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1. TASK 01


For this assignment, I ideally considered an organization named LVMH.


LVMH Moët Hennessy Louis Vuitton S.A. (Euronext: MC), usually shortened to LVMH, is a French holding company and the world’s largest luxury goods conglomerate. It is the parent of around 60 sub-companies that each manage a small number of prestigious brands These daughter companies are, to a large extent, run autonomously. The group was formed after mergers brought together champagne producer Moët et Chandon and Hennessy, a leading manufacturer of cognac. In 1987, they merged with fashion house Louis Vuitton to form the current group

The group is controlled by the Christian Dior group, which owns 42.4% of shares and has over 58% of voting rights. Bernard Arnault, majority shareholder of Dior, is Chairman of both companies and CEO of LVMH. His successful integration of various famous aspiration brands into the group has inspired other luxury companies into doing the same. Thus Gucci (now part of the French conglomerate PPR) and Richemont have also created extended portfolios of luxury brands. The oldest of the LVMH brands is wine producer Châtea d’Yquem, which dates its origins back to 1593


Corporate structure

LVMH is based in Paris, France. The company is listed on the Euronext Paris exchange and isa constituent of the CAC 40 index. As of 2008, the group revenues of €17.2 billion with a net income of €2.318 billion. The group currently employs 77,000 people. 30% of LVMH’s staff work in France. LVMH operates over 2,300 stores worldwide. Its current business plan aims to tightly control the brands it manages in order to maintain and heighten the perception of luxury relating to their products. For example, Louis Vuitton products are sold only through Louis Vuitton boutiques found in upmarket locations in wealthy cities or in concessions in other luxury goods shops (such as Harrods in London). This practice contrasts greatly with less exclusive brands which can be bought in shopping malls around the world



At the end of 2008, the only declared major shareholder in LVMH was Groupe Arnault, the family holding company of BernardArnault. The group’s control amounted to 47.42% of LVMH’s stock (with 42.42% held through Christian Dior S.A. and 5.00% held directly) and 63.40% of its voting rights (58.02% by Dior and 5.38% directly). A further 3.4% of shares were declared as treasury stock, with the remainder being free float



* Wines & Spirits

* Fashion & Leather Goods

* Perfumes & Cosmetics

* Watches & Jewelry

* Selective retailing

(Annual report LVMH-2008)


* Be creative and innovate

* Aim for product excellence

* Bolstertheimageofourbrandswithpassionatedetermination

* Act as entrepreneurs

· Strive to be the best in all we do

(Annual Report LVMH-2008)

Definitions of Human Resource Management

Human recourse management is a strategic and coherent approach to the management of organization’s most valued assets: the people working there who individually and collectively contribute to the achievement of its objectives.

(Michael Armstrong, a Hand book of Human Resource Management 2003)

The HRM models are

1. The Matching model of HRM

2. Harvard model of HRM

3. Best practice model

4. The contingency model

5. Guest model of HRM

6. Warwick model of HRM

7. Storey model of HRM

We can use Matching Model for LVMH

Models of HRM

1. The matching model

The Michigan model is also known as the ‘matching model’ or ‘best-fit’ approach to human resource management. In essence, it requires that human resource strategies have a tight fit to the overall strategies of the business. As such, it limits the role of HR to a reactive, organizational function and under-emphasizes the importance of societal and other external factors. For example, it is difficult to see how the current concern for work life balance could be integrated into this model.

Fombrun et al identified four common HR processes performed in every organization:

* Selection: matching people to jobs

* Appraisal of performance

* Rewards: emphasizing the real importance of pay and other forms of compensation in achieving results

* Development of skilled individuals

These processes are linked in a human resource cycle.

The matching model has attracted criticism. At a conceptual level, it is seen to depend on a rational, mechanical form of organizational decision-making. In reality, strategies are often determined and operational zed on a more intuitive, political and subjective level. Certainly, the decision-making is more complex than the model allows. It is also both prescriptive and normative, implying that the fit to business strategy should determine HR strategy

(Bratton, J.,Gold, J., Human Resource Management p-18))

Resource based Strategy

The resource-based view of strategy is that the strategic capability of a firm depends on its resource based capability. Resource-based strategy theorists such as Barney (1991) argue that stained competitive advantage stems from the acquisitions and effective use of bundles of distinctive resources that competitors cannot imitate.

As Boxall (1996) comments; ‘competitive success does not come simply from making choices in the present; it stems from building up distinctive capabilities over significant periods of time’. Teece et al (1997) define ‘dynamic capabilities’ as ‘the capacity of a firm to renew, augment and adapt its core competencies over time’.

(Michael Armstrong,2000, Strategic Human Resource Management, p-33)

Best Practice

The ‘best practice’ rubric has been attacked by a number of commentators. Cappeelli and Crocker-Hefter (1996) comment that the notion of single set of best practices has been over stated:

There are examples in virtually every industry of firms that have very distinctive management practices. We argue hat these distinctive human resource practices hlp to create unique competencies that differentiate products and services and, in turn, drive competencies that determine how firms complete.

Purcell (1999) has also criticized the best practice or universalist view by pointing out the inconsistency between a belief in best practice and the resource based view, which focuses on the intangible assets including HR, that allow the firm to do better than its competitors. He asks how can ‘the universalism of best practice be squared with the view that only some resources and routines are important and valuable by being rare and imperfectly imitable?’. The danger, as Legge (1995) points out, is that of ‘mchanistically matching strategy with HRM policies and practices’.

Accordance with contingency theory, it is difficult to accept that there is any such thing as universal best practice. What works well in one organization will not necessary work well in another because it may not fit its strategy, culture, management style, technology or working practices. As Becker et al (1997) remark: ‘organizational high-performance work systems are highly idiosyncratic and must be tailored carefully to each firm’s individual situation to achieve optimum results’.

(Michael Armstrong, 2000, Strategic Human Resource Management, p-65)

Best Fit

For the reason given above, it is accepted by most commentators that ‘best fit’is more important than ‘best practice’. There can be no universal prescriptions for HRM policies and practices. It all depends. This is not easy to say that ‘good practice’, ie practice that does well in one environment, should be ignored. Benchmarking has its uses as a means of identifying areas for innovation or development that are practiced to good effect elsewhere. But having learned about what works and, ideally, what does not work in comparable organizations, it is up to the firm to decide what may be relevant in general terms and what lessons can be learnt and adapted to fit its particular strategic and operational requirements. The starting point should be an analysis of the business needs of the firm within its context (culture, structure, technology and processes). This may indicate clearly what has to be done. Thereafter, it may be useful to pick and mix various ‘best practice’ ingredients and develop an approach that applies those that are appropriate in a way that is aligned to the identified business needs.

But there are problems with the best-fit approach, as pointed out by Purecell(1999) who, having rubbished the concept of best practice, proceeded to do the same for the notion of best fit:

Meanwhile, the search for a contingency or matching model of HRM is also limited by the impossibility of modeling all the contigent variables, the difficulty of showing their interconnection, and the way in which changes in one variable have an impact on others.

In Purcell’s view, organizations should be less concerned with best fit and best practice and much more sensitive to processes of organizational change so that they can ‘avoid being trapped in the logic of rational choice’.

(Michael Armstrong, 2000, Strategic Human Resource Management, p-66 )

Human Resource Management VS Personal Management

Human resource management was first known as personnel management. However the present status of the field of human resource management has been achieved after years of evaluating development.

In personnel management people were manage stick administration but in human resource management people are consider resources, develop people and get them to manage them self. Organizations now consider the human resource as a resource that could be developed rather than just be managed.

Personnel management is more administrative in nature, dealing with pay roll, compiling with employment law and handling related task. Human resources on the other hand are responsible for managing the work force as one of the primary recourses that contribute to the success of the organization.

Personnel management manages people by strict administrative system but human resource management considers people as a resource that can be developed.eg; Train and developed persons.

Personnel management is less concentration on employee’s future potential and getting the best from employees through training, development and motivation. but other hand of human resource management identifies employees potential, areas for improvement, strength and weaknesses identifies training needs and trains them achieves result through motivation and job satisfaction.

Human Resource Management from a strategic perspective and its implications for the role of the line managers and employees

Human resource management is very important to build up relationship between line managers and employees. Below I mentioned area of covering strategic human resource activities.

* Policy making.

* Designing and developing human resource strategies.

* Contributing to the corporate plan of the organization.

* Integrating human resource activities to the main purpose of the organization.

* Job evaluation.

* Salary administration.

* Incentives and benefits.

* Grievances handling.


LVMH using human resource management functions for build up their business. Especially they apply guest model for following functions.

They are using human resource strategy for innovation the company. Regularly they check other retailers of the market. After that they focus their business for current market. Normally they evaluate the cost of product. Some time they control the unnecessary cost per product. eg; they searching current market and stopping over production

Human resource management practices; LVMH specially using human resource practices for recruitments. They are choosing correct person for correct job category. They offered training period for new employees. Always management evaluating employees and giving rewards for them. eg; bonus

Human resource outcomes; They always get ideas from customers and offers range of options for flexible working. eg; part time work, career break

Behaviour outcomes; The management always evaluating workers and motivate them. It has good team workers. Every time they corporate with others and helping them.

Performance outcome; LVMH evaluate everybody performance and using some human resource practices for increase productivity. Human resource department discuss with employees and this time reduce their absenteeism and labor turn over.

Critically evaluate the Guest model of human resource management

Human resource management is deferent from traditional personnel management. However, Guest has acknowledged that the concept of commitment is messy and that the relationship commitment and high performance is difficult to establish. The strength of the guest model is that it clearly maps out the field of human resource management and classifies the input and comes. The model is useful for examining the key goals usually associated with the normative models of human resource management; strategic integration, commitment, flexibility and quality.

2. TASK 02

2.1. Aim/Purpose: Why have a Strategy?

To set the context for learning and development within the LVMH to answer the questions that staff, managers, and customers might have:

* Why is learning and development important?

* How does learning ‘fit in’ with staff roles, delivery of key services?

* What does the LVMH mean by learning and development? How do staff and managers make sure they have the learning they need?

The aim of this strategy is to provide a practical map and guide of how learning and development supports the work of the LVMH, at an individual, team and organizational level.

The strategy aims to set out the current aims and objectives and also map the future so that there is a ‘vision’ of how learning and development will support the LVMH both now and in the future across Provider and Commissioning.

The purpose then is to provide a framework for learning for LVMH which will:

* Set out the LVMH’s commitment to providing learning and development for all staff

* Ensure that staff are equipped with appropriate skills, experience and support to enable them to continue to provide high quality care and services

* Ensure that processes are in place for staff to achieve their potential and that individual contributions are valued and acted upon

* Ensure that staff identify training needs and undertake appropriate training as part of their role and that training needs are identified at an individual, team and organisational level

* Ensure that high quality training and development is commissioned as needed

* Effective learning and development processes and systems are in place that are accessible and clear.

2.2. Supporting the LVMH to deliver its strategic aims and objectives

The LVMH’s key strategic aims are to:

Engage with the target customers and their needs.

Commission a full and equitable range of high quality, responsive and efficient services, within allocated resources, across all service sectors.

Directly provide high quality responsive and efficient services where this gives best value.

The achievements of the strategic aims are supported by a set of key values. LVMH values are the qualities, standards and principles that the LVMH believes will help it and its staff to succeed. The values are:

– Be creative and innovate
– Aim for product excellence
– Bolstertheimageofourbrandswithpassionate determination
– Act as entrepreneurs
– Strive to be the best in all we do

2.3. Core principles for Learning and Development across the LVMH:

* To provide opportunities for learning, high value of skills about international marketing, personal development and skills enhancement at all levels. There is a need to widen participation to ensure lower band staff have the development they need

* To encourage continuous learning and space for innovation and creating something new so that services are adapted and improved as a result of learning

* To be more than fit for purpose but in pursuit of excellence

* Endorse the principles of becoming a Learning Organisation

* Identify a systematic process and framework for identifying, planning, delivering and evaluating learning and development at an individual, team and organisational level

* Support and develop a culture that encourages confidence, motivation and creativity in staff allowing them to be innovative, take risks and realise their full potential

* Ownership of learning and development by individual members of staff so that they can see the value of learning and how it will support them

* Staff are our ‘customers’. The learning and Development team need to ensure that effective feedback and quality assurance processes are in place

* To be able to measure success

The strategy should:

* Mean something to staff and Managers, be ‘live’ and real and practical, mapping the current and future picture and progress

* Be organic in that the Learning and Development team continually assess and change the strategy and vision through its own learning

* The Learning and Development strategy should strengthen and be integral to the LVMH organisational objectives and performance management frameworks

* Identify localised examples.

2.4. Learning and Development: Strategic Aims and Objectives

To Meet PCT Commissioner and Provider Strategic Aims, Values and Vision

Ensure staffs are working safely and competently and have the skills and knowledge they need to deliver high quality services:

* Deliver first class Induction

* Provide high quality marketing Training

* Ensure all staff are attending Statutory /Mandatory training

* Ensure store Supervision systems, training is in place

* Develop IT skills of our staff

Support the LVMH to develop the workforce of the future:

* Work with Provider and Commissioning Directorates to support development of LVMH into the future

* To work with HR and OD Director to embed values of the LVMH through education and training systems and processes

* Support the development of new roles

* Identify training and development for new services as they are developed

* Support the workforce planning agenda

Support the LVMH in the delivery of its Inequalities Agenda

* To ensure integrated working with Public

* Ensure Equality monitoring and performance targets are met

* To provide an equality and diversity training programme for all staff

* Complete an Equality Impact Assessment on the Learning and Development function

* Develop systems to include staff feedback into improving learning and development within the LVMH

Develop first class leaders and managers within the Provider and Commissioning arms of the LVMH

* Identify management and leadership strategy for all managers at appropriate bands

* Delivery of in house leadership programme

* Develop a management skills programme, identify skills / competencies for Managers

* Develop and provide Team Leader Training

* Support Managers to access external management and leadership programmes as appropriate

* Develop mentoring, coaching and shadowing for staff

* Provide training and support for Managers in Skills & Knowledge to manage change efficiency and confidentially

Delivering high quality, innovative and creative learning opportunities

Support the LVMH to become a learning organisation and embed the philosophy of the teaching