented by the manager. The management will have to implement an inquiry committee where the budget of the planned activity or project is well scrutinized in terms of its expected returns and the total cost. If the cost of implementing the budget will be feasible in attaining the rewards as advanced by committee, then the budget can pass the stage of approval by the manager. There is no economic return in implementing budgets in which their implementation does not lead to profit realization (Turner 2005). The budget that should be passed should be able to satisfy the profit target of the company since it is the core target and objective of the company.
The modes of marketing by the company
The company is noted to be operating below its RWA and the global standings of the Dhangtu Beer are seen to be below the standards posted by its rival competitors. The management acknowledges that the marketing and production efficiency of the company is low as compared to other companies operating in similar business. Therefore the marketing strategy adopted by the company needs to be revisited. More spirited efforts should be made to internally advise and, market the brands due to the many companies affiliated to the Dhangtu Company. Large groups or stakeholders win a company may hinder the marketing efforts of the mainstream company (Bryan 2006). In this bid, the company should adopt aggressive platform and market its goods within the members and shareholders first. This will set the trend of institutionalizing the change in marketing hence the members will know that it is their sole responsibility to restitute the company from bad marketing strategies. External marketing and expansion of the marketing options should be increased for greater results to be realized. This means that the managing committee and boards appointed in the rectification of the image of the company should be well within the professional expertise and experience in management of the company, unlike the mode adopted by the company. The different needs and vested interest vested by conflicting interests of the companies should also be dealt away with. Conflicting cultures and styles of management seem to affect this company to greater detail, and perhaps even hinder the marketing strategy adopted by the company. Therefore if reforms are to have an impact in the running of the company, the process of marketing management and production should be changed or revisited. This will lead to better and more vision targeted approach.
Impact on marketing
Changes in management and organizational structures will have a greater effect in the marketing of the company products. Turner (2005) holds that with new management schemes in a company, new methods that will seek to reappraisal of the situation on the ground will need to be implemented. This will help the company in correcting the poor methods of marketing that had been adopted. The changed methods will have greater impact in the performance of the work. This will mean that the new members vested with the power to make and influence decisions by the board will have an upper hand in pushing for the best methods to be inculcated for proper management of the company.
Operational marketing managers as advanced earlier in this paper will need a variety of skills in order to manage the running of the company. For instance, employees would want to see a manager with quick decision-making ability. Decision making through consultative process will be equally advantageous in reaching a consensus of working with the members The manager should be able to adopt the planning, organization, directing, coordinating, reporting and budgeting skills as advanced by Gullick (Webster, 2002). The manager should also hire, or staff in case there is a shortage of employees needed in the acquisition of level ground working. The POSDCORB method and skills will go into a greater level of improving the functionality of the company.
Webster (2002) holds that making of good managers does not rely on the ability to receive data or manage employees for intended work plans, but is a culmination of personal qualities and the desire to succeed in whatever one undertakes. Therefore the success of individuals in management needs dedication, belief and personal initiative for one to realize success. This therefore means that the manager has to adopt the skills of a good manager as discussed above, and with shrewdness and ingenuity incorporate them during management. An effective manager must be able to intertwine the roles, skills and the personal attitudes in realizing the objectives and goals being aimed at by the company.
Effective management of people and the employees of a company strictly lie on the management staff and board. Whatever the case, the managers or the people in authority should plan and consider the goals and objectives of the company before making a decision (Greenley et al. 2004). This means that whatever action of management that does not lead to realization of this effort should not be considered. Actions undertaken by the company should be strictly in line to the beliefs and goals. Employees should also be involved in decision making as this creates trust and cumulative responsibility, thereby improving the output by all stakeholders. Financial management in marketing on the hand should be clearly budgeted in order to avoid embezzlement of funds. The marketing strategy of the company should be well coordinated and planned for. The management team should take into consideration the total cost of the marketing through advertisements, promotional shows and corporate sponsorships. These efforts will ensure that a greater market penetration is reached. This will be the beginning of revamping efforts of the company into an economic powerhouse. The marketing needs to make the boards understand that marketing is ideally meant to boost the market penetration by the company, and making the populace belief in its products. An understanding of the product through public awareness promotes sales and profits will emerge from proper management and overseeing of the product sale (Webster 2002). Understanding the essence of marketing and the role played by the marketing team, will ensure proper marketing support and ultimately increased proceeds as a direct consequence of the same.
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