Advanced Diploma in Business Management
22.2F
Principles of Management
Group Assignment Report - 01
1. Wellage Shakthi Akesh Shavishan de Silva -
GAADBM222F - 005
2. Chamodika Lakshani Manawadu
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GAADBM222F - 007
3. Sudusinghe Liyanage Tharushi Niwarthana -
GAADBM222F - 009
4. Hiruni Alanka Jayawardhana
GAADBM222F - 012
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Date of Submission – 17.10.2022
Content
1. Tasks
1. Describe the four general skills necessary for becoming a successful
manager.
2. Importance of managerial roles in small and large businesses
2. Answers
1. Introducing managerial skills
2. Conceptual skills
3. Technical skills
4. Interpersonal skills
5. Diagnostic skills
6. Introducing managerial roles
7. Interpersonal roles
a. Figurehead
b. Leader
c. Liaison
8. Informational roles
a. Monitor
b. Disseminator
c. Spokesperson
9. Decisional roles
a. Entrepreneur
b. Disturbance handler
c. Resource allocator
d. Negotiator
10. Conclusion
3. Reference
4. Appendix
Task 01
Describe the four general skills necessary for becoming a
successful manager.
We are briefly call managerial skills as the skills possessed by managers to
perform a particular task in an organization. Robert L. Katz has introduced three
skills that managers should possess and practice at different management levels
in the organizational hierarchy. [1]
They are,

Conceptual Skills

Technical Skills

Interpersonal Skills
In addition, there are management skills relevant to the twenty – first century.
They are,

Decision making Skills

Time management skills

Communication Skills

Diagnostic Skills
It is important for management to master all these seven skills to do be a
successful manager. It is very important to develop these skills separately.
For this assignment, we will choose four management skills.
They are,
1. Conceptual Skills
2. Technical Skills
3. Interpersonal Skills
4. Diagnostic Skills
Conceptual Skills
Conceptual skills depend on the manager’s ability to think in the abstract – As
managers plan and set organization goals and strategies, they need the mental
capacity to understand the overall working of the organization and its
environment, to view how organization is structured and organizational system.
This allows them to think strategically and make right decisions at right time.
“Jobs Steve jobs had this skill as he was a person who was able to perceive
visionary and revolutionary ideas about the way we were doing things and how
things could be done better. He clearly saw many ideas that we’re oblivious to
anyone else. For example, Jobs noticed people burn CDs on their personal
computers via online content. He rethought the concept and developed an ecosystem that transformed the entertainment industry with iTunes software and
iTunes store. Then people began to buy and manage music from website and
then store is on an iPod or computer. After success of iPod, Jobs made
breakthroughs in operating systems, processing and memory and then somehow
figured out how to add wireless connection to it and at last iPhone was invented,
iOS followed. Today we can see iPhone 14 with latest iOS 16 operating system,
6 GB ram, 1 Terabyte storage and cameras that support cinematography and 8K
video recording.”[2]
Technical Skills
Technical skills are necessary to accomplish or understand the specific kind of
work being done in an organization. Basically, it is the knowledge in the field.
Technical skills are more important for low level managers as these managers
work closely with operating employees in an organization. These managers train
employees and answer to work related questions as they have technical
knowledge and skill for the tasks, they assigned to supervise to manage their
subordinate effectively and efficiently.
“Brain Dunn, director and CEO of Best Buy, began his career in 1985 as a store
associate when Best Buy consisted only twelve stores. Then he continued to
work his way up in Best Buy becoming store manager, district manager, regional
manager, Regional VP, then senior VP and executive VP, then president of retail
(North America). So, he has learned technical aspects of retailing from the
ground up. That helped him to manage his organization more precisely.”[3]
Interpersonal Skills
Interpersonal skills are the ability to communicate with understand and motivate
both individuals and groups. Mangers spend considerable time interacting with
people from both within and outside the organization. That is why managers need
ability to communicate with understand and motivate both individuals and groups.
As managers have many roles within the organization to fulfil, they must be able
to work with suppliers, investors, customers, government and others outside the
organization. Also in the organization they have to work with colleagues, lowerlevel managers, higher level managers and other employees. A manager with
good interpersonal skills is more likely to be successful as he can communicate
well, understand others and can motivate employees to increase their
performance.
“Sheryl Sandberg joined Facebook in 2008 as chief operating officer, following
careers at World Bank, the treasury department and Google. Sandberg is
renowned for her interpersonal skills and sharp intellect, balancing CEO Mark
Zuckerburg’s introversion. These skills have helped to cultivate strong
relationships with key advertisers and bring continued growth and stability to
Facebook.” This one of the best examples to show how interpersonal skills are
important as a manager. [4]
Diagnostic Skills
These skills that enable a manager to visualize the most appropriate response to
a situation. Like a mechanic diagnoses a vehicle’s problems by analysing
symptoms and signals and determining their probable course. Similarly, a
manager can diagnose organization’s problem by studying the symptoms and
select the most appropriate solution for the situation.
“First owner of Starbucks failed but Howard Schultz took over the company and
reoriented the business away from mail order and moved it into retail coffee
outlets. His diagnostic skills helped him to understand why current business
model was not working and how to make a better business model. [5]
Task 02
Importance of Managerial Roles in small and Large Business.
In an organization, regardless of their levels or areas managers have some
certain roles to play and show some skills as we describe above. A managerial
role involves responsibility and supervision. Managers contribute to their
companies in many ways that hinge upon their job titles and organizations needs
and have certain responsibilities in an organization.
Henry Mintzberg offers number of interesting insights into the nature of
managerial roles. He observed the day-to-day activities of a group of CEOs by
literally following them around and taking notes on what they did. After his
research Mintzburg concluded that managers play ten different roles and these
roles can be categorized into three basic roles. [6]
1. Interpersonal roles
2. Information roles
3. Decisional roles
Interpersonal Roles
There are three interpersonal roles. Interpersonal roles are roles where manager
interact with other people.
1. Figurehead
Figurehead means symbolic head and as a manager, person required to
perform a number of duties of legal or social nature. These activities are
typically more ceremonial.
In Sri Lanka small business is less worth than 4 million rupees. In small
businesses, most of the time owners take responsibility as managers.
They’ll open new shops, introduce new innovations to market, represent
business when needed, the companies which have more assets than 4
million is considered as large business and these larger corporations have
different levels of management and different areas of management.
Mainly CEOs, CFOs, managing directors play figurehead role in company
ceremonies such as attending ribbon- cutting ceremony for new plant or
new factory.
Real life example for figurehead role in small business is the opening of
“RTS hypermarket by the owner of the business. He acted figurehead role
there.
Managing director of Bata Shoe Company of Ceylon limited went to Sri
Lanka Standards Institute representing company in 98 to get “Sri Lanka
National Quality Award”
2. Leader
Managers are responsible for motivating and directing subordinates. So,
they play leader role.
In small scale business and in large business, no matter the size manager
essentially play leadership role as they direct their operating employees
and lower managers to achieve organization’s goals in efficient and
effective manner. As the managers direct them there’ll be less problems,
mistakes and conflicts. Manager also motivate their subordinates to
improve their productivity in many ways.
For example, “Steve Jobs has showed leadership in management style he
motivates Steve Wozniak to be the technical brain behind the sales and
marketing vision of jobs. Jobs has the idea and new where to sell, but
under his motivation Wozniak created Apple 1 and Apple 2.” [7]
3. Liaison
Liaison role is to maintain network of outside contacts and serving as a
coordinator or link among people, groups and organizations.
In small business managers liaison role is more important than in larger
business according to our point of view. Small businesses are start-up
businesses, and their goal is to become large corporations and make
higher profits. So, to survive in this dynamic market, managers need to
maintain relationships with competitors, suppliers, owners etc. They also
build contacts with large corporations to calibrate their products with large
corporations to make more profits and establish their brand name and
reputation.
In large business, manager also maintain a link with stakeholders,
competitors, suppliers, etc. they also build contact with other large and
good reputed companies and merge with them to increase their reputation
and famous their brand names.
For example, companies in the computer industry use liaison to keep other
companies informed about their plans. This enables Microsoft, for
example, to create software for interfacing with new HP printers at same
time those printers are developed and at the same time, managers at HP
can incorporate new Microsoft features in to the printers they introduce. [8]
Informational Roles
There are three informational roles and these three flows naturally from the
interpersonal roles. The process of carrying out interpersonal roles place
manager at a strategic point to gather and disseminate information.
4. Monitor
Monitor is one who collect relevant information that may be of value.
Both in large and small businesses, managers collect information that may
be of value to the business. With the help of these information, manager
can evaluate threats and opportunities for the company and take
necessary decisions to survive and capitalize opportunities. For example,
managers scan industry reports to stay abreast of development. In large
companies, managers scan financial assets of company do relevant
actions to attract investors. In small scale businesses, managers study
competitors’ performance, customer feedback etc. to increase quality of
products.
5. Disseminator
Disseminator is one who distribute relevant information. Monitor and
disseminator roles are view together as one collect information and other
one distributes information. Manger is a person who take decisions and
supervise other to make sure employees do it in best and cheap way
possible. So manager must share his knowledge and information with
others. For example, sending memos outlining new organization initiatives
is an act of disseminator role.
6. Spokesperson
Managers make speeches at relevant occasions. According to Griffin
spokesperson formally relays information to people outside the unit or
outside the organization. In small business role of spokesperson in
important to transmit information to higher level managers or owners. For
example, manager at RTS hypermarket of Galle may transmit information
to owner so that owner will be better informed about supermarket’s
activities. This can be also seen large corporations.
CEO of Alphabet Sunder Pichai represented Google before a chamber of
consumers when he introduced “Google Assistant” as he both speak to his
audience and represented the organization. [9]
Decisional Roles
There are 4 decisional roles and informational roles typically lead to decisional
roles. Information acquired by playing informational roles is used when taking
decisions.
7. Entrepreneur
Entrepreneur take decisions as the owner of the company or behalf of the
owner and voluntary initiator of change. They develop new ideas for
innovation. For small scale businesses, this is very important because
innovating new product or service can be the turning point of their
business. Even for large corporations, they also innovate to survive.
The best example for small business that got their grace by innovation is
Microsoft. Microsoft in early 70s, Microsoft worth nothing , and most of the
Americans used type writers and 70s was the time of early personal
computer Altair 8800 and Microsoft with only two people, Bill Gates and
Paul Allen worked on a simulator to Altair 8800 and developed interpreter.
This changed the history of the company and worth of the transactions
exceeded 1 million. Then for large scale business after MITS company
sold their PC Altair 8800 with Microsoft software and Microsoft earned 1
million profits. Then in 80s Bill Gates and Allen Paul innovates MS- DOS
and it changed the future of all computers and made billions of dollars from
it. That is why innovation is important for both small- and large-scale
businesses. [10]
8. Disturbance Handler
Manager resolves conflicts in workplace and outer workplace. For example
manager resolves conflicts between two subordinates and handle
problems such as strikes, copyright infringement or problems in public
relations. For small companies they must softly handle public relation
problems to secure their customer base and increase it, because company
can gain good reputation by it. Also the large companies must do this to
secure their customer base and market share. Strikes and problems with
employees also should be handled very carefully I both small and large
businesses as it can affect performance, human resources and image of
the company.
9. Resource Allocator
Manager decides who gets the resources, and manager’s main goal is to
achieve organizational goals in effective and efficient manner. So he has
to allocate organization’s resources to right place to do this. In both small
and large businesses this is important because incorrect allocation of
resources may result the decline of the company. So managers are very
careful when allocating resources. For example, review budget request for
a project and change it as company can handle it because company can’t
invest all money for one project. This is very true for both small and large
businesses even though the large businesses have more assets.
10. Negotiator
Manager reaches agreements with key parties, for example managers
negotiate with unions and striking employees. Also managers negotiate
long-term agreements with suppliers. No matter the size of business,
negotiation skills are essential for mangers in our point of view.
Negotiations with unions is important for small and large businesses
because unless the performance and profits may drop because union
members will abandon their work. Also negotiations with suppliers is also
important because they supply us with raw materials and products for our
businesses, mangers can negotiate with them to price reduction, so the
company can earn more profits.
Finally our point of view, for the importance of managerial roles, size of business
doesn’t matter, all that matter is survival and expand of business whether it is
large or small. Every and each managerial role is important to business as each
role play main act in business and mostly decide the future path of the company
Reference
[1] Advanced Level teacher’s guide – business studies
[2] https://eduzaurus.com/free-essay-samples/steve-jobs-skills-to-becomesuccessful/
[3] [4] [5] [6] [8] Management – R.W. Griffin – 11th Edition
[7] https://taurusmarketing.com.au/steve-wozniak-story-a-story-of-innovation-andinspiration/
[9] https://www.youtube.com/watch?v=3uihkLjlEp4
[10] https://www.britannica.com/topic/Microsoft-Corporation
Appendix
CD
- a small optical disk usually containing recorded music or computer data
iTunes - a computer application enabling users to download music from the
internet, create and order playlists, etc.
iPod
- small portable digital audio player capable of storing thousands of
tracks downloaded from the internet or transferred from a CD
iPhone - a smartphone made by Apple that combines a computer, iPod, digital
camera and cellular phone into one device with a touchscreen interface
Apple - a prominent hardware and software company best known for its series of
personal computers, the iPod and its innovative marketing strategies for its
products
iOS
- a mobile operating system created and developed by Apple Inc.
exclusively for its hardware.
RAM - a computer's short-term memory, where the data that the processor is
currently using is stored. (Random Access Memory)
BestBuy - a consumer electronics retailer with operations in the U.S., Mexico,
and Canada
Bata - a multinational footwear, apparel and fashion accessories manufacturer
and retailer of Moravian (Czech) origin
Facebook - a social networking website
Starbuck - an American multinational chain of coffeehouses and roastery
reserves headquartered in Seattle, Washington. It is the world's largest
coffeehouse chain.
Business model - a company's plan for making a profit.
RTS hypermarket - Supermarket based in Dadalla, Galle.
National Quality Awards - an annual Award to recognize Sri Lankan
Organizations that excel in quality management and quality achievement
Apple 1 - Apple's first computer
Apple 2 - an 8-bit home computer produced by Apple Computers, and which was
the successor to the Apple I.
Google - a global technology company specializes in internet related services
and products
HP - a multinational information technology (IT) company that sells hardware,
software and related business services.
Microsoft - Microsoft is a US-based technology company. It was founded by Bill
Gates and Paul Allen and the largest vendor of computer software in the world.
Alphabet - a conglomerate founded by Google to serve as its holding company
Google Assistant - a virtual assistant software application developed by Google
that is primarily available on mobile and home automation devices.
MS-DOS – Microsoft Disk Operation System is an operating system for x86based personal computers
Altair 8800 – a microcomputer designed in 1974 by MITS and based on the Intel
8080 CPU
MITS - Micro Instrumentation and Telemetry Systems (MITS) was an American
electronics company