Abstract
M.Comm.
The BMW SA Body-in-White section performs an integral function in the production of
BMW 3 -series automobiles for the local and international market. The plant as a whole,
and the Body-in-White section in particular faces several challenges not least of all the
need to reach cost parity with its German sister plants. This means that the planned
future production increases will have to be achieved with fewer people, and therefore
ways will have to found in order to extract more productive output from existing staff. In
this regard the understanding and application of motivational theory holds the key to
overcoming the challenges that the department will face.
In the course of this research, the theories directly related to motivation as well as
certain associated theories will be investigated in order to gain insight as to the content
and process of motivation in the work place. The aim is to gain a holistic view of
motivational aspects in general, and to provide the basis for a questionnaire aimed at
identifying what motivational factors are currently at play in the BMW Body-in-White
section.
Finally, having identified the issues affecting motivation in the department certain
deficiencies or areas of possible improvement will be identified. Recommendations will
then be put forward as to how management can go about addressing motivational
factors specifically in the BMW Body-in-White section, with the aim of creating an
environment conducive to high employee job satisfaction and performance.