INTRODUCTION :

Lifestyle International (P) Ltd. opened its 1st life-style store in Republic of
India in 1999 and in a very little over a decade has return to be recognized
amongst leading retail corporations within the country.
It is a district of the multi-billion dollar Dubai primarily based retail
and welcome conglomerate Landmark cluster. Positioned as a
stylish, and vivacious store, life-style offers customers a
pleasant searching expertise. every Life-style store
brings along multiple ideas below one roof – attire, Footwear, Children’s Wear,
Beauty & Accessories providing a convenient one stop search and
a selection of leading national & international brands to customers.
Recognized as No. one Company to figure for within the Retail Sector
by nice Places to figure Institute & Retail Association of Asian country in
2014, the corporate is committed to ‘putting folks first’ and giving staff the
chance to hone their skills and grow their careers in an
innovative, cooperative and rewardful work place.

Statement of Purpose:-
Creating exceptional value for all lives we touch.

Core Values:-
 Passion for Excellence
 Integrity in all we do
 Empowerment to strive and deliver
 Adaptation to changing market and consumer needs

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 Planning
Planning involves selecting missions and objectives and deciding on the actions to
achieve them, it requires decision making that is, choosing a course of action from
among alternatives. Planning bridges the gap from where we are to where we want
to go.

 MISSION OR PURPOSE:
Which tells us about the basic purpose or function or tasks of an
enterprise or agency or any part of it.

 OBJECTIVES OR GOALS:
This tells us about ends towards which an activity is aimed.

 STRATEGIES:
This tells us the determination of the basic long term objectives of an
enterprise and the adoption of courses of action and allocation of
resources necessary to achieve these goals.

 POLICIES:
These are basically general statements or understandings that guide or
channel thinking in decision making.

 PROCEDURES:
They are basically plans that establish a required method of handling
future activities.

 RULES:
They spell out specific required actions or non actions allowing no
discretion.

 PROGRAMS:

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 These are a complex of goals, policies, procedures, rules, task
assignment, steps to be taken, resources to be employed, and other
elements necessary to carry out a given course of action

 BUDGETS:
These are the statements of expected results expressed in numerical
terms.

STEPS IN PLANNING ADOPTED BY THE Lifestyle

International (P.) Ltd.:

STEP 1: BEING AWARE OF OPPORTUNITIES:

Basically in lifestyle, the first thing they do is analyze the whole scenario and are
aware of their opportunities in light of the markets ,competition, what customers
want, their strengths and weakness. To be more specific they do a swot analysis
and as a result what we saw in the organization:

STRENGTH :

 Wide variety under a single roof.

 Location convenience
 Value for money

WEAKNESS:

 Advertising

OPPORTUNITIES:

 Scope for expansion

 Scope for strategic alliance/merge

THREATS:

 In close proximity to large number of direct and indirect

competitors.

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STEP 2: SETTING OBJECTIVES OR GOALS:

In the next step, the company sets some objectives or goals that talks about where
they want to be and what they want to accomplish and when. They establish
objectives for the entire enterprise and then for each subordinate work unit. This is
to be done for the long term as well as short term range.

SOME OF THE OBJECTIVES OF THE ORGANISATION ARE AS

FOLLOWS:

 Be the most preferred fashion destination of India

 Create the most preferred portfolio of fashion brands

 Be as the most innovative, efficient, and profitable retailer

 Be the preferred employer in the fashion space

 Be the trendsetter in Indian fashion through superior understanding of the

culture, style code, passion and aspirations of Indian consumers

 Create happiness for customers, colleagues, business partners and every

stakeholder.

STEP 3: CONSIDERING AND DEVELOPING PLANNING PREMISES:

In this step the organization decides on which environment – internal and external-

what plans will be operated. They basically establish, circulate and obtain

agreement to utilize critical planning premises. As explained by the manager in this

step forecasting plays a very important role and basically they develop idea about

the marketing conditions, change in consumer behavior and their changing taste

and preferences, volume of sales, prices, products, technical developments, tax

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rates and policies and expansion so that they can carry out the best possible plan

accordingly.

STEP 4: DETERMINING AND EVALUATING ALTERNATIVE

COURSES:

Lifestyle being such a huge brand they always consider it beneficial to examine

alternative courses of action. After determining alternative courses and examining

their strong and weak points they evaluate the alternatives by weighing them in

light of premises and goals and basically they compare which alternative wiil give

the company best chance of meeting their goals at the lowest cost and highest

profit.

STEP 5: SELECTING THE COURSE OF ACTION:

This is the point at which the plan is adopted that is the real point of decision

making. Over here, the manager decides what is the desired course of action to be

taken in alignment with the goals and objectives.

STEP 6: FORMULATING SUPPORTING PLANS:

After deciding the course of action in alignment to the objectives they formulate

supporting plans like stocking up materials, hiring and training of workers,

development, introduction of newer brands into the lifestyle store etc.

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STEP 7: QUANTIFYING PLANS BY MAKING BUDGETS:

After decisions are made and plans are set, the final step comes as budgeting. The

overall budget of the enterprise represents the sum total of income and expenses,

with resultant profit or surplus, and the budgets of major balance sheet items such

as cash and capital expenditure. If done well, budget becomes a means of adding

the various plans and set important standards against which planning progress can

be measured.

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 Organizing
Organization is the process of identifying and grouping the works to be accomp
lished, defining and delegating responsibility and authority, and establishing rel
ationships to enable people to work most effectively.

 Major steps in organizing:

There are many steps in organizing function of management.
 Identification and grouping of activities :-- All the activities that has to be
performed are identified and divide into smaller parts so that it can be easily
manage. This identification and division of work take place on the basis of pre-
determined plans and it avoids confusion and leads to specialization. Example-
Inventory control, Record keeping, Quality control etc.
 Assignment of duties :-- This step involves assignment of duty to the most
suited candidate and the candidate has to perform the task that is most suited for
the job.
 Delegation of authority :-- in this step manager tries to combine the jobs of
similar nature and these activities are clubbed together. Dividing the whole
organization into small independent units or departments is called
departmentation.
 Establishment of reporting relationship :-- In this step a relationship is
established between the employer and employee who clear the role of employee
in the hierarchy. It should be clear to the employee from whom to take order and
whom to report.

 Importance of Organizing

Helps in specialization.
Clarifies the authority.
Improves co-ordination.
Well define jobs
Helps in effective communication.

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  Principles of Organizing

1. Principle of Specialization
2. Principle of span of control
3. Principle of scalar chain
4. Principle of unity of command

Organizing in Lifestyle :-->

Let's discuss it through the steps that are involved in Organizing

1. Identification and division of work-

The activities are as following
 Purchase of raw material
 Allocation of budget
 Deciding Quality standard
 Inventory management

2. Departmentation -It can be understand through below chart-

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 3. Assignment of duties-

They assign duties according to the employee profile as

(i) If they are fresher than Assistant level jobs are being offered to them and
(ii) If they have an experience accordingly the job is offered.
These are done through Job Description through which their skills are compared
with the required set of skills and accordingly they are assigned.

4. Establishment of reporting relationship-

As through above chart it is clear that associates reports to sub-department heads,

Sub- department heads reports to department heads and department heads reports
to general manager

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After the organization's structural style is in situ, it desires individuals with the
correct skills, and knowledge to fill in this structure. Staffing means
filling and keeping occupied, positions within the organization
structure.Management consists of hiring, obtaining work through people and
keeping the correct individuals.It is one among the managers' most important
responsibilities.
Objective of staffing:-
 To hire the right type of professionals for the right jobs.
 To train and develop human resources
 To develop personnel policies as regards transfer, promotion
 Motivate them for higher performance

Steps for staffing :-

Manpower planning :-
At Lifestyle store , the man power planning is done as per the following
hierarchy:-
1) Customer Sales Representative - Each department has a minimum of 20
sales representatives which directly interact with customers and give
them product knowledge, which helps the customers make the right
purchase .
2) Supervisors- Each department has minimum of 4 supervisors which
directly monitor the work of the customer sales representatives.
3) Department Manager- There is one department manager of each
department at Lifestyle. So there are around 5 to 6 department managers
as per the number of departments.
4) Store Manager - There is one store manager who is responsible for the
management of the whole store at a particular market location.In metro
cities there are 3 to 4 store managers.

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 5) Business Manager- The business manager is incharge of a particular sales
territory. Each sales territory has one business manager which looks after
the business of that territory.

Requirement and selection :-

1) Customer Sales Representative : The requirement for a customer sales
representative is being 12th passout with English as a compulsory
subject.The applicants are screened by an objective test and then an
interview.

2) Supervisors : The high performing sales representatives are promoted to

supervisors if they have completed their under graduate degree.

3) Department Manager : The Department managers are post graduates.Their

is three round interview for them.

4) Store Manager : The experienced and high performing department manager

is made the store manager by internal promotion.

5) Business Manager : The business managers are highly experienced

professionals which are appointed by the vice president of that region.

Induction or Orientation :
After the recruitment ,the induction is done, new employees are made
aware about the functioning of the store and they are acquainted with
the Standard operating procedure which the company follows.After
this orientation comes in which they are assigned their new task and
its responsibilities.The employee becomes aware of the key
responsibility areas(KRAs) and the key performance
indicators(KPIs).
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Training and development :
The employees are given training for gaining new product knowledge
,new customer insights and change in the company policy.The
employees also get a chance to further develope and enhance their
skills by participating in employee exchange programs . The company
sends experienced employees on international visits for new learning
and training.

Compensation(Remuneration) :
The Sales representatives have a salary band of around 15 to 20
thousands.The supervisors get between 20 to 30 thousand.The
department manager get around 40 thousand. The Store manager has
a payband between 45 to 60 thousand per month.Various incentives
are also provided.

Performance appraisal :
The supervisors and managers take regular assessment of the
employees working below them . The assessment report is sent to
higher management for review and modifications.Their are also
various rewards such as employee of the month , punctuality award
etc.

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Directing is concerned with the execution of plans through organized
action. It is also known as ‘commanding’ and ‘Actuating’.The direction
function involves the following four elements:
Lifestyle follows these processes:
Leadership:
Guiding & influencing the work of others in choosing and attaining
specified goals.
Communication:
In lifestyle there is a two way communication channel where lifestyle
allows their employee to directly co-ordinate with different departments.
Motivation:
To motivate the people to work efficiently and effectively in an
organisation lifestyle for motivation lifestyle takes different initiative:
 Employee engagement activities – Lifestyle offers different
engaging activities such as
 ‘PLAY IN A DAY’. Play in a day is basically based on ‘Corporate
theatre’.
 ‘CELEBRATING SUCCESS’- EMPLOYEE OF THE MONTH
 Lifestyle People Oscar Awards
 Lifestyle rewards its best employee every month and give them
recognition for it.
Incentives:
Lifestyle offers incentives to its employee.
 It provides festival bonus to all its customers.
 “Moving up the ladder”

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  It provides incentives to its employee through their KPI and KRA.
Supervision:
In lifestyle every department has a departmental supervisor who guides
and lead them.

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 Controlling
Controlling is a checking process to verify whether or not adequate prog
ress is made towards the objectives and to correct any differences if nece
ssary.Steps of controlling:-

 Establish standards of performance :

 Measure the actual performance
 Compare the actual performance with the expected standards
 Take corrective action

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Key Learning Outcomes :-
 We learned the overall management structure of Lifesyle P.
Ltd.
 We gained practical knowledge of functioning of an
organization
 The insights helped us in knowing how the real world
functions and how we manage the resources.
 We learned to analyse the planning and organizing methods
adopted by companies
 The interaction with the manager helped us understand the
challenges faced in day today working of the the organization.

Conclusion :-

We were able to develop understanding of management

discipline; specifically, to understand what Managers do and how
managerial tasks are carried out through a series of activities like
Planning, Organizing,Staffing, Directing and Controlling. We
became aware of various management practices and understood
how various processes and practices of management can enhance
efficiency of resources and can optimize human efforts.

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