Human Resource Management Report: Strategic HRM in Retail Sector

This report provides a comprehensive analysis of Human Resource Management (HRM) practices, focusing on the application of the Guest model within the context of Primark. It differentiates between HRM and personnel management, exploring the implications of strategic approaches for line managers and staff. The report examines flexibility models, including functional, numerical, and financial flexibility, and assesses Primark's working practices for both employees and employers, alongside the changing dynamics of the labor market. Furthermore, it discusses various forms of discrimination, the implications of equal opportunities legislation, and compares approaches to managing equal opportunities and diversity. Performance management methods, employee welfare management, and the implications of health and safety legislation on HR practices are also assessed. The report concludes with a discussion on topical issues in HRM, providing a holistic view of HRM strategies and challenges within the retail sector.

HUMAN RESOURCE
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Explanation of Guest model..................................................................................................3
1.2Differntiate between HRM and personnel management........................................................5
1.3Implication of line manager and staff members of develop strategic approach.....................6
TASK 2............................................................................................................................................6
2.1Explain flexibility model applied in the organisation............................................................6
2.2Types of flexibility.................................................................................................................7
2.3Assessing the working practices used by Primark both employee and employer..................8
2.4Discussion on the change in the labour market on flexible working practices in the
organisation.................................................................................................................................9
TASK 3............................................................................................................................................9
3.1 Discuss on forms of discrimination.......................................................................................9
3.2 Discussion on implication of equal opportunities legislation.............................................10
3.3Comparision of managing equal opportunities and diversity approaches...........................10
TASK 4..........................................................................................................................................11
4.1Performance management methods.....................................................................................11
4.2Assess the management of employee welfare approaches...................................................11
4.3 Discuss on Implication of health and safety legislation on HR practices...........................12
4.4Topical issue of human resource management....................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
The Management of human resources is a most vital part of any firm. The various HR
practices used by them to develop the employees capabilities and encourage them to done its
work more effectively. Primark is a retailer who successfully achieves its objectives and goals by
satisfying its customers. It provides high quality products and also train and develop its
employee by adopt HR practices. In the present project report, the Guest model used by the
organisation and also differentiate among personnel management and human resource
management (owles,Holton and Swanson, 2014). The company also provide various options of
flexibility in working hours and the impact on the employee and employer. In addition to this,
the performance appraisal methods is used to determine the workers achievements or failure.
Also, health and safety measures are taken by the organisation by considering employment
legislation.
TASK 1
1.1 Explanation of Guest's model
Primark apply Guest's model in its organisation to develop its personnel so, it provides
the best results which leads to achieve objectives and goals in a desired manner. The HR
practices applied by this firm to know the outcomes in terms of financial, behavioural and
performance that are as follows:-

 HRM practices- The cited company provide various products such as clothing,
accessories and beauty. To increase the sales of these goods they required to develop the
employees skills, abilities and knowledge towards work so, they put maximum efforts.
There are various types of HR practices implement by them are recruitment, Training
and compensation. HR outcomes- The HR practices applied within the organisation gives outcomes
that leads to enhance productivity and profitability of a firm. They select a high-qualified
and talent candidates from various places that have a capacity to provide its customers
high quality of goods and services (Malik, 2010). Whereas, another practices is training
and development aid the firm in increase employee's knowledge and skills so, they done
work in a flexible manner. The various compensation benefits encourage them to put
maximum efforts in completing the work that leads to increase in sales and generate more
revenues. Behavioural Outcomes- This HR practices applied by the Primark helps the
employees to tackle the different types of situations. It increase the ability to make an
effective decisions and also take a new challenges to capture the opportunities from the
Illustration 1: The Guest Model
(Source: Linley and Garcea,2013)

environment. The training sessions given by the company increase skills and knowledge
so, solve complex problems by thinking logically. Performance outcomes- The well structured compensation plans for the
employees are framed, usage of on-job training methods and also hire fresh candidates
from the external sources in recruitment process (Melton and Hartline, 2010). It
facilitates the staff members is that they deliver new innovative ideas that affect the firm
performance in positive manner. The productivity will increase and maximize turnover
that leads to provide its customers high quality products as per its expectations.
 Financial outcomes- The Primark invest in the firm to increase the sales and
satisfy its customer effectively. The result of HR strategy used by them help in measuring
the company's financial performance. This can be in terms of its profits that are increase
in number of sales and customer base. Along with this, it will also provide an effective
return on its investment positively by capture the market share and value.
1.2Differentiate between HRM and personnel management
As per the Storey's definition of Human resource management that are required by the
Primark for implement in the organisation to achieve its goals and objectives in an effective
manner. Here, there is a difference among both HR practices and personnel management are as
discuss below-
Personnel management Human resource management
It means that organisation manage
relationships with its staff members and also
activities.
Primark Manage the individuals skills, talents,
knowledge and its aptitudes by various HR
practices.
The Marks and Spencer mainly concerned with
the development of an individuals rather than
groups in which its is contractual agreement
among employee and employer.
It is a unique approach that manage the
employment by considering to take advantages
from the competitive market.
The employment relationships of Marks and
Spencer is strong with an agreement there is no
role of trust and values among them.
The cited organisation formulate various HR
strategies that are communicate to the staff
members so, they give their opinions to make

effective business decisions(Musa and et.al.,
2011).
The Marks and Spencer mainly focus entirely
on the customer satisfaction and to complete
the job efficiently.
The main focus is on to develop the skills,
knowledge and capabilities of all individuals
towards work.
In the personnel management in which the
organisation provide wages and salary only to
its employees by just behave that they are
labour (Steen and et.al. 201).
The HRM of the cited firm mainly focus on
customer satisfaction to enhance the skills and
knowledge the company provide compensation
benefits, incentives and bonus to its employee
so, they put their maximum efforts to make
high quality products as per the customer
satisfaction.
The M& S company promote the work by
design the job that are wholly based on the
responsibility and authority on division of
labour.
The human resource management design job
structure by the company that help in
promoting the team work so, they can solve
complex problems and make an effective
decisions.
1.3 Implication of line manager and staff members of develop strategic approach
The line manger and employees of Primark are the important asset that helps the
organisation to enhance productivity and performance (Ofori and Aryeetey, 2011). They play a
significant role in the human resource management and they include strategic development
approach. Their are some major implications which are as follows:-
Cost-effective- The line manager of cited company is expertise in managing its
individuals on regular basis and specialize in arrange the resources by minimization of cost.
They have a technical as well as managerial skills that help in sorting problem of staff members
whenever its requires. They can assign duty by allocating task and evaluate them in most desired
manner. They also deal with different types of customers directly and check the quality to
determine operational performance.

Improves productivity and performance- Employee of Primark company develop
performance metrics to increase productivity as well as its performance (Steen and et.al. 2011).
The strategic approach of HRM made by managers deliver the essential support to the workers
so, they think intellectually and innovative that directly impact on organisational profits. They
impact positively towards the better performance of all individuals they develop a better reward
system leads to flexibility in the workforce. The mutual understanding among employer and
employee increase efficiency level by sharing knowledge among each other.
Build trust- The human resource management apply the business strategic approach on
the individuals that will enhance flexibility towards work performance. This will motivate them
in completing the work by better performing and also identifies the inefficiency in it. This will
helps the company in building a strong trust in a workers and also enhance staff member
commitment of work.
Implication of line manager
Line manager are the main players of any business firms and M & S have a high skilled
manager as they formulate company's policy. It will improve the individuals performance and it
is also responsible maintain the executive through monitoring people in systematic way. The
duty of line manager is that run business operation in smoothly as they expertise person who
managing routine operations. They done work for the purpose maintaining cost of firm,
controlling quality and handle customers directly. M&S line managers are accountable for
conducting training for the workers so, they can enhance work quality.
Implication of Employees
Employee are the assets of a company they put their maximum efforts for the purpose of
enhance company's performance. Marks and Spencer handle its staff workers by deliver them
incentive plans and conduct proper training so, they can perform well through innovative ideas
that increase productivity. The main implication of employees is that they enhance company's
performance as it is possible through taking regular feedback that directly reduce the errors.
within the workplace. Marks and Spencer improve work culture as they support young workers
innovative ideas so, they contribute their best efforts.

TASK 2
2.1Explain flexibility model applied in the organisation
With the advancement of technology that provide more challenges to the various
industrial sectors in every day. The requirement of working demands from the employees are
increase so, the organisation effectively utilise each individuals talent by managing. This will
ensure that human resource priorities are not compromise. The Primark adopt the Atkinson
(1984) flexible working models which is most effective in challenging the jobs in these days.
Therefore, these model have a various combination of dimensions of flexibility that helps the
organisation to contribute the flexibility at the workplace. Atkinson model categorise into
various type of flexibility that are the functional, financial and numerical that are as follows:
 Functional flexibility: This type of flexibility gives an ability to the Primark’s
employees an opportunity to cope with the different jobs and also moves among the task
such as a worker can done multitasking. In addition, they are also a problem solving
groups, team working group and also job rotation etc.
 Numerical flexibility: It means an organisation can allow labour to make an
employment contract for the short notice. Thus, allow them to make a fixed term
contracts and hire the temporary employee in the workplace. The individuals who make
contracts have a limited security rights in the numerical flexibility. They are hire as a part
time, share jobs and also workers have a short terms contracts.
This model are categorised the worker into two groups are as follow:
 Core workers- In that groups the workers are highly talented and the company hire them
to pay at high salary. Therefore, the company provide them a comprehensive training and
have an opportunity of promotion.
 Peripheral workers- The workers are employed as a short-term contract, part time and
temporary. They does not have an opportunity of promotion, training and also various
fringe benefits.
Adopting these models facilitates in provide better services to the customers by always
work for them. The main aim of Primark is that to provide high quality products and customer
oriented. The flexible model gives an facility to its workers to done its job as per the requirement

in the freelance job for 5 months contract. Along with this, by use of telecommunication that are
used widely in working style which is called as “work from home”.The other strategy is a
employment strategy provide flexibility in working that response to the competitive pressure that
are generally faced by many firms (Lin and et.al. 2010). The cited company provide its staff
members to flexibility in work and also hire temporary candidates to reduced the work load and
it is cost-effective. The flexibility in work hours is an effective they allow individuals to work in
its comfort zone which ensure trust and loyalty. This model help in attain the firm objectives and
goals in an effective manner and also satisfy customer at high level.
2.2Types of flexibility
The Atkinson flexible model used by the Primark to reduce the workload and also satisfy
customers demands. There are various types of flexibility in these model they provide to its
employees that are as follows-
Internal numerical flexibility- The telecommuting play a major role to the Primark
company which provide initiative which allow the workers to done their work comfortable. They
can choose the time work by their own that increase trust as well as employee relations by used
of flexible model
External numerical flexibility- The organisation hire its workers for freelancer job in
which they hire them for some limited time period as a temporary employee. They done a
Illustration 2: Types of flexibility
(Sources:Steen,2011)

specific task and they also hire for the full time job as supply coordinator. For example, the staff
member hire in fixed term contract for one year in which they work for 38 hours per week.
Numerical flexibility– The company select the candidates for the part-time jobs that is
cost-effective and also satisfy its clients highly (Melton and Hartline,2010). This will also
eliminating the process of recruitment and selection a employee for the full-time job. For
example, Primark hire the suitable and potential candidates for the customer service who have a
effective communication skills. They have not get an opportunity of promotion and not provide
them a comprehensive training and development.
Locational Flexibility- The another flexible type of work they facilitates to its employee
with the advancement of technology is that they are able to done its work from home. This will
manage the working life as well as personal life also.
2.3Assessing the working practices used by Primark both employee and employer
The model of flexibility in working improve the performance and also build a
strong relationships among both employer and employer in the Primark company that are
discussed below-
For the Employee
The various options available to the worker so they can manage both life personal and
professionals. The telecommunication is one of the most important flexible method in which
they reduce the burden of work as they can done anytime it want and give facility to done work
more effectively (Lin,2010). This helps the employees completing its work effectively outside
the organisation through telecommuting flexibility. It facilitates that them do work from home
as well as it save time, expenses and customized arrangements that assist them to retain valuable
staff workers. Apart from this, it also effectively utilization of resources and reduce cost. The
another option of freelancer job in which is a mainly focus on task within a time framework
which the employee can work as per its requirement at any time and hour before the deadline
time. The worker becomes self employed and they would have tight deadlines to meet.
For the Employer
Primark follow the flexible working practices improve performance and profitability. The
worker of cited organisation invest more time in working its job in telecommunication so, it is

becomes possible for the employer they can also assign work anytime from anywhere (Linley
and Garcea, 2013). Along with this, with the introduction part time as well as freelancer job will
also minimize the expenses of training and development programs as they hire only those
employee in the job who are already trained and high qualified. This will enable the firm to
expand at global level and also strengthen the quality of services. Part-time job facility provide
benefits to the employees as they can balance their both personal and professional life
effectively. Along with that, they enhance trust and loyalty among the employer and employee
relationship. The another flexibility in working are job share is alternative to flexible working
hours and compressed week hours given by company. They provide advantages to the employer
as they can easily manage the work load of company by sharing job which directly increase
productivity without increase cost to firm. It also maintain healthy environment in the workplace
and increase sales effectively.
2.4Discussion on the change in the labour market on flexible working practices in the
organisation
The Primark adopt flexible working practices by implement various options available to
the employees which increase the performance level. They categorise these options and put them
in a workforce by the management when they feel that there is additional work. This will help in
facilitates the work to be done on stipulated time frame and achieve its goals and objectives. The
dramatic change in the labour market that resultant into there is demand of flexibility in working
and also part time jobs. This will adopt to take the competitive advantages and with these change
it will also increase the demand of retail jobs also (Malik,2010). Primark provides flexible option
that will help them in retaining the employee and also attract individuals from the competitive
market. The major disadvantage is that is that this flexible practices increase the managerial
control over its workers this will reduce the in-house staff members to tackle the clients in
Primark.
Labour market facilitates demand and supply of workforce by matching the needs of a
company. It also show the relationship among employee and employer. Therefore, in the internal
labour market show the staff workers activities and its performance within the workplace. M&S
conduct a training to their employees so, they contribute more that leads to the company towards
its success. Whereas, the external labour that means fluctuation in employment, technology and
demographic that highly impact on labour market. The Marks and Spencer operate their business

in clothing industry as it is necessary for the company to adopt latest technology which improve
in product quality. It will highly satisfy the workers that directly attain the company's objectives
in a desired manner.
TASK 3
3.1 Discuss on forms of discrimination
Primark is a retail organisation in which there are number of employees are working in
different locations. That leads of difference groups of people merger at one place have a different
gender, religious and race discrimination are discuss below-
Racial discrimination -The major discrimination occur by the cited organisation is racial
and sex discrimination. In the interview process they do not hire the black peoples they are some
of Asian candidates. They break the law of Racial discrimination act 1975 by not treat them
equally they judge only for its colours and avoid the qualification, knowledge and skills.
Gender discrimination- They hire for the receptionist and sales manager so refuse them
in that situations their will be a case of gender discrimination (Musa and et.al., 2011). Another
hand, on the basis of sex they treat unequally with the women workers in that is kind of
harassment happen on the its dress they wear. The company formulate the policies regard to
women's safety and they also make discipline by compulsion on dress code while working.
Religion discrimination- The discrimination create when the company treated
unequally to the staff workers due to difference in the religion in the workplace. This will break
the law by any organisation if they does not provide any opportunities to the employees due to
religion difference.
Age discrimination- In the equality act 2010, it unlawful to treat the employee unfairly
who are looking for job and at the time of conduct trainees due to age difference. Thus, the
Primark have to follow age discrimination act so that all the employee are to be treated in the
fairly and not to be discriminate due to age difference.
Disability discrimination- In that disability discrimination act 1995 in which it protect
the employee who are disabled in terms of mentally or physically. The Primark follow these act

that allow each and every individual to gives them an opportunity equally that are taken place in
the grounds.
3.2 Discussion on implication of equal opportunities legislation
The Primark adopt the equal opportunities legislation to provide each and every worker
equal opportunities to ignore the kinds of discrimination occur in the workplace. The
productivity will enhanced and cost of production minimize. Some of the legislation are discuss
below- Equal opportunities legislation related to localization- The Primark have more
employees and they also develop stores in various location all over the countries.
Company provide both local as well as international employees equal opportunities in
terms of promotion, participation in the training and development programmes and also
compensation plans benefits etc. They took place first in a majority a local people in
particular store (Ofori and Aryeetey,2011). The equal opportunities legislation are strictly
followed by them in different locations. Related to sex- The majority of women employee are now increase in the cited
organisation but they provide all benefits to both male and female. They provide
increment in salary and performance based benefits such as rewards or recognition etc. by
performance analyses of its workers. The practical implication in the Primark is that they
sometime not treated equally they not allow to take participate in the decision making
process and problem solving. Racial terms- The racialism impact the business and to control over them is most difficult
job. The Primark now hire and select both black and white people in different location
that makes them in creating a brand image. The innovative ideas of these group of people
leads to success in the retail sector.
3.3Comparision of managing equal opportunities and diversity approaches
Primark implementing various approaches to manage the equality and also manage
diversity in the company that are discussed below-
No discrimination- To reduce the harassment and healthy environment they educate the
workforce that is very effective. They provide them various laws of discrimination act related to
sex, racial, gender and culture and it will reduce the discrimination in the Primark. Therefore, it

resultant into company provides an equal employment opportunities to the employees without
treated by anyone unfairly that leads to improve the employee relations.
Provide equal opportunities - It is important for the organisation to encourage its
employees in placing the escalation of its complaints (owles, Holton and Swanson, 2014). The
approach used by the Primark to deal with harassment and promise them anonymity whenever its
required. The HRM department of a firm become significantly take law of discrimination into
practice.
Dimensions Equal opportunities Managing diversity
Priorities It can be define as a external
initiated that are mainly focus
on policies and ethics.
Managing diversity can be
define as internal initiated that
are mainly paying attention on
company's needs
Aim and objective The main aim of this is to
deliver compatibility within
the workplace by deal with the
employee in equal manner.
The main objective of equal
opportunities is that to protect
the human rights.
The main aim of this to
enhance company's
profitability. The aim of
managing diversity is to handle
all workers as a individual as it
have a unique attributes.
Implication It modify changes in their
system as well as practices
within the workplace
Managing diversity by
modification in company
philosophy
Focus of action M&S analyse workers needs
and demands deliver them
healthier environment so, they
feel comfortable.
Management conduct training
programmes so, the workers
enhance their knowledge so,
they can able to minimize
workload.

TASK 4
4.1Performance management methods
The management of employees performance is a necessary for the firm to attain goals and
the main purpose is that to continuously improvement. They needed skills and abilities to
contribute efforts for the development in the firm (Steen and et.al. 2011). The Primark adopt
various performance management methods so, they can identify the problem occur in the
workplace and also take step for its improvement that are discussed below-
360 degree feedback- The cited organisation used most commonly methods that is 360 degree
feedback. In this methods of performance measurement of employees in which the manager of
human resource take information with all level of management peoples's in the company. This
allow the appraiser to know the all information of worker sin which they set questions regard to
technical skills and job performance. They receive feedback relates to it behaviour towards work
that allow the manager to develop the leadership skill through training and development.
Management by objectives- It is another modern method of performance appraisal in which
management of objectives needs a manager and also staff members. In which they have to agree
on some specific objectives in that it set deadline (Steen and et.al. 2011). It can be explained with
the help of an example, the manager of sales needs to generate more revenue by 30% within 4
months. The goals are to be set once, now it becomes the responsibility for the sales manager to
identify the success and failure towards objectives.
Rating scale- This is an alternative way to performance appraisal that is rating scale this
methodology needs to develop the depth grading system. It help them in assessing the success of
employee in various areas. The areas in which the performance evaluate are technical skills set,
teamwork and also communication set of skills. This techniques only requires a minimum grade
of an employee that take in order for the performance measurement successfully..
Primark company gather information about employees performance with help of 360
Degree performance appraisal methods. They provide questionnaire methods and conduct
interviews to gather information about the performance of staff worker from all the levels of
management in the organisation.

4.2Assess the management of employee welfare approaches
The most important of the Primark developing manager is that they organised and
manage the employee welfare. It has been seen that their will be significantly increase so, the
government of UK launched programme related to support the employee health and its well
being. The employers of the cited organisation support the health and well-being of its staff
members. The management of company behave with the employees as a part of family members
they provide them flexible working hours options such part-time, work form home and also
freelancer jobs (Steen and et.al. 2011). Along with this, they also conduct a program of
recognition for the employees in that they choose the higher performer in the human resource
department and reward them for their extra efforts in the firm. This type of programme motivate
the staff members and they put its 100% efforts for the organisation success. Beside, this they
also provide employee leave management system in which the workers are free to plan for its
leaves as per their requirements. They also run training session that aid them more skilled
employees and they contribute in the festival for which they provide them bonus programs. The
company provide safety measures to all the workers by to maintain employee welfare.
4.3 Discuss on Implication of health and safety legislation on HR practices
On of the major issue nowadays is related to health and safety of employees in the
Primark. To improve and maintain the healthy environment in the organisation by considering
various healthy and safety legislation in the workplace. The health and safety at work act 1974
that help the organisation to monitor its HR practices as per the legislation and they regulates
standards in the workplace by provide so there is less chance of accidents, injuries and diseases
happen in the organisation. The healthy environment in the organisation help them to run its
operations and functions smoothly without overlapping of work. They implement corporate
health services in the cited organisation to provide the healthier to all the individuals. In this
they deliver offers in that they check health of its worker at intervals to know the fitness level
(Steen,2011). They provide health care offer to the incapable employees regard to the health
issues. This issue overcome by deliver them medical assistance and the major benefits is that it
develop a healthy working life style of workers. The health and safety department of Primark
ensure that they maintain the proper healthcare of its staff member by follow the proper
procedure related to health and safety. The corporate health service is beneficial for the
organisation that help them in keep its worker healthier and life long.

4.4Topical issue of human resource management
The major issue regard to the employee that is recruitment that means the company
cannot follow suitable procedure to hire and select candidates. This will reduce the production
capacity and profitability of Primark company. The firm call for the interview over the
telephone, internet and use internal sources. The result into increase in the rate of turnover leads
to minimization in the its experience. Primark faced this problem in which there is a increase in
the rate of employee turnover which is inefficiency in cost. For this reason, the invest its
expenses in the recruitment and selection process to hire the new candidates. In the competitive
world the experience of staff members are favourable choice they are attract towards better offer
leads to increase more chance of leave the job. This will highly impact on the cited organisation
and they select only those candidates who are long term career oriented rather than choose those
who looking for better offers (Tomé,2011). They only need professionals who are generally face
the various challenges and they also take initiatives by adding more responsibilities towards
work. In past five years the employee turnover rates minimizing up to 50 % as they provide
various benefits offers by implementing various option of flexibility in working hours, rewards
and better performance incentives etc.
CONCLUSION
Summarizing the whole report, it has been concluded that the Primark working
conditions are better by implementing flexible working practices. The department of human
resource management plays a great role in doing their job legally by take care of it employees.
They provide them health and safety measures to protect from hazardous and illness. They
motivate its employees by festival bonus programmes and also provide them recognition by
performance appraisal. They should also considering the discrimination in the process of
selecting to take more advantages from the competitive world of environment.

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