Contents

• Introduction
• Peter Drucker – Reinventing the Business
• Blue ocean strategy
• Business ethics
• Petra Food Manufacturing Company, Kuwait
• Petra – Reinventing the Business
• Petra – Blue Ocean Strategy
• Petra – Business Ethics
• Conclusion
• References

Description

There are various factors that contribute to the success of an organization. One of them is the management itself. Management could be of any process in the organization such as marketing, production, administration etc. There are various management theories developed by academicians as well as industry experts. Some of them deal with marketing issues in the organization, some of them deal with administration and some other on human resource and so on. Once in a few decades great works surface. The literary works change the ways the organizational operations are looked at. The literary works give a completely different perspective to the organizational processes and a new paradigm to the organizational management. Such great works or authors of those literary works go on influencing generations of researchers with their original path breaking ideas and approach. One such example is Peter Drucker, who gave a completely different perspective to the organizational activities. When Peter Drucker wrote his books the management practices had not grown to the level they are these days. Organizations were mostly hierarchical then. Decision making was mostly done by the top management. At such times. Peter Drucker gave the idea of decentralization (Robert Heller, 2001), which the organizations practice today. Another path breaking book is that of ‘Blue Ocean Strategy’ by Chan Kim and Renee Mauborgne (2005). This book talks about creating demand by providing value additions in a product or service. All the books on marketing talk about the ways to outsmart competition, surviving and making profits in highly competitive environment. The marketing management experts are kind of used to expecting competition and cannot visualize a situation where there is no competition and the market is as big as one reaches out to. The idea at first appears cynical until one reads the book by the authors . Blue Ocean strategy does not talk about going to a new geographical market rather it suggests to create a new market within the very competitive market one is expected to operate and survive. Organizations essentially thrive on customers’ money. The customer expects some kind of value addition to his or her life by consuming the product. The product may be essential to the customer or it may be of some value to him or her. If the organizations that promise value to the customer for the money the customer has paid behave either covertly or overtly unethical then the business loses the trust of customers. Not only that customers can become skeptical about a host of related businesses thus damaging the harmony in the market. It therefore becomes important that the companies need to realize their responsibility towards customers as well as its own employees. This calls for ethical behavior or practices from the organization. This paper discusses all the three management issues at length. The paper also discusses operations of the organization Petra Food Manufacturing Company, Kuwait, where the author of this paper works, in the light of the above theoretical discussions. The paper finally makes recommendations to Petra Food Company on the areas that need improvement.