PRINCIPLES OF MANAGEMENT

CIA 1.1

SWAYAM MUNDADA

1 BBA C 2020336
 TABLE OF CONTENT

1. INTRODUCTION

2. BOD AND MANAGEMENT TEAM

3. THE CAFÉ COFFEE DAY BUSINESS MODEL AND ORGANISATION STRUCTURE

4. BUSINESS DEVELOPMENT TEAM

5. ROLE OF MANAGERS

6. HENRY FAYOL PRINCIPLES AND ITS APPLICATION

7. MANAGEMENT THEORIES

8. RESPONSIBILITIES IN THE CURRENT PANDEMIC SITUATION

9. RESPONSIVENESS IN THE CURRENT PANDEMIC SITUATION

10. CONCLUSION
 INTRODCUTION

Café Coffee Day (CCD) is an Indian café chain, a coffee shop where the young at heart unwind. It is a
subsidiary of Coffee Day Enterprises Limited. Coffee Day serves 1.6 billion cups of coffee annually in six
countries. Internationally, CCDs are present in Austria, Czech Republic,Malaysia, Nepal and Egypt.
Café Coffee Day Global Limited Company is a Chikkamagaluru-based business which grows coffee in its own
estates of 20,000 acres. It is the largest producer of arabica beans in Asia, exporting to various countries
including the U.S., Europe, and Japan.
V. G. Siddhartha started the café chain in 1996 when he incorporated Coffee Day Global, which is the parent of
the Coffee Day chain. The first CCD outlet was set up on July 11, 1996, at Brigade Road, Bangalore,
Karnataka. It rapidly expanded to other cities in India, with more than 1000 cafés open across the nation by
2011.
In 2010, it was announced that a consortium led by Kohlberg Kravis Roberts would invest ₹10
billion (US$140 million) in Coffee Day Resorts, owned by the company. The same year, the logo was changed
to the current logo, which the company stated was to showcase the chain as a place to talk. 
The company is vertically integrated as per the strategy to cut costs: from owning the plantations to growing the
coffee, making the coffee machines and making the furniture for the outlets.
In September 2019, the company appointed auditing firm Ernst and Young to scrutinize their books of accounts.
They also indicated the auditor will also look into circumstances of the last letter written by the founder and the
points he made in it.
In March 2020, Coffee Day Enterprises Limited announced that it has reached an agreement to sell Global
Village Technology Park, a 90-acre tech park on the outskirts of Bengaluru, for a total consideration of ₹ 27
billion for repaying the debt of Cafe Coffee Day’s associate firms and their promoters.
As of 2019, the company had 1,752 café outlets in over 243 cities of India. Cafe Coffee Day has also expanded
outside India with its outlets in Austria (Vienna), Czech Republic, Egypt and Nepal.
In June 2010, CCD acquired Café Emporio, a café chain from the Czech Republic.

Café Coffee Day's divisions include:

 Coffee Day Fresh 'n' Ground, which owns 375 coffee bean and powder retail outlets[2]
 Coffee Day Square, a high-level coffee bar in Bangalore, Kolkata, Chennai, Mumbai and New Delhi
 Coffee Day Xpress, which runs 537 Coffee Day kiosks
 Coffee Day Beverages, which runs over 56,799 vending machines
 Coffee Day Exports, its exporting wing
 Coffee Day Perfect, its fast-moving consumer goods packaged coffee division
 Coffee Day B2C Plant, coffee vending machine manufacturing division

VISION

To be the only office dialogue over a cup of coffee.

MISSION

To be the best cafe chain by offering a world class coffee experience at affordable prices.
 BOARD OF DIRECTORS

S V RANGANATH DR. ALBERT HIERONIMUS MALAVIKA HEGDE

INTERIM CHAIRMAN INDEPENDENT DIRECTOR NON-EXECUTIVE

MANAGEMENT TEAM

R RAM MOHAN A. VENU MADHAV JAVRAJ C HUBLI

CFO, CAFÉ COFFEE DAY CEO CAFÉ COFFEE DAY CIO CAFÉ COFFEE DAY

SADANANDA POOJARY BALACHANDAR NATARAJAN SHANKAR NARAYAN

COMPANY SECRETARY HUMAN RESOURCES PRESIDENT, VENDING DN
 VENKATESH M RAJIV GUPTA SANJIV MEDIRATTA
DIRECTOR PRESIDENT ADVISOR
HOTELS & RESORTS EXPORT DIVISION FOOD & BEVERAGES

DR PRADEEP KENJIGE
VICE PRESIDENT
R & D DIVISION
 THE CAFÉ COFFEE DAY BUSINESS MODEL AND ORGANISATION STRUCTURE

The parent company, Coffee Day Co. is a multi-business organization which includes agri-business, retail,
logistics, investments, and infrastructure verticals in its portfolio. Following is a brief description of each
business vertical.

Agri-business

This could be considered the family heritage for Coffee Day Co. The promoter (V.G. Siddhartha)'s family has
been in the coffee business for more than 140 years (since 1870). Currently, the group owns 11,000 acres and
manages another 3000 acres. Eighty per cent of the plantations grow Arabica coffee and the remaining 20%
grow Robusta. The largest producers of Arabica coffee in Asia, all their estates are UTZ certified for best
management and traceability practices. (Coffee Day was the first company in India to get the UTZ certification,
a certification provided for responsible professional coffee growing.) They employ more than 3000 skilled
plantation workers. Coffee Day Company's Amalgamated Bean Coffee Trading Company Limited is the largest
integrated (growing, processing and retailing) coffee company in India.

Retail business

Coffee Day Company's retail business consists of the Café Coffee Day chain, Coffee Day Xpress, Coffee Day
Beverages, Coffee Day Fresh and Ground, and Coffee Day Exports. Pioneering the coffee café concept in India,
Café Coffee Day was launched in 1996 with equal weightage on being an Internet café and as a specialty coffee
café. Today there are over 1450 Café Coffee Day stores in 200 cities in India where around 500,000 guests visit
the cafes every day.

The Café Coffee Day Square is the high-end café serving single origin coffees from across the world. It is
targeted towards international customers and affluent Indian customers. The Coffee Day Xpress is the regular
café with varieties of coffee, tea, cold beverages, and limited food options. Internationally too there are two
CCD cafés in Vienna and 14 in the Czech Republic. Coffee Day Fresh and Ground deals in retailing of fresh
ground coffee powder in 22 different blends. About 50 million cups of coffee and tea are dispensed monthly
from these vending machines. They also retail single-serve solutions in coffee in the form of capsules and
sachets and the company has plans for more variants as well as aggressive expansion plans.

As the back-end operation too is owned by the CCD group, it provides superior control over quality and timely
delivery of merchandise. Apart from that, Amalgamated Bean Coffee is among the top three exporters of coffee
from India, and it is able to source the best coffee beans grown in the country.
Logistics business

The CCD group owns Sical Logistics which is a single window multi modal logistics solution company (port –
rail – road – ICD (inland container depots) – CFS (container freight station) – dredger). Sical handles more than
26 million tons of bulk cargo and 600,000 TEUs per annum across all major Indian ports. It is also the market
leader in surface logistics with a pan-India presence. It also has cold chain operations for the captive needs of
CCD and container train operations between Chennai and Bangalore.

Investments business

With his investment banking experience, stock market operations have been one of Mr. Siddhartha's major
strengths. Apart from his own investment firm, he has significant investments in multiple IT and technology-
based business ventures (viz., Mindtree, DSP Technologies, Way 2 Wealth, etc.).

Infrastructure business

Coffee Day Co. owns Tanglin Development Ltd. that develops world-class infrastructural facilities for
technology enterprises. They have a 120-acre campus in Bangalore with SEZ approval that houses companies
like Mindtree, Accenture, EDS, Kyocera, Texas, Textron, Sonata, Keane etc. They also own the Tech Bay at
Mangalore and the Integrated Township at Mumbai. Apart from these, there is the Coffee Day Hotels and
Resorts Chain (the Serai Resorts) at multiple places in the country (Karnataka, Kerala, Rajasthan, Andaman and
Nicobar Islands) targeted towards the affluent class.
 BUSINESS DEVELOPMENT TEAM

This team decides upon a suitable site where the cafes can be set up. After all formalities are completed, the site
is handled over to the project team.

PRROJECTS: The team comprises of some of the best designers by designing beautiful outlets. All new cafes
are built with a standardized design and the lo of the café is in sync with the brand positioning. They aim to
build cafes in the shortest possible time, at least possible costs.

OPERATIONS: This team achieves their sales objectives and is responsible for the daily running of their cafes
in a profitable manner. Customer interaction is very important for this team, as they are the ones who interface
with the customer and provide them with a satisfactory service and product experience.

FOOD AND BEVERAGES: CCD are lot more than coffee. The various coffee they serve are the creation of
their F&B team. They also ensure the highest level of hygiene and food quality. They impart training to the
team on the preparation of the best quality of coffees and food at their cafes. The F&B team sources and
manages vendors who supply food to the cafes.

MARKETING: The marketing team is responsible for the brand positioning and all brand building activities
that result in increased sales and greater visibility. They are also responsible for the various sales promotion
activities and tie-ups.

HUMAN RESOURCE AND TRAINING: The HR team deals with the recruitment and selection at all levels
from team members to the management staff. They are responsible for employment salaries, career
development and counselling.

ACCOUNTS: They look after the day to day accounting and financial activities and also provided them with
financial reports which will help them find out the profitability of the outlet help them reduce the costs.

SUPPLY CHAIN MANAGEMENT: This is the team which ensures all stock keeping units of items used in
the cafe are received at stores from vendors and distributed to the cafes on time. They receive store orders and
maintain the inventory of stock keeping units so that cafes d not run out of a critical supply at any point
 ROLE OF MANAGERS

Figurehead
In this role, every manager has to perform some duties of a ceremonial nature, such as greeting the touring
dignitaries, attending the wedding of an employee, taking an important customer to lunch, and so on.

CCD employees and managers need to greet the customers as it is their first duty. Employees eventually
become friends and eventually go on the occasions organized by their fellow employees.

The head managers need to influence other companies’ officers to bring changes in their plan or
upgrading their plan, so they usually take them out for a coffee or lunch and discuss the plans.

Leader
As a leader, every manager must motivate and encourage his employees. He must also try to reconcile their
individual needs with the goals of the organization.

All the heads of departments in CCD motivates their subordinates and employees by providing incentives
and bonus.

The queries of all employees are also considered valuable and are given importance so that the employees do
not get dissatisfied and leave the job.

Entrepreneur
In this role, the manager constantly looks out for new ideas and seeks to improve his unit by adapting it to
changing conditions in the environment.

Every manager in CCD aims to develop and create various unique techniques to increase sales. Attention
of customers is really important and thus CCD managers create workshops for their employees to
improve their creativity skills.
Disseminator 
This is where you communicate potentially useful information to your colleagues and your team.

Managers in CCD work with each other to establish the organization’s long-range goals and to plan how
to achieve them. They also work together to provide one another with the accurate information needed to
perform tasks. Thus, managers act as channels of communication with the organization.

Spokesperson 
Managers represent and speak for their organization. In this role, you're responsible for transmitting information
about your organization and its goals to the people outside it.

Late Mr V.G Siddhartha was the spokesperson of CCD where he would represent café coffee day at
various events and would inform the customers and the world regarding the goals of the organization.

Disturbance Handler 
When an organization or team hits an unexpected roadblock, it's the manager who must take charge. You also
need to help mediate disputes within it.

CCD focuses on unity and hence it is an important role of managers of the company to settle disputes in
the organization. Sometimes when there is sudden shortage of products or any other hurdle, all the
managers are there for help and ensure the stability of the company.
 HENRY FAYOL

Henri Fayol Born: July 29, 1841

Died: November 19, 1925, Paris, France.

Education: Mining Engineering (mining Academy of SaintEtienne,1860)

Books: General and Industrial Management

Identity: Father of General Management

Founder: Functional management

Henri Fayol’s some principles of management and its application in cafe coffee day are as follows.
DIVISION OF WORK

According to this principle the whole work must be divided into small tasks or units and instead of assigning the
whole work to one person one task or unit of work should be assigned to one person according to the capability,
qualification and experience of he the person. When a person is performing a part of job again and again, he
will become perfect and specialized in doing that and the efficiency level will improve.
Fayol said not only the factory work but technical, managerial and skill jobs should also be divided into small
segments for specialization.

APPLICATION

• When you enter into the cafe, the first thing you notice is that different job are being performed by different
employees.
• The coffee maker, the bill maker, cleaning staff, each employee is specialized in his/her work which increases
the efficiency of the employee.
AUTHORITY AND RESPONSIBILITY

Authority means power to take decision. Responsibility means obligation to complete the job assigned on time.
According to this principle there must be balance or parity between authority and responsibility. Excess of
authority without matching responsibility may bring negative results and excess of responsibility without
matching authority will not allow the worker to complete his job on time. there is need to bring parity between
both for best results.

APPLICATION

Authority
We can see that Authority is flowing from Top to Bottom. In the given image, it is shown that Authority is
flowing from Regional Head to Assistant Regional Manager.
Responsibility
Responsibility/Answerability goes from bottom to top. In the given image, it is shown that servicing team has to
report to café-in charge, similarly café-in-charge has to report to his immediate superior.
DISCIPLINE

Discipline refers to general rules, regulations for systematic working in an organization. Discipline does not
mean only rules and regulations but it also means developing commitment in the employees towards
organization as well as towards each other.
Fayol insists that discipline is required at superior as well as subordinate level. The disciplinary rules shall not
be applicable only on subordinates but discipline requires good superiors at every level, clear and fair
agreement between superior and subordinates.
According to Fayol discipline requires good superior at all levels, clear and fair agreements and judicious
application of penalties.
APPLICATION

• All the Employees are required to follow the rules and regulation of the organization.
• Employees have clear understanding of the do’s and dont’s of the organization.
• Rules and regulations are clearly mentioned on the website as well as are given to the employees.
• Disciplinary action is taken against the employees who do not follow the instructions.

UNITY OF COMMAND

According to this principle an employee should receive orders from one boss only because if he is receiving
orders from more than one boss then he will get confused and will not be able to understand that whose orders
must be executed first and on the other hand, if employee is receiving orders from more bosses he gets chance
to give excuses by saying that hew was busy in executing the orders of other boss. To avoid confusion and to
give no chance of excuse to employee, the orders must come from one boss only. If there are more bosses it can
create problem of ego-clash among the superiors as every superior wants his order to be executed by the
employee.

APPLICATION

• All the jobs in cafe are well-defined and streamlined such that each employee reports to his respective
head/superior.
• Like, Cafe manager has full command on his juniors and answerable to the cafe manager for their
performance.
UNITY OF DIRECTION
According to this principle “one unit means one plan”, that is the efforts of al members and employees of
organization must be directed towards one direction that is the achievement of common goal. If this principle is
applied it leads to coordination. Each department and a group having common objective must have one headed
and one plan only.

APPLICATION

• Direction flows from the top management and each and every employee follows the direction set from the top.
• Each employee follows the vision enshrined by the founder, V. G. Siddhartha of the organization.

SUBORDINATE OF INDIVIDUAL INTEREST TO GENERAL INTEREST

According to this principle the interest of organization must supersede the interest of individuals or employees.
In the organization all the employees are working with some objectives and there is always an objective of
organization. If the objective of individual is in the same direction of organization then there is no problem but
if the objective of both the groups are in different directions then the manager must try to reconcile individual
interest with organizational goal and if it not possible then individual goal must be sacrificed for achieving
organizational goal.

APPLICATION
• Employees of CCD always come for extra work whenever needed in the interest of the organization.
• They put their hard efforts all the time but if some team members are absent the other Employees take
responsibility and put their individual interest behind the organizational interest.
REMUNERATION OF PERSONS

According to this principle employees in the organization must be paid fairly or adequately to give them
maximum satisfaction. The remuneration must be just and fair because if the employees are underpaid, they will
not be satisfied and an unsatisfied person can never contribute his maximum. Dissatisfaction will lead to
increase in the employee’s turn-over. So to have stability in organization and to get maximum efforts from
employees, the employees must be paid fairly. The fair wage is determined according to
 Financial capacity of the concern
 By keeping in mind, the Minimum Wage Act of Govt.
 The wages and salaries paid by the competitors.

APPLICATION

• Employees of CCD are paid on Monthly basis.

• CCD also follows the pay and reward policy wherein the better an employee performs the more salary he/she
receives.

ORDER

In this principle order does not mean command but it refers to orderly arrangement of men and material that is
fixed a place for everything and everyone in the organization.
Fayol insists that there must be a fixed place to keep every material; and thing used in the organization and
fixed place or seat or cabin for every employee of the organization so that no time and energy is wasted in
search of any material or any person
APPLICATION

• At CCD, High level of order is maintained.

• Everything has its place and everything is at its place all the time, be it machines, furniture, people.

EQUITY

Equity refers to kind, fair and just treatment to employees. employees will put their maximum efforts only when
they are treated with kindness and justice. If a manager is biased in dealing with employees then employees will
get dissatisfied and will not contribute to their maximum capacity. Equity does not mean equal salary to a peon
and supervisor but equity means application of same disciplinary rules, leave rules in te same way irrespective
of their grade, position and gender.

APPLICATION
• Managers at CCD treat their subordinates and crew members equally.
• No discrimination is made on the basis of any manner, be it sex, education, caste, religion, position in the
organization etc.
• Equal level of training, opportunity and promotion is given as per their performance.
• Equal level of pay is given for equal level of work
STABILITY OF TENURE

It refers to no frequent termination and transfer. According to this principle the management must provide the
feeling of job security among the employees because with the feeling of insecurity for the job, the employees
cannot contribute their maximum. Frequent turnover of employees is bad for the organization and such
decisions must be taken when they are almost unavoidable.
Not only turnover but frequent transfer or rotation should also be avoided because it takes some time to a person
to learn and get settled on a job and by the time he gets settled and he receives transfer order then it will be
wastage of resources and employees will not be ale to contribute his best for organization

APPLICATION

• CCD pays a lot of attention to recruiting the right employees for its restaurants. • Management spends a lot of
time and efforts in training the new recruits and is hired after “on-the-job experience “training sessions. • Proper
time is given to employees to assimilate in the culture of organization.
INITIATIVE

It refers to chalking out the plan and then implementing the same. Fayol suggested that employees in the
organization must be given an opportunity to take some initiative in making and executing a plan. It gives
immense satisfaction to employees. So, managers must welcome the suggestions and ideas of employees before
framing the plan.
The initiative does not mean disobedience, i.e., once decisions are taken by management then every employee
must follow it whether it is according to employee’s suggestions or not.

APPLICATION
ESPIRIT DE CORPS

It means union is strength. Fayol emphasized on the team work. He suggested that every employee in the
organization must consider him as a part or a member of a team and try to achieve the team goal because team
contribution is always better and more than individual contribution. Management must develop a feeling of
belongingness among the employees as they must feel themselves as members of organization’s team and
contribute maximum to achieve team’s goal.

APPLICATION

• CCD inculcates team spirit amongst the employees of a cafe by providing performance on the basis of their
performance.
• This promotes a feeling of harmony and unity amongst the employees.
 MANAGEMENT THEORIES

Management theories all revolve around similar concepts. Managers are expected to handle processes, people,
information and other duties as necessary. A manager may need to motivate their subordinate employees or
determine how best to improve operational processes. Management theories provide frameworks for
successfully handling those responsibilities.

Managers must be responsible for the performance of their teams toward organizational goals. Reaching
business goals might include reducing human error or standardizing processes. Management theories help to
clarify these types of goals for managers and inform on how best to realize those goals.

Administrative Management Theory or the FAYOL THEORY

It was developed by Henri Fayol, who is considered to be a founder of management theory. This theory
considers all of the many activities that a business must conduct. Management is considered a primary
business activity and this theory provides detailed guidelines for managers. This theory is practiced by the
managers to organize and regulate the activities of an organization. His main focus was on managerial
efficiency and introduced 14 principles:

1. Division of Work
2. Authority and Responsibility
3. Discipline
4. Unity of Command
5. Unity of Direction
6. Subordination of Individual Interest
7. Remuneration
8. The Degree of Centralization
9. Scalar Chain
10. Order
11. Equity
12. Stability of Tenure of Personnel
13. Initiative
14. Esprit de Corps

CCD takes care of all these principles and improves managerial efficiency and hence it follows the
administrative theory as well.
The Classical Management Theory

Classical management theory is based on the belief that workers only have physical and economic needs. It does
not take into account social needs or job satisfaction, but instead advocates a specialization of labor,
centralized leadership and decision-making, and profit maximization.
Designed solely to streamline operations, increase productivity and enhance the bottom line, this idea arose in
the late 19th century and gained prominence through the first half of the 20th century. While not widely
subscribed to in modern times, this theory offers some principles that remain valid, to an extent, in small
business settings in regards to manufacturing.

The theory outlines an ideal workplace as one that rests on three main concepts:

 Hierarchical structure 
 Specialization 
 Incentives 

It is based on the following parameters:

 Productivity is the primary goal.
 Operations should be streamlined as much as possible.
 Increase profit is given priority.
 Decisions are made by single person or by selected heads of the authorities.

CCD has been successful in following all the approaches to this theory efficiently.
It has also defined a hierarchy and the functions of each subordinate and employee.
CCD also takes care of the training and development f employees before the commencement of business.
This ensures specialization of work and builds up the efficiency and increase4ws sales.

Thus, we can say that Café Coffee Day follows the Classical Management theory.
Behavioral Management Theory

Increasingly complex industries and organizations gave rise to more human interests in the workplace.
Management theories began to include more people-oriented methods. Human behavior and satisfying the
interpersonal needs of employees became more central to management. A manager practicing Behavioral
Management Theory might motivate teamwork through fostering a collaborative atmosphere.

There are two major theories that make up Behavioral Management Theory:

Human Relations Theory

Human Relations Theory considers the organization as a social entity. This theory recognizes that money
alone is not enough to satisfy employees. Morale is considered to be integral to employee performance. The
major weakness of this theory is that it makes several assumptions about behavior.

Behavioral Science Theory

Behavioral Science Theory combines elements of psychology, sociology, and anthropology to provide a
scientific basis. It examines why employees are motivated by specific factors, such as social needs, conflicts
and self-actualization. This theory recognizes individuality and the need for managers to be sociable.

CCD had introduced a center which focuses on worker satisfaction, informal workplace organization and
means of influencing employees’ productivity.

CCD focuses on making employees part of their family promote all inclusive work environment.

Employees are provided with various incentives and bonuses so they feel secured, motivated and also
cultural diversity is promoted.

Embracing diversity creates a culture of empowerment which leads to innovation, new ideas and
economic growth, which CCD has been successful in doing so far.

Thus, this theory is applicable.

MANAGERIAL FUNCTIONS OF THE ORGANISATION WITH EMPHASIS TO THE
RESPONSIBILITIES IN THE CURRENT PANDEMIC SITUATION

PLANNING
Planning means defining performance goals for the organization and determining what actions and resources are
needed to achieve the goals. Through planning, management defines what the future of the organization should
be and how to get there. Strategic plans are long-term and affect the entire organization.
Every business wants to reach greater heights by increasing sales and earning profits. But CCD was in a
terrible condition before and after the nationwide lockdown due to the COVID 19 pandemic. It was
planning of all ways to repay its debts of about Rs.4830 crores, as that was their only concern to get back
on track.

ORGANIZING
The purpose of organizing is to distribute the resources and delegate tasks to personnel to achieve the goals
established in the planning stage. The activities of an enterprise must be organized in such a manner that plans
can be successfully implemented. Managers may need to work with other departments of the organization, such
as finance and human resources, to organize the budget and staffing. During the organizing stage, managers
strive to create a work environment conducive to productivity. Managers typically take employees’ motivation
and aptitude into account to match employees with roles and tasks that best fit their abilities. 
CCD is asking its employees to continue working during the COVID-19 pandemic with a pay raise over
the next month of $3. This is one of the measures CCD has taken to protect its employees. This also
includes access to health benefits, extended sick leave for affected employees, ETC.

STAFFING
The managerial function of staffing involves manning the organization structure through proper and effective
selection, appraisal and development of the personnels to fill the roles assigned to the employers/workforce.
They are later trained and motivated to work in harmony with the goals of the organization.
This is achieved by, identifying the requirements of the workforce, followed by recruitment, selection,
placement, promotion, appraisal, and development of personnel, to fill the roles designated into the organization
structure.
Despite the pandemic situation, CCD is hiring people, although the process is slower now as compared to
before.
DIRECTING

It is a process in which the managers instruct, guide and oversee the performance of the workers to achieve
predetermined goals. Directing is said to be the heart of management process. 

Directing initiates action and it is from here actual work starts. Direction is said to be consisting of human
factors. In simple words, it can be described as providing guidance to workers is doing work. In field of
management, direction is said to be all those activities which are designed to encourage the subordinates to
work effectively and efficiently. According to Human, “Directing consists of process or technique by which
instruction can be issued and operations can be carried out as originally planned” Therefore, Directing is the
function of guiding, inspiring, overseeing and instructing people towards accomplishment of organizational
goals.

Despite the pandemic, the managers of CCD and the department is trying to motivate its employees by
making their work environment a favorable one.

CONTROLLING
It can be defined as that function of management which helps to seek planned results from the
subordinates, managers and at all levels of an organization. The controlling function helps in measuring the
progress towards the organizational goals & brings any deviations, & indicates corrective action. Thus, an overall
sense, the controlling function helps and guides the organizational goals for achieving long-term goals in future.
Despite the pandemic, the organization is trying to repay the debts and keep the losses under control. It is
thus taking all the possible necessary measures in spite of the instability in the market.
MANAGERIAL FUNCTIONS OF THE ORGANISATION WITH EMPHASIS TO THE
RESPONSIVENESS IN THE CURRENT PANDEMIC SITUATION

In June, Cafe Coffee Day got into a strategic partnership with  Wow! Momo .
 CCD’s business model has always hinged around “a great cup of coffee” and “a cool hangout
space”. They are hence predominantly a dine-in centric brand and in current circumstances, one of
the largest questions in front of us was to how do we create compelling reasons for our customers to
walk back into our cafes and that is how the idea on collaborations emerged.

 In their latest partnership with Wow! Momo, they will serve their products in select CCD outlets
across the country. This is a pilot project that we will be running in 30+ outlets across three major
Indian cities of Bengaluru, Kolkata, and Mumbai each. The aim of this partnership is to provide a
holistic experience to our customers to pair their favourite coffee with exciting food and snacks
under one roof, and in a trusted, safe and hygienic environment.

 This is particularly relevant in the current scenario when footfalls across formats are low, and
customers are hesitant to go to multiple places for their favourite F&B experiences.

 These collaborations are not merely to increase food options at CCD but a deeper strategy to make
CCD as a complete one-stop destination for anything under the F&B category – whether it is for
Take Away or Home Delivery or Dine-in.

 In line with the current customer preferences where Home Delivery and Take Away is becoming
larger and pivotal, CCD has taken a series of initiatives on the product range as well. They have
introduced a wide range of Beverages in Take Away flasks to ensure that customer can enjoy their
favorite Beverages at the right temperature even if they order through Home Delivery.

 They have also launched a new range of Immunity Boosting Drinks and introduced an exciting array
of Take Away Meal options in Bangalore.

 CCD has always believed in strengthening accessibility and affordability for our customers.

Cafe Coffee Day’s outstanding debt at Rs 4,970 cr, company seeks time to repay creditors.
 Weeks after Cafe Coffee Day (CCD) founder-owner V.G. Siddhartha’s demise, the Coffee Day
Enterprises Ltd (CDEL) released a statement acknowledging the company’s current financial status.

 All obligations to the lenders will be honored, it added. Presently, the Coffee Day Group’s total debt
stands at Rs 4,970 crore – Rs 4,796 cr (secured loans) and Rs 174 cr (unsecured loans). The
enfranchisement of Global Village Tech Park (GVT) is already underway, reports said. An aggregate of
Rs 2,600 crore to 3,000 crores is being considered for the asset. Tanglin Developments Ltd, a subsidiary
of CDEL, holds GVT Park. After the divestment of Global Village, the Group expects to reduce the debt
position by Rs 2,400 crore from the total.
Cafe Coffee Day introduces tech-enabled, contactless experience.
 Café Coffee Day (CCD), India’s biggest café chain has reopened 60% of its cafes across the country and
has introduced a tech-enabled contactless experience to engage with customers. The cafe chain has
launched a new web-based platform, CCDOnline.in for all orders and delivery. The newly-launched
CCDOnline.in is an ordering platform that uses big data intelligence to understand the need of the
customer and optimize a personalized experience for them. Using this platform, customers can place
orders for dine-in and takeaways, for now. In the near future, they would be able to place home delivery
orders as well. The menu is available online. Special offers have also been included on the platform.
Customers can scan a QR code to or enter a unique table code to access this menu and place their orders.

 Talking about the re-opening strategy, CEO said, “We are restarting our store operations in a phased
manner with the highest standard of hygiene, safety and social distancing measures. We are strictly
following the policies as per government guidelines to reassure our customers. In addition, we have also
trained our staff members and partners to follow safety instructions such as regular use of sanitizers,
gloves and masks by the staff at the cafes and even at the backend. We are optimistic that with new
standards in place backed by contactless and technologically-advanced ordering method, we will see
more people returning to CCD."

Cafe Coffee Day launches new retail format

 Cafe Coffee Day (CCD), the cafe chain, has entered into a joint venture to launch a new format named
Coffee Day Essentials. The Essential stores will offer items ranging from confectionery to beverages.
This collaboration will provide a hangout space and a shopping hub for daily needs to CCD customers,
all under the same roof, as per a company release. With this format, Café Coffee Day hopes to add a
new customer base to its repertoire, thereby increase footfall to the outlet.

Cafe Coffee Day shuts 280 more outlets in April-June quarter

 Homegrown coffee chain Cafe Coffee Day (CCD)has closed down around 280 outlets in the first quarter
of the current fiscal year, citing profitability issues and likely future increase in expenses, a company
statement said. With these closures, the total count of its outlets stood at 1,480 as on June 30, 2020. Cafe
Coffee Day is a brand owned by Coffee Day Global, a step-down company of Coffee Day Enterprises
Ltd (CDEL). The coffee chain also reported a decline in average sales per day (ASPD) per cafe to Rs
15,445 during the April-June quarter from Rs 15,739 in the corresponding period of the last fiscal.
 However, the count of its vending machines went up to 59,115 units in Q1 FY20 from 49,397 in the
same quarter a year ago.
 CONCLUSION

It is evident from the analysis of this assignment that CCD applies almost all general principles as developed by
Henry Fayol and the various Management theories.
It pays high attention to its valued customers by providing high quality beverages at affordable prices in a
pleasant environment.
Employees are respected, valued, recognized and professionally groomed by rewarding various incentives in
different ways.
It meets all safety norms and respects the sentiments of the people and laws of the land.
CCD has achieved huge success and emerged as a pioneer in the beverage industry.
CCD has spread across the world in almost all the major cities of the globe.
It is essential for an organization to concentrate on its resources viz. people, environment and the theories of
organizational behaviour.
CCD did take several steps towards dealing the situation in the current pandemic situation even though it has
huge debts to pay off.

REFERENCES

1. www.cafecoffeeday.com
2. coffeeday.com
3. courses.lumenlearning.com
4. m.indiaaheadnews.com
5. www.managementstudyguide.com
6. www.business-standard.com
7. www.deccanherald.com
8. www.businessworld.in
9. www.hindustantimes.com
10. economictimes.indiatimes.com
11. indiancoffeeculture.com
12. www.capitalmarket.com

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