Human Resource Management 2021-03-26

HCMC University of Technology & Education

Faculty of Foreign Languages

Unit 2
HUMAN RESOURCE MANAGEMENT HRM Strategy &
Lecturer: Tin T. Dang, PhD
Performance
Email: tin.dang@hcmute.edu.vn

Objectives
▪ Give examples of each of the seven steps in the
strategic management process.
▪ List with examples the main types of strategies
▪ Define strategic human resource management, and
give an example of strategic human resource
management in practice
Objectives
▪ Give at least five examples of HR metrics
▪ Give five examples of what employers can do to have
high-performance systems
▪ Explain how you would design a program to improve
employee engagement.

Outline
1 Strategic management process
Strategic
Types of strategies

1
2
management process
3 Strategic HRM
Definition – Importance
4 HR metrics, benchmarking & data analytics

5 Employee engagement & performance

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Human Resource Management
1. Strategic management process
Mission
The guiding force and core reason for existence of the
organization and what makes it unique.
Vision
A general statement of an organization’s intended
direction that evokes emotional feelings in
organization members.
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1. Strategic management process
Mission
To serve consumers through online and physical stores
and focus on selection, price, and convenience.
Vision
To be Earth’s most customer-centric company, where
customers can find and discover anything they might
want to buy online.
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1. Strategic management process
Discussion
Think about a company that you would like to set up.
Write a mission statement and a vision for it.
OVER
5 mins
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Developed by Tin T. Dang, PhD
2021-03-26
1. Strategic management process
Mission
To make it easy to do business anywhere.
Vision
To build the future infrastructure of commerce. We
envision that our customers will meet, work and live at
[us] and that we will be a company that lasts at least
102 years.
1. Strategic management process
Discussion
Look for the mission & vision of your favorite company
and explain its distinguished products and exceeding
expectations. Any improvement is necessary?
OVER
5 mins
1. Strategic management process
Strategy
The proposition an organization follows for how to
complete successfully and thereby survive and grow.
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1. Strategic management process 1. Strategic management process

Strategic plan Brand Portfolio Optimization

▪ Streamlining the portfolio from 400 to 200 master
The process that an organization intends to balance its brands
internal strengths and weaknesses with its external
opportunities and threats to maintain a competitive ▪ Achieving a balanced combination of global, regional
advantage over the long-term. and local brands
▪ Addressing all drinking moments across day parts.
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1. Strategic management process 1. Strategic management process

Discussion Strategic management

Think about a company that you would like to set up & The process of identifying and executing the
outline a couple of strategic plans for its development. organization’s mission by matching its capabilities with
the demands of its environment.

OVER
5 mins
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1. Strategic management process 1. Strategic management process

Strategic Strategic
Strategic Planning Formulate
Execution Evaluation Organizational
SWOT Analysis
Establish Goals &
Organizational
Mission Objectives
Strategy

Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7

Define the Perform Formulate a Translate the Formulate Implement Evaluate
current external and new mission into strategies to the performance
business internal direction strategic achieve the strategies
audits strategic Formulate
goals Evaluate & Supporting
Implement
Reassess Functional
Strategies

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1. Strategic management process 1. Strategic management process

Strong position in US market Dependence on US market for revenue
Rare product recalls Reliance on pickup trucks & SUVs Discussion
Safe and eco-friendly vehicles Global recession
S W Think about your favorite company. What are its
General Motors strengths and weaknesses? What are its opportunities
O T and threats?
Low fuel prices increases the demand for The rising US dollar exchange rate
pickup trucks & SUV
Demand for autonomous vehicles
Tighter government regulations on safety OVER
5 mins
A new car generation from Elon & Google
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1. Strategic management process

Discussion
Think about a company that you would like to set up.
What should be its strengths and weaknesses? What
are its opportunities and threats?
2 Types of strategies

OVER
5 mins
21

2. Types of strategies 2. Types of strategies

STRATEGIES Corporate strategy

Identifying the portfolio of businesses that, in total,

comprise the company and the ways in which these
Corporate Competitive Functional businesses relate to each other.
Strategy Strategy Strategy

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2. Types of strategies 2. Types of strategies

Competitive strategy Functional strategy

Identifying how to build and strengthen the business’s Identifying the broad activities that each department
long-term competitive position in the marketplace. will pursue in order to help the business accomplish its
competitive goals.

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2. Types of strategies 2. Types of strategies

Discussion Discussion
What is your favorite company? Identify its three types Think about the company that you want to set up and
of strategies. Do you think that these strategies are design a strategy for each of the three types. Explain
still effective? the importance of these strategies.

OVER
5 mins OVER
5 mins
27 28

2. Types of strategies: Manager’s role 2. Types of strategies: Manager’s role

▪ Overall strategic plan is often from the top
management without the input from lower managers
▪ Line managers would know about competitive STRATEGIC
top-level lower-level
pressures, product and industry trends, and employee managers PLAN DESIGN managers
capabilities better
▪ HR managers should be the masters of info about
their own firms’ employees’ strengths & weaknesses. 29 30

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2. Types of strategies

Discussion
Your company makes fashionable shoes. Due to the
Covid-19 pandemic, the management board plans to HRM
cut off the production volume, but the lower-level
More discussions are on the LMS!
managers would like to switch to working class shoes.
Tin T. Dang, PhD
What is your advice to the company? Justify it.
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