Understanding the Relationship between HR and Marketing Functions

The provided text outlines the significance of human resource management and marketing as essential functions for business success. Human resources are pivotal in recruiting, training, and motivating employees to align with organizational objectives, thereby improving productivity. Marketing pl...Read More

Introduction to
Organisational Management

Table of Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
TASK ..............................................................................................................................................3
1. Key functions of organisation and their contribution in promoting its image...................3
2. Contribution of effective structure in success of organisation...........................................7
PART B............................................................................................................................................9
TASK ..............................................................................................................................................9
1. Analysis of key issues of Grace Foods UK........................................................................9
2. Calculation of current pay bill cost....................................................................................9
3. Projected new pay bill and justification of proposed changes...........................................9
4. Employee reward system based on performance...............................................................9
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Organisational Management is defined as an art of getting individuals together to make
them work for attaining common goals. This function enables the optimum utilization of
resources by precise planning, monitoring and control at workplace. It allows managers to divide
overall operations of department in various phases that enables them to get clear picture about
what are departmental goals and how to execute these effectively (Armstrong and Taylor, 2014).
In the present assignment, given organisation is Grace Foods UK which is one of the rapidly
growing wholesale food distribution firm located in Sunderland. This report is divided into to
parts: first one covers key function of organisation and their role in promoting firm's image as
well as contribution of effective structure in success of company. The second part covers key
issues of firm, calculation of current pay bill cost and employee reward system based on
performance.
PART A
TASK
1. Key functions of organisation and their contribution in promoting its image
An organisational function refers to the set of activities or core process performed within
a area or department of firm. Marketing, Operations, Finance, Customer Services, Human
Resource Management, Information Technology etc. are the common functions which are
carried out in a company. Grace Foods UK is a leading and most progressive food company of
United Kingdom which supplies best range of speciality food brands to wholesale, retail and
food service sectors all over the Europe and UK. It was established by Mr Wright, who initiated
the business back in year 2005. The firm primarily engage in packaging and supplying of raw
materials to large number of fast food stores mainly within North of England (Ehnert and
Harry,2012). Tremendous growth in its sales volume is experienced by company in market of
United Kingdom. The key success factors of firm is its functional departments which highly
contributes in promoting image of business concern. Some key functions of Grace Foods UK and
their contribution in promoting image of company are defined below:

Human Resource Management
Human resource management refers as a strategic approach that assists in effective
management of employees in an organisation which enables business to gain high competitive
advantage in market. The responsibility of HR manager of Grace Foods UK is fall into 3 main
areas: Benefits and Compensation, Staffing and defining work of each member. Main purpose of
human resource department is to increase productivity by optimizing effectiveness of its
manpower. Major functions concerned with HR department include recruitment, selection,
training and development, employee relations, health and safety matters, grievance and
redundancy procedures (Hislop, Bosua and Helms, 2018).
The contribution of human resource management in promoting image of company is very
high. Engagement of employees in activities of firm creates value by productivity. Current
employees of an organisation are the trusted information source for potential workforce.
Improving image of company is no longer only the responsibility of marketing department.
Human resource professional must now clench their roles as intrinsic branders. Employees play
crucial role in promoting image of company in market. So, hiring and selection of right candidate
is essential for human resource manager. Manpower of an organisation is the one who interact
with customers and satisfy their needs and requirements. So, it is very essential for Grace Foods
UK to motivate their employees and ensure that they are satisfied with their job. Various steps
that are taken by human resource department in order to increase motivation level of workforce
and improve image of company, for example: Providing training and development to workforce,
give them fair wages etc. Some of the steps that can be taken by manager of Grace Foods UK to
improve motivation of manpower are defined below:
Recruitment and selection: Core responsibility of this function is to determine right pool
of talent to establish right candidates. Hiring right number of employees within firm is very
essential for human resource manager. They must ensure that skilled and knowledgable
manpower is hired within firm so that work can be performed in more better manner. In Grace
Foods UK, if employees are skilled, they perform their duties more effectively and enable to
offer high quality of goods to customers. This will ultimately helps in creating strong image of
firm in market (Hu, and et.,al., 2012).
Training and development: It is also an another way through which human resource
manager of Grace Foods UK can improve image of its firm among customers. For this, proper

understanding of skill requirements of employees is necessary for HR administrator. This can
assist them in enhancing competencies and potential to their workforce and also provides an
opportunity to them regarding their development. This will help workforce in performing their
duties well and enables them to offer high quality of goods and services to customers. If Grace
Foods UK provides quality products to customers then it will results in creation of good image of
firm in market. Training and development professionals of human resource department co-
ordinate new employee orientation, which is an essential step of forming strong relationship
between employer and employee (HR Promoting Brand Image, 2017). This department also
administers training that supports employee development and firm's fair employment practices to
prepare aspirant leaders for management and supervisory roles. For example: If Grace Foods UK
provide proper training to their workforce regarding their work then they are enable to offer high
quality goods and services to customers effectively which in turn promotes positive image of
company.
Employee Satisfaction: Employee relation expertise in human resource assisting
company in attaining high satisfaction level, morale and performance throughout the manpower
by developing ways to strengthen the relationship between employer and employee. They
provide workforce opinion survey and seek inputs of manpower regarding the ways through
which firm can maintain strong working relationships and their job satisfaction (Mills and et., al.,
2016). It increase motivation level of workforce and encourage them to work in more better
manner. If employees are satisfied with their job, they will help in effectively promoting image
of Grace Foods UK in market or among their potential customers.
Compensation and reward management: The main purpose of compensation policy is to
provide proper rewards for performance of employees, their competencies, skills, experience and
knowledge in order to attract and keep them. It is certainly an essential motivator to reward
workforce for their market value and for attainment of desired organisational outcomes.
Compensation and reward management supports the alignment of its policy with business. It can
be attain by adopting data driven method so that benefits and pay are given to those who
performs well. The healthiest way for Grace Foods UK to reward stellar performers and motivate
them is to have a system of variable pay rewards based on team and individual performance to
their engagement towards accomplishment of business objectives. Motivated employees helps in
promoting image of Grace Foods UK in more better and effective manner (Nonaka, 2017).

Above mentioned are the several steps that are taken by human resource management
department of Grace Foods UK in order to motivate and encourage employees to work
effectively towards attainment of goals and objectives. It supports in creating some value for
company which in turn helps in promoting its positive image in market. Thus, in this way human
resource management promotes image of firm. For example: If firm provide proper
compensations and rewards to employees for their work, then it will help in increasing their
motivation level which in turn results in job satisfaction. They will encourage to work effectively
towards promoting good image of firm in market.
Marketing
Marketing is defined as the management process by which products and services or
administrations moves from concept to client. It entails market research, product development,
distribution, public relations, sales strategy and customer support. Marketing function is utilized
by every business organisation in order to create, retain and satisfy consumers. A vital role is
played by marketing department in promoting image of Grace Foods UK in market by
identifying and meeting needs and requirements of customers. Responsibility of this department
is to reach out to customers, investors, community and prospects, while developing and
overcharging image or picture that shows firm in positive light. The contribution of marketing
function is high in promoting company's image (Noruzy and et., al., 2013). There are three area
that comes under control of marketing which brings the positive impact on image of Grace Foods
UK. These are defined below:
Building image of firm: A key responsibility of marketing department is to develop
differentiated and strong image of firm in eyes of customers. Before making purchase, modern
customer group does extensive research. The company has complete control in developing its
image by offering high quality product along with well thought and appropriate differentiation
strategy which should be consistently and clearly communicated by Grace Foods UK. Creating
the right image is long term aspect. It develops over time by acting consistently according to
image that firm want to project.
Introducing new product: Product life cycle has considerably shorten. Rapid adoption of
global collaboration and latest technology are the main contributing factors. A firm which is
unable to update its goods and services or offerings constantly, it ultimately starts losing its
market share to more innovative and new competitors. Introduction of new product is the proven

method that helps in improving sales and creates good image of Grace Foods UK in market.
Marketing must be in charge of improving existing product and developing new ones (Vaccaro
and et., al., 2012). They should ensure availability of resources to hire product managers,
industrial designers, quality testers as well as other key personnel that enables to generate
innovation as it helps in promoting image of Grace Foods UK in an effective way. For instance:
Today, people are more conscious regarding their health. If Grace Foods UK develop healthy
food product that provide nutrition and health benefits to customers, then it will help firm in
satisfying them and promoting good image of company in market.
Supporting the sales team: Sales team acts as an interface between firm and its clients. In
a prospering business, sales force is under continuous pressure to enhance the bottom line. The
major role of marketing function is to help this team in becoming more productive. For this,
marketing manager of Grace Foods UK must provide training to their sales team regarding
brand, new product and joint sales call. They should design and execute campaigns that will
determine new customers and develop their interest towards the offerings of firm.
Above mentioned are the key areas of marketing function that contributes in promoting
good image of company in market (Wolniak and Skotnicka-Zasadzien, 2014).
Marketing practices that assists in improving brand image:
Meeting customer needs: In order to meet needs and requirements of customers, it is
very essential to identify them first. In Grace Foods UK, marketing manager have to
responsibility to determine current market trends and needs of customers which helps them in
offering food products as per their requirements. Market research is conducted by manager
which helps them in identifying needs and offering goods to them accordingly. By satisfying
customers, firm can effectively promote its image in market.
2. Contribution of effective structure in success of organisation
Organisational structure refers to a system that shows how activities are directed to attain
goals of company. It also depicts about flow of information from one level to another within an
organisation. Structure of a company defines scope of acceptable behaviour in company, its
accountability and lines of authority as well as to some extent relationship of firm with external
environment. The individual components of organisational structure involves different variables
which see as building blocks. These are:
 Divisions or departments.

 Rules, goals and procedures.
 Management hierarchy.
 Temporary building blocks like committees or task forces.
Ideally, structure of organisation must be shaped and executed for prime purpose of
supporting the accomplishment of goals of firm in an effective and efficient manner. All sorts of
organisational structures is proven effective in success of business. It helps top management of
Grace Foods UK in identifying talent that requires to be added within firm. Planning an
organisational structure ensures that there are adequate human resource in firm to attain goals set
forth in its annual plan. Responsibilities of each individual must be clearly defined and has job
description that determines duties as well as occupies own position in organisational chart of
company. Contribution of effective organisational structure in success of firm can be understand
by below mentioned points (Zhu and et. al., 2012).
Better communication: Proper information flow is essential to success of company.
Structure of organisation must be designed to assure that departments and individuals requires to
coordinate their endeavours and have lines of communication in their structure. For instance:
Financial planning and analysis department of Grace Foods UK might report to senior vice
president of marketing and chief financial officer because both members of top management
level rely on reports and information administered by financial planning department.
Growth and expansion: Firms that grows very fast are those which makes optimum
utilization of their resources, involving talent management. An effective and sound structure of
organisation ensures that enterprise has adequate number of personnel at right position. Lacking
in current management team of company may result in weak structure. As the firm grows,
structure of organisation should evolve with it. Several times, more management levels are
developed, when so many individuals reporting to one department head at the same time to
provide direction and attention to each individual which is required for them to succeed. It
contributes in success of Grace Foods UK.
Efficient task completion: A well designed structure of organisation supports completion
of project on time. Managers of Grace Foods UK can better determine the available Human
Resource to them if scope of individual department responsibility and capability of each team
member are clear. For instance: Market research would require to conduct in a project of
development of new product. Manager requires to know which organisation can administer this

research & whose permission should be get to conduct it. Efficient completion of tasks helps in
growth and success of company (Armstrong and Taylor, 2014).
Clear reporting relationships: It is very essential that reporting relationships are clear so
that all members of company understand their responsibility and they know or have
understanding regarding to whom they are accountable. Such clear and consistent relationship
makes it easy for administrators to supervise employees of lower level of organisation. Each
individual is knowing that from whom they get direction. Apart from this, manager of Grace
Foods UK are aware about who is outside their authority scope, so they do not interfere with
responsibility of another manager. Thus, clear reporting relationships helps in growth and
success of firm.
Fit Firm's needs: Firms which works in different sectors requires distinct combination of
talent as well as relatively greater focus on certain functions of management. Structuring the
reporting relationships in development team helps in maximizing productivity and creativity.
Meeting deadlines for projects is essential for success of Grace Foods UK. Firms often go
through the phase of reorganisation in which position of individual or even entire department are
repositioned on chart of organisation in effort to effectively utilize human resource of company
and ensure that operations are run more smoothly (Ehnert and Harry,2012).
PART B
TASK
1. Analysis of key issues of Grace Foods UK
Cover in ppt.
2. Calculation of current pay bill cost
Cover in ppt.
3. Projected new pay bill and justification of proposed changes
Cover in ppt.
4. Employee reward system based on performance
Cover in ppt.

CONCLUSION
As per the above mentioned report, it has been concluded that human resource
management and marketing function are very essential for every business organisation as it
assists in promoting positive image of company in market or among customers. Both the
departments play very crucial role in improving productivity and performance of company.
Main responsibility of human resource function is recruitment and selection of employees as
well as their training and development. It will assist in improving motivation level of workforce
and encourage them to work in more better manner towards attainment of objectives of
company. Effective organisation structure also contributes highly in growth and success of firm.
Sound structure of company ensures proper flow of information from one level to another.

REFERENCES
Books and Journals
Armstrong, M. and Taylor, S., 2014. Armstrong's handbook of human resource management
practice. Kogan Page Publishers.
Ehnert, I. and Harry, W., 2012. Recent developments and future prospects on sustainable human
resource management: Introduction to the special issue. Management revue. pp.221-
238.
Hislop, D., Bosua, R. and Helms, R., 2018. Knowledge management in organizations: A critical
introduction. Oxford University Press.
Hu, Q., and et., al., 2012. Managing employee compliance with information security policies:
The critical role of top management and organizational culture. Decision Sciences.
43(4). pp.615-660.
Mills, A.J., and et., al., 2016. Re-visiting the historic turn 10 years later: current debates in
management and organizational history–an introduction.
Nonaka, N., 2017. Introduction. In Renaissance Porticoes and Painted Pergolas (pp. 15-23).
Routledge.

Noruzy, A.,and et., al., 2013. Relations between transformational leadership, organizational
learning, knowledge management, organizational innovation, and organizational
performance: an empirical investigation of manufacturing firms. The International
Journal of Advanced Manufacturing Technology. 64(5-8). pp.1073-1085.
Vaccaro, I.G., and et., al., 2012. Management innovation and leadership: The moderating role of
organizational size. Journal of Management Studies. 49(1). pp.28-51.
Wolniak, R. and Skotnicka-Zasadzien, B., 2014. The use of value stream mapping to
introduction of organizational innovation in industry. Metalurgija 53(4). pp.709-712.
Zhu, Q., Sarkis, J. and Lai, K.H., 2012. Green supply chain management innovation diffusion
and its relationship to organizational improvement: An ecological modernization
perspective. Journal of Engineering and Technology Management. 29(1). pp.168-185.
Online
HR Promoting Brand Image. 2017. Online Available through, <https://www.sumhr.com/hr-
manager-role/>