AIMS and Effective Organization Structure: HRM and Marketing

This report examines the aims of Human Resource Management (HRM) and Marketing within an organization, specifically using Home Funds as a case study. It delves into the key objectives of HRM, including defining organizational structure, coordinating departments, imparting employee satisfaction, adhering to ethical models, meeting diverse employee needs, implementing reward management, selecting skilled candidates, providing training, and offering employee orientation. The report then explores the aims of marketing, such as increasing sales, building brand awareness, gaining market share, launching new products, enhancing customer relationships, targeting new customers, and entering new markets, as well as improving shareholder relations. Furthermore, the report discusses the significance of an effective organizational structure in contributing to an organization's success, emphasizing the importance of simplicity and flexibility. The analysis highlights how a well-structured organization supports the achievement of objectives, and how it satisfies customer needs. The report offers a comprehensive overview of how both HRM and marketing strategies, combined with a sound organizational structure, contribute to the overall success of a business in the competitive market.

AIMS AND EFFECTIVE
ORGANIZATION
STRUCTURE

Table of Contents
Task 1..........................................................................................................................................................3
Task 2..........................................................................................................................................................7

INTRODUCTION
Objectives of organization are important part of it as makes it vibrant and effective. Aims
should be clearly stated by organization. It should not be made just merely else should have
complete transparency and clarity in it. Organization must be able to figure out its aims as to why
it should start and run a business (Zheng, Yang, and McLean, 2010). Consumers are a vital part
of it. They decide as to what quality of product, they need to purchase according to their needs
and organization should fulfill to gain competitive advantage. This report deals with Home
Funds company who fulfills all desires of consumers in order to gain competency over its rivals.
This report also deals about effective organization structure which is necessary for assigning
work according to the skills, knowledge of the employees so that each on them can make his
duty and responsibilities effectively and are accountable to his superior. All these leads to
efficiency in organization.
Task 1.
Discuss the key aims of Human Resource Management
Human Resource Management is an important aspect of an organization. It should be
analyzed properly so that good and efficient employees be selected together and accomplish the
tasks. It is a vital element in an organization. The key aim with regard to company Home funds
which requires that it should continue to grow in market in increasing ratio considers following
points, they are as follows:
1. Define organization structure-
Human resource management is an essential part of organization as it completely depends
on its employees to achieve those set targets which are framed by firm in their long run. It

has to benefit the organization by outlining clearly defined aims and achieving them.
Apart from setting aims, it has key ability to describe problems to be taken care of and
governs rules and urgencies. It inculcates organization efficacy by hiring efficient people.
They are imparted training and employed effectively according to their skills and ability.
It should also develop the service that organization provides to society through
structuring employee confidence in a positive direction which also develops individual
performance and in turn helps firm’s goals to get accomplished.
2. Coordinating organization departments-
Human resource is responsible for cordial relations between different departments so that
each of it can produce desired results in effectual manner. The human resource
department aim at making effective use of workforce through proper direction of the
organization sectors. (Purce, 2014) This includes refining the conditions for successful
outcomes, by making appropriate decisions. These decisions include planning,
recruitment, evaluating selected employees, rewarding for good work, training and
development that are reliable for business strategy.
3. Imparting employee satisfaction-
Employee satisfaction is a must for retaining efficient employees so that firm never lose
those employees. In the present company which is Home Funds is a market leader who is
food distributor and wholesaler, will eventually retains his employees so that they
produce better results. In the organization, every employee needs should be catered and
no one lacks efficiency to work in a manner which might lead to wastage of resources.
The human resource policies, aims should be cohesive with organization goals. The goals
of employees and organization should be aligned so that both achieve maximum
efficiency.
4. Following ethical model-
It is the responsibility of human resource department to ensure that legal, ethical, social,
environmental issues are suitably dealt with. It must ensure that human resources are
coped with their requirements and are fulfilled. It must undertake social responsibility. It
must try to enhance organization’s competitive advantage through social strategies, by
pitching in ethically to the necessities and challenges prevailing in the society.
5. Meet diverse needs-
Organization should meet diverse needs of its hard working employees. Every employee
in the firm has different needs apart from monetary benefit. It includes healthy
atmosphere to work on, cordial relations between team members, good superior
subordinate relationship, equality between all employees. All these needs should be

carried out by organization. Organization like Home funds does not find it difficult to
work upon as it has dignity in the world market.
6. Reward management-
Reward management is vital part of organization because when employee does work, he
should be rewarded. This reward may be monetary or non-monetary depends upon firms.
This highly motivates the employees and he work far better than earlier and it also
motivates other employees who in turn also work hard to attain rewards. This benefits the
organization in whole and also its employees gain maximum efficiency.
7. Selecting skilled candidate-
Human resource management hires only those candidates as their part of the organization
which possess that quality which makes him different from other. This is done by
management personnel who hire the employee from intellectual test and also tests their
various skills. These ensures right selection and recruitment is attained and organization’s
goals are met as resources are limited and very vital for it.
8. Imparting training-
Hired employees are imparted and provided training under his mentor. They are trained
through vocational training, apprentice ship and other forms of it. Training is required to
employee so that his capacity to work is increased in such way as it provides his
individual development as well as organization objectives are achieved to full extent.
9. Providing employee orientation-
New employee who are recruited in the firm are informed about the information and tools
required to complete his job successfully. It includes presentations on company history
and strategic objectives, organization framework and job related specific policies and
procedures which needs to be followed. By providing instructions on how to complete
operational tasks such as sending emails, setting up and attending meetings or submitting
status reports. This overview information allows new employees to minimize the time it
takes to function them effectively.
Discuss key aims of Marketing in an organization
Marketing aims must clearly promote the idea that the organization has the right product
at the right price, at the same time at the right place and is using the kind of promotions. The aim
of company’s marketing program should be to help consumers gain an appreciation of the
products company is offering to them. The success of marketing program is quantified by sales
revenues. Before marketing, marketing plan should be properly framed. The marketing plan will
describe an identify the market segment firm is planning to reach out to. It will also highlight

how to overcome the competitors, internal and external threats and profit level planned to
achieve with full optimization of resources. The different aims are as follows:
1. To increase sales-
The main objective of marketing is to increase sales because company want to sell its
products to its customers so that they may earn profits. Sales are increased by many
factors. It involves marketing department to reach to millions of consumers with
reference to mails to consumers. They make sure that campaigns also provide wide
publicity to main customers. Marketing is vital part so that consumers are informed about
the products which company is about to launch in the market. It creates awareness of the
products and in turn increase and maximize sales and achieve organization’s objectives.
2. Build brand awareness-
Marketing builds brand awareness of the company’s products in a positive way which
increase its sales and organization is purely blessed with more of its customers. Brand
awareness is important to Home Funds firm also because it has competitors in the market.
In order to maximize its sales, it develops food distribution chain in such manner which
makes it out to retailers as it is a wholesaler in the sector. Brand awareness is important
as it differentiates firm’s products from competitors one. (Lee, Hsiao, and Yang, 2010)
Awareness is required so that consumers are not driven to other brands and as such brand
image is very important and builds organization reputation in front of the consumers.
3. Gaining market share-
Market share is very much essential to firm in order to compete in this cut throat
competition. Gaining market is done so that consumers builds trust in favor of the
company which in return gives firm a bright and a diverse market which makes easier
delivery of goods. (Pike, 2012) Market is widely divided and proper marketing channels
should be made so that commodities can be sold by firm in great quantities and it
achieves and carry out the organization objectives and aims in a positive and favorable
manner. It makes good source of revenue.
4. Launch new products-
To launch new products and to diversify the company in positive way, marketing is
needed. Marketing is essential to launch new commodities of the same company to its
customers. This ensures that new products will require a different and complex tactics to
make consumers to think and purchase. Marketing has the key role to maximize its new
products and to minimize its expenses. This, however is a tough task. When a company is
market leader and a good player doesn’t mean its new products will also flourish. This is
an important aspect as new products will not be sold by existing products marketing.
Marketing department will have to frame new marketing to sell out its new products.

5. Enhance customer relationships-
Customer relationship is vital to the company. Customers are the only reason a firm aim
to open a business. Customers are able to informed by the company about particular
product. Company like Home funds also makes ensure that its customers are getting
quality type of services. (Moosmayer, and Fuljahn, 2010) These services are performed at
the time of purchase and after the purchase also. It automatically enhances customer’s
loyalty and trust towards the brand.
6. Target new customers-
Marketing performs not only regarding consumers to purchase the products but also
targeting new customers. Customers are increased by such way as marketing department
undertakes different channels to achieve them in big numbers. Apart from it, new
customers should also be targeted by company. This is done by dividing the customers in
homogenous and similar markets by which it can reach to it consumers and can target
new ones also that are driven by other brands. This eventually makes company sound
enough and increases its customer base and maximize the sales of it.
7. Enter new markets-
Firm should also make an effort to increase its markets and evolve new one in the
different regions. Markets are exposed by marketing department which travel round the
regions that might help them to set up their markets and sales can also be done in that
market and customers are propelled consecutively.
8. Improve shareholder’s relations-
Shareholders are an important part of the organization as they only provide capital and
initial subscribed shares. Money required to expand different markets and expanding
market base and maximizing revenue are main ingredient provided by them. As such,
dividends should be provided in total equality to all them.
Task 2.
Effective organization structure contributes to success of organization
Good organization structure is important for an organization to flourish so that it can
achieve its objectives and at the same time leads to satisfy large quantum of consumers. The
following points explains why organization structure contributes success to it, they are:

1. Simplicity-
An organization should be basically be kept simple. It makes sure that the framework to
be achieved by workers should be simplest in nature that will not lead to duplication of
work. It should make emphasis on economical and effective means of accomplishing
tasks of the enterprise and in turn increases sales of the firm. This will ensure economy of
effort, minimize overall efforts, minimize overhead costs. It will reduce all possible
difficulties that may arise out of poor communication of complex task. Every member
should be made clear about his task. Too many communication channels, committees
often lead to more problems than solving them.
2. Flexibility-
Organizer should make structure not for today but also future. It should be flexible so that
in event of any alterations in near contingencies, it can be changed. It must be maintained
in organization over period of time. (Kotler, Kartajaya and Setiawan, 2010) As the
organization undertakes its continuity in uncontrollable factors, changes should be made
in organization structure. There is a need for incorporating changes. Hence, organization
structure should be adapting to changes and this is possible only due to its flexibility and
continuity only.
3. Clarity in line of authority-
Whether any form of organization structure is adopted, it should have a clear line of
authority from top to bottom directions. It implies that one should have complete
knowledge as to which work he she should be doing in that sphere so that efficiency can
be maintained at official level. The failure to clarify the line of authority results into
inefficiency and frictions which an organization like Home funds cannot do such mistake
that will result in minimizing its returns.
4. Superior subordinate relationship-
Work is divided by superior to his subordinates so that work can be achieved in effectual
manner and no wastage of resources is met by company. The relationship must be such
that it nothing deteriorates the goals of the organization but in contrary leads to efficiency
in increasing revenue and profits. (Bennett, and Segerberg, 2012) The equality be made
by superior to his subordinate so that he may get feeling of cohesiveness in the
organization and leads to good atmosphere to gain objectives of organization in totality.
5. Proper delegation-
Delegation of authority means that managers have authority to take certain important
decisions which will make work accomplish in organized way and in efficient way. If any
failure occurs in delegation, managers should take an initiative to resolve it. Problems
may have related to bottle necks, delay in implementation, more pressure on top
managers to take decisions etc.

6. Provision for top management-
The shareholders are generally indifferent to day to day affairs of the company. Similarly,
members of board of directors also do not meet each other on regular basis. Therefore, a
link should be provided between regular team management and that of shareholders and
members of board of directors. (Bratton, and Gold, 2012) The organization should clearly
specify as to which how these top management groups will participate in the management
of the company and exercise control over its functioning. This will make clarity in
provisioning of top management.
CONCLUSION
Hereby, it can be concluded that organization should be able to define and express its
aims and objectives in effectual manner so that it may lead to efficiency. Nevertheless, it should
also make contribution to employees’ welfare and motivates them in a positive way which will
enhance and will become more productive in their work. Home funds company who is rapidly
growing food distributor and wholesale company manages his work efficiently and it aims are
clear in totality. The organization should be able to make effective organization structure which
will provide transparency to it in accomplishing the set targets in effectual manner. It should
make an clear unity of command an direction so that work can be done effectively by its
employees. The employees will be able to gain more of the skills, knowledge and organization
will gain more revenue to full extent. Resources will be fully optimized.
REFERENCES
BOOKS & JOURNALS
Lee, M. S., Hsiao, H. D. and Yang, M. F., 2010. The study of the relationships among
experiential marketing, service quality, customer satisfaction and customer loyalty. International
Journal of Organizational Innovation. 3(2). p.352.
Pike, S., 2012. Destination marketing. Routledge.
Moosmayer, D. C. and Fuljahn, A., 2010. Consumer perceptions of cause related marketing
campaigns. Journal of Consumer Marketing. 27(6). pp.543-549.
Kotler, P., Kartajaya, H. and Setiawan, I., 2010. Marketing 3.0: From products to customers to
the human spirit. John Wiley & Sons.
Bratton, J. and Gold, J., 2012. Human resource management: theory and practice. Palgrave
Macmillan.

Purce, J., 2014. The impact of corporate strategy on human resource management. New
Perspectives on Human Resource Management (Routledge Revivals). 67.
Zheng, W., Yang, B. and McLean, G. N., 2010. Linking organizational culture, structure,
strategy, and organizational effectiveness: Mediating role of knowledge management. Journal of
Business research, 63(7). pp.763-771.
West, M. A., 2012. Effective teamwork: Practical lessons from organizational research. John Wiley &
Sons.
Bennett, W. L. and Segerberg, A., 2012. The logic of connective action: Digital media and the
personalization of contentious politics. Information, Communication & Society. 15(5). pp.739-
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