1. Discuss the motivation and the motivational strategies being used at Ruffian Apparel for each group of employees (store manager, assistant manager, part-time and full-time associates). How motivated are employees, and what are they motivated to do? How do the theories of motivation help us understand employees’ motivation and performance and the effectiveness of the motivational strategies?

2. Discuss the use of goals at Ruffian Apparel. How effective are the sales goals and performance goals for employee motivation and performance? Use goal setting theory to explain your answer. Based on goal setting theory, how would you improve the goal setting process and the motivational potential of goals?

3. Consider the needs of employees at Ruffian Apparel. What are their primary needs and what is most likely to motivate them? How important are intrinsic and extrinsic motivators? Based on your answers, what do you recommend for improving employees’ motivation?

4. Use expectancy theory and equity theory to explain the motivation of employees at Ruffian Apparel. What do these theories say about the effectiveness of the current motivational system and how to improve it?

5. What factors do you think contribute to the performance of the employees at Ruffian Kelowna? Refer to Exhibit 5.1 to explain your answer. Based on your analysis, what needs to be done to improve employee and store performance?

6. Using the theories of motivation, what advice would you give Kyle Evans on how to motivate employees at Ruffian Kelowna? Be sure to refer to the need theories and the process theories of motivation.

7. What should Kyle do to get Ruffian Kelowna back on track and improve sales? Do you think it is as simple as hiring a new store manager? Explain your answer. If not, what other changes should he make? Be specific in terms of what he should do to meet the store’s sales and performance goals.