BSc Business Management: People & Performance at Crystal Travel

This case study examines Crystal Travel's approach to people and performance management, highlighting the importance of HRM in organizational development and goal attainment. It discusses various performance management techniques such as 360-degree feedback, balanced scorecards, performance appraisals, and KPI metrics, emphasizing their role in evaluating and enhancing employee performance. The report also underscores the significance of employee wellbeing in fostering motivation and enabling employees to work at their peak potential. Furthermore, it includes a PESTLE analysis of Crystal Travel, evaluating the political, economic, social, technological, legal, and environmental factors affecting the company's operations. The study concludes that a focus on both performance management and employee wellbeing is crucial for Crystal Travel to achieve its objectives and maintain a competitive advantage.

BSc (Hons) Business Management
BMP4006
People and Performance
Assessment 1
Case Study: Crystal Travel
Semester 2
Submitted by:
Name:
ID:
Contents
0

Introduction p3
What tools and techniques will help improve organisational
performance? P3
The role of employee wellbeing in improving motivation and
performance p5
Conclusion p6
References p6
Appendix: PESTLE Analysis of Crystal Travel p7
1

Introduction
People and performance plays vital role in Human Resource Management. This
element can be considered as a working environment in which employees are
motivated to do quality work (Mone and London, 2018). The core aim of HRM is to
enhance productivity of employees and of organisation. It is imperative for an
organisation to take initiative by which company can elevate its performance and can
gain competitive advantage. In order to attain organisational goals, people and
performance are crucial as they contribute in improvising overall competency of
company. Performance management relates to objective and goals whereas people
are associated with training as well as guidance to workforce. This project report is
based on Crystal Travel, a tour and travel agency operates in UK. It engages in
business of tour and travel to visitors all over the world and to local residents. It was
founded in 1987 and headquartered in London. It also offers tickets of more than 150
airlines along with accommodation facility, holiday package and many more. This
project report will cover various tools and technique which assist in improving
organisational performance and role of employee well-being in enhancing motivation.
What tools and techniques will help improve organisational
performance?
Employee are crucial to organisational success and performance management is the
key which makes them more productive within workplace. It is an ongoing process in
which manager and employees works together to plan along with reviewing of
employee’s performance. It is important for company to evaluate employee’s
performance and assess strength and weakness so that corrective measures can be
taken for further development. In addition to that, an effective performance
management system should be streamlined team with business objectives while
developing and supporting employees so as to enhance performance. There are
various tools and techniques by which Crystal Travel can opt and enhance
productivity of their workforce.

360 degree or peer feedback- It is one of the widely used performance
management technique used by many organisation in order to assess
employee performance (Kallio and et al., 2016). In relation to Crystal Travel, it
2

can take feedback from peers and from subordinates. The feedback can be
constructive or positive and provides individual with broad assessment of
individuals based on views of people around them. This process also
facilitates in growing as they can identify areas for improvement and takes
corrective action. It is often handled by team members but manger overseas
the reports and ensures that any claim or concern are need to be addressed.
This process helps in taking corrective measures and makes employees more
engaged towards work. Insights obtained from 360-degree feedback are
mainly used for employee training and for development.

KPI and metrics- This performance management tool helps in providing a way
to evaluate how well company, projects and tasks are performing in relation to
attainment of goals and objectives. In relation to Crystal Travel, it has different
departments which collaboratively carry out task and contributes in
accomplishment of target objectives. A well designed KPI should be crucial
navigational instrument which portrays clear picture of current levels as well
as presents where the business is and where it wants to be. It can help
company in knowing current position and what it wants to be in near future.

Performance appraisals- It is one of the most commonly used performance
management technique used by companies. If used effectively, it can be
powerful to streamline personal goals with strategic aims of establishment (De
Waal, 2017). In relation to Crystal Travel, company should make feel
appraisal is regular and fair and allows two-way conversation. If not, then
appraisal become only tick box exercise and may decline employee
performance.

Balance scorecard- These are considered as best known management
framework and popular over last 25 years. In this technique, Crystal Travel
should clarify strategy as well as communicate their business priorities with
their employees. By doing this, employees can be made aware about roles
and responsibilities they have to perform within organisation. Along with this,
company should monitor progress by measuring what extent priorities as well
as objectives being delivered.

Personal Development Plan- It can be considered as an action plan which is
based on reflection of employee’s performance and needs (Fleenor, Taylor
3

and Chappelow, 2020). It sets out goals for future performance along with
actions which will support personal development. It can often use in
identification of specific training and development needs and forms
development plans in order to meet those needs. It helps employees in setting
how they want to grow and what actions can be taken to achieve higher
growth. It facilitates employees in feeling more invested in business and know
what role they have to play.
The role of employee wellbeing in improving motivation and
performance
There are numerous benefits of employee well-being at workplace. A culture
of wellbeing within workplace facilitates in encouraging and supporting
employees so as practice healthy behavior. In relation to Crystal Travel, it has
positive working culture in which employee feels valued part of organisation
and works with peak potential in order to achieve personal and organisational
goals. Company encourage open and positive communication in which
employees are allowed to share thoughts and opinions in benefit of company.
In addition to that, company has introduced Employee Assistance Programme
and it is designed to enable company to help staff with any workplace or
personal issue. The working culture of company is foster and encourages in
maintaining healthy relationship with peers and with subordinates. It creates a
positive environment in which employees feel valued part of organisation.
Spending more time with workers, an individual sees them as a family
member rather than co-workers (Almatrooshi, Singh and Farouk, 2016).
Building bonds and friendship within workplace is vital for employees to
feel supported. There are numerous initiatives that company can take to
encourage workplace friendship. In context to Crystal Travel, it has buddy
programme for new employees and plans social events frequently to get
whole team together outside of work. For well-being of employees, company
also offers health benefits such as reimbursement of medical treatment and
accidental benefit. These facilities can be more accessible by providing well-
being benefits. There are some well-being benefits that company offers such
4

as cycle to work schemes, discounted gym membership fee and health
insurance.
Many employees are stressed due to financial issues and every single
day, they are struggling to earn livelihood. Education and knowledge can
make positive difference to financial well-being and workplace. Company
understands budgeting, childcare cost and pension helps employees in
dealing with such financial issues. With this, they can be made motivated
towards works and fully engaged in work.
Social well-being is a vital component in overall wellbeing and appreciated by
employer for employee’s efforts can be a huge factor. Crystal Travel has a
culture which focuses on recognizing good work along with placing positive
communication as priority within workplace. If the social well-being needs are
fulfilled, then employees can become more productive which eventually leads
to effective attainment of goals. Company has a reward and recognition
program in which employees are provided with financial and fringe benefits.
The culture of company encourages to recognize other rather than solely
depend on recognition from top authority. This platform also allows in setting
of friendly competition between various teams so as to enhance morale and
motivation. In addition to that, company also provides flexibility in work life
balance and rather than focusing on hours worked, company encourages on
completion of targets and results. It provides flexibility in work life balance and
keeps employees engaged in work. Well-being is important in employee’s life
and by providing flexibility, it shows that company trust them and creates a
sense of valuable part of company (Ramdhani, Prasetio and Alamsyah,
2021).
The workplace culture plays vital role in well-being of employees and
hugely influential on how employees feels day to day working operation.
Company has a foster working environment in which employees sees other as
family members and support in every aspect of task.
5

Conclusion
From the above project report, it was concluded that HRM plays vital role in overall
development of organisation and in attainment of objectives. It is important for
company to evaluate performance of employee so that corrective measure can be
taken so as to enhance performance. There are various performance management
techniques by which company can assess employee performance such as 360-
degree feedback, balance scorecard, performance appraisal and KPI metrics.
Adding to this, wellbeing of employees leads to motivation within workplace and
employees can work with peak potential towards achievement of goals.
6

References
Almatrooshi, B., Singh, S.K. and Farouk, S., 2016. Determinants of organizational
performance: a proposed framework.
International Journal of productivity and
performance management.
Dale, B.G., Dehe, B. and Bamford, D., 2016. Quality Management
Techniques.
Managing Quality 6e: An Essential Guide and Resource Gateway,
pp.215-267.
De Waal, A., 2017.
Strategic Performance Management: A managerial and
behavioral approach. Bloomsbury Publishing.
Fleenor, J.W., Taylor, S. and Chappelow, C., 2020.
Leveraging the impact of 360-
degree feedback. Berrett-Koehler Publishers, Incorporated.
Kallio and et al., 2016. Ethos at stake: Performance management and academic
work in universities.
Human Relations,
69(3), pp.685-709.
Mone, E.M. and London, M., 2018.
Employee engagement through effective
performance management: A practical guide for managers. Routledge.
Ramdhani, Y., Prasetio, R.T. and Alamsyah, D.P., 2021, October. Decision Support
System Application with Survey 360 Degree Feedback. In
2021 3rd International
Conference on Cybernetics and Intelligent System (ICORIS) (pp. 1-5). IEEE.
7

Appendix: PESTLE Analysis of Crystal Travel
There are various macro environment factor which needs to be taken into
consideration while framing strategic planning. It is important to assess various
external factors that may impact company’s functioning as well as its productivity.
PESTLE analysis is a framework by which company can evaluate external factors
that have potential to affect company’s operation. In relation to Crystal Travel,
PESTLE analysis is discussed below.

Political factors- This factor relates to various political intervention which may
affect company’s operation. This factor encompasses with levy tax, foreign
trade policy, trade tariffs and labor laws. Visitors from all over the world can
travel destinations of UK but there are various formalities regarding medial
and documentation verification. In order to make it more simplified for visitor,
company undertakes all responsibilities and provides hassle free travelling. It
provides various international trips and handles all formalities prior to booking.

Economic factors- This factor relates to nation’s economy. Pandemic has
affected tourism industry drastically and immediate after pandemic, people
are less spending on travelling. But after some time, it has been observed that
due to rising nation’s economy, people are spending more on travelling. There
are various individuals who have disposable income and can afford
international trips. In order to attract more customers, it offers low price
packages for middle class people who cannot afford lavishing travelling. This
approach attracted larger customer base and contributes in overall
development of nation.

Social factors- This factor encompasses with attitude, cultural aspect, growth,
taste and preference and gender. There are various people who seeks to
explore world and has been fascinated by unique cultural experience. This
helps crystal Travel to capture attention and makes influence to opt their
services. Social factor does not affect in negative manner and contributes in
overall development of country. People are allowed to go in other country and
explore new taste of culture.

Technological factor- Due to rapid advancement in technology, it affects cost,
quality and leads to innovation within business process. The transportation
system has evolved and links every destination. In addition to that, company
8

has its own website which is user-friendly and easy to operate. With this,
customer can opt package and pay online through different payment options.
It makes it convenient for customer to opt suitable package.

Legal factors- There are various laws and legislations formulated by UK
government and it is important to comply with or company may be penalized
for non-compliance. It has to follow all tourism regulation for smooth
functioning of business. Company have to verify all documentation prior to
offer package.

Environmental factors- This factor significantly affects tourism industry and
means of transportation creates pollution. In order to minimize negative
impact of pollution, it offers electric car and shuttle bus transportation system
which emits no or very less toxic gases. It also offers drinking water and
packed food in reusable plastic which does not harm environment. This
initiative positively affects company’s fame and helps in gaining competitive
edge within target market.
9