A major method by which the HRM Function can overcome the challenges is by the fact that it should focus on a number of markets in the world. By the process of increasing the focus on different markets in the world, the HRM Function will be able to cope up with the economic crises in one market by the stabilized market in another nation. An example of the same is that the HRM function should plan in such a way that they concentrate on the major markets of the Latin America and the Middle East and also in Africa (Panigrahi, 2013).
By with the concentration on different markets, the HRM Function will make sure that the company has an equal market balance in the world which would also have a direct impact on the sales and the economy of the company. Because of the increase in a number of markets, the problem can be solved in a much more effective manner. In such a scenario, the company should ensure that those brands of the liquor which are more famous in the entire world should be common to all the markets (Atkinson, 2013). There are a number of brands such as blended scotch, which is liked by the people in different nation. This will make it easy for the company to gather more profits.
Geographical weakness is a major issue which is being faced by the Diageo Company. It was observed that in the year 2007, around 74 % of the overall drinks were being consumed by the people in the mature markets. But, this kind of condition may appear to be better if it includes a number of beet volumes in all the major parts of the world, rather than Africa. The HRM should insure that the company has a higher focus in the major markets of the west as well. Also, the HRM function should ensure that the company plans to increase its capital in the markets of Asia pacific. This is one such location where the consumption of liquor is very high. The HRM should focus on having more and more acquisition in the major markets of the world.
There should be a spilling of the planning procedure by the HRM in different markets including the mature markets versus other emerging markets as well. The recommendation to the HRM function is that the acquisition of the company should be more in the markets which are located in Asia regions. In addition to this, the HRM function needs to increase the stand of the company in the Eastern Europe region (Thorby, 2003). The HRM functions should plan to have more and more acquisitions in this region. They are quite weak in the regions of Eastern Europe and are mostly dependent on third parties rather than having a direct market share. The recommendation to the HRM function is to analyze the market situations in these regions and to increase the acquisition of the company in these markets.