Case analysis: What kind of market competition does Motorola face when it implements the product strategy in the MOTO strategy?

Hello, Motorola’s success in the Chinese market lies in its ability to always be one step ahead of others, with a sense of innovation and keen market insight, and to be able to identify and solve problems at all levels. MOTO has outstanding models in all grades and positions in the entire mobile phone market. This is why it is so popular among consumers.

Check the selection process and attract outstanding talents

Motorola attaches great importance to talent recruitment and seeks outstanding talents through multiple channels and in all aspects. In order to attract and recruit global information elites, Motorola has established a set of standardized recruitment systems. External recruitment and internal recruitment are carried out simultaneously. Campus recruitment and social recruitment are parallel. Strict recruitment standards are used as the criterion. Only talents are selected and talents are sought.

In terms of how to attract talents, Motorola has a unique strategy that enables the company to always maintain its talent advantage in the fierce market competition, and also makes the company a desirable place for outstanding talents. When judging whether a job applicant is suitable for Motorola's needs, it usually examines it on three levels. The initial screening is to see whether the individual's abilities, professional knowledge, work experience, and way of thinking can meet the company's requirements. The second step is to see if they are interested in the job. If there is no interest, then he will lack enterprising spirit, and the innovative spirit of employees that the company needs most will be impossible to talk about. The last and most important step in the selection process is the consideration of the candidate's personal character and professional ethics. Motorola attaches great importance to the character and professional ethics of its employees. This is because Motorola attaches great importance to team spirit. A person with poor conduct will affect the cohesion and combat effectiveness of the team. No matter how strong his personal ability is, it cannot make up for the losses he causes to the company as a whole.

"Are you honest? Are you confident? Do you have a hard-working spirit? Are you good at communication? These qualities and abilities are Motorola's basic requirements for talents." said a person in charge of the company's human resources department disclose. Moreover, after years of practice, Motorola has developed a complete set of employment standards: honesty, confidence, hard work, good communication, and professional and practical experience that meets Motorola's needs. It pays attention to such a quality when recruiting: see whether the person has a sense of development. He must not only develop himself, but also develop others. Because when an employee reaches a certain stage of development at Motorola, he has the obligation to develop others. Fresh graduates look at his social activity ability, whether he is willing to learn, his team spirit and whether this person can adapt to changes and view changes correctly.

In addition, in terms of skills, Motorola also attaches great importance to English requirements for different positions and skill requirements, requiring employees to have excellent English listening, speaking and writing skills, and to speak a high level of English and a good command of English. Communication skills are a prerequisite for a person's career development at Motorola. Motorola has long recognized that a diverse workforce is indispensable for rapid development in today's world. Now Motorola's gender diversity project has been officially launched in China, with the goal of achieving a 40% ratio of women in management and senior technical staff. Motorola is actively exploring broader development space for female employees, and at the same time attracting more outstanding women to join the company's management and technical development ranks.

One detail worth mentioning is that Motorola uses recruitment speed as an indicator to measure personnel work. The faster it responds to applicants who submit resumes, the more likely it is that outstanding applicants will become company employees. big. Some positions will be filled very quickly, while more senior positions will be filled more cautiously. This is Motorola's experience accumulation.

At the same time, it is Motorola's employment policy to treat applicants equally. They treat every applicant equally in terms of employment and strive to diversify their personnel. The most striking feature is that all regular employees sign indefinite contracts with the company, which is like a reassurance to employees. Unless employees make major mistakes, the company will implement lifelong employment for employees under normal operating conditions. This provides employees with good employment security and enhances their sense of identity and responsibility for the company.

Focus on training and maintain lasting competitiveness

Motorola has a deep knowledge and understanding of talent training. The former president of the company once warned: "If the cycle of knowledge renewal and elimination is As time goes by, we have no choice but to invest in education. Who says this will not become a competitive weapon? "Motorola's training system includes new employee induction training, corporate culture training, department training, overseas training and local training. Strengthen management training, etc. Motorola's training is targeted and differentiated. All training is conducted based on employees' weaknesses, and outstanding employees can receive more and better training opportunities.

New employees must undergo induction education and training after joining Motorola, which usually lasts for two days. Onboarding training helps new employees understand the company's development history, rules and regulations, welfare policies, corporate culture, etc. Next, "integration training" is conducted to teach new employees how to integrate into Motorola's group culture. Motorola has a dedicated website to help new employees "integrate." The company will also assign a "master" to new employees to help solve problems encountered in daily life and be responsible for basic training of new employees. The process of "integration training" usually lasts three months.

Motorola also encourages employees to develop their skills and abilities and provides employees with various trainings through Motorola University and Chinese universities. At the beginning of each year, Motorola will develop targeted annual training plans for the company and personal development plans for employees based on the work priorities, development directions and employee personal goals of the company, business divisions and departments. And track the implementation of training and development plans, evaluate the quality and benefits of training, etc. Generally speaking, the company provides at least 5 days of on-the-job training to each employee every year, and employees can also choose other approved ways to complete the training. Motorola will cooperate with some local universities to start relevant education and training projects, which will be funded by the company. The enrollment and training targets are Motorola employees, and the curriculum will be compiled according to Motorola's timetable. Motorola has also opened a world-class employee technical training center, and some promising talents have been sent abroad for further study, such as Arizona State University in the United States and the School of Management at the University of Buffalo in the United States. It also cooperates with institutions of higher learning around the world, including the Hong Kong Polytechnic University School of Management and Tsinghua University in China, to provide employees with MBA and other academic education opportunities.

In recent years, Motorola’s training system has been continuously and flexibly adjusted and developed. It turns out that Motorola stipulates that each person must have at least 40 hours of work-related training every year, but the training implementation process varies depending on the position. Motorola believes that some positions should not be subject to the 40-hour limit and require more training time; while some positions do not require so much time for training. Different from the mechanical and compulsory training in the past, Motorola now places more emphasis on "differentiated training" and focuses more on the development of enterprises and talents. Motorola believes that training is a differentiated investment in employees and must not be average. Outstanding employees with outstanding performance will receive more and better training.

What is even more commendable is that Motorola has a very famous department in the training industry - Motorola University, which is fully responsible for the training of the company's employees, customers and suppliers. After more than 20 years of development, Motorola University has become an indispensable part of Motorola's transformation process. As a global organization, Motorola University has more than 100 campuses around the world, covering 24 countries around the world, and is recognized as a leader among global corporate universities. As one of Motorola's important global markets, China also has a strong Motorola University to improve employee skills and enhance organizational competitiveness. By adopting Motorola University's prestigious teaching and management model, we integrate solid academic theory with practical business operations, enabling employees to master scientific and systematic business knowledge, improve their competitiveness, and be competent to meet the challenges of ever-changing market competition.

Motorola has also established a complete training and evaluation system.

At Motorola, participating in training is both an obligation and a development opportunity for employees. Employees can participate in various types of training, and can also choose some alternative method approved by the company to complete the training requirements. Through a complete training system, employees can continuously update their abilities and gain promote.

Due to Motorola's continuous investment in training, employees' knowledge and skills continue to grow, which in turn plays a positive role in promoting Motorola's long-term development. Through training, Motorola's localization of management personnel has also been ahead of other Fortune 500 companies, industry insiders commented. 32021 Hope it helps you!