HRManagementReportof

BeautyElementsVenturesInc.

Afinalpaperpresentedto

PeterDanielG.Fraginal

ManagementandOrganizationDepartment

DeLaSalleUniversityManila

InPartialFulfillment

oftheRequirementsfor

SHURMAN(K37)

1stTermSY(20142015)

Espinosa,Samatha

Mutuc,JeanThorRenzo

Saquilabon,Shana

Sy,Justin

Ui,Amara

Yeh,Jed

July7,2014

I.BackgroundoftheCase/CompanyProfile

CompanyDescription

Established in 2006, Beauty Elements Ventures, Inc. is the first to introduce

kojic acid soap in the Philippine market. Initially, the company supplied kojic acid

soap to dermatologists, who prescribed it to patients with skin pigmentation and

darkening problems. Word spread like wildfire regarding the effectiveness of kojic

acid soap. Realizing its potential, BEVi launched the original kojic acid soap

formulated the traditional Japanese way and made even better by adding virgin

coconutoilinthemix.

In a span of three years, BEVi succeeded in lording it over the skinlightening

category under the brand name Kojie.san. They also created product extensions

and launched the Complete Kojie.san Skin Care System. Furthermore, they are

able to extend our product line to other categories such as antiaging, acne

treatment,mensskincare,cellulitecontrolandfragrances.

Their commitment to quality is reflected in the recognition given to them for

five consecutive years as Soap Brand of the Year at the Watsons Health and

Beauty Awards. They will continue to innovate products and expand their distribution

to bring the highest level of consumer experience to a greater number of people.

TheircurrentPresident/CEOisJazzBurila.

Vision

The company envisions Being the first to introduce kojic acid soap in the

Philippine market, Beauty Elements Ventures Incorporated aims to be the

leading company in the skincare industry to provide products that meet the

dermatologicalneedsofeveryFilipino.

Mission

We are a personal care company whose commitment is to provide

consumers with products that are capable of providing the true sense of quality,

highest standard of safety and delivers its claims from innovation to creation. We

are a trustworthy and secure company that keeps our customers needs first

beforeourown.

Goals

As a highlycompetitive company in local beauty products, Beauty Elements

VenturesIncorporatedassuresthat:

quality service will be given to our customers through producing unique

productsthatsuittheirinterests

asustainablenetprofitwillbemetinthelongrun

theproductswillnotaffectthephysicalaspectsofourcustomers

thetrustofthepublicwillbeearnedthroughaddressingtheirneedsefficiently

help in the rehabilitation of the dwindling economy will be given, as well as

resolving unemployment and fostering goodwill and understanding through

businessadventurism

History

In 2004, consumers clamor for alternative whitening active other than Papaya

extract, this was obviously felt from the growing demand of high value beauty soap

sold in dermatology clinics. These are with high value 34 times higher than what is

currentlysoldintraditionalsupermarketsandbeautycareoutlets.

As a result, Jazz Burila, then a National Sales Manager, decided to retire in

her 15 years of service from one of the reputable multinational companies to venture

into several business, from distribution of footwear to different trading of consumer

goodstowholesalersandretailers.

After going to different lines of business, Ms. Burila learned of the clamor for

alternative whitening active. Tapping the opportunity, she then continued her venture

byattendingformalclassesandseminarsinsoapmaking

It was then in the mid of 2006 when the brand Kojie.san was launched and

foundedbyJazzBurila,thecurrentPresident/CEOofthecompany.

The packaging of the product is the first ever Japanese Geisha design to

launchinthePhilippinemarketthatalsoconceptualizesminimalistpackaging.

Throughout the year, the brand expanded from Chinese wholesalers to

selectedKeyAccountlikeWatson'sandMercuryDrug.

In 2007, the company broadened its line of business by renting a

manufacturing plant in San Pablo city and developing product extensions for

Kojie.sanSkinCareLine.

The next year, BEVI expanded by means of acquiring a 1 hectare industrial

lot in San Pablo city and began its development in August. In March 13, 2009, the

new plant located in San Pablo City opened. BEVi had their office in Arranga St.,

Makati city for 3 years and finally relocated to 1262 Batangas St,. corner Honduras

St.,SanIsidroVillage,MakatiCityinlate2013.

Products

Beauty Elements Ventures Inc. has 8 main brands: Kojie.san Classic,

Kojie.san Premium, Kojie.san Men, Dreamwhite, Pureganics, Kontur, Lolita, and

Defensil. Kojie.san Classic includes the Kojie.san Skin Lightening Soap, which is

made from a combination of kojic acid and reduces the formation of melanin, and

highgrade virgin coconut oil, which deeply moisturizes the skin. Kojie.san is the first

and original kojic acid soap distributed in the Philippines. Another part of the main

brand is the Kojie.san Face Lightening Cream, which is a healthy alternative to

lightening. This cream combines the lightening properties of kojic acid and the

healing power of rosehips that effectively reduce the appearance of dark spots and

restores the skins suppleness. The other two are the Kojie.san Body Lightening

LotionandtheCleanserToner.

The second main brand of BEVi is Kojie.san Premium which includes

Kojie.san Sunblock Sports, Kojie.san Sunblock Face, Kojie.san Foam Wash, and

Kojie.san Underarm Whitener. Kojie.san Sunblock Sports provides a broad

spectrum of protection against the harmful UV rays anytime and anywhere.

Kojie.san Sunblock Face protects ones face from sunburn and premature aging.

Kojie.san Foam Wash is another elite product innovation, this product effectively

eliminates excess oil, dust and dead skin from ones face. It also helps control hyper

pigmentation resulting in a healthier, brighter and younger looking skin. And lastly,

Kojie.san Underarm Whitener is a special formula that combines the most stable

and natural skin whiteners. It lightens and evens out skin tone to perfection without

irritation.

The next main brand is Kojie.san Men which has soap, body lotion, and deo

spray. This brand of the company targets the males. Dreamwhite is another brand of

thecompanyandisforantiaging.Ithassoapandlotion.

Another product innovation of the company is Pureganics. Pureganics

comes from the purest form and best quality of organic produce. It is a skincare line

created by the same technology behind Kojie.san that is all natural with no

preservatives. It has 7 different variations: papaya, avocado, cucumber, calamansi,

lemon,moringa,andbengkoang.

Kontur is another product line of BEVi. It has soap and lotion that visibly

reducecellulitesandstubborncurves.

The company also has a product line of fragrances which is actually Lolita. Its

objective to capture the hearts of young girls everywhere. With irresistible scents

varying from floral to fruity and everything in between, BEVi believes that there is a

Lolita for every kind of girl and every kind of personality. Lolita spray colognes come

in fun, handy bottles that are colorcoded for each different scent: Rouge, Fantasy,

Fairy,Cospink,Cali,andChick.

And lastly, Defensil is allnatural antipimple treatment. It has soap and cream

which combine active ingredients that dries pimples and heals scars that it left

behind.

Table1.1BEVIsProductGrowth

Website

The website of BEVi can be accessed through this link: http://kojiesan.com.

Consumers are able to know more about the brands, campaigns, and events of the

company through the website. Moreover, they can fill out and send a feedback form in

order to reach the management of the company for certain purposes. The address,

telephonenumbers,andemailaddressofthecompanyarealsopresentinthewebsite.

StatementoftheProblem:

Objectives:

ToknowthespecificHRproblemsofthecompany

To be able to come up with alternative solutions that will address the different

challengesandneedsoftheBEVisHRDepartment

SWOTAnalysis

According to Weihrich (1999), in this rapidly changing global economy, it has

become necessary for individual nations to use their comparative advantages in order to

remain or become competitive and prosperous. Nations must optimize the use of their

strengths and weaknesses in light of the opportunities and threats presented to them by

factors external to their country. Hence, below are the strengths, weaknesses,

opportunities,andthreatsofCherryLaboratoryInc.andwereanalyzedbytheresearchers.

STRENGTHS

Beauty Elements Venture Inc. has been in the local industry for almost 7 years. With

the numerous years in the industry, the company has already created various products

including fragrances, whitening products and deosprays. They have been gaining a

competitive advantage in the local market. The company has loyal customers, which they

consider as their source of strength and inspiration in producing their products. Their

brands reach even the farthest and remotest area of the country through the help of their

partners, employing 15 distributors and with over 500 sales representative covering the

various accounts. They are able to advertise in magazines and sponsor events like FHM

andCosmopolitan.

Though the company has a lot of competitors in the local and international market,

they are still able to produce unique products that continue to satisfy their consumers. Their

pricing strategy also makes their customers stay loyal to them. The companys products

aremadeaffordablefortheircustomers.

The company also explored companies abroad to broaden their network of

connections. This includes Indonesia, Dubai, other Middle East countries. They do not just

sell their products locally but they also export them internationally. The company have been

oneofthetrustedcompaniesbothinthePhilippinesandMiddleEastcountries.

These strengths continue to support the company through keeping the business

running in the industry. Without these strengths, the company might not be able to operate

well.

WEAKNESSES

BEVi has no procedure to follow when employees have complaints. The employees

in the company see counseling in their organization as ineffective. They see their

managers as approachable and considerate when it comes to work. With this, it can be

perceived that theres a weak relationship among employees and between their managers.

But they do not see counseling is a solution to resolve their problems specifically stress

management. There is a need to reformat the stress and counselling aspect of the

company as it is very vital for the employees since they get to experience various kinds of

situations ranging from sales and field work to office work. The management should

consider this and look into it at different angles so that they will be able to extend their help

to their employees not only in their office work but also in their personal lives as they

improve on themselves and become better in terms of coping with stress and dealing with

problems.

OPPORTUNITIES

This age is all about the rise of different innovations and technologies so with this,

the company can consider opening an online market. Products in the various online

markets are very saleable to the customers because consumers can easily buy products.

They can provide new services in lieu of the application of an online market. They can

providedifferentpromos,givefreebiesandmanymore.

In addition, the company could use some marketing or promotional techniques to

boost the business. This is a great opportunity to let the business outshine other

competitorsbypopularizingtheirproducts.

THREATS

There is a presence of new marketing strategies and tactics by established

products and companies letting the company be left behind by its competitors. A lot of

consumers are also using new substitute products and these products continue to emerge

and attract the target market of the company. Lastly, there will always be a presence of

uncertainty in the Philippine economy and the company might experience economic

pressure in the future. This might lead to slow recovery of the business in the future or even

thedeclineofthebusinessnotjustinthelocalindustrybutalsointheinternationalmarket.

Likewise, the company can have lesser customers because they have a tendency to

change their preferences. They can choose to buy products from international brands or

other local brands than to purchase BEVi products. Similarly, their consumers can also

prefertobuysubstituteproducts.

Below is the diagram for the summary of the SWOT analysis of Beauty Elements

Ventures,Inc.:

AlternativeSolutions:

A. Organize a series of personal developmental activities such as

miniolympics,teambuildings,andcelebrationsforcertainoccasions.

Team building, miniolympics, and parties can boost overall employee performance,

promote teamwork: within and across, improve communication, establish a stable

relationship between members, raise morale, enhance employee job satisfaction and help

tobroadentheunderstandingofcorporategoalsandobjectives.

Activitiesincludedintheteambuildings:

a.Communicationactivities

b.Problemsolving/Decisionmakingactivities

c.Adaptability/Planningactivities

d.Trustbuildingactivities

B. HaveTalkshopdevelopaTimeandStressManagementCourseforBEVi

Talkshop helps with prioritizing, deadlines, and stress at work. They created an

enlightening class called Time and Stress Management course that will help employees as

well as managers take better control of their schedules and how to tackle them with a

healthierattitude.

The course involves 30% of facilitatorbased discussions while 70% is dedicated to

aninteractivelearningexperiencethrough:

PracticalRoleplayScenarios

GuidedDemonstrationActivities

TimeManagementExercises

MeditationSessions

ListeningWorkShop

SelfreflectionSessions

Theemployeesandmanagersthatundergoesthiscourselearnsthefollowing:

1. Howtotakechargeofyourthoughts,emotions,schedules,andoverallsituations

2. How to apply centering and relaxation techniques that help you become more

coherent

3. Howtoapplytoolsthatpromoteindividualeffectivenessinhandlingchallenges

4. How to promote adaptability to stressors that make room for better relations and

positiveworkenvironment

5. How to apply mindfulness and other selfmanagement tools that promote healthy

attitudeandeffectivehabits

Theyalsogetthebenefitof:

1. Theabilitytoprioritizeandsetrealisticmilestones

2. Increasedproductivityandreducedstresslevels

3. Betterfocusonthetasksathand

4. Ahealthierapproachtowardsyourworkresponsibilities

5. Anoverallhealthierlifestyle

C. ImplementanEmployeeTrainingandDevelopmentProgram

Recommendation:

ActionPlan:

Conclusion:

REFERENCES:

Borja,J.(2014,July5.)Personalinterview.

Burila,J.(2014,July5.)Personalinterview.

Taylor,A.(2013).LeadingtheWay:Organizationalchangecanbemanaged.

RetrievedonMarch31,2014fromtheWorldWideWeb:

http://thegazette.com/2013/04/14/leadingthewayorganizationalchangecanbem

anaged/#ixzz2xj1gvUXU

Moulesong,B.(2010).Effectivecommunicationintheworkplaceiskeyto

copanysuccess.RetrievedonMarch31,2014fromtheWorldWideWeb:

http://www.nwitimes.com/business/jobsandemployment/effectivecommunicationi

ntheworkplaceiskeytocompanysuccess/article_819dd545eba9551e87d09

3504efdc7bc.html

Cannons. (n.d.). Organizational Behavior. Retrieved on March 31, 2014 from the

World Wide Web:

http://www.angelfire.com/blues/cannonsessays/org_behavior/ORGANIZATIONAL_B

EHAVIOR.htm

Newstrom,J.(2011).Organizationalbehavior:Humanbehavioratwork(13th

ed.).Boston,MA:McGrawHill/Irwin

Johns, Gary. (2005). Social Behaviour and Organizational Processes.

Organizational Behaviour: Understanding and Managing Life at Work. Harper

CollinsCollegePublishers.ConcordiaUniversity.

Weihrich, H. (1999). Analyzing the competitive advantages and disadvantages

of Germany with the tows matrixAn alternative to Porter's model. Retrieved

on March 10, 2014 from the World Wide Web:

http://www.usfca.edu/fac_staff/weihrichh/docs/germany.pdf.