Case Study Background
PrimeRealty Developers Ltd., a publicly listed real estate company headquartered in Gurugram, is one of Northern India's fastest-growing property developers. With a portfolio spanning residential, commercial, and mixed-use developments, the company has experienced rapid growth over the past decade, expanding from 300 to over 2,500 employees across multiple locations in the Delhi-NCR region.
Mr. Rajiv Sharma, CEO of PrimeRealty Developers, has recently unveiled "Vision 2035" – an ambitious growth strategy focused on sustainable development, technological innovation, and expansion into tier-2 cities. "Our people are our greatest asset," emphasizes Mr. Sharma. "To realize our Vision 2035, we need to transform how we identify, develop, and deploy talent throughout our organization."
Dr. Neha Kapoor, CHRO at PrimeRealty, has identified significant challenges in the company's talent management ecosystem:
- High employee turnover in critical roles (property managers, sales executives)
- Inconsistent performance across similar project teams
- Difficulty identifying and developing high-potential employees
- Skill gaps emerging as technology transforms the real estate sector
- Lack of clear career pathways leading to employee disengagement
"We need to move beyond traditional job descriptions to a skills-based architecture that enables greater workforce agility," explains Dr. Kapoor. "This isn't just about implementing new technology; it's about fundamentally rethinking how we understand and develop talent."
With the board's approval, Dr. Kapoor has initiated a strategic project to implement SAP SuccessFactors Talent Intelligence Hub (TIH) as the cornerstone of PrimeRealty's talent transformation journey.
Implementation Challenges
As a consultant engaged to support this implementation, you must address the following questions, considering both technical aspects and organizational change requirements.
Case Study Questions (General)
- Performance Management Framework
PrimeRealty currently lacks a unified approach to measuring and tracking employee performance across various departments. How would you design a performance management system that aligns with the company’s objectives and Mr. Sharma's Vision 2035? Outline how you would incorporate specific performance metrics and evaluation criteria for employees in diverse roles, such as construction supervisors, architectural designers, and corporate functions.
- Goal Alignment and Executive Buy-In
Dr. Kapoor has observed some reluctance from department heads regarding the new goal-setting framework. How would you utilize SAP SuccessFactors' visualization capabilities to demonstrate the impact of aligned goal management on PrimeRealty’s overall success? Include specific dashboards or reports that would help executives visualize goal alignment and performance outcomes.
- Data Migration and Goal Standardization
PrimeRealty currently stores performance data across multiple systems, including their legacy HRMS, Excel spreadsheets, and Job Description Manager (JDM). What approach would you recommend for migrating this data to a unified goal management system, ensuring consistency and alignment across departments?
- Growth and Goal-Oriented Career Paths
How would you configure the Growth Portfolio feature to support goal-setting and performance tracking for PrimeRealty's diverse workforce, from construction supervisors to architectural designers to corporate functions? Detail how the system could accommodate personalized career growth while aligning with organizational goals.
- Learning and Development Integration with Goals
PrimeRealty has partnerships with external training providers and an internal learning academy. How would you integrate these learning resources with the Talent Intelligence Hub to ensure that learning journeys are directly tied to employees’ goals and performance improvement?
- Competency Framework and Goal Realignment
Dr. Kapoor believes the current competency framework does not effectively link performance goals with emerging skills in sustainable construction and proptech. How would you realign PrimeRealty's competency framework to ensure that employee goals reflect both current and future skill requirements?
- Internal Mobility and Goal Discovery
PrimeRealty operates across multiple project sites and functions. How would you design and implement the Opportunity Marketplace to facilitate internal mobility, allowing employees to discover roles and opportunities that align with their performance goals and career development?
- Succession Planning and Goal-driven Development
Mr. Sharma is concerned about ensuring that future leaders have the right development opportunities. How would you leverage AI-driven insights within TIH to identify high-potential employees and create goal-oriented development pathways for critical leadership roles at PrimeRealty?
- Change Management for Goal Management Adoption
Outline a comprehensive change management strategy to ensure the successful adoption of the new goal-setting framework across PrimeRealty. Include communication strategies for executives, managers, and employees to ensure alignment with new performance and goal management processes.
- Strategic Workforce Planning and Future Goals
PrimeRealty’s Vision 2035 includes expansion into new markets and technologies. How would you leverage the Talent Intelligence Hub to align strategic workforce planning with the company’s long-term goals? Provide examples of how predictive analytics could guide goal-setting, talent acquisition, and development strategies.
Case Study Questions (SAP SuccesFactors Special)
Implementation Challenges
As a consultant supporting GlobalVoyage Travels' SAP SuccessFactors Performance & Goals Management (PMGM) implementation, address these questions integrating technical PMGM capabilities with organizational change strategies.
Case Study Questions
1. Performance Competency Framework Development
GlobalVoyage uses inconsistent evaluation criteria across regions. Design a competency framework aligning with "Vision 2035" and SAP PMGM.
Solution:
Create a multi-dimensional framework using SAP’s Job Profile Builder:
- Core Competencies:
- Customer Experience Excellence: Cultural sensitivity, crisis resolution (e.g., handling travel disruptions)
- Sustainable Tourism: Carbon footprint analysis, ethical community engagement
- Digital Fluency: AI-driven itinerary customization, VR experience design
- Implementation:
2. Executive Alignment via PMGM Analytics
Regional directors resist standardized evaluations. Leverage PMGM visualization tools to demonstrate value.
Prioritized Dashboards:
- Performance Distribution Heatmap: Compare ratings across Asia/Europe/N. America to highlight biases411
- Goal Cascade Visualization: Show alignment between frontline staff goals and "Vision 2035" sustainability KPIs39
Strategy: Conduct workshops using Executive Review calibration views to simulate rating adjustments4.
3. Legacy Performance Data Migration
Migrate fragmented data from Excel, legacy HRMS, and paper-based systems into PMGM.
Phased Approach:
- Assessment: Audit 15,000+ employee records; identify 5 regional rating scales (1-3, 1-5, etc.)11
- Standardization: Use SAP InfoPorter to map historical ratings to a unified 5-point scale11
- Validation: Run test calibrations with regional HR teams to verify data integrity4
4. Career Path Configuration for Diverse Roles
Configure PMGM to support travel agents, hospitality staff, and corporate teams.
Role-Specific Setup:
- Customer-Facing Roles:
- Development Plans: Tiered certifications (Bronze→Gold Travel Expert)
- Career Progression: Agent → Team Lead → Experience Design Manager
- Corporate Functions:
- Use Objective Cascading to align finance/HR goals with destination ROI targets3
- Integration: Enable Opportunity Marketplace for cross-functional project assignments (e.g., sustainability task forces)59
5. Learning-Performance Integration
Connect internal travel academies and external partners (e.g., UNESCO sustainability courses) to PMGM.
Strategy:
- Configure xAPI tracking for external course completion to update employee profiles9
6. Emerging Competency Integration
Update the framework to include AI-driven personalization and regenerative tourism skills.
Steps:
- Add Proptech Skills: Metaverse tour design, IoT-enabled luggage tracking10
- Use Calibration Workshops to validate new competencies with regional managers4
7. Internal Mobility via Opportunity Marketplace
Facilitate assignments across 20+ countries using PMGM.
Design:
- Tag opportunities with required competencies (e.g., "Crisis Management" for disaster-prone regions)5
- Pilot Cross-Regional SWAT Teams for peak season support6
8. Succession Planning for Leadership Roles
Identify high-potential leaders for VP-level positions.
PMGM Tools:
- AI-Driven Insights: Flag employees with 80%+ competency match to target roles5
9. Change Management Strategy
Ensure adoption across 15,000+ employees.
Phase | Executives | Managers | Employees |
Preparation | Vision 2035 alignment workshops | PMGM simulation labs | "Future of Work" webinars |
Launch | Real-time adoption dashboards | Feedback template toolkit | Gamified training modules |
Sustainment | Quarterly ROI reports | Calibration certification | Peer recognition badges |
10. Strategic Workforce Planning
Prepare for metaverse tourism and climate-resilient travel.
Predictive Use Cases:
- Scenario Planning: Simulate workforce needs for 2030 Arctic cruise expansion9
Evaluation Criteria
- Strategic Alignment: Linking sustainability KPIs to individual competencies (e.g., carbon audit training)1012
- Real Estate Context: Adaptation of hospitality metrics (e.g., guest satisfaction → 25% of ratings)13
Evaluation Criteria
Students will be evaluated on:
- Technical understanding of SAP SuccessFactors PMGM capabilities
- Strategic alignment with business objectives and goal management
- Practical implementation considerations
- Change management approach
- Innovation in applying performance frameworks and goal alignment
- Understanding of real estate industry context
This case study aims to develop students' ability to implement performance and goal management systems while addressing real-world organizational challenges in Gurugram's competitive real estate sector.
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