Corporate Social Responsibility

This report discusses the concept of corporate social responsibility (CSR) and its significance for Tealand S.A, a tea company based in London. It includes a SWOT analysis, formulation of realistic goals, stakeholder mapping, and development of a strategic CSR plan.

Corporate Social
Responsibility

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Analysis of starting situation.......................................................................................................1
Formulate realistic goals to achieve with the CSR plan.............................................................3
Create a stakeholder map............................................................................................................3
Develop a strategic CSR plan.....................................................................................................5
State which CSR measurement tools proposed by Tealand........................................................6
Final thoughts..............................................................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Corporate social responsibility is a self-regulating model of the company that supports
the business to be socially accountable for the customers, stakeholders, themselves and to the
public as well. Company performs this with the aim to make a contribution to a society goals of
activist, charitable nature, philanthropic in order to encourage and supports the different practices
that is oriented from the ethics (Aguinis, 2019). The major purpose of corporate social
responsibility is return back the society and imparts the social values in positive manner. These
activities help the company to make the strong brand image and values in the society. This report
is about the Tealand S.A company that is based on London and it was founded by Russian
women Olga and based in Dubai, UAE. There main activity is to commercialization of tea to
several European countries. They obtain their tea from China, India, Sri-lanka, Kenya, Turkey
and Indonesia and sale their tea in bulk, bags, and cold tea as a soda. This report includes SWOT
analysis, formulation of realistic goals in order to achieve CSR plan, stakeholders map and
strategic CSR plan.
MAIN BODY
Analysis of starting situation
Tealand has been in the market for approximately 20 years and measure the exponential
growth from the last 15 years due to quality of tea and excellence marketing campaign. On the
other hand they didn't take care of their workers in an satisfactory manner and that imparts
negative image of the company and it is hard for them to achieve their target in an effective
manner (Albuquerque 2019). Analysis is the part in which company measures all the different
factors that affects the performance of the company as from different ways. Whereas, synthesis is
the process through which company collects the large number of ideas in order to develop and
enhance the performance of the business.
SWOT Analysis: It is an analysis that is develop through strategic planning technique
and it is used by the company to identifies the strength, weaknesses, opportunities and threats. It
includes different factors that must have been resolved by the company and changes the working
prospect of the business. It helps the Tealand to know about the market competition or the
planning of the project that helps to gain higher competitive advantage within the specified
period of time.
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(Source: What is SWOT Analysis. 2020)
Strength: It reflects those factors that are the positive aspects of the company and helps
them to develop more market share and maximum value within the market. The major strengths
of Tealand is that they have the strong regulatory system that manages the quality control of the
products that are offered by the company (Barnett, 2019). Tealand offers the tea with best
attribute at a reasonable prices and works with the motto“ bringing you to the world of tea”.
They instinctively brings the tea back in the life of people and achieve its goals by managing the
local populations and get in touched with the culture and traditions.
Weaknesses: It is the side effects of the market that has negative impact and has drives
the performance of the company. As the interest of the people get shifted toward the coffee and
they are more health conscious thus prefer coffee over tea. That is the back hole of the company
and resist the sale and profit of the company. Thus to overcome from this situation Tealand
performs different strategy and works with the motto of “Genuine Tea Life” and uses
uncompromising approach that upgrades the quality of the tea.
Opportunities: Tealand has the team of more professionalism that are obsessed to create
more flavours in the tea and imparts more quality and utmost taste. There staff will always works
to share the wider knowledge of the natural and organic taste to the customers or the clients.
Tealand registered themselves in the trade mark and also offers the diversified varieties of tea.
Threats: It is the factor that restricts the market share of the company and also opposes
the performance as well. As there are a lot of company that operates their function by focusing
on the coffee or those products that reduces the fat. And many of the people are more focused
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towards their health and wealth thus they didn't chosen tea for their daily life (Benlemlih, 2018).
The climatic change and environmental drastic situations imbalances the production of tea.
Formulate realistic goals to achieve with the CSR plan
Corporate social responsibilities plan has been developed by the company in order to
accomplish the target or the objectives in an effective manner. While goals are the set standards
that company wants to achieve within the specified period of time. On the other hand Tealand
faces a situation in which their workers are not satisfied and they perform different functions in
order to satisfy their employees. As they are the only one who helps the company on continuous
basis and also operates different function within the specified period of time. Thus the goal of
Tealand is to get develop the best salary to the employee, provides more carrier options and
scarce training.
Realist goals helps the company to gain the higher competitive advantage and to resolve
the different issues that has been generated on random basis. With the help of these goals and
objectives Tealand reduces or vanishes all the other consequences that affects the performance of
the company and implies negative impact on the performance of the company (Cao, 2019). Thus
Tealand has major focus on their employees as they are the major factors that over-rates the
production on the company. As the image of the company get destroyed due the information that
has been circulated within the environment. This is as that company is not preventing the
different services and facilities to their employees and thus they are performing different
activities to gain the belief of the employees by which they remain with the company for the
longer period of time.
Create a stakeholder map
Stakeholder are the important part of the company as they plays an important role in
every project of the company and also provides the support to accomplish the target in an
effective manner. These are those parties that have an interest in the different project of the
company. It includes those parties that get affected or influenced by the project and company
divides them on the basis of their interest level (Crane, 2019). Stakeholders may be the
employee, customer, clients, consumer, liaisons, managers, government regulations and many
others. Stakeholder mapping includes the analysis of all the relative parties that get linked with
the company in order to attains the benefit from the certain project. With the help of this
mapping company makes an effective communication with the stakeholders and develops the
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connection as per the criteria like involvement, financial investments, emotional behaviour that
has been changes as per the interest of the stakeholders.
( Source: What is stakeholder Analysis, 2020)
It is the visual representation that is developed by the manager of the Tealand and they
manages all the differ activities that is performed to accomplish the result from the constrained
project. There are some stages in the stakeholder analysis that is as defined below as:
STEP 1: It is the very first step in which the manager of the Tealand analyse different
stakeholders for example suppliers, customers, clients, governance and many others.
STEP 2: In this manager aligns different stakeholder as per their interest and
involvement with the help of power grid analysis. It furthermore, includes different states that are
as defined below as: High power, high interest: It includes those stakeholders that has high interest and has
more power as like the CEO or the higher level authority that has more contribution in
the success of the business (Cui, 2018). Low power, high interest: It includes those who has lesser power but more interest and
company provides the continuous information to them in order to gain maintain strong
relationship.
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 High power, low interest: It includes those stakeholders that has high power but lesser
interest thus company provide required information to them by which they get to know
what is happening and sudden conditions of the project.
 Low power, low interest: It includes those who has low interest and low power that
company provides them the information as per the demand of the situation.
STEP 3: It is the end stage and in this the manager will assign or align all the stakeholder as per
their interest (Demirag, 2018). It provides the brief of about all the other stakeholders that helps
to maintain the balance conditions between the all.
Develop a strategic CSR plan
CSR plan includes all the different strategies that is applied by the company in order to
formulate different strategies and sometimes it is beneficial for the company or sometime it
doesn't but that has adverse effect on the performance of the company. The different strategies
that is applied by the company all is due to gain the higher competitive benefits. While in context
of Tealand they have an urgent need to get resolve the different issues through which company
has been gone through which (Flammer, 2018). Thus for this company must perform different
activities to generate more values that helps them and provides the support to get resolved the
different aspects that has negative impact on the performance of the company.
Build your strategies around the company core's competencies: It is the factor in
which the higher authority of the company get performed all of the functions in verified manner
and analyse the different conditions that has negative impact on the performance of the company.
Thus the CEO or the higher level manager of Tealand performs all differ activities in order to
develop more profit and sales. They also considers the different factors through which the CSR
activities get influenced or affected and develop the best strategy that enhance the net sales of the
company. There are a lot of strategies that is developed by the company to improvise the
evaluation of the core competencies (Harjoto, 2018).
Recognise issues that matters to your customers: To manages the different
consequences of the market company gets the supports to know about the changes that is been
occurred in the business environment. Customers are the only one for whom the work has been
performed as they are the only one that helps the business to maintain the long term
sustainability within the market. Thus the issues and problems of the customers must get
resolved within the specified period of time by which they always get satisfied with the
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company. It further helps to contain long time success and development as because as much the
customer get connect and satisfied with the company that much the growth has been conceived
by the business (Hong, 2019). It is required to recognise the issue of customers and Tealand
performs that by taking the feedbacks from the customers as in the form of survey. Thus as from
those feedbacks company must imparts changes within the work-culture of the company.
Develops CSR initiatives that make your employee proud: The employee of the
Tealand are the major prospects as they works with more concentration and always gave their
best but if they didn't get the revert then their performance get affected by that and has negative
impact on the performance of the company. The development of the society is more relatable and
connect-able with the employees as they are also be the part of that society. If company develops
certain amount of innovation and creativity that improvised the performance of the company and
with that it also has the positive impact on the mind set of the employees. Thus the initiatives
that has been taken by the company has made the employee even more proud. It imparts the kind
on connectivity in between the employees and the society and in between this company gain the
advancement (Jamali, 2018).
Measure the ROI of your CSR efforts: The investment that is being implies by the
company has the positive impact on the performance of the company. As because the efforts that
is implies by the company as relates with the customer as they get affected with that investment.
It is very normal that company spends in the market to spread more market awareness by which
more and more people get connect with them and it enhances the market share of the company.
The return on investment is the process in which the company measures the back amount that is
gained by the company within the specified period of time. Thus Tealand must measures that and
then in return to that spend some amount in the future period of time as well in order to gain
more profit.
Expand your company's definition of the CSR: It is the process through which
Tealand performs different activities by which they get more resplendence. Tealand must have to
work even more to get developed the different consequences of the market because they have
been measure a huge loss for a long period of time. Thus it is mandatory for the business to
measure even more success with that satisfies the values and belief of the employees. CSR
activities helps to gain more attraction of all employees, market and the company. In order to
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gain more sustainability it is mandatory for the company to expand their business even more and
covers the larger market that helps to gain more advancement.
State which CSR measurement tools proposed by Tealand
In today's competitive environment there are a lot of activities that is applied by the
company by which they could gain a large profit ratio as compared to present ratio (Kim, 2018).
Corporate Sustainability Standards/Global Initiatives/Principles: AA1000 series standards has
been used by the Tealand S.A company through which they can maintain the sustainability
within the work-culture of the company and that supports the company to gain the equilibrium
condition and it also provides balances norms with the employees. As from this employee get
adequate facilities that is mandatory and covers the basic requirements of the employees. With
the help of this tool company manages and controls the different factors and reports each activity
of an individual (Kim, 2019). It furthermore, helps at the time when company provides the
appraisals and benefits to the employees as per their performance.
Final thoughts
CSR helps the company to get resolved the different issues as from the company that
further implies more profit to the company. As Tealand has gone through with the different
tough situations as like the business of tea will not in boom in the market. While on the other
hand, there market stability also gets affected due to the news that got out from the business as it
is related to the different uncertainties that are faced by the employees. These problem is related
to endless working days, less salaries, difficulty in personal life and reconciling work, less option
to develop the carrier and many others too. With that the lack of ecological option in tea also has
the negative impact on the performance of the company (London, 2018). As compare to the
recent trends, the brands of European, American and Asian offers the different services with
minimum pricing. The ecological components also has wider diversification and for this
company get linked out with the N Go's, sustainability projects that provides the support to the
business.
Thus Tealand also gone through with the different consequences that has been the
translated out as per the different conditions that is generated on random basis. In order to
overcome from this situations company performs different strategies and functions to develop the
values in the market and also to gain the belief of the employees.
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At present the CSR activities is all about to gain the attraction of the market and develops
the positive brand image and values of the business in the market. It assist a lot to the business of
Tealand and then governs all the possible way to the company to explore different opportunities
that is operated in the market and supports the business to gain the higher agonist vantage (Tran,
2019). It furthermore, provides the long term development and more sustainability to the
business that helps to gain higher advancement and more profit as compared to their competitors.
CONCLUSION
It has been concluded from the above report that corporate social responsibilities is very
much important for the business as it emphasis the market performance and values of the
company in an efficient manner. With the help of CSR activities company imparts their positive
growth and development in the marker and also generates belief in the customers. All the
companies must perform CSR activities while the performance of Tealand gets disrupted then
then due to their behaviour towards their employees. Thus Tealand perform and develop CSR
plan in order to resolve the different issues that has been generated from the employee side. It
helps the company vanishes different negative aspects from the business and gain the higher
competitive advantage in the marketplace.
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REFERENCES
Books and Journals
Aguinis, H. and Glavas, A., 2019. On corporate social responsibility, sensemaking, and the
search for meaningfulness through work.Journal of Management. 45(3). pp.1057-1086.
Albuquerque, R., Koskinen, Y. and Zhang, C., 2019. Corporate social responsibility and firm
risk: Theory and empirical evidence. Management Science. 65(10). pp.4451-4469.
Barnett, M.L., 2019. The business case for corporate social responsibility: A critique and an
indirect path forward. Business & Society. 58(1). pp.167-190.
Benlemlih, M. and Bitar, M., 2018. Corporate social responsibility and investment efficiency.
Journal of Business Ethics. 148(3). pp.647-671.
Cao, J., Liang, H. and Zhan, X., 2019. Peer effects of corporate social responsibility.
Management Science. 65(12). pp.5487-5503.
Crane, A., Matten, D. and Spence, L. eds., 2019. Corporate social responsibility: Readings and
cases in a global context. Routledge.
Cui, J., Jo, H. and Na, H., 2018. Does corporate social responsibility affect information
asymmetry?. Journal of Business Ethics. 148(3). pp.549-572.
Demirag, I. ed., 2018. Corporate social responsibility, accountability and governance: Global
perspectives. Routledge.
Flammer, C., 2018. Competing for government procurement contracts: The role of corporate
social responsibility. Strategic Management Journal. 39(5). pp.1299-1324.
Harjoto, M. and Laksmana, I., 2018. The impact of corporate social responsibility on risk taking
and firm value. Journal of Business Ethics. 151(2). pp.353-373.
Hong, H.G. And et. al., 2019. Crime, punishment and the value of corporate social responsibility.
Available at SSRN 2492202.
Jamali, D. and Karam, C., 2018. Corporate social responsibility in developing countries as an
emerging field of study. International Journal of Management Reviews. 20(1). pp.32-
61.
Kim, K.H., Kim, M. and Qian, C., 2018. Effects of corporate social responsibility on corporate
financial performance: A competitive-action perspective. Journal of Management.
44(3). pp.1097-1118.
Kim, S., 2019. The process model of corporate social responsibility (CSR) communication: CSR
communication and its relationship with consumers’ CSR knowledge, trust, and
corporate reputation perception. Journal of Business Ethics. 154(4). pp.1143-1159.
London, M., 2018. Leadership and advocacy: Dual roles for corporate social responsibility and
social entrepreneurship. In Contemporary Issues in Leadership (pp. 259-278).
Routledge.
Tran, B., 2019. Corporate social responsibility. In Advanced Methodologies and Technologies in
Business Operations and Management (pp. 270-281). IGI Global.
ONLINE
What is SWOT analysis. 2020. [Online] Available through:
<https://www.investopedia.com/terms/s/swot.asp>.
What is stakeholder Analysis. 2020. [Online] Available through:
<https://www.smartsheet.com/what-stakeholder-analysis-and-mapping-and-how-do-
you-do-it-effectively>.
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