Employment Motivation: Impact on Job Performance in UK Car Industry - A Case Study on Aston Martin

This dissertation focuses on the impact of employment motivation on job performance in the UK car industry, with a case study on Aston Martin. The literature review highlights the importance of employee motivation and its impact on productivity. The research aims to identify the ways and strategies used by Aston Martin to increase motivation among employees and evaluate the challenges faced in the absence of motivated employees. The dissertation structure includes five chapters, including research methodology and data analysis.

Dissertation

Table of Contents
CHAPTER 1: INTRODUCTION....................................................................................................3
1. Background of the research................................................................................................3
2. Organisational background.................................................................................................3
3. Significance of the problem................................................................................................4
4. Statement of purpose..........................................................................................................4
5. Statement of problem.........................................................................................................5
6. Research aim......................................................................................................................5
Research objectives................................................................................................................5
7. Research questions.............................................................................................................5
8. Dissertation structure..........................................................................................................6
CHAPTER 2 LITERATURE REVIEW..........................................................................................8
Introduction of Literature Review..........................................................................................8
To develop basic understanding regarding the motivation in context with the UK car industry
................................................................................................................................................8
To identify the ways and strategies used by Aston Martin for increasing motivation among
employees.............................................................................................................................10
To examine the impact of motivation on employee's job performance within Aston Martin12
To evaluate the challenges that could be faced by Aston Martin in the absence of motivated
employees at workplace.......................................................................................................14
Conclusion of the literature review......................................................................................15
CHAPTER 3: RESEARCH METHODOLOGY.............................................................................1
CHAPTER 4: DISCUSSION...........................................................................................................5
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS...................................................11
REFERENCES..............................................................................................................................15

CHAPTER 1: INTRODUCTION
1. Background of the research
Employee motivation is considered as the level of enthusiasm which helps the employees
to manage their organisational commitments and their role (Buchanan and McCalman, 2018).
Employee motivation is an intrinsic and internal driving force which is associated with different
necessary actions and efforts towards work related activities. Motivation is the driving force
which helps employees to manage their working role so that business objectives can be acquired.
With the help of employee motivation employee retention can be increased so that employee
strengths and capabilities can be used within attaining business objectives (Çetin and Aşkun,
2018). Employee motivation is the factor which helps the organisation to stimulate different
factors within the business so that business objectives can be attained (Andriani Kesumawati and
Kristiawan, 2018). Using employee motivation an employee may pursue work tasks and this
could lead into attaining of business goals and objectives. In an organisation due to the presence
of employee motivation absenteeism can be minimised so that staff turnover can also be
minimised.
The current research report is based on analysing the role of motivation over job
performance within UK car industry. This has been analysed that there are numerous reasons due
to which employee motivation is needed. In this manner for every organisation employee
motivation plays significant role which is helpful in dealing with business issues. Employee
motivation could lead the employees to increase their relationship with the management so that
overall quality of the business offerings can be increased (Kanfer, Frese and Johnson, 2017). In
the context of car industry, the success of the organisation can be judged by organisational sales
and profit. In car industry employees are executing their roles and responsibilities so that to gain
higher sales and revenue so that with the help of employee motivation such tasks can be executed
in more effective manner. The current report is going to focus on the manner in which the
organisation may boost employee motivation and the same can be used in order to attain business
objectives.
2. Organisational background
The organisation taken for the current research is Aston Martin which is one of the
prominent British car manufacture. The company is considered as one of the most desirable

brand which provide ultra-luxury car solutions to their customers. The company was founded in
the year of 1913 and the company is continuously putting efforts to increase quality within their
products and services. Aston Martin is acknowledged as the most iconic brand which is having
significant brand image and known for their powerful performance (Bakker and Albrecht, 2018).
The company is investing to their employees which is one of the biggest reason for their success.
The cars manufactured by the organisation are very reliable and are high in performance.
3. Significance of the problem
From the current research, it is seen that lack of employee motivation affects the business
performance and productivity which becomes important for the company in context to Aston
Martin to motivate employees as it helps in increasing productivity as motivated employees
perform their work efficiently and effectively which improve their productivity towards the
organization and help to achieve their goals (Aleksić-Glišović, Jerotijević and Jerotijević, 2019).
There is lower absenteeism when employees are motivated, they like to do work in organization
and want to do progress in their life for that employees take less leaves and continue come to the
office. The motivated employees accept changes easily and show less resistance. Motivated
employees are supportive and ready to accept changes in the organization and employees
become satisfied. There are several ways through which employees can be motivated such as
rewards & recognition, healthy work environment etc.
4. Statement of purpose
The reason of conducting this research is to fulfil company objective by motivating
employees as motivation plays an imperative part in organisation of Aston Martin which leads to
increase of employee productivity. In organisation providing of employee motivation helps in
accomplishing the objectives in productive and efficient way (Ali and Anwar, 2021). The
rationale of this research helps in characterise and individualise the significance of motivation.
The conducting of this research will help in increasing the knowledge along with improve the
capabilities which helps in the development of professional career. The research is going to help
in increasing several skills of researchers such as communication, leadership, problem solving
skill etc.

5. Statement of problem
In the organisation the employee motivation is crucial aspect which helps in attaining the
objectives of company. The lack of employee motivation affects the business and performance
which creates delays in completing of work. If employees are not motivated they lack confidence
which makes them to feel unworthy and unable to make effective decision, forming good work
relationship. The expectation of success becomes low if employee of organisation is
unmotivated. In the workplace lack of employee motivation can lead to high employee turnover,
poor communication, low level of engagement and diminished productivity which makes the
workplace a toxic work environment (Emmanuel, 2020). For the organisation the employees are
considered as most important resource and growth of employment depends on motivated
employees. The organisation face difficulty in retaining employees due to aggressive labour
market.
6. Research aim
To investigate the impact of motivation on employee's job performance within the UK
car industry - a case study on Aston Martin.
Research objectives
 To develop basic understanding regarding the motivation in context with the UK car
industry
 To identify the ways and strategies used by Aston Martin for increasing motivation
among employees
 To examine the impact of motivation on employee's job performance within Aston
Martin
 To evaluate the challenges that could be faced by Aston Martin in the absence of
motivated employees at workplace
7. Research questions
 What is the basic understanding regarding the motivation in context with the UK car
industry?
 What are the ways and strategies used by Aston Martin for increasing motivation among
employees?
 What is the impact of motivation on employee's job performance within Aston Martin?

 What are the challenges that could be faced by Aston Martin in the absence of motivated
employees at workplace?
8. Dissertation structure
The current research is associated with 5 major chapters which are related with managing the
research objectives. The research would lead the researcher in gaining different insights within
the research so that information can be acquired within research. These 5 chapters are elaborated
as under:
Chapter 1: Introduction: The first chapter is termed as introduction in which all the
introductory information is elaborated. In this chapter, the researcher will develop aim and
objectives for the research so that the path to attain the same can be followed. The current
research is based on analysing the role of employee motivation in terms of increasing job
performance of the individual working in the organisation. In this chapter problem statement is
also mentioned for which the research will be executed. The introduction chapter is highly
important for the researcher as this will provide the basic information related with the research.
Chapter 2: Literature review: This chapter also holds higher degree of importance as this
provide secondary information related with the research topic. Using such information, the
researcher will be able to gather authenticity within the research so that proper information can
be acquired related with research topic. This chapter is associated with taking up the path for the
research so that using secondary research information the researcher will be able to attain
research objectives.
Chapter 3: Research methodology: Research methodology is the chapter which is related with
selecting such methods that will be used within the research so that to gather information related
with research topic. The current research is associated with using of qualitative research methods
so that to gather detailed research information. For the current research the researcher will use
non-probability method as is based on subjective data. Using such methods, the researcher will
be able to manage overall research objectives in timely manner.
Chapter 4: Data analysis: This chapter is related with demonstrating the gathered information
in a manner that appropriate conclusion can be drawn. The current research is using frequency
distribution table in order to summarise all the findings in the path of the research. Using
thematic analysis, the researcher will be able to summarise all the information in a manner in-
depth information and results can be made.

Chapter 5: Conclusion and recommendations: This chapter is the last chapter within research
which helps the research in reaching out to their final results. On the other hand, the chapter is
also providing significant recommendations to the selected organisation that how can they
motivate their employees and acquire their involvement.

CHAPTER 2 LITERATURE REVIEW
Introduction of Literature Review
A detailed assessment of prior research on a given subject is what is referred to as a
"literature review" (Bester, 2018). It enables a researcher to look through books, academic
articles, and other sources that are relevant to the particular field of study. Before beginning a
new investigation, it established familiarity and comprehension of the current research relevant
to that topic.
To develop basic understanding regarding the motivation in context with the UK car industry
As per the view of De Sousa Sabbagha, Ledimo and Martins (2018), the term motivation
can be defined as the process through which the goals of the company can be attained. It has the
power to influence the ways in which individual acts in order to stay connected to the goals. It is
one of the processes of continuous performance which comprises of both motive and actions. It
also helps in elevating the level of innovation which tends to enhance the level of enthusiasm in
employees and their performance. Along with it, the employee engagement can also be improved
because employee motivation and engagement are interconnected with each other. It can be
observed that workers are able to offer more to the business when they are sufficiently satisfied
and motivated with their employment. Additionally, it can be claimed that the phrase "staff
motivation" refers to the level of dedication, fervour, and devotion demonstrated by employees
while they carry out corporate operations (Guillen Guiral, 2018). When employees are highly
driven, they will approach the corporate organisation and its duties with more creativity. Because
of this, motivated personnel are often cited as the company's greatest asset. Because of this, the
success of the company depends on the employees working together.
Employees are more engaged in the organization's tasks and growth when they feel
driven to work there. The level of vigour, passion, commitment, originality, and invention a
worker brings to their work is referred to as staff motivation. Employee performance is defined
as how effectively and efficiently an employee performs the obligations and responsibilities of
their position (Hviniashvili, 2019).
Efforts made by employees to increase productivity inside their organisations are referred
to as staff motivation. Recent times have seen companies benefit from competition by having
motivated employees. Employee motivation also helps the business meet its goals and objectives

on schedule. Intrinsic and extrinsic motivation are the two categories of motivation (Irabor and
Okolie, U.C 2019). Extrinsic motivation is when an employee's inspiration comes from outside
sources, but intrinsic motivation is when a person is inspired from within. It has become crucial
to raise employee morale in the current era of intense market competitiveness.
Employee productivity and performance are directly impacted by employee motivation.
The organisation employs a variety of motivating strategies to increase employee motivation.
The organisation can enhance employee motivation in a variety of ways, including through
feedback and review programmes, incentive and recognition programmes, work-life balance
programmes, transparency programmes, and many others. The investigator will be examining
how the staff motivational programme affects employee performance and productivity in the
present report. If a corporation employs different motivating schemes inside the organisation,
would employee motivation increase. Employee motivation is one of the most important aspects
of the business because it is recognised to drive performance. In order to increase employee
engagement at work, a company's everyday tasks must include inspiring its workforce. In order
to achieve the necessary team and corporate goals, management must also involve the staff and
employees in the work. The organisation needs highly motivated personnel in order to improve
employee dedication to their work and with the aid of staff motivation. Company is able to meet
its objectives, which aids in the general growth of the workforce. It cares about its employees by
implementing effective workplace communication techniques (Khavrova and et.al.,2019).
Employees' lack of motivation is primarily caused by a negative work environment.
Because of this, a company needs to create a favourable work environment in order to motivate
its staff and increase production. Additionally, it aids in achieving a degree of devotion and
loyalty among employees toward the organisation. Because of this, the company also wants to
give its workers some benefits that will increase their motivation at work and within the
organisation. The business can also offer a variety of advantages during that process, including
bonuses, overtime pay, various perks, and health and family insurance coverage.
If the workers are not motivated, the tasks are completed more slowly (Nexhip Riley and
Robinson, 2022). Employee dedication and improved vitality at work, which are essential for
businesses, are made possible by employee motivation. Additionally, the organisation might
allow them to take appropriate breaks from their work and enjoy their holidays and vacations.
Additionally, it is clear that unmotivated personnel lack attention and will not put up the

necessary effort in their task. Due to the employees' lack of clarity over their roles and duties,
resources will also be wasted. Additionally, it has been discovered that motivated workers
perform better, contribute more, fulfil deadlines, and pay attention to their regular
responsibilities. Additionally, it aids in raising output levels and productivity levels for
businesses (Ryu and Moon, 2019). By enhancing internal services, the chosen company's staff
motivation also helps the business improve quality and client relationships.
As stated by Dompelage and et.al., (2019), It is also clear that there are many different
approaches to employee motivation with the aim of increasing productivity. Because it will have
fewer absenteeism, lower staff turnover, higher employee retention, improved workforce
performance, improved management and employee relations, enhanced customer service, and
improved quality. Employees will take less vacation days when they are engaged in the
organisation and feel inspired to work there. Additionally, motivated employees prefer to carry
out their assigned work each day rather than taking breaks. Employees wish to work for such
companies as a result of improved work environments brought about by motivated workers. To
increase efficiency and profitability, every business has to hold on to its skilled and seasoned
staff. It has been analysed that the process of motivation plays a very significant role in an
organisation. Motivation help company to meet the needs of each individual in an organisation
that makes them influenced to perform their work with their greater ability. It is also helpful for
the company to change the attitude of employees in an organisation that helps in achieving
greater success in the market. Motivated employees have greater level of commitment and
morale towards the organisation as well as its goals and objectives. This leads reduction in
employee turnover as well as requirement for constant induction of new employees. It is
important for every organisation to become more adaptable for the changing business
environment in order to get success. For reacting changes more easily as well as continue smooth
functioning an organisation requires extensive commitment and loyalty of their employees. It
reduces resistance to the changes that an organisation intends to make.
To identify the ways and strategies used by Aston Martin for increasing motivation among
employees
According to Sabbagha, Martins and Ledimo, (2018), there are various ways which are
used by the chosen company in relation to enhance the level of motivation in the employees. The
chosen company employs a number of different techniques to raise worker productivity and

performance. Because of this, the workers will be energised and motivated to complete the duties
at hand successfully in order to fulfil the objectives of the company. All of the personnel in the
company are interested in how they are doing. As a result, the organisation must give its
employees timely and helpful feedback. The engagement will help the workers comprehend
more clearly how much recovery time they need to provide their finest work. Employees who are
motivated find it simple to complete jobs correctly, which raises standards and encourages them
to put more effort into developing or producing better items for the company to sell.
Additionally, it is well known that employee motivation can help to improve communication
between management and employees. It requires the staff to ensure that all modifications are
adopted without any misunderstandings. The organization's work performance is recognised to
be improved by the use of employee motivating programmes. For instance, the selected company
uses the feedback process approach, which is one of the greatest ways to increase the success of
the business. Since the short-term goals provide them the opportunity to make additional tweaks
and corrections, employees find working toward them straightforward. Additionally, it serves as
a key component for the company's ability to recruit and keep outstanding people. When a
company's employees are motivated, it will increase productivity, which will benefit the business
and bring various benefits to the company. Employees also experience a sense of value when
their efforts are recognised and appreciated. The organisation and its employees will be greatly
motivated by the many methods of recognising individual or team accomplishment, such as
financial incentives, cash bonuses, and gift cards. There are also other incentives to take into
account, such as extra vacation days, financial advantages, or bonuses. Additionally, the
organisation offers its employees possibilities for professional growth in other ways because they
are in charge of marketing the company in the market, employees are renowned to be devoted
and loyal to their employers. The business also has a policy towards offering employees career
and educational development opportunities. This kind of motivation is closely related to
enhancing employees' creativity, and the business needs a motivated staff. The chosen
organization additionally provides distinctive incentives that encourage employees to perform
more diligently and properly. In all industries, motivated individuals are more likely to deliver
superior customer service since they are thought to be highly energizing and excited about their
work and role in the organization. Additionally, in order to encourage the expansion of the
company's culture of ideas and creativity, motivating employees includes providing appropriate

awards along with other perks. An employee will want to work harder for the firm by
challenging themselves when they feel connected, supported, and valued at work. A business
must have a strong internal brand, create outstanding employee experiences, and understand how
to often raise staff motivation levels. The degree of performance and productivity in the selected
organisation is significantly influenced by employee motivation. The term "motivation" in that
process can be defined as the means by which the workers would feel fulfilled and content in
their position and job while carrying out their tasks. Since the corporation must take care of the
employees in order for them to remain content and happy in the organisation while performing
job, motivating the workforce is a challenging endeavour. By making modest changes in the
business and inspiring people, productivity can be raised. Employee motivation is the key to
improving the workplace. Each business has its own unique methods for energising its
workforce, and the degree of success relies on how committed each employee is.
Therefore, it makes sense that motivation is crucial for increasing employee productivity
and efficiency at work. The development of profitability and productivity, as well as employee
engagement, are all closely correlated with employee motivation. In order to better teach and
support employees that require specialised training, an organisation must be aware of its
workforce. The staff are urged to complete their tasks successfully and efficiently because of
this. While some staff members and employees are extremely enthusiastic in their profession,
others lack motivation. The requirements of employees should be taken into consideration by
organisations, as motivated staff members are more devoted to their jobs and help the company
thrive in the short term relative to its rivals. Businesses will encounter a variety of problems with
staff retention. The company's main objective is to inspire its personnel to produce better
outcomes for the business. Additionally, firms might aim to offer possibilities for ongoing career
development. It will assist the employees in receiving reasonable incentives and perks that will
make their work informing of other employees in the organisation. The development of the firm
depends on employees being recognised and given the tools they need to participate more fully
in business activities.
To examine the impact of motivation on employee's job performance within Aston Martin
According to (Okoth and Oluoch, 2019), employees are the main element in any business
as in order to be successful the company, it requires proper level of employee motivation. It has
the power to motivate the employees in order to attain the desired goals of the company. It can

be said that the only way to get the workforce harder is by motivating them. That is why the job
of management in the company is to get the things done from the employees. In relation to the
employee’s job performance, the employee motivation is said to main factor which comprises of
physical, financial and also the human resources with the aim of attaining the goal of the
company. The impact of motivation on employee's job performance impacting on the employee
strengths, inquire employee what they want, teach the employee to measure the own success and
growth in future, treating employees with respect, feedback and training from managers and
leaders and many more (Garg, Kumari, and Punia, 2022). The impact of motivation on employee
impacting their performance by encourage them to give their best for the company's success.
Motivated employees within the company play a vital role as it is helps to achieved the targets
and goals of the company. Motivated employees are capable for customer's satisfaction because
motivated staff impacting on the performance of employees which helps to understand the
human nature. The impact of motivation impacting the employee in great commitment to their
jobs which is helps the employees to work with effectiveness and efficiency. Motivated staff or
workforce can attain many competitive advantages for the company which is impacting on the
lower lever of absenteeism, improving the relation between workers and management, retention
of low levels of staff turnover and workers, improving the worker performance, improving the
customer services and improving the quality. These all impacts of motivation impacting on the
employee's job performance within the Aston Martin.
As stated by (Graves and Sarkis, 2018), the business must have a policy towards offering
the best opportunities for employees in relation to career and educational development of the
employees. In that process this kind of motivation is directly related to enhance the level of
creativity in employees. For all that growth the business will be requiring a motivated staff and
the chosen organization additionally provides unique incentives which will tend to encourage
employees in order to perform properly. In all industries, the motivated individuals will be able
to deliver more in the operations of the company and improving customer service. Nowadays
doing business is not an easy task as it requires proper corporate performance and level of
growth. In that process motivation has been the main key which is the main part in the business
as they are the main part which are responsible for managing the overall image in front of
customers. It is said to be the main complex process which has the power to impact the level of
individual needs. That is why it is correct to say that employees are the heart of any company

because they help the company to operate all the functions smoothly. In that process motivation
holds an essential place in the company because it is impacting on the employee performance by
encourage them for their effective working (Li, and et.al., 2021). The impact of motivation
impacting on the employee by providing the advantages such as rewards, incentives, payrolls,
understanding needs and wants and many more. Motivation of employees is play an effective
role in the company because it is impacting on their job performance by getting the effective
work from them which is helps to increase the growth of the company.
To evaluate the challenges that could be faced by Aston Martin in the absence of motivated
employees at workplace
As per the view of (Taba, 2018), motivation of the employees is one of the most
important and effective part for every organisation or company because as it is helps to motivate
and guide the employees for enhancing their best performance and productivity for the
organisational goals and target but if there is no motivated employees or motivation within the
workplace then company can face many issues and challenges. In relation to Aston Martin, there
are various issues which are faced by the company in regards to motivated employees at
workplace. When the employees are not motivated then they will not be able to deliver that level
of support and contribution in the company which may causes of many disadvantages and issues.
In the absence of Motivated employees company faced that there is no level of confidence within
the employee and they are failed to give their best towards the company and its objectives. The
company faced that they are not able to achieved the specific goals and objectives of the
company which is biggest disadvantage for the company. Without motivation of employees they
are failed to attract the more customer towards the company and its product which is affecting
the profitability of the company (Matagi, Baguma, and Baluku, 2022). In the absence of
motivated staff and employees company faced that there are many competitive benefits within
the market which they are failed to achieved. They faced that lack of employee motivation
reduced the productivity, performance, growth, profitability, customers of the company which
are the disadvantages of the company. These all challenges has been faced by the Aston Martin
in the absence of motivated employees at workplace which is affecting the overall company and
its growth.
In the opinion of (De Sousa Sabbagha, Ledimo and Martins, 2018), The employees must
be managed properly and employee motivation is said to be the main point in attaining the level

of success in any business. One of the main issue is related to the lack of communication as it
can be said that most of the employees stay motivated when they join a new job. But it is not
easy to maintain it throughout their journey. Furthermore, employee motivation is said to be the
main level of enthusiasm which tend to helps the employees in order to manage the
organisational commitments and the role. Also, employee motivation is known as an internal
driving force which is linked with associating with necessary actions and efforts in relation to the
work related activities (Vadiati 2020). In that process motivation is that driving force which
helps the employees to manage their working role so that desired business objectives can be
attained. Along with it, appreciation and compliment are the two main factors about work
performance which has the power to make a big difference in the level of motivation of
employees. Also, recognition is that fundamental human need that drives and reinforces the
positive actions and leads to better productivity in the company. Whereas lack of recognition will
have a negative impact on the overall well-being and performance of the employees. The
company faced that there is low working of employee because they are not motivated towards
their work. They faced that without motivation of employee there are many employee who are
creating the laziness within the organisation which is impacting on the other employees.
Company faced that there is no productivity and poor performance of the employees due to no
motivation which is affecting the company's performance as well (Sellers 2021). These all
challenges has been faced in the absence of motivated employee by Aston Martin in their
workplace which affects the company's operation and function directly.
Conclusion of the literature review
From the above literature review, it has been concluded that motivation is play a vital role
in any company or organisation because motivation is refers to the process of guides, initiates
and maintaining the goal oriented behaviours. Motivation is necessary because it is helps in get
closer with the goals and objectives. In relation to industry or company, motivation is play an
effective role in motivating the employee in order to achieve the goals and objectives by
improving the performance and productivity. It has been analysed that there are many ways and
strategies that has been used by the Aston Martin for increasing the employee motivation such as
they are start providing the rewards policy on the performance based, they provide motivational
session, they used to understand the employee's needs and wants and listen their problems which
is helps to motivate and encourage the employees for enhancing the effective performance. It has

been concluded that there are some impacts of motivation which is impacting on the employee's
job performance such as motivation is impacting on the employees performance which is helps
to increase their job performance as well. Motivation is impacting the employee morale towards
their role and work which is helps to increase the job performance. It has been concluded that
there are many challenges which has been faced by the company in absence of motivation where
they faced that there is no productivity, performance of employees, lack of profitability, reduce
growth and opportunities, low work, lower quality and many more.

CHAPTER 3: RESEARCH METHODOLOGY
Research methodology is the term that tells about the methods and techniques used to
effectively develop the research. These procedures improves the research process as well as
make the research methods more clearer to everyone (McNabb, 2020). It focus on how a
researcher systematically designs a study in order to ensure a valid and reliable results that helps
in addressing the research aims and objectives. An effective research methodology provides a
detailed plan that helps in keeping researcher on track, making the process smoother, more
effective as well as manageable. It allows reader to understand the methods, approaches which is
used in the current research for reaching to the conclusion. Research onion is define as effective
framework that helps in developing different kinds of research methodology on the basis of
research objectives. It also describes about the stages through which a researcher must pass while
developing an effectively methodology for the current research.
Research philosophy- It is define as top layer of the research onion that defines the
belief is methods for collecting, analysing as well as interpreting data related to a phenomenon. It
define as nature, assumptions and knowledge of the research. There are many types of research
philosophy, but positivism and interpretivism are two important research philosophy that are
required to conduct the research (Nassaji, 2020). Positivism research philosophy directs the
objective and quantitative research by using numerical data. Interpretivism research philosophy
help researcher to examine a phenomenon by using qualitative data for better understanding.
Researcher selected interpretivism research philosophy to conduct the current research. The
main advantage of use of this research philosophy is it renders flexibility in respect to the chance
of reformulation of the prior knowledge and understandings of the researchers while doing the
research process. It enables the researcher to alive to changes that occurs while conducting the
research. Interpretivism research philosophy is based on naturalistic approach related to data
collection like observations, interviews and many more. It provides validity the whole researcher
because the researcher collects information from already published sources.
Research approach- It is second layer of research onion that define the way of reasoning
which is used to address the research problem in the research. Inductive and deductive are two
important research approaches that are widely used in research. Inductive research approach is a
theory developing approach which is used in basic research (Gephart, 2018). Deductive research
approach is theory-testing approach used in applied research. Research used inductive research
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approach in the present study as it is a systematic procedure that helps in analysing qualitative
data in which the analysis is guided by the specific evaluation objectives. The main advantages
of using this research approach is it allows flexibility, attends closely to the context as well as
supports the generation of new theory in the research. Inductive research approach is used to
predicting about what might be happen in the future or in establishing the possibility of what
researcher will encounter (Jamali, 2018). This approach holds a valuable position in the scientific
process. This research approach provide first-hand knowledge and information with the help of
actual observation.
Research choice- It define as third layer of the research onion that provide the guideline
about the methods which has been selected in order to collect and analyse data related to the
research. There are two important types of research choice that define as qualitative and
quantitative research choice. Qualitative research choice focus on collecting and analysing in-
depth information related to the research topic (Clark and Vealé, 2018). Quantitative research
choice allows research to collect and analyse numerical information for the research. In the
current research, researcher selects qualitative research choice to collect and analyse detail
information. Qualitative research makes possible for the researcher in order to understand the
attitudes of other authors related to the research topic. It provide insights for the researcher that
are specific for the research in order to conduct the research in better manner. Qualitative
research allow researcher in order to collect detail-oriented data that helps in meeting the
research aim and objectives.
Research strategy- Another layer of the research onion that provide guideline related to
the instruments of data collection and methods that helps in collecting data. There are many
research strategies which has been used for collecting data such as survey, case study,
observation, interview, systematic literature review and many more. Researcher selected case
study and systematic literature review for collecting secondary data for the current research.
Case study analysis help researcher to gain detailed information for the research (Shelton and
Goodwin, 2022). This strategy also helps in bringing the understanding of a difficult issues or
aspect related to the research topic. Through case study analysis, researcher can conduct
intensive study that help in attaining aim and objectives of research. Systematic literature review
strategy aim to evaluate, identify as well as summarise the findings related to the research. It
allows researcher to answer the specific research question that are high important. Through this
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research strategy researcher can deliver a clear and comprehensive overview of existing evidence
related to the study. Systematic literature review strategy allow researcher to gain familiarity
with the current knowledge related to the research along with the boundaries and limitation of
the research.
Time horizon- This layer of research onion used to describe about the time required to
complete the research projects in better manner. There are mainly two important types of time
horizon that are defined as longitudinal and cross-sectional time horizon. Longitudinal time
horizon focus on collecting data related to a single subject over a long period of time (Smith, and
Smith, 2018). Cross-sectional time horizon focus on collecting data from many samples within a
shorter period of time. Researcher used cross-sectional time horizon for the current research as it
helps researcher to collect from large area and complete the whole research in short period of
time. The main advantages of using this time horizon is it allows researchers to compare the
many different variables in the similar time.
Data collection- It define as the method which is used by the researcher for collecting
data related to the research topic. Primary and secondary are two important data collection
methods in research methodology (Blaikie, 2018). Primary data collection method allow
researcher to collect data directly from the selected participants from the large population. On the
other hand, secondary data collection methods allows researcher to collect data from published
sources such as books, journals, scholarly articles. Researcher used secondary data collection
method for collecting indepth information for the current research. This data collection method
allow researcher to derive data from the opinions and work of other researcher (Levitt, 2021). It
is also an cost and time effective method that allow researcher to complete the research in
limited time and minimum cost. Secondary data collection method help researcher to gain more
clean and structured data as the data already ascends to at least some data quality standards. It
also help researcher to collect large amount of data because researcher has the access to collect
data from different sources. Secondary data allows researcher to build on existing research that
results better as well as saves time and money of the researcher.
Data analysis- This layer of the research onion describe the process of systematic
application of statistical and logical techniques for describing, condensing and evaluating the
data. It refers to as most crucial part of the research part because it helps in making the studying
data a lot simpler and accurate. There are many types of data analysis techniques in research
3

methodology such as frequency distribution, correlation, regression, thematic and many more.
Researcher selected thematic analysis for analysing the qualitative data (Labaki, 2020). Thematic
analysis defines as a method that helps in analysing qualitative data that entails searching across
a data that are set in order to identify, analyse as well as report repeated patterns of the research.
It does not require the detailed technological and theoretical knowledge of other qualitative
approaches as it offers a more accessible form of analysis. It provide a lot of flexibility to the
researcher in interpreting the data as well as it also allows them to approach large data sets more
easily by sorting them into broad themes.
Research ethics- Research ethics involves the application of certain fundamental ethical
principles while conducting the research. It is important for the researcher to follows research
ethics as they helps in promoting the aims of the research. Research ethics support the values
required for collaborative work such as mutual respect and fairness (Wibisono, 2022). The
current research is conducted by using secondary data collection method so, there are tow
important research ethics which are required to followed by the researcher. It involves
confidentiality and creditability. Confidentiality states that the researcher used to secure their
data from misuse because it involves important data which can be destroyed by the wrong
person. Creditability principles states that the researcher need to provide the credit the authors
whose data has been used in the research.
4

CHAPTER 4: DISCUSSION
Theme 1: Basic understanding regarding the motivation in context with the UK car industry
From the above mentioned literature review, it has been discussed that the motivation is
define as inducement or incitement to fulfil an action. Motivation can derive the employees of an
organisation in order to meet their individual goals and overall organisational goals (Jensen,
2018). Motivation is considered as imperative for Aston Martin in order to increase their growth.
There are some benefits that the company can gain while motivating their employees. To
increase the employee motivation a company need to focus on fulfilling the individual needs. It
leads an increase in the productivity of employees as they contribute more compared to
demotivated employees in the organisation. Motivation makes them influenced to give their best
efforts in their performance for achieving the organisational goals. Motivation help Aston Martin
to change the work culture by providing rewards to effective performers will makes employees
more dedicated and motivated to their work for reaching their targets. With the help of this
overall work efficiency of the company will increases as well as attitude of an entire organisation
(De Sousa Sabbagha, Ledimo and Martins, 2018). Motivating their employees in order to
perform their best as well as rewarding their hard work can also be beneficial in igniting a sense
of loyalty towards the company. A well motivated workforce has high level of morale and
loyalty and they are also more committed to the organisation and its goals. The management of
Aston Martin ensure that their staff are motivated so, the employee turnover can reduces along
with the organisational costs for hiring new people. Direction is an important factor for an
organisation. It involves development and implementation of specific plan and strategies on the
basis of company's main goals. A motivated workforce of the company is more enthusiastic
about helping to innovate and develop the company. They can also like to suggest some
strategies and direction that may help company to expand further as well as achieve greater
success in the market. Motivation may also help company to adapt more dynamic changes in
their dynamic environment (Hanaysha and Majid, 2018). As it makes employees motivated to
perform their job effectively even when there is dynamic change in their working environment.
Motivation create lower level of absenteeism in Aston Martin by making employees feel safe
and influence for their work. When a manager of the company care more about their team's well
being and workload, that leads reduction in absence levels as employees less overwhelmed and
stressed while working in the organisation. Company can also achieve great reputation and
5

stronger recruitment while motivating their employees. When the company understand how to
increase employee motivation, often deliver exceptional employee experiences as well as have a
strong internal brand. A strong internal brand refers to as the outcome of data-driven strategies
that depend on the employee feedback (Reizer Brender-Ilan and Sheaffer, 2019). Company who
have happy and motivated employees in their organisation can effectively retain as well as attract
top talent in the organisation.
Theme 2: Ways and strategies used by Aston Martin for increasing motivation among
employees
From the above literature review, it has been analysed that motivation among employees
is the main components for the Aston Martin to achieve success. They need to ensure that their
employees are consistently feel happy, fulfilled and motivated within their workplace (De Sousa
Sabbagha, Ledimo and Martins, 2018). It leads better performance, higher quality work as well
as greater likelihood that their employees want to stay with the company for long term that
reduces employee turnover rate and save cost of the company. A higher level of productivity and
motivation create a quicker and more profitable business for the company. There are many
strategies which are used by Aston Martin for increasing motivation among their employees.
Some of them are described below:
Setting attainable goals- This is an important strategy that help in increasing motivation
among employees. Aston Martin need to create specific, measurable, actionable, relevant and
time-bound goals for their employee is define as an excellent motivational techniques. These
goals outline all the criteria required for gain success as well as giving employees something to
strive for.
Provide immediate praise for accomplishments- Another strategy that also help Aston
Martin to increase motivation among employees. While formal reviews are helpful for the
company to provide detailed feedback to their detailed feedback (Samwel, 2018). But they can
boost overall morale by providing positive praise to their employee when they have done a great
job on a project or completed an assignment before of time. Employees are also respond well to
praise that motivates them to continue to work hard.
Create an employee incentive program- It is also an effective strategy that help Aston
Martin to increase employee motivation. The promise of an incentive is not only enough to the
6

company to encourage their employee to perform their best work, but they also need to provide
them something to strive for. Raises are also the big motivators for the company, but employee
can also be appreciated through other incentives such as paid-time-off, bonuses, gift cards,
trophies as well as verbal recognition.
Creating a positive work environment- It also an important strategy that help Aston
Martin to increase the employee motivation within their workplace. A positive work
environment support collaboration, enthusiasm as well as motivation (Tian, Zhang and Li, 2020).
All these are important component for the success of a company. When creating an ideal
environment for their employee, it is beneficial to strive to be someone that they would want to
work for. By encouraging autonomy, inspiring creativity and innovation as well as celebrating
both personal and professional milestone are helpful for the company to create a positive work
environment within their workplace.
Provide opportunities for career development and advancement- When the employee
knows that they are advance in their present career path are more likely to feel motivated and
productive. The management of Aston Martin need to ensure that employee growth and
continued learning are prioritise within their organisation that help in creating a positive work
culture (Nykyforenko and et. al, 2019). Company can offer free certification courses and on-the-
job training to their employees in order to feel them excited, motivated and happy towards their
work.
7

Theme 3: Relationship between motivation on employee performance of Aston Martin
From the above secondary data, it is analysed that motivation among the employee
positively impact the job performance of the employee within Aston martin. It is identified that
human resource are the biggest assets for an organisation and it is very necessary for the
company to boost their level of motivation (Breaugh, Ritz and Alfes, 2018). This is because
higher the employee motivation company will attain the goal and objective in large manner. a
direct impact of employee motivation can be seen on the job performance. Employee strength is
being recognised which helps the staff to work in productive manner. from the above data
collected some of the impact of employee motivation on employee performance are as:
More productivity: The first benefit which is analysed is that with the increase in the
motivation level of the employee, higher productivity is seen. This is because motivation
increase the amount of enthusiasm and energy within the employee. That on the other side
improve their job performance as employee work with higher productivity (Eliyana and Ma’arif,
2019).
Career development: To boost the morale of the employee company also provide training
and development session. This learning session in Aston martin increase the feeling of employee
as they see a career within the organisation. This on the other hand, helps them to work with
more dedication and improve their overall performance in order to develop their path within the
company (Suprapti and et. al, 2020).
Increase job loyalty and trust: Another impact of employee motivation on employee
performance is that if worker feel motivate they will work with more energy. A sense of loyalty
and trust is also being developed for the company and this helps them to perform their job in
effective way. Employee motivation is one of the key to increase the employee loyalty. Loyal
people will work for the company with more creativity. They will work in such a manner that
new innovation take place (Afsar and Umrani, 2019).
Reduction in conflict and chaos: One of the crucial impact of employee motivation on
increase employee performance is that conflict and grievance get reduced. This improve the
performance of the workers as they execute their duty in smooth manner without any chaos. This
reduction in conflict improve the relationship of the employee with their peers and colleague.
This also helps in performing the job in effective way (Obrenovic and et. al, 2020).
8

Decrease in employee turnover: High employee motivation also decrease the rate of
employee turnover within the organisation. Employee are so satisfied with their job that they
retain within the organisation for longer time. Thus the employee turnover gets lower down and
employee start performing their job in better way. Motivation within the employee encourage
them to do best in the organisation and attain growth as well as success in sound manner
(Purwanto, 2019). The targets of the organisation are also attaining within the time period
because employee perform their job in effective and efficient way. Thus, from above secondary
data it is discussed that to increase the job performance of the employee company should adopt
various motivational strategy.
Theme 4: Challenges that faced by Aston Martin in the absence of motivated employees at
workplace
With the accumulated piece of information from above literature review it is discussed that
employee motivation is the crucial components. In absence of employee motivation within the
organisation company faces lot of challenges that impact their performance and productivity.
The overall growth and success of the company depends upon the employee motivation
(Morrison-Smith and Ruiz, 2020). If the level of employee motivation is not available within the
company, then it will largely affect the workplace. Some of the challenges faced in absence of
employee motivation are as:
Delay in attaining goal: This is one of the biggest challenge which an organisation faces
when the right kind of motivation is not available within the workplace. Company is not able to
attain their timely goal and objective. There is delay in them that impact the image of the
company. thus it is very necessary to have motivated workforce because they put efforts to
achieve the organisational goal and objective within the time duration (Raven, Wurie and Witter,
2018). If the goal is not achieved in timely manner, then company cannot perform their best as
well as not able to gain competitive advantage from their rivalry.
Low productivity: Another issue that is faced by the company in the absence of
motivation among employee is lower productivity. To increase the productivity level, it is
important to have motivated staff. In the absence of this employee work with less dedication and
energy. This dedication and energy impact the production level (Sinclair and et. al, 2020).
Creativity and innovation also decrease thus impact the productivity. The level of employee
productivity has direct affected by the level of motivation they have towards their job. Lower
9

productivity means an organisation is not able to satisfy their customer as per the need and
wants.
Lack of communication: Next challenge that is being encountered by the organisation
with less motivated employee is lack of communication. The communication system within the
organisation is so poor that transform of the useful data takes place in weak way. Poor
communication affects the decision making process of the company. As the top manager is not
able to take right decision at right time and in right manner (Berman and et. al, 2021). poor
communication also reduces the productivity of the employee as they will not get useful data to
execute their work. So there is a direct impact of employee motivation on the communication
system of the company (Spoorthy, Pratapa and Mahant, 2020).
Some of the other challenges faced due to lower employee motivation is high employee turnover,
lower employee trust, low employee engagement, lack of competitive advantage and many other.
Thus it has seen that employee motivation is very vital for the organisation because it help them
to gain various benefit as well as reduce the challenges which affect the productivity and
performance of the company (Martela, 2019).
10

CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
From the above given information and discussion, it has been concluded that with the
assistance of process of motivation, the managers of an organisation can easily inspire, stimulate
and encourage employees who are engaged in performing different job roles within the
workplace. The process of motivation refers to incitement or inducement in order to accomplish
an action and it can also help the administration of an organisation in driving the human
resources for the purpose of meeting objectives and goals of individual and organisation as a
whole. It has also been concluded from the above discussion that the employees who are
motivated are inclined to become more productive as well as efficient in comparison to non-
productive employees. The process of motivation influences the performance of its employees in
such a way that it enhances the quality of the work and also boosts the performance within an
organisation. When a business keep its employees motivated, then the production can be done in
a great way without interruption. Hence, businesses can attain great level of harmony within the
overall workflow that impacts the productivity, efficiency and viability in a positive manner.
Motivated employees are loyal to their organisation and identify value as well as social status
within their work. Therefore, they are driven in order to discover their best selves for the
business. Whenever, human resources of the organisation are giving their best within the
workplace, the overall workflow gets more effective and efficient. Hence, the capacity of an
organisation for producing the work of high quality gets enhanced. With the passage of time, the
employees of the company can take on more and more accountabilities without compromising
the quality of their work. Consequently, an organisation can lead to enhanced its both
productivity as well as quality in an effective manner with the support of their employees who
are motivated towards the work for attaining the objectives of the organisation as a whole. With
this result, business can provide appropriate and effective incentives and recognition to its
employees at time of hiring fresh talents for the purpose of increasing the comprehensive
productivity in a significant manner. There has been a detailed discussion on the strategies that
used to motivate the employees of an organisation. Basically, there have been two main kinds of
motivational approaches and these approaches include extrinsic as well as intrinsic motivational
approaches. Intrinsic motivational strategy covers participation within a team building task so
that human resources can seek rewards. Extrinsic motivational approaches include cash bonuses,
incentives in the form of financial as well as non-financial, rewards and recognition and many
11

more. In addition to it, this has also been concluded from the above discussion that there are
some of the challengers that could be faced by the management of an organisation in the absence
of motivation within the workforce of the organisation. Few of the challenges include lack of
confidence among the employees of the company, lack of clarity and guidance, fear of both
success as well as failure, abundant choices, exhaustion, etc. in order to overcome such kind of
challenges which are discussed above, the management of the organisation is recommended to
follow the steps which are mentioned as below in context to Aston Martin:
 It is recommended to the management of Aston Martin that it should provide motivation
to its employees so that they can do harder work towards the attainment of the set goals
as well as objectives of the organisation as a whole. The managers of the respective
organisation must change their behaviours towards their employees in a very positive
manner so that their actions may change their emotions and they motivate their
subordinates easily. In such manner, the impact of motivation on the employees will help
in enhancing the level of productivity, efficiency and viability of the company.
 Another recommendation to the supervisors of Aston Martin is that they must argue the
opposite which can provide assistance to them in seeing both the ends of the spectrum
and can also remind them that an overly pessimistic result is not accomplished accurately.
In this way, the motivation has an impact on the overall performance of the manpower of
the organisation. It is also recommended to the managers of the respective company to
lead with the vision as this can help in providing motivation to the employees of the
business in a great way and also improve the level of their performance within the
workplace.
 It is also recommended to Aston Martin to set the frequent clear targets that are to be
achieved in order to meet organisational aspirations. All the goals of the company should
be added to the overall target but breaking them into more achievable chunks feels less
overwhelming. In case if the human resources of the respective company are frequently
hitting the objectives, then the feeling of the satisfaction enhances and will act as a great
motivational factor in order to continue on to the next set of the goals.
 In addition to it, the management of Aston Martin is also recommended to recognise as
well as reward great work of its employees. The manpower of this organisation is
required to ascertain that their managers or supervisors appreciate their hard work.
12

Providing well-deserved recognition to the employees who are working within the
organisation not only enhances the self-esteem but also encourages the enthusiasm as
well as team morale. This is because recognition platform is an effective tool for the
purpose of celebrating star performers who embraces the values of the organisation. The
administrators of Aston Martin must provide the rewards to its human resources and the
rewards does not necessarily have to be in the form of monetary, it can be in the form of a
gesture like providing employees a day off. Rewards are specifically effective promoters
of the motivation as well as job satisfaction. Therefore, in case if the respective
organisation wants to encourage its employees to go to the extra mile then it has to make
their efforts worthy through providing them a gift or thoughtful act. In this way, the
process of motivation positively impacts the performance of manpower of the
organisation.
 Providing autonomy to the members of the team is another recommendation that should
be followed by Aston Martin in order enhance its organisational performance,
productivity and efficiency in an effective and efficient manner. Time is precious, so
when the employees of the respective company do not feel in control of their time and
energy, the level of their motivation can really get drop. Hence, the managers of the
company are recommended to allow some of the elements of freedom within the
workplace, whether there is flexible working hours or unlimited time off as well as
demonstrating trust from the leaders to manpower. This adds the aspect of motivation s
the satisfaction of a job well done comes with the feeling that they were in control as well
as did it on their teams.
 Another recommendation to the supervisors of Aston Martin is to create a welcoming and
effective working environment. No one wants to sit within a gloomy office and
desperately wait for home time each day. In case if the respective organisation creates a
friendly culture within the workplace along with the areas for their recreation and
entertainment, the employees of the company will look forward to coming into work. As
the process of motivation and mood go hand in hand, a poor mood can impact the ability
for the purpose of concentrating and will minimise the feeling of the energy within the
workplace.
13

 Offering impressive benefits to the employees of the organisation is another way to
motivate them towards the attainment of the set goals as well as objectives of the
company in a more effective and efficient manner. Therefore, the supervisors of Aston
martin are also recommended to motivate their human resources through providing
impressive benefits to them. They can offer impressive benefits in the form of employees
perks such as wide range available through their fringe benefits and perks platforms
which aim to make the lives of the employees better in as well as outside of the
workplace. This also provide assistance in boosting the mood and sense of loyalty to the
organisation.
 The managers of Aston Martin are also recommended to encourage the teamwork within
the workplace. This is significant because collaboration among the teams within the
organisation allows ideas to get developed further. Working with those with a variety of
skill sets will result in the creation of more innovative outcomes. Within the teams, there
is power in numbers and anyone experiencing a lack of motivation should get enhanced
by those around them. In such manner, the process of motivation positively impacts the
performance of the employees and the organisation as a whole.
14

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