CSR Impact on Tesco's Brand Image in UK Retail Sector
Added on 2020-11-12
19 Pages5784 Words239 Views
Research Project
Table of ContentsTable of Contents.................................................................................................................................2CHAPTER 1: INTRODUCTION.........................................................................................................31.1 Introduction and background of research..............................................................................31.2 Background of company........................................................................................................31.3 Significance of the study........................................................................................................41.4 Research statement................................................................................................................41.5 Structure of report..................................................................................................................5CHAPTER 2.........................................................................................................................................6Research philosophy..................................................................................................................11Research approach.....................................................................................................................11Strategy......................................................................................................................................12Time horizon..............................................................................................................................13Data collection...........................................................................................................................15Data analysis..............................................................................................................................15Ethical consideration..................................................................................................................16Validity and reliability...............................................................................................................16REFERENCES...................................................................................................................................17Books and journals.....................................................................................................................17
Topic: To assess the impact of CSR of company’s brand image operating in UK retail sector:A study on Tesco.CHAPTER 1: INTRODUCTION 1.1 Introduction and background of research Corporate social responsibility is the continuing commitment by business to behaveethically and contribute to economic development while improving the quality of life of theworkforce and their families as well as of the local community and society at large. Brandidentity is defined as the sum of the brand expressed as a product, organization, person andsymbol. For creating a positioning of the brand image in the market corporate socialresponsibility is vital for the company to adopt (Lins, Servaes, and Tamayo, 2017). It reflectsthat the corporate is functioning its business with compliance of ethical and social factors so thatit could achieve the growing position in the future. The current research project is based onTesco which offers wide variety of retail products & services to the customers. In this, thepresent study will highlight how CSR initiatives impact brand image of Tesco (McWilliams,2015). Hence, this study will present qualitative investigation related to CSR and thereby helpsin assessing the influence of CSR initiatives on customer's attitude and thereby company’s brandvalue.1.2 Background of companyTESCO is the one of the largest retail chain in the UK. It offers multiple sort of items fromgrocery to garments in its store. CSR is one of the buzzing concept in 21st century as it isbelieved that firm is making use of society resources and due to this reason, it must also take fewsteps for welfare of society. Considering this concept TESCO every year conduct CSR activity inits premises and under this it first launch its CSR campaign in 1996 in which main aim was toprotect energy at workplace. In this regard employees were instructed to ensure avoid wastage ofenergy in premises. After performance evaluation it was observed that 35% energy consumptionreduced on per square foot. TESCO gave minimum 1% of its profit after tax on charity forhelping poor and helpless people. Thus, it can be said that TESCO understand its responsibilitytowards society.
1.3 Significance of the study Corporate social responsibility helps the corporate in improving the image of the businessand its goods and services. It provides the firm with the competitive edge in the market. Itenables the entity in attracting the new customers and can create customer loyalty. Research hasshown that customers are more likely to choose products they perceive as being produced in asocially responsible manner. Customers and clients are influenced by a company's reputation insocial and environmental areas. Company can win the new business through CSR practices. Itassists in strategic management of internal and external risks in social and environmental areas.It generates positive publicity and media opportunities due to media interest in ethical businessactivities. The importance of CSR increases with globalization as both investors and customershave become very sensitive to societal issues. It minimizes the negative impact of businessactivities and create wealth and value for shareholders and community as a whole. 1.4 Research statement Aim: The aim of present study is to investigate the impact of CSR activities or initiativeson the brand image of Tesco. Research objectives:To assess the trend of CSR initiatives in retail sector.To identify CSR activities performed by Tesco.To ascertain relationship between CSR and brand image of Tesco. To recommend CSR initiatives that Tesco can undertake for enhancing brand image. Research questions Q.1 What kind of CSR is done by Tesco in the recent times?Q.2 Does CSR impact brand image of Tesco?Q.3 What relationship exist between CSR and brand image of Tesco.Rationale of the project depicts that Corporate social responsibility has been adopted byevery corporation in order to function ethically and fulfilling the sustainable responsibility
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