hr proj on westside (1)

8/7/2019 hr proj on westside (1)

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1. Company Profile

1.1 Introduction

Style, affordable prices, quality: these ar e the factor s that have shaped Westside¶s success stor y in the r etail fashion stor es business. Established in 1998 as par t of the TataGroup, Tr ent Ltd. operates Westside, one of India's largest and fastest growing chains of

r etail stor es.

Westside stands out from the competition for a variety of r easons. One is that a

majority of the brands the chain stock s and sells ar e its own, unlik e r etailer s who stor e multiple labels. About 90 per cent of Westside¶s off erings ar e home-grown, and they cater to

diff er ent customer segments. The other 10 per cent includes toys, cosmetics, etc.

The Westside stor es have numerous depar tments to meet the varied shopping needs

of customer s. These include Menswear , Women¶s wear , Kid¶s wear , Footwear , Cosmetics, Perfumes and Handbags, Household Accessories, lingerie, and Gif ts. The company has

alr eady established 36 Westside depar tmental stor es (measuring 15,000 - 30,000 squar e f eet each) in Ahmedabad, Bangalor e, Chennai, Delhi, Gurgaon, Ghaziabad & Noida (to be

consider ed as 1 city), Hyderabad, Indor e, Jaipur , Kolkata, Ludhiana, Lucknow, Mumbai, Mysor e, Nagpur , Pune, Rajkot, Surat, Vadodara and Jammu. The company hopes to expand

rapidly with similar format stor es that off er a fine balance between style and price r etailing.

1.2 Mission

Mission is to be r egarded by our customer s as the most r elevant r etailer in the

countr y.

In order to achieve this goal, we shall develop a compr ehensive under standing of

their needs, strive to win their confidence, and off er them best-in-class products and services at affordable prices.

We shall always be in the for efront of fashion and services by anticipating andexceeding the expectations of our customer s.

Our leader ship will be the product of our styling, quality and service consciousness. We will continue to scale new heights of excellence through teamwork , in an atmospher e

that encourages cr eativity and innovativeness.

It is our policy to satisf y our customer s with the range, quality and value of the

products we off er . However , if they ar e dissatisfied with any item that they might have purchased we would tak e the necessar y measur es to assist them.

We expect our customer s to r eturn unused merchandise along with its r eceipt within 30 days; we would exchange the r eturned items or give our customer s a complete r efund.

In the event that they do not have the r eceipt we would off er them an exchange or provide them a gif t voucher to the curr ent or last known selling price.



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1.3 The Westside story«

This stor y began circa 1998 when The Tatas acquir ed Littlewoods ± a London based

r etail chain. This acquisition was followed by the establishment of Tr ent Ltd (a Tataenterprise that pr esently operates Westside). Littlewoods was subsequently r enamed

Westside. In a rapidly evolving r etail scenario, Westside has carved a niche for its brand of

merchandise cr eating a loyal following. Curr ently, the company has 36 Westside stor es measuring 15,000-30,000 squar e f eet each across 20 cities. With a variety of designs and

styles, ever ything at Westside is exclusively designed and the merchandise ranges fromstylized clothes, footwear and accessories for men, women and childr en to well-co-

coordinated table linens, ar tifacts, home accessories and furnishings. Well-designed interior s, sprawling space, prime locations and coff ee shops enhance the customer s¶ shopping

experience.

Westside has garnered numerous accolades:

- Balanced Scor ecard Hall of Fame. - India Brand Summit ± Brand Leader ship R etail.

- IFA Visionar y of the Year Award, 2002 ± Mr s. Simone N. Tata. - Most Admir ed Large Format R etail Chain of the Year - Lycra Images Fashion

Awards 2005. - NDTV Profit Business Leader ship Awards 2006 - R etail Categor y.



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1.4 Clubwest

At Westside, we have always believed in providing our customer s with the finest

shopping experience. Now, we've made shopping with us a r ewarding experience too!Introducing CLUBWEST an extraordinar y r ewards program designed exclusively for

Westside r egular s lik e you.

CLUBWEST is a two-tier program, which comprises Clubwest Classic and Clubwest

Gold.

A pu r cha se o f R s 2000 on t he s ame day en t i t l e s

you t o a c omp l imen ta r y membe r sh ip i n t o C lubwes t

C l a s s i c . A l t e r na t e l y , you c an en r o l l b y pay ing a

nom ina l one - t ime f ee o f R s 150 .

A pu r cha se o f R s 5000 on t he s ame

day en t i t l e s you t o a c omp l imen ta r y

membe r sh ip i n t o C lubwes t Go ld .

Benefits of Clubwest:

- Earn points ever y time you shop at Westside. These points can be exchanged against subsequent purchases made in the stor e.

- A dedicated Clubwest desk for a member's assistance at each of the stor es.

- Exclusive shopping hour s only for member s during sales.

- Unpr ecedented access to a host of privileges and services through our exclusive tie-

ups from time to time.

- Advance intimation of all in-stor e promotions and special off er s through dir ect mailer s.

- Special discounts on dining at select r estaurants round the year .



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2. Theoretical Concept

Brands ar e about names, but to r egister a name does not mean that a company has

cr eated a brand. A brand is instead cr eated through the development of brand identity, wher e as a brand with a brand image not by itself is a strategic asset. The brand is a symbol. It can

be r elated to as a mission, as a vision or as an asset.

Developing an image as an employer is par t of employer branding. Turning that image into a working r elationship between an organization and its potential r ecruits is a process.

In the pr esent job mark ets, wher e companies compete for attracting the best of the

talent, employer brand, sometimes, becomes mor e r elevant when compar ed to various critical factor s lik e job profile and the compensation package.

Employer brand is the image of an organization as a gr eat place to work in the minds of

its curr ent employees and k ey stak eholder s. In shor t, it is the value of the company in external

mark etplace. The goal of employer branding is to cr eate loyal customer s; the customer s her e being the employees.

An employer brand r epr esents the cor e values of an organization. Companies that ar e consider ed good employer s have a strong identity and an image in the mark etplace.

2.1 Dimensions

y Interest value ± The extent to which an individual is attracted to an employer that provides an exciting work environment, has novel work practices, and

mak es use of its employees¶ cr eativity.

y Social value ± The extent to which an individual is attracted to an employer that provides a working environment that is fun, happy, and provides a suppor tive team atmospher e.

y Economic value± The extent to which an individual is attracted to an employer that provides above average salar y, an attractive overall compensation package,

and job security and promotion oppor tunities.

y Development value ± The extent to which an individual is attracted to anemployer that provides r ecognition, self -wor th, and confidence coupled with

car eer -enhancing experiences and a base for futur e employability.

y Application value ± The extent to which the employer provides an oppor tunity

for the employee to apply what they have leaned and to develop other s in acustomer orientated and humanitarian environment.



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2.2 Values of Employer Brand

- Perceived external pr estige.

- Perceived organisational fit. - R ealistic job pr eviews and met expectations.

- Psychological contracts. - Organisational commitment.

- Organisational identification. - Perceptions of organisational suppor t.

- Organizational Based Self Esteem (OBSE) - Organizational trust and cynicism.

- Employee Growth Need str ength (EGNS) - Leader ship.

- Job satisfaction and lif e satisfaction. - Intention to quit.

- Perceived str ess levels.

- Behavior at work .

2.3 Factors which creates Employer Brand

- Quality: Quality is a vital ingr edient of a good brand. The core benefits must be

deliver ed well, consistently. R esearch confirms that, statistically, higher quality brands achieve a higher mark et shar e and higher profitability.

- Positioning: Positioning is about the position a brand occupies in a mark et in the minds

of consumer s. Strong brands have a clear , of ten unique position in the target mark et. It can be achieved through the combination of brand name, image, service standards,

product guarantees, packaging and the way in which it is deliver ed.

- Communications: All elements of the promotional mix need to be used to develop andsustain customer perceptions. Initially, the challenge is to build awar eness, then to

develop the brand per sonality and r einforce the perception.

- First-mover advantage: In terms of brand development, first-mover means that it is possible for the fir st successful brand in a mark et to cr eate a clear positioning in the

minds of target customer s befor e the competition enter s the mark et.

- Internal marketing: Management should ensur e that the brand is mark eted internally

as well as externally. It means that the whole business should under stand the brandvalues and positioning.



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3. Research Methodology

R esearch can be defined as a systematic effor t to gain new knowledge. R esearch

Methodology is a way to study & solve r esearch problems along with the logic behind.

3.1 Objectives of Study

- To study the company profile of the Westside.

- To study the concept of employer branding in detail.

- To study the various dimensions of Employer branding.

- To measur e the employer brand of Westside on various dimensions.

3.2 Research Process

Identification of Problem

R esearch Design

Sources of Data

Data Collection Method

Sample Design and Sample Size

Conducting Field Survey

Data Analysis



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4. Analysis and Interpretation

Q1. It is consider ed pr estigious in my community to work for this organization.

Purpose: Whether employee f eels pr estigious working with Westside or not.

Result:

Strongly

Agree

Agree Neither Agree Nor

Disagree

Disagree Strongly

Disagree

24 20 6 0 0

Interpretation: 48% of the r espondents ar e Strongly Agr ee and 40% of the r espondents ar e Agr ee that they f eel pr estigious while working with Westside.



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Q2: My organization¶s values and cultur e provide a good gif t with the things that I value inlif e.

Purpose: Whether employee is provided such value and cultur e in the organization or not.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

12 24 10 4 0

Interpretation: 24% of the r espondents ar e Strongly Agr ee and 48% of r espondents ar e

Agr ee that they ar e being provided with the value and cultur e that they value in lif e.



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Q3: I was told about all the positive and negative aspect of job befor e being employed.

Purpose: Whether the organization has disclosed all the aspects of job or not.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

44 6 0 0 0

Interpretation: 88% of the r espondents ar e Strongly Agr ee that the company has disclosedall the positive and negative aspects of the job befor e being employed.



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Q4: My job has pr etty much turned out to be what I expected it would be lik e.

Purpose: Whether employee¶s expectations met r egarding job or not.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

22 21 7 0 0

Interpretation: 44% of the r espondents of Westside ar e Strongly Agr ee that their job has

much turned out mor e than they expected.



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Q5: I do not f eel lik e µpar t of the family¶ at my organization.

Purpose: Whether the employee f eel familiar environment in organization or not.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

20 21 7 2 0

Interpretation: 42% of the r espondents ar e Agr ee that they f eel lik e µPar t of the family¶

while 40% of the r espondents ar e Strongly Agr ee about the same.



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Q6: Right now, staying with my organization is a matter of necessity as much as desir e.

Purpose: To know that employee staying with the organization is a necessity or desir e.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

0 10 21 19 0

Interpretation: 38% of the r espondents ar e Disagr ee that staying with the organization is amatter of necessity as much as desir e.



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Q7: When someone criticizes my organization, it f eels lik e a per sonal insult.

Purpose: Whether employee f eels insult, when anyone criticizes Westside or not.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

18 23 9 0 0

Interpretation: 46% of the r espondents ar e Agr ee that they f eel per sonal insult when anyone criticizes Westside and 36% of the r espondents ar e Strongly Agr ee.



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Q8: My organization shows ver y little concern for me.

Purpose: Whether organization concern their employees or not.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

0 0 9 24 17

Interpretation: 48% of the r espondents ar e Disagr ee with the statement that organization

shows little concern to them while 34% of the r espondents ar e Strongly Disagr ee with the statement.



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Q9: I can mak e a diff er ence around her e.

Purpose: Whether employee is fr ee to tak e cer tain little decisions or not.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

0 4 24 13 9

Interpr etation: 48% of the r espondents of Westside ar e neither agr ee nor disagr ee with the statement that they ar e fr ee to tak e cer tain decisions on their own in cer tain

situation while 26% of the r espondents ar e Disagr ee with the statement.



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Q10: I believe my employer has high integrity.

Purpose: To know the belief of the employee towards their employer .

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

13 21 16 0 0

Interpretation: 48% of the r espondents of Westside ar e Agr ee with the statement and have a

strong faith in their employer while 32% of the r espondents ar e neither agr ee nor disagr ee with the statement and 26% of the r espondents ar e Strongly

agr ee with the statement, they have a faith in their employer .



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Q11: Is always seeking new oppor tunities for the organization.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree18 21 9 2 0

Interpr etation: 36% of the r espondents of Westside ar e Strongly Agr ee with the statement. While 42% of the r espondents ar e Agr ee with the statement



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Q12: Leads by µdoing¶, rather than simply by telling.

Purpose: To know whether an enterprise leads by µdoing¶ or µtelling¶.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

16 20 12 2 0

Interpr etation: 40% of the r espondents of Westside ar e Agr ee with the statement.

While 32% of the r espondents ar e Strongly Agr ee



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Q13: Gets the group to work together for the same goal.

Purpose: Whether they ar e being grouped for the same goal or not.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

35 9 14 2 0

Interpretation: 70% of the r espondents of Westside ar e Strongly Agr ee with the statement that they ar e being grouped together for the cer tain types of goals to achieve.



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Q14: Develops a team attitude and spirit among employees.

Purpose: Whether the enterprise develops the team spirit and tem attitude among the employees.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

18 22 10 0 0

Interpretation: 36% of the r espondents of Westside ar e Strongly Agr ee with the statement

that the organization develops the team attitude and team spirit among themwhile 44% of the r espondents ar e Agr ee with the same.



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Q15: Foster collaboration among work groups.

Purpose: To know whether an enterprise encourages collaboration among work groups.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

25 15 17 3 0

Interpretation: 50% of the r espondents ar e Strongly Agr ee with the statement that anenterprise encourages collaboration among work groups.



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Q16: Gives me special r ecognition when my work is ver y good.

Purpose: Whether employee is given special r ecognition or not.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

18 24 8 0 0

Interpretation: 36% of the r espondents of Westside ar e Strongly Agr ee with the statement that they ar e being r ecognized when they contribute their best while 48% of

the r espondents ar e agr ee with the same.



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Q17: Commends me when I do a better than average job.

Purpose: To know whether an enterprise commends its employees when they perform better than average job.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

0 26 16 8 0

Interpr etation: 52% of the r espondents of Westside ar e strongly agr ee with the statement that

an enterprise praise their performance.



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Q19: All in all, I am satisfied with my lif e as whole.

Purpose: Whether the employees ar e satisfied with their lif e or not.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

0 0 4 9 37

Interpretation: 74% of r espondents of Westside ar e Strongly Disagr ee with the statement that they ar e not satisfied with the lif e while 18% of the r espondents ar e

Disagr ee and 8% ar e neither Agr ee nor Disagr ee with the statement.



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Q20: I of ten think of quitting this job.

Purpose: Whether employee wants to continue the job or wants to quit.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

0 0 5 12 33

Interpretation: 66% of r espondents of Westside ar e Strongly Disagr ee with the statement that they of ten think of quitting this job while 24% of the r espondents ar e

Disagr ee with the statement and the r emaining 10% of the r espondents ar e neither Agr ee nor Disagr ee with the statement.

0% 0%

10%

24%

66%

0%

10%

20%

30%

40%

50%

60%

70%

Strongly Agree Agree Neither Agree

Nor Disagree

Disagree Strongly

Disagree



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Q21: I almost never f eel str essed at work .

Purpose: Whether employee f eel str essed at work or not.

Result:

Strongly

Agree


Disagree

Disagree Strongly

Disagree

14 29 2 5 0

Interpretation: 58% of the r espondents of Westside ar e agr ee that they never f eel str essed at work while 10% of the r espondents ar e Disagr ee with the statement and 28%

of the r espondents ar e Strongly Agr ee.

28%

58%

4%10%

0%0%

10%

20%

30%

40%

50%

60%

70%

Strongly Agree Agree Neither Agree

Nor Disagree

Disagree Strongly

Disagree



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Q22: I think my employer is obliged to provide me with.

Result:

Attributes Score

Promotion and advancement 4.94High Pay 4.86

Pay based on my curr ent level of performance 4.98

Competitive employment benefits 4.88

Training 4.82

Oppor tunities for car eer development 4.96

A satisf ying job 5

Sufficient authority and r esponsibility 4.8

The oppor tunity to have an appropriate balance between work and home lif e

5

Interpretation: The mean value of«y Promotion and Advancement is 4.94.

y Balance between work and lif e, and satisf ying job is 5.

y Pay based on Curr ent level job is 4.98.

0 1 2 3 4 5 6

Promotion and advancement

High Pay

Pay based on my current level of

Competitive employment benefits

Training

Opportunities for career development

A satisfying job

Sufficient authority and responsibility

The opportunity to have an appropriate



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Q23: My employer has fulfilled any obligations to provide me with.

Result:

Attributes Score

Promotion and advancement 4.86High Pay 3.94

Pay based on my curr ent level of performance 4.7

Competitive employment benefits 3.68

Training 4.92

Oppor tunities for car eer development 4.82

A satisf ying job 4.32

Sufficient authority and r esponsibility 3.44

The oppor tunity to have an appropriate balance

between work and home lif e

3.66

Interpretation: The mean value of«

y Promotion and Advancement is 4.94.

y Balance between work and lif e, and satisf ying job is 5.

y Pay based on Curr ent level job is 4.98.

0 1 2 3 4 5 6

Promotion and advancement

High Pay

Pay based on my current level of

Competitive employment benefits

Training

Opportunities for career development

A satisfying job

Sufficient authority and responsibility

The opportunity to have an



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5. Findings & Conclusions

Findings

y 88% of the r espondents think that Westside is consider ed one of the pr estigious enterprise.

y 72% of the r espondents think that the things they value in lif e that ar e provided by the values and cultur e of an enterprise.

y 100% of the r espondents think that an enterprise has disclosed all the positive and negative aspects of the job befor e being employed.

y 86% of the r espondents ar e having a same opinion that their job has pr etty much turned out to be what they expected it would lik e.

y 82% of the r espondents do not f eel lik e µpar t of the family¶ in an enterprise.

y 94% of the r espondents ar e satisfied with the job.

y 68% of the r espondents have faith in their employer .

y 82% of the r espondents f eel per sonal insult when anyone criticizes Westside.

y 80% of the r espondents ar e agr ee that an enterprise develops team spirit andattitude among them.

y 80% of the r espondents has rated positively that an enterprise encourages collaboration among work groups.

y 52% of the r espondents ar e having same opinion that an enterprise commends them when they do a better than average job.

y 86% of the r espondents never f eel str essed at work , while 10% of the r espondents f eel the str ess at work .



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Conclusions

y The Employer Brand of Westside is good (4.01).

y Westside concern about the Leader ship aspect as it foster s the collaboration

among work groups, also develops team spirit and attitude, and forms various groups for common goal.

y The mean value of obligations expected is 4.92 and obligations fulfill is 4.26. Finally, Westside fulfills most of the psychological obligations of the employees.

y Male consider s Westside as low brand compar ed to f emale, the mean value is

3.5 and 3.6 r espectively, wher e ther e is a minor diff er ence.

y Perception r egarding employer brand of the employees whose age is above 35is 3.9 (mean value), which is higher among all other employees.



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7. Bibliography

Websites:

y

www.wikipedia.orgy www.mywestside.com

y www.indianmba.com

y www.naukrihub.com

y www.brandxpr ess.net

Books:

y R esearch Methodology ± G. C. Beri



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8. Annexure

Survey on Employer Branding

I, Prashant Dutt, student of S.P.B. College of BusinessAdministration here by request you to fill up this questionnaire.The information provided by you will be kept strictly confidentialand will be used for academic purpose only.

Note:

1 = Strongly Agree 2 = Agree

3 = neither Agree nor Disagree

4 = Disagree 5 = Strongly Disagree

No. Statement 1 2 3 4 5

1.

It is consider ed pr estigious in my community to work for

this organization

2.

My organization's values and cultur e provide a good fit

with the things that I value in lif e

3. I was told about all the positive and negative aspect of the job befor e being employed

4.

My job has pr etty much turned out to be what I expected

it would be lik e

5. I do not f eel lik e µpar t of the family¶ at my organization

6.

Right now, staying with my organization is a matter of necessity as much as desir e

7.

When someone criticizes my organization, it f eels lik e aper sonal insult

8.

My organization shows ver y little concern for me

9. I can mak e a diff er ence around her e

10. I believe my employer has high integrity

11. Is always seeking new oppor tunities for the organization



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12. Leads by µdoing¶, rather than simply by µtelling¶

13. Gets the group to work together for the same goal

14. Develops a team attitude and spirit among employees

15. Foster s collaboration among work groups

16.

Gives me special r ecognition when my work is ver y good

17. Commends me when I do a better than average job

18. All in all, I am satisfied with my job

19. All in all, I am satisfied with my lif e as a whole

20. I of ten think of quitting this job

21. I almost never f eel str essed at work

22.

I think my employer is obliged to provide me with«

--- Promotion and advancement

--- High Pay

--- Pay based on my curr ent level of performance

--- Competitive employment benefits

--- Training


--- Oppor tunities for car eer development

--- A satisf ying job

--- Sufficient authority and r esponsibility

---

The oppor tunity to have an appropriate balance betweenwork and home lif e



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23. My employer has fulfilled any obligations to provide me with«

--- Promotion and advancement

--- High Pay

--- Pay based on my curr ent level of performance --- Competitive employment benefits

--- Training


--- Oppor tunities for car eer development

--- A satisf ying job

--- Sufficient authority and r esponsibility

---

The oppor tunity to have an appropriate balance betweenwork and home lif e

Designation : _____________________________________

Gender : _________

Age : ______

-------- Thank you --------

hr proj on westside (1)

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