MGT-210

Sec - 3

Submitted to - KH. Asef Safa Kabir (KSU)

Report on

An Anlytical Review Of The Company Masco And Of Its Marketing

Manager

Team Name – Innovators

Team Members

Anonya Islam Chowdhury -1411187630

Sanjida Afroza Khan – 1320549630

S.M. Ashiquddaulla Pial – 1320843030

Dilruba Zahan Ruba – 141191630

Abrin Jahan Tonnee – 1320470030

Letter of Transmittal

9th august 2014

KH.ASEF SAFA KABIR
Senior lecture, School of business,
North South University.

Dear Sir,
We are glad that we have been successful to submit the report on
Managerial Activities of Masco Group of Industries. We have done our level
best to fulfil all the requirements of the report.
Therefore, we would like to thank you for giving us the opportunity to
exercise what knowledge we have gained from this course and also for your
continuous guidance and encouragement.

Sincerely yours,

Anonya Islam Chowdhury -1411187630

Sanjida Afroza Khan – 1320549630

S.M. Ashiquddaulla Pial – 1320843030

Dilruba Zahan Ruba – 141191630

Abrin Jahan Tonnee - 1320470030

 Acknowledgements

At first we would like to thank KH.ASEF SAFA KABIR sir for giving us the
support, courage and opportunity to work on this report. Throughout our
course we have learnt a lot and have gathered lot more professional
experiences and we had an opportunity to communicate with a vast amount
of people and so on.

We are grateful to those people without whom it would have been quite
impossible for us to do the survey regarding this entire report. During
preparation we had to overcome some major difficulties and enjoyed our
each and every moment on making this report.

Last but not the least; we would like to express our sincere gratitude and
indebtedness to the authority of North South University for their kind co-
operation.
 Table of Context

Serial Subject Page

no. no.

1 Company history 5

2 Major divisions 5

3 Services 7

4 Market 7

5 Customer 7

6 Mission 7

7 Vision 7

8 Marketing managers function 8

9 Major managerial function 9

10 Managerial roles 10

11 Managerial skills 11

12 Broaden organization goals 11

13 Managerial approach 12

14 Link with studied concept 13

15 SWOT analysis of the marketing manager 14

16 SWOT analysis of the company Masco 14

17 PEST analysis 19

18 CSR (Corporate Social Responsibility) 21

19 Managerial issues 23

20 HRM (Human Relation Management) 26

21 Communication plan 28

22 Monitoring and Control 30

23 Recommendation and Conclusion 32

Manager’s name: Nayan Dutta

Position: Marketing manager

Company’s name: Masco Industries Limited

Company History

Masco Industries Limited, one of the leading ready-made garments

exporters in Bangladesh started its journey in 1986 with Terry towel
production department. The company then gradually expanded its business
by vertically setting up knit composite factory with all in-house facilities of
knitting, sewing, placement printing, embroidery and laundry in December
09, 1999. The company pleasure introducing itself as a group of companies
comprising 5 (five) Units of 100% exports oriented specialized textile
industries in Bangladesh. The company have qualified, experienced, quality-
oriented and committed team of technical employees with administrative
staff and technical labour that ensures flawless products at every stage. The
company also claims as a socially responsible manufacturing concern that
uses eco-friendly dyes in all the products that they manufacture. They are
committed to manufacturing and exporting high quality textile items of
international standard at competitive prices also.

Majors Divisions:

Terry division: They are one of the leading manufacturers and exporters of
Terry Towels, Terry Bathrobes, Fancy Towel, Kitchen Towel, Bath Mats, and
Terry Fabric from Bangladesh. The company uses eco-friendly dyes in all the
products that they manufacture.
Knitting division: Masco Industries Limited is a total assurance to its
products and customers has helped it grow from a knit fabric manufacturer
to a composite and garment manufacturer. Masco Industries Limited is a
pioneer in introducing European technology in knit fabric manufacturing in
this country.

Products of Masco: In the towel division the major products manufactured

are:

• Terry Towels

• Terry Bathrobes

• Fancy Towel

• Kitchen Towel

• Bath Mats

• Terry Fabric

In the knitting division the company serves with the following

products:

• T-Shirt

• Polo Shirts

• Shorts

• Baby

• Children

• Embellished items

• Boys and Girls tops and bottoms

• Men’s & Ladies tops and bottoms

Service: It is a commercial enterprise that provides work performed in an
expert manner by a team of different managerial and marketing sector for
the benefit of its customers. The typical service business provides intangible
products, such as accounting, banking, consulting, cleaning, landscaping,
education, insurance, treatment, and transportation service. As this
company is an export based company, it sends out garments goods to the
different countries of the world. And by serving different regions, it is helping
significantly in the economy of the country.

Market: As the company Masco is an export based company it’s potential

customer are obviously from the foreign countries. The Company serves to
the American, Canadian and European market.

Customer: The main customers of the company are Wal-Mart from Canada,
Zara from Spain, kappa from Italy, NV (Naamloze vennootschap) from
Netherlands. Even though they serve foreign countries, they target their
market in the country too.

The Mission Of The Company: Most companies have a mission statement

that gives people an idea of their overall goals for the organization. These
statements may be generated and passed out to employees, included in the
employee handbook or manual and posted for the world to see on the
company website. While it may simply seem like good marketing to have
one, there are important reasons for having a mission statement. Thus our
company has one too.

 Improvement in all time that brings sustainable development, where

we prefer good thinking, better practice and best output
The vision of the company: A vision is about creating a short statement
that will guide you over the next 3 to 5 years. It should be specific enough
to say something about what will the company Masco do. It should be
capable of driving the organization to achieve a common goal. So our
company’s vision is,
  Coping up us with 21st century’s change along with neo-invention
make an up to date social business environment as well as helping to
remove the unemployment problem.
Marketing Managers functions

Marketing managers or officers are focused mainly on the practical

application and management of an organization's marketing operations. For
marketing managers to be efficient and effective in performing their
functions, they should have excellent communication and analytical skills. In
small organizations, the marketing manager is in charge of the
organization's entire marketing activities and therefore handles formulating,
directing and coordinating marketing activities so as to influence customers
to choose the organization's products over those of competitors.

Here in the Masco Industries Limited Mr.Nayan Dutta deals directly with
foreign clients and take orders from them. Look after the company’s
promotion and Deals with the subordinates regarding the promotion.
Motivate the officers through different incentives.

Following functions are performed By Mr.Dutta-

• Creative thinking

• Self-motivation

• Organizational skills

• Communication skills

• Marketing skills

• Financial skills

• Passion and dedication to the community

And so on. But above all of this he tries to be contingent of the situation that
he faces during his work so that he can work accordingly.

Major Managerial Function: As he is a marketing manager of Masco; his

major functions are based on marketing relevant strategy. According to the
department, his major functions are –
 Planning: First he surveys the collected information which he wants
to have a plan that will be effective and efficient. He plans for the
product’s promotional strategy, pricing strategy, development of
opportunities and making budget for all those works. He makes many
alternative plans which helps in future and refer suggestions from the
employees to have a valued planning.
 Decision Making: When he prepares the planning of any marketing
strategy; he presents it to the higher authority of the company.
Presents all the basic and alternative planning with description .Then
the authority takes the final decision.
 Organizing: He organizes the key resources and needs of this
company .He divides the assignments of responsibilities to the selected
skilled employees who are working under his command.
 Communication: His core managerial function is communicating with
the internal and external media of the company’s group. He maintains
an internal relationship with the employees as well as an external
communication with the clients of this company and also with the
other international organizations.
 Motivation: He inspires his sells employees to work better for the
group by well behavior and many flexible benefits with bonuses with
their salaries. He also provides the right information with and through
the employees to the customers to convenience them.
  Control: He analyses the outcomes of each developing steps
comparing with latest marketing strategy. He tries to find out the
lacking of the whole process and solve the problems according to the
needs.
Managerial Roles:

 Interpersonal Roles :
 Figurehead: He handles the workings of the marketing department
employees. Any marketing related decisions are taken by him and the
higher authority. He receives the visitors and gives them the
appropriate information.
 Liaison: In the company, he communicates with his higher authority
as well as the employees. Horizontally and vertically, he serves the
link of communication.

 Informational Roles :
 Disseminator: The order and the permissions he gets from the
authority, he inform those to the subordinates. He informs them the
selected data according to their necessity.
 Spokesperson: He transmits company’s selected information to the
clients to ensure them about the quality maintained for the product.
He also tries to provide them the accurate information in which they
trust on the company.

 Decisional Roles :
 Negotiator: He participates in many business programs on behalf of
MASCO Company with the other companies. He ensures the
represented information are correct and influence their
customers .Recently, he has attended the ‘Heimtextile’ trade fair in
Germany.

Managerial Skills:

 Communication: He provides the key information to the subordinates

and the clients according to their necessity. He communicates with the
foreign clients and also with the other divisional managers to get the
updated workings and information .He discusses the upcoming events
and projects with the other department heads to have a logical and
proper decision for this company.
 Convenience: The manager gives the core information to the
customers and ensures their satisfaction about the product quality and
 pricing. He tries to convenience them by his frequent speaking and
making them understand that their invested money will not be wasted.
 Analytical Ability: Sometimes, he has to face many uncertain
situations. At those times, he tries to solve those problems along with
the situational demand.
 Psychological Approach: He meets with many types of customers
and working with different employees. So, he has to act with them
along with their different behavior. He tries to understand their
psychology and provide the information according to their needs.
 Time Management: As he is working for the company, he has to
perform his official works, outside workings like attending to the fair
and meetings as well his personal life. At least 8 to 10 hours a day, he
works for the company and manage his time schedule along with all
workings.

Broader Organizational Goals: As a senior marketing manager of MASCO

Company, Mr. Nayan Dutta has many responsibilities. He has to preserve
the company’s reputation as well as maintaining the standards of the
product quality and judicious pricing strategy. His managerial functions are
supporting the company to be more advanced and elevated. His key function
is internal and external communication. As a result, he is performing as a
core media for the company with the outside. In contrast, his key
managerial roles and skills are helping this company to broaden their market
in this country as well as in foreign countries. His communication and
convenience skill helps to increase company’s clients and employees .He
consults with the other departmental heads of the company to have internal
information and also give them other information within his knowledge .As a
result, it is also helping the company to be more well reputed and become
more strong both in socially and economically and broaden its market all
over the world.

Ensure the effectiveness and efficiency of resources: To ensure the

effective and efficient use of limited resources, he applies some techniques;
these are the following –

 Fixed Timing Schedule: When he gets any project or any official

workings, he fixes up the time with the whole work to be more
effective at the job. He also gives the deadline time to the employees
to finish their works.
  Well Instruction: Before the work starts, he gives the accurate
instructions to his sub ordinates about their limited resources which
they should use or which should not use.
 Reducing Wastes: He tries to make the employees understand about
their resources and its appropriate use to reduce the wastes. It also
helps to have knowledge of their future experience.
 Combination of skills: In some cases, the combination of the
subordinator’s skills by making a group is more beneficial. He creates
a group with selected workers and schedules their works according to
their best skills.

Managerial Approach: The managerial style and values of Mr. Nayan Dutta
is more like to follow participating style management .He beliefs that
decisions should be taken according to the situation and it should be more
realistic. In some cases, autocratic decision works best as it is more focused
and less time oriented. But on the other hand, a group decision is more
helpful as it has the combination of many different skills. The managerial
decision, workings and techniques should be logical at its situational demand
.So, it can be said that, his managerial styles and values are more likely to
contingency approach. He deals with many different situations with different
appropriate situation.

As a marketing manager, basically he has to face many different situations

with different requirement. This company has also communication with
foreign countries; their culture and approaches are dissimilar from each
other .The products that they export to other countries have to be as their
preference .According to the culture of other countries, he has to maintain
his communication with them as their appropriate way. So, this approach is
well suited to the organizational values.
Link with Studied Concepts: Mr. Nayan Datta’s function, roles, skills and
style of managing this company is very similar with my studied concepts of
management course. According to his position, his managerial works are
similar with an appropriate manager’s working which helps the company to
be more beneficial and having more strength in both socially and
economically. As he is working as a marketing manager of MASCO company,
he tries to be upgraded about this company’s other internal information and
also out knowledge necessary for the company. His managerial approach is
similar with contingency approach that I’ve studied in this course .The
managerial skills are similar with the technical and drive skill of a manager
and the way he tries to maintain the recourses are procedural.

A Brief External and Internal Analysis of the Manager and the

Company:

S.W.O.T Analysis of the Manager:

Strength:

 Educational Qualification.

 Skills
 Honesty.

Weakness:

 Weak in handling pressure from upper authority.

 Poor at dealing with conflict.

Opportunity:

 Marketing warfare.
  Collaboration.

 His personal network.

Threat:

 Unstable Politics of Bangladesh.

 Technological fraud.

 Some direct threat from other companies.

S.W.O.T of MASCO GROUP:

The overall evaluation of company’s strengths, weaknesses, opportunities,

and threats is called SWOT analysis. Masco group is a textile industry. Like
every other industries they have strength, weaknesses, opportunities and
threats as well.

Strength:

 Quality products.
 Developed equipment.
 Modern building structure of the factory.
 Fire threats covered.
 Strong networking system.
 Well organized office.
 Strong marketing team.

Weaknesses:

 Other branches are very far.

 Lack of brand awareness.
 Lack of ‘home grown’ raw material supply.

Opportunities:
  Very competitive product price development.
 Growth of market share is mentionable.
 Becoming a major hub for local textile sector.
 Buyers are showing interest from abroad.

Threats:

 Political condition of Bangladesh.

 Competition.
 Endemic corruption.
 Raw material security.
 Environmental pollution.
 Workplace unrest.
 High level of inflation.

S.W.O.T analysis of MASCO GROUP:

Strength:

 Quality product is the mail weapon of Masco group of industries.

They are very aware of their quality. In an interview with the
marketing manager of Masco group of industries Mr. Nayan Datta
said, “We are committed to manufacturing and exporting high
quality textile items of international standard at competitive prices.
This commitment has made us one of the leading manufacturers
and exporters of Terry Towels, Terry Bathrobes, Fancy Towel,
Kitchen Towel, Bath Mats, Terry Fabric etc., to USA, Canada, and
Europe. We always assure our new customers that once they step
into our organization, they will never go to other place for the range
of products we deal in”
 Picture: Some sample products of Masco group of industries.

 The factory of Masco group of build under the modern building

structure. That’s how Masco group can ensure the safety issue of
the workers.

 In the interview with the marketing manager Mr. Nayan Datta took
us with him to show how they covered the fire threat. I counted
over 100 plus Carbon Dioxide Fire Extinguishers. The manager
assures us that the fire threat of the factory is under cover.

 The Masco group of industries has a strong networking system over

the world. The export their products in Europe, America etc.

 Their main office is at Uttara, Sector 1. They maintain their

activities from this office. The office is well organized.

 The Masco group of industries has a very impressive marketing

team working under Mr. Nayan Dutta. He said, “We are very aware
of young talent. So that every year we recruit new graduate young
people. They are very energetic and we just need their enthusiasm
to run our marketing sector properly”.

 Developed equipment is the other major weapon of Masco group of

industries. Modern machine is the key thing to get them so
successful. The manager NayanDatta said, “Recently we brought
seven more productive machines from abroad.

Picture: Machines from Masco textile factory.

Weaknesses:

 Masco group of industries have four branches. They are very far from
each other. So when they need something to move from one place to
another they face some problem. Mr. Nayan Datta told us that
sometimes they need to move some machine from one factory to
another. They face transportation problem then. Because those
machines are too heave to move. So contact with one branch to
another is sort of weakness for Masco group of industry.

 The Masco group of industries has another weakness. That is brand

awareness. Though they are pretty famous in the textile market but
people don’t know much about their brand value. They work very hard
to get their success, to create quality product. But certain places of our
country, people have lack of brand awareness of Masco group even
though they are working very hard to make thr quality product. This is
a weakness of Masco group of industry.

 As Masco group of industries are very focused to provide quality

products, they need home grown raw material. But nowadays home
grown raw material is very tough to find, Farmers are not working on
textile raw material these days. They want more profit. So they are
leaving to the town and doing profitable work like rickshaw pulling.
Another reason for lack of home grown raw material is lack of open
land. Population is increasing in very high rate. So open land are
mostly uses as residence. Pollution is another reason for lack of raw
materials. We polluted the environment that much that’s why the raw
materials are not growing enough to fulfill the demand. Lack of home
grown raw material is another weakness of Masco group of industry.

Opportunities:

 Masco group developed very competitive product price. They fix a

reasonable price for every class of people in Bangladesh. So everybody
can afford their products.

 In the past few years the increase of Masco group of industries is

mentionable. If they go like this, in future they are going to rule the
textile market in Bangladesh.
  Marco textile industry has become the major hub of local textile
market. With this advantage they are trying to capture the whole
textile market of Bangladesh.

 Buyers from abroad are showing very good interest and Masco group
are trying to open their chain with this advantage. It might help them
to increase their growth.
Threats:

 Recent political condition of Bangladesh is very unstable. Anything

can happen anytime. Sometimes the country becomes paralyzed. It is
a big threat for any business firm.

 Nowadays everywhere is competition. Lots of small textile firm are

developing within very short time. This can be a very big threat for
Masco group of industries.

 Endemic corruption can destroy any local industry. That could be a

threat for Masco group. So they should aware of endemic corruption.

 Security of raw material is very important. Want of raw material is

bigger cause to stop any industry than anything else.

 The industrial areas are 24/7 active. In history, we found unrest work
place is a big threat for textile industries.

PESTEL:

PESTEL analysis is a simple and effective tool used in situation analysis to

identify the key external (macro environment level) forces that might affect
an organization. These forces can create both opportunities and threats for
an organization. Therefore, the aim of doing PEST is to:

 Find out the current external factors affecting an organization.

 Identify the external factors that may change in the future.
 To exploit the changes (opportunities) or defend against them
(threats) better than competitors would do.

PESTEL Analysis:
 Political factors must influence workers. In order to keep everything
okay Masco authority should create rules and make the workers follow
those rules.

 Economic factor is also very important. Authority need to handle the

company’s internal economic factors directly.

 Social factor is very important for any company. Masco group already
follow some social factors. They have insurance for the worker so that
if any worker accidently make him injured then Masco group finance
him to cure from their fund.

 Environmental factors are closely monitored by the authority of Masco

group.

 Legal factors are the backbone of a company. Masco group of industry

have their own laws. They have different laws like consumer law,
competition law, employment law etc. All of these laws keep Masco
group of industry out of trouble.
CSR (Corporate Social Responsibility) activities:

CSR is a process with the aim to embrace responsibility for the company's
actions and encourage a positive impact through its activities on the
environment, consumers, employees, communities, stakeholders and all
other members of the public sphere who may also be considered
stakeholders. Corporate social responsibility may also be referred to as
"corporate citizenship" and can involve incurring short-term costs that do not
provide an immediate financial benefit to the company, but instead promote
positive social and environmental change.

Today's shoppers aren't just looking for the best price and quality, they
expect the companies they patronize to do well with their dollars and make a
positive impact on the world around them. To this end, the company Masco
has its own potential CSR activities that involve participation in society’s
benefit.

As CSR can encompass a wide variety of tactics from giving nonprofit

organizations a portion of a company's profits Masco is giving away their
products or services to a worthy recipient for every sale made. Here are just
a few of the broad categories of social responsibility the company Masco is
practicing:
Environment: One primary focus of corporate social responsibility is the
environment. Masco has a large carbon footprint. Any steps this company
can take to reduce those footprints are considered both good for the
company and society as a whole. Examples include everything from curbing
pollution to developing clean energy solutions. It has not yet progressed but
they are trying their best to implement this responsibility.
Philanthropy: Masco also practices social responsibility by donating to
national and local charities. Whether it involves giving money or time, it has
a lot of resources that can benefit charities and local community programs.
As an example, Masco donated 500 pieces of clothing to the orphans.

Ethical labor practices: By treating employees fairly and ethically, Masco

also demonstrates their corporate social responsibility. Masco is trying their
best to involve more consumers by operating and maintain the rules of
sweatshops and other ethical labor practices.

Manager’s involvement and contribution in some core managerial

issues:

As the company Masco is a PVT.ltd company comprising 5 (five) Units of

100% exports oriented specialized textile industries in Bangladesh. By
seeing the success we can say there is a big hand of qualified, experienced,
quality-oriented and dedicated team of technical personnel with
administrative staff and technical labor. They learn, rediscover and revive
the value in tradition through meaningful and authentic experiences. As we
all know if the management of any organization is in a orderly way then that
organization is surely to succeed. So the managers from different
department have to work mutually and have to communicate mutually.

As we interviewed a manager from marketing department named Mr. Nayan

Datta. We’re going to discuss about his day to day work basis and the
problems he face during his period.

Dealing with ethical issues: There are many ethical issues that a manager
faces. And thus by be moral a manager finds its path to deal with it. As we
have a interviewed a manager from the company named Masco he told us
he did not face that big moral or ethical issues. He though had faced some
small issues but he dealt it with care and responsibly.

Planning for his job: Mr. Nayan Datta plans his job like any other manager
from any other company. But of course there is a difference. He plans his
job as such way that he will finish his work accordingly and in punctual way.
And if the work does not get finished then he would put the work for
tomorrow and finishes it by then. Though he tries his best to finish it early.
And between his works he takes his time to look at his subordinates’ works,
if they are working properly. Suggest his ideas to his superior to improve his
department. And communicate with other department to cope with their
situation. He works calendar wise as in up to date. He uses the resources in
responsible and in care way so that he can finish his work well.

Strategies: effective strategic management involves more than just

following a few easy steps. It requires every employee, on a daily basis, to
consider the “big picture” and think strategically about gaining and keeping a
competitive edge. First the manager has to plan his strategy. Strategic
planning is an organizational management activity that is used to set
priorities, focus energy and resources, strengthen operations, ensure that
employees and other stakeholders are working toward common goals,
establish agreement around intended outcomes or results, and assess and
adjust the organization's direction in response to a changing environment.
The manager uses disciplined effort that produces fundamental decisions and
actions that shape and guide what an organization is, who it serves, what it
does, and why it does it, with a focus on the future. Such as the marketing
manager Mr. Nayan Datta knows how to serve and communicate with his
customers. He puts Effective strategic planning to make progress, but also
knows how it will be successful.
This section presents four alternative perspectives for thinking innovatively
about how the manager effectively and efficiently put strategy in today’s
fast-paced global economy: synergy, Proter’s generic strategies, business
ecosystem and e-business strategies.

Synergy: Synergy is a well established and valuable concept. Synergy

occurs when two or more variables interact to produce an effect greater than
the sum of the effects of all of the variables acting independently. Synergy
describes the benefits a business experiences by strategically the manager
himself maximizes cooperation and innovation of his and his subordinates.
Thus he achieves more as a group than its parts in isolation. And increasing
synergy he is carefully analyzing current strategies to identify better ways of
doing business and helping its way to success. They adapt the current
situation and work in such way.

Complementary Skills: The manager analyzes the different departments of

organization to identify the key skills of each section. He finds a way to
connect the departments so that the skills and insights of each complement
and support the others. For example, as a manager of marketing
department Mr. Nayan Datta improves sales department that excels at
creating new accounts and a research team devoted to designing new
product lines. A synergistic connection between these two departments
might consist of a joint team that combines the disparate skills in a
complementary way. The manager divides the group with identifying product
innovations that can overcome specific sticking points, such as product
usability, that salespeople currently encounter while negotiating with clients.

Increase Communication: the manager identifies and eliminates

communication blockages also increases synergy by developing coordination.
For example, the manager asks department heads to meet regularly to
discuss current activities.

Efficient Performance: The manager eliminates structural redundancy also

increases synergy by identifying ways to streamline operations, allowing his
department to focus on being maximally efficient within its own role. For
instance, forcing several people to deal with customers in addition to their
production responsibilities is less efficient than recruiting a single, dedicated
person for handling customer service. With the creation of the new customer
service department, the other works can hand off difficult client issues to the
experts.

Sharing Best Practices: Another way the manager increases synergy is to

allow employees to share successful strategies, according to the book
“Strategic Management: Awareness and Change,” by John Thompson and
Frank Martin. For example, the manager discovers that an incentive program
motivates her staff well, that same approach might work well in other
departments.

Alliances: The manager creates synergistic alliances with other

departments that have resources or strategies that sync well with yours.
Both departments benefit from the synergistic connection in ways that
neither could alone.

Organizing departmental functions: Management involves the

coordination of human, financial, material, and information resources in
order to realize company goals and operate a business efficiently. Here the
manager is the employee charged with these responsibilities. A Manager
play a variety of roles in a company, summarized as interpersonal roles,
information roles, and decision-making roles. Managing entails five
functions: planning, organizing, staffing, leading, and controlling. The day-
to-day tasks of management include: considering problems and making
decisions in how to deal with them, implementing courses of action, and
reviewing decisions and actions and making any necessary changes.

Management is the process by which people, technology, job tasks, and

other resources are combined and coordinated so as to effectively achieve
organizational objectives. Thus the manager focuses on the following:

1. Developing and clarifying mission, policies, and objectives of the agency

or organization

2. Establishing formal and informal organizational structures as a means of

delegating authority and sharing responsibilities

3. Setting priorities and reviewing and revising objectives in terms of

changing demands

4. Maintaining effective communications within the working group, with

other groups, and with the larger community

5. Selecting, motivating, training, and appraising staff

6. Securing funds and managing budgets; evaluating accomplishments and

7. Being accountable to staff, the larger enterprise, and to the community at

large
Dealing with HRM (Human Relation Management): Human Resource
Management (HRM) is the function within an organization that focuses on
recruitment of, management of, and providing direction for the people who
work in the organization. HRM can also be performed by line managers.

Most people agree that the following duties normally fall under HRM. Each of
these aspects has its own part within the overall strategic plan of the
organization. In smaller organizations, the manager or owner is likely
performing the HRM functions. They hire people, train them, and determine
how much they should be paid. Larger companies ultimately perform the
same tasks, but because they have more employees, they can afford to
employ specialists, or human resource managers, to handle these areas of
the business. As a result, it is highly likely that as a manager will be
performing HRM tasks.

Staffing: It includes the development of a strategic plan to determine how

many people the manager might need to hire. Based on the strategic plan,
HRM then performs the hiring process to recruit and select the right people
for the right jobs. Thus discussing and with that department the manager
hires appropriate recruitments.

Basic Workplace Policies: Development of policies to help reach the

strategic plan’s goals is the job of HRM. After the policies have been
developed, the HRM department communicates these policies on safety,
security, scheduling, vacation times, and flextime schedules with the
manager. Of course, the HR managers work closely with supervisors in
organizations to develop these policies. Workplace policies will be addressed
throughout the book.

Compensation and Benefits: In addition to paychecks, the CEOs and the

HRM department discuss it prudently. And then they let the manager of each
department know. Such as the marketing department gets to know how
much his and subordinated will be paid and how will they be benefited
through bonuses or prices.

Retention: Assessment of employees and strategizing on how to retain the

best employees is a task that HR managers oversee, but other managers in
the organization will also provide input. By giving fair compensations and fair
bonus they can retain their employees. For each department the manager
motivates their sub ordinates works or encourages them.

Training and Development: Helping new employees develop skills needed

for their jobs and helping current employees grow their skills are also tasks
for which the HRM department is responsible. Determination of training
needs and development and implementation of training programs are
important tasks in any organization. The manager from marketing
department trains his subordinates in a proper way so that they can deal
with the customers appropriately or in his absent they can work accordingly
and efficiently to impress a customer or to retain them.

Regulatory Issues and Worker Safety: Keeping up to date on new

regulations relating to employment, health care, and other issues is
generally a responsibility that falls on the HRM department. And then the
manager can get to be contingent.

Using communication tools: Communication is an essential part of an

organization and especially for the managers. A successful manager must be
a good communicator. If the manager uses exactly the same thing in every
project, the same way, with the same people, and in the same sequence,
then the communication skills would not be as important. An individual could
be trained for a job, placed in it and the expectations would be clear. But
projects or the daily works are always different. That is why we need good
communication. So an appropriate manager understands what is required on
this project, when it is required, how it should be done, and what other
activities it must integrate with. Without good communication, projects fall
into chaos.
Here can be a short description of how a manager uses the communication
tools:

.Motivating Employees: The objectives of an organization can be achieved

only through the efforts of people. And people need to be motivated in an
understanding way to put in their best. However, what motivates one person
might not motivate another, and therefore for the best results any manager
should be understanding and, as far as feasible, get to know something
about each of his/her subordinates.

Mr. Nayan Datta the manager of the marketing department endeavours to

get the best from each individual member of his team, motivating different
members in different ways, while still motivating the team or group as a
whole. Building of a good “work environment” based on the spirit of trust
and cooperation between management and other personnel.

Motivation strategies: To a large extent, a high level of employee

motivation is derived from effective management practices. To develop
motivated employees, the manager ensures that HR personnel as well as
other departmental managers must do the following:

Empowering employees: Empowerment occurs when individuals in an

organization are given autonomy, authority, trust, and encouragement to
accomplish a task. Thus the manager gives empowerment to unshackle the
worker and to make a job the worker’s responsibility.

Providing an effective reward system: To motivate behaviour, the

manager provides an effective reward system. Though it is fixed from the
upper levels. Rewards demonstrate to employees that their behaviour is
appropriate and should be repeated. If employees don’t feel that their work
is valued, their motivation will decline. Common examples are pay bonuses,
promotions, time off, special assignments, office fixtures, awards, verbal
praise etc.

Redesigning jobs: Many people go to work and go through the same,

unenthusiastic actions to perform their jobs. These individuals often refer to
this condition as burnout. But the manager does something to improve this
condition before an employee gets bored and loses motivation. Here he
redesigns attempts including the following:

Job enlargement: It increases the variety of tasks a job includes. It may

reduce some of the monotony, and as an employee’s boredom decreases,
his/her work performance generally increases.

Job rotation: This practice assigns different jobs or tasks to different people
on a temporary basis. The idea is to add variety and to expose people to the
dependence that one job has on other jobs. Job rotation can encourage
higher levels of contributions and renew interest and enthusiasm. The
organization benefits from a cross-trained workforce.

Job enrichment: This application includes not only an increased variety of

tasks, but also provides an employee with more responsibility and authority.
If the skills required to do the job are skills that match the jobholder’s
abilities, job enrichment may improve morale and performance.

Creating flexibility: Today’s employees value personal time. Because of

family needs, a traditional 9 to 5 working may not work for many people.
Therefore, for some categories of employees, ‘flexi time’ – which permits
employees to set and control their own work hours – is one way that
organizations are accommodating their employees’ needs, e.g. marketing
personnel.

And thus in such way the manager from the marketing depatment keeps his
subordinates motivated and enthusiastic of their jobs.

Monitoring and Controll:

The manager has to monitor the activities of his team and the external
forces. Without that monitoring the manager won't know whether your plan
is working or if it needs to be adjusted. And he must then control those
elements that he can control to keep everyone moving toward the goal.

Here are some additional aspects that the manager Monitor and
Control:

Keeping Score Isn't Winning: There is no point in monitoring if the

manager does not take action based on the information. The manager
measures the right things and then takes appropriate action to fix whatever
problems the measurements point out.

You Can't Manage What You Don't Measure: The manager cannot
manage for improvement if he does not measure to see what is getting
better and what is getting worse.

Don’t Let Process Get In The Way Of Results: The manager does not
focus on so much monitoring task that he does not take control and make
the changes that are necessary.

Employee Coaching: The manager always monitors what their employees

are doing, but will not intervene to coach their employees except in specific
circumstances. Knowing when to let an employee make a mistake they can
learn from and when he needs to step in and coach them is a balancing act.
He has to balance their opportunity to learn and grow against the harm they
could do to themselves, their team, and the company.
Giving Negative Feedback: The manager takes steps in and control the
activity to give negative feedback.

Your Boss is Watching you: The Manager has an obligation to his

company to monitor the activities of their employees to ensure compliance
with applicable laws and policies. He monitors their behavior, their
adherence to the dress code, the way they greet customers. The need to
monitor their electronic activities is equally as great and the reasons are the
same. He ensures to let employees know that they are being monitored,
what is being monitored and why. He lets them know what is acceptable and
what is not.
Recommendation and Conclusion

Recommendation
This report is presented on ‘’Masco Group of Industries’’ which came out
clear, correct and concise with the help of the marketing manager Nayan
Dutta. We are recommending some issues of the manager which impressed
us and inspired also. These are given below:

 The work techniques of marketing manager is good because he is truly

qualified, experienced, and dedicated to the company.
 The manager’s determination, communication skill with the staffs is
very positive towards the company.
 Though any manager of a company is important but a marketing
manager is much more important for promoting about companies
product and other services, Nayan Dutta gives us that specific
information what is needed for our report.
 Observing the company we find that they uses eco-friendly dyes in all
the products when manufactures which is useful for our country.
 Masco Company has a very strong business relationship between Usa,
Canada , Europe by exporting high quality items internationally
standard at competitive price which broaden our economic condition all
over the world.
 Maintaining the lead role with the competitive companies this company
can provide other facilities like marketing campaigning and increase
advertising.
 This company should ensure the working safety of employees by
providing updated equipments in work area.
 To provide the correct information towards the customer about
products or other activities this company should provide brochure,
leaflets and social relationship via internet using company websites,
personal company links.

Conclusion

Masco group of industry is a well reputed textile industry in Bangladesh. It

has two division textile and knit. Thorough this divisions this company is
providing the best quality products to the customer. This company did a
great job to expand our economic situation all over the world. In order to
develop a country it is very important to participate in internationally which
is made possible through exporting-importing the products of Masco industry
in worldwide. Their own potential CSR activities are sharing a great role in
society’s benefits. To be a successful industry they should also make
promotional programs. Now-a- days, RMG sector is playing a most vital role
in our economy and this company is helping us to progress by contributing
their activities.

Above all, this company should look over the problems that preventing their
development and improve all over services.

1. http://www.mascobd.com/
2. https://www.linkedin.com/company/masco-group-bangladesh
3. http://www.mascoknit.com/
4. http://www.mascobd.com/product_details.php?
5. http://www.mascobd.com/picture_gallery.php
6. Management 11e Robert Kreitner.
7. Star Mack philosophical business , writer.