Job roles in human resources
When I visited Marks and Spencer I have found out that the following job role have to be carried out within the human resources department.
Issues in human relations
Apart form the shift away from a straightforward personnel function, human relations within Marks and Spencer have seen a number of other changed .The trend for delaying has changed the responsibilities of those working in human resources management. In Marks and Spencer, the human relations function must now cope with matters such as training, recruitment and discipline that may previously have been the responsibility of middle managers.
Instead, responsibility for human relations has been given to managers across the organisation. Some business analysts that those closer to employees are perhaps better placed to manage the human resources effectively .It is, they feel, the duty of every manager to make the best use of the people for whom he or she is directly responsible.
The importance of human relations
For service sector organisations, wage cost are often the largest single business expense .For example, most colleges and universities in the UK spend over 65 per cent of the entire budget on stag wages and salaries. This means that its is vital for the profitability and commercial success of the organisation that the most effective use is made of their human resource. Even in manufacturing companies such ad Marks and Spencer, which incur relatively higher raw material and equipment costs, it is important that they make the most productive workforce. In Marks and Spencer, employees should be happy in their work and large numbers of employees should not leave M&S each year.
How the human resources department help the business to meets its objectives
Human resources help Marks and Spencer to achieve its aim of having a skilled work force by recruiting and selecting people who are highly skilled to meet the needs of Marks and Spencer .The human resources also trains employees to keep them updated on providing high customers service and on the latest production technology to help the business keep up with competition and reduce external recruitment. Recruiting internally helps Marks and Spencer to keep staff motivated. It trains receptionist and telephonist so that they can form a good impression of Marks and Spencer, which encourage more people to buy.
The marketing function
When I visited Marks and Spencer I have found that the marketing department carries out a wide range of functions on behalf of Marks and Spencer. Essentially marketing is communications .The marketing department communicates with a number of groups inside and outside the business as is carries out its tasks.
Lets consider some of the marketing department’s relationship in more detailed.
- Customers. Keeping customers satisfied is a key objective for Marks and Spencer and marketing plays a central role in attaining this target .The marketing department carries out the market the UK and across Europe
The importance of marketing
Marketing provides the organisation with information about its customers and its markets. Effective marketing can offer Marks and Spencer a number of benefits:
- Early warning of changes in consumers taste and fashions through regular market research
- Knowledge about competitors and information regarding competitors’ products
- The means to present the M&S in a positive light through public relations activities
- Allowing M&S to improve the quality of its products by coordinating and analysing customers complaints
- Providing a catalyst for growth by forging relationships with distributors retailers and customers in new markets.
- Supplying consumers with the products they want and giving high levels of customers satisfaction, which permit M&S to charge higher price thereby increasing its profitability.
Marketing is an influential factor assisting organisations to achieve objectives such as growth and market share. Successful marketing results in satisfied consumers and can lead to rising sales. By supplying consumes with the products they want and providing high levels of customer satisfaction. Marks and Spencer might be able to charge higher prices and increase its profitability.
Furthermore, by projecting a positive corporate image –the general public impression by which the business is view and judged by the society-the marketing function helps a business to grow and prosper. It is unlikely that Marks and Spencer with and ineffective marketing function will satisfy consumers and enjoy commercial success.
The activities of marketing include:
- Marketing research, to find out what customers needs and customers opinions on proposed and existing products or service. E.g. .use questionnaires
- Promotion, to inform the customers that their particular organisation can fulfil these needs. E.g. provide customers with promotion offers such as buy one get one free
- Sales, to provide the goods or service the customers now thinks she or he needs.
The contribution is vital in that it directly influence the number of sales that are made and therefore the profitability of M&S
When I visited Marks and Spencer I have found out that the following job roles have to be carried within the Marketing department
- Research and discover the needs of consumers. This research is likely to be an ongoing activity to ensure that Marks and Spencer is aware of changing taste and fashions. The department is also responsible for organising advertising campaigns, special, offers and others activities designed to promote the company’s products. The marketing function may also deal with customer complaints.
- The production department. This is possibly the most important internal relationship between business functions. The marketing department discovers the needs of customers and advice the production function accordingly. If this channel of communication operates effectively, the business should be more able to meet the needs of consumers.
- Distribution and retailers. The marketing function normally carried the responsibility for ensuring the effective distribution of products to wholesalers and retailers. It may also liase with retailers to gain prominent display position for the company’s products and to arrange special offers and promotions. With the development of the Internet, many firms now sell their products to consumers. This has placed additional responsibilities on the marketing department
Government agencies. M&S is an exporter; the marketing department may have contact with government’s agencies in
How the marketing department help the business to meets its objectives
Marks and Spencer marketing department help Marks and Spencer increase it sales by satisfying customers’ needs at the right price. It also persuades customers to buy the products Marks and Spencer has already produced through campaigns and adverts.
Providing service to community –Customers. Keeping customers satisfied is a key objective for M&S and marketing plays a central role in attaining this target. The marketing department carries out the market research to discover the needs of consumers. This research is likely to be an ongoing activity to ensure that M&S is aware of changing taste and fashion .The department is also responsible for organising advertising campaigns, special offers and other activities designed to promote the company’s products .The marketing function may also deal with customers’ complaints.
The research and development function
The nature of research and development (R&B) varies enormously between Marks and Spencer. Traditionally, the term research and development is taken to refer to scientific research undertaker, by Marks and Spencer producing manufactured goods, high technology products or pharmaceuticals. However, R&D is equally important to firms providing services. Retailing business companies such as Marks and Spencer are constantly developing new products to give them a competitive advantage.
By investing in research and development a business seeks to maintain competitiveness against its rivals. Competitiveness measures. Marks and Spencer’s performance in comparison with rival firms in the same market .A highly competitive firm has some advantages over other businesses. This competitive edge can take a number of forms:
- Lower prices
- More advanced and sophisticated products
- A better image with customers
- A good reputation for advice and after-sales service
- Reliability in terms of operation and delivery dates
Type of research
Research and development can be broken down in to three components:
- Basic research
- Applied research
- Development
- Basic or fundamental research is undertaken mainly to achieve advancements in scientific knowledge that have commercial possibilities. This discovery of digital technology in broadcasting is an example of basic research.
Applied research then takes forward the scientific discover and attempts to develop it in a way that results I a saleable product. For example, digital communication technology has been developed to the point that radio and television broadcasting and systems have been designed to deliver digital broadcasting.
The development aspect of R&D uses the results from applied research to bring the product to the stage where it is marketable. Continuing the digital example, digital broadcasting services have been tested and are now in commercial operation.
The scope of R&D
The prime function of R&D is to develop new products that can give the firm a competitive edge in the market. This necessarily involves the R&D department in close liaison with staff in market research design and production.
- Market research aims to identify the needs of consumers. This information is invaluable to those in R&D, as they need to ensure that the is likely to be a demand for any products they develop. Market-oriented businesses place great emphasis on this relationship.
- Design is an important stage in developing new ideas into saleable products. Designers attempt to bring together the needs of consumers and the new ideas and processes. Goods designers combine creative flair with a real sense of what the market requires.
- High quality ideas need protecting; Marks and Spencer does not want rival businesses stealing their ideas .The law offers protection in the from of patents. Patents give the creators of a new product the sole right to produce it for a limited period of normally up to 20 years.
- Goods ideas will not necessarily result in commercially viable product. The company needs bring in the production department to determine whether the product can be produced both on a large scale and cost- effectively. If the new product is expensive to produce, it may not be able to be priced at a level that consumers can afford.
- However, if Marks and Spencer can overcome all the hurdles, new products can make high profits. Marks and Spencer has a product technologically superior to those of its rivals may be able to operate a price skimming strategy. This company intentionally sets a high price, only attracting those consumers willing to pay that price –this is ‘skimming the cream’ off the market.
R&D also focuses on new manufacturing processes as well as new products .For example; R&D departments may look for new materials to replace costly or scarce resources currently used in production. For example, many modern products contain plastic rather than more costly metals. Many drinks such as Coca-Cola and milk, are now packed in plastic or card containers rather than traditional glass bottles .R£D departments seek lighter and tougher packing to reduce transport cost and the likelihood of damage to the product.
Other duties conducted by the R&D function at Marks and Spencer could include;
- Seeking to reduce or eliminate waste in production process to increase efficiency and profitability
- Identifying and applying for government and EU financial support available to firms conducting research and development
- Maintaining close links with universities and other organisations conducting scientific research
- Producing high quality products-high quality ideas need protecting; Marks and Spencer does not want rival businesses stealing their ideas .The law offers protection in the form of patents. Patents give creators of a new product the sole right to produce it for a limited period of time normally up to 20 years.
How the Research and development department help the business to meets its objectives
The research and development helps Marks and Spencer to stay competitive by investigating of the potential for new products and for more efficient methods of producing them, It research on products that customers want. Helps Marks and Spencer aim to enter new markets.