Assessment 3 - Individual Case Study Report
The assessment is related to a real workplace case study, available in the prescribed text book. The use of a real workplace case study of Carlsberg Group will enable you to learn about workplace practices and HR trends in global companies. The case study specifically focuses on the challenges faced by Carlsberg during the development of HR strategies that are effective in a global context. While there are discussion questions shown at the end of the case study in the text book, these are for your own learning only. You should prepare a 2000 word case study report that addresses the following points:
1. In your own words, outline the strategic HR priorities pursued by Carlsberg.
2. Discuss the rationale of implementing the ‘Winning Behaviours’ strategy
3. How does Carlsberg's 'Winning Behaviours' strategy align with other HR practices such as: equity and diversity; workforce planning and development; social responsibility; and work-life balance.
4. Analyse the difficulties the company faced when implementing this strategy in Malaysia.
5. Provide an analysis of how well the 'Winning Behaviours' strategy would work in an Australian context, along with recommendations for how such an implementation could be successfully managed.
A minimum of 15 academic papers should be part of your literature review. Reference to any corporate information (including websites) will not be included as part of the required 15 academic papers.
****PLEASE ADD TABLE OF CONTACTS, INTRODUCTION, EXECUTIVE SUMMARY ,
**** AND FOR THE SECTION 3 AT LEAST 2 HR PRACTICE
*** IN THE SECTION 4 WHEN YOU ANALYSE THE DIFFICULTIES, PLEASE MENTION THE REASON AS WELL.
** RECOMMENDATION NEED TO BE JUSTIFIED.
Please find the following attachments for the case study pdf and for the details information for the assessment.
HRMT20026
Strategic Human
Resource
Management
Assessment 2 Information
Unit Coordinator: Geoff Chapman (g.chapman@cqu.edu.au)
Individual Report
• Weighting: 45%
• Length: 2000 words (+/- 10%)
• Due: Week 12 Friday (7th June 2019) 11:55pm (AEST)
• The assessment is related to a real workplace case study,
available in the prescribed text book.
• The use of a real workplace case study of Carlsberg Group will
enable you to learn about workplace practices and HR trends
in global companies.
• The case study specifically focuses on the challenges faced by
Carlsberg during the development of HR strategies that are
effective in a global context.
Individual Report
• Assignments must be submitted through the Assessment 3
submission link on the Moodle site
• The report should be uploaded as a word document.
• Penalties for late submission are applied according to the
policy. This is 5% of the total marks for this assessment item
deducted for every day (or part-day) the assignment is late.
• You are required to sign a declaration that states your
assignment is entirely your own work, and that it has not
been previously submitted for any other assignment in any
other unit.
Individual Report
• While there are discussion questions shown at the end of the
case study in the text book, these are for your own learning only.
You should prepare a 2000 word case study report that
addresses the following points:
1. In your own words, outline the strategic HR priorities pursued by
Carlsberg.
2. Discuss the rationale of implementing the ‘Winning Behaviours’
strategy
3. How does Carlsberg's 'Winning Behaviours' strategy align with
other HR practices such as: equity and diversity; workforce
planning and development; social responsibility; and work-life
balance.
4. Analyse the difficulties the company faced when implementing this
strategy in Malaysia.
5. Provide an analysis of how well the 'Winning Behaviours' strategy
would work in an Australian context, along with recommendations
for how such an implementation could be successfully managed.
Question 1
1. In your own words, outline the strategic HR priorities pursued
by Carlsberg.
This question requires you to analyse the HR strategy that you
believe Carlsberg is pursuing.
You should rely heavily on academic sources for this question, as
your answer should be referring to specific HR strategies, but you
will also need to provide some support for your observations of
Carlsberg and the practices they are using.
Question 2
2. Discuss the rationale of implementing the ‘Winning Behaviours’
strategy
This question requires you to explain the Winning Behaviours
strategy briefly, and provide a justification for why the company
would implement this strategy.
Your justification should be supported by academic sources,
specifically in terms of why the actions that are undertaken as part
of the Winning Behaviours strategy would likely lead to beneficial
outcomes for the organisation.
Question 3
3. How does Carlsberg's 'Winning Behaviours' strategy align with
other HR practices such as: equity and diversity; workforce
planning and development; social responsibility; and work-life
balance.
This question requires you to apply relevant HR concepts, some of
which are shown in the question.
It should be noted that you DO NOT need to address every one of the
HR practices mentioned in the question, and you are not limited to
discussing only these HR practices. Any of the practices/concepts we
have discussed throughout the term are applicable here.
The main focus of this question is to allow you to demonstrate your
understanding and application of HR concepts and practices in the
context of the Winning Behaviours strategy.
Question 4
4. Analyse the difficulties the company faced when implementing
this strategy in Malaysia.
The case study provides you with some indication of the difficulties
that the company faced when implementing the strategy in
Malaysia. This essentially is giving you an idea of WHAT happened.
Your response should do more than just reiterate the information
from the case study.
Instead of just focusing on WHAT happened (which is what the case
study explains), you should use academic sources to help explain
WHY these issues occurred.
Question 5
5. Provide an analysis of how well the 'Winning Behaviours'
strategy would work in an Australian context, along with
recommendations for how such an implementation could be
successfully managed.
This question requires you to consider the Australian context (e.g.
cultural, national, demographic etc.) and indicate how successfully
you believe the Winning Behaviours strategy would work if applied
in Australia.
This section will effectively form the recommendations section of
your report, with very specific recommendations provided here
regarding how the company should aim to implement the strategy in
Australia to achieve the highest chance of success.
Remember that your recommendations need to be justified
(preferably with academic sources).
Marking Criteria
• As the assignment is worth 45% of your assessment, it will be
marked out of 35.
• A full marking rubric will be available on the Moodle site. The
following criteria will be the basis of this rubric:
• Knowledge - demonstrates a comprehensive understanding of HR strategies and management concepts (20%)
• Application - demonstrates the application of strategic HR concepts to the case, and develops a convincing argument through the use of supporting evidence (20%)
• Analysis - demonstrates the ability to critically analyse the case in the context of contemporary strategic HR practices (20%)
• Recommendations - demonstrates consideration of the implementation steps required for the recommended strategies (20%)
• Research - demonstrates additional research beyond the course material and textbook through the use of recent and relevant peer reviewed academic journal articles (minimum of 15) (10%)
• Presentation - demonstrates a consistent professional style throughout the report, including referencing style, formatting, layout, and grammar (10%)
Plagiarism
• Plagiarism is the intentional use of someone else’s ideas, words or concepts in your assignment without appropriate acknowledgment. It is considered serious misconduct at university and should be avoided at all times.
• Committing plagiarism can carry very serious penalties for students, including expulsion from the university.
• Past penalties include zero marks or a reduction of marks for an assignment. This reduction of marks on one assessment item has even lead to failure of the entire unit!
• TurnItIn is the first place that we look for when assessing plagiarism. This score may increase even after you submit your assignment as more comparisons are made between your work and other students’ work, journal articles or information on the Internet.
Plagiarism
• CQUniversity has a policy on plagiarism and you are
strongly encouraged to familiarise yourself with it.
• Not having read the policy is no excuse when you are
reported for plagiarism.
• The following URL will lead you to CQUniversity’s
policy repository where you can search for plagiarism
procedures and policy. https://www.cqu.edu.au/policy
• There is also information on the unit Moodle site about
plagiarism and academic misconduct. You should read
this information and watch the student video.
Extensions
• Only the unit coordinator can approve extensions on assignments; but, do not email the unit coordinator directly.
• All extensions must be applied for via the Assessment Extension Request system on Moodle.
• Criteria for deciding assessment extension requests incudes:
• The extension request is in writing and includes sufficient details, such as relevant grounds and supporting documents, to enable an informed decision;
• When the extension request was received
• Any other relevant circumstances.
• The act of applying for an extension is no guarantee that it will be granted. Late penalties apply when an extension is not granted. (5% of the possible marks = 1.5/day)
Feedback
• The markers will use the ‘Feedback Studio’ in
Moodle when marking your assignment.
• You will need to click on the ‘blue pencil’ to the
right of your TurnItIn score to access feedback.
• You will notice blue ‘callouts’ and short
phrases that contain feedback. Click
on these to see the feedback that the marker has
written.
• There is also an ability to access the marking
rubric here by clicking on the blue symbol made up
of eight little squares on the right of the screen.

Questions?
• If you have any questions about any of the assessment
items you are encouraged to ask them on the Q & A
forum on Moodle.
• The Q & A forum is on the left side of the HRMT20026
Moodle home page.
• By using the Q & A forum every student can see the
question and receive the same answer.