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This 10 page paper is based on a case study supplied by the student looking at HR issues. A major employer is suffering due to a poor industry reputation as employer; providing few career opportunities and appears to be suffering with a high staff turnover rate, with specific problems in the younger employee age group. The paper outlines motivation theory, assesses the way in which the strategies and employment provision provided by the company is aligned with these motivation theories, identifies potential areas of improvement and then suggests some solutions that would help improve retention of motivation. The paper focuses on the retail industry, but the theories and arguments could be applicable to any other industry. The bibliography cites 10 sources.