GenaTech

Introduction

GenaTech is a medium-sized company that designs and sells innovative medical devices.
The company offers groundbreaking healthcare technology solutions for challenging conditions.
It plays a significant role in inspiring new possibilities and hope in people across the globe.
Empathy inspires the company’s technologies that adopt the lifestyle of customers and do not
disrupt the way they like to do their things. GenaTech seeks to come up with adaptive
technologies that alleviate the concerns of users and put control in their hands. The goal of this
company is to enhance productivity which impacts the company’s profitability and sustainability.
Besides, it is determined to utilize innovative technology and new patents to enhance the user’s
experience. All products sold in this company are in line with the legal requirements of the
Federal Drug Administration. There are three functional areas selected to complete the internship
sessions during the first year in this company including human resources, sales, and marketing
coupled with information technology.

Human Resources

Human resources is one of the functional areas chosen in this case. GeneTech company
attributes its success to the proper management of its human resources. Being a medium-sized
company, GenaTech lacks the financial resources of multi-national corporations which
necessitates the need for efficient human resources. Human resource plays a significant role in
managing the employees by creating a balance between their individual goals and aspirations
with those of the company (Gutierrez-Gutierrez & Kaynak, 2018). GenaTech goals and
objectives include ensuring that the products released to the market meet the legal requirements.
The human resource enhances the achievement of this goal through managing the production
processes. It also ensures the recruitment of qualified people in the company. Huma resource

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personnel also develops programs to enhance the competence of employees such as offering
training programs whenever there is an innovation in the company. More so, to ensure
compliance with a legal requirement, the human resource formulates and develops a clear code
of ethics that should be given to every new employee in the company (Gutierrez-Gutierrez &
Kaynak, 2018). Besides, the human resource communicates the core principles and values that
make the company unique and develops initiatives that drive the company’s daily activities.
The human resource in this company has the responsibility of maintaining adequate
staffing. Employees drive the company’s operations as directed by the human resources. The HR
managers are therefore concerned with ensuring the company has adequate and qualifies
employees to pull the necessary human resources. Such is achieved through designing
organizational structures and identifying the type of contract that suits all employees depending
on their duties and responsibilities. Besides, the human resource ensures that the company
recruits only talented employees to help meet the organizational goals and objectives. HR also
supports organizational goals by maximizing the employee’s performance in the company. The
use of various motivation techniques such as training opportunities and promotions improves
employees’ performance (Gutierrez-Gutierrez & Kaynak, 2018). Change is inevitable in an
organizational setup. The HR informs employees of the possible changes and helps them adjust.
For example, Genentech may intend to introduce new technologies such as computer
applications to cut the cost of production while improving profitability. In such a case, the HR
managers schedule training programs for employees without computer skills. Therefore, human
resource plays a significant role in supporting GenaTech organizational goals.

Sales and Marketing

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Sales and marketing is the other functional area in GenaTech company. In this company,
marketing serves the purpose of managing advertisements, public relations, sales, and
promotions. Marketing functions include sales and communications, research and development
as well as customer service among others. The sales department advises the marketing
department depending on the feedback they get from the customers. The main focus of sales and
marketing is customers who help them to drive sales and meet the organizational goals of
profitability and sustainability in the competitive market (Julliene & Franck, 2019). GeneTech,
being a medium-sized company pursues a classical marketing strategy whereby the sales
manager has the responsibility of handling marketing.
Sales and marketing managers deal with the customers and guide the development of
products and services. Besides, they recommend a given product innovation based on consumer
needs and preferences. Besides, the sales and marketing department in this company has the
responsibility of deciding the products that should be sold and the prices to be attached to each
product. They also choose whether it is necessary to include external players such as suppliers
and wholesalers in the production processes (Julliene & Franck, 2019). For example, GenaTech
company can choose to sign a contract with suppliers to distribute the products or have external
suppliers who provide services when needed. Therefore, the sales and marketing section plays a
significant role in supporting organizational goals and objectives.
Information Technology

Every organization strives to perform beyond the rest in its industry. Various factors such
as increased competition and recession hinder companies from achieving this goal. Therefore,
companies adopt strategies to help them gain a competitive advantage. GenaTech has adopted
information technology systems that allow for adequate use of data and reduction of workload.

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Information technology has also played a role in helping the company to comply with various
compulsory regulations such as the FDA approval before distributing their products to the
market. Through the information system, GenaTech can make use of the comprehensive
company databases. Besides, the system allows for data storage, update, and analysis which the
company can use for future reference. The management team also used information technology
to make longevity organizational decisions (Azad, 2021). It is also easier to get information from
external sources that provide information about the economy.
The analysis and comparison of market trends enable the company to make quality
strategic decisions. The company uses information technology to develop value-added systems
which enhance better innovation outputs. For example, GenaTech can integrate information
technology with the manufacturing processes to ensure that the eventual products match the
quality management standards requirements. The employee processes are also controlled by
ensuring only the authorized persons can access give company information (Azad, 2021).
Information systems help in enhancing accuracy and eliminating repetitive tasks which allow
employees to focus on high-level tasks. Besides, the system allows for effective monitoring and
comparison against given criteria. Although the adoption and installation of information
technology can be costly, its benefits outweigh the costs.
Selected area for an internship

My first choice for the internship is human resources. The functional area provides a
broader environment for practice and experience as compared to other areas. When serving the
role of human resource manager, one needs to have knowledge of every other area of operation
in this company. Besides, the role of human resources aligns with my strengths and some can
complement my weaknesses as an individual. One of my strengths is that I am time conscious

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and I get things done within the recommended time frame. Therefore, if I am managing the
suppliers, I would motivate them to get the required products to the market, enhancing
operational efficiency in the company. I am also strategic and I make sure everything follows the
right implementation procedures. Being strategic will allow me to schedule operations, get things
done at the right time and by the right people. I also have gained leadership qualities that will
help me manage the company processes to motivate employees to work toward achieving
specific goals and objectives.

Conclusion

The selected areas will play a significant role in enhancing continued company success.
Such will be achieved through having proper human management to guide the employees
towards achieving the organizational goals and objectives. The proper storage of the company’s
data will ensure that there is a reliable reference for future use. It is also possible to access
information about market trends and make necessary steps towards gaining a competitive
advantage. Besides, the sales and marketing department will enhance the profitability of the
company through developing strategies to reach the target audience. As an employee, I would
choose to serve in the human resource sector. This will offer me an opportunity to exhibit
maximum competence and accountability towards achieving the organizational goals and
objectives.

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References
Azad, M. C. (2021). Information Technology Resources and Knowledge Management in
Competitive Advantage with the Mediating Role of Organizational Commitment (Case
Study: Tile and Ceramic Company). Turkish Journal of Computer and Mathematics
Education (TURCOMAT), 12(13), 4465-4476.

Gutierrez-Gutierrez, L. J., Barrales-Molina, V., & Kaynak, H. (2018). The role of human
resource-related quality management practices in new product development: A dynamic
capability perspective. International Journal of Operations & Production Management.

Julienne, E., Damperat, M., & Franck, R. (2019). Customer Relationships and Digital
Technologies: What Place and Role for Sales Representatives?. Augmented Customer
Strategy: CRM in the Digital Age, 149-166.