Group Assignment

Year I Semester II
Human Resource Management
HRM 1013
Faculty of Communication and Business Studies
Department of Business and Management Studies
Trincomalee Campus – EUSL
 Group Members

1. EUSL/TC/IS/2019/MS/37 - D.B.S.S.A. De Silva

2. EUSL/TC/IS/2019/MS/90 - P.G.J. Chamodya

3. EUSL/TC/IS/2019/MS/132 - D.M.N.R. Dassanayake

4. EUSL/TC/IS/2019/MS/09 - S. I. S. Jayasinghe

5. EUSL/TC/IS/2019/MS/138 - D.A.B. Dharmadasa

 Question 01
Introduction of a company

Overview of Ceylon Biscuits Limited (CBL)

 Company Introduction

Ceylon Biscuits Limited is a Sri Lankan food company that produces Munchee biscuits and is one of the country’s oldest
biscuit manufacturers. It is one of Sri Lanka’s largest and fastest-growing multinationals, with leading brands in biscuits,
soya-based products, confectionery, organic fruit and vegetable products, cereal, and a variety of other categories. CBL
has been in business since 1968. In Sri Lanka, the firm controls 60% of the local market.
In the 1930s, a local businessman named Williams acquired Simon Arthur Wickramasingha (1902-1961) a tiny factory that
made handmade biscuits. It all began when the company was given permission to create a protein-enriched biscuit as a mid-
day meal for schoolchildren by CARE (Cooperative for Assistance and Relief Everywhere), the United States, and the Sri
Lankan government. Mineka P Wickramasinghe, Chairman of Ceylon Biscuits Limited, came up with the idea. In the year
2000, CBL started its own business under the Munchee brand.

CBL intends to become the market leader in the biscuit sector by in this year. CBL acquired a 79% controlling share in Soy
Foods (Lanka) Limited and the Lanka Soy brand in September 2000. In Thalawathugoda, Colombo, they opened the first
supermarket. By 2023, the goal is to have 50 locations around the country. This company is currently one of Asia’s leading
biscuit, chocolate, and confectionery manufacturers and marketers.
 Vision and Mission Statements
Vision :-
Becoming the No.1 biscuit, chocolate and confectionary manufacturer and marketer in Asia, while developing a
global presences and recognition.

Mission :-
To win the Hearts and Minds of consumers by delivering food propositions with exceptional quality, safety and
value whilst being environmentally and socially responsible, creating employee satisfaction and returning
optimum value to stakeholders .
 Internal Environment
To capture the international market first the company needs to identify what are their strengths and weaknesses.
Strengths

Weaknesses

• Sri Lanka is the market leader in the country.

• Lanka lacks a proper brand representative.
• The main corporation has a global reputation.

Ex- SLIM People’s Youth Food Brand of the Year, People’s FMCG Brand
of the Year, etc.

• There aren’t many options for customers, Products.

• The high quality of their items.

Ex - SLS, ISO 9000:2008, ISO 14000 and ISO 22000.
• There are no adverts for the company’s soya products in the media.

• Strong local and international (CBL other products) distribution network, plants and the sales force.

• Lack of knowledge about the company’s soybean tastes.

• Workforce for soya bean plantations (Famers).

• There aren’t many options for local flavors.

• The country has a strong supply network.

• Charity activity that is outstanding.

Ex - Pannipitiya nana madura

• Company’s raw materials are agro based and hence subject to volatility in the national and in international commodity
markets.

• Marketing tactics that are effective

Ex - CBL T20 cricket tournament

• Employee with a lot of experience

Ex - Mr. Nandana Wickramage, one of the country’s greatest marketing managers
Question 02
Overall Strategy of the Organization

Definition

Organizational strategy is defined as how a corporation needs to evolve in order to fulfill its purpose and vision is
referred to as organizational strategy. It’s a strategy for allocating resources and supporting numerous business functions
such as inventories, marketing, manufacturing, and infrastructure.

An organization’s strategy is a detailed assessment of the tasks that must be done in order to meet the organization’s
goals. Setting milestones and achieving target goals will be extremely difficult for a business entity without a
meaningful and well-defined organizational plan in place.
Categories of organizational strategy
The types of organizational strategy are as follows

1. Corporate level strategy

The corporate-level strategies are large in scope, intricate in design, and focused toward attaining your company’s goals
through moving toward the destination the company desires. It consists of

 Profit
 Diversification
 Liquidation
 Turnaround
 Investigation
 No change
 Concentration
2.Functional level strategy

The functional level strategy is concerned with a specific action plan that is assigned to individuals and departments in order
to assist the company in achieving the corporate level strategy’s goals. The strategies at this level are very specific.

3.Business level strategy

The corporate and functional level strategies are combined in the business-level strategy. It consists of

 Rebrand
 Broaden exposure
 Investigating new markets
 Increasing marketing budget
Features of organizational strategy

1.Organizational strategy is measurable

Measurability is a necessary component of an organization's strategy. It's simple to claim that you've devised a successful
strategy, but who will determine whether it's feasible?

If the organization's plan is measurable, the company will be able to stay on track and measure its results at regular
intervals.

2. Organizational strategy is specific

Ascertain that the organization's strategy is as specific as possible. Some people have the tendency of making a plan that
covers a wide range of topics. This is unplanned and leads to misunderstanding. Being detailed will allow you to save time
and effort, allowing you to make quick selections.
3. Organizational strategy is realistic

The individual tasked with developing an organizational strategy must be well-versed in the company's operations.

Realistic goals will propel you forward, however attempting to fly without wings would result in disaster.

You can't expect a company that produces 1000 scooters per month to suddenly treble its output for no apparent

reason. It's great to dream big, but you also need to have the resources to make your ambitions a reality.

As a result, one of the most important aspects of an organizational plan is to be realistic and set smaller, more

manageable goals.

4. Organizational strategy is limited

One of the most significant features of an organizational strategy is that it should be limited rather than limitless.

Every action, including the company plan, has a deadline. It is impossible to create a plan that will last perpetually.

Set a reasonable target for yourself, such as four years, and then establish a plan.

When companies and employees are given a deadline to meet, they will put in extra effort to meet it. This is an

extremely important part of the strategy that must be followed at all costs.
Question 03

Functions, Duties and Responsibilities of HR Department

 Functions

HRM is a separate approach to employment management, according to Storey (1995) that tries to gain competitive
advantage by the strategic deployment of a highly devoted and capable staff, utilizing an integrated array of cultural,
structural, and people strategies.

HR serves a variety of vital roles in the organization. Recruitment, performance management, learning and
development, and many others are among them. HRM has 12 primary functions.
They are;

1. Human resource planning

2. Performance management
3. Learning and development
4. Career planning
5. Function evaluation
6. Rewards
7. Industrial relations
8. Employee participation and communication
9. Health and safety
10. Personal wellbeing
11. Administrative responsibilities
 Duties
The responsibilities of a manager of a major division of an organization are usually numerous and of high importance in
the company. Below is a list of some of them.

Correlating and planning in order to make the most of employee abilities and competencies 

1. Manage the work of their team's support employees and specialists. 

2. Developing a working relationship between employees and management

3. Assist with the recruitment and employment of employees for their team.

4. Employee benefit schemes should be moderated and implemented.

5. Identifying and resolving various forms of organizational disputes

6. Important organizational issues are discussed with department supervisors.

 Responsibilities

HR experts assist employees in maintaining excellent working relationships with both their peers and their bosses. As a
result, these are some of the most typical roles in human resources.

1. Assisting new staff with their onboarding

HR departments are usually in charge of onboarding new employees and conducting training programs. Other
responsibilities of this human resources position include assisting employees with paperwork and getting new hires set up
on payroll and benefits.

2. Creating plans to achieve the company's goals

HR departments frequently assist in the development of various business plans to meet the company's objectives and offer
progress reports by gathering crucial data. Human resources plans include laying out policies to ensure compliance with
local, state, and federal legislation, as well as developing hiring and training guidelines.
3. Developing motivational systems for staff

Human resources tasks include fostering positive employee relations and empowering staff. HR departments frequently focus on
motivating employees by introducing team-building events or other employee engagement initiatives, such as merit-based pay raise
programs, that help enhance morale, improve cooperation, and drive healthy competition.

4. Answering employee issues and questions

Helping employees with work-related challenges is one of the most essential human resources tasks. If employees need to report
harassment or have questions about their jobs, your HR department should be ready to assist them with rules and processes in place
to address these issues.

5. Employee policies and procedures must be followed.

On a municipal, state, and federal level, strict guidelines exist to safeguard both businesses and employees in practically any work-
related issue. Typically, a company's HR department is responsible for developing and enforcing employee regulations, as well as
conducting compliance audits. To ensure a safe and effective workplace, HR should always keep employees' best interests in mind.
5. Employee policies and procedures must be followed.

On a municipal, state, and federal level, strict guidelines exist to safeguard both businesses and employees in practically any
work-related issue. Typically, a company's HR department is responsible for developing and enforcing employee regulations,
as well as conducting compliance audits. To ensure a safe and effective workplace, HR should always keep employees' best
interests in mind.

6. Changes in the corporate environment must be communicated and implemented.

HR departments frequently attempt to implement internal business reforms that benefit the company as well as its employees.
In this regard, human resources tasks include revising employee handbooks and disseminating changes to the entire
workforce via email announcements, posts to internal corporate portals, or organizing meetings to address questions or
concerns.
7. Taking disciplinary measures.

Despite the fact that disciplinary action is commonly viewed as a negative aspect of the job, skilled human resources
managers use it as a chance to help employees improve their performance. HR departments can help those who need
counseling or flexibility during difficult times by ensuring that employees follow the regulations outlined in business policies
and procedures. As a result, recruiting and hiring costs are reduced by keeping experienced people on hand to deal with
occasional challenges.

8. Employees who have been fired or who are retiring are being processed.

Processing dismissed employees is one of the more painful aspects of human resources. Providing layoff documentation to
assist the employee in filing for unemployment benefits, clearing severance pay with HR payroll specialists, and conducting
exit interviews are examples of this. When employees retire, they are usually required to activate any pension or retirement
plan benefits.
Question 04
 
How HR strategies support to achieve overall strategy of the
organization

A well-researched and well-presented organizational plan is a valuable roadmap for how the company will operate. An
effective strategy establishes a clear vision and objective for the organization while also identifying the necessary resources,
including people, to achieve it. For a variety of reasons, linking HR strategy to organizational strategy makes good
commercial sense.

1. Strategic Alignment of HR

Recruitment, performance management, training, and compensation are some of the administrative functions that HR
departments are left to handle. These functions are crucial, but they aren't enough to help an organization prepare for the
correct amount of human resources to meet its goals and objectives. By empowering your HR department to provide value to
your business plan, you can rest assured that it will carry out its functions in a way that promotes growth and success.
2. Delivering the Strategy

Your organization may better coordinate its activities with its human resources with the help of an effective HR strategy with
clear links to the business plan. An HR department that understands the demands of your company plan may assist you in
ensuring that you have the proper personnel in place to meet your goals and support your expansion. HR departments that are
part of the senior strategic management team can collaborate across the firm to ensure that human resource needs are treated
equally to other investments.

3. Effective Training and Development

A wide range of external and internal factors have an impact on organizations, and they might modify the nature of particular
job responsibilities or impose new demands on employees' skill sets. An HR strategy that is linked to the organizational
strategy is better positioned to foresee such changes and, as a result, may implement a tailored training and development plan
to assist the company adjust to new conditions more rapidly.
4. Improved Recruitment and Retention

Employees who feel better supported at work are more satisfied and productive. Furthermore, companies that have a good
reputation in the job market for caring for their employees find fewer obstacles to effective recruitment. These characteristics,
when considered collectively, are critical in demonstrating why HR strategy must be linked to organizational strategy. A more
stable and better-trained workforce means increased operating profits, with recruitment and retention being two significant
areas where monetary value may be attributed.

5. HR Drives Strategy

HR strategy is at the center of a mature approach to assessing an organization's whole capacity and capabilities. Having a
comprehensive picture of your personnel and their various skills may help you determine where your company has room for
improvement and growth, as well as how to structure your company to take advantage of new opportunities. HR, rather than
being a simple administrative job that ensures everyone gets paid on time, is seen as a significant driver of strategy and crucial
to the future success of organizations that have reached this degree in their development.
Question 05
 

Conclusion
CBL is a well-known firm both in the United States and abroad. CBL's extensive food manufacturing capabilities have propelled them to global
leadership in a number of product categories, including soya meat. CBL intends to enter the Indian market with their Lanka Soya meat product
in order to expand their Asian regional reach. They discovered that there are several well-known TVP soya brands in Sri Lanka, including
Delemage, Cargills, Harvest, Topaz, Ruhunu, and others, to compete with them locally while assessing the organization's strengths and
shortcomings. Four significant Indian competitors, Ruchi Soy Mahyco Soya, Dewas Soya, and Adani Wilmar Soya, are possible competitors that
will have an impact on CBL's success. CBL recognized Lanka soy as a vegetarian product that can be offered to the entire Indian population
(1,189,172,906) based on market research. As a result, CBL's soya products will not be divided into any specific market segments. CBL's Lanka
Soy is the market leader, accounting for 35% of the overall market while providing high-quality food at an affordable price to Sri Lankan
consumers. It's tough to impart generic findings that can be applied to do business in a country as diverse and complex as India. CBL has
realized that studying Indian languages, religions, hierarchy, doing business (Meeting and Greeting), and business negotiating is more beneficial.
The organization discovered that different states in India have different official languages that Hindus are the most powerful religion in India,
accounting for 81.3 percent of the population, that Indian society operates within a strict hierarchy that defines people's roles, status, and social
order, and that Indians are non-confrontational. Although this is beginning to change in the managerial ranks, they rarely openly disagree. The
immensity and diversity of India are two of the most amazing qualities that each foreign traveler should examine. Although India has a secular
political system, religion is shown to play a significant influence in people's personal lives, affecting relationships and business interactions.
Thank You