Arijit Presentation

8/8/2019 Arijit Presentation

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Presentation on Research Project Donein

COMPETENCY MAPPING OF EMPLOYEES

BVB Marshall MBA Programme

By

ARIJIT CHAKRABORTY

MU ID - 901446671

Project Guide : Dr . K.V. PRABHAKAR

Associate Guide : Prof. K.L. Ramadas


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AboutAbout

In 1963, the Founder & Group Chairman Mr.In 1963, the Founder & Group Chairman Mr.TPG Nambiar started in Palakkad, Kerala, underTPG Nambiar started in Palakkad, Kerala, under

the name of British Physical Laboratories.the name of British Physical Laboratories. Grown into a multiGrown into a multi--category and productcategory and product

conglomerate spanning 7 product areas & over 230conglomerate spanning 7 product areas & over 230products /services over a span of 43 years.products /services over a span of 43 years.

Manufactures and sells music & television sets ,Manufactures and sells music & television sets ,home appliances , medical electronics instruments,home appliances , medical electronics instruments,electronic components & landline phone models.electronic components & landline phone models.


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MISSION STATEMENTMISSION STATEMENT

"BPL is committed to achieve a leadership"BPL is committed to achieve a leadershipposition in all its groups through utilization ofposition in all its groups through utilization ofthebest and most appropriate technologies,thebest and most appropriate technologies,applying the finest manufacturing disciplinesapplying the finest manufacturing disciplinesand most efficiently marketing high qualityand most efficiently marketing high quality

products and services to consistently give itsproducts and services to consistently give itscustomers thebest value for their money."customers thebest value for their money."


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Health Care Business GroupHealth Care Business Group

Has a wide array of products like Electro CardioHas a wide array of products like Electro CardioGraphs ,Defibrillators , Multi Parameter MonitorsGraphs ,Defibrillators , Multi Parameter Monitors

Gynecological EquipmentsGynecological Equipments ,, Oxygenerators UltraOxygenerators UltraSound Scanners and many more .Sound Scanners and many more .

Network of 180 dealers connected across theNetwork of 180 dealers connected across thecountry , divided into 4 zones under which thecountry , divided into 4 zones under which the

marketing , sales & service departments function .marketing , sales & service departments function . Presided over by the VicePresided over by the Vice President and headedPresident and headed

by a Business Head under whom the variousby a Business Head under whom the variousdepartment and personnel work .department and personnel work .


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LAYOUT OF BPL HEALTH CARELAYOUT OF BPL HEALTH CARE

BUSINESS GROUPBUSINESS GROUP

Vice President HCBG

Business Head

Secretary

Advisor

R & D

Head

Manufacturing

Head

Finance &

Accounts

Head

Sales &

Marketing

Head

Customer Care /

Service

Head

HRM


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FunctionsFunctions Launching & marketing various electronic medicalLaunching & marketing various electronic medical

diagnostic equipmentsdiagnostic equipments

Forecasting & observing the market trendsForecasting & observing the market trends

Formulation of periodic targets & strategies as well asFormulation of periodic targets & strategies as well asthe long term objectivesthe long term objectives

Execution of these plans by the Sales & MarketingExecution of these plans by the Sales & Marketingdepartmentdepartment

Packaging & distribution process & supervising thePackaging & distribution process & supervising thesales force distribution networksales force distribution network

Gathering up of primary information of sales &Gathering up of primary information of sales &marketing scenariomarketing scenario and reporting to the superiorsand reporting to the superiors

Providing installation ,warranty & courtesy for theProviding installation ,warranty & courtesy for the

customers done by Service departmentcustomers done by Service department


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SWOTANALYSISSWOTANALYSIS

Strengths :Strengths : Brand Identity established overBrand Identity established over

a long span of timea long span of time

Extensive & Diverse range ofExtensive & Diverse range ofproducts with good qualityproducts with good quality

Shares excellent businessShares excellent businesschannel partnership withchannel partnership withdistributors & dealersdistributors & dealers

Weakness:Weakness:

Has a small of amount ofHas a small of amount of

market share in domesticmarket share in domesticmarketmarket

Lack of presence inLack of presence ininternational marketinternational market

Lack of aggressive marketingLack of aggressive marketingstrategies & taking of initiativesstrategies & taking of initiatives

OpportunitiesOpportunities :: Company can explore in the area ofCompany can explore in the area of

ultrasound productsultrasound products

Entry in international marketEntry in international market

Reaching out to new /remote regionsReaching out to new /remote regionswithin the domestic marketwithin the domestic market

ThreatsThreats ::

Presence of big multinationalPresence of big multinationalcompaniescompanies

Fast growing market scenarioFast growing market scenario

Increase of competitors in existingIncrease of competitors in existing

marketsmarkets


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Issues& ProblemsIssues& Problems

The sector was just about making its revenue withThe sector was just about making its revenue withno substantial gains or growths in the current longno substantial gains or growths in the current longterm business .term business .

Improper marketing & product positioning strategiesImproper marketing & product positioning strategiesoccurred in the marketplace.occurred in the marketplace.

Though the marketing & service departmentsThough the marketing & service departmentspersonnel were competent enough productivity waspersonnel were competent enough productivity wasineffective as far as output performance & salesineffective as far as output performance & salestargets were concerned.targets were concerned.

Several factors , training requirements in managerial ,Several factors , training requirements in managerial ,technical & business issues were prevailing in thetechnical & business issues were prevailing in theworkplace which the management couldnt identify .workplace which the management couldnt identify .


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BASICCOMPETENCYMODEL & OBJECTIVESBASICCOMPETENCYMODEL & OBJECTIVES

RESOURCING:

Howtorecruit ,select & retain suitable people

DESIGN :

How dowe formulateeffectiveroles

& activities foran employee

MANAGING RESULTS :

Howto measure &

analyzetheemployees performance

EDUCATION :

Whatcapacities does theemployee

develop

fromthe jobassigned

FEEDBACK :

Howto reinforce

Behaviors/Responses

on assessmentof

employees performance

SUCCESSION :

Howto identify & develop

potential

Leaders / Entrepreneurs

forlong term growth


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Competency TypesCompetency TypesEnablingcompetenciesEnablingcompetencies-- These imply at the mid & highThese imply at the mid & high

levels of organization .levels of organization .

It is related to the respectiveIt is related to the respectiveconcerned department /concerned department /

functional division where thefunctional division where theaspects of ability to work in aaspects of ability to work in ateam under the leader /team under the leader /supervisor matterssupervisor matters

Maintaining interpersonalMaintaining interpersonalrelationship in the work place,relationship in the work place,performing the basic function &performing the basic function &responsibility of what is expectedresponsibility of what is expectedin the concerned departmentin the concerned department

Generic in nature as it assess aGeneric in nature as it assess agroup & its members andgroup & its members anddifferentiates variousdifferentiates variousinterfunctional divisions /interfunctional divisions /

departments within andepartments within anorganization .organization .

Technical competenciesTechnical competencies-- Includes a persons basic aptitude &Includes a persons basic aptitude &

work knowledge skillswork knowledge skills

Acquired from the formal educationAcquired from the formal educationand the training imparted duringand the training imparted during

job making as a qualified employee job making as a qualified employee

Very specific depending upon anVery specific depending upon anindividual person and the nature ofindividual person and the nature ofjob .job .

Acts as a differentiator in the lowerActs as a differentiator in the lowerlevels of organization demarcatinglevels of organization demarcatingthe qualifications , characteristics &the qualifications , characteristics &the proficiency level.the proficiency level.


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Competency TypesCompetency Types

ManagerialcompetenciesManagerialcompetencies Present at the apex work levels ofPresent at the apex work levels of

the organization .the organization .

Broader version of enablingBroader version of enabling

competencies is practiced .competencies is practiced . Aims at the ultimate objectivesAims at the ultimate objectives

i.e. the mission , goals , strategiesi.e. the mission , goals , strategies& core values in an organization& core values in an organizationas a whole .as a whole .

Indicates the extent of inputIndicates the extent of input

performance contributing to theperformance contributing to thecommon output for the companycommon output for the companyin achieving the overall objectives .in achieving the overall objectives .

The administration &The administration &management section and superiormanagement section and superiorheads are associated with it .heads are associated with it .

BusinesscompetenciesBusinesscompetencies-- It serve as an interface between theIt serve as an interface between the

internal workplace & the outsideinternal workplace & the outsideenvironment .environment .

Serves the internal as well as theServes the internal as well as theexternal customer .external customer .

Identifying the customer needs &Identifying the customer needs &measures to meet them , targetingmeasures to meet them , targetingthe customer & maintaining athe customer & maintaining ahealthy relationship are associatedhealthy relationship are associated

with it .with it . Effective communication ,Effective communication ,

negotiating skills , taking initiativesnegotiating skills , taking initiativesare the key ingredientsare the key ingredients


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CompetencyMapping forBPLCompetencyMapping forBPL Enabling competencies includedEnabling competencies included

interpersonal relationship ,interpersonal relationship ,planning & organizing ,planning & organizing ,leadership & decision making ,leadership & decision making ,target fulfillment and quality oftarget fulfillment and quality of

work donework done Technical competencies includedTechnical competencies included

job knowledge of the employee,job knowledge of the employee,time & cost consciousness ,time & cost consciousness ,creativity & innovationcreativity & innovationassociated with itassociated with it

Managerial competenciesManagerial competenciesincluded commitment , conductincluded commitment , conduct& discipline , winning instinct && discipline , winning instinct &taking initiativestaking initiatives

Business competencies includedBusiness competencies includedcommunication & businesscommunication & business

network channel managementnetwork channel management

Whether the employees knewWhether the employees knewwhat was the overall vision ofwhat was the overall vision ofthe company in future yearsthe company in future yearsabout its business prospectsabout its business prospects

Whether they were clear aboutWhether they were clear about

the targets , instructions &the targets , instructions &guidelines given to them by theguidelines given to them by theheads of marketing divisionheads of marketing division

How effectively were theseHow effectively were thesetargets achievedtargets achieved

yy How well did an employeeHow well did an employeeacquired the four majoracquired the four majorcompetency typescompetency types

yy What were the areas of concernWhat were the areas of concern& loopholes affecting& loopholes affectingemployees performanceemployees performance


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Procedures:Procedures:

Studying the appraisal forms of employees previousStudying the appraisal forms of employees previous

performance & observing the Rating Scale based on it.performance & observing the Rating Scale based on it.

Interviewing the employees personally & preparing aInterviewing the employees personally & preparing a

questionnaire set to take the opinions & performancequestionnaire set to take the opinions & performance

particulars present in them .particulars present in them .

Designing & identifying under a competency mappingDesigning & identifying under a competency mapping

table and classifying under the four competency types.table and classifying under the four competency types.

Graphical interpretation of competency mapping table.Graphical interpretation of competency mapping table.

Chalking out the training requirements andChalking out the training requirements and

recommending for the same.recommending for the same.


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Distribution of attributes under Enabling Competency

Commitment &

Dedication

13%

Interpersonal

Relationships &

Teamwork

37%

lanning &

Organizing Ability

25%

Responsiveness to

Change

25%

Planning & Organizing Ability

Interpersonal Relationships & Teamwork

Commitment & Dedication

Responsiveness to Change

Distribution of attributes in Technical Competency

Cost & Time

Knowledge

22%

Creativity &

Innovation

11%

Hard Work

11%

Job Knowledge

56%

Job Knowledge

Cost & Time Knowledge

Creativity & Innovation

Hard Work


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Distribution of attributes in Business Competency

Those not having

any attributes

60%

Business Channel

Network

Management

10%

Communication

30%

Communication

Business Channel Network Management

Those not having any attributes

Distribution of attributes in Managerial Competency

Manpower Handling

Training & Development

9%

Leadership & Decision

Making

9%Winning Instinct & Taking

Initiative

9%

Those not having any

attributes

73%

Winning Instinct & Taking Initiative

Leadership & Decision Making

Manpower Handling Training &

Development

Those not having any attributes


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Magnitude of percetange Leve ls of competency in CBG Sales

0

20

40

60

80

100

120

Enabl ing Competency Technical Competency Business Competency Managerial Competency

Type of Competency

% Value


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Observation & InferenceObservation & Inference

The technical , managerial & the business competencyThe technical , managerial & the business competencywere present in low proportions. Of these the managerialwere present in low proportions. Of these the managerialcompetency was seen having the lowest value .competency was seen having the lowest value .

As far as the business competency was concerned theAs far as the business competency was concerned theaverage employee had a deficiency of communication skillsaverage employee had a deficiency of communication skillsThe ability to reach out to the target external customer wasThe ability to reach out to the target external customer wasweakweak

The periodic & individual goals were met but it didntThe periodic & individual goals were met but it didntcontribute to the overall goals & objectives of the companycontribute to the overall goals & objectives of the company

An effective leadership , handling , coAn effective leadership , handling , co--ordination &ordination &motivating the employees criterion was missing .motivating the employees criterion was missing .

In technical competencies , the upgradation to latestIn technical competencies , the upgradation to latesttechnological advancements was a hindrance as the newtechnological advancements was a hindrance as the newproducts operation was unknown to employees .products operation was unknown to employees .


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Recommendations:Recommendations:--

Personality Development Programmes for Executives with respect toPersonality Development Programmes for Executives with respect tocommunication , behavioral & customer relation management skills.communication , behavioral & customer relation management skills.

Seminars on Latest Management Training Programmes for Sales/Seminars on Latest Management Training Programmes for Sales/Marketing Managers to improve as well as enhance managerialMarketing Managers to improve as well as enhance managerial

skills.skills. Technical Workshops for Service Personnel on upgradation of newTechnical Workshops for Service Personnel on upgradation of new

products launched.products launched.

Active Participation of Subordinates under their Superiors in GoalActive Participation of Subordinates under their Superiors in Goalsetting & Decision Making programmes.setting & Decision Making programmes.

Monitoring that neither the employee is underperforming nor thatMonitoring that neither the employee is underperforming nor that

he / she is overburdened with duties.he / she is overburdened with duties.


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COMPETENCYMAPPING

REQUIRED PERFORMANCE

ACTUAL PERFORMANCE


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