Impact of Corporate Governance on Employee Motivation and Social Responsibility

The assignment provided is a comprehensive analysis of the impact of corporate governance on employee motivation and social responsibility. It includes a detailed review of relevant literature, including academic articles and books, as well as online resources. The topics covered include the role of executive leadership in promoting social responsibility, the impact of social and emotional intelligence on employee motivation, and the effectiveness of socially sustainable sourcing mechanisms. The assignment also touches upon legal issues related to equal pay for women, as exemplified by the Asda case study.

Corporate Strategy and
Governance

Table of Contents
TOPIC:-............................................................................................................................................3
CHAPTER 1: INTRODUCTION....................................................................................................3
1.1 Overview and background of the research.......................................................................3
1.2 Overview and background of organisation.......................................................................3
1.3 Rationale of research........................................................................................................4
1.4 Research aims & objectives..............................................................................................5
1.5 Research questions...........................................................................................................5
CHAPTER 2: LITERATURE REVIEW.........................................................................................6
CHAPTER 3 : RESEARCH METHODOLOGY..........................................................................10
3.1 Primary Data Collection.................................................................................................10
3.2 Secondary Data Collection.............................................................................................11
CHAPTER 4 : CRITICAL REVIEW OF RESULTS ...................................................................13
4.1 Critical review on the basis of secondary research........................................................13
4.2 Critical review on the basis of primary research............................................................14
CHAPTER 5 : RECOMMENDATION AND ACTION PLAN....................................................24
5.1 Recommendation............................................................................................................24
5.2 Action Plan.....................................................................................................................25
CONCLUSION..............................................................................................................................28
REFERENCES..............................................................................................................................29
.......................................................................................................................................................30

TOPIC:-
“To ascertain the issues related to gender gap and its impact on employee motivation
within workplace. A study on ASDA.”
CHAPTER 1: INTRODUCTION
1.1 Overview and background of the research
Corporate strategy is defined as a direction which organisation take with an aim to
achieve success in marketplace for a long term. It generally focus over the need of an
organisation to adopt changes in its operations so that company can survive in its marketplace.
The formation of corporate strategy involves the development of scope as well as purpose for the
organisation so that it can perform its operations in a most efficient manner (Marquis and Lee,
2013). This report is based on the issue which is faced by ASDA due to poor corporate strategy
as the female employees of ASDA are over strike for removing the issue of gender bias. So in
order to identify the main reason behind this issue, research is conducted. This research also
focuses toward the importance of employees motivation within workplace and ways through
which it influence the work done by them.
Employee motivation is generally a process of keeping employees dedicated toward the
for action they are required to perform in business. It is energy level, creativity and commitment
which company workers bring at jobs. It is very important for entity to provide motivation to
their work so that both organisation as well as individual goal and objectives can be achieved.
Company usually performs number of action in order to keep its employees motivated and
aligned toward the goals of organisation. It is because a happy and motivated employee is more
productive then a worker who doesn't have an inner urge to work. So, in order to keep employees
motivated, company must provide some reward over their performance like salary hike,
incentives promotion and many more (Muchlinski, 2012). These actions support an employee to
achieve their targets in order to get appreciation and appraisal from senior management. This in
turn will help company in achieving their goals as well as competitive advantage at marketplace.
1.2 Overview and background of organisation
ASDA is a well known British Supermarket which offers a variety product related to
grocery items and is consider as a second largest supermarket in Britain. It serve its customers
through its number of store and online services that includes superstores, super-centre,

supermarket, petrol filling stations and depots across UK boundaries. In addition to these core
supermarket services, company also provide a number of other services such as mobile phone
and financial services. Its marketing promotions is generally based upon its pricing strategy as it
provide product or services at relatively lower price with a tag-line that says “Save Money. Live
Better”. ASDA is operating its business in retail industry from year 1949 and has a great history
of customer satisfaction as well as quality services. But apart from this, company is facing an
issue related to its employees i.e. the women workers working in ASDA has filed case against
organisation where they was discrimination among pay between male and female. The male
employees working in same position got high pay as compared to female (Bell, Filatotchev and
Aguilera, 2014). So in order to identify the solution to problem this research is conducted which
support in determining several areas where improvement can be made in order to resolve this
issues. As the major concern in this problem is that employees are demotivated toward their
work which is required to remove in order to retain and maintain the employees within the
organisation for longer period of time. These issues can be rectified using Corporate strategy
which help ASDA in setting up certain rules and regulations to guide actions taken by company.
This further support company in performing their operations in a planned and more reliable
manner which in turn will provide it an opportunity to achieve desired result.
1.3 Rationale of research
Corporate strategy is very essential for a company as it support in solving the issues that
are usually faced by company. Current research is conducted to determine the role of corporate
strategy in improving the functionality of an organisation and removing the issues faced by an
organisation. Main reason behind performing this investigation over corporate strategy is to
determine benefit of this concept for an organisation and what impact does a company have
when it implement business model of corporate strategies. This research is focused over ASDA
and issues which are faced by company. As the female employees of ASDA has assumed that
their pay is below the male worker and because of which they also filed a case against company
to remove this culture of differentiation on the bases of gender. This has affect the reputation as
well as performance of company for a large extent. By conducting this research, investigator will
be able to determine the ways to overcome this issues and methods through which ASDA can
regain its goodwill at marketplace (Sethi, 2012). In addition to this, it will also help in
determining the role of Corporate Strategy in motivating employees and keeping them satisfied.

This research is based on primary investigation that is conducted through collecting fresh data
and because of which this research contains a relevant information. Research focuses on
developing an understanding related with the ways in which Corporate Strategy support a
company in formulating their objectives and improving operations for achieving success. As per
the view point of researcher the equal pay law is one of the most crucial factor that must be
consider by a company while paying off its employees. But in case of ASDA, company is paying
its employees on the bases of differences in the term & condition on which employees are
working. While conducting this investigation, research found several issues like time provided
for investigation is very limited and it is not possible to investigate properly in such a short span
of time-period.
1.4 Research aims & objectives
Research Aim:
“To ascertain the issues related to gender gap and its impact on employee motivation
within workplace. A study on ASDA.”
Research objectives:
 To identify the issues related to raise gender gap within ASDA
 To ascertain the impact of equal pay legislation on organisational policies and employees
of ASDA
 To evaluate factors that need to be considered by ASDA while developing corporate
strategy to motivate its female workers
 To determine unique corporate strategy which helps ASDA in resolving its issue
1.5 Research questions
Research Questions:
 What are the main issues which raise gender gap within ASDA?
 How equal pay legislation impact on organisational policies and employees of ASDA?
 Which factors need to be considered by ASDA while developing corporate strategy to
motivate its female workers?

CHAPTER 2: LITERATURE REVIEW
A literature review is also called narrative review which includes knowledge from
substantive findings and theoretical as well as methodological contributions of particular topic.
2.1 Issues which raise gender gap within ASDA
As per BBC report given by Kamal Ahmed, it has been evaluated that there were issues
in ASDA related to gender gap. More than 1000 women claimed that they did not get same pay
as male are getting being their job is of same value and position. There was difference in pay as
women worker could be compensated six years of back pay. ASDA mentioned that they follow
policies for equal pay and treating all staff equally (Van den Berghe, 2012). They are demanding
from the company to implement “equivalent value” and majority of women get affected by this
action. But it has been assumed that some male employees are working in stores also taking part
in this process with an aim to get higher price. As according to them they would also get a pay
rise when the actions are taken on behalf of women under Equal Pay Act. After fighting against
it also there was 19.7% gap between male and female earning if measured in terms of hourly
(Asda faces mass legal action over equal pay for women, 2019). Apart from this company stated
that it pay off its employees on the bases of work which they performed and not the bases of
gender or other discriminatory factors. Further ASDA said that they follow different sort of pay
scale criteria on the bases of work performed by each department as it is impossible to maintain a
single pay structure for employees when they all are working over different objectives as well as
conditions.
As per the views point of Butler Sarah (2017), ASDA presented the report against this
claim and said that there is no comparison between these two worker group. Because there are
number of departments which operates the distribution channel as well as store differently and
hence follow different methods to pay its employees. ASDA is now seeking for the permission to
take this case to court of appeal. In case when ruling continues to hold then the retailers could be
forced to adjust amount being paid to its shop floor employees which is around 100000 plus. But
the GMB union is currently seeking that management of ASDA will answer about the solution
of this issue. Apart from this they are also waiting that ASDA provide a sensible negotiated
action that will present that female staff of ASDA will be paid and valued equally as male
employees. But ASDA has claimed that the pay which is being provided to employees are on the
bases of their departments as well as kind of job they perform within the organisation. In

addition to this management stated that at ASDA hourly paid employees who are working over
same job and location are paid with same amount. Men and women that are doing same job and
at similar distribution centre have equal pay (Rao and Tilt, 2016). But the pay rate that are
provided in store is different from the amount which is paid within distribution centre that is
because of legitimate reasons i.e. different market rate for different job and sector.
2.2 Impact of equal pay legislation on organisational policies and employees of ASDA
According to business advice report (2019), it has said EU law was placed which ensure
principle of equal pay between male and female workers when equal value is applied. It is
effective in UK in which it can relied on employee against public and private sector. But a case
of ASDA regarding Gender inequality pay becoming more frequent. But management said that
ASDA is owned by WalMart which employ distribution worker which are generally male and
they work at different site and wage because of which they have different mean of calculating
pay. But the women claimed that they get discriminated on the bases of gender and doen't get
equal pay (Amran, Lee and Devi, 2014). If the female employees of ASDA get succeed in this
case then company has to change its plan and policies and restructure its payment system. Apart
from this, company is claiming that pay which employees get are because of difference in the
working terms. If it is so then this may also create more issues among employees regarding pay
system which company operates. But despite of this, if the current pay system of ASDA is
gender bias then the success of claimed case will help in satisfying the employees from their job.
This helps in increasing productivity of organisation in smooth manner (What implications does
the Asda equal pay ruling have for business, 2019).
As per the view point of Khan, Muttakin and Siddiqui (2013), The Equality Act 2010
work over the principle that men as well as women must be paid equally when they are working
over same position. This become very crucial part of each organisation to follow this law in
order to survive in marketplace. Recently, case regarding equal pay has been aroused in front of
ASDA where female employees filed case against company and demanding for equal salary.
This equal pay case against ASDA has been sued in year 2014 when the law firm named as
Leigh Day asked the workers of ASDA retailer about the past and present. This has been done to
influence employees if they are discriminated by the company then they come in front and join
the claim for equal pay. They contacted large number of employees and then proceed to speak in
employment tribunal on behalf of many of them. When the ASDA employees get succeed in

their claimed case then company is required to pay £100 million for compensation and this will
be raise in future. Apart from this employees will be able to compare warehouse and retail
workers after wining the key legal argument. This may have potential implication for employees
of retail sector who follow similar kind arrangements in their own workforce. On the other hand
ASDA have to face increasing risk of equal pay claim (Tang, Hull and Rothenberg, 2012). They
have to publish gender pay gap report on regular bases and then analyse the result and try to
solve them if major issues find from this. Apart from this they have to conduct equal pay audit
and improve their business policies on the basis of this analysis.
2.3 Factors that need to be considered for developing corporate strategy to motivate its female
workers
According to Roy Saunderson (2019), there are number of factor that have a capability to
motivate and influence the employees at workplace. So, in order to keep its female employees
motivated toward their work, these factors must be considered by ASDA for developing
corporate strategy. Following points describe about these factors: Reward Equally and fairly:- It is very important factors that need to be considered.
Here, deserving worker should be awarded, increase in pay and providing benefits to
motivate them. ASDA can consider such factors for increasing efficiency of workers and
organisation (Fernando, 2012). They can establish qualitative criteria in order to evaluate
awards and performance. Apart from this they can also set some reward system over
particular range of targets where employees get rewarded in term of appreciation or
monetary benefit in case when they able to achieve set targets.
 Respect and Courtesy:- Each and every women working in an organisation need to be
respected and treated in better manner. This support in keeping female employees happy
and satisfied with their job as well as workplace environment. This in turn will helps
corporate in achieving their set goal and objectives by retaining their high skilled
employees for longer period of time. ASDA need to consider such factors for motivating
their staffs and workers so that employees feel respected to work in organisation (Top 10
ways to motivate women in your workforce, 2019).
On the other hand as per the view point of (..), the motivation of employees depend upon
the various factors that are present within the working environment of the company as well as
ways in which an organisation operates its business. Apart from this motivation of employees

also get influenced by the behaviour which is present by employer to its employees and value
that being provided to worker while they perform operations at job. Factor which affect the
mindset and motivation of employees are given as under: Guidance to employees:- There must be a leader which regularly guide its employees
during their work and support them to develop their skills at workplace. This has an great
influence over mind set of worker as they feel valued and important for the organisation
which motivate them to work effectively. ASDA must its women worker an opportunity
to align themselves with corporate leaders so that they can get guidance from
professional coach. This will represent a culture that company is very serious about the
situation when it comes to the growth and success of females at workplace.
 Reward up-gradation:- It is one of the most crucial factor that must be consider by a
company while planning for motivating its employees as cash reward not always work
toward motivating employees. When any female employee truly goes beyond or above
the work expected from her then ASDA must reward that employees in order to boost up
their confidence and push them to work harder for getting appreciated. But cash benefit
not always work well so company must identify new ways to appreciate their work like
gift them family trip tickets, promotion etc.

CHAPTER 3 : RESEARCH METHODOLOGY
Methodology refers to theoretical and systematic analysis of methods, which is applied to
conduct a study on specific topic. It provides description of different modes of data collection,
which helps in gathering, analysing and interpreting the information, in research work. It
includes primary and secondary resources which are used to collect specific information on
chosen topic. Therefore, both methods give opportunity to researchers to conduct their research
work in more precise and specific manner. They can obtain effective outcomes for addressing
objectives of selected topic and give recommendation for further improvement as well.
3.1 Primary Data Collection
When data is collected for first time by researcher then it is called primary data
collection. It is specific and original work of research. Under this method, researchers are used to
conduct survey in own manner by choosing a sample from total population. There are different
methods for primary collection available such as interview, focus group, questionnaire, survey.
Concept of these methods can be described in following manner:-
 Interview: It is conducted through telephone, mail or personally. In personal interview,
there is face to face interaction where interviewer asks various questions. They get more
reliable information through personal meeting. As it is time consuming and expensive
where sample is taken from geographical area. Here, information is taken in depth and
there is no misinterpretation. Sometimes, respondent can give wrong information to
interviewer. In telephonic interview, interviewer collect information by contacting
individual on telephone and ask questions orally. The main advantage of telephonic
interviews are cheaper, less time consuming, flexible and no requirement of staffs.
 Questionnaires: In this type of method, questionnaire is sent to respondents who can
read, reply and understand. The questions are printed on definite order and format which
has to be filled by concerned person. The questionnaire should be short, simple, logical
sequence and avoidance of technical terms. The advantage of such type of questionnaires
are free from bias, adequate time to give answers, easily approachable to respondents. It
also carry some disadvantages such as time consuming, chances of errors, inflexible and
low rate of return.

As per this regard, project-makers use questionnaire method of primary research, to
gather information about case study of ASDA.
3.2 Secondary Data Collection
When data are collected by other than user taken from published or unpublished sources
is called secondary data collection (Wright and Brown, 2013). It includes publication of
government, public records, journals, report of banks, magazines. For conducting secondary
research, project-makers can obtain data from internal and external sources. Here, sales report;
financial statements; customer details; feedback from retailers, distributors and more, are some
internal sources which provided specific knowledge about company. Similarly, Governmental
reports like population census and tax records; business journals; internet access etc. consider as
external source for obtaining secondary information. Both of these sources help in gathering
specific and reliable information on a particular topic.
It can be concluded that researcher use both technique for data collection in research for
achieving their aim and objectives. Under this process, project-managers of ASDA have
formulated a questionnaire related to employee motivation and reduce gender gap within
business. This format has further fill up by 20 respondents who are selected randomly from total
population (stakeholders).
Questionnaire
Name:
Age:
Gender:
Q1) Do you think unequal wages on the basis of gender can arise discrimination at
workplace?
a) Yes
b) No
Q2) Does gender gap affect organisational culture and policies of a company?
a) Yes
b) No
Q3) In what manner, issue related to unequal pay in ASDA effects its policies?
a) Influence other workers' perception

b) Create difficulties to recruit new talented workers
c) Create negative publicity of business at marketplace
Q4) What is the main reason behind female staff turnover in ASDA?
a) Unequal pay scale between male and female workers
b) Unequal treatment
c) Ineffective organisational policies
Q5) According to you, which law allows female workers of ASDA to raise their voice
against discrimination?
a) Equal Pay Act 1970
b) Equality Act 2010
c) Sex Discrimination Act 1984
Q6) Which is the most effective strategy ASDA can use to resolve its issue?
a) Develop employment policies as per equal pay legislations and other laws
b) Promote an effective organisational culture
c) Build effective corporate strategy
Q6) Which is the best way by which management of ASDA can motivate its female staff?
a) Show consistent respect and courtesy
b) Reward equally and fairly
c) Highlight female leaders who have no titles
Q7) What are the main factors ASDA need to concern while formulating corporate
strategies?
a) Eliminate discrimination
b) Women empowerment
c) Reduce gender gap
Q8) Do you think corporate strategy helps ASDA in retaining its talented, especially
female staff workers?
a) Yes
b) No
Q9) Provide recommendation for ASDA in creating equality and providing job
satisfaction to both male and female workers, to achieve their retention?

CHAPTER 4 : CRITICAL REVIEW OF RESULTS
4.1 Critical review on the basis of secondary research
The information which is gathered under secondary research are analysed through
perception of various researchers, under this part (Joshi and et. al., 2015). As in present research,
issues related to female staff turnover are evaluated in ASDA, therefore, critical review of
articles chosen for the same, can be analysed as beneath:-
Issues which raise gender gap within ASDA:
From the view point of Gupta and Shaw (2014), it has been evaluated that the ASDA
follow different pay structure in order to provide salary to its employees. This includes payment
on the bases of operations performed by each department as well as terms and conditions on
which employees are working. For instance the worker that are working within retail department
have a totally different pay as compare to the salary which warehouse department get. The retail
department mainly hire male employees and by comparing their pay women worker filed a case
against ASDA regarding equal pay. Around 1000 female employees are demanding to get equal
pay as they want to remove the gender bias from company.
Impact of equal pay legislation on organisational policies and employees of ASDA:
As per the view point of Njoroge and Yazdanifard (2014), it can be determine that Equal
Pay Act work toward promoting the two employees working over same job profile must have be
equally and should not be biased in term of their gender, age and disability. So, the case filed
against ASDA regarding equal pay among males and females have an huge impact over
organisational policies as well as employees working within the company. If the female
employees get succeed in this case then ASDA have to give extra pay to shop floor employees
that are around 100000 plus. This lead company to change its salary payment structure. Apart
from this after increasing this pay employees of other department will also claim to increase their
pay scale. Hence this issue may have negative impact over the working as well as performance
of employees and also leads to increase in conflicts among employees at workplace.
Factors that need to be considered for developing corporate strategy to motivate its female
workers:
As per the view point of Guillaume and et. al., (2017), there are number of factors that
are present in environment of workplace which affect the mindset of employees by motivating

them toward achievement of their targets. These includes reward equally to all the employees
which further influence them for working in the direction to achieve their targets with an aim to
achieve the reward. Apart from this respect over workplace as well as regular guidance also
support in inspiring female employees to work effectively. But in addition to this it is very
essential for ASDA to improve its reward system as monetary benefit not always work well for
appreciation. Hence it is very essential for company to show some creativity over their reward
system in order to keep its female employees motivated toward their work.
4.2 Critical review on the basis of primary research
Under this part of research, critical evaluation has done on the basis of reviews and
feedback of respondents. These respondents have been chosen randomly from a sample of total
population (Hakim, 2016). They have given their viewpoint on chosen topic which would
organisation to take effective decision for resolving issues. Therefore, in context of present
research, analysis of data which has gathered through primary research can be described in
following manner:-
Theme 1: Gender gap can arise discrimination at workplace
Q1) Do you think unequal wages on the
basis of gender can arise discrimination at
workplace?
Frequency
a) Yes 18

b) No 2
Interpretation: In an organisation, any type of inequality on the basis of salary, wages, race,
caste-ism and more, create discrimination at workplace. According to survey on 20 respondents,
as mentioned in above graph, 18 users are agreed on this statement. They have stated that if a
company runs unequal policies related to pay scale, gender and more, would create feeling of
discrimination under workers. It will also negatively impact on performance of them which
affect profitability and growth of business as well. While, remaining 2 respondents are agreed
with same argument. As they believe that discrimination usually arise when a firm doesn't
concern on developing relationship among workers, belongs to different background.
Theme 2: Gender gap affects organisational culture
Q2) Does gender gap affect organisational
culture and policies of a company?
Frequency
a) Yes 17
b) No 3
a) Yes
b) No

Interpretation: Gender gap refers to an issue which arise when a company give employment to
male staff more as compare to female workers. So, it creates discrimination under employees
especially when female staff got less salary rather than of male. Therefore, it creates conflicts
among workers and impact on their performance in negative manner. In addition to this, it also
create negativity at workplace which affect organisational culture and policies too. As per this
mentioned graphical representation, it has interpreted that out of 20 respondents, 17 are in favour
of this statement. They also thought that any type of discrimination at workplace will definitely
affect organisational culture. It would impact on individual behaviour also which affect their
performance and productivity too. While rest of 3 respondents don't think the same. They have
believed that discrimination could not affect culture in vast manner.
Theme 3: Issues can affect entire policies
Q3) In what manner, issue related to
unequal pay in ASDA effects its policies?
Frequency
a) Influence other workers' perception 8
b) Create difficulties to recruit new talented
workers
5
c) Create negative publicity of business at
marketplace
7
a) Yes
b) No

Interpretation: Issues related to unequal treat employees on the basis of gender can affect entire
business. As in case of ASDA, it has faced problems related to female staff turnover, which have
occurred due to unequal payment. In this regard, some female workers have raised their voice on
such discrimination against the respective company. Therefore, it affects perception of other staff
also and create negative publicity of business also. This would also create difficulties in front of
management to attract new recruiters to work with ASDA. It has interpreted from this given
graph that out of 20 respondents, 8 are in favour with concept of influencing perception of other
staff. They have stated that remaining workers think negatively about company and will not to
work more for longer period. While, 5 users have stated that rumours about discrimination under
workplace of a company, may create difficulties for HR administration. As they will face issues
related to introduce talented workers within business. In addition to this, remaining 7
respondents are thought that it will affect reputation of company by creating negative publicity at
marketplace.
Theme 4: Reason behind female staff turnover
Q4) What is the main reason behind female
staff turnover in ASDA?
Frequency
a) Unequal pay scale between male and female
workers
7
b) Unequal treatment 6
a) Influence other workers'
perception
b) Create difficulties to recruit
new talented workers
c) Create negative publicity of
business at marketplace

c) Ineffective organisational policies 7
Interpretation: As ASDA faces issues related to female staff turnover therefore, researchers
have analysed that there are various reasons behind the same. It includes unequal pay scale,
unfair treatment with workers, ineffective organisational policies etc. These factors arise
discrimination among workers of ASDA on the basis of their gender as well as create job
dissatisfaction among them also. So, it increases high-staff turnover rate within respective
company, which impact negatively on performance and productivity of ASDA also. As per
review of 7 respondents out of 20, it has evaluated that unequal pay scale of this company is the
main reason behind female staff turnover. As it impact negative on job satisfaction of workers
while working within its workplace. Other than this, 6 respondents have believed that treating
unequally the workers and discriminate them on the basis of gender, will be main cause behind
same. While, rest 7 respondents have stated that due to ineffective policies related to
employment, human resource allocation, reward and compensation etc. increases staff turnover
rate within ASDA.
a) Unequal pay scale between
male and female workers
b) Unequal treatment
c) Ineffective organisational
policies

Theme 5: Legislations help workers in raising their voice against discrimination
Q5) According to you, which law allows
female workers of ASDA to raise their voice
against discrimination?
Frequency
a) Equal Pay Act 1970 9
b) Equality Act 2010 6
c) Sex Discrimination Act 1984 5
Interpretation: In order to improve conditions of workers within an organisation and prevent
them from discrimination, Government of UK has made various laws. It includes Equal Pay Act
1970, Equality act 2010, Sex Discrimination Act 1984 and more. All these laws give opportunity
to workers to get equality at workplace. In context with ASDA, it has interpreted from
a) Equal Pay Act 1970
b) Equality Act 2010
c) Sex Discrimination Act 1984

perception of 9 respondents out of 20, that Equal Pay Act aid its female workers to raise their
voice against discrimination. As this law has amended all organisations which are run in
territorial boundary of UK to give equal wages to staff as per their role. While other 6
respondents have stated that Equality Pay Act affects minds of people more. They gain rights to
demand equal treatment from management if any type of partiality happens with them. Other
than this, remaining 5 respondents are in favour with Sex Discriminate Act. As it prevents them
from activities which create discrimination on the basis of sex.
Theme 6: Ways to motivate workers
Q6) Which is the best way by which
management of ASDA can motivate its
female staff?
Frequency
a) Show consistent respect and courtesy 8
b) Reward equally and fairly 5
c) Highlight female leaders who have no titles 7
a) Show consistent respect
and courtesy
b) Reward equally and fairly
c) Highlight female leaders who
have no titles

Interpretation: In order to reduce staff turnover rate, it is essential for ASDA to motivate
workers by concerning on various factors. It includes provide reward and compensation to
employees on the basis of their performance and contribution in growth of business. Along with
this, by showing consistent respect and courtesy to female workers and highlight such leaders by
giving them a proper title. This would help in boosting morale of workers and motivating them
to give best performance. It has interpreted from above graph that out of 20 respondents, 8 are
believed that show respect and courtesy to female staff for their outstanding performance, will
motivate them to work hard. It will also provide job satisfaction and arise feeling of equality in
them also. In addition to this, 5 respondents have stated that by recognising workers and giving
them rewards will retain them for longer period. Other than this, remaining 7 respondents
believed that highlighting female leaders and giving them specific position will help in reducing
staff turnover rate.
Theme 7: Factors which help in formulating effective corporate-strategy
Q7) What are the main factors ASDA need
to concern while formulating corporate
strategies?
Frequency
a) Eliminate discrimination 5
b) Women empowerment 8
c) Reduce gender gap 7

Interpretation: As corporate strategy plays major role in increasing productivity of workers and
improving policies of business. Therefore, in order to resolve issues related to discrimination
among workers on the basis of gender, management of ASDA needs to concern on various
factors. It includes reducing discrimination, women empowerment and reduce gender gap. All
these factors assist management of ASDA to formulate effective corporate strategy. It will help
in turning negative image of business into positive one and reduce staff turnover rate also. As per
feedback of 5 respondents out of 20, they have states to reduce discrimination for retaining
workers. While 8 users are in favour with women empowerment by which it can boost morale of
female workers to give outstanding performance. It will also help in attracting people to work
with this company. Apart from this, rest 7 respondents state that management of ASDA requires
to concern on reducing gender gap among workers. This would help in promoting effective
organisational culture and retaining workers for longer period.
Theme 8: Corporate strategies helps in retaining workers
Q8) Do you think corporate strategy helps
ASDA in retaining its talented, especially
female staff workers?
Frequency
a) Eliminate discrimination
b) Women empowerment
c) Reduce gender gap

a) Yes 17
b) No 3
Interpretation: Form the above mention graph it can be analysis that ASDA must take some
decision or changes, so that they able to reduce the employees turnover ratio in appropriate
manner. The researcher of respective company conduct research on 20 respondent and form that
17 respondent think that they must design new strategies. By it help ASDA able to retain their
talented employees, especially female staff. According to this they can make policies, rules,
programmes to reduce female employees turnover. On the other hand 3 respondent out of 20
think that they didn't need to design any new strategies to retain employees especially female
workers.
a) Yes
b) No

CHAPTER 5 : RECOMMENDATION AND ACTION PLAN
5.1 Recommendation
In order to eliminate discrimination which has arisen due to ineffective employment
policies, it is recommended to ASDA to build effective corporate strategies. This strategic plan
will clearly define goal and ways for achieving strategic management. In this regard, it is
important for organisation to implement and make strategy which are beneficial for both
stakeholder and shareholder. ASDA has faced issue related to unequal pay between male and
female because of ineffective policies related to salary. Due to issue, female staff workers have
filed case against ASDA to provide them equal pay and treat equally. So, it arise many negative
rumours about company and increase staff turnover rate as well. Therefore, in order to solve such
issue, it is recommended to managers of ASDA to use Porter Value Chain Model as corporate
strategy. This model will describe activities through which respective company can resolve its
issue and gain high competitive advantage as well. As per this model which is given by Michael
Porter, it has analysed that major activities of business can be described into two main aspects as
given below:-
(Source: Value chain model, 2018)
Illustration 1: Value chain model

Primary Activities
It is related with physical creation, maintenance, sale and support product and service. It
consists of inbound logistics, outbound logistics, marketing and sales, operations, service. Such
elements are very important for ASDA in order run different activities in organisation. It
improve corporate performance of entity effectively and efficiently.
Support Activities
These activities support primary functions of organisation. For example, procurement
helps in operations activities of organisation and also supports marketing, sales etc. It consists of
purchasing, technological development, human resource development and infrastructure. Such
elements are important for ASDA to be considered while implementing corporate strategy. This
improves internal as well as external implications of entity.
Value chain model refers to an effective tool which helps an organisation in increasing its
overall value of business. In context with ASDA, this model will create a link among key value
adding activities, supporting activities and interface, which enhance total business' value. As
behind unequal payment of workers, the main purpose of ASDA is to raise shop-floor wages.
Therefore, it would negatively on human resource management which impact on entire primary
activities of this company. By cutting wages of female workers, organisational culture has
affected in vast manner. It arise negativity in perception of other staff which impact on their
performance also. Therefore, this would affect entire primary activities that are inbound and
outbound logistics, operations, marketing & sales, services more adversely. In this regard, it is
recommended to management of ASDA to concern on modifying firm infrastructure. If this
company wants to reduce its costs then instead of bringing new technologies, it must modify
existing system. Developing infrastructure will improve performance of business as well as it
will not also impact on primary activities.
5.2 Action Plan
Under this part of project, actions which are taken for completing a project is described
by framing in proper duration. As in present context issues related to unequal pay scale among
workers at ASDA has analysed. Therefore, some activities which are required to be performed
for analysing the mentioned problem and resolving the same are described in following manner:-

Steps Description
Step 1: Identify the
reason
It refers to first step of an action plan, where researchers are needed
to identify the reason behind occurrence of an issue in an
organisation. Here, project-makers who are conducting research on
ASDA case study related to female staff turnover and requirement of
employee motivation, will identify the reason behind same. It would
help in analysing the way by which managers of respective company
can reduce discrimination and motivate female workers to work for
longer period.
Step 2: Formulate the
strategies
After identifying the issue behind staff turnover rate, next step
project-makers need to concern on is to develop HR strategies to
reduce discrimination and provide job satisfaction among workers.
This would include formulating employment practices, developing
collaboration among workers, highlighting female leaders by
specifying their job position, recognising performance of employees
etc. In addition to this, managers of ASDA also needs to concern on
concept of Value Chain Analysis for increasing value of business and
cut its cost of investment. It would help in providing adequate amount
of salaries to workers and giving job satisfaction under them also.
Step 3: Offer
employees options
It is another step of action plan which assist managers of ASDA to
frame effective employment policies. Under this policy, employees
will gain opportunity to get training for enhancing their skills and
knowledge related to a particular field. This would help in reducing
skill gap and developing collaboration among workers to give
outstanding performance for increasing value of business. It will
motivate them to give high commitment to ASDA for achievement of
its success.
Step 4: Improve
organisational culture
and environment
Under this stage, researchers will frame activities by which
organisational culture and environment at workplace can be
improved. When female workers of ASDA file case against its

management due to unequal pay scale then, it creates negativity in
entire workplace. It demoralises other female workers and creates job
dissatisfaction among them also. Therefore, by providing rights to
workers to raise their voice and inform administration, if any
partiality will happen with them. This would help in boosting morale
of workers and improving organisational culture as well. Along with
this, it would also help in retaining workers for longer period of time.
Step 5:
Implementation of
corporate strategies
and governance
After completing all above activities, here managers are needed to
frame effective corporate strategies and implement the same, in
appropriate manner. This would also helps in reducing factors which
increase chance of discrimination at workplace.

CONCLUSION
From the above given report it can be concluded that corporate strategy plays an essential
role in providing the direction to organisation for achieving their set targets. Corporate strategy
work toward analysing the current situation and future risk then formulating the objective over
which organisation work to achieve their set targets. This corporate strategy support an
organisation to determine the ways to keep employees motivated and happy with their work in
organisation. It support company to enhance the productivity of its employee which further
contribute toward achieving the competitive advantage at workplace. Apart from this corporate
strategy also support company in dealing with several issues that may be faced by company due
to external forces as corporate strategy consider all the factors that may affect the operations
performed by company.

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