Introduction to Organisational Management: Amazon Case Study Report

This report provides an introduction to organisational management, using Amazon as a case study. It explores the aims and functions of management, focusing on human resource management, customer service, and their impact on achieving business objectives. The report examines the objectives of human resource management, including personal, functional, organisational, and societal goals, and how Amazon addresses them. It also delves into the importance of customer service, outlining its aims and objectives, such as customer satisfaction, loyalty, and experience, within Amazon's operations. Furthermore, the report highlights how an effective organisational structure contributes to a company's success, emphasizing the roles of communication, effective decision-making, and delegation. The analysis underscores the critical relationship between effective management practices and organisational success, offering insights into how Amazon's strategic choices support its operational efficiency and customer-centric approach.

INTRODUCTION TO
ORGANISATIONAL
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
PART A ..........................................................................................................................................3
1. Aims of the functions of the management..............................................................................3
2. Effective organisational structure contributes in the success for the company.......................7
CONCLUSION................................................................................................................................9
REFERENCE.................................................................................................................................10

INTRODUCTION
Organisation management is concerned with the act of bringing together all the
individuals to a common platform in order to work for the accomplishment of desired goals and
objectives. It allows the individuals for optimum use of resources with the help of planning and
controlling (Beckford, 2016). In this the individuals are well aware of the different roles and
responsibilities and also knows the work which they are required to do in the organisation.
Organisation undertaken in this report is Amazon which has commenced its operations from
1994 and deals in cloud computing industries and e- commerce. This report will explain the
functions of the organisation and how an effective and appropriate team structure contributes to
the success of an organisation.
PART A
1. Aims of the functions of the management.
Organisation management is the combination of planning, organising, directing and
controlling actions which are required to be taken into the organisation. For accomplishing the
business objectives effectively and efficiently in a sustainable manner. It is therefore, very
crucial for the organisation to effectively manage the operations of the company (Beynon-
Davies, 2016). There are various functions of the management and each function have different
aims and objectives which have a strong contribution in the success of the company. These
function are discussed below :
Human resource management
The term human resource management is concerned with the combination of managing
human and resources, thus, it means to manage the workforce of the organisation. It is the
process through which the organisation is engaged in recruiting, selection, training and
development, etc. to the employees. It is one of the most crucial function of the management and
have different aims and objectives within the company (Birkinshaw, 2016). The primary purpose
of this department in Amazon is concerned with accomplishing the human resources of the
company successfully so that they can be utilised effectively to the attainment of business
objectives and goals. The main aims of this department are discussed below :

Personal objectives: These objectives and aims of the human resource department are
concerned with developing and fulfilling the personal needs and requirements of the individuals.
Under this the Amazon will have the following aims :
 Training and development : The organisation aims to provide effective and sufficient
training to their employees. Training is the act of developing individual by providing
relevant knowledge and skills (Butler and Wilson, 2015). The company also aims to
identify the kind of training required in the organisation through which they will be able
to provide the effective training like guidance, coaching,etc. This aims to develop the
individual so that they can work towards the attainment of business goals and objectives.
 Compensation : This is the another important aim of the human resource management in
order to accomplish the personal needs of the people. This is reward or achievement
which is received by the employees in return of the work or task performed by them. It
can be the combination of both monitory and non monitory factors like company paid
car, accommodation facilities, good pay, ability to cope up with inflation, etc.
Functional objectives: Such objectives of human resource management are concerned
with the particular functions of the management which are developed for the accomplishment of
business goals and objectives. Under this, the Amazon will have the following aims :
 Performance appraisal : Every employee working in the company is concerned with
knowing about their performance and position within the company (Coccia, 2015). Good
and effective human resource management is concerned with evaluating the performance
of each candidate and providing them review for their performances in the form of
appraisal.
 Placement : This function of human resource department is concerned with searching for
perspective candidate and stimulating them to apply for job within the organisation. This
placement can be internal or external in nature, where the internal is related to the transfer
and promotions while external is related to the hiring from various outside sources like
campus recruitment, interviews, etc.
Organisational objectives: Under this objectives of human resources management, the
primary aim of the department to fulfil those requirements and needs which have a contribution
in the success of the company (Duffield and Whitty, 2015). The following are the aims of HR
department of Amazon :

 Employee relation : This is the important aim of human resource management which
established and describes the relation between the employee and employer of the
company. It aims to establish a good relation between the two which will create harmony
in the environment and people will work with full zeal and confidence.
 Motivation : It is the act through which the HR department of the company aims to
stimulate the people in order to work for the accomplishment of business goals and
objectives (Gough, Oliver and Thomas, 2017). The organisation aims to provide regular
motivation to their employees so that they remain motivated and work with full attentions
in order to accomplish business goals and objectives.
Societal objectives: Under this, the HR department of the company aims to fulfil the
social obligations and needs of the society which is very crucial for the success of the company.
The following are the aim of the organisation :
 Employment laws : These are the legal laws which are used by the HR department of the
organisation in order to protect the rights and interest of the employees and providing
them with comfortable working environment. These legal laws and regulations have
various benefits for the employees like they have set the working hours over and above
which no employee is legally entitled to work, there is basic set of leaves which are
required to be given to the employees and with that they can makes balance between their
personal and professional life (Lozano, Ceulemans and Seatter, 2015). It also aims to
protect the employees from unethical practices like harassment, bullying, etc. which
assures them that the working environment is safe and secure.
Customer services
Every organisation works for the basic aim of satisfying the needs and requirements of
the customers which will have a significant impact on the success of the organisation. Customers
are treated as an asset for the organisation and to make them happy is a very important objectives
for every organisation. Amazon is completely customer centric and its success is entirely
dependent on the customers. The following are the aims and objectives of the customer services
in an Amazon :
 Customer satisfaction : Every company workers harder to fulfil the needs and
requirements of their customers and providing them with effective and sufficient
satisfaction. For this, the Amazon will work for ensuring diligent and friendly services to

the customers which leaves them with satisfaction. Furthermore, to analyse the level of
satisfaction of customers, the company will work on evaluating it with the help of
feedback forms, surveys and questionnaire.
 Customer loyalty : The good and effective services provided to the customer aims to
develop the customer into the loyal customers (Schaltegger, Burritt and Petersen, 2017).
This will help the company in continuously selling to the those customer. The loyal of the
customer can be measured as the number of customers who continuously makes
purchases.
 Customer experience : It is the act through which the organisation aims to improve
anything which has the reliable value of the products and services for the customers.
Experience of the customer plays a very important role in enhancing their thoughts and
action. If their shopping experience was good and effective then the company aims to
good build good relations with the customers.
 Handling queries: In an Amazon, everyday the customer face different types of
problems which are required to be handled with proper care and effectiveness (Tsohou
and. et. al., 2015). There are queries related to the damaged products, return request,
refund process, etc. which are to be taken seriously and solves in a shorter period of time.
 Brand : The customer services aims to represent the brand image and vale for the
company. A good and effective services helps in building the goodwill and brand name
of the company while poor service can rapidly destroy the images through negative
publicity of the company.
 Logistics : A good and effective services of customers in an Amazon also aims to handle
the logistic operations of the company. This is because customer want their purchases
within the specified dates and if they do not receive the item by that date then this will
develop poor image in their mind and company can be affected.
 Minimisation of overall obstacles : The good and effective customer service helps in
reducing the overall problems and obstacles for the company. For example, when
customer service assistant or representatives are friendly, calm, have the ability to
understand the problems and creates a feasible solution then this aims to reduce the
objectives effectively and efficiently.

 Maximisation in sales and revenue : The good and effective customer services aims to
mobilise the sales and revenue for the company (Waddell and. et. al., 2016). When
customer is satisfied and loyal then they purchases the products from the company
regularly and this leads to the increment of the sales.
Thus, customer services are one of the most important operations of the business. Every
customer has certain set of rules and policies which works for the satisfaction of the customers. It
is one of the vital aspect of the company. It is important in every business because this helps in
minimising the turnover. Thus, good service of customer begins with attitude and training
provided to the employees. This helps in developing the customer service policies which helps in
addressing the each and every element of customer experience. This involves the rapidness of
answering the customer query on call, email or websites. Furthermore, the customer services is
best when its is given 24*7 to their customers and is active on all social media and non social
media platforms.
2. Effective organisational structure contributes in the success for the company.
Organisational structure is related to the structure which helps in giving shape and design
to the respective business activities which are directed towards attainment of business goals and
objectives. These activities are concerned with the different rules, roles and responsibilities.
These structures determines the definite hierarchical structure for the company which helps in
delegating the task according to the different heads and departments and business goals can be
attained effectively and efficiently. This is the plan of actions which helps in describing the
different roles and responsibilities and makes people aware about what they have to perform and
how they are required to perform this. In order to keep the business on the right track and
accomplishing the business goals and objectives, the company is required to have a correct set of
structure. The following are the points which will describe that good structure in organisation has
successful contribution in its success :
 Communication : When organisation has good structure then it makes the internal
communication between the different heads and departments easier. This allows the
employees to communicate easily within the company. It helps in establishing a link
between the lower level of management and top level management. People are also clear
about the work which is required to be performed by them and consistent flow of

information in all the direction will enable the people that they are given attention and
their point are heard.
 Effective decision making : When good organisation structure will enable the process of
communication between different departments then this will have a stronger contribution
in taking effective and better decisions (Wilton, 2016). Such decisions can be taken by
considering various information and due to communication the information sharing
becomes easier which have ultimate advantage of accomplishing the business goals and
objectives.
 Delegation : The good organisation structure enables the leaders and manager to divide
the larger task into smaller one and assign them to the people according to their skills,
knowledge and capabilities. This will help the organisation in making the work easier for
the people and the task will be completed within the specified time frame.
 Improvement in the customer services : The right and effective organisational structure
will makes the employee happy and satisfied. When they will be satisfied with their job
then the organisation will work in more channelised manner that will ultimately generate
the productive results for the company. For this, they will treat the employees effectively
and when employees will be leaved with happy feeling then they will become loyal
towards the offering. Thus. Improvement in the customer service will improve the level
of profitability for the company.
 Company will run smoothly : Good organisational structure makes people clear about
the mission and vision of the company. This will enable them to work with full zeal and
confidence and the company will be able to run smoothly.
Therefore, from the above points it has been analysed that organisational structure is very
important in every business organisation. A well designed structure of the organisation helps in
encouraging the success and facilitates the profitability and growth for the operations within the
company. This organisational structure not only contributes in success but it also effectively
identifies the perspective talented person which is required to be added to the company. It
provides assurance of the production capability in order to achieve the goals and objectives of
the company. It has the ability to clearly define the reporting relationships which helps in
providing each employee with the respective job description and relevant standard of
performance. Companies which are involved in numerous types of industries where it needs

requirements of different types of mixtures which focuses on different functions of the
management. There are various organisational structures which can be adopted by the companies
depending upon the needs and requirements like divisional, matrix, functional, etc. Furthermore,
in present business world where competition is increasing at rate and places the emphasis on
adopting the technological advancements in the structure which will not only makes the
simplification of the work but will also contributes in the success of the company by minimising
the cost of production and assuring the efficiency of products. In good organisational structure,
people understands the importance of working team, by doing this, they can combine the
thoughts and ideas of different people through which more proper and effective outcomes can be
attained. Furthermore, the chances of conflict are also minimised which ultimately minimises the
labour turnover rate and absenteeism in the company. The centralised and decentralised
organisation structure also have the strong focus towards the success of the businesses.
CONCLUSION
From the above report it has been concluded that, management within the organisation is
very important for successfully accomplishing the business goals and objectives. It is the
combination of planning, organisation, directing and controlling the various activities of the
business enterprise. There are various department and functions operating within the company
which work with the different aims and objectives like HR departments has the motive of
managing the workforce and takes various actions for the same, while customer service
department is concerned with managing the customers and handling their queries. Furthermore,
effective and good organisational structure helps the company in maximising the sales and
profitability.

REFERENCE
Books and Journals
Beckford, J., 2016. Quality: a critical introduction. Routledge.
Beynon-Davies, P., 2016. Information Systems Development: an introduction to information
systems engineering. Macmillan International Higher Education.
Birkinshaw, J., 2016. Multinational corporate evolution and subsidiary development. Springer.
Butler, R. and Wilson, D.C., 2015. Managing voluntary and non-profit organizations: Strategy
and structure. Routledge.
Coccia, M., 2015. Structure and organisational behaviour of public research institutions under
unstable growth of human resources. Coccia, M.(2014)‘Structure and organisational
behaviour of public research institutions under unstable growth of human resources’,
Int. J. Services Technology and Management.20(4/5). p.6.
Duffield, S. and Whitty, S.J., 2015. Developing a systemic lessons learned knowledge model for
organisational learning through projects. International journal of project
management.33(2). pp.311-324.
Gough, D., Oliver, S. and Thomas, J. eds., 2017. An introduction to systematic reviews. Sage.
Lozano, R., Ceulemans, K. and Seatter, C.S., 2015. Teaching organisational change management
for sustainability: designing and delivering a course at the University of Leeds to better
prepare future sustainability change agents. Journal of Cleaner Production.106. pp.205-
215.
Schaltegger, S., Burritt, R. and Petersen, H., 2017. An introduction to corporate environmental
management: Striving for sustainability. Routledge.
Tsohou and. et. al., 2015. Managing the introduction of information security awareness
programmes in organisations. European Journal of Information Systems.24(1). pp.38-
58.
Waddell and. et. al., 2016. Organisational change: Development and transformation. Cengage
AU.
Wilton, N., 2016. An introduction to human resource management. Sage.