Overview And Strategy of MAS Holding

We have been doing lingerie manufacturing in South Asia since 1987, when Mahesh, Ajay, and Sharad Amalean established MAS. The company started out as an unusual venture that grew into a leader in the clothing industry. In the garment and textile manufacturing industries, MAS is one of the most well-known providers of design-to-delivery solutions. As the largest textile and garment manufacturer in South Asia, MAS has more than 50,000 employees. Based in Sri Lanka, the company has 52 production plants in 17 countries and employs approximately 95,000 people. In addition, it has design centers in major style capitals around the world.

Motivational Strategy using by MAS holding to
motivate their employees.
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

Contents
1. Introduction of MAS Holding
- The 3 principle of MAS holdings success.
2. Motivation is important for an organization?
3. The 3 pillars of success, enhance organizational performance of MAS
Holdings
4. Motivational strategy that MAS holdings using for motivate their employees
and also these methods helps to optimal achievement of MAS organization
objectives.
5. Financial Motivation based on MAS holding.
- Financial Motivators (extrinsic motivation)
- Non-financial Motivators (Intrinsic motivation)
6. Non-Financial Motivation based on MAS holdings
- Recognition
- Positive workplace environment
- Job Enrichment
- Participation
7. Different strategy for addressing and managing unsuccessful performance
and demotivated employees in MAS Holdings.
8. 7 key elements to build a Strategy for MAS Holdings
9. Continuous Improvement strategies for MAS Hodlings
10.Leadership and management approaches for managing performance support
continuous improvement.
11. Conclusion
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

Introduction of MAS Holding
The MAS tradition began when Mahesh, Ajay, and Sharad Amalean brought lingerie
manufacturing to South Asia in 1987. What began as a venture down an unusual route has
resulted in MAS being a leader in the clothing industry.
MAS is one of the world's most well-known design-to-delivery solution providers in the garment
and textile manufacturing industries, with a portfolio of companies. It is also South Asia's largest
garment and textile company. The company is based in Sri Lanka and employs approximately
95,000 people across 52 production plants in 17 countries. It also has design locations in
important style capitals across the world.
MAS is proud to be known across the world for its high ethical standards and environmentally
friendly workplace. The cultivation of people, their passions, and their ideas has transformed
MAS from a business to a worldwide community that collaborates with some of the world's most
iconic companies in fashion and timeless style.
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

The 3 principle of MAS holdings success.
01- Products
With a focus on innovation, sourcing sustainably, and pioneering circularity at scale, MAS aims
to increase its sustainable product offerings to 50% of its revenue by 2025 Improving products so
that they last longer, consume less resources, and can be recycled after use is central to the
strategy of producing quality goods to counteract disposability.
Sustainable sourcing will be done by collaborating with MAS' supply chain to identify
sustainable raw material alternatives. The cooperation with Eco Spindles to make Sri Lankan
Cricket World Cup jerseys from waste PET in 2019, 2020, and 2021 has already showed
progress toward this aim. MAS firms recycled almost 21 million plastic bottles in 2020 alone to
generate cloth for their clients. For MAS, closing the loop on circular production is critical, and
strategic collaborations are essential to accomplishing this aim.
02- Lives
Recognizing that its biggest assets are its workers and the local communities, MAS seeks to
empower women, offer meaningful employment, world-class workplaces, and enable positive
influence to create vibrant communities.
Women Go Beyond, a broad portfolio of initiatives to prevent gender-based violence, empower,
educate, offer skill development, leadership development, and career progression for women,
was developed by MAS in 2003 to serve the primarily female workforce (70 percent). Women
Go Beyond is MAS' signature female empowerment initiative, which adheres to the UN
Women's Empowerment Principles, and has produced 3.7 million opportunities for women
inside MAS and its communities since its establishment in 2003. MAS provides pre- and post-
natal classes, on-site and off-site daycare, and breastfeeding spaces, among other things, to help
moms. MAS hopes to empower 100% of women on the production floor and boost gender
representation in management to 30% by 2025 through these programs.
03- Planet
Project Photon, a multi-roof solar panel effort launched in 2017, was designed to address
emissions reductions in part. Currently, 48,000 solar panels cover 18 MAS sites, contributing to
a global renewable energy utilization of 57 percent. As part of its objective to value waste, MAS
established Eco-Brick at MAS Fabric Park, which converts textile sludge to bricks, to solve the
problem of ETP sludge and effluent waste within MAS while also supplying building materials
for the firm.
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

MAS is resolved to achieve sustainable and ethical strides by 2025, and the obstacles of 2020
have not slowed MAS' goal of a more sustainable and equitable future. MAS Holdings hopes to
have a large-scale positive influence on goods by applying this company-wide approach.
Motivation is important for an organization?
Yes! As we mentioned it in “Transformational theory” There are several reasons why employee
motivation is important. Mainly because it allows management to meet the company’s goals.
Employee motivation is essential to a company's success. It's the level of dedication, ambition,
and energy that a company's employees bring to their tasks on a daily basis. Without a motivated
workplace, businesses suffer from decreased productivity, lower production, and are more likely
to fall short of important objectives.
“There are companies that sadly fail to understand the importance of employee motivation.
Research shows that many companies have disengaged employees with low
motivation; only 13% of employees are engaged at work “.
Motivational strategy can lead to increased productivity and allow an organization to achieve
higher levels of objectives. It is Helpful in Building Good Labor Relations- In an organization all
the members of the staff make their efforts to achieve the objectives of the organization and carry
out the plans in accordance with the policies and programs laid down by the organization if the
management introduces motivational plans. Such arrangements benefit both management and
staff.
MAS holdings runs under the tagline "Change is Courage". This reveals that MAS encourages
and motivate its employees to contribute new ideas, inventions, and improvements to the
company. This is the main strategy that Mas holdings using to motivate their employees and the
management. This tagline has been used since three brothers expanded their small business to
the point where it has been recognized throughout the world.
The company culture, therefore, is supportive of this motive of uplifting the efficiency and
effectiveness of the company day by day. The empowerment of women and ethical behavior are
two important aspects of the Sri Lankan apparel industry's ethos. MAS is a supporter of the
"Women Go Beyond" campaign, which seeks to ensure that women in the garment business are
treated with respect and pride in the work they do. This has contributed in improving the quality
of Sri Lanka's garment sector through higher motivation.
Every manager has a unique technique for inspiring their workers. Some methods may be good
in one situation but ineffective in another.
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

The 3 pillars of success, enhance organizational performance of
MAS Holdings
Strong leadership
- MAS Holding's board of directors has a significant impact on business
culture. Directors may strengthen corporate values by assisting their
employees in growing and developing via goal setting, opportunity, and
acknowledgment. Elevate staff by holding frequent one-on-one meetings and
providing regular two-way feedback. Employees' trust in their leaders grows
when they have open and continuing communication about their job.
Stakeholders
- The Group's stakeholder engagement policy, which focuses two-way
communication, transparency, active listening, and equitable treatment,
drives the Company's efforts to engage all stakeholders. This permits their
legitimate interests to be addressed when business decisions are made.
- At the Meeting, shareholders can hear about the Group's performance from
the Chairman and Group CEO, ask questions, express their opinions, and
vote on the many items of Company business on the schedule. Shareholders
may also raise questions of the Company's External Auditors at the meeting.
The Company invites its shareholders to attend its annual meeting, and it is
committed to responding to shareholder queries in a pleasant and timely
manner.
Employee ethics
- Employees follow in the footsteps of management when they lead a business
in an ethical way. With corporate ethics as a guiding concept, employees
make better decisions in less time, increasing productivity and overall
employee morale. When individuals accomplish tasks with honesty and
integrity, the entire business benefits. Employees who work for a company
that requires a high degree of business ethics in all aspects of operations are
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

more likely to perform at a higher level and to remain loyal to MAS
Holdings.
Motivational strategy that MAS holdings using for motivate their
employees and also these methods helps to optimal achievement of
MAS organization objectives.
According to Hertzberg (1959), there are two types of motivation.
1- Financial Motivators (extrinsic motivation)
2- Non-financial Motivators (Intrinsic motivation)
Intrinsic and extrinsic motivation. Intrinsic motivation comes from inside the individual and does
not require external stimuli to achieve (e.g money).
The second sort of motivation is extrinsic, which is based on circumstances outside of the
individual's control, such as money and awards. Individuals with extrinsic motivation will be
driven by external stimuli, and their motivation will be the total of efforts made to motivate them
in an organizational environment in the form of incentives, promotions, pay raises, and penalties.
Intrinsic motivation is more effective in the long term and has a deeper significance than
extrinsic motivation.
Financial Motivation based on MAS holding.
Money plays an importance role in satisfying needs. Therefore, management can use financial
incentives for motivation. Financial motivations are a type of extrinsic motivation. Extrinsic
motivations are most common in the workplace and involve financial rewards. When you want
to use extrinsic motivation as a manager or leader, it's extremely crucial to strategically offer
rewards, higher wages, bonuses, commissions, promotions, awards, or other perks to the
employees. Financial rewards encourage employees and help them know what they stand to gain
or lose based on their performance when they are effectively expressed. For the employee, this
type of incentive is concrete, helping them to better provide for their families and improve their
lives outside of work.
Example 1 :- MAS Holdings produced a branded smart welfare card for their employees. This
is a smart card that can perform a variety of tasks to provide a smooth and effective employee
welfare program. The Joint Apparel Association Forum (JAAF) has approved this welfare
system, which was proposed in late 2013 with the backing of Minister of Industry and
Commerce Mr. Rishad Badurdeen, with the intention of offering relief and economic advantages
to the entire apparel industry workers across the country. (REF2) There is no better way to prove
that MAS holdings value their employees and take care of them in every possible way.
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

Example 2:- “MAS holdings invest significantly in learning and development. They aim to
attract, develop and retain their associates, to succeed today and in the future by helping them to
develop professionally and personally, protecting and promoting their employees’ health, safety,
and well-being, and recognizing and rewarding their performance. ”
Financial incentives can increase production and morale in the short period. Some advantages of
using money to motivate employees in this way include:
 Greater sense of employee empowerment.
 Increased business revenue, leading to increased employee pay.
 Higher productivity levels.
 Decreased turnover, with greater job satisfaction.
 Surging positive culture, based on achievement.
Money helps in satisfying the social needs of the employees to some extent because money is
often recognized as a basis of status, respect and power.
Non-Financial Motivation based on MAS holdings
Non-financial motivation also known as intrinsic motivation. You may use intrinsic motivation
at work in a variety of ways. Recognizing the talented employees and giving them positive
feedback, for example, is one of the most effective strategies to boost motivation. And also
increased responsibility and confidence in a job, job enrichment, and involvement in decisions,
flexible working, and mentorship are just a few examples. Non-monetary incentives help
workers gain self-confidence, achieve self-actualization, and feel more secure in their
professions. Non-financial incentive strategies can help companies attract, motivate, and retain
key employees.
As an Example: -
MAS holdings invest significantly in learning and development. They aim to attract, develop
and retain their associates, to succeed today and in the future by helping them to develop
professionally and personally, protecting and promoting their employees’ health, safety, and
well-being, and recognizing and rewarding their performance. (REF3)
We can observe that MAS holdings is utilizing a well-known non-financial motivating method
known as "recognition." Recognition is one of most productive strategy to improve motivation of
the employees.
1- Recognition
Everyone wants his or her effort to be noticed by their superiors. When he realizes that his
supervisor is aware of his performance, he will work harder to optimize it. The recognition may
be for better output, saving in time, improving quality of products, suggestions for better ways of
doing things etc. there also be various types of recognitions such as certificates, awards and
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

plaque. These types of recognition motivate individuals to perform their best. If the performance
of persons is not recognized by superiors and everybody is treated on the same footing then
talented persons will not like to put their best efforts to the company.
2- Positive workplace environment
Employees may lack motivation if their employer does not provide a positive working
environment.
To solve this, management might send out questionnaires and request employee feedback to fix
the difficulties that may arise.
MAS holdings exhibit a positive quote or photograph by the copier, coffee machine, or any
noticeable location with a lot of foot activity so that people can see it. Plants and animals (fish
tanks) also contribute to a relaxing work environment for your staff, so why not arrange a few
plants throughout the office?
Management might also come up with innovative techniques to keep their employees as
motivated as possible.
Relevant example:-
- Since its founding in 1987, MAS has prioritized employee wellbeing based on a founding
principle of doing the right thing and providing safe, secure, and comfortable places of
work, with fair, equitable wages for team members. MAS is proud to be known across the
world for its high ethical standards and environmentally friendly workplace.
3- Job Enrichment
Job enrichment aims to offer workers more responsibility by expanding the number and
complexity of duties they must do, as well as providing them with the necessary authority. It
inspires employees by allowing them to make the most of their skills. Job enrichment through
motivators, according to Herzberg, should be a major factor in any effort to boost motivation.
When adopting job enrichment, it's essential that employees have the proper training and
abilities; otherwise, the result might be worse quality, decreased productivity, and discontent.
Relevant example:-
- “We don't simply build careers; we build human potential fuelled with courage,
opportunities and values. Our people are the greatest assets of MAS. Your opportunities
to grow within MAS is endless. We ensure, a career at MAS will make a transformational
experience that drives the 'extraordinary' in you. Every employee is an integral part of
MAS who are developed and engaged with a sense of purpose and direction. MAS
culture, woven with our values and most importantly mutual trust and mutual respect are
the essence of employee empowerment.”
4- Participation
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

Participation has long been seen to be an effective method of motivating. It involves people's
physical and mental participation in the decision-making process. It fulfills people's egos and
self-esteem. When they are invited to provide ideas in their line of work, they feel valuable.
Participating in various activities helps build a sense of belonging and accomplishment.
Extrinsic and intrinsic motivation are both key factors in behavior. You can better
understand how to inspire individuals if you understand the variations between the
2 kinds of motivation. Mass Holdings is one of the top clothing companies in Sri
Lanka because it has utilized and recognized the advantages of both intrinsic
and extrinsic motivational strategies.
It is critical to implement both intrinsic and extrinsic strategies in order to avoid a
company's down growth.
Different strategy for addressing and managing unsuccessful
performance and demotivated employees in MAS Holdings.
Consider having a worker who is unmotivated at work. They'll most likely spend their time at
work perusing the internet for personal enjoyment or maybe seeking for a new employment. This
is a complete waste of your time and money. This is based on a single employee. Consider what
would happen if the majority of your staff did the same thing. This is not a position anybody
wants to be in. Brand image and reputation are the most important of any successful
organization. Having the right tools and strategies in place will help you to achieve these goals.
1. Always ask the right questions to organizational employees at the right
time.
- One of a leader's responsibilities is to build a strong relationship with the team. This will
aid in the development of a productive and open communication with them. It's important
to have a strong working relationship with your staff. This can help to ask direct
questions when needed.
2. Display a genuine interest in the overall wellbeing and career
progression of employees.
- When they are invited to provide ideas in their line of work, they feel valuable. It will
also increase their productivity. They will be able to communicate their concerns and
difficulties with the organization if they have frequent meetings.
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

3. Set clear milestones
- Employees will be able to plan and manage their activities better if they have specific
goals and milestones. It will also assist them in monitoring their development and
preparing them for success.
4. Reward employees when they are recognized.
- As we said earlier, Employees feel appreciated and valued when they are recognized for
their accomplishments at work. This increases the morale, boosts efficiency, and reduces
staff turnover by reinforcing positive behavior.
7 key elements to build a Strategy for MAS Holdings.
1- Vision – without the vision there is no strategy
A strong vision statement is critical to a successful motivating approach. It should clearly state
the company's long-term objectives and plans. Take the time to concentrate on your core and
create a motivating vision. This becomes the foundation for all subsequent motivational
activities.
Vision statement of MAS holdings
- We see a day when we clothe the world with possibility, our people and partners realize
their dreams and sustainability is woven into the fabric of our industry
2- Mission – Clarify who you are
A mission statement is a short statement that explains why an organization exists, what its
ultimate objective is, and identifies the goal of its activities, such as the type of product or
service it offers, its primary customers or market, and its operational region.
3- Core value – The value of a motivation
The essential ideas and philosophical values of an organization are highlighted in the values
statement. It is used to both inform and guide internal decision-making and behavior, as well as
indicate to external stakeholders what is important to the organization.
Leadership - The courage to shape a better future
Collaboration- Leverage collective genius
Integrity: Be real
Accountability: If it is to be, it’s up to me
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

Passion: Committed in heart and mind
Diversity: As inclusive as our brands
Quality: What we do, we do well
4- SWOT analysis
A SWOT analysis gives a company a clear understanding of its strengths, allowing it to
capitalize on them and achieve its goals and it also identifies weaknesses and gives analysts the
opportunity to fix them. Note that a SWOT analysis only evaluates at issues that are obviously a
strength, weakness, opportunity, or threat. As a result, it's difficult to apply a SWOT analysis to
handle confusing or two-sided factors, such as those that might be a strength, a weakness, or both
(e.g you might have a prominent place, but the rent may be expensive).
Strengths - strength are based on internal factors and viewed as helpful to your organization.
What are your competitive advantages?
Weakness – weakness are based on internal factors and viewed as harmful to the organization.
What aspects of the business are holding you back?
Opportunities - Opportunities are based on external factors and viewed as helpful to your
organization. What are the possible opportunities on the market?
Weakness - Weakness are based on external factors and viewed as harmful to your organization.
How can your weakness create a threat to your goals?
5- Long-term objectives
Organizational performance objectives that are expected to be met over a five-year or longer
period of time. Specific improvements in the organization's competitive position, technology
leadership, profitability, return on investment, employee relations and productivity, and
corporate image are typically included in long-term objectives.
A long-term strategy is a broad company plan that defines long-term aims. Throughout this
process, you'll be defining and achieving targets in order to reach a company-wide goal. Set
multiple smaller goals that help you achieve your long-term goal to create a long-term strategy.
6- Set targets for each year
It's also important to convert long-term objectives into annual goals. Employees will be able to
quickly recognize the various tasks and goals that must be met in order to achieve objectives.
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

Especially these targets should be created according to the SMART principle.
Specific – Simple, clearly defined, and relevant objectives
Measurable – Targets must be measurable and comparable
Achievable – Set achievable goals
Realistic – Targets must be realistic and achievable
Time-based – The goals must have clear start and end points or in time.
7- Set up an action plan
Here are six simple steps to creating an action plan.
1. Step 1: Define your end goal. ...
2. Step 2: List down the steps to be followed. ...
3. Step 3: Prioritize tasks and add deadlines. ...
4. Step 4: Set Milestones. ...
5. Step 5: Identify the resources needed. ...
6. Step 6: Visualize your action plan. ...
7. Step 7: Monitor, evaluate and update
Continuous Improvement strategies for MAS Hodlings
New ideas
- MAS Holdings can benefit from starting sessions. Encourage essential individuals
to come so that important ideas may be explored. You can describe how
procedures are currently conducted during these sessions to determine if there are
any areas that need to be addressed or modifications made. Because technology is
so integrated with most company operations, discussing upgrades and new
technology solutions targeted toward optimization is often a good place to start.
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

Training once a month:
- Improved employee performance can cut staff turnover, lower maintenance
costs by minimizing equipment faults, and reduce customer complaints.
Employee performance that is higher than average reduces the need for
monitoring and increases worker production.
Use surveys
- Customer and supplier surveys can help determine whether or not attempts
to improve the workplace have been successful. Three questions should be
addressed in surveys: What are you doing that makes you happy? What has
to be altered in order to increase the quality of your goods or services? What
future adjustments would customers wish to see? These kind of surveys
provide you with an inside view at how you appear from the outside.
Management uses survey data to enhance the business process on a regular
basis.
Audits on Time
- Time is one of the most valuable things that a company can waste. Being
able to precisely monitor and quantify how long a procedure takes on behalf
of your staff might provide insight into where a process can be improved. It's
as simple as timing a procedure with software. Then you can look at how
long procedures take and figure out how to save time. This might be
accomplished by automating approvals and eliminating touchpoints, so
avoiding possible bottlenecks and delays.
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

Leadership and management approaches for managing
performance support continuous improvement.
Organizational
Situation
Leadership &
management
styles
Impact of
leadership and
management
styles
continuous
improvement
Introduce a new
project.
A participative
leadership style
Allowing members of
a group, such as
workers of a
corporation or
members of a
community, to
participate in
organizational
decision-making is
known as
participatory
management.
 Facilitates a
free flow of
new ideas.
 Increased
efficiency.
 Improved
morale and
job
satisfaction.
 Better
productivity.
A participative
leadership style is
required to promote and
support continuous
improvement from
employees. It
necessitates taking a
proactive approach to
solving problems, rather
than being reactive. This
means practicing
prevention rather than
fighting fires.
Employees late-
arriving
Situational
leadership.
Situational leaders
have the ability to
adapt and use a
different style to deal
with a variety of
situations and
employee skill sets.
 Leaders can
use whichever
style they
believe is best
for given
situation.
 This method
is simple and
adaptable. It
requires a
person to
assess
situation and
then adjust to
it
 For
employees
late arriving
problem we
can introduce
a clock in and
out system.
Everyone believes
they are a part of
something
meaningful when
leaders and
employees work
together to make
great adjustments and
improvements.
Everyone becomes
more dedicated to
their work and more
engaged, resulting in
higher production and
continuous
improvement in
your company.
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

Demotivated
employees in the
company.
Transformational
leadership
we can say that this
theory describes
which leaders
encourage, and
motivate employees
to establish more
innovative and
creative things that
will help grow and
expand the future
success of the firm or
the company
 Establishes
strong
relationships.
 Helps bring
enthusiasm
and
motivation
into being.
 Reduces
employee
turnover.
 Solves
employees
Problems.
This theory shows
that encouraging and
motivating
employees partially
mediates the
relationship between
transformational
leadership and
organizational
continuous
improvement
efforts.
Conclusion
As a conclusion, understanding the requirements for workers to engage with these individuals and
become better leaders will be crucial for employees in their company to face future challenges more
successfully.
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

REFERENCE
Author Inc. Gallup
Article
title: Worldwide, 13% of Employees Are Engaged at Work
Website
title: Gallup.com
URL: https://news.gallup.com/poll/165269/worldwide-employees-engaged-
work.aspx
Author Gayan
Article
title: MAS Holdings introduced a branded smart welfare card for its employees
Website
title: Archive.jaafsl.com
URL: http://archive.jaafsl.com/news/1267-mas-holdings-introduced-a-branded-
smart-welfare-card-for-its-employees
Article
title: Operational Empowerment | MAS - Change Is Courage
Website Masholdings.com
MAALIK CASSEER-00088120-LEADESHIP MANAGEMENT

title:
URL: https://www.masholdings.com/operational-empowerment.html
Website title – Masholdings.com
URL – https://careers.masholdings.com/
Article
title: MAS Holdings announces company-wide sustainability strategy
Website
title: Knittingindustry.com
URL: https://www.knittingindustry.com/mas-holdings-announces-companywide-
sustainability-strategy/
Author Brandon Gaille
Article
title: 13 Situational Leadership Advantages and Disadvantages
Website
title: BrandonGaille.com
URL: https://brandongaille.com/13-situational-leadership-advantages-and-
disadvantages/
Author Chris Futcher
Article
title: Transformational Leadership Advantages and Disadvantages Explored.
Website
title: Info.cavendishwood.com
URL: https://info.cavendishwood.com/blog/transformational-leadership-
advantages-and-disadvantages-explored
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