SHANE MATHEWS

21MBA078

A STUDY ON MANAGERIAL FUNCTIONS IN AN

ORGANISATION WITH SPECIAL REFERENCE TO
RELIANCE FRESH, ERNAKULAM

SUBMITTED BY:
SHANE MATHEWS
(ROLL NO: 21MBA078) – SECTION B

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SHANE MATHEWS
21MBA078

COMPANY PROFILE:
RELIANCE FRESH

Reliance Fresh is the convenience store format

which forms part of the retail business of
Reliance Industries of India under its subsidiary
Reliance Retail Limited. Reliance Retail began
its journey in 2006 with the opening of Reliance
Fresh. From its inception on 2006 it has grown
into one of the most organised Retail Chain in
India with about 1,700 Reliance Fresh outlets
being opened all over the nation. Mukesh Ambani who was heading RIL was
quite optimistic about the venture as its initial success would decide his future
course of action related to the expansion plans of his retail venture. Reliance
Fresh has adopted a business model of operating through small and medium size
stores. These stores would be of 2,000-5,000 sq. ft in comparison to a
supermarket which needs 8,000-10,000 sq. ft. In the current business model, it
has positioned itself as a food and grocery convenience store. The strengths of
the model are providing affordability and a clean and hygienic shopping
environment to the customers. Reliance Fresh aims to be a channel for not only
consumer sales but also positions itself as a distribution channel for other small
outlets in various parts of the city.

It aims to build an integrated supply chain to deliver and operate its claimed
‘Farm to Fork model’. Reliance has been racing to set up deals with state
governments to establish rural hubs to buy fruit, vegetables, pulses and dairy

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goods from farmers as it moves to build a 'state-of-the-art supply chain spanning

the entire country'.

FUNCTIONS OF MANAGEMENT

Abstract
Management is an essential
aspect within the economic life
of the human beings,
which is an organised group
activity. It is considered as the
essential institution in the
modern
social organization, noticeable
by scientific thought and
technical innovations and
methods.

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One or the other form of

management is fundamental,
wherever human efforts are to
be
carried out co-operatively to
satisfy the needs through some
productive activity, occupation
or profession. It is the
management that regulates the
productive activities of the
individuals
through the co-ordinated use
of resources and materials. In
order to manage any task,

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function or an activity within

the organization, it is essential
to understand the managerial
functions of planning,
organizing, directing, staffing,
co-ordinating and controlling.
There are
numerous organizations and to
ensure that they are advancing
towards welfare, productivity
and profitability, and to satisfy
the needs and requirements of
the individuals, the managerial
functions should be
implemented effectually.
Kapur

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21MBA078

Abstract
Management is an essential
aspect within the economic life
of the human beings,
which is an organised group
activity. It is considered as the
essential institution in the
modern
social organization, noticeable
by scientific thought and
technical innovations and
methods.
One or the other form of
management is fundamental,
wherever human efforts are to
be

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21MBA078

carried out co-operatively to

satisfy the needs through some
productive activity, occupation
or profession. It is the
management that regulates the
productive activities of the
individuals
through the co-ordinated use
of resources and materials. In
order to manage any task,
function or an activity within
the organization, it is essential
to understand the managerial
functions of planning,
organizing, directing, staffing,

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21MBA078

co-ordinating and controlling.

There are
numerous organizations and to
ensure that they are advancing
towards welfare, productivity
and profitability, and to satisfy
the needs and requirements of
the individuals, the managerial
functions should be
implemented effectually.
Management is an essential aspect within the economic life of the human
beings, which is an organised group activity. It is considered as the essential
institution in the modern social organization, noticeable by scientific thought
and technical innovations and methods. It is the management that regulates the
productive activities of the individuals through the co-ordinated use of resources
and materials. In order to manage any task, function or an activity within the
organization, it is essential to understand the managerial functions of planning,
organizing, directing, staffing, co-ordinating and controlling. There are
numerous organizations and to ensure that they are advancing towards welfare,
productivity and profitability, and to satisfy the needs and requirements of the
individuals, the managerial functions should be implemented effectually.

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21MBA078

The managerial functions are

planning, organizing,
directing, staffing, co-
ordinating
and controlling. Planning is the
process of selecting and
developing the best course of
action
to achieve an objective. It is
the keystone of all other
management functions.
Organizing
means, determining the tasks
and functions, establishing the
structures, distributing
resources

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and developing strategies and

approaches. Directing is the
function that involves taking
command, giving instructions
and ensuring that tasks and
functions are performed in an
adequate manner. Staffing is
recruiting of employees in the
right positions in accordance
to
their educational
qualifications, skills and
experiences. Co-ordinating
means maintaining
good relationships, unify
efforts, promote mutual

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understanding and obtain

concurrence.
Controlling is referred to as
formal measurement and
analysis of actions at
established
checkpoints (Managing and
Supervising Employees, n.d.).
It is vital for the management
to
obtain adequate understanding
and skills regarding these
managerial functions, to
implement
them and achieve the desired
goals and objectives.

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21MBA078

The managerial functions are planning, organizing, directing, staffing, co-

ordinating and controlling. Planning is the process of selecting and developing
the best course of action to achieve an objective. It is the keystone of all other
management functions. Organizing means, determining the tasks and functions,
establishing the structures, distributing resources and developing strategies and
approaches. Directing is the function that involves taking command, giving
instructions and ensuring that tasks and functions are performed in an adequate
manner. Staffing is recruiting of employees in the right positions in accordance
to their educational qualifications, skills and experiences. Co-ordinating means
maintaining good relationships, unify efforts, promote mutual understanding
and obtain concurrence. Controlling is referred to as formal measurement and
analysis of actions at established checkpoints (Managing and Supervising
Employees, n.d.). It is vital for the management to obtain adequate
understanding and skills regarding these managerial functions, to implement
them and achieve the desired goals and objectives.

I - Planning:

 Store Design and Layout Planning:

Whenever a person talks about planning in the terms of Retail Business,

everyone relates to planning in the procurement of resources or man power
but the first and the main planning done in the Retail business is the planning
of the Store Layout and Design. All supermarkets including Reliance Fresh,
design their stores to facilitate specific foot traffic patterns, and then they put

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certain foods in your path.

 Workforce Planning:
The planning process at Reliance Fresh runs each year from the last
week in February. There are quarterly reviews in May, August and
November, so Reliance Fresh can adjust staffing levels and recruit
where necessary. This allows the Reliance Fresh outlets sufficient
time and flexibility to meet its demands for staff and allows the outlet
to meet its strategic objectives. Workforce are given detailed
schedules on their day-to-day responsibilities and the Store Manager
and Assistant Store Manager.

 Shelf Planning:
By implementing shelf planning techniques, retail stores create an
aesthetically pleasing layout, allowing shoppers to find the products
they’re looking for while eliminating out of stock items. Products sell

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at a more even speed, creating less need for product ordering and shelf
restocking.

Most Retail shops just like Reliance carefully place products reaching
Date of Expiry in the front compartments of the shelves (Keeping
Fresh products behind them) so that they could immediately restock
the shelves with new products. For this shelf keepers are kept at all
Reliance Fresh outlets and their main duty is to keep a watch of
products approaching Date of Expiry.

Photo: Assistant Store Manager, Sreedeep giving me a quick briefing on how Reliance organises
the store shelves.

II - Organising:
 Grouping tasks into responsibilities:

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Reliance Fresh operates on the principle that “To make the retailing successful,
various activities must be defined and properly grouped.” Hence, Reliance
Fresh gives proper emphasis on defining and grouping responsibilities among
all the levels of staffs.

ACTIVITES JOBS
Arranging and displaying merchandise, customer’s reaction Floor Staff
and customer views collection, gift wrapping, guide to
customers.
Receiving inventory, checking for its quality, keeping record of Inventory
issues and receipt, inventory storage, returning inventory to Staff
vendors, keeping a check of store shelves.
Management of receipts, ledger maintenance, packaging of all Cashier
purchased products into covers, maintaining data related to
Credit Card Purchases, insisting customers to start a Reliance
One account with the outlet.
Cleaning store, washing store floors, cleaning shelves, racks Janitorial
and cabins. Staff
Recruitment, training and development, ensuring coordination HR Staffs
between all departments.

 Preparing and communicating the tasks to be performed:

In all Reliance Fresh outlets, the Store Manager and the Assistant Store
Manager is responsible for preparing and informing all the employees about
their day-to-day tasks to be performed.

IV - Directing:

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III - Staffing:
 Recruitment process in Reliance Fresh:

Step 1: Candidates have to furnish all necessary documents like Aadhar Card,
Pan Card, Educational qualification certificates, experience certificates and an
updated Resume. The Candidates will also be provided an Excel sheet where
they have to fill all necessary information.

Step 2: Registration of the candidates through Reliance Industry’s Online Portal

(https://www.ril.com/Careers/ApplyNow.aspx)

Step 3: From the Online portal the candidates will be generated an E-

Recruitment User ID and Password for attending RPAT (Reliance Personal
Aptitude Test)

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Step 4: If the candidate successfully clears the RPAT Exam, then they will
proceed to the Personal Interview round.

Step 5: After clearing the Personal Interview round, free medical check-ups will
be done. If the doctor declares the candidate to be medically fit, he/she will be
taken to the Regional Office / Head Quarters where their employees code is
generated.

Key take-aways from my interaction with Sreedeep, ASM (Assistant Store

Manager) of Reliance Fresh, Ernakulam

IV - Controlling:
Stock checks, use of inventory management software, monthly budgets,
expense controls, time and worksheets of employees, sales reports, and many
other tools are used at Reliance Fresh, to keep a check on retail processes
and to improve efficiency. Employees are given individual duty check lists
everyday and they will be evaluated every month end by evaluating their
personal duty check lists.
Reliance Fresh also has also established a set of prerequisites for accepting
goods from suppliers.
All Reliance Fresh employees are given routine training to ensure that they
meet the industry standards and to ensure optimum customer satisfaction.

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