A Dissertation Submitted in Partial Fulfilment of the Requirements for Award
of the Degree of Master of Business Administration in Corporate Management
(MBA-CM) of Mzumbe University
This dissertation study, assesses the link between human resources motivational
strategies and sustainable competitive advantage in MeTL Group. Three specific
objectives guided this study: 1) to establish existing HR motivation strategies; 2) to
assess effectiveness of HR motivation strategies in use; 3) to determine extent to
which such strategies ensure sustainable competitive advantage. A study area was
approached using mixed method research approaches, with the aid of descriptive to
collect data from three units of MeTL Group, where two of them are manufacturing
organizations and one service organization; Royal Soap & Detergent Industry Ltd, A
One Bottlers Ltd and Mo Assurance Ltd. Given the complex nature of the population
size and company, and nature of the required data, stratified random sampling and
purposive sampling were the method used to sample respondents, for the three units’
employees were sampled through their departments being divided into strata and
randomly picking. Data was collected through self-administered questionnaires and
online email interviews, then quantitative data was analysed in tables and
percentages while qualitative data from interviews were analysed using content
analysis. The study involved a sample of 140 employees and 5 management
employees. Generally, findings of the study revealed that, majority of the workers
were motivated by more extrinsic rewards such as good wages, health insurance,
annual increment based on performance than intrinsic motivation rewards. Intrinsic
motivation that was also identified as motivating were good relationship with coworkers and supervisors and involvement in organization things. Also, the study
found out that motivation leads to motivation behaviours such as job satisfaction,
commitment, productivity increase, low turnover rates and engagement which leads
to sustainable competitive advantage. The study concluded that, motivation is very
important towards an organization achieving competitive advantage and that
organization need to keep improving their motivation strategies and communicate to
employees on motivation.
The study recommends organization to focus on intrinsic motivation by stimulating it
and communicating it to employees. Not forgetting organizations through the study