HRManagementReportof

BeautyElementsVenturesInc.

Afinalpaperpresentedto
PeterDanielG.Fraginal
ManagementandOrganizationDepartment
DeLaSalleUniversityManila

InPartialFulfillment
oftheRequirementsfor
SHURMAN(K37)
1
st
TermSY(20142015)

Espinosa,Samatha
Mutuc,JeanThorRenzo
Saquilabon,Shana
Sy,Justin
Ui,Amara
Yeh,Jed

July7,2014

I.BackgroundoftheCase/CompanyProfile
CompanyDescription
Established in 2006, Beauty Elements Ventures, Inc. is the first to introduce
kojic acid soap in the Philippine market. Initially, the company supplied kojic acid
soap to dermatologists, who prescribed it to patients with skin pigmentation and
darkening problems. Word spread like wildfire regarding the effectiveness of kojic
acid soap. Realizing its potential, BEVi launched the original kojic acid soap
formulated the traditional Japanese way and made even better by adding virgin
coconutoilinthemix.

In a span of three years, BEVi succeeded in lording it over the skinlightening

category under the brand name Kojie.san. They also created product extensions
and launched the Complete Kojie.san Skin Care System. Furthermore, they are
able to extend our product line to other categories such as antiaging, acne
treatment,mensskincare,cellulitecontrolandfragrances.

Their commitment to quality is reflected in the recognition given to them for

five consecutive years as Soap Brand of the Year at the Watsons Health and
Beauty Awards. They will continue to innovate products and expand their distribution
to bring the highest level of consumer experience to a greater number of people.
TheircurrentPresident/CEOisJazzBurila.

Vision
The company envisions Being the first to introduce kojic acid soap in the
Philippine market, Beauty Elements Ventures Incorporated aims to be the
leading company in the skincare industry to provide products that meet the
dermatologicalneedsofeveryFilipino.

Mission
We are a personal care company whose commitment is to provide
consumers with products that are capable of providing the true sense of quality,
highest standard of safety and delivers its claims from innovation to creation. We
are a trustworthy and secure company that keeps our customers needs first
beforeourown.

Goals
As a highlycompetitive company in local beauty products, Beauty Elements
VenturesIncorporatedassuresthat:
quality service will be given to our customers through producing unique
productsthatsuittheirinterests
asustainablenetprofitwillbemetinthelongrun
theproductswillnotaffectthephysicalaspectsofourcustomers
thetrustofthepublicwillbeearnedthroughaddressingtheirneedsefficiently
help in the rehabilitation of the dwindling economy will be given, as well as
resolving unemployment and fostering goodwill and understanding through
businessadventurism

History
In 2004, consumers clamor for alternative whitening active other than Papaya
extract, this was obviously felt from the growing demand of high value beauty soap
sold in dermatology clinics. These are with high value 34 times higher than what is
currentlysoldintraditionalsupermarketsandbeautycareoutlets.

As a result, Jazz Burila, then a National Sales Manager, decided to retire in

her 15 years of service from one of the reputable multinational companies to venture
into several business, from distribution of footwear to different trading of consumer
goodstowholesalersandretailers.

After going to different lines of business, Ms. Burila learned of the clamor for
alternative whitening active. Tapping the opportunity, she then continued her venture
byattendingformalclassesandseminarsinsoapmaking

It was then in the mid of 2006 when the brand Kojie.san was launched and
foundedbyJazzBurila,thecurrentPresident/CEOofthecompany.

The packaging of the product is the first ever Japanese Geisha design to
launchinthePhilippinemarketthatalsoconceptualizesminimalistpackaging.

Throughout the year, the brand expanded from Chinese wholesalers to

selectedKeyAccountlikeWatson'sandMercuryDrug.

In 2007, the company broadened its line of business by renting a

manufacturing plant in San Pablo city and developing product extensions for
Kojie.sanSkinCareLine.

The next year, BEVI expanded by means of acquiring a 1 hectare industrial

lot in San Pablo city and began its development in August. In March 13, 2009, the
new plant located in San Pablo City opened. BEVi had their office in Arranga St.,
Makati city for 3 years and finally relocated to 1262 Batangas St,. corner Honduras
St.,SanIsidroVillage,MakatiCityinlate2013.

Products
Beauty Elements Ventures Inc. has 8 main brands: Kojie.san Classic,
Kojie.san Premium, Kojie.san Men, Dreamwhite, Pureganics, Kontur, Lolita, and
Defensil. Kojie.san Classic includes the Kojie.san Skin Lightening Soap, which is
made from a combination of kojic acid and reduces the formation of melanin, and
highgrade virgin coconut oil, which deeply moisturizes the skin. Kojie.san is the first
and original kojic acid soap distributed in the Philippines. Another part of the main
brand is the Kojie.san Face Lightening Cream, which is a healthy alternative to
lightening. This cream combines the lightening properties of kojic acid and the
healing power of rosehips that effectively reduce the appearance of dark spots and
restores the skins suppleness. The other two are the Kojie.san Body Lightening
LotionandtheCleanserToner.

The second main brand of BEVi is Kojie.san Premium which includes

Kojie.san Sunblock Sports, Kojie.san Sunblock Face, Kojie.san Foam Wash, and
Kojie.san Underarm Whitener. Kojie.san Sunblock Sports provides a broad
spectrum of protection against the harmful UV rays anytime and anywhere.
Kojie.san Sunblock Face protects ones face from sunburn and premature aging.
Kojie.san Foam Wash is another elite product innovation, this product effectively
eliminates excess oil, dust and dead skin from ones face. It also helps control hyper
pigmentation resulting in a healthier, brighter and younger looking skin. And lastly,
Kojie.san Underarm Whitener is a special formula that combines the most stable
and natural skin whiteners. It lightens and evens out skin tone to perfection without
irritation.

The next main brand is Kojie.san Men which has soap, body lotion, and deo
spray. This brand of the company targets the males. Dreamwhite is another brand of
thecompanyandisforantiaging.Ithassoapandlotion.

Another product innovation of the company is Pureganics. Pureganics

comes from the purest form and best quality of organic produce. It is a skincare line
created by the same technology behind Kojie.san that is all natural with no
preservatives. It has 7 different variations: papaya, avocado, cucumber, calamansi,
lemon,moringa,andbengkoang.

Kontur is another product line of BEVi. It has soap and lotion that visibly
reducecellulitesandstubborncurves.

The company also has a product line of fragrances which is actually Lolita. Its
objective to capture the hearts of young girls everywhere. With irresistible scents
varying from floral to fruity and everything in between, BEVi believes that there is a
Lolita for every kind of girl and every kind of personality. Lolita spray colognes come
in fun, handy bottles that are colorcoded for each different scent: Rouge, Fantasy,
Fairy,Cospink,Cali,andChick.

And lastly, Defensil is allnatural antipimple treatment. It has soap and cream
which combine active ingredients that dries pimples and heals scars that it left
behind.

Table1.1BEVIsProductGrowth

Website
The website of BEVi can be accessed through this link: http://kojiesan.com.
Consumers are able to know more about the brands, campaigns, and events of the
company through the website. Moreover, they can fill out and send a feedback form in
order to reach the management of the company for certain purposes. The address,
telephonenumbers,andemailaddressofthecompanyarealsopresentinthewebsite.

StatementoftheProblem:

Objectives:
ToknowthespecificHRproblemsofthecompany
To be able to come up with alternative solutions that will address the different
challengesandneedsoftheBEVisHRDepartment

SWOTAnalysis
According to Weihrich (1999), in this rapidly changing global economy, it has
become necessary for individual nations to use their comparative advantages in order to
remain or become competitive and prosperous. Nations must optimize the use of their
strengths and weaknesses in light of the opportunities and threats presented to them by
factors external to their country. Hence, below are the strengths, weaknesses,
opportunities,andthreatsofCherryLaboratoryInc.andwereanalyzedbytheresearchers.

STRENGTHS
Beauty Elements Venture Inc. has been in the local industry for almost 7 years. With
the numerous years in the industry, the company has already created various products
including fragrances, whitening products and deosprays. They have been gaining a
competitive advantage in the local market. The company has loyal customers, which they
consider as their source of strength and inspiration in producing their products. Their
brands reach even the farthest and remotest area of the country through the help of their
partners, employing 15 distributors and with over 500 sales representative covering the
various accounts. They are able to advertise in magazines and sponsor events like FHM
andCosmopolitan.
Though the company has a lot of competitors in the local and international market,
they are still able to produce unique products that continue to satisfy their consumers. Their
pricing strategy also makes their customers stay loyal to them. The companys products
aremadeaffordablefortheircustomers.
The company also explored companies abroad to broaden their network of
connections. This includes Indonesia, Dubai, other Middle East countries. They do not just
sell their products locally but they also export them internationally. The company have been
oneofthetrustedcompaniesbothinthePhilippinesandMiddleEastcountries.
These strengths continue to support the company through keeping the business
running in the industry. Without these strengths, the company might not be able to operate
well.

WEAKNESSES
BEVi has no procedure to follow when employees have complaints. The employees
in the company see counseling in their organization as ineffective. They see their
managers as approachable and considerate when it comes to work. With this, it can be
perceived that theres a weak relationship among employees and between their managers.
But they do not see counseling is a solution to resolve their problems specifically stress
management. There is a need to reformat the stress and counselling aspect of the
company as it is very vital for the employees since they get to experience various kinds of
situations ranging from sales and field work to office work. The management should
consider this and look into it at different angles so that they will be able to extend their help
to their employees not only in their office work but also in their personal lives as they
improve on themselves and become better in terms of coping with stress and dealing with
problems.

OPPORTUNITIES
This age is all about the rise of different innovations and technologies so with this,
the company can consider opening an online market. Products in the various online
markets are very saleable to the customers because consumers can easily buy products.
They can provide new services in lieu of the application of an online market. They can
providedifferentpromos,givefreebiesandmanymore.
In addition, the company could use some marketing or promotional techniques to
boost the business. This is a great opportunity to let the business outshine other
competitorsbypopularizingtheirproducts.

THREATS
There is a presence of new marketing strategies and tactics by established
products and companies letting the company be left behind by its competitors. A lot of
consumers are also using new substitute products and these products continue to emerge
and attract the target market of the company. Lastly, there will always be a presence of
uncertainty in the Philippine economy and the company might experience economic
pressure in the future. This might lead to slow recovery of the business in the future or even
thedeclineofthebusinessnotjustinthelocalindustrybutalsointheinternationalmarket.
Likewise, the company can have lesser customers because they have a tendency to
change their preferences. They can choose to buy products from international brands or
other local brands than to purchase BEVi products. Similarly, their consumers can also
prefertobuysubstituteproducts.

Below is the diagram for the summary of the SWOT analysis of Beauty Elements
Ventures,Inc.:

AlternativeSolutions:
A. Organize a series of personal developmental activities such as
miniolympics,teambuildings,andcelebrationsforcertainoccasions.
Team building, miniolympics, and parties can boost overall employee performance,
promote teamwork: within and across, improve communication, establish a stable
relationship between members, raise morale, enhance employee job satisfaction and help
tobroadentheunderstandingofcorporategoalsandobjectives.
Activitiesincludedintheteambuildings:
a.Communicationactivities
b.Problemsolving/Decisionmakingactivities
c.Adaptability/Planningactivities
d.Trustbuildingactivities

B. HaveTalkshopdevelopaTimeandStressManagementCourseforBEVi
Talkshop helps with prioritizing, deadlines, and stress at work. They created an
enlightening class called Time and Stress Management course that will help employees as
well as managers take better control of their schedules and how to tackle them with a
healthierattitude.
The course involves 30% of facilitatorbased discussions while 70% is dedicated to
aninteractivelearningexperiencethrough:
PracticalRoleplayScenarios
GuidedDemonstrationActivities
TimeManagementExercises
MeditationSessions
ListeningWorkShop
SelfreflectionSessions

Theemployeesandmanagersthatundergoesthiscourselearnsthefollowing:
1. Howtotakechargeofyourthoughts,emotions,schedules,andoverallsituations
2. How to apply centering and relaxation techniques that help you become more
coherent
3. Howtoapplytoolsthatpromoteindividualeffectivenessinhandlingchallenges
4. How to promote adaptability to stressors that make room for better relations and
positiveworkenvironment
5. How to apply mindfulness and other selfmanagement tools that promote healthy
attitudeandeffectivehabits

Theyalsogetthebenefitof:
1. Theabilitytoprioritizeandsetrealisticmilestones
2. Increasedproductivityandreducedstresslevels
3. Betterfocusonthetasksathand
4. Ahealthierapproachtowardsyourworkresponsibilities
5. Anoverallhealthierlifestyle

C. ImplementanEmployeeTrainingandDevelopmentProgram

Recommendation:

ActionPlan:

Conclusion:

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