“Report on Employee Training & Development of Daraz”

Course: HRM 340

Section: 02
Fall 2021
Date of Submission: 02-01-2022

Submitted to:
Mr. Shafquat Rafiul Alam (SQT)
Lecturer
Department of Management
North South University
Submitted by:
Team Recruiters

Name ID
Nihal Rahman 1911194630
Sourav Dutta  1921672630
Ashfikur Rahman 1921695630
Tasdik Mostafa 1922188030
MD Moktadir Rahman 1931178030
Executive Summary -
Training is a systematic setup where a trainer of the company or outside the company teaches
technical, behavioral knowledge regarding their job. It includes teaching the employees of a
company about how to do specific tasks or how to use any particular machines. On the other
hand, the development program focuses the growth or the maturity of the employees in a
company. These two combine to form a company’s training and development program. We are
leading a team of Learning and Talent Development Consultants and we would design a
learning intervention for an E-commerce company which is called Daraz. In this report, we
focus to prepare a training strategy for Daraz regarding the problems we found, where we
include the different steps of a strategic training and development process, which includes
business strategy, strategic training and development initiatives, training and activities, and the
metrics that show the value of the training. We try to be aware of the political environment of
the company and the strategic environment so we can easily do our project. We would also
include a brief discussion of the company and actually what kind of training and development
the company needs. Basically, we do the need analysis of the company. Then we also try to
design our proposed training and development program. And we show the delivery methods
that are suitable for the problems. And finally, we evaluate the training program and then
recommend that how the program would solve the problems for Daraz.

You are leading a team of Learning and Talent Development Consultants and your brief is to
design a learning intervention for an organization of your choice. The report you provide is a
“pitch”, grounded in evidence and theory, to the organization to demonstrate your expertise
and to win the contract. The report needs to be aware of the political nature of the
organization and its strategic environment and link the training intervention to the
organizations strategic mission, as well as any barriers that might impact this learning
intervention and offer possible solutions to these.
Table of Contents
Introduction.................................................................................................................................................1
Methodology...............................................................................................................................................1
Introduction of Daraz..................................................................................................................................1
Training & Development Need....................................................................................................................2
The training strategy...................................................................................................................................3
The Training Intervention: Design and Delivery...........................................................................................4
Designing the training program:..............................................................................................................4
Training Design Document......................................................................................................................4
Delivery of the training program:............................................................................................................5
Evaluating the success of the strategy.........................................................................................................7
Findings and analysis...................................................................................................................................8
Recommendation........................................................................................................................................8
Conclusion...................................................................................................................................................9
References –..............................................................................................................................................10
Appendix –.................................................................................................................................................11
1

Introduction
Daraz is the leading E-commerce company in Bangladesh. From 2012, the company achieves a
40% market share in the e-commerce industry. Their main focus is to serve the best product to
the customer. From the beginning, Daraz only thinks about how to deliver quality service and
products to their customer. But, they also face some difficulties while providing their services.
We find out two of them from our secondary data. The first one is, Daraz can’t deliver problem-
free products to their customers’ doorsteps. Sometimes there are small faults in the product
but Daraz can’t assure to solve this kind of problem. These kinds of problems actually occur
because of the distributor of those products or the delivery man. Daraz has some severe issues
with its product delivery process. There is a common complaint about Daraz that they
sometimes deliver the wrong product to their customers. These are the two problems we are
working on.

Methodology
We were unable to visit Daraz and collect data due to the Covid-19 situation, so we could not
gather primary sources of knowledge from it. We used the secondary approach to obtain data
for our research project. We gathered our secondary data from a variety of websites. We have
gathered information about Daraz's concerns about how they would train their employees
successfully. As a result, we gathered all relevant information from websites, Google research
articles, and online articles.

Introduction of Daraz

Daraz, founded in 2012, is South Asia's leading online retail marketplace, with a presence in
Bangladesh, Pakistan, Nepal, Sri Lanka, and Myanmar. Daraz is supported by a diverse set of
personalized marketing, analytics, and service solutions. Daraz has 30,000 vendors and 500
brands, serving 5 million customers across the area. Daraz now offers over 2.5 million goods
and is rapidly expanding. Daraz sells a wide range of products, including consumer electronics,
household items, cosmetics, fashion, sports equipment, and food. Daraz is committed to
offering an exceptional customer experience, purchase convenience, comprehensive customer
support, and simple shopping and return process. In May 2018, Alibaba Group bought Daraz.

Daraz promises the widest variety of products to its customers. They give excellent value by
charging reasonable pricing for all of their items. Daraz introduces the mobile application for a
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smooth shopping experience. They aim to please their customer with fast delivery and an easy
tracking system. They also provide 100% protected purchases from click to delivery.

Daraz prioritizes supporting its merchants, who serve as the foundation of our marketplace.
They give tremendous levels of control and ownership to their sellers through their innovative
and cutting-edge technology so that they can manage their shops effectively and efficiently.
From promotional tools to sales maximizing tools, order monitoring, performance reports, real-
time analytics, and industry benchmarking, their success is only limited by the amount of effort
and dedication they put forward. They are quite proud of the success stories that have arisen
from the marketplace in the past and eagerly await the arrival of many more (About Us, n.d.).

Training & Development Need

A training needs assessment establishes the framework for evaluating your organization's
genuine requirements and the best way for your staff to acquire the essential training. There
are three types of needs assessment:

1. Organizational Analysis
2. Person Analysis
3. Task Analysis

Task analysis is a process of identifying the significant tasks and the information, abilities, and
attitudes that must be focused on in training for employees to execute their particular jobs.

The first problem of Daraz on which we are working is the delivery of faulty products to the
customers. This problem occurs because of the delivery men and the employees dealing with
the product verification system or the rechecking product system. According to the issue, we
need to develop a certain job that isn't functioning correctly. We can deliver the ideal training
program to employees and delivery men if we can identify the skills, knowledge, and behaviors
that need to be emphasized in training to execute the task correctly. By observing or
interviewing employees and delivery men, we may gather information about required skills,
knowledge, and abilities.

The second problem of Daraz on which we are working is about delivering the wrong product
and not delivering the proper number of products. This problem is occurring because of the
mismanagement of the order processing sector of Daraz. Similar to the previous one, we must
develop a specific task that is not performing effectively. We can provide the best training
program to identify the skills, knowledge, and behaviors the employees lack while performing a
particular task.
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So, we can say that by the process of task analysis, we can find the training and development
need for both the problems we are working on. We choose task analysis to find the training and
development need because the employees do not have the proper skills and knowledge about
their specific task.

The training strategy

We know that there are four parts to any strategic training and development process.

The first one is a business strategy, where we actually talk about the company’s mission, vision,
values, and goal. The company’s mission states that what they actually want to do, what is their
culture, what is their agenda. Their vision indicates that, after 5 or 10 years, where they want to
see the company. And the goal part tells the company what they want to achieve in terms of
outcomes.

Here, the mission of Daraz is to become the largest e-commerce outside USA and China. The
company already established or applied some new business models and try to capture
untapped markets.

Daraz tries to increase the marketplace not only for Bangladesh but also for the other region of
the subcontinent.

Daraz’s goal is to provide the best product at the best price all over Bangladesh.

These are the part of Daraz’s business strategy which is the first part of the training strategy we
are making for Daraz

The second part is the strategic training and development initiatives we can take for Daraz. Our
main focus is to improve the customer service because the problem we identified is related to
customer services. We also need to accelerate the pace of learning. For doing this, we need to
identify who actually needs the training, what kind of training we actually give them, and what
would be the possible outcomes while dealing with those problems.

The third one is training and development activities, where we focus on how we actually give
the training. On Daraz, what are our activities for the employees while giving the training
regarding the issues, would we deliver the training methods online or offline, what problems do
we actually face, how to serve the customer better.

The last part indicates that how the training creates value for the company, how the training
improves the performance of the employees, did the company reduce customer complain. If we
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apply these steps in Daraz then we can actually know that, how our training strategy puts value
in the company.

The Training Intervention: Design and Delivery

We know from the training need assessment section that Daraz is having an issue with
customer satisfaction. The reason is delivering damaged products and delivering wrong
products than the order criteria. The training and development program is designed to make
the solution for those problems.

Designing the training program:

For getting the most effective outcome, we have to emphasize both the direct and indirect
factors related to the training and development program. The training program's objective will
be to make them understand the reasons for the problem and teach them the solution.
 Pre-training Phase: On the pre-training Phase, Daraz will select the employees who need
the training. Daraz should select the operational personnel for the training program.
Daraz will prepare the trainees for the training program and motivate them to join the
training session. The proper environment for the training program will be ensured.
 Learning event: The training program will be conducted in all the Daraz headquarters,
which will not hamper much of Daraz’s business activity. The curriculum would be
provided on the training. The main training will be provided and the transfer of the
training program will be done in this phase. The main focus of the training will
 Post-training Phase: The main objective of the training is the trainees would apply the
knowledge and skills on their job. In this phase, the steps will be taken to encourage the
trainees to apply the knowledge in their work taught in the training program to fulfil the
training program's objective. Moreover, in this phase, the manager will observe the
trainees and provide feedback on the training.

Training Design Document

Purpose: To gain more and customer retention.
Goal: To reduce the delivery problem and fault product problem.
Target audience: Operating Personnel
Training Time 4 days
Training Method: Lecture, Visual Instruction, Simulation
Number of Participants per 40
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session:
Location: Various
Prerequisites : None
Instructors: Lower level managers

Delivery of the training program:

Since Daraz is facing issues with providing faulty products and delivering invalid products, the
Daraz logistic team and the Daraz collection team have to get the training to solve the issues. A
certain method will be used to provide the training.
 Lecture: By the lecture method, the instructor will explain the issue and inform the
reasons for the problem. Here trainees will get instructions on avoiding the problems
and what to do when the problems occur. The trainer will emphasize the topics, how to
and what check if the collected product from suppliers is compatible with the order, and
how quickly to check if the product has any defect.
 Visual Instruction: By the visual instruction, what to do, how to do it will be presented
on the screen. Watching the process on the screen is much easier to understand rather
than only listening.
 Simulation: The simulation process can make the trainees more interactive with the
training. In the simulation, a scenario will be presented like a real one. A group of the
trainee will be told to solve the issue. This activity will be very interesting for the
employees to learn.

Training delivery

Day 1 The trainee will be introduced to the training program. The trainer will introduce the
training course material and the training outcome. The trainer must make
understand the trainees the cause and effect of the problems and suffering for the
customers. On this day, the lectures will be carried out about the basic stuff of the
training. The transfer of training would be a focus on closed skills and it would be
near transfer.
Before ending the first-day program, there will be a question-answer section for
clearing any queries.
Day On the second day, the main part of the training will be delivered. The trainee will be
2-3 taught what criteria should be checked for picking products from the sellers. The
trainee will be taught what measures to recheck before delivering a product.
The operating personnel of the logistic section will be trained on how to load
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products on the car, how to handle the fragile products and how to place them. The
trainer will provide instructions about the various kind of products to the trainee to
understand the placing method of the products in terms of putting the products over
one another.
The main training program will continue for two days, days 2 and 3.
Day 4 On the last day, the trainer will examine the group of the trainees' outcomes of the
training. For testing the employees, the trainer will use simulation by creating a
couple of demo orders and observing the performance of the trainees. The trainers
will summarize the whole training and conduct a conclusion lecture.

Action plan

Task Steps Trainer Trainee Trainee’s activity Time

Step 1 ( Ice- The trainers will The trainees will Listening 10:00 a.m. –
Breaking commence an receive the ice 11:00 a.m.
Session) ice breaking breaking
session and session.
motivate the
trainees for the
training.
Step 2 The trainer will The trainees will Listening/Observing 11:10 a.m. –
(Commence provide training. receive the 12:40 p.m.
Training training.
program)
Q/A Session Trainees will Trainees will Participating 12:40 p.m. –
revive queries. make queries. 1:00 p.m.
Step 3 The trainers will The trainees will Participating 1:10 p.m. –
(Evaluation) evaluate the be evaluated by 1:30 p.m.
trainees. filling up several
forms.
Lunch Break 1:30 p.m. –
2:00 p.m.
Step 4 The trainer will The trainees will Observing 2:00 p.m. –
(Feedback on check the forms get feedback. 3:00 p.m.
Expected and provide
result v Actual feedback to the
result) training.
7

Step 5 (Session The trainers will The trainees will Listening 3:00 p.m. –
warp up) make summery receive 4:00 p.m.
of the training. summery of the
training.

Evaluating the success of the strategy

To determine whether a particular training program is effective, a company must conduct a
training program. The training and development department of any company's training and
development department has a significant task: evaluating the training program. The two types
of evaluations available are formative and summative evaluations. These are required for
evaluating the training program's outcomes.

The trainees require a formative evaluation at the start of their training. It will decide if the
training program is ready for implementation. This method will help determine if any
improvements to the training content are necessary. Questionnaires will be used to determine
whether or not the trainees are satisfied with the training program.

And in the summative evaluation will be evaluated to determine the overall effectiveness of a
training program. The summative evaluation will contain a variety of outcomes, including
reaction, cognitive, and skills-based outcomes.

Reaction outcome: It is really important to understand how trainees act and respond after the
training program is concluded. Because questionnaires are less time-consuming, they will be
used to evaluate reaction effects, and trainers will observe the trainees.

Cognitive Outcome: It is important to evaluate how much content the training program's
trainees received. Consequently, cognitive outcomes will determine how much the trainees
learned throughout the training. For this result, trainees will be required to exhibit example
work on managing a particular problem or circumstance. In addition, written evaluations will be
employed to assess the trainee's competence with the training materials.

Skills-based Outcomes: Many testing methods will be employed during this process to
determine the employee's ability. Employees' skill-based outcomes can help determine how far
they have progressed in their jobs. For example, trainees will be evaluated in after-sales
assistance through a training session in which trainers will analyze how the trainees adapt to
and deal with the various circumstances or problems. The performance of the delivery service
will be evaluated by comparing customer ratings before and after training. A seller rating
system exists on Daraz. As a result, after providing instruction to the merchants, their shop
rating will be compared to the previous rating.
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Findings and analysis

Because of the Covid-19 situation, we cannot physically visit and collect data from Daraz. We
discovered from web sites and publications that Daraz Bangladesh's customers are concerned
about product quality and wrong delivery of products offered on their website. Despite
concerns about trust and negative reviews, they lead the e-commerce market with their
aggressive marketing strategy and take advantage of Bangladesh's early differentiation
strategy. After reading numerous articles and user evaluations, we determined that the
legitimacy of the products, as well as the refund policies, are at risk. Daraz is losing customer
confidence and respect. Since product authenticity isn't being maintained properly, and the
replacement and refund procedure is so inconvenient for customers.

Recommendation

In every company there remains problems includes lack of training, skills, knowledge about
certain products, but this kind of problems can be solved. Some recommendations for the
problems Daraz are facing can be solved by,

1. The delivery men and employees need to be well trained, so that they can identify the
products for the right place. The problem is occurring for their lack of training, if the
initiative for training the delivery men and the employees is taken the problem may get
eliminated.

2. The problem of mismanagement can be eliminated by double checking the products, by

checking the right order for the right customer.

3. Daraz should play a role for the employee’s entertainment so that they enjoy every
initiative taken by daraz.

4. The training should be informative and entertaining so that the employees can focus
throughout the training.

5. A pretest and a post-test can be taken to check if they are skilled or not, and if not, they
can be trained again.
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6. Daraz need to invest in the best quality instructors and programs, even if it means they
must do less training to keep within their budget.

Training and development for Daraz employees will help to ensure they have the best
workforce possible. Investing on the front end could pay big dividends for their bottom line.
Skilled employees bring more profit than many unskilled numbers of workforce, for creating a
skilled workforce Daraz needs to improve their training program.

Conclusion

Companies recognize it as increasingly challenging to compete in this market environment,

where competition has grown increasingly intense over time. Daraz is one of the most
prominent and most significant e-commerce sites. Daraz needs to improve its service structure
and authenticity of its products even further to grab the market. Their customer is the essential
resource in their company. They should evaluate the customer's needs and preferences to
improve their service. To lead the company, they must adequately utilize their human
resources. Even if they have a good HR department, they still need to improve in several areas.
The training and development would help in overcoming obstacles. Employee commitment,
leadership, technology, and behavioral training, on the other hand, would help the company
become more profitable, allowing it to achieve both individual and overall business goals.
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References –
1. Abdullah, S. (2021). Why You Must Choose Daraz? | Daraz.com.bd Blog. Daraz Life.
Retrieved 1 January 2022, from https://blog.daraz.com.bd/2021/10/11/why-choose-
daraz/.

2. Ahmed, Z. (2017, April 17). Customers accuse daraz of cheating. Jagonews24.Com.

https://www.jagonews24.com/en/business/news/22423?
fbclid=IwAR1DoelNJAdSmR14NnX1Svzt0ibQ-2pQxBKb4mgFrhd0A3cqCZ1jxyQ6Zo

3. BRAC UNIVERSITY. (2017, December). Daraz internship report (No. 58). Tasmia
Tahsin.
https://www.scribd.com/document/395895262/Daraz-internship-report

4. Customers accuse Daraz of cheating. jagonews24.com. (2017). Retrieved 30 December

2021, from https://www.jagonews24.com/en/business/news/22423?
fbclid=IwAR1DoelNJ-AdSmR14NnX1Svzt0ibQ-2pQxBKb4mgFrhd0A3cqCZ1jxyQ6Zo.

5. Daraz. (n.d.). About Us | Daraz.com.bd. Retrieved December 29, 2021, from

https://www.daraz.com.bd/about-us/

6. Jui, U. M. (2020, July 9). Online orders have skyrocketed. So have complaints.
Retrieved from
tbsnews.net: https://tbsnews.net/feature/panorama/online-orders-have-skyrocketedso-have-
complaints-103834

7. Parvez, S. (2018). Shopping habits changing as online retailers spring up. The Daily
Star. Retrieved 31 December 2021, from
https://www.thedailystar.net/business/news/shopping-habits-changing-online-retailers-
spring-1641463.
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Appendix –

Contribution Table

Name ID Contributions Page number

Nihal Rahman 1911194630  The Training 4-7

Intervention: Design
and Delivery
 References 10
Sourav Dutta 1921672630  Recommendations 8,9
Ashfikur Rahman 1921695630  Introduction to 2,3
Organization and
Training &
Development Need
Tasdik Mostafa 1922188030  Methodology 1
 Evaluating the 7,8
success of the
strategy/intervention
 Findings and Analysis
9
 Conclusion
MD Moktadir 1931178030  Executive Summary
Rahman  Table of Content
 Introduction 1
3
 The Training Strategy
 compiling