Impact of CSR on John Lewis

This assignment examines the influence of Corporate Social Responsibility (CSR) initiatives on the success of John Lewis. It investigates how project management tools, such as work breakdown structures and Gantt charts, are used to effectively implement CSR strategies. The analysis highlights the positive correlation between CSR activities and increased sales, customer attraction, and improved financial performance for John Lewis. Thematic analysis reveals that CSR efforts contribute significantly to marketing success by promoting products and services and fostering a positive brand image.

MANAGING
SUCCESSFUL BUSINESS

INTRODUCTION
In the corporate world, it is very necessary to manage and organise overall business entity
in appropriate way which helps to become more profitable in the industry. For manage the
business entrepreneur makes and frame various plan and programmes and implement at the
workplace. Further, for making plan project management tools and techniques are the most
helpful for the company. In the present case there are two partnership firms like as John Lewis
and Waitrose which are going to make plan using project management for determine affect of
corporate social responsibilities on the company. The current report shows overall plan of project
management with the help of work breakdown structure as well as Gantt chart. Further, it
describes about the research on the basis of qualitative techniques and determine valid
conclusion. Beside this, it analyses about various tools and techniques which are used by the
scholar in order to do research. At the end of report, reflective statement is to be provided that
what we learn and gain from the overall report of project management.
TASK 1
P1 Establish aims, objectives of the project for John Lewis
When the company is going to do research on any particular topic and criteria for
assessing problems and solution, at the initial stage aims or problems are to be identified. By
using different aims and objectives the management of John Lewis is able to conduct overall
research in proper and appropriate way. Aims as well as objectives to conduct about impact of
CSR activities in the John Lewis are framed as below:
Topic of research:
The impact of Corporate Social Responsibility on the Marketing Department within John
Lewis to Promote Profitability and the Financial sustainability
Background of the current study:
Now a days, there are more number of companies operating in same industry by which
level of competition increases on consistently basis which lead to effect financial position
indirectly. In order to enhance performance there are different kinds of strategies and tactics are
used by the firms and on of them is corporate social responsibilities. When the business entity
conduct more number of CSR activities then consumers will be increase by which profit and
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financial position affects in positive way. Along with this, higher the CSR activities helps to
marketing and promoting its several products and services among local community (Polonsky
and Waller, 2014). In the present case the John Lewis firm wants to determine that if it conducts
more CSR activities then it will influence to the marketing department of not. Along with this it
will be profitable and sustain or increase financial position in the industry or not. For conducting
such research different aims and objectives are required which are shown as below:
Aim:
To analyse impact or affect of Corporate Social Responsibility (CSR activities) on the
Marketing Department within John Lewis to Promote Profitability and the Financial
sustainability.
Objectives:
 To identify various kinds of CSR activities used and implemented by John Lewis.
 To analyse relation between corporate social responsibilities and marketing department.
 To identify impact of the CSR activities on John Lewis's profitability and sustainability in
terms of finance.
 To analyse importance of CSR activities in respective marketing function in John Lewis.
 To give recommendations for using CSR activities which helps to marketing function up
to greater extent.
Research questions:
 What are the various kinds of CSR activities used and implemented by John Lewis ?
 Which kind of relation is there between corporate social responsibilities and marketing
department ?
 What is impact of the CSR activities on John Lewis's profitability and sustainability in
terms of finance ?
 Up to which level CSR activities in respective marketing function are important in John
Lewis ?
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P2 and M1 Producing a plan for project management
Planning phase a very important plan in the business organisation while making a
particular project. After make effective plan it is very necessary to implement and manage in
appropriate way in the business. For making effectual plan project management is the very
helpful tool which shows each and every activity in clear way which lead to achieve aims and
objectives of John Lewis in better way (Kim, Li and Li, 2014.). Along with this there are various
aspects are to be covered with the help of project management that are like as expenses, quality,
resources, scope, duration, start and end date, communication process etc. Furthermore, plan
using project management along with mentioned various aspects is stated as below:
Task
Mode Name of Activity Duration Start Finish Predecessors
Manually
Scheduled
Finding topic and
problem for research 1 day Fri 3/24/17 Fri 3/24/17
Manually
Scheduled
Formulating problem
statement 1 day Mon 3/27/17 Mon 3/27/17 1
Manually
Scheduled
Preparation of time frame
and allocation of
resources
1 day Mon 3/27/17 Mon 3/27/17 1
Manually
Scheduled Using literature review 1 day Tue 3/28/17 Tue 3/28/17 2
Manually
Scheduled
Chose research
methodologies to analyse
problem statement
1 day Tue 3/28/17 Tue 3/28/17 3
Manually
Scheduled Calculating expenditures 1 day Wed 3/29/17 Wed 3/29/17 4,5
Manually
Scheduled
Data analysis and
interpreting it 1 day Thu 3/30/17 Thu 3/30/17 6
Manually
Scheduled Findings and evaluation 1 day Thu 3/30/17 Thu 3/30/17 6
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Manually
Scheduled
Analysis results and
provide conclusions 1 day Fri 3/31/17 Fri 3/31/17 7
Manually
Scheduled
Give appropriate
suggestions and
recommendations
1 day Mon 4/3/17 Mon 4/3/17 7,8,9
Manually
Scheduled
Arrange analysis in
structured form and
documentation of it
1 day Tue 4/4/17 Tue 4/4/17 10
Manually
Scheduled
Submit report to directors
of John Lewis 1 day Wed 4/5/17 Wed 4/5/17 11
P3 Producing work breakdown structure as well as Gantt chart
The structure of project management which shows each and every activity of project plan
in clear and appropriate manner is called as work breakdown structure. With the help of such
tool project manager of John Lewis is able to know that which one task needs to complete
initially and afterwards which has to be use for further process. Apart from this, another
important tool of project management is Gantt chart which shows every phase of project in
horizontal way (Jizi and et.al., 2014). Due to this the manager able to take clear instruction to
complete all the activities appropriately and achieve objectives of John Lewis company. When
the firm uses such tools then able to know that which two or more activities can be start
simultaneously to reduce total time duration of project completion. Using above mentioned
activities work breakdown structure and Gantt chart are stated as below:
Work Breakdown Structure
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Illustration 1: Work Breakdown Structure
Gantt Chart
Illustration 2: Gantt Chart
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Network Diagram
Illustration 3: Network diagram
TASK 2
P4 Small scale research with the help of qualitative approaches
Research helps to the management of John Lewis in order to determine reasons and
causes of problem occurrence. After that it can determine that which are strategies has to use for
overcome and eliminate such kind of problems and constraints. For conducting a research there
are various kinds of tools and techniques are to be used by the researcher which are such as
qualitative and quantitative. As per the qualitative research approach primary data collection
sources are used (Qualitative Research, 2017). On the other side, in the quantitative method
various secondary sources are used by the firm for collecting data. In the present scenario to
analyse impact of the CSR activities on business such as John Lewis qualitative approach is to be
implemented. In this, primary data collection method is used like as questionnaire which are
framed and distributed in 30 local community of the country where John Lewis operated. The
questionnaire for research on John Lewis's CSR activities are framed as below:
Questionnaire
Demographic information
Name _________________
Age ___________________
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Gender ________________
Q 1. Do you think that, CSR activities are key aspect for the business such as John Lewis ?
 Yes
 No
Q 2. Do you agree that, CSR activities help to the John Lewis in order to marketing its services
and products among local community ?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q 3. In the business which department is responsible for making and arranging CSR activities in
the firm ?
 Director of firm
 Human resource manager
 Corporate governance
 Senior manager of company
Q 4. Do you think that, with the help of CSR activities John Lewis can increase sales and profit
at the end of fiscal year ?
 Yes
 No
Q 5. From the following tactics, which is employed and used by the John Lewis for conducting
and doing CSR activities ?
 Charity fund
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 Help to education sectors
 Develop the surrounding area
Q 6. Do you agree that, marketing function of John Lewis directly affects from CSR activities ?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q 7. Do you agree that, by implementing CSR activities John Lewis able to become more
profitable and sustain financials ?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q 8. Please give your valuable recommendations and suggestions that apart from above
mentioned CSR activities used by John Lewis, which are other tactics will be profitable for it ?
 Development of rural areas
 Line function
 Foundation trust
Theme 1: CSR activities are key aspect for the business such as John Lewis.
Q 1. Do you think that, CSR activities are key aspect for the business such as John
Lewis ?
Respon
dents
Yes 21
8

No 9
30
Yes No
0
5
10
15
20
25
21
9
Analysis:
From the above analysis it can be interpreted that among total 30 respondents total 21
thinks in positive way and there are only 9 respondents are negative. It can be said according to
the analysis that corporate social responsibilities are the most important as well as profitable
aspects and element of the business entity like as John Lewis. It can be said that as the company
uses more number of CSR activities then it highly able to gain and generate sales and profit.
Hence, it can be analysed that the management of John Lewis needs to use more number of CSR
activities at the workplace.
Theme 2: Most the respondents strongly agree that, CSR activities help to the John Lewis in
order to marketing its services and products among local community.
Q 2. Do you agree that, CSR activities help to the John Lewis in order to marketing its
services and products among local community ?
Respon
dents
Strongly agree 16
Agree 7
9

Neutral 4
Disagree 2
Strongly disagree 1
30
16
7
4
2
1
Analysis:
It can be analysed from the above graph that, among total 30 respondents there are 16
people strongly agree that CSR activities are helpful for the firm John Lewis. It can be said that
when it will use more number of such activities and take responsibilities then products and
services are easily marketed and promoted in the among local community. Further, there are 7
number of respondents are agree the CSR activities are helpful to aware more number of people
in the country.
Theme 3: In the business corporate governance is responsible making and arranging CSR
activities in the firm.
10
Strongly agree
Agree
Neutral
Disagree
Strongly disagree

Q 3. In the business which department is responsible for making and arranging CSR
activities in the firm ?
Respon
dents
Director of firm 6
Human resource manager 5
Corporate governance 11
Senior manager of company 8
30
Director of firm
Human resource manager
Corporate governance
Senior manager of company
0
2
4
6
8
10
12
6
5
11
8
Analysis:
In the company John Lewis corporate governance is the body and framework which helps
to it in order to prepare and implement new CSR activities in the society. There are 11
respondents are said that without the corporate governance company is not able to make effective
CSR activities at the workplace and can hamper it. In addition to this, 8 people said that senior
manager of John Lewis are also plays an important role in the CSR activities because to do such
activities fund is provided by them.
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Theme 4: With the help of CSR activities John Lewis can increase sales and profit at the end
of fiscal year.
Q 4. Do you think that, with the help of CSR activities John Lewis can increase sales
and profit at the end of fiscal year ?
Respon
dents
Yes 19
No 11
30
Yes No
0
2
4
6
8
10
12
14
16
18
20 19
11
Analysis:
The current theme of qualitative and thematic analysis indicate about importance of CSR
activities in terms of generating sales as well as profit at the financial year ending. Among total
30 respondents there are 19 people thinks positively that, by using different CSR activities the
management of John Lewis is able to attract more number of customers. When it uses higher
CSR activities then it leads to create very positive image in eyes of customers, society and
corporations. Hence, it can be said that more number of CSR activities are highly helpful to
attract more consumers which lead to increase sales and revenue at the end of an accounting
period.
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Theme 5: Help to educational sector is employed and used by the John Lewis for conducting
and doing CSR activities.
Q 5. From the following tactics, which is employed and used by the John Lewis for
conducting and doing CSR activities ?
Respon
dents
Charity fund 9
Help to education sectors 16
Develop the surrounding area 5
30
Charity fund
Help to education sectors
Develop the surrounding area
0
2
4
6
8
10
12
14
16
18
9
16
5
Analysis:
The John Lewis uses and implement various types of CSR activities at the workplace
which helps to marketing and promoting its products and services and attract more local
community of the country. According to the respondents 16 people said that John Lewis
company providing fund to the educational sectors and various institutes which is one of the nets
CSR activity. Apart from this, it can be analysed that John Lewis give fund to the charity sectors
which helps to the needy and required people up to greater extent. In addition to this, it helps to
the government in order to develop surrounding areas by which environment will be better.
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Theme 6: Most the respondents strongly agree that, marketing function of John Lewis directly
affects from CSR activities.
Q 6. Do you agree that, marketing function of John Lewis directly affects from CSR
activities ?
Respon
dents
Strongly agree 16
Agree 8
Neutral 4
Disagree 2
Strongly disagree 0
30
Strongly agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14
16
18
16
8
4
2
0
Analysis:
Marketing is a department of business such as John Lewis which helps to attract more
number of customers consumers towards purchasing its products and services. It can be
accelerated from the above mentioned graph total 16 people are strongly agree that CSR
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activities employed by John Lewis are affects to the marketing function and department up to
greater level in terms of positive way. When it uses more activities then customers and society
will aware about the firm and services or product provided by it. Further, enhancing awareness is
one kind of marketing strategies in indirect manner. Apart from this, there are 8 number of
people agree that CSR activities are the most helpful for promoting products and services. On the
other side there are no one people strongly disagree in the current theme.
Theme 7: Most the respondents strongly agree that, by implementing CSR activities John
Lewis able to become more profitable and sustain financials.
Q 7. Do you agree that, by implementing CSR activities John Lewis able to become
more profitable and sustain financials ?
Respon
dents
Strongly agree 15
Agree 9
Neutral 3
Disagree 2
Strongly disagree 1
30
15

Strongly agree Agree Neutral Disagree Strongly disagree
0
2
4
6
8
10
12
14
16 15
9
3
2
1
Analysis:
Finance is the important aspect and resource for the business which helps to produce
goods and services as well as sale in the market to customers. It can be depicted from the above
theme that most of the respondents such as 15 are strongly agree that when the John Lewis
implement and use CSR activities then able create positive and better brand image. Further, more
number of buyers will attract up to greater extent by which level of sales increases and John
Lewis able to achieve economies of scale. It can be said from the current analysis that when the
management of John Lewis uses CSR activities then it able to become highly profitable as well
as sustain and increase it financial position in the overall industry.
Theme 8: Apart from above CSR activities it can be recommended that John Lewis needs to
develop rural areas.
Q 8. Please give your valuable recommendations and suggestions that apart from above
mentioned CSR activities used by John Lewis, which are other tactics will be
profitable for it ?
Respon
dents
Development of rural areas 17
Line function 8
Foundation trust 5
16

30
Development of rural areas Line function Foundation trust
0
2
4
6
8
10
12
14
16
18 17
8
5
Analysis:
The John Lewis currently uses different kinds of CSR activities in order to enhance profit
level and sustain financial position in the industry. Apart from these activities it needs to use
other various strategies. From the above analysis it can be said among 30 people there are 17
respondents suggest that John Lewis needs to develop those areas which are rural and not having
any kind of facilities like as water, electricity etc. It will be the best and effective CSR activity
for John Lewis in order to become highly profitable.
M2
In the present case there is qualitative research method is used by the researcher in order
to analyse about CSR activities at John Lewis. The respective research method is based on the
primary data in which the scholar takes real and current data by doing survey. Along with this it
provides highly proper and reliable data which are given by several respondents. The data and
information which are taken through primary research are too much reliable and appropriate and
helps to the company in order to assess real situation.
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D1
Project management is a process which highly helpful for the company John Lewis in
order to make effective plan to carry out better research. Further, using such process it able to
determine each and every activity clearly along with time duration. Here qualitative research
methodology is used which gives current and reliable data which are collected from the local
community and respondents. Hence, it can be said that project management process as well as
qualitative research are beneficial for it.
It can be critically evaluated that to run the software of project management there is
highly efficient and technical employee is required who take high charges. Due to this level of
cost and profit both affects in negative way in the John Lewis. In terms qualitative research, in
this also highly qualified candidate is required because present study is based on thematic
analysis. If the employee not able to analyse themes then John Lewis cannot get appropriate data.
It can be criticized that both the methods are time consuming which lead to reduce efficiency and
productivity of the firm.
TASK 3
P5 Analysis of research as well as data with the help of suitable tools and techniques Research type: Qualitative and quantitative are the main two research types that can be
selected by the scholar. In research, scholar has prior requirement to assess the type of
research by keeping in the mind the aims and objectives of study. Moreover, selection of
further approaches such as data collection, analysis, approach and philosophy is highly
influenced from the nature of investigation selected. Hence, qualitative research is the
one which lay more emphasis on assessing underlying reasons or opinions (Gallardo-
Vázquez and Sanchez-Hernandez, 2014). On the other hand, quantitative research is
suitable when scholar is required to determine solution by making analysis of numeric
figures. Thus, to make assessment of the extent to which CSR activities have an impact
on the functioning of Jon Lewis qualitative research type has been selected by the
scholar. Thus, by making evaluation of underlying reasons researcher can derive suitable
output.
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 Research Approach: Inductive and deductive are the main two approaches of research
that can be used by the scholar to resolve the issue. Selection of such approaches is
highly affected from the type of investigation undertaken. Under inductive approach,
study starts with the observation and end via formulation of new theoretical framework
(Serrador and Turner, 2015). On the other side, deductive approach of the study helps in
determining suitable solution when quantitative investigation is conducted by the scholar.
Hence, in this approach, researcher starts with the existing theoretical framework and lays
more emphasis on the confirmation of hypothesis. Hence, in the present study, inductive
approach has been selected by the scholar with the motive to assess the impact of CSR
activities on marketing department in the context of John Lewis. Research Philosophy: In the research selection of philosophy must be in accordance with
the type of research carried out (Erhemjamts, Li and Venkateswaran, 2013).
Interpretivism and positivism are the main two types of philosophies that can be
undertaken by the researcher to determine suitable solution from the issue. Interpretivism
philosophy is highly appropriate for qualitative investigation type. On the contrary to this,
positivism philosophy proves to be beneficial when nature of research is quantitative.
Hence, to assess the impact of CSR activities on the performance and success of John
Lewis qualitative investigation type has been selected by the researcher. Thus, by
considering such aspect interpretivism philosophy has been selected by the scholar. On
the basis of this aspect, by interpreting the aspects according to the existing framework
solution has been presented by the scholar. Data Collection: Methods of data collection can be divided into two parts such as
primary and secondary. Selection of suitable data method is highly required because it
has direct impact on the effectiveness of research and its outcome. In the current analysis,
both primary and secondary methods have been undertaken by the researcher. For the
collection of primary data, survey has been conducted by the researcher on the 30 people
of local community. Thus, by sending questionnaire to the potential respondents data new
data has been gathered in accordance with the research issue or purpose (Du and et.al.,
2013). Along with this, researcher has also made evaluation of books, journals and
scholarly articles which are related to CSR practices. Hence, by collecting both primary
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and secondary data researcher has assessed the extent to which CSR activities have
influence on the marketing department and profitability aspect of John Lewis. Sampling: To carry out survey in an effectual way, researcher is required to select
suitable sampling technique out of two such as probabilistic and non-probabilistic. In this
study, 30 people from the local community have been selected by the scholar by using
purposive sampling technique. It shows that non-probabilistic technique has been
selected by the scholar in which researcher selects sample according to research aim and
objectives (Popaitoon and Siengthai, 2014). Hence, by considering the aspects of CSR
and other objectives such sampling technique has been employed by the scholar which in
turn helps in fulfilling the aim to a great extent.
 Data Analysis: In research, data analysis tool and technique has great impact on overall
outcome and its effectiveness. Data analysis techniques are also affected from the nature
and type of investigation undertaken. Hence, SPSS tool is applied by the researcher in the
case of quantitative facts and figures. In contrast to this, thematic perception technique is
usually used by the researcher to evaluate qualitative facts. In order to evaluate
qualitative data regarding CSR thematic perception test technique has been employed by
the researcher (Block and Wagner, 2014). Hence, different themes have been prepared by
the scholar in accordance with the questionnaire and analyzed on the basis of secondary
data findings.
P6 Recommendations to the firm
 Now customers prefer to purchase products or services from the retailer which makes
contribution for the growth and development of community. Hence, by taking more
initiatives regarding the welfare of people Jon Lewis can build distinct image in the mind
of society.
 It can be said that it needs formulate effective strategies to implement CSR activities.
Further, the activities help in developing awareness among the people regarding the
offering. In this way, by placing emphasis on CSR activities John Lewis can enjoy both
financial and non-financial benefits.
 Apart from this, the John Lewis company should hire an employee who having
specialisation and expertise in formulating CSR activities. Due to this, it able to make
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better CSR activities and implement in the firm which helps to make it highly financially
sound.
M3
In order to determine problems on which recommendations are given, data are derived
from the thematic analysis. In the thematic analysis the people and local community says that the
company John Lewis has not a great and better brand image in the industry where it operates.
Apart from this, it can be identified that there are limited number of CSR activities used by the
firm. Hence, on the basis of thematic analysis recommendations are given to the management.
The analysis is highly better because helps to the scholar in order to take and collect every data
as per the theme prepared. However, it is time consuming tool and technique to derive reliable
data.
TASK 4
P7 Reflective statement
From this project, I have learnt several aspects which in turn help me in the field of
research. In the present times, use of project management software is increased with the very
high pace. Hence, such project has offered opportunity to me in relation to getting deeper insight
about project management tools such Gantt chart, work breakdown structure etc. In this way,
such project has enhanced my skills and knowledge regarding the technical field to a great
extent. Further, such project also improved my understanding about the various aspects of
research methodology. Hence, I have learnt about the methods which are suitable in the specific
kind of situation. Besides this, to analyze the viewpoints of respondents through the means of
graph I have used Microsoft tool. Hence, my competency and knowledge regarding such aspect
also improved to the significant level. Thus, from overall evaluation, it can be stated that such
project has made vital contribution in my abilities and competency level which will help me in
the near future.
M4
Project management process is highly and effectively valuable for the business entity due
to providing clear and appropriate structure to complete the work and achieve goal. It can be
evaluated that with the use of project management the John Lewis is able to meet with the
objectives in highly qualitative manner. From the project I evaluated that project management
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tools and techniques are valuable for the manager. Further, quality of such tools is also best and
effectual.
D2
It can be critically evaluated that by using project management plan the company is
highly able to achieve its goals and objectives in appropriate way. From the respective project it
outcomes is derived that when the John Lewis company uses more number of CSR activities
then it highly able to attract more number of consumers. Further, higher level of customers helps
to improve sales as well as profitability. Ultimately, financial performance in industry will be
improve and aims as well as objectives are to be achieved up to greater extent.
CONCLUSION
It can be concluded from the above analysis that CSR activities are one of the most
important part of the firm such as John Lewis which helps to earn higher amount of sales and
profit at the end of year. There are mainly two tools of project management like as work
breakdown structure and Gantt chart are helpful to make effective plan and achieve goals and
objectives of it. On the basis of thematic analysis it can be said that CSR activities used by the
John Lewis are helps to marketing function up to greater extent from promoting its products and
services. Beside this, it can be concluded that CSR activities help to attract more customers by
which profit gets increase and financial position sustain and enhance as well at the end of year.
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