DOC

Stage 2 developing Report

By Ashley Greene,2014-11-21 19:42
9 views 0
Stage 2 developing Report

Stage 2: Developing

Evaluation to organization structure adjustment of

    DF Ltd

Investigator: Cheng YiHai

    Date: 2013.4.10

    Content Page

    Summary …………………………………………………………………………….1

    Introduction ………………………………………………………………………….2 Main body

    Section 1: Effects of..

    1.1 Introduction to the original organization structure in DF Ltd……………………..3 1.2 Introduction to the current organization structure in DF Ltd……………………...4 1.3 Effects of the activities…………………………………………………………….5

Section 2: Assessment of the implications of the above effects

    2.1 The organizational culture changed in DF…………………………….…………..6 2.2 The improvements of strategy in DF…........................................................7 2.3 The reason of why DF become popular in social………………………………….8 2.4 The importance of working atmosphere………………………………………...9

    Section 3: Conclusion &Recommendation 3.1 Conclusion ……………………………………………………………………….11

    Conclusion ………………………………………………………………………..16

    Reference ……………………………………………………………………........17 Appendix..………………………………………………………………...………18

Summary

    Featured by innovation, DF international chain group is a large chain administrative agency, with operation management of western style and casual dining as its core business, which is one of the fastest growing enterprises in the market of mainland China. Di Fu era chain (Beijing) Commercial Co., Ltd is a part of Di Fu, Hong Kong International chain, fully responsible for operation and management of franchised brands under group in mainland China as well as development of agent service for overseas brands at the same time, to provide complete control over good overseas brands in China market and to create most valuable international catering group.

    The company had a big change in organization structure in last year and this report is to analysis the importance of organization structure in DF and shows the attached effects.

    The report has introduced 3 sections, which is the effects of organization structure in DF, assessment of the implications of the above effects and conclusion. This investigation has use Interview to about specific person such as department manager or CEO, using Questionnaire to ask specific question about the organization structure and the DF culture. Using Internet goes to some specific area website to check out the company ranking or click rate and using newspaper to find some official and best-seller newspaper that have specific area such as good food guide, food standard.

    Evaluation to organization structure adjustment of DF Ltd

Introduction

    Di Fu era chain (Beijing) Commercial Co., Ltd is a part of Di Fu, Hong Kong International chain, fully responsible for operation and management of franchised brands under group in mainland China as well as development of agent service for overseas brands at the same time, to provide complete control over good overseas brands in China market and to create most valuable international catering group. The company had a big change in organization structure in last year and most main manager and staff had experience this event.

    The report need to feel the DF management system in internship and find out the firsthand experience. On one hand, doing a survey that is no sign to research advices and feelings of different level stuff in DF. On another hand, doing an interview to consult the feeling of current organization in high level manager and find a solution. And also collect a wide range of information about DF on internet or some media to summary a result that difference in each year.

    This report is to find the advantages and disadvantages and analysis the current organization in DF, providing an advice in final and make a new organization structure to improve the management efficiency therefore raise the outstanding achievements. And the report is emphases the angel of effect, culture, task and strategy, brand and working atmosphere.

    All the analyzing about DF is come from field research, desk research and personal experience. The writer had an internship experience that can provide directing and useful feeling and information.

Main body

    Section 1: Effects of organization structure in DF

    1.1 Introduction to the original organization structure in DF Ltd

    The firm has three levels in organization structure, which are top manager, middle manager, and base level. The top management is Yu Qiang and Cheng ShiHong, the middle managers Luan ZuRong and LuanZuHu, and base level are employees. According such as that organization structure, the DF Ltd. is flat structure. Flat structure presently operated could loosely be described as "hybrid" with a centralized line structure operated by Yu Qiang and with Cheng ShiHong operating a de-centralized team approach.

    The line structure provides routes for upward and downward communication and links departments together to an ultimate source of authority. In DF Ltd. Cheng ShiHong is belonging Tall structure, which shows he gave Luan ZuRong the autonomy and flexibility to decide how the projects should be carried out. Otherwise, work is divided by different product or service, which included ice-cream, marketing and administration.

    According to Naylor's duties of management;in the firm, Yu Qiang managed

    administration, he acted as the general manager. Cheng ShiHong managed front line work, he tended to spend very little time in the office, and his role in the firm was to provide this external liaison. As a result, Yu Qiang cannot get support by Cheng ShiHong in organization management. The firm did not have a clear organization structure even though over the past 2 years the firm had grown and evolved. It is good time to re-structure.

1.2 Introduction to the current organization structure in DF Ltd

    The current organization of DF Ltd is a hybrid structure will include elements of both matrix and functional organization. The advantage of this approach is that it may be

    adaptable to changing business circumstances. Disadvantages are that it may lead to staff being confused about what their responsibilities are.

    Above diagram is the new structure that has six departments which are considered elements of both of matrix and functional organization. the top administration manager is Yu Qiang, because he acted as the general manager in DF Ltd. the administration manager is Cheng ShiHong, because he as a most senior for 14 years. The top marketing manager is Luan ZuRong, because his role in the firm was to provide this external liaison. The marketing manager is Li LeLe, because Luan ZuRong expected he to attend management meeting with clients to discuss the project planning and development. The top product research manager is Luan ZuHu, because he was the postgraduate of Peking University. The product research manager is the one of the Luan ZuHu employed team leader. and the president are Yu Qiang and Cheng ShiHong.

    The advantages of this organization structure is that Individuals can be chosen according to the needs of the project, the use of a project team that is dynamic and able to view problems in a different way as specialists have been brought together in a new environment, project managers are directly responsible for completing the project

    within a specific deadline and budget, the communication in organization become more flexible and smooth.

1.3 Effects of the activities

    The effects on culture

    In term of culture, questionnaire is a good way to evaluate this area. The more same the result are, the more deep understanding of culture in organization. Although the organization structure in DF Ltd had a big change during these years, most staff and main manager did not be quiet or leave. And the people who had faced this organization structure were asked what the organizational culture is in 3 years ago and what is now? The answer about 3 years ago is different, for example, we take customers as our gods or service first business idea. And the answer about today is almost same, providing complete control over good overseas brands in China market and to create most valuable international catering group.

The effects on strategy

    In term of strategy, the interview is fit to evaluate that. The interview can ask different department employee how they feel what the company next step and what about the future plan. The answer of representatives from each department is clearly know what the next step and when should be begin. As the point of hybrid structure, the project managers are directly responsible for completing the project within a specific deadline and budget.

The effects on brand

    In term of brand, the newspaper and internet could be a good method to evaluate it. This area is quantified, the newspaper and internet could be a good method. From those secondary data can find which year the company peak at the highest position in specific area and when the company is stable or down to lower position. From the China Daily, in 3 years ago the newspaper recorded DF was top 10 in ice-cream and this year the ranking has jump to second, which means the company had a good

    operation in these years and matrix structure play a key role as the company have ability to accept more jobs.

The effects on working atmosphere

    In term of working atmosphere, first-hand experience is the best way to evaluate it. Organization structure is an essential factor to influence working atmosphere as well as morale in company. In term of that, can have first-hand experience, which is qualitative. I was a part time employee on the administration department on last summer holiday and the experiences of mine is relaxing, motivational and all the company had considerable moral on such organization structure. And the factor of hybrid could be an essential part of that Individual can be chosen according to the needs of the project, the use of a project team that is dynamic and able to view problems in a different way as specialists have been brought together in a new environment.

Section 2: Assessment of the implications of the above effects

    2.1 The organizational culture changed in DF

    “Organizational culture is the collective behavior of humans who are part of an organization and the meanings that the people attach to their actions. Culture includes the organization values, visions, norms, working language, systems, symbols, beliefs and habits. It is also the pattern of such collective behaviors and assumptions that are taught to new organizational members as a way of perceiving, and even thinking and feeling. Organizational culture affects the way people and groups interact with each other, with clients, and with stakeholders.”

    Questionnaire is a good way to evaluate this area. If the answer of each questions is correct and same like most people, the culture in company had a good result. To identify how deep employee or managers in DF understand the company culture, the questionnaire is no doubt a best choice. The questionnaire had divided into two parts, one is choice question while other is summary. In the first part, the questionnaire is asked 4 questions, which can be as follow:

    1. When the company was build?

    2. What kind of size company is?

    3. How many branch office dose the company had?

    4. What the product dose the company sells?

    5. And the summary question is that describe the culture in DF in your own words. What we have to mention is that is 3 years ago when the organization structure had no change the staff and manager do not know the company culture well and same, the reason of that is all the employee only have communication in their department rather than connect with the whole company. In other word, the people may understand the department culture but the company culture in their mind is not clear and not common.

    In current organization, the answer of questionnaire is almost same as well as fitting the organization culture. In term of the first part, about 80 percent of people showed

    the same choice, and the different part is caused by the time they entry the company. In term of the second part, the answer shows extremely same. The middle manager wrote very standard answer, which is providing complete control over good overseas brands in China market and to create most valuable international catering group. And the employee give the information about company culture is same like manager. To sum up, the current organization structure could improve the awareness of company culture in people mind.

2.2 The improvements of strategy in DF

    “Strategy is a high level plan to achieve one or more goals under conditions of

    uncertainty. Strategy becomes ever necessary when it is known or suspected there are insufficient resources to achieve these goals. Strategy is also about attaining and maintaining a position of advantage over adversaries through the successive exploitation of known or emergent possibilities rather than committing to any specific fixed plan designed at the outset.”

The interview is fit to evaluate that. The more same the result are, the more deep

    understanding of culture in organization

    To evaluate the company task and strategy, interview could be a fit method. The interview had asked 3 groups people which are product-research, marketing and administration. The topic of interview is that what you think company will do in the future.

    Before the company changed, according to some manager or loyal employee speaking, the task and strategy in people mind is not very clear and most people only understand what is the next work or job. The people in old organization structure did not know the macro task, they only figure out the micro job.

    After the company structure changed, the task and strategy in DF is much popular in employee mind. According to the interview, the representative of each group had said not only about the group work but also show the macro task of company. Take

Report this document

For any questions or suggestions please email
cust-service@docsford.com