Managerial Functions & Roles

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Managerial Functions & Roles

Case Study “ Goerge Fisher Works to Turnaround Kodak”

a.Identify and categorize each of Fisher’s activities according to the four functions of management : planning, organizing, leading(influencing) and controlling.

Planning
Planning involves identifying tasks that must be performed in order to achieve organization goals, outlining how the task must be executed and the time suitable for the execution of tasks. Planning is important in determining the organizational success short term and long term future.

In turning around Kodak, Fisher has identified areas that Kodak is suffering in namely declining earnings, slow growth, heavy debt and a demoralized workforce. From here, Fischer planned a strategy to overcome the trouble faced by Kodak. Here, Fisher has identified the problems to be overcome which will be his goals. In addition, Fisher also gave a vision of the company to be a global digital imaging leader.

Fisher also spent time to study, understand and analyze every part of Kodak’s business. He looked into the process of photo finishing, competitors product, Kodak’s dysfunctional culture, non-performing business, market expansion, the rigid bureaucracy and performance reward.

Having all the information available and analyzed, Fisher then set out objectives and performance target for departments. For instance, to change the dysfunctional culture, he set tough goals and let his managers decide how best to achieve them.

Fisher explored on available alternatives to current process to increase Kodak’s performance. Knowing on the importance and potential of digital imaging, he set up a new digital division composed of various digital resources that has been spread throughout the company. He has also hired external executive to lead Kodak’s Digital division as Kodak might not have the right people to lead the Digital’s division.

Both short term and long term planning are well integrated. For short term where Fisher looked at areas that he could implement fast for instance selling off non-profitable product divisions and pay off a big part of Kodak’s debt. Looked at growth potential for Kodak’s photographic business i.e. tapping new markets. For long term, Fisher has made preparation for the digital imaging technology which is important as the photographic business will become technologically obsolete.

Organising
Organising involves assigning tasks developed under the planning function to various individuals or groups within the organization with mechanism or work process to put plans into action. Organizing includes determining tasks and grouping of works.

In organizing, Fisher relies on departments to assist in him in organizing the tasks developed during planning. He delegates but at he same time set tough goals and let his managers decide how best to achieve them. He stressed on the importance of accountability. He also set up new digital division composed of various digital resources that has been spread throughout the company. He has also hired external executive to lead Kodak’s Digital division.

Coordination is crucial in ensuring tasks are carried out within the organization. One of the best ways to ensure coordination is through communication. Fisher ensures that information are communicated well starting from himself for instance he made himself more accessible than Kodak’s previous CEOs and he frequently visits the offices of researchers to obtain information.

Leading/Influencing
Influencing can be defined as guiding the activities of organization member’s in appropriate directions which will help organization moves toward goal attainment.

Fisher takes his time to communicate properly with organization members. He conveys his message throughout the organization which helps to breakthrough the rigid bureaucracy in Kodak. He invites employees to send him e-mail messages and usually answers them within a day.

Fisher realize the need to reward...
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