year 13 feb mock, 3.2.1, 3.3.2, 3.3.4 product, 3.4.3, 3.5.2, 3.5.3, 3.6, 3.7.2, 3.7.6, 3.7.8 Flashcards
What are managers responsible for?
Ensuring tasks are completed in the day-to-day running of the business
Characteristics of managers in a small business
The leaders and managers are often the same people
What happens to leaders and managers once a business grows
Their roles become distinct from one another
What is the role of a leader in a growing business
Provide a focus on long-term vision and direction is often needed
What is the role of a manager in a growing business
Focus on ensuring tasks are completed, and deadlines are met, in such way to support the long-term vision and direction of the leader
Roles of a manager, as a decision maker
- Set objectives so that success criteria are available to later establish whether or not a task has been completed successfully
- Review and analyse data so that adaptations to current processes ca be made if required
- Select strategies and implement these to ensure processes are working efficiently and are supporting overall objectives
- Review the impact of their decision and use this review to inform the setting of future objectives
Factors which influence styles of management and leadership
- External environment ( appropriate for the business)
- Culture of business (best suited to the business’ needs)
e.g = in businesses with a very clear and well-defined culture, a change of leadership style may be difficult to introduce without resistance from the majority of employees - Skill level of workforce (may or may not want workforce to be in decision making process = value the knowledge of skilled and qualified staff)
Autocratic leadership
An approach by leaders or managers to keep control of decision making and ensure that employees are closely supervised
When is an autocratic approach most suited
If a business has a largely unskilled workforce so a manager or leader may wish to maintain decision making powers
Democratic leadership
An approach by leaders or managers to discuss and consult with employees, delegate decision making authority and empower employees through their involvement
When is a democratic approach most suitable for a business
In businesses which employ highly skilled and highly qualified employees, such as universities, Google & Microsoft, a manager or leader may decide that the contributions of such staff could be highly valuable to the business. Employees can contribute their expertise to the decision making process
What does Blake Mouton’s Theory grid classify
Styles according to whether a manager or leader places more emphasis on concern for people or concern for task completion
Blake Mouton’s Grid:
Low Concern about task, Low concern about people
Impoverished
Blake Mouton’s Grid:
Low Concern about task, High concern about people
Country club
Blake Mouton’s Grid:
High concern about task, low concern about people
Produce or perish
Blake Mouton’s Grid:
High concern about task, High concern about people
Team leader
Blake Mouton’s Grid:
In the middle
Stuck in the middle
What is country club leadership
Real focus on business’s employees, though this may be an enjoyable place to work, it can be detrimental to the business’s levels of production
Example of a business with country club leadership
Virgin- some employees have unlimited holidays - ensures employee satisfaction but comes at cost in terms of production and efficiency
What is team leader
Values both the importance of task completion and people. People are satisfied, feel valued and production is also a focus.
What is produce or perish leadership
So focused on production that the effect of this on employees is of no concern to the business in any way. e.g call centres- accused of focussing heavily on no. of outbound calls made p/h with no concern for staff well-being
What is impoverished leadership
Ineffective - often difficult to find examples for this type of leader as leaders in this category usually fail and do not become well known
What is middle of the road / stuck in the middle
Some focus on task completion and people; neither gains the advantage of a full focus so there will be a poorer performance in each area
What did Tannenbaum and Schmidt make to show theories on management
The management continuum
What is to the left of the management continuum
- managers maintain full authority and decision making power
- managers communicate such decisions to employees who have to comply
- similar to an approach of autocratic leadership
What is to the right of the management continuum
- employees are given authority ad decision making power
- democratic leadership
Stages of the continuum (left - right)
- manager alone makes a decision and tells employees
- manager sells their decision to employees
- manager presents decision t employees and asks for questions
- manager presents decision to employees and is open to change
- manager presents an issue and asks for suggestions
- manager outlines limits of an issue and asks employees to make a decision
- manager allows employees to make their own decision, within limits
What leadership focus increases from left to right on the management continuum
employees (freedom)
What leadership focus decreases from right to left on the management continuum
manager (authority)
When is appropriate to change style of leadership
- state of emergency = managers/leaders may prefer to retain decision making and authority
- fast communication required = e.g BP’S Deepwater Horizon oil spill (killed 11 people, 2010)
- if employees’ views are valued, managers/leaders may adopt position on right so these views can be gathered
What is market research
The process of collecting and processing information about the market that a business operates in.
Market research gathers info on…
- Demand
- Competition
- Target Market
What info does market research gather on demand
- insights into customers’ wants and needs = help improve the product, spot market opportunities and stay competitive
- insights into overall demand trends can help a business to spot opportunities for growth and potential threats from new products / technology
What info does market research gather on competition
- understand the major threats in the market and then prepare the business to deal with these
What info does market research gather on target market
insights into their customers’ wants and needs and how they are changing over time
What is Qualitative research
info about opinions and views
What is quantitative research
facts and figures
When is market mapping used and why
- once business have segmented the market
- can identify a gap in the market by looking at what competitors offer
What variables are commonly used when market mapping
Quality and price
Methods of market research are
- Sampling
- Technology
What is sampling in market research
When a business selects a sample of the population to save collecting data from everybody in that population
Advantage of sampling
Reduces cost as a business can choose a cross-section of the population instead of collecting data from everybody
Disadvantage of sampling
May not accurately reflect the full target market if the sample is not chosen properly
Why is technology a method of market research
Used to analyse market research data by completing calculations and creating graphs and charts which can be used by managers and leaders
How to calculate PED
% change in quantity demanded / % change in price
What is the co-efficient
a value / number
What elasticity is penetration pricing pricing likely to have
Elastic
What elasticity is price skimming likely to have
Inelastic
What does PED measure
The responsiveness of demand after a change in price
What does PED actually mean - simpler
For every 1% change of price, demand is going to change by the co-efficient value
PED:
Co-efficient GREATER than 1 means a product is…
Price Elastic
PED:
When a product is price elastic it means…
% change in quantity demanded is GREATER THAN the % change in price
PED:
Co-efficient LESS THAN 1 means a product is…
Price Inelastic
PED:
When a product is price inelastic it means…
the % change in quantity demanded is less than the % change in price
PED:
When the price elasticity is exactly 1, it means…
the % change in quantity demanded = the % change in price
PED:
Impact on profit & sales revenue if a product/service is price ELASTIC
Decrease in price = increase in sales revenue
WHEREAS
Increase in price = decrease in sales revenue
PED:
Impact on profit & sales revenue if a product / service is price INELASTIC
Decrease in price = decrease in sales revenue
WHEREAS
Increase in price = increase in sales revenue
Example of a product that is price inelastic
Petrol - it is a necessity
What does YED stand for
Income elasticity of demand
What does YED measure
The responsiveness of quantity demanded to a change in consumer income
How to calculate YED
( % change in quantity demanded ) / ( % change in income )
YED:
If the co-efficient is positive it means…
An increase in income will increase demand
AND
a fall in income will decrease demand
YED:
If the co-efficient is negative it means…
An increase in income will decrease demand
AND
a fall in income will increase demand
YED:
The larger the YED co-efficient…
The greater the responsiveness if quantity demanded to a change in income
YED less than 1 means it is
Income Inelastic - a change in income will lead to a change in quantity demanded which is LESS THAN the change in income
YED more than 1 means it is…
Income Elastic - a change in income will lead to a change in quantity demanded which is GREATER THAN the change in income
Example of a product that is income elastic
Premium cars
What is extrapolation?
Involves the use of trends established by historical data to make predictions about future values - the pattern will continue into the future unless evidence suggests otherwise
Advantages of extrapolation
- simple method of forecasting
- not much data required
- quick and cheap
Disadvantages of using extrapolation
- unreliable if there are significant fluctuations in historical data
- assumes past trend will continue into the future - unlikely in many competitive business environments
- ignores qualitative factors ( e.g changes in tastes & fashions )
Stages of the product life cycle
Research and Development
Introduction
Growth
Maturity
Saturation
Decline
What is R&D in the product life cycle
Before the product is made
Expensive
- often complex
- may not be successful
- may involve a long lead time before sales are achieved
What is Introduction in the product life cycle
- Introduces / launces the new product or service to the market
- Marketing and advertising are important - make consumers aware what the product is and that it exists
- usually low sales
- low capacity utilisation & high unit costs
- heavy promotion
- usually negative cash flow
What is Growth in product life cycle
- More customers discover and buy the product
- much faster growing sales
- product gains market acceptance
- unit costs fall with economies of scale
- the market grows. profits rise but attracts the entry of new competitors
- cash flow may become positive
What is Maturity in the product life cycle
- The number of new customers buying the product has slowed down
- slower sales growth as rivals enter the market = intense competition + fight for market share
- low unit costs = very efficient
- high profits for those with high market share
- weaker competitors start to leave the market
- prices start to fall
- cash flow should be strongly positive (less need for investment & marketing)
What is Saturation in the product life cycle
- Sales have reached its peak and no longer increase but remain steady
What is Decline in the product life cycle
- Changes in fashion, consumer tastes / preferences
- Technological advances
- New competition offering similar products
= demand for product begins to fall - market saturation
- rapid fall in profits & weak cash flow
- more competitors leave the market
- excess capacity & rising unit costs
What does the Boston Matrix measure
Market Share (x axis) and Rate of market growth (Y axis)
Boston Matrix - Low market share and Low rate of market growth
Dog e.g DVD and CD discs
Boston Matrix - Low market share and high rate of market growth
Question mark e.g
Boston Matrix - High market share and low rate of market growth
Cash Cow e.g Apple TV products
Boston Matrix - High market share and high rate of market growth
Star e.g new iPhones
Factors influencing decisions on the marketing mix
- objectives
- target market
- presence and size of competitors
- type of product
Strategies at the introduction stage of product life cycle
- aim = encourage customer adoption
- high promotional spending to create awareness and inform people
- either skimming or penetration pricing
- limited, focused distribution
- demand initially from “early adopters”
Strategies in the growth stage of product life cycle
- promote brand awareness
- intensive distribution - many new outlets
- market penetration
- wider target customer base
- improve the product - new features, improved styling, more options
Strategies for mature products
- manage capacity & production
- promotion focuses on differentiation
- intensive distribution
- adopt extension strategies :
attract new, late users
develop new uses
reposition in the market
Reasons why products enter the decline stage
- technological advance
- changes in consumer tastes and behaviour
- increased competition
- failure to innovate and develop the product
What does current ratio easure
The liquidity of a business by comparing current assets with current liabilities e.g how much a business can turn into cash quickly
How to calculate current ration
Current assets / current liabilities = ? : 1
What can gearing calculations measure
Calculate the proportion of long-term funding which comes from debt
How to calculate gearing
(non current liabilities / capital employed ) x 100
What is the ideal current ration of a business and why
1.5 : 1
- A bit of money to fall back on
- buffer cash
How to calculate capital employed
total equity + non total liabilities
What is gearing
What a business owes compared to what they own
Range of gearing %
0 - 33% = low
33% - 50% = moderate
50% - 66% = high
66% - 100% = very high
What is liquidity
- how easy it is to turn into cash
- ability to pay off short-term debts - borrowing, lending money
What does a high amount of oweing / gearing mean
- ability to borrow
- cost of borrowing
What does 0% gearing mean
could question because they haven’t done anything with their money
What is Investment Appraisal
How firms evaluate in quantitative terms the feasibility of a project
The 3 methods of investment appraisal
- payback
- ARR (average rate of return)
- NPV (net present value)
What is payback
A methods that refers to the amount of time it takes to recover the initial investment
How to calculate payback when it is in-between a year
left to pay / could pay
Advantages of payback
- simple to understand and compare
- easy to calculate (and fast)
- emphasises cash flow by focusing only on the time taken to return the money - relevant to businesses with cash flow difficulties
- emphasising the speed of return: payback period is popular with firms operating in markets that are experiencing rapid change because estimates for years in distant future are going to be less reliable than those for near future
Disadvantages of pay back
- doesn’t look at money back after payback period
- time value of money isn’t being taken account of
- may be encouraged towards short-termism
What is ARR (average rate of return)
a method that measures the net return each year as a % of the initial cost
How to calculate ARR
(((total return - inital cost) / number of years ) / initial cost ) x 100
Advantages of ARR
- includes whole income stream
- easily comparable to other investments - can be interpreted by non-accountants
- the only method that takes into consideration every item of revenue and expenditure at its face value
What is NPV (net present value)
calculates the total present day value of an investment value by taking into account the time value of money
How to calculate NPV
Net profit x discount factor = NPV.
- Add each NPV of each year and - the initial cost
What is the risk that surrounds investment
- require a financial commitment
- taking risks in the hope of a possible reward or profit
- allows businesses to decide whether any potential return is worth the risk associated with an investment
Disadvantages of ARR
- Harder and more time consuming to calculate - may use valuable company tie in compiling shortlists of potential investments
- it considers all income and expenditure as equal in value
Advantages of NPV
- takes time value of money into consideration
- gives a precise answer