Developing an Effective L&D Program for Line Managers at BHG Singapore

This report details a learning and development (L&D) program designed for line managers at BHG Singapore, a departmental store with a significant online presence. The program addresses the need for enhanced skills in areas such as coaching, performance appraisal, motivation, and conflict resolution, aligning with BHG's mission to deliver excellent customer experience. The organizational context emphasizes the importance of HR in strategically improving employee effectiveness. The report highlights the need for training due to factors like changing consumer behavior, technological dependence, and the challenges of managing an e-commerce site. It suggests horizontal integration as a strategy and proposes a budget plan with investments in courseware, technology, and corporate training to support the L&D initiatives. Desklib provides access to this and other solved assignments for students.

L&D program for
line managers
BHG, Singapore

Introduction
 Line managers in BHG Singapore is the selected scenario.
BHG is a departmental store, deals in toys, toiletries and
many more. The ownership units are segregated into unit
holders, trustee, property manager and holding
companies. The company secures a gross revenue of over
86,000 dollars.
 The company abides by ethics and engages in
international trade. About 5 properties in retail industry
comprise the company’s portfolio. The trainees have
experience in merchandizing, inventory and
advertisement.
 The roles and responsibilities of L & D include coaching,
performance appraisal, motivation, conflict resolution,

Organizational context
 Organizing a L &D scenario is equivalent to company’s gesture of
looking forward for new ways to support the organizational objectives
and benefits.
 HR department imposes this as strategically to increase the
effectiveness of employees and managers in order to ensure
excellence in company performance.
 In case of BHG, Singapore; the learning and development needs
require to be explored through a strategic viewpoint.

Organisational context : BHG,
Singapore
 Mission
 The company mission is to
deliver professional and
excellent customer experience
by a consistence process of
fulfilling promises, maintaining
brand value and price.
 Ambience has to be customer
friendly and promotional
activities are market oriented
on a large scale.
 Vision
 BHG aims to achieve the
position of most preferred
departmental store for the
national population through
maintaining a consistent
promise of providing friendly
ambience, quality service, wide
range of offerings and
customer engagement
activities.

Organisational context : BHG,
Singapore
 Business-led
 The culture of the organisation, which is e-
commerce site in this case, the overview of HR
functions and view of the shareholders depends
as political factors of training and development
scenario.
 As per the rules of e-commerce sites the stock
must be loaded because the customer demand
cannot be predicted. Due to increasing
complaints economic losses have been common.
 Social factors are changing consumer
behaviour for which a need of training has
emerged.
 Technological dependence is another reason
for the requirement of learning and development
of managers.
 Horizontal integration
 Horizontal integration strategy is when an
organisation acquires or collaborate with a
company with same kind of production or
area of operation.
 In this case of difficulties, BHG can
collaborate with other e-commerce site deals
in departmental products in order to ensure
excellent service. It will work as a learning
session for line managers for future
challenges.

Structure and culture of BHG :
L&D scenario
 In order to serve the requirements of the customers
who are opting for online shopping, the structure has
been divided in terms of varied operations.
 In order to handle the virtual stores, managers must
be developed accordingly by giving them sessions on
shipment, logistics managements, measurement of
supply and demand and many more.
 The culture is customer oriented, therefore there is a
strong demand of learning the process as soon as
possible.

L&D programs and its budget
 Adding value to the training
programme is synonymous to adding
value to the business operations
because efficient human resource is
another name of efficient delivery od
services.
 Weekly meetings will be arranged
both in virtual and physical modes.
Technological help is important in
order to connect with the managers
of distant stores.
 Weekly evaluation process will help
to have an idea about their efficiency
and newly developed skills.
 In this era of globalization it is
more important to invest on
human capital if the motive is
consistent growth.
 Investment is required in the
field of technology and digital
marketing as e-commerce site
is entirely operated with the
help of technological leverage.
 IT infrastructure, corporate
trainer are some of the areas to
invest on.

Budget plan
Training Budget
Organization: BHS, Singapore Year: 2018
Department: Submitted by:
Annual training allotment:
1Q Budget: $10,000 3Q Budget: $0 Total Budget: $10,000
2Q Budget: $0 4Q Budget: $0
1st Quarter Training Budget
Line Item Description/Justification Qty. Unit Cost/Rate Total
1 Courseware development $200
2 Courseware purchase $250
3 Certification $150
4 Train-the-trainer $400
5 Hardware purchase $400
6 Facility rental $500
7 Instructional materials $600
8 Technical equipment $500
9 Consulting fees $3000
10 Instructor fees $3000
11 Content acquisition 0
12 Travel $1000
13 Per diem 0
14 0
15 0
Grand Total $10000

Bibliography
 Barham 1988.
 Handy 1985.

Thank you.