Management Style, Principle, and Function of CEO in Retail Company

This report discusses the management style, principle, and function of the CEO of a retail company. It examines the steps taken to achieve high performance and cultural change within the organization.

CEO from the retail sector in the
United Kingdom

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................4
A. Explain the management style, principle and function of management which are used by the
CEO of retail company....................................................................................................................4
B. Examine the various step which are taken by CEO in order to followed organisation structure
due to achieving high performance and change in the culture. .....................................................6
C. Discuss the leadership style of the CEO OF that firm. ............................................................7
D. Analysis the effects of power, influences and conflict within the organisation context. ..........8
E. Examine the different types of motivation which are used by company..................................10
F. Appropriate corporate examples and literature to justify your stand........................................11
G. Describe and debate what suggestions / recommendations (strategies)...................................11
CONCLUSION.............................................................................................................................11
................................................................................................................................................12
REFERENCES..............................................................................................................................12

INTRODUCTION
Management style is process which refers to leaders and managers effectively managing
business operations and activities. It includes various different style which are used by leaders
and managers in order to motivating and encouraging employees. The superiors of organisation
providing healthy working environment and culture for employees in order to effectively
achieving organisation goal and objectives (Alatawi, 2017). The present report is about on
various management style which are used b y CEO of Morrisons who is David Potts of British
business man. It includes functions and principle which are utilised by CEO of Morrisons. In
addition to this, it includes organisation structure which are followed by leaders and managers
and analysed the performance of employees.
Present issues in Morrisons-: During COVID-19 pandemic situation has highly impact on retail
sector in order to most of organisation is wind up on this tenure as well as affected the business
functions and activity. David Potts is the CEO of Morrisons so in this case dead honest, hard
worker and dedicated towards the work. He is great personality in order to during COVID-19
situation focusing business operation as well as effectively managing all the business activity
due to pandemic situations. It include organisation manager formulating new strategies because
effectively accept the challenges and accordingly developing plan.
MAIN BODY
A. Explain the management style, principle and function of management
which are used by the CEO of retail company.
Management style-: David Potts used various management style in order to effectively
and efficiently run the business operations. It includes they are focusing various style due to
enhancing profitability and productivity of company. CEO of Morrisons focusing on
authoritarian management style in order to properly operating business function as well as
managing activities (El Toufaili, 2018). It includes there managers effectively directing and
controlling al the functions in order to employees duties and responsibility are predefined. In
relevance of organisation CEO and managers followed proper hierarchical structure in order to
management provides task to employees and they are accountable. In addition to this, it

considered as smoothly flow of communication and structure in order to top to bottom and vice-
versa. Morrisons is one of the leading organisation in UK so they providing premium and quality
products to their customers as well as increasing effectiveness of organisation. It includes leaders
and manager more focusing organisation culture in order to serves the best practices for
customers.
Principle of management-: It includes most of organisation effectively adapting and
work on the basis of principle of management. In context of Morrisons, it considered as used
innovative tool and techniques in order to gaining competitive advantages. It focused on
manufacturing of products and services in order to delivering quality products as well as
enhancing profitability and productivity of organisation. There are ample numbers of issues
which are effectively adapting changes in the basis of circumstances such as human changes and
behaviour (Faizan, 2016). There are ample numbers of principle of management which are given
by Henry Fayol and developing 14 principles of management in order to provides new insight,
perception and opinion towards the management concept. CEO of Morrisons David Potts used
the different principle of management as well as established in organisation in order to focusing
on 5th principle of Fayol's such as unity of direction. This principle of management is 5th from the
14 management principle in order to engaging all the employees in different task but the goal is
one and predefines so work for that due to achieving organisation goal and objectives. It
involves many employees are working together in order to one motive and goal so accordingly
there managers developing team spirit among the existing employees. In the pandemic situation
of COVID-19 in order to developing strategies in order to effectively and efficiently achieving
main objective and goal of company. In this situation they providing ample numbers of services
for customers such as online delivery in order to customers book grocery item through online
and providing pick up home delivery.
Functions of management-: It includes functions of management in order to
organisation implementing in order to smoothly and systematically run the business activity.
There are majorly four functions of management which are used by Morrisons of CEO David
Potts (Garza, 2018). There are main function planning, organising, directing and controlling in
order to effectively adapting by David Potts due to properly managing activity so which are
discussed below.

Planning-: The main role and duties of CEO in order to effectively developing planning
in order to attained organisation goal and objectives. It involves they are utilisation various
resources as well as proper allocation of resources which are helpful to positive result and
outcomes. It includes organisation manager delegated the activities and task to their employees
in order to work accomplished within period of time. Due to pandemic situation of COVID-19
so they established online delivery of products and services and putting effort to satisfied the
needs and want of customers.
Organizing-: In relevance of organisation, it considered as CEO of company are working
effectively and efficiently in order to focusing towards the goal and objectives. There are ample
numbers of business function and activity are effectively organised in order to follow proper
structure which refers to accordingly performing task and activity (Głód, 2018). It is essential to
organized the business activity in order to managers smoothly conduct the business activity.
Directing-: It includes manager and leaders focusing business activity and function in
order to properly directing among the employees regrading business activity and functions. In
context of Morrisons, it involves mangers guide the staff members regarding business activity as
well as effectively communicating in order to properly performing business activity.
Controlling-: In relevance of Morrisons, it includes organisation and employees are
actively performing business functions in order to achieving success and growth. It is essential to
analysed performance of employees in order to effectively performed work and evaluating
quality of work. It is process which refers to manager evaluating and analysed and accordingly
providing guidance in order to make corrections in activity and projects.
B. Examine the various step which are taken by CEO in order to followed
organisation structure due to achieving high performance and change in
the culture.
Division structure-: It includes organisation utilised division structure in order to expand
supply of goods & services. It includes organisation effectively supply of goods & services for
customers. It is process which refers to divided or grouping of various division on the basis
identifying the demand and needs of customers in order to product and services are effectively
provided (Hallinger, 2020). There are mainly three structure such as product structure, market
and geographical structure.

Product structure-: It is structure which refers to grouping similar kind of product and
services in order to effectively served for customers.
Market structure-: It includes market structure is refers to grouping different market ion
the basis requirement of customers.
Geographical structure-: It considered as organisation present on the basis of
geographical location in order to grouped together for one division. Morrisons is one of the
organisation which are followed geographical structure as well as shift to market structure. CEO
of Morrison refers to David Potts in order to effectively followed the hierarchical structure as
well as communication flow smoothly. It considered as 11 million employees are working in the
organisation so they effectively conduct their operations in across the countries,
In relevance of organisation, it includes their management team formulating strategies in
order to developing brand image in the mind of customers as well as capturing market share in
the retail sector (Idiegbeyan-Ose, 2018). CEO of David Potts focusing on decision making
process in order to spend huge amount in order to expanding business operation in another
countries as well as ample numbers of mergers and acquisition in order to building goodwill at
marketplace. Due to pandemic situation of COVID-19 organisation providing various services
for customers as well as managing activity in order to not affected the profitability of company.
There are ample numbers of retail stores such as 479 as well as larger presence all over the
world.
Culture-: It includes organisation manager and leaders focusing culture in order to
providing healthy working environment for employees in order to performing business activity
effectively. It is necessary to maintain corporate culture in as well as core values of organisation
due to effectively analysed the threat of external environment. It includes developing plan on
order to effectively deal with that and gaining competitive advantages.
Impact on employees-: CEO of Morrisons focusing organisation culture because they
have greater impact on employees and performance. It is essential to effectively management
because ample numbers of retail stores operations and logistic activity (Ilham, 2018). Leaders
and managers provided good working environment as well as CEO David Potts focusing on
employees in order to developing good habit as well as serves the best services for customers.

C. Discuss the leadership style of the CEO OF that firm.
It includes Morrisons manager and leaders used various kind of leadership style in order
to effectively achieving organisation goal and objectives. CEO of Morrisons David Potts
effectively adapting transformation leadership style in order to motivating, encouraging and
guiding employees towards the working performance. It is process which refers to putting so
much effort towards the organisation in order to developing innovative and shaping organisation
in order to achieving success and growth in future. CEO of organisation focusing on technology
in order to effectively applied in order to developing innovative and creative products and
services. It includes focusing on various leadership concept such creativity, introduction of new
ideas and advanced technology and many others (Kaarbo, 2018). The main purpose to keep
changing because situation and condition of market not remain same so accordingly accepting
risk and make improvements as well as performed effectively.
Transformational leadership-: It includes CEO of Morrisons focusing on this
leadership style in order to accepted the changes and make improvement continuously so
effectively attained organisation goal and objectives. It includes developing team spirit among
the employees in order to accepted the challenges, face them because they learn the various thing
and gives new insightful. It utilised this leadership style in order to set the standard, mission,
vision and values which are sharing to all the staff members.
Intellect stimulation-: It is process which refers to this effectively used by David Potts
in order to developing new innovation and creativity as well as motivating employees in order to
generating new ideas in order to performed effectively. It is essential creative thinking because it
make different from others and applied business activity in order to attracting large numbers of
customers.
Forward thinking-: It is necessary in order to effectively make plan and take decisions
so future success and growth depends on this factor (Kohtamäki, 2019). The main aim and
purpose of David Potts in order to increasing integrity in organisation culture and working
environment. It focusing towards developing trust among employees through communication in
order to achieving organisation culture and objectives.

D. Analysis the effects of power, influences and conflict within the
organisation context.
It includes Morrisons is one of the supermarket chain in UK which are serves the various
products and services for customers. It was founded by in William Morrisons in 1899 and they
are serves various products and services at affordable price for customers. It is provides the
various kinds of product and services in order to enhancing standard of living as well as save
money. It is fastest growing industry and retail chain in UK because it founded in 1899 so
majorly serves the north of England after that they are serving south of England as well as global
presence across the countries. It includes organisation serves the 11 million customers in order to
providing products and services. In 2016, it opened their retail stores in many countries and 494
supermarkets across the England. It is biggest supermarket chain in UK as well as serves the
various European market like Mexican, Canada, China and many others.
It includes they are formulating various strategies in order to effectively implementing
due to increasing effectiveness of organisation. It used effective manufacturing system in order
to properly allocated resources and reducing wastages which are helpful to enhancing
profitability and productivity of company.
Effect of power-: It considered as Morrisons focusing using function of operation
management in order to proper logistic and supply chain management system. It is essential to
maintaining inventory and stock in proper warehousing so utilised various strategies. It includes
achieving organisation goal and objectives so effectively performing operations management.
Managers and leaders are taken strategic decision regarding properly in order to dealing situation
organisation operations of the company (Long, 2017). The CEO of organisation David Potts in
order to developing mission ,vision and core values of organisation in order to effectively and
efficiently achieving organisation goal and objectives.
Conflicts-: It considered as organisation focusing on resolve the issues in order to
effectively focusing on problem as well as providing best solution. The main aim and purpose in
order to effectively managing conflict which refers to performing business operations. There are
various measures which are helpful for managers and leaders in order to effectively achieving
organisation goal and objectives. CEO of Morrisons developing conflict management in order to
plays vital role such as establishing healthy working environment due to reducing conflict. It is

necessary for each and every employees due to increasing effectiveness of organisation as well
as profitability.
The major issues which are faced by most female staff in order to they have not get equal
compensation on the basis male counterparts (Manning, 2016). It is complaint regarding
Morrisons management team in order to they are not provided equal treatment between the male
and female employees. It is file compliant in order to gender discrimination so this complaint
recorded by EEOC which refers to Equal employment opportunity commission.
Conflict management theory-: Conflict management theory is utilised by organisation
in order to solve the conflict between the employees (Rao, 2017). It includes CEO of Morrisons
of David Potts look in this concern as effectively applied different conflict management theory.
It is process which refers to various management style which are discussed below.
Collaborating managers-: It includes managers focusing on conflict in order to dealing
together in order to resolving the issues as well as effectively accomplishing organisation goal
and objectives.
Conflict resolution model:
It is model which refers to organisation effectively adapting this style in order to solve
the conflicts and problems so mentioned below.
Stage 1: Awareness-: It is process which refers to the first stage in order to know about
the conflict as well as awareness regarding issues. It considered as organisation to know about
the pandemic condition so accordingly developing strategies in order to effectively run their
operations.
Stage 2: Self preparation-: It is second stage in order to conflict revolutions model
which refers to make decision regarding situation and condition in order to effectively resolve
the conflict so properly communsicating with each other.
Stage 3: Conflict resolution-: It is the third stage which refers to focusing on emotional
energy in order to reducing differences. It includes solve conflict between the parties as well as
eliminating negative attitude and behaviour.
Stage 4: Negotiation-: It is process which refers to both parties made negotiation in
order to effectively communicating with each other and solve the conflict between them (Sayadi,
2016). It considered as developing agreement between both the parties in order to not declining
interest of both the parties.

E. Examine the different types of motivation which are used by company.
Motivational style-: It includes organisation used various different style in order to
effectively achieving organisation goal and objectives. It includes five stage in order which
refers to analysing need in order to top level of management evaluating needs and growth which
are discussed below.
Physiological needs-: It includes effectively identifying the biological requirement in
order to essential to fulfil the basic need such as clothing, shelter, food, drink and others. It
includes organisation satisfied effectively and efficiently due to fulfil the requirement of
individuals.
Safety needs-: It involves physiological needs are satisfied in order to individual focused
towards the safety, security and many others needs. In context of Morrisons, it includes CEO of
David Potts ensure make emotional and security needs of individual are satisfied.
Belongingness and love needs-: It is need which refers to fulfil the third level of needs for others
such as belongingness and social feelings (Suwuh, 2016). It considered as developing healthy
relationship and individual behaviours with others.
Esteem needs-: It is fourth level of need in order to followed the Maslow hierarchy in
Morrisons in order to enhancing employees motivation to developing self esteem, reputation and
respect from others. It is essential to gaining self respect and status in the society.
Self actualisation needs-: It is process which refers to organisation followed the Maslow
hierarchy in order to self requirement and personal growth. It is process which refers to
employees focused their needs and accordingly work completed.
Types of motivation adapted by top management in Morrisons:
In relevance of Morrisons, it includes management team focusing on various tools and
techniques in order to motivating employees such as providing various benefits such as health
care, financial and many others (Wakabi, 2016). It involves focusing on employees performance
in order to enhancing contribution towards performance.
F. Appropriate corporate examples and literature to justify your stand.
Defining and communication of vision-: It considered as focusing on aspirational
leadership strategy in order to used effectively in order to improving working performance of
organisation. It includes organisation development of various goal and objectives on the basis of

specific purpose. The main purpose to save money and providing standard of living in order to
this statement is given by founder of Morrisons as well as attracting large numbers of customers.
G. Describe and debate what suggestions / recommendations (strategies)
From the above discussion in order to various recommendation for CEO of Morrisons
which are discussed below.
First recommendation refer to organisation developing effective strategies in order to
gaining competitive advantages as well as making various changes in order to effectively
adapting by organisation which result as enhancing profitability and productivity of company. It
considered as organisation developing omni channels business strategies in order to attracting
large numbers of customers (Zbierowski, 2016). It includes developing strategies in order to
make prevention due to COVID-19 situations for future period of time.
Second recommendation is CEO of Morrisons in order to effectively formulating
leadership strategies in order to effectively managing business operation and activity. It is
essential to developing competency among the team members in order to achieving organisation
goal and objectives. It is essential to developing plan in order to enhancing profitability and
productivity of company and producing high quality products and services.
CONCLUSION
After the brief discussion above report, it includes utilising various leadership approaches
which are adapting by leaders and managers in order to effectively and efficiently achieving
organisation goal and objectives. There are various aspects and concepts in order to used by the
leaders in order to achieving survive and growth for future. It involves vision and mission of
organisation in order to focusing on employees satisfaction and putting so much efforts which
result as motivating employees.

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