Operational Management Analysis: Leadership and Management at ASOS

This report provides a comprehensive analysis of leadership and management within the context of ASOS, a British online fashion retailer. It begins by defining and comparing the distinct roles and characteristics of leaders and managers, highlighting their differing responsibilities and functions within an organization. The report then explores how these roles apply in various situational contexts, such as slow and fast-changing environments, and how leaders and managers adapt their approaches accordingly. Furthermore, it delves into different leadership theories and approaches, including situational, systems, contingency, chaos, and management by objectives, explaining how these theories support organizational growth and performance within ASOS. The report concludes with a summary of key operational aspects of the business, emphasizing the importance of effective management in achieving business objectives, including inventory control and quality management, along with the use of tools like Six Sigma and business process management. The analysis also considers external factors impacting decision-making by leaders and managers, offering a holistic view of leadership and management practices at ASOS.

MANAGEMENT
AND OPERATIONS

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P.1 Define and compare the different roles and characteristics of a leader and a manger.....3
TASK 2............................................................................................................................................5
P.2 The role of leader and function of manager apply in different situational context..........5
P.3 Different leadership theory and approaches which support the organisational growth and
performances..........................................................................................................................6
TASK 3 &4 .....................................................................................................................................7
Covered in PPT.......................................................................................................................7
CONCLUSION................................................................................................................................7
REFERENCES ...............................................................................................................................9

INTRODUCTION
Operation management is process of day-to-day maintenance and management of
organization. This involves the planning, organizing, directing and supervising the process to
make necessary improvement for the higher profit. The management of process and resources is
based on the distribution of work (Management and operation. 2018). This exist in every
business area, like production, resources, service provisioning, administrative office and the
procurement part of the company. The organisation which is undertaken here is ASOS. Its a
online British fashion and cosmetic retailer. The headquarters is in Camden Town, London. This
report is all about the role of leader and functions which are perform by the manager. The
different leadership style applies in different situation. At last the role leader in operational
management in context of ASOS.
TASK 1
P.1 Define and compare the different roles and characteristics of a leader and a manger.
The run operations effectively the organisation is required to have a leader as well a
manager. Operational management is a process of converting the raw-material into finished
goods (Anderson, D.R., and et. al., 2018). To control the proper cost of business company need
to have the leader and manger. They have different roles and functions to perform in the
organisation by which performance will be improved and company will generates the higher
profit. Here, the roles and functions of leader and manager:-
Leader
Its very important for a organisation to have a leader. Leader is a person who sets the
objectives, initiates actions for the employee and directing and motivating employee. Leader is
essential element in the organisation to direct the functions of management. The functions of
ASOS leader are:-
 Setting goals:- Goals are form to achieve the objectives of the business. These are set by
which employees are ready to work (Bazargan, M., 2016). In this appropriate policies are
also made which supports the ASOS in achieving the goals properly.
 Organizing:- It a responsibility of ASOS leader to assen the roles to an individual
according to their abilities which insure them that will lead the organisation towards the
achievement of goals and objectives.

 Co-ordination:- The leader have to insure that in team there should be a appropriate
coordination which will help them in achieving the goals in time.
 Direction and motivation:- Direction is very important in a organisation then only
employee will be motivated (Choi, T.M., Chan, H.K. and Yue, X., 2017). If leader didn't
directed their employees properly then its very difficult for leader to motivate them to do
work in accordance to the achievement of desired goals. The leaders is only person who
build confidence and the zeal in employees.
 Link between management and workers:- The policies and guidelines which are
formed by leader have to be in favour of subordinates rather than in support of
management (Harrison, F. and Lock, D., 2017). Then only leader is able to improve the
efficiency of employee with true guardian of interest of their subordinates.
Manager
Manage is the person who take-care of decisions which are perform on daily basis. They
go out to just perform the responsibilities. The functions which ASOS manage perform are:-
 Planning:- Its refers to developing the plan or map to the way of achieving the goals and
the objectives (Ptak, C.A. and Schragenheim, E., 2016). Its manager responsibilities to
decide the steps which are taken to accomplish the plan.
 Organizing:- After appropriate plan the mange will assign the responsibilities to its
employee, team is formed and the organize the materials which are required to
accomplish the plan.
 Staffing and leading:- The manage will recruit the employees for the company and lead
them in direction to achieve the ASOS desired goals.
Difference between the manager and leader
The manager and the leader are different and the work is also different in a organisation.
Here is the difference between the ASOS leader and a manager:-
Basis Leader Manager
Approaches Leader sets the direction for their
employees (Schwarz, E.C., Hall, S.A.
and Shibli, S., 2015). They always set
the vision which help them in
Manager do the mapping. The path
will formed in terms of resources
and employees.

achievement of objectives
Build ASOS Leaders focus on build the
relationship with the people in the
organisation.
The manager focus is on building
the proper system and process in
achieving the ASOS desired goals.
Change They promotes the changes in the
organisation.
They only react on the changes
which are going to be implemented.
Similarities between the leader and manager
Here are the similarities between the leader and the manager of ASOS:-
Basis Leader & manager
Achievement of goals They both focus on achieving the goal of the organisation and
take initiatives as well as maintain orders.
Supports the employee They both supports the employees in achieving the
organisational goals (Hazen, B.T., and et. al., 2018). They
encourage the employee to perform effectively in the
organisation and after that influential outcome will be generated.
TASK 2
P.2 The role of leader and function of manager apply in different situational context
The role of leader and functions of manager changes in different situations are slow,
moderate and fast change which is going to occur in the business. The roles and functions are
discuss above. Here are the situations and according to which decision are taken:-
Slow change
Its a situation when companies communication system is aligned. The top management
have the authority to made the decision but they discuss the situation, changes and acquire the
ideas from the employee (Kato, T., and et. al., 2015). As company is not in hurry to make
decision. The manager have to report their senior leader to take a decision and discus the
situation with them. The leader role is to formed the decision according to the change and
manager of ASOS is responsible for mapping the details according to the situation. Slow

situation means there is no sudden changes take place proper communication style is follow and
discussing is going to take decision. They have proper system in the organisation to process the
change. Leader follows the democratic leadership style as everyone have the freedom to share
their idea and views.
Fast change
Market is pervasive in nature and its keep on growing as well as changing. To control the
fast changes the leader and manager are required to form the decision quickly. To control the
customer demand & preferences, forces that are quickly need adaption and organisation are
required to work on them immediately (Matta, A., and et. al., 2014). If the government polices
changes, the organisation need to work on it quickly to control the negative impact on ASOS
environment. When there is burden on ASOS to make the cloths according to the season then
decision are formed by leader and they follow the autocratic leadership style as they don't have to
discuss with their subordinates. The manger role is to assign the roles and duties of employee
according to their capabilities.
P.3 Different leadership theory and approaches which support the organisational growth and
performances.
Leadership is essential part of a organisation. The the size of the organisation doesn't
matter, if the leadership style proficient and effective to be implemented (Mijumbi, R., and et.
al., 2016). The leadership style is effective then only employees of a organisation get motivated
and goal-oriented. Following are theories which help the organisation to improve the
performance.
Leadership theories are:-
 Situational theory:- This theory work on the assumptions that leadership style keeps on
changing according the situation in the organisation. To take effective decision the ASOS
leader chose the style in responds with the situation of a company (Mitsuo, Y., and et. al.,
2014). If in ASOS retailer there is slow change they adapt the demotic leadership style
and in fast change they opt the autocratic leadership style. As the situation defer the
leadership style also changed.
 System theory:- In this style leader formed the condition where employee of all level can
work efficiently according to their potential. This theory provide the techniques which

help the leader to predict the employee behaviours. ASOS leader use this leadership style
to asses their employee behaviour and potential according to which work is assign in
stated situation whether it is slow or fast.
 Contingency theory:- The leadership style is not wholly depends upon the leading style
but it is also depends upon the control over the situation. The leader will reward the
employee as well punish the employee for performing task efficiently. These have be in a
right combination otherwise leadership style fails (Muller, M.S., CommVault Systems
Inc, 2014). The ASOS retailer appreciate their employee for doing task productivity and
punish them as well for not performing task effectively.
Management theories:-
 Chaos theory of management:- This management theory is very helpful in growing and
improving the performance of a employee. Through this management theory leader and
manager is able to understand the behaviour of employee. This theory focus on existing
and latent strength of an individual and within the organisation (Natarajan, K.V. and
Swaminathan, J.M., 2014). That will increase the result with the minimal energy will be
produce. The ASOS manager and leader focuses on the both work should be done on
time as well as the people efficiency also increase and employees are doing their best in
the organisation.
 Management by objectives:- In this approach manager is try to maintain the balance
between objectives of employees and the objectives which are set by leader for the
organisation (Pohl, B., 2014). The ASOS manager increase the commitment by giving the
opportunity to focus on the new ideas and the contribution in innovation towards the
development of the organisation (Starr, M.K. and Van Wassenhove, L.N., 2014). So,
applying this approach in ASOS retailer the performance of employee as well the growth
of organisation will happen.
TASK 3 &4
Covered in PPT
CONCLUSION
From the above given information concluded that the key operation of business is
essential and helpful in achieving business objectives. The operational management can done

appropriately by the manager to achieve the goals. The inventory and quality of products
required to be control which is also helpful for the business. The company used the six sigma
and business process management approach. The external analysis which effects the decision-
making of the leader and manager.

REFERENCES
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Online
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