Human Resource Strategy of Google Inc. and Marriot International Inc - Case Study Example

Human Resource Strategy Introduction and company background The report is based on the study of the vision, mission, values and core business practices of Google Inc. and Marriot International Inc. Google Inc. is a global technology organization which was founded by Larry page and Sergey Brin. It was established in 1998 and it is headquartered in California, USA (Marketline, 2015). Marriott is one of the renowned names in the global hospitality industry. The organization was established by J. Willard Marriott in the year of 1972. Headquarter of the organization is situated in Washington D. C (Marriott International, Inc., 2013). The report has also recommended a number of HR strategies to these organizations. The study has also described the effect of different HR strategies on the competitive advantages of these organizations. Compare and contrast between the two industries Attributes Google Inc. Marriott International Inc. Size Google has more than 100 business sites scattered in all over the world. They have employed near about 55,000 people as per December, 2014 (Marketline, 2015). Marriott International Inc. accrues near about 4,000 properties in 80 countries. As per the data of July 2013, the organization has almost 123,000 employees all over the world (Marriott, 2011). Products and services Google mainly provide web-based products such as search tools, social media applications, advertising services, communication and publishing tools, development tools, Google Maps, statistical tools, desktop applications, operating systems, mobile applications and hardware (Marketline, 2015). Marriott has a wide portfolio of hotel as well as lodging facilities across the world. They operates over 18 brands internationally that includes JW Marriott hotels and resorts, BULGARI hotels and resorts, Renaissance hotels, Gaylord hotels, Ritz Carlton, Edition hotels, Moxy hotels etc (Marriott, 2011). Customers Almost every person in the world is using different products or services of Google. Their customer base caters from business professional to tech savvy students. Their organizational customers include publishers, advertisers and internet based business houses (Marketline, 2012). The main customers of the services of Marriott are the international business organizations. Business and leisure travelers, luxurious wedding planners are the main customers of Marriott (Marriott, 2011). Economic environment As per the data of the year of 2013, the annual revenue of the company is $59.8 billion. The organization has witnessed an increase of 19.2% in their revenue in comparison to the year of 2012 (Marketline, 2015). The annual revenue of the organization is $12.78 billion as per the data recorded at the end of 2013. Their revenue has increased by 8.2% over the year of 2012 (Marriott, 2011). Regulatory environment Google uses different strategies to avoid their taxes. They skip a huge part of their taxes by licensing technologies to subsidiaries in Ireland, the Netherland, Bahamas and Bermuda (Marketline, 2012). The organization believes in participating in various political and governmental initiatives. They have created Marriott International Political Action Committee to contribute to the federal candidates of the country (Marriott International, Inc., 2014b). The compare and contrast procedure of Google and Marriott has described various similarities as well as dissimilarities of those organization. Google and Marriott both are the leading players in their respective industries and have recorded a huge profit margin in the last few years. These organizations have their presence all over the world. Both the organizations are following different type of product lines. The product line of Google Inc. is more diversified than the product line of Marriott International. The products and services of Google serve a wide range of consumers in terms of age, social status and economic condition. On the other hand, Marriott only caters their services to the high-end consumers with high income structure. The services provided by both the organizations also differ from each other. The quality of services provided by Google is totally dependent on their technological development while the services of Marriott emphasize on the customer handling skills of their employees. Mission, Vision, Values and core business practice Google Inc. Vision of Google Inc. has stated their motive to organize all the information of the world through their cloud computing facilities and to make that information universally accessible through various desktop and mobile applications (Kuntze & Matulich, 2014). The mission and core values of Google Inc. include: To be more customers focused. Perfection in each and every product and services. To be the fastest search engine all over the world. Motivating ethical business practices. Continuous improvement of the services and products. Creating a work environment which is challenging as well as encouraging. To creatively involve the workforce in the core business of the organization. To earn the loyalty of customers and employees (Kuntze & Matulich, 2014). The core business practices of the organization involves encouraging creativity, creating team for every project, effectively coordinating teamwork within organization, fulfilling all the needs of the employee and communicating effectively (Kuntze & Matulich, 2014). Marriott International Inc. The vision of the organization is to become the leading hospitability service provider in the world. Marriott wants to lead the hospitality industry in terms of their loyalty, profitability and growth (Marriott International Inc., 2014a). The organization has created various small and attainable paths to achieve their ultimate goal. The mission and core values of the organization can be described as: The organization believes in taking proper care of their associates to influence them to take proper care of their consumers. The organization is dedicated to demonstrate excellence in all their work. The organization believes in performing all their jobs with integrity. Innovation is one of the major parts of the operations of the organization (Marriott International Inc., 2014a). The core business practices of the organization involves understanding and attracting next generation travelers, investing in innovation as well as differentiation, building loyalty and generating values for all the franchisee owners. Recommended HR strategies for both organizations Google Inc. Human resource policies of Google Inc. have been designed to achieve the vision of the organization. These policies help the organization to create an exciting and comfortable work environment for their employees (Bhatia, et al., 2012). The current HR policies of the organization ensure the freedom of communication within the employees. The organization requires knowledge-based workforce to successfully run their day to day operations. These knowledge-based workforces need different types of work atmosphere to assure more rapid and innovative output. The HR management of the organization plays a vital role to fulfill all requirements of the multi-tasking employees (Bhatia, et al., 2012). During the period of recession, the HR department faced huge challenges. To save costs and maintain effectiveness and efficiency of the business, the HR department needs to layoff a huge number of employees. The situation has demanded changes in the human resource strategies of the organization (Planning Intellectual Property For Marketing strategies, 2014). The most important HR strategies that the organization needs to follow are: Restructuring their compensation program: The organization is focused in motivation their hard working workforce. Rewarding the out of the box performances of employees with proper compensation plan will assist the organization to motivate employees to hit their goals. Career planning for all level of employees: Strengthening the management by designing and planning career will help the organization to put the right skills in the right position to ensure the maximum utilization of their capabilities. Enhance creativity by employee interaction: The organization promotes innovative approaches of their workforce. The HR department needs to introduce events and programs to encourage employee interaction and creativity. Marriott International Inc. Planning the manpower as per the requirement of the organization is the primary focus of the human resources management of Marriott. The organization believes in prior planning of their recruitment process for different units (Halzack, 2013). The HR authorities of the organization are facing a hard time to communicate with all the employees of their global subsidiaries. This communication gap is causing dissatisfaction within some employees of the organization. Few location of Marriott hotels and resorts have demonstrated moderately high attrition rate due to dissatisfaction in their job roles and responsibilities (Halzack, 2013). The organization needs to restructure their HR strategies to minimize the communication gap. These HR strategies also need to be focused towards the employee motivational programs. The recommended HR strategies for the organization include: Aligning HR department with all other departments of the organization with the help of social media to enhance effective communication. The HR department needs to introduce different loyalty programs to train employees about the ethical approaches of their job. Restructuring the employee benefit plans to increase the employee satisfaction and reduce the turnover rate of the organization. Competitive advantages of both the organization Google Inc. The restructuring of compensation helps to motivate the employees to enhance their performances. It also helps the organization to increase the satisfaction of their employees. The organization needs to include performance bonus and rewards to their compensation plan to increase the loyalty of the workforce towards the rigorous job schedule. It also boosts the competition within the employees to generate innovative ideas in their work approaches. The healthy competition within the employees and their innovative ideas helps the organization to strengthen their competitive position in their respective industry. The organization is recruiting a huge number of employees in their various division. Proper planning and designing of the careers of these employees will help the HR department to utilize the competencies of the employees for the improvement of the working standard. Matching the responsibilities with the right skill sets will help the organization to bring perfection on their products and services. Therefore, it will assist the organization to secure the leading position in the competitive market. The HR authorities need to introduce new interaction programs within various departments of the organization. They must allocate senior authorities to monitor these interaction procedures. This will enhance the interpersonal relationship between the workers and allow them to integrate different ideas to introduce innovative solution for every problem. This approach will influence the competitive advantage of the organization by promoting innovative ideas. Marriott International Inc. The organization possesses a huge number of properties all over the world with a diversified workforce. The development of social media communication and social networking within different departments of the organization will help the HR authorities to strengthen their communication with all the employees from different parts of the global. This will help the authorities to take proper care of their associates. Therefore, it ensures job satisfaction of their workforce. Different loyalty training programs will assist the HR authorities to impart core knowledge of ethical codes and conducts to their employees. To be the leading organization in the hospitality industry, Marriott needs to train their workforce in such a way that they can serve their consumers with proper ethical manner. Time to time monitoring, the training program will ensure properly skilled employees to provide world class services. Finally, the employee’s benefit structure needs to be redesigned to ensure the satisfaction of the workforce. The work satisfaction will influence the employees to deliver their best in the workplace. These strategies will subsequently promote the competitive advantage of Marriott in the global hospitality industry. Conclusion The study of the organizational structure and vision, mission and core business practices of Google Inc. and Marriott has provided a wide view about the current competitive business practices of these leading organizations in their respective industry. This study has also recommended a number of HR strategies to improve their workforce and sustain their leading position in the market. References Bhatia, A., Deep, G. & Sachdeva, A. (2012). Strategic Analysis Of Search Engine Giant: A Case Study Of Google Inc. Retrieved from http://www.academia.edu/6763136/STRATEGIC_ANALYSIS_OF_SEARCH_ENGINE_GIANT_A_CASE_STUDY_OF_GOOGLE_INC. Halzack, S. (2013). At Marriott and other firms, HR becomes increasingly strategic. Retrieved from http://www.washingtonpost.com/business/capitalbusiness/at-marriott-and-other-firms-hr-becomes-increasingly-strategic/2013/08/23/63f0856c-05c0-11e3-9259-e2aafe5a5f84_story.html. Kuntze, R. & Matulich, E. (2014). Google: searching for value. Retrieved from http://www.aabri.com/manuscripts/09429.pdf. Marketline, 2012. Google Inc.: The Worlds Leading Search Engine. Retrieved from file:///C:/Users/USER/Downloads/Google%20Inc.-%20The%20Worlds%20Leading%20Search%20Engine.pdf. Marketline, 2015. Google Inc.: Company Overview. Retrieved from file:///C:/Users/USER/Downloads/Google%20Inc.%20(2).pdf. Marriott International Inc., (2014a). Core Values & Heritage. Retrieved from http://www.marriott.com/culture-and-values/core-values.mi. Marriott International, Inc. (2014b). Political Activity — Policies, Oversight, and Disclosure. Retrieved from http://files.shareholder.com/downloads/MAR/2669951644x0x479813/B4463784-ECD8-4AEB-99C2-2A1F8555C7F5/Political_Policy_Document_6-29-11.pdf. Marriott International, Inc., (2013). Business Conduct Guide: Our Tradition of Integrity. Retrieved from http://www.marriott.com/Multimedia/PDF/CorporateResponsibility/Marriott_Business_Conduct_Guide_English.pdf. Marriott, (2011). Annual Report. Retrieved from http://investor.shareholder.com/mar/marriottAR11/vision.html#. Planning Intellectual Property For Marketing strategies, (2014). Case Study- Google, Inc. Retrieved from http://nccur.lib.nccu.edu.tw/bitstream/140.119/33884/11/61010111.pdf. Read More