Impact of hrm on employee motivation in superdrug

Superdrug which established fact for beauty and health retailing is Brittan's most trendy conscious and innovation oriented from time to time. They were founded in 1964 and joined the AS Watsons family in october2002. they now have 900 stores over 1600employees.

Every store has a perfumery and cosmetic promotion to attract customers, and over 220 stores have pharmacies with pharmacy consultation rooms. They now have 19 stores with nurse clinics offering health checks. Superdrug is recognized as the only high street retailer using its own team of nurses. c

The aim of Superdrug is to compete vigorously on the market place plus they would never collude with any competitors for the one reason because such behavior may contravene your competition laws rather than being ethical about the code of conduct but we are striving to compete with their major competitor boots by offering various kind of promotions every 14 days, reducing 1000 lower prices, and also weekend deals as well.

Vision, Mission, Values is the best way to communicate Superdrug's means of working, both now and in the future. This is helpful information to the individuals and the company in order to accomplish their goals. Superdrug as a team believes every single staff should take ownership if the business Mission, Vision and Values to be always a shared goal for the future.

Vision statement- Winning locally in beauty and health

Mission statement-To be our customer's favorite up to the minute beauty and health retailer loved for our value, choice, friendliness and fun

Values-We are interested in:

*customers-knowing our customers

-understanding out customers needs

-exceeding our customers' expectations

*Team work-pulling together

-Being there for one another (Team spirit)

-Winning as you Superdrug team

*Learning-Learning for whatever we do

-Owning our very own development

-Supporting the introduction of others

*honesty-Doing the right thing

-Acting with respect and integrity

Delivering exceptional results

(Team Academy-level-1)

For the purpose of this study I am critically examine the level of motivated staff at Superdrug, and exactly how Superdrug takes steps in order to measure motivation in order to achieve high productivity.


Employee motivations together with employee morale at Superdrug are the two most important factors for a successful business. Without both of these we will get our teams doesn't have a real fascination with being at work that therefore will reflect in the way they interact with customers, performance and productivity which will be hard for the management to get things done from them with out constant pressure. high staff turnover, this will also have a poor impact for the business as they will have to spend more income for recruiting, selecting, training and developing which is merely because no person is motivated.

The common theme at Superdrug is a team that is united and enthusiastic and a team that is motivated to help.

For this purpose of study i will be analyzing Superdrug and their role in Human Resource Management with regard with my research question and objectives and assumptions.

Research question

How does Superdrug motivate their employees in order to retain their staff and reduce staff turnover to be able to cut cost

Research objectives

*to know how Superdrug significantly gains competitive edge by staff retention

*to examine the feasibility of how staff motivation is measured in order to track satisfaction


Talking about human resource management at Superdrug, mainly the store I work in, we strongly believe not only with reward and praise but also punishment(less earnings, in the end dismissal) if work has not been achieved. In regards to the conversation with my store manager I understood that not only praise and rewards will always ensure high productivity rather if staff cannot achieve even after training they have to be cohered and punished. For the reason being, average individual comes with an inherent dislike to work and can avoid it if possible but wants security most importantly. (Mc Gregor's Theory X)Because of these some staff will have to be coerced, controlled, directed and threatened with punishment to get them to put their whole effort towards achievements of the goals and tasks.

back in time Rosemary Steward stated that "getting things done from people". further Fredrick Tailor published in his words, " a fair days purchase a good days work" he was basically characterized for autocratic management to be able to accomplish higher output, higher profits. This scientific management brought in to light that work was done in a systematic analysis or routine of work process and the techniques of work study and organizations, and methods to be able to achieve. This did not consider about employee welfare or job satisfaction thus output was high. The sole motivation was money here. Therefor the more one was produced a lot more one was paid, in contrast inefficiency in conditions of failure to meet set targets can be punishable and could lead to dismissal.

When time evolved Hendry Fayal and Lyndell Urwick challenged scientific management and proposed that humans are not only scientific beings nevertheless they are also social beings. They demonstrated the following points-

Plan, organize, direct, control

Involving staff in developing business

Equity in the treating employees

Encouraging staff ideas/democratic leadership

Training and development

Ready to accept change due to the turbulent environment

(Abe manual, Human Resource Management)

Not only coherering Superdrug also believes in the above mentioned list in order to ensure high productivity and profitability.

Though Taylors approach to maximize output he only considered one-dimensional method of motivation that was pay incentives and totally ignored individual job satisfaction, job security, recognition ECT that was now described by Maslow's needs theory.

Moreover the social group aspect was therefore ignored and staff would have likely been resistance to change.

Rather for the present day management instead of the early management where human beings are also considered as social beings where there is no cohesiveness rather they are simply motivated to work by offering financial and non-financial rewards which is also called total reward system. Also, they are encouraged to work through democratic leadership, job enrichment and job rotation that will create a feeling of belongingness to staff.

This doesn't state that Taylor's statement is completely wrong. Rather I'd say few characteristics from Taylor can be applied now in business. This means if employees are constantly not performing they will have to be cohered and punished as well as for employees who perform well and achieve their targets have to be recognized and rewarded, either financially or non financially.

Moreover traditional management can be utilized in some occasions together with modern management which we as a team in Superdrug are following footsteps.

Individual needs organizational need

Physical well-being high productivity

Job satisfaction low absenteeism

Personal development co-operation

Achievement commercial harmony

Respect from work group low labor turnover

Pay incentives/increment profitability

If these needs are met

Contented, productive work force

(Abe manual, Organizational behavior (2008))

Further Mc Clelland's Acquired Needs Theory states that there has to be 3 basic types of need that i believe Superdrug has been providing if performance is high.

Need for affiliation-this means human beings do need very meaningful and long-lasting relationships and the key place they seek reaches work is whom we use is vital. Superdrug provides this kind of socialization through team time/pizza, cookie day.

Need for power-some people are driven by the need to take strong impressions on people and events. Also recognition.

Need to achieve-people to strive to being promoted/progress high at the job which is a major motivating factor.

Therefore these needs do shape an individual's behavior/productivity. Superdrug do realize their needs and offer opportunities. (Discussed in findings)

Hertzberg's Motivators and Hygiene factors indeed describes motivation in conditions of human needs. That is associated with various job factors and exactly how they relate to needs.

Motivators Hygiene factors

*Recognition *type of supervision

*responsibility *interpersonal relations

*achievement *salary/wages

*advancement *working conditions

*the work itself *company policies, rules, ECT

Hertzberg claimed that work itself can be a potential motivator to a person. This reveals that the elements which are more to do with job satisfaction are incredibly less regarding money, and far more to do with achievement and responsibility within the work. Which is to be noted that the hygiene factors are those traditionally regarded as as motivators.

Managers should ensure both motivators and hygiene factors are to be met if employees are to be both contented and motivated.

(Abe manual, Organizational Behavior (2008))


The main purpose of this research is how Superdrug motivates and retains their staff. To be able to gain extensive knowledge, I have obtained various techniques and tools. Mainly primary and secondary data.

My main source of data was through interviewing the store manager to examine how he was managing to ensure job satisfaction among staff. Speaking to some motivated and demotivated staff did give me an insight. Further I also observed staff performance in order to analyse staff productivity. More data was gathered from the store intranet, store website, published articles, news papers and managerial books.


Feeling valued by their manager in work place is the success key factor to high employee motivation and morale. Feeling valued ranks high up there for many people with liking the work-a sense of belongingness(Maslow's needs theory), competitive pay, feeling up-to-date on the latest news opportunities for training and advancement, , building high employee motivation and morale is unquestionably a challenging task

It is also said that when it was time and energy to update their mission statement, Superdrug asked its employees to submit ideas in late1990's. finally the best 3was selected for the basic input of the mission statement. This explicitly reveals they are keen in involving employees in decision making in order that they feel part and parcel of the business which is the major motivational factor.

From my analysis I understood, building high motivation and morale requires that we pay high attention everyday as to how we value our team and how to tell them that.

After the conversation with my store manager and few staff and also following the observation of staff performance the following points came to light about building morale and motivation waiting for you.

Manager's arrival at the job sets the tone of the day

Superdrug believes in staying away from Mr. consumed with stress and grumpy. It takes merely a very short snap shot for the complete work destination to get the term. Manager's arrival and the first moments they spend with staff everyday makes a massive effect on positive morale. It's always best to start out the day right. Smile, travelling store that has chosen to work with today, share all goals and targets for your day. Basically they allow team know that today is going to be a great day. You can make their day is exactly what they follow.

Using simple powerful and motivational words

A huge part of success only will be showing that people like and appreciate your people. Superdrug management strongly follows motivational words to show that people value our people like saying please, thank you, you are doing a congrats ect. .

Making sure the team knows what's expected

Probably the largest problem a manager can face is that his/her team does not really really know what is expected from the organization/company. This is very necessary to set brief team about expectations so that its superior. This does not build confidence or morale if it is not evidently communicated to them

Providing regular feedback

Me as an associate of management it is explicit that we always have a 2 way communication so that feedback can succeed. Everyone must know how they are simply doing at the job. If it's not told they might be constantly worrying if the job was done right. At exactly the same time if their result is disappointing these are told aswell. This is because they want direction to ensure they actually better the next time. It really is indeed surprising how effective this tool can be in building employee motivation and morale.

Financial and non financial reward system

This works together. Such as the 50 Star Award for individuals who have gone an extra mile or top sales person award and prizes for most amount of fragrance sold. This creates intrinsic and also extrinsic motivation to staff

Focusing on development of people

Most people would like to learn and grow their skills at the job. This happens for many reasons. Some want a promotion, some want a different work which is also known as job rotation, some want a new position or advancement or eventually want to attain a leadership role. therefor Superdrug strongly encourages their employees for even more development depending on the potential skills. More over encouraging job swaps, new ideas and taking reasonable risks to build up their skills as well.

While talking with my store manager he claimed these have definitely increased staff productivity because they are highly content with their job.

Continuous learning and checking out new ideas

The ability to constantly learn is exactly what keeps the staff at Superdrug moving with their career. The key message here is if you always do what you have always done, you will always get what you have always got.

(Developing your people toolkit-Superdrug)

Moreover because of the continuous changing turbulent environment staff are trained and developed to adjust to any changes occurring by the unforeseen contingencies.

Providing leadership

Our tem expects the management to learn the goals and share the direction where Superdrug is heading. The more you inform them about why the function is going on, the better.

They hold regular meetings that are called team time to talk about information, reward success and gain ideas for improvement. That's where Superdrug is creating a work environment where people will choose motivation.

Performance development review(appraisal/gap analysis)

This is where the team is reviewed every quarterly to be able to measure their performance. That is when the store manager asses their performance between your company targets and to what extent has he/she achieved. Further when there is a gap found, steps are created to train the individual more to be able to remain competent.

On the other hand if they have successfully achieved required targets, appraising them and offering more responsibility and leadership makes the team morale boost.

Pizza/cookie day

Superdrug believes in breaking up that everyday routine with team time and energy to help them remain motivated. Because by nature people have a tendency to get excited over an anticipating something.

On the location praise

When there's a situation to praise someone it isn't believed in putting off. It is closely linked to recognition but here it's the timing. A praise person when achievement is fresh makes a massive impact on the team. This makes me clear that staffs are intrinsically motivated.

leadership workshops

This is a structured six months development programme focused on the positive indicators of leadership

Aspire to grow

This workshop includes a mixture of learner centered activities delivered within an accelerated learning environment.

The mains goal of this programme is to drive:

*a structured approach to grow, develop and progress individuals in their career,

*focused training for personal development needs,

*personal ownership of long term self development.

Aspire to develop

This development programme is targeted on key skills and attributes required to lead a fairly large team.

This programme aims to operate a vehicle:

*Advanced coaching and leadership skills

*Planning and organizing capability

*managing for results at pace

Aspire to lead

This is a 1-1 coaching session as well as for optimum skills for delivery of an cutting edge business project for teams

This programme is aimed to operate a vehicle:

*inspirational leadership presence

*strategic and visionary awareness

*influencing and creative imagination capacity

Being flexible in conditions of work life balance

As mentioned in the literature review it is said that human beings are not only scientific beans nevertheless they are also social beings. This statement proves it right because staff do value the right balance between work and life. They need flexibility to activate using their employer when it comes to day off for religious ceremonies or family or staff outings. This enhances staff to be notably happier or rather satisfied at the job.

Organizations are not islands that exist in a vacuum. These are systems which exist in society and are influenced by the society as such. Motivation at Superdrug based on the above discussed factors can be properly or improperly achieved also either hinder or improve productivity level. Management do need to inform you and concise they are dealing with human beings who have feelings and they are not machines. Therefor we can not force those to be motivated rather motivation involves to have them do something which they want to do it by heart. This is where the success lies. This cannot be achieved without knowing the needs of every staff. Management must use the right tool to attain desired results. The human resource department plays a major role in any organization. As Superdrug, is a growing company, continuously innovating and expanding, the HR strategies are of high importance in order to get competitive advantage. Therefore It is suggested each individual have to be trained and developed so that they can adapt to the unforeseen contingencies and also that's when job satisfaction arises and because of this will improve the productivity and profitability of the organization


Kovach, Kenneth. (2005). Employee motivation: Addressing an essential factor in your organization's performance. Human Resource Development. Ann Arbor, MI: University of Michigan Press.

Diploma running a business Management, Organizational Behavior, Association Of Business Executives, (2008), UK.

Diploma in Business Management, Human Resource Management, Association Of Business Executives, (2008), UK.

Ian Beardwell et al, Human Resource Management: A contemporary approach, prentice hall, third edition, (2001), UK

Michael Armstrong, Armstrong's Handbook of Human Resource Management Practice 11th Edition, 2009

Studies show that employees who are content with their jobs are more

Productive, creative and be much more likely to be retained by the company (Eskildsen &Dahlgaard 2000; Kim 2000; Kirby 2000; Lee 2000; Money 2000

www. biztrain. com/motivation/stories/20ways. htm

www. businessballs. com/employeemotivation. htm

www. edis. ifas. ufl. edu/hr017

www. willamette. edu/mba/faculty/B2B_Claus

www. superdrug. com

Superdrug store intranet

Superdrug-developing your people

Superdrug-Team academy level1

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