Masters Degree in Business Management

Course: No.03

(Organizational Behaviour MBM 15)

INDIVIDUAL ASSINGMENT

(Madhuwanthi Upekha Tennakoon)

(MBM/3/B2/83)

(30/04/2016)

INSTITUTE OF HUMAN RESOURCE ADVANCEMENT

UNIVERSITY OF COLOMBO

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Organization Profile

Name of the Company and Address of the Location.

WNS Global Service (Pvt) Ltd.,

Orion City IT,

Anton Building,1st Floor,

No752, Dr Danister De Silva Mawatha,

Colombo 09

Listed or Unlisted Company

WNS Global Service (Pvt) Ltd., is not currently listed in any stock exchange.

Medium or Large Scale Company/Industry.

WNS Global Service (Pvt) Ltd., is a large scale company.

The total Number of Employees

The company is employing over 850 staff members.

Vision, Mission and Objectives of the Organization

Vision

One WNS. One Goal – Outperform

Mission

We enable our clients to outperform with our passion for services and innovation

Objectives

The objectives of the company is replaced by the circle of values.

Circle of Values

Client First

Places client at the core of everything we do

Integrity

Be ethical, honest and committed in all actions

Respect

Be sensitive to individual differences and treat everyone with dignity

Collaboration

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Always keep the spirit of "One WNS" in everything we do

Learning

Learn from our experiences, share knowledge & best practices to create innovative

solutions

Excellence

Strive for excellence and aspire to outperform at every stage

Nature of the business

WNS Global Services (Pvt.,) Ltd is a Business Process Outsourcing Company.

Identify the Direct and Indirect Environmental Factors Which are

Related to WNS Global Service (Pvt) Ltd., and How These Factors

Influence the Business Activities of the Company.

PESTEL Analysis

Political

High corruption among government officials

The political stability in Sri Lanka may not be conducive to conduct business in Sri

Lanka. The policies tend to change when government changes.

No threat from terrorism as the 30 year civil war was ended in terrorism

The foreign policy of Sri Lanka is based on the following principle:

"friendly towards all and enmity towards none based on the principles of non-

aligned foreign policy, without taking sides of any major power block” Source:

https://www.colombotelegraph.com/index.php/foreign-policy-in-sri-lanka-is-it-

effective-productive/)

Sri Lanka being a member of organizations such as UN, SAARC etc

As per SLASSCOM (Sri Lanka Association of Software and Service Companies) which

is he governing body for IT/BPM Industry in Sri Lanka the vision of the Sri Lankan

Government for the IT/BPO industry is stated below:

The vision of the Sri Lankan Government is for the ITO/BPO industry is to become

the top revenue earner for the country by 2016, with a target of US$1bn in export

revenue and direct employment to increase to 100,000 and indirect to 150,000.

Earnings from this sector is expected to reach 1Billion US$ in 2015.

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Economic

The ICT/BPO industry posted revenues of US$ 310 million in 2010/2011 becoming Sri

Lanka’s 6th largest export earner.

Exports from this sector rose by 47% from US$ 210 million in 2009/2010

In 2013, export revenue from this sector reached to an estimated $ 719Mn, employing

80,000 with 220 firms engaged in it.

The IT and BPO export revenue grew 182% from $ 213 million in 2007 to $ 600

million in 2013 to be among the top five export industries in Sri Lanka.

Employment opportunities grew from 33,000 in 2007 to an estimated 67,000 employees

in 2013 which is a 100% growth and the number of companies in the industry grew

from 170 in 2007 to over 300 in 2013

Earnings from this sector is expected to reach 1Billion US$ in 2015

IT/BPO industry is expected to be the leading foreign exchange earner by 2022”

No restrictions have been imposed on repatriation of earnings

Social

Sri Lankans are highly productive, creative and highly skilled in adapting in to

different environments

The neutral accent of Sri Lankans when conversing in English

English is the primary language which is used by the business community

Educated work force:

◦ High literacy rate of 92%

◦ The talent pool for specific skills:

E.g: Largest pool of UK qualified accountants outside of UK. 50,00 new accountants are

produced per annum

Sri Lanka’s 40,000 IT/ITES strong workforce is growing at a rate of 30% per annum

50% of the students who have completed their higher education are qualified in technical and

business disciplines

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Sri Lanka produces 30,000 graduates per annum, many of whom have international exposure

Sri Lanka enjoys a low attrition rate compared to other offshore destinations, at 6.6%

Technological

A shift from the general purpose rates for electricity to industrial tariff rates is required

for the IT and BPO industry

Exempt this industry exempt it from the telecommunications levy.

Sri Lanka is slow to absorbing new technological trends

Lack of implementing Green ICT Solutions

Legal

Sri Lankan law is based on the English law. Although the business environment is

conducive for foreign investors to investors in Sri Lanka, the documentation and

procedural activities can be cumbersome when setting up businesses in Sri Lanka.

SWOT Analysis

Strengths

Highly skilled, English-speaking workforce

Educated work force:

High literacy rate of 92%

The talent pool for specific skills:

E.g: Largest pool of UK qualified accountants outside of UK. 50,00 new accountants are

produced per annum

Abundant manpower

Sri Lanka’s 40,000 IT/ITES strong workforce is growing at a rate of 30% per annum

50% of the students who have completed their higher education are qualified in technical and

business disciplines

Sri Lanka produces 30,000 graduates per annum, many of whom have international exposure

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Sri Lanka enjoys a low attrition rate compared to other offshore destinations, at 6.6%

Lower labour cost as compared to our western counterparts

E.g: A salary for a software engineer in Sri Lanka is USD 300-650 per month while an

employer in the US is required to pay approximately 6555 USD per month

Dedicated workforce aiming at making a long-term career

It is a norm in Sri Lanka for the youth to the workforce soon after completing

their G.C.E Advanced Level examination.

Majority of the students follow short diploma’s and certification programs

which allows them to gain entrance to the workforce early.

The work- study approach allows people to work and study at the same time

which results in low entry level wages compared to the traditional practices of

hiring graduates without compromising on competence.

Time Advantage – Centrally located to West & East

Conducive business environment

Investor friendly policies with booming economy – Tax concessions, BOI.

Tax holidays vary from 5-12 years. A concessionary rate of income tax of 15%

(up to a maximum of 20 years) is also extended after the tax holiday period.

No restrictions have been imposed on repatriation of earnings

Weaknesses

The talent shortage where demand is greater than the supply

Cumbersome documentation and procedural activities

The high electricity tariff in Sri Lanka

The IT/BPO/KPO Industry is not categorized as an Industry for electricity tariff

purposes in Sri Lanka

Obscurity of the country as an IT/BPO destination

The negative perception that were built over the years due to the war

Although Sri Lankan labour is cheaper as compared to European countries it is not cost

competitive as India

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Opportunities

Sri Lanka branded as a quality outsourcing destination.

The following companies have stated the following:

IBM Global Location Trends Report 2010 states the following:

Sri Lanka is another Asian country that has succeeded in positioning itself as an

alternative to India.

Global Services Destinations Compendium 2010

Sri Lankan’s geographical location, infrastructural facilities, direct access to the

Indian market, high quality standards of the workforce, open economy and various free

trade agreements make it an attractive outsourcing destination.

ATKearney report

“Thanks to the proximity to India, similar costs and talent profile, lower levels of wage

attrition, superior business environment and infrastructure, many companies are

viewing Sri Lanka as a natural complement to their operations in India – allowing

expansion in a less overheated environment while diversifying country risk".

Threats

Stiff competition from countries such as India, China, Philippines

Threat from new entrants such as Vietnam and Cambodia.

Porters 5 Force Analysis Industry Rivalry

Stiff competition from countries such as India, China, Philippines

Bargaining Power of Suppliers

Difficult to achieve quality and culture match of the business partners.

Threat of New Entrants

Threat from new entrants such as Vietnam and Cambodia.

Threat of Substitutes

IT enabled processes and internet applications that reduce the manual work

Bargaining Power of Buyers

The buyers of services are medium and large mature financial service companies in

developed countries. Therefore, bargaining power of the buyers are high.

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Describe your Immediate Superior Personality Characteristics and

Comment to what Extent His Personality Characteristics are Tallying

with His Job Nature.

Personality traits are enduring characteristics that determine individual behaviour.

Below are the personality traits that are applicable to my immediate supervisor, Mr Romesh De

Silva who is the GM/VP Operations in WNS Global Services (Pvt) Ltd.,

Extraversion

He is assertive and sociable

Agreeableness

He is cooperative, warm, and trusting

Conscientiousness

Is responsible, organized, dependable, and persistent

Emotional stability

My immediate superior has a positive emotional stability as he is always calm no matter

how pressurized he is, exudes self-confident and secure.

Openness to experience

My immediate superior is open to experience as he always consults his subordinates for

novel and creative ideas in running the day to day operations

Self Monitoring

Romesh is an individual who has a high in self-monitoring as he has demonstrated

adaptability in changing their behaviors to be in line with to external situational factors.

He is very sensitive to external cues and behave differently in different situations.

E.g: The way he behaves in office is completely different to a party.

Proactive Personality

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Mr Romesh De Silva is known to have a proactive personality who has the knack of

identifying opportunities, showing initiative and take action before it is too late. He is

known to create a positive environment despite the obstacles and constraints he faces on

the day to day operations. He is s a very helpful individual as he also spends a lot of

time engaging with his staff building more relationships with them. Romesh is also

known to be fearless person who is not afraid to voice their displeasure when things do

not work according the way he wants.

All of the above characteristics are essential and does tally with his job role. Almost all

successful CEOs or of people at the similar levels are known to have demonstrated the above

personality traits which has led them to their high job performance and successful careers.

Describe How WNS Global Service (Pvt) Ltd., Determines the Motivators

and Indicate the Types of Motivators Which is Practiced Within the

Organization.

The factors that determine the motivators in WNS are given below:

The leadership style

The reward system

The organizational climate

The structure of work

The types of motivators practiced in the organization are given below:

Intrinsic

Opportunities to solve multifaceted problems.

Being recognized by the WNS management, business partners and clients for doing a

good job

The annual increments and the bonuses that are available to the staff

Extrinsic

Potential for growth within the company

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Having a flexible work schedule

Work at WNS Global Service Pvt Ltd., are on a shift basis. (12.30 pm - 9.30 pm for UK

processes & 5.30 pm - 2.30 am for US processes)

Excellent Benefits

Dinner and transport are provided for staff members who are employed in both shifts.

The staff canteen that is available to staff

Nescafe and Nestea machines that are available to staff to have tea or coffee as and when

they require.

Organized activities

E.g: Annual Basketball Tournament, Annual Beach Rugby Tournament, Halloween

Competition

Identify and Describe that Existing Types of Informal Groups in WNS

Global Service (Pvt) Ltd.,

Birthday Committees that exist within departments

The committee that organize the annual beach rugby tournament

The committee that organize the annual basketball tournament

The committee that organize the annual dinner dance

Food Committee

Sports Committee

Identify and Comment the Leadership Styles of Your Superior.

Types of leadership styles are given below:

Autocratic leadership

Bureaucratic Leadership

The Coaching Style

Cross-Cultural Leadership

Emergent Leadership

The Leader Exchange Style

The Laissez Faire Leadership Style

Situational Leadership

Strategic Leadership

Team Leadership

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Facilitative Leadership

Influence Leadership Styles

The Participative Leadership Style

The Servant Leadership Style

The Transformational Leadership Style

The Charismatic Style

The Visionary Leadership Style

Transactional Leadership

Level 5 Leadership

Primal Leadership Style

Out of the above leadership qualities, the following are the qualities that are applicable to my

immediate supervisor.

The Coaching Style

My immediate supervisor has the ability to teach and train their subordinates and groom

them to improve their knowledge and skill.

He also seeks the inputs of his subordinates and suggestions and his communication

style is two way.

The Charismatic Style

My immediate supervisor has the charm and the grace and has created a lot of followers

He always pays attention to the person they are talking to making him/her important

He is a meticulous person who pays a great deal of attention to detail in the external

environment.

He has the ability to pick up the moods of individuals and adapt to their actions and

words to suit different situations.

The Participative Leadership Style

My immediate supervisor involves his subordinates with the decision making process.

Through this process, he empowers employees to use their creativity to develop the

business process in order to make it more productive for smooth operations.

The Facilitative Leadership Style

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My immediate supervisor also has the facilitative leadership style where:

He involves in building rapport which establishes credibility to enable

his subordinates and team members contribute with no difficulty.

Effectively communicating verbally and non-verbally

Demonstrates active listening

Questioning techniques – Uses powerful and effective questions in order

to get people to think differently and evoke the thought process of the

team members.

Describe the Organizational Culture of WNS Global Service (Pvt) Ltd.,

The following are the 7 characteristics of organizational culture.

Innovative

Aggressive

Outcome Oriented

Stable

People Oriented

Team Oriented

Detail Oriented

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Except for the innovation factor, all the other six characteristics are visible in WNS Global

Service (Pvt) Ltd., In addition to that it is also known for a youth culture has a very good career

opportunities for the staff. The clients staff handles are overeases clients which gives them a

good exposure and a valuable learning and development opportunity as well. WNS Global

Service (Pvt) Ltd., stable and a people oriented company, where the people are the centre of the

organization. The work life balance is given priority and the people are given the opportunity

exercise their creative judgment when it comes to making decisions. It is also has a stable

atmosphere and is concerned about the quality of the outcome. There are many team bonding

activities like sporting events, Halloween events and secret Santa event during Christmas to

increase team bonding. As the company deals with overseas clients, the company is very much

detail oriented to ensure the deliverables are up to the quality standards defined by the

company.

The culture often energizes employees and they have a say in the organizations decision

making process and workplace efficiency. Employee feedback and ideas are encouraged and

there is a feedback box known as "Ask Dushan" where employees are encouraged to voice their

concerns and ask any questions relating to the company from the CEO. Appointed

representatives from different teams are appointed to the food committed and employees are

encouraged to raise any concerns related to food that they might have. Since the management

has encouraged employee feedback and ideas, they have developed a better understanding of

WNS staff and taken necessary steps to improve workplace conditions and constantly benefit

from fresh ideas and suggestions for improvements.