INDIVIDUALS & ORGANIZATIONS

IMPORTANT NOTES

1. Please refer to the class documents to carry out this assignment

2. Word limit is 3500 – 4000 words

4. Font to use will be Arial size 12. Line space 1.5

5. You must submit a digital copy in word format (.doc or .docx)

6. Please note that your assignment will be checked for plagiarism. Refer to your student

handbooks for guidelines on avoiding this as well as the consequences of plagiarism.

7. Papers that are not cited and referenced following the Harvard conventions will not be accepted. Please make sure that you refer to the handbook on academic writing and turn in a professional piece of work, which is appropriate to the role you have been given.

INTRODUCTION

This assignment is based on a true company containing various components. At the end of the document you can read the different tasks that need to be completed

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YOUR ROLE

Your role and background is that you have been hired as a Strategic Human Resources consultant who has been called in to provide observations and suggestions on the current situation. Therefore, this assignment requires knowledge of:

ï‚· strategic human resource management as a discipline

ï‚· organisational development as a process. ï‚·

SCENARIO

ST VINCENTS is a concept store founded in 2015 in the city of Antwerp (Belgium). Established by Geraldine J. & Henri D. a lawyer specialized in international taxation and accountant respectively. Working for one of the “big four” global accountant firms, they realized that globalization was slowly eroding away the individuality of citizens. Fashion, furniture, homeware, art … had lost character and become mass-produced. They decided to address their concern by founding the company. Please visit www.stvincents.co for further insight into the company and the concept that they are selling.

 Definition concept store: Concept stores explained

So, what is a concept store? It is a shop that sells a carefully curated and unique selection of products that connect to an overarching theme. Often they evoke a lifestyle that appeals to a specific target audience – they are inspirational. Handpicked products are pulled together from different brands and designers, and they usually span different lines, such as fashion, beauty and homewares. In addition, the display mixes these lines and products together in an attractive fashion. Concept stores are about discovery and experience. So the products and design tend to change regularly to keep telling that story in new and interesting ways. Many of them offer extra experiential elements such as a café or events space, which help build a community around the lifestyle they embody.

 Source: www.insider-trends.com

The aim of St Vincents, as we have seen above, and also through the definition of concept store, is to offer their clients, a lifestyle experience. Their main clients are young and middle- aged professionals, with high disposable income who seek a highly individualistic and customized touch, mainly Dutch and Belgian, but also enjoy a small number of customers from Tokyo, New York, Los Angeles …

Within 18 months, St Vincents had become one of the “recommended places to visit whilst in Antwerp”. Although there are no other concept stores in Antwerp, there is certain amount of competition from local “boutique” stores. A two-hour drive from Antwerp we find ourselves in Amsterdam, where there are a number of internationally acclaimed concept stores.

Their aim is to consolidate St Vincents and expand their project to other major cities as well as diversifying their offer and set up.

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The business is growing steadily and they have reached the consolidation stage”. The company is run by both Henri and Geraldine and they have two-full time staff, and one part-time employee to work over the weekends (store closes on Tuesdays).

TEAM

• Geraldine, co-owner, oversees managing and leading the small team. She is in the store on a daily basis, but she has no experience in retail or dealing with a team. She does not feel comfortable “selling”.

• Henri, co-owner, oversees the financial aspects of the team, but enjoys working on the floor store, getting to know the customers, understanding what they want, what they like so as to customize their curated selection of items.

• Elijah. Has been with the company for just over a month. He is comfortable selling and spending time with clients. Sales have increased 30% since he incorporated. Note that this gentleman was a customer of the store and his profession is that of a professional photographer. He feels totally identified with the concept of St Vincents.

• Ben. His main task is that of helping out in either the coffee store/fashion/furniture/arts/antiques section depending on where there is greater demand. Very open and friendly, he is attracting a younger audience/public to the store.

• Jenn. A professional barista, she works part time in the cafeteria area. She is highly recognized and acclaimed locally and again, feel very comfortable working as part of a team and is willing to work after hours.

HUMAN RESOURCES Situation & Issues

The owners don’t understand and are not familiar with the discipline of HR, yet they are aware that recruiting the right people is crucial for the success of the company.

Since the store first opened its doors in December 2015, recruitment has been a major issue. Prior to hiring in 2017 Elijah, Ben and Jenn, seven individuals had been hired and fired. Neither Geraldine or Henri understood what they were doing wrong. Time spent recruiting new staff meant time that was not dedicated to the promotion, capturing and positioning the store.

Whilst Henri and Geraldine are working in the store, they are unable to attend trade shows, view and order new collections, which is crucial for the company as they maintain very small stocks and thus have to continuously bring in new articles to continue attracting present and potential customers. Yet, their presence in the store has also had a beneficial effect. It has allowed them to liaise with their customers, understand them and generate a high level of loyalty. Customers like to listen to the background story of St Vincents and feel very identified with the WHY behind the store.

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Recruitment is strategic for any company, and important for future growth and expansion of St Vincents abroad. They are aware that they are paying “above market price” for their present staff. Decisions when it comes to purchasing new collections is shared with Elijah, who in a very short period of time, has got to know the clientele.

TASKS

TASK 1 – Score: 10 points

You are the SHRM consultant to whom Geraldine has turned to for advice to help her to protect and grow the business. You will be asked to prepare a report on your views to Geraldine. As she is little understanding of HR and how itmight help St Vincents (although she knows that it is important she is not familiar with why it is essential). Using an appropriate definition and framework, explain what is meant by HRM and how it might help a business such as St Vincents to achieve its strategic objectives (consolidation, growth and expansion)

TASK 2 – Score 20 points

Develop a HR employee questionnaire so that you can better address present and future issues that St Vincents has/may address. (Think of the different topics/areas which you would cover to obtain an overall snapshot of the company). Please decide whether you also need to develop a questionnaire for the two owners and understand their managerial/leadership approach

TASK 3 – Score 20 points

The case study suggests that some of St Vincents problems may have arisen due to rather unstructured resourcing practices and, in particular, recruiting inappropriate people. You need to advise Geraldine how she might ensure appropriate decisions when selecting new employees. Your report should include:

• A description of selection & Onboarding

• An explanation of the importance of having a systematic approach to the whole

• process of recruitment and selection

• A description and evaluation of the most appropriate selection methods for Geraldine

to adopt.

TASK 4 – Score 25 points

Given the problems they have experienced since they launched, the two owners are thinking about taking a more structured approach to managing employee performance and would like to reward performance, although they are not sure what would be the best merit or incentive

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method. They are aware about financial rewards as they obtained these whilst working in the big accounting firm. What would you propose to the owners?

TASK 5 – Score: 10 points

Geraldine and Henri are not only focused on the Antwerpen store, but are already focusing on expanding their concept and are at present analysing the Barcelona market. They realize that Elijah has great potential, willing to learn and develop and thus wish to put together a development plan for future store managers. Explain why investing in leadership and management development can benefit the company.

TASK 6 – Score: 15 points

Combine your findings into a single, written report to Geraldine Jackman that is properly structured and contains:

1. Title page

2. Table of contents

3. Main body of the report (intro)

4. Gaps and issues identified (HR)

5. Recommendations & conclusions