L’OREAL

Planning:
One main role of a manager is creating a plan for all related entities to meet their goals and
objectives. This involves allocating human resources and delegating responsibilities, as well as
setting up a realistic timeline and standard strategy to follow. L’oreal do, too.

The strategies in L are developed by taking into consideration the aims, the mission and the goals
of the enterprises. The goals of the brand are basically directed to accomplish the task and set out
for each enterprise in its strategies. The strategies are designed to enhance the base of employee
loyalty, reach their full potential and shorten the cycle of earning and helping in being competitive
in the cosmetic market.

The process of strategy is thus shaped in relevance to the market research, who carried out market
studies to gain knowledge about the market’s need and preference, in turn, help enterprises to
incorporate the requirements of elements in its strategies for achieving its corporation goals. For
instance, the brand at first selects a range of target market and target customer, then they conduct a
survey to get their feedback about their product in the brand for a short time period ( as we knew “
Sampling”). On the basis of responses of the products, therefore, planning the strategy to charge
the product at what price that can help employees realize the next step to do.

Organizing:
Along with planning, a manager's organization skills can help to ensure a company l unit runs
smoothly. Nihon L’Oréal is also operating in East Asia, an area where respect for experience and
seniority are highly valued and are essential parts of the national culture. This means that
organizations are also influenced by the local culture and have more hierarchical structures than
in many Western cultures. The Executive Committee is responsible for managing the Group’s
various activities in line with the strategic guidelines set out by the Board of Directors ( chen
image )

In terms of recruitment and selection, L’oreal thus employs the strategies of selecting the
appropriate candidates through the various modes of employee referrals, recognised employment
agencies and personal applications. These candidates are thereafter made to go through the stages
of interview, written examinations, group discussion.

Concern, ideas, questions are addressed by The Committee of Lo and responses are made public to
everyone in the company. This way, even junior employees have an opportunity to get heard by
senior managers. At the same time, management can have an even better understanding of the
concerns and opp perceived by employees during organization. So that employees and top
managers can get closer which allows them to see more clearly the action required to improve the
working environment.
Leading: Loreal feel it has a leading role in motivation and development

The management system is to confirm their team members with daily tasks, even challenges.
Because the leader isn’t just about delegating tasks efficiently and making sure that all employees
follow step by step what the company needs to gain achievement, however, managers also need to
be able to recognize risks and challenges. Often, managers may function as leaders even during
small personal interactions by modeling supportive, encouraging, and motivational qualities.

L’oreal is a global cosmetic brand and really successful in maintaining their reputation hence the
aspect of motivation cannot be left in the hands of the human resources. L’oreal has followed the
Maslow Hierarchy of Needs as a model of motivation and then ensures that the basic requirements,
like food, clothing, or shelters are fulfilled at all times. The employees are also provided with a
certain kind of financial or non-financial incentive on the basis of their performance to keep
inspired and motivated. By the way, they became eager to increase the level of task performance.

The training and development of the sales team is crucial in the overall growth of the enterprise.
The employees through successful training get promoted and get subjected to appraisals within the
organization.

Controlling
Control (and quality control) in management is about making sure the ultimate goals of the
business are being adequately met, as well as making any necessary changes when they aren't. To
ensure all above functions are met, monitoring employee performance, quality of work is crucial.

For example, in terms of sales management, There are several strategies by which the sales activity
is organized and sales output is controlled by the organization and depend on the factors of volume
of sales, location and size of the range of products The sales team can develop sales budgets so that
the functioning of the sales run smoothly and also evaluate performances in a much better way
having full control over the expenses. The control can be affected also by the imposition of
standards like performance evaluations. The sales control of L’oreal is aimed at the optimisation of
the sale of its products, control the revenue and bring about a practice of profit maximization.

ESSAY:

1. The cause of the reluctance to delegate authority and responsibility are:

● Insecurity. Managers are reluctant to take risks to delegate tasks, or maybe afraid of losing
power if subordinates are better in performing the task.
● Manager’s inability. Some managers can be very irregular in future planning.
● The lack of trust to subordinates.
 ● The manager feels that the subordinate would prefer not to have the right of
decision-making.

Meanwhile, reluctance to accept the authority or responsibility are:

● Insecurity for subordinates to avoid the responsibilities and risks.

● Subordinates’ fear of being criticized or punished for making mistakes.
● Subordinates do not get enough stimulation to load additional responsibilities.
● Subordinate is lack of confidence and feel depressed when delegated with greater
decision-making authority.
2. Supervisors are people who deal directly with the manager. But in the context of
responsibility, the supervisor has a task which is no less severe. In many cases,
supervisors have strategic tasks because they directly plunge into the field to
implement all the plans of the manager.

-The main responsibilities of a supervisor can therefore be summarized as the following:

● To plan day-to-day activities and targets within the goals set by upper management.
● To assign specific tasks to employees.
● To oversee hour-to-hour results.
● To report daily feedback and information.
● To take immediate corrective action at the activity site.

Topic: Explain the planning process of a company and then compare its process with the
planning process in theory.

In the business world, managing a company requires effective planning in order to remain
competitive in the market. Therefore, a manager needs the ability to define the future approaches
of the company to make the decisions wisely. Planning is one of the most essential managerial
techniques contributing to a company’s success.

According to Schermerhorn, “Planning is the process of setting ‎objectives and determining

how to‎accomplish them.” (Management- Learn Succeed, Schermerhorn, p.195). It consists of five
basic steps: defining the objectives, determining where they stand vis-à-vis objectives, developing
premises regarding future conditions, analyzing alternatives and making a plan, implementing the
plan and evaluating the results.
 Firstly, a company needs to have clear objectives. It is important for managers, especially
the first-line ones, to set a goal for their employees. It can be as simple as specifying a marketing
goal, defining the annual profit margin, or setting the sales revenue of the company. The objective
constructing process must be based on past financial statistics or the economic index. Additionally,
managers can do surveys through their customers to understand what consumers really need for
their products. The clearer objective that a company makes, the more successful that it will thrive.
For example, Trung Nguyen Legend, one of the most famous coffee brand names in Vietnam, had
defined its objectives for the G7 external marketing campaign. This campaign focused on raising
Vietnamese coffee’s reputation and invading other competitive markets such as the UAE,
Philippines or other South-East Asian countries.

Secondly, a company must determine where their position in the market is along with the
pros and cons of the cause. It is necessary for managers to investigate the consumer’s behaviors
and their employee’s attitudes constantly so they can make a correct decision anytime. They need
to find out which advantages could boost their company and which disadvantages would hold them
back. For instance, in the case of the Trung Nguyen marketing campaign for G7, they predicted the
exact time to open the “blind test” of Pound Café between G7 and other competitors. As a result,
“89% of consumers chose G7 rather than another kind of coffee” (Marketing strategies Report,
Slideshare.net). Hence, the company could determine whether their marketing plan was effective
enough.

Thirdly, a company needs to develop premises for the future conditions. If it fails to
accomplish the target, there would be serious consequences such as losing the clients’ trust, losing
the ideal revenues or missing the opportunity to gain

TOPIC: MOTIVATION. CHAP 2

Motivation is one of the most complicated issues happening in the management process. No
matter what you want to accomplish in your life, you have to satisfy your requirement first in order
to build up your activity and make a right decision. Abraham Maslow (1908- 1970)- a famous
psychologist living in the United State- had figured out the theory for stimulated purpose. This
theory is constructed base on the human’s need and was applied generally in the business
environment.

Maslow's hierarchy of needs is a motivational theory in psychology comprising a five-tier

model of human needs and having a triangle- shape as the pyramid” (Saul McLeod, Maslow’s
hierarchy of needs). From the bottom of the pyramid, the needs of employees raise “có trật tự”,
and the higher level will not be achieved if the lower level is not satisfied.
Firstly, physiological needs- the lowest level of Maslow’s hierarchy of needs- are the most
basics need for human which include almost necessary things that each person require to survive. It
includes water, food, shelter, respiratory and other physiological things. This level exists in any
human and society and is recognized as the minimum requirement for developing other human’s
needs.

The second level of Maslow’s hierarchy of needs consists of safety needs- the improvement of the
physiological needs. Safety, or security needs, relate to a personal requirement to feel safe and
protected in their daily life and surrounded environment. Motivation comes from the need for law,
opportunity for employment, protection from unpredictable and dangerous conditions. To find
stability and security, a person must consider their physical safety. Additionally, an individual
needs economic safety to live and thrive in modern societies.

The third level of Maslow’s hierarchy of needs is love and belonging needs. “Humans are social
creatures that crave interaction with others.” This level includes the need for friendship, intimacy,
family, and love. Humans have the right to give and receive love or respects, and nobody can deny
this right. Without emotion and critical thinking, “human is no more likely human” and they will
become a “living machine”. It is necessary for people to feel like they belong in a community
because when deprived of these needs, individuals may experience loneliness and depression,
leading to many serious consequences.
The fourth level of Maslow’s hierarchy of needs is esteem needs. Esteem needs are related to a
personal need including the recognition, and the feeling of respect in the organization or society.
The esteem needs were broken up into two categories: the need for respect from others and the
need for respect from oneself. If we fulfill our love and belonging needs, we will seek to fulfill the
esteem needs. In business, it is essential for manager to show out that their employee’s social
status, labor value, material and spiritual remuneration are recognized.
Lastly, the fifth as well as the highest level of Maslow’s hierarchy of needs is self-actualization
needs. Self-actualization relates to the realization of an individual’s full potential. At this level,
people make an effort to become the best that they possibly can be. The need for self-actualization
can be illustrated in different ways, such as: obtaining skills (e.g. managerial modeling skills),
continued education (e.g. further training courses), utilizing skills, knowledge, and talents to
accomplish their achievement.
TOPIC : PROS AND CONS GLOBALIZATION. CHAP 5
Firstly, globalization will expand the access to goods and services for both customers and
purchaser. For enterprise, by using the “global sourcing (the process of buying goods component or
service around the world for internal use) or applying the licensing- franchising relationship
between domestic company and international corporation, firms can take competitive advantages
of other competitors with bigger and cheaper suppliers for their goods and service. On the other
hand, consumer can gain benefits from globalization to some extent such as various of product’s
choice, lower price, … For example, thanks to the globalization, Starbuck has imported the raw
coffee beans from 7 countries such as Viet Nam, Indonesia, Kenya, … with cheaper price and
better quality than in the United State. They also attract other international customer with
professional menu with their brand name, competitive pricing policy and modern facilities.

Secondly, globalization can decrease the poverty rate, especially in the developing countries.
Despite this argument is somewhat controversial because of the opinions about the quality and
quantity of the jobs created by globalization, we cannot negate that globalization has increased job
opportunities in capital-scarce, labor-rich countries such as Vietnam, China, … Due to the
globalization, if government lessen economic barriers and enforcing more attractive policies for
well- qualified labor, the unemployed will get more chance to apply in job. Moreover, they can
travel to another country easily, find more chance to improve their living standard. For those
people who have better technique, it is a good opportunity to develop their skills and acquire more
experiences from the international environment. For example, Starbuck has opened more than
24.300 coffee shops all over the world (2017), create the jobs for more than 291.000 (2018). Their
shops cover more than 65 countries around the world. In the financial crisis, especially in 2008,
while many company (sa thải) their staffs, Starbucks try to educate their labor with many skills
such as preparing the coffee beans or how to serve the cup of coffee in a professional way, …

Thirdly, globalization make an information and technology spread more easily. According to
Amelia Josephson, a professional author major in financial literacy topic, “Art and culture aren’t
the only things that spread more easily in a globalized society. The same goes for information and
technology”. Nowadays, with the development of the Internet, one of the most outstanding
invention in the human’s history, people can search for new information immediately whenever
they want or purchase the product without any annoying elements. For example, Starbuck has
developed a mass media network including information system, marketing campaign or the online-
purchasing apps, … Thanks to the globalization, people know more about Starbuck and make an
online shopping with their beverages. The Starbucks coffee shop has appeared in many countries
without any discrimination of other people, gaining more competitive advantages than others
brand name.
However, globalization can cause some disadvantages. Firstly, the domestic workers will lose their
job to the cheaper labor. In the U.S, for example, with the competitive labor market, firms tend to
choose the Asian employees, rather than the internal staffs. Globalization seem to “increases the
returns to capital in rich countries like the U.S. and decreases the returns to labor in those same
countries” (Amelia Josephson). This issue is also correct with Starbuck, while in the Europe
market or the United State market, they try to hire the Asian staffs, after that, they educate their
employees well and enforcing the slogan “Employees is God” or “Employees is our potential
partner”. Hence, it is obviously to say that globalization is a effective method to eliminate the
low-skill jobs or low-skill labor, especially in the developed country.
Secondly, globalization can contribute to the vanishment of culture and the cultural homogeneity.
Since there is “no border” between any countries, people are easily to catch up with the new
culture and forget their traditional value. If everyone loves K. Pop, watches the Hollywood movies
or purchases for the foreign tour, people will lose precious cultural practices and languages. You
won’t be human anymore, instead, you are the “living machine”, the machine copying all the
behaviors from other culture except your own value. In the Starbuck case, we can figure out that
there is some homogeneity. Drinking the cup of Starbuck coffee is thought as the rich or more
superior than other cups of coffee. The young have forgot the main value of the cup of coffee such
as the bitter of the coffee beans, their flavor and so on.
TOPIC: MBO
1. Define MBO in planning.
MBO is defined as a comprehensive managerial system that integrates many key
managerial activities in a systematic manner and is directed toward the efficient
achievement of organization and individual objectives.

2. What are the benefits of MBO?

- Improvement of managing thro’ results oriented planning.
- Delegation of authority.
- Encouragement of commitment to personal and goals
- Development of effective controls that measure results and lead
- to corrective action.

3. What are the weakness of MBO?

- Failure to teach the philosophy of MBO
- Manager should explain to subordinates , what it is , how it works,
- Failure to give guidelines to goalsetters
- Managers should know what the corporate goals are and how ther activities fit
in with them.

CHAP 1: INTRODUCING TO MANAGEMENT

In a short essay, explain how the definition of a manager has changed over time. Provide an
example that illustrates the current definition.
Answer: Managers used to be defined as the organizational members who told others what to do
and how to do it. In the past, it was easy to differentiate managers from nonmanagerial employees.
Nonmanagers were organizational members who worked directly on a job or task and had no one
reporting to them. Managers were those who supervised other employees.Today, the changing
nature of organizations and work has blurred the distinction between managers and nonmanagerial
employees. Many traditional non managerial jobs now include managerial activities. For example,
managerial responsibilities are shared by managers and team members at General Cable
Corporation's facility in Moose Jaw, Saskatchewan, Canada. Most of the employees at Moose Jaw
are cross-trained and multi-skilled. Within a single shift, an employee can be a team leader,
equipment operator, maintenance technician, quality inspector, or improvement planner.

In a short essay, describe and provide examples of first-line, middle, and top managers.
Answer: a. First-line managers are the lowest level of management and manage the work of
nonmanagerial individuals who are directly involved with the production or creation of the
organization's products. First-line managers are often called supervisors, but may also be called
line managers, office managers, or even foremen.
b. Middle managers include all levels of management between the first-line level and the top level
of the organization. These managers manage the work of first-line managers and may have titles
such as department head, project leader, plant manager, or division manager.
c. Top managers are responsible for making organization-wide decisions and establishing the plans
and goals that affect the entire organization. These individuals typically have titles such as
executive vice president, president, managing director, chief operating officer, chief executive
officer, or chairman of the board.