In fact i do see some common characteristics said

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"In fact, I do see some common characteristics," said Kumar "One, our businesses are volume-driven. Two, the sales are largely dealer-led. Three, our products cater to the mass market, and they are sold on the economy plank. So, what is the core proposition that binds them all ? Obviously, it is value-for-money. So, should our vision be built around this proposition ?" It's my sense that we should," Kohli said "Look at our market shares. In refrigerators, we have 1/5 th of the market; it's 23 percent in switchgears, and 17 percent in CTVs. Our market share in batteries is modest because it's a relatively new business for us. Of course, soaps and oils is a legacy business, which Guneen is trying hard to turn around". MS-11 4 P.T.O.
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I feel that connected to the issue of vision is also the question of strategy," Ratika noted. "It must make a fit with the vision." "I think this is what we should do", Kumar opined. "As a first step, do an in-house vision poll to find out what our people feel about it. We'll work on the strategy thereafter." It took Total about 2 months to finish the in-house poll. The results were revealing. There was a stark absence of vision awareness below the middle-management level. In fact, the clerical cadre was not even sure that Total had a vision. "This is scary, dad," Kumar had told his father the evening the poll results came in. "But do you think all our employees are capable of understanding the complexities of the business ?" his father had asked. "May be not, but they'll appreciate transparency. And if we keep our vision simple- not simplistic, though I don't see why they won't buy it". "I have my reservations, Abhi. Can we develop a meaningful, shareable vision for all our businesses ? How should the vision be put across, and how should we manage the mechanics of developing this vision without trivialising what we have toiled to build over the years, or scaring our employees away with too high a vision ?" Total Vision Pool 70 F 1 40 30 20 5 60 38 N 10 12 90 80 7 5 60 50 x. 95 85 80 70 50 90 82 80 65 40 92 85 78 164 45 N u) a) c cs• to > •- o co To c w -- 73 C Ti . > c- F- ZA > - 2 co cc = E 0 a t CD ttl 0- e3 .= c.) >, 70 es o_ ri Senior Managers Middle Managers Junior Managers F3 Staff Cadre Clerical Cadre 1 All the values are in % M S- 11 5 P.T. O.
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QUESTIONS : (a) What should be the basis of the vision statement of Total Industries: Value for money or anything else ? Explain clearly. (b) How can Total Industries develop a meaningful shareable vision for all its businesses ? (c) Is it possible for Total Industries to develop the vision statement through active employee involvement and participation ? If yes, outline the steps in a sequential way. (d) What are the dangers of building a vision statement through a bottom-up process ? MS-11 6
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