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Management

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‫داﻧﺸﮕﺎه ﺻﻨﻌﺘﻲ ﺷﺮﻳﻒ‬ ‫داﻧﺸﻜﺪه ﻣﻬﻨﺪﺳﻲ ﻫﻮاﻓﻀﺎ‬ ‫ﻣﺪﻳﺮﻳﺖ راﻫﺒﺮدي در ﺻﻨﺎﻳﻊ ﻫﻮاﻓﻀﺎ‬

‫ﺟﻨﮓﻫﺎي ﻛﻮﻻ‬

‫ﺗﺮﺟﻤﻪ‬ ‫ﻣﻬﺮداد ﻣﺴﺘﻌﻠﻲ‬ ‫اﺣﺴﺎن ﻳﻮﺳﻔﻲ‬ ‫ﺑﺎزﺑﻴﻨﻲ و اﺻﻼح‬ ‫اﺣﺴﺎناﻟﺪﻳﻦ ﻋﻈﻴﻤﻲزاده‬

‫ﺑﺮاي ﭼﻨﺪﻳﻦ دﻫﻪ، رﻗﺎﺑﺖ ﺑﻴﻦ ﻛﻮﻛﺎ و ﭘﭙﺴﻲ ﺑﻪ ﻋﻨﻮان ﻳﻚ »ﻧﺒﺮد رﻗﺎﺑﺘﻲ ﺑﻪ دﻗﺖ ﺑﻪ راه اﻓﺘﺎده« ﺗﻔﺴﻴﺮ ﺷﺪه اﺳﺖ. ﺷﺪﻳﺪﺗﺮﻳﻦ ﻧﺒﺮدﻫﺎ در‬ ‫ﺟﻨﮓﻫﺎي ﻛﻮﻻ ﺑﺮ ﺳﺮ ﺻﻨﻌﺖ 84 ﻣﻴﻠﻴﺎردي ﻛﻮﻻ در اﻳﺎﻻت ﻣﺘﺤﺪه آﻣﺮﻳﻜﺎ ﺑﻮد، ﺟﺎﻳﻲ ﻛﻪ ﻫﺮ آﻣﺮﻳﻜﺎﻳﻲ ﺑﻪ ﻃﻮر ﻣﺘﻮﺳﻂ 84 ﮔﺎﻟﻦ ﻛﻮﻻ در‬ ‫ﺳﺎل ﻣﻲﻧﻮﺷﺪ.‬ ‫ﻛﻮﻛﺎ، ﺑﺰرﮔﺘﺮﻳﻦ ﻛﻤﭙﺎﻧﻲ ﻧﻮﺷﺎﺑﻪﻫﺎي ﻏﻴﺮ اﻟﻜﻠﻲ در ﺟﻬﺎن ﺑﺎ در اﺧﺘﻴﺎر داﺷﺘﻦ 54% ﺑﺎزار ﺟﻬﺎﻧﻲ ﻧﻮﺷﺎﺑﻪﻫﺎي ﻏﻴﺮ اﻟﻜﻠﻲ، در ﺳﺎل 3991،‬ ‫08% از ﺳﻮد ﺧﻮد را در ﺧﺎرج از اﻳﺎﻻت ﻣﺘﺤﺪه ﺑﺪﺳﺖ آورد. ﭘﭙﺴﻲ، ﻓﻘﻂ 51% از ﺳﻮد ﻧﻮﺷﺎﺑﻪﻫﺎي آن از ﺑﺎزارﻫﺎي ﺧﺎرﺟﻲ ﺑﻮد.‬

‫ﺗﺎرﻳﺨﭽﻪ ﺟﻨﮓ ﻫﺎي ﻛﻮﻻ‬ ‫ﺻﻨﻌﺖ ﻧﻮﺷﺎﺑﻪﻫﺎي ﻏﻴﺮاﻟﻜﻠﻲ آﻣﺮﻳﻜﺎ ﺗﻮﺳﻂ ﻧﺒﺮد رﻗﺎﺑﺘﻲ ﺻﺪ ﺳﺎﻟﻪ ﺑﻴﻦ ﻛﻮﻛﺎ و ﭘﭙﺴﻲ در ﺳﺎل 4991 ﺗﺎ ﺣﺪ ﺑﺎﻻ ﺗﻤﺮﻛﺰ ﻳﺎﻓﺖ. ﻛﻮﻛﺎ و ﭘﭙﺴﻲ‬ ‫درﻣﺠﻤﻮع 37% ﺑﺎزار ﻧﻮﺷﺎﺑﻪﻫﺎي ﻏﻴﺮاﻟﻜﻠﻲ آﻣﺮﻳﻜﺎ را در اﺧﺘﻴﺎر داﺷﺘﻨﺪ.‬ ‫ﺟﻨﮕﻬﺎي ﻛﻮﻻ درﺟﺒﻬﻪﻫﺎي ﻣﺨﺘﻠﻒ، از ﻗﺒﻴﻞ ﺗﺒﻠﻴﻐﺎت، ﺑﺴﺘﻪ ﺑﻨﺪي و ﻣﺤﺼﻮﻻت ﺟﺪﻳﺪ ﺑﻮد. ﻛﻮﻛﺎ و ﭘﭙﺴﻲ ﺳﺮﻣﺎﻳﻪﮔﺬاري ﺳﻨﮕﻴﻨﻲ ﺑﺮ روي‬ ‫ﻋﻼﻣﺖ ﺗﺠﺎري ﺧﻮد در ﻃﻮل زﻣﺎن اﻧﺠﺎم دادﻧﺪ، ﺑﻪ ﮔﻮﻧﻪاي ﻛﻪ ﻧﺒﺮدﻫﺎي ﺑﺎزارﻳﺎﺑﻲ ﻛﻮﻛﺎ و ﭘﭙﺴﻲ از ﺧﻼﻗﺎﻧﻪﺗﺮﻳﻦ، ﭘﻴﭽﻴﺪهﺗﺮﻳﻦ و ﻫﺠﻮﻣﻲ‬ ‫ﺗﺮﻳﻦ ﻧﺒﺮدﻫﺎ درﻣﻴﺎن ﺗﺒﻠﻴﻎ ﻛﻨﻨﺪﮔﺎن ﻣﻬﻢ ﺑﺸﻤﺎر ﻣﻲرود. ﻛﻮﻛﺎ و ﭘﭙﺴﻲ ﻓﻘﻂ ﺑﺮﻧﺪ اﺻﻠﻲ ﺧﻮد را ﻣﻲﻓﺮوﺧﺘﻨﺪ، ﺗﺎ زﻣﺎﻧﻴﻜﻪ ﻛﻮﻛﺎ در ﺳﺎل 1691‬ ‫اﺳﭙﺮاﻳﺖ ودر ﺳﺎل 4691 ﺗﺐ را ﻣﻌﺮﻓﻲ ﻛﺮد. ﺣﺮﻛﺖ ﺑﻌﺪي از ﺟﺎﻧﺐ ﭘﭙﺴﻲ ﺑﻮد، ﺑﻪ ﻃﻮرﻳﻜﻪ ﭘﭙﺴﻲ رژﻳﻤﻲ و ﻣﺎﻧﺘﻴﻦ دﻳﻮ را درﺳﺎل 4691‬ ‫ﻣﻌﺮﻓﻲ ﻛﺮد.‬

‫ﭘﻴﺪاﻳﺶ اﻧﺤﺼﺎر دو ﻗﻄﺒﻲ‬ ‫ﻛﻮﻛﺎ ﻛﻮﻻ و ﭘﭙﺴﻲ ﻛﻮﻻ ﻫﺮ دودر اواﺧﺮ دﻫﻪ اول ﻗﺮن ﻧﻮزدﻫﻢ ﺑﻪ ﻋﻨﻮان ﻧﻮﺷﻴﺪﻧﻲ اﺑﺪاع ﺷﺪﻧﺪ. راﺑﺮت وودراف، ﻳﻜﻲ از ﺗﺄﺛﻴﺮﮔﺬارﺗﺮﻳﻦ‬ ‫اﺷﺨﺎص در ﺗﺎرﻳﺦ ﻛﻮﻛﺎ ﻛﻮﻻ، ﺑﺎ ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي ﺗﺤﺖ اﻣﺘﻴﺎز ﻛﻤﭙﺎﻧﻲ ﻛﺎر ﻣﻲﻛﺮد ﺗﺎ ﺑﺘﻮاﻧﺪ ﻛﻮﻛﺎ را در ﻫﺮﺟﺎ و ﻫﺮ وﻗﺖ ﻛﻪ ﻣﺸﺘﺮي آن را‬ ‫ﺑﺨﻮاﻫﺪ ﻗﺎﺑﻞ دﺳﺘﺮس ﻛﻨﺪ. وودراف ﺗﺠﺎرت ﺑﻴﻦ اﻟﻤﻠﻠﻲ ﻛﻮﻛﺎ، ﻋﻤﺪﺗﺎً از راه ﺻﺎدرات را ﺗﻮﺳﻌﻪ داد. اﻳﻦ ﻛﻤﭙﺎﻧﻲ ﻣﺤﺼﻮل ﺧﻮد را ﺑﻪ ﻧﻈﺎﻣﻴﺎن‬ ‫ﻳﺎ ﺧﺮده ﻓﺮوشﻫﺎﻳﻲ ﻛﻪ ﺑﻪ ﺳﺮﺑﺎزﻫﺎ ﺧﺪﻣﺖ رﺳﺎﻧﻲ ﻣﻲﻛﺮدﻧﺪ،ﻣﻲ ﻓﺮوﺧﺖ، از ﺟﻴﺮه ﺑﻨﺪي ﺷﻜﺮ ﻛﻪ در ﺳﺎل 2491 ﺷﺮوع ﺷﺪه ﺑﻮد ﻣﻌﺎف‬ ‫ﻣﻲﺷﺪ. اﻳﻦ اﻣﺮ ﺑﻪ ﺳﻬﻢ ﺣﺎﻛﻢ ﺑﻮدن ﻛﻮﻛﺎ دراﻛﺜﺮ ﻛﺸﻮرﻫﺎي اروﭘﺎﻳﻲ و آﺳﻴﺎﻳﻲ اﻧﺠﺎﻣﻴﺪ، ﺣﺎﻛﻤﻴﺘﻲ ﻛﻪ در ﺳﺎل 4991 ﻫﻨﻮر وﺟﻮد داﺷﺖ.‬ ‫ﺑﺮﺧﻼف ﻣﻮﻓﻘﻴﺖ ﻛﻮﻛﺎ ﻗﺒﻞ از ﺟﻨﮓ ﺟﻬﺎﻧﻲ دوم، ﭘﭙﺴﻲ درﺣﺎل ﺗﻘﻼ ﺑﻮد، ﺑﻪ ﻃﻮرﻳﻜﻪ در دﻫﻪﻫﺎي0291 و0391 ﺑﺎرﻫﺎ ﺑﻪ ﻣﺮز ورﺷﻜﺴﺘﮕﻲ‬ ‫ﻧﺰدﻳﻚ ﺷﺪ.‬

‫ﻣﺒﺎرزه ﻃﻠﺒﻲ ﭘﭙﺴﻲ‬ ‫اوﻟﻴﻦ روﻳﺎروﻳﻲ ﻋﻤﻮﻣﻲ دو ﺷﺮﻛﺖ ﻛﻮﻛﺎ و ﭘﭙﺴﻲ را ﻣﻲﺗﻮان در ﺳﺎل 4791، ﺑﺎ "ﻣﺴﺎﺑﻘﻪ ﭘﭙﺴﻲ" داﻧﺴﺖ. در اﻳﻦ ﻣﺴﺎﺑﻘﻪ اﻋﻼم ﺷﺪ ﻛﻪ‬ ‫ﻣﺸﺘﺮﻳﺎن ﻣﺰه ﭘﭙﺴﻲ را ﺑﻪ ﻛﻮﻛﺎ ﺗﺮﺟﻴﺢ ﻣﻲدﻫﻨﺪ. ﺑﻨﺎﺑﺮاﻳﻦ ﺷﺮﻛﺖ ﻛﻮﻛﺎ ﺑﺎ ﻛﺎﻫﺶ ﻣﺸﺘﺮﻳﺎن، ﺗﺒﻠﻴﻐﺎت رﻗﺒﺎ ﺷﻜﺴﺘﻪ ﺷﺪن ﻗﻴﻤﺖﻫﺎ و ﺗﺒﻠﻴﻐﺎﺗﻲ‬ ‫ﻋﻠﻴﻪ ﻃﻌﻢ ﻧﻮﺷﺎﺑﻪﻫﺎي ﺧﻮد ﻣﻮاﺟﻬﻪ ﺷﺪ.‬

‫ﻫﺰﻳﻨﻪﻫﺎي ﺗﺒﻠﻴﻐﺎت ﺑﻴﻦ ﺳﺎلﻫﺎي 5791 و 0891 ﺑﻪ ﺻﻮرت آﺷﻜﺎري اﻓﺰاﻳﺶ ﻳﺎﻓﺖ. ﻛﻮﻛﺎ ﻫﺰﻳﻨﻪ ﺗﺒﻠﻴﻐﺎﺗﻲ ﺧﻮد را از 43 ﻣﻴﻠﻴﻮن دﻻر ﺑﻪ‬ ‫ﺑﻴﺶ از 07 ﻣﻴﻠﻴﻮن دﻻر و ﭘﭙﺴﻲ از 52 ﻣﻴﻠﻴﻮن دﻻر ﺑﻪ 76 ﻣﻴﻠﻴﻮن دﻻر رﺳﺎﻧﺪ.‬

‫اوج ﮔﻴﺮي ﻧﺒﺮدﻫﺎي ﺷﺮﻛﺖﻫﺎي ﭘﭙﺴﻲ و ﻛﻮﻛﺎ‬

‫درﺳﺎل 0891 ﺑﺎ ﺗﻐﻴﻴﺮ ﺳﻴﺎﺳﺖ ﻣﺪﻳﺮ ﺷﺮﻛﺖ، ﻛﻮﻛﺎ ﺑﻪ ﺟﺪﻳﺖ ﺷﺮوع ﺑﻪ ﺧﺮﻳﺪن ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي ﺧﻮد ﺷﺪ. ﻛﻮﻛﺎ‬ ‫ﻣﻴﺰان ﺷﻜﺮ را ﻛﺎﻫﺶ داد، و ﺷﺮﺑﺖﻫﺎﻳﻲ ﺑﺎ ﻗﻨﺪﻫﺎي ﻣﻴﻮهاي ﻏﻠﻴﻆﺗﺮ و ﺑﺎﻗﻴﻤﺖ ﭘﺎﺋﻴﻦ ﺗﺮ ﺑﻜﺎر ﮔﺮﻓﺖ. آنﻫﺎ زﻳﺎد ﺑﻪ‬ ‫ﻃﻌﻢ ﻧﻮﺷﺎﺑﻪﻫﺎ اﻫﻤﻴﺖ ﻧﺪاده و ﺑﻴﺸﺘﺮ ﺑﻪ ﻓﻜﺮ ﻛﺎﻫﺶ ﻫﺰﻳﻨﻪﻫﺎ اﻓﺘﺎدﻧﺪ. ﻛﻮﻛﺎ ﺗﻼش ﺧﻮد را ﺑﺮاي ﺑﺎزارﻳﺎﺑﻲ ﺑﺴﻴﺎر ﺑﻴﺸﺘﺮ‬ ‫ﻛﺮد. ﻣﻮﺛﺮﺗﺮﻳﻦ ﺗﻴﺮ ﺷﺮﻛﺖ ﻛﻮﻛﺎ دراﻳﻦ ﺟﻨﮓ ﻛﻮﻻ، درﺳﺎل 5891 ﺑﺎ ﺗﻐﻴﻴﺮ ﻓﺮﻣﻮل ﺗﺸﻜﻴﻞ دﻫﻨﺪه ﻧﻮﺷﺎﺑﻪ ﻛﻮﻛﺎ ﻛﻮﻻ‬ ‫ﺑﻪ وﻗﻮع ﭘﻴﻮﺳﺖ.‬
‫.‬ ‫ﺗﻮﻟﻴﺪ ﻛﻨﻨﺪﮔﺎن ﻋﺼﺎرهﻫﺎ‬ ‫ﻧﻮﺷﺎﺑﻪﻫﺎي ﻏﻴﺮ اﻟﻜﻠﻲ از ﻋﺼﺎره اﺻﻠﻲ، ﻣﺎده ﺷﻴﺮﻳﻦ ﻛﻨﻨﺪه و آب ﮔﺎز دار ﺗﺸﻜﻴﻞ ﻣﻲﺷﻮﻧﺪ. ﺳﻪ ﺷﺮﻛﺖ ﻛﻨﻨﺪه اﺻﻠﻲ در زﻧﺠﻴﺮه ارزش،‬ ‫ﻧﻮﺷﺎﺑﻪﻫﺎي ﻏﻴﺮ اﻟﻜﻠﻲ را ﺗﻮﻟﻴﺪ و ﺗﻮزﻳﻊ ﻣﻲﻛﺮدﻧﺪ:‬ ‫1( ﺗﻮﻟﻴﺪ ﻛﻨﻨﺪﮔﺎن ﻋﺼﺎره و ﺷﺮﺑﺖ ﻗﻨﺪ، 2( ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي و 3( ﺗﻮزﻳﻊ ﻛﻨﻨﺪﮔﺎن.‬ ‫ﺷﺮﻛﺖﻫﺎي ﺑﺴﺘﻪ ﺑﻨﺪي و ﺷﻴﺮﻳﻦ ﻛﻨﻨﺪهﻫﺎ، ﺗﺄﻣﻴﻦ ﻛﻨﻨﺪﮔﺎن اﺻﻠﻲ اﻳﻦ ﺻﻨﻌﺖ ﺑﻮدﻧﺪ.‬ ‫ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي‬ ‫ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي ﻋﺼﺎره را ﻣﻲﺧﺮﻳﺪﻧﺪ، ﺑﻪ آن آب ﮔﺎزدار و ﺷﺮﺑﺖ ﻏﻼت ﺑﺎ ﻗﻨﺪ ﺑﺎﻻ را اﺿﺎﻓﻪ ﻣﻲﻛﺮدﻧﺪ، ﻧﻮﺷﺎﺑﻪ را در ﺑﻄﺮي ﻳﺎ ﻗﻮﻃﻲ‬ ‫ﺑﺴﺘﻪ ﺑﻨﺪي ﻣﻲﻧﻤﻮدﻧﺪ و آن را ﺑﻪ ﻣﺸﺘﺮي ﺗﺤﻮﻳﻞ ﻣﻲدادﻧﺪ. ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮيﻫﺎي ﻛﻮﻛﺎ و ﭘﭙﺴﻲ، روش ﺗﺤﻮﻳﻞ »ﻣﺴﺘﻘﻴﻢ در ﻣﻐﺎزه را اراﺋﻪ‬ ‫ﻣﻲدادﻧﺪ ﻛﻪ درآن ﻓﺮوﺷﻨﺪﮔﺎن ﺑﻪ ﻃﻮر ﻣﺴﺘﻘﻴﻢ ،اﻳﺠﺎد و ﻣﺪﻳﺮﻳﺖ ﺑﺮﻧﺪ ﻧﻮﺷﺎﺑﻪ ﻏﻴﺮ اﻟﻜﻠﻲ را درﻣﻐﺎزهﻫﺎ اﻧﺠﺎم ﻣﻲدادﻧﺪ. اﻫﻤﻴﺖ ارﺗﺒﺎط‬ ‫ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي ﺑﺎ ﺧﺮده ﻓﺮوشﻫﺎ در دﺳﺘﺮﺳﻲ و ﻧﮕﻬﺪاري ﻣﺪاوم ﺑﺮﻧﺪ ﺗﻌﻴﻴﻦ ﻛﻨﻨﺪه ﺑﻮد. ﻓﺮآﻳﻨﺪ ﭘﺮﻛﺮدن ﺑﻄﺮيﻫﺎ ﺳﺮﻣﺎﻳﻪ ﺑﺮ ﺑﻮد و‬ ‫اﺣﺘﻴﺎج ﺑﻪ ﺧﻄﻮط وﻳﮋه ﺑﺎ ﺳﺮﻋﺖ ﺑﺎﻻ داﺷﺘﻘﻴﻤﺖ ﻳﻚ دﺳﺘﮕﺎه ﻛﺎر آﻣﺪ ﺑﺰرگ، ﺑﺎ ﺣﺪود 5 ﺧﻂ و ﻓﻀﺎي ﻣﻮرد ﻧﻴﺎز ﺑﻪ ارزش 51ﻣﻴﻠﻴﻮن دﻻر،‬ ‫ﺑﺮاﺑﺮ 03 ﺗﺎ 05 ﻣﻴﻠﻴﻮن دﻻر ﺑﻮد. ﺳﻮد ﻧﺎﺧﺎﻟﺺ ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي اﻏﻠﺐ از 04% ﺑﺎﻻﺗﺮ ﻣﻲرﻓﺖ، اﻣﺎ ﻣﻨﺎﻓﻊ ﻋﻤﻠﻜﺮدي ﺑﺴﻴﺎر ﻛﻢ ﺑﻮد.‬ ‫درﻗﺮاردﻫﺎي اﺻﻠﻲ ﻛﻮﻛﺎ ﻛﻮﻻ، ﻗﻴﻤﺖ ﻋﺼﺎره ﺑﺮاي ﻫﻤﻴﺸﻪ ﺛﺎﺑﺖ ﺷﺪه ﺑﻮد، ﻛﻪ ﺗﺎﺑﻊ ﺗﻨﻈﻴﻤﺎت ﺳﻪ ﻣﺎﻫﻪ ﺑﺮاي اﻧﻌﻜﺎس ﺗﻐﻴﻴﺮات ﻗﻴﻤﺖ ﺑﺮ‬ ‫آورده ﺷﺪه ﺷﻜﺮ ﻣﻲﺷﺪ. ﻛﻮﻛﺎ ﻧﻬﺎﻳﺘﺎً ﻗﺮار داد را در ﺳﺎل 8791 اﺻﻼح ﻛﺮد، ﺑﻪ آن اﺟﺎزه ﻣﻲداد ﻛﻪ ﻗﻴﻤﺖ ﻋﺼﺎره را ﺑﺎﻻ ﺑﺒﺮد، و درﻣﻮرد‬ ‫ﺷﺮﺑﺖ ﻗﻨﺪ، ﻗﻴﻤﺖ را ﻫﺮ ﺳﻪ ﻣﺎه ﺑﺮ ﻃﺒﻖ ﺗﻐﻴﻴﺮات در ﻗﻴﻤﺖ ﻣﺘﻮﺳﻂ ﺑﻪ ازاي ﻫﺮ ﭘﻮﻧﺪ ﺷﻜﺮ در اﻳﺎﻻت ﻣﺘﺤﺪه ﺑﺎﻻ ﺑﺒﺮد.‬ ‫ﺗﻮاﻓﻘﺎت اﻣﺘﻴﺎز دﻫﻲ ﻛﻮﻛﺎ و ﭘﭙﺴﻲ، ﺑﻪ ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي اﺟﺎزه داد ﻛﻪ ﺑﺮﻧﺪﻫﺎي ﻏﻴﺮ ﻛﻮﻻي ﺳﺎﻳﺮ ﺗﻮﻟﻴﺪ ﻛﻨﻨﺪﮔﺎن ﻋﺼﺎره را ﻛﻨﺘﺮل ﻛﻨﻨﺪ.‬ ‫ﻣﺤﺪودﻳﺖﻫﺎﻳﻲ اﻋﻤﺎل ﺷﺪ از ﻗﺒﻴﻞ اﻳﻨﻜﻪ ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي اﺟﺎزه ﻧﺪارﻧﺪ ﻛﻪ ﺑﺮﻧﺪﻫﺎي رﻗﺎﺑﺘﻲ را ﺑﻪ ﻃﻮر ﻣﺴﺘﻘﻴﻢ ﺑﺎ ﺧﻮد داﺷﺘﻪ ﺑﺎﺷﻨﺪ.‬

‫ﺗﻮزﻳﻊ ﻛﻨﻨﺪﮔﺎن‬ ‫در اواﺳﻂ دﻫﻪ 08 ﻣﻴﻼدي، ﺗﻮزﻳﻊ ﻧﻮﺷﺎﺑﻪﻫﺎي ﻏﻴﺮ اﻟﻜﻠﻲ درآﻣﺮﻳﻜﺎ از ﻃﺮﻳﻖ ﻓﺮوﺷﮕﺎﻫﻬﺎي ﻣﻮاد ﻏﺬاﻳﻲ %24، ﻣﻨﺒﻊ %02، ﺑﻪ ﻓﺮوش‬ ‫ﮔﺬاﺷﺘﻦ %21 و از ﺳﺎﻳﺮ روﺷﻬﺎ %62 ﺑﻮد. در ﺳﺎل 4991، ﻧﺤﻮه ﺗﻮزﻳﻊ ﻧﻮﺷﺎﺑﻪﻫﺎي ﻏﻴﺮاﻟﻜﻠﻲ اﻧﺪﻛﻲ ﺗﻐﻴﻴﺮ ﻛﺮد: ﻓﺮوﺷﮕﺎﻫﻬﺎي ﻣﻮاد‬ ‫ﻏﺬاﻳﻲ %04، ﻣﻨﺒﻊ %71، ﺑﻪ ﻓﺮوش ﮔﺬاﺷﺘﻦ %8 ﻓﺮوﺷﮕﺎﻫﻬﺎي ﻏﺬاي آﻣﺎده و ﻣﺮاﻛﺰ ﺧﺮﻳﺪ %41 و ﺳﺎﻳﺮ روﺷﻬﺎ %12 ﺧﺮﻳﺪاران ﻋﻤﺪه،‬ ‫اﻧﺒﺎرﻫﺎ و داروﺧﺎﻧﻪﻫﺎ ﺗﺎ %21 از ﺳﻬﻢ ﺳﺎﻳﺮ روﺷﻬﺎ را ﺗﺸﻜﻴﻞ ﻣﻲدادﻧﺪ.‬ ‫ﺑﺎ ﺷﻴﻮه ﺗﺤﻮﻳﻞ ﺑﻪ اﻧﺒﺎر، ﺧﺮده ﻓﺮوش ﻣﺴﺌﻮل اﻧﺒﺎرﻛﺮدن، ﺣﻤﻞ وﻧﻘﻞ، ﻋﺮﺿﻪ ﻛﺮدن و ﺗﻼش ﺑﺮاي ﻗﺮار دادن ﻣﺤﺼﻮل ﺑﺮ روي ﻗﻔﺴﻪﻫﺎ‬ ‫ﺑﻮد. در ﻧﺘﻴﺠﻪ، ﺧﺮده ﻓﺮوش ﺑﺎﻳﺪ ﻫﺰﻳﻨﻪﻫﺎﻳﻲ ﻣﻲﭘﺮداﺧﺖ. ﻫﺰﻳﻨﻪﻫﺎي اﺿﺎﻓﻲ ﺳﻮد ﺧﺎﻟﺺ ﺑﺮﭼﺴﺐ اﺧﺘﺼﺎﺻﻲ ﺧﺮده ﻓﺮوش را ﻧﺴﺒﺖ ﺑﻪ‬ ‫ﺑﺮﻧﺪﻫﺎي ﻣﻠﻲ ﻛﺎﻫﺶ ﻣﻲداد.‬

‫ﺗﺎﻣﻴﻦ ﻛﻨﻨﺪﮔﺎن‬ ‫ﺗﻮﻟﻴﺪ ﻛﻨﻨﺪﮔﺎن ﻋﺼﺎره و ﺗﻮﻟﻴﺪ ﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي دو ﺑﺨﺶ ﻣﻬﻢ از ﻓﺮاﻳﻨﺪ ﺗﻮﻟﻴﺪ را ﺧﺮﻳﺪاري ﻣﻲﻛﺮدﻧﺪ: ﺑﺴﺘﻪ ﺑﻨﺪي، ﻛﻪ 4/3 ﻣﻴﻠﻴﺎرد دﻻر در‬ ‫ﻗﻮﻃﻲﻫﺎ )92% ﻛﻞ ﻣﺼﺮف ﻗﻮﻃﻲ(، 3/1 ﻣﻴﻠﻴﺎرد دﻻر در ﺑﻄﺮيﻫﺎي ﭘﻼﺳﺘﻴﻜﻲ، و 6/0 ﻣﻴﻠﻴﻮن دﻻر در ﺷﻴﺸﻪ، و ﺷﻴﺮﻳﻦ ﻛﻨﻨﺪهﻫﺎ ﻛﻪ 1/1‬ ‫ﻣﻴﻠﻴﻮن دﻻر در ﺷﻜﺮ وﺷﺮﺑﺖ ﻏﻼت ﺑﺎ ﻗﻨﺪ ﺑﺎﻻ و 1/0 ﻣﻴﻠﻴﻮن دﻻر درآﺳﭙﺎرﺗﺎﻳﻢ را ﺷﺎﻣﻞ ﻣﻲﺷﺪ. در ﺳﺎل 3391 اﻛﺜﺮ ﻧﻮﺷﺎﺑﻪﻫﺎي ﻏﻴﺮاﻟﻜﻠﻲ‬ ‫درﻗﻮﻃﻲﻫﺎي ﻓﻠﺰي )%55( و ﺳﭙﺲ ﺑﻄﺮيﻫﺎي ﭘﻼﺳﺘﻴﻜﻲ )%04( و ﺷﻴﺸﻪ )%5( ﺑﺴﺘﻪ ﺑﻨﺪي ﻣﻲﺷﺪﻧﺪ.‬ ‫ﺗﻮﻟﻴﺪ ﻛﻨﻨﺪﮔﺎن اﺻﻠﻲ ﻗﻮﻃﻲﻫﺎي ﻓﻠﺰي ﻋﺒﺎرت ﺑﻮدﻧﺪ از: اﻣﺮﻳﻜﻦ ﻧﺸﻨﺎل ﻛﻦ، ﻛﺮاون ﻛﺮك اﻧﺪﺳﻴﻞ و رﻳﻨﻮﻟﺪزﻣﺘﺎل.‬ ‫ﻗﻮﻃﻲﻫﺎي ﻓﻠﺰي ﺑﻪ ﻋﻨﻮان ﻛﺎﻻﻫﺎي اﺳﺎﺳﻲ ﻗﻠﻤﺪاد ﻣﻲﺷﺪﻧﺪ، وﻫﻤﻴﺸﻪ ذﺧﻴﺮه اﺿﺎﻓﻲ آﻧﻬﺎ درﺑﺎزار وﺟﻮد داﺷﺖ. اﻏﻠﺐ دو ﻳﺎ ﺳﻪ ﺗﻮﻟﻴﺪ‬ ‫ﻛﻨﻨﺪه ﻗﻮﻃﻲ ﺑﺮاي ﻳﻚ ﻗﺮار داد رﻗﺎﺑﺖ ﻣﻲﻛﺮدﻧﺪ، ﻛﻪ ﺑﻪ ﺳﻮد ﭘﺎﻳﻴﻦ ﻣﻲاﻧﺠﺎﻣﻴﺪ.‬ ‫ﺑﺎ ﻇﻬﻮر ﻧﻮﺷﺎﺑﻪﻫﺎي ﻏﻴﺮاﻟﻜﻠﻲ رژﻳﻤﻲ، ﻛﻮﻛﺎ و ﭘﭙﺴﻲ ﺷﺮوع ﺑﻪ ﭼﺎﻧﻪ زﻧﻲ ﺑﺎ ﻛﻤﭙﺎﻧﻲﻫﺎي ﺷﻴﺮﻳﻦ ﻛﻨﻨﺪهﻫﺎي ﻣﺼﻨﻮﻋﻲ ﻛﺮدﻧﺪ ﻛﻪ ﻣﻬﻤﺘﺮﻳﻦ‬ ‫آﻧﻬﺎ ﻛﻤﭙﺎﻧﻲ ﻧﻮﺗﺮا ﺳﻮﺋﻴﺖ ﺑﻮد‬ ‫ﺧﺮﻳﺪن ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي‬ ‫در اواﺳﻂ دﻫﻪ 08، ﻛﻮﻛﺎ و ﭘﭙﺴﻲ، ﺳﺎﺧﺘﺎر ﺳﻴﺴﺘﻢ واﮔﺬاري ﺣﻖ اﻣﺘﻴﺎز را ﺗﻐﻴﻴﺮ دادﻧﺪ. ﺟﻨﮓ ﻫﺎي ﻛﻮﻻ ﺑﺴﻴﺎري از ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي‬ ‫ﻣﺴﺘﻘﻞ را ﺿﻌﻴﻒ ﻛﺮده ﺑﻮد‬ ‫در ﺳﺎل 6891 ﭘﭙﺴﻲ ﺗﺼﻤﻴﻢ ﮔﺮﻓﺖ ﻛﻪ ﻛﻞ ﺳﻴﺴﺘﻢ ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي ﺧﻮد را در دﺳﺖ ﺑﮕﻴﺮد. ﺷﺮﻛﺖ ﻛﻮﻛﺎ ﻛﻮﻻ از ﻃﺮف دﻳﮕﺮ ﺧﻮاﺳﺘﺎر‬ ‫ﺷﺮاﻳﻂ ﻣﺘﻌﺎدل ﺑﻮد و دو ﻛﺎرﺧﺎﻧﻪ ﺑﺰرگ ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي را ﺧﺮﻳﺪ.‬ ‫ﺗﻐﻴﻴﺮ ﺷﺒﻜﻪ ﺗﻮزﻳﻊ و ﺑﺮﻧﺪﻫﺎي ﺧﺼﻮﺻﻲ‬

‫در ﺧﺮده ﻓﺮوﺷﻲﻫﺎ ﻧﺮخ رﺷﺪ ﺗﺨﻔﻴﻒﻫﺎ رو ﺑﻪ اﻓﺰاﻳﺶ ﺑﻮد، وال ﻣﺎرت، ﺗﻤﺎم ﺣﺮاﺟﻲﻫﺎ، اﻧﺒﺎرﻫﺎو ﺳﻮﭘﺮ ﺳﻨﺘﺮﻫﺎ ﻫﺎي ﺧﻮد را از ﻣﺤﺼﻮﻻت دو‬ ‫ﺷﺮﻛﺖ ﭘﭙﺴﻲ و ﻛﻮﻛﺎ ﭘﺮﻛﺮد. ﭘﭙﺴﻲ و ﻛﻮﻛﺎ، ﻣﺤﺼﻮﻻت ﺧﻮد را ﺑﻪ ﺳﻮﭘﺮ ﻣﺎرﻛﺖ ﻫﺎ ﺑﺎ ﻳﻚ ﻗﻴﻤﺖ ﻣﻲﻓﺮوﺧﺘﻨﺪ. وﻟﻲ ﭼﻮن وال ﻣﺎرت ﻫﺰﻳﻨﻪ‬ ‫ﻋﻤﻠﻴﺎﺗﻲ ﻛﻤﺘﺮي را ﻣﺘﻘﺒﻞ ﻣﻲﺷﺪ، ﺑﺎ ﻗﻴﻤﺖ ﻛﻤﺘﺮي ﻋﺮﺿﻪ ﻣﻲﻛﺮد. ﺑﻨﺎﺑﺮاﻳﻦ ﺳﺎﻳﺮ ﺳﻮﭘﺮ ﻣﺎرﻛﺖﻫﺎ ﺑﻪ ﺷﺮﻛﺖﻫﺎي ﻧﻮﺷﺎﺑﻪ ﺳﺎز ﻓﺸﺎر‬ ‫ﻣﻲآورﻧﺪ ﻛﻪ ﻣﺤﺼﻮﻻت ﺧﻮد را ﺑﺎ ﻗﻴﻤﺖ ﻛﻤﺘﺮي ﺑﻔﺮوﺷﻨﺪ.‬ ‫ﻧﻮﺷﻴﺪﻧﻲﻫﺎي ﻋﺼﺮ ﺟﺪﻳﺪ‬ ‫دردﻫﻪ 09، ﻛﻮﻛﺎ ﺗﺐ ﻛﻠﻴﺮ ، ﭘﺎوراد،ﻧﻮردﻳﻚ ﻣﻴﺴﺖ و ﭘﭙﺴﻲ ﻧﻴﺰ ،ﻛﺮﻳﺴﺘﺎل ﭘﭙﺴﻲ ، ﻛﺮﻳﺴﺘﺎل ﭘﭙﺴﻲ رژﻳﻤﻲ،آل اﺳﭙﻮرت،اﺳﺘﺮاﺑﺮي ﺑﺮﺳﺖ،‬ ‫ﺗﺮاﭘﻴﻜﺎل ﭼﻴﻞ را وارد ﺑﺎزار ﻛﺮدﻧﺪ. در ﻧﻮﺷﻴﺪﻧﻲﻫﺎي ﮔﺮﻓﺘﻪ ﺷﺪه از ﭼﺎي، ﻛﻮﻛﺎ ﺑﺎ ﺷﺮﻛﺖ ﻧﺲ ﺗﻲ و ﭘﭙﺴﻲ ﺑﺎ ﺷﺮﻛﺖ ﻟﻴﭙﺘﻮن ﻣﺘﺤﺪ ﺷﺪ.‬ ‫درﺳﺎل 3991 ﺑﺨﺶ ﻧﻮﺷﻴﺪﻧﻲﻫﺎي ﻋﺼﺮ ﺟﺪﻳﺪ 009 ﻣﻴﻠﻴﻮن دﻻر ﻣﻲارزﻳﺪ.‬ ‫ﻓﻠﺴﻔﻪ ﭘﺸﺖ اﻳﻦ اﺳﺘﺮاﺗﮋي از ﻧﻈﺮ رﺋﻴﺲ ﺷﺮﻛﺖ ﭘﭙﺴﻲ اﻳﻦ ﺑﻮد ﻛﻪ ﻫﺮﮔﺎه ﻳﻚ آﻣﺮﻳﻜﺎﺋﻲ ﻳﻚ ﻧﻮﺷﻴﺪﻧﻲ را ﺑﺮﻣﻲدارد، آن ﻧﻮﺷﻴﺪﻧﻲ ﺑﺎﻳﺪ‬ ‫ﻣﺤﺼﻮﻟﻲ از ﭘﭙﺴﻲ ﻛﻮﻻ ﺑﺎﺷﺪ.‬ ‫ﺟﻬﺎﻧﻲ ﺷﺪن ﺟﻨﮓ ﻫﺎي ﻛﻮﻻ‬ ‫دردﻫﻪ 09، ﺗﻌﺪادي از ﺷﺪﻳﺪﺗﺮﻳﻦ ﻛﺸﺎﻛﺶﻫﺎي ﭘﭙﺴﻲ و ﻛﻮﻛﺎ در ﺑﺎزارﻫﺎي ﺑﻴﻦ اﻟﻤﻠﻠﻲ ﺑﻮد. ﺗﺤﻠﻴﻞ ﮔﺮان ﺻﻨﻌﺖ ﻧﻮﺷﺎﺑﻪﻫﺎي ﻏﻴﺮ اﻟﻜﻠﻲ‬ ‫ﻣﻌﺘﻘﺪ ﺑﻮدﻧﺪ ﻛﻪ ﺑﺎزار ﺑﻴﻦ اﻟﻤﻠﻠﻲ ﺑﻴﻦ 7 ﺗﺎ 01 درﺻﺪ رﺷﺪ ﺧﻮاﻫﺪ ﻛﺮد. ﺳﻮد آوري ﺷﺮﻛﺖ ﻛﻮﻛﺎ ﺧﺼﻮﺻﺎً در آﻟﻤﺎن ﺑﺎﻻ ﺑﻮد. ﺑﻴﺸﺘﺮﻳﻦ ﺑﺎزار‬ ‫ﭘﭙﺴﻲ درﺧﺎور ﻣﻴﺎﻧﻪ، اروﭘﺎي ﺷﺮﻗﻲ و روﺳﻴﻪ ﺑﻮد.‬ ‫ﻛﻮﻛﺎ و ﭘﭙﺴﻲ ﻫﺮ ﻛﺪام، درﺳﺮﻣﺎﻳﻪ ﮔﺬاريﻫﺎي دراز ﻣﺪت ﺧﻮد وﺑﺮاي ﺑﺎزار ﺟﻬﺎﻧﻲ، ﺳﻴﺎﺳﺖﻫﺎي ﻣﺘﻔﺎوﺗﻲ داﺷﺘﻨﺪ.‬ ‫ﺗﻮﻟﻴﺪ ﻛﻨﻨﺪﮔﺎن ﻋﺼﺎره ﺑﺮ ﻗﻴﻤﺖ ﻋﺼﺎرهﻫﺎ ﻛﺸﻮر ﺑﻪ ﻛﺸﻮر ﺗﺼﻤﻴﻢ ﮔﻴﺮي ﻣﻲﻛﺮدﻧﺪ. زﻳﺮا ﻣﻲﺑﺎﻳﺴﺖ ﺷﺮاﻳﻂ ﻣﺤﻠﻲ را در ﻧﻈﺮ ﮔﻴﺮﻧﺪ.‬ ‫در ﺳﺎل 2991 ، ﻛﻮﻛﺎ %08 ﺳﻮد ﺧﻮد را از ﺑﺎزار ﺧﺎرج ازاﻳﺎﻻت ﻣﺘﺤﺪه ﺑﻪ دﺳﺖ آورد. در ﺣﺎﻟﻴﻜﻪ ﭘﭙﺴﻲ ﻛﻮﻻ 51 اﻟﻲ 02 درﺻﺪ ﺳﻮدش از‬ ‫ﺧﺎرج از آﻣﺮﻳﻜﺎ ﺑﻮد.‬ ‫از ﺳﺎل 1891 ﺗﺎ 3991، ﺷﺮﻛﺖ ﻛﻮﻛﺎ ﺑﻴﺶ از 3 ﻣﻴﻠﻴﺎرد دﻻر در ﺳﻄﺢ ﺑﻴﻦ اﻟﻤﻠﻠﻲ ﺳﺮﻣﺎﻳﻪﮔﺬاري ﻛﺮده ﺑﻮد. درﺳﺎل 3991، ﺑﻬﺮه ﺣﻖ‬ ‫اﻣﺘﻴﺎزﻫﺎ ﻳﺎ ﺑﺎزار ﻣﺸﺘﺮك ﻛﻮﻛﺎ ﺑﻪ ﺑﻴﺶ از %83 رﺳﻴﺪ. ﺷﺮﻛﺖ ﭘﭙﺴﻲ در ﺳﻴﺎﺳﺘﮕﺬاريﻫﺎي ﺑﻴﻦ اﻟﻤﻠﻠﻲ ﻋﻘﺐ ﺗﺮ ﺑﻮد.‬ ‫ﺑﺴﻴﺎري از ﭘﺮﻛﻨﻨﺪﮔﺎن ﺑﻄﺮي ﺧﺎرﺟﻲ اﻳﻦ ﺷﺮﻛﺖ ﻏﻴﺮ ﺳﻮدده ﺑﻮدﻧﺪ. ﻣﺤﺼﻮﻻﺗﺸﺎن ﻣﺮﻏﻮﺑﻴﺖ ﻻزم را ﻧﺪاﺷﺘﻪ و اﺳﺘﺎﻧﺪارﻫﺎي ﻣﻌﻴﻦ را‬ ‫ﻧﺪاﺷﺘﻨﺪ. ﺑﻨﺎﺑﺮاﻳﻦ ﭘﭙﺴﻲ اﺳﺘﺮاﺗﮋي ﻛﻮﭼﻚ ﻣﺤﻠﻲ را ﭘﻴﺶ ﮔﺮﻓﺖ. ﭘﺎﻳﮕﺎه ﻣﺤﻜﻢ دﻳﮕﺮ ﻛﻮﻛﺎ در ژاﭘﻦ ﺑﻮد. در آﻧﺠﺎ ﺑﻮد ﻛﻪ ﭘﭙﺴﻲ دوﺑﺎره‬ ‫ﺳﻴﺎﺳﺖ ﻣﺒﺎرزه ﻃﻠﺒﻲ ﭼﺮﻳﻜﻲ ﺧﻮد را ﺑﺎ ﻛﻮﻛﺎ ﭘﻴﺶ ﮔﺮﻓﺖ ﺗﺎ ﺟﺎﺋﻴﻜﻪ در ﻳﻚ دادﮔﺎه ﻗﻀﺎﻳﻲ ﺣﻜﻢ ﺻﺎدر ﺷﺪ ﻛﻪ ﭘﭙﺴﻲ ﺣﻖ ﻧﺪارد درﺗﺒﻠﻴﻐﺎت‬ ‫ﺧﻮد ﻧﺎﻣﻲ ازرﻗﻴﺐ ﺧﻮد ﻳﻌﻨﻲ ﻛﻮﻛﺎ ﺑﻴﺎورد. دراﻳﻦ ﻣﻴﺎن، ﻛﻮﻛﺎ ﺑﺎ ﭘﺎﺋﻴﻦ آوردن ﻗﻴﻤﺖ ﺧﻮد در ﺑﺎزار ﺟﻬﺎﻧﻲ ﭘﺎﺳﺦ ﺳﻴﺎﺳﺖﻫﺎي ﺟﺪﻳﺪ ﭘﭙﺴﻲ را‬ ‫ﻣﻲداد.‬

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...Assignment On- “The Evolution of Management Thought and The Patterns of Management Analysis” Submitted To: Professor Dr. Abu Hossain Siddique Department of International Business University of Dhak 9th Batch, EMBA Date of Submission: 4th July,2012 INTRODUCTION Although modern management theory dates primarily from the early twentieth century, there was serious thinking and theorizing about managing many years before. Two events are especially significant to management history. First, in 1776, Adams Smith published The Wealth of Nations, in which he argued the economic advantages that organizations and society would gain from the division of labor (or job specialization). The second important event is the industrial revolution. Starting in the late eighteenth century when machine power was substituted for human power, it became more economical to manufacture goods in factories than at home. These large, efficient factories needed someone to forecast demand, ensure that enough material was on hand to make products, assign task to people, direct daily activities, and so fort. That “someone” was managers, and these managers would need formal theories to guide them in running these large organizations. It wasn’t until the early 1900s, however, that the first steps were taken toward developing such theories. The evolution of modern management thinking begins in the nineteenth century...

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...Classical Management Theory (1900 – 1930) It was the rise of the Industrial Revolution and factories were becoming more common. Inside these factories, managers were constantly look for ways to improve productivity and efficiency. As time moved on, it became apparent that searching for the single best way to do things was the most important thing for managers to do. Thus, classical management theory was born. The Evolution of Classical Management Theory The Industrial Revolution was a time where innovation really began to change the way that products were produced and sold. The invention of machines to produce goods in the 19th century drastically improved productivity, which in turn lowered the cost to the consumer. The lower price resulted in a greater demand for products and thus a greater need for more factories and workers. As factories increased in number, managers continued to search for ways to improve productivity, lower cost, increase quality of their products, improve employee/manager relationships and increase efficiency. The focus shifted from using machines to increase productivity to how they could increase employee productivity and efficiency. When they did this, they began to notice some new problems inside their factory systems. Employees were dissatisfied with their current working conditions, and many lacked the necessary training for how to do their work efficiently. Managers then began to formulate and test possible solutions, one of which was to find...

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...The formation of organization implies that a leader should take the role to control the activities of the group; the work done by the leader is what we call management. Organization is formed by a group of people who work together. No matter the organization is a profit making ones or non-profit making ones, its formations are to achieve a common purpose or variety of goals, which are the desired future outcomes. The outcomes might be producing a series of product or serving a group of target customers or satisfying others¡¦ needs. In these organizations, managers mainly are responsible to supervising the work performance of the group members and deciding the use of resources to achieve the organization’s goal. Management can be simply defined as getting things accomplished through other people. Management is then the term describe the work done by the manager, which are planning, organizing, leading and controlling the use of human and other resources, in order to help the organization to achieve a higher organization performance. Planning is to define to goals or targets of the organization and devising action plans to meet organization goals. Organizing is to determine what tasks should be done, arrange jobs to subordinates, controlling the budgeting and divided tasks to individuals or teams. Leading is to motivate staffs to work, maintaining the progress of activities and good relationship and to ensure to work done effective and efficient. Controlling is to measure...

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...Introduction to Management Technology BMRT 11009 - Section 300 Kent State University MANAGEMENT AMY HISSOM 10/26/2009 TABLE OF CONTENTS Introduction............................................................................................................................................ 3 Managers and Managing ........................................................................................................................ 4 What is Management?..................................................................................................................... 4 Essential Managerial Tasks............................................................................................................... 4 Levels and Skills of Managers ........................................................................................................... 4 Recent Changes in Management Practices ....................................................................................... 5 Challenges for Management in a Global Environment ...................................................................... 5 The Evolution of Management Thought ................................................................................................. 6 F. W. Taylor (1890-1940): Scientific Management ............................................................................ 6 The Gilbreths: Time-and-Motion Study ....................................................................................

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...What is Management? Definitions According to Harold Koontz, "Management is the art of getting things done through and with people in formally organised groups." Harold Koontz gave this definition of management in his book "The Management Theory Jungle". According to Henri Fayol, "To manage is to forecast and to plan, to organise, to command, to co-ordinate and to control." Henri Fayol gave this definition of management in his book "Industrial and General Administration". Image Credits © Michael Heiss. According to Peter Drucker, "Management is a multi-purpose organ that manages business and manages managers and manages workers and work." This definition of management was given by Peter Drucker in his book "The Principles of Management". According to Mary Parker Follet, "Management is the art of getting things done through people." Meaning of Management According to Theo Heimann, management has three different meanings, viz., 1. Management as a Noun : refers to a Group of Managers. 2. Management as a Process : refers to the Functions of Management i.e. Planning, Organising, Directing, Controlling, etc. 3. Management as a Discipline : refers to the Subject of Management. Management is an individual or a group of individuals that accept responsibilities to run an organisation. They Plan, Organise, Direct and Control all the essential activities of the organisation. Management does not do the work themselves. They motivate others to do the work and...

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...One of the first schools of management, the classical management theory, developed during the Industrial Revolution when new problems related to the factory system began to appear. Managers were unsure of how to train employees. A large amount of the non-English speaking immigrants or dealing with increased labor dissatisfaction caused managers to test solutions. According to Plunkett, Attner & Allen (2008) “The classical management focused on finding the “one best way” to perform and manage tasks” (p.38). This school of thought is made up of two branches: classical scientific and classical administrative. The scientific branch arose because of the need to increase efficiency and productivity. The emphasis was on trying to find the best way to get the most work done by examining how the work process was actually accomplished and by paying close attention to the skills of the workforce. The classical scientific school got its roots to several contributors, including Frederick Taylor, Henry Gantt, and Frank and Lillian Gilbreth. Whereas scientific management focused on the productivity of the certain individuals, the classical administrative approach emphasizes on the total organization. The emphasis is on the development of managerial principles rather than work methods. Contributors to this school of thought include: Henri Fayol, Max Weber, Mary Parker Follett, and Chester I. Barnard. During World War II, mathematicians, physicists, and others joined together to solve...

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...Management is universal in the modern industrial world. Every industrial organization requires the making of decisions, the coordinating of activities, the handling of people, and the evaluation of performance directed toward group objectives. In addition, our society simply could not exist as we know it today or improve its present status without a steady stream of managers to guide its organization. Peter Drucker makes this same point in stating that effective management is quickly becoming the main resource of developed counties and the most needed resource of developing ones (Certo, 1986). In short, management is very important to our world. Then, what is management? This essay will discuss this topic as following. It has to be recognized that the definitions of management are extremely broad. Harbison and Myers (1959) offered a concept for emphasizing a broader scope for the viewpoint of management. They observe management as an economic resource, a system of authority, and a class or elite from the view of the economist, a specialist in administration and organization, and sociologist respectively. Henri Fayol, “the father of modern management theory,” formulated fourteen principles of management. Hugo Munsterberg applied psychology to industry and management. Max Weber is known for his theory of bureaucracy. Vilfredo Pareto is considered “the father of the social systems approach.” Elton Mayo and F.J. Roethlisberger became famous through their studies of the impact...

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...Restaurant Managers are responsible for controlling profitability, optimising restaurant management and overseeing sales, human resources and team management in their respective stores. Profile • Displays managerial and leadership qualities • Autonomous employees who enjoy taking an initiative • Well organised individual • Self-controlled, disciplined and highly driven Operations management (OM) can be defined as "Managing the available resources by designing, planning, controlling, improvising and scheduling the firms systems & functions and thereby deliver the firm's primary product & services. " It has been an integral part of manufacturing and service organisation and is aimed at timely delivery of finished goods & services to the customers and also achieving it in a cost effective manner. It consist of an amalgamation of different functions including quality management, design & industrial engineering, facility and channel management, production management, operational research, work force management, enhancing product design, improvising productivity, and improve customer services. The traditional McDonald's philosophy that acts as the guiding force behind it's operational make-up is "Quality, Service, Cleanliness and Value". The importance of operation management can be divided into three broad categories:- Assistance in Strategic Decisions (Long term):- Operation management decision at the strategic level affect McDonald's effectiveness to address customers...

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...Past Influence of Management Today Abstract The past influence of management was done with bureaucracy and Administrative ways that gives management today to achieve their goals for the organization. Bureaucratic management may be described as "a formal system of organization based on clearly defined hierarchical levels and roles in order to maintain efficiency and effectiveness." Administrative has to foresee and make preparation s to meet the financial commercial and technical condition s under which the concerns must be started. How Bureaucratic and Administrative Management Affects Overall Management Bureaucracy Bureaucratic management focuses on the ideal form of organization. Max Weber was the major contributor to bureaucratic management. Based on observation, Weber concluded that many early organizations were inefficiently managed, with decisions based on personal relationships and loyalty. Also, bureaucracy formed the need for organizations to operate rationally rather than relying on owners’ and managers. (Williams’s pg. 31) this brings Jobs are divided into simple, routine and fixed category based on competence and functional specialization. Officers are organized in a n hierarchy in which higher officer controls lower position holders i.e. superior controls subordinates and their performance of subordinates and lower staff could be controlled. All organizational...

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...conceptual skills, interpersonal skills, and technical skills. These three managerial skills are used by different managers in different degrees. Successful managers usually display more conceptual than technical skills. They have to continuously think about the company's goals and objectives and how they can be effectively communicated to employees. Middle Level Management Middle management is the intermediate management level accountable to top management and responsible for leading lower level managers. Image of Middle managers fig. 1 Middle managers Middle management is the intermediate management of a hierarchical organization, being subordinate to the senior management but above the lowest levels of operational staff. Key Points Middle management is the intermediate management of a hierarchical organization, subordinate to the senior management but above the lowest levels of operational staff. They are accountable to the top management for their department's function. They provide guidance to lower level managers and inspire them towards better performance. Middle management may be reduced in organizations as a result of reorganization. Such changes include downsizing,...

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...Management Practice and Theory Student’s name: Instructor’s Name: Class Name and Code: University: Date of Submission: TABLE OF CONTENTS Executive Summary …………………………………………………………………… iii Introduction ……………………………………………………………………………. 4 Organisation Effectiveness ……………………………………………………………. 5 Team Effectiveness …………………………………………………………………… 6 Management Theories ……………………………………………………………….... 8 Command and Control ………………………………………………………………… 9 Scientific Management ……………………………………………………………….. 10 Bureaucratic Organisation ……………………………………………………………. 11 Subordination to Community ………………………………………………………… 11 Management as a discipline ………………………………………………………….. 12 Conclusion …………………………………………………………………………… 12 References …………………………………………………………………………... 13 Executive summary A professional manager will acknowledge the contribution of team effectiveness to overall organizational success. Teams will often require leaders to ensure delegation and coordination of group activities for a team to attain the desirable results. This paper seeks to establish influence of management theories on a professional manager both at team and organisation level. The management theory adopted by a leader will determine their style of leadership thus their relationship with employees and other key stakeholders. Introduction A team is a small group of workers with complimentary expertise who share common goals whereby group interests precede over individual interest. Teamwork is essential in organisations...

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...management In general, management is the activity of resolving a disorderly situation into an intentionally orderly situation, to achieve pre-determined (i.e., purposeful) outcomes. Since disorder continuously arises from creativity, destruction, decay, variance, versioning, chaos, and other natural and intentional changes, resolving that disorder into an intended order requires continuous tracking and adjustments in the "architecture" of the intended order's parts, part relationships, and part and relationship attributes. The classic approach to management Classical approach to management is dated back to the Industrial Revolution. the classical approach was an approach that places reliance on such management principals as unity of command, a balance between authority and responsibility, division of labor, and delegation to establish relationships between managers and subordinates. This approach constitutes the core of the discipline of management and the process of management. The classic approach to management – Classical approach - consists of two separate branches: the scientific and administrative management. The achievements of the classical school - the school has created a basis for further development of management theory, identified key processes, functions and leadership skills, which today are considered significant. Limitations of the classical school - more suitable for stable and simple organization of the modern and dynamic. Often recommended...

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...INTRODUCTION In thinking about an ideal Total Quality Management (TQM) in a government organization of the 21st century, what follow is innovation, globalization, and a new culture that organizations need to adapt constantly to meet new market situations and competitive business world. "TQM refers to a management process and set of disciplines that are coordinated to ensure that the organization consistently meets and exceeds customer requirements. It allows organizations to survive the global business competition and allows for a continuous improvement (kaizen) to the needs of the rapidly changing world by having organizations move from the current way of doing things to a new and possibly different way of doing things based on systematic management of data of all processes and practices that eliminates waste. TQM require engagement of all divisions; departments and senior management to organize all its strategy and operations around customer needs and develops a culture that allows employee participation. For service organizations, TQM has become a philosophy of management that is driven from the continuous improvement of customer satisfaction that offers meaning to an organization existence in delivering meaningful services to customers and satisfaction and growth to members of the organization. It is from this premises that TQM strategy is to achieve excellence in quality service, low cost, high productivity and organizational effectiveness [Evans, J & Lindsay, W. 2008]...

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