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CRH was established in 1970. It was a merger of two reputable Irish companies Cement limited and Roadstone limited, which was formed in 1936 and 1949 respectively. Since 1970, CRH is a leading building material supplier and manufacturer. Moreover, CRH plays significant role in the marketing department and know to create and fulfil the need of customers. The marketing department makes plan to grow and obtain goals geographically. The department takes responsibility to launch product according to market segments. The market department has introduced their products more than 32 countries and provides in different markets such as residential, non-residential and infrastructure. Furthermore, the marketing department ensure that it should be diversified by range of product and different segment. The marketing department provides valuable research with their expert team and identify the consumers worldwide. Furthermore, technical experts are being provided by the marketing department for assist to customers to resolve their technological issue.
Currently, there are huge risk involved in market due to large number of competitors so that the marketing department can be the key factor to resolve these issues with their dynamic strategy. The strategy is a way of obtaining goals globally having various think working together as one unit. The department refine strategies to obtain goals. Currently some global strategies have been implanted by marketing department to create their position and growth in cement industries. The possible strategy is to minimise the cost and maximize profit with the standard quality. Another plausible strategy is to expand their brand globally. CRH knows the customer behaviour so the department also create brand positioning. These strategies make marketing department unique to other departments. One significant strategy is that to expand their product according to market segments. Furthermore, it makes market penetration strategy to grow in existing market to grow more share. Therefore, it should make magnificent structure to obtain their strategy.
As it has been discussed before that CRH is basically a cement manufacturer, so it should have some latest technology for instance latest equipment, software and machinery whereas educated and technological human capital are required to know to implement and use these resources of the organization. There is huge rivalry in cement industry so educated employee know to utilize these resources and it can minimize the future risk and resolve adverse situation on market. These resources build and help to make plan, design and production. It can be observed that cement industries are eager to create resources because they know the sensitivity of market. On the other hand, which organization do not have enough resources they can face trouble in market and it can be cause of shut down their business or it can be the cause of failure of a product.
Moreover, Capacities can be the useful tool to obtain goals of any organization. It is very important for department to be customer oriented. The department should know to handle customer with professional attitude. However, the department should have some expertise of communication skills. Furthermore, innovation and ideas can be the most magnificent capabilities for the department. Innovation can beat the competitors and generate capacity in organization to build or expand product. The department should take responsibility and lead their employee. The department need to know the importance of responsibility. The department can be motivated and play a vital role for department or organization. The department should grow by development. It should make plan and strategy to gain results.
Organizational or department capabilities make successful business models and it motivate people to retain goals. Organizational capabilities can be the part of intangible assets. It should be the best fit to gain or retain goals. The most mandatory objective for the department is that it should have core capability to retain the market. However, the competitor and rival may over take their product. “An enterprise with strong dynamic capabilities will be able to profitably build and renew resources, assets, and ordinary capabilities, reconfiguring them as needed to innovate and respond to (or bring about) changes in the market. The firm’s resources must be orchestrated astutely and coordinated with the activities of partner firms to deliver value to customers”. The department should have innovative and product development so that it can provide concrete platform to gain target. Teece et al (1997) suggest that “The dynamic capabilities approach is promising both in terms of future research potential and as an aid to management endeavouring to gain competitive advantage in increasingly demanding environment. ” The department should be more intellectual, proactive approach and operational. The department should know to look future to gain long term goals.
Global Brand Manager is the most significant position for any company that is why human resource department always seek variety of competencies for this position. “Given economic pressures, successful organisations will need to be ever more responsive to rapidly changing external conditions. Therefore, either the people within the organisation itself will have to be inherently flexible or else, and more likely, organisations will increasingly rely on core personnel, perhaps operating only at a strategic level, and will outsource many of their functions to other organisations that have the capacity to respond seamlessly and rapidly”.
The writer plausibly suggest that the employee should be strategic core and have vision. He should know to make long term plan to obtain goals. Another possible skill can be leadership. Global Brand Manager should have leadership skills. He should be fearless and know to identify and solve the problems within and globally. Nowadays cement industries are expanding globally very fast due to infrastructure so in that case Global Brand Manager should be a customer oriented he should lead to improve the customer needs worldwide. Moreover, Global Brand Manager should have technical skills for instance, ERP, ORACLE and SAP etc. Since 2000, the world has been rapidly changed in the technology manner. Technological skilled manager can provide rapid solution and create design of production significant manner. Another most remarkable competency is developing adaptability the manager usually has work load and pressure, so he should develop his skill to manage the problems. In addition, the position of Global Brand Manager is the key responsible job, so he should have strong personal references because the manager must plan globally for the product, so his strong references can create way easily to launch the product. Moreover, the manager should have massive communication skills to attract his audience.
Recruitment should be rational approach and employer verify the vacancies’ requirement and select potential applicant. Recruitment is the most significant factor for any department. However, Global Brand Manager is a senior management designation that is why it is most valuable and responsible job, so ideal process should be followed for this position. The primary step is to recognise job vacancy then develop and analyse the job and describe its specification. These can be attracted for candidate and department as well because department should know who is important for this job and job specification can be defined what capabilities departments need. In addition, terms and condition should be mentioned for better recruiting. The possible step to advertisement but through advertisement the number of applications can be received whereas some other process can be used for this single and important vacancy to minimise advertising cost. The plausible step is to recruit internally because existing employee have enough knowledge and experience about company, so h/she can utilize his/her expertise in better way whereas it can save time and department can achieve more in suitable time. Another probably step is to recruit candidate externally or other organization with the help of personnel reference or networking website for instance LinkedIn. These sources can be useful because the selected employee come with massive knowledge and expertise about rivalry market and it can be valuable for department and organization.
Furthermore, selection process should be developed. It should be mandatory to develop magnificent criteria to select the senior management. Firstly, questionnaire can be developed to understand the communication and leadership skills for the candidate. Secondly, group interview should be organized because through group interview the skills can be identified however, it can be observed that how much this candidate capable to work and handle the pressure. Moreover, it should be careful that interview should be technical, professional and unbiased because it can make more comfortable and reliable your organization to employee. After successful interview references can be checked than candidate can be appointed, and proposal letter should be provided to successful candidate whereas appointment letter can be provided after prohibition period.
Finally, after completion of all process organization or department should welcome the new employee and organize induction. Induction is a significant tool which can provide both individual and department and it makes capable new recruited member to work with comfort. Formal induction should be provided to Global Brand Manager. Firstly, legal term and condition should be provided. Secondly, the department should provide him information about social responsibility. At last board of director should have met him/her and welcome.
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