Corporate Strategy & Governance : Assignment
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Added on 2021-02-20
Corporate Strategy & Governance : Assignment
Added on 2021-02-20
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SUMMATIVEASSESSMENT- CorporateStrategy and Governance
Table of ContentsINTRODUCTION...........................................................................................................................1Background .................................................................................................................................2Problem statement .......................................................................................................................2Significance of study....................................................................................................................3LITERATURE REVIEW................................................................................................................3RESEARCH METHODOLOGY.....................................................................................................7Time scale..................................................................................................................................10DATA ANALYSIS........................................................................................................................11RECOMMENDATION.................................................................................................................18REFERENCES..............................................................................................................................22APPENDICES...............................................................................................................................25
Topic : “To identifying the key issues in CSR activities. With reference to case study of Ubercompany”.INTRODUCTIONCorporate governance involves the strategy, governance and risk within a businessorganisation. Corporate strategy refers to the overall goals of an organisation along with theaction plans for achieving the desired objectives with an intention of attaining a competitiveadvantage (Crane and et.al., 2017). Corporate governance can be defined as the frameworkwhich comprises processes, rules and practises through which an organisation is guided, directedand controlled. This concept is mainly concerned about maintaining the interests of differentstakeholders of the company such as management, employees, customers, suppliers, government,financiers, society etc. As corporate governance facilitates framework for achieving objectivesand goals, it is present in every aspect of management like from internal control to performanceappraisal, from routine action plans to corporate disclosure (Lim and Greenwood, 2017). Organisation's board of directors (BOD) is considered as the main force which influencesthe corporate governance and if there is a bad governance, then it could lead to creation of doubtson the integrity, transparency and reliability of the business entity which directly impacts itsfinancial health. Corporate Social Responsibility is one of the aspect of Corporate strategy whichis concerned with the management of business processes that aims to develop overall positiveimpact on the community or society. This aspect has gained immense popularity lately because ithas provided benefits to the companies in the form of enhanced brand image, more acceptancefrom society, sustainability, more investors and higher profitability (Cuomo, Mallin and Zattoni,2016).The present research is based on the corporate governance and strategy of UberTechnologies Inc. which is a public trading organisation based in America. It deals in offeringtransportation & food delivery services to people in every corner of the world. In the research,role of corporate governance play in the company will be identified, issues which theorganisation is facing regarding its corporate governance & CSR activities and what could be thepossible solutions or strategies which could help the Uber in overcoming such issues will all bediscussed in the present research study. 1
Background Uber is the company having 110 million users over worldwide and also having marketshare of 69.0% in US for the passenger transport. They have also captured market share of 25%for the food delivery. They are dealing in many numbers of services to customers in order tosatisfy the needs and wants of the customer and also to generate higher profit margin which helpsthem in achievement of their organizational goal (Crowther and Seifi, 2018). They deal nproviding different type services of private riding in a standard car having driver and this isUpto the four passengers. They also having the Uber cars for child safety that is consisting ofchild safety seats which carries additional charge. some of the services of Uber are considered tobe in under development that is Uber elevate which will able to provide the short flights usingthe VTOL aircraft. These demonstrated flights are estimates to start in mar future. They also have thepromotional limited services that is rides up to the tie limit of 15 minutes each on so specific date.Uber eats of Uber company also helps in providing the meal's delivery from nearly restaurantsand charge fess against it .Uber is the company which is providing the luxury and satisfactoryservices to the customer in ore to make them satisfy and create a strong rand image to attract andretain customers for long (Tricker and Tricker, 2015).Aim- The aim of report is Aim – To examine how safety threat is an issue in CSR. A case study on Uber.Objective :To identify role of CSR in organisationTo analyse factors affecting safety threat in CSRTo recommend strategies to minimise safety threat in CSR.Problem statement Uber having any issues related to the corporate governance and corporate socialresponsibility related activities that is they somewhere not contributing sufficiently towards teCSR that is towards the society. This makes them creating a bad image ito the mid of public asany company which is contributing toward the CSR activities are responsible for creating goodand powerful image in mind of the customers.2
Corporate social responsibility is considered to be the vision which helps in promotingthe business responsibility towards stakeholders ad investors . The key areas where companyneeds to focus through CSR activities are for the environmental protection in order to well-beingof the employees, community ad the society. This will also lead them in achievement of theirgoals effectively and efficiently Some CSR issue which company is facing are :Ride sharing leads to reach many areas using vehicles and cars which cause air pollutionand also impact on the public health.Not using the resources optimallyIrrespective of the concept of “Go green”Polluting the airUnethical business practicesHigh cost leads in lower customer retentionHence, these are some problems which are faced by the company in context of thecorporate social responsibility. This is the responsibility which they need to focus and considerwhile performing their business activities(Flick, 2018). Efficiently performing of these activitieshelps in satisfying the people of society and community and it will encourage them, in investingin the company and this will result in achievement of the organizational goals and objectives inlong run and also helps the company in capturing larger share f the market by generation ofstrong brand image.Significance of studyThe present research study is significant as it will aid in assessing the in-depth knowledgeabout the impact and role of corporate strategy, governance and CSR activities on theorganisation. The study will help in getting the meaningful insights regarding the safety threat togive customer better and more supportive services. Moreover, the chosen research study willassist in identifying the strategies which could be applied by the business organisation in order tomaximize the long term value of the company and its stakeholders.LITERATURE REVIEWTheme 1 Significance of Corporate social responsibility in every business organisationAs per the view point of McWilliams (2015), Corporate social responsibility is defined asthe management concept which is related to commitment made by the company in context ofsocial, environmental as well as economic effects created by the business operations. It is related3
with all the efforts made by Uber with the aim of improving and developing community, societyin which it is conducting its business. This responsibility provides equal opportunity for everyemployees of Uber to make contribution towards the betterment of the society & environmentaround its business premises and any other places. With the help of CSR activities, Uber hasbeen able to improves its overall business profitability and firm value. By socially andenvironmentally engaging itself in activities, a company can build good reputation and imageamong its customers, investors, stakeholders and in the market as well. It also assists indeveloping good brand image along with confidence level among its customers, stakeholders andsociety in which it operates. The main aim of Uber behind indulging in CSR activities is toprovide better and effective transportation services to its customer across the world. CSR hasenabled Uber in increasing its business accountability as well as provides transparency to all theanalyst related to investment, investors etc. Also, by indulging in the activities of corporatesocial responsibility, media and other community helps in providing positive value to the imageof Uber. As a result of media attention, the stock and market value increases and in turn providesease related to the factor of capital investment. On the other hand Crowther and Seifi (2018), argued that though corporate socialresponsibility provides improvement in the profitability part of Uber, it comes with somenegative aspects as well. The activities of CSR is associated with money and cost expenditure.On part of small business corporation, these CSR activities results in low profitability as a resultof huge cost incurred on undertaking of activities related to social and community welfare. Mostof the small business corporation by making use of social media and other means ofadvertisement, promotional activities can communicate about its CSR related policy to all itscustomers, investors and other local communities. This activity takes time for monitoring all theexchanges and involves cost related to hiring of extra personnel and employees having goodknowledge base which sometimes these small businesses like Uber can not been capable ofaffording. By framing budget related to these CSR related business expenditure can help inproper allocation of business funds and resources in big corporation which is not possible in caseof small companies.Theme 2 Factors influencing safety threats issues in Corporate social responsibilityactivities of Uber4
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