Leading and directing function of management: A case of the supply chain manager at Woolworths Limited

The paper has critically analyzed how a manager practically applies the leading and directing function of management in their role, with reference to the operations manager at Woolworths Limited. It was found out that the process of leading and directing involves overseeing, guiding and instructing of subordinates by managers. In addition, leading and directing requires managers to coach, encourage, communicate and motivate their employees. The supply chain manager at Woolworths faces great challenges in their role. Recommendations have been made to improve the leading and directing function of management by establishing standards of leadership for the organization, coaching and mentoring future leaders and developing trust between team members and their leaders.

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Leading and directing function of management: A case of the supply chain manager at
Woolworths Limited
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Executive Summary
The paper has critically analyzed how a manager practically applies the leading and
directing function of management in their role, with reference to the operations manager at
Woolworths Limited. It was found out that the process of leading and directing involves
overseeing, guiding and instructing of subordinates by managers. In addition, leading and
directing requires managers to coach, encourage, communicate and motivate their employees.
The paper has discussed the supply chain manager at Woolworths which is a large retail
company in Australia. The role of the supply chain manager at Woolworths is to ensure that the
right goods from the manufacturer reach the right customer at the right time. The supply chain
manager at Woolworths faces great challenges in their role. It has become difficult to find
interested and qualified talent to join the team. In addition, the control of costs and managing the
supplier/partner relationship is difficult. Recommendations have been made to improve the
leading and directing function of management by establishing standards of leadership for the
organization, coaching and mentoring future leaders and developing trust between team members
and their leaders.

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Table of Contents
Executive Summary.......................................................................................................................2
Introduction....................................................................................................................................4
Theory.............................................................................................................................................4
The Leading and Directing Function of Management.................................................................4
Observation....................................................................................................................................5
A Description of Woolworths and the Supply Chain Manager’s Role........................................5
A Description of the Key Tasks or Activities That the Supply Chain Manager Spends Their
Time on and an Explanation of How They Relate To Leading and Directing............................5
A Description of the Key Challenges of the Supply Chain Manager’s Role and an Explanation
of How They Relate to Leading and Directing............................................................................6
Evaluation/Interpretation.............................................................................................................6
A comparison of Leading and Directing with Theory and An Evaluation of Whether Leading
and Directing is Effectively Applied...........................................................................................6
Conclusion......................................................................................................................................7
Recommendation...........................................................................................................................7
References.......................................................................................................................................8
Appendices......................................................................................................................................9
Interviewee details.......................................................................................................................9
Transcript of the interview...........................................................................................................9

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Introduction
According to Malmi and Brown (2008 p.289) managers have four functions in an
organization which includes controlling, leading/directing, organizing and planning.
Understanding the nature of leading and directing is important for all aspiring managers wishing
to excel in their role. Therefore, the paper aims to critically analyze how a manager practically
applies the leading and directing function of management in their role, with reference to the
operations manager at Woolworths Limited.
Theory
The Leading and Directing Function of Management
Directing involves staffing, organizing and planning and is in the same aspect of leading.
Leading and directing is the responsibility of leaders in all levels of management. Managers must
be able to lead and direct their employees. The process of leading and directing involves
overseeing, guiding and instructing of subordinates by managers. Research by Gilley, Gilley and
McMillan (2009 p.81) shows that leading and directing requires managers to coach, encourage,
communicate and motivate their employees. When supervisors and managers direct they must
also be able to motivate and command workers while ensuring that they provide positive
leadership. In management, directing is important as it assists in teaching employees either
through written or verbal communication.
Further research by Jung, Wu and Chow (2008 p.288) shows that leading and directing
provides a way for workers to contribute to achieving the organization’s goals and objectives.
Workers want to know what they are expected to do and when they have the management’s
assurance in executing directions that are clear. With this, employees understand better what they
are expected to perform. Moreover, leading and directing gives workers a sense of support and
trust. Lack of clear direction from the management results to a lack of engagement and
empowerment of employees.

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Observation
A Description of Woolworths and the Supply Chain Manager’s Role
Woolworths Limited is a leading retail company in Australia made up of several
businesses that provide customers with low priced, valuable and quality goods. The organization
is built on a retail passion, having fun, ensuring that customers and other valuable people are
safe, working hard and attention to detail. The mission of Woolworths is to deliver a better
shopping experience to customers every time.
The role of the supply chain manager at Woolworths is to ensure that the right goods
from the manufacturer reach the right customer at the right time. The supply chain manager has a
responsibility of managing and overseeing the operation, logistics and supply chain strategy of
Woolworths so as to maximize the productivity and efficiency of the process. Additionally, the
supply chain manager plays a role that is crucial in the development and maintenance of good
relationships with distributors and vendors.
A Description of the Key Tasks or Activities That the Supply Chain Manager Spends Their
Time on and an Explanation of How They Relate To Leading and Directing
The supply chain manager at Woolworths spends his time on various activities including
management, inventory control, planning and analysis, transportation and communication.
According to Sandberg and Abrahamsson (2010 p.61) management in the supply chain involves
managing stocking strategies, data accuracy, inventory levels, personnel productivity and labor
costs. Inventory control involves being responsible for the conduction of assessments of risks on
various aspects including at-risk product mitigation, demand factors, supply trends and product
perishability. On the other hand, planning and analysis involve overseeing and coordinating
manufacturing operations so as to forecast orders and be able to meet the demands of the
customer.
Transportation involves negotiating rates and contracts with shipping lines, third-party
logical service providers, warehouse managers, customs house brokers and freight forwarders.
Lastly, communication involves maintaining consistent and clear communication with shipping
contacts, vendors and suppliers throughout the procurement lifecycle (Chae, 2009 p.424). All the

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activities involved requires the supply chain manager to make close contact with other people
especially employees. Therefore, the managers are required to lead and direct employees clearly
on how to perform their tasks in order to ensure a smooth flow of activities in the supply chain.
A Description of the Key Challenges of the Supply Chain Manager’s Role and an
Explanation of How They Relate to Leading and Directing
The supply chain manager at Woolworths faces great challenges in their role. It has
become difficult to find interested and qualified talent to join the team. In addition, managing the
supplier/partner relationship is difficult especially in following and understanding standards they
have agreed upon. The supply chain manager also faces challenges in the control of costs and in
customer service. The challenges faced by the supply chain manager are related to leading and
directing in that the manager has to negotiate with various parties so as to find a solution or ways
of working around the challenges.
Evaluation/Interpretation
A comparison of Leading and Directing with Theory and An Evaluation of Whether
Leading and Directing is Effectively Applied
Research by Closs, Speier and Meacham (2011 p.107) shows that for managers to
exercise leading and directing, they must be able to motivate and influence workers to achieve
goals and direct them to the responsibilities and duties assigned to them during the process of
planning. Kaiser, Hogan and Craig (2008 p.96) believe that leading and directing involves the
interpersonal characteristics of the position of managers that includes close contact and
communication with members of the team. Leading and directing has therefore been applied
effectively since the supply chain manager effectively leads and directs his team for the
achievement of Woolworths’ supply chain goals.
Conclusion
The paper has critically analyzed how a manager practically applies the leading and
directing function of management in their role, with reference to the operations manager at
Woolworths Limited. Leading and directing is an important function in management that covers

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many areas which are integral to the success of organizations. The supply chain manager at
Woolworths is integral to the success of the company through timely provision of goods to
customers. The manager achieves success by effectively leading and directing his team on how
to perform specialized tasks.
Recommendation
Leading and directing in management can be improved through establishing standards of
leadership for the organization. Managers can achieve this by defining the areas where they need
to excel in terms of leading and directing the work of others. In addition, managers can prepare
future managers by offering guidance by mentoring and coaching. Furthermore, managers can
improve the leading and directing function of management by developing trust since leaders
must trust the team members and team members must trust their leaders.

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References
Chae, B., 2009. Developing key performance indicators for supply chain: an industry
perspective. Supply Chain Management: An International Journal, 14(6), pp.422-428.
Closs, D.J., Speier, C. and Meacham, N., 2011. Sustainability to support end-to-end value
chains: the role of supply chain management. Journal of the Academy of Marketing Science,
39(1), pp.101-116.
Gilley, A., Gilley, J.W. and McMillan, H.S., 2009. Organizational change: Motivation,
communication, and leadership effectiveness. Performance improvement quarterly, 21(4), pp.75-
94.
Jung, D.D., Wu, A. and Chow, C.W., 2008. Towards understanding the direct and indirect
effects of CEOs' transformational leadership on firm innovation. The leadership quarterly, 19(5),
pp.582-594.
Kaiser, R.B., Hogan, R. and Craig, S.B., 2008. Leadership and the fate of organizations.
American Psychologist, 63(2), p.96.
Malmi, T. and Brown, D.A., 2008. Management control systems as a package—Opportunities,
challenges and research directions. Management accounting research, 19(4), pp.287-300.
Sandberg, E. and Abrahamsson, M., 2010. The role of top management in supply chain
management practices. International Journal of Retail & Distribution Management, 38(1),
pp.57-69.

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Appendices
Interviewee details
Name: (Reserved)
Position: Supply chain manager
Company: Woolworths
Transcript of the interview
1: For how long have you worked at Woolworths?
Five years
2. What are your current roles and responsibilities as the supply chain manager at
Woolworths?
My role as the supply chain manager at Woolworths is to ensure that the right goods from the
manufacturer reach the right customer at the right time. I have a responsibility of managing and
overseeing the operations, logistics and supply chain strategy of Woolworths so as to maximize
the productivity and efficiency of the process. Additionally, I play a role that is crucial in the
development and maintenance of good relationships with distributors and vendors.
3. What specific activities do you undertake in your daily routine?
Specific activities I undertake include transportation management, planning and analysis,
inventory control, management and communication.
4. What challenges do you face in your work?
It has become difficult to find interested and qualified talent to join the team. In addition,
managing the supplier/partner relationship is difficult especially in following and understanding
standards they have agreed upon. I also face challenges in the control of costs and in customer
service.