Case study 3

Growing manager
(moving from team member to team
lead)

Group members:
ATTIA IFTIKHAR
SEEMAB SHAUKAT
NOREEN BANARAS
IFFAT AMBREEN
ASIA RIAZ
REEMA REHMAN

General overview

Description

ColorTechGreenhouses,Inc

Issues of Color Tech Sales are Falling

Question 1:
According to Maslows hierarchy of
needs
theory and David McClellands
acquired
needs theory identify and justify which
needs dominate the 5 team members
and
the team leader (Melissa Richardson).
4

Maslow Hierarchy of Need theory

Psychologic Safety need Social
al need
Richardson

Self esteem Self

actualization

High

Alex
Hoffman

moderate

High

Gregorio
Torres

Moderate

High

Moderate

Sarah Vega High

Chelsea
Peterson
Nick Ruiz

High
Moderate

High

High

Richardson:

Highly dominated by social

need

Moderate on self
actualization need

She was friendly and linen with

her team members.
Expected warm welcome
,protocol ,acceptance and
affection from them.
Dreamed to have pizza
lunches and ice creams with
them on Friday.
Easily took resume from Ruiz
without showing confrontation.

She had goal to increase the

sales.
Excited to achieve the goal.
Did not adopt the proper
strategy.
Did not understand the
requirements of her
designation.
Wanted to achieve targets by
friendly behaviour.

Alex Hoffman

Highly dominated by selfesteem need.

Highly dominated by self

actualization need

Rude egoistic and status

conscious.

Refused to follow Richardson.

Confident about what he was

doing.

Top seller

Independent, self directed and

confident individual.

Not social and happy being

alone

Did not to share information

with boss, unless she itself
asked him
Boss said him to contact every
mom and pop to sell flowers
but he Refused to follow her
boss.

Gregorio Torres

Moderate on social need

Give

welcome to
Richardson with dizzying
smile and tray of cookies.

Cooperative

Moderate on self esteem

need.

Had

some creative ideas.

Wanted

the recognition
and acceptance of ideas.

and helpful.

Ready

to do the paper
work on the behalf of
team members.

Sarah Vega
High on psychological need.
Careless, unfocused and uneven sales performance.
Came late and left early.
Went on leaves without solid reason and made lame
excuses.
Chelsea Peterson
High on safety need.
Looking upset,concerned,unconfident and unhappy.
Got upset when listened about the promotion of Ruiz.
Had no skills and experience ,but wanted promotion.

Nick Ruiz:

Moderate on social need.

Hanover his resume to

Richardson in first meeting.

Used his spare time in

following workers and asking
them about their jobs.

Showed very friendly

behaviour with her.

Had broad knowledge about

product from coversation with
customer.

High on self esteem

need.
Communicated his
knowledge with her boss
to get praise and
recognition from him.
High on self actualization
need
Wanted advancement an
growth.
Excited to get higher
designation.

10

Acquired need theory

Achievement
need

Power need Affiliation

Richardson
High

Alex
Hoffmam
Gregorio
Torres
Sarah Vega
Chelsea
Peterson
Nick Ruiz

Low

High

High
Low

Low
Moderate
Low

Low

Moderate
Moderate

Low

High

Low

High

low

Moderate

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Richardson:
High on the need of affiliation.
Wanted warm welcome and protocol.
Wished to have acceptance by her team.
Very affectionate and friendly toward her team.
Dreamed to have pizza lunches and ice creams with her team.
High on the need of achievement.
Had goal to rise up the sales of unit.
Wanted to achieve goal with friendly behavior and din
understand the requirement of her designation.
Low on the power need
She was boss but not bossy and pushy.
Wanted to achieve targets by friendly style.
Disappointed from the behaviour of some team members but she
not used her authority to control them.

12

Alex Hoffman
High

on the need of achievement.

Higher seller, hard working and goal directed.

Resistant to selling new products which shows he was not ready to
take the risks on his achievements

Low on the need of affiliation.

Not friendly, rude ,egoistic and self centered.

Dont share information itself.

Happy with his own company.

High on the need of power

Independent, egoistic and status conscious.

Refused to follow her boss shows that he did not like the others
authority.

13

Gregorio Torres
He was moderate in the need of affiliation.

Talked with her in a good manner

Ready to cooperate with her.
Gave her good welcome.
Kept communicate with others in their Spanish language.

Moderate on the need of achievement

Had idea to develop web sit.

Wanted to achieve the targets of company by implementing that
idea.

Low on the need of power

None of his behaviour shows that he was high on power need.

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Sarah Vega
Low on the need of achievement

Unfocused and had un even sales performance.

Lots of work compiling on her table but looking uninterested in it.
More interested in doing text messages.
Did not set the targets for herself.

Moderate in the need of affiliation.

Made excuses to defend her behaviour rather than showing ego.
E.g. came late due to traffic jam.

Low in the need of power

Did not want promotion or designation.
Just concerned with his salary ,to fulfill his basic needs.

15

Chelsea Peterson
Low in the need of achievement

Looking insecure.
Did not set the targets or nor put any effort on her work.

High in the need of power

Looking unsatisfied and insecure

Insecure personalities always seek power to control others.
Wanted higher designation.

Low in the need of affiliation

Her behavior was rude and awkward in her first meeting.

Behavior shows that she was not concerned building friendly
relationships with her boss.

16

Nick Ruiz
He was high on the need of achievement.

Wanted the higher designation to get advancement in his career.

Got broad knowledge about the product.
clear and focused on his goal

Low on the need of power

Was confident enough.

Wanted promotion for career development and not the control
others.

Moderate in the need of affiliation.

Keep himself in touch with customer.

Used spare time in communication with the other workers and
asking them about their jobs.
Was friendly with the Richardson.

17

Question: 2
Considering Hertzbergs two factor
theory
and identify and justify which factors
(extrinsic or intrinsic) motivate each of
the
5 team members and the team leader
(Melissa Richardson).

18

Melissa Richardson
.
wanted

to build the good and friendly relations with her

peers.
Was very linen with her team.
Ofern ignore the careless and rude behaviour.
Wanted acceptance from her team
Had goal of getting the highest sales performance.
Motivated to achieve that goal.
Richardson could motivated by both extrinsic and
intrinsic factors

19

Alex Hoffman
Not social and friendly.
Egoistic and status conscious.
Rarely answered his phone.
Had goal.
Top seller.
Driven by commission
He could be motivated by intrinsic factors like
recognition

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Gregorio Torres

Creative man
Creative perople want the recognition of their ideas.
He could be motivated by intrinsic factor. E.g. Recognition
,praise etc

Srah Vega

Careless.
Just concerned with her salary.
Not interested in work.
Take too much leaves.
Late comer.
She could be motivated by making strict office rules . eg
bounces or increment could be attach with the achievement
of specific task.
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Chelsea Peterson
Wanted higher designation.
Looking insecure.
Hesitated to submit his Resume because he lacked
skills and experience
He could be motivated by extrinsic factors by training to
enhance his skills and providing him the security of his
job.
Nick Ruiz
Wanted higher designation.
Confident and hardworking.
Wanted advancement in his career.
She could be motivated by intrinsic factor like growth in
career, and recognition etc
22

Question: 3
Explain and justify how can Melissa
Richardson use the Victor Vrooms
expectancy theory to improve her
teams
performance, lead them effectively and
motivate them?

23

EXPECTANCY THEORY
proposes that an individual will
decide to behave or act in a certain
way because they are motivated to
select a specific behavior over other
behaviors due to what they expect
the result of that
selected behavior will be In
essence, the motivation of the
behavior selection is determined by
the desirability of the outcome.
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Melissa Richardson

Melissa Richardson had a great attitude as a

manager for the phoenix division of
ColorTech. Richardson preferred friendly
environment and her acceptance in team and
affection as well. She also preferred to build
good communication with her team.
Unfortunately due to hasty decisions, lack of
communication, and deficient training,
ColorTechs sale quickly began to fall.
Applying victor vrooms expectancy theory to
improve her team members performance
Richardson had the potential to be a
committed and successful manager.
25

Alex Hoffman

Hoffman was account representative

and top sales person in the company
and has always achieved his sales
targets. As a top seller Alex show
dismissive attitude and resistance to
sell new stem products. So
Richardson should clearly define him
objective and the performance to
reward. That way, a job design and job
analysis would have been very easy to
assess based on her teams skill level.
26

Gregorio Torres

Gregorio is account representative

and he is innovative and has so many
creative ideas about customer
website. He seems uninterested in
discussing his sales performance. He
also understands product and
customer services so Melissa
Richardson can use Pygmalion effect
to motivate and increase expectations
for his performance.

27

Sarah Vega

Sarah Vega is an account representative and

was new to sales. She was totally nonserious about her work and used to come late
and take leaves more often. Sarah Vega is
unfocused and distracted by events outside
of the work. So Melissa should persuade her
to get training to improve her job performance
and also making her responsible and
motivating her by praising. Richardson should
have implemented control system to monitor
and evaluate how effective the organizations
structure is and offer feedback system,
surveying the success of the strategies.
28

Chelsea Peterson

Chelsea is a store merchandiser and

has hostile relationship with her boss
Melissa. She is more interested in
sales position when opened, but have
no experience & skills. However
Melissa can motivate Peterson by
telling her that hardworking, capable
and a good performer will lead to
sales position. So giving her training
and helping her would be best for her.
29

Nick Ruiz

Nick is also a store merchandiser. He is very

enthusiastic & knowledgeable person.
Ruiz had apparently expressed interest in
joining the sales team and he is ready for
sales position when open. Melissa can
motivate him by making him believe that
whatever she says she will do. Richardson
should have introduced her business level
plan and business level strategy during the
initial meeting. Doing this would have
revealed her tactics, and how she intended to
implement them to compete against rival
color companies. It would have been
beneficial for Richardson to perform a needs
assessment of her team
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Question no .4
Using the Reinforcement theory of motivation
explain and justify which reinforcement
technique(s) Melissa Richardson should use to
motivate each of the 5 team members. What
might be the pros and cons of using a particular
reinforcement technique for each team
member?

31

1.Alex Hoffman
pros
it would increase his
productivity
& performance

Positive
reinforcement

Alex
Hoffman

Steps to Motivate
top sales person
give him
promotion, increased status which
offers challenge, or bonuses

Cons
It does not
encourage
employees
to try hard

32

1.Alex Hoffman
pros
It may well generate
and improve his
work performance
& behavior

Avoidance
Reinforcement

Alex
Hoffman

Steps to Motivate
Due to his dismissive attitude
Richardson can do so by setting
strong routine rules, warning him
too.

Cons
Creates a
stressful
environment
for the
employee.

33

2.Gregorio torres
pros
confidence
employee morale.
increases

Positive
reinforcement

Gregorio
torres

Steps to Motivate
he is innovative so,mellisa should
motivate him for that by giving him
praise and appreciate
him,encourage
him.

Cons
Appreciating him
just because of
his ideas can
make him not
achieve his sales
target

34

3. Sarah vega

pros
She will come on time
and will improve
her job performance

Avoidance
Reinforcement

Sarah
vega

Steps to Motivate
she is totally non-serious about her
work Richardson can motivate her
by telling her to come on time and
get serious about the work

Cons
She will tend to
exert the minimum
effort necessary to
keep herself out of
trouble.

35

4. Chelsea Peterson
pros
Performance can
increase and also
employee morale will
increase.

Positive
reinforcement

Chelsea
Peterson

Steps to Motivate
she has a low performance, and
lacked the skills and experience she
can be motivated by taking training
courses to gain skills and improve
the performance.

Cons
she might only do the
work just too attain a
reward. she wont pay
attention to
work

36

4. Chelsea Peterson
pros
She might change her
hostile behavior to
avoid
more punishment..

Avoidance
reinforcement

Chelsea
Peterson

Steps to Motivate
She is a pessimistic person hostile
in behavior. So Richardson can
motivate her by reprimanding her to
change her behavior and be
cooperative with the team.

Cons
It does not encourage
employees to
strive beyond the
minimum levels
required

37

5. Nick Ruiz
pros
It would increase his
confidence, productivi
ty, morale &
performance

Positive
reinforcement

Nick
Ruiz

Steps to Motivate
He was a enthusiastic and
knowledgeable person and
his performance was good.
Richardson can motivate him by
giving him a sales position

Cons
Giving him a
sales position can
arise conflicts among
the team members on
the basis of seniority
and tenure issues

38

Question: 7
Critique Melissa Richardsons first
meeting. How could she have made a
stronger impact on her team that first
day? Recommend some ways which
will help Melissa Richardson build her
team effectively

39

Question: 8
In your opinion who is at fault for
Melissa Richardsons poor
performance as a Sales manager and
Team Leader?

40