Functions of Management

Introduction

In order to excel in the business world organizations must acquire a management staff that is capable of functioning in effective and efficient manners. To do this successfully managers of all levels—top-level, middle-level, and frontline—must fully comprehend their roles and purpose, which include the following functions: planning, organizing, leading, and controlling. “While fresh thinking and new approaches are required now more than ever, much of what has already been learned about successful management practices remains relevant, useful, and adaptable, with fresh thinking, to the 21st-century business environment,” (Bateman & Snell, 2007, pg. 52). Within the airline industry, this is no different and looking at Alaska Airlines can provide a useful example of how to thrive, and fly high, with competent management in control.

Planning

Planning is, “the management function of systematically making decisions about the goals and activities that an individual, a group, a work unit, or the overall organization will pursue,” (Bateman & Snell, 2007, pg. 52). There are several types of planning objectives that encompass all levels of management, starting with the strategic planning at the upper-management level, tactical planning at the middle-management level, and operational planning throughout frontline management.

As far as Alaska Airlines is concerned, one can see that there is planning that takes place at all of three levels of management. Strategic planning—which is the most influential form of planning—for the airline covers issues including flight routes, load capacities, ticket prices, additional charges, marketing, and customer forecasting. Tactical planning involves hiring issues, policy and procedural concerns, and the designing of action plans. Operational planning revolves around the daily activities, such as operations, training, and scheduling.

Organizing

Organizing is, “the management function of assembling and coordinating human, financial, physical, informational, and other resources needed to achieve goals,” (Bateman & Snell, 2007, pg. 53). Organization is, for the most part, a middle management operation that helps to determine the internal structure of the company, including everything from the division and coordination of work between managers to the methods of performance and action at all levels of employment.

For Alaska Airlines one of the key objectives for this function is staffing and hiring, as the type of people that they employ are of the highest caliber, both for management and lower-level hourly agents and personnel of all departments. Other key elements for this function would involve the designing of job tasks and requirements, training topics and programs, as well as, establishing the chain of command within the departments.

Leading

Leading is, “the management function that involves the manager’s efforts to stimulate high performance by employees, (Bateman & Snell, 2007, pg. 53). This is the first major function for the frontline, lower-level managers, as it is critical that they be able to motivate and encourage those employees that they oversee to be as successful as possible in achieving the overall goals and objectives of the company.

For the frontline management of Alaska they lead and inspire their agents and personnel