Beharry-Ramraj, Andrisha.Sibisi, Mthokozisi Cleopas.2020-04-182020-04-1820182018https://researchspace.ukzn.ac.za/handle/10413/18106Masters Degree. University of KwaZulu-Natal, Durban.Performance management is aimed at constant development of employees, wherein their input to the organization is acknowledged, and their future potential and developmental needs are identified. In other words, performance management aims at expediting an understanding that is shared through giving and receiving feedback with mutual accountability as it were. While so much is known about the performance management itself, little is known with regards to the implementation of the performance management strategy. This study seeks to assess the implementation of the performance management strategy, with special reference to the East Coast region of the South African Breweries. To do this, the study seeks to understand the performance management goals set by the organization, performance measurement and the performance feedback techniques. Similarly, the study seeks to understand the basis of reward for performance and to understand how performance objectives and activities in the organization are implemented. The qualitative research methodology type was employed. In essence, the exploratory research design was utilized, while 12 respondents comprising of managers and employees were purposively selected for the study. The in-depth interview type was used to elicit responses from the respondents. The date cleansing was done with Trcohim and Donnelly (2007) four indicators of reliability and validity of qualitative data, while the thematic qualitative data analysis was employed to analyse the qualitative data. The findings of the study indicate that performance management goals are set from the top and cascaded down throughout the company. These goals are set against company’s performance targets. Similarly, other findings showed that performance measurement are done on a routine basis such weekly, monthly and on annual basis. It was also found that there is one standard feedback system which is tracked every week on a one on one basis which leads to two performance reviews a year. Again, findings showed that reward system for performance is based on achieving performance targets set against KPIs. Lastly, findings exude that performance management decisions are imposed by top management and the goals for individuals are implemented with the aim of achieving their targets. Thus, the study recommend that for a the standardised target strategy due to the fact that there is standard tool of operating performance measurements in different geographical location that have different standards of living and products preferences. The need for a standardized format of providing feedback to employees and Human Resource Management should also in be involved in the process and the consideration of environmental influence in the administration of reward system. Lastly, it is recommended that there must be room for employee’s consultation on issues of performance implementation and employees must be full participants of any implementation strategy.enPerformance management.Breweries.Popular beer brands.Thesis