Report on HRM Strategies, Flexibility, and Discrimination at ASDA

This report provides a comprehensive analysis of Human Resource Management (HRM) practices within ASDA, a multinational retail organization. It begins by examining Guest's model of HRM and comparing it with Storey's definitions of HRM, personnel management, and IR practices, highlighting implications for line managers and employees. The report then delves into the models and types of flexibility employed at ASDA, evaluating the benefits of flexible working for both staff and management. Furthermore, it addresses issues of discrimination in the workplace, the development of equal opportunities legislation, and the processes used to maintain diversity and equal opportunities. The report also compares performance management methods, assesses approaches to employee welfare, and analyzes topical issues impacting HR practices, including health and safety legislation. Overall, the report offers a detailed overview of ASDA's HRM strategies and their impact on the organization.

MANAGING HUMAN RESOURCE

TITIANA GABRIELA POP
ID: 14318
LIST OF FIGURE

TITIANA GABRIELA POP
ID: 14318
INTRODUCTION
ASDA is the multinational organization that is headquartered England and contains more
than 1lakh employees. It is the second largest organization that provides retail services in the
world which provide services through smart apps and through online platform. The current study
identifies Guest’s model of HRM in the organization and also compare difference between
Storey’s definitions of human resources management, IR practices and personnel management to
achieve the goals and objectives. The report evaluates model of flexibility applied in the
organization. It identifies the types of flexibility that is developed in the organization and
evaluate the benefits of flexible working practices for both staff managers and management as
well the impact that changes the in the labour market have flexible working activities. The study
explains the forms of discrimination faced the employee at the workplace and provide the
information about the benefits of developing and implementing the equal legislations for ADSA.
Moreover, report compares the process of maintaining equal opportunities and diversity in the
business and compares the performance management methods used in organization and asses the
approaches used to manage the employee welfare in the organization. At the end, report will
analyze the significance of other topical issues that have major impact on the Human Resources
practices and explain the implications of health and safety legislations.
Figure 1 ASDA
(Source: ASDA, 2016)
5

TITIANA GABRIELA POP
ID: 14318
TASK 1
1.1 Guest model of HRM in ASDA Organization
HRM is generally used by every organization. It organization differentiate HRM from
personnel management. By using this model managers are able to find the skill and potential in
the employees (Sanders.et.al.2014). ASDA as a large supermarket retail store use this model of
HRM so that the employees can trust the organization and improves their productivity. Human
resources are important to every organization like take the example of ASDA therefore managing
the same is also necessary need. The guest model of HRM:
Figure 2 Guest model of HRM
Source: Guest model of HRM. 2017. Online. Available through: <
http://www.academia.edu/23955869/David_Guests_1989_1997_model_of_HRM_has_6_dimens
ions_of_analysis>. [Accessed on 20th March, 2016].
The model mainly analyse the result and if any problem is analysed then suitable course
of action is followed to solve the problem. The brief explanation on the above model that is
applied in ASDA:
 HRM strategy- In ASDA retail organisation the HRM strategy has three main
criteria i.e. differentiation, focus and cost. The HR manager of organization analyze the
6

TITIANA GABRIELA POP
ID: 14318
factors and issues that affecting the process and develop the strategy for offering the
training and guideline for improvement in knowledge and skills of staff. Differentiation
means always provides something new and innovative products and focus should be on
consumer with the cost control criteria.
 HRM practices- For the appointment of human resource in ASDA the practices
such as selection, training, appraisal, reward and involvement. In order to maintain the
standard process, the HR management of organization follows the practices to have good
human resource, offer them training and directions and to keep them motivated provides
the rewards in both forms monetary and promotion. These kinds of practices are helping
to meet the HRM objectives.
 HRM outcomes- The main motive in ASDA is commitment of employees towards
their work. Knowledgeable and skilled sales person usually provide better services to
client as well to the organisation.
 Behavioural outcomes- The behaviour of the employee in the retail stores plays
the important part in the organisation. Ethics and cultural values should be clearly defined
in the model. For retail organization it is more important to maintain the relation with the
customers that majorly depends on the behaviour and cooperation of the staff. For that
HR offers the knowledge about the approach of communication and interaction with the
clients.
 Performance outcomes- Performances should be measured with the expected
ASDA organisation performance (Guest 2011). In order to evaluate the overall
performance of organization, it is important for HR to analyze the performance of
individual that helps to evaluate the outcome against the benchmarking standard.
 Financial outcomes- For any organisation whether retail or service sector the final
outcome is important i.e. profitability and return on investment. This is important task for
HR to maintain and control the financial activities and meet the determined outcome.
For the success of the ASDA retail organisation, the model should be applies in the
efficiently manner and it would have benefits like less absenteeism and turnovers. The objective
7

TITIANA GABRIELA POP
ID: 14318
of the model is proper utilization of HR with higher quality and commitment with reduction in
cost.
1.2 Comparison between the Storey’s definitions of HRM, Personnel and IR Practices in two
organisations
Storey has defined the human resource management as the management approach for
achieving the desired objectives through skilled workforce, using cultural and ethical techniques.
He has divided the model in two parts i.e. hard form and soft form. Hard form evaluates the
objectives of the employees to achieve the competitive advantage. And soft form means treating
employees as a valuable and precious asset of the organization.
In personnel management, it includes management of the employees to follow the
guidelines according to the requirement of the organization. It gives more emphasis on the
number of employees rather than on other issues.IR practices maintain efficiency of the
management decisions according to the needs of organization. It emphasis on the need of the
employees and provide flexibility in working (Story.et.al.2014). The comparison in HRM,
personnel and IR practices between the two leading supermarket stores i.e. ASDA and Tesco.
In ASDA, Storey’s HRM model is applied; it recognizes the needs of the employees and
treats them as precious asset of the organization. It follows the guidance provided by the Storey
by which the performances of the employees are improved and follows leadership where
management role is important whereas if we take other leading organization such as Tesco it
follows Storey’s personnel and IR practices where employees follow the guidelines given by the
management and maintain efficiency of the decision made by the management and follows
transformational leadership where employees participate in decision making (Antonacopoulou,
2016). For instance: ASDA encourages its personnel to share their ideas and suggestions with
management. This in turn enhances creativity within the firm and thereby aid in both
productivity as well as profitability of firm. By taking into account such aspect it can be said that
model of HRM which is applied by retail business unit is highly effectual. Along with this,
Storey’s framework also places high level of emphasis on employee growth and development. In
this regard, by organizing training session for personnel business unit can enhance the
competency or proficiency level of personnel.
8

TITIANA GABRIELA POP
ID: 14318
1.3 Implications of Line Manager and employees for developing the strategic approach in ASDA
Line managers are responsible for the all the activities of the staff. The implications of line
manager are important to execute the plan. ASDA use the benefits of line manager in their retail
business by their expertise in the variety of the products and manages the coordination between
the top and lower management. ASDA line managers also deals with the customer directly and
providing a quality services to satisfying their customer and this only possible because they have
quality to control cost, allocate the work to the employees and also check their performances
(Pearlson.et.al.2016). The role of employees in ASDA is also important. The employees are
given roles and responsibilities for their work and they are encouraged and trained to provide the
services in the dynamic environment. This type of initiatives would bring the ASDA with the
competitive edge to deals in any situation by providing effective services to their customers.
Strategic approach of HRM is highly concerned with organizing program for employee growth,
develop as well as motivation. Hence, according to such approach line manager of ASDA has
accountability to conduct training and development session for personnel which in turn enhance
their skills as well as potential. Moreover, now employees also consider growth and development
opportunities while making decision about career aspect. Along with this, line manager also
needs to offer safe and positive working environment to the employees. Further, HR manager
also has responsibility to develop high level of satisfaction among the employees by resolving
their queries within the suitable time frame.
TASK 2
2.1 Model of Flexibility in ASDA
Flexibility at workplace is important to helps to encourage the performance of staff
members by manage the functional activities of the ASDA. The term flexibility is providing the
luxury to top management to assign different role and responsibilities to the employees through
proper training and monitoring. Two types of flexibility model are functional and sequential
flexibility.
9

TITIANA GABRIELA POP
ID: 14318
Functional flexibility: It is key aspect to organization that helps in changing in roles and
responsibility according to change in environment to learn the new task. By using this model
organization could be able to maintain the functional skills of staff members and to assign them
responsibility. The main focus is on the individual trainings and development programme so that
the efficiency can be improved and expected outcomes can be generated.
For instance: By assigning the work of operational level to the middle level personnel
ASDA can enhance their competency level regarding such field more effectively and efficiently.
Moreover the main objectives of firm behind applying the model of flexibility are to enhance the
skills as well as potential of personnel. In this way, by using such model company can attain
success through the means of skilled and talented personnel.
Figure 3 Model of flexibility
(Source: Flexibility models. n.d. pdf. Available through: < Flexibility Models: A Critical
Analysis>. [Accessed on 20th March 2016].
)
10

TITIANA GABRIELA POP
ID: 14318
Sequential flexibility: In ASDA, workplace flexibility helps in objectives and goals in
appropriate manner but execution and acceptance of change affects the whole working. The
model involves the proper implementation of the plan, overtime schedule and involvement of
staff members to achieve the standards (Hill.et.al.2014). The different models of flexibility
applied in workplace are flexible time, work from home, job sharing, mobile working etc. For
ASDA functional flexibility is appropriate.
2.2 Types of Flexibility in ASDA
Flexible working at workplace increased productivity as employees are more attentive
and committed to their jobs. In the current organization ASDA uses two main types of flexibility
for managing the operations and development of new phase in the organization process. ASDA
using this flexibility would have positive impacts on the entire functioning department like
accounts department, sales and marketing department etc. Types of Flexibility:
Figure 4 Types of flexibility
Source: Types of workplace flexibility. 2017. Online. Available through: <
http://workplaceflexibility.bc.edu/Types >. [Accessed on 20th March 2016].
Functional flexibility-
For organization, this type of flexibility is important to have proper utilization of
resources and maintain the effectiveness in working. The manager of ASDA can use the
different types of flexibility due to non availability of human resource at the urgency in that
situation moving of staff from other department will be better option available at the time.
11

TITIANA GABRIELA POP
ID: 14318
According to analysis this flexibility improves the efficiency of the staff as the managers have
trained staff for performing the similar task (McCracken and Morley, 2014). Training the staff
could be done by frequent transfer of the staff from one department to another. In ASDA, this
type of flexibility is helpful to deal with different types of customers.
Numerical flexibility-
This type of flexibility is considered important in the business where short term contracts
are done depends on the number of worker input and flexible working hours. Through analysis it
is been also be understood that process of organization get changes according to time and trends
of target market which cannot be maintain as per the benchmarking standard. Although ASDA is
using functional flexibility, but by using this flexibility, management can make use of the number
of employees according to the requirements of the organization. By using numerical flexibility
the organization can hire talented and skilled employee for the short term when there is peak
season in the market to overcome the economic fluctuation. The demand and supply activity
would also be maintained in the market by using this flexibility (Bock.et.al.2012). ASDA is also
working on the development and the training of staff to fulfill the staff demand to meet the
required output.
2.3 Use of flexible working for employer and employees
For any organization, it is important for employer and employees to have flexible
workplace. Team work is important element in ASDA to achieve the desired objectives and
profits. And proper utilization of available resources also plays a critical role in the contribution
made by employer and employees. Both employer and employees have different flexibility
perspective that would be dependent upon the work profile and need of the organization. Use of
workplace flexibility for the organization and for the employees:
For employee flexibility means to add dynamics in own set of skills by undertaking new
operations and functions that will provide them opportunities to gain higher position within
organization. The ASDA staff can use the flexibility to improve the knowledge to work under
different operation at different levels generally known as staff turnover to train them for the
flexible environment and to get comfortable in the environment of the organization that
encourages timely delivery and availability of human resource in urgency (Purvis.et.al.2014).
12