IndexDescription of the Marketing ManagementCurrent Global StrategyFuture resources of the DepartmentFuture capabilities of the DepartmentFuture capabilities of the DepartmentCompetence for Global Brand ManagerRecruitment, selection and onboarding processDescription of the Marketing ManagementCRH was founded in 1970. It was of the merger of two renowned Irish companies Cement limited and Roadstone limited, established in 1936 and 1949 respectively. Since 1970, CRH has been a leading supplier and manufacturer of building materials. Furthermore, CRH plays a significant role in the marketing department and knows how to create and satisfy customer needs. The marketing department plans growth and goal achievement geographically. The department takes the responsibility of launching the product based on the market segments. The market department has introduced its products in more than 32 countries and supplies in diverse markets such as residential, non-residential and infrastructure. Furthermore, the marketing department ensures that it is diversified across different product ranges and segments. The marketing department provides valuable research with its team of experts and identifies consumers across the globe. Additionally, the marketing department provides technical experts to assist customers in solving their technology problems. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get Original Essay Current Global Strategy Currently, there are huge risks involved in the market due to the large number of competitors, so the marketing department can be the key factor to solve these problems with their dynamic strategy. Strategy is a way to achieve global goals by making different thoughts work together as a single unit. The department refines strategies to achieve objectives. Currently the marketing department has implemented some comprehensive strategies to create its position and growth in cement industries. The possible strategy is to minimize costs and maximize profit with standard quality. Another plausible strategy is to expand your brand globally. CRH knows customer behavior, so the department also creates brand positioning. These strategies make the marketing department unique from other departments. A significant strategy is to expand your product based on market segments. It also makes the market penetration strategy grow in the existing market to increase share. Therefore, it should create a magnificent structure to achieve its strategy. Future Resources of the Department As has been discussed above, CRH is basically a cement manufacturer, so it should have the latest technology i.e. latest equipment, software and machinery, while educated and technological staff Capital needs to know how to implement and use these organizational resources. There is huge rivalry in the cement industry, so educated employees know how to utilize these resources and can minimize future risk and resolve the adverse situation in the market. These resources build and help plan, design and produce. It can be observed that cement industries are eager to create resources because they know the sensitivity of the market. On the other hand, an organization that does not have sufficient resources may face problems in the market and this may cause closure of its business or may be the cause of product failure. Future capabilities of the department Furthermore, capabilities can be the useful tool to achieve objectives ofany organization. It is very important that the department is customer oriented. The department should know how to handle the customer with a professional attitude. However, the department should have some experience in terms of communication skills. Additionally, innovation and ideas can be the most impressive capabilities for the department. Innovation can beat the competition and generate capacity in the organization to build or expand the product. The department should take responsibility and guide its employees. The department must know the importance of accountability. The department can be motivated and play a vital role for the department or organization. The department should grow through development. It should come up with a plan and strategy to achieve results. Future department capabilities Organizational or department capabilities create successful business models and motivate people to deliver on goals. Organizational capabilities can be part of intangible assets. It should be your best bet for achieving or maintaining your goals. The most mandatory objective for the department is to have the fundamental ability to retain the market. However, the competitor and rival may get hold of their product. “A company with strong dynamic capabilities will be able to profitably build and renew ordinary resources, assets and capabilities, reconfiguring them as needed to innovate and respond to (or bring about) changes in the market. The company's resources must be astutely orchestrated and coordinated with the activities of partner companies to deliver value to customers.” The department should have innovation and product development capabilities so that it can provide a concrete platform to achieve the objectives. Teece et al (1997) suggest that “The dynamic capabilities approach is promising both in terms of future research potential and as an aid to management seeking to gain competitive advantage in an increasingly demanding environment. ” The department should be more intellectual, proactive and operational. The department should know how to look into the future to achieve long-term goals. Skills for Global Brand Manager Global Brand Manager is the most significant position for any company, that's why the HR department always looks for a variety of skills for this position. “Given economic pressures, successful organizations will need to be increasingly responsive to rapidly changing external conditions. Therefore, either people within the organization itself will have to be inherently flexible or, and more likely, organizations will increasingly rely on central staff, perhaps operating only at a strategic level, and outsource many of their functions to other organizations that have the ability to respond seamlessly and quickly.” The writer plausibly suggests that the employee should be the strategic core and have a vision. He should know how to make a long-term plan to achieve goals. Another possible skill could be leadership. The Global Brand Manager should have leadership skills. He should be fearless and know how to identify and solve internal and global problems. Nowadays cement industries are expanding globally very rapidly due to infrastructure, so in that case Global Brand Manager should be customer oriented and should drive to improve customer needs across the world. Furthermore, the Global Brand Manager should have technical skills, such as ERP, ORACLE and SAP etc. Since 2000, the world has changed rapidly technologically. An expert manager in.