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RECRUITMENT AND
SELECTION
TERM REPORT
Submitted To:
Mr.Kashan Pirzada
Submitted
By:
Zaira Mehdi
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TAPAL MAKES TEATIME TERRIFIC
2004-1-1-
4294
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TAPAL MAKES TEATIME TERRIFIC
LETTER OF ACKNOWLEDGEMENT
Mr.Kashan Pirzada
Course Instructor
Recruitment and Selection
BIMCS
Karachi
Dear Readers:
Great ideas fuse into one another to give birth to one Great Idea.
Similarly, behind every success lies another successful hand.
First of all I would like to thank Almighty God, for helping me out and
guiding me in the honest tracks of my findings.
My parents too, for their constant support throughout the report and
the numerous cups of coffee that they made for me during the nights
that I spent working on the report.
Zaira Mehdi
2004-1-1-4294
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TAPAL MAKES TEATIME TERRIFIC
LETTER OF TRANSMITTAL
Mr.Kashan Pirzada
Course Instructor
Recruitment and Selection
BIMCS
Karachi
Sincerely yours,
Zaira Mehdi
2004-1-1-4294
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TABLE OF CONTENTS
MISSION STATEMENT...............................................................................................................................7
OBJECTIVE...................................................................................................................................................7
INTRODUCTION..........................................................................................................................................8
PORTFOLIO ANALYSIS (BRANDS).......................................................................................................11
INTERNAL ANALYSIS..............................................................................................................................13
SWOT ANALYSIS.......................................................................................................................................15
RECRUITMENT & SELECTION.............................................................................................................19
RECRUITMENT AND SELECTION PROCESS....................................................................................21
SOURCES OF RECRUITMENT AND SELECTION.............................................................................23
FACTORS AFFECTING RECRUITMENT.............................................................................................26
RECRUITMENT POLICY OF A COMPANY.........................................................................................29
RECRUITMENT AND SELECTION POLICY OF TAPAL PVT LTD................................................32
RECRUITMENT AND SELECTION METHODS USED AT TAPAL..................................................33
RECRUITMENT VS SELECTION...........................................................................................................34
MAJOR CHALLENGES FACED BY ORGANIZATIONS IN RECRUITMENT AND SELECTION
........................................................................................................................................................................35
MAJOR PROBLEMS FACED BY TAPAL IN RECRUITMENT AND SELECTION ......................36
FUTURE TRENDS IN RECRUITMENT..................................................................................................38
AND SELECTION.......................................................................................................................................38
TAPAL’ S FUTURE TRENDS IN RECRUITMENT AND SELECTION.............................................43
RECOMMENDATIONS.............................................................................................................................44
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MISSION STATEMENT
To provide a value added service to our
customers with quality, reliable, and world-
class service. Customer satisfaction is our
number one priority.
OBJECTIVE
1.To transform our competencies into the
best advantage for our clients.
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INTRODUCTION
Tea is one of the most popular drinks in the entire world and the most
widely consumed beverage in South Asia. The demand for tea in
Pakistan is very high. With such a high consumer base, the competition
is also very intense. Brands such as Tapal, Lipton, Brooke Bond and
Supreme, being the leading tea makers not only compete with one
another but also face intense competition from loose tea.
ABOUT TAPAL
People from all parts of the city flocked to the outlet to purchase Tapal
tea, and soon, the quality of Tapal teas became legendary. The
company continued to thrive and grow under the management of the
founders son, Fazullah A. Tapal, who initiated tea distribution to retail
outlets around the city for the convenience of the people.
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Making a modest beginning over half a century back, today Tapal has
become the largest, 100% Pakistani owned Tea Company in the
country. It has modern tea blending and packaging factories,
warehouses equipped with state-of-the-art equipment and a team of
highly dynamic professionals headed by Aftab Tapal himself. He was
the first to introduce soft packs in the country. He developed an
entirely new brand and category- Tapal’s Family Mixture (the mixture
of tea & dust). Mr. Aftab Tapal was the first to invent the highly
successful brand Danedar Leaf Blend. In December 1997, Tapal Tea
became the first Pakistani Tea Company to earn the ISO-9001
certification: a symbol of the highest international quality standards.
Again in December 2000, Tapal acquired the ISO-9001: 2000
certification, making it one of the first few companies in the world to
achieve this milestone. In addition to the standard requirements, the
ISO-9001: 2000 certification system includes requirements for
environment improvement, concepts of TQM (continuous
improvement) with major emphasis on consumer requirements and
satisfaction.
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TAPAL DANEDAR:
Pioneer of the Danedar category in Pakistan, Tapal Danedar remains a
favorite around the country with its grape-nutty appearance, rich
golden color and strong refreshing taste. In fact its popularity is such
that other companies have launched their own versions of this blend,
but Tapal's remains the original and ultimate Danedar because of its
unique color, aroma and taste. Today, Tapal Danedar enjoys the
position of the "No.1 Tea Brand" in Pakistan.
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CHENAK DUST:
Highly popular in Sindh, Chenak is known for its extra strong flavor,
color and taste. As a result of these features and high quality of tea it
is No.1 in its category
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INTERNAL ANALYSIS
LOCATION OF FACTORY:
Tapal has its two factories located in two main cities of Pakistan
• Karachi
• Lahore
The location of both the Tapal factories has been strategically planned.
The distribution set up is divided in between two regions- North and
South. The north region includes Punjab and N.W.F.P, and the factory
in Lahore caters to this regions needs. While the Karachi factory caters
to the South region consisting of Sindh and Baluchistan. Mezban is
distributed in the south while Danedar and safari are distributed
countrywide.
SUPPLIERS:
Tapal relies on both local and foreign suppliers. As mentioned earlier,
Tapal imports from different countries in different seasons in order to
account for the climatic changes. The suppliers send samples to the
Tapal factory where the tea tasters taste them. The product quality is
approved by the Tea manager who is also a very skilled tea taster.
Once the quality is approved, the company bids for it and finally buys it
at the decided price. The filter paper and tags for Tapal are imported
from UK while the outer cartons are made in Pakistan.
Companies must also communicate with current and prospective
customers, and what they communicate should not be left to chance.
For most companies, the question is not whether to communicate but
how much to spend on communication and in what ways.
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Over the years, Tapal’s advertising has been very much in line with the
down to earth quality conscious approach of Tapal itself. One plus
factor for Tapal’s advertising is its total conformity with its marketing
objectives and market realities. Tapal’s advertising has been
specifically targeted towards its buying segments. A hard sell, bold,
non-glamorous approach invited raised eyebrows from various
professional quarters. But as long as it kept producing unprecedented
results, no one raised any objections. To make ads devoid of glamour
and gimmicks of the computerized fad fashion in advertising was a
bold and courageous step which paid dividends in the relish with which
the consumer accepted the credible claims made for Tapal in soft,
unexaggerated, simple everyday language.
Tapal had initially taken the tea market by storm in 1987 when it
launched Tapal Danedar. This move was hailed as a breakthrough in
marketing itself, as Tapal managed to create an entirely new category.
Tapal’s promotion again rose to high levels as the company took the
decision to re-launch Tapal Danedar. The decision was a result of the
fact that the market became saturated as other companies followed
suit and Tapal Danedar came in the decline stage of the product life
cycle. A fresh perspective was required. Tapal’s marketing team
realized the importance of influencers and the new campaign now
targets them instead.
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MARKET:
Tapal’s market consists of people with needs, their purchasing power
and buying behavior. Different brands of Tapal cater to different
markets. For example, Mezban caters to interior Sindh while Safari has
been launched and is distributed at the national level.
COMPETITION:
SWOT ANALYSIS
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STRENGTHS
The main strengths of Tapal are:
• It delivers Quality
• It is a very strong tea, which is why it is especially popular in the
interior.
INNOVATION:
There are many firsts associated with Tapal. It was the first tea
company to:
• Market Kenya tea in Pakistan which is said to be the best tea in
the world.
• Develop an entirely new blend and category-Tapal’s Family
Mixture (the mixture of leaf & dust).
• Introduce Danedar tea in Pakistan.
• Pakistani Company to get ISO 9002 certified.
• The first tea company to use a third party distribution network.
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INNOVATIVE PACKAGING:
Tapal is the first tea company to introduce soft packaging in Pakistan.
This soft packing technology keeps tea fresh and packing costs
economical.
EXCELLENT SACHETS:
Even though the product is fairly new in the market, yet Tapal special
teabags have captured much of the market share. The reason for its
popularity is its seal proof packing that keeps the tea fresh.
WEAKNESSES
PACKAGING:
Although Tapal is an innovator of soft packaging yet this has caused a
few problems for the company. Tapal faces a lot of problems with its
retailers regarding the placement of these packs as it is not possible to
stack these soft packs one on top of the other. They also require a lot
more shelf space. Another problem that Tapal faces is the reduced
amount of promotion as compared to its competitors; Lipton, Supreme
and Brooke Bond.
OPPORTUNITIES
THREATS
COMPETITORS:
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The biggest threat any company faces are its competitors. The same
applies to Tapal, which faces heavy competition from the leading
brands, Supreme, Lipton and Brooke Bond. Competition is not
restricted to capturing the market through the products only but also
through promotional gimmicks.
GOVERNMENT:
WEATHER:
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MEANING OF RECRUITMENT
According to Edwin B. Flippo, “Recruitment is the process of searching
the candidates for employment and stimulating them to apply for jobs
in the organization”. Recruitment is the activity that links the
employers and the job seekers. A few definitions of recruitment are:
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• ANTICIPATED
• UNEXPECTED
• Help reduce the probability that job applicants once recruited and
selected will leave the organization only after a short period of time.
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1. Identify vacancy
5. Short-listing
6. Arrange interviews
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SOURCES OF RECRUITMENT
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1. TRANSFERS
2. PROMOTIONS
1. PRESS ADVERTISEMENTS
2. EDUCATIONAL INSTITUTES
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3. PLACEMENT AGENCIES
4. EMPLOYMENT EXCHANGES
4. LABOUR CONTRACTORS
5. UNSOLICITED APPLICANTS
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The internal forces i.e. the factors which can be controlled by the
organization are:
1. RECRUITMENT POLICY
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• Organizational objectives
4. COST
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The external forces are the forces which cannot be controlled by the
organization. The major external forces are:
2. LABOUR MARKET
3. IMAGE / GOODWILL
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5. UNEMPLOYMENT RATE
6. COMPETITORS
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• Unbiased policy.
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• Organizational objectives
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RECRUITMENT VS SELECTION
Both recruitment and selection are the two phases of the employment
process. The differences between the two are:
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In the last few years, the job market has undergone some fundamental
changes in terms of technologies, sources of recruitment, competition
in the market etc. In an already saturated job market, where the
practices like poaching and raiding are gaining momentum, HR
professionals are constantly facing new challenges in one of their most
important function- recruitment. They have to face and conquer
various challenges to find the best candidates for their organizations.
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• Wrong references.
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• OUTSOURCING
The HR processes are being outsourced from more than a decade now.
A company may draw required personnel from outsourcing firms. The
outsourcing firms help the organization by the initial screening of the
candidates according to the needs of the organization and creating a
suitable pool of talent for the final selection by the organization.
Outsourcing firms develop their human resource pool by employing
people for them and make available personnel to various companies as
per their needs. In turn, the outsourcing firms or the intermediaries
charge the organizations for their services.
• POACHING/RAIDING
“Buying talent” (rather than developing it) is the latest mantra being
followed by the organizations today. Poaching means employing a
competent and experienced person already working with another
reputed company in the same or different industry; the organization
might be a competitor in the industry. A company can attract talent
from another firm by offering attractive pay packages and other terms
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and conditions, better than the current employer of the candidate. But
it is seen as an unethical practice and not openly talked about. Indian
software and the retail sector are the sectors facing the most severe
brunt of poaching today. It has become a challenge for human
resource managers to face and tackle poaching, as it weakens the
competitive strength of the firm.
• E-RECRUITMENT
o Low cost.
o No intermediaries
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E-RECRUITMENT
• Job portals – i.e. posting the position with the job description and
the job specification on the job portal and also searching for the
suitable resumes posted on the site corresponding to the opening in
the organization.
Job sites provide a 24*7 access to the database of the resumes to the
employees facilitating the just-in-time hiring by the organizations. Also,
the jobs can be posted on the site almost immediately and is also
cheaper than advertising in the employment newspapers. Sometimes
companies can get valuable references through the “passers-by”
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There are many benefits – both to the employers and the job seekers
but the e-recruitment is not free from a few shortcomings. Some of the
advantages and the disadvantages of e- recruitment are as follows:
• No intermediaries.
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RECOMMENDATIONS
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