Performance appraisal & underperformance: A study on Apex
footwear limited
A research paper submitted to Anisa sultana in partial satisfaction for the
requirement of Performance appraisal management section A course.
Submitted by:
Tanin Rahman (18-37340-1)
Anisha Farzana (18-36236-1)
Afroza Hossain (18-37714-1)
Abu Hasan (18-37235-1)
Sharmin Akter (16-31373-1)
Submitted on: 25/02/2020
Dhaka, Bangladesh
Acknowledgement
At the beginning I would like to express my deepest gratitude to Almighty Allah for giving
me the strength and the composure to finish the task and the most merciful blessing with
patience and tenacity of mind to complete the requirements of this report.
We would like to express our special thanks of gratitude to our honorable faculty Anisa
sultana who gave us the golden opportunity to do this wonderful report on Performance
appraisal& underperformance of Apex which also helped us in doing a lot of Research and
we came to know about so many new things we are really thankful to her.
We would also like thank our team members who contributed their valuable thoughts and
research on this report. Without their help this report could not be complete. We would like to
thank [Link] the best search engine which really helped us to reach and gather all
our necessary information and accomplish this report. And most importantly many thanks go
to those sources which helped and allowed us to do this interesting report.
Many thanks go to Apex website and Specially Imteaz Ibne Mustafa (HR Manager) who
spent his valuable times and shared his knowledge and experience with us without his help
we would not be able to complete this report.
Letter of Transmittal
Date: 25-02-2020
Anisa Sultana
Senior Assistant Professor
Faculty of Business Administration, AIUB
Subject: Letter of transmittal
Dear miss,
With due respect we the undersigned herewith submit our report titled Performance
appraisal & underperformance: A study on Apex footwear limited. Please acknowledge the
receipt of this report.
Sincerely,
Tanin Rahman (18-37340-1)
Anisha Farzana (18-36236-1)
Afroza Hossain (18-37714-1)
Abu Hasan (18-37235-1)
Sharmin Akter (16-31373-1)
APEX
Foot wear limited
Apex Footwear Limited- the leading shoe making brand in Bangladesh started its journey
more than two decades ago on January 4, 1990. From the inspiration of leather business, it
started the shoemaking operation. Apex is highly committed to achieve the highest level of
trust and respect of its customers by adding value to the products and enhancing the customer
experience by ensuring a central distribution center, world class environment and SERVICE
WITH A SMILE, we ensure that we are always with our customers.
Apex started its retail chain in 1997.
Apex is the largest retail chain with own stores in all 64 districts of Bangladesh.
Main office is located at House- 6, Road- 137,Block-SE(D), Gulshan-1, Dhaka-1212
EMAIL: customercare@[Link]
HELPLINE:+8809617223344
Their biggest retail store in Bangladesh, located in Bashundhara City Shopping
Complex, Dhaka.
Somedays ago (20.02.2020) we had visited their main office and we had a great conversation
with their HR manager. He share with us their performance appraisal policy and also share
what steps they are taken for their underperformance employees. From these great
conversation we are able to prepare two cases one of them on Performance appraisal and the
other one is under performance. Here the two cases are given: -
Case on performance appraisals
In APEX foot wear limited 15000 approx. employees work. Apex categories their employees
in 3 level these are: worker or sales employee level, manager or supervisor level, top level.
Based on the categories apex gives appraisals based on their performance. For worker or
sales employee they follow target base. The employee’s gets target to sale 7lakh per year and
apex do not wait for the year to end and check whether that employee reached the target or
not, apex always monitors the employees work and they can predict whether the employee
can or cannot. For managers or supervisor employee they follow 360 degree. Apex appraise
the performance of manager or supervisors based on their stock management. How better
they manage the stock, how they supervise employee under them, are they able to show the
correct cash inputs amount. Finally for the top level employees they follow, KPI (key
performance indicator). Based on their behavior, sincerity, decision making, and skills. Apex
also follows rating scales for every level of employees, here employees get score based on
their performance. Their rating scale has score out of 4 points for example: 4-3.5 point means
outstanding, 3.5-3 point means excellent, 3-2 average, and below 2 is unsatisfactory if this
score gets any employee that means he/she gets fired.
Questions
1) For sales employees in target base appraisal does apex only focus on sales or it is also
important to be an ideal employee?
2) Is it necessary to follow different performance appraisal for different level of
employees?
Solution
1) We visited apex footwear limited in 20.2.2020. We had a great meeting with their HR
manager. He explain many things about performance appraisal, from him we came to
know that they do not follow any academic appraisal methods for workers or sales
employees. Base on the target they gives incentives rewards like- bonus, increase of
salary, sales profits. Here their (apex) only focus is to fulfill the target of sales
whether employees comes or not, employee is rude or nice, every day they sale or not
if the employee fulfills the target any way they got rewards. On the other hand if an
employee is very attentive, comes to out let every day, nice to everyone but his sale
did not reaches target he got warnings and if he keeps like this he may got fired.
2) Yes, it is necessary to follow different performance appraisal for each level of
employees. Why? Because performance appraisal is done based on performance and
every level of employee does not work same. As Apex categories their employees in 3
level these are: worker or sales employee level, manager or supervisor level, top level.
These employees work is different. Sales employees works in outlets and their work is
to sale products, managers or supervisors may work in factories or outlets or office
their job is to supervise employees and check the stocks also guide his/her under
employees, finally the top level employee are HR head, Marketing and sales head,
Administrators etc. they took decision to achieve company goal. As the works are
different of each level employees so it is important to took different methods for their
performance appraisals.
Case on under performance
Hasib is a salesman of Apex Uttara outlet. In this outlet there are four salesman with
Hasib. Hasib is well motivated to his job and he is living nearby of his outlet. All the
salesman giving service to the customers from 10 am to 10 pm. All of the salesman
give a target of selling seven lakh per year from their assistant officer. Hasib is doing
his job well but as he is a new salesman that’s why sometimes he is not able to serve
the customers properly. After completing his two months of job his manager inform
him he may be not able to fulfill his sales target end of the year. So the manager
warned him to doing better performance. Suddenly he has been transferred from
Uttara outlet to Jamuna outlet. But after two months service in this outlet his
performance is not improved. But all other salesman doing well without him. At last
the company decide to fire out him from the job.
Questions:
1) Why Hasib didn’t performed well?
2) Did the Apex Company take proper steps before fire him from the job?
Answer:
1) As we can see that, Hasib is a well-motivated salesman of Apex Uttara outlet.
And from the case we also know that he is living nearby of his outlet. But he is not
performed well that’s why manager is not satisfied with him. But the other salesman
doing well only Hasib is an underperformer salesman in Uttara outlet. As we know
from the case that he is living nearby of his outlet and he is well motivated for his job
so we can say that there is no problem of motivation, structure or alignment of this
Uttara branch. So it is slight easy to say that he has a skills problem. He is not well
skilled salesman and that’s why he is not performed well and this is the main reason
of his underperformance.
2) I think Apex take proper steps before fire him from the job. The reason is explained
bellow:-
We visit apex footwear limited in 20.2.2020. We had a great meeting with their HR
manager. He explain many things about performance appraisal and under
performance. When he was explaining this we had a question that “What steps they
are taking for their underperforming employee”? He then told us the underperforming
employee should transfer to another outlet for better performance and if he is not able
to doing better than he may fire from job.
In this case we can see that Hasib had been transfer from Uttara to Jamuna outlet but
again he has been not able to doing better performance and that’s why he had fire
from job. So this is the reason of my saying Apex take proper steps before fire Hasib
from the job.