Evaluating Talent Management Challenges in the Marketing Sector

This report delves into the critical challenges and obstacles encountered by the marketing sector in the realm of talent management, using Morrison as a case study. The introduction establishes the importance of talent management in the competitive UK market, particularly for a major retailer like Morrison. The main body of the report outlines the aims, objectives, and research questions, followed by a project-management plan detailing costs, deliverables, and timelines. A comprehensive literature review explores the concept of talent management, its role in marketing, and the obstacles faced, such as technological advancements and market competition. The research methodology, focusing on a qualitative approach, is also described. The report analyzes data to draw conclusions and offers recommendations for mitigating talent management barriers. The report concludes with a reflection on the findings, and references are provided to support the research.

UNIT 6 – MANAGING A
SUCCESSFUL BUSINESS
PROJECT

Table of Contents
INTRODUCTION ..........................................................................................................................3
Background..................................................................................................................................3
MAIN BODY...................................................................................................................................4
Aims and objectives.....................................................................................................................4
Project-management plan.............................................................................................................5
WBS and Gantt Chart..................................................................................................................6
......................................................................................................................................................8
Literature review..........................................................................................................................8
Research methodology ..............................................................................................................10
Data analysis and Interpretation.................................................................................................12
Recommendation.......................................................................................................................18
CONCLUSION .............................................................................................................................18
Reflection...................................................................................................................................19
REFERENCES..............................................................................................................................21
Appendix........................................................................................................................................23

Topic: The key challenges and obstacles faced Marketing sector in terms of talent
management
INTRODUCTION
Talent management refers to the process of managing talent within the company so that
objectives of the company will be accomplished. It refers to a process by which company can
attract and retain talent with themselves (Altindağ, Çirak and Acar, 2018). Since competition is
raising at a very fast rate in marketing sector which make it more difficult for companies to
retain the best talented employees with themselves. This research will study about the concept of
talent management and various challenges that marketing sectors is facing regarding managing
talent. For conducting this research data is collected through specific research methodology.
Based on analysis of data, conclusion is also drawn. Lastly recommendations are given on the
overall finding.
Background
Marketing is one of the major important sectors of today's economy. No company can
survive or operate their business activities without adopting and implementing this concept.
Marketing provides a mode of communication to companies by which they can establish
communication with the target customers. In UK as competition is raising at a very fast rate thus
it becomes very essential for every company to execute the process of talent management in their
workplace. This is also very essential because talented employees are the asset of every
company.
Although with raising competition and changing trends, companies are facing various
challenges regarding managing talent with themselves. To this research Morrison is selected
which is one of the biggest retailing industries of UK. It is a dealer of various consumer durables

and associated products. Since with high popularity and well-known brand of UK it is also facing
many difficulties about managing talent.
MAIN BODY
Aims and objectives.
Aim:
To evaluate various challenges and obstructions regarding talent management faced by
marketing sector: A case study on Morrison.
Objectives
 To discuss the concept of talent management.
 To evaluate the importance of talent management in marketing.
 To determine various challenges associated within marketing sector in managing talent.
 To recommend mitigation strategies for eliminating talent management barrier/ obstacles
for Morrison.
Research questions
 What is talent management?
 Why talent management is important in marketing sector?
 What are the challenges that marketing sector could face in due to poor talent
management?
Rationale
Human resource is the essence by which an organization can achieve success. Thus,
appointing and retaining talented staff within the company is one of the major tasks of every
company. As competition is raising in the market, which make it more essential for companies to
retain talented employees with them. This practice will help them to meet the competition. Thus,
it would be right to said that talent management is becoming an important practice nowadays. To
this reason, this research is being initiated. This research will also prove to be informative for
other researchers in analysing the concept and importance of talent management in the field of
marketing sector.

Project-management plan
It refers to the plan which involves various steps that are to be required while
accomplishing the plan. It also gives information about various resources and risk that are
associated with the completion of project. It gives information about various terms regarding
project including time, cost, resources and various other (Papke-Shields and Boyer-Wright,
2017). Project management plan of this research will include the following:
Cost
It is one of the important terms associated with the project. As every step requires certain
amount of money for its performance. Thus, this factor gives details regarding the total amount
of money that will be required to perform the various steps associated with the project. The
current research will be completed at an estimated cost of around £30.
Deliverables
The main scope of this research will be related to various challenges and obstacles that
marketing sector is facing in terms of talent management. Also, this research is based on UK
market.
Time
It is one of the crucial elements about research. It gives information about time that will
be required in completing this research and its various related steps. For conducting this research,
researcher will require an approximate time of 10 weeks. Within the given time researcher will
try to achieve objectives regarding this research.
Quality
It is an important element which gives information regarding authenticity and reliability
of this proposed research. It is very essential that outcomes of this research will satisfy its
purpose in a valid term. For raising its validity, data regarding this research is collected from
authentic sources.
Communication
It is also a crucial aspect regarding research and project-management. It is very essential
that there should be an existence of effective communication so that reliability and effectiveness
of this proposed research will be glorified. While conducting this research this factor is given
dual importance so that outcomes will fully justify its objectives. For ensuring effective

communication manger will establish link through emails and questionnaire so that dual
communication would be able to get performed and management would be able to get employees
views and points.
Risk
There is various risk that are associated and may arise while conducting this research. It
is very essential to identify risk and timely take corrective actions so that it will not put severe
impact. Also, mitigating risk element by adequate strategies will helps in making this research
more fruitful. Collection of data and maintaining authenticity is one of the major risks regarding
this research.
Resources
It refers to all those elements that will be required while conducting and executing this
research. For this project human resources, technological resources including laptops, electronic
media, stationary items and various other will be required.
WBS and Gantt Chart
Work breakdown structure:
It refers to a hierarchical structure that gives information about the overall project and its
segments. This structure is a symbolic representation of different parts of research right from
introduction till conclusions and recommendation (Al-Kasasbeh, Abudayyeh and Liu, 2020).
This chat gives information about the various activities that are being performed in this project or
research.

Gantt Chart:
On the other hand, this chart gives information about the time element which includes
information regarding time that will be required to accomplish different steps associated with the
project (Sharon and Dori, 2017). This chart also gives information about the sequence in which
steps related to projector research will be performed.

Literature review
Concept of talent management:
As per the views of Claus (2019) talent management is all concerned with attracting,
recruiting, and appointing the best talented employees within the company. Along with bringing
talent, talent management is also focused on managing talent within the company. This means
that brining talent is not only enough for companies, instead they must adopt various practices by
which talent will be retained within the company.
While on the other hand, McDonnell (2017) criticizes that companies are not required to
take any special steps regarding retaining talent. This means that if companies policies and
management is well efficient and effective then employees will automatically sustain with the
company and talent will automatically be managed.
Role of talent management
Collings, Scullion and Caligiuri (2018) said that marketing is one of the biggest and
highly volatile sectors in the economy which changes at a very fast rate. Thus, it becomes very
essential for companies associated with this sector to implement talent management practice.

This is because young and talented employees can easily grab and adopt market changes along
with understanding the need of customers.
On the contrary Ganaie and Haque (2017) argues that talent management is important
because if the company's turnover rate is high and if large number of talented employees are
leaving the company. Then it becomes very difficult for companies to hire new workforce with
the same level of talent. Also, it raises the cost of companies in terms of hiring and providing
training to them. Thus, it is very essential for companies to retain and manage talent.
Obstacles in talent management
According to Whysall, Owtram and Brittain (2019), as technology is changing at a very
fast pace. This technological changes and introduction of new machinery and technology is
considered as one of the biggest obstacles that could affect the working of marketing sector.
Since marketing sector is closely linked and dependent upon technological sector thus it becomes
very important for companies belonging to this sector to retain talented workforce with them. So,
they can meet changes regarding technological environment along with achieving their
objectives.
On a critical note, Rostam (2019) said that apart from technological changes high
intensity of market competition is also the biggest barrier in managing talent with the companies.
As competition is raising day by day which is creating high demand of talented employees
because every company wants that more and more talented employees will associated with them.
Thus, it becomes very necessary for companies to manage talent with themselves not just for
meeting market competition but also because their employees will not leave their company and
join competitor's company.
Methods of removing talent management barriers
O'Bryan and Casey (2017) states that effective recruitment is the base of talent
management. If company will adopt effective and best recruiting practices, then it can easily
select and grab most desirable and talented employees for themselves.
However, Mayo (2018) argues that apart from brining and attracting the best talented
employees it is also essential that companies should adopt training practices. Adopting training
practices and introducing training sessions will not only help in raising efficiency and
performance but it will also create interest among employees to retain with the company. This is

because of the tendency that every employee wants to retain and associate with such company
where his skill will be developed. In addition, of this implementation of talent management
model will also help in removing barriers associated with talent management. As per the model
of talent management there are five steps which is being followed by every company. These
steps include planning under which it is being planned that what is the requirement of workforce
as per the company's strategies and objectives. After, planning then the next step involves
attracting. After, analysing the requirement then under this step desired employees will be
attracted towards the company through marketing. Then the next step involves developing. As
per this step employees will be developed by indulging performance appraisal technique or
through providing them training. If these all steps will be done then the next focus lies on
retaining the employees in the organization through giving them sufficient remuneration and
career advancement opportunities.
Research methodology
Research methodology refers to techniques or procedures, which is basically used for
identifying, process, select and analyse the information related to research. To conduct the
research this focused on right results rather than wrong results. Hence, there are variety of
techniques that researcher has chosen in selected report:
Research type:
Here are mainly two types of research being followed in this report. Quantitative and
Qualitative research. Quantitative is based on measurements of amount or quantity and more
applicable to expressed in terms of quantity. On the other hand, qualitative research involves
human thinking or quality as per their interested area (Kamal and Lukman,2017). This type of
research main aims to developed underlying desires, motives, or depth interview for having main
purpose. While conducting this both research as researcher come to know more about the human
behaviour in specific things and in which things that they have more interesting factor. In present
research Qualitative research been selected. In which they can easily analysed the facts as well
figures for making their research paper more valuable. The context has been taken of talent-
management in Morrison.
Research philosophy

Research philosophy is most important part of research methodology and this decided
that which types of approaches can be taken while adopting researcher. There are mainly two
types of philosophy such as Positivism and Interpretivism. Positivism research is based on
collection of data or hypothesis. Furthermore, positivism depends on observations of quantifiable
and statistical analysis can be obtained. Interpretivism have main focused on human nature and
justify with having numerical conclusions. Current research has selected Interpretivism
philosophy based on different theoretical and hence evaluated to make relevant conclusions and
recommendation for the qualitative research. This philosophy draws the better research report as
generally based on qualitative research.
Sampling
Sampling means collecting information either random or non-random while conducting
any research which could keep make report more importance. This report has chosen 30
managers for sampling and filling the various questionnaire while by conducting surveys,
Data collection
Data collection can be done through primary or secondary data. Primary collection of
data means information which is collected from sources, online or through academic sites and it
does not used published data from some author (Al-Hussaini and et.al., 2019). As primary data
depends on questionnaire, observation or theory that can be tested. On the other hand, secondary
data means the data which have been already published with relevant structure and this can be
founded through books or journals. Current researcher selected Secondary data where the
information has been collected from the literature review, books, or journal through that help in
supporting for completing with relevant data in this research.
Data analysis
Data analysis means it is process of transforming, modelling, or cleaning the data to
relevant information for decision-making in business. Qualitative analysed tools used as different
in analysing the data. They have some different themes that can formed and figures, charts etc.
Furthermore, this can make research more relevant to Morrison along with that draw conclusion.
Ethical consideration
The researcher in ethical consideration have ensured that data which have been collected
are reliable not even copy from some other company data. The external reference been taken and
properly citied (Yaseen, Shatnawi and Obeidat, 2018). Researcher have not shared their

information to other sources and make their report in such a way that could have valuable and
authentic data.
Validity and reliability
The concept of validity and reliability are observed at the starting time of collecting data
or sources. Moreover, no misleading data have been used in this report and the fact various
resources of research referred to all relevant and well-authorised, so that it can easily remove all
the other invaluable data from the research report and make the research valuable.
Data analysis and Interpretation
Primary research:
Theme 1: High turnover rate is the main challenge with regard to marketing sector.
1. Is increasing turnover rate is a challenge in marketing
sector?
Frequency
Yes 25
No 5
Total 30
Yes No Total
0
5
10
15
20
25
30
Column B