Case Study: Lavazza Hiring Process

Paper Summary:

This paper explains that Lavazza has a marketing strategy that is grounded in its premier reputation in Italy; however, on an international basis, Lavazza uses its website and its subsidiaries and authorized distributors to facilitate increased market share across many other geographic areas. The author states that the senior marketing analyst, who will report directly to the Global Marketing Director, must have significant quantitative skills to analyze and recommend strategic development decisions that are viable and within the scope of the Lavazza's current portfolio. The paper includes copies of a position advertisement, interview questions,letters to unsuccessful candidates and to the successful candidate and a draft contract.

Table of Contents:
Introduction
Senior Marketing Analyst Description
Marketing Goals (Senior Marketing Analyst Link with Business Strategy)
Recruitment Section
Draft Advertisement
Immediate Opening: Senior Marketing Analyst
Positioning of Advertisement
Selection Process
Selection Processes/Related Interview Questions
Schedule
Letter to Unsuccessful Candidate
Letter to Successful Candidate
Induction Program and Performance Management System
Table 1: Outline of the Induction Program
Overview of Performance Management System
Remuneration Management
Effective Human Resource Management & Good Corporate Governance
Draft Contract

From the Paper:

"Lavazza offers a high-quality product that is already established in it's home-based market, Italy. It offers a premium product and other coffee based services that place it outside the realm of a coffee distributor. The production process and quality control offered by the company has led to customer loyalty on the home market. However, Lavazza needs to improve its market share on the international market; in fact it needs to begin market expansion throughout Europe, in areas that competitors are unlikely to penetrate like Australia or Eastern European nations."

Sample of Sources Used:

• Arthur, Dianne. 1995. Managing Human Resources, 2nd edition. AMACO.
• Berry, Tim and Wilson, Doug. 2001. The Book on Marketing Plans. Oregon: Palo Alto Software Incorporated.
• "Cambridge Strategies Publication" n.d. Portfolio of Human Resource Audits. Cambridge Strategies Publication. Available at http://www.cambridgestrategy.com/print/phra.rtf
• "Coffee Importation Statistics". 2007 International Coffee Organization Trade Statistics. 07 April. Available at http://www.ico.org/coffee_prices
• "Employment Agreement Template". 2004. University of California- Davis Human Resource Department. Available at http://www.hr.ucdavis.edu/Forms/All/Contract_Appts/001

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