Discuss about the Elites Against Democracy for Leadership Ideals.
Woolworths is considered as one of the most prestigious supermarket chains occupying a predominant place in the realm of retail industry. After starting their journey from the market of Australia the organization has expanded their entire business in multinational countries. The business experts have spread their business wings in the market of New Zealand (woolworths.com, 2018). However, this very specific study has selected marketing team of Woolworths as a group. In order to run the entire process of business, marketing department plays one of the most significant roles in introducing the brand towards global market. Therefore, maintaining a good team rapport among the members is highly significant based on which the organization would be able to meet objectives.
This very specific study has focused to make in-depth overview on how marketing team of Woolworths tends to provide effective good performances towards the services. In order to draw the attention of customers from various cultural as well as psychological backgrounds the marketing executives have to play significant role. This very specific study has focused to give in-depth overview on how team members of marketing department by maintaining organizational behavior and ethics can share necessary views and information. However, in this very specific study, I have played the role of a team leader in the marketing department of Woolworths. As a team lead I would be able to give a proper guidance on how to maintain an effective team rapport for providing good services to the customers. In order to reach the organizational I as a team leader should have the capability of team management, decision, maintaining team coordination and so on.
The team that is selected amidst Woolworths is marketing and sales department. As per the opinion of Binder (2016) the role of marketing department is to promote the products and services so that it can create an awareness among the international customers. Maintaining quality of products and services is not the only objective of a business organization. People belonging to different geographical backgrounds and attitudes tend to show their interest in purchasing a product only when the concerned product creates an image on the market. Therefore, marketing executives have to face play a major role in creating product image and product identity. The primary responsibilities that marketing department has to follow include collecting customers’ feedback, identifying target customers, making in-depth research on the needs and demands of the customers, maintaining promotional activities and so on.
Before designing a particular product the product managers have to get detailed overview about the needs and demands of the customers in current market trend. However, marketing executives have to play major responsibility in collecting customers’ feedback either directly or indirectly (Majchrzak et al., 2014). Based on their needs and demands, the product packaging and designing methods are decided. With the help of an effective STP analysis the marketing executives have to select their target customers. With the help of marketing manager the executives tend to make an effective promotional budget based on which the products are introduced. Woolworths after expanding their entire process of business in different countries tend to select both digital media platform as well as traditional media platform.
Team development model:
The marketing team of Woolworths is formed at the very beginning of their journey in order to place their products and services in the international market. While developing the team, business experts have decided to use team development model. Morgan, Pullon and McKinlay (2015) stated that team development model is primarily constituted with four major factors including forming, storming, norming and performing. Before forming this specific team the business managers had to take a participative decision. The managers after taking a collective decision have decided that the organization needs to launch a new team named marketing department in order to introduce the products and services in the international market. In addition, organizational managers had to face difficulties in collecting customers’ feedback. In this kind of situation, the business experts did not get the scope to form new strategies and policies for business development (Schwalbe, 2015). However, in this situation, the business authority has decided to form a new department of marketing for handling these specific sectors.
Storming is the phase where the team intends to set their goals and objectives. In this very specific stage the team has to focus on meeting customers’ needs and demands. The target of every team member of a specific department is same. In this very specific stage team leader has to give a clear description about team objectives (Laudon & Laudon, 2016). Norming is the phase where team members have to show their commitment in reaching organizational goal. This very specific stage enables every individual employee in performing well towards the services. Performing is the last phase of team development model where the employees have to give their best endeavor towards services. In this specific phase every team members are well aware about the aims and objectives (Peng, Babar & Ebert, 2014). Based on that specific aims and objectives the employees have to provide effect services in meeting business target.
After forming a specific marketing team the business experts have focused to create awareness about the brands and their services. By establishing a proper hierarchy on marketing department Woolworths is able to get customers feedback before making an effective marketing strategy and policy.
Leadership within a group leaves a major significance in enhancing the entire performance level of a specific team. In order to render team success the team members have to maintain a proper discipline and culture at the workplace. On the other hand, every single performer would be able to meet team productivity only when the members would be directed by a team leader (Oakland, 2014). Leaders play an important role in leading and controlling the performance level of an entire team. People from various geographical backgrounds and attitudes are associated within a team. Therefore, the role of team leaders is to give motivation among the team members and to provide them necessary feedback. Leaders tend to give both positive and negative feedback to the team members (Gilbert et al., 2015). Based on that particular feedback the employees have to improve their level of performances.
While leading a very specific team leaders can use different forms of leadership style which include participative form of leadership style, autocratic form of leadership style and transformational leadership style. Participative form of leadership style enables the leaders in maintaining an effective collaboration among the team members. In this specific form of leadership style employees do not have to face challenges in sharing their views and thoughts regarding the business goal (Hoch & Kozlowski, 2014). Employees have every right to share their own opinion on the marketing and promotional strategies with leaders. On the other hand, autocratic form of leadership enables the leaders to impose their own decision on the employees.
With the help of this very specific leadership style employees do not have right to share their own opinion regarding the process of business. As a result, both the employees and the managers do not get scope to share their own opinion together. However, transformational form of leadership style is entirely dependent on the business situation. In order to overcome any kind of crisis the leaders tend to take immediate strategic decision to make their entire situation within control (Yan & Dooley, 2014). On the other hand, in order to make the entire business process democratic the leaders tend to involve every employee within decision making process. Therefore, leadership style is transferred as per needs and demands of the situation.
Woolworths’ marketing department follows participative form of leadership style for motivating the employees towards services. In addition, with the help of making participative leadership, both the employees and leaders get equal scope and opportunities in sharing views and thoughts.
Influence of external leaders:
External leaders have major significance in enhancing the entire performance level of the employees. External leaders indicate senior managers or any member from board of director. It is often observed that team leaders alone is facing challenges in maintaining an effective rapport with the team members due to the lack of effective resources or lack of efficiency. In this kind of situation, the senior managers can give an effective support to the team leaders in enhancing the performance level towards the services (Landis et al., 2014). The role of an efficient leader is to motivate the team members towards reaching the proper goal. If the team members are from different geographical backgrounds the leaders have to face immense hardships maintaining effective communication. Therefore, an external leader with the help of experience and skill tends to control the performance level of the employees. As per the instruction of senior manager the leaders may have to take effective training and development session based on which leaders can enhance their professional skill and competency level. Senior managers tend to maintain a personality at the workplace that leaves a major positive impact on the productivity of employees (Brown, 2014). In addition, any kind of positive feedback from the senior managers influences and motivates employees for performing well towards the services.
Among several leadership theories the marketing department of Woolworths tends to follow two primary theories including trait leadership theory and behavioral theory. Trait leadership theory implies that leaders should be constituted with several traits in order to lead a specific team. The quality of a leader implies effective communication skill, managerial skill, time management skill, decision making skill, sense of intelligence and so on. In order to become an efficient leader an individual should have proper management skill of coordinating the entire team towards the services (Van Wart, 2014). By maintaining an effective communication with the employees team leader has to make effective rapport with every single team member. People from different geographical backgrounds and attitudes should be treated with equal respect and dignity. Leaders should have the trait of being unbiased towards the services. In addition, while making effective marketing strategies the team members may have to face innumerable barriers while promoting the products. The business leader should have the efficiency to make effective decision at the proper time. In order to handle sudden crisis leaders should have the trait of management skill as well as technological skill (Puni, Ofei & Okoe, 2014). Technological skill and competency takes a major priority based on which the skill and competency level of an employee highly dependent.
On the other hand, behavioral theory implies that every leader should have a proper mental, physical or social characteristic. The mentality of an efficient leader should be unbiased. Every single team member should get equal respect and dignity. In addition, leaders should have cooperative outlook with the help of which team members can easily share their workplace problem without any hesitation. Woolworths tends to apply these two theories within their marketing team (Scott & Davis, 2015). . As a result, team members would not have to face immense challenges in receiving effective cooperation from the experts.
Effectiveness of the team:
The marketing group of Woolworths is constituted with several members under a team leader and assistant team leader. In order to control the entire team management the team leader has to take the assistant of a manager who constantly guide towards reaching the business goals and services. The role of team leader in the marketing department is to motivate executives in making effective promotional activities. Woolworths’ marketing department follows a proper systematic hierarchy (Baesu & Bejinaru, 2014). Under a senior marketing manager the assistant manager plays a major role. Under an assistant manager the team leaders are there in separate teams. Team leaders’ responsibility is to control the performance level of the employees.
Team members try to maintain a proper cohesion among the group so that customers do not get deprived of receiving effective services. In addition, in order to run a marketing department effectively the members have to maintain a team rapport which leaves a positive impact in maintaining brand image and reputation. However, it has been observed that team members of Woolworths are from different geographical and cultural backgrounds. Therefore, the team members have to face immense challenges in maintaining coordination due to language barrier, psychological barrier and cultural barrier (Okoroji, Anyanwu & Ukpere, 2014). As a result, leaders have to face challenges in maintaining an effective coordination. However, based on the issue identified within the marketing department of Woolworths the team leaders have recommended some of the members for receiving an effective training session on communication skill as well as communication skill.
As already mentioned, team members of marketing department of Woolworths are from diverse cultural backgrounds and attitudes. Therefore, communication barrier among the team members have become a major issue for rendering organizational success. The team leaders of Woolworths based on the communication style and approach have identified several members (Miner, 2015). Those members are decided to refer to the human resource managers for attending an effective training and career development plan on communication skill.
Decision making process:
Based on the decision making process success of a business organization is highly dependent. Woolworths likes to take an effective collaborative decision by involving the employees towards services. Team leader of marketing department does not like to take autocratic decision without making any communication with the employees (Struve, 2015). A proper decision should be taken by involving every team member associated with marketing department.
T7 model of team effectiveness implies that team leader while supporting the team tends to follow several phases that include task (execute successfully), thrust ( push towards proper direction of business objectives), trust (on each other), talent (show skills) and teaming (operate by taking every single talent). This particular model helps the team leader in directing the team members towards proper goal. Team effectiveness is highly important in rendering the success of business (Ahmad et al., 2014). Both the organizational manager and the employees can give their best services by following this model.
The study has provided detailed overview about the impact of effective team performance in rendering the overall success of business. The study has focused to select Woolworths as the business firm. The marketing department of Woolworths in quest of providing effective services should follow specific strategies and policies. My role is to become an effective team leader who has to provide immense support and cooperation in rendering the success of business. In this very specific study, various leadership theories are critically evaluated. The marketing leader of this organization primarily follows trait leadership theory and behavioral theory at the workplace based on which leader can direct the employees towards a proper goal. While evaluating various aspects of maintaining an effective team the study could have focused to discuss on some of the major areas which are as follows:
Woolworths can focus on implementing motivation theory at their workplace in order to enhance the performance level of employees more effectively. By providing rewards and recognitions, compensation and benefits the employees could have focused to use some of the most effective strategies for giving proper motivation to the employees towards services.
It has been observed that leaders have to face immense challenges in maintaining an effective communication with the team members due to linguistic barrier. In this kind of situation, employees cannot share their problems at the workplace with leaders. Employees fail to exchange necessary thoughts and views on reaching the business success (Struve, 2015). In this kind of situation, customers and the service providers as well as the service users are facing difficulties. However, in order to overcome this kind of situation it can be recommended that employees can take an effective training and development session to enhance their communication skill. As a result, the team members do not have to face challenges in dealing with the customers as well as leaders effectively.
It has been identified that Woolworths tends to follow participative form of leadership style while making marketing strategies and policies. With the help of an effective participative leadership style both the employees and the leaders tend to make collective decision. This particular process is very time-consuming (Miner, 2015). In order to handle any kind of workplace pressure suddenly leaders should take immediate decision. In this situation, it can be recommended that organizational manager can follow transformational leadership style at the workplace.
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