Investigating Motivation and Job Performance: Aston Martin Case Study

This dissertation investigates the impact of motivation on employee job performance within the UK car industry, focusing on Aston Martin as a case study. It begins by providing a background on employee motivation and its significance, particularly within the car industry, highlighting its role in employee retention, absenteeism reduction, and improved relationships between employees and management. The research outlines Aston Martin's organizational background, emphasizing its commitment to quality and employee investment. The study addresses the problem of lacking employee motivation and its effects on business performance, productivity, and employee confidence, further exploring ways to motivate employees through rewards, recognition, and a healthy work environment. The dissertation aims to understand the basic concepts of motivation, identify strategies used by Aston Martin to increase employee motivation, examine the impact of motivation on job performance, and evaluate challenges faced in the absence of motivated employees. The research employs qualitative methods and thematic analysis to gather and interpret data, culminating in conclusions and recommendations for Aston Martin to enhance employee motivation and involvement. This document is available on Desklib, a platform offering study tools for students.

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