- •Череповецкий государственный университет
- •Кафедра экономики
- •Современный бизнес
- •Contents
- •Введение
- •Unit 1. The effects of demand and supply on business
- •1.1. Markets
- •Test Questions
- •Case study ‘Understanding the Market’
- •1.2. The Operation of Markets
- •If social costs exceed social benefits, the decision to produce a good or service makes society worse off even if the producers make a profit.
- •If social costs are less than social benefits, the decision to produce a good or service will make society better off. Test Questions
- •Case study ‘Record Industry’
- •1.3. The Effects of Government Policy on Markets
- •Indirect taxes
- •Test Questions
- •Unit 2. The competitiveness of a firm
- •2.1. The Performance of an Industry
- •International Trade
- •International comparisons
- •2.2. Government Action to Improve Competitiveness
- •2.3. Government Action and International Trade
- •2.4. Business Competitive Strategies
- •Test questions
- •Case Study
- •Unit 3. Business Organisations
- •3.1. Types of Business Organization
- •3.2. Organizational Structures
- •3.3. Factors Influencing the Organisational Structure
- •Internal factors
- •Test Questions
- •Case Study ‘Business Organisation & Structure’
- •Unit 4. Administrative systems
- •4.1. The Purpose of Administrative System
- •4.2. Administration Functions in Business
- •4.3. Evaluating Administrative Systems
- •4.4. Information Technology in Administration
- •Test Questions
- •Case Study ‘Satellite Supplies’
- •Unit 5. Communications Systems
- •5.1. Why Do Businesses Need Communications System?
- •5.2. The Objectives of Communication
- •5.3. Verbal Communication
- •Internal communications
- •5.5. Evaluating Communication Systems in Business
- •Test Questions
- •Case Study ‘Can You Communicate?’
- •Unit 6. Information Processing
- •6.1. The Purposes of Information Processing
- •6.2. Types of Information Processing Systems
- •Information Technology: positive and negative effects
- •6.3. Evaluating Information Processing Systems
- •Test Questions
- •Case Study “Information Technologies in Business”
- •Unit 7. The principles and functions of marketing
- •7.1. What is Marketing?
- •7.2. The Objectives of Marketing
- •7.3. Implementing the Marketing Mix
- •Test Questions
- •Unit 8. Market Research
- •8.1. What is Market Research?
- •8.2. Sources of Marketing Information
- •Information requirements
- •Internal sources
- •8.3. Primary Research
- •8.4. Market Changes
- •Information on sales
- •Test Questions
- •Case Study ‘Sun Rush’
- •4M Brits shrug off gloom in sun rush
- •Unit 9. Marketing Communications
- •9.1. Targeting an Audience
- •9.2. How to Reach a Target Audience
- •9.3. Product Performance
- •9.4. Guidelines and Controls on Marketing Communications
- •Test Questions
- •Case Study ‘Marketing Communication’
- •Unit 10. Customer Service and Sales Methods
- •10.1. ‘The Customer Is Always Right’
- •10.2. Placing the Product – Distribution
- •Indirect distribution via intermediaries
- •10.3. Closing the Sale
- •Test Questions
- •Case Study ‘Company Handbook’
- •Unit 11. Production
- •11.1. What is Production?
- •11.2. Just in Time Production and Total Quality Management
- •11.3. Improving the Productivity of Labour
- •11.4. Health and Safety at Work
- •11.5. Reducing Pollution from Production
- •In the working environment
- •In the natural environment
- •Test Questions
- •Case Study ‘Production and Productivity Consulting’
- •11.6. The Costs of Production
- •Identifying business costs
- •Indirect costs
- •Insurance
- •Variable costs
- •Test Questions
- •Case study ‘Waterhouse Waffles’
- •Unit 12. Pricing decisions and strategies
- •12.1. The Pricing Decision
- •12.2. Cost-Based Pricing
- •12.3. Market-Based Pricing
- •12.4. Competition-Based Pricing
- •12.5. Problems with Demand- and Competition-Based Pricing
- •Test Questions
- •Case Study ‘What Price Promotion?’
- •Unit 13. Monitoring business performance
- •13.1. Accounting for Business Control
- •13.2. Budgetary Control
- •Variance analysis
- •13.3. Ratio analysis
- •Test Questions
- •Case Study ‘Business Performance’
- •Unit 14. Preparing a business plan
- •14.1. What Is a Business Plan?
- •14.2. The Purposes of a Business Plan
- •14.3. Legal and Insurance Implications
- •Insurance
- •14.4. Business Resources
- •14.5. Potential Support for a Business Plan
- •Some review questions
- •Unit 15. Producing a Business Plan
- •15.1. Business Objectives and Timescales
- •15.2. The Marketing Plan
- •15.3. The Production Plan
- •15.4. The Financial Plan
- •15.5. Conclusion
- •Some Review Questions
- •Case Study ‘Business Plan’
3.2. Organizational Structures
Relationships within an organisation
Any business organisation, whatever its size, whether in the public or private sector, will need to establish an internal structure. The internal structure of a business will show:
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Who is in charge
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Who makes the decisions
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Who carries out decisions
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How decisions and information are communicated
That is, the organisational structure will establish the relationships between managers and their subordinates necessary to achieve business objectives.
Organization charts
The formal structure within an organisation can be represented by means of an organisation chart. Traditionally, an organisation chart is constructed with those individuals near or at the top having more authority and responsibility than those at the bottom.
The relative positions of individuals within the boxes show formal relationships, and lines between boxes show formal lines of communication between the individuals.
Departmentalisation
The most common method of establishing formal relationships between individuals is by establishing departments. A department is defined as a unique group of human resources established by management to perform a particular task within the organisation.
Department groupings can be established in a number of ways. Consider the ways in which a producer might be split into departments:
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By function. By far the most common method among medium-to-large organisations. Departments are established to perform specific tasks, for example, marketing, finance, production, sales, and personnel.
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By process. Divisions are based on operations, with each department specializing in a particular task.
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By product/service. An organisation that produces many different products or brands may find it difficult to co-ordinate across them. Organizing according to product allows managers to group together the resources needed to produce each product.
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By customer. Departments can be established to deal with different groups of main customers. For example, most banks have specialized mortgage, foreign exchange, and small business departments
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By territory. Departments can be created according to the place in which work is done or by geographical market areas. Most large organisations operate on a regional basis. Multinational organisations will have offices, factories, and often shops in different countries.
Organisational levels and the span of management
When deciding on a firm’s organisational structure, management will take into account two important factors:
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The chain of command
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The span of management (or span of control)
The hierarchy in a business refers to the layers of management from the most senior managers down to those managers or supervisors of the lowest rank, i.e. ‘top – down management’. In a small business there are unlikely to be many layers. For example, in a one-person enterprise – a sole trader – the business owner makes and implements all the decisions as both manager and worker.
The structure of the hierarchical organisation is presented as a pyramid. It is narrow at the top indicating few senior managers, while the base, representing a large number of ‘shop-floor’ operatives or low-grade workers, is broad.
The top layers of management – directors or chief executives – are usually concerned with strategic, long-term plans and policies and with checking that subordinates carry these out. A distinct chain of command runs in a line from the top layers of management down through each department in the organisation to the ‘shop floor’. Orders are passed down this chain of command while information on which further decisions are taken – sales, revenues, output, staff turnover, etc. – is passed up the organisation.
Advantages of the hierarchical structure: |
Disadvantages of the hierarchical structure: |
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Flat and tall organisation structures
Within any hierarchy there will be a span of control. This refers to the number of individuals a manager supervises. The more individuals in a manager's charge, the wider his or her span of control. Thus, if 5 employees are directly under the control of the production manager, his or her span of control is 5.
In general, the greater the height of the organisation chart, the smaller the span of control. It follows that the lower the height of the chart, the greater the span of control tends to be.
Organisation charts with little height are usually referred to as flat organisations, while those with height are referred to as tall.
Flat organisations are those which have relatively few or even just one level of management. Many UK enterprises have adopted flatter structures in order to reduce levels of management and bureaucracy, and to give their workforce greater decision-making responsibilities.
Advantages of wide span of control:
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Disadvantages of wide span of control: |
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Flat structure may become unworkable as business expands.
Advantages of narrow span of control: |
Disadvantages of narrow span of control: |
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Centralised and decentralised organisations
If a business is centralized, authority, responsibility, and decision-making is concentrated at the top of the hierarchy with a few senior managers. ‘Subordinates’ have little, if any, authority or power to make decisions. The main advantage of centralization is the ability of senior managers to make quick decisions, especially when the business environment is changing rapidly.
A decentralised organisation is one in which authority and responsibilities have been delegated to lower levels of management. Complete decentralization would mean that subordinates would make all the decisions.
In general, the larger the organisation, the more decentralised it is likely to be because it would be impossible for senior management to maintain direct control over all business activities. For example, large retail organisations like Tesco’s and B&Q which have a number of branches at different locations operate a decentralised structure. Each store will have a manager able to take decisions on staff requirements, store layout, stock control, etc., but who is ultimately responsible to a regional manager and company directors.
Certain functions within a business will always remain controlled from the centre. For example, decisions about budget allocation between departments, advertising, and growth, are likely to be centralized because they affect the whole organisation.
Advantages of centralised organisations: |
Disadvantages of centralised organisations: |
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Advantages of decentralised organisations: |
Disadvantages of decentralised organisations: |
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The matrix organisation
A matrix organisation is an organisation that has been modified primarily for the purpose of completing a special project. The project – for example the development of a new product – may either be short-term or long term, with employees with different skills to complete the project borrowed from various departments within the organisation to form project teams.
Advantages of a matrix structure: |
Disadvantages of a matrix structure: |
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