Strategic Human Resources Management in Red Bull Co.


You are working as an HR Director for Red Bull Energy Drink multi-national company and you have been approached by some students studying a course in Strategic Human Resource Management to give a series of seminars in their institution on how the whole process of Human Resource Planning and Development is undertaken. The students have asked you to give clear, concise, accurate and detailed notes on all the following tasks and all questions which will be the basis of your seminar. You are required to give definitions for terms used; identify the theoretical perspectives of your arguments and opinions; and give practical examples where possible.

A Note to the Writer: Answer a question by question, please do not mix the answers, your research should include all the answers of Tasks below.

Task 1.1 Explain the importance of strategic human resource management in Red Bull Company.

Task 1.2 Assess the purpose of strategic human resource management activities in Red Bull Company.

Task 1.3 Evaluate the contribution of strategic human resource management to the achievement of Red Bull Company organization’s objectives.

In order to answer the above, The Research Paper should cover and contain the following contents in response to the above questions:

1.1, 1.2, 1.3 Human resource management (HRM): definition; characteristics of HRM approach; models of HRM eg contingency model, best practice model, Harvard Framework, D Guest, M Patterson; HRM activities; HRM and personnel management

1.1, 1.2, 1.3 Strategy: organisational strategy; HRM strategy; benefits of HRM strategy for organisations;

alignment of organisational and HRM strategies; impact of organisational strategy on HRM strategy;

influence of HRM strategy on organisational strategy; human capital management; HRM strategy and

organisational performance; creating value; business focus of HRM strategy; efficient human resource



Section 2

2.1 Analyse the business factors that underpin human resource planning in Red Bull Company.

2.2 Assess the human resource requirements in a given situation Red Bull Company.

2.3 Develop a human resources plan for Red Bull Company.

2.4 Critically evaluate how a human resources plan can contribute to meeting Red Bull Company’s


In order to answer the above, The Research Paper should cover and contain the following contents in response to the above questions:

2.1 Business factors: business growth; business decline; business change; labour cost control; capital for labour substitution; location of operations; changing nature of work; impact of technology; increase in productivity; increase in efficiency; business competition; labour market competition; employee development

2.2 Human resource requirements: identifying personnel requirements (numbers, skill sets, experience, qualifications); match personnel to organisational requirements; internal factors eg labour requirements, skill requirements, workforce profiles; external factors eg demand for labour, supply of labour; government policies eg employment, education, training, industrial, regional; labour market competition

2.3, 2.4 Human resource planning: purposes (recruitment, retention, employee development; re-skilling, upskilling, succession planning); outcomes; resources required; criteria for success; milestones; planning horizons (short, medium, long-term); business case eg costs, benefits; setting SMART (specific, measurable, achievable, realistic, time-based) targets


Section 3

3.1 Explain the purpose of human resource management policies in Red Bull Company.

3.2 Analyse the impact of regulatory requirements on human resource policies in Red Bull Company.

In order to answer the above, The Research Paper should cover and contain the following contents in response to the above questions:

3.1 Human resource management policies: recruitment and selection; health and safety; equality and diversity; pay; rewards, benefits and expenses; working time and time off; training and development; maternity/paternity; bullying and harassment; discipline, dismissal and grievance; performance improvement; change management; intellectual property (patents, copyrights); confidentiality of information; whistleblowing/protected disclosures; smoking, drugs and alcohol; purposes of policies

3.2 Employment legislation: legal and regulatory requirements relating to pay, discrimination, equality, employment rights and responsibilities, contractual terms and conditions and data protection (up-todate legislation must be used) – Employment Act 2008, Employment Relations Act 2004, Work and Families Act 2006, Employment Rights Act 1996, Sex Discrimination Act 1995/1997, Race Relations Act 1992, Race Relations Amendment Act 2000, Equal Pay Act 1970, Disability Discrimination Acts 1995 and 2005, European Working Time Directive, National Minimum Wage Act 1998, Data Protection Act 1998


Section 4

4.1 Analyse the impact of an organisational structure on the management of human resources in Red Bull Company.

4.2 Analyse the impact of an organisational culture on the management of human resources in Red Bull Company.

4.3 Examine how the effectiveness of human resources management is monitored in Red Bull Company..

4.4 Make justified recommendations to improve the effectiveness of human resources management in Red Bull Company..


4.1, 4.2 Structure and culture: theories of organisational structure eg Weber, Mintzberg, Handy; forms of structure and the impact on HRM eg functional, product based, geographical, divisional, matrix; centralisation; decentralisation; theoretical models of culture eg Handy, Hofstede, Schein; organisational culture; relationships between culture and the HRM function

4.3, 4.4 Effectiveness: HRM components to be monitored (HRM strategy, HRM policies, HRM operations); contribution of HRM to achievement of organisational goals; costs; benefits; human resource use; efficiencies; inefficiencies; gathering information about HRM performance; developing performance indicators; evaluating HRM performance using performance indicators; quantitative measures eg productivity, output per person, employee retention, staff turnover, cost savings; qualitative measures eg employee attitude surveys, stakeholder perspectives; benchmarking HR performance; HRM service level agreements and standards; utility analysis to evaluate the costs and benefits of HRM activities; proposing improvements.


Indicative resource materials


 Armstrong M – Strategic Human resource Management: A Guide to Action, 4th Edition (Kogan Page,

2008) ISBN 0749453753

 Holbeche L – Aligning Human Resources and Business Strategy, 2nd Edition (Butterworth-Heinemann,

2008) ISBN 0750680172

 Saunders M, Millmore M, Lewis P, Thornhill A and Morrow T – Strategic Human Resource

Management: Contemporary Issues (Financial Times/Prentice Hall, 2007) ISBN 027368163X



Note: For Severn Business College Use Only 6 | P a g e

 Management Today (Haymarket Business Media)

 People Management (Chartered Institute of Personnel and Development)

 Professional Manager (Chartered Management Institute)

 The Economist (The Economist Newspaper Ltd) has articles on human resource related topics

from time to time



 Business Link – information on human resource management policies

 The Chartered Institute of Personnel and Development has a range of material

on strategic human resource management

 Free management library with links to human resource

management articles



฀ The research paper must be referenced and any quotations clearly sources. Assignment must be hand in with a Plagiarism Report.

All Assessment Criteria must be answered and properly numbered


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