Marketing management assignment essay on: Oz Clothing and its marketing strategies
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Introduction
OZ Clothing has been rendered to as one of the biggest family owned textile business operating in Australia for the past 25 years from now. In the course of time, this retail store has been formulated as one of the leading supplier in the various dimensions such as clothing, food, promotional activities as well as culinary services.
With the use of the various upcoming technologies Oz Clothing has been referred to as of the leading stores which offer merchandise form its own manufacturing unit. This enterprise also believes in the creating a professional bond with the various organizations with which high levels of imports could be practiced.
According to the director of the organization i.e. Michael O’Donnell, Oz clothing takes into consideration the needs of its consumers. The main focus of this organization is to provide world’s best service in terms of taste, price as well as quality charged for a particular commodity. In case of such a dynamic environment, the business changes its form in the years to come. This organization helps in maintaining high levels of relationship with its target audience & develops partnership in the years to come.
- Body:
2.1 Key Principles of SHRM:
Strategic human resource management refers to a term which would help in order to frame the personnel of an enterprise. SHRM refers to one of the essential aspects which shall be taken into consideration within each & every enterprise. Strategic Human Resource Management (SHRM) has been referred to as a term which would help in the overall accountability as well as implementation of the policies, strategies & how to manage the workforce.
The importance of Strategic Human Resource Management has been increased amongst the MNC’s as well as the international enterprises which constitute more of the qualitative & quantitative aspect and has a well defined a planned approach towards the staff management. The major role of incorporating SHRM in an organization is to achieve a competitive edge/advantage by utilizing its extremely trained staff members (Kamoche, 1996).
Some of the principles of SHRM which shall be used at Oz Clothing have been discussed as under. They are as follows:
Þ Transparency: The first SHRM principle which shall be used at Oz Clothing refers to transparency. Transparency has been termed to be one of the most crucial aspects of any organization. Transparency refers to be clear about one’s intentions, objectives, goals, strategies & the aim which needs to be accomplished within the organization. The main aim of transparency is to retain levels of confidence. It is seen that, when the organization is not transparent, the environment within which the work is accomplished becomes mistrustful. Transparency refers to one of the important aspects for internal purposes. Transparency has been referred to as one of the most important parts of the organization within strategic human resource management.
Þ Learning organization: The second SHRM principle which shall be used at Oz Clothing refers to learning organization. This helps in order to adapt the changing the environment within Oz Clothing. Adaptation would help in order to learn new skills as well as make new efforts in order to abandon the old routines. The learning organization i.e. Oz Clothing would help in order to provide freedom by the management. In a learning organization, management would play one of the most crucial aspects within the enterprise.
Þ Diversity: Diversity has been referred to as one of the SHRM principles shall be used at Oz Clothing. Dealing with diversity has been referred to as one of the most important aspect for any organization. This shows a fair relationship between the employees as well as the employers including government, officials, shareholders, etc.
Diversity refers to a policy which aims at measuring recruitment, selection as well as retention of the employees within Oz clothing. Diversity refers to the following aspects such as:
- Ethnicity
- Age
- Gender
A well structured diversity policy would help the organization i.e. Oz Clothing to use various types of policies which would help to retain the existing employees.
2.2 Contribution of SHRM to Oz Clothing:
The contribution of SHRM to Oz clothing has been described in this section of report. Objectives have been defined as the predetermined plans & policies which need to be accomplished within the organization in a specified period of time. Contribution of SHRM to Oz Clothing can be seen with respect to the accomplishment of the objectives within the organization would be majorly related to the over individual goals to be accomplished by the people working within the enterprise.
One of the prime motives of any organization is to earn high levels of profit & provide its customers with one of the best products as well as services. The main contribution of SHRM within Oz Clothing is in regards to survive within the fierce competition prevailing the similar sector. All the goals, plans, policies & strategies have been formulated within Oz Clothing to attain growth in the years to come which would help in order to influence the overall profits of the same (Kamoche, 1996).
Organizations allocate resources from various internal & external sources which would help in order to achieve certain definite goals. The human resource management would help in order to utilize all the resources which would help them in order to identify the various specified goals of the enterprise. The various other goals to be accomplished within the company would be to meet the increasing demands of the target customers with due values, integrity, etc (Kamoche, 1996).
Strategic Human Resource Management (SHRM) at Oz Clothing has been used applied which would help the organization to grow but at the same time it would also impact the industrial relations within the organization. The business strategies would help in order to motivate the workers to work towards the accomplishment of the organizational goals in the years to come (Kamoche, 1996). These factors would help in order to impact the overall success at the work place as well as multiply the revenues earned from the same. The strategies as well as the objectives should be integrated with overall goals of the organization as it would help to upgrade the entire objectives of the organization as a whole.
Þ Raising Level of Job Satisfaction:
The first business objective which might be aroused at Oz Clothing would refer to the rise in the overall level of satisfaction from the job. Strategies have been formulated or structured in such a manner which would help in order to improve, motivate the entire workforce. Motivating the same would help in order to increase the levels of revenue within the organization (Kamoche, 1996). The satisfaction of job within the organization could be seen with the help of various measures such as focus groups, questionnaire study, surveys, meetings, etc. Rise in the overall satisfaction of the job could be seen in terms of the levels of productivity, engagement of the employees, etc (Nadler, 1984). It must be noted that, employees should be well engaged with all the members of the enterprise. High levels of engagement within the employees could be seen. More absenteeism would indicate that the satisfaction in terms of job is decreasing day by day. His also leads to an overall decrease in the morale of the employees (Nadler, 1984).
Þ Managing Multigenerational Workforce:
The second business objective which might be aroused at Oz Clothing refers to managing the multitasked work force. This would also impact the industrial relations (IR) within the organization. It must be noted that, there are people belonging to different age groups, backgrounds & they have their own way of doing things (Workinfo.com, 2011). Therefore, all the employees within the enterprise should maintain cordial relationships with them. In case the organization enrolls older people as compared to younger, then the younger generation should train the older staff in regards to the same. Cohesiveness should be maintained within the people belonging to different age groups (Nadler, 1984).
HRM Issue within Oz Clothing: The HRM issue within Oz Clothing refers to “Change Management”. Change management shall be practiced within Oz Clothing. This would help in order to take into consideration the needs of the consumers or the target audience. Change management process would help the organizations as well as the staff members to enhance as well as increase its productivity level (Storey, 2007). This would help Oz Clothing to accept the changes along with the various challenges & face the cut throat competition.
2.3 Recommended Actions: The recommended action to face the HRM issue mentioned above is to choose two change management tools. This would also help in order to change the overall manufacturing process which would help in order to enhance the productivity so as to match up with the consumer’s requirements.
The two change management models which should be kept in mind are as under:
Þ Bolman & Deal’s 4 frame Model
Þ Kotter’s 8 Steps Model
2.4 Potential Implications of the recommended actions:
The potential implications of the recommended actions on improving the organizational performance recommended actions which could be used in improving the organizational performance at Oz Clothing have been discussed below. The following benefits could be reaped & have been explained as under:
Þ Strategic Value: The first benefit which could be reaped at Oz Clothing refers to the strategic value attached to it. The potential implication which could be reaped by of the human capital could be seen with the help of the competitive advantage provided by the organization as compared to its competitors (Kamoche, 1996). Therefore, the strategic value in case of the Oz Clothing could be seen with the help of the value attached to it. This would help in order to see how the strategies would help to improve the overall effectiveness as well as the efficiency of the firm (Hyde, 2004).
Þ Uniqueness: The second benefit which could be at Oz Clothing would be in reference to the uniqueness as well as the degree with which skills could not be imitated. It must be seen that, uniqueness followed by the firm would be able to give Oz Clothing a sustainable competitive advantage as compared to its competitors. The uniqueness in the firm could be seen with the help of the uniqueness shown by the employees working in the organization. In order to showcase uniqueness, tacit knowledge, casual ambiguity, etc would be required (Bhagria, 2010).
Þ Core values & employees: The third benefit which could be seen at Oz Clothing would be in regards to the core values of the organization. The human resource of the organization would be regarded as one of the most crucial aspects. The employees of the organization would be quite helpful in order to achieve the strategic goals of the organization (Armstrong & Baron, 2002). It must be stated that the human capital would be regarded as more valuable & unique by adopting the various strategies. The most motivated workforce of the organization would be represented as the face of the enterprise (Bhagria, 2010).
- Conclusion
Hence, it could be concluded that SHRM refers to one of the essential aspects which shall be taken into consideration within each & every enterprise. Strategic Human Resource Management (SHRM) has been referred to as a term which would help in the overall accountability as well as implementation of the policies, strategies & how to manage the workforce. Some of the principles of SHRM which have been used at Oz Clothing are transparency, diversity & learning organization.
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