Strategic HRM and OB: UrPhone4everything Case Study

This report provides a comprehensive analysis of Strategic Human Resource Management (SHRM) and Organisational Behaviour. It begins with an overview of strategic management and SHRM, emphasizing their importance in enhancing employee skills and addressing people management issues. The report then delves into a case study of UrPhone4everything, exploring how SHRM can be applied to improve employee productivity and address challenges related to employee participation, reward systems, and performance management. The report also examines the integration of SHRM with other functional areas like marketing, finance, and operations. Furthermore, the report discusses the roles within UrPhone4everything, focusing on the business partner role and proposing strategies for a new apartment contract. It also includes PESTLE and SWOT analyses to assess the external and internal environments, considering political, economic, social, and technological factors. Finally, the report outlines preliminary HR requirements, including workforce planning, organizational hierarchy, risk management, and employee development, concluding with a discussion of strategic management's role in achieving organizational goals.

Running head: Strategic Human Resource Management and Organisational Behaviour
Strategic Human Resource Management and Organisational Behaviour
Name of the Student:
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Author note:

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Table of Contents
TASK-1..........................................................................................................................2
Question1...................................................................................................................2
Question2...................................................................................................................4
Question3...................................................................................................................5
Question4:..................................................................................................................7
TASK-2..........................................................................................................................8
Question1...................................................................................................................8
Question2.................................................................................................................10
TASK-3........................................................................................................................14
Introduction..............................................................................................................15
Discussion................................................................................................................16
Question1.............................................................................................................16
Question3.............................................................................................................17
Question4.............................................................................................................18
Question5.............................................................................................................19
Conclusion....................................................................................................................21
Reference and Bibliography.........................................................................................22

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TASK-1
Strategic Management is the process in which the organisations formulates,
implements and evaluates the business strategy to achieve the organisational goal and
objective. Strategic Human Resource Management (SHRM) is the core philosophy that
explains the way that individuals in the organisation are managed and how it is involved into
HR policies and practices to inflate the productivity of the firm (Wheelen et al. 2017). The
practice and policies need to be in integrated with the strategic planning so as to make it
consistent. It is the set of managerial decision and action that bring outs the long term
performance of the organisation. Strategic human resource management involves
environmental scanning, strategic formulation, strategic implementation, evaluation of the
plan and control (Welford 2016). The strategic management predominantly focuses on the
evaluating and monitoring environmental threats and opportunities with regards to the
organisation’s strength and weakness.
Question1
The key importance of strategic human resource management is to enhance employee
skills by analysing the business problem which is apart from human resource Strategic human
resource management aims at directing and solving problems effecting people management
issues globally for the long run. In the following case study of Alex Erate the actions that has
to be taken care is to identify the key HR areas where the strategies is to be implemented to
improve the skill, motivation and productivity of employees in the future. The HR mangers
face many challenges in an organisation such as employee participation, reward system,
human resource flow, performance management and high commitment work system with
respect to globalisation.

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The major focusing issue involved in strategic human resource management are-
-Analysing the opportunities and threats exists in the external environment of the
organisation.
-Formulating the strategies that will coincide with the organisation’s internal factors such as
their weakness and strength with the external factors opportunities and threats, in simple
words analysing SWOT analysis of the organisation.
-Implementing the strategies as it has been formulated.
-Evaluating the implemented strategies to make sure that the organisation is benefited with
the changes and the objective is duly achieved.
Value-added selling for UrPhone4everything, the following points highlights that how
to create value to the product so as to grab the attention of the customer and for long run
commitment of the product. Assess the audience needs- Meeting the needs of the customers
grabs more attentions towards the product, offering better quality to the customers, improving
the customer service for the products, improving the product’s packaging and design, for the
customers providing extra expert advice and increasing the delivery speed.
The Strategic Management is concerned with the overall organisation departments.
The overall organisation includes the major four functional areas they are marketing, human
resource, operation and finance. The strategic human resource management can be linked
with the other departments of the organisation as it is an integrative approach.
Strategic human resource management in marketing which is the core department of
any organisation impacts the business deeply, hence as for introduction, recognition of the

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new product, for creativity and new innovation it is highly essential for that strategic human
resource management approach to be applied to implement the strategic plans like new skills
or experience is needed for the employees (McKiernan 2017). The department need to make
strategic plans in recruitment, training and selection of new staff.
Strategic human resource management in finance, the finance department is
concerned with raising capital for different operations in the organisation and ensuring
enough revenue generated to recover the cost of the company. Therefore, strategic decision
must be taken to raise the capital in order to sustain in the future.
Strategic human resource management in operation management is very indispensable
in an organisation for example according to the case study UrPhone4everthing is very
successful in the market, the layout of the overall site shows strategic thinking. Therefore, to
adapt proper strategies SHRM helps the operation management to successfully lead the
business.
Question2
The roles which can be played in UrPhone4everthing business are business partner.
The role of business partner is to make a profitable approach towards the company. Alex
Erate is a long-time friend and being a preferred partner it can be suggested to Alex and the
other two member to develop an app which can advertisement of the contract of 7000
apartments as well they can directly purchase or can have rent for the apartment, as it a new
contract people are unaware of the apartment so through that app they can even offer some
discounts for early booking in this way the business can attain attention of the customers and
it is profitable to both the organisation as well for the new contract.

5Strategic Human Resource Management and Organisational Behaviour
Question3
Construction is a type of industry where uncertainty is considered to be very common
than the other industries. Uncertainty refers to the possible risk which can be raised during or
after the establishment of the business. Generally, the construction projects go on for a
specific duration however the final benefit or outcome from the investment is realised in the
future. Hence complete market analyses is mandatory for the business to find out the
possible risk and opportunities and this can be done by analysing PESTLE AND SWOT
analysis. The factors which must be considered before proceeding to the HR plans, can be
incorporated by analysing the external and internal environmental factors by using PESTLE
and SWOT analysis which puts great impact in successfully acquiring the new contract for
UrPhone4everything. The PESTLE analysis aims to identify the key factors that impacts the
external environment of the business. The investment is a real- estate business hence the
analysis is used to analyse the real-estate market of UK.
Political issues in UK, the government in UK is progressively taking interest in the
property investment sector. The political and government conditions is positively looking
forward for stimulating growth in the property market such as making out ways of making it
convenient and easier for developer to initiate new property in the market, both commercial
and residential. Particularly there are evidences of some political movements ensures that the
low end market is rejuvenated to stimulate the first-time buyer. There are many political
efforts put to stimulate the new business and this is a positive sign and option for the
commercial investors, as the upcoming business is more likely to rent property and this is
more cost-effective.

6Strategic Human Resource Management and Organisational Behaviour
The economic factors give the ability to understand the current growth of the country
so as to predict the productivity of current and for the future prospect as well. The reduced
ability of the people to borrow money, so as to purchase own house or apartment either, the
commercial or residential will have the direct impact on the property investment market. The
property investors generally have a good customer base, as it has been quiet difficult for them
to purchase their own house therefore they are more willing towards rental apartment or
property as their alternative. During the economic slowdown many commercial and
residential owners lost their property and they were unable to repay their mortgages, hence it
is a good scope for the property investors who possess sufficient cash to purchase apartments
below the market price.
The social business environment, the chief factors influencing the new contract from
initiating is population, the current population of UK is 66.85 million and it is a good
opportunity to build 7000 apartments according to the population of UK. The affordability of
the individuals encourages them to buy apartments or rental apartments. The rising income of
people in UK means they are able to afford house and apartment. The immigration of
individuals from other countries stimulates the purchasing power of apartments in the minds
of the people.
The technological drivers ensure good opportunities as well as progress in the
property investment market. This provokes the property investors to grab the attention of the
potential customers this signifies that the potential customers have access towards the
growing competition. Therefore, the organisation need to offer services on property
investments by using the technology so as to capture the maximum possible audience.
Technology has made work smarter and easier than complicated.

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SWOT analysis enables the company to define its position as well as the competitive
companies by analysing the business strength, weakness, opportunities and threat. It helps to
determine the company’s contracting and planning phase.
Strength- Selection of good contractors, who can satisfy their criteria it strengthen the
project and creates confidence within the investor. If a bad contractor is selected then both the
investor and the contractor can have serious problem which can involve huge loss,
requirement of more resources and this can lead to more risk and break fall of the business.
Increase in population in UK also acts as a strength, more people more is the demand for
apartments. The Chinese investors is a cash-rich person therefore there is no issue fir any
kind of loan or credit.
Weakness- The weakness of the business can be determined when the investor’s
interest lack in protection by the supervisory board. If the investors and the contractors lack
in the proper use of desired materials. Many situations have raised when the contractor is not
willing to make the required and big changes hence this may lead to discrepancy between the
contractor and investor and therefore, undesired outcome can be resulted.
Opportunities- The possible opportunities for the business can be suitable contract
terms which directs to safe investment. The contract is a huge project hence after the success
of project there is chance of diversification of the business in UK.
Threats- Delays in the schedule can affect the business by increasing the expenses and
huge reduction in the profit of the investor. Organisational disturbances, unsynchronised
work, inappropriate planning, investor’s negligence, negligence in buying the materials and
supplies. If the quality of the construction is poor then it becomes a big challenge as well a
threat, not meeting to the level of customer’s expectation can be injurious to the business.

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Question4:
The preliminary HR requirement for the organisation considering the new contract
are: Workforce planning that is recruitment of engineers, labours, operational manger,
program developers and installers
Official organisational hierarchy
Incorporating new policies to protect and guide the business
Risk management programs to be introduced.
Encouraging team-work in the organisation for better communication and productivity.
Maintaining proper departments
Improving the employee efficiency
Introducing work ethics and employee moral values
Figure out the ways to improve the business image and activity,
Strategic Management- the continuous process of planning, monitoring, analysing and
assessment which is necessary to meet the organisational objectives and goals.
TASK-2
Human resource planning is the process of identifying and the systematic planning the
requirement of the company and making the needful changes to meet the company objective
and goal. Human resource planning can be correlated with strategic management so as to
make strategic decision and implement the changes.
Question1
Human resource planning for UrPhone4everything includes recruitment of employees
and managers, employee retention by creating a positive environment in the organisation,

9Strategic Human Resource Management and Organisational Behaviour
training and development of the employee. The most important purpose of the human
resource planning is develo0pment of the management it is because a well experienced and
trained manager is very important for the productiveness and effectiveness of the company.
The planning can be done by using the theory of “SMART”. SMART refers to Specific,
Measurable, Achievable, Realistic and Time bound. These criteria can help the new contact
to achieve its goal based upon the HR management (Warren 2015).
Specific: The goal and objective must be specific; it can be owned by drafting the
objective or goal statement for example, UrPhone4everthing, the business rapidly expanded
only after 6 months of establishment hence the goal is to become a world-wide brand and to
be a market leader across the world.
Measurable: UrPhone4everything aim should be measurable so that the metrics
benchmark can be used and it can be quiet tricky. It means that identifying exactly where to
stand after reaching the goal.
Achievable: The goal which is set by the company must be achievable. If the mission
is fixed and the people are determined, then the goal becomes achievable.
Realistic: The goal and mission must be feasible that is realistic there is no sense of
making a goal which necessitates the required resources which are unavailable. Strategic
planning and critical thinking is needed to make the goal feasible and realistic.
Time bound: The success of any company is determined by how fast the business can
underpin its position in the market. The goal must possess a deadline and if the deadline is
not affixed properly the SMART approach becomes useless. The time-bound strategy allows
the company to adapt proper management of time and utilise it properly.

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Question2
MEMO
UrPhone4everthing Ltd Human Resources Policy
To: Staff of UrPhone4everything
From: Human Resource
Date: 28.03.2019
This policy applies to UrPhone4everything
The company UrPhone4everthing is emerging very fast, it has taken broader base in the
market. Therefore, the organisation needs to adapt certain policies and procedures in order to
maintain discipline and fair practices in the organisation.
The Human resource policy aims to seek from all the staff and business team to operate to
their full potential. Human Resource policies enables to maintain general guidelines and
UrPhone4
Everythin
UrPhone4everything policy approved by the company’s human resource management; it
represents the management direction to the business on this issue: Compliance with this policy
is mandatory through aligning UrPhone4everything management system process and people
behaviour to the commitments below.
Policy Statement

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benefits to the employees where the employees have the legal rights to get the benefits from
the company. The policies include ethical norms, legal and regulations where the employees
will be protected from discriminatory and arbitrary action by the management. Employees
can note the policy manual in case of any disagreement or conflict (Wheeler 2017). The
company has all rights to eliminate discrimination and support diversity within its workforce.
The following rules and regulation are to be maintained by the staff:
1. Hours of work- The working hour of the employee is determined by the requirement
of particular department or section.
 The minimum working hours (lunch and break are excluded) 48 hours per week or 8
hours per day, this is for full time staff (Bryant and Allen 2013).
 If the employee is seeking for half day, then in that case a mail, has to be dropped to
the HR manager and the salary will be deducted by 10%.
 Staffs who are working less than the given number of working hours without any
legal notice, or if the staff is absent without legal notice deduction in remuneration
and disciplinary action will be taken against the staff.
2. Maternity Leave: The maternity leave is for 36 weeks under “Statutory Maternity
Pay” the maternity leave is paid for 13 weeks and the additional weeks are unpaid in
the organisation.
3. Employee Monitoring- It is highly advised to limit the usage of cell-phone while work
and it is highly recommended to avoid unnecessary and unjustifiable activities in the
organisation. Strict actions will be taken if these rules are not being followed.
4. Living wage and minimum wage- The minimum wage for 40 hours a week is £7.85
per hour or £314 a week by “Low Pay Commission” which is enforced by HM
Revenue and Customs. The living wage of the employees is £10.55 per hour £422 a
week.