Report: Flexibility, Motivation, and Morrison's Business Analysis

This report presents a comprehensive analysis of the significance of workplace flexibility on employee motivation and satisfaction, with a specific focus on the supermarket chain, Morrison's. The report begins with an introduction outlining the aim, company background, and research context, emphasizing the importance of flexibility in enhancing employee performance. A literature review explores the correlation between workplace flexibility, organizational culture, and employee motivation. The report then identifies a proposed problem, including a SWOT and PESTLE analysis, and suggests solutions like improved motivation techniques, enhanced communication, and leadership strategies. The methodology of implementation, budget, and evaluation are also considered. The report concludes with a discussion of the findings and their implications for Morrison's, underscoring the need for adaptable working conditions to boost employee morale and productivity within the retail sector. The report also includes information on the company's history, organizational structure, and current market position.

BUSINESS PROPOSAL

TABLE OF CONTENTS
CHAPTER 1-INTRODUCTION.....................................................................................................3
Title..............................................................................................................................................3
Aim..............................................................................................................................................3
Name of the Company and type of business...............................................................................3
Establishment...............................................................................................................................3
People..........................................................................................................................................3
Mission, vision and Objectives....................................................................................................5
Products or services.....................................................................................................................5
Organizational chart.....................................................................................................................5
Short History................................................................................................................................6
Current Situation..........................................................................................................................7
Research Background..................................................................................................................8
CHAPTER 2- LITERATURE REVIEW.......................................................................................11
Overview....................................................................................................................................11
Importance of flexibility at work place.....................................................................................11
Importance of organizational culture.........................................................................................12
Employees motivation and satisfaction importance..................................................................19
Role of HR on motivation and satisfaction of employees.........................................................26
CHAPTER 3- PROPOSED PROBLEM.......................................................................................28
Narration of the incident............................................................................................................28
Consequences of this occurrence...............................................................................................29
SWOT Analysis.........................................................................................................................30
PESTLE Analysis......................................................................................................................32
Ansoff matrix.............................................................................................................................35
Suggestions to solve the problem..............................................................................................38
CHAPTER 4- PROPOSED SOLUTION......................................................................................40
4.1 Improved motivation techniques.........................................................................................40
4.2 Increased flexibility at work place.......................................................................................41
4.3 Communication....................................................................................................................42
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4.4 Feedback from employees...................................................................................................43
4.5 Improvements in leadership and management strategies....................................................44
CHAPTER 5- METHOD OF IMPLEMENTATION....................................................................46
CHAPTER 6- BUDGET/TIMELINES.........................................................................................49
CHAPTER 7- EVALUATION OF RESULTS.............................................................................49
CHAPTER 8- CONCLUSION......................................................................................................49
REFERENCES..............................................................................................................................50
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CHAPTER 1-INTRODUCTION
Title
Significance of flexibility at workplace in the context of employee motivation and
satisfaction.
Aim
To assess the significance of flexibility at workplace in the context of employee
motivation and satisfaction: A study on Morrison’s.
Name of the Company and type of business
Name of the company based on which this dissertation is based on is Morrisons.
Morrisons is forth, the largest supermarket chain present in United Kingdom and is a public
company (Pulker, C.E., and et.al., 2018). The industry in which Morrisons operate in is Retail
industry. Retail is a type of industry in which consumer services or goods are sold to the
customers through different source of medium. All the organizations that operate in this industry
mostly focus on satisfying their customers demand that have been identified through a supply
chain.
Establishment
Morrisons organizations was founded in 1899, approximately 120 years ago by William
Morrision. The started this business in Bradfort, England who operated under the name of Wm
Morrison Limited. In 1967 they established themselves and became a public limited company
and listed themselves on London Stock Exchange.
People
Morrison is a retail company with more than 110,000 employees with a customer base of
11 million people. This organization operates under the guidance of two main key people of
Morrison organization are Andrew Higginson who is a British business executive and chairman
of the company, David Potts who is a British corporate executive and CEO of the organization.
Few important people associated with Morrison’s are:
 William Murdoch Morrison: The was the main founder of Morrison supermarket chain.
In 1952 his son Ken Morrison took over the company.
 Ken Morrison: Sir Kenneth Duncan also known as ken Morrison was the Life president
and Former Chairman of Morrison. He was the son of William Morrison, founder of the
company.
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 David Potts: David Tom Potts is a British corporate executive, CEO of Morrison (British
Supermarket chain).
 Andrew Higginson: Andrew Thomas Higginson is a british business executive and
chairman of Wm Morrison Plc.
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Figure 1 Ken Morrison
Figure 3 Andrew Higginson
Figure 2 David Potts

Mission, vision and Objectives
Vision statement helps in defining organization's wish to become or the position where
they seek to go. Mission statement is also known as corporate purpose statement. it helps in
defining the area in which business competes (Raible, Bennett and Bastedo, 2016). Mission
statement is mainly explained on the basis of overall purpose of an organization. Main vision
statement of Morrison is to become a food specialist for all of their customers. This vision
statement is supported by their strategic objectives and brand values. They define themselves as
food specialist because: know the source where it comes from, pack and make food products
within their factories. The main mission statement of Morrison is to provide their customers with
the best value of their money on their weekly shopping. Based on this mission they have recently
updated their slogan which says "Good food cost less". For this they try to follow vertical
integrated supply chain i.e. they try to bring food within their stores as soon as possible, in order
to increase choice and availability for the customers (Parness, 2017). They have defined their
brand value based on three things i.e. fresh, value and service. Morrison operates on five main
objectives that are: First is to make profit, second is to expand their business, third is to sell
product in cheap price to their customers, Fourth is to keep their customers coming back or in
other words develop loyalty within their customers and fifth is to try to produce cheap and
quality food for their customers. In order to fulfil their main mission and objectives they are
trying to expand their business through new channels and new space. Despite their best efforts
they are still the fourth largest supermarket chain in UK not the largest.
Products or services
There are various kinds of products that are sold by Morrison such as Food and drinks,
Clothings, Books, Magazines, CDs, DVDs etc. They also sell their own branded products for the
customers under the name of Iceland etc. They sell their products both online and offline. All the
products of Morrisons are available within their supermarkets and other stores as well and online
products are available on e-commerce websites such as amazon etc. They have also started
selling kinds wear products as well through both the mediums i.e. online and offline medium.
Organizational chart
Morrisons follow a traditional hierarchical structure with five main departments which
are legal department, Finance department, production department, technical department,
Marketing department, customer department and Human resource department. Organizational
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chart of Morrison is divided into three main layers and so on which has been described below.
There are eight members in the Board of directors in which two most important people are David
Potts (CEO), Andrew Higginson (Chairman of the Board).
Short History
Morrison is the third largest UK retailers that has been trading for more than 120 years.
They grew from 2 people company to 125, 000 employees company, opened more than 570
stores with turnover of £17,262 million (Stanton, 2018). Net revenue of Morrison is £17,262
million, Operating income of Morrison is £458 million, their net income is 311 million.
1899 – 1979: Morrison supermarket was founded by William Morrison in 1899. He started his
own business as a butter and an egg merchant in Rawson market, Bradford, England. He
operated this business under the name of Wm Morrison Limited. His son Ken Morrison took
over the company at the age of 21 in year 1952. In year, 1958 he opened a small shop in city
centre, which was the first self service store where all the products has a price tag on them and
had three checkouts. In 1961 they opened their first supermarket named Victoria. In 1961 they
listed themselves on London Stock Exchange and became a public limited company.
1980 – 2003: During 1980, Morrison opened more than 50 stores, but in 1990 they faced a
economic slow down (Wilshaw, 2018). In 1980, they opened a fresh food factory and on their
100 years century they opened their 100 stores.
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Figure 4 Organizational chart of Morrison

2004 – 2010: In 2004, Morrison acquired Safeway (British supermarket chain with 479 stores),
this acquisition allowed them to have large presence in Southern England. But soon this
acquisition ran into difficulties due to change in outgoing management part of Safeway. There
was a change in accounting system of Safeway six weeks before the transaction was completed.
As a result various kinds of profit warnings were issued by Morrison and there was a revision of
manual system. Store conversion program of Safeway to Morrison was one of the biggest
conversion in the history of Britain and within few weeks all the carrier bags of Safeway were
replaced by Morrison. Morrison began to develop their own branded products in Safeway stores.
In 2010 they announced that they would be opening small format stores called M local.
2011 – 2016: In 2013 they started to deal with online supermarket called Ocado and soon in
2014 they started doing home delivery as well.
Current Situation
Today Morrison is among the top four retailers present in United Kingdom with more
than 500 stores present in UK. In current date the overall market share of Morrisons is
approximately 10 percent. Since 2012 they have started selling their products and services on e
commerce websites such as Amazon etc. and with the help of this they entered into online
retailing market (Toms, 2015). To strengthen their online services they started a partnership with
Ocado. With the help of this partnership they were able to use their technological systems,
infrastructure distribution and finally launched their own online services. They even signed a
deal with Amazon to deliver their products through their prime service. Other than this they have
also bought a children's retailers named Kiddicare and started selling children's cloths online as
well as offline.
Currently Morrison is planning to close their only store in the centre of Bradford. Not
only this they are planning to close many supermarket stores due to which many jobs are at risk.
When David Potts took position of CEO of Morrison in 2015, he basically took over a struggling
business. This closing of many stores has resulted in cut off of 700 roles in head office. Their M
local stores are facing loss due to which, Company has force fully reduced their price of more
than 4,400 products by applying price crunch strategy. According to a survey of 2017 Morrison
is mainly benefited from easy comparison with last year as last year their performance was at
their lowest point. From the loss and closing of many stores, Morrison was doing extremely good
job in restoring their previous growth.
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From the above graph of 2014 to 17 it is clear that Morrison is making growth slowly,
slowly. In fact in 2017 they registered themselves as best performing grocer in London Stock
Exchange.
From a recent survey, it has been observed that Morrison is underperforming and is
having slower than expected sales within their stores. In fact from a recent update Ocado will no
longer be the exclusive digital partner of Morrison. Morrison said that there are various political
and economic factors due to which their sales is getting affected which is further affecting their
employees as well as customer's motivation. They even said that the competition will remain
competitive which will affect their business in many ways.
Research Background
The research introduces the significance of flexibility at workplace in terms of employee
satisfaction and motivation. It mainly diversifying the employee’s flexibility in terms of working
styles. In order to complete the motivation between employees at workplace effectively in the
global world. Companies should be designed the job so that it helps for people to reduce their
stress level. Motivational and satisfaction always increased the performance and its own
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Figure 5 Morrison Sales Growth (2014-17)
(Source: Morrison Sales Growth, 2019)

capabilities. It provides the direction to behaviour of employee so that they are leading functions
to influence other colleagues towards goals and objectives. The motivation of older employees
influences the young people at workplace.
In this research, it has been focused on the young generation, who will have a new ideas and
innovative capability which help for business growth and development. the older employee
having less productivity and less motivation at workplace so that it will reduce friendly
environment and increase low level work capabilities. Due to demographic changes in the
society, which arise different challenges in the management system at workplace. In this way, it
is necessary to motivate the employees at different stages. The percentage of older employee
than 40 year is increasing. As a result, it is changing the size and frequency of age diversity in
the organization. it also suggested that age diverse employee have a lot of experience and
background knowledge which increases innovation, creativity, problem solving and motivations
to other employees. These are essential for organization success to improve productivity and
profitability in global marketplace.
The research presents the importance of flexibility of employee in context of satisfaction and
motivations. Its primary goal is to identify the actual need between employee’s satisfaction at
workplace. In today’s world, Companies operates high competition environment at global world
and forced on the market to become remain competition. As per the situation, it is important to
manage the employee satisfaction and provide the better flexibility at workplace so that they are
completing their task within specific deadline. The organizational efficiency and effectiveness
are mainly depending on the employee satisfaction because it directly connected with the success
of business. on the other hand, satisfied and motivated employees always committed to towards
their work and have increased rate of productivity. These are common factors of employees in
terms of supervision, workload and stress balance in the work culture or environment.
The motivation employee describes that how they committed towards his job and
engaged. Job motivational can be considered as an extrinsic or intrinsic which motivates the
employee at workplace. The benefits of employee motivation go beyond just keep people happy
at workplace because the motivated people always focused towards their work to meet the goals
and objectives. In this way, they also obtain the recognition and award on the basis of their
performance. The increased quality of work and production may help the business to reduce its
price and also keep the employee satisfied or motivated with their jobs. The research emphasizes
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the significance of motivation and its relationship to the employee satisfaction. Human resource
management policies should be directed in different manner where they are aligned to the
business strategies and understand expectation of employees at workplace. The strategies must
be directed towards the attraction and retention but also needed to overcome the barriers of
demotivational or dissatisfactions such as lower morale, low performance etc. This make it
necessary to understand the factors of motivation that create job satisfaction among workers.
As per the level of competition environment in the organization that has to make plan
according to business situations. Nowadays, the company is highly concern about the preference
of customers so as to increased the return of enterprises. It also realised that the importance of
building internal capacity between employees. It also ensures that commitment of employee
towards business goals and objectives. Sometimes, it has been developed the issues faced by
company where firms are doing in best ways to understand the different factors which could
inspire, motivate the employee. It also considered the four different indicators that change the
working culture and environment such as increases training session, improve physical working
situations, improve structure, materials and equipment etc. it helps to improve the flexibility of
employee so that they must be satisfied with their job role and always being motivated.
It is also important for organization to maintain their composition of factors which
influence the employee satisfaction and motivation. Human resource has responsibilities to
update themselves with the current satisfaction and motivation level among workers at
workplace.
The research is mainly based on the Morrison’s which is one of largest retailer company in
UK. The organization was founded in 1899 by William Morrison and situated its header quarter
in London. There are large number of employees working in the organization, it always
maintained their employee satisfaction and motivation at workplace. The research study has
conducted to explore that how company manage their diversity at working culture or
environment. It also identified the consequences that present in the organization. Moreover, it
will determine the challenges, where employee faced problem related culture and background.
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CHAPTER 2- LITERATURE REVIEW
Overview
In literature review based on previous studies or articles, study of various existing
theories, viewpoints of different authors is acknowledged. It includes current knowledge,
substantive findings theories, methodologies that had been contributed on a particular topic. The
literature review of topic "Significance of flexibility at workplace in the context of employee
motivation and satisfaction" has been discussed using few themes such as flexibility at
workplace, Importance of flexibility at work place, Importance of organizational culture,
Employees motivation and satisfaction importance.
Importance of flexibility at work place
As per the view of Kossek and Thompson, (2016) Flexibility on job means ability and
willingness of an employee to respond to certain changes, adopt the working environment.
Flexibility of an employee at workplace is important for both the organization and the employee
because employees who approach their job with flexible mindset are more valuable employees of
an organization and are valued more as compared to others. In other words it can be said that
workplace flexibility helps in meeting needs of both the employer as well as the employee. This
flexibility should be beneficial for both employee and employer in order to obtain superior
outcomes. Workers who are ready to step outside their job description willingly, can accomplish
any task in a better manner. In order to bring flexibility within workplace it is important for
organization to provide a positive and healthy working environment and organizational culture.
It also helps the employees to take more responsibilities and do various kinds of tasks in a better
manner. This also helps the organization in increasing or improving employee's skills which
further helps them to accomplish all kinds of tasks or responsibilities provided to them. There are
no formal rules to bring flexibility within workplace but there is an approach which can help the
organization to bring or ensure flexibility within workplace. Yadav, Rangnekar and Bamel,
(2016) further explains that, Flexibility within workplace is brought in both the ways i.e.
Employees prefer to have flexible managers who can not only handle all the employees in a
better manner but can also manage their work in an easy and efficient manner. Flexible managers
help the team members to achieve certain goals easily. They also have capability to access and
full their employee's needs, requirements and address their feedbacks positively. Other than this
they can easily optimize and analyse individual performance as per their work and performance.
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Earl and Taylor, (2015) further explains that in order to bring flexibility within
employees they should be provided with time to time training and development programs where
they can learn new skills, enhance their existing skills and knowledge and learn new things. They
should be provided with more opportunities where they can show or use their talent, skills or
knowledge to achieve or accomplish different goals or target. There are various benefits of
flexibility at workplace, such as: accepting or adopting changes easily can expand growth
opportunities for the employees. This will help the employees to enhance birthweight skills and
knowledge so that they can work beyond their capabilities. In addition to this Nordback, Myers
and McPhee, (2017) further explains that flexibility at workplace can help the employees to
manage their personal and professional life in a better manner. It will help them to easily
segregate their personal or family time and working hours easily. Flexibility in workplace helps
both employer and employees to adopt changes quickly and positively. Flexibility at workplace
is a win situation for organization, employer and employee as it is good for business, helps in
building employer's trust on employee and helps the employee to work more efficiently.
Importance of organizational culture
According to the view of Damman and Henkens, (2018) Organizational culture can be
defined as assumption, belief, values and behaviour that contribute to unique psychological and
social environment of an organization. All organizations have their unique style of working
which contributes to their working is known as organizational culture. It has been observed that
organizational culture mainly contributes to the way an employee behaves with their colleagues
and people outside the organization. There are various factors that makes organizational culture
plays a vital role in the success of any business. First factor is unity i.e. an organization's main
strength lies within their employees and unity among them. Values and principles followed by its
employees helps in building a strong and positive organizational culture. Another factor is
business success i.e. A companies' success, their way of working and their success also helps in
defining their organizational culture. For example: just by interacting with employees of larger
organizations like Google, visiting their campus, one can know that they mainly focus on
innovation and creativity. As per the view of Raharjo and et.al., (2018) There are few more
factors that makes organizational culture important such as: stability of an organization, helps in
describing an organization's employee's a clear direction, helps in building a clear identity and
brand image. A proper organizational culture not only reflect an organization's brand image but it
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also helps in reflecting their products, services, their quality, clients, customers and their
employees as well. Organizational culture is not build all of a sudden but it is build over time. It
is a long term process, various kinds of planning is required to be done, development and
changes are required to be brought accordingly helps in building organizational culture.
As per the view of Yadav, Rangnekar and Bamel, (2016) workplace culture is one of the
driving force which can affect the employee retention and their performance in the organisation.
When employees are not given appropriate freedom and opportunity to share their perspectives
and opinion then their creativity and productivity may suppress. On the other hand when
organisations allows their team members to openly express their concerns and perspectives then
it significantly improves the productivity of the organisation. The workplace culture is also
responsible for improving the effectiveness of the communication networks within organisation.
The extent up to which human resources can easily interact with the management authorities
reflects their efficiency. This aspect of workplace culture is also helpful in resolving workplace
conflicts. There are several conflicts which emerges due to unorganized workplace environment.
The negligence to such professional conflicts is harmful for the long term growth of the
company.
In the same context Nordback, Myers and McPhee, (2017) stated that a positive work
culture not only minimise the possibility of disputes between teams but also provide good
opportunities to resolve such conflicts without harming professional interests. When individuals
are confident that management is not biased and their issues are given equal priority then the
personal conflicts among team members are not reflected in the performance. Instead each of the
team members try to assure that they are able to fully convince their point of view among
management. Another advantage of improved work culture at workplace is that it helps to
improve the cooperation and communication among team members. Thus a sense of
professionalism is developed among individuals which is necessary for the long term
development of the organisation.
Hence companies must also have well defined framework for the development and
improvement of their work place culture. For instance the work culture must have element of
flexibility and motivation in it. These elements inspire individuals to work with more attention,
creativity and focus. However the extent of flexibility and type of motivation must be chosen
appropriately. The excessive flexibility can make employees less concerned about the work
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productivity and their responsibility and accountability towards company may get affected
negatively. Thus with the flexibility organisations must assure that the suitable quality and
monitoring frameworks are adopted by them to regularly monitor the performance and impact of
workplace culture. Well defined regulations and framework at work place is vital for promoting
the effectiveness among work practices. The work culture development also guides employees to
follow a suitable behaviour and ethics which are mandatory for the professional attitude. Thus if
companies are not serious about sustaining and creating a professional culture meeting their
business needs then it may not give employee's a fair understanding of the long term vision of
the company.
Further Abdullah, Musa and Azis, (2017) elaborates that, organizational culture plays a
vital role in engagement, satisfaction, loyalty and motivation of employees of an organization. If
employees feel that they are a part of something bigger and are valuable for their organization
the factor helps them to get motivated and satisfied. This can only happen when employee's own
values, needs and beliefs matches with organization's culture. Organizations that have defined
and positive organizational culture will observe that their employees have developed better
relationship among themselves, work together in order to achieve certain goals, are engaged with
their work with complete dedication and motivation. This further helps in building employee's
satisfaction within themselves. Not only this Pereira, Cardoso and d'Orey, (2016) explains that
positive company culture helps in improving loyalty among employees members towards the
business. Dedicated employees will work harder in order to increase productivity of the business.
Healthy organizational culture helps in increasing employees' engagement which further helps in
increasing overall motivation of employees. Strong and positive corporate culture helps in
increasing the productivity of employees and decreases the employee turnover rate especially in
retail industry. It has been observed that Organizations within retail industry have the highest
turnover rate but companies that has a stable, strong and positive organizational culture has the
lowest employee turnover rate, have highly motivated and satisfied employees.
According to Trigunarsyah, (2017) there are various theories that can be used to explain
organizational culture. One of the most famous theory that can be used to explain organizational
culture is Handy model of organizational culture. This theory says that there are four types of
organizational culture based on level of power distribution and level of cooperation. Power
distribution means the extent to which top management of an organization openly works with top
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down approach or bottom up approach. Power distribution is extremely high in case of bottom up
approach and in this case employees are asked to take their own responsibility, whereas in case
of top down approach power distribution is hardly present and in this case all the decisions are
taken by the owner as he/she is in control. Cooperation level is the degree to which cooperation
is present between employees and various other departments. If this level is low then that means
anyone hardly requires anyone else helps and if this level is high them that means there is close
cooperation between colleagues. Based on this, Handy model of organizational culture has
described four types of organizational culture, that are: power culture, role culture, task culture
and person culture.
Fareed and et.al., (2016) further explains that in power culture (low power
distribution/high cooperation level) power is in hands of just few individuals, whose influence is
spread throughout the organization. The main strength of this type of culture is that organizations
with this culture can quickly respond to events quickly and performance of an individual or
company is judged on the basis of their results. But this culture has its own challenges such as
size of an organization is their main problem, it is difficult for the organization to retail control of
too many activities. This culture mainly relies on individuals rather than communities. All the
employees working in organization with this organizational culture are required to fulfil their
duties and responsibilities that are expected from them for power holders.
Fareed and et.al., (2016) also says that, Role culture (low power distribution/low
cooperation level) organizations are completely based on rules. Such type of organizations are
highly controlled and each one within the organization knowns that they need to do, what are
their roles and responsibilities. Organizations with this culture have strong functional areas that
are mainly coordinated by top management. Efficiency of this culture completely depends upon
the rationality of allocation of responsibility and work. Organizations that follow this culture
becomes successful only in stable environment. This culture should only be used in organizations
that operate in stable environment where market is predictable, steady and controllable.
Organizations with this culture faces one challenge i.e. such organizations cannot adopt any kind
of challenges easily. This culture is not at all appropriate to bring flexibility within workplace
especially in retail industry organization because these companies do not operate in stable
business environment and changes are one of the main part of such organization.
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According to Trigunarsyah, (2017) in person culture (high power distribution/low
cooperation level) organizations individuals working within an organization sees themselves
much superior and unique to the organization. It is a people oriented culture i.e. organization is
entirly as per the service of people who work there. These type of organizations only exist for
people so that they can work. It is quite an unusual culture which is not found in many
organizations. Number of employees within such type of organizations is quite small.The
structure of these organizations only exist to serve and assist individuals working within it. There
are few rules, regulations and procedures associated with such type of organizations, which is
required to be followed by all employees. Management hierarchy or control mechanism within
these organizations is next to impossible and if it exists then it is only because of mutual consent.
There is no doubt that this type organizations are quite difficult to be fount but there are many
people who prefer to work in organizations with this type of organizational culture. However, it
has been observed that organizations with this culture are short-lived and tends to shift to one of
the other cultural topology.
As per the view of Fareed and et.al., (2016) task culture (high power distribution/high
cooperation level) organizations are specifically formed to address specific problems or to
progress any kind of projects. Task is one of the most important thing within such organizations,
so power within all the teams shift depending upon project problem and team members. As it is
job oriented culture, it helps in bringing appropriate people, resources together at correct level
which helps in completion of a project on time. This culture completely depends upon unifying
group power so that efficiency can be improved. This helps the individuals working on a project
to identify and fulfil objectives of the organization. In this culture all the individuals not only
depend upon their own expertise but their also relay on their group members expertise as well.
This culture hierarchical power is not connected to a single person but is spread all over the
organization. In such organizations result or a particular task are more important than rules,
power or personal needs. Flexibility and expertise are the two most important things that are
needed to be considered in such culture.
According to Trigunarsyah, (2017) another most famous theory that can be used to
explain organizational culture other than Handy model of organizational culture is Hofstede
cultural dimensions. Hofstede’s Cultural Dimensions Theory was developed by Geert Hofstede.
It is one of the most famous framework that is used to understand different cross cultures in
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different countries, in order to observe the way business is done in various cultures. In other
words it can be said that this theory is used to distinguish different types of national culture and
their impact on the business. As per this, Hofstede’s Cultural Dimensions Theory there are six
main categories which helps in defining cultural dimensions. Six dimensions are: power distance
index, individualism vs collectivism, uncertainty avoidance index, femininity vs masculinity,
long vs short term orientation and restraint vs indulgence.
As per the view of Huang and Crotts, (2019) Power distance index express the degree to
which power and inequality is tolerated i.e. the degree to which less powerful members of the
society except or accept unequal power distribution. In simple words it focuses on the degree to
which inequality among people in the society is handled. People within the society mostly try to
accept power distance and hierarchical order each one has a defined place which needs no
justification. In societies with low power distance index people try to justify or equalize power
inequalities. In this type of counties organizational structure is flat, decision-making
responsibility is decentralized, management style adopted by organizations is quite participative.
Societies with high power distance index people accept power differences and inequalities,
bureaucracy is encouraged and employees of organizations respect higher authorities and
ranking. China is one of those counties that has high power index and UK is one of those
countries in which this power distance index is quite low. Due to this, organizations that operate
in UK has a flat organizational structure and decision-making authorities is decentralized.
As elaborated by Khlif, (2016) Individualism vs collectivism dimension focuses on group
interest vs individual interest. In other words it considers the degree to which societies are
integrated within the groups and their obligations are received as well as their dependence on the
groups. In individualism, individual's focus on their personal goals i.e. individuals are expected
to take care of themselves and their families. Collectivism is completely opposite of
individualism. In this greater focus in laid on well-being and goals of a group are focused on i.e.
society in which individuals can expect from their family members to look after them in
exchange for their loyalty. USA is one of the most individualistic country in the world whereas
Japan, India is considered as collectivism countries.
In addition to this Bakir and et.al., (2015) elaborates that, Uncertainty avoidance index is
a type of culture in which society members feel uncomfortable with the ambiguity and
uncertainty or in other words it a type of culture which explains the extent to which ambiguity
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and uncertainty is tolerated. The main fundamental issue associated with this culture is the way
society accepts the fact that can future be controlled. High uncertainty avoidance index of a
society indicates that the tolerance for ambiguity, risk taking and uncertainty is low. Uncertainty
of unknown events are tried to minimize through strict regulations, rules and various others.
Whereas if uncertainty avoidance index is low then that indicates that the tolerance for risk
taking, ambiguity and uncertainty is high and people easily accept the unknown events or
uncertainty with few lax rules and regulations. Countries with high uncertainty avoidance index
are Argentina whereas countries with low uncertainty avoidance index are: India, China, England
and United States.
According to the view of Beugelsdijk, Kostova and Roth, (2017) Femininity vs
masculinity dimension is about values that are important to be considered in a society. This
dimension focuses on tough vs tender and considers society preference for behaviour,
achievements, attitude towards sexual equality and various others. Masculine side of a dimension
represents preference of the society in terms of heroism, achievements, success material rewards
and assertiveness. Such societies are more competitive. Feminine side of the dimension
represents preferences for modesty, cooperation, quality of life, care for weak, fluid gender roles
and various others. Such type of societies are more consensus oriented. Japan is one of those
countries which is considered quite masculine whereas countries like Sweden and Norway are
considered as highly feminine society. These cultural elements are also considered and equally
prioritised in the professional context. For instance for the effective and legal execution of the
operational activities companies must assure that it consider the gender consideration into
account. The work culture supporting gender equality and specific gender aspects for the certain
roles and operations may enhance the work productivity. On the other hand if the organisational
culture does not have any kind of propaganda to integrate these aspects into policy then in long
term it may lead to work place discrimination on the basis of gender or the conflicts among
individuals on the power distribution among various groups.
As per the view of Beugelsdijk, Maseland and Van Hoorn, (2015) Long vs short term
orientation focuses on extent to which a society view their time horizon. In other words each
society needs to maintain their links with their past in order to deal with the challenges
associated with their present and future. Societies with long term dimension mainly focus on
their future and delay short term success and focus on fulfilling their long term success. Long
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term orientation also focuses on perseverance, persistence and long term growth. They also
encourage modern education so that students can prepare for their future. Whereas short term
orientation focuses on near future i.e. delivering short term success and mainly lay emphasis on
present rather than future. This orientation also emphasis on quick results and respect tradition.
They do not accept any kind of social changes easily. Countries like Japan and China comes
under long term orientation whereas Morocco is a short term oriented country.
As explained by Kim, (2017) Restraint vs indulgence dimension focuses on the tendency
and extent for a society in order to fulfil people's desires. In simple words this dimension lay
emphasis on the way society can control their desires and impulsiveness. Indulgence in this
dimension represents relatively weak control where society allows free relief so that people can
enjoy their life and have fun. Whereas restraint in this dimension indicates strong control where
society can suppress need and regulation gratification with the help of their social norms. Eastern
European countries have low indulgence whereas Anglo Western countries have high control i.e.
comes under restraint category.
Employees motivation and satisfaction importance
As per the view of Osabiya, (2015) It is already known that global business environment is
changing continuously due to which it becomes extremely important for the organizations to
adopt such changes in order to survive in the global business environment. Organizations need to
continuously bring changes within their current strategy, organizational culture and various other
changes. Due to these continuous changes, many organizations face a challenge to manage their
employee turnover. This is mainly because, most of the employee’s lack in motivation and job
satisfaction. Employee motivation can be defined as the level of creativity, commitment, energy
that a worker brings to their job. Whenever an organization grows or shrinks, motivation of
employees is always a management concern. Employee motivation and job satisfaction is
extremely important for an organization to work on because it directly/indirectly affects
organization’s capacity, achievement of organizational goals and objectives and various other.
So, due to these reasons, it becomes important for organizations to focus on employee motivation
and job satisfaction. It has been observed that most of the organization’s today are focused on
their customer’s preferences in order to maximize their profit, they completely neglect their
employee’s motivation and job satisfaction level. Company’s focus on their client’s or
customer’s preferences increases burden on their employee’s and in fact many organizations hire
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more organization’s hire more employees to increase their overall productivity and increase
burden on them. Due to this employee turnover increases and eventually their productivity
decreases. These factors or reasons clearly explain importance of job satisfaction and employee
motivation. There are four basic factors on the basis of which both motivation and satisfaction
among employees can be increased such as: by increasing training opportunities, improving
physical working condition, improve physical structure and environment, by improving overall
working condition, by providing various kinds of benefits such as awards, certificates etc. it has
been observed that each and every successful organization is backed by their committed
employees and this commitment is only due to increased motivational and job satisfaction level
of employees. It is extremely difficult for organizations to achieve success without committed
employees.
Velmurugan and Sankar, (2017) explains that, it is important for organization to focus and
work on employee’s motivation and satisfaction level which will eventually help them to
increase their overall productivity and reduce employee turnover as well. There are various kinds
of motivational theories mainly divided into two categories that can help an organization to
increase motivation and satisfaction level among employees. First category is content theories
which focuses on the way human behaviour is motivated i.e. what are the ways human behaviour
is affected. Second category is process theory which focuses on how motivation occurs among
individuals. There are various kinds of content theories out of which two most famous content
theories are: Maslow’s needs hierarchy and Herzberg’s two-factor theory. Kanfer and Chen,
(2016) elaborates that, according to Maslow’s needs hierarchy there are five basic categories on
the basis of which needs of an individual can be defined and categorized. These five categories
are: psychological needs, safety and security needs, love and belongingness, self-esteem and
self-actualization. As per this category most dominating need of an individual is the lowest
unsatisfied psychological need which helps in fulfilling basic necessities of an individual. After
fulfilment of these basic needs an individual seeks to fulfill higher needs.
According to Acevedo, (2018) psychological needs includes most basic needs of an
individual i.e. food, water, shelter and sleep. Maslow says that both mind and body of an
individual cannot function properly if these basic necessities of an individual are not fulfilled.
These are one of the most dominating needs of an individual. Most of the organizations try to
fulfill these basic needs of their employees which works as a major motivational factor but only
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for lower position employees. It has been observed that if all other needs of an individual are
fulfilled except psychological needs then it becomes quite difficult for them to focus or
concentrate on their work or any other thing. In other words, all the other needs of an individual
come into background but these psychological needs are the top most priority of a human being.
After fulfillment of psychological needs, safety and security needs of an individual comes into
picture. Safety needs of an individual focus on a human desire for safety and protection such as a
place to live, secure source of income, well-beingness and health. Everything is less important in
front of safety and security needs sometimes psychological needs as well. Most of the times
fortunate and healthy human beings are mostly satisfied when their safety and security needs
come into picture. A safe, peaceful, secure society makes an individual feel safe and protected.
There are various ways through which organizations make their employees feel safe and secure
like by providing job security, insurance policy, financial security, health insurance, well-
beingness etc. Other than this many organizations also provides medical insurance for their
employees i.e. in case employees or their family members are ill or need medical attention then
they are provided with the same as per their requirement because if this safety is not focused on
then it will directly/indirectly affect their employee’s work or efficiency. So, it can be said that
other than psychological needs safety and security of an individual is another prioritized need of
an individual that companies should focus on to be fulfilled.
As per the view of Khoshnevis and Tahmasebi, (2016) when psychological needs and
security needs of an individual, next need comes into picture i.e. love and belongingness.
Maslow explains that people need to accept and belong into their social groups where group size
doesn’t mean anything i.e. social group can either be large or small. So, it can be said that people
need to love and loved by others. This need is also required to be fulfilled when an individual
works within an organization i.e. every employee wants to be accepted in the organizations and
treated as a part of the organization. This is one of the main factors which helps in motivating an
employee. If an employee is not treated as a part of the organization and is always excluded then
it can work as one of the main demotivating factors for an individual working within an
organization other than this such employees can also suffer from loneliness, nervous, isolated
and depressed as they lack in belongingness need. Khoshnevis and Tahmasebi, (2016) further
elaborates that, when need of love and belongingness is fulfilled then need of self-esteem comes
into picture i.e. respect, honor etc. Most of the people today desire to be valued, long for stability
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and high valuation of themselves. Self-respect or self-esteem is one of the most important need
which is desired by each and everyone especially by the one’s whose psychological needs, safety
needs and belongingness need is fulfilled. Every individual need to be valued and respected by
others. In organizations employees with lower self esteem lack in motivation and desire respect
and self-esteem from others like status, prestige, attention and respect from others. In order to
motivate employee’s organizations should respect each and every employee’s work, ask for their
opinions provide with desired attention so that they feel valued and can get self-motivated.
As per the view of Lee, Raschke and Louis, (2016) last need of an individual is self-
actualization need where an individual desire to grow and develop to their full potential. Most of
the individual whose basic needs such as psychological needs, security needs, belongingness and
love need and self esteem need are fulfilled, they desire to grow and develop to their full and
complete potential. Such people like challenges’, opportunities or challenging creative tasks.
Maslow explains that most of the individual tends to achieve all the five categories of needs.
Achievement of all the five categories of needs play a vital role in motivating and increasing job
satisfaction level of an individual. As each level of needs and desires are achieved by an
individual, motivation level of employees also increases. There are various kinds of life changing
experiences as well such as divorce, job loss etc. that can increase of decreases or fluctuate these
hierarchical needs of an individual. Organizations should focus on providing all the five types of
needs to their employees so that their overall motivation level as well as job satisfaction level can
increase their can work more efficiently and productively. If an employee feels that they are a
part of an organization, basic psychological and safety needs are being fulfilled, in addition to
this they are being respected and priced with more creative jobs then the overall motivation level
of an employee can increase with increase in their job satisfaction.
Alshmemri, Shahwan-Akl and Maude, (2017) elaborates that, according to Herzberg’s
two-factor theory there are few factors that causes job satisfaction and motivation, known as
motivating factors whereas there are few factors that causes dissatisfaction known as hygiene
factors. Herzberg’s two-factor theory is also known as motivation-hygiene theory. This theory
explains that opposite of satisfaction is not dissatisfaction but it is satisfaction. According to
Herzberg, job satisfiers mostly deal with all the factors that are mainly involved in doing the job
whereas job dissatisfiers mostly deal with factors that defines the job context. Hygiene factors
mainly focuses on salary, working condition, safety and security, working environment,
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workplace suitability etc. These are one of those factors that can cause dissatisfaction and
unhappiness among employees with their jobs. Motivating factors mainly focus on increasing
motivation and job satisfaction among employees, based on their individual needs and personal
growth. Motivating factors can motivate an individual through various things such as
promotional opportunities, personal growth opportunities, achievement, responsibilities and
recognition. Velmurugan and Sankar, (2017) further explains that, Main difference between
hygiene factors and motivational factors is that low level of hygiene factor can cause job
dissatisfaction whereas low level of motivation factors can cause no satisfaction. But if both the
factors have high level then, these factors can motivate An individual to achieve their desired
goal and perform, above average by giving their best efforts.
Figure 6 Herzberg’s two-factor theory
(Source: Two-factor theory, 2017)
In contrast to Maslow’s theory, Herzberg says that not every type of needs can provide job
satisfaction and motivation to the employees. Herzberg says that deficiency of hygiene factor can
increase dissatisfaction among employees because low level of factors like salary, working
condition, job security, relation with others etc. can demotivate an employee but lower level of
factors such as promotion, responsibilities, achievement, recognition etc. does not cause
dissatisfaction but also does not cause satisfaction or motivation. If both Maslow theory and
Herzberg theory are compared then psychological need, safety and security needs and
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belongingness needs works as hygiene factors whereas self-esteem and self-actualization work as
motivational factors. But, according to Holmberg, Caro and Sobis, (2018) this Herzberg’s two-
factor theory has some limitations such as: this theory oversees various situational variables,
reliability of this theory is uncertain, no comprehensive measure of satisfaction was used and this
theory completely ignores blue collar employees and only focus on white collar employee’s
opinions. But Maslow theory focuses on both blue-collar and white-collar job employees and
needs or factors that can help in increasing job satisfaction and motivational level among
employees. However, there are various organizations that consider Herzberg factors in order to
increase job satisfaction among employees.
According to Kiatkawsin and Han, (2017) Process theory category consist of various kinds of
theories but two most famous process theories are Victor Vroom's expectancy theory and
Adam’s equity theory. Victor Vroom's expectancy theory focuses on content and process of
motivation and for that, this theory integrates equity, needs and reinforcement theories. This
theory focuses on the way people choose from available actions. According to Vroom,
motivation can be defined as a process that helps in governing one’s own choices among various
kinds of alternative forms of voluntary behavior. Basic idea of this theory says that motivation
stems from a belief that decision took by a person will have their desired outcomes. This theory
says that there are three factors that helps in motivating an individual to engage in an activity.
Vroom says that all the three factors are psychologically interacted to motivational forces like
employee’s behavior that bring pressure to them rather than pain. As per this theory all
individual’s may feel motivated and have different set of goals, if they believe that: there is a
positive correlation between performance and efforts, favorable performance results in desired
outcomes, important need of an individual can be satisfied by the reward and desire to satisfy the
need is strong enough to make all the efforts worthy.
Lloyd and Mertens, (2018) explains that, first factor is expectancy that helps an individual
to get motivated and engage in an activity. Expectancy says that if an individual puts more
efforts in a work will eventually result in success i.e. in other words if an individual work harder,
then it will eventually result in better results and excellent performance. In other words, this
theory says that a person is capable of completing any task with better performance if they start
to work hard and focus on the task rather than result. For this an individual should have self-
efficiency, self-rated skills, prior experience etc. As per this factor, all the employees have
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different level of confidence and expectation about their capability of doing things. Management
of an organization must identify or discover what training, resources or supervision is required
by the employees. Second factor is instrumentality which says that there is a strong connection
between activity, goal and desired objective i.e. if a person performs well then, they will
definitely get the desired outcome or result. As per this theory, an employee always thinks that
whether they can get what is desired by them even if had been promised by their manager.
Management of an organization must ensure that all the promises made to the employees related
to rewards must be fulfilled and all the involved employees are aware of it. Lloyd and Mertens,
(2018) further explains that third factor that helps in motivating employees is Valence. It shows
the degree to which a person values the reward and result of the success. In other words, this
factor holds people’s emotional orientation that they hold with respect to the outcomes i.e. depth
of an employees for intrinsic (satisfaction) or extrinsic (promotion, money, benefits, time-off)
rewards. It is fist and the foremost duty of management of an organization to identify what kind
of a reward an employee value.
As per the view of Miles, Cromer and Narayan, (2015) Adam’s equity theory says that
people get motivated if they are treated equally and receive what they consider is fair and they
deserve as per their efforts and overall cost. As per this theory people most of the time compare
their work, contribution they made, overall cost of their actions, benefits of the efforts that results
in their work with other referenced persons. If people sees that the ratio of input and output of
their work to the ratio of other’s input and output is inequitable then they will be motivated to
reduce the inequity. Adam says that an individual gets influenced by making comparison of their
work with other work and their situation. Whenever people or employees feel that they are being
fairly treated they automatically get motivated. But on the other way if people feel that they are
being treated unfairly or are not getting desired advantages of the work or situation as compared
to others then it can demotivate them and can also develop feeling of dissatisfaction. This is
mainly because people tend to measure their work fairness with others. In an organization when
employees put all of their input into a work like their experience, education, efforts, energy for
some desired outcomes such as promotion, rewards, salary, challenging work, verbal recognition,
interesting work in equal amount as compared to others.
According to Buttner and Lowe, (2017) equity theory is not only applicable at workplace
is also applicable at other places where more than one person is involved in a task. At workplace
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it majorly impacts an employee’s motivation and job satisfaction because if two employees
involved in a task with same job responsibility gets different rewards or outcomes then the
person with less amount of result as compared to other can get demotivated. There are various
factors that can affect an individual’s work both positively and negatively due to this existing
inequality such as: reduce their input, efforts, quality of their work, try to increase their output,
adjust their perception of the other person, their skills and output, quit the situation or change the
other person involved in the task or the situation. But there is one main problem which is
associated with this theory i.e. this theory does not take into account of both the individual’s
needs, personalities and values. It only focuses on the fact the ensuring of equity is extremely
important for motivation and satisfaction. So in simple words it can be said that input and output
of both the individual and referral person should be same. Input consist of skills, experience,
efforts, knowledge, responsibility, time, flexibility, work characteristics, complexity and various
others. Whereas output consist of salary, rewards, recognition, security, promotion, learning and
development, job achievement and many more. This theory helps in explaining the reason due to
which both pay and condition do not determine motivation but excludes difference in needs and
desire of individuals. It is a far more sophisticated and complex model of motivation that
compare ration of input and output of two people involved in a similar or same situation.
Role of HR on motivation and satisfaction of employees
As elaborated by Noe and et.al., (2017) Employees are one of the most important assets of an
organization that plays a vital role in success of a business. If a company suffer loss then it can
impact motivation of an employee as well which eventually affects their job performance and
ultimately organization’s business. Human resource plays a vital role in employee motivation
and satisfaction as well as increase overall productivity of an organization’s employees. In order
to motivate and increase satisfaction level among employees in order to reduce negative impact
of demotivation on the organization, human resource department need to focus and work on
various factors as HR is all about increasing employee’s overall performance to their highest-
level corresponding roles within an organization. Van De Voorde and Beijer, (2015) explains
that there are various ways in which employees can get motivated because of active role of HR
within an organization. First and the foremost way through which employees can get motivated
is be identifying employee’s motivating factors i.e. by identifying all the factors through which
employees can get motivated and implementing such factors can help in increasing motivational
26

level of employees. It is important for HR to identify motivational factors because many times
employees get motivated by only explicit factors, many times they get motivated by implicit
factors and many times both the factors are required to motivate an employee. Other than this it
is also important for HR department to understand needs of all the employees that are required
by them from organizational culture or the factors that they need to be noticed by their managers
which would help them to remain motivated. Other than this Human resource department should
also take continuous feedbacks from all the employees so that they can understand issues faced
by their employees and factors that are working as demotivation for the employees. This will
help them to develop a list of ways through which employees can be motivated.
As per the view of Guest, (2017) HR should develop a good relation with employees so that
they can understand their shared values, their nature of work and should be able to make them
understand their roles and responsibilities so that their overall productivity can be improved. HR
department should be able to transfer their expertise and shared knowledge among all of their
employees. This will help the HR department to ensure that each and every employee at their
workplace is satisfied of their work. Human resources department should also focus on providing
appropriate packages to their employees so that they feel motivated and satisfied of their work
because if they will be paid less and made to work more then it will affect their overall
performance and might feel demotivated and dissatisfied. Relationship between employees and
HR department and employees should be effective and there should be no communication gap
between them. This will help in developing, trust, mutual understanding, respect and proper
communication. This will also help the HR department to make their employees understand that
their overall performance can directly/indirectly affects company’s performance.
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CHAPTER 3- PROPOSED PROBLEM
Morrisons business is continuously going down and is getting affected. Many stores of
Morrison's within UK have been closed as well. Due to this the flexibility at workplace in the
context of employee motivation and satisfaction is also getting affected. In order to analyse this
problem and find solution for this problem various kinds of analysis will be done which will help
them to understand their problem in a better manner. This will help them to improve their
employees satisfaction and motivation level, increase their customer base and also enhance their
business in a better manner. The problem and its affect can be explained using various kinds of
models such as: SWOT analysis, PESTLE analysis, Ansoff Matrix, fish-bone diagram and many
more.
Narration of the incident
The increasing employee turnover has been one of the major obstacle in the growth of
Morrisons. The problem has not only been increasing operational cost but is also leading to
quality related issues. The limited extent of workplace flexibility discourages employees and
affect their motivation level. As a result employee retention of the organisation is poorly affected
and existing employees are also not able to provide their maximum output. On many occasions it
is not possible for the individual employees to adjust according to the time requirements or the
quality framework adopted by the organisation. In such situations it is required that employees
need to manage their work structure so that quality of work is not compromised.
Due to dissatisfaction among team members the situation has been becoming critically
challenging for the organisation. On one hand most of the competitors of Morrisons are
struggling to meet the demands of their customers against globalisation and technological
changes while on the other side there are internal issues related to employee management within
Morrisons. Another critical aspect which is identified through these incidences is customer
dissatisfaction. For the long term customer loyalty it is also necessary for the organisation to
retain skilled and loyal staff members. Since human resource of the company represents the
values and services of organisation it is vital for Morrisons to ensure that there is strong
relationship between employees and customers.
However due to poor retention of the employees it is not possible for the individual
customers to interact with the same employee or service provider for long term. This is turn has
adverse impact on the brand value of the organisation. The continuous change in the staff
28

members is also creating work burden on existing employees and thus their motivation level is
also affecting. Since new recruitment and training procedures takes times it creates a conflict
between new and existing employees regarding power and work distribution. The company is
also suffering from the communication gaps between management and human resources. Since
there is no flexibility at workplace employees of Morrisons oftens assumes it difficult to share
their work related issues with the upper management. It results in the poor performance
outcomes and overall quality of the services provided by organisation.
Consequences of this occurrence
The occurrence of these events cannot be considered as favourable for the long term
growth and success of organisation. It has severe consequences for the operational quality as
well as as brand value of the organisation. The higher rate of employee turnover has negative
impact upon the brand value and market image of the organisation. Employees are very
important in planning as well as implementation of the business strategies. Thus all companies
are highly selective in terms of choosing human resources. However unsatisfactory work
conditions may deprive organisation form the skilled team members and leaders. This is turn
leads to increase burden on recruitment and training programs for the employee retention.
When companies are not able to develop or retain a strong workforce they are not able to
formulate business strategies suitable for the market and customer needs. It leads to increase
financial burden and unnecessary resource and time consumption in the process of recruiting
candidates. It has been also observed that the companies which are not characterised by strong
team work are not able to perform well in the competitive environment. When customers identify
that organisation does not have stability in retaining its employees then it becomes hard for them
to trust the products and services of organisation as well.
Another major drawback or the consequence faced by Morrisons as a result of events is
that it fails to implement any major and risk involving projects. For instance when organisation
does not have highly trained and trustworthy employees who are satisfied with the job condition
then company may not be able to openly and easily modify their strategies or work policy. Since
with the new employees it may be hard for the organisation to cooperate and execute new
policies. The lack of motivation is also challenging aspect for the company in terms of
productivity and efficiency. Morrisons has been facing tough competition from the other online
retailers and global service providers.
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In the era when customers are able to access the global products Morrisons must also be
able to provide services which can meet all the standards of quality and consumer satisfaction.
Such high quality of services is not possible without effective team work and highly motivated
teams. Thus as a consequence of lack of motivation among employees quality of services may
get influence. It has been common and obvious trend that when employees are not fully focused
and motivated about their work then they does not use innovative approaches in their practice. It
results in customer dissatisfaction and overall brand value of the company is put on risk. This
can be served as major threat for the organisation in terms of competition. When market
competitors of the organisation found that there is internal conflicts among company then it is
quite convenient for them to make negative promotions for the company.
SWOT Analysis
SWOT Analysis helps in identifying strengths weaknesses, opportunities and threats
of an organization (Nash, Manning and Heiser, 2019). SWOT analysis of Morrisons will
also help in examining their strengths, weaknesses of the company and all the threats and
weaknesses that are being faced by the company. As it is already known that Morrisons is
one of the most famous and fourth leading supermarket brand in UK (after Sainsbury,
Tesco and Adsa).
Strengths
 4th largest supermarket
 It has more than 500 stores in UK
 Largest product customization and
portfolio.
 Well integrated supply chain
 Has its listing on London Stock
Exchange
Weaknesses
 Limited Geographical reach as
compared to other brands.
 Delayed response to change
 Lack of effective online presence
 Lack in customer satisfaction
Opportunities
 Establish global presence by expanding
in international market
Threats
 Growing market share of competitors
 Changing government policies
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 Growing market of organic products
 Move into non food retailing market
 Increasing use of e-commerce can affect
the overall sales of their retail stores
Strengths: Morrisons is the fourth largest supermarket in UK. It has more than 10 percent
market share of the UK grocery industry. In fact they have listed themselves in London stock
exchange as well as in FTSE index. It is quite known for offering good quality products in lower
price. It has more than 500 stores in UK with more than 110,000 employees. They provide the
largest product portfolio to their customers such as food, beverages, music, cloths and many
more (Morrison and et.al., 2019). They also have many specialist who prepare fresh food within
stores itself. With the help of price crunch strategy they cut down prices of most of their product,
as a result their customers get large variety of products with good quality in cheap prices. They
also have a well integrated supply chain with strong distribution network. They have their own
manufacturing faculties due to which they produce their own freshly prepared food items. They
have a good relationship and great control over their suppliers mostly due to vertical integrated
business model. They also have a good national distribution network due to which they can
support easier and faster movements of their goods as well as services. Another strength of
Morrisons is that they value their customers experience and feedback and bring required changes
within their system.
Weaknesses: they do not have an effective online presence which is the main drawback of
Morrisons. Due to this, ineffective and inconvenience within their retail stores their sales is
continuously decreasing (Krupka, Kantorová and Haile, 2018). As compared to their competitive
brands they have a limited geographical presence due to which brand awareness outside UK is
quite low. Most of the times they delay in responding to any kind of changes which is directly
affecting their customer's loyalty towards their brand. They also lack in consistency in terms of
customer's satisfaction. All of these reasons are directly affecting their overall sales at their retail
stores.
Opportunities: One of the biggest opportunity for Morrison’s is that they can expand further in
UK as well as internationally. This international expansion of their stores can help them to
increase their overall sales and boost their business. In order to expand their business in
international market they can acquire small companies or can do strategic partnership with other
companies. This can help them to grow or expand their business easily in international market.
Nowadays demand for organic products is growing continuously, company can use this as an
31

opportunity and increase their business and overall sales in an efficient manner. Another
opportunity for Morrisons is that they can move into non-food retailing market as well. No doubt
they already have their presence in non-food retail market but their main strength is food retail
market. Increasing this presence in non-food retail market will help them to increase their
business in many ways.
Threats: One of the biggest threat for Morrisons is changing government rules, regulations and
policies. These changing policies are affecting their overall business in many ways (Korableva
and Kalimullina, 2016). Another threat for Morrisons is increasing market share of their
competitors. The grocery business is getting dominated by other supermarkets such as Sainsbury,
Tesco and Adsa which is affecting the margin of Morrison, as a result they are falling behind. It
is one of the biggest threat for them because if this continues then in future competitors of
Morrisons can takeover their business. Nowadays business by e-commerce companies is also
increasing drastically because of increasing use of commence website or application. This
increasing use is also affecting the overall sales of their physical retail stores. This is affecting
their business because they have ineffective online presence and major physical presence.
From the above SWOT analysis it can be said that there is no doubt that they are the
fourth largest supermarket present in UK and has more than 500 stores but Morrisons need to
work on their online presence, expansion in international market and adopting or selling organic
products. It is quite important for them to focus on such areas as working on these things can
help them to strengthen their business, increase their customer loyalty and satisfaction, but they
do not focus on such areas they it can directly/indirectly affect their customer base, loyalty
among customers and increase their threat from their biggest competitors i.e. Sainsbury, Tesco
and Adsa.
PESTLE Analysis
PESTLE analysis is a strategic tool which will help in strategically analysing macro
environment of Morrison Supermarket Plc. PESTLE mainly stands for six important macro
environmental factors such as: political, economical, social, technological, environmental and
legal factors. Change in these factors can directly/indirectly impact Morrison in many ways
(Rastogi and Trivedi, 2016). This analysis will help in analysing all the challenges that would be
faced by Morrison. These factors can impact a company in both positive and negative manner.
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Political Factors: Political factors plays a vital role in analysing all the factors that can impact
Morrison in many possible ways. It can affect the long term profitability of the company in the
market in which they operate. Morrison operates in various countries and political environment
of each country is completely different from others. Trade regulations and tariff related consumer
services impacts the company in many ways. These regulations affects the overall cost of their
products, trade in other countries, licensing, consumer protection, can also increase competition
with their competitors (Banahene, Ahudey and Mensah, 2016). Minimum employees wages
regulations also affects the company in many ways. If any company fails to pay minimum wages
as per government regulations, then they can face legal actions which can affect the overall
image of Morrison and it can also impact employee motivation. Working week regulations set by
government are also important to be adhered by the company. If Morrison does not follow these
regulations then it also they can face legal actions. Other than these factors there is another factor
which impact's Morrison which is, environmental health department continuously monitors food
quality of retail food industry. Morrison's need to continuously focus on their food products
quality as their quality will be checked and monitored by environmental health department.
Economic Factors: Economic factors are one of the main that can affect overall business of
Morrisons in many ways. These are one of those factors that are always changing, due to which
it becomes difficult for the companies to predict them. One of the main factor that affects
business of Morrisons is global economic recession. It affects all the businesses majorly but
mainly it affects food retail sector organizations (Hasan, 2015). Due to this economic recession
cost such as energy cost, transportation cost, raw material cost and many more increases. These
increasing cost affect retail supermarkets, their profit margin, supply chain, overall revenue and
many more drastically. Other economic factors such as inflation rate can also affect Morrison's
business as every year this inflation rate changes continuously. The overall rising prices of
domestic products or oil prices also affects the budget of consumers. They themselves tighten
their overall expenditure. According to a recent survey, increase in food prices directly/indirectly
affect expenditure of consumers. Due to these changing factors reliance on external suppliers or
supplies decreases.
Social Factors: Social factors also affects retail industry organizations like Morrison's in
different ways. It has been observed that buying pattern of consumers is changing constantly.
Buying pattern of consumers mainly depends upon their eating habits (Almonawer and Ashaye,
33

2017). It has also been observed that lifestyle of today's consumers is busy and modern, most of
the people including women are working and due to this they get very less time to spend on
themselves or on shopping. Most of the customers prefer to buy cooked or half cooked meals
instead of raw food which requires cooking from scratch. Most of the consumers are either rich
in cash and poor in time or rich in time and poor in cash. Other than this most of the customers
prefer quality instead of quantity. So, due to these factors Morrison's need to bring changes
within their selling strategies, upgrade their product quality which will further help them to gain
competitive advantage in order to compete with their main competitors such as: Tesco, ASDA,
Sainsbury and many more (Lehtinen, 2017). As it has already been discussed that today many
consumers are becoming health conscious due to which they are looking for healthy food
recipes. Many organizations are using it as an advantage and uploading various food recipes
upon their websites. So, Morrison can also use it as a business advantage and new food recipes
upon their websites, magazines that are available within their supermarkets free of cost.
Morrison's can also collaborate with top chefs of UK in order to provide healthy and perfect food
recipes to their customers.
Technological Factors: Due to technology advancement, the requirements and necessities of
organizations is continuously increasing. These changes and advancement in technology is
required to be monitored constantly and based on this Morrison's prepare some approaches in
order to adopt these technologies within their business. These changes in technology is affecting
the overall business of Morrisons, their business, overall revenue and customer base as well. This
is mainly because advancement in technology is making access to food products even faster,
cheaper. Nowadays organizations are not only measured on the basis of their quality of food, but
they are also measured on the basis of use and incorporation of technology within their business
like e-commerce websites, online shopping, home delivery and many more. In order to improve
and enhance their business, Morrison's need to adopt new technological advancements in a better
manner. This will also help them to attract more customers. They can adopt self scanners which
will allow the customers to scan and pay for their products directly without wasting their as well
as employees time and without having to stand in the queue (Abubakar, Abubakar and
Abdulrahman, 2018). They can also use store direct marketing where their offers and promotions
will be directly printed on receipts. There are various other technologies that can be used by
34

Morrison's to enhance their business which will further help them to increase employees
motivation and satisfaction as well.
Environmental Factors: Various markets have different environmental factors that impacts
overall profitability of organizations that are operating within those markets. Nowadays almost
all the countries are becoming aware of their environment and has their own environmental laws.
Each organization need to adhere such environmental laws. Morrison's is also facing difficulties
in expanding their business because of such environmental laws such as: CO2 Emission, carbon
footprint and many more. Due to these environment laws UK retail food industry is getting
affected and is getting influenced because of environmentally and ethically conscious customers.
If any organization do not adhere such regulations then legal actions can be taken against them.
This is mainly because today environmental issues are one of the main global concerns.
Morrison's is one of those organizations that has one of the most sophisticated environment
legislation. They adhere all kinds of environment rules and regulations in a better manner. Not
only this Morrison's has been awarded as Most suitable retailer of the year many times because
they have large range of sustainable products. They have also reduced their carbon emission by
almost 27 percent and aim to reduce it by 30 percent by the end of 2025.
Legal Factors: It is also an important factor that can impact a firm in many ways. These
legislations not only affect Morrisons but also affect other organizations as well (Virtanen,
2015). Legislations such as employment laws, labour laws, health and safety laws, laws related
to acquisitions and mergers and various other laws. Those laws affect the overall business of
Morrison's but other than this, these laws also affect the overall motivation and satisfaction rate
of Morrison's employees as well. They have their own polities and legal guidelines which
supports their compliance with various kinds of regulations. In order to ensure integrity, in 2016
more than 1000 ethical trade audits were undertaken. They also comply with various kinds of
safety and food standards. They have also raised their working conditions, gender equality,
normalized working hours etc.
Ansoff matrix
There are various kinds of corporate strategies that are used by organizations to bring
changes within their strategies for the growth of the organization. The best way to analyse
current strategies used by the organization and redesign it is through Ansoff matrix. This matrix
helps in providing a holistic view of market or product expansion. In other words it is used to
35

decide product or market growth strategy (Mohajan, 2017). This matrix considers all the
opportunities associated with existing or new product within existing or new market with
different level of risk associated with each of them. This matrix mainly consist of four main
categories, that are: market penetration, Market development, product development and business
diversification. All the factors in external environment mainly affect development of new
products or services. Morrison uses market penetration and development category. Using market
penetration strategies they try to maintain their dominance within existing market by selling
existing customers, and in market development they try to enter into new market segment with
existing products. In 2013 in order to expand their business Morrisons started selling food online
through e-commerce websites.
Market penetration (Existing market and existing products): In this category existing products
are marketed and sold to existing customers. It is mainly done with the help of competitive
pricing strategies, sales promotions, advertisement and many other strategies. It helps
organizations to secure their dominance in growing market. Morrison need to adopt such
strategies if they want to compete with their competitors within the market they are present.
Morrison's competitors like Tesco are giving them a tough competition, which is affecting their
overall business (Gurcaylilar-Yenidogan and Aksoy, 2018). Many of their stores had been
closed. Due to which motivation and satisfaction of their employees is getting affected
directly/indirectly. Market strategies used in market penetration are mostly used to maintain
business dominance within the market they are currently operating in. Businesses using this
strategy focuses on their existing market and existing products as they have good source of
information of their customers and competitors. Morrisons uses competitive pricing strategies to
maintain their dominance in the market they operate in but even after that they were facing loss
within their business and needed to close many of their stores. Morrisons needed to bring
changes within their market penetration marketing strategies in order to increase their overall
sales and revenue in existing customers in existing market.
Market development (new market and existing products): In this category organizations
introduce existing product in new market, means same existing product is launched to new
targeted audience. In this category all the growth strategies that are used to sell companies
existing product in new market segment (Dawes, 2018). These strategies can be used by
companies in following ways such as: focusing on new geographical market i.e. selling existing
36

products in new country, using new product dimension i.e. using new distribution channel,
creating new market segment etc. In this, companies think of new strategies or ways to enter into
a new market segment and does research that whether the company will be able to support their
business in new market segment using their current products or not. Morrisons can start selling
their existing products in new geographical market in order to expand their business in new
country. In order to enter into an ew market Morrisons can work on their pricing policies, so that
they can attract new customers in new market segment.
Product development (existing market and new products): In this new product is introduced or
launched within their existing market segment or to new customer segment. In this category new
product is developed or innovated in order to be sold within new market. In this companies uses
marketing strategies such that they can improve the overall quality of their products, manufacture
()cheap, ask influences or customers to provide their valuable feedback. Morrisons can use this
marketing strategy to launch new products in their existing market (Schawel and Billing, 2018).
This can only be done when organization update their existing model, the model which is
currently used by them. This will help them to develop a model in such a way that new product is
easily acceptable within their current market in existing customers.
Business diversification (new market and new products): In this category company try to enter
into a new market segment with new products. In this category companies try to enter into a new
known market in order to introduce their new product. In this category organizations take help of
their expertise. Expertise is the person who does research on whether the company can move into
a new market or not, whether their management team is strong enough to support their new
product in new market segment or not. This helps them to develop a marketing strategy which
helps them to successfully develop new product into new market. It is one of the most risky
strategy that can be used by the business as in this both product and market development are
required and are completely new. Morrison has mainly established their business in UK but now
they are trying to expand their business within another segment using this diversification
strategies (Gurcaylilar-Yenidogan and Aksoy, 2018). They are now trying to enter non food
market and are also focusing on launching or introducing these new products in new market
segment i.e. they had started selling these non food items online as well. However, initially this
was not a big success and led to downfall of business.
37

From the above four categories it can be said that Morrison needed to bring changes
within their growth strategies as they current strategies were becoming the reason for closing of
their stores and eventually it is affecting their business and employees motivation and
satisfaction level both directly and indirectly.
Suggestions to solve the problem
It is suggested that Morrisons must prioritise its strategies to improve the workplace
culture so that employee retention and performance can be improved. The flexibility in work
procedures not only bring efficiency but also encourages innovations. Thus it is recommended
that company must adopt workplace policies which increases the moral values and professional
efficiency of the individuals. One of the effective way to solve the issue is that company must
conduct regular audit and monitoring of its employees and their performance. The regular
feedback from the staff members will help organisation to assess the possible factors leading to
the high employee turnover.
The monitoring and interaction with the employees is very helpful for the organisation to
assess the conflicting issues among team members. The identification of these issues is crucial to
determine the suitable solutions for the company. Motivation has been one of the essential
factors which affect the goal achievement strategies. Thus Morrisons must adopt various
financial and non-financial tactics to motivate individuals. The measures such as flexible
timings, adjustable and safe working conditions care along with the suitable training programs
for the employees play significant role in minimising the unnecessary expenses on recruitment
and selection procedure.
Another significant approach which can be used by Morrisons is to develop an effective
framework for the quality and training programs for the employees. It has been observed that
most of the employees are not provided adequate support and training. As a results they lacks
efficiency and due to increased burden of work they are not able to adjust within work culture of
Morrisons. The best suggestion to deal with such circumstances is that along with the
responsibilities there must be trend of improving skills as well. At every level individuals must
be provided adequate training so that their skills can be improved and best utilised for the
accomplishment of tasks.
Morrisons must also bring significant improvements to its communication hierarchy.
Since there is lack of effective communication most of the individuals easily switch over to
38

another opportunities when they face any difficulties at workplace. Due to this reason Morrisons
has also witness some critical losses in terms of skilled human resources. It has not only caused
severe damage to the brand value of the organisation but also affected the consumer's trust on the
brand services. Thus by improving communication channels within organisation it will be
possible for Morrisons to retain its talented pool of human resources which is very necessary in
this globalised era.
For the long term improvement and economic sustainability it is also suggested that
organisation must take feedbacks from its employees so that workplace policies and culture can
be improved as per their needs. The discussion and equal participation of the employees also
give them a sense of feeling that they are integral part of the organisation and their opinion is
valuable for the company. Thus it is also suggested that for sustaining the competitiveness
organisation must also given equal importance to retaining skilled and talented employees. For
this purpose employee engagement must be assured by the upper management and decision-
making authorities of the Morrisons. The strategies such as feedback, review, performance
monitoring, group discussions, workplace flexibility and informal professional gatherings are
effective enough to assure the employee engagement with improved retention rate.
Another critical factor which plays an important role in solving the performance and
management related issues at work place is job satisfaction. Most of the individuals are not able
to focus on their work or to adjust themselves in the professional culture. This is one of the most
common reason due to which organisations experience challenges in retaining skilled human
resources. Thus, it is recommended that Morrisons must developed its work environment in a
way such that individuals can have satisfaction in their own personal and professional
development.
39

CHAPTER 4- PROPOSED SOLUTION
The poor employee retention faced by Morrisons is due to rigidity of workplace policies and
organisational culture. The lack of flexibility makes it extremely difficult for the employees to
share their concerns with the senior authorities and to make their professional outcomes less
efficient. Thus, there is need for the organisation to explore all possible solutions for this issue. It
is recommended that Morrisons must adopt following proposed solutions for enhancing the
employee satisfaction as well as competitive sustainability of the organisation.
The research study examined the relationship of workplace that associated with the
motivational and job satisfaction. It can be analysed the proposed solution which help for
improved the motivational in between employees in the organization (Williams and Williams,
2017). As above literature reviews, it has been suggested that link the employee satisfaction to
the turn over of organization. In this way, it has been proposed to use different solutions to
improve the employee dissatisfaction, lack of communication and organizational turnover.
4.1 Improved motivation techniques
For increasing the commitment, motivation and engagement level are different factors
that help for managing the coordination between employees and managers of Morrisons. The
organization has developed the compensation policies for employee which help to improve the
motivational at workplace. It also increasing the level of efficiency, performance and
discretionary efforts and appropriate contributions (Alschuler, 2017). It has required to improve
the motivational technique and process so as to usually start with identifying the needs of
unsatisfied employees. It is established the specific goals that help to reach the destinations. In
this way, it is considered the better ways to satisfied the need of employees. On the other hand,
Incentives and rewards are another source of motivation that help to accomplish the goals and
objectives. In Morrisons, the social factor will affects on the motivational level because it
consists of moral values, culture and environment but it may include the management or
leaderships that always influence the employees on daily basis. Motivation can be classified into
two ways: Extrinsic and intrinsic.
Intrinsic is basically described the motivational process and how will work itself to
satisfy the personal requirement of employees (Whitehill and McDonald, 2018). It is a type of
self-generated where people seek a new job so that they will satisfy in properly. On the other
40

hand, Extrinsic motivation is based on the amount of efforts putting by people and motivate
themselves.
Apart from that motivational theories or techniques help to examine all the decades. It
can be implemented in the policies of human resources to get the best out of workers. Maslow’s
Hierarchy is a type of technique or method to motivate the employees in the organization. It can
be proposed the different level of requirements where worker have to satisfy of their basic needs.
According to theory, Human resource management is established the self-actualization between
peoples so that they easily understand the strength level and to do their task in proper manner
(Parvin, 2019). The Motivators are those who come from intrinsic feelings and adding
responsibility on the person to do work in higher level.
4.2 Increased flexibility at work place
Generally, workplace flexibility means that workers have a freedom to do their own task.
They also provide an equal right whether they want to sit in office or home. It provides the
flexibility where employee will complete their work at any place. At workplace, flexibility
always helping the organization in different ways in order to increase the options for employee
and employers (Felicia, 2017). They are taking different types of decision regarding revenue
generation. For example- in every year, Morrison have decided to hire the specific amount of
employee and organization save the salary of employee. On the other hand, flexibility is possible
due to increases the rate of employee retention. It also ensures that employees are having the
optimum level of working so that organization have completely satisfied with the performance
and efficiency.
In workplace culture and environment, Flexibility is a term that affording the employee
opportunity to make own choices where how employee engage with specific projects (Ugboro
and Obeng, 2017). It requires for organization to give flexible time so that employee feel free to
enjoy their work culture. In this way, it has required to improve the flexibility at workplace. In
Morrison, HRM make same rules and regulations of everyone in order to be create friendly
environment. It is beneficial for the employee retention and maintain all types of situations (Hall
and Parker, 2016). Flexibility of workplace should be valued every employee, who will try to
their best for organizational growth and development. they can be committed towards their goals
and objectives. On the other hand, HRM always encouraging their employees to lean their own
interest and hobbies. It is also considered as important part in terms of flexibility because
41

manager give time for employee to do extra activities. This type of encouragement helps to
balance the work life of people and also engaged with the manager to handle task in proper
manner.
When it is creating an effective working culture that maintain the workplace flexibility so
that it needs to identify an appropriate environment, structure and space where different activities
performed by HRM. In Morrison, Manager are treated equally their employee and allow them
time to impute information and help to move towards the flexibility. It only possible when HR
will build the trust, faith and loyalty among employees. Work flexibility directly influence the
profit rate of company because employee will increase the production and sales, while it can be
putting some innovative idea for increasing the demand of goods and services in global
marketplace.
4.3 Communication
At workplace, Communication is playing important role in the organization because there
are lot of work to be done efficiently. In this way, employees are sharing their own experience to
other staff members. It also increased the productivity and commitment, if they were followed
the communication chain between people (Butler and et.al., 2019). Most of employees are
spending a lot of time to create open communication, which quickly build the trust between
employees. As a results, organization will increase the productivity and performance. At the
same time, worker who communicate with their colleagues, customers and manager because they
continue to assets the value of organization (Segers-Goetsch and Davis, 2014). On the other
hand, poor communication will create certain barriers which increase non-motivated employees
and it can be started with the specified skills.
At some points, there are important significance of strong communication within
workplace. When the employee has an opportunity to express or share their own innovative idea
to manager. They are likely to represent the idea without any hesitation (Sladek and Hollander,
2019). Innovation is mainly depended on the situation of business when how company will
promote communication in different manner.
At workplace, communication happen in both externally and internally. It also associated
with the internal department to establishing the strong communication between them. In this
way, it ensures the proper consistency to deliver the message through externally. Each and every
growth must be depended on the communication so that all types of stakeholder’s participants in
42

proper manner (Martinez Sanchez and et.al., 2017). In the organization, many executives are
having strong communicator that always coordinate with the team members to manage overall
task. It is an essential to motivate, inspire, manage conflict and build the relationships. It can be
possible due to an effective communication.
For building an effective team, it requires the good communication which create mutual
understanding between employees. This type of situation can be developed by implementing the
strategies which directly increase the employee satisfaction and motivation. The workplace
communication will improve the employee productivity because a group interaction lead to
improve the overall performance of organization. it also finding the people who have generated
highest production rate and received in the most effective ways through communication. It also
increases the job satisfaction of employee (Crosling and Ward, 2017). The information flows
upwards in the business and generally consists of multiple feedbacks. The communication also
creates the positive effects towards the rate of turnover. Many workers feel secure to receive the
update information directly from managers. Employee also want to share their innovative idea
and thoughts within organization.
4.4 Feedback from employees
There are various forms and survey that help to ask the question of employees, identify
their own opinion about the business. In this way, feedback from employees become essential
part to understand their idea about the business goals and objectives. It useful in the employee
job satisfaction where people can enjoy their workplace and keep try to increase the rate of
production in global marketplace.
Managers are collecting the feedback from employees that will reveal what type of
employee think about organization. It also gets some perspective about the opportunities for
advanced benefits of organization (Whittaker, Frohlich and DalyJones, 2017). It will require for
organization to understand the current dynamic workplace and take feedback from employees.
Feedback must be revealing the stress that causes issues and confliction between employees.
Currently, organizations have been followed the specific rules and regulations. Feedback will
reveal that how regulation information is being filtered by staff members. Sometimes, feedback
must be alert the compliances that requires for business changed.
Feedback from employees providing the clues about the employee turnover. In this way,
Morrison will save the money on training and hire new people for increasing the rate of
43

production in global marketplace. As per analysis, it can be determined that feedback will make
happy for employee on their own opinion and also boost the productivity. In most of cases,
employees are closely share their appraisals details, they must feel valued. It plays important role
in the business growth and development (Karanges, A. and et.al., 2015).
Feedback is considered another resource of employee satisfaction where they can share
own work experience with managers. A feedback should provide the honest look about the
leadership which succeeding and improve the worker satisfaction. Currently, Global Market
become extremely competitive which need the top-level employee, who will manage the
business activities.
4.5 Improvements in leadership and management strategies
Leadership and management practices are becoming important for organization that help
to create an effective working environment and culture. If it keeps motivate the team members
and develop conflict free environment in the organization. An effective leadership is one of most
essential need for company to sustain their enterprises in face the caused by growth of economic
environment. All type of leaders may have specified goals to get the better performance out their
teams but they can set up to achieve the goals in different manner (Cameron, Webster and
Antony, 2019). It will require to increase the listen skills and also understand the response of
other members. Leadership quality is directly motivating the employee to concentrate towards
the business goals and objectives.
Usually, managers and leaders have not been understood that how can improve the
leadership and management strategies but it analyses that how to improve the ability to influence
the performance and actions of employees. It will be considered the leadership strategies for
business improvement. It should be maintained the reward recognition which help to build a
good relationship with employees (van-der Vanden, Bossche and et.al., 2019). they feel like
more valued and always committed towards the business objectives. Leadership and
management are a type of journey with have no real point of destination because a great leader
always committed towards the development and also manage the employee satisfaction. It may
include the employee knowledge and experience that must share to the other colleagues.
For improving the consequence of lack of motivation among employees through leadership
and management strategies because it helps to influence the better quality of services. It is to be
considered the most common trend that when employees are not fully focused and motivated
44

about their work then they don’t use innovative approaches in their practice. In this way, it
requires to develop the ideas which help to improve employee satisfaction and overall brand
value of the organization in global marketplace. According to leadership strategies, it always
enhanced the business goals and objective which increase demand of firm in marketplace. The
improvement of management and leadership are directly influence the performance of employee
because it helps to encourage for clearly understand their own vision, mission. They must feel
appreciated to their own works. In Morrison, Managers are implementing the leadership theory
that can use to improve the working culture and environment. In this way, it directly impacts on
the long terms and short terms success in the business improvement.
45

CHAPTER 5- METHOD OF IMPLEMENTATION
As Morrisons is facing a huge crises within the company with respect to their employees
which has resulted in the high employee turnover and low employee motivation and less
employee satisfaction. This is considered as the major problem for the company which turn
a company towards the loss which can effect its business reputation within the market. It is
really important for the company to overcome this issue in order to improve its employees
performance and employee satisfaction to higher level and it can also help Morrisons to
decease the employee turnover. Planning should be done in an effective manner and should
have the capability to address all the issues which is faced by the company and should be
implemented in a effective manner across the all the departments of the organisation. In
order to develop a plan it is vital for the manager to gather the knowledge of the all the
issues and document it with a reason why these issue have raised and their impact on the
organisation. Also, manager should include all the eminent members of the organisation
which can help in making the plan effective for example the top management, middle
management and lower level management. By involving all the three levels of the company
can help in making the plan effective and will also make the all the levels of the
organisation satisfied with the plan which can increase its success of implementation in the
Morrisons. Also, manager should assign the proper time and date for the meeting where all
the assigned members of the organisation are available for the meeting. The
implementation plan for addressing the issue can be framed below:
IMPLEMENTATION PLAN
Aim: To increase the employee motivation and employee satisfaction within the organisation in
order to decrease the employee turnover.
Objectives:
 To increase the levels of employees satisfaction across the all the departments of the
organisation.
 To make the working conditions flexible for the employees.
 To implement the motivation techniques in the organisation
 To decrease the employee turnover within the organisation.
Activities Involved:
In order to achieve the objectives of the plan there are various activities which are to be
46

followed within the organisation and which form the important part of the plan. Some of these
activities are as follows:
Employee Satisfaction
Objectives:
 Build a culture of high performance
 Allow employees to shape their own roles
 Drive effective communication and transparency
So, these are the objectives which can be set for increasing employee satisfaction within
the workplace. By building the culture of high performance within the company it will increase
the employee engagement which will increase the productivity of the employees. If employees
are able to perform well this will increase their satisfaction to higher levels. Also, by providing
the employees an opportunity for shaping their own roles and work according to their strengths
will result in the higher job satisfaction. Also, providing the regular job reviews to the employee
will be a proactive approach for their development process which can increase their
performance. In order to improve the employee satisfaction, there proper means of
communication process and transparency and most importantly there should be two-way
communication process between the different levels of management. Also, adopting transparent
approach will keep the employees informed of the essentials and making use of internal
communication platforms or tools like intranet, emails, etc will help in making the
communication process effective within the organisation. So, there are the objectives which can
help the company to improve their employee satisfaction within the company.
Flexible Working Conditions
Objectives:
 To provide flexible working arrangements
 To make the working arrangement flexible individually
In order to achieve these objectives for increasing the flexible working conditions,
Morrisons should make some flexible working arrangements such as flextime, which is a
system where employees can choose their starting time and quitting time from the range of
available working hours. This is the best of providing the flexible working hours in the
organisation. Also, Morrisons can make an arrangement of compressed work week in which the
standards of working week is to be compressed in less than five days. In this system,most
47

common incarnation of compressing a work week is that one of the 4 10-hour days. Also,
company can provide flexpalce for the employee in which an employee of an organisation can
work some other pace other than the organisation. For example telecomputing is the best
example of this arrangement. Another way of increasing the job flexibility within the
organisational system is the process of job sharing and work sharing. Under these arrangements,
people can voluntarily share their responsibilities and duties of a particular position providing
with the benefits of salary and benefits.
In order to achieve the objective of individual flexible arrangement, both employee and
employer can get in negotiation for changing the terms of awarding, making the enterprises
agreement or applying various terms and conditions which can contribute towards the
individual flexible working arrangement in Morrisons. Also, company can include the option of
expanded leaves which can give the employee a great flexibility in the workplace in terms of
extending the periods of time from being away from work without loosing their rights. Another
ways is purchased retirement where both employer and employee can come under the
agreement where both of them can agree with schedule in which employee's full time work are
reduced over the period of years or months.
Increasing Motivation levels
Objectives:
 To provide the rewards and recognitions to employees
 To promote good health
 To provide effective training and developmental programs
 To reduce bureaucracy in an organisation.
In order increase the levels of motivation of employees in an organisation, Morrisons
should establish a proper reward system and which is the best way of motivating employees.
Employees of the company need to know their work and their level of performance and should
be rewarded accordingly. This will not only increase their motivation level but will increase
their levels of satisfaction. Organisation should deploy a proper recognition process in every
department of the company and should establish a proper reward system,which can be done by
company wide intranet announcement or staff meetings and making sure that hard work is
appreciated. Also, company can promote a good health within the workplace and it should be
the prime responsibility of the company to take care of health of their employees. This will also
48

develop a sense of loyalty among them and will also think the organisation is willing to take
care of them. Another way for improving the motivation among the people is providing
effective training and development programs. With the help of this employees can improve their
skills and knowledge which can increase their performance within the workplace and this is an
effective way of keeping the employees motivated and engaged in the organisation. Another
way is to reduce bureaucracy within the organisation, which can involve process of changing
the structure of organisation. By reducing bureaucracy in an wokplace, it get the employees
involves in the decision-making process which can increase a sense of responsibility among the
employees which can increase their level of motivation.
Reducing Employee Turnover
Objectives:
 To increase employee retention rate
 To hire right people for the right job
 To prioritise employee happiness
 To enable employee balanced work and life
In order to reduce employee turnover in Morrisons, it is vital for the organisation to
increase employee retention rate and company has to formulate effective strategies for it. For
increasing the employee retention rate company has to hire right people for the right job.
CHAPTER 6- BUDGET/TIMELINES
CHAPTER 7- EVALUATION OF RESULTS
CHAPTER 8- CONCLUSION
49

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