Download ELEMENTS OF DIRECTING

• Process designed to achieve an organization’s
objectives by using its resources effectively &
efficiently in a changing environment.
INDIAN OIL
Indian Oil Corporation Ltd. is an Indian state-owned oil and gas corporation with
its headquarters in New Delhi, India. It is the world's 88th largest corporation,
according to the Fortune Global 500 list, and the largest public corporation in
India when ranked by revenue.
IndianOil began operations in 1958 as Indian Oil Company Ltd. The Indian Oil
Corporation was formed in 1964, with the merger of Indian Refineries Ltd. In
marketing, IndianOil is set to leverage the combined strength of over 32,000
marketing touch points, with focus on hitherto untapped rural markets, nonfuel revenues and pure retailing business.
Beyond core businesses, IndianOil is working to emerge as a major player in the
petrochemicals business by the year 2011-12, with two petrochemical hubs
shaping up at Panipat and Paradip. In natural gas business, it is attempting
quantum growth in LNG imports, infrastructure and marketing, besides city gas
distribution.
Services they provide :-
Refining
 Pipelines
 Marketing
 Technology Licensing
 Training

Fields they deliver to :Petrol
 High speed diesel
 Indane gas
 Petrochemicals
 Crude Oil
 SERVO lubricants &
greases
 Kerosene

• Haimann
Defines the term direction as “ the process and techniques
utilized in issuing instructions and making certain that
operations are carried on as originally planned ”.
• Earnest Dale
Defines the term direction as “ Telling the people what to do and
seeing that they do it to the best of their ability .It includes
making assignments. Corresponding procedures ,seeing that
mistakes are corrected ,provide on-the –job instructions and
of course ,issuing orders.”
• Harmonizing objectives is the essence of Directing.
• Leading the subordinate and motivating ,guiding and
inspiring the employees to utilize their human
resources to maximum extent .
• Directing involves leadership that essentially helps in
creating appropriate work environment and build up
team spirit.
• The end of direction is achievement of enterprise plans
and objectives .
 Direction is an important managerial function. Through direction,
management initiates actions in the organisation.
 Direction function is performed at every level of management. It is
performed in the context of superior-subordinate relationship and
every manager in the organisation performs his /her duties both as
a superior and a subordinate.
 Direction is a continuous process and it continues throughout the
life of the organisation. A manager needs to give order to his
subordinates, motivate them, lead them and guide them on
continuous basis.
 Direction initiates at the top level in the organisation and follows to
bottom through the hierarchy. It emphasizes that a subordinate is
to be directed by his own superior only.
IMPORTANCE OF DIRECTING
It Initiates Actions - Directions is the function which is
the starting point of the work performance of subordinates.
It is from this function the action takes place, subordinates
understand their jobs and do according to the instructions
laid.
It Integrates Efforts - Through direction, the superiors
are able to guide, inspire and instruct the subordinates to
work. For this, efforts of every individual towards
accomplishment of goals are required. This can be done
through
persuasive
leadership
and
effective
communication. Integration of efforts bring effectiveness
and stability in a concern.
Means of Motivation - Direction function helps in achievement of
goals. A manager makes use of the element of motivation here to
improve the performances of subordinates. Motivation is also helpful
for the subordinates to give the best of their abilities which ultimately
helps in growth.
It Provides Stability -Stability and balance in concern becomes very
important for long term sun survival in the market. This can be
. brought upon by the managers with the help of four tools or elements
of direction function - judicious blend of persuasive leadership,
effective communication, strict supervision and efficient motivation.
Efficient Utilization of Resources - The resources can be utilized properly
only when less of wastages, duplication of efforts, overlapping of
performances, etc. doesn‘t take place. Through direction, the role of
subordinates become clear as manager makes use of his supervisory, the
guidance, the instructions and motivation skill to inspire the subordinates
Coping up with the changes - It is a human behavior that human beings
show resistance to change. Adaptability with changing environment helps
in sustaining planned growth and becoming a market leader. It is directing
function which is of use to meet with changes in environment, both
internal as external. Effective communication helps in coping up with the
changes.
•
•
•
•
•
•
•
•
HARMONY OF OBJECTIVES
UNITY OF COMMAND
MANAGERIAL COMMUNICATION
MAXIMUM CONTRIBUTION
APPROPRIATENESS OF DIRECTION TECHNIQUE
USE OF INFORMAL ORGANISATION
LEADERSHIP
FOLLOW THROUGH
Principle of Harmony of Objectives:
According to this principle, there must be full coordination between organizational
and individual objectives. Employees work in an organization with an objective to
get better remuneration, promotion, etc. On the other hand, organizational goal is
to earn more profits and to increase market share. Management here must establish
coordination between the objectives of both the parties/factors by adopting suitable
method of direction.
Principle of Unity of Command:
According to this principle, a subordinate should get directions from one officer at
a time. If the subordinate gets directions from more than one officer, the
subordinate will be unable to priorities his work. As a result, situation of
confusion, conflict and disarrangement is created. By following this principle,
effective direction takes place
Principle of Managerial Communication:
According to this principle, it should be monitored by the management
that the subordinates get the same meaning for what has been said. This
simplifies the job of the subordinates and they need not go to the
managers repeatedly for enquiring.
Principle of Maximum Contribution:
According to this principle, management should adopt that directing
policy through which the employees get motivated and give their
maximum individual contribution for the achievement of organizational
objective.
Principle of
Technique:
Appropriateness
of
Direction
According to this principle, appropriate direction techniques should be
used, e.g., to supervise effectively, to provide able leadership, to adopt
free communication and to motivate through right medium.
Principle of Use of Informal Organization:
According to this principle, there must be a free flow of information
between the seniors and the subordinates. Information should be given
both through formal and informal mediums. Special attention should be
given to the informal organization. This strengthens the formal
organization
Principle of Leadership:
According to this principle, while giving directions to the
subordinates a good leadership must be provided by the managers.
By this, subordinates get influenced by the managers. In this
situation, subordinates act according to the wish of the managers.
Principle of Follow Through:
According to this principle, it must be monitored by management as
to what extent the policies framed and issued directions have been
enforced. As per this principle, the job of managers is not to sit idle
after framing policies or issuing directions but to continuously take
feedback. The advantage of this will be that if there is any problem in
implementing a policy or a direction it can be removed then and
there.
•
•
•
•
•
LEADERSHIP
COMMUNICATION
MOTIVATION
SUPERVISION
CO-ORDINATION
Leadership is art or process of influencing
people so that they will strive willingly and
enthusiastically towards the achievement of
group goal.
Leadership plays a very important role in the
success of an organisation. It is concerned with
maintaining personal relations with followers
and motivates them to contribute for achieving
goals of the organisation.
Communication is the process of exchange of ideas and
information among people to create a common understanding.
Communication constitutes a very important element of directing.
The success of a manager depends fully on the ability to
communicate effectively with his subordinates. That is why in
every organisation great stress is laid on improving the
communication skills. Directing will mainly depend upon the
effectiveness of communication
• FORMAL:
It refers to the
communication that flows through
official channels in an organisation.
• INFORMAL:
It refers to the
communication that take pace in an
organisation without following the
formal lines of communication.
Motivation means a process
stimulating people to action
accomplish desired goals.
of
to
The word motivation has been derived
from the Latin word ‘movers’ which
means to move. Motivation is the
driving force that inspire people to put
their efforts
willingly
for the
achievement of organisational goals.
Supervision consist of two words- super
and vision. ‘Super’ means ‘over and
above’; ‘Vision’ means ‘art of seeing’.
As an element of directing, supervision
means overseeing what the subordinates
are doing and giving them instruction to
ensure fuller and optimum use of
resources for achieving organisational
goals.
Co-ordination is the unification,
integration, synchronization of the
efforts of group members so as to
provide unity of action in the pursuit
of common goals.
Coordination in directing is required
for the purpose of giving orders,
instructions and suggestions among
superior
and subordinates
as
harmony between superior and
subordinate is required to achieve the
goal.
• DELEGATION
• SUPERVISION
• ISSUING ORDERS AND
INSTRUCTIONS
Delegation refers to the downward transfer of
authority from a superior to subordinate. It
means granting of authority to subordinates to
operate within a prescribed limit.
PROBLEMS OF DELEGATION
• DIIFICULT TO SPELL OUT TASKS.
• SUBORDINATE MAY ACT BEYOND THE
ASSIGNED AUTHORITY.
• MAY CREATE IMBALANCE IN THE
ORGANISATION.
• MAY BE TOO RIGID
• AUTHORITY- It refers to right of an
individual to command his subordinates
and to take action within the scope of his
position
• RESPONSIBILITY- It is the obligation of
a subordinate to properly perform the
assigned duty.
• ACCOUNTABILITY- It implies being
answerable for the final outcome of the
assigned task.
The issuing of order and instructions is essential
to undertake the work for achieving the
organisational goal. The order and instructions are
the primary tools of directing by means of which
the activities are started, alerted, guided and
terminated.
Supervision refers to the direct and immediate
guidance and control of subordinates in
performance of their task.
This ensures:
• that work is being performed as required
• Maximum utilisation of resources
• CLEAR AND EASILY
UNDERSTOOD.
• COMPATIBLE WITH THE
COMPANY’S OBJECTIVES.
• SHOULD BE IN WRITTEN FORM.
• SHOULD BE CONVEYED
THROUGH PROPER CHAIN OF
COMMAND.
• CONTAINS REASONS AS WELL.
• Direction (wide)
• Supervision (narrow)
*It include motivation,
communication, supervision,
training & leadership.
*Direction is generally at top level.
*Generally, direction is related to
supervision which is the
intermediate link b\w the workers
and management
*Direction being at the top level,
formulates polices and takes
important decision.
*Financial & non financial incentives.
*Leads the efforts of
medium and
lower Level executives.
*It is only one of the elements of
direction.
* It is restricted to the lower level
management.
*He has to deal, guide and lead
workers directly under his
commands.
*Supervision at lower level only for
implementation.
*It cannot provide incentives but if
can only recommend rewards in
special case.
*Efforts of employee under his commands.