2.2 Deficiencies in HRM of UrPhone4Everything and changes it faces
UrPhone4Everything's strategic goal is to be the market leader in the field of intelligent home control. However, UrPhone4Everything also has deficiencies in the following areas. Firstly, the smart home is the market with a great development potential, UrPhone4Everything relies on its concept and technical advantages to obtain a preliminary success, but in the future, there will be certainly more and more powerful competitors to enter into this market, therefore, for UrPhone4Everything, it should continue to improve their research and development capabilities to ensure its technical advantages in this field, but considering from the current situation, UrPhone4Everything lacks adequate scientific research and technical personnel, which is unfavorable for UrPhone4Everything to ensure their technical advantages. Secondly, intelligent home control is still a blue ocean market, in this industry, there are many competitors with strength, thus UrPhone4Everything should seize the opportunity to quickly establish the brand awareness and image in the industry, while increasing marketing efforts to promote more order production, rather than passively waiting for customers to consult. And UrPhone4Everything currently lacks enough marketing staff, which makes the enterprise fail to implement active sales promotion. Finally, if UrPhone4Everything wants to be the leader in the market, it must meet the needs of different types of consumers. Thus, UrPhone4Everything needs to use marketers to investigate the needs of consumers in each segment markets and rely on the technical staff to upgrade or transform the products to ensure that their products can meet the needs of consumers in different market segments, which is important for the enterprise to expand market share, but judging from the current situation, UrPhone4Everything’s product types are too single, which is a hidden danger for the enterprise.
2.3 Leadership strategy
Through the above analysis, it can be learned that leaders of UrPhone4Everything have deficiencies in the strategic decision-making, and in future, it may face challenges and risks, thus UrPhone4Everything needs to enhance the management’s ability and sense of cohesion of staff, as well as improving the management’s innovation sense and ability. For UrPhone4Everything, it is necessary to enhance the leadership in the following aspects. First of all, it should improve the strategic decision-making capacity of the management and improve the management’s capabilities to design the long-term goals and short-term goals of the enterprise. Then, it should improve the management’s ability of influence, appeal and cohesion of the employees, which can effectively improve the efficiency of decision-making and execution. Finally, it should enhance the innovation capacity of the management, which helps to lead the team to achieve a more efficient survival and development in the rapidly changing, highly uncertain economic environment.
2.4 HR goal and strategy
The above analysis shows the strategic objectives of UrPhone4Everything and the deficiencies it has in human resources management, the following content is the recommendation on HR goals and strategy of UrPhone4Everything in future.
2.4.1 HR goals
Goal 1: to introduce and nurture the talents needed for the future development of the enterprise, especially R & D personnel and marketing talents;
Goal 2: to improve the enterprise's HRM system by improving management efficiency and controlling management costs;
Goal 3: to promote mutual cooperation and trust among employees to build learning and innovative organization.
2.4.2 HR strategy
First, it should attach importance to the introduction of scientific and technological talents, especially giving priority to staff with unique and advanced technology and ideas in the field of intelligent home control, and it should establish science a technology sector which focuses on intelligent home control upgrades, and research on how to make products better meet all kinds of consumer demand.
Second, it should pay attention to introduction of marketing talents, a marketing department should be set up, by recruitment of brand planning personnel to be responsible for the promotion of brand image of UrPhone4Everything, sales staff will be responsible for the promotion of products of new orders, customer service staff will be responsible for consumer consulting.
Third, according to the different staff positions and what staff contributes to the enterprise, it should take different incentives to stimulate staff’s enthusiasm at work. For instance, the salary for R & D staff should include job wage, scientific and technological achievements reward and stock right; marketing staff should be rewarded by salary and sales percentage, so that employees at all levels can get effective incentives.
Fourth, the organizational structure of the enterprise should be transformed by using a flat organization structure. A flat organization structure can greatly improve the speed of dissemination of information within the organization, which is conducive to the rapid response and decision making of the enterprise to changes in the market to maintain the competitive advantage of the enterprise (Roberts, 2004). In addition, a flat organization structure gives the lower units the full autonomy to be responsible for the results of the production, which helps to improve their sense of responsibility and motivation in their work (Raghuram and Wulf, 2006). Adopting a flat organizational structure helps to reduce redundancy to improve management efficiency and reduce management costs (Roberts, 2004; Raghuram and Wulf, 2006).
Finally, to create a good corporate culture, to encourage and create a mutually communicating and respecting corporate atmosphere among employees help to improve the staff's enthusiasm and loyalty. In addition, it should create a pragmatic innovation, open learning corporate culture to enhance the enterprise’s core competitiveness.
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