Running Head: BUSINESS MANAGEMENT. 1 BUSINESS MANAGEMENT. 11 Business Management Christina Rothstein Edward Green April 10, 2015 Dunn’s vision for the organization/ Organizations purpose and goals The vision for the organization is to increase customer satisfaction. Customer satisfaction will be increased by providing better quality products, offering quick services, offering a wide range of products in the product portfolio as well as being friendly and hospitable to customers. Increase the companies’ sales and profits are also other visions for the company. Sales and profits will be increased by providing customer satisfaction, providing multiple products and services, selling affordable products as well as keeping costs low. The company will also make plans to compete better. Competing better can be achieved by selling affordable products, advertising as well as providing high quality products and services. The company also has a vision of expanding into the food business by purchasing George’s Deli all while including George on this vision as well as his employees. Being able to incorporate George into the plans and structure as well as the employees is key to the success of purchasing the Deli and making it all work. Purchasing the Deli will offer customer foods and drinks under the Dunn’s Ski Emporium brand. Sales as well as profits will increase. The company will also have a much larger workforce as well as be able to compete better by offering Ski services as well as foods and drinks under a single brand. How can Dunn become a better Leader John Kotter in his article, "What Leaders Really Do" makes the following statement: "Managers promote stability while leaders press for change, and only organizations that embrace both sides of the contradiction can thrive in turbulent times” (Kotter, 1999). To be a better leader, communication skills with employees are required. Communication allows one to communicate the day to day takes that are to be carried out within the organization to employees. Communication will thus involve interacting with workers as well as being able to deal with critical issues such as employee conflicts. Being able to communicate well with George and his employees and getting them to follow Dunn will be a big challenge but that is what a leader does. Leaders also need to communicate the vision, objectives as well as goals to his/her employees especially to new employees that have recently started working for the organization (Justin at. el. 2011). To become a leader, one has to have a vision for his company. In our case, the vision for the company is to provide customer satisfaction, increasing company sales as well as profits, competing better as well as expanding into the food business. Vision allows companies to move forward. Organizational Structure/Culture A leader can also be better by providing the right leadership style to his/her employees. By providi ...

1. Running Head: BUSINESS MANAGEMENT.
1
BUSINESS MANAGEMENT. 11
Business Management
Christina Rothstein
Edward Green
April 10, 2015
Dunn’s vision for the organization/ Organizations purpose and
goals
The vision for the organization is to increase customer
satisfaction. Customer satisfaction will be increased by
providing better quality products, offering quick services,
offering a wide range of products in the product portfolio as
well as being friendly and hospitable to customers. Increase the

2. companies’ sales and profits are also other visions for the
company. Sales and profits will be increased by providing
customer satisfaction, providing multiple products and services,
selling affordable products as well as keeping costs low. The
company will also make plans to compete better. Competing
better can be achieved by selling affordable products,
advertising as well as providing high quality products and
services. The company also has a vision of expanding into the
food business by purchasing George’s Deli all while including
George on this vision as well as his employees. Being able to
incorporate George into the plans and structure as well as the
employees is key to the success of purchasing the Deli and
making it all work. Purchasing the Deli will offer customer
foods and drinks under the Dunn’s Ski Emporium brand. Sales
as well as profits will increase. The company will also have a
much larger workforce as well as be able to compete better by
offering Ski services as well as foods and drinks under a single
brand.
How can Dunn become a better Leader
John Kotter in his article, "What Leaders Really Do" makes the
following statement: "Managers promote stability while leaders
press for change, and only organizations that embrace both
sides of the contradiction can thrive in turbulent times” (Kotter,
1999). To be a better leader, communication skills with
employees are required. Communication allows one to
communicate the day to day takes that are to be carried out
within the organization to employees. Communication
will thus involve interacting with workers as well as being able
to deal with critical issues such as employee conflicts. Being
able to communicate well with George and his employees and
getting them to follow Dunn will be a big challenge but that is
what a leader does. Leaders also need to communicate the
vision, objectives as well as goals to his/her employees
especially to new employees that have recently started working
for the organization (Justin at. el. 2011).

3. To become a leader, one has to have a vision for his
company. In our case, the vision for the company is to provide
customer satisfaction, increasing company sales as well as
profits, competing better as well as expanding into the food
business. Vision allows companies to move forward.
Organizational Structure/Culture
A leader can also be better by providing the right leadership
style to his/her employees. By providing the right leadership
style employees will be motivated to achieving the companies’
objectives, vision as well as goals. Both the laissez-faire as well
as the democratic leadership style allows employee participation
in decision making. With having a Collaborate (Clan) Culture as
well will go right along with the organizational structure that
Dunn needs to have within his company to make it successful.
This type of culture where group cohesion and teamwork are
encouraged will help bring the two businesses together. The
vision of the organization will be achieved much faster if
employees are allowed to participate in decision making as well
as allowed to conduct their activities without the help of the
management (Justine at. el. 2013).
A good leader must possess business skills and
competences. Business skills and competences enables a leader
to ensure that his business remain profitable. Remunerating
employees on time improves employee confidence and morale.
A leader must also provide the best
system for his/her employees. Such systems will include,
business policies, when the employees are expected to be at
work as well as leave at work, the type of tasks that are to be
done by each individual employee as well as provide a good
employee remuneration and benefits system.
A good leader should also be focused on the company’s
employees, customers as well as products. Employees should
thus be motivated and remunerated well. Customers should
always be kept satisfied and the best product and services
should be provided to them at a reasonable price. Products on
the other hand should be in constant supply, the products should

4. also be convenient to customers and affordable (David & Nick
2010).
As Lee-Kelly (2002) suggests, the leader will be called
upon, “to cope with multiple roles, unplanned events, losing key
members of the team, modifications to the project schedule, and
the need to innovate and adapt to the changing circumstances in
order to maintain control. Dunn needs to be aware of the
principles of leadership and how to implement them (U.S.
Army, 1983).
Dunn must:
Know himself and seek self- improvement
Be technically proficient
Seek responsibility and take responsibility for his actions
Make sounds decisions
Set the example
Know your people and look out for there well being
Keep your workers informed
Develop a sense of responsibility in your workers
Make sure tasks are understood
Train as a team
Use the full capabilities of your organization
The environment for change/ Steps for changes for the short
term
Identify the costs and benefits of acquiring the Deli. Costs will
include costs of purchase, operation costs as well as costs of
remunerating employees that will work in the Deli shop. While
benefits will include increased sales, profits as well as satisfied
customers. The second change after acquiring the Deli is to
decide whether to change the Brand name of the shop to Dunn’s
Ski Emporium or to leave it as the Deli. Policies as well as
culture of the Dunn’s Ski Emporium will be incorporated within
the Delis’ workforce.
Steps for changes for the long term
Expanding both the Deli as well as Dunn’s Ski Emporium into
other ski resort areas, developing an employee career plan that

5. will see competent employees both in the Deli as well as
Dunn’s Ski Emporium promoted and diversifying into other
businesses such as sportswear or hotel for tourist.
A vision statement for the organization
“To be the leading food and ski business in the state of
Colorado”
A mission statement for the organization
“To provide quality food and ski services conveniently “
An organizational culture that supports Dunn’s vision
The companies’ vision is to be the leading food and ski
business in the state of Colorado. This vision can be achieved
by, providing the right leadership to employees. Leadership
styles such as laissez-fail and democratic leadership style
promotes corporation and contribution amongst employees. Plus
incorporating a Collaborate (Clan) Culture will give it the
structure it needs to be successful. For the future of the
company they need an "infrastructure that supports knowledge-
sharing, communication, and work on joint projects" (Voss,
1996). The employees of the company should be free to come up
with ideas that are beneficial to the company both in the short
term as well as in the long term. Such ideas include, introducing
a new product of service into the company, how to lower the
companies’ costs as well as how to attract customers such as
using internet adverts and social media. "Good organizational
design helps communications, productivity, and
innovation"(Mind tools, n.d.). This leadership style also allow
employees to be participative in decision making within the
company.
There is also the culture of continuing providing customer
satisfaction. This can be achieved by providing services that are
convenient, of high quality, affordable and providing the

6. services in a timely manner. For example, the staff of the
company must ensure that the customers are serviced quickly,
whether it is selling a product or solving a complaint.
Ethics must also be incorporated in to the companies’ culture,
the employees of the company must ensure that products sold
are not faulty. Information given by the companies’ staff to
customers must not be false. The company must not attack its
competitors in its adverts with the aims of increasing its market
share and sales. Ethics also focuses on treating both customers
and employees equally regardless of their race or backgrounds.
Professionalism is also another aspect of culture that should be
incorporated into the company so as to help it attain its vision.
If a company acts in a professional way, it increases its brand
image as well as increases customer loyalty. Employees must
then act in a professional way both in the presence and in the
absence of a customer (Timothy, 2011).
The role of managers in strengthening the vision for Dunn
"Strategic leadership needs to be transformational if it is to
serve the organization. Transformational leaders must operate
from a foundation of high morality and ethical practices and
have a fundamental understanding of the highly complex factors
that support and make
possible collective effort in an organization. They must
personally act in accord with productive values and beliefs, and
they must teach others to do the same" (National Defense
University, n.d.).
To attain the vision, Dunn must
· Involve employees in decision making.
· Identify and take advantage of opportunities within the market
place.
· Make use of the 4Ps’ (price, product, promotion and place).
· Focus on employees, the products and services that are being
offered as well as customers.
· Act in an ethical manner.

7. The critical elements that must be in place for Dunn to be
successful in this new venture
For the venture to be successful, the following is needed,
Provide products and services that are cheaper than those that
are already available in the market place. This will help attract
customers as well as retain them. It will also enable the
company to compete better than its competitors in the
marketplace. Sell products and services above their costs of
production so as to remain profitable. Provide good
remuneration to employees so as to retain them, to provide
employee training so as to impact employee skills positively
and to improve the quality of output.
References
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from http://ww2.cfo.com/human-capital-careers/2005/08/the-
21st-century-organization/
David Stokes, Nick Wilson (2010) Small Business Management
and Entrepreneurship Cengage Learning EMEA
Justin Longenecker, J. Petty, Leslie Palich, Frank Hoy (2013)
Small Business Management
Cengage Learning
Justin Longenecker, J. Petty, Leslie Palich, Frank Hoy (2011)
Small Business Management: Launching and Growing
Entrepreneurial Ventures Cengage Learning
Kotter, J. P. (1999). What Leaders Really Do. Harvard
Business Review, 85-96. Retrieved from
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Leaders%20Really%20Do.pdf
Lee –Kelly, Liz. (2002). Situational leadership: Managing the
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8. Margaret Wheatley. (1997). Goodbye, Command and Control
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http://www.margaretwheatley.com/articles/goodbyecommand.ht
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Mind Tools. (n.d). Organization Design. Aligning
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http://www.mindtools.com/pages/article/newPPM_95.html.
Pophal, L.(n.d.). Must Have Leadership Skills For The 21st
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http://westsidetoastmasters.com/article_reference/must_have_le
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Timothy S. Hatten (2011) Small Business Management:
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Leadership. Chicago: 24, 4, p12, 5p.

9. Assignment #3: Dunn’s Emporium Experiences Growth
Dunn’s Emporium is going gangbusters and George who owns
the deli next door is getting ready to retire. Dunn is in the
process of acquiring The Deli. Although most of the local long-
time employees at Dunn’s and The Deli have been on board
with the merger some employees have never been happy.
The Deli people did not trust the new ice cream manager
because of his age. Fresh out of culinary school, John Levitz,
at age 22 became the ice cream manager. Ice cream was one of
The Deli’s biggest iconic menu offerings. The ice cream is
homemade and The Deli offers a special flavor each week. John
has big ideas in expanding the ice cream business by having
classes and opportunities for customers to make their own
flavors. He is passionate about his job but sometimes rubs the
older employees the wrong way. He can be arrogant about his
skill. He thinks he is being confident. The chef at The Deli is
jealous of the newcomer because he has wanted to change the
menu for some time. He thinks that George’s retirement will be
the demise of his dreams because the new General Manager that
is working with George is not on board with innovation. His
attitude is “if isn’t broken don’t fix it.” However, the new
General Manager tells Dunn and George that he is happy with
making changes.
Dunn’s sporting goods has had a change of employment as well
and a new group of South American immigrants has come to
work at the Emporium. Dunn is impressed with the wonderful
skills of the workers as they display outstanding repair work
and the group’s work ethic as seen by their willingness to work

10. long hours during the ski season is impressive. Dunn’s long
term employees agree that the new employees are a good
addition to the staff but find working with the group hard
because they are not able to understand Spanish and sometimes
it creates problems in communicating order information. Also,
the group tends to stick together. They even eat lunch together
despite attempts by the other employees to get them to join in
with the rest of the group. There seems to be a growing
frustration on the part of the original group. What neither the
original employees nor Dunn know is that because of the
language barrier the new South American employees are
apprehensive about being included in the group because they
cannot speak English well and do not know how to break the
language barrier. What the original employees do not know as
well is that Esteban Enrique has asked to be promoted to the
vacancy as head of the second shift in the repair shop. Dunn
has concerns that if Estaban is promoted that it might be hard to
keep the cohesiveness of the group. He is especially concerned
because his nephew who works the evening shift during the off
season would like the job. In short, Dunn has to revisit his
organizational structure, culture and vision to make the changes
necessary to prevent future problems with the business.
Further, he hasn’t told anyone but he wants to put in new
software to monitor the staff hours, payroll, and business sales.
It will make information gathering much easier but will require
some staff scheduling changes and authority delegation.
Using you first organizational plan, culture, vision and mission,
discuss all the changes that Dunn might consider in keeping his
business expansion going strong. Also consider all the
leadership challenges that Dunn himself must address in the
areas of personal skills, leading change, diversity, knowledge
management, office politics and empowerment.