Research Project: Motivation and Strategic Goals at Rimmel London

This research project investigates the critical role of motivation in the achievement of strategic goals within a company, using Rimmel London as a detailed case study. The report begins with an introduction that provides an overview, background, and rationale for the study, emphasizing the significance of employee motivation for organizational success. A comprehensive literature review explores existing theories and perspectives on motivation, followed by a description of the research methodology, including the research approach, strategy, philosophy, data collection methods, and ethical considerations. The study then presents a data analysis based on the collected information. The project concludes with a discussion of findings, a conclusion summarizing the key insights, and recommendations for enhancing motivational strategies within Rimmel London. The research also identifies the areas of improvement, benefits of motivational techniques and includes a reflection on the research methodology, with suggestions for alternative approaches.

Research Project
(To analyse the importance of
motivation in achievement of
strategic goals of a company. A
case study on Rimmel London)

Table of Contents
Research Project..............................................................................................................................1
(To analyse the importance of motivation in achievement of strategic goals of a company. A case
study on Rimmel London)...............................................................................................................1
TITLE:.............................................................................................................................................1
Chapter 1: Introduction....................................................................................................................1
Chapter 2: Literature Review...........................................................................................................7
Chapter 3: Research Methodology.................................................................................................14
Research Approach...............................................................................................................15
Research Strategy.................................................................................................................16
Research Philosophy............................................................................................................16
Data Collection tool..............................................................................................................16
Data Sampling......................................................................................................................17
Ethical Consideration...........................................................................................................17
Research reliability and validity...........................................................................................18
Time Horizon........................................................................................................................18
Data analysis.........................................................................................................................18
Research limitation...............................................................................................................18
Chapter 4: Data Analysis...............................................................................................................20
Chapter 5: Discussion....................................................................................................................54
Chapter 6: Conclusion and Recommendation................................................................................57
Conclusion............................................................................................................................57
Chapter 7: Reflection & Recommendation for Alternative Research Methodology.....................59
REFERENCES..............................................................................................................................62
Appendix........................................................................................................................................63

TITLE:
To analyse the importance of motivation in achievement of strategic goals of a company.
A case study on Rimmel London.
Chapter 1: Introduction
Overview of the Research
The present study is based on the analysis of the significance of motivation in
achievement of strategic goals of a company. In this a proper discussion will be conducted over
motivation, thus it is the key aspect of a business for the purpose of attaining higher growth and
success. The concept of motivation is refers as the most crucial aspect which affects human
behaviour and performance (Bhuvanaiah, and Raya, 2015). Motivation is defined as the reason
for an individual's willingness, goals and actions. In another word, motivation is refers as an
intrinsic need that are already exist in the individual or which is widely reflected in the individual
at the time of acquiring new knowledge and learning. In the context of business, employees
motivation plays vital role, thus employees are the key source of firm and the growth and
development of business is based on the motivation of employees. Therefore, employees
motivation is also effectual in attaining organisational strategic goals, as businesses are
encouraging their employee for betterment of organisational operations and this could be resulted
in attainment of higher growth and success. In the present dissertation, the study is based on
Rimmel London, it is a British cosmetic brand. The company has owned through Coty, Inc. It is
a large international firm and study on such businesses are effective in providing proper
knowledge that helps in addressing the investigation issue in effective manner. This report
contains the study about the importance of motivation in achievement of strategic goals of
Rimmel London. This is a major investigation area on which research will executed with the
support of aim and objectives, thus in the present area predetermined aim and objectives are
created to assist the work in right manner. Introduction is executed to providing proper
information in regards to the executions of the study area. It majorly involves overview,
background and rational of the work (Hitka, Balážová, and Stacho, 2015). In this literature
review is also being executed to developing an in-depth analysis over the issue through
determination of the opinion of authors and writers. In this research methodology has also taken
place to lead the exploration operations in systematic manner as it supports the work through
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selection of suitable methodologies and tools. However, data analysis is effective in conducting
proper analysis of the information accumulated by the investigation, as in this analysis is
executed with the help of questionnaire. Conclusion and recommendation will taken place after
completion of the work, therefore conclusion is effective in providing appropriate finding
through developing a proper summary and recommendation is effective in providing proper
suggestions to the businesses to make suitable alteration in their operations and functions
(Vijayabanu, Suppraja and Sathammai, 2017).
Background of the Research
In today's modern business environment the primary objective of each small as well as
large size of business organisation is to stay within market so as to be able to promote the
stability of the business through building products and services which are useful to buyers and
render the setting for satisfaction involving its growth and success. In the term of business
growth, employee motivation is the key area for the business as organisations are focuses over
motivating employees to promote organisational working, as highly motivated people are more
liable in achievement of growth and success within the commercial centre (Ibrahim, and
Brobbey, 2015). In today's business environment, organisations are recognise the need of align
human resources with the purpose of achieving organisational strategic goals in a manner to
increase employees efforts or ability, so as to put the organisation into a better competitive era.
Rimmel London is a large British cosmetic brand which is also know as Ella Marie Cohen
Beauty Co. The company is owned by Coty, Inc. The company was founded in the year of 1834
as a perfumery by the significant efforts of Eugene Rimmel, in the area of Regent Street,
Lodndon, England. The company is operating in highly qualitative cosmetic products and make
products. The key purpose of Rimmel London, is to motivating employees for contributing their
significant efforts to reaching at strategic goals. The employees range of Rimmel London is
wide and the organisation or its management is concern over motivating employees by providing
them extra benefits like incentive, compensation, extra monetary advantages etc. except from the
salary. Therefore, this create value for the firm in attaining strategic objectives of the firm in
appropriate manner.
Rational of the Research
The investigation into actual action is consist on the importance of motivation in
achievement of strategic goals of Rimmel London. This is a significant area of investigation,
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which is effective in providing a detailed analysis over the chosen study area to explore the
knowledge of individual. Research related to motivation has attracted corporate and academic
entitles for the sack of expanding their knowledge base. The study scope is so wide, as
motivation is a key aspect in the context of business (Khuong, and Hoang, 2015). Employees
motivation is a common issue which is mainly faced by businesses, as it is essential for the
business or its management to motivate employees for the purpose of attaining growth and
success within the commercial centre. Organisations are facing the issue of less employees
motivation, Therefore, this study is effective in providing support in conducting an in-depth
evaluation over the significance of employees motivation in attainment of strategic goals and
objectives of Rimmel London.
The key reason for conducting the study is the individual interest of investigator, thus this
study explores the idea regrading the aspect of employee motivation and how it supports the
achieving strategic goals and targets. The analysis also effective in providing benefits to the
students, businesses, researcher on the personal as well as professional grounds. However, the
present study is effectual in preceding the knowledge area towards the area of motivation which
incorporates as the key issue in the competitive business scenario (Kearney, 2018). The
enhanced knowledge is effective in developing the ideology and skills which helps in attainment
of future goals in effective manner.
Research Aim
This refers as the primary consideration of an investigator to implement a suitable aim for
the purpose of carry out the work in right manner. Research aim is predetermined in nature as it
is previously created to providing a proper specification direction to the researcher to implement
investigation actions in viable manner to draw valid and reliable outcome. The key aim of the
investigation is "To analyse the importance of motivation in achievement of strategic goals of a
company". A case study on Rimmel London.
Research Objectives
This is also recognised as the another key aspect of the investigation, this it is effective in
providing a significant direction to the researcher to implement all suitable actions in appropriate
manner to reaching at key outcome. This part of exploration is interlinked with the aim of the
work as in this variables are explained in different statements in regards to the better
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understanding of the researcher. The key objectives of this particular investigation are associated
as below:
 To understand the concept of different theories of motivation and techniques that are
require to motivate a workplace.
 To identify the areas of improvement in Rimmel London for enhancing performance.
 To determined the importance of motivation for Rimmel in Attainment of its strategic
goals. To determine the benefits that Rimmel could gain after implementation of motivational
techniques.
Research Questions
This part of investigation is effectual in providing significant direction to execute a
proper section of literature in effective manner. This section is based on aim and objectives of
the investigation as it provides support to the theoretical perspective via developing questions
which covers the aim and objective of the work. The key research questions are associated as
below:
 What is the concept of different theories of motivation and techniques that are require to
motivate a workplace?
 What are the areas of improvement in Rimmel London for enhancing performance?
 What are the importance of motivation for Rimmel in Attainment of its strategic goals? What are the key benefits that Rimmel could gain after implementation of motivational
techniques?
Research Structure
This is the best piece of an investigation work along these lines it is viable in giving
framework detail to the research, based on which the exploration is done in right way
(Kuranchie-Mensah, and Amponsah-Tawiah, 2016). A proper dissertation work incorporates
various sections that all are compelling in help the work in appropriate way. The structure of the
task is depicted as underneath:
Section 1: Introduction
This is the essential part of an exploration work, accordingly it is successful in giving
legitimate data with respect to the activities of the entire research. The section of introduction
begins with the overview and background of the research and in this rational of the work is
4

disclosed to portraying the purpose of directing the exploration. In this aim, objectives and
examination questions are additionally provided to give a bearing to the researcher.
Section 2: Literature Review
This segment of research is centres over executing a theoretical base which determines
the aim and objective of the work in successful way. This part is successful in leading inside and
out investigation over the exploration issue through assurance of the perspectives and viewpoint
of different writers and authors (Yuliansyah, Gurd and Mohamed, 2017). In this data collection
depends on secondary sources like books, journals, distributed research articles and so on.
Section 3: Research Methodology
The need of selecting research methodology, happens subsequently, after literature the
reasonable determination of methodologies are included which supports the whole work in right
way. This region of research incorporates type if research, Research design, approach,
philosophy, information collection tools, data sampling tool etc.
Section 4: Data Analysis
This is likewise another significant piece of an investigation work as in an investigation
work data analysis is required to created for the purpose of attaining substantial and solid
outcomes (.Lăzăroiu, 2015). In the present investigation area investigator will be executed
analysis over the collected data from primary sources. In this piece of research, information has
been analysed with the assistance of thematic analysis as in this themes are prepared that
supports the goals and aims of the study.
Section 5: Discussion
This piece of investigation is fundamentally founded on secondary data as in this
evaluation has been occurred over determining the discussion made in the section of literature
review. This segment of research depends on analysing the data from literature review with the
help of making themes on the research objectives and questions.
Section 6: Conclusion and Recommendation
This is the last phase of an investigation work which aides in giving appropriate summary
over the findings of the work. This part is classified among two key element for example
conclusion and recommendation (.Lăzăroiu, 2015). conclusion is incorporates over giving a
summary over the exploration results and depicting the outcomes in truth full manner. On the
contrary basis, recommendation is likewise a basic part of an investigation area as it is successful
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in giving recommendations to the organizations to rolling out reasonable improvements in their
executions to accomplish higher position within commercial centre.
Section 7: Reflection
This is additionally, a basic piece of an investigation work as it is successful in giving
reflection based on the experience of researcher. This piece of research is successful in analysing
the individual perspective of researchers personal experience during the whole procedure of
exploration work in effective manner.
https://link.springer.com/article/10.1007/s40196-013-0028-1
ftp://ftp.repec.org/opt/ReDIF/RePEc/rse/wpaper/R5_5_DobreOvidiuIliuta_p53_60.pdf
https://pdfs.semanticscholar.org/f3ec/909dc8aec447f0d4612c9a7388c711e36a59.pdf
https://www.researchgate.net/publication/
317178099_The_Effect_of_Motivation_on_Student_Achievement
https://www.researchgate.net/publication/
316890244_EMPLOYEE_MOTIVATION_IMPORTANCE_IN_THE_PERFORMANCE_MAN
AGEMENT_PROCESS
https://www.academia.edu/36106878/
ASSESSMENT_OF_MOTIVATION_AND_ITS_IMPACT_ON_EMPLOYEES_PERFORMAN
CE_IN_GOAL_ATTAINMENT_A_CASE_OF_VODACOM_TANZANIA_LIMITED
https://www.theseus.fi/bitstream/handle/10024/138260/Linh_NguyenMy.pdf?
sequence=1&isAllowed=y
https://www.theseus.fi/bitstream/handle/10024/27677/march%20final%20theaia%201.pdf
http://trap.ncirl.ie/889/1/robertflynn.pdf
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Chapter 2: Literature Review
Literature review is defined as a fundamental part of an exploration work which help the
researcher in carrying out of inside and out investigation over the selected sphere of the work as
to building up an effective and detained theoretical analysis. This territory of research is viable in
drawing legitimate and dependable result by the usage of reasonable theoretical structure. In this
segment of examination data is accumulated from secondary sources like books, journals,
distributed research articles, past investigation reports and so on (Mikkelsen, Jacobsen, and
Andersen, 2017). This segment is significantly emphasize over determining the points of view
and assessment of different writers and authors who are having reasonable thought and
information with respect to the similar study area.
The present research depends determining the importance of motivation in achievement
of strategic goals of a company, in this way it is a wide region of research on which data
accumulation through authors opinion for the purpose of carry out the work in suitable manner.
In this data over the study area related to the importance of motivation in achievement of
strategic goals of a company as it is the major considered zone of this present investigation
(.Omollo, and Oloko, 2015). The investigation of composing helps in creating productive and
strong result. The composition distributed on the part of research the researcher gives a compact
blueprint related to field of the exploration. In this area of investigation work, study dependent
on past experience is viable in driving the work in right way by giving reasonable data identified
with same region of work.
The concept of different theories of motivation and techniques that are require to motivate a
workplace.
According to the views expressed by Reuben M. Badubi, 2019, Motivation is refers as a
drive which encourages an individual to work in an appropriate manner. It is also defined as the
energy which basically pushed an individual to work hard for a purpose of accomplishing
business as well as personal goals. In the context of business, Motivation performs effective role
in driving organisational employees in the manner of attaining their personal goals and business
objectives in the light of encouragement (.Pandža Galamboš, and Galamboš, 2015). In today's
competitive business environment the primary intention of each small as well as large business
enterprises is to strengthen their workforce by motiving them within work place. There are
multiple motivation theories like Maslow Theory, Herzberg Two Factors Theory, Victor’s
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Vroom Expectancy Theory of motivation etc. which are applied by business as to encouraging
their employees and develop job satisfaction. The proper evaluation of the theories are associated
as under:
Maslow Theory of Motivation:
As per the opinion stated by Saul McLeod, 2018, Maslow's hierarchy of needs is refers as
a motivational theory in psychology, which incorporates over human needs, thus this theory is
portrayed as a hierarchical levels within a five level pyramid. This theory is significantly based
on the fact that an individual wants to develop their needs and wants or what they actually wants
to attain in their life and prioritise their needs according to the importance in life. Individual's are
having their own set of needs and wants for which they are putting efforts and this also
recognised as the reason of people's motivation (Ritz, Brewer. and Neumann, 2016). Physical
survival is refers to be the basic need and Maslow come up through a five stage theory that is
effective in placing humans needs in multiple categorises and prioritise them as per their
recognition. The stages of involve in Maslow's hierarchical theories are physical needs which
encompasses over humans basic needs i.e. food shelter, clothings. Safety and security is the
second stage as it is significantly based over humans physical protection, social needs are the
another stage which depicted as the associations with others, esteem needs are the forth and
important aspect which consist over receiving acknowledgement from others along with this self-
actualisation needs which encompasses over the needs for achieving or to leave behind a legacy.
This theory is mainly based over fulfilling the desires of human and encouraging them to
implement their significant efforts in the growth and success of business.
https://www.simplypsychology.org/maslow.html
https://researchleap.com/theories-motivation-application-organizations-risk-analysis/
Herzberg Two Factors Theory of Motivation:
According to the views expressed by Anneke Kuijk, 2019, this theory is also called as
motivation hygiene theory and this is based on two factors hygiene factor and motivation factors.
This theory is encompasses over employees motivation and satisfaction, thus people are usually
willing to attaining satisfaction and for this businesses are concern over motivation their
employees as to improvising their ability to work in more efficient manner (Obeidat and et. al.,
2017). The first factor is based on hygiene as it describes as the factor which create
dissatisfaction in the work place and these are linked to the compensation, job security, quality of
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leadership, relationship among supervisors, working condition, organisational politics etc. These
are the key factors which are effective in causing dissatisfaction among people. The primary
concern of the employees within a work place is to attaining satisfaction for the purpose of
sustaining themself in the working environment. Therefore, another factor is motivators and
satisfiers. This factors is mainly based on employee motivation and originate through intrinsic or
dependent situation of the job itself (Maté and et. al., 2016). This factors involves various aspects
like responsibility, job satisfaction, recognition, achievement, opportunities for success and
innovation etc. Businesses now a day's concern over encouraging their employees with the
support of motivators as it is effective for the firm in building satisfaction among the employees
which turns in positive favour to implement significant efforts in the growth and development of
business operations.
Motivation Techniques
According to the Ilya Pozin, 2019, there are different techniques which will helps an
organisation to motivate their employees. Motivated workers are consider as an important part of
business and growth at marketplace. Some valuable and beneficial techniques of motivation will
be determine as under:
Financial incentives: It introduces as a first and more beneficial technique of motivation
because money is indicator of success and development of employees. Therefore, financial
incentives fulfils status need and psychological safety as people satisfy their requirements by
money. Salary and wages are motivates workers to perform better (Kirchmer, 2017).
Job Enlargement: This is also an effective technique of motivating employees, thus, this refers
as developing the scope of a job by extending the range of an individual's job responsibility and
role.
Job Enrichment: This aspect is important in making job role more challenging and meaningful
through increasing responsibility and growth opportunities. This tool is recognised as the vertical
leading, thus the scope of job enrichment is high as in this planning, motivation and control
responsibilities are involved with more self evaluation and less supervision.
Participation: This defines as the engagement of workers in the decision making and planning
process of business, thus this motivates people to work in more effective manner. This develops
enthusiasm in the employees and positivity among the employees and they feel that they are an
important asset for business.
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https://notes.tyrocity.com/chapter-7-techniques-of-motivation-business-studies-xii/
https://expertprogrammanagement.com/2018/04/herzbergs-two-factor-theory/
The areas of improvement in Rimmel London for enhancing performance.
According to the opinion stated by Andreas Slotosh, 2018, In today's modern business
environment competition within market is so high and the key motive of each business is to
attaining higher growth and success via increasing their performance and operations. Rimmel
London is a large cosmetic industry which is having wide range of cosmetic and make up or
glossary products etc. the primary obligation of the firm or its management is to improvise its
performance through making improvements in their employees performance. Therefore,
employees are recognised as the key aspect of business and the growth and success of business is
based on the performance of employees (Latukha, 2016). Cosmetic is the most developing
industry and the growth within this sector is based on employees performance. For the purpose
of attaining higher competitive edge there are different area of improvement in Rimmel London.
However some are associated as below:
Educate employees on Operations: In the context of business customer service training is the
most important aspect for a quality staff. Therefore, operations training is effectual in improving
the engagement of employees within work place, which could be resulted in attainment of higher
growth and success. In the world full of digitisation, the operations of a business has affected, so
it is important for Rimmel London to provide regular learning or education facilities to their new
as well as old employees for the purpose of providing them suitable guidance to attempt business
operations in effective manner. As a large cosmetic subsidiary it is effective for Rimmel London
to provide suitable training to their employees as it is an effective path way which assist the
workers in developing proper sense in regards to runs their stores through managing suitable
operations.
Decentralize decision making: This refers as the key area of consideration and it is important for
each sort of business to take into proper actual implementation, thus, a suitable and collective
decision is always be resulted in the favour of business, so it is quite important for a business to
make decentralize decision (Zander, 2018). This also create value in motivating employees and
work place. Rimmel London, is mainly focuses over improvising the hierarchical communication
from top to bottom level and promotes collective decision making. By providing proper
allowance to the employees, Rimmel London cam empower their employees to make better
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