MARKETING PLAN

Human Resources

Cerqua Angela, student n. 21583

01/02/2021
University of Cyprus, MBE
Marketing and Management for Innovative Firms,
Paris Cleanthous
 1. Summary
This plan presents for the OD area of the HR department of luxury brand companies. I have created my
own "business card" with the skills I can share with the company adding value through them, and the
following marketing plan will show it.

2. Situation analysis
Industry definition:
Human resources handle the relations between employer and employee, identify employment needs,
conduct interviews, and teach employees about compensation, benefits, workplace, and practices.

The focus is on recruitment adaptation, creating education plans, and managing self-improvement
activities for the employees.

People in the human resources department work as organizers, mediators, and planners.

This department is essential since humans need more management than other resources with also
different approaches.

Human resources try to employ people more effectively to look at them closely.

Human resources might deal with issues such as:

1. Compensation and benefits

2. Recruiting and hiring employees
3. Onboarding
4. Performance management
5. Labor and employee
6. Organization development.

The idea of human resources is to contribute to employee satisfaction and performance. It can ensure a
high-functioning and effective workforce that helps the company reach its goals and objectives more
efficiently.

Industry analysis:
The industry analysis refers to as a PESTLE analysis. The slogan synthesizes the political, economic, social,
technological, legal, and environmental research. This analysis gives a look at the whole environment
from different angles to check an idea or plan.
Political factors:
1. The phenomenon of “replaceable
employees” since people feel that
companies do not care about loyalty. HR
gets a look at the new talent even if they do
not need to replace someone.
2. There is a shift in focus for the management
styles implementing the talent-based
process that motivates and searches for
employees.
3. Being on “your own” means that employees
can have different salaries and benefit even
if they have the same background of
studies; that is the meaning of
individualism.
4. The change in payment method means that
the changing economy and political
landscape has led to a difference in how
employees are paid.
Social factors:
1. A company can have various workers from
all over with different expectations in
payment structure and communication.
Variety in one workplace means that HR
needs to accommodate all these
employees, ensuring they have proper
access to information, training,
compensation, benefits (if applicable), and
more.
2. People's rights differ by location, and HR
must ensure that the company is not
infringing any employee rights and that
employees follow all the regulations while
working on that company.
Legal factors:
1. One of them is the legal responsibility, as
confidentiality, which is both ethically
essential and regular.
2. Moreover, the proper verification is needed
for new employees for the background
since if HR does not vet this information,
the company could face legal
consequences.
Economic factors:
1. The impact of globalization affects labor
market changes depending on who/how it
is hired. For instance, more companies are
open to hiring remote workers. Hiring
overseas workers can also be cheaper.
However, if HR managers do not realize
this, they may cost the company valuable
time and money.
2. New accommodations for workers mean
that HR may have difficulty training these
new workers if companies are hired
overseas. However, when workers live
further away, keeping track of everyone is
more complicated.
3. It may strain HR workers who must adjust
how they manage workers’ information and
communication.
Technological factors:
1. Thanks to the improvement in technology,
workplace communication is easy. HR can
send out emails or text messages.
Employees can sign up for messaging apps
like WhatsApp.
2. HR also uses simple recruitment, putting up
a job ad in minutes using the database to
sort through applicants until just the top
choices are left, or HR can search through
websites and social media for new hires.
Environmental factors:
1. One of them is saving the tree since HR does
not need so much paperwork because it is
digitally managed. HR needs a digital
storage system to keep all the information.
2. More remote work means less driving
pollution.
Customer analysis:

I do the segmentation on the customers I am looking for, then on the different human resources areas.

The Human Resources department that grabs my attention is in the area of organization development.

Following this analysis, I will get a look at the different HR areas.

First, the "Compensation & Benefits" area refers to the compensation/salary and other monetary and non-
monetary benefits passed on by a firm to its employees to keep the workforce motivated. To do an example:
"fixed pay" that is the basic salary by contract, the "variable pay" that is the additional compensation paid to
an employee based on their performance, the "equity pay" mostly given to the senior management and other
benefits like medical facilities, insurance policies.

Second, the "Recruiting and Hiring employees" in which the duties are to develop and execute recruiting
plans, develop and track goals for the recruiting and hiring process, collect data on cost and time per-to
engage and conduct regular follow-up with managers to determine the effectiveness of recruiting plans and
implementation.

Then on onboarding referred to the process of orienting new employees.

On the other hand, performance management is not aimed at improving all skills but wants to develop an
employee, so they perform their job to the best of their ability.

Labor and employee relations are the discipline within human resources that connects with every
employment aspect to maintain a stable working relationship between employer and employees. The labor
relation differences are that it is linked to contract negotiations, work stoppages, and strikes.

The last is the organization development that fosters organizational change, growth, and development
initiatives to check if the organization makes progress. It is more related to macro-level organization changes.

Competitor analysis:
The competitor analysis includes those who take a specialization in the study field of human resources.

A specific degree in human resources does not exist, but some masters become specialized in this area. Then
competitors came also from different fields of studies.

Those who want to work on that area need to be multitasking and always updated on their proficiency.

The competitor analysis is made using Porter's five forces.

This analysis helps me to understand how competitors could inhibit me.

Internal assessment:
After I have done the VALS type, I am most likely, as the dominant approach to life, the "Experiencers"
consumer group, meaning that I am motivated by self-expression, enthusiastic about new possibilities, and
quick to cool.
I am also addicted to fashion and the idea of having "cool" stuff.
As the second type, that is the particular emphasis on my dominant approach; I am the "innovators" type. I
have abundant resources and can be a leader and receptive to new ideas and technologies. As an innovator,
I am an active consumer because the image or the way I look counts to me as a sense of taste and personality.
I continue challenging myself.
I am also hard-working and a stable leader with natural talent in managing goods and services.
I can have much fun with my friends, but I am quite serious about my duties and
responsibilities with loyalty, discipline, and teamwork to get the job done right.

I enjoy both being with people but also focusing on myself spending time alone. I always work with
technologies; that is the reason why I develop skills in their use.

I appreciate doing physical activities both at the gym and at the park. My energy finds an outlet in outdoor
and social activities.
I read, watch tv series and documentaries.

One of the skills I developed is communicating clearly and efficiently with the people I am talking with since
I am a good listener and analyzer of the real problem the people are explaining to me. This skill comes from
my habits of being always available to talk.

I am also able to operate with data and numbers and to organize my work meticulously.

Since I had a school career in the humanistic field of education, that prepares me in the right way for one of
the necessary skills for HR workers. The university studies focused on economics and finance helped me know
how to manage and work with data and numbers.

I am more addicted to macroeconomy growth and development economics since I prefer to look at how the
situation will change in our environment. Nevertheless, I also have good communication and diplomacy skills
and the habits to work under stress and pressure.

My academic career does not reflect 100% of my abilities since, even if I am a little bit more than the average
student, I am not that brilliant to take the maximum. I prefer looking at real-life situations and human
relationships because some of the subjects I am studying on the master do not attach to my tastes. I am
making this career built, piece to piece, the road for my future human resources and the diplomacy career.
That underlying how I am addicted to working harm to harm with other people.

I am a dedicated person, focused on the activity I must pull off. But I am methodic and precise, meaning that
I never think that a job is 100% well done and that it is always possible to improve it.

I can work alone and in a group because I can modify my work organization depending on the activity type. I
am more critical with myself than with the others, meaning that I have much patience working in a group,
but less meanwhile I am ending a work by myself. The fact that I can work alone and with others help me to
be right on handle stress and to work even as a leader than as a follower. Even if I am an anxious person, I
develop a way of taking it under control.
I do not have preferences on my work habits, and I can change city or state without many problems. I want
to work for a big company instead of that a small one because I would like to travel as much as possible. I do
not pretend to have a high salary in the first place, but I want to have a career opportunity to improve it.

If I could design my job, it would be working in a big company in the HR department, taking attention to the
development organization area. I want to work in groups to organize and do the job in the best possible way.

Next year, I will take my master’s degree to start working in a company in customer service; meanwhile, I will
take some courses and certificates to start my master on the field of HR. If I look at myself in the next 5-10
years, I would like to work in a big company, but I want to have a good family with children.

SWOT analysis:
 Market-Product focus & goal setting
Goal:
I want to work for a big company in the Human resources department, in the OD's specific field. I expect my
work environment to be harmonic and me achieving the company goal with a team group.

I am looking at the long-term goal of growing into the company to pick up more responsibilities and express
my abilities.

As a goal worker, I want to be necessary for my working environment to link employers and employees to
organize the tasks and mediate between them.

Target market:
Since I am addicted to fashion design and the last tendencies in the retail sector, this is the reason why, to
segment the market, I want to work in the OD department for the Human resources on a luxury company.

To get a little insight on what that job means, in this area, the organizations built their capacity to change
and achieve efficacy by developing and improving strategies and processes.

The different areas of interest are financial performance, customer satisfaction, organizational member, and
an increased capacity to adapt and renew the organization. It also applies to changes in strategy, structure,
and/or processes. All of this is to increase the organization's competitiveness.

Point of difference:
Here the focus is on the model canvas to analyze or develop a new organization/position.

The goal is to understand what to reduce, create, eliminate or raise in the company.

Create: Since the HR department has developed its Reduce: To fill the gap with other competitors, I
connection with social media, I could create a could do some advanced and highly specialized HR
"business card" as a presentation video to show my courses.
communication skills and expose how my
background and hobby could be useful for the
company.
Raise: I could do some work experience with an Eliminate: I could increase the certainty in myself
internship in a company to develop my skill in the because even if I know all my abilities, I need to
field better. control my being "anxious."

Positioning:
To the company that needs someone addicted to luxury fashion and all the news related, I am the right choice
since I can also offer competencies in economics and human relationships.
 Marketing programs

1. Product: The focus is on improving my skills to be more competitive concerning other candidates
and meet up the companies' demands. That is the reason why I can enhance my pragmatic and
creative thinking on problem-solving.

2. Pricing: I would like to obtain a good salary and some benefit regardless of the goal achieved.

3. Promotion: The attention should be put on the "personal assessment," clear and concise since
uploading a good CV is not enough to show my skills. After obtained the interview, I will collect
more details on the company to show I also have competencies in the product and services offered
by them.

4. Place: The places in which I can reach my target market are Instagram and LinkedIn. However,
since I have not yet gained all the competencies, I have not created a profile.

5. People: The value I should have to be catchable for the customers I am applying for is related to
its segment I am giving attention to. Then I can offer extraordinary communication abilities from
my humanistic studies and an excellent organization to be meticulous in doing my job. Another
skill is my ability to work under pressure because it is a challenge for luxury companies to always
stay above the trends and be creative. The last is my capacity to work on a team and solve
problems that I can find in everyday life.

6. Process: What matters is the way I work and organize my cooperation with the other employees.
I will respect the deadline for group projects taking my higher at work always informed on the
ongoing processes.

7. Physical Evidence: In this case, what matters is the impression my customers can have about me
and on what I can offer them. What counts is the impression they can have about my CV and the
social media, but then I present myself face to face. For that reason, the way I dress and look is
the key to an excellent first impression. What I could wear is related to companies that will allow
me to interview a tailleur with pastel color to appear professional without being exaggerating.
 References
What is Human Resources | HR | What is Human Resource Management (humanresourcesedu.org)

Human Resources vs. Organizational Development | #MustRead (walkme.com)

VALS™ | US VALS™ Survey | SBI (strategicbusinessinsights.com)

List of skills needed in luxury business | ACCUR Recruiting Services (accurservices.com)