UNIVERSITI TEKNOLOGI MARA
KAMPUS PUNCAK ALAM
FACULTY OF ACCOUNTING
MGT 400- INTRODUCTION OF MANAGEMENT
TITLE: VIVY YUSOF AS A LEADER IN FASHION VALET AND THE DUCKGROUP
NUR DINAH MARDIAH BITI MAD NAZIR
NOR INTAN SHAMIMI ABDUL AZIZ
Date of Submission: 19 October 2018
Leader are very important position in the organization. Leadership is a process by which an executive can direct, guide and influence the behavior and work of others towards accomplishment of specific goals in a given situation. They must capable of understanding and predicting what will happen in the future
The leader that I admire most is Vivy Yusof or her full name Vivy Sofinas Yusof. Vivy Yusof`s position in her organisation is the co-founder and Chief Creative Officer and her organisation named is FashionValet and The duckGroup. Co-founder is a person involve in the invention of the entity meanwhile chief creative officer develop their brand and communicate with their audience. She runs Fashion Valet with his husband Fadzaruddin Anuar who holds the Chief Executive Officer position in the company. Both the founders got married in 2012, and they have three kids. Vivy is a blogger, fashion icon, influencer and an important person in Malaysian online business world. Vivy who was born in Kajang, Selangor and her currently age is 30 years old. She was a law graduate from London School of Economics and does not have a background in business and zero in the world of fashion but she loves fashion. She taking her living experience in England where she loves to shopping online. After she graduating university and returning to Malaysia, she realised that e-commerce was non-existent at Malaysia back in 2010. So she and her husband, started Fashion Valet (FV) in November 2010, a fashion, e-commerce site that brings homegrown, high-end designers closer to consumers.
From a RM100, 000 capital, 10 local designers and a staff of 20 she started her FV. After two years on the relatively new e-commerce scene, they participated and won MYEG Make The Pitch Season 2, a nationwide TV programme, in 2012. However now Vivy and has hundreds employees and more than 500 brands from Southeast Asia. FashionValet focus on the market in Malaysia, Indonesia, Brunei, Australia and the United Kingdom.
Other than FV, The duckGroup also under Vivy Yusof. This product growing in advance in the shortest time. From the scarves, they produce stationeries, home and living, cosmetics and the latest is bags.
2.0 ROLES OF MANAGERS
Henry Mintzberg did a careful study of five chief executives at work in the late 1960’s. He argued that there are ten primary roles or manner that can be used to categorize a manager’s different functions. The role is a relevant behavior and in line with the position held. He could categorise management work into ten roles, grouped into three categories which is interpersonal roles, informational roles and decisional roles.
2.1 Interpersonal Roles
Interpersonal roles appear directly from manager’s formal authority and status, and involve relationships with other people both in and out of the organisation. The tree interpersonal roles played by the manager are figurehead, leader, and liaison.
A manager has to perform some duties as a figurehead. They are the public face of the management team and represent the business in legal, economic, and social forums to those inside and outside of the organization and it depends on her position in the organizational structure. In the figurehead role the manager performs ceremonial duties like, participating in opening ceremonies and receiving a quality award. For example Vivy Yusof always attending the launching new brand in FV at their outlet. Vivy Yusof also one of the sponsor, mentors and judges in Astro programme Generasi Fashion ‘GenF’. She also receive a lot award like Bella Business Award 2013.
The second role in interpersonal roles is leader. Responsible for the motivation and activation of subordinates which is responsible for staffing, training and associated duties. Because leader are responsible for the success or failure of their organizational units or the organization overall. For Vivy Yusof as a leader, she always support her subordinate with appreciate all their work as simple as “good job” besides she guiding her subordinate. To increase productivity of FV employees, Vivy Yusof provides a very comfortable office atmosphere as we can see at Vivy Yusof vlog on YouTube. According to Keith Davis, “Leadership is the ability to persuade others to seek defined objectives enthusiastically. It is the human factor which binds a group together and motivates it towards goals.”
Finally, leaders serve as liaisons. That is, they coordinate the activities between individuals and work groups within the organisation and develop favourable relationships with outside constituents. Managers must communicate with internal and external contacts. Leader need to be able to network effectively on behalf of your organization. Vivy Yusof is a very easy to approach with anyone. She is very committed in her job, when she off day because she just gave birth to her third child but she still give comitment on job which is she comunicated with her employees using skype while meeting at office.
2.2 Informational Roles
All managers are required to perform informational roles. They have to collect information from organizations and institutions outside their own. Managers also play the role of distributors when they provide information to subordinates in the organization. Responsible for ensuring that the people with whom they work have sufficient information to do their jobs effectively. The tree informational roles played by the manager are monitor, disseminator and spokesperson.
As a monitor the manager gathers all internal and external information that is relevant to the organization. Manager also responsible for arranging, analysing and assessing this information so that he can easily identify problems and opportunities and identify changes. For example, vivy yusof always get information about acceptance or criticism about her product from customer from media social so she can plan something to upgrade her product quality.
Disseminator role under which the manager transmits and propagate special information into the organization by his work through reports and letters. This is where manager communicate potentially useful information to colleagues and team. For example, Vivy Yusof will inform the sales target to sales supervisor through memo for certain period.
Spokesperson is managers represent and speak for their organization. In this role manager responsible for transmitting information about organization such as corporate policies, performance and other relevant information and its goals to for external parties. For an instance when she started the business she won the first price which is got 1 million investment from investor from myEG Services Bhd on television programme, Make The Pitch. In this programme she and her husband which is her co-founder in FV present about their idea on FV to the judges that assessing their company’s ability to the next level.
2.3 Decisional roles
Managers are responsible for decision-making and they can do this in different ways at different levels. The leadership style is important in decision-making. Decisional roles include entrepreneur, disturbance handler, resource allocator and negotiator.
As an entrepreneur, serves as a pioneer, designer and encouragement to change and innovation. Vivy Yusof always have new creative idea to their company such as in The duckGroup she always produce a new product which is from scarves to stationeries, home and living and the latest is produce bags on The duckGroup brands.
Disturbance handler is the manager will always immediately respond to unexpected events and operational breakdowns to be resolve. For example, when someone not responsible has aggravate on her company that causing adverse effect on the sale of its product so Vivy Yusof will fix it with do a press conference.
In resource allocator, the manager controls and authorizes the use of organizational resources. For example, as a chief creative officer she organized the source of funding to each department because she able to develop suitable budgets for producing new product or project.
As a negotiator manager responsible for representing the organisation at major negotiations. For example, to produced product such as The duckGroup handbags, she as chief creative officer responsible to take part in and direct, crucial negotiations within FV employee.
3.0 Managerial skill
Managerial skills are what the manager uses to assist the organization in accomplishing its goals. Managerial skills are technical skills, human skills and conceptual skills.
Technical skills are knowledge of and ability in activities involving methods, processes, and procedures. Also help top management to formulate policies and objectives. For example, vivy yusof help the employee at warehouse packing the parcel to customer.
Human skills is the ability of working with people, individually and in a group. The ability to communicate with various groups of people or society. Managers with good human skills can create an environment where people feel secure and free to express the view.
Conceptual skills present knowledge or ability of a manager for more abstract thinking. That means can easily see the whole through analysis and diagnosis of different states. For example Vivy Yusof sets the company’s objective because she has a wider idea about company development.
3.0 Function of Management Can Help Leader Manage Their Organization Effectively.
The four function known as planning, organizing, leader and controlling. Planning is the process in which the leader set the goals to be achieved and decide the most right action to take at whole levels of the organization to arvhive their goals. With the planning of activities, the business can be implemented very smoothly. For example, Vivy Yusof has an objective of increasing sales for a certain period. She and her team do some brainstorming to mapping about the plan to up the selling such as do the collaboration with popular celebrity, or increasing advertisement in all platform which is media social or television platform. So to increase the sale they may follow that plan.
Organizing is the process by which leader arrange and spread organizational resources to carry out assigned tasks in order to achieve organizational objective. For example Vivy Yusof will provide direction to each department to do the work that can archive the goals.
Leadership is a leader try to influence the manner of employees so that they can do their task effectively and easily to achieve organizational goal. For example, Vivy Yusof will affecting her employees with do their work together and guide them to the right plans so that the objective will archive.
The lastly is controlling. Controlling is the leader supervise the current performance and takes corrective operation to ensure that the objective archive. For example, Vivy Yusof will make sure the quality material for each brands is under her control to avoid anything problem in future.
In conclusion, function of management are very helpful to leader in managing the company. A project can be run smoothly and constantly with a less mistake. So the organization objective can archive.
The Mind Tools Content Team (2018) Mintzberg’s Management Roles, MindTools https://www.mindtools.com/pages/article/management-roles.htm
Michelle Goh(2017) Things We Can Learn From Vivy Yusof, theAsianparent Malaysia
Qistina-Hajar-Emi(2016) Biography of Vivy Yusof, the Superwoman, What an Entrepreneur
David Boddy (2005) Henry Mintzberg- ten management roles Management An Introduction 2nd edition page 21 to 23