This document summarizes a case study comparing two beer sale and delivery teams, called the Underdog and Topdog teams. It discusses their different structures, leadership styles, compositions, processes, and effectiveness. The Underdog team had a large sales area, lacked communication, and found long-term planning difficult. The Topdog team had a smaller area, equal skills among members, good communication, and clashes of ideas that led to productivity through proper coordination. The document concludes that team performance depends on teamwork and how effectively they use their potential, as the Topdog team was more productive despite using a traditional selling concept.

1. Case Study On Team Building And Effectiveness With Reference to BEER SALE AND DELIVERY TEAM Under the guidance of , Prof. BiswajeetPattanayak & Dr. PhalguNiranjana PGDM/2010-12/Gr. 4

2. Group Representatives BijayJha PGPM/2010-12/06 DebadattaSahoo PGPM/2010-12/11 Pratim Das PGPM/2010-12/30 Ruru Kumar Sahu PGPM/2010-12/34 SabeehaTanweer PGPM/2010-12/35 Siddhartha Priyaranjan PGPM/2010-12/46 Somika Saran Pandey PGPM/2010-12/47 Subhashree Ray PGPM/2010-12/49

3. Team Versus Group Work Group: A group that interacts primarily to share information and to make decisions to help each group member perform within his or her area of responsibility. Work Team: A group whose individual efforts result in aperformance that is greater than the sum of the individual inputs.

4. Comparing WORK GROUP and WORK TEAM

5. Team Effective Model Context Structure of Team Climate of trust Performance and reward system Work design Task identity Autonomy Skill variety Team Effectiveness Composition Ability of members Personality Allocating role Diversity Flexibility Process Common purpose Specific goal Team efficacy Conflict level

6. Team Environment Relations Market characteristics: Markets are volatile when retail purchasing policies, customer-induced competition, and requirements of special interest groups change frequently. Product marketing Point-of-Sale Advertising

7. Work Strategy Underdog Independent and competitive. Customer oriented. Adaptability. Self-reliance. “ If it will help the sale and not hurt the company, do it ” Topdog Follower of Maltshire guidelines. Sales oriented. Inclined to the rules and regulations. “ Do what the company say ”

8. Leadership Underdog Dependent on team leader. Autocratic leadership. Topdog Participative and democratic leadership model. Employee involvement is encouraged.

9. Group Composition and Process Underdog Very large sales area. Largest team in the company. Lack of communication ( within the group) Difficult in long term planning. Effective coordination. Topdog Comparatively smaller area. Equal knowledge and skills. Good communication. clash of ideas.

10. Conclusion If same task are given to different teams, different marketing strategies are evolved under different kinds of leadership styles. A team performance depends on their team work and effective use of their potential. E.g. in the case study we saw that tough Topdog used the traditional selling concept but they were productive because of their proper coordination.

11. Thank You