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Question 1
Read the case study and answer the following questions.
John Sithole is the managing director of manufacturing and operations of a medium-sized steel
construction organisation. John has a PhD in engineering but has not been directly involved in research
and new product development for 20 years. He runs a “tight ship” when it comes to operations. The
company does not have a turnover problem, but it was evident to John and other key management
personnel that the hourly people put in only eight hours daily. They are not working at their full
potential and have become “clock watchers”. John is upset with the situation because, with rising
costs, the only way the company can continue to prosper is to increase the productivity of its hourly
people. John called the human resources manager,
Zamile de Wet, and said, “What is it with our people, anyway? Your wage surveys show that we pay
near the top in this region, our conditions are tremendous, and our fringe benefits are unbeatable. Yet,
these people are still not motivated. What in the world do they want?” Zamile replied: “I have told you
and the CEO time after time that money, conditions, and benefits are insufficient. Employees also need
other things to motivate them. Moreover, I have been conducting some random confidential interviews
with some of our hourly people, and they tell me they are very discouraged because, no matter how
hard they work, they get the same pay and opportunities for advancement as their co-workers who are
just scraping by”. John replied,
“Okay, you are the motivation expert. What do we do about it? We must increase their performance”.
1. Identify Maslow’s hierarchy of needs and discuss how it relates to the case study by
explaining the motivational problem in this organisation
Maslow’s Hierarchy of Needs
Abraham Maslow's hierarchy of needs is a motivational theory in psychology comprising a five-tier
model of human needs. These needs are often depicted as hierarchical levels within a pyramid.
The five levels are:
Physiological Needs: Basic needs such as food, water, warmth, and rest.
Safety Needs: Security and safety.
Social Needs: Belongingness and love, including intimate relationships and friends.
Esteem Needs: Prestige and feeling of accomplishment.
Self-Actualization Needs: Achieving one's full potential, including creative activities.
Application to the Case Study
Current Organizational Issue:
In the case study, John Sithole is managing a medium-sized steel construction organization where the
employees are not performing to their full potential, despite the company offering high wages, good
