This document defines and discusses the concept of managerial control. It provides definitions of control from Henry Fayol and Koontz and O'Donnell, describing control as verifying that plans are followed and measuring performance against standards. The document then discusses controlling as a management function, the control process, types of controls based on time (feedforward, concurrent, feedback), control techniques (traditional and modern), and characteristics and guidelines for effective control.
the importance of controlling,the link between controlling and planning. types of control methods. steps in control process and characteristics of effective control system.
the importance of controlling,the link between controlling and planning. types of control methods. steps in control process and characteristics of effective control system.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
2. Definition of Controlling
Henry Fayol: Control
consists
whether
occurs
in verifying
everything
in conformity
with the plan adopted,
the instructions issued
and the principles
established.
3. DEFINITION OF CONTROL
Koontz and O’Donnell:
Controlling implies measurement
of accomplishment /performance
against the standard & the
correction of deviations to assure
attainment of objectives
according to plans.
4. CONTROLLING AS A
MANAGEMENT FUNCTION
– A process of monitoring performance and taking
action to ensure desired results.
– It sees to it that the right things happen, in the
right ways, and at the right time.
– Done well, it ensures that the overall directions of
individuals and groups are consistent with short
and long range plans of the organisation
– It helps ensure that objectives and accomplishments
are consistent with one another throughout an
organization.
– It helps maintain compliance with essential
organizational rules and policies.
5. FEATURES/CHARACTERSTICS
OF CONTROLLING
• Continuous process.
• Flexible and dynamic
process.
• Future oriented.
• Planning and
controlling closely
related.
• Function of
management.
•Strategic and results
oriented
•Understandable
•Timely and exception
oriented
•Essence of control is
action
7. THE CONTROL PROCESS
•
•
Establish objectives
and standards-
Performance objectives are
defined and the standards for
measuring them are set.
There are two types of
standards-output standard
and input standard
Measure actual
performance-
To spot deviations or
variances between what
really occurs and
what is most desired.
• Comparing Results with
Objectives and Standards
Establishes the need for action.
Ways of making comparisons:
Historical / Relative and
Benchmarking
• Taking Corrective
Action-
Taking any action necessary to
correct or improve things.
8. Input Processes Output
Three types of control on
the basis of time of action
Feed forward
Control
Anticipates
problems
Corrects problems
as they happen
Feedback
Control
Corrects problems
after they occur
Concurrent
Control
9. PRELIMINARY/
FEED FORWARD
Sometimes called the feed forward controls, they
are accomplished before a work activity begins.
They make sure that proper directions are set and
that the right resources are available to accomplish
them.
10. CONCURRENT
Focus on what happens during the work process.
Sometimes called steering controls, they monitor
ongoing operations and activities to make sure
that things are being done correctly.
12. Control Techniques
Control techniques may be broadly classified
into two categories:-
• Traditional control techniques.
• Advance / Modern control techniques.
18. MANAGERIAL ACCOUNTABILITY
➢Manager responsible for ultimate performance
➢Managers check performance of subordinates
➢Control help them to discharge their
responsibilities
➢Facilitates decision making and better
management