HUMAN RESOURCE MANAGEMENT

Being able to maintain and exist to this day speaks to thesuccess and effectiveness of Lazada Group in human resource management.. 1.3 Objectives of the study From the theoretical basis

UNIVERSITY OF TECHNOLOGY AND EDUCATION FACULTY

FOR HIGH QUALITY TRAINING

COURSES: HUMAN RESOURCE MANAGEMENT HUMAN RESOURCE MANAGEMENT OF LAZADA LECTURERS: LE THI KIM KHANG

HO CHI MINH, MAY 2022

TABLE OF CONTENT

CHAPTER 1: INTRODUCTION 1.1 Summary of the topic

For the long-term development of the company, human resourcemanagement is the core factor Good human resource management will helpbusinesses make the most of their employees' abilities As simple as assigning anemployee to the right position and suitable for his ability, he will work at fullproductivity and increase work efficiency to the highest level With a mission tobring consumers great experiences The new shopping experience is completelyconvenient and only deals with genuine products to ensure that customers enjoy thebest warranty and after-sales service, so it is very necessary for people who reallyunderstand and can devote themselves to the service service client for thecommon good of the company In addition, giving the right strategies to help thecompany's growth and survival is extremely necessary Opening courses tounderstand more about company culture, clubs to strengthen co-workerrelationships are also wise moves of the company

This report is intended to help us understand more about the company and itshistory, products and services But the most important part of this report is to help

us understand the management and training process creating human resources oflazada why the company can maintain a stable growth rate Finally, the report willsummarize the human resource management of lazada

1.2 The reason for choosing the topic

In any business, human resources are one of the most important factorscontributing to the success or failure of that business How to effectively managehuman resources is a difficult problem that any business has to face Reality hasproven that the quality and intelligence of the entire personnel owned by theenterprise is one of the important resources showing the prosperity of an enterprise

or organization Therefore, the correct positioning in the process of human resourcemanagement is a fundamental factor for the development and existence of everybusiness Investment in human resource development is an investment for thefuture, helping enterprises to establish a firm foothold in the market and maintain

competitiveness in the current economic environment To achieve this goal, aEnterprises and organizations need to develop a strategy for human resourcedevelopment to cultivate a strong workforce with high professional qualifications,skills and expertise, and a sharp mind.

In the era of more and more socio-economic organizations, the use of humanresources has become one of the common concerns and worries of businesses, aswell as for companies Lazada is one of the pioneers in developing and shaping thee-commerce industry Being able to maintain and exist to this day speaks to thesuccess and effectiveness of Lazada Group in human resource management Toachieve this goal, the team chose the topic “Human Resource Management ofLazada” to learn and deepen their management process

1.3 Objectives of the study

From the theoretical basis that has been learned, the goal of this report is tolearn and research from the theoretical basis of human resource management tobetter understand the management strategy, corporate culture, recruitment process,and so on employment, personnel, remuneration policy of Lazada Group.Through this, one can learn good solutions to many effective human resourcemanagement problems and learn from Lazada

CHAPTER 2: BRIEF INTRODUCTION OF LAZADA 2.1 Overview of the chosen company

Lazada company or Lazada Group is a multinational e-commercecorporation family

Currently, the scale of Lazada has spread over 6 Southeast Asian countriessuch as Thailand, the Philippines, Indonesia, Singapore, Malaysia, and Vietnam.Moreover, Lazada has a warehouse in China, but no Lazada China yet Lazada is ane-commerce company

An international company founded and run by Maximilian Bittner in 2012

At the beginning of 2015, Jack Ma's Alibaba group bought Lazada.In 2013, ayear after its launch, Lazada was voted the best online shopping mall in theprestigious annual Golden Globe Awards

Lazada Vietnam was established in March 2012, a member of the LazadaSoutheast Asia retail system Information about the headquarters of LazadaVietnam:

Vietnamese name: LAZADA VIETNAM EXPRESS DELIVERY CO., LTDInternational name: LAZADA EXPRESS VIETNAM COMPANY LIMITEDLazada company tax code: 0313304214

Address: Floor 19-20, Saigon Center – Tower 2, 67 Le Loi, Ben Nghe Ward, District 1,

Ho Chi Minh City

Phone: 028 7308 1188

Currently, Lazada vn offers more than 10,000 products in 12 categories,meeting meet the needs of customers in Vietnam The slogan "One click, a thousandutilities" Labour Lazada Vietnam Co., Ltd always provides customers with qualityproducts and services of the best quality while also providing a superior customerexperience Ceramic Our mission is to bring customers the most enjoyable shoppingexperience and peace of mind absolute in quality and price with a commitment tofree return if the product is not of the right quality Vision "Becoming the leading

prestigious sales website in Vietnam" Where Ideal shopping: With hundreds ofthousands of diverse products in many industries different products, Lazada canmeet almost all of people's shopping needs and consumption Shopping is easy andconvenient: You can shop anywhere, anytime on your computer or phone withreliable delivery and fast Safe and secure shopping: Lazada provides customerswith a multimodal payment method such as payment on receipt or through a bankaccount to ensure safe shopping It is known that the year Lazada Group reached themilestone of 21 billion USD for the total the value of the corporation's goods afterexpanding the number of active consumers to 1.8 times and 130 million from March

2020 to September 2021

2.2 History begins

Since its inception, Lazada Group is a German e-commerce company It wasfounded by Maximilian Bittner and supported by Rocket Internet in 2012 and itoperates in Southeast Asia Until 2015, it is operating in 6 countries in this regionincluding Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam

Operating until 2015, it was bought by the Alibaba group of billionaire Jack

Ma and the deal was completed in 2015 So far, Lazada is still owned by AlibabaGroup China

Lazada Vietnam is an e-commerce exchange, providing products in manydifferent categories such as furniture, phones and tablets, fashion products, healthcare products, beauty products, toys, sporting goods, etc

Lazada Group is an international e-commerce company founded byMaximilian Bittner with the support of Rocket Internet in 2012 Lazada Group isthe leading e-commerce platform in Southeast Asia With a presence in six countries– Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam – Lazadaconnects this large and diverse region through its technology, logistics, andpayments capabilities Today, Lazada has the largest selection of brands and sellers,and by 2030, Lazada aims to serve 300 million customers

In 2016, Lazada became the regional flagship of Alibaba Group and issupported by Alibaba's best technology infrastructure

In August 2018, Lazada was the largest e-commerce operator in Southeast

Asia based on average monthly web visits.

In September 2019, Lazada group declared it the leading e-commerceplatform in Southeast Asia with over 50 million annual active shoppers

2.3 Specific products and services

Lazada is a marketplace model – an intermediary in the online buying andselling process Thus, except for certain cases (such as receiving customercomplaints, etc.), Lazada will not have much control over the quality of sellers' andsellers' products

In addition to providing products and services, the products on Lazada andare owned by individuals, businesses, and sales companies, Lazada is like a storeand leases items to those partners' stalls for sale and will collect a percentage of thecommission from them Therefore, the products on Lazada are very diverse andrich

Almost all deliverable items are available here: furniture, phones and tablets,fashion and accessories, health care, beauty products, toys, and fitness equipmentsports It can be said that all your shopping needs can be met here when low-valueproducts are also listed for sale on Lazada.vn

Lazada also sets the standard for new e-commerce with the 3-Easy model:Easy to buy - Easy to shop; Easy to sell - Easy to trade; and Easy to deliver - Easy

to deliver Accordingly, this e-commerce platform offers search suggestions and apersonalized shopping interface according to consumers' preferences and habits, sothat consumers can easily and conveniently shop than In terms of seller support,this platform shortens the listing process, along with a series of businessmanagement solutions with real-time charts, and product marketing solutions With shipping, Lazada optimizes the process, and ensures on-time delivery, andcontactless delivery to limit risks for buyers and sellers

CHAPTER 3: INTERNATIONAL HUMAN RESOURCE

MANAGEMENT ACTIVITIES 3.1 Corporate culture at Lazada company.

The culture called "anything can be done" initiated by the general director ofLazada Vietnam, has created turning points for the transformation of the company.Lazada, contributing to changing the mindset of all employees to approach themarket in the company Specifically, Lazada was previously oriented to develop theretail business model Now, this e-commerce platform not only completes the oldmodel but also expands its distribution of products directly to consumers, creatingmore opportunities for stores others participate in online sales with a variety ofgoods and are always ready to meet the needs of customers increased customerdemand With a corporate culture that is widely applied and shared within Lazada

so that all employees understand and pursue the spirit of "anything can be done"encouraging the spirit of daring to challenge and innovate of the Lazada employeeshave brought amazing results such as a fivefold increase in sales number

The core values at Lazada are based on four typical values: Promoting thepotential of each employee: Lazada is unquestionably a master in recruiting talentedpersonnel by continuously creating a fulfilling working environment Dynamic,young, and creative Here, besides the main job, the employees are also equippedwith home skills as future leaders through the programs "Lazada Learning", and

"Learning Festival" held annually Thereby helping employees get more inspirationworking while showing the care of Lazada leaders for employees mine

Prioritizing physical and mental health: Different from businesses that onlyfocus on Focusing on sales results and ignoring the essential needs of employees AtLazada, we always focus on activities to promote health and improve the quality oflife for employees Lazada Human Resources Director- Van Thi Hong Hanh sharedthat the business combined with a California Fitness & Yoga coach live-streamedexercise instruction for employees twice a week Promoting individual roles:Through the face-to-face seminars or contributions through the eNPS system thattake place between employees

As members and leaders, Lazada constantly encourages people to open up to

exchange ideas without worrying about rank This action helps Lazada focusstrongly on demand the highest of the five human needs (Maslow's Hierarchy ofNeeds) from which to Likes employees to confidently voice their opinions andpropose bold ideas Career development opportunities: Coming to Lazada,employees are also given a specific career development roadmap that gives them along-term vision to help them improve their career goals and position themselves.Where is the body on the way to advancement?

3.2 An overview of the international human resources management strategy at Lazada.

3.2.1 The organizational structure of personnel of Lazada.

Picture 3.1 Lazada Express organizational chart (LEX)

Source: HR department, Lazada Vietnam Co., Ltd.

From the diagram above, we can see in Lazada's personnel structure asfollows:

Country Manager: is the top manager of LEX, the highest level of acompany at the Lazada branch in Vietnam, deciding on development orientation

issues company, increase or decrease capital, decide on investment items, decide toincrease or decrease personnel, means, tools of labor, business through financialstatements, business results annual business.

The general services department includes: Human resource management isresponsible for resource planning human resources, monitoring and evaluating thesituation of human resources, statistics of human resource needs to plan to recruit,train, evaluate staff performance Finance, Legal help for the General Director ofthe company in the fields of finance and accounting; go on business capital andasset management; inspection work, Country Manager LEL Fabian internal control;cost management and business analysis and related matters the legal side”

Operations director of Lazada Express, in which the LEX segment includesthe following departments: Human Resources, Legal, PMP (Project ManagementProfessional) – Specialized Project Management industry, Ops (Operations) – fielddelivery department Next, the delivery department the scene includes Fleet – Fleet

of vehicles/vehicles; Hub – Feeder unit; Routes – Route management; Sort- Sortingdepartment; Network- Network; Support - Support department

3.2.2 The organizational structure and operational functions of the Human Resources department

Picture 3.2: Organizational structure and functions of the resourcedepartment

(Source: Trần Kim Dung, Quản trị nguồn nhân lực (NXB Thống kê, 2006), page 30)

The organizational structure of Lazada's human resources departmentincludes: The resource attraction department Human resources have the function of

human resource planning, job analysis, and test interview Training anddevelopment have the function of career orientation, training & coaching trainingemployees, to foster and improve the qualifications of leaders and professional staff.The set the labor compensation department will evaluate the performance ofemployees, management salary, bonus, welfare, reward, and discipline The laborrelations department is in charge the role of signing labor agreements, settlingcomplaints, occupational safety, health & canteen Finally, there is clerical work,administration includes clerical work and document storage Structure by the level

From the above table, we can see that Lazada's labor level tends to increasesteadily over the years from 2015 to 2018 Which, the labor force with universitydegrees always increases at a large rate compared to the remaining qualifications,has the largest number, accounting for 51% of the total number of employee’scompany (512 employees) From here, it can be seen that science and technology inthe service industry E-commerce become more and more modern, the more itrequires a workforce only highly qualified employees can meet the developmenttrend, so it is necessary to increase the quantity and improve the quality of theworkforce compared with the actual situation

Structure by age and gender

Divided by age group, there are 4 groups including age under or equal to 30 with