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I. INTRODUCTION
RisingStar S213 Touch Phone is new product of company. As
project manager, I have to undertake the company’s promotional
activity to launch the product into the market. The project needs
candidates for positions in marketing team with promotion activities.
Therefore, company requires members within team can bring out plan
for project, implement Public Relations, advertising for product,
evaluating effectiveness of plan in reality and so on. I have been asked
to come up with a selection plan for suitable candidates and how to
build a winning team to successfully accomplish the project.
The necessary tasks for selection plan are identifying the
characteristics of candidates needed for the team, suggesting suitable
methods for selection, describing roles of project manager in the
selection process and identifying the legal, regulatory and ethical
considerations to the selection process. They must be carried out
exactly and carefully to achieve success in selection process by
choosing appropriate members for team.
Moreover, to build a winning team, the project manager need to
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identify the mix of knowledge, skills and experience necessary from
the team members to accomplish the project, analyze the dynamics
within the team which stimulate and promote team spirit and help
motivate and provide support to its members, identify the clear
expectations of relationships between team members, explain how the
team encourage its member to develop roles during team assignments
and analyze empowerment theory and the important to its members to
develop their own ways of working independently and to rely on their
own capabilities within pre-set boundaries.
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II. SELECTION PLAN FOR MARKETING TEAM OF
RISINGSTAR S213
1. Identifying the characteristics of candidates needed for your
team
According to American Marketing Association “Marketing is the
process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods, and services to create exchanges that
satisfy individual and organizational goals.” (BPP Professional
Education, 2004, p8). RisingStar S213 is new product, the company
needs a team which carries out promotional activities to launch it into
the market. Hence, the team selects candidates for promotional
activities with separate works which are planning, research,
implementation, control and evaluation. The characteristics of
candidates who apply for team have to meet the characteristic of these
works.
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Firstly, the planning requires people who are creative, imaginative
and unorthodox because they have to bring out initiatives, ideas for
the team. RisingStar S213 touch phone is new product in existing
market, so it must create differences with existing product. To these
characteristics, planning people can make special, original plan which
launch the product into the market successfully. Secondly, the
research work needs independent, concentrated and patient people
since they will find out about market and demands of customers which
are very complicated, so it needs long time to have good result.
Thirdly, the candidates have to have disciplined, reliable and
efficient characteristics for implementation work. The reason is that
they will bring plan into reality, which all ideas about launching
product will be carried out. If without these characteristics, result of
the team might be bad because one mistake could destroy the plan.
The next is controller who examines details and enforces rules, so the
candidates should have general view and strict characteristic. Hence,
they can ensure that everything will be implemented directly and
exactly. This characteristic is very important because it makes the
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difference between group work and team work.
Finally, the task of evaluation work is to offer insightful analysis
of options, so the characteristics which are suitable to this work of the
team are strategic and discerning. When the team bring out ideas and
strategies, these characteristics will help team choose the best way to
launch RisingStar S213 touch phone.
2. Suggesting suitable methods for selection
RisingStar S213 touch phone is new technological product, it has
to be launched into the market quickly to have advantage with product
of other firms. Hence, this is short-term project which is implemented
in two or three months. In order to saving time and money for
selection and training, the company should use internal resources.
They are familiar with each other, tasks and culture of company, so
they can work together effectively.
Because they are people who inside the company, it can skip
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many methods of selection which are used for candidates from
external resources, such as application forms, CVs and covering
letters, test, references and so on (BPP Professional Education, 2004,
p22). Therefore, appropriate methods for this selection process are
interview and group selection methods.
Interview is the most popular method for companies. The team
can use it to find the most suitable candidates for tasks of marketing
RisingStar S213. They have opportunity to show their abilities and
knowledge of marketing directly. Therefore, the project manager can
know they understand the job or not. Beside, interview method makes
applicants feel that they are fair. There are two ways of interview:
individual interviews and panel interviews (BPP Professional
Education, 2004, p29). The project manager is main selector, but the
company should have technology specialist and staff of Human
resource department to interview candidates with many specialist
areas. Therefore, panel interview is suitable with candidates of this
marketing team.
Furthermore, group selection method can help project manager
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have long time to study about candidates’ personality and attributes
and candidates can reveal their soft-skills, such as communication,
team working, etc. Group role-play exercises and case studies are two
techniques of this method (BPP Professional Education, 2004, p25).
Here, case study about marketing will assess the problem-solving and
team work skills of candidates clearly because they must discuss and
work together to bring out good solution for case study. Therefore, the
appropriate candidates will be chosen.
3. Describing the roles of project manager in the selection process
The successful project managers are people who know their roles
clearly and complete them effectively. The function of project
manager in the selection process is select good members for team, so
the roles of project manager are very important. As the project
manager of team which implements promotional activities for
RisingStar S213, I have to know clearly how to plan, carry out a
selection process and make right decisions.
Firstly, the job analysis needs to be come up and from it I will
bring out job description which outline the tasks of marketing team,
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such as research needs and wants of customers, public relations, etc.
Furthermore, the job requirements about qualifications, experience
and skills which are suitable with marketing will be set up and given
to Human resources department. Secondly, as main interviewer, I will
prepare questions which help candidates show all their abilities and
take part in interview period to interview candidates to study their
skills, personalities, etc. Through answer of candidates, I have to
assess them exactly and fairly. Besides, I can show my knowledge and
trustworthiness to make candidates feel interested in the tasks of team.
Thirdly, I will find out about and bring out appropriate case study
which relates to promotion activities, such as promoting old product
into the market for candidates to test them, after that, observe their
performance and acknowledge their abilities.
Finally, relying on my evaluation and opinions of other selectors,
candidates will be chosen. If there are confusion and difference
opinions, I am main person who make last decisions to select suitable
candidates who can satisfy requirements of team and the company to
launch Rising Star S213.
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4. Identifying the legal, regulatory and ethical considerations to
the selection process
All operations of companies have to obey legislation of the
country in particular and the world in general. Therefore, when
selecting members for the marketing team, the company is influenced
by legislation, for example Sex Discrimination Act 1975, Disability
Discrimination Act 1995, and so on (BPP Professional Education,
2004, p34). The most popular law is equal opportunities and
discrimination legislation. In labor law of Vietnam, there is one
chapter about “Particular regulations for female labor” which affirm
clearly that people who use labor must follow sex equality regulations
in recruitment (Vieclam.spt, n.d). Therefore, in selection process, the
company must ensure that everyone has the same opportunity to apply
and be selected for positions in team and there are not different
treatments between male and female candidates, such as the name of
applied position in documents.
Besides legislation, the regulations of company are essential thing.
All people who work in company, though they are employees or
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managers, must follow them strictly. To candidate, in selection process,
the regulatory considerations are meeting all job requirements of the
marketing team, present at the interview on time and take part in case
study of project manager, if not their mark can be minus or they can
be rejected immediately. Because they are employees inside the
company, other regulations, such as application form, CV and cover
letter, medical examination, etc., are not necessary.
The last thing is ethical issues which depend on assessment of
selectors. The selectors have to treat with candidates equally. They
cannot have good treatment with people who have close relationship
with them or reject someone because they do not like these candidates.
The equity in decision of selectors is very important in selection
process. Moreover, the candidates must be respected, such as
interview question should not mention to their private life. In general,
the selectors must have unbiased evaluation with skills and abilities of
candidates to ensure that they do not break ethical issues.
III.
THE WAY TO BUILD A WINNING TEAM TO
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SUCCESSFULLY ACCOMPLISH THE PROJECT
1. Identifying the mix of knowledge, skills and experience
necessary from the team members to accomplish the project
“A team is a small number of people with complementary skills
who are committed to a common purpose, performance goals and
approach, for which they hold themselves mutually accountable” (BPP
Professional Education, 2004, p58). According to this definition, the
members of the marketing team share and learn their knowledge,
skills and experience together to achieve common goal.
To launching Rising Star S213 into the market, the members have
to have knowledge about phone market in general and touch phone
market in particular. Besides, features and characteristics of this
product are essential knowledge for the team. However, not all
members have these areas of knowledge, so they can combine their
knowledge. Furthermore, people who have lots of experience can help
others. Sometimes, experienced people do not have new ideas, while
young people have deep knowledge and can take many initiatives but
do not have experience to carry out them. Hence, their complement
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will make good plan and effectiveness in working for the team.
Similarly, the key skills for marketing are communications skills,
application of number, IT, problem solving, and improving own
learning and performance (Kodz J, Atkinson J, Perryman S, 1997).
These skills are very important with marketing staff, but if members
have them without knowledge about marketing or technology, it is
difficult to explain and satisfy customers’ requirements, for example
when PR the product to customers, the team need two people who
have communication skill and knowledge about product. Therefore,
the mix of knowledge, skills and experience is necessary for an
effective team to accomplish the project.
Another thing is that sharing and learning knowledge, skills and
experience between members of team will develop and perfect their
own competence. And these things create the most important skill for
both marketing and team which is team working. Hence, the roles of
project manager are the key to have close relationship of team
members.
2. Analyzing the dynamics within the team
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The effectiveness and success of a team have close relationship
with the dynamics within the team. Because if the team has suitable
dynamics, members of team and team spirit will be motivated, so they
will try their best for common purpose of team.
First of all, clearly identifying roles of members are very
important. When all members have their roles, they can affirm their
position in team which makes them feel confident, be respected and
trusted. Besides, the encouragement of project manager contributes
significantly to enhance productivity of team members, because it will
make members feel that they are not individuals, they are team. From
this point, team spirit will be stimulated. Therefore, this is essential
dynamic within the team.
Secondly, the team cannot lack contribution assessment between
team members. The correct assessment will make equity in team
which is one of motivation theories, so both members who have a lot
contributions or little will be fostered. On the other hand, when the
manager has incorrect assessment, between team members have unfair
situations, so the team spirit could be frustrated.
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Another dynamics is culture and structure of company and team
which always plays important roles to motivate employees because
they exist with the company and have influence in all operating of
company. Therefore, if members want to integrate with others, they
must follow company’s culture and structure, in other words, culture
and structure foster all members pull together and increase team spirit.
The last thing which contributes into team dynamics is reward. It
is physical dynamic which have practical nature to improve life
demand of members. Hence, they must try to achieve it, because it has
influence not only for themselves, but also for their family. Rewards
are motive power for them to fulfill their responsibility with family.
“Team Dynamics are the unseen forces that operate in a team
between different people or groups. Team Dynamics can strongly
influence how a team reacts, behaves or performs, and the effects of
team dynamics are often very complex.” (TeamTechnology, n.d).
3. Identifying the clear expectations of relationships between
team members
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The relationships between team members have high influence to
team, if they have good relationship, this team can achieve its goal
faster and better and inverse. It is easy to realize that these
relationships affect to both manager and team members, so they need
to have clear expectations about them.
To team members, the close relationships help them a lot, so these
are their expectations. Firstly, the honest communication between
members is necessary relationship. They are expected to express your
opinion not only about situations of project but also others in team if
someone making mistake. It can help members improve their ability
and understand about themselves and others, the sentiments of team
will be raised and it makes a pleasant working environment which
help people work freely and effectively.
Secondly, team members should have help together when there
are problem in one part of process. This relationship bring many
benefits to project of company, for example, planning person is
entrusted PR part, so there need other member who have acknowledge
and experience about PR help this person, or when one member is sick,
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others can help he or she to complete the task. Moreover, others
members can bring out their initiatives to help project manager, as me
have right decisions for project. Therefore, the team can launch Rising
Star S213 on deadline successfully and members have good view
about each other more and more.
Another important thing is the belief which is always base in any
relationship. The members of this team also expect all members
believe each other because it can pull members closer. Besides, this is
key relationship between team members with me. The members of
team want me trust them when entrust tasks of project for them and
the belief of team members with my decisions is very necessary. It can
motivate team members that enhance their energy in working. Thus,
this is my expectation with team member relationship because it
makes achievements for team with RisingStar S213.
4. How the team encourage its member to develop roles during
team assignments
The team has five main roles which are planning, research,
implementation, evaluation and control. Each member within team has
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their own role which affirms their position. The most suitable way to
encourage members is empowerment. The manager has to have
empowerment from the top of company to have all power about this
project. I can manage all tasks follow my opinion, so I can develop
my role which control the project. Moreover, I empower to other
members to do their tasks with their own ways. If each member has
their role clearly, they can implement it with highest responsibility
because they feel that they are equal and trusted. Therefore,
empowerment can motivate the effort of team members to develop
their roles.
Besides, the support of other members has high influence to role
development of team. When the task is given to one member who has
not knowledge, experience or skills to do it perfectly, others can help
them little part, but main task still is implemented by this person.
Therefore, members can complete their task which they can think that
they cannot do before, it means they are encourage to improve their
roles within team. For instance, person who carries out planning role
cannot decide which preference between two plans is, he or she can
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ask opinions of others to support the ideas to bring out the choice or
member carries out implement role such as PR, advertising can ask
advices from person who has experience or a lot of relationships, etc.
In fact, there are many ways for the team to encourage its member
which depend on conditions of team, however the simplest way which
can apply for all team is the existence of team. When people are
members of team, they work for common goal, in other words, they
have responsibility not only themselves but also other members, so
they must try to develop their roles to not affect others.
5. Analyzing empowerment theory and the important to
members of the team
Empowerment is management practice of sharing information,
rewards, and power with employees so that they can take initiative and
make decisions to solve problems and improve service and
performance. It is based concept of giving employees the skills,
resources, authority, opportunity, motivation, as well holding them
responsible
and
accountable
for
outcomes
of
their
actions
(BusinessDictionary, n.d). It is easy to realize that empowerment is
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very important with team members.
Firstly, the empowerment manifests the trust of project manager
with capabilities of team members within pre-set boundaries. They are
given responsibility to what they do, so they will try their best with all
knowledge, skills and experience to accomplish their task and role.
Therefore, they can improve their capabilities in other projects and
live. For instance, person who plans how to launch RisingStar S213
can bring out any ideas which are reality, although they may be not
happen before. However, the last decision still belongs to project
manager. Secondly, empowerment is necessary for team to develop the
working ways of team members’ own independently. When members
are empowered, they work alone which without the control of
manager, they can show their creativeness, apply their ways to launch
the product into the market. It means they can make success for
project follow special sides which they really want individually, do
not have to depend on anyone. Thus, independent working skill will
be developed day by day. Besides, the members can feel free in
working which make working environment become more comfortable,
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the energy and productivity of members within team will be enhanced.
As project manager, the empowerment is effective working way
for me, too. I can reduce my responsibility to other members and refer
to their initiatives to develop our project. At last, we can launch the
product successfully and help team members develop their own
capabilities and confidence.
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