Employee Training & Development of Evaly: HRM 340, Fall 2020 Report

This report, prepared by Team Paladins for HRM 340 at North South University, examines the employee training and development needs of Evaly, a prominent e-commerce platform in Bangladesh. The report begins with an introduction to Evaly and the methodology used, primarily secondary research due to COVID-19 restrictions. It identifies key training needs through organizational, task, and person analysis, focusing on issues like poor delivery systems, customer dissatisfaction, and ethical concerns. The report outlines a comprehensive training strategy, including needs assessment, SWOT analysis, learning objectives, and stakeholder management. It proposes interventions addressing logistics, payment systems, after-sales service, technology, and ethical conduct. The evaluation strategy and methods to control for threats to validity are also discussed. The report concludes with findings, recommendations, and a call to action for Evaly to improve its brand image and customer satisfaction through effective employee training and development.

Employee Training & Development of Evaly
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Employee Training &
Development of
Evaly
H R M 3 4 0. 2
F A L L 2 0 2 0
PREPARED BY
TEAM PALADINS

Employee Training & Development of Evaly
Group Report
HRM 340 | Section 2 | Fall 2020
SUBMITTED TO
Shafquat Rafiul Alam [SQT]
Full-Time Faculty
Lecturer
Department of Management
School of Business and Economics (SBE)
North South University
SUBMITTED BY
Team Paladins
Name of Members ID
Mahmuda Afrin Nishu 1811902630
Afsana Mim Joty 1813389030
MD. Mohsihur Rahman 1813269630
Mehnaz Rashid Nosheen 1812174630
Sumaiya Tabassum 1813607630
Fahmina Sharmin Meem 1812645030
Sajia Binte Jamal Ria 1811551630
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Employee Training & Development of Evaly
Letter of Transmittal
January 12, 2021
Shafquat Rafiul Alam (Sqt)
Full-Time Faculty
Department of Management
North South University
Bashundhara, R/A, Dhaka-1229
Subject: Submission of HRM340 Report on the Training and
Development of Evaly.
Dear Sir,
It is indeed a great pleasure to allow us to hand over the project
work on the employee training and development of Evaly. We
sincerely thank you for your extraordinary mentorship and proper
guidance throughout the course. This report is the outcome of
knowledge that has been gained from the course HRM340. This
report has been formulated as per the information and instructions
you provided in the project outline and class. We are hopeful that
we have managed to fulfill the requirements that you have provided
us.
We have given our best effort to make this project worthy of your
appreciation and we hope you will find it adequately informative. We
hope you will appreciate our hard work and excuse the minor errors.
Thanking you for your cordial cooperation.
Yours sincerely,
Team Paladins.
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Employee Training & Development of Evaly
Executive summary
Evaly is recently one of the biggest online marketplaces where
people can easily find their desired products. It has provided varied
business opportunities for small and medium enterprises to leverage
innovative technology to view more expeditiously domestically and
worldwide. This report does not attempt to describe Evaly as a
perfect business; rather, it discusses the training needs, problems,
training strategies, training program, evaluation and ethics, and
some important issues that were carried out by Evaly to achieve
success in this complex world of online trading. This report
mentioned what training needs, training strategies, how to train the
employees, who will train them, how the evaluation program will
follow, and some suggestions. Moreover, we analyze a few key
factors of Evaly's problems, such as its specific marketing
strategies, various challenges, poor logistics, poor customer
satisfaction, and ethical issues. Lastly, it is mentioned in the report's
findings and recommendations for these problems.
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Employee Training & Development of Evaly
Content
s
1.0 Introduction.................................................................................6
2.0 Methodology................................................................................6
3.0 Introduction to Organization and Training & Development Need 6
3.1 Training & Development Need.................................................7
4.0 The Training Strategy..................................................................8
4.1 Purpose.....................................................................................9
4.2 Aims..........................................................................................9
4.3 Objectives.................................................................................9
4.4 Managing stakeholders.............................................................9
5.0 The Training Intervention..........................................................10
5.1 Design....................................................................................10
5.2 Delivery..................................................................................11
6.0 Evaluating the success of the strategy/intervention:.................12
6.1 Process of Evaluation..............................................................12
6.2 Evaluation Strategy................................................................13
6.3 Methods to Control for Threats to Validity..............................13
7.0 Findings and Analysis................................................................14
8.0 Recommendation.......................................................................15
9.0 Conclusion.................................................................................15
10.0 References...............................................................................16
11.0 Appendix..................................................................................18
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Employee Training & Development of Evaly
1.0 Introduction
Everyone wants something that makes their life easier and saves
time in today’s hectic lifestyle. People want to shop for their
necessary products by sitting at home. Evaly is one of the online
shopping platforms where people can buy their desired products,
and it is like many other websites where sellers list their products
and buyers order them. Though Evaly is growing so fast, it has gone
through so many controversies recently. Customer dissatisfaction,
financial scam, poor quality, and fraudulent are demolishing the
brand image of Evaly. It is high time for Evaly to introduce
appropriate and effective employee training and development to
uphold their organizational goals and brand image. As the Learning
and Talent Development Consultants team, team paladin chose
Evaly to offer them possible solutions by demonstrating a training
and development framework.
2.0 Methodology
Because of Covid-19, visiting the company to gather actual
information was not possible. The report is based mainly on
secondary research. Throughout the comprehensive research, the
data and information were collected using online articles, online
journals, and sources. We tend even to have taken the help of
various documents and different search engines.
Again, most of the findings are qualitative data. However, some
quantitative data, such as the number of the employees, their
annual growth rate, market share, etc., are collected from Evaly's
website and some business articles. The report and evidence of
controversial issues and scams are collected from newspapers like
The Daily Star, The Business Standard, Dhaka Tribune, etc.
The reviews and feedback of the actual buyers on their website and
social media like Facebook are sources for collecting data on their
poor delivery and payment system.
3.0 Introduction to Organization and Training &
Development Need
Evaly is an e-commerce platform that provides many kinds of goods
and products to customers located in Bangladesh through the
delivery system. Evaly made itself different from others by offering
a diversified ranger of products. However, they are utilizing 100%
Bangladeshi personnel and resources and maintain cash flow within
the border. The number of their registered clients is 3.5 million, and
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Employee Training & Development of Evaly
the monthly transaction is TK 3 billion. Starting paid-up capital was
to 50,000 (Islam,2020). Evaly has caught 40000-50000 users at the
pick, and even without any promotional occasion, it has almost
15000 users regularly. It has created huge customers' basement by
its lucrative offers. Sales volume is also high, and the conversion
rate is also tremendous. Their turnover crossed BDT 70 crore in few
months and hoping to cross TK 80 crore in the near future.
3.1 Training & Development Need
Evaly’s customer dissatisfaction arises from organizational
pressure points like employees lack basic skills, poor
performance, customer dissatisfaction, and improved quality.
For identifying training and development need for Evaly, at first, we
have done the organizational analysis, task analysis, and person
analysis.
Organization analysis
In the organizational analysis, it is found out that the most common
problem in Evaly is the poor delivery system. Evaly often attracts
customers with lucrative offers like 100% cashback and buy one get
four but hardly can provide them to customers; if customers order
from Evaly, mostly Evaly fails to deliver that on time (Jui, 2020).
Sometimes Evaly cancels the parcel without informing the customer.
Moreover, few customers get the parcel within hours while some get
them after 3 or 4 months, which creates discrimination among
customer service. Customer dissatisfaction is one of the biggest
problems of this organization.
Person analysis
As many of the customer's dissatisfaction arises from the delivery
system, so delivery men are a part of person analysis. Another
complaint is with the payment system, so the IT staff and app
developers are included. The inadequate and unprofessional
employee is responsible for after-sales services and product quality
management. Moreover, the top management makes such
unreliable decisions (offers) that are meant to betray customers.
However, few customers are getting their unbelievable offers in
reality while others are being deceived and betrayed. Within 2
years, they secure 1000 crore transactions still have only BDT
50000 as their paid-up capital (Islam, 2020). This immense amount
of growth is unusual with this insignificant amount of paid-up
capital, which may relate to money laundering; hence Bangladesh
Bank ordered commercial banks to freeze Evaly’s accounts
("Bangladesh Bank orders freezing bank accounts of Evaly
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Employee Training & Development of Evaly
chairman, MD", 2021). So unethical staff are also found out in-
person analysis.
Task analysis
By analyzing Evaly’s regular tasks and activities, it is found out that,
after-sales service task is missing from the task list. Because
customers order their desire products and pay the full amount in
advance but often receive an incomplete parcel or broken products
(Jui,2020). Moreover, when they try to reach them for replacement,
they fail to reach Evaly. That is another reason why the customer is
losing interest in Evaly. Moreover, Evaly’s payment system task has
illegal allegations. On the other hand, some online businesses' most
significant tasks are managing new technology and maintaining
product quality, where Evaly is lagging. Many customers find it
difficult to place an order on their website. It shows 'try again' even
after following all their instructions. Their technical task is inferior.
However, the task of maintaining product quality is missing as well.
Customers complain that their product in picture and real-life has no
similarity. Products are sometimes broken.
So from the above analysis, five specific training needs are
identified to overcome the problems-
 Training on poor performance in logistics
 Training on the payment system
 Training on after-sales service
 Training on new technology and product quality
 Training on ethical conduct
4.0 The Training Strategy
To accomplish the administrative goals in Evaly, certain training
strategies will be followed. The aim is to conduct a consistent and
efficient learning and development strategy so that senior
executives realize that the key talent is protected, coworkers of the
team have acquired sufficient management skills training to fulfill
their respective roles and the succession management plan is firm
("Learning and Development Strategy," 2021).
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Step 1:
Perform a
Training
Needs
Assessment
of Evaly
Step 3:
Prepare a
Learning
Objective
Step 2:
Carry out a
SWOT
Analysis to
Identify
Skill Gaps

Employee Training & Development of Evaly
Figure 1: Steps to Create an Effective Employee Training Strategy
for Evaly ("How to Create an Effective Employee Training Strategy," 2021)
4.1 Purpose
The purpose of these training strategies is to find the underlying
issues of Evaly that obstruct its brand reputation and causing
customer dissatisfaction. As the need for training has been
identified in five specific sectors, such as logistics, payment system,
technology, after-sales service, and ethical conduct, we resolve to
improve these fields.
4.2 Aims
This training strategy aims to accomplish customer satisfaction. As
Evaly’s strategy is to generate a social aspect around its service to
use e-commerce websites, these customers are huge in number. To
satisfy this large number of people will be the main goal of our
training strategies.
Another aim is to reintroduce the brand image of Evaly positively
into the industry. Evaly has recently gone through so many negative
reviews and feedback and has been in the national newspaper for
the scam, money laundering, etc. Bringing back its reputation
through this training program is very necessary.
4.3 Objectives
The objectives of the training strategy for Evaly will be focused on-
 Maintaining smooth logistics.
 Operating sustainable payment method
 Gaining technological skills
 Providing exclusive after-sales service and
 Practicing ethical conduct properly.
4.4 Managing stakeholders
Stakeholders are those that are influenced by a company's
operations ("Stakeholders," 2021). Evaly is an e-commerce platform
where offline and online shops can display their products with
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Step 6:
Evaluation
of the
Training
Step 4:
Design
Training
Material
Step 5:
Implemen
t the
Training

Employee Training & Development of Evaly
details and buyers can select those products according to their
needs and buy them using Evaly’s website. Here, Evaly work as the
medium between the sellers and buyers. This is the basic function of
Evaly.
Stakeholders Description
Customers Buyers
Employees Delivery men, technical team, the
operational team (Number of
employees: 145)
Vendors/Shops Shopno, Bengal meat, Khassh food,
Meenaclick, Unimart, Wholesale
club, etc.
Owners Mohammad Rassel (CEO), Osman
Nahid (CTO), Shamima Nasrin
(Chairman)
To mitigate any risk/reduce barriers to implementation, the
stakeholders' involvement in the training and development is
necessary; it includes the top-management of Evaly.
 Stakeholders' satisfaction in terms of a customer's view is
getting fast, right and cheap products. So, with the new
technology, the customers have to adapt and know how to
use technology. For this, an informative campaign and
webinar will be helpful.
 Employees need motivation from their seniors and colleagues
for training and development.
 Top management should be placed as the trainee so that they
feel valued.
 The vendors' satisfaction lies in loyalty, growth, and profit, so
involvement has to be inclusive and they can be given training
on marketing and sales promotion.
5.0 The Training Intervention
5.1 Design
Training design makes way for the gaps in training and fills them
with new experience for better performance. It also allows the team
to grow their skills and knowledge rather than becoming static in
their roles. In an effective training process following steps should be
followed:
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Employee Training & Development of Evaly
Figure 2: Training Design (Noe,
2010)
Pre-training
Evaly would select 100 employees and 50 delivery men who have
some lacings on their work or need to improve their performance.
Among the 100 employees, there should have 15 operational
managers, 10 area managers, 5 web designers, 5 cashiers, 10
marketing managers, 7 marketing representatives, 5 quality control
managers, 5 accountants, 10 corporate relation managers, 8
administrative managers, 10 business distribution managers, and 10
technical program managers. The first work is to motivate the
employees to attend the training program. The first work is to
motivate the employees to attend the training program mentally. To
motivate the desired employees. The SMEs will lead the whole
training program and learn from their peers and managers with
good reviews.
Learning Event
The whole training program should be placed in the company office.
Operational managers, area managers, quality control managers,
and technical program managers will be trained in the factory and
trained in On-the-job Training (OJT) method. Furthermore, web
designers, marketing managers, cashiers, and accountants will be
trained in presentation methods. Moreover, marketing
representatives and administrative managers will be trained in
Team training methods. Lastly, corporate relation managers and
business distribution managers will be trained in Behavior modeling
methods. The whole training procedure will contain 7 days.
Post Training
After having the training period, the trainers need to practice all the
things on their job. Moreover, the executive or trainer or senior
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Employee Training & Development of Evaly
managers will also track the employees' performance by checking
their improvement scale and collecting from the complaint box.
5.2 Delivery
The delivery process is important for an effective training program.
How the trainer will learn all the things and how they understand
the procedures are also important.
On-the-Job Training method
1st day: On the first day of the training program, the employees
will be introduced to the course materials and the trainers will teach
them the basic instruction; after that, on the 2nd day, the instructor
will introduce them to the machines or other instruments needed to
do the task. The employees will learn by observing.
3rd Day: On the third day, the trainer or manager will teach how
the particular task has to be done and its steps. This will continue till
the 6th day. This whole training program will happen during office
hours.
7th Day: On the last day, the trainer will teach them how to
maintain all those things and perform the task properly with the
given instruments.
Presentation Method
1st day: On the first-day, web designers, marketing managers,
cashiers, and accountants will learn about the learning materials. On
the 2nd day, they will learn the presentation slides and the main
task to do in the presentation slides. This will continue till the 6th
day. This training can be held in the classroom where the trainer will
present all the PowerPoint material.
7th Day: On the last day, the trainer can take a viva or written
exam about what they learned during the last 6 days.
Team Training
1st day: The trainer will form a team where everyone has to work
on one particular task. Like other training methods, team members
will learn about the course outline and the individual team
members' basic responsibilities on the first day. They will be given
many tasks to finish and think to complete them with good
teamwork. This training method can schedule in both classroom and
office places. They will continue this till the 6th day. This training
will be held during normal office hours.
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