Case Study on HRM and Marketing: Organizational Structure

This case study examines the intricate aspects of organizational structure, delving into the functions of various departments within a company. It primarily focuses on the roles of Human Resource Management (HRM) and Marketing. The HRM section details operative functions like recruitment, training, professional development, benefits, and performance appraisal. It also covers managerial functions such as planning, organizing, directing, and controlling, alongside advisory functions that provide guidance to both top management and departmental heads. The marketing function is explored through its key components like distribution, financing, market research, pricing, promotion, selling, and service management. The study further emphasizes the objectives of marketing, including product development, brand management, and sales. The case study also discusses the importance of an effective organizational structure, highlighting its impact on communication and relationships within the enterprise.

Case Study

Table of Contents
INTRODUCTION:...............................................................................................................................3
MAIN BODY:......................................................................................................................................3
CONCLUSION:...................................................................................................................................6
REFERENCES:....................................................................................................................................7

INTRODUCTION:
There are various departments in every organisation which works effectively on different activities
to achieve the mission and vision of company. These departments constitute the structure of the
entire organisation. The various departments are finance, HRM, etc. The organisation structure is a
system which helps in defining the roles and responsibilities of each department and people who are
working in the organisation.
MAIN BODY:
1 Functions of organisation.
Human resource management- the human resources are the main pillar of every organisation. They
play an important role in building the brand image of organisation. They help in achieving the
mission and vision of enterprise. Without them no business can accomplish their goals and
objectives. The human resource consists of employees, managers, workers, etc. They can work
effectively only when strong policies and strategies are formed for them. The forming and
implementing of strtegies is done by HRM. This department is responsible for assigning tasks and
roles to the employees according to their qualification and experince. The main functions of HRM
are not only making policies but also implementing them effectively. HRM is the process of
recruting , selecting, providing training and development to employees nad many more. To provide
organisation the right person in right quantity and in right time is the main function of HRM. There
are three main functions of HRM which includes operative, mangerial and advisory functions.
Operative functions include :
Recrutiment- It means searching of new employees for the enterprise. It is the most difficult task
because it requires a lot resources such as money and time. The process includes developing job,
publishing the job requirements, inviting applications, taking interview, negotiating the salary and
making the job offer. (Armstrong, and Taylor,, 2014.)
Training and development- Training is required to agin skills to perform a specific job. It is given
to the employees so that they learn skills and apply those skills to effectively perfrom the job.
Training is specially given to freshers so that it makes them understand the process and makes it
easy to do the job. During the training process the results are measured to find out any additional
requirement of skills is needed for employees or not.
Professional development- It helps the HR to provide growth opportunities to employees. It
enhances the knowledge and experience of employees which will help in their career advancement.
For their the HR organises the seminars, campaigns, etc. This creates a felling in employees that
they are also a part of organisation and the organisation is concered towards them.
Benefits- Providing benefits to employees so that they remain motivated towards the enterprise
objectives. This helps in achievement of goals through effective ways. Some of the benfits like
health insurance, maternal leave, etc are provided by company so that it helps in better employee
retention (Brier, and et.al., 2015.)
Performance appraisl- Evaluating the performance of employees helps in improvement in the
productivity of both the employees and organisation. This is done so that the defined targets can be
attained. It helps the HR in recognising those employees who have not performed well so that
development plan can be made for them.
Legal policies- To ensure the safety and to protect the rights of employees it is necessary that the
legal policies must be implemented correctly. These legal policies include the external and internal
policies like working time, minimum wages, tax allowances, etc. It helps in making the better

working environment.
Managerial functions:
Planning- it is done to ensure that the proper functioning of organisation go smoothly. In this the
vacancies are searched, job description, job specification, job categories are described. The
information regarding the job market and strategic goals of company is collected and then
accordingly the demand and supply forecast of employee is made (Dudek, and et.al., 2013)
Organsing- in this the structural design of the enterprise is made. It decides that who will report to
whom and what will be the roles and responsibilities of different departments. The functions are
also allocated to different persons in departments.
Directing- the employees must be directed towards the firms goals that are to be attained. It
involves various methods and procedures which helps in proper planning and development of
employees.
Controlling- In this the evaluation of employees done in order to measure the performance with
the set standards. This enables the HR to find whether the emloyee have performed well or not. It
also helps in findig out any deviation so that it can be solved and removed.
Advisory functions:
In this the HR works both as a top management and heads of various departments. The HR advise
the both in formualting of policies and procedures so that high quality relationship can be
maintained between the employees and top management. The departments are given advisory
about policies related to job design, selection, etc.
There are four main objectives of HRM:
Coordination among departmens- it is responsible for coordination between various departments
so that there is an effective use of resources that are provided to them. It provides proper direction
of human resource so that they must be used effectively. This is done by making business strategies
about the human resource planning so that the human rescouce can be utilised properly in order to
achieve the objectives.
Employee satisfaction- The strategies and policies must be cohesive with the strategic goals and
made in such a way that it there is a respectfull environment all around the organisation. It should
combine both the individual and business objective to reach maximum productivity level of
employees which will lead to employee satisfaction (Beardwell,. and Thompson,, 2014..)
Social and legal ethics- the legal and social environmen issues must be dealthby the human
resource management. The objectives of individual must be made in accordance that it completes it
social needs. The various issues like equal pay must be taken in consideration while deciding the
wages.
Marketing function- It helps in various activities that are involved in promotion or marketing of
product. This helps in creating product awareness in the market and generating sales. The functions
of marketing includes:
Distribution- it means providing the product to the final consumers. This functions balances the
demand and supply of products in the market. The effective distribution strategy will be able to
satisfy the demand of customers at right time. It ensures by maintains the proper stock of inventory.
Financing- to advertisement the product it is necessary that there is sales of product also. This will
help in making money from money.
Market research- it is done in order to find out who are the target customers, competitirs, and what
marketing strategies are been followed by them to attract customers. It also helps in finding out the
change in taste and prefernces of customers for development of new products.

Pricing- it is the most important function of marketing department. The price is set according to the
affordibility of customers to pay. settingt the correct price of product is crucial so that customers can
buy that in order to fulfill theri demand. Low price can harm the profits of company and high price
can make lose the customers (Reiche and et.al, 2016)
Promotion- to make aware customers about th product is the most difficult task to do. It involves a
lot of time and money in doing that. A slight change in the product affects the enitre promotional
strategy. The best tool now a days for promoting the product is social media.
Selling- it is totally a different concept from marketing. Marketing means promoting the product
while seling means the products are sold to the consumers. In this the right product are sold in right
price and time frame.
Service management- it is done in order to retain the customers and solving their problems. This
involves listening to customers needs and wants and effectively managing the product to keep it up
to date.
The main objectives of marketing functions involve:
Product development- the first and foremost function of marketing is to develop product that
meets the needs and wants of customer. The development n the product helps in surviving in the
market and maintaining competition. This can be done by research in te market and getting the
information regarding the change in taste and preference of customers. It helps in creating a postive
image of the company so that the products can be uniquely identified by the customers. This leads
to increase in gross profits of the firm. The product is developed by analysing the competition in t
he market and targeting a particular segment of customers.
Brand management- this is to ensure that the product is releable, affordable and healthy. This
shows that the product is having a unique image in the mind of consumer. It helps in attracting the
customers so that theri needs or wants gets satisfied. The brand name build an image i the minds of
cinsumer that the brand is loyal and the goods is having the perfect features that satisfies the needs
of people. For ths various branding campaign are been oransised by the amrketing department. It is
done to communicate the message to consumers about the brand image through effective pricing
and distribution channels (Storey, J., 2014)
Sales- the function of marketing do not end just on product and brand management but also.on
increasing the sales. This is the main objectives of every enterprise to survive in the market. This
is done to make sure that their is regular demand and supply of products. The sales can only
increase promotion is done on regular basis. This helps in creating the demand of product by
customers. It can be done through advertisement, campaigns, socail media, etc various offers and
discounts are given to customers for retening them and also attracting the orher custumers. Solving
customers problems and providing them benefits is alos a part of marketing effort.
Entry barriers- these marketing activities make a significant impact on the market by restricting
the other companies to enter into the market. These activities involve other organisations that make
alliances and set low prices for their product. By doing this the market shatre can be gained. This
helps in making enough profits so that the company can survive in long run.
2 The success of having an effective organisational structure
The organisational structure is dependent on the size and nature of organisation. It can be either
horizontal or vertical, formal or informal,thus depending upon the variety of products it is engaged
in. The organisation structure helps in growth and development of enterprise. It helps in identifying
the top management roles and duties which can be used to identify the needs that can be added to
the company. Business requires effective structure to expand and remain profitable (Purce 2014)
Communication- The organisation structure defines that there should be effective flow of
communication at various levels of organisation. The communicating of various divisions will
combine their efforts in order to achieve the overall objectives and goals. Flexibility in

communication will be beneficial for the employees and management for maintaining strong
relationship. Sharing of ideas or views will be fast and it will help in building a pstive image of the
organisation in the market. This will identify any problems or issues that are prevailing while
communication. For example the vice president of marketing and finance manager must coordinate
with each other so that effective marketing strategies can be made. The planning which is done by
the top management must be communicated so that roles and duties of each person is defined who
are working in the firm so that they know what they have to do.
Relationships- It means that the roles and responsibilities of each person must be clearly defined
so that it helps in easy reporting to superiors or subordinates. This helps the lower level workers as
they will know that whom to approach for taking help. It will ensures smooth flow of functioning of
employee’s. Through this the managers whcih are at same level will not interfere with each other as
they will know their authorities and roles. It will lead to faster solving of problems (.Brier, and
et.al., 2015)
Growth- For continous growth of the organisation it is necessary that the management plays an
important role in formulating strategies. The rapid growth of organisation will show that the
resources are been effectively used by the top management. These resources includes money, man
power and materials. The right people at the right place builds a strategy that helps in exapnsion of
firm. The evolution of organisation structure with the growth of compay will create more layers in
the various departments. This is done so that with rapid growth each employee and department must
be given equal attention and direction.
Completing of task- The flexibility in organisation structure will allow better completion of tasks.
It will ensure that there is no delay in task completion. It ensures the scope of each department is
identified and the roles and responsibilities mentioned will help in effective handling of projects and
employees. This ensures that their is proper utilisation of employees and resources available to each
department. The completing of task on appropriate time will improve the performance of enterprise
which will lead to growth. For example if a new product is to be developed then the research
department is responsible for doing reserach and giving the related data and information to the
marketiing department. With the use of this data new product will be developed by the marekting
department. In this way the proper defining of roles of each department will help in completing a
specific task (Storey, 2014.)
Company needs- Different enterprise requires different organisation structure depending upon
their nature and size. These structure are formed in such a way that it fits the needs of enterprise.
The depth in structural hierarchy of organisation depends upon the number of staff it is having. The
more number of staff means more level in hierarchy. The various companies have variety of
emploees working and in order to best utilise the human resource it is necessaty to have a structure
which fulfil the needs of organisation.
These all elements describes that the good organisation structure is very useful in the success of
organisation. Moreover, effective structure shows that what are the roles and responsibilities of each
department and whom they are accountable. For growth of enterprise it is neceassry that the each
department must be having the authority to perform some task which is based on achievement of the
overall objectives.
CONCLUSION:
This report shows the important functions of marketing and HRM department. The objectives and
goals of marketing and HRM and how they help in attaining the overall goals of organisation is also
discussed. The organisation structure plays a important role in growth and development of every
organisation. It shows the hierarchy of levels of various departments in the organisation and what
roles and responsibilities each of them is having. It helps in successful communication between
every level.

REFERENCES:
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Dudek, and et.al., 2013. Cardiolipin deficiency affects respiratory chain function and organization
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Purce .J. 2014. The impact of corporate strategy on human resource management. New Perspectives
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Reiche and et.al, 2016. Readings and cases in international human resource management. Taylor
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Routledge