Jaguar Land Rover CSR Initiatives and Recommendations

The assignment discusses the importance of CSR initiatives in organizations and presents a case study on Jaguar Land Rover. It highlights the company's existing CSR efforts and suggests additional initiatives that can be implemented to enhance their operations. The report also emphasizes the influence of CSR on purchasing decisions and concludes that CSR plays a crucial role in organizational success.

Context of business

EXECUTIVE SUMMARY
Corporate social responsibility can be defined as company’s approach that helps the firm in
sustainable development and conducting operations in ethical manner. Study describes that
companies are ranked on the bases of their contribution in economic, social and environmental
development. Purchase decision of the firm also gets affected by its CSR ranking and activities.
Each firm ensures that it fulfil its corporate responsibility and time to time invest amount on
social activities so that it can gain competitive advantage .

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
LITERATURE REVIEW................................................................................................................1
Company background and rationale for selection.......................................................................1
Literature review..........................................................................................................................1
ANALYSIS AND DISCUSSION...................................................................................................3
FINDINGS.......................................................................................................................................4
RECOMMENDATIONS.................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Corporate social responsibility is an approach that contribute towards society by
sustainable development through delivering environmental and social benefit to all stakeholders
of the organisation (Crowther and Seifi, 2018). It is essential for business that to conduct
operations in such manner so that core business activities do not harm social aspects. Present
study is based on Jaguar Land Rover which operates its business activities in UK as well as other
countries. Report will explain brief summary of the company. It will describe the ranking of the
company with regard to CSR. Furthermore, it will explain some companies examples who takes
CSR initiative.
LITERATURE REVIEW
Company background and rationale for selection
Jaguar Land Rover is a British multinational automotive company. Its headquarter in
Whitley, Coventry, UK. The business activities of Jaguar Land Rover are design, manufacture,
development and sales of vehicles etc. its products are luxury vehicle and off road vehicles. In
Jaguar Land Rover currently 43224 employees are working. Jaguar Land Rover's parent
company is Tata motors, India. It is generated £25.8billion in 2017-18 (Grayson and Hodges,
2017).
Jaguar Land Rover do not have more involvement in CSR activities. In china there
business operations are closed because they do not correctly implement they CSR initiatives. To
analysis the problems of CSR plans and their implementation in various countries, the Jaguar
Land Rover is an appropriate firm for this.
Literature review
As per the view of Crowther and Seifi (2018) Environmental sustainability initiatives is a
good option to contribute in CSR activities. this initiative is taken by many businesses in their
csr. It covers two main areas: reducing green house gases and limiting pollution. For
environmental sustainability businesses are taken steps by reducing water, land and air pollution
and enhance their values as a good corporate citizen towards society development.
Wang, Tong, Takeuchi, and George (2016) argued that Direct philanthropic provides help
to various issues. it includes the donation of money, resources and time to the organisation at any
level. These donation helps in various worthy causes such as national disaster relief, educational
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programmes in underdevelopment countries, human rights and clean water that initiative
contributes to improve the economic condition of the country and helps in enhancing companies
operation on those country.
According to Lins, Servaes and Tamayo (2017) Ethical business practices is one of CSR
initiative towards the labours. ethics is provided fair business practices for employees in an
organisation. It covers living wage compensation initiatives and equal pay for equal work that
enhance the living standard of the worker. The worker are satisfied with their organisation. This
practices helps to create positive image towards the company by the employees.
As per the view of Crane, Matten and Spence (2019)Google stands in first place with best
CSR reputation. Google's CEO sundar pichai involves in their CSR about the deferred action for
childhood arrivals that enhance company's value. As the internet industry, company is
recognized as an eco-friendly firm. They are also invested in green energy programs that helps to
give power to their data centres with renewable electricity. It also helps to fight for poverty as
well as helps in growing sustainable development.
According to Crowther and Seifi (2018) HSBC bank organise charitable programs in
each country in order to fulfil its corporate responsibilities. It contributes in improving education
system in the UK. Furthermore, HSBC bank also taken initiative to arrange signature developing
health program. With the help of this initiative HSBC bank has focused on improving health
condition of people and improving well-being of community members.
As per the view of Grayson and Hodges (2017) Lego also have good ranking in CSR
reputation. The company is replaced its plastic sources from sugar-cane went mainstream and
proved themselves. Deloitte has also worked to improve environmental and social condition for
building sustainable development. Company also motivates its workers by donate time and
money in welfare (Wang and et.al., 2016).
The Walt Disney company is secured second rank in CSR ranking. The global report
initiative shows the company's true position in CSR commitment. It encourages its workers to do
better work and provide community services to people. They gave $348 million to the
development of society all over the world. Company builds and manages a great CSR reputation.
Microsoft company is donated billions of dollars to the bills and Melinda gates foundation which
helps number of causes such as agriculture development and educational programmes.
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McWilliams, (2015) stated that Company's approach to CSR influences purchasing
decisions because CSR is not just for sustainable development of society but it also helps to
promote brand image of the company. If the company is involved in CSR activities that impact
positively on the company's image as well as customer’s perception towards company. CSR
activities of the company helps to enhancing the sales as well as profit of the organisation.
On other hand Craig and Rodrigues, (2016) argued that No, Company's approach to CSR
do not influences purchasing decisions because CSR is different from the business activities. The
purpose of the CSR is welfare of the society not the customer attraction. CSR is not influence the
purchasing decision but it create positive image of the company to the society. CSR is just a
contribution to the society for sustainable development. There is no link with purchasing
decision. The companies undertake CSR activities because with the help of CSR initiative
company can run their business operations for long run and society do not interface to the
company operations because company provides profit to the society through CSR activities.
ANALYSIS AND DISCUSSION
From the literature review, it is analysis that CSR is performed very important role in
every organisation. Jaguar Land Rover is also takes initiative about CSR such as promoting
preventing health care and sanitation, providing safe drinking water to society and most
important empowering women and promoting gender equality etc (Platonova and et.al., 2018).
Companies rank with regard to CSR helps to create goodwill of the company. There are
so many factors that are helped to company in taking CSR decision like environmental
sustainability initiative that help to take decision about reducing green house gases and limiting
pollution etc. where as direct philanthropic help in take decision about educational programmes
in underdevelopment countries, human rights and clean water etc. in CSR initiative.
There are so many countries which are very highly involved in CSR activities. Some of
are explained in literature review and analysed that companies are ranked according to their CSR
initiative like google holds first position on the bases of CSR initiative. They are vastly
contribute in green energy programs that directly helps to provide renewable electricity to their
data centres as well as helps to saving electricity (Definition of corporate social responsibilities,
2019).
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It also analysed that there are so many organisation that takes initiative of CSR. HDFC
bank initiative in CSR are improving health condition of people as well as well-being of
community members. Lego company is taken very big initiative towards society that is they
replaced their plastic sources to sugar-cane went mainstream and create very big example for all
other organisation (Crane, Matten and Spence, 2019).
In the literature review, it is discussed about the Walt Disney company's CSR initiatives.
The Walt Disney company is secured second rank in their CSR initiatives. In Walt Disney
company's CSR they are more focused on labour and communities welfare by improving their
living standards and provide community services to those people.
About Microsoft company's CSR initiative is also discussed in literature review. The
CEO of Microsoft invests billions of money in agriculture development and educational
programmes in their CSR. It analysed that CSR is helped to build a brand image of the company
as well as further expansion of the organisation.
Companies approach to CSR is affected the purchasing decision of the customers because
the companies CSR help to enhance the goodwill of the company and create positive image to
the customers and it also increases the brand value of the company that help in establish
companies image for long term (Wang and et.al., 2016).
Last it analyses that sometimes companies CSR initiative do not influence the decision of
purchasing because the CSR and businesses operations both are separated from each other. CSR
is linked with social and environmental development where as company's operations are apart
from social and environmental development. So the result is that CSR initiative do not influence
purchasing decision of the customers but they can create the good image of the company (Crane,
Matten and Spence, 2019).
FINDINGS
From the above discussion it is found that with the help of CSR the companies can create
and maintain the better brand image as well as positive reputation of the business because CSR is
a non-profit activity that helps to development of the society as well as nation. CSR is a very
good initiative that taken by the organisations because it helps to business from various ways and
provide growth for long term.
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CSR activities are enhanced the opportunities for the growth of the businesses because CSR
creates good image of the company. So, the company can easily expand their business activities
in any country. It enhances the international connect of the company and open up many
opportunities for the business as well as country. they are more focused on labour and
communities welfare by improving their living standards and provide community services to
people.
By social contribution of the company that enhance the opportunities for dealing with
society and community that enhance business operations as well as profitability of the
organisations. CSR creates so many opportunities for the companies as well as society because
CSR provides profitability to both company and society that maintain eco-friendly environment.
CSR is not just create the worth of the organisation. CSR is also create the worth of the country
because companies csr policies affects the economic growth of the countries and contribute to
improve and better the economical conditions of the countries.
Jaguar Land Rover is engaged in various activities in the countries. The CSR
management can help to maintain their activities in the various countries because CSR is helped
in employee satisfaction as well as society development that behaviour is positive towards
society. So they do not harm the business operations of Jaguar Land Rover and they can
maintain the goodwill of the company. CSR is helping to centralising the operations of the
company like google and Microsoft. They have very good rank in CSR initiative that help to
centralised their operations. Jaguar Land Rover is also taken some CSR initiatives to centralised
their operations. Company is taken very big initiative towards society like they replaced their
plastic sources to sugar-cane went mainstream and create very big example for all other
organisation.
RECOMMENDATIONS
 Jaguar Land Rover should involve many more CSR initiatives in their CSR criteria. This
may be protection of flora and fauna, conservation of natural resources, animal welfare
etc.
 Jaguar Land Rover should take environmental initiatives by contributing to economic
growth and protection to the environment.
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 Jaguar Land Rover can implement many welfare facilities for the labours like donate time
and money for the labour welfare.
 Jaguar Land Rover should invest in rural development projects that help to attract more
customers and centralised their operations
 Jaguar Land Rover should set up home and hostels for orphans that enhance their rank in
CSR initiative and contributes in educational programmes
 Jaguar Land Rover should establish separate CSR department that helps to find-out
opportunities of the organisation.
CONCLUSION
From the above study it is concluded that the Jaguar Land Rover company can enhance
their operations by contributing in CSR initiative. It is explained about the Jaguar Land Rover
and their CSR initiatives. It is defined the initiatives that can be taken by companies in their
corporate social responsibility initiative. It is described the CSR initiative that is already taken by
various companies like google, Microsoft etc. It is also explained the influence of CSR initiative
in purchasing decision of the customers. Last it is concluded that CSR play an important role in
organisations success.
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REFERENCES
Books and journals
Craig, R. and Rodrigues, L. L., 2016. Using a Dialectic Approach to Understand Stakeholders’
Conflicts with Corporate Social Responsibility Activities. In A Stakeholder Approach to
Corporate Social Responsibility (pp. 339-356). Routledge.
Crane, A., Matten, D. and Spence, L. eds., 2019. Corporate social responsibility: Readings and
cases in a global context. Routledge.
Crowther, D. and Seifi, S. eds., 2018. Redefining Corporate Social Responsibility. Emerald
Group Publishing.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make
corporate social responsibility work for your business. Routledge.
Lins, K.V., Servaes, H. and Tamayo, A., 2017. Social capital, trust, and firm performance: The
value of corporate social responsibility during the financial crisis. The Journal of
Finance.72(4), pp.1785-1824.
McWilliams, A., 2015. Corporate social responsibility. Wiley encyclopedia of management.
pp.1-4.
Platonova, E. and et.al., 2018. The impact of corporate social responsibility disclosure on
financial performance: Evidence from the GCC Islamic banking sector. Journal of
Business Ethics. 151(2). pp.451-471.
Wang, H. and et.al., 2016. Corporate social responsibility: An overview and new research
directions: Thematic issue on corporate social responsibility.
Online
Definition of corporate social responsibilities. 2019. [Online]. Available through
<http://lexicon.ft.com/Term?term=corporate-social-responsibility--(CSR)>
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