A STUDY ON HUMAN RESOURCE MANAGEMENT OF ZENITH INVESTMENTS LIMITED

Course: Management Fundamentals Course No: FB-504

Submitted To:
Professor Muzahidul Islam Department of Banking

Submitted By: Md. Shahnawaz Akhter ID # 51221048

DHAKA UNIVERSITY Department of Banking Masters of Business Administration (Evening)

April 23, 2012

LETTER OF TRANSMITTAL April 23, 2012 Professor Muzahidul Islam Department of Banking, Dhaka University.

Subject: A Study on Human Resource Management of Zenith Investments Limited

Dear Sir, With due respect, I would like to inform you that, I am Md. Shahnawaz Akhter bearing student ID: 51221048, a student of MBA (Evening) of Department of Banking. It is my great pleasure to inform you that I have the opportunity to submit a term paper on Human Resource Management of Zenith Investments Limited, as a requirement for MBA. While conducting the term paper, I have gathered extensive knowledge on overall HR activities from all the relevant departments of Zenith. I believe this genuine and honest analysis will help you to have a positive viewpoint upon me. I will be pleased to deliver you with added explanations or clarifications that you may feel necessary in this regard. I shall be thankful if you kindly approve this effort.

Sincerely yours .. Md. Shahnawaz Akhter Student ID: 51221048. Department of Banking Dhaka University

ACKNOWLEDGEMENT

First of all, I would like to thank almighty Allah for his grace in accomplishing my term paper timely. I would like to express my gratitude to my academic supervisor Professor Muzahidul Islam from the core of my heart for his kind support, guidance, constructive, supervision, instructions and advice and for motivating me to do this report. I am also thankful to Head of HR Division of Zenith Investments Limited for giving me the opportunity to conduct the report. I am also grateful to the employees of HR Division for their cordial acceptance. They have been very helpful in showing me the work process and provided relevant information for my report whenever I approached. It was a great opportunity to do the report in such an organization. The experience I have gathered will be a privilege for my future career planning.

Table of Content

Executive Summary

vi

Chapter 1.0 Environment Analysis 1.1 Analysis of External Environment 1.1.1 1.1.2 1.1.3 1.1.4 Industry Trends Competitive forces Identification of Competitors Strength and weakness Political, Economical, Sociological and Technological Factors 8 8 9 11 12 20 20

1.2 Analysis of customer environment: 1.3 Analysis of Internal Environment: Chapter 2.0 SWOT Analysis Chapter 3.0 Marketing Goals and Objectives 3.1 Mission 3.2 Marketing Objectives 3.3 Financial objectives

24

26 26 26

Chapter 4.0 Marketing strategies 4.1 Target market 4.1.1 4.1.2 4.1.3 4.1.4 4.1.5. 4.1.6 Demographic characteristic Geographic characteristic Psychographic characteristic Basic needs and benefits sought Purchasing and consumption characteristic Justification for selection of target consumer group 28 28 28 28 29 29 29 30 31 31 31 32 33 33

4.2 Marketing Mix

4.2.1
4.2.2 4.2.3 4.2.4 4.2.5 4.2.6 Chapter 5.0

Product
Benefits Pricing Distribution Outlet design Promotion

Marketing Implementation 5.1 Communication channels among the organization: 37

5.2 Ensuring employee empowerment: Chapter 6.0 Evaluation and Control 6.1 Financial Assistance 6.2 Marketing Control 6.2.1 6.2.2 6.2.3 6.2.4 6.2.5 Annual Planning Control Profitability control Efficiency control Strategic control Marketing Audit

38

41 47 49 51 51 52 52

Executive Summary Changing competitiveness in the global markets has created new challenges for business organizations as well as individuals. To cope with this changing environment, human resource management (HRM) practices are expected to play a more vital role in firm performance improvement. Effective human resource practices relate to company performance by contributing to employee and customer satisfaction, innovation, productivity, and development of a favorable reputation of the firm in the industry. This report on Human resource management practices mainly includes Human Resource Planning, recruiting, selection, training and development, compensation, performance management and employee development of Zenith Investments Limited. It is found that HRM practices had a significant and positive association with firm performance. Finally, a conclusion is given based on the empirical findings of this study which have implications and consequences for HRM practices in the studied institutions.

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