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www.gyaniversity.com208Managerial Processes-IIIt's tough to be the little guy, especially when one of the big guys becomes your direct competition. But at Hangers Cleaners, an offbeat image and good customer service helped them pull through when P&G opened an ecofriendly dry cleaner in the same town. Hangers differentiatedthrough van delivery service, funny t-shirts and hangers, as well as social networking. The company also spendstime connecting with the community by partnering with local businesses and charities. Instead of outpricingor out-spending P&G, Hangers embraced its personality and adopted a culture of excellent service that customers found value in. As a result, Hangers has experienced growth while other local dry cleaners have reported flat or declining revenues.1. What management practices did hangers Cleaners followed to face the competition?2. What characteristics of management do you see in the small Company?Exam Prediction: 44%Source: IGNOU TextbookAnswer 1:Hangers Cleaners adopted a differentiation and customerfocused strategy to face competition. Instead of entering a pricing or cost-cutting battle, they emphasized unique service attributes such as van delivery, humorous t-shirts and hangers, and an engaging social media presence. They built strong community ties by connecting with local businesses and charities, enhancing local support and customer loyalty. By embracing their distinctive personality and prioritizing excellent customer service, they established a brand identity that resonated with clients, allowing them to grow even when competitors like P&G entered the market.Answer 2:Characteristics of management:The small company demonstrates flexibility and adaptability by finding innovative service solutions rather than competing solely on price or scale. It shows strongcustomer orientation, prioritizing personal touches and community engagement to meet customer needs. The firm%u2019s unique branding, creativity, and willingness to take risks reflect entrepreneurial leadership qualities. Its strategic focus on building relationships and community partnerships reflects a participative and empowering management style that values employees and local stakeholders.Ms. Renu graduatedwith a degree in foreign languages. As the child of a military family, she had visited many parts of the world and had travelled extensively in Europe. Despite these broadening experiences, she had never given much thought to a career until her recent divorce. Needing to provide her own income, Ms. Renu began to look for work. After an intensebut unsuccessful search for a job related to her foreign language degree, she began to evaluate her other skills. She had