MGT 162 Group Assignments PDF

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FUNDAMENTALS OF MANAGEMENTMGT 162 GROUP ASSIGNMENTELFINA BEAUTYFACULTY OF BUSINESS AND MANAGEMENT DIPLOMA IN BUSINESS STUDIES JBA1111CNAME MATRICS. NOELHAN BIN MARZUKI 2020860772SHARIFAH NURFIFI ERIKA BINTI SYEDABDUL RAHMAN2020871372PUTRI NOR ARDIANA BINTI RAZALI 2020887852FARHANAH BINTI ROSLI 20208...

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FUNDAMENTALS OF MANAGEMENT

MGT 162 GROUP ASSIGNMENT

ELFINA BEAUTY FACULTY OF BUSINESS AND MANAGEMENT DIPLOMA IN BUSINESS STUDIES JBA1111C

NAME ELHAN BIN MARZUKI SHARIFAH NURFIFI ERIKA BINTI SYED

MATRICS. NO 2020860772 2020871372

ABDUL RAHMAN PUTRI NOR ARDIANA BINTI RAZALI FARHANAH BINTI ROSLI PREPARED BY:

PREPARED FOR: MADAM ROHANI BINTI JANGGA

SUBMISSION DATE: 14TH JANUARY 2021

2020887852 2020870958

TABLE OF CONTENTS 1.0

INTRODUCTION...........................................................................................................................1

1.0.1 COMPANY BACKGROUND......................................................................................................1 2.0 ISSUE..................................................................................................................................................2 3.0 ELFINA BEAUTY’S MANAGEMENT.............................................................................................3 4.0 PLANNING.........................................................................................................................................4 4.0.1 OUR VISION................................................................................................................................4 4.0.2 OUR MISSION............................................................................................................................4 4.0.3 OUR VALUE................................................................................................................................4 4.0.4 SINGLE-USE PLAN....................................................................................................................5 5.0 ORGANIZING.....................................................................................................................................6 5.0.1 TYPES OF DEPARTMENTALIZATION....................................................................................6 6.0 DECISION MAKING..........................................................................................................................7 6.0.1 BRAINSTORMING METHOD...................................................................................................7 6.0.2 DECISION MAKING PROCESS...............................................................................................7 6.0.3 ADVANTAGES OF BRAINSTORMING....................................................................................8 7.0 MOTIVATION......................................................................................................................................9 8.0 LEADING.......................................................................................................................................... 11 8.0.1 LEADERSHIP APPROACHES................................................................................................11 8.0.2 FOUR PRIMARY TYPES OF BEHAVIOUR..........................................................................11 9.0 CONTROLLING...............................................................................................................................13 9.0.1 CONTROLLING PROCESS....................................................................................................13 10.0 CONCLUSION...............................................................................................................................14 11.0 REFERENCES...............................................................................................................................15 12.0 APPENDICES................................................................................................................................16

1.0 INTRODUCTION 1.1.1

COMPANY BACKGROUND ELFINA Beauty SDN. BHD. is an established skincare company based in Malaysia that

developed a natural skincare product since 2015. It owns the very first store located in Shah Alam, Selangor in 20 January 2017. The founder, Elhan Bin Marzuki started to venture into business after he had struggled with adolescence where he had financial problems to bear the cost of his studies until he had to ended his studies. This sparked the idea that he wanted all adults and young people to stand on their own two feet and be useful human beings to their families and countries. In the beginning, the idea to establish ELFINA Beauty came from his wife, Aliya Humairah. The great ideation to produce their own line of skincare product started when his wife’s facial skin became dull, acne-prone, dry skin and allergies after wearing makeup during her teenage life. At the beginning of marketing, Elhan and his wife targeted sales to close acquaintances, family members and acquaintances on social media. The first step in the business was when our founder decided to formulate their own cream moisturizer called Lily Rice Bran Cream from an established skincare manufacturer based in Malaysia. They also relay distributing product samples to close acquaintances as well as their family members. As a tribute to the earliest customers, ELFINA Beauty also offers much more special price offers and free gift giving. The earliest customers will also get a voucher that can be used for the purchase of the nest ELFINA Beauty product. Our product strikes a chord when we received 20,000 pre-orders for the cream moisturizer within one week only. A large part of the success is when a total of 4000 client engagement were recorded under ELFINA Beauty Sdn. Bhd. Involving other countries in Southeast Asia such as Brunei, Indonesia and Singapore in such a short period of time. Our natural skincare product includes ELFINA Green Tea Cleansing Foam specially made for oily and acne prone skin, ELFINA pH balancing Hydration Cleanser for sensitive, combination, dry and normal skin, ELFINA Beauty Serum which is the most known by the locals and customer’s favorite, ELFINA Powder Mask that comes in Rose, Centella and Sacred Lotus extract which each of it has different types of skin treatment. The CEO, Elhan Bin Marzuki emphasis on his intention to help very youth to be success and elevate the level of determination to succeed amongst this group. To stay ahead of the game in the business, Elhan devised a strategic marketing strategy for his new business ventures by providing a unique sales system for ELFINA Beauty SDN. BHD.

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2.0 ISSUE

Due to a highly competitive standards of local skincare product in Malaysia, ELFINA Beauty sales income has decreased for about 20% less than the last year income in 2019. For the last year’s record, our company has achieved the sales target which amounted more than 175 000 units for one year but this year, the product sales did not achieve the sales targets for year 2020 which is less than 165 000 units as it leaves a big gap of our targets. Our main competitive such as Ainaabeauty and Kayman beauty has reached the gain of local attention on their skincare product in 2020 and received some great critics and feedbacks just like our company achieved from the last year. Our skincare itself focus on the premium high-quality ingredients which have undergone extensive Research and Development innovative and we believe that our branding can compete with the other brand. Most of our customer’s feedback showing a lot of great testimony and giving them a skin that they need naturally as it become the reason why people are interested and love our products. To solve this sales issue, what we have improved is our marketing management strategy. ELFINA Beauty has carried out the employee’s development plan, to train the team to promote the products in a best way to our customer so that, there will be more people who interested in our brands and choose to use our products. With the borderless world of modern cyberspace, our CEO, Elhan bin Marzuki is also committed to boost the sales of ELFINA Beauty product by being socially active with people through social media to promote the brand internationally.

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3.0 ELFINA BEAUTY’S MANAGEMENT Management is the process of administering and coordinating resources effectively and efficiently in an effort to achieve organizational goals. ELFINA Beauty is manufacturing skincare that has virtuous management processes such as planning and decision making, organizing, leading and controlling. Our company uses this process to achieve our goals of increasing sales, improving marketing management and recruiting the best employees. The ELFINA Beauty team is committed to making efforts to provide the company to achieve the targets set by the company. Therefore, we use resources such as human resources, financial resources, physical resources and information resources to the best of our ability and we give priority to administering all these resources effectively and efficiently. In the management process of planning and making decisions, we have initially encountered the problem faced by our company which is a sharp decline in sales by the year 2020, so we setting goals and defining the actions necessary in order to achieve the target. Besides that, we also determine the task to be done, who will carry it out and how those tasks or resources will be managed and coordinated through the organizing process. At this stage of the process, we have a general manager and functional manager who each have the responsibility to carry out this management process in order to achieve the desired goals. For instance, the general manager will manage several different divisions while the functional manager is in charge of handling one major function where they are grouped based on a specific function. It is clear that, in the process of organizing the general and functional managers connected to each other. Furthermore, the CEO of ELFINA Beauty, Elhan Bin Marzuki is responsible for carrying out this management process by managing the best operating strategies and policies. Our CEO motivating and directing employees to work together to advance the interests of the organization. In terms of interpersonal roles, managers are managing relationships with community organizations as a figurehead, hence it is by performing ceremonial tasks such as events and programs. Managers will also act as leaders by directing employees towards the goals of the organization and also as a liaison by interacting with both inside and outside take action on human needs against the beauty and healthy skin of customers. This proves that management is a two-way process between the organization and the outsiders. Then, the manager needs information through informational roles by monitoring marketing information and the environment whether it is appropriate or not to make a change to set the goals. Lastly, decisional roles which is the ability of the manager to make decisions based on the information 3

available and handle the disruptions that occur and strive to negotiate towards the advancement of company goals. 4.0 PLANNING

ELFINA BEAUTY “Making your skin perfect and cool”

4.0.1 OUR VISION "To become a worldwide brand dedicated and continuously enhancing the natural attractiveness of women and men by always offering the best beauty products and services”

4.0.2 OUR MISSION Our mission is to enhance the natural beauty and healthy skin of both women and men. ELFINA Beauty is committed to the production and sale of specialist skincare products using the best quality ingredients and advanced technologies to offer full value to the skin. We are actively exploring breakthroughs in natural sciences and technologies to develop innovative skincare formulas.

4.0.3 OUR VALUE Our company is driven by customer focus, resourcefulness and innovative spirit. We respect and appreciate the contribution of everyone. We are constantly striving to develop everything we do. Our philosophy of bringing the customer first as influenced our ongoing efforts to produce skincare products that improve efficiency, generate local economic growth and contribute to community life and culture. Acquisition of this value, we provide our shareholders with superior returns.

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4.0.4 SINGLE-USE PLAN

Programs Human Resource Training and Development Programs for employees aim to encourage talented individuals for companies with an ideal organizational culture. Our goal in this program is to develop qualified individuals into potential leaders to increase product sales in the best possible way. Through this, employees will pay attention to the needs of customers and indirectly they will inform about the upcoming product promotion by providing the best support to customers. Establishing good relationships with customers is the last key that our company must hold to achieve success in business.

Projects In the framework of product, our company actively participate in both offline and online events. For the offline event, ELFINA Beauty company has participated in Exhibition Event throughout Malaysia with the aim of this activity being proven to increase public trust and confidence in the existence of the company itself. ELFINA Beauty plan to do the promotion regularly even it is a small promotion because with the promotion of sales will occur in creative ways so that customers do not feel bored. For this year, our company plan to do the New Year Sales promotion through television program, Shopee and Lazada platform or distribute the flyer in public. The greatness of word-of-mouth publicity is indeed miraculous because it can spread and attract many customers.

Budgets The financial allocation used by our company is RM 15,000 for the program that being held. In which the Human Resource Training and Development Program uses RM 8,000 to meet the needs of employees and for the project to be carried out will use RM 7,000 for each activity either online or offline.

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5.0 ORGANIZING 5.0.1 TYPES OF DEPARTMENTALIZATION

ELFINA Beauty uses a functional structure. There are many advantages of this departmentalization. Within to this departmental framework, it encourages specialization based on the position of each employee in the organization. For example, the production manager is responsible for ensuring that the quality of each product is given priority in terms of the materials used are high quality ingredients and ensure the product in good condition. In addition, the marketing manager is also responsible for implementing online and offline marketing to increase product sales. The finance manager facilitates the company's specialization in accounting and cash flow management. In comparison, the efficiency in our business operations has improved. By organizing tasks to specific objectives, it is easier to communicate and successfully complete the mission. Besides, other managers are already knowing their position in the company. So, they can do their job immediately without any mistakes. Another advantage is that it has a cohesive response team. This means that company organizations can work together without

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complications or misunderstandings. Therefore, if an organization fulfills some functional task, it should give commitment and offer its ideas on effective planning development. 6.0 DECISION MAKING

Before carrying out the sales marketing activity, ELFINA Beauty have gone through decision making process among our managers and employees in order to identify and resolve the sales issue. We have decided the best alternative and idea to increase our selling products by implementing the development of human recourses. The decision that we made is on behalf to maximize our product sales in the meantime, to maximize the employee performances.

6.0.1 BRAINSTORMING METHOD

ELFINA Beauty company has been monitoring the non-programmed decision to solve the decreasing sales problem that have occurred. This is because our marketing plans required creativity and innovation among the managers and employees in order to list down all of the reasonable alternative for marketing action in the company. We have used the brainstorming techniques in our decision-making process in order to generate as many creative ideas as possible. In this technique, a group of managers and employees enhance their creativity in problem solving groups and address about the issue, challenges and opportunities that company owns. It is an effective way to develop creative thinking among the employees while deciding the alternatives solutions as it produces different aspects of the problem. There are no bad ideas as the purpose of it is to push the creative thought to beyond the standards.

6.0.2 DECISION MAKING PROCESS

In the meeting, a group of ELFINA Beauty staffs will identify and diagnosing the problem first in the company which is sales issue and after that, the brainstorming session will start by which the staffs will generate as many ideas as possible followed by some rules. Some rules and procedures are attached by CEO Elhan bin Marzuki to produce a better quality of ideas of the product sales and avoid any discrepancies from the issue. Afterwards, we will evaluate the alternatives by thinking about its pros and cons, the risk of the action and how does it work. Once the ideas have been reviewed and evaluated, the most interesting and actionable 7

solutions were selected and lead a discussion about how to combine, improve and implement the chosen ideas.

6.0.3 ADVANTAGES OF BRAINSTORMING By the brainstorming technique that we used in decision making, employees are capable to show off their knowledge’s regarding the products from the ideas that they have been produced. Furthermore, all of the employees can be able to overcome the pressures in the future not only the top, middle and lower managers but also the workers and they are more likely to come out with a great vision in a comfortable and supportive space. This can create a positive work surrounding without having a discontented feeling among the employees. With a lot of ideas generated, the employees can have a better visual about the company’s vision and improves the critical thinking and problem-solving skills as an individual and team to carry out the company targets. ELFINA Beauty decided to offers its employees continuous education in the skin expert trainings and constant organization improvement in marketing such as social media platform attributions as the technology now becomes one of the most important tools in successful business. As the result, ELFINA Beauty can balance off between maintaining the high quality of product to the customers and provide the best customer service by interacting with them effectively.

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7.0 MOTIVATION Motivation is a set of forces that causes people to behave in certain ways. This is a psychological process that gives purpose and direction to behavior. Motivation also can define as the management process of influencing people’s behavior to behave in a way to ensure the accomplishment of some goal. ELFINA Beauty has involved Maslow’s Hierarchy of Need theory in order to motivate their employee and staff. In this theory, there are five fundamental needs such as physiological needs, security or safety needs, belongingness or social needs, self-esteem needs and selfactualization. 

Physiological Needs

Physiological needs are the most basic needs that are necessary for our basic survival. For example, food, water and shelter. People needs all that to continue their live. The example of physiological needs in organizations wages and work environment. In ELFINA Beauty, the nonexecutive directors are paid meeting allowances for every Board and Board committee meeting that they attend. Besides, the company also reimburses reasonable expenses incurred by the direction in their performance of duties as directors. 

Security or Safety Needs

These needs deal with physical and psychological safety from external threats. For example, all f...