Contents

Executive Summary ........................................................................................................................ 2

Introduction ..................................................................................................................................... 3
Objectives ....................................................................................................................................... 5
Literature Review............................................................................................................................ 6
Objective-1:..................................................................................................................................... 7
To find out the obstacles and problems Daraz Bangladesh is experiencing in Human resources
management. ............................................................................................................................... 7
Objective-2:................................................................................................................................... 10
To make sure the current strategic competitive advantage what kind of HRM approaches
Daraz needs to follow? .............................................................................................................. 10
Objective-3.................................................................................................................................... 15
In the 21st century what sort of HRM challenges Daraz is going to face? ................................ 15
Conclusion .................................................................................................................................... 19
Recommendations ......................................................................................................................... 20
Implementation ............................................................................................................................. 20
References ..................................................................................................................................... 21

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Executive Summary

The e-commerce industry is growing and very fast in Bangladesh. The HR department of Daraz
is facing different challenges frequently to cope up with this fast change in the industry. The
problems include recruiting right people for the organization to gain competitive advantage in
the market. Daraz is facing problems to retain its best employees and the turnover rate is high.
Reward and compensation structure in not very fair in the company and it is creating
dissatisfaction among the employees. Technological advancement is changing the work of HR
managers. Government policies and development of human capital is also a concern of HR
managers in Daraz. Besides, to ensure the on going strategic competitive advantages Daraz needs
to hire good and talented employees. For that reason, they have to focus on three areas to recruit
employees such as personnel policies, recruitment sources and characteristics of the recruiter. A
well designed and effective recruitment process will help Daraz to hire competitive employees
and they can maintain and gain competitive advantage. Also by arranging different types of
training and development Programs the company can make the employees skillful and grow their
career for future. Moreover, in the 21st century human resource manager’s work, role and
function have changed because of globalization and technology advancement. Because of these
fast changes in the world HR department of many businesses is facing challenges. Dazar as a e-
commerce company is also facing lots of challenges. Attracting best candidates for the company,
employees frequent job changing, managing different generation, promoting organizational
culture and employee engagement are few of the challenges that Daraz is facing in 21st century.
The competitors in e-commerce sector are growing fast and it is a challenge for Daraz to be stand
out and unique in the e-commerce industry.

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Introduction

The history of e-commerce in Bangladesh is longer older we think. In Late 90s e-commerce
started its journey in Bangladesh. From 2000 to 2008 the sector grew slowly. But the main
problems were delivery system, payment gateway, customers’ lack of knowledge about e-
commerce industry. When Bangladesh bank allowed online payment a huge change occurred in
this industry. Bangladesh Bank and Bangladesh Association of Software and Information
Services (BASIS) jointly observed “E-Commerce Week” for the first time in 2013.

E-commerce market in Bangladesh has increased rapidly over the past few years. This
remarkable shift occurred in this industry because of improvement in standard of living, change
of customers buying behaviour, availability of internet and economic development of the
country. Not only younger generation but also our parents and even grandparents are ordering
products from online shops. According to German based research institute Statista revenue of e-
commerce industry in Bangladesh was $1649 million in 2019, increased to $2077 million this
year and it might touch $3077 million in 2023. From different e-commerce sites 80,000 families
receives service every day. During COVID-19 Pandemic the online sales increased about 70 to
80%. In Covid-19 many local shops make their presence online. Millions of people are working
in this industry. Customers are ordering their favourite products online because going outside
and gather in shops can bring serious health threats. Around four lakh women entrepreneurs are
selling different products on Facebook and other online platform. About five lakh people will be
employed in Bangladesh in the next five years in e-commerce sector. Raising approximately
USD 41 million e-commerce is now the third highest foreign invested sector in Bangladesh.

The journey of Daraz started in 2012 as an online fasion e-commerce market place in Pakistan
and now it is South Asia's premier online shopping marketplace. It has active presence in
Bangladesh, Sri Lanka, Nepal, Myanmar and Pakistan. In the beginning Daraz’s funding and
work came from Rocket Internet. But later it changed to a general marketplace strategy and
business model in 2015. Daraz serves 5 million customers across the region and it has 500
brands and 30,000 sellers. Daraz was acquired by Alibaba in 2018 and it’s proud to follow the
mission “make it easy to do business anywhere in the era of digital economy”. In Bangladesh
Daraz officially started its journey in 2015. When Daraz first started operation in Bangladesh, the

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company’s main focus was big brands and authentic products. Daraz was slow and steady in first
few years.

Now Daraz has become leading online market places in South Asia. The company is helping
thousands of sellers to connect with millions of customers. Daraz is now Bangladesh's biggest
online shop for Mobiles, fashion, electronic products and many other products. Daraz has
expanded much in Bangladesh after Alibaba bought the company. Currently it has hubs over 33
districts in Bangladesh and it has built the largest sorting center in in Dhaka and collection point
across the country. Last few years, the company has pushed growth through a combination of
the expansion of its coverage and a flow of relentless offers, vouchers, and discounts. For that
reason, it has been able to achieve growth numbers that are greater than almost all other
ecommerce players in the market. While the continuous push of offers and discounts helped
Daraz to grow its numbers, the company suffers from a lack of reputation in the market.
Complaints against product and service quality are sometimes out of control. To overcome these
challenges, Daraz has introduced DarazMall, a category on its marketplace for which the
company provides product quality, service guarantee, faster delivery, and better return policy. It
has also been investing in improving its overall service quality through various measures.

As the e-commerce industry of Bangladesh starting to grow rapidly the competition of of daraz
will also increase. The competitors are trying to raise more money and trying to invest more for
market dominance. Even local stores became online during COVID-19 pandemic. Since the
customers of online stores are increasing and people are now more comfortable with online
purchase the e-commerce companies are trying their best to capture the market. There are lots of
competitors in the market which are:

 Ajkerdeal.com
 Deligram.com
 Evaly.com
 Chaldal.com
 Pickaboo.com
 Bagdoom.com
 Priyoshop.com

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Daraz does not buy products and sell it to customers. Rather it acts as a trustee between the seller
and the customer. There are thousands of products in daraz website. When a customer places an
order in Daraz website it’s protected by a 100% purchase protection policy, safe and secure
payment, 100% genuine products, easy and free return. Daraz will release the money to the seller
only after completion of successful transaction. There are different categories of product
available in Daraz which are given below:

 Electronic Devices
 Electronic Accessories
 TV & Home Appliances
 Health & Beauty
 Babies & Toys
 Groceries & Pets
 Home & Lifestyle
 Women's Fashion
 Men's Fashion
 Watches & Accessories
 Sports & Outdoor
 Automotive & Motorbike

Objectives

1. To find out the obstacles and problems Daraz Bangladesh is experiencing in Human
resources management.
2. To make sure the current strategic competitive advantage what kind of HRM approaches
Daraz needs to follow?
3. In the 21st century what sort of HRM challenges Daraz is going to face?

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Literature Review

Bangladesh entered late in e-commerce industry. It is a new sector in Bangladesh but it saw huge
growth within a short period of time. E-commerce industry in Bangladesh has tremendous
opportunity to grow, but all the conditions are not satisfactory, there are many challenging
factors (Md Shafiqul Islam, 2018). Human resource department in many e-commerce businesses
are facing different challenges every day.

As long as, the organisation want to attract the potential engaged employees the selection and
recruitment process rely on selection method such as testing, structured interview, expert
evaluation, recommendations (Guest,2014). Another important prospect, which gives to
employee recognition in Organization and which is an instrument for enhancing involvement, is
an exterior inspiration system of staff such system includes material and non-material
instruments of encouragement for motivation. IT is emerged on the idea of coherent wage. (
Rubel. et.al.2018).

In the Outlook of Decenzo and Robins and Gray Dessier (2000) the main crucial challenges of
HRM are technology, E-commerce and work force diversity and globalization, ethical
consideration of the Association which may directly or indirectly invade the Organization.
Competitive advantage, especially with empirical improvement, the affect on recruitment,
training and development and job performance with great range can be study in Organization.

The term “training” is the process engaged in improving the trend, skills and efficiency of the
employees to perform generic jobs. Training boosts in updating old talents and manifesting new
ones. Successful applicants placed on the jobs require instructions to fulfill their duties
practically. Chris Obisis (1996) viewed that training and development target to manifesting
efficiency such as industrial, ethical, theoretical and managerial for the improvement of
individual and organizational growth.

The world Federation of personnel management (WFPMA, 2009) survey pointed out the most
essential are leadership development, organizational effectiveness, change management,
compensation, Health and safety, staff retention, learning and development, Successful
planning, staffing, recruitment and skilled labour.

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Objective-1:
To find out the obstacles and problems Daraz Bangladesh is experiencing in Human
resources management.

We have seen slow and steady change in job market over the last few years. The new economy is
growing and there is growing demand for new types of jobs and skills in the market. New
industries like e-commerce, ride-sharing, logistics and many others are becoming popular in
Bangladesh. Daraz hires and trains hundreds of people for warehouse, logistics operation and
sorting center. The skills required for these jobs are different and developments of human capital
for these jobs are also unique. As e-commerce sector is sill new in our country the human
resource management in daraz is facing lots of problems and issues to tackle this situation.
Hiring right people, train and develop them to become competitive, retaining star employees,
cope up with the advanced technology are not easy for daraz HR department. Besides, New
competitors are increasing and trying to capture the market which is relatively new in our
country. Daraz gives lots of offer, discount and coupons to grow its business but the company
suffers lack of reputation in the market because it receives many complaints about its products
and services every day. These complaints mainly comes because lack of skills of the employees
to tackle different complex situations. As the e-commerce sector is growing fast there are many
human resource management challenges daraz is facing. So, the human resources management
challenges of Daraz are given below:

Hiring right people: Hiring right kind of employees with necessary skill, knowledge and
capability is very important for a e-commerce company like Daraz. Because if the employees are
not skilled enough to serve properly to the customers the company will face the negative result
and won’t be able to gain competitive advantage in the market. As Daraz is struggling to recruit
skilful employees it will face difficult challenges ahead and the rivals will capture the market
easily. To hire right employees Daraz must have a talent management process. HR department
should clearly do job analysis so that the employees can be sure about their duties and

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responsibilities. HR managers should be sure what kind of skills employees need in different
positions in the organization. Daraz is not doing these things properly and facing problems and it
is hampering the smooth run of the organization. Also operation as a discipline does not get
much emphasis in out education system. Few organizations are offering specialized courses in
operation management. This is also a reason that Daraz is facing difficulties in hiring right
people in their operation sector.

Job switch of employees: It is one on the main problems of Daraz. Employees of daraz are
frequently switching their job for different reason. It is a massive headache for HR managers. It
is hampering the financial development of Daraz and also it is creating a negative image about
the organization in the market. If the job switching rate increase hiring right people will be more
difficult. It will become a threat for the business. Besides, hiring employees, training them is a
very difficult and costly task. If the employees switch job after few months of working the
company will face huge financial loss. So, HR managers of daraz should be serious to find out
the main reason for it because they invest lots of money, effort and time in hiring process.

Career Development of Employees: Daraz gives training to its employees but it is mainly
restricted to improving knowledge and skills of the employees. Daraz do not focus on
developing employees overall career growth. Being successful in fast in developing sector like
e-commerce will not be possible without providing overall career development programme. If
the company do not provide career development training programs it will not attract good
employees and the company will decline slowly. Frequently switching job is on of the reasons
because of this problem. HR department of daraz should consider offering career development
program to be successful in future.

Reward and Compensation: Competition and Rewards are not very competitive in Daraz. It is
one of the reasons that daraz is not attracting talented and skillful employees who will serve the
company for a long time. Daraz offers low salaries especially in the entry level posts of the
organization. That’s why the company is not attracting talented fresh graduates as much as they
want. As the e-commerce sector is coming to me much more competitive Daraz should review its
salary structure regularly. Besides, there is not much reward system in Daraz. Appropriate

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reward is one of the main factors to motivate the employees. Fair reward will motivate the
employees to work harder to achieve organization goal.

New and fast-paced Technology: Modern technology has changed how human resources
managers work. Daraz's HR department has to update employees regularly so that they can cope
up with the new technology. As the online transaction is increase rapidly daraz and other e-
commerce companies are at risk of hackers and cyber attacks. Without proper cyber security
experts Daraz can face serious consequences. Besides, Beceause COVID-19 pandemic many
employee worked from and faced technology difficulties because they were not familiar with
these advanced technology.

Government policy and regulation: Government changes business policies, rules and
regulations quite often that’s why e-commerce company like Daraz faces problems. If the
government policies are no favourable to do e-commerce business the sector will not grow and it
won't be able to contribute in the economic development of the country. Adapting in ever
changing rules and regulation is a very tough job for the HR managers of Daraz. Regular change
in policy is hampering the business growth.

Development of human capital: As the nature of the job is changing frequently in this modern
era different job requires more education and more skills. Daraz needs to develop the human
capital so that the workers become more knowledgeable and skillful to perform complex jobs.
Now jobs require more knowledge workers rather than manual and clerical workers. HR
employees of daraz need to develop critical and problem solving skills to boost the profitability
of the business.

Findings

The job market of e-commerce industry is changing fast and the HR department of daraz is
facing difficult situations to tackle these changes. The problems include recruiting right people
for the organization to gain competitive advantage in the market. Daraz is facing problems to

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retain its best employees and the turnover rate is high. Reward and compensation structure in not
very fair in the company and it is creating dissatisfaction among the employees. Moreover,
technological advancement is changing the work of HR managers. Additionally, government
policies and development of human capital is also a concern of HR managers in Daraz.

Objective-2:
To make sure the current strategic competitive advantage what kind of HRM approaches
Daraz needs to follow?

To maintain the ongoing strategic competitive advantage and to gain more advantage daraz
needs to follow different human resource approaches. Daraz is one of the biggest e-commerce
platforms in Bangladesh and market share of daraz is 40% among the e-commerce platforms.
But the e-commerce sector in our country is moving very fast recently and new competitors are
entering into to market to do gain the market share. So, to make sure Daraz’s service quality and
products are better and unique than everyone it needs to recruit and select top quality and
knowledgeable employees. On the other hand, to uplift the skills and abilities of the hired
employees Daraz needs to train them according to their needs and arrange effective development
programs so that the company can gain more strategic competitive advantages. As the e-
commerce industry is developing fast holding competitive advantage will be tough for Daraz.
The HRM approaches that Daraz have to follow to gain and maintain strategic advantages are
given below:

Recruitment

Daraz needs attract the talented employees to ensure the ongoing competitive advantage. In e-
commerce sector the job market is very competitive and good employees are hired quickly. So,
before publishing job advertisement Daraz needs to create a complete candidate profile. By
creating candidate profile Daraz can filter out get the best candidate by experience and suitability
for the company.

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To recruit ideal employees Daraz needs to focus on three areas:

i. Personnel Policies
ii. Recruitment Sources;
iii. Characteristics of the Recruiter

1. Personnel Policies: Personnel policies determine the rules and regulation that the company
follow and helps to deal with different human resources situation. It also figures out the process
of what jobs and positions the company has to fill and how should it fill them. Attractive and
competitive personnel policies will attract good and talented employees and daraz can gain
competitive advantage. For effective personnel policies the company has to focus on the
following things:

 Recruiting from within and outside the company: Daraz should figure out how they
can fill the vacant position of the company. The recruiting can be from within the
company if Daraz has suitable employees inside the organization. Dazar can promote
potential employees to the higher level of the company. Besides, it should attract the
outside employees as well to create a variety of skills and knowledge in the company.

 Pay strategies: Pay strategy and structure of daraz should be competitive and attractive
with the competitors. There should be a sustainable pay structure in the company.If the
company develops an effective pay strategy it will attract the skillful employees and they
will stay long period in the company. Skillful employees will help the company to
maintain competitive advantage.

 Image advertising: Displaying good company culture and building a brand will
encourage the potential new generation of employee to join Daraz. About 80% of
millennial are looking for a cultural fit when they change employment, so make sure all
of your content (from your job adverts to your facebook posts) reflects the company and
the company’s values, so they can make an informed decision.

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2. Recruitment Sources: Sources of recruiting employees is also important to ensure
competitive advantage. According to job analysis recruiter of Daraz should figure out from
which source they are going to hire an employee for a specific position. Daraz should consider
both internal and external sources to maintain competitive advantage. The recruit sources are

 Internal sources: Daraz can fill their vacancy from existing workforce by job posting,
rehiring, succession planning and so on. Some of the advantage of internal sources are
given below:
 It motives the employees to work hard and rise above their present position.
 It is also cost effective and simple.
 Employees are aware of the company policy.
 Helps to develop a stable workforce and create loyalty among the employees.

 External sources: Daraz should consider outside employees as well to create a variety of
skills and knowledge in the company. The advantage of external sources are:
 It will help to hire entry level as well as higher level employees.
 Outside employees can generate new ideas for doing business.
 They can be move innovative by working with company’s internal employees.

Daraz can publish job advertisement in newspaper, internet. Besides, they can consult with
recruitment agencies for recruitment. Daraz can also consider outsourcing and offshoring.

3. Recruiters Characteristics: When the recruiter is friendly and confident it attracts a good
candidate. Besides, Daraz’s HR managers have be me good listeners, target driven, patience and
excellent communicator. They should make the candidates comfortable promptly. These traits
will help the company to hire good employees and gain competitive advantage.

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Training and Development

Training:

Training and development have massive importance in creating strategic competitive advantage
for a business. The idea of training and development is more crucially applicable in technology-
based industry like e-commerce which is relatively a new business in Bangladesh. Effective
training arrangements will help the employees of daraz to gain necessary and effective skills and
will help the company to maintain competitive advantage. Some advantages of training are given
below:

 Training employees will help daraz to improve the profitability of the business.
 Employees will gain job knowledge and skills at all level of organization.
 Employees’ moral will improve a lot.
 Employees will find out the goal of Daraz more easily and work towards it.
 It will create a better image of Daraz in the market.
 It will build a positive relation between employees in the level of the company.

Besides, Daraz should figure out what sort of training method they should use according to the
need of employees. Some training method recommended training methods are given below:

 On-the-job training: By using this method the employees of daraz will gain job skills
with the help of an experienced and skillful person.
 Classroom instruction: It will involve lecture slides, discussion, case studies etc to make
the trainee skillful. Instructor can give job related examples and it is also cost effective
and least time consuming.
 Simulation Training: This training method can help the call center executives of daraz
to watch and listen how to deal with complex customer situations based on a real life
situation. Employees can see the impact of their decisions in an artificial, risk-free
environment.

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  Behavior Modeling: It can be one of the most effective training for employees of Daraz.
Because in this training participants observe other people with desire behavior and later
they practice this behavior.

Development:

Daraz should arrange development programs for the employees so that they can gain advanced
knowledge and gain competency. Development is future oriented it may not be related with
employees current job. Some of the advantages of development are given below:

 It improves the quality of employees and the can help the company to gain competitive
advantage.
 Key and talented employees will stay if the company provides effective development
plans.
 By developing employees they can face the challenges of globalization and other changes
 If the work design change and technology advances employees can cope up with it.

It is also important to find out which approaches to follow for employee development. Some
recommended approaches for Daraz are:

 Formal education: daraz can offer short and long term courses, off-site on onsite
programs for the development of the employees.
 Assessment: Daraz can arrange different assessment programs to develop the employees.
Assessment is about collecting information and providing feedback about their skills
communication etc.
 Job Experience: It is a combination of relationships, tasks, problems etc of a employees
job. By promoting. By promoting, job enlargement, job enrichment employees can gain
experience and develop.
 Mentors and Coaches: By working with mentors and coaches employee can learn many
thing and gain lots of experiences and skills. It can help the company to gain competitive
advantage.

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Findings

To ensure the current strategic competitive advantages Daraz needs to recruit good and talented
employees. For that reason, they have to focus on three areas to recruit employees such as
personnel policies, recruitment sources and characteristics of the recruiter. Good and effective
recruitment process will help Daraz to hire competitive employees and maintain and gain
competitive advantage. Besides, by arranging different types of training and development
Programs Daraz can make the employees skillful and grow their career for future.

Objective-3
In the 21st century what sort of HRM challenges Daraz is going to face?

21st century is the century of globalization. Globalization has changed how the tradition business
works in market place. Even the local shops are going online and it has created lots of
competition in e-commerce sector. The technology is advancing is a rapid pace. So the role and
work of the HR managers of e-commerce companies are also changing. HR departments of this
business are facing lots of challenges because of this rapid change. As a leading e-commerce
company in Bangladesh Daraz is also facing problems because of these rapid changes. To
become successful Daraz must find out solutions about these HR problems. The challenges that
Daraz will face in 21st century are discussed below:

Attracting Best candidates: It has become very hard to recruit suitable talent for the e-
commerce company like Daraz. The new generation of employees has a tendency to change jobs
frequently. It has become a concern for HR managers to attract the best candidate who will serve
the company for a long time. The HR managers know how valuable it is to find high quality and
skilled employees but they cannot find these types of employees.

Rapid growth of technology: In 21st century technology is becoming more powerful and
influencing almost everything. There are many businesses which only present virtually. The

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service based companies are increasing. HR professionals have to be alert all the time because
with this fast changing in technology the nature of the jobs are changing. The HR managers have
to update employees regularly so that they can cope up with the new technology. As the online
transaction is increasing rapidly daraz and other e-commerce companies are at risk of hackers
and cyber attacks.

Employee Turnover: In this modern era employees tend to change their job frequently. They
always look for better opportunities with good overall package. Daraz is facing this challenge as
there are lots of e-commerce in the market and it it growing very fast. The competitors offer new
and better opportunities to the good employees and try to hire them. So, Daraz is losing good and
talented employees every year.

Managing different generation of employees: Daraz has multi-generation employees in the

organization. The generations are baby boomers, baby busters, generation X and generation Y.
The thought process, working and communicating style of these generation are different.
Generation X and Y employees are more familiar with technology than the older generations.
Generation X and Y prefer to work with latest technology but the older generations still feel
comfortable with the traditional record keeping and working methods. To retain and
communicate with these different generations is a big challenge for the HR managers of Daraz.

Conflict Management: 21st century creates a lot of stress and conflicts in the Organization
because of long working hours, target pressure, high competition etc. The work load of HR
managers of Daraz also increases because he has to does his work timely before any serious
damage occurs. At one time, he has to maintain his work life and personal life as the stress and
long working hours can also have a proceeds on him.

Employee involvement and grievance management: Employee involvement means that HR

has its eyes and ears close to the ground realities that an employee faces in the job. This extents
with issues like work and life balance, fun at work etc. The HR department of Daraz has to
assure the achievement to just need of employees and addressing their grievance.

Developing organizational culture: Daraz is full of diverse people, which is a good in a way as
different minds will lead to newness and new ideas but managing the culture with so many
diverse minds and putting broad wise the cultural values is a different tasks. The HR manager

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has to put in a lot of hard work and effort to develop a successful organizations formation
because organizational culture is an crucial factor in attracting the new talents. Organizations are
now receiving more flat and simple formation. Globalization will impact HR manager by
prescribing new skills such as language capabilities because the manager will have to speak to
other nationals while selecting them.

Enchanting balance between home and work: TheBHR manager of Daraz has to make sure to
draw a line between leisure and work. He'll have to help employees to find the right balance
between home and work. Increased used of telecommunicating can be enhanced and the
employee should be approved to work at home and avoid elongate trades.

Cultivating and relocating local and foreign talent: The managers of Daraz will have to plan
the allocation of employees as per the employees’ preference to keep them connected to the
Organization. If an employee is emphatically shifted to disapproved location then he's to likely
to stick to the Organization for a longer period. Likewise, during the time of collision he'll have
to send the competitive employees to the charge of situation. Thus it’s a challenging task for the
manager.

Business morals and values: It has become more essential to have ethics and values with
transferring culture and formation and it'll decide the longevity and sustainability of Daraz in the
market place.

Career uplifting and employee growth: Career growth initiatives are taken by the employers
and the employees to Polish their expertise and keep themselves familiar with current
developments. Globalization has brought many technological changes and developments. The
main key to grow and stay in any business is innovation. Taking measures of internal career
growth advantages can help Daraz keep top talent from seeking opportunities elsewhere. It is
very much important to train and develop the employee so that they can cope up with all the
changes and innovation coming in their way.

Role of change agent and business: To succeed, change agents of Daraz must create a strong
sense of unity, motive and joint ownership, as well as a high performing mindset. To overcome
obstacles, a natural part of the change process is included by change agents by understanding and
acknowledging the type of challenges.

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Guiding virtual workplace and e-commerce: For the owner of an e-commerce businesses like
Daraz working from a virtual office definitely come with more benefits than we may have
thought. In fact, virtual offices are becoming increasingly popular these days, as more employees
realise the sustainability and lower cost of these setup. So, the HR employees of Daraz should
therefore learn the unique appeal of virtual offices which canbe a great advantages to any small
business or other type of business organisation.

Constant innovation: In the 21st century, the one of the main purposes of HR managers of
Daraz is to innovate new ideas on a continuous basis. Only that company will overcome who
have made innovation in their unique selling - point (USP). The main challenges for HRM are to
develop innovative formation by focusing the mobilized operation and system of organizations.

Industrial Relation: The management is faced with the challenge of having heart-left industrial
relations with the other industrial partners. To get any kind of help such as technological or other
helps from other industries Daraz has to follow same law for their operation. Thus it is always
essential to maintain good relations with the competitors as well.

Findings

Globalization and technology have changed many things in 21st century. Human resource
manager’s work, role and function have also changed because of these advancements. Because
of these fast changes in the world HR department of many businesses is facing challenges. Dazar
as a e-commerce company is also facing lots of challenges. Attracting best candidates for the
company, employees frequent job changing, managing different generation, promoting
organizational culture and employee engagement are few of the challenges that Daraz is facing in
21st century. Besides, the competitors in ecommerce sector are growing fast and it is a challenge
for Daraz to be stand out and unique in the e-commerce industry.

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Conclusion

The e-commerce industry is relatively new in Bangladesh. But this industry has lots of potential
and it is growing very fast. In Bangladesh Daraz officially started its journey in 2015 and now it
is the leading e-commerce company in the country. The company is helping thousands of sellers
to connect with millions of customers. Daraz is now Bangladesh’s biggest online shop for
Mobiles, fashion, electronic products and many other products.. Daraz has expanded much in
Bangladesh after Alibaba acquired the company. As the e-commerce industry of Bangladesh
starting to grow rapidly the competition of of daraz will also increase. The competitors are trying
to raise more money and trying to invest more for market dominance.

The last few years we have seen the job market is changing. So, Daraz is facing problems and
issues in their HRM department. Recruiting right people, frequent job switching of employees,
creating competitive reward and compensation package, government rule and policy change are
few of the problems that Daraz is faching.

To make sure Daraz maintain and gain more competitive advantages it needs to recruit good and
skillful employees. They have to focus on three areas to recruit employees such as personnel
policies, recruitment sources and characteristics of the recruiter. Beside, different types of
training and development programs are also important.

In 21st century globalization has changed the nature of business. Many businesses are now
present virtually because of technological advancement and availability of internet. Because of
these advancements and changes Daraz is facing lots of challenges. Attracting best candidates for
the company, employees frequent job changing, managing different generation, promoting
organizational culture and employee engagement are few of the challenges that Daraz is facing in
21st century.

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Recommendations

Based on the discussion and analyzing some recommendations for Daraz are given below:

 To hire right employees Daraz must have a talent management process. HR department
should clearly do job analysis so that the employees can be sure about their duties and
responsibilities.
 HR managers of daraz should be serious to find out the main reason employees’ frequent
job switching because they have invest lots of money, effort and time in hiring process.
 Appropriate reward and salary is one of the main factors to motivate the employees. So,
Daraz should make reward and salary structure.
 HR managers of Daraz should design training and development program in such a way so
that the employees can gain skills and develop their careers and help the company to gain
competitive advantage.
 Daraz's HR department has to update employees regularly about different and changing
technology so that they can cope up with it.
 Now jobs require more knowledge workers rather than manual and clerical workers. So,
Daraz needs to develop the human capital so that the workers become more
knowledgeable and skillful to perform complex jobs.
 If the Daraz do not provide career development training programs it will not attract good
employees and the company will decline slowly. Frequently switching job is one of the
reasons because of this problem. HR department of daraz should consider offering career
development program to be successful in future.

Implementation

To implement the recommendation the HR managers of Daraz needs to do some works

carefully. Which are given below:

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  HR managers of daraz should plan and design the recruitment process in a effective way
to attract the top quility employees.
 Plan the training and development process and select the most effective process for
specific need of the employees.
 Discuss with the higher officials and managers to make a fair and competitive reward and
salary structure and implement it effectively.
 Make a research team to find out why the employees are switching their job frequently
and according to that take action.
 There should be a team who always research on the different trends and change in
technology so that the HR managers can work without any concern.
 After finding out the lacking in human capital implement different strategies to make the
human capital more knowledgeable.

Implementing these HR strategies is not an easy task. It takes time, proper planning, lots of
research, hard work of the HR managers, assessment of different situations and many more
things. Daraz HR managers should critically think and discuss with the higher officials to
implement these recommendations without any issues. There should be a cooperative
relationship between all the departments of Daraz.

References

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