Motivation from concept to application in SA Group

1. Bangladesh University of Professionals
Term Paper
On
Motivation from concept to application in SA Group
Course: Management and Organizational Behavior
Course Code: MGT 7301
Submitted To
Associate Professor Dr. Tazul Islam
Submitted By:
MBA (Professional) Section: A Group-6
Name ID No
Rowonk Afrin Shochi 2023031021
Naznin Sultana Nila 2023031023
Arin Ahmed Hasi 2023031027
MD Fazle Rabbi Raiyan 2023031045
Mohammad Mydul Islam 2023031053
MD Ashik Sayeed 2023031067
MD Khaled Hossain 2023031075
Date of Submission: 5th
April, 2020

2. I
Letter of Transmittal
5th
April, 2020
Associate Professor Dr. Tajul Islam
Course Instructor
Faculty of Business Studies
Bangladesh University of Professionals
Subject: Submission of term paper
Dear Sir,
With due respect, We would like to inform you that, it’s an honor and great privilege for us to be
able to submit this term paper titled “Motivation from concept to application in SA Group”
which was assigned to us as a prerequisite for the completion of our “Management and
Organizational Behavior” course. We are truly grateful to you for giving us this topic for our
term paper and it is a pleasure for us to present this term paper under your kind supervision.
This term paper is a result of our best efforts. However, should your kind honor come across any
unintentional flaws then it would be our pleasure to answer for any clarification as your kind
honor deem necessary.
In the circumstances stated above, we would truly appreciate if your honor is kind enough to
accept this term paper and oblige thereby. For this act of kindness, we shall remain ever grateful
to you.
Sincerely Yours
MD. Fazle Rabbi Raiyan
On behalf of Group-6
Roll: 2023031045
Section: A, Session: January 2020, MBA (Professional), BUP

3. II
Acknowledgement
We would like to start by expressing our deep sense of gratitude to Almighty Allah for his
infinite grace that allowed us to complete this assignment successfully. We want to express our
sincere appreciation to our honorable course teacher Associate Professor Dr. Tazul Islam Sir for
his consistent guidance and encouragement for making this work possible. The completion of
this study would not have been possible without the expertise of our dear Supervisor. We feel
honored and privileged to work under his guidance and expertise.
A debt of gratitude is also owed to the entire people who prepared those informative and
ingenious places which really helped us in all steps of our study.
Last but not the least I would like to thank Bangladesh University of Professionals for giving all
the help and support whenever we needed.
We feel that we perceive this opportunity as a big milestone in our career development. We will
strive to use gained skill and knowledge in the best possible way in order to attain desired career
objective.

4. III
Abstract
This report is on SA Group, one of the most popular iconic brands in Bangladesh. It is thought to
be an ideal organization for the application of the knowledge that a graduate gains during study
period. In addition, as SA Group is an iconic brand, a graduate can also apply various theories
and can be innovative. This report has been organized into three major separate sections. First is
the introduction part in which we have mentioned the definition and importance of motivation.
In 2nd part, history of the company, structure and sister concerns of the company is discussed. In
3rd part we have discussed motivational concept practiced by SA Group. Other things like flow
chart of motivation, flow chart of hierarchical structure and reward of employed is also discussed
in this report. In 4th part, the effect of motivational practices is discussed. And finally in 5th Part,
Findings, Recommendation, Conclusions and References are added.

5. IV
Table of Contents
Chapter Name Topics Page Number
Letter of Transmittal I
Acknowledgement II
Abstract III
Table of Content IV
Chapter -1: Introduction
Introduction 1-3
Types of Motivation 4-6
Process of Motivation 7
Chapter-2: Organizational
Overview of SA Group
History 8
Sister Concerns of S.A Group 9
Chapter-3: Motivational Concept
practiced by SA Group
Types of Motivation theories
10-11
Types of buying motives 12-18
Perspective of Motivation 19-21
Chapter-4: Effect of Motivational
Practices
Employee recognition programs 22-24
Variable pays programs 25-27
Global & Managerial Implications 28
Chapter- 5: Findings, Conclusion
& Recommendation
Findings & General solution 29
Conclusion & Recommendation 30

6. 1
Chapter 1: Introduction
What is Motivation?
Motivation is a psychological and human aspect. It is the act of inspiring employees, peoples to
devote maximum effort to achieve organizational objectives and goals. Motivation is defined as
the process that initiates, guides and maintains goal- oriented behaviors. It involves the
biological, emotional, social and cognitive forces that activate behavior. A person is said to be
motivated when his or her system is energized, made active and his behavior is directed towards
a desired goal. Motivation is the driving force within individuals that impels them to take action.
Key Elements:
 Intensity: How hard a person tries.
 Direction: Toward beneficial goal.
 Persistence: How long a person tries.
According to Lillis:
“It is the stimulation of any emotion or desire operating upon one’s will and promoting or
driving it to action.”
According to Vance:
“Motivation implies any emotion or desire which so conditions one’s will that the individual is
properly lead into action.”

7. 2
From given definitions, following inferences can be derived:
1. Motivation is an inner or driving force feeling which energizes a person to work more.
2. The emotions or desires of a person prompt him for doing a particular work.
3. There are unsatisfied needs of a person which disturb his equilibrium.

8. 3
Motivation keeps a person headed towards his/ her goal

9. 4
Types of Motivation:
Types of
Motivation
On the basis
of Source
Extrinsic
motivation
Intrinsic
Rewards
On the basis
of Approach
Positive
Motivation
Negative
Motivation

10. 5
1. Extrinsic Motivation:
Extrinsic motivation refers to behavior that is driven by external rewards such as money, fame,
grades, and praise. This type of motivation arises from outside the individual, as opposed to
intrinsic motivation, which originates inside of the individual.
2. Intrinsic Motivation:
Intrinsic motivation refers to behavior that is driven by internal rewards. In other words, the
motivation to engage in a behavior arises from within the individual because it is intrinsically
rewarding. This contrasts with extrinsic motivation, which involves engaging in a behavior in
order to earn external rewards or avoid punishments.

11. 6
3. Positive Motivation:
Positive motivation initiates to offer rewards to persuade employees or workers by providing
monetary and non- monetary benefits. The positive reward can be measured in terms of money,
monetary incentives increment in salary, cash rewards, bonus payment, share profit and pension
and etc.
4. Negative Motivation:
Negatives motivation initiates to hold out some punishment to employees to induce desired
behavior. The negative motivation is measured in terms of monetary punishments, penalties,
reduction of remuneration, bonus allowances, and reduction other financial incentives. For
Efficiency we have to give positive motivation but, according to situation, negative motivation
also plays important role, so it can't be avoided.

12. 7
Process of motivation:
1. Motivation can also be described as the driving force within individuals that impels them to
action.
2. This driving force is produced by a state of tension, which exists as the result of an
unfulfilled need.
3. To reduce tension, every individual strives consciously and sub- consciously to reduce this
tension to fulfill their needs and thus relieve them of the stress they feel.
4. The specific goal they select and pattern of action they undertake to achieve their goal is
based on individual thinking and learning (experiences).
5. Therefore, marketers and salespersons try to influence the consumer’s cognitive processes.
Process of Motivation:

13. 8
Chapter-2: Organizational Overview of SA Group
S.Alam Group is a Bangladeshi industrial conglomerate. The industries under this group include
food and allied products, steel, banking, consumer products, sugar, cement, power, energy,
transportation, shipping, manufacturing, hospitality, financial institution, agro, trading, oil, and
gas. S.A. Group of Industries, also known as SA Group, is one of the leading & reputed
companies in Bangladesh. SA Group was established in 1988 by the dynamic leadership of M
Shahabuddin Alam. The Head Office of this group is located at Agrabad in Chittagong,
Bangladesh. Today, the group has more than 19 business units in different industrial sectors.
S.A Group of Industries involved in manufacturing, marketing and distributing of the a number
of quality brands like Muskan Soybean Oil, Goalini Plus Condensed Milk, Muskan Drinking
Water, Goalini Full Cream Milk Powder, Muskan Banaspati, Muskan Ghee, Muskan Tea,
Muskan Vacuum salt, Muskan Atta, Maida & Suzi and SA Paper. Today SA Group is recognized
as a leading supplier of quality consumer goods across the country. The Chairman of S.A. Group
is Mr. Md. Shahabuddin Alam, a renowned entrepreneur of Bangladesh. The annual turnover of
group is over BDT. 280.00 Billion (US$4.00 Billion). The group employs about 180000 people.

14. 9
Sister Concerns of S.A. Group of Industries:
1) Shamannaz Condensed Milk Ltd.
2) Shamannaz Dairy & Food Products Ltd.
3) S.A. Condensed Milk Ltd.
4) S.A. Telecom System Ltd.
5) S.A. Consumer Products Ltd.
6) S.A. Salt Industries Ltd.
7) S. A. Pulp & Paper Products Ltd.
8) South Eastern Tank Terminal Ltd.
9) South Eastern Oil Refinery Ltd.
10) S.A Properties Ltd.
11) S.A. Beverage Ltd.
12) Sharija Cement Ltd.
13) South Eastern Paper Mills
14) S.A. Power Generation Ltd.
15) S.A. Tank Tirminal Ltd.
16) Sarija Oil Refinery Ltd
17) S.A. Oil Refinery Ltd.
18) Samannaz Super Oils Ltd.
19) Laila Vanaspati Products Ltd.

15. 10
Chapter-3: Motivational Concept practiced by SA Group
Types of motivation theories
Content theories
Human needs and how people with different needs may respond to different work situations.
Process theories
How people give meaning to rewards and make decisions on various work- related
behaviors.
Reinforcement theory
How people’s behavior is influenced by environmental consequences.
Needs, goals and motives
A consumer motivation process is largely affected by three components
A) Needs
B) Goals
C) Motives
1) Needs: Every individual has needs, they are
a) Physiological needs: As the name suggests, these needs arise out of our physiology and are
also called as primary or biological or biogenic needs;
 E.g. need for food, water, sleep, air, shelter etc. We are born with such needs and these
are innate in nature.

16. 11
b) Psychological needs: These needs arise out of our sociology and psychology and as such
they are also called secondary or psychogenic needs;
 E.g. need for affiliation, power, recognition, esteem and status, etc.
Acquired needs are those needs that we learn from our surroundings environment or culture.
Therefore, they are also called as secondary needs.
2) Goals: Goals are the end result of motivated behavior. From marketer point of view, there
are four types of goals:
a) Generic goals: General classes of goals that consumers select to fulfill their needs. For
example, need for washing hands.
b) Product specific goals: For washing hands what kind of product is used? For example,
use soap, liquids etc.
c) Brand specific goals: For example, which soap – Lux, Pears etc., to be purchased?
d) Store specific goals: From where that product must be purchased.
3) Motives: A motive is something that causes us to act or behave in order to reach a goal or
desired endpoint. Motives can be rational as well as emotional.
a. Rational motives: When consumer motives are objective, and when selection of goals is
made on the basis of objective criteria, they are referred to as rational motives. These
criteria could be price, size, weight etc.
b. Emotional motives: When consumer motives are subjective, and when selection of goals is
made on the basis of personal and subjective criteria, like appearance and looks, color,
aesthetics etc., they are referred to as emotional motives

17. 12
Types of buying motives:
Buying
Motives
Product
Motives
Emotional Rational
Patronage
Motives
Emotional Rational

18. 13
Product motives;
Emotional product motives:
1) Emotional Product Motives are those impulses which persuade the consumer on the basis
of his emotion.
2) The buyer does not try to reason out or logically analyses the need for purchase.
3) Evaluation of the pros and cons of the decision or logical reasoning analysis is not found
behind such purchase decisions.
4) Here the buyer lets the heart rule over the mind. That is, emotional product motives
usually appeal to the buyers’ sense of ego, to display his social status, tendency to imitate
others, to satisfy pride, urge to initiate others, and his desire to be unique.

19. 14
Emotional product buying motives:

20. 15
Rational product motives:
1) Rational product motives involve careful reasoning and logical analysis of the intended
purchase.
2) The buyer will work out whether it is worthwhile to purchase the product.
3) The buyer makes rational decision after careful evaluation of the purpose, alternatives
available, cost benefit, and such valid reasons.

21. 16
Rational product buying motives:

22. 17
Rational Vs. Emotional (Motivation)

23. 18
Patronage motives:
1) Patronage motives may be defined as consideration or impulses which persuade the buyer
to patronage specific shops.
2) Why do buyers purchase from certain specific firms or shops?
3) What are the considerations or factors which persuade the buyer to display such store
patronage?
 These questions can be answered by understanding patronage motives. Just like product
motives patronage can also be grouped as emotional and rational.

24. 19
Perspective of Motivation
1) Instinct Theory:
According to instinct theories, people are motivated to behave in certain ways because they are
evolutionarily programmed to do so. An example of this in the animal world is seasonal
migration. These animals do not learn to do this; it is instead an inborn pattern of behavior.

25. 20
2) Hierarchy of Needs Theory (Maslow):
There is a hierarchy of five needs-physiological, safeties, social, esteem and self-actualization; as
each need is substantially satisfied the next need becomes dominant.
 Self- Actualization: The drive to become what one is capable of becoming.

26. 21
3) Theory X and Theory Y (Douglas McGregor):
a) Theory X: Assumes that employees dislike work, lack ambition, and avoid responsibility
and must be directed and coerced to perform.
b) Theory Y: Assumes that employees like work, seek responsibility are capable of making
decisions and exercise self-direction and self-control when committed to a goal.
4) Two-Factor Theory (Frederick Herzberg):
a) Two-Factor (Motivation-Hygiene) Theory: Intrinsic factors are related to job satisfaction
while extrinsic factors are associated with dissatisfaction.
b) Hygiene Factors: Factors-such as company policy and administration, supervision and
salary-that, when adequate in a job, placate workers. When factors are adequate, people
will not be dissatisfied.
5) David McClelland’s Theory of Needs:
a) Need for Achievement: The drive to excel, to achieve in relation to a set of standards, to
strive to succeed.
b) Need for Affiliation: The desire for friendly and close personal relationships.
c) Need for Power: The need to make others behave in a way that they would not have
behaved otherwise.
Motivational Theory Links to Employee Involvement

27. 22
Chapter-4: Effect of Motivational Practices
Employee recognition programs:
1) In addition to pay there are intrinsic rewards can be as simple as a spontaneous comment
can be formalized in a program.
2) Recognition is the most powerful workplace motivator – and the least expensive!
3) Using Incentives as a manager: Reward system for employees that address these four areas:
compensation, benefits, recognition and appreciation.
4) Saying Motivating words like thank you, congratulations.
Strategy for Reward decisions
For major strategic reward decisions:
A) What to pay? (Pay structure)
B) How to pay individuals? (Variable pay plans and skill-based
pay plans)
C) What benefits to offer? Do we offer choice of benefits?
(Flexible benefits)
D) How to build recognition programs?

28. 23
A) What to pay: Need to establish a pay structure Balance between;
i. Internal equity
a. The worth of the job to the organization
b. Determined by job evaluations
ii. External equity
The competitiveness of the company’s pay relative to
pay elsewhere in the industry
a. Determined through pay surveys
Choose organizational position
i. Pay leaders
a. Greater employee loyalty
b. Attracts better-quality employees
ii. Pay laggards – accept high turnover for low
hourly costs

29. 24
B) How to pay
1) Bases a portion of the pay on a given measure of performance.
2) Piece-Rate Pay – workers are paid a fixed sum for each unit of production completed.
3) Merit-Based Pay – pay is based on individual performance appraisal ratings.
4) Bonuses – rewards employees for recent performance
5) Skill-Based Pay – pay is based on skills acquired instead of job title or rank – doesn’t address
the level of performance.

30. 25
C) Variable pays programs
1. Types of Skill-Based Programs:
Also known as competency- or knowledge-based pay -
sets pay based on skills or number of jobs an
employee can perform
a. Profit Sharing: Organization-wide programs that
distribute compensation based on some established
formula designed around a company’s profitability
b. Gain Sharing: An incentive plan in which
improvements in group productivity determine the
total amount of money that is allocated
c. Employee Stock Ownership Plans (ESOPs): Company-
established benefit plans in which employees acquire stock as
part of their benefits

31. 26
C) Evaluation of Variable and Skill-based Pay:
To some extent, variable pay does increase motivation and productivity
2. Benefits of Skill-based Pay Plans:
a) Provide staffing flexibility
b) Facilitate communication across the organization
c) Lessen “protection of territory” behaviors
d) Meet the needs of employees for advancement
e) Lead to performance improvements
3) Drawbacks:
a) Lack of additional learning opportunities
b) Continuing to pay employees for obsolete skills
c) Paying for skills of no immediate use to the organization
d) Paying for a skill, not for performance of the skill
C) What Benefits to Offer - Flexible Benefits:
Employees tailor their benefit program to meet their personal need by picking and choosing from
a menu of benefit options.
a) Modular Plans: Predesigned benefits packages for specific groups of employees
b) Core-Plus Plans: A core of essential benefits and a menu-like selection of other benefit
options
c) Flexible Spending Plans: Allow employees to use their tax-free benefit dollars to purchase
benefits and pay service premiums.

32. 27
D) How to Build Recognition Programs
1) Intrinsic Rewards: Stimulate Intrinsic Motivation
a) Personal attention given to employee
b) Approval and appreciation for a job well done
c) Growing in popularity and usage
2) Benefits of Programs
a) Fulfill employees’ desire for recognition
b) Inexpensive to implement
c) Encourage repetition of desired behaviors
3) Drawbacks of Programs
a) Susceptible to manipulation by management

33. 28
Global Implications:
1. Job Characteristics and Job Enrichment: Inconsistent results across cultures
2. Telecommuting: U.S. does this more, but EU workers are interested in it
3. Variable Pay: Not much research available, but some possible hypotheses on relationships
4. Flexible Benefits: This concept is becoming more prevalent globally
5. Employee Benefits: Practices must be modified to match culture
Summary and Managerial Implications: To Motivate Employees
1. Recognize individual differences
2. Use goals and feedback
3. Allow employees to participate in decisions that affect
them
4. Link rewards to performance
5. Check the reward system for equity

34. 29
Chapter-5: Findings, Conclusion & Recommendation
Findings:
Problems found in the study though it was a short time term paper but in terms of impact it was a
broad one. We have tried to gather all the data according to the focus area of this project and
found some problems both in policy-procedure and practice by SA Group which are mentioned
below:
1) Lack of recognition program: They have some recognition program but their activities is
not proved yet. And without recognition activities the motivation will not succeed.
2) Lack of formal training practice: Though the company do has some training practices in
the organization but in terms of global context there has to be a training calendar which is
not there actually.
3) Lack of product selling motives: They have some mentality to gain more success than
their motives to selling products
4) Lack of motivational training: The company yet have not provided proper motivational
training for the employees
General Solution to the problem: With verse research and thinking we have come up
with couple of solutions which are mentioned bellow:
1) Proper recognition program should be practiced
2) Proper training calendar should be prepared and implemented
3) To change the management attitude, a good number of exclusive learning and development
workshops could be helpful
4) Proper manpower forecasting should be prepared and implemented
5) For the proper organizational development an organizational mapping process should be
placed
6) The existing human resource practice should aligned with the labor law of Bangladesh
7) A consultant can be hired to make sure the change management goes to a positive future

35. 30
Conclusion and recommendations
Conclusion:
The objective of Motivation from concept to application in SA Group is to satisfy the
organizational need and establish the better Organization. Once the practices of motivational
recognition has been continued after that no needs to take any further approval on any requisition
raised by respective department. So it is a great responsibility for HR department to follow
proper guideline use the concept of motivation for employees. So every employees need to be
observed in a proper way to guided properly. Employee rights need to be honored all the time in
an organization. Employees are asset for company so HR needs to work for their motivational
development all the time and that make an organization strong and efficient. Through what
Organizational Development will be take place.
Recommendation:
Most of the motivation policies of the company are ok with the company but some are need to
take some up gradation. So we like recommend below mentioned points:
1) Company need to appoint some advisor for their HR department to motivate and to
recognize.
2) Company need to upgrade their performance evaluation method by using some intrinsic
motivation.
3) Company need to increase training and motivational budget.
4) Some more activities for employee recreation need to be carried on because employees
become bored of official works.
5) Employee motivation needs to be increased by using Employee Involvement Program.
6) Development programs need to be increased.

36. 31

37. 32
References:
1) Organizational Behavior (Eighteen Edition) by Stephen P. Robbins & Timothy A. Judge
2) https://www.slideshare.net/asifmai/motivation-final-presentation
3) https://researchleap.com/theories-motivation-application-organizations-risk-analysis/
4) https://www.researchgate.net/publication/291765574_MOTIVATION_PERFORMANCE_AND_EFFICIE
NCY
5) https://www.academia.edu/35747135/Chapter_7_Motivation_From_Concepts_to_Applications
6) https://www.youtube.com/watch?v=CoJsoIoLJpU
7) https://www.youtube.com/watch?v=Iv7i9fVyhzc
8) http://www.bd-directory.com/S._Alam_Group.html
9) https://en.wikipedia.org/w/index.php?title=S._Alam_Group_of_Industries&action=edit
10) http://www.sagroupbd.com/gallery.php