INDEPENDENT UNIVERSITY, BANGLADESH

School of Business
MBA Program

Summer– 2020
Course: MBA 509 (Human Resources Management)

Research Report
Title: Bikroy.com

Submitted By

Tayabur Rahman
ID: 2021685

Submitted To

Dr. Nazmul Amin Majumdar

PhD (Australia)
ALA Scholar
Professor, Department of Marketing
Independent University, Bangladesh

September 19, 2020

Table of Contents

1.0 Introduction.......................................................................................................................................4
1.1 History of the Industry.......................................................................................................................4
1.2 Present Condition of the Company & Industry..................................................................................4
1.3 Products & Services of the Company.................................................................................................5
1.4 Market Position of the Company.......................................................................................................5
1.5 Objective of the Company.................................................................................................................6
2.0 Objective of the Report.....................................................................................................................6
3.0 Literature Review..............................................................................................................................7
3.1.0 Objective 1:.....................................................................................................................................7
3.1.1 Findings.........................................................................................................................................12
3.2.0 Objective 2:...................................................................................................................................12
3.2.1 Findings.........................................................................................................................................15
3.3.0 Objective 3....................................................................................................................................16
3.1.1 Findings.........................................................................................................................................19
4.0 Conclusion.......................................................................................................................................19
4.1 Recommendations...........................................................................................................................19
4.2 Implementation of Recommondation Plans....................................................................................20
5.0 References.......................................................................................................................................21
 Executive Summery

In Bangladesh, Bikroy.com is one of the well-known local online based Platform businesses.
Since Bangladesh is in digital era and this business model is online based, it has been reached to
a huge number of clients. Individual can easily buy or sell anything through this site which is the
greatest advantage of this business. People can buy & sell within their own comfort area through
this business platform. It has more than 25 categories through which people can buy and sell
different products.
The main reason of this report is to find out the HR problems and issues Bikroy.com has been
facing and what type of HR approaches they can take to ensure ongoing strategic advantages.
What might be the possible 21st century challenges of this company are also discussed in this
report. This report will assist us to figure out how Birkroy.com runs, how it is supervised, how
its management activities are handled, how HR activities and other HR issues are maintained.
We will go through its each and every HR activity, planning, problem, solution and so on.
Bikroy.com is so far a successful business organization yet it has been facing different issues on
time to time. An organization might face such problems and it’s simple. Finding out those issues
and the solutions of those issues is important to run the organization successfully.
1.0 Introduction
1.1 History of the Industry
Though in South Asia Bangladesh is one of the biggest markets for its huge population, yet most
of the people of this country are not eligible for online market. People have been using mobile
more than ever before and internet service in Bangladesh is also quite accessible with relatively
less expense. So, there is a huge change for online business to grow in Bangladesh. The
Bangladesh Government has assured to provide some issues which are a strong internet
backbone, a well-connected and grounded telecommunication sector, linking all government
offices digitally, and inaugurating IT parks etc. and all these are the indicators of the growth of
the ecommerce sector in Bangladesh.
Internationally ecommerce raised at a time when dotcom businesses were getting down in
developed countries. CompuServe undertook one of the first official ecommerce applications for
its United States & Canadian markets. Later, present days’ giants like Amazon.com, Alibaba,
eBay etc. were established to shake the world. In Bangladesh, Bikroy.com is one of the well-
known websites for Bangladeshi people for online buying and selling and it has created a huge
revolution in the online base industry in Bangladesh.

1.2 Present Condition of the Company & Industry

Bikroy.com is currently one of the oldest online buying and selling businesses in ecommerce
business industry in Bangladesh. It is a platform on online where anyone can buy & sell almost
everything easily. Most of the deals are done within the people who live in a particular zone
together and they can easily meet and negotiate among themselves and finally buy and sell
products without hustle. Bikroy.com possesses the biggest & widest selection of second-hand
products all over the country and this makes it so easy for someone to find what s/he really is
looking for.
It is unknown to many people that Bikroy.com is not a Bangladeshi company. A Swedish
company called Saltside technologies is the main company or mother company of Bikriy.com.
Bikroy.com got launched back in 2012 and since then it has been doing business successfully. It
has become popular since it has been introducing different updated and easiest ways to buy and
sell products through online. Currently Bikroy.com has 9 regional offices across the country and
more than two hundred fifty employees working.
P a g e 4 | 24
Since there is a recent growth of internet usage, 3G & 4G roll out, the intense of selling and
marketing smartphones, broadband line, ecommerce usages have been increasing at a rapid pace.
Conventional business is getting slowed down and people are more interested to the easiest way
of shopping which is ecommerce like Bikroy.com.

1.3 Products & Services of the Company

Bikroy.com is mainly a service company which deals with different types of second-hand
products and Bikriy.com is not surprisingly the owner of those products. Bikroy.com indirectly
deals with those products and created a platform for those products to be sold and bought by the
sellers and customers.

1.4 Market Position of the Company

Somra MBL Ltd recently has done a market research called ‘Online Brand Health: Market
Research Report’ where most of the people consider Bikroy.com as the biggest marketplace of
Bangladesh as the “Top of Mind” website amongst all the buying and selling market places.
Along with that, recently another survey was done among 2400 net users among them 70% are
form Dhaka city, 20% are from Chattogram & 10% are from Sylhet. All of them are regular
internet users. If we look at that survey, we can see that Bikroy.com was top of the mind among
the users for 3 years at a stretch. Among all the international website, Bikroy.com ranked 4 th
position along with Facebook 1st, Google 2nd and You Tube 3rd respectively. Bikroy.com is the
first choice among 69% users in Bangladesh. Building a leading online market place in
Bangladesh as well as creating sustainable value for the community is the motto of Bikroy.com.
Bikroy.com is a classified online source for second hand products buying and selling and this has
given an uninterrupted chance to access at any time for business transactions in a most possible
transparent way. So, through this process, they are constantly creating values for the community.
Bikroy.com has a plan of expanding its value-added services in near future for its business
partners and customers and make them able to buy and sell goods easily. Bikroy.com has already
launched “Bikroy Deliver” within Dhaka in this regard. It allows their sellers to deliver their any
type of products direct to the buyers. This is how they are trying to increase their security level in
their business.

P a g e 5 | 24
1.5 Objective of the Company
The objective of the company is to serve the underserved or unserved business scopes in the
country through its intense operation. The motto is to reach in each and every corner of the
country to prove them the best in the ecommerce industry.

Being a company, Bikroy.com is also facing some HR problems and issues which have been
slowing the company’s activities in a whole. To sort out this issues and problems, Bikroy.com
needs to be take some approaches to ensure ongoing strategic advantages. Since this is an era of
21st century, Bikroy.com has to face some unavoidable challenges to run its business smoothly.

2.0 Objective of the Report

This report is an attempt of gathering, organizing and summarizing the literature about the HR
related issues, possible solutions and the potentiality of development of Bikroy.com that will
help this company as well as the industry in future growth.
Objective 1:
Being a pioneer ecommerce company in Bangladesh, Bikroy.com has been facing different HR
related problems and issues within the company. They are like: limitation of forecasting,
employers’ & employees’ traditional bias & apathy, resistance from employees, Incidence of
absenteeism, illiteracy & paucity (scarcity/lack) of skilled labor.
Objective 2:
To face and solve these upcoming new and traditional HR problems and issues, Bikroy.com
needs to take effective approaches. Certain strategic and competitive advantages should be taken
to solve the issues like: balance between management and staffs, training, development and
Compensation planning, performance appraisal of the employees.
Objective 3:
21st century is the new era for any type of business specially for the ecommerce business.
Bikroy.com, being the leading ecommerce of 21 st century in Bangladesh, also has some
challenges to face in this century. Let’s discuss about those: going global, embracing new
technology, developing human capital, responding to the market, tensions on the trade front like
China-America trade war, fiscal and financial risk (cyber-attacks & data integrity concerns
cripple large parts of the internet: utilizing data properly)

P a g e 6 | 24
3.0 Literature Review

3.1.0 Objective 1:
Problems & Issues facing by Bikroy.com HR
Being a pioneer ecommerce company in Bangladesh, Bikroy.com has been facing different HR
related problems and issues within the company. They are like: limitation of forecasting,
employers’ & employees’ traditional bias & apathy, resistance from employees, Incidence of
absenteeism, illiteracy & paucity (scarcity/lack) of skilled labor.

Limitation of Forecasting
In HR planning, Bikroy.com has been facing several problems and issues and limitation of
forecasting is one of them. Forecasting demand includes defining the numbers and types of
workers that an organization may require at some stage in the future. Most supervisors consider
numerous issues while forecasting future employee’s needs. The demand for the business
organization’s product or service is huge. Therefore, in a business, marketplaces and sales
statistics are predictable first. Then, the employees required to assist the probable capacity is
predicted. Other issues characteristically measured while forecasting the demand for staffs
contain budget restraints; turnover due to letter of resignation, terminations, transmissions, and
retirement; new skill in the field; choices to promote the superiority of services provided; and
minority acquisition goals (Noe, 2012).
Forecasting supply includes defining what staffs will be accessible. The two sources are interior
and exterior: individuals already hired by the firm and those external of the organization. Issues
supervisors usually consider when forecasting the supply of staffs include endorsing staffs from
within the firm; recognizing staffs willing and able to be skilled; obtainability of essential talent
in local, regional, and countrywide labor markets; rivalry for talent within the arena; population
tendencies (like program of families in the USA from Northeast to the Southwest); and school
and university registration tendencies in the needed field (Ball, 2012; Henderson, 2010).
(Scott 2002) said that to implement self-managed work team, better understanding is important
for managers. This better understanding is a big challenge for any company’s success and HR
team is more likely to be accountable for this issue since they are appointed to look after this
matter. Being accountable to the higher level of management of the company and beneficiary of

P a g e 7 | 24
social accountability are the two positions of employee duel accountability. For bikroy.com,
employee accountability is a challenge to overcome.
Interior sources of staffs to fill predictable openings must be observed. This is eased by the usage
of the human resource inspection, or the methodical list of the experiences of existing staffs. A
human resource review is merely a firm chart of a part or whole association with all positions
(usually organizational) specified and inputted as to the “promotability” of each character
compulsory.

Employers’ & Employees’ Traditional Bias & Apathy

Traditional biasness of employers and employees is not nothing new in any company. It has been
counting as a limitation for many companies. HR often feel biasness in term of recruiting new
staffs. Bikroy.com is not out of this issue. Their HR department also often follows this biasness.
All individuals have a right which is Equal employment opportunity (EEO) to put labor and to
advance on the base of quality, capability, and potential without respect to race, shade, faith,
gender, or national origin. The requirements of these acts usually apply to all community and
private institutions retaining fifteen or more persons. The EEOC manages and federally imposes
the numerous equal engagement opportunity acts. The EEOC offers support to managers in
emerging positive action agendas and in determining discrimination criticisms carried against
managers (Henderson, H. D., 2010).
Corporations are giving efforts to take diversity to their institutions by leading training sessions
and setting tactical long-term goals (Sheppard, 2018). There remains an absence of gender and
ethnic fairness in key roles in administrations, as well as pay difference amongst persons in
diverse socio-economic position (Filut, Kaatz, & Carnes, 2017). The race and gender
connections in worker supervision practices mirror the dissimilarity in American culture
(Browne & Misra, 2003). Although so many people got learned to hug and care other people
dissimilar from them, underling cultural standards still affect decision-making. Managers now
implement strategies that forbid pestering, with making choices founded off their view of others’
gender, ethnicity, age, gender preferences, incapacity, and country of origin (Jones, Arena,
Nittrouer, Alonso, & Lindsey, 2017). Nowadays more than ever, human resource management
divisions are directing training on multiplicity and anti-pestering (Jones et al., 2017). What
leftovers is the subject of unconscious bias in organization.

P a g e 8 | 24
Bikroy.com does not have any type of employers’ or employees’ issues in term of recruiting and
promotion within the company. Workforce planning is the procedure of formulating strategies to
fill the company’s upcoming openings, based on potential open positions and determining
whether to fill these with internal or external candidates. So, it means planning to fill any or all
of the company’s upcoming positions, from maintenance worker to chief executive (Dessler
2990, p.74). Bikroy.com, being a pioneer ecommerce company in Bangladesh, is not exceptional
to facing such issues while planning their huge workforce across the country. Nowadays
Bikroy.com employers highlight talent managing throughout the procedure of identifying,
employing, appointment and developing for high-potential personnel. The Bikroy.com HR
division should plan precise strategy and job analysis demonstrating how many and what kind of
employees to hire by forecasting the skills and capabilities the company wants. Workforce
strategies similar to the plans for the business as a whole (Cascio 2013, 162).

Resistance from employees

Resistance from employees has been standard one of the significant issues that can affect the
accomplishment of organizational changes, including innovative skill invention, new strategies,
and new administrative construction. Bikroy.com has not suffering from this issue till now. But
of the HR department fails to maintain its credibility and cannot cope up with the upcoming
changes, there might be a resistance from the employee in the future.
Maurer (1996) showed that semi to two-thirds of all main companies change labors fail, and
confrontation is the little-recognized but critically significant contributor to that disaster. Current
studies of conflict to modification have focused on conduct reaction. Brower and Abolafia
(1995) distinct resistance as a specific type of action or inaction, when Ashforth and Mael (1998)
definite it as planned acts of commission (disobedience) or oversight. Shapiro, Lewicki, and
Devine (1995) distinguished that willingness to fraud authorities establishes resistance to change,
while Sagie, Elizur, and Greenbaum (1985) used compliant conduct as sign of reduced
resistance. Though the idea of resistance to change has been well debated, the concept has
boundaries. Jermier, Knights, & Nord (1994) claimed that the benefits of supervisors should not
be advantaged over the benefits of employees when processing administrative change.
Block (1993) stated that resistance might take place when folks doubt or have previous angers to
those leading the transformation and when they have diverse considerations or valuations of the

P a g e 9 | 24
situation. O'Toole (1995) described that confrontation to change is a determination to defend
recognized social relations supposed to be endangered. Spector (1989) figured out that resistance
happens since it threatens the position or surges the fear of and concern about actual or
imaginary consequences (Morris and Raben, 1995). Bryant (2006) pointed out that change
threatens individual safety and sureness in an aptitude to do. Furthermore, change may also be
fought since it threatens the way individuals make sense of the world, calling into query their
morals and reasonableness and prompting some form of self-explanation or self-justifying
reasoning. Graham (1986) stated that some worker resistance to administrative movements is
driven by more than mere selfishness such as absence for forthcoming vision, short of
competence, anxiety of transfer.

Incidence of absenteeism
Absenteeism has been regarded as one of the well discussed issues in all companies. Employees
often suffer from this habit for reasons at times, without any reason sometimes. Bikroy.com is
not different to those companies. Mane employees often show such habit and they bring different
excuses for clearance.
Over the last several years, there have been numerous studies and investigations conducted to
find out what leads to absenteeism. The most familiar concepts are mental, sociological, the
monetary theory and Nicholson’s “Attachment” theory on Absenteeism. As inspiration is very
much significant and drives hand in hand with absenteeism, there are so numerous new
philosophies of incentive which are continually being established which relates to absenteeism.
These concepts are such as the ascription theory and the Equity concept. Wilcox (2008) explain
charitable and involuntary absenteeism by observing at three concepts which are mental,
sociological and monetary theory. These concepts try to justify absenteeism, a multidimensional
concept to simple important factors. All these concepts of absenteeism attempt to highlight the
importance of effort and non-effort issues in absenteeism. They prove that issues in adding to
direct inability account for an amount of workroom absenteeism. The concepts advise that
presence is straightly influenced by two main issues: attendance inspiration and capability to
come to work. This theory attempts to account for both voluntary and involuntary absenteeism.

P a g e 10 | 24
Illiteracy & paucity (scarcity/lack) of skilled labor
Lack of skilled labor has always been a great problem for the companies. There is a lot of
candidates applying for a job position but the number of skilled candidates is very low.
Bikroy.com has been facing this problem every time while recruiting for any position.
Labor bazaar constricting and the solid growth in employment demand in EU8+2 in the current
years have given increase to employment and talent scarcities. Skill scarcities have become one
of the highest business anxieties, and are progressively seen as a restraint to future firm
development. Labor scarcities are most predominant in the thriving building industry, but also
industrial and progressively other businesses. It is expert labors for whom demand has enlarged
the most and who are in short source.TP 37PT Out-immigration to EU15 nations has donated to
labor scarcities and to salary burdens. This unit efforts to document these growths. The absence
of expert labor has become corporations’ top anxiety. On average in the EU8+3 nations every
third corporation found that absence of expert workers is a significant difficulty to business
development, particularly in growing companies. In some states, particularly Latvia, Lithuania
and the Czech Republic talent scarcities were by now serious anxiety in 2005. Study data and
circumstantial indication propose that these tendencies deepened in 2006 and 2007 and the
deficiency of expert workers is becoming a highest worry for enterprises (Rutkowski, Jan, 2004).
Finding the right candidates or the right talents is one of the main problems for any company
across the world. Most of the time, HR fails to select the right candidates and as a result
company suffers in the long run. Wrong candidates often created a bad environment and the
good candidates of the company cannot afford to breath in that situation and they leave.
Moreover, finding the right guy is really tough. Sometimes, finding the right talent through
specific criteria is impossible (Beard, 2014). In term of finding the right talent experience is
important. According to Laaksonen (2017), preferably a candidate's experience is a ride that
starts when an individual becomes a job searcher, and dismisses when the candidate is appointed
as a new worker. The ride might also finish in 2 other ways; a dissatisfied non-selected applicant
or a pleased non-selected applicant.
The conclusion outcome is mostly influenced by the candidate's knowledge which on the other
hand is influenced by the development of the procedure, the communication and the general
image how valued the candidate feels after the procedure. (Laaksonen, 2017) The candidate

P a g e 11 | 24
knowledge should be taken into justification in every staffing process, but regrettably frequently
recruiters fail here. At worst, a bad applicant experience might eliminate highly expert applicants
in the future. An applicant with a confident knowledge, on the other hand, more likely applies
another while in the future - though the choice is negative. (Barbed Ette, P)
Bikroy.com is also facing such HR problem while recruiting. Often, they recruit wrong
candidates and suffer in the long run.

3.1.1 Findings
So, here we can see that Bikroy.com has been going through different problems and issues some
of which can easily be handled and some of them need proper planning. Bikroy.com has strong
HR team to flow up the issues. They are doing good business in Bangladesh being a pioneer
company in ecommerce sector.
In term of forecasting the demand of workers, Bikroy.com has limitations. They are trying to fix
it so that they can get benefited in the long run. For employers’ & employees’ traditional bias &
apathy, Bikroy.com is the victim of this problem. They are not out of this biasness. If we talk
about resistance from employees, Bikroy.com is not affected by this issue. Yet, they are aware of
this problem and has taken all the necessary steps to prevent it. In term of incidence of
absenteeism, Bikroy.com is not different to the other companies. Their employees are also
habituated to this problem. For illiteracy & paucity (scarcity/lack) of skilled labor, Bikroy.com
has been facing this problem every time while recruiting for any position.

3.2.0 Objective 2:

HRM Approaches to Ensure Ongoing Strategic Advantages

To face and solve these upcoming new and traditional HR problems and issues, Bikroy.com
needs to take effective approaches. Certain strategic plans for competitive advantages should be
taken to solve the issues like: committed and competent workforce, investing in employees’
knowledge, skills, motivation and training & development of the employees, balances between
management & employees.
One of the main concentration zones of any HRM approach is to create and implement outlines
through which human resources can be better associated with critical business objectives to
attain economic feasibility (Chadwick & Dabu, 2009).
P a g e 12 | 24
It is the purpose of Bikroy.com HRM to train staffs on how to deal with clients and to take
initiative of technology acceptance activities so as any type of organizations are able to preserve
a competitive advantage over other companies within the sector.
This can be attained by emerging better compensation and training packages for staffs, and by
acceptance of technology to confirm that workers’ motivation and pledge to the organization is
reserved high (Ferris et al., 1995).
The elementary evidence that emphasizes this viewpoint is that as the staffs use newest
technology to produce goods that meets or exceed customer hopes, the item cost of employment
will fall and production will rise, therefore making certain that the organization is talented to
sustain competitive advantage (Boxall & Purcell, 2011).
This HRM approach may also be used in service businesses like Bikroy.com to confirm that
staffs are inspired to deal with purchaser needs and hopes. It is transparent that some business
organizations, especially in the services area, develop greater practices in serious areas such as
member of staff recruitment, team-building and training to assure that only the finest folks are
hired and that the staffs grow high stages of proficiency through constant training.
Nevertheless, as noted by Purcell et al (2009), it is extremely doubtful that any competitive
advantage will be attained by the practices themselves as they are effortlessly fake across
businesses; rather, it is the HR procedures and practices required to supervise the execution of
these practices that controls to what degree will the business organization like Bikroy.com be
able to attain competitive advantage.
In order to sustain competitive advantage, administrations in approximately all areas should be
able to adjust to changes happening within the interior and exterior business environments.
Indication has been presented to the fact that business organizations that willingly hug and
adjusts change stand a healthier chance to prosper than those who don’t (Jabbour & Santos,
2008).
In this viewpoint, business organizations like Bikroy.com that desires to endure ahead of the
pack in terms of competitiveness have taken to emerging HR practices that are precisely
proposed to improve capacity to change and build organizational elasticity.
In the situation of service businesses like Bikroy.com, it has been deliberated how HRM should
be used to arouse and reinforce the performances of staffs through orientation programs and on-
the-job exercise if business institutions are to implement effective customer-oriented policies

P a g e 13 | 24
(Jackson & Schuler, 1992)
It is proposed according to above deliberated challenges that Bikroy.com HR supervisors should
keep in mind that they are required to adopt proactive rather than reactive approach. It is the
demand of time that Bikroy.com HR managers should be reactive to the flexible atmosphere
facing organizations. It is a bad idea to stick to old-style approaches to fulfill exceptional needs
as new procedures must be adopted to accomplish actual and effective outcomes. (Beatty &
Schneier, 1997).
Bikroy.com require to be completely prepared with precise proficiency to support their role as
HR manager. With a view to replying to 21st century challenges, the HR supervisors have to be
the innovator of change by presenting the boldness of a change agent of the business who advice
staffs to improve their competences and redesign their expectations concerning the role of HR
and what it brings for organization. Bikroy.com must be involved in actual talent gaining by
participating in up-to-date ways to fascinate and retain the best individuals since this will incur
them a competitive advantage over others. The HR managers need be able to predict that how
often changes are going to affect business (Morris, J., 2004).
The Bikroy.com HR executives need to travel a further mile to face the challenges of
international atmosphere; they should create a bunch of plans for both flexibility and ingenuity
that may assist to compete well in global marketplace and prosper in new region, with new staffs
and customers. It is tremendously significant for HR job to stay steady with other organizational
jobs or units. In this moment of transition, the HR administrators need to grow skill-based
agenda that describes the skills and proficiency required for execution job professionally. These
outlines will help to refresh the staff and lead to fineness (Walker, J. W., 1994).
In this recent competitive world, the necessity is to capitalize in the appropriate knowledge and
be equipped with the proper expertise to use that skill. Technology has carried incredible
changes in almost the whole thing; from the techniques of invention to the process of staffing
and then training. Since the tendency has stirred from industry-based economy to skill-based
economy, therefore it is essential to differentiate HRM policies to bestow with value to both
clients and staffs. Work life equilibrium is a fresh phenomenon that should be embraced by HR
specialists as a constructive gist. Bikroy.com should think at ways which can use work life
equilibrium as a tool to appeal and retain qualified employees. The HR supervisor as a tactical
partner requires to understand that work life equilibrium tendency is correspondingly good for

P a g e 14 | 24
employee and managers which can lead to improve output and lower cost (Johri, A., 2014)

Ensuring Equilibrium between Management and Staffs

The HR supervisor has a duty to balance the interest of administration and staffs. Revenues,
promise, collaboration, devotion, and honesty are the issues expected by management, whereas
better pays and wages, security and safety, healthy working environments, professional growth,
and participative working are the issues expected by staffs from management (Robbin, 2005).
Bikroy.com already has a good HR policy to maintain a balance between management and their
employees. There is very good relation between this two party in Bokroy.com.

Ensuring Training, Development and Compensation Plan

A strategic implementation of training plans and administrative development programs is
compulsory to be undertaken to improve and increase the skills, and to develop information of
staffs. Compensation in the procedure of remuneration, bonus, allowances, inducements and
privileges is to be compensated according to the performance of individuals. A conversation or
letter of gratitude is also to be provided, if any of them has done his or her jobs beyond
expectations to continue their self-esteem up (Theunissen, 2007).
Bikroy.com in one of the very few companies in Bangladesh which has been offering a very good training
and development facilities as well as a very good compensation plan for their employees.

Practicing Performance Appraisal

This action should not be measured as a monotonous procedure by the human resource manager.
If staffs are not receiving appropriate response from them, it might distress their upcoming task.
A systematic assessment technique according to altering needs should be applied and the
superiority of it should be checked over time to time (Tzafrir et al., 2004).
Bikroy.com has an average culture of performance appraisal. They can develop it through taking
sincere steps. All they need is to make a policy and follow that strictly.

3.2.1 Findings
From the above literature review, we figured out that, Bokroy.com has an average committed
and competent workforce. Though the are doing good, still the need to improve their employee
commitment and the competency of the workforce. Their invest in employees’ knowledge is
P a g e 15 | 24
insufficient. It will create long term problem to sustain the business. Employees’ skill and
motivation is still in good position but it is a matter of updating from time to time. If bikroy.com
is not aware of that, their employees’ motivation will fall down. Finally, they have a little effort
for employee’s taring and development issue. They need to do more homework on their
employees’ performance appraisal.

3.3.0 Objective 3

HRM Challenges in 21st Century

The Human Resource Management practices and policies have undergone severe changes with
the arrival of the worldwide IT rebellion and globalization being the new mantra around the
corporate area. The challenges that are handled by the HRM nowadays are completely new to
what has been few years back. Bikroy.com not different to the other companies around the
world. Being operated in this 21st century they are also facing several challenges.

Going Global
Bikroy.com has been doing very good business in Bangladesh and they can think of expanding
their business in foreign countries. This will be a tough challenge for them in this 21 st century
since it’s a matter of huge calculation.
Going Global states precisely to the procedure of ingoing new geographies through worldwide
extension and global obtaining, requiring that an organization add staffs and meet local HR
management requirements. This is a huge challenge in this 21st century for any company
especially for the RR department since they have to deal with the most crucial element which is
human.
While functioning in the international marketplace, HRM requires to improve flexibility,
information sharing, local receptiveness and transmission of capability for accomplishment to be
objectified. There is too the essential of emerging a worldwide mindset, nurturing effective
communication, and hitting more importance on informal governor devices (Stolt, 2010). Global
HRM tends to vary with national HRM in some features. IHRM includes more purposes
associated to local HRM. Heterogeneous roles are also more, and the viewpoints are changing
continually. There is also the necessity of being engaged more with workers’ personal lives, and

P a g e 16 | 24
there is additional effect from outside sources.  The level of danger is also high related to the
typical national HRM. Amongst the tendencies related with global HRM is the fact that global
trade’s development is more fast compared to the world output (Stolt, 2010). The movements of
foreign direct venture are also growing and the numbers of inter-firm, cross-border contracts
have risen intensely just to mention a few.

Embracing new technology

Bikroy.com is mainly a technology-based business operating in Bangladesh. They are totally
technology dependent and if they want to flourish their business, they need to do it through
engaging with new technology and introducing it to their existed and potential customers.
In this 21st century, as we transfer into this innovative business atmosphere, supervisors and chief
executives have to realize how to use their labor force to make the finest business choices
possible, and that can only be done with the participation of HR divisions through human
resource info systems and electronic human resources. (Khan,2007) described how the
“traditional role of HR administrators in the purchasing, placement, expansion, assessment and
reward management of the staffs has also changed to a good extend in its method with the
pattern shift in the people management”. Renae Broderick and John W. Boudreau stated that,
new HR skills have also assisted supervisors and CEOs determine “how head counts, expertise
records, turnover, or performance assessments affect their units’ business objects” (1992).
Nonetheless, the satisfactory use of these technologies has to be associated with the commercial
objects and strengthen the importance HR supervisors have in a company. In founding an
effective human resource info system, we have to do everything concerning that company, from
its purposes, organization building, and staff to even incentivizing changes in the administrative
culture itself (Yu, 2009). So, to additional understand the formation of a fruitful HRIS we will be
looking at these features which make up an HRIS in better detail.

Developing Human Capital

P a g e 17 | 24
Human capital management is defined
as a strategic and planned approach to
the management of what
organizations have - people who
individually or in groups participate in
meeting the objectives of the company
or
institution. Human capital system
supports the individual processes of the
organization and using human capital
helps to achieve the objective
effectively. This capital must be
managed and developed.
Human capital management is defined
as a strategic and planned approach to
the management of what
organizations have - people who
individually or in groups participate in

P a g e 18 | 24
meeting the objectives of the company
or
institution. Human capital system
supports the individual processes of the
organization and using human capital
helps to achieve the objective
effectively. This capital must be
managed and developed.
Human capital development is a big challenge in this 21 st century. Bikroy.com is trying to invest
more on developing their human asset though it is still less then expected.
Human capital development is described as a planned and deliberate method to the management
of what firms have - individuals who independently or in groups join in meeting the objects of
the company or organization. Human capital structure supports the distinct procedures of the
association and using human assets help to attain the objective efficiently. This asset must be
managed and advanced (Blašková, 2011).
In this 21st century, the expansion of any division in the international and local level remains
apace. There are being designed new skills, new gear, new conducts of financial processes, new
facilities are developing, quality and difficulty of goods and services are continuously increasing
- current days are distinguishing and essentially accompanied by new information in all arenas of
human activity. New tendencies and new knowledge assuredly ascend and should also be used in
the arena of application of all procedures used and growth of human potential as well as in the
arena of content and level of interpersonal relations (Blašková, 2011). Today’s HCD contains
gathering and evaluating the data mandatory to attract, hold, grow and preserve the top
accomplishing and brilliant staff, associating the practices and recognizing ways to attain
competitive advantage. The exceptional feature of human capital is that it is exact to a specific
association and cannot be fake (Mrudula and Kashyap, 2005)

P a g e 19 | 24
Responding to the market
In this 21st century, another HR challenge is to respond the market within short period through
managing the HR practices in any organization.
If the HR practices are not worthy, the overall performance of the organization gets fallen
including the customer satisfaction activities which is actually a department of the company.
Gantasala, Krishna and Swapna (2010) in their thesis, effect of human resource practices on
client’s satisfaction overview: mediating character of promise” found a constructive connection
amid human resource practices and customer satisfaction. Okpara and Pamela (2008) thesis
exposed that HRM practices, such as performance evaluation and recompence systems are still in
place and matters of tribalism, training and progress and dishonesty are some of the 21 st
challenges facing HRM. Holm and Sebastiampillai (2017) in their “The Effect of HR Practices
on Employee and Customer Satisfaction A Study of an Airport Infrastructure Manager” figured
out a noteworthy linking between staff attitudes and manners and client satisfaction, suggests
that there are plentiful to improve by investing in one’s staffs, e.g. through HR practices.

3.1.1 Findings
For Bikroy.com, going global is a huge challenge since Bikroy.com is not settled for doing
business locally. They are not ready to step in global market yet. In term of embracing new
technology, Bikroy.com is active enough all the time since this business itself is technology
based. This is such challenge which is their primary concern. For developing human capital, they
are lacking behind till now since their invest in this issue is lower than expected. They are aware
of this challenge and this challenge is affordable to them. Since Bikroy.com is service business,
they have to be fast in term of responding the customers & market. They do not ignore this
challenge. They are taking this challenge seriously.

4.0 Conclusion
In this report, along with the issues & problems, approaches of HR and 21 st challenges, there are
findings of those issues, recommendations and implementations are also given so that this report
P a g e 20 | 24
can Bikroy.com is a mainly service based company and this company has been doing a very
good business locally. It has become possible since this organization has a strong organizational
structure and effective HR policies. Without good HR department and policies, no organization
can survive in the long run let alone any business organization. HR practices or field in that
organization might be small or congested but there should be HR practices and policies to rule
the organization towards the goals. Like other companies around the world, Bikroy.com has also
some HR issues & problems, approaches to ace those issues and some challenges. Bikroy.com is
trying their best to overcome those obstacles and in this report, it has been tried to find out those
issues, approaches and challenges so that the company may get benefited in be served as an asset
for further studies.

4.1 Recommendations
Bikroy.com should increase its efficiency of forecasting the demand of workforce. To run their
business smoothly, they need to maintain the supply of good workforce and they can maintain it
through proper forecasting the demand of workforce. Bikroy.com should decrease it biasness
towards employees and new recruiting. Their employers’ & employees’ traditional bias & apathy
issue can be solved if they quit acting biasedly. Since they do not have employee’s resistance
history, their HR team should aware of this issue so that in future such incident won’t take place.
To prevent their one of the main problems which is incidence of absenteeism, they can motivate
their employees and make strict rules. They can insist the law strictly. Bikroy.com should be
more careful in term of further recruiting so that they can recruit the best skilled employees and
avoid illiteracy & paucity (scarcity/lack) of skilled labor.
Bikroy.com should make their employees more committed and competent for better outcomes.
Their employees lack this factor. They should increase their budget to invest in their employees’
knowledge development. Bikroy.com needs to arrange more training and development programs
to increase their employees’ skills and motivation.
Bikroy.com should stop thinking about going global right now rather they can focus on other
challenges of them. Bikroy.com is updated in term of embracing new technology and they should
stick to this organizational culture. Bikroy.com must invest more and more on developing their
human capital. Otherwise, they might suffer in the long run. Their activeness of responding to
the market and customer is impressive but this is not the ultimate condition. They need to

P a g e 21 | 24
increase its dedication more on this challenge.

4.2 Implementation of Recommendation Plans

Bikroy.com should hire a good HR professional and make a strong HR policy to face all the
issues, solve all the problems, take all the necessary approaches and take all the 21 st century
challenges. Their business is doing good but this is not the ultimate business position in the
competitive market. Bikroy.com should create a strong HR team to forecast the future workforce,
eradicate all the biasness within the employees, destroy any type of possibility of employee
resistance, decrease employees’ absenteeism and increase employees’ dedication and recruiting
any less skilled employees.
Bikroy.com should arrange different meetings and programs to motivate them. This will make
them committed for the organization. For this, they should allocate their budget more than ever
before.
Bikroy.com can research on upcoming new technology to upgrade their business and do market
research to fix appropriate plans. They can hire professional HR consultant or trainer to arrange
different HR related programs or employee training programs and motivate them for becoming
skilled human asset of the company.

5.0 References

1. Theunissen, C. (2007). Management in a global environment.

2. Express, T. (2018). Bikroy holds top position among local websites.
3. Beatty, R. W., & Schneier, C. E. (1997). New HR roles to impact organizational
performance: from" partners" to" players". Human Resource Management (1986-
1998), 36(1), 29.
4. Dowling, P. (2008). International human resource management: Managing people in a
multinational context. Cengage Learning.
5. Golden, K. A., & Ramanujam, V. (1985). Between a dream and a nightmare: On the
integration of the human resource management and strategic business planning
processes. Human Resource Management, 24(4), 429-452.
6. Walker, J. W. (1994). Integrating the human resource function with the business. People
and Strategy, 17(2), 59.
P a g e 22 | 24
7. Robbins, S. P., & Judge, T. A. (2005). Essentials of Organizational Behavior, Upper
Saddle.
8. Wong, Y. L., & Snell, R. S. (2003). Employee workplace effectiveness: Implications for
performance management practices and research. Journal of General
Management, 29(2), 53-69.
9. Anderson, S. E., Coffey, B. S., & Byerly, R. T. (2002). Formal organizational initiatives
and informal workplace practices: Links to work-family conflict and job-related
outcomes. Journal of management, 28(6), 787-810.
10. Assignment Point. 2020. E-Commerce In Bangladesh - Assignment Point.
11. Morris, J. (2004). The future of work: organizational and international perspectives. The
International Journal of Human Resource Management, 15(2), 263-275.
12. Johri, A. (2014). Competency Mapping as a Strategic HR Tool in Manufacturing
Industry: An Empirical Study. IUP Journal of management research, 13(3).
13. Chadwick, C., & Dabu, A. (2009). Human resources, human resource management, and
the competitive advantage of firms: Toward a more comprehensive model of causal
linkages. Organization science, 20(1), 253-272.

14. Barnum, D. T., Ferris, G. R., & Rosen, S. D. (Eds.). (1995). The Handbook of Human
Resource Management. Blackwell.
15. Boxall, P., & Purcell, J. (2011). Strategy and human resource management. Macmillan
International Higher Education.
16. Jabbour, C.J.C., & Santos, F.C.A. (2008). The central role of human resource
management in the search for sustainable organizations. International Journal of Human
Resource Management, 19(12), 2133-2154.
17. Jackson, S.E., & Schuler, R.S. (1992). HRM practices in service-based organizations: A
role theory perspective. Advances in Services Marketing and Management, 1(2), 123-157.
18. UKEssays. (November 2018). Challenges In Human Resource Management Of 21st
Century Business Essay.
19. Noe, R. A. (2012). Human resource management: Gaining a competitive advantage. New
York, NY: McGraw-Hill.
20. Bikroy.com Holds The Top Position Among Local Websites | Bikroy Blog. (2020).

P a g e 23 | 24
21. Henderson, H. D. (2010). Supply and demand. Kila, MT: Kessinger Publishing
22. Wilcox, C. (2008). The Influence of Organizational Incentives on Absenteeism: Sick
Leave Use Among Postal Employees. Phoenix: University of Phoenix.
23. Rutkowski, Jan (2004), “Labor Market Interventions during the Transition in ECA”,
SPectrum (Summer), World Bank, Washington, DC
24. Broderick, R., & Boudreau, J. (1992). Human Resource Management, Information
Technology, and the Competitive Edge. The Executive, 6(2), 7-17.
25. Khan, S. (2007). The Future of HR Function and the Challenges before the HR
Managers. Indian Journal of Industrial Relations, 42(3), 430-444.
26. Yu, H. (2009). Human Resource Information Systems and E-HR Systems. In Tsui A. &
Lai K. (Eds.), Professional Practices of Human Resource Management in Hong Kong:
Linking HRM to Organizational Success (pp. 219-248). Aberdeen, Hong Kong: Hong
Kong University Press.
27. Blašková, M. (2011). Human Potential Development. Motivation, Communication,
Harmonisation and Decision Making. EDIS – Publishing of University of Žilina., 2011
28. Mrudula , E., Kashyap, V.R.P. (2005). Human Capital Management - Concepts and
Experiences Edited by Icfai Books, 2005.
29. Gantasala, V.P., Krishna, N.C. N. G., & Swapna, B.G (2010). Impact human resource
practices on customers satisfaction introduction: mediating role of commitment.
International Journal of Arts and Sciences 3(12):178-188.
30. Holm, V. U., & Sebastiampillai, S (2017). The effect of HR practices on employee and
customer Satisfaction: A Study of an Airport Infrastructure Manager. Norwegian
University of Science and Technology, Department of Industrial Economics and
Technology Management.
31. Okpara, J. O. & Pamela, W. (2008). HRM practices in a transition economy: Challenges
and prospects. Management Research News, 31(1), 57–76.

P a g e 24 | 24