Global Consumer Product

Bibliography Executive stocky Global Consumer Products order, a well-established gild indomitable to launch a red-hot ware range. That is Baby slash ranges. Suddenly they de circumstanceine a necessity of a put up coach-and-four for this crossroad ranges. And decided to recruit a person internationall(a)y. Since this was not pre- intendned and the political party is in a hurry to assert their new product to the food market, the recruitment and selection savet was carried unwrap inside a actually period of quantify.There were several(prenominal) major misinterpretations in the advertizing they repaper in order to publish on the newspaper. The alliance had failed to include the t posit Description, stage business Specification and a description about the order. Hence the advertisement was unable to attract full turn of faecal matterdi leaves. Somehow they managed to select number of people to call for the initial audience. selling Manager and the HRS Mana ger were supposed to carry out this interview. and this was placed on the exact date on which the company had its monthly Board meeting.Since it is mandatory for these two accountable managers to attend to that the interview was done hurriedly and selected two vistas for the last interview. As the CEO and the Marketing director had to participate in an exhibition done which their target was to seduce new customers for their new product, they argon hoping to launch in the near future, the last interview took place but late. Mr.. Anton was selected as the Brand Manager. In the first week he was supposed to give an inference to make him familiar with the company and the rent out. But he had to involve in the business activities from first day onwards.He was asked to come up with a strategic pattern for defecting no curtlyer he came. He didnt affirm proper knowledge and kills and alike didnt subscribe cartridge clip to larn the brand architecture of the new products. So the branding outline and the action device he brought was not successful when compared with the rival firms. And the product proved to be a failure from the very beginning. Mr.. Anton understood that his level of competency and practiced knowledge was under the required level and hence he was denominated. Since the company target couldnt be achieved whole branding group was denominated. As a result Mr..Matrons probationary period was extended. That is the overall summary of the case force to be analyzed. Analysis Issues involved in the case. Global Consumer Products Company (GAP), had aforethought(ip) a strategy to launch a new product range. (Baby Soap Ranges). plan a new product is a long line procedure. Hence identifying the Manpower requirement in order to carry out the plan mustiness be done along with the product planning. Because it is a part of the product launch. Failure to do so resulted in several issues including product being failed in the market. Key issue s identified are discussed below. 1.Poor HRS Planning The key reason for all the issues discussed here is poor HRS planning. The GAP Company failed to identify the HRS requirement for the grade of Band Manager, when they were planning the new product. This post can be considered a critical post, to which selecting a person is very difficult. Because, they are going to introduce a new product, I. E. Baby strap range to the market. In Sir Lankan context, the market for the baby soap is almost complete(a) with both local and imported baby soap products. Mostly the brands are now inculcated in customers and hence it is difficult to creep into this market and make up an own brand.But knowing that, still deciding upon to launch this product, company is taking a huge risk. They need ample of marketing campaigns and plans and ways of fashioning the brand familiar to the customers and create a new customer segment. It is, the brand manager who has the responsibility to work it out. The refore company should recruit a person with vast experience and knowledge regarding Marketing and Branding of products. The study states that Mr.. Anton does not abide the required level of experience and competencies to do it. But this was found out later.Required Brand Manager must start to have the enough competencies and skills summation a good understating about the industry and the monitors in order to create a very strong branding strategy to grab the market. He must have the talent to create a brand strategy which makes the product popular among the target customer segment. Since the company was in a complaint to remove a Brand Manager within very short period of time, they didnt have enough time to create a suitable Job Description and a Job Specification to publish in the newspaper. Job Description describes the Job.The responsibilities, duties assigned to the Job, etc. Whereas Job Specification the type of person you wish to hire. His qualifications, skills knowledg e and, competencies. and so forth This is yet again, another adverse result of poor HRS Planning. 2. Mistakes in the advert The company was in such a hurry to hire a Brand Manager they didnt give much of an attention to create a professional attractive advertisement. The advertisement appeared on the newspaper was suffering from absence seizure of several vital training such as Job Description, Job Specification and details about the company.After Effects The company was failed to attract enough number of candidates. The cost incurred in the advertising was in vain, because the company do a wrong selection ultimately. Most suitable candidates have not applied for the post because of the lack of information provided. Study clearly says that because of the imprudent mistakes done by the company when doing the advertisement, their expectation on getting a pool of candidates was not fulfilled. Only very few applied, and among them there wasnt a single C.V. that bequeath fit into t he Job well.Since they have incurred a cost, and it is and exceptional cost plus a time consuming process to even off the mistakes and advertise again and get another round of C.v., they have decided to proceed further with the received C.v.. 3. Mistakes and Failures in the query Process Marketing Manager and the HRS Manager once shortlist the available C.v. and called for interviews. Another mistake they did was, without checking the companys schedule, they placed the date of the interview.As a result they have scheduled the interviews on the exact date of monthly Board meeting was supposed to take place. Initial interview is the first time the candidates and employers met physically. Hence the interview should be well organized properly planned and should be done with a greater care. Because, we have to select a person who has the skills, knowledge, experience, and also the dear attitude towards the Job and the company. Each and every candidate should be devoted same attentio n and same questions and evaluated on a fair manner.Since both the interviewers were in hurry to participate in the monthly Board meeting, which also has a similar importance, there is a question whether they did the interview accordingly. They were under a pressure to finish off the interview as presently as possible to present at the meeting. Questions arising with regard to this improper interview sitting Were all the candidates given same time eroded? Were all the candidates asked same questions and in the same sequence? Were the candidates given enough time to describe themselves and give information?Were candidates being questioned stressing on the subject result? (I. E. Were they asked questions relating to the post of Brand Manager, so as to get an idea regarding whether he/she has the capacity to work as the brand manager) Were candidates given time to ask questions about the company and the Job post? (Since the advertisement doesnt provide information enough, candidates must have questions ND doubts to clarify) Did interviewers pay attention on the candidates behavior, non-verbal dialogue etc? Interviewer should have a free mind to interview people and be them closely.They were in a hurry to go to the board meeting. Therefore they did the interview without paying much of an attention and interest. Still they managed to select 2 candidates for the net interview. They might have missed more competent candidates while they rush through the interview. 4. No Induction program Once a candidate is hired to any company, it is an essential aspect to give him/ her n institution program. Through that the new employee familiarizes to the company culture, and to the segment he has to work plus introduce him to other employees with whom he/she has to work.Then he can get a better knowledge about the nature of the Job he has to perform, his peers, subordinates and superiors. In this case, GAP Company didnt give Mr.. Anton an induction to make him familiar wi th companys systems and processes. rather he was directly put into his Job and was evaluate to work as there were lots of requests to the new product. At least he was not given knowledge about the new product range the company is expecting to launch in the future, or the requests and demand placed on the product by the external parties. Even Mr.. Anton was not informed about the market company tried to create by visiting the exhibition.Correctly speaking Mr.. Anton should have been selected before the exhibition, so that he could have participated in it. Because, every stopping point was taken without his knowledge, and participation prior to his arrival. As the Brand Manager he must be a part of the decision making process as far as this new product is concerned. 5. Poor functioning of Mr.. Anton Mr.. Anton was not familiar with the systems and processes of the company. Also he does not have a good knowledge about the Job he has to perform, because as soon as he was employed, d irectly put into the Job.Then, with no time he was asked to develop a branding strategy for the new products range. Mr.. Anton faced a huge problem here. Because he did not have expected level of knowledge and experience in Strategic Management initiatives. He didnt have adequate time to study the Branding architecture of the new product. He has not exposed to such experience in his previous Job. He didnt have time to study the nature of competitors the company has to compete with, so that he could have created a Branding Strategy and an action plan to bring out their products.Therefore it is reasonable and natural that the strategy and action plan he created being failed. This made him understand that he is not suitable to this position. Especially he understood that he does not have the expected knowledge and experience to perform as the Brand Manager, Sometimes he had to listen to his subordinates when it comes to technical areas of the Job role. 6. Product fails in the market s upreme result was the product range couldnt compete with the well establish rivals and it was at a failure. Branding team was not lead by a powerful manager, therefore in latter part hardly branding activity took place.Hence employees were denominated. They couldnt achieve the given targets. GAP lost the contacts the company managed to create in the beginning, and lost the market share. 7. Poor HRS practices in GAP both above issues created because of the poor HRS practices of the company. Even though it was not clearly mentioned in the text, the way they acted in recruiting Mr.. Anton implies that. HRS department has failed to fulfill certain duties and responsibilities placed on them. The whole process of recruiting, selecting and induction was not planned at all.HRS department had not planned for future HRS needs in the company. Didnt plan the Interview process properly. 1 . JDK and AS must be prepared conservatively clearly mentioning the type of person and the nature of the J ob he has to perform. 2. When advertising in public media, HRS portion must be more creditworthy to make sure that every information is provided. 3. Scheduling the date of interview must be done without clashing with other programs n the company. Recruited employees must be given a proper induction. Evaluating the performance of the new employees.Had the HRS division done so the performance of Mr.. Anton as the Brand Manager, they could have identified the problem facing by Mr.. Anton. The issue could have been addressed foregoing than this. Recommendations Mr.. Anton is employed as a permanent employee to this company, he cannot be quit purely based on his poor performance. As the first step, company can arrange a proper training and development session for Mr.. Anton to give him an opportunity to enhance his knowledge on branding. It will jock him to develop his technical competency required in his Job.Proper training will take few time for him to gain the expected level of s kills and competencies, but still the company has to do it as there is no surrogate and it was companys fault of providing insufficient information and recruiting the wring person. Another recommendation is to hire an external professional temporarily to develop a stronger strategy to relocate the product and reenter into the market freshly. This is costly option but still as the company has invested a huge amount on this new product and hence the opportunity cost is very high, company cannot discontinue the operations.And can make Mr.. Anton work under the hired external professional for some time. This will be an excellent on the Job training to him. When considering the situational factors, hiring an external professional to the company is a very good short term solution. The company can monitor the performance level of Mr.. Anton. If he shows improvements in the Job then the company can continue to keep him as the Brand Manager. The marketing team should implement some attracti ve and pull out marketing campaigns to reenter to the market. A very aggressive alternative is also is available.