Assignment Azeem Akram

PERFORMANCE MANAGEMENT & MOTIVATION
Assignment
Submitted To: Dr. HUMA KHAN
Submitted By : M. Azeem Akram l1s18mbam0038
6/10/19
Resource Person:
Kamran Shahzad
Salman Ali Amanat
Introduction to Haier
Haier is a Home Appliances and Consumer Electronics Company in Pakistan. It
was established in 2000 and it is subsidiary firm of Chinese Multinational Group HAIER.
Haier is one of the largest Home appliances company in Pakistan with an overall market
share of 32%.
Aggressively executing a policy of taking Haier to the doorsteps of the people, Haier
Pakistan has built up a strong sales and distribution network comprising of 3000
dealerships and dedicated sales shops under the supervision of TOME Pvt. limited
covering the breadth and length of Pakistan. This is supported by an equally strong
network of after sales service and maintenance outlets manned by well trained
technicians.
Haier’s manufacturing facility is located in the Haier industrial park in Lahore and sprawls
63 acres with a built up area of 1,000,000 sq. feet housing various production lines. With
a designed production capacity of 3,000,000 units p.a. across all product categories Haier
Pakistan’s product portfolio has expanded rapidly from the refrigerators, air conditioners,
and washing machines to include Deep freezers, commercial air conditioners, laptops,
LED TVs, microwave ovens, water dispensers, and small domestic products together
comprising several hundred models of home appliances.
After 13 years’ development, Haier has become No.2 home appliance brand in Pakistan
market from the time of entrance the market at 2001. Currently, Haier Air Conditioner has
ranked No.1 market share for 5 continuous years, Haier Washing Machine ranked No.1
market share too and Haier Refrigerator ranked No.2 market share. According to the
survey from Millward Brown in 2013, Brand Awareness of Haier achieved 94%, ranked
No.2. Haier Pakistan produce Refrigerators, Deep Freezers, Washing Machines,
Domestic Air Conditioners, Commercial Air Conditioners, Televisions, Microwaves and
small appliances, at 1st half of 2014, the turnover has achieved 150 million US dollar, has
growth of 35%, estimate in whole 2014, the turnover can be achieved 250 million US
dollar.
Vision
To be leader in the industry and users first choice, as well as the first competitive
solution provider for good life
History of Haier Pakistan Private limited.
Haier has come a long way since its beginning, as a home appliances manufacturing and marketing
company, to becoming one of the largest multinationals in Pakistan. Here is a look at their journey
through time which is punctuated with investments that are geared to impact maximum benefit for
all of their stakeholders.
2001: HNR company (Pvt) Ltd (here in after HNR) was built up by joint venture of Haier
Group and Ruba group, Haier Group has share of 30%, while Ruba Group has share of
70%, Until the end of 2012, overall investment has up to 42.697million US dollar.
2002: HNR Factory started production, the main product is Refrigerators, Washing
Machines, Air Conditioners, overall production capability is around one million units;
2004: Microwaves assembly line was built up, which had production capacity of 100
thousand units;
2006: Based on the demand of Haier brand development, Haier Pakistan (Pvt) Ltd was
built up, which shared by Haier Group and Ruba Group with investment of 500 thousand
US dollars, where Haier Group has share of 55%, Ruba Group has share of 45%;
2006: Haier & Ruba Economic Zone (here in after Economic Zone) was unveiled by Mr.
Hu Jintao the Chairman of PR China and Mr. Shaukat Aziz the Prime Minister of Pakistan.
Economic Zone was joint by Haier Group and Ruba Group, in which Haier Group has
share of 55%, where Ruba Group has share of 45%;
2012: Deep Freezers factory was founded, which has production capacity of 100
thousand units, at same year, The Television assembling line was built up, which has
production capacity of 80 thousand units;
2013: Fully Automatic Washing Machine production line was installed, which is the first
production facility of Fully Automatic Washing Machine in Pakistan;
2013: Vice Chairman NDRC China Mr. Zhang Xiaqiaong visited Haier Industrial Park
along with Federal Minister to Planning and Development Mr. Ahsen Iqbal to witness the
contribution of Pak China friendship in Pakistan’s Economic Growth by Haier. Mr. Zhan
Xiaqiaong was on tour to Pakistan to develop the Economic Corridor in Pakistan.
2014: Haier Pakistan has signed the contract for supplying and commissioning of Laptops
to Government of Pakistan for Prime Minister Youth Program for talented Students.
2014: Laptop commissioning unit started operating in last days of November to assemble
Laptop first time in Pakistan. A big milestone has been achieved to bring technology in
Pakistan by Haier
Product Portfolio
 Microwave Ovens
 Air conditioners
 LED’s
 Washing Machines
 Refrigerators
 Computers
 Mobile Phones
Branding Strategy
Haier’s global branding strategy aims at positioning the company as a local brand in
different world markets in conjunction with enhanced product competitiveness and strong
corporate operations. Haier’s international business framework encompasses a global
network of design, procurement, production, distribution and after-sale services. Today,
Haier has established 15 industrial complexes, 30 overseas production factories and
bases, 8 design centres and over 58,000 sales agents worldwide.
QUESTIONING TO THE INTERVIWEE:
1. How company is paying attention to increase positive competition among

employees?
Encourage the Best Performers
To encourage the best performers of the month, company publish a News
Letter on monthly basis. The names of the top performers are mentioned in the newsletter
which is distributed among all the network of haier outlets. When the other employees
see the names of their colleagues published in the newsletter they are motivated to
perform good.
Company give semi Annual & Annual Awards to their best Employees in form of Shields
and Cash to Motivate them and to create the positive competition among employees.
Other than these awards it provides incentives on monthly basis on the achievement of
their targets.
Focused on the End Goal
When it comes to creating healthy competition in the workplace, it’s important that the
competition is focused in the right direction. Company Make sure that employees
competition is on a mutually agreed upon goal for your entire team to work.
2. How much development company is giving to employees?

In the organization they give training session by time passing to their employees for the
better performance. The company has the L&D Department (Learning and Development)
which have all the employee’s data and continuously find the areas where employees
need training to match the new requirements of the market. They give trainings to their
employees to make them strong in their field.
Company Always provide opportunity to their existing employees to shift in a higher rank
position. Whenever there is an empty position in any department they prefer to internal
moving and promoting existing staff instead of hiring new one. Company Provide the
medical facility as well.
3. What action lack in HR system that may affect satisfactions, performance,

motivation and engagement of employees?
There are many factors that can affect satisfaction and performance of employees.
Identifying these factors can help improve satisfaction, performance and engagement of
employees. In HR System unfair appraisal system can affect satisfaction, performance
motivation and engagement of employees. Employees must be qualified to perform a job
in order to meet expectations. If HR department hire unqualified person for a position and
the employee didn’t have skills, Knowledge and attitude towards the work. he will not be
motivated for work. HR department should clear the Goals and Expectations to
Employees.
When everyone understands the targets and expected outcomes, it is easier to take steps
to get there and measure performance along the way. Organizations without clear goals
are more likely to spend time on tasks that do not impact results. Employees without clear
goals don’t perform efficiently and their engagement level is relatively lower than
employees with clear goals.
4. Did company explain the structure and job description properly to

employees?
Yes, Company explain the structure and job description properly to employee. When
company give an add in newspaper for a vacancy all the job descriptions and
requirements are mentioned in the Add. When they give the job offer letter to a person all
the details of the work are described on that.
5. Diversity management (if the company need to manage)

Diversity Management in Haier Pakistan Private Limited is very necessary because the
employees working there belongs to different cultures. Some Employees of Haier belong
to Chinese Culture and others belong to Pakistani Culture but they respect to each other’s
culture.
Company provides equal employment opportunities to males and females. Other than
culture diversity company is also managing Gender diversity also because they have
Males and females in their staff. There is no discrimination of gender while taking any
decision and Policies and procedures are designed to overcome the challenges.
6. Leadership style (if the company need to update or have already the best)
In Haier Pakistan Private Limited, leadership style is already best one which is democratic
leadership style. Democratic leadership, also known as participative leadership or shared
leadership, is a type of leadership style in which members of the group take a more
participative role in the decision-making process.
7. What according to the interviewee (the employee you will take interview
from) can be done for better results in organization.
According to him seniors help and guidance to new employees of the company can bring
better results for the company. There should be open communication among employees,
suggestion boxes should be available and team meetings should be held. This will put
into practice everything learned by employees. Not communicating or communicating late
can damage employee engagement which will not provide better results. Employees
should be encouraged to find a personal fit with the company culture.
Strong team environment should be provided. Strong employee engagement is
dependent on how well employees get along, interact with each other and participate in
a team environment.
8. What according to him lacks or is the best policy for their organization.
The best policy of the organization is their appraisal system better than other
organizations in the market. Good Salary and incentive structure gives employees
motivation and encourages longer association with the company.
The company lacks in PBC (Performance Base Calculation) system used to promote the
employees. But now they are working on this to improve the system to make it fair.

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PERFORMANCE MANAGEMENT & MOTIVATION

1. How company is paying attention to increase positive competition among

2. How much development company is giving to employees?

3. What action lack in HR system that may affect satisfactions, performance,

4. Did company explain the structure and job description properly to

5. Diversity management (if the company need to manage)

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