Professional Documents
Culture Documents
A Study Conducted by (Ismail Shahid, Umair Shahid, Smama Shakil, Midhat Awais, Abdullah
In this project we selected the company Orient Group of Companies to analyze their Human
Resource department and its role in organization. We made questions to conduct a brief interview
from HR head of Orient MR. Muhammad Arslan. We did the analysis of external and internal
environments of the Orient. We mentioned the background and history of Orient and also talked
about the Products and competitors. We also analyze about the Human Resource, Job Analysis,
Performance Appraisal, Employee Benefits, Recruitment and Selection Process of the organization
Introduction
Orient Electronics Pvt. Ltd, established in 2005, is one of the fastest growing consumer electronic
companies in Pakistan. With a wide range of home appliances, including Air Conditioners, Refrigerators,
LED TVs, Water Dispensers, Microwave Ovens etc., the company is proud to introduce modern
technologies in the industry at a very affordable price. A dedicated workforce, professionals and the
inspiring management leadership of Orient Electronics have powered the company to pursue its vision and
Vision:
Our vision is to be an innovative company that is driven by modern and cutting-edge ideas and
concepts. We work and rework on ideas that could lead us to providing convenient, durable, lasting
Our mission is to lead the consumer electronics goods industry in the country with quality
products. We aim to work on ideas that lead to innovative products resulting in a user-friendly
experience for the customer. Our products are constantly evolving to meet this objective.
Organizational Chart:
Human Resource
Administration 318
Information Technology 30
Logistics 111
Production 1019
Imports 07
Part Time 16
Total 1931
External Environment
Description of Industry:
In 1957 the founder of Orient started the photography business in Lahore. In 1975 he started
importing. In 1983 Orient Colour Labs (Pvt) Ltd first company of the group was incorporated. In
1988 Resounding success in sales of imported products gave birth to M/S Orient Enterprises. In
1999 started import of lighting products from M/S Osram lighting of Germany. M/S Adnan
Corporation was set up for facilitating this business. In 2000 entered in Home Appliances business.
A dealership agreement with Mitsubishi electric was signed and for the first time Split Air
Conditioners were introduced in the country. In 2005 new manufacturing company with the name
of “Orient Electronics PVT. Ltd” was established on almost 250 KANALS with strategic
refrigerator in its product line. The major areas of export for Orient Electronics are Middle east
and Afghanistan. In 2012 Orient introduced Innovation-World’s 1st Glass Door Refrigerator with
LED TV. In 2013 Expanded their network by offering Franchise of Orient Centre. Orient also
signed nationwide/wise dealership agreement with M/S MIDEA Electric which is China’s largest
home appliances producing company. This brand name is marketed in Pakistan through the
network of MIDEA Home Appliances. In 2014 Introduce biggest innovation in the history of
Products/Services:
1. Air Conditioners
2. Refrigerators
3. Fans
4. Dispensers
5. LCD/LED Tv’s
6. Washing Machines
7. Vacuum Cleaners
8. Kitchen Appliances
Unique Products:
Competitors:
1. PEL (Started in 1956, SAIGOL group 1978, Home Appliances 1981) compete Orient in Air
Conditioner
Orient hired the best candidates from top universities and white-collar candidates from recruiting
agencies. The labour force is effective and competent and is experienced by getting trained by
Internal Environment
Orient ensures the family environment for their employees; their owners sort out employee’s
problems as their own. If they have any difficulty in their work the owners provide training or help
SWOT ANALYSIS
Strength:
Orient care
Strategic Alliance
Product Line
Cost of Production
Aggressive Advertisement
MEVRIS Methodology
Weakness:
R & D is weak
Opportunities:
E-Marketing
Network Extension
Threats:
Intense competition
Black Economy
Technology
Load Shedding, which ultimately increases the cost of production which reflects in
Political instability
After taking the interview of the Head of HR Department of ORIENT MR. Muhammad Arslan
He responded to every questions that we asked about the Strategic human resource management,
Job Analytics, Recruitment and selection process of the organization, Orientation and training
THE INTERVIEW
1)Basically, HR has a critical role in an organization. There are three major assets; first one is
human resource second one is technology and thirdly is the SOP (Standard Operating Procedure).
management and training & development. Even If one of these functions are not performed
properly the organization is going to suffer. That is why HR is very important in every
organization.
2)HR manager should be a quite open person who should have leadership skills, team management
skills and communication skills. These skills are important for a HR manager because they must
how to motivate and retain employees. In Orient the procedure we have is that we select the top
candidates from different top universities and then we evaluate them in a way and after evaluating
4)HR manager deals with line and staff manager in different ways through email, direct telephonic
communication, directly called to the department and many other ways like calling the supervisor
5)In reporting basically, line and staff manager report to head of department. There is a reporting
mechanism which is through email, hard form, verbally of daily operations to be concerned head
of department.
1)There are many strategic plans of Orient, if we see specifically the strategy plan of HR
department of Orient. Strategically the core focus is on retaining the employees. Company has
taken many initiative like bringing the new performance management system with the help of third
party, it is going to take 1 and a half year to complete, some of it has been completed and some is
in process. When it is going to completed there is going to be employee retention and motivation
2)The company thinks strategically. The directors are more focused on outcomes how much is the
sales how much is the growth and how much is the production are. These things are linked with
everything. Let’s suppose the production of the fridges last year were 1000 and it required 10
resources, the management decides to double the production to 2000 so, we are definitely going to
increase the human resource, then we are going to need to train them accordingly and motivate
them and retention activities. So, these things are related to strategic decision of the company.
3)We are currently using digital dashboard, we do reporting and analysis on it. There is reporting
on digital dashboard and we also have ERP system implemented which is well known. In ERP
system there is also a system for reporting it is just done by a single click. By the HR analytics we
get to know about how much employees have left the company in this month, how many
employees are going to be retained and how many years have been employees working and the
ratio of males and females in company, by this we can forecast and predict everything.
4)HR audit is done on annual basis which is done thoroughly, and the payroll related audit is done
on monthly basis.
5)Yes, we are using the Software for HR planning. The Software which we are implementing in
1)In job analysis, as we told you before we are implementing a new tool or software which is
performance management system its basic job is to do job analysis. Orient uses MEVRIS
technology which makes a role clarification document. In role clarification, all thing are included
about the particular position, what is the JD (Job Description) and JS (Job Specification) related
things in which what is going to be the minimum level of education for that particular job and the
minimum level of experience required and with which stakeholders he is going to be interact with
and on which level he is going to interact with different persons, these things are included. We use
is related to a particular position and the interview is conducted of the particular employee of a job
role of that department or we interview the HOD of that department for that particular position and
then note down everything and then we have a format of role clarification document and then we
4)Job analysis plays a big role, basically there are two components, and the number one is that you
hire the right resource for the right position. So, it will cover all the things you will know the
minimum requirements and at least you will know the minimum requisite of that particular
position, and the second is, the candidate also know about his responsibilities and he will know
CH4 (RECURITMENT)
1)Well we don’t have specific technique for workforce planning and forecasting we are in
implementation phase but, related to forecasting and planning we use them whatever the strategic
plan of a company. Like if they want to increase the sale then how much number of resources they
want and how much are working now and then we see our previous history and we use trend
2)For internal replacement basically, company sees concerned HOD recommendation, if the
particular position is vacant so that internal candidate is fit for that particular position because he
meets prerequisite. If he does not meet then, we can take a candidate from outside department.
Let’s suppose we post a vacancy or advertise in a job portal or in a different medium then any of
our employee can come up and tell us that I am capable of this particular position. Then we have
a complete procedure about it, in the procedure we concerned HOD approval of that department
then the HOD of the particular position department evaluates him, if he sees him fit for this
3)Well effective recruiting is very important for company because if you can’t hire the right
resource for a position then it will ultimately cost organization. If I do not hire the right resource,
or an HR department couldn’t hire the right resource for the company so ultimately the company
will not perform well, or the company cost increase and when it increases the sales decreases and
then company revenue decrease, so right hiring is very important for the company.
4)Well we go for online job portal plus recruitment agency we advertise in newspaper and we also
go to the universities.
5)We do temporary hiring, so the benefits of temporary hiring are we can easily find worker for
work. We don’t need any legal binding with the temporary worker, we also don’t give multiple
benefits to them as we are giving to our permanent employees and the major drawback of the
temporary employee is turnover as they work only for 15 days or 1 month and they turn around
and leave the company. We have a phase if a temporary worker completes his one year in the
company then we evaluate his performance. Once the management thinks that if he is capable for
1)We have multiple level of tests for multiple positions the test includes aptitude test, technical
skills for evaluate. First of all we check the reliability that the results have no variations in it if one
person give the test twice then the test result varies and the reliability of test gets bad and secondly
if we talk about the validity of the test we see that how relevant the test is for that particular position
how function demand about this so either that test related to that position or not. So, the HR
department give the mechanism the test will conduct for candidates keeping in mind of these two
parameters to evaluate and then we see the outcome will come or not. If there is a deviation is
2)If we particularly talk about HR we have multiple test first is skill-based test in it, we have
Microsoft office skill portion, aptitude test portion and three to four objective questions of
communication skills these are the multiple areas of HR if we want to have addition in HR
department we should keep in mind these three elements. If we talk about other departments it
depends on the department. Let’s suppose if we want to hire the security guard, then we check
3)To check the background, let’s suppose if we hire the experience candidate then we send the
verification letter to his previous organization or if we want to check the qualification related things
then we send the verification letter to university via online through email. If the candidate has
4)Work performance of a candidate; As I told you we don’t have such a mechanism yet, so we are
still depending on the performance management system which will be implemented soon so it will
work on our role clarification and our job description and key performance indicators will define
on it and the competencies which will be required to us will also define on it, we will review it on
5)As still we are focusing on the job training whatever the resource we induct we assigned the
mentor to them who will provide them on the job training, in most of the cases 80 to 90 percent it
implemented. In some specialize skills we organize training sessions, there are some specialized
trades in which we train our employees to adopt the skills, it will only happen 5 to 10 percent cases
1)We conduct both structured and unstructured interviews, for different positions there are
different levels of questions in different type of interviews. It depends upon the position or level
of the position. Well, all of the nature of questions will be covered in our interview.
2)We conduct panel interview mostly or one to one interview it depends on the position and
department. Some department conduct panel interview and some department conduct one to one
interview. Let’s suppose there is a vacancy for financial position so in the interview there will be
an audit head, one is finance head, and an HR head will be involved in it. It depends in which level
3)Mostly we consul the interviewer let’s suppose we organize a session for our interviewer that
you will conduct an interview and these types of errors will probably occur and we will tell him
5)There are quite 3 to 4 important things while recruiting the employees first of all we check the
interest level of the candidates that is he capable for the particular position or particular job role or
we check how much aptitude that candidate have for that particular function, this is the most
important point. Secondly we check his knowledge for that particular domain. Thirdly how much
he is prepared for the orient electronics interview. Fourthly there are other factors like
1)In training need we conduct TNA (training need analysis) as I told you that there is on the job
training mostly for the new employees and there is a 5 percent chance that we identify need.
Basically, HR head will go to that particular department of head to ask him about the questionnaire
and then he design the questionnaire for need and then we plan training programs accordingly.
2)As on the job training is 80 to 90 percent in our company so for our perspective it is effective.
4)For the long term management development of our company we take competency based
framework so definitely the people who are in the managerial role, in some place they will lack in
some competencies and if contingence’s then we will prepare someone for that managerial role.
We will evaluate him or her for that competency, if he scores low for that competency then we
train accordingly in long term for that position particularly that he will perform good in future.
5)As we have no such way to analyze there is a need for training of employees in Orient mostly
there are on the job training for the new employees and now we will implement performance
management system then we have true performance picture of an employee. We would get to know
if the employees has low score in competency, than we accordingly conduct TNA (training need
should motivate them. Like if two persons working together one is good and other is normal and
we are giving them same rewards then the good one will be demotivated. This is why we should
give employees reward and satisfy them and the employees who are performing low we should
also motivate them that we will reward you if you perform well.
2)Basically, in Orient you can say that there is 180 ͦ feedback that in it the employee will evaluate
himself and then its test is going to be evaluated by the head of their department.
3)The techniques we are using for appraising performance is critical incident method we set the
employee goals then he comes up and say that on his appraisal form that these works are done
related to the goals. Let’s suppose they check him on the team work competency we want them to
perform in leadership then he will tell us that this day I performed as a leader. So he told us about
the critical incident related to the competency. Then the HOD will evaluate the validity and
4)While conducting the appraisal form the one of the critical thing is that the employee is self-
evaluating him or HOD is evaluating him and there should be no biasness whatever they are doing
they should be based on objectives secondly confidentiality is important that the appraisal of the
5)We yearly set the objectives our appraisal cycle is run January to December and there will be
also evaluation in the midyear concerned head of department will sit with the employee in one to
one meeting and HOD decides their goals, then HOD sees their goals and evaluate their
performance.
CH9 (SALARIES)
1)Yes, we use the tool of external salary survey. Some of the external salary survey is done by us.
People from different industry also come to us, then by these people coming to us, by them we
also make the survey. Secondly for some positions we involve the third parties also.
2)We have 13 grades and we have categorized them from assistant officer to director level.
3)Yes, job evaluation is done for a particular position. If the company wants and if the management
4)Well there are different logics and objectives. If we talk about salaries and increments, it is the
company’s annual policy with salary reward is also given. Promotion is also linked with the annual
CH10. (SALARIES)
1)Orient gives both incentive and merit pay, let’s suppose for some positions we give incentive
pay if they achieve the target they are going to receive incentive. On merit pay new hiring people
which come we negotiate with them and the candidate which comes on the merit we give him
2)Salary is one of the greatest motivator for anyone, salary plays a very critical role at any level
3)Orient sales team is on salary, plus incentives salary is given on the monthly basis and incentives
The benefits given by orient to its employees are provident funds, transportation, health insurance,
FLAWS
Right now, they do not have specific technique for workforce planning and forecasting
CONCLUSION
References
1. https://prezi.com/qrrjmkoksopz/swot-analysis/
2. https://orient.com.pk/pages/about-us