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Management Control
     Systems
          Part 3

      Debasis Das
  Exemplar Consultancy
Tools of Management Control
           Systems




        Debasis Das   JSB 606   2
Strategic Planning
       as a
       Tool



    Debasis Das   JSB 606   3
Introduction
• Long term Process
• Involves decisions of top management
• Effective only when suitable
  infrastructure supports it
• Strategic planning determines the
  effectiveness of management



             Debasis Das   JSB 606   4
Strategic Planning
             Characteristics
• Setting goals
• Strategy formation
• Needs long term perspective
  – Complex process, requires evaluation of multiple variables
  – Not a regular exercise but as required
  – Uses internal as well as external data
  – Setting goals through communicating (process, policy,
    objective) down the line
  – It is a creative process
  – End result oriented
  – At the top level it is conceptual, no measurement
    standards

                    Debasis Das     JSB 606                      5
How it’s Done
• Ensures success comes from within the
  organization
• Key tool-capitalizing on the knowledge and
  skills in the organization
• Document do’s and don’ts
• Carried out through team building,
  personalized skills and effective
  organizational communication
• Top management does this, typically 2/3 top
  people
               Debasis Das   JSB 606        6
Benefits
• Create a vision statement
• Develop organization mission
• Identify critical success factors
• Define goals
• Identify barriers
• Translate goals into business plans
• Translate goals and barriers into action plan with
  responsibility & accountability
• Feedback & update process
• Using team building, interpersonal and
  communications skills for individual & org success

                  Debasis Das   JSB 606                7
Strategic Planning
          Significance
• Helps internalize strategic processes
• No unpleasant surprises for managers
  as goals and processes are scrutinized
  closely
• Environmental issues are factored in
• Corporate culture gets considered
• This being the overall plan, helps
  coordinate the other planning/
  budgeting processes
             Debasis Das   JSB 606         8
Process of Strategic Planning
          Reviewing & Updating the
                Strategic plan


      Decide on assumptions & guidelines

                                             Next
            Create strategic plan            iteration



                Analysis of plan




                  Final review &
                     Approval


            Debasis Das            JSB 606               9
Reviewing & Updating
         Strategic Plan
• Review existing plan (last year’s)

• Update with environmental and
 internal changes
• Taken up any time it is required



              Debasis Das   JSB 606    10
Deciding Assumptions &
           Guidelines
• Incorporate necessary strategic elements

• Data regarding current business situation
  incorporated , keep revenue implications minimal
• Goals & objectives are aligned with business needs

• Short and long range business plans synchronized

• Decision to add or drop a line of business

• Labor, salary, wages guidelines account

                  Debasis Das   JSB 606                11
First Iteration of Strategic Plan
• Formulate business plan
• Validity of data and assumptions
  carried out by business unit members
  and then unit managers
• Top management to vet if in
  accordance with organizational needs
• Income statements, balance sheet
  items are scrutinized, justifications
  confirmed
             Debasis Das   JSB 606    12
Analysis of Plans
• Meetings between business units and
  top management
• Analyses gaps in planning
• Discuss means to cover the gaps,
  acquisition if necessary
• Strength and integration of current
  business units considered
• Internal strength is estimated
             Debasis Das   JSB 606      13
Second Iteration of Strategic
           Plan
• Change in plans in view of recent
 developments
• Generally short term changes

• New technologies and other changes
 in the environment

             Debasis Das   JSB 606     14
Final Review & Approval

• Approval of top management
 including board of directors
• Approval before budgeting

• Budget is the key to implementing the
 strategic plan

             Debasis Das   JSB 606        15
Allocation of Resources
• Plan implementation can start only after resources
  are allocated
• Some uncertainty will remain in long-term plans
• Line of involvement of managers & accountability
  needs to be set up
• Accountability to be set up
• Approval and endorsement steps should be minimal
• Personnel should be trained & educated about
  strategic business processes being enabled



                 Debasis Das   JSB 606            16
Investment decision Making-
       Bower’s Model
• Based on discrepancies between plan and actual
  process of implementation
• Based on discrepancies key variables are
  determined and moderated
• 3 level functioning of strategic planning
   – Lower level-basic data
   – Middle level-synchronizes it
   – Top level- design the action plan
• Rewards and line of authority is set up by top
  management

                Debasis Das   JSB 606              17
Budget as a Tool




   Debasis Das   JSB 606   18
Budgetary Control
• Use of short and long term
  organizational budget to control &
  guide business processes
• Compare with actual results,
  calculating variance and taking
  corrective action (if required)
• Appropriate authority, responsibility
  and accountability should rest with
  assigned manager
              Debasis Das   JSB 606       19
Budgetary Control-
            Advantages
• Corporate intent in measurable monetary terms
• Bridges the gap between plan and performance
• Promotes specialization and focuses business
  processes (budget is divided based on functions
  and cost allocation)
• Budget creation requires integration of functions.
  Promotes coordination and integration between
  business policies
• Brings objectivity to business by tagging monetary
  value


                  Debasis Das   JSB 606                20
Need for Budgetary Control
• Budget helps provide management
  control, strategy implementation
• Reduces uncertainty
• Increases coordination between SBUs
• Identifying weaknesses and focuses on
  strengths
• Keeps expenses under check
• Identifying deviations
             Debasis Das   JSB 606    21
Objectives of Budgetary
           Control
• Establishes and ensures strategy is
  implemented
• Creates measurable standards and
  comparable standards
• Provides a common thread of
  coordination



             Debasis Das   JSB 606      22
Organizational Set up
• Budget center
• Budget manual
• Personnel & operational set up
  – Controller of budget
  – Budget committees
  – Budget period
  – Determining key budget factors
  – Budget reports

              Debasis Das   JSB 606   23
Formation of Budget

• Guidelines

• Budget Proposal

• Negotiations

• Review & approval

• Revision of budget

               Debasis Das   JSB 606   24
Administration of Budget
•   Determination of objectives
•   Establishing the objectives
•   Availability of accounting & verifiable records
•   Budget org chart and fixing responsibility
•   Establishing budget committees
•   Preparation of budget manual
•   Selecting budget period
•   Locating key budget factors
•   Determining cost allocations


                    Debasis Das    JSB 606            25
Types of Budget
• Responsibility budget
• Program budget
• Operation budget
   – Sales, production, production, selling, distribution
     costs
• Function budget
   – Sales, research, purchase, finance, etc.
• Financial budget
   – Source & utilization of cash, budgeted P&L and balance
     sheet
• Capital budget
   – Capital expenditure and investments
                     Debasis Das      JSB 606                 26
Budgeting Process

• Top-up budgeting

• Bottom down budgeting

• Budget report & variance analysis



             Debasis Das   JSB 606    27
Capital Budgeting
• Process of capital budgeting
• Techniques of capital budgeting
  – Non discounted techniques
  – Discounted techniques
• Concepts of capital rationing
  – External factors
  – Internal factors
  – Risk factors
• Limitations of capital budgeting
                Debasis Das   JSB 606   28
Capital Budgeting
           Non discounted techniques

• Payback period method
  – (Cash outlay of project) / (annual cash
    inflow)
• Accounting rate of return method
  – ARR= (average income)/(average
    investment)




               Debasis Das   JSB 606          29
Capital Budgeting
             Discounted techniques

• Net present value
  – PV= discounted inflow if it was available
    now
• Internal rate of return
  – IRR= PV inflow/PV outflow
• Profitability index method
  – PI=(PV inflow)/(PV of outflow)


               Debasis Das   JSB 606            30
Limitations of Capital
            Budgeting
• Alternatives may not be mutually
  exclusive
• Estimation of future inflow is hazardous
  always
• Goodwill, relationships and such
  factors cannot be accounted for
• Urgency of decision making could
  skew the estimates

              Debasis Das   JSB 606          31
Valuation as a Tool




    Debasis Das   JSB 606   32
Assets & Liabilities
• Income=liability=distribute to owners
• Expenses=basic functions of business
  to create assets
• Management control maximizes
  efficiency such that value of business is
  increased and assets of the
  stakeholders
• Maintain a balance between
  increasing value, decreasing costs
              Debasis Das   JSB 606       33
Measuring Liability Employed
• Valuation Based on Earnings
  – Based on book value, does not reflect
    market value
• Capital charges
  – Profit carried over to capital & reserves
  – Deferred expenses difficult to value (as
    they arise in current year but accrue in a
    later time)


               Debasis Das   JSB 606             34
Measuring Asset Employed
•   Is the decision regarding employment of asset correct?
•   Have the assets deployed been used correctly?
      – Cash
        • Actual receipts-payments, handled centrally and allocated to units, 3
          to 4 times annual sales
    – Receivables
        • Influenced by sales & credit period, collection pattern
    – Inventories
        • Similar to receivables, value would depend on inflow and outflow
    – Overall working capital
        • Gross or net valuation, gross-only current assets, net-excess of current
          assets over current liabilities
    – Property, plant & equipment
        • Book vale less depreciation

                           Debasis Das          JSB 606                          35
Book Value: Gross & Net
•   Disposition of assets
     – Dispose of low value assets first before replacement
•   Depreciation
     – Straight line or reducing balance method
•   Leased assets
     – Type of debt, lower capital cost
•   Idle assets
     – Affect ROI, lowers it
•   Intangible assets
     – R&D expenses for example
•   EVA vs. ROI
     – EVA=net profit-capital charges, ROI-cost of capital

                       Debasis Das      JSB 606               36
Evaluation of Economic
         Performance
• Economic analysis provides
  diagnostics
• Helps understanding business
  strategies
• Measures levels of success achieved




             Debasis Das   JSB 606      37
Transfer Pricing as a Tool




       Debasis Das   JSB 606   38
Objectives of Transfer Pricing
• Provide relevant information to the value
  chain to determine optimum trade off
  between cost & revenue
• Induce goal congruence by providing a
  competent atmosphere, freedom to source
  out & negotiate
• Measure economic performance of a profit
  center
• Single mechanism that’s easy to administer

               Debasis Das   JSB 606           39
Fundamental Assumptions
• Dependent on assumptions of two managerial
  decisions
   – Sourcing decision: make or buy
   – Price at which item to be transferred if a “make”
     decision is made
• Transfer price approximately market price not
  including costs that do not apply
• When competitive price not available take cost +
  profit
• Cost based transfer could be made based on
  standard cost + profit margin or a two step pricing

                  Debasis Das   JSB 606                  40
Ideal Situation for Transfer
             Pricing
• Integration of business along value line
• Not diversified to unrelated businesses
• Works best in horizontally integrated
  business
• There is common basis for calculating
  fixed & variable costs
• Multi-location business,


              Debasis Das   JSB 606      41
Limitations
• Ideal when external market exists for
  components in the value chain (not
  often, it is not so)
• If captive capacity exists. Internal
  prices are far better than external
  market prices
• Investing in large facilities are often a
  strategic decision. Negotiating with
  external market would not make sense
              Debasis Das   JSB 606       42
Methods of Transfer Pricing
• Full cost based
  – Full cost minus mark up
• Marginal cost based
  – Variable cost is used as reference cost of
    transfer
• Negotiated
  – Negotiated between the units, based on
    external market price

               Debasis Das    JSB 606            43
Problems with Transfer Pricing
•   Problem of integration of fixed costs in the upstream value
    chain
     – Profit centers higher in the value chain are not aware of
       cost & profit coming up to them. They will be reluctant to
       negotiate own profits to optimize company’s profit
•   Profit sharing
     – Product transferred to marketing at standard variable cost
     – Business units share the contribution realized from sale
•   Two sets of transfer pricing
     – Each unit sold, a standard variable cost of production is
       charged, a periodic charge fixed costs associated with
       facilities associated with facilities reserved by the buying
       unit

                       Debasis Das      JSB 606                   44
Administering Transfer Prices
• Negotiations
   – Between heads of the two units involved
• Arbitration & conflict resolution
   – Top management intervenes as arbitrators,
     formally or informally
• Product classification
   – Some products that can be benchmarked
     against market price will have transfer price fixed
     by top management, others by negotiation



                   Debasis Das   JSB 606               45
Theoretical Basis of Transfer
            Pricing
• Economic model
   – Fixed model of 1956 by Hirschleifier. Does not
     provide for negotiations and applies in specific
     assumptions
• Linear programming model
   – Uses companywide optimum production
     patterns, marginal costs and demand curves, not
     very practical
• Shapely value
   – Method of dividing profits between participants
     based on contribution
• Practical application of admin regulations &
  guidelines       Debasis Das   JSB 606              46
Management Control of
 Responsibility Centers
       through
        Audit


      Debasis Das   JSB 606   47
Audit of Responsibility
            Centers
• It is necessary because
  – Responsibility are the key functions of
    business, auditing these tells you a lot
    about business health
  – A management audit enables business to
    set up standards and propose
    compliance as the business requires
  – Responsibility centers create value in the
    business. Functions of the end to end
    chain is also required
               Debasis Das   JSB 606         48
Role of Audit
• A deep look into the business
  processes
• Look at opportunities to improve
• Find if there are risks
• Strategize for future
• Check if desired path is being followed
• Create a required reward system

              Debasis Das   JSB 606     49
Process of an Audit
• Establish an audit team
  – 3 or 4 persons conversant with the process
  – Internal or external
• Create an audit plan
  – Right timing, adequate resources are
    essential
• Execute the audit
  – Team must clearly understand the
    purpose
               Debasis Das   JSB 606         50
Scheduling an Audit
• Seasonal fluctuations of a business
  – Schedule audit at a time that is a normally
    active period
• Time when most people are available
  – Peak work period is a bad time
• Choose the period that reflects overall
  performance
  – Should reflect the period when
    organization performs at its best
               Debasis Das   JSB 606          51
Audit Plan
• Proper utilization of manpower and
  resources
• Balance right number of people and
  resources w/o affecting normal
  business
• Clear and time bound picture to be
  made available


             Debasis Das   JSB 606     52
Tools & Techniques
•   Surveys
      – Types, advantages, disadvantages, using survey properly
•   Questionnaire
      – Closed & open ended questionnaire, how to, structure, advantages,
        disadvantages
•   Focus groups
      – Participants from a homogenous group with moderator, focused
        response, participants and moderator need to be skilled
•   Interviews
      – Structured, semi-structured, unstructured interviews, free information flow,
        could be expensive
•   Direct observations
      – Freedom of expression, observer need to have expertise
•   Which method to be used?
      – Normally a mix to be used, depends on time, resources and expertise
        availability

                             Debasis Das          JSB 606                          53
Continuous Improvement
        Through Audit
• Improvement in processes need
  continuous improvements
• Audits provide input as to what needs
  to change
• Audit is the starting point of problem
  solving & analysis



              Debasis Das   JSB 606        54
Gaining Strategic Advantage
• Characteristics of continuous change
  – No improvement can be done in one step,
    implementation should be on a continuous basis
  – Need for improvement change continuously
  – Change is not precise always
  – Priorities change
  – Feedback of performance needed to decide corrective
    action
• Acquiring competitive advantage
• Improvement through trigger point
• Action planning

                  Debasis Das    JSB 606                  55
Acquiring Competitive
         Advantage
• Audits should help understand
  strengths, weaknesses, threats &
  opportunities
• Identify capabilities that could be
  converted to strengths
• Findings should help discussions on
  changes planned


              Debasis Das   JSB 606     56
Improvement through a
         Trigger Point
• When organizations face significant
  changes
  – Mergers, acquisitions
  – New entrants
  – Technology change
• Can happen at any point
  – functional, entry, maturity or saturation
   points

               Debasis Das   JSB 606            57
Action Planning
• Action must follow an audit
• Action plans must include
  – person to prepare an action plan
  – Time of action plan
  – Content of action plan
  – Person in charge of the action plan
  – Actions to be taken and people who
    have to carry them out
  – Role of auditor in the follow up action
    plan
               Debasis Das   JSB 606          58
Management Control of
Operational Processes




      Debasis Das   JSB 606   59
Role of Information in
  Operational Management
• Information is a natural outcome of
  business processes
• Business process is about information
  interchange by people responsible for
  the process
• A business process supports the system
  of an operation, provides information
  that supports the business

             Debasis Das   JSB 606     60
Type of information for
             Operation
•   Formal & informal operation
•   Budget information
•   Task information
•   Audit information




               Debasis Das   JSB 606   61
Approaches to Control of
         Operations
• Total quality control
   – Documentation of processes
   – Responsibility of quality
   – Product design
   – Dealing with suppliers
• Decision support systems
   – Streamlines task delivery
   – Second line of options
   – Helps understand processes & be proactive


                 Debasis Das   JSB 606           62
Continuous Process
         Improvements
• Process modification is the key to
  process improvement
• With continuous improvement process
  can be refined to deliver better quality
  and improve cost and delivery times
• Focus on limited areas at a time
• People need training and education
  to participate whole-heartedly

              Debasis Das   JSB 606      63
Tools in Continuous Process
          Improvement
• Target costing
   – Planning phase, development phase, production
     phase
• Advantages of target costing
   – Fix the cost of design & product in great detail
   – Direct right products to right group of consumers
   – Failure of products is reduced
   – Helps set realistic goals




                  Debasis Das   JSB 606              64
Benchmarking-1
•   Continuously compare with standard and best practices
•   Choose the best practices
     – Planning phase
     – Analysis phase
     – Bench trending
        • Determine market by size, preference, competitors
        • Direction of industry, technology and geopolitics
        • Determine strengths of potential competitors
        • Performance data of competitors
        • Baseline business performance
        • Identify a set of activities that will improve strength of
          business

                        Debasis Das       JSB 606                      65
Benchmarking-2
• Bench trending is carried out
  – Requirements of the process understood
  – Flowchart of process is described
  – Specific objectives identified
  – Bench trending methods of competitors
    identified
  – Best suited practices are chosen and
    adopted


              Debasis Das   JSB 606          66
Bechmarking-3
• Communication & integration
  – Information gathered from benchmarking
    and bench trending must be integrated
    and implemented
• Implementation
  – Set realistic goals
  – Teams take care of implementation
  – Processes streamlined & linked

              Debasis Das   JSB 606      67
Production Control




    Debasis Das   JSB 606   68
Production Controls

• Nature of the production process

• Degree of mechanization involved
  – Continuous process

  – Discrete or assembly line process




               Debasis Das   JSB 606    69
Production Issues in Discrete
             Processes
•   Production of finished goods as per design
•   Finished components per time standards
•   Synchronization of production processes to avoid excess of
    one type
•   Right balance of production capacity of different production
    chains of various components
•   Ensuring work layout is appropriately designed
•   Specify maximum stacking of input/outputs
•   Number of persons that can be present on shop floor
•   Defining spoilage and wastage
•   Defining quality norms



                      Debasis Das      JSB 606                 70
Measuring Production
        Performance
• Productivity, efficiency of converting
  input to output
• Productivity measurements
  – Labor productivity
  – Material productivity
  – Multi factor productivity
  – Total productivity


                Debasis Das   JSB 606      71
Production Control Reports
•   Production efficiency
•   Production planning
•   Daily production
•   Downtime analysis
•   Shift handover




               Debasis Das   JSB 606   72
Marketing Control




   Debasis Das   JSB 606   73
Types of Marketing Control
• Strategic control
  – Premise control, implementation control,
    strategic surveillance, special alert control
• Annual plan control
• Profitability control
• Efficiency & effectiveness control
  – Marketing effectiveness
    • Customer philosophy, marketing orientation,
      info about marketing, strategic orientation,
      operational efficiency
                Debasis Das   JSB 606                74
Marketing Audit
• Tool for improving marketing
  effectiveness
• Roles it performs
  – Introduces or changes marketing
    orientation & practices
  – Act as a framework for organizational
    analysis & control



               Debasis Das   JSB 606        75
External & Internal Audits
•   External audit
     – Audit of external environment
     – Auditors must know the organization & the industry
     – Opportunities & threats will be identified
     – Help identify marketing resources, skills, assets
•   Internal audit
     – Audit of internal environment
     – Strengths & weaknesses of the organization & its products
     – Identifies & analyses positioning, pricing and target
        strategies
     – Analysis of marketing activities and channels



                       Debasis Das     JSB 606                     76
Characteristics of effective
        Marketing Audit
•   Systematic
•   Comprehensive
•   Independent
•   Periodic
•   Conducting an audit
     – Extensive analysis of present and past marketing
       activities
     – Forecast of growth relative to market changes
     – Suggestions for improvement of quality of plans &
       marketing performance
                    Debasis Das   JSB 606              77
Sales Control
• Sales budgets
   – Sales revenue, selling expense, departmental
     administrative budgets
   – (rolling budgets followed often)
• Methods of budgeting for selling expenses
   – Affordability, percentage of sales, competitive
     parity, objective & task and return oriented
     methods
• Control through budgets
   – Establishes objectives & responsibilities,
     coordination between different business
     segments
                  Debasis Das   JSB 606                78
Sales Quotas
• Can be set as sales volume or value, profit,
  expenses or activities
• For individuals or a team or a territory
• Product categories or class of customers
• Punishments or rewards follow on
  achievement
• Quotas should be fair, challenging
• Can be from sales forecast, negotiations


                Debasis Das   JSB 606            79
Importance of Sales Quotas
•   Performance of targets
     – Must be communicated properly. Challenging targets
       stretch performance, unrealistic target could be de-
       motivating
•   Standards
     – Basis for judging performance
•   Control
     – Helps judge variance and hence control is easier
•   Change of direction
     – May be necessary for strategic/operational reasons
•   Motivating the sales force
     – Specific targets help sales force perform better


                      Debasis Das     JSB 606                 80
Sales & Cost Analysis
• Gathering, classifying and studying
  sales data
• Helps sales managers plan & direct
  sales efforts
• Helps identify strengths and
  weaknesses of the organization
• Cost analysis helps identify ways to
  increase efficiency of sales efforts

              Debasis Das   JSB 606      81
Sales Variance Analysis
• Value method or profit method
• Variances calculated at sales value &
  profit value respectively
• Sales volume variance is divided into
  sales price variance and sales volume
  variance
• Sales volume variance is divide into
  sales quantity and sales mix variance

             Debasis Das   JSB 606        82
Market Share Analysis

• Compare sales with total sales of
 industry
• Regular analysis required

• Develop action plan

• Forecast demand

              Debasis Das   JSB 606   83
Sales Expense-to-Sales
       Variance Analysis
• Fixed and variable expenses
• Sales and marketing expense budgets take
  these into account
• Amount of sales and expenses are
  compared with targets to find variability
• Fixed budget basis, fixed expenses are taken
  into account
• With flexible budget take fixed and variable
  components into account

               Debasis Das   JSB 606         84
Sales Reporting
• Reports form sales force
  – Call reports, expense reports, sales work
    plan, potential new business reports, lost
    sales report
• Report from sales management
  – Periodic sales forecasts & actual sales
  – Sales promotions, expected results, actual
    results


                Debasis Das   JSB 606            85
Credit Control
• Credit to customers & channel
  partners should be guided by a
  formulated policy
• Analyze accounts receivables & bad
  debts as also amount and type of
  receivables, credit rating of customers
  and channel partners


              Debasis Das   JSB 606         86
Receivables Management
• Devising & implementing an
  appropriate portfolio
  strategy(collection strategies)
• Precise fulfillment strategy & invoicing
• Efficient conflict resolution procedure




              Debasis Das   JSB 606          87
Credit Rating
• Amount of credit that can be given
• Rate customers/channels partners
  through no-risk to high-risk categories
• W/o the rating in place, it is either no
  credit or same credit to all customers,
  both are high risk



              Debasis Das   JSB 606          88
Performance Evaluation
• Formal & planned system for
  evaluation of sales personnel
• Tool for motivation
• Discovering areas that can be
  improved
• Bad performers can be counseled,
  repeated bad performers should be
  taken out of the system

            Debasis Das   JSB 606     89
Compensation & Incentives
• Usually salary & incentives
• Incentives are linked to what can be
  attributed to the efforts of an
  individual
• Salary component is higher when it
  takes team effort, organization is a
  leader in the market, uncertain and or
  risky environment

             Debasis Das   JSB 606         90
Sales Force Management
            Audit
• Cross functional audit of selling
  function
• Involves environment, planning system,
  organizational evaluation and sales
  functions
• Identify problems, prevent recurrence
  of problems


             Debasis Das   JSB 606     91
Distribution Control
•   Channel integration
     – Vertical management systems
        • Channel leader oversees functions of channel
          members
        • Corporate VMS, Administered VMS, Contractual VMS
     – Horizontal management systems
        • Cooperating organizations pool their resources
•   Channel management
     – Recruit and select right channel members
     – Motivating channel members & increasing profitability
     – Periodically evaluate channel member performance



                      Debasis Das    JSB 606                   92
Evaluation of Channel
             Performance
•   Macro level performance
     – Channel efficiency, productivity, effectiveness and equity
•   Micro level performance
     – ROI, liquidity, financial leverage, growth pattern &
       potential of the individual member
•   Managing channel conflicts
     – Structural, attitudinal, faulty channel design, goal
       divergence or incompatibility
•   Conflict resolution strategies
     – Negotiations & bargaining, problem-solving strategies,
       persuasion, political strategies and cooperation



                       Debasis Das     JSB 606                  93
Marketing communication
             Control
•   Advertising
     – Measuring ad effectiveness
     – Measuring effectiveness of Internet advertising
•   Sales promotion
     – Measuring effectiveness of sales promotion
•   Direct marketing
     – Evaluation of direct marketing campaigns
• Public relations
    – Measurement of PR output
    – Measurement of PR outtake
    – Measurement of PR outcome


                       Debasis Das      JSB 606          94
Marketing Control in
               Branding
•   Brand equity
     – Value of a brand to consumers and the organization, helps
       attract new customers, retain old customers, higher equity
       less promotional expenses
     – Brand assets, brand strength and brand value
•   Brand measurement
     – Perception, performance and financial measurements
•   Brand portfolio management
     – Less than 20% of brands contribute to profit
     – Brand Audit
         • Review brand to find market share, percentage
           contribution, positioning


                       Debasis Das     JSB 606                 95
Information Systems for
       Marketing Control
• Marketing DSS
  – Helps marketing data analysis and
    decision making
  – Benefits
     • Increases effectiveness, breakdown of
       complex problems, analysis capabilities,
       identifying deviations early
• Marketing intelligence
  – Correlation between marketing activities and
    business outcomes
                 Debasis Das   JSB 606             96
Sales Force Automation as
         Control Tool
• Surveillance & control
  – Close supervising and monitoring
    behavior of the sales force
  – Standardization in conduct of business
• Accountability
  – Increased interaction between manager
    & the sales force
  – Voice questions easily and get answers

               Debasis Das   JSB 606         97
Mobile CRM
• Mobile, remote access or wireless
  component application extension of
  the corporate CRM
• Mobile sales force automation (SFA)
• Mobile field service management
  (FSM)



             Debasis Das   JSB 606      98
Enterprise-wide Applications
• Improves overall control over business
  operations
  – Customer relationship management
  – Enterprise resource planning
  – Sales force automation




              Debasis Das   JSB 606        99
Performance Reports &
    Reward System




     Debasis Das   JSB 606   100
Analysis of Variance-1
• Financial aspects: Expenses &
  Income(Revenue)
• Variance: variances in revenue and
  income
• Volume variance and price variance
• Expenses: manufacturing & non
  manufacturing
• Manufacturing costs: variable, semi-
  variable & fixed
             Debasis Das   JSB 606       101
Analysis of Variance-2
• Costs: determine extent & dimension to which
  revenues are affected by business operations
• Costs are measured against standard costs set up
  by management
• Variance analysis helps by
  –   Identifying key factor that may affect operational profit
  –   Focus on key variables, if variance is negative
  –   Segregate the causal factor
  –   Identify sequence of impact on the variables and impact
      on operational profit



                      Debasis Das     JSB 606                 102
Analysis of Variance-3
                          Total
                        variance


Non Mfg                 MFG costs                     Revenue
 Cost


                             Semi                                Selling
             Variable                     Fixed
                            variable              Volume          price
              costs                       costs
                             costs
a. Admin
b. Selling
 c. R&D
 d. Mktg                                              Market share
                                                     Selling volume
                  a. Material
                b. Direct labor
                 c. Variable
                    overheads

              Debasis Das              JSB 606                        103
Standards in Standard
           Costing
• Current standards
  – Prevailing short time standards
• Ideal standards
  – Standards under ideal conditions
• Expected/attainable standards
  – Realistic attainable standards




               Debasis Das   JSB 606   104
Setting Standards
• Set up committee of key people from key
  functions and all management levels
• Identify costs for which standards are
  needed
   – Labor costs where standard quantity and
     standard price is determined
   – Direct labor costs involving standard time
     & rate
   – Overhead costs where standard variables
     overhead and standard overhead are
     considered
                Debasis Das   JSB 606         105
Analysis of Variance




     Debasis Das   JSB 606   106
Material Cost Variance
•   Material cost variances
•   Material price variances
•   Material usage variance
•   Material mix variance
•   Material yield variance




               Debasis Das   JSB 606   107
Labor Variance

• Labor cost Variance

• Labor rate(pay) variance

• Total labor efficiency variance

• Labor efficiency variance

              Debasis Das   JSB 606   108
Overhead Variance

• Variable overhead variance

• Fixed overhead variance




            Debasis Das   JSB 606   109
Other Variances

• Selling price variance

• Market penetration and industry

 volume variance

• Expense variance

              Debasis Das   JSB 606   110
Variance in Practice
• Time period comparison
• Focus on margin
• Evaluation standards
  – Predetermined standards
  – Historical standards
  – External standards
• Full cost system


              Debasis Das   JSB 606   111
Limitations of Variance
             Analysis
• Why the variance cannot be
  determined
• Is a variance significant?
• When aggregating plus or minus
  variances can balance out
• Variances can happen due to
  extraneous factors such as inflation


              Debasis Das   JSB 606      112
Tight vs. Loose Control
• Variance analysis helps in tight control,
  it directly measures performance
• In tight control, employees are given
  specific goals and are monitored to
  perform as expected
• Loose control chooses the right people
  and it is expected they would do their
  best. Variance analysis acts as just an
  indicator
              Debasis Das   JSB 606      113
Reward for good
          Performance
• Rewards induce good performance

• Good variance indicates good
 performance
• Reward system integrated with overall
 goal realization of the organization

             Debasis Das   JSB 606      114
Purpose of Reward System
• Recognition of good work
• Creates sense of belonging
• Good communication line
• Aspirations of employees need to be
  reflected in the appraisal system
• Acts as a morale booster



             Debasis Das   JSB 606      115
Reward through
             Compensation
• Salary
  – Fixed
• Benefits
  – Fixed
• Incentives
  – Variable




               Debasis Das   JSB 606   116
Performance Variables
•   Controllable
•   Non-controllable
•   Financial
•   Non-financial
•   Feedback




               Debasis Das   JSB 606   117
Designing a Reward System
• Understanding what is a reward for the
  management and the managers
• Linking reward to the control system
  provides autonomy to the manager
• Values & culture of an organization
  influence the reward system
• Targets should be attainable
• Both formal and informal rewards
  should be considered
              Debasis Das   JSB 606    118

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Management control systems jsb 606 part3

  • 1. Management Control Systems Part 3 Debasis Das Exemplar Consultancy
  • 2. Tools of Management Control Systems Debasis Das JSB 606 2
  • 3. Strategic Planning as a Tool Debasis Das JSB 606 3
  • 4. Introduction • Long term Process • Involves decisions of top management • Effective only when suitable infrastructure supports it • Strategic planning determines the effectiveness of management Debasis Das JSB 606 4
  • 5. Strategic Planning Characteristics • Setting goals • Strategy formation • Needs long term perspective – Complex process, requires evaluation of multiple variables – Not a regular exercise but as required – Uses internal as well as external data – Setting goals through communicating (process, policy, objective) down the line – It is a creative process – End result oriented – At the top level it is conceptual, no measurement standards Debasis Das JSB 606 5
  • 6. How it’s Done • Ensures success comes from within the organization • Key tool-capitalizing on the knowledge and skills in the organization • Document do’s and don’ts • Carried out through team building, personalized skills and effective organizational communication • Top management does this, typically 2/3 top people Debasis Das JSB 606 6
  • 7. Benefits • Create a vision statement • Develop organization mission • Identify critical success factors • Define goals • Identify barriers • Translate goals into business plans • Translate goals and barriers into action plan with responsibility & accountability • Feedback & update process • Using team building, interpersonal and communications skills for individual & org success Debasis Das JSB 606 7
  • 8. Strategic Planning Significance • Helps internalize strategic processes • No unpleasant surprises for managers as goals and processes are scrutinized closely • Environmental issues are factored in • Corporate culture gets considered • This being the overall plan, helps coordinate the other planning/ budgeting processes Debasis Das JSB 606 8
  • 9. Process of Strategic Planning Reviewing & Updating the Strategic plan Decide on assumptions & guidelines Next Create strategic plan iteration Analysis of plan Final review & Approval Debasis Das JSB 606 9
  • 10. Reviewing & Updating Strategic Plan • Review existing plan (last year’s) • Update with environmental and internal changes • Taken up any time it is required Debasis Das JSB 606 10
  • 11. Deciding Assumptions & Guidelines • Incorporate necessary strategic elements • Data regarding current business situation incorporated , keep revenue implications minimal • Goals & objectives are aligned with business needs • Short and long range business plans synchronized • Decision to add or drop a line of business • Labor, salary, wages guidelines account Debasis Das JSB 606 11
  • 12. First Iteration of Strategic Plan • Formulate business plan • Validity of data and assumptions carried out by business unit members and then unit managers • Top management to vet if in accordance with organizational needs • Income statements, balance sheet items are scrutinized, justifications confirmed Debasis Das JSB 606 12
  • 13. Analysis of Plans • Meetings between business units and top management • Analyses gaps in planning • Discuss means to cover the gaps, acquisition if necessary • Strength and integration of current business units considered • Internal strength is estimated Debasis Das JSB 606 13
  • 14. Second Iteration of Strategic Plan • Change in plans in view of recent developments • Generally short term changes • New technologies and other changes in the environment Debasis Das JSB 606 14
  • 15. Final Review & Approval • Approval of top management including board of directors • Approval before budgeting • Budget is the key to implementing the strategic plan Debasis Das JSB 606 15
  • 16. Allocation of Resources • Plan implementation can start only after resources are allocated • Some uncertainty will remain in long-term plans • Line of involvement of managers & accountability needs to be set up • Accountability to be set up • Approval and endorsement steps should be minimal • Personnel should be trained & educated about strategic business processes being enabled Debasis Das JSB 606 16
  • 17. Investment decision Making- Bower’s Model • Based on discrepancies between plan and actual process of implementation • Based on discrepancies key variables are determined and moderated • 3 level functioning of strategic planning – Lower level-basic data – Middle level-synchronizes it – Top level- design the action plan • Rewards and line of authority is set up by top management Debasis Das JSB 606 17
  • 18. Budget as a Tool Debasis Das JSB 606 18
  • 19. Budgetary Control • Use of short and long term organizational budget to control & guide business processes • Compare with actual results, calculating variance and taking corrective action (if required) • Appropriate authority, responsibility and accountability should rest with assigned manager Debasis Das JSB 606 19
  • 20. Budgetary Control- Advantages • Corporate intent in measurable monetary terms • Bridges the gap between plan and performance • Promotes specialization and focuses business processes (budget is divided based on functions and cost allocation) • Budget creation requires integration of functions. Promotes coordination and integration between business policies • Brings objectivity to business by tagging monetary value Debasis Das JSB 606 20
  • 21. Need for Budgetary Control • Budget helps provide management control, strategy implementation • Reduces uncertainty • Increases coordination between SBUs • Identifying weaknesses and focuses on strengths • Keeps expenses under check • Identifying deviations Debasis Das JSB 606 21
  • 22. Objectives of Budgetary Control • Establishes and ensures strategy is implemented • Creates measurable standards and comparable standards • Provides a common thread of coordination Debasis Das JSB 606 22
  • 23. Organizational Set up • Budget center • Budget manual • Personnel & operational set up – Controller of budget – Budget committees – Budget period – Determining key budget factors – Budget reports Debasis Das JSB 606 23
  • 24. Formation of Budget • Guidelines • Budget Proposal • Negotiations • Review & approval • Revision of budget Debasis Das JSB 606 24
  • 25. Administration of Budget • Determination of objectives • Establishing the objectives • Availability of accounting & verifiable records • Budget org chart and fixing responsibility • Establishing budget committees • Preparation of budget manual • Selecting budget period • Locating key budget factors • Determining cost allocations Debasis Das JSB 606 25
  • 26. Types of Budget • Responsibility budget • Program budget • Operation budget – Sales, production, production, selling, distribution costs • Function budget – Sales, research, purchase, finance, etc. • Financial budget – Source & utilization of cash, budgeted P&L and balance sheet • Capital budget – Capital expenditure and investments Debasis Das JSB 606 26
  • 27. Budgeting Process • Top-up budgeting • Bottom down budgeting • Budget report & variance analysis Debasis Das JSB 606 27
  • 28. Capital Budgeting • Process of capital budgeting • Techniques of capital budgeting – Non discounted techniques – Discounted techniques • Concepts of capital rationing – External factors – Internal factors – Risk factors • Limitations of capital budgeting Debasis Das JSB 606 28
  • 29. Capital Budgeting Non discounted techniques • Payback period method – (Cash outlay of project) / (annual cash inflow) • Accounting rate of return method – ARR= (average income)/(average investment) Debasis Das JSB 606 29
  • 30. Capital Budgeting Discounted techniques • Net present value – PV= discounted inflow if it was available now • Internal rate of return – IRR= PV inflow/PV outflow • Profitability index method – PI=(PV inflow)/(PV of outflow) Debasis Das JSB 606 30
  • 31. Limitations of Capital Budgeting • Alternatives may not be mutually exclusive • Estimation of future inflow is hazardous always • Goodwill, relationships and such factors cannot be accounted for • Urgency of decision making could skew the estimates Debasis Das JSB 606 31
  • 32. Valuation as a Tool Debasis Das JSB 606 32
  • 33. Assets & Liabilities • Income=liability=distribute to owners • Expenses=basic functions of business to create assets • Management control maximizes efficiency such that value of business is increased and assets of the stakeholders • Maintain a balance between increasing value, decreasing costs Debasis Das JSB 606 33
  • 34. Measuring Liability Employed • Valuation Based on Earnings – Based on book value, does not reflect market value • Capital charges – Profit carried over to capital & reserves – Deferred expenses difficult to value (as they arise in current year but accrue in a later time) Debasis Das JSB 606 34
  • 35. Measuring Asset Employed • Is the decision regarding employment of asset correct? • Have the assets deployed been used correctly? – Cash • Actual receipts-payments, handled centrally and allocated to units, 3 to 4 times annual sales – Receivables • Influenced by sales & credit period, collection pattern – Inventories • Similar to receivables, value would depend on inflow and outflow – Overall working capital • Gross or net valuation, gross-only current assets, net-excess of current assets over current liabilities – Property, plant & equipment • Book vale less depreciation Debasis Das JSB 606 35
  • 36. Book Value: Gross & Net • Disposition of assets – Dispose of low value assets first before replacement • Depreciation – Straight line or reducing balance method • Leased assets – Type of debt, lower capital cost • Idle assets – Affect ROI, lowers it • Intangible assets – R&D expenses for example • EVA vs. ROI – EVA=net profit-capital charges, ROI-cost of capital Debasis Das JSB 606 36
  • 37. Evaluation of Economic Performance • Economic analysis provides diagnostics • Helps understanding business strategies • Measures levels of success achieved Debasis Das JSB 606 37
  • 38. Transfer Pricing as a Tool Debasis Das JSB 606 38
  • 39. Objectives of Transfer Pricing • Provide relevant information to the value chain to determine optimum trade off between cost & revenue • Induce goal congruence by providing a competent atmosphere, freedom to source out & negotiate • Measure economic performance of a profit center • Single mechanism that’s easy to administer Debasis Das JSB 606 39
  • 40. Fundamental Assumptions • Dependent on assumptions of two managerial decisions – Sourcing decision: make or buy – Price at which item to be transferred if a “make” decision is made • Transfer price approximately market price not including costs that do not apply • When competitive price not available take cost + profit • Cost based transfer could be made based on standard cost + profit margin or a two step pricing Debasis Das JSB 606 40
  • 41. Ideal Situation for Transfer Pricing • Integration of business along value line • Not diversified to unrelated businesses • Works best in horizontally integrated business • There is common basis for calculating fixed & variable costs • Multi-location business, Debasis Das JSB 606 41
  • 42. Limitations • Ideal when external market exists for components in the value chain (not often, it is not so) • If captive capacity exists. Internal prices are far better than external market prices • Investing in large facilities are often a strategic decision. Negotiating with external market would not make sense Debasis Das JSB 606 42
  • 43. Methods of Transfer Pricing • Full cost based – Full cost minus mark up • Marginal cost based – Variable cost is used as reference cost of transfer • Negotiated – Negotiated between the units, based on external market price Debasis Das JSB 606 43
  • 44. Problems with Transfer Pricing • Problem of integration of fixed costs in the upstream value chain – Profit centers higher in the value chain are not aware of cost & profit coming up to them. They will be reluctant to negotiate own profits to optimize company’s profit • Profit sharing – Product transferred to marketing at standard variable cost – Business units share the contribution realized from sale • Two sets of transfer pricing – Each unit sold, a standard variable cost of production is charged, a periodic charge fixed costs associated with facilities associated with facilities reserved by the buying unit Debasis Das JSB 606 44
  • 45. Administering Transfer Prices • Negotiations – Between heads of the two units involved • Arbitration & conflict resolution – Top management intervenes as arbitrators, formally or informally • Product classification – Some products that can be benchmarked against market price will have transfer price fixed by top management, others by negotiation Debasis Das JSB 606 45
  • 46. Theoretical Basis of Transfer Pricing • Economic model – Fixed model of 1956 by Hirschleifier. Does not provide for negotiations and applies in specific assumptions • Linear programming model – Uses companywide optimum production patterns, marginal costs and demand curves, not very practical • Shapely value – Method of dividing profits between participants based on contribution • Practical application of admin regulations & guidelines Debasis Das JSB 606 46
  • 47. Management Control of Responsibility Centers through Audit Debasis Das JSB 606 47
  • 48. Audit of Responsibility Centers • It is necessary because – Responsibility are the key functions of business, auditing these tells you a lot about business health – A management audit enables business to set up standards and propose compliance as the business requires – Responsibility centers create value in the business. Functions of the end to end chain is also required Debasis Das JSB 606 48
  • 49. Role of Audit • A deep look into the business processes • Look at opportunities to improve • Find if there are risks • Strategize for future • Check if desired path is being followed • Create a required reward system Debasis Das JSB 606 49
  • 50. Process of an Audit • Establish an audit team – 3 or 4 persons conversant with the process – Internal or external • Create an audit plan – Right timing, adequate resources are essential • Execute the audit – Team must clearly understand the purpose Debasis Das JSB 606 50
  • 51. Scheduling an Audit • Seasonal fluctuations of a business – Schedule audit at a time that is a normally active period • Time when most people are available – Peak work period is a bad time • Choose the period that reflects overall performance – Should reflect the period when organization performs at its best Debasis Das JSB 606 51
  • 52. Audit Plan • Proper utilization of manpower and resources • Balance right number of people and resources w/o affecting normal business • Clear and time bound picture to be made available Debasis Das JSB 606 52
  • 53. Tools & Techniques • Surveys – Types, advantages, disadvantages, using survey properly • Questionnaire – Closed & open ended questionnaire, how to, structure, advantages, disadvantages • Focus groups – Participants from a homogenous group with moderator, focused response, participants and moderator need to be skilled • Interviews – Structured, semi-structured, unstructured interviews, free information flow, could be expensive • Direct observations – Freedom of expression, observer need to have expertise • Which method to be used? – Normally a mix to be used, depends on time, resources and expertise availability Debasis Das JSB 606 53
  • 54. Continuous Improvement Through Audit • Improvement in processes need continuous improvements • Audits provide input as to what needs to change • Audit is the starting point of problem solving & analysis Debasis Das JSB 606 54
  • 55. Gaining Strategic Advantage • Characteristics of continuous change – No improvement can be done in one step, implementation should be on a continuous basis – Need for improvement change continuously – Change is not precise always – Priorities change – Feedback of performance needed to decide corrective action • Acquiring competitive advantage • Improvement through trigger point • Action planning Debasis Das JSB 606 55
  • 56. Acquiring Competitive Advantage • Audits should help understand strengths, weaknesses, threats & opportunities • Identify capabilities that could be converted to strengths • Findings should help discussions on changes planned Debasis Das JSB 606 56
  • 57. Improvement through a Trigger Point • When organizations face significant changes – Mergers, acquisitions – New entrants – Technology change • Can happen at any point – functional, entry, maturity or saturation points Debasis Das JSB 606 57
  • 58. Action Planning • Action must follow an audit • Action plans must include – person to prepare an action plan – Time of action plan – Content of action plan – Person in charge of the action plan – Actions to be taken and people who have to carry them out – Role of auditor in the follow up action plan Debasis Das JSB 606 58
  • 59. Management Control of Operational Processes Debasis Das JSB 606 59
  • 60. Role of Information in Operational Management • Information is a natural outcome of business processes • Business process is about information interchange by people responsible for the process • A business process supports the system of an operation, provides information that supports the business Debasis Das JSB 606 60
  • 61. Type of information for Operation • Formal & informal operation • Budget information • Task information • Audit information Debasis Das JSB 606 61
  • 62. Approaches to Control of Operations • Total quality control – Documentation of processes – Responsibility of quality – Product design – Dealing with suppliers • Decision support systems – Streamlines task delivery – Second line of options – Helps understand processes & be proactive Debasis Das JSB 606 62
  • 63. Continuous Process Improvements • Process modification is the key to process improvement • With continuous improvement process can be refined to deliver better quality and improve cost and delivery times • Focus on limited areas at a time • People need training and education to participate whole-heartedly Debasis Das JSB 606 63
  • 64. Tools in Continuous Process Improvement • Target costing – Planning phase, development phase, production phase • Advantages of target costing – Fix the cost of design & product in great detail – Direct right products to right group of consumers – Failure of products is reduced – Helps set realistic goals Debasis Das JSB 606 64
  • 65. Benchmarking-1 • Continuously compare with standard and best practices • Choose the best practices – Planning phase – Analysis phase – Bench trending • Determine market by size, preference, competitors • Direction of industry, technology and geopolitics • Determine strengths of potential competitors • Performance data of competitors • Baseline business performance • Identify a set of activities that will improve strength of business Debasis Das JSB 606 65
  • 66. Benchmarking-2 • Bench trending is carried out – Requirements of the process understood – Flowchart of process is described – Specific objectives identified – Bench trending methods of competitors identified – Best suited practices are chosen and adopted Debasis Das JSB 606 66
  • 67. Bechmarking-3 • Communication & integration – Information gathered from benchmarking and bench trending must be integrated and implemented • Implementation – Set realistic goals – Teams take care of implementation – Processes streamlined & linked Debasis Das JSB 606 67
  • 68. Production Control Debasis Das JSB 606 68
  • 69. Production Controls • Nature of the production process • Degree of mechanization involved – Continuous process – Discrete or assembly line process Debasis Das JSB 606 69
  • 70. Production Issues in Discrete Processes • Production of finished goods as per design • Finished components per time standards • Synchronization of production processes to avoid excess of one type • Right balance of production capacity of different production chains of various components • Ensuring work layout is appropriately designed • Specify maximum stacking of input/outputs • Number of persons that can be present on shop floor • Defining spoilage and wastage • Defining quality norms Debasis Das JSB 606 70
  • 71. Measuring Production Performance • Productivity, efficiency of converting input to output • Productivity measurements – Labor productivity – Material productivity – Multi factor productivity – Total productivity Debasis Das JSB 606 71
  • 72. Production Control Reports • Production efficiency • Production planning • Daily production • Downtime analysis • Shift handover Debasis Das JSB 606 72
  • 73. Marketing Control Debasis Das JSB 606 73
  • 74. Types of Marketing Control • Strategic control – Premise control, implementation control, strategic surveillance, special alert control • Annual plan control • Profitability control • Efficiency & effectiveness control – Marketing effectiveness • Customer philosophy, marketing orientation, info about marketing, strategic orientation, operational efficiency Debasis Das JSB 606 74
  • 75. Marketing Audit • Tool for improving marketing effectiveness • Roles it performs – Introduces or changes marketing orientation & practices – Act as a framework for organizational analysis & control Debasis Das JSB 606 75
  • 76. External & Internal Audits • External audit – Audit of external environment – Auditors must know the organization & the industry – Opportunities & threats will be identified – Help identify marketing resources, skills, assets • Internal audit – Audit of internal environment – Strengths & weaknesses of the organization & its products – Identifies & analyses positioning, pricing and target strategies – Analysis of marketing activities and channels Debasis Das JSB 606 76
  • 77. Characteristics of effective Marketing Audit • Systematic • Comprehensive • Independent • Periodic • Conducting an audit – Extensive analysis of present and past marketing activities – Forecast of growth relative to market changes – Suggestions for improvement of quality of plans & marketing performance Debasis Das JSB 606 77
  • 78. Sales Control • Sales budgets – Sales revenue, selling expense, departmental administrative budgets – (rolling budgets followed often) • Methods of budgeting for selling expenses – Affordability, percentage of sales, competitive parity, objective & task and return oriented methods • Control through budgets – Establishes objectives & responsibilities, coordination between different business segments Debasis Das JSB 606 78
  • 79. Sales Quotas • Can be set as sales volume or value, profit, expenses or activities • For individuals or a team or a territory • Product categories or class of customers • Punishments or rewards follow on achievement • Quotas should be fair, challenging • Can be from sales forecast, negotiations Debasis Das JSB 606 79
  • 80. Importance of Sales Quotas • Performance of targets – Must be communicated properly. Challenging targets stretch performance, unrealistic target could be de- motivating • Standards – Basis for judging performance • Control – Helps judge variance and hence control is easier • Change of direction – May be necessary for strategic/operational reasons • Motivating the sales force – Specific targets help sales force perform better Debasis Das JSB 606 80
  • 81. Sales & Cost Analysis • Gathering, classifying and studying sales data • Helps sales managers plan & direct sales efforts • Helps identify strengths and weaknesses of the organization • Cost analysis helps identify ways to increase efficiency of sales efforts Debasis Das JSB 606 81
  • 82. Sales Variance Analysis • Value method or profit method • Variances calculated at sales value & profit value respectively • Sales volume variance is divided into sales price variance and sales volume variance • Sales volume variance is divide into sales quantity and sales mix variance Debasis Das JSB 606 82
  • 83. Market Share Analysis • Compare sales with total sales of industry • Regular analysis required • Develop action plan • Forecast demand Debasis Das JSB 606 83
  • 84. Sales Expense-to-Sales Variance Analysis • Fixed and variable expenses • Sales and marketing expense budgets take these into account • Amount of sales and expenses are compared with targets to find variability • Fixed budget basis, fixed expenses are taken into account • With flexible budget take fixed and variable components into account Debasis Das JSB 606 84
  • 85. Sales Reporting • Reports form sales force – Call reports, expense reports, sales work plan, potential new business reports, lost sales report • Report from sales management – Periodic sales forecasts & actual sales – Sales promotions, expected results, actual results Debasis Das JSB 606 85
  • 86. Credit Control • Credit to customers & channel partners should be guided by a formulated policy • Analyze accounts receivables & bad debts as also amount and type of receivables, credit rating of customers and channel partners Debasis Das JSB 606 86
  • 87. Receivables Management • Devising & implementing an appropriate portfolio strategy(collection strategies) • Precise fulfillment strategy & invoicing • Efficient conflict resolution procedure Debasis Das JSB 606 87
  • 88. Credit Rating • Amount of credit that can be given • Rate customers/channels partners through no-risk to high-risk categories • W/o the rating in place, it is either no credit or same credit to all customers, both are high risk Debasis Das JSB 606 88
  • 89. Performance Evaluation • Formal & planned system for evaluation of sales personnel • Tool for motivation • Discovering areas that can be improved • Bad performers can be counseled, repeated bad performers should be taken out of the system Debasis Das JSB 606 89
  • 90. Compensation & Incentives • Usually salary & incentives • Incentives are linked to what can be attributed to the efforts of an individual • Salary component is higher when it takes team effort, organization is a leader in the market, uncertain and or risky environment Debasis Das JSB 606 90
  • 91. Sales Force Management Audit • Cross functional audit of selling function • Involves environment, planning system, organizational evaluation and sales functions • Identify problems, prevent recurrence of problems Debasis Das JSB 606 91
  • 92. Distribution Control • Channel integration – Vertical management systems • Channel leader oversees functions of channel members • Corporate VMS, Administered VMS, Contractual VMS – Horizontal management systems • Cooperating organizations pool their resources • Channel management – Recruit and select right channel members – Motivating channel members & increasing profitability – Periodically evaluate channel member performance Debasis Das JSB 606 92
  • 93. Evaluation of Channel Performance • Macro level performance – Channel efficiency, productivity, effectiveness and equity • Micro level performance – ROI, liquidity, financial leverage, growth pattern & potential of the individual member • Managing channel conflicts – Structural, attitudinal, faulty channel design, goal divergence or incompatibility • Conflict resolution strategies – Negotiations & bargaining, problem-solving strategies, persuasion, political strategies and cooperation Debasis Das JSB 606 93
  • 94. Marketing communication Control • Advertising – Measuring ad effectiveness – Measuring effectiveness of Internet advertising • Sales promotion – Measuring effectiveness of sales promotion • Direct marketing – Evaluation of direct marketing campaigns • Public relations – Measurement of PR output – Measurement of PR outtake – Measurement of PR outcome Debasis Das JSB 606 94
  • 95. Marketing Control in Branding • Brand equity – Value of a brand to consumers and the organization, helps attract new customers, retain old customers, higher equity less promotional expenses – Brand assets, brand strength and brand value • Brand measurement – Perception, performance and financial measurements • Brand portfolio management – Less than 20% of brands contribute to profit – Brand Audit • Review brand to find market share, percentage contribution, positioning Debasis Das JSB 606 95
  • 96. Information Systems for Marketing Control • Marketing DSS – Helps marketing data analysis and decision making – Benefits • Increases effectiveness, breakdown of complex problems, analysis capabilities, identifying deviations early • Marketing intelligence – Correlation between marketing activities and business outcomes Debasis Das JSB 606 96
  • 97. Sales Force Automation as Control Tool • Surveillance & control – Close supervising and monitoring behavior of the sales force – Standardization in conduct of business • Accountability – Increased interaction between manager & the sales force – Voice questions easily and get answers Debasis Das JSB 606 97
  • 98. Mobile CRM • Mobile, remote access or wireless component application extension of the corporate CRM • Mobile sales force automation (SFA) • Mobile field service management (FSM) Debasis Das JSB 606 98
  • 99. Enterprise-wide Applications • Improves overall control over business operations – Customer relationship management – Enterprise resource planning – Sales force automation Debasis Das JSB 606 99
  • 100. Performance Reports & Reward System Debasis Das JSB 606 100
  • 101. Analysis of Variance-1 • Financial aspects: Expenses & Income(Revenue) • Variance: variances in revenue and income • Volume variance and price variance • Expenses: manufacturing & non manufacturing • Manufacturing costs: variable, semi- variable & fixed Debasis Das JSB 606 101
  • 102. Analysis of Variance-2 • Costs: determine extent & dimension to which revenues are affected by business operations • Costs are measured against standard costs set up by management • Variance analysis helps by – Identifying key factor that may affect operational profit – Focus on key variables, if variance is negative – Segregate the causal factor – Identify sequence of impact on the variables and impact on operational profit Debasis Das JSB 606 102
  • 103. Analysis of Variance-3 Total variance Non Mfg MFG costs Revenue Cost Semi Selling Variable Fixed variable Volume price costs costs costs a. Admin b. Selling c. R&D d. Mktg Market share Selling volume a. Material b. Direct labor c. Variable overheads Debasis Das JSB 606 103
  • 104. Standards in Standard Costing • Current standards – Prevailing short time standards • Ideal standards – Standards under ideal conditions • Expected/attainable standards – Realistic attainable standards Debasis Das JSB 606 104
  • 105. Setting Standards • Set up committee of key people from key functions and all management levels • Identify costs for which standards are needed – Labor costs where standard quantity and standard price is determined – Direct labor costs involving standard time & rate – Overhead costs where standard variables overhead and standard overhead are considered Debasis Das JSB 606 105
  • 106. Analysis of Variance Debasis Das JSB 606 106
  • 107. Material Cost Variance • Material cost variances • Material price variances • Material usage variance • Material mix variance • Material yield variance Debasis Das JSB 606 107
  • 108. Labor Variance • Labor cost Variance • Labor rate(pay) variance • Total labor efficiency variance • Labor efficiency variance Debasis Das JSB 606 108
  • 109. Overhead Variance • Variable overhead variance • Fixed overhead variance Debasis Das JSB 606 109
  • 110. Other Variances • Selling price variance • Market penetration and industry volume variance • Expense variance Debasis Das JSB 606 110
  • 111. Variance in Practice • Time period comparison • Focus on margin • Evaluation standards – Predetermined standards – Historical standards – External standards • Full cost system Debasis Das JSB 606 111
  • 112. Limitations of Variance Analysis • Why the variance cannot be determined • Is a variance significant? • When aggregating plus or minus variances can balance out • Variances can happen due to extraneous factors such as inflation Debasis Das JSB 606 112
  • 113. Tight vs. Loose Control • Variance analysis helps in tight control, it directly measures performance • In tight control, employees are given specific goals and are monitored to perform as expected • Loose control chooses the right people and it is expected they would do their best. Variance analysis acts as just an indicator Debasis Das JSB 606 113
  • 114. Reward for good Performance • Rewards induce good performance • Good variance indicates good performance • Reward system integrated with overall goal realization of the organization Debasis Das JSB 606 114
  • 115. Purpose of Reward System • Recognition of good work • Creates sense of belonging • Good communication line • Aspirations of employees need to be reflected in the appraisal system • Acts as a morale booster Debasis Das JSB 606 115
  • 116. Reward through Compensation • Salary – Fixed • Benefits – Fixed • Incentives – Variable Debasis Das JSB 606 116
  • 117. Performance Variables • Controllable • Non-controllable • Financial • Non-financial • Feedback Debasis Das JSB 606 117
  • 118. Designing a Reward System • Understanding what is a reward for the management and the managers • Linking reward to the control system provides autonomy to the manager • Values & culture of an organization influence the reward system • Targets should be attainable • Both formal and informal rewards should be considered Debasis Das JSB 606 118