Organizational Management: Marketing and HRM Roles in Business Success

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INTRODUCTION TO ORGANIZATIONAL
MANAGEMENT
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Executive summary
This report is associated with the understanding of different functions of the organization in
order to evaluate the role of marketing and human resource management. In this report, the key
aims of different organizational functions are discussed for knowing its value in business
improvement. Moreover, analysis of the role of effective structure in the positive contribution of
the success of the organization is done in this report. The study has illustrated all the
organizational functions using a case of Home Foods which has rapidly grown its food
distribution and wholesale company located in Manchester. Furthermore, this report has helped
in analyzing the success of the organization as well as help in understanding its growth in the
fast-food market.
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Table of Contents
Introduction......................................................................................................................................4
Discussion........................................................................................................................................5
1. Discuss the key aims of two of the following functions..............................................................5
2. Discuss how an effective structure can positively contribute to the success of an organization
.......................................................................................................................................................10
Conclusion.....................................................................................................................................13
Reference list.................................................................................................................................14
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Introduction
In this competitive world, organizational management plays a major role in determining the
functions of every department in order to increase the efficiency of the workplace. In this
context, it is very important to understand the role of marketing and human resource
management for maximizing organizational effectiveness. In this report, an analysis will be done
on the role of organizational structure in contributing positive growth and success of the
organization followed by a case of Home Food (HF) located at Manchester. The Company has
been founded in the year 2005 that is presently giving supply of raw materials and packaging
facilities to the fast food outlets of Northern England.
Hence, this report aims at explaining the importance of human resource management and
marketing in developing a successful business enterprise.
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Discussion
1. Discuss the key aims of two of the following functions
Human Resource Management
Human resource management aims in developing and implementing policies that need to be
adapted for meeting the needs of internal stakeholders and for providing a diversified workforce.
As mentioned by Harzinget al. (2016), HRM strategies are set in an organization for improving
organizational effectiveness. It further aims to ensure that the company achieves a skilled,
committed and motivated workforce. For this purpose, the efforts in implementing training and
soft skill sessions for both new as well as existing employees in order to enhance their talent and
skills. In the context of Home Foods, it has been found that human resource management is
responsible for developing the workforce for meeting the sales demand of fast food outlets.
Hence, it can be said that the main role of the HRM is to provide the training on management
skills and teamwork in order to fulfil the demands of food suppliers and distributors in England.
The main aims of human resource management are mentioned below:
To build coordination among organizational departments
It has been found that HRM is responsible for setting harmonious and coordination functionality
among various departments in order to achieve business objectives. Hence, the primary role of
this function is to make the effective use of employees by giving effective direction and guidance
to complete every task (Collingset al., 2018). These comprised of refining of the conditions,
making of a suitable decision about the planning of human resource, evaluation, recruitment,
training and development, staff association and rewards. These actions are taken care of by HRM
for sustaining the business strategy effectively. According to the case of Home Foods, it has
been found that in the year 2005-2008, the sales volume increased rapidly. In this case, for
meeting the requirements of services, expansion of the business occurred where the recruitment
of more staff was done. Hence, it can be said that HRM has played a significant role in managing
new employees in the organization by giving them effective training and information about the
organizational structure. Moreover, it is found that due to effective recruitment, training, and
development, evaluation and reward policies done by the HRM, the organization can become
one of the largest material suppliers and distributors of food in England.
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To offer employee satisfaction
Nowadays, it has become hard for companies in hiring and sustaining potential employees due to
the rise of global completion. On the other hand, the lack of personal skills and motivation levels
result in unproductive result in business. Hence, employee policies and norms are strengthened
by the HR department for hiring and training the right talent. As commented by Jamaliet al.
(2015), when employees feel motivated and satisfied with the working environment, their
determination and interest level of working increases. This becomes advantageous for the growth
of the organization. HRM aims at meeting the demands of the right employees to increase their
satisfaction rate. Therefore, HR policies, ideas, and strategies need to be strengthened according
to the strategic goal of the organization. For example, in Home Foods, it has been found that the
competition level is increasing day-by-day due to the development of differentiation strategy.
However, Home Foods is able to sustain in the market due to providing excellent quality and
effective customer service. Here, it can be said that HRM has done a major contribution in
satisfying the needs of employees which encouraged them to work energetically.
To implement motivational and ethical models
Human resource management is responsible to ensure the ethical, legal and societal issues in
order to gain a competitive advantage in the marketplace. As per the analysis, it has been found
that HRM aims at developing policies and rules to combat the legal and ethical challenges.
Moreover, they also aimed at considered in societal ethics and conduct various social
responsibilities such as CSR activities (Noeet al., 2017). HRM department of organizations uses
models like Dave Ulrich Model for keeping staff happy, motivated, hard-working to satisfy the
goals and objectives of the business. As per this theory, HRM practices can be developed if the
HRM department adopts four roles such as HR business partner, change agent, employee
advocate and administration expert.
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Figure 1: Dave Ulrich HRM Model
(Source: Prikshatand Kumar, 2018)
In-Home Foods, it has been analyzed that the employee turnover rate and absenteeism rate is
quite low as the employees are highly motivated towards the workplace. Hence, it is depicted
that employee advocacy is done in a proper manner. The measurement of employee satisfaction
is done by the company from where it is found that the absenteeism level is low due to improved
morale and employee experience. Moreover, from the case fact, it can be said that training and
development are provided to all the employees by change agent of HR department which has
helped in developing an established brand along with a healthy turnover employee in the
organization.
Marketing
Marketing is another important function that is responsible for increasing the sales figure of the
company. This department is largely responsible for checking the sales rate and managing the
supplies of the company. As mentioned by Kozlenkovaet al. (2015), marketing management has
the responsibility of performing different functions like planning, directing, motivating and
coordinating employees as per the marketing objectives. The marketing department is
responsible for promoting the vision and mission of the organization. It has been found that this
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subordinate serves as the main function of the company for coordinating and manufacturing the
materials that are required in gaining sales in the business.
Role of marketing
Figure 2: Role of marketing department
(Source: Fitchett and Caruana, 2015)
Define and management of brand:This includes the development of marketing position, the
experience level that the organization wants to get from the potential customers and marketing
partners. For example, in Home Foods, there was a hike in the sales volume. Hence, Mr. Wright
joined with other major investors for managing the brand name. Moreover, marketing
department developed unique strategies such as relocation to an expensive site of industrial area
for maintaining and managing the brand effectively.
Conduction of campaign management:Marketing department actively analyze the services and
products by focusing on the sales cycle and accordingly produces communications and materials
to withstand the competitive position. It is the responsibility of the marketing department to
develop new marketing campaigns for making the customers aware of the products and services.
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In this context, Home Foods is found to develop an effective and strong position in the market
due to strong marketing concepts. However, the rise of intense competitors in fast food outlets
has created an urgency for the marketing department in developing new marketing campaigns.
Development of promotional materials: The marketing department of organization should be
able to promote the products and services. Moreover, their role is to keep themselves up-to-date
with these particular products in order to convince the external stakeholders (Rabieet al., 2015).
According to Home Foods case study, it has been observed that the competition of fast food is
becoming intense due to the popularity of meal deals, hence, it can be said that marketers of
Home Foods should promote their products of packaging items and raw materials to gain
customer attraction largely.
Creation of content for management of social media: With the development of social media
marketing tactics, it has been found that the business is able to get new customers that helps in
the growth of sales. Moreover, it is the core duty of the marketing department to manage the
social media pages for reviewing the interests of customers. In the case of Home Foods, the
marketers need to make a strong social media page where they can be in touch with the
customers and fast food centers.
Production of internal communications: The employees working in the organization require to
understand the values, goals, and priorities of the company. Hence, marketing is found to be
responsible for developing employee communication through intranet or newsletter
(Ramanathanet al., 2017). According to the case of Home Foods, it has been found that there is a
strong connection among the staffs and a functional structure was adopted by the organization.
Hence, this shows that marketing department is able to build strong internal communication
among employees.
Aims and functions of marketing
Marketing aims at ensuring effective delivery of the products and services to the marketplace at
an affordable price. Hence, this requires analyzing the competitors and setting a group of target
customers. The main function of marketing is product development in order to gain potential
outcomes in business. For example, in Home Foods, the marketers are engaged in enhancing the
quality of the products that is the technique of brand management. However, to eliminate the fear
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of competition, the marketers of the firm can use pricing strategy and product development
strategy.
Figure 3: Aims and functions of marketing
(Source: Ramanathanet al., 2017)
Other aims and functions of marketing are customer support, labelling and branding, financing,
product distribution, risk-taking and so on. In-Home Foods, customer support, is found to be
strong and they are able to provide effective customer service and excellent product quality. On
the other hand, financing is the market of marketing which is effectively handled by HF. For
example, HF delicately handles the budgeting and financing of the company by adding a small
increment to every department from the sales of the previous financial year. Hence, it can be said
that the marketing approaches of the organization are managed in an effective way.
2. Discuss how an effective structure can positively contribute to the success of an
organization
Effective organizational structure is important for contributing positively to the success of the
business. It has been observed that planning the structure helps in better usage of the human
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resources along with the right skills to accomplish the goals of the firm. A good structure is
helpful for implementing an ordered workplace where every work gets completed within the
provided time range. Based on the case of HF, it can be said that the company is following a
Hierarchical organizational structure where the head of the company such as Mr. Wright and
Co-Managing Directors assist the entire workforce.
Effective structure is helpful for the success of the organization for the following reasons:
The effective structure permits better communication
Flow of information is helpful for gaining organizational success. As stated by Jaques(2017),
structure needs to be designed with clear communication in order to mitigate any queries and
confusion from the mind. For example, financial planning department can depend upon the
senior manager of marketing as both team personnel of Home Foods depend upon the
information and the calculated reports given by the finance planning. The company is able to
communicate with the entire workforce due to development of effective structure. For example,
when there is any conflict among employees in the organization, then, effective organization
structure enables them to report to the respective department in order to develop a potential
solution to the problem. Therefore, it can be depicted that the coordination level gets increase if a
strong structure is followed in the company.
Structure helps clear reporting relationship
Effective organization means clear reporting relationship where all members of the organization
are able to understand their responsibilities. Hence, these relationships make it easier for
managers to tackle the lower organization levels. These help every employee to know whom
they should talk for direction or help. As it is found that HF has been able to increase its market
base by recruiting more employees, it can be said that organizational structure has been properly
handled by the entire management team tactfully. When the business expanded in the year 2011,
it has been found that a new functional organizational structure has been adopted by the
organization that has been managed effectively.
Expansion and growth
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Companies that rapidly grows are found to make the best use of their resources along with talent
and management. When there is an effective structure, the company is able to recruit the right
person in the suitable position. As per the case study, it is found that HF is able to earn a good
reputation in the fast food industry of England due to a strong organization structure. The new
functional organizational structure has helped the organization to expand the business in different
areas. Besides this, an ambitious plan has been developed by the firm that has helped in
relocating the in a bigger area. The organization is found to use systematic structure that included
four owners as the major stakeholders. This has helped the company to become the largest
supplier in England.
Efficient completion of task
Ashkenaset al. (2015) evident that a well-design structure helps in the completion of the business
project in an effective manner. Managers are the one for identifying the human resources and
analysing the capabilities of team member. In the case scenario, it has been evaluated that HF has
gained victory in business world in a short duration due to organized structure in the business.
For example, the company has been able to gain significant rise in the fast food due to effective
management system and systematic workforce. Therefore, due to these features, the company is
able to manage the workforce that helps employees to complete their task on time.
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