OUM BUSINESS SCHOOL

SEMESTER MAY 2017 / YEAR 3

BBPB2103

HUMAN RESOURCE MANAGEMENT

REQUIREMENT:

Describe the roles of human resource management and analyse current challenges faced by
human resource management in your organisation or a selected organisation based on your
reading. Provide recommendation on how human resource management can better handle these
challenges.

NAME :
MATRICULATION NUMBER :
IDENTITY CARD NUMBER :
TELEPHONE NUMBER : 016-7251285
E-MAIL : bobbybobbybobby@outlook.my
LEARNING CENTRE : GREENHILL LEARNING CENTRE
 BBPB2103: Human Resource Management

TABLE OF CONTENTS

CONTENT PAGE

CHAPTER 1 INTRODUCTION

1.1 DESCRIPTION OF THE SELECTED ORGANISATIONS.......... 4 – 6

CHAPTER 2 THE ROLES OF HUMAN RESOURCE MANAGEMENT

2.1 ROLES OF HUMAN RESOURCE MANAGEMENT IN

TERMS OF PLANNING…………………………………………. 7 – 8
2.2 ROLES OF HUMAN RESOURCE MANAGEMENT IN
TERMS OF COORDINATING………………………………....... 8
2.3 ROLES OF HUMAN RESOURCE MANAGEMENT IN
TERMS OF FACILITATING…………………………………….. 9
2.4 ROLES OF HUMAN RESOURCE MANAGEMENT IN
TERMS OF STAFFING…………………………………………... 9 – 10
2.5 ROLES OF HUMAN RESOURCE MANAGEMENT IN
TERMS OF AUDITING………………………………………… 10

CHAPTER 3 ANALYSIS OF THE CHALLENGES FACED BY HUMAN

RESOURCE MANAGEMENT IN CADBURY COMPANY

3.1 GLOBALISATION……………………………………………… 11 – 12
3.2 MANAGING CHANGE…………………………………………. 12
3.3 HUMAN RESOURCE DEVELOPMENT………………………. 13

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CHAPTER 4 RECOMMENDATION ON HOW HUMAN RESOURCE CAN

BETTER MANAGE IN CADBURY COMPANY

4.1 GLOBALISATION……………………………………………… 14 – 15
4.2 MANAGING CHANGE…………………………………………. 15 – 16
4.3 HUMAN RESOURCE DEVELOPMENT………………………. 16 – 17

CHAPTER 5 SUMMARY…………………………………………………………….. 18 – 19

CHAPTER 6 REFERENCES………………………………………………………… 20 – 22

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CHAPTER 1
INTRODUCTION

Human resource management can be defined as a process of managing people in a

thorough manner or in a structured organisation. In other words, human resource management is
the governance of an organisation’s employees. According to Susan (2016), human resource
management is a function within an organisation that has to pay attention to the management,
recruitment and also direct the colleagues who work in an organisation. The human resource
management department members provide the necessary tools, legal and management advice,
knowledge, coaching, administrative services, and training to increase the usage of employees
effectively in order to achieve the employee goals as well as the aim of an organisation. As you
can imagine, all of the events or programs and processes that are touched by people are part of
the human resource kingdom.

1.1 DESCRIPTION OF THE SELECTED ORGANISATION.

Figure 1: The Cadbury Company at Birmingham, United Kingdom.

(Source: http://l7.alamy.com/zooms/100cb24ffe364b0aa162ef61d93c076c/cadburys-no-1-lodge-
at-bournville-birmingham-england-byww8a.jpg)

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The organisation I have selected is Cadbury Company as shown in the picture above
(Figure 1). This company was founded in Birmingham, United Kingdom in the year 1824. It has
been operated for 193 years. In addition, Cadbury is a second largest confectionery brand in the
world, is well known for the world famous Dairy Milk Chocolate. The Cadbury was started by
John Cadbury and it is operated in 50 countries all over the world. Moreover, the type of
Cadbury business is subsidiary.

Figure 2: Cadbury logo

(Source:https://vignette1.wikia.nocookie.net/logopedia/images/9/96/Cadbury_Dairy_Milk_2015.
png/revision/latest/scale-to-width-down/300?cb=20131108224540)

Based on Figure 2, it illustrated the logo of Cadbury Dairy Milk. The popular slogan for
this logo of Cadbury Dairy Milk is “A glass and a half of full cream milk in every half pound” is
one of the all-time favourites of British advertisement. This Cadbury Dairy Milk carries the same
unique image all over the world. In short, wherever you buy a chocolate bar of Cadbury Dairy
Milk the package design would be exactly the same as shown in Figure 1, but the only language
would be different to some of the countries.

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Besides that, before furthering to the next topic we should understand the vision and
mission of the Cadbury Company. This is because it tells us about the entire goals and objectives
of the company in vision and mission statements. The vision statement of Cadbury Company is
“Working together to create brands people love” whereas the mission of Cadbury Company is
“Cadbury means quality; this is our promise. Our reputation is built upon quality; our
commitment to continuous improvement will ensure that our promise”. This can be seen in
Figure 3 below.

Figure 3: Vision and Mission of Cadbury Company

(Source:https://image.slidesharecdn.com/bm-presentation-121118013854-phpapp01/95/business-
and-managementcadbury-2-638.jpg?cb=1353202942)

They are two types of employees in Cadbury Company, which are a former employee
and current employee. The job that provided in Cadbury Company is warehouse worker, cleaner,
line operator, plant operator, associate, cream mixer, forklift operator, operator, packer, paper
girl, production associate, promoter, and retail sales associate. Today they are about 35,000
direct and indirect suppliers and having 71,657 of employees are working in the Cadbury
Company around the world.

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CHAPTER 2
THE ROLES OF HUMAN RESOURCE MANAGEMENT

Today in the world, human resources are playing an essential role in an organisation.
However, the roles and functions of the human resource management is often misunderstood and
overlooked by the other people but the importance of human resources is high as it acts as the
party in between employees and management of an organisation. Once human resource
department has been created, the unit has overall authority to conduct the organisation’s
activities and programmes. Furthermore, the human resource management team will suggest
some ideas to the management team on how to strategically deal to people as business resources.
This is referred to the suggesting about development strategies and employees’ training,
coordinating employees’ benefit, and managing recruiting as well as hiring employees. On the
whole, the human resource management give advices to manager on many issues related to staff
and also they help the organisation to achieve their goals. Thus, there are five main roles of the
human resource management department in terms of planning, coordinating, facilitating, staffing,
and auditing. Let’s unveil them one by another.

2.1 ROLES OF HUMAN RESOURCE MANAGEMENT IN TERMS OF PLANNING.

All kind of an organisation will compete with one another based on the abilities and
skills of their manpower. Hence, manpower or it is known as a human resource planning
becomes very crucial so that in present and the future employees will be a competitive
workforce. However, the organisations need to be cautious when selecting, developing,
recruiting and maintaining their employees. The effective human resource planning must be
carried out when it came to fulfil the requirements when performing human resource
management functions. According to Tang Swee Mei (2013), has stated that human resource
planning can be defined as a process of forecasting and preparing human movement into, within
and out of an organisation. In other words, human resource can be describe as a systematic
analysis of human resource needs to ensure the sufficient number of employees with the correct
skills.

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For example, Human Resource Department in Cadbury Company deals with the
effective and efficient utilization of resources available. The Human Resource department in
Cadbury Company actively take care of the recruitment of new staff that must have working
experience at the factories of similar kind or a good skill level. They make sure that the most
capable personnel to fill the job vacancies and from there they determine manpower needs,
assesses the available human resource inventory level, recruit, and finally employee selection
that needed to perform the job.

2.2 ROLES OF HUMAN RESOURCE MANAGEMENT IN TERMS OF

COORDINATING

The human resource coordinator is also can be referred as Human Resource Specialists
or Human Resource Assistants, who helps the Cadbury Company’s Human Resource
management team with human resource-related task. The scope of responsibilities in human
resource coordinator are varies by employer. To make it simple, human resources in Cadbury
Company deal with the group of people who make up the workforce within the company. In the
view of Tang Swee Mei (2013), has described that the role of human resource management in
term of coordinating are those duties that connected in some way to employee amenities, health
and safety, and also benefits. The human resources coordinator in Cadbury Company plays an
energetic role in formulating methods to improve recommending changes to management,
employment processes, policies, and practises.

For instance, the human resource coordinator team in Cadbury Company are sensitive
towards creating a work environment that is able to prevent the health and safety hazards.
Cadbury Company has possibilities circumstances which can cause injury to an employee. Due
to that, the human resource coordinator department in Cadbury Company is responsible to
implement and design the health and safety programmes to ensure that the safety of its
employees. Thus, the same can be said for the other activities, such as in the change of policies
and practises as well as the implementation of special resolutions among others.

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2.3 ROLES OF HUMAN RESOURCE MANAGEMENT IN TERMS OF

FACILITATING

According to Susan (2016), has stated that human resource management in terms of
facilitating is a process that trainers, managers, team buildings, communicators, and meeting
leaders use to add content, structure, and process to meet the needs of an individual, team, and
group. On the whole description of Susan, facilitation is used to assistance a group of people to
achieve their aim or goal. In addition, a facilitator should add great value to any group planning
session or meeting as the facilitator keeps the group on task, moving together in the same
direction and ensures the participation of each group member (Susan, 2016).

For example, the facilitator in Cadbury Company makes sure that the workers moving
together in the same direction by processing the chocolate by harvesting cocoa and processing
cocoa, plucking and opening the pods, fermenting the cocoa seeds, drying the cocoa seeds and
followed by the process of manufacturing Diary Milk Chocolate with roasting and winnowing
the cocoa, grinding the cocoa nibs, blending cocoa liquor, refining, mouldings chocolate as well
as tempering. At the same time, the human resource department in Cadbury Company facilitate
by ensuring the participation of each group members of employees in their routine task. Overall,
the human resource activities in Cadbury Company, such as training, orientation, and acting as
the mediator in a critical situation all contribute to the facilitating aspect of human resource
department in Cadbury Company.

2.4 ROLES OF HUMAN RESOURCE MANAGEMENT IN TERMS OF STAFFING

Human resource management in terms of staffing can be defined as a management

function which is concentrate the process of appraisal, hiring, compensate employees,
positioning, training, and overseeing employees in the Cadbury Company. Staffing involves
human resource planning process, job analysis, recruitment, and selection of manpower (Ho Jo
Ann, 2013). For example, human resource management department in Cadbury Company
conducts job analysis to gather the information on a particular job by identifying the duties and

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responsibilities of the workers in a related post. The information they get through from job
analysis can be used to prepare job details, or develop job and job specifications on Diary Milk
Chocolate in Cadbury Company.

Recruitment and selection plays an essential role to the human resource staffing
department in Cadbury Company. The human resource of staffing department in Cadbury
Company carries out the process of recruitment by identifying and encouraging the interest as
well as to make sure that the potential job candidates to apply for available posts in Cadbury
Company. Besides that, selection will be carry out in Cadbury Company by identify the most
suitable candidate for the job by interviewed them.

2.5 ROLES OF HUMAN RESOURCE MANAGEMENT IN TERMS OF AUDITING

A human resource auditing in Cadbury Company is a comprehensive method to review

current human resources systems, procedures, policies, and documentation to identify the needs
for enhancement as well as improvement of the human resource functions. At the same time, it
assesses obedience with ever-changing rules and regulations of Cadbury Company. In other
words, human resource auditing can be referred to a comparative, investigative, analytical
process, evaluation, and employees benefit as well as rewards. For an instance, the human
resource auditing at Cadbury Company will give feedback about human resource functions to the
human resource specialists or the operating managers, it is able for them to know about the
efficiency and effectiveness of personnel programmes as well. According to Shahrol (2013),
human resource auditing evaluated the performance of an employee and send the feedback has to
be produced to inform the workers about their performance level as well as the personnel
development. This is because it will be enable the employee to improve their self and allow the
staffs to perform better during the probation period.

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CHAPTER 3
ANALYSIS OF THE CHALLENGES FACED BY HUMAN RESOURCE
MANAGEMENT IN CADBURY COMPANY

As mentioned previously, the human resource department in Cadbury Company is

responsible for managing the organisation’s staff. As technology advances develop by day-to-
day in this era of globalisation, the technical changes create challenges to the human resource
managers in Cadbury Company that they must face. Other than that, due to the fluctuating of an
economy and local as well as global advancements, there are many changes occurring rapidly
that affect human resource in a wide range of issues. There are many challenges faced by human
resource management in Cadbury Company nowadays. Among the challenges that faced by
human resource management in Cadbury Company are globalisation, managing change, and
human resource development.

3.1 GLOBALISATION

Globalisation is a term in business that refers to the integration of Cadbury Company’s

operations, strategies, and processes into diverse ideas, products, and cultures. Competition,
mergers, and takeovers among international industries and businesses are expanding nowadays.
To compete and remain in the market, more firms are starting to explore the global market.
Indirectly, this causes them to face the issues such as legal, cultural, and business practice
differences. Cadbury Company is a borderless business.

Since the Cadbury Company started to operate in 50 countries all over the world they
have to adapt and change the process and procedures to suit the background and culture of the
branch. This, in turn, may produce poor results due to the changes. For example, there is an issue
that happened in Cadbury Confectionery in Malaysia branch that contained the positive result for
porcine DNA. The Ministry of Health (MOH) has announced there are two types of Cadbury
products contained pork traces, which are Cadbury Dairy Milk Roast Almond and Cadbury
Dairy Milk Hazelnut.

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This is a very serious issue for the Muslim people. Pork and its by-products are
considered as a non-halal element. According to Islamic procedures, they could not consume
meat from animals not slaughtered along with alcohol. Besides that, by consuming pork is
strictly forbidden in Islam culture. As a result, Cadbury Company having a big lost through this
issue. The human resource management in Cadbury Company sells out the two types of
chocolate which contains porcine DNA to Chinese and Indian people with providing promotion
or discount compared to the normal price. Finally, Cadbury Company has voluntarily removed
two of its products from the shelves. Hence, this would be a challenging situation that faced by
human resource management in Cadbury Company during this period of time.

3.2 MANAGING CHANGE

In this era of 21st century, changes are getting more constant and more drastic in the
globalisation and technological industry. Cadbury Company, like any other organisation, had to
go through some restructuring. This is because restructuring is a way to further their advance on
chocolate business or instructed the employees from the higher management of Cadbury
Company. For an instance, Cadbury Company in Dunedin branch had to close its branch due to
high turnover rates and insufficient of sales. Cadbury Company in the United States
Headquarters had taken action quickly and organised a committee to help in the closure of the
Dunedin branch and further continue the existing operation with customers as well as to move
the labour force of those in Australian sites.

Another example would be the usage of online Cadbury Confectionery Shop by

purchases it through Visa, MasterCard, and credit card. This would be the use of emails. The
prior to emails had to be issued. Since the introduction of emails, the process has been
incorporated and simplified into the Cadbury Company world. Its effect is very potent that even
email ethics of buying through online has been introduced. Thus, these are the challenges that
faced by human resource management in Cadbury Company.

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3.3 HUMAN RESOURCE DEVELOPMENT

Human resource development can be defined as a part of human resource management

which is concerned about the development of an organisation. In other words, human resource
development also can be referred to the skills that needed by professionals and managers for both
present and future jobs. According to Faiez H.Seyal (1990), has stated that human resource
development is not a new thing in developed nations, but unfortunately, it is the most abandoned
field in the developing nations. Cadbury Company needs to manage its human resources well if it
intends to compete in the global market. Unfortunately, there are challenges faced by human
resource management in the Cadbury Company in terms of human resource development.

Cadbury Company was performing very well but suddenly in the year 2003 Cadbury
came across a problem of worms. This issue happened in Mumbai in October 2003. The
customers in Mumbai have complained about finding worms in Cadbury Dairy Milk Chocolate.
Cadbury Company faced problems when Maharashtra Food and Drugs Administration responded
quickly and seized the Cadbury Dairy Milk Chocolate bars in the Pune branch. This problem of
worms arose due to the unhygienic conditions and improper packaging. Due to this event, the
Cadbury Company’s reputation has lost and the sales of Cadbury Company have dropped to 30
percent. Thus, due to the poor human resource department in Cadbury Company has faced the
challenges and it does have been affected Cadbury Company’s sales.

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CHAPTER 4
RECOMMENDATION ON HOW HUMAN RESOURCE MANAGAMENT CAN
BETTER MANAGE IN CADBURY COMPANY

4.1 GLOBALISATION

With an organisation that has many branches in the worldwide, you may think that
Cadbury Company would have an enough experience to treat and prevent matters pertaining to
the issues that I discussed in the previous chapter, which is porcine DNA issue in Cadbury
Confectionery in Malaysia. However, the fact here is not true. Different countries have different
sets of culture and language barrier, but there is no a fixed way to solve the issues that arise in
Cadbury Company. The head of Corporate Affairs, the local media reports has interviewed the
Head of Human Resource in Cadbury Company and he gave his statement as shown as below:

“We have taken immediate action by recalling the products from the
above two batches, which are Cadbury Dairy Milk Roast Almond
and Cadbury Dairy Milk Hazelnut. No other Cadbury chocolates are
affected by this test. We are undertaking a full review of the supply
chain to ensure all quality standards continue to be met. We would
like to reassure our consumers that all Cadbury Chocolates
manufactured in Malaysia are halal-certified by JAKIM, which
includes the locations and raw materials used in the production of
these products. We employ stringent quality procedures to ensure
that our products are of the highest standard of safety and quality.”
(Qistina Saim, 2014)

Besides that, my suggestions on this issue to prevent from not happening this problem
again in coming future is the human resource management in Cadbury Company has to identify a
local headquarters or those persons who can perform his duties in a foreign country to adopt
policies and operating procedures to the colleague in the local branch of Cadbury.

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Next is human resource management in Cadbury Company have to provide training

programmes for the staff and develop the opportunity to increase their understanding of foreign
work culture and practices. So, they could understand the practises and culture of the other
religions.

Last but not least, human resource management in Cadbury Company have to create a
PR campaign which educates its consumers on its products. This is because, through this
campaign, customers can learn or know about where the beans are sourced from, how the
process of making the chocolates, how human resource facilitate the chocolate packaging, and
how its delivery to the various channel of distribution. By attending to this campaign, the
consumer will understand and do not have fears on consuming Cadbury’s product. Hence, this is
how we could solve the problems.

4.2 MANAGING CHANGE

In the issue regarding the closing of Cadbury Company in Dunedin Branch, the
decision was made and decided upon by the higher human resource management in Cadbury
Company as well as the duration is given for full implementation of closure is one year, that is in
the year 2018.

Before the implementation, Cadbury Company had planned everything. The human
resource development in Cadbury Company has to involve the committee in segregated the
respective duties and made plans to ensure the implementation could be done easily and faster.
The instruction had to be carried out quickly as the operation department of the headquarters of
Cadbury Company had to support the remaining staff that had a contract with Cadbury
Company.

Besides that, Cadbury Company has to adjust the way it operates to maintain the
efficiency and effectiveness of its chocolate business. This can be done through the downsizing,
mergers, total quality programmes, outsourcing, and downsizing. These changes can happen

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proactively or reactively in Cadbury Company, which is a proactive change, is the managers in

Cadbury Company have the initiative to snatch or grab the available opportunities. On the other
hand, a reactive change in Cadbury Company is due to external influences.

However, the changes of managing in the Cadbury Company do not happen

spontaneously. This is because most of us are resistant to the changes. Therefore, the human
resource management department in Cadbury Company plays a vital role to help the change
process in Cadbury Company.

In turn, the previous colleagues that worked in the Cadbury Company at Dunedin
branch would also need assistance by way of employment. It is the duty of the human resource
management department in Cadbury Company to prepare appointments and interviews to
facilitate the employees that were serving in the Cadbury Company at Dunedin Branch.

Last but not least, employees will incur a big or long amount of overtime hours have to
be calculated into their payroll. The discussion with the higher management of Cadbury
Company should be conducted to allow the colleagues that are covering the Cadbury Company
in Dunedin branch to have a set period of rest upon achievement of the job to recover from the
fatigue.

4.3 HUMAN RESOURCE DEVELOPMENT

In this 21st century, we have to know the essential of human resource development in
Cadbury Company because there will be a drastic changes occur in every walk of life. In order to
solve the problems, the human resource management in Cadbury Company has to provide
training. This is because the importance of human resource training has become very crucial to
the well-known Cadbury Company. The employees should attend to the training programmes to
upgrade their knowledge and also skills. So, they will know how to progress and handle the
process of making chocolate with hygienic as well as in a proper way of packaging.

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Besides that, to form a valuable team of human resource, Cadbury Company needs to
provide strategies to ensure its resource is skilful, knowledgeable, and experienced. For example,
Cadbury Company must identify the staffing programmes, such as recruit and select the quality
candidates. However, the job of experienced people, selecting talented persons, and recruiting
them is not the last but the first step is in building an effective labour force.

In addition, the colleagues in Cadbury Company have to provide their own career
development opportunities. Therefore, the human resource management department in Cadbury
Company have to arrange the suitable programmes to grow Cadbury Company’s human
resources and at the same time, they have to make sure that their colleague’s needs and duties are
flexible. Hence, by allowing for a continuous learning process there can see changes in staff
development in coming future that mean to happen.

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CHAPTER 5
SUMMARY

To conclude, the chocolate that ranks first in the list of Top 10 Chocolate Brands in the
World 2016 is Cadbury. Cadbury Company is a very successful and popular company which
operated in many countries. However, behind this success is well synthesized and articulated
change management. The functions and roles of the Human Resource Department may not see
crucial in the comparison to the other division of an organisation but the reality is the roles of
human resource department is very vital and we can be felt it throughout the organisation.

The roles of human resource management are divided into five terms or forms, which
are planning, coordinating, facilitating, staffing, and auditing. Each of them carries different
responsibilities and meaning. Planning is a plan which related to the staffing, such as planning
about recruitment, manpower needs, and staff selection. In addition, coordinating is about the
employee safety, health, and amenities as well as benefits. Facilitating prepares the employee by
providing them training and orientation programmes for new employees. Furthermore,
recruitment and selection play an essential role to the human resource staffing department
whereas auditing is checking or observing the employee performance or movement and make
sure they obey the organisation’s rules and regulations, policies as well as procedures.

Besides that, there are challenges faced by human resource management in the Cadbury
Company in terms of globalisation, managing change, and human resource development. The
challenges of human resource management in Cadbury Company in today’s world are brought
by the managing change methods of a business environment. Other than that, globalisation is one
of a common issue that needs to be addressed by the human resource in Cadbury Company.
However, human resource management in Cadbury must bring out their strong or bold and brave
characters that help to prevent the challenges of human resource management that Cadbury
Company facing today.

When there are challenges in an organisation, the human resource management should
find out the solutions for those problems to overcome it. If an organisation does not take an
effective solution for it then the organisation might be facing a lot of losses and there are chances

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to shut down their business. So, there are plenty of solutions that I have given in the previous
chapter in terms of globalisation, managing change, and also human resource development.
Hence, the difficult situation that faced by human resource management would make them to be
even stronger than before and well-experienced person. I end up with a quote by saying
“Challenges are what make life interesting and overcoming them is what makes life meaningful
and successful”.

(3,144 words)

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