The Impact of CSR on Marketing within New Look: Promoting Productivity, Profitability, and Financial Sustainability

This research project examines the impact of Corporate Social Responsibility (CSR) on the marketing strategies of New Look, a multinational retail brand. The study aims to analyze how CSR initiatives contribute to promoting productivity, profitability, and financial sustainability within the company. Through a combination of qualitative and quantitative research methods, including a questionnaire survey, the project explores the relationship between CSR activities and key business outcomes. The findings provide valuable insights into the effectiveness of CSR in enhancing New Look's market position and achieving its strategic goals.

MANAGING A SUCCESSFUL
BUSINESS PROJECT
1

Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................4
P1 Devise project aims and objectives for a chosen scenario.........................................................4
P2 Produce a project management plan that covers aspects of cost, scope, time, quality,
communication, risk and resources..................................................................................................5
P3 Produce a work breakdown structure and Gantt chart to provide timeframes and stages for
completion.......................................................................................................................................6
M1 Produce a comprehensive project management plan, milestone schedule and project schedule
for monitoring and completing the aims and objectives of the project...........................................9
D1 Critically evaluate the project management process and appropriate research methodologies
applied............................................................................................................................................10
Task 2.............................................................................................................................................11
P4 Carry out small-scale research by applying quantitative and qualitative research methods
appropriate for meeting project aims and objectives.....................................................................11
M2 Evaluate the accuracy and reliability of different research methods applied..........................16
Task 3.............................................................................................................................................17
P5 Analyse research and data using appropriate tools and techniques..........................................17
P6 Communicate appropriate recommendations as a result of research and data analysis to draw
valid and meaningful conclusions.................................................................................................22
M3 Evaluate the selection of appropriate tools and techniques for accuracy and authenticity to
support and justify recommendations............................................................................................23
2

Task 4.............................................................................................................................................24
P7 Reflect on the value of undertaking the research to meet stated objectives and own learning
and performance............................................................................................................................24
M4 Evaluate the value of the project management process and use of qualitative research to meet
stated objectives and support own learning and performance.......................................................25
D2 Critically evaluate and reflect on the project outcomes, the decision-making process and
changes or developments of the initial project management plan to support justification of
recommendations and learning during the project.........................................................................26
Conclusion.....................................................................................................................................27
References......................................................................................................................................28
3

Introduction
In the business entity, the managerneeds to maintain theproject by using the
appropriateprocedure. Successful programmes need to manage which assist in providing a
framework where large and complex change can be broken into manageable projects. It is
necessary that they have to manage the overall delivery which includes the principles of
programme management so that they can provide effective delivery in specific time and budget
as well. According to the vision and mission statement, project procedure needs to set so that
goals and targets can be accomplished. The present assignment is based on the impact of
Corporate Social Responsibility on a marketing within New Look so that they can promote
financial stability as well as profitability. In this assignment, aims and objectives need to set so
that impact of CSR can be analysed. Moreover, research needs to be conducted so that
appropriate method can be implemented to meet the aims and objectives of the project.
4

Task 1
P1 Devise project aims and objectives for a chosen scenario
Topic: The impact of CSR on marketing within New Look to promote productivity, profitability
and financial sustainability.
Background: CSR activities of the business entity helps in managing the operational activities.
Implementation of CSR help in promoting the lives of workers in the whole supply chain which
assist in protecting the environment along with the animal welfare. CSR activities assist in
offering the information to stakeholders along with the staff members so that targets can be
attained. New Look adopt the CSR policy in marketing which provides effective focus on supply
chain and on the basis of that they can make the real improvements (Mishra and Siddiqui, 2018).
Aim: To analyse the impact of CSR on the marketing of a New Look so that they can promote
productivity and financial sustainability.
Objective:
 To examine the importance of Corporate Social Responsibility of New Look.
 To analyse the factors which have an impact on the company.
 To inspect the impact of CSR on the marketing of a New Look so that they can promote
productivity and financial sustainability.
Hypothesis:
H0: To analyse the positive impact of CSR on the marketing of a New Look.
H1: To analyse the negative impact of CSR on the marketing of a New Look.
5

P2 Produce a project management plan that covers aspects of cost, scope, time, quality,
communication, risk and resources
Project management plan of New Look include the different aspects which are cost, scope, time,
quality, resources, risk and communication. It is necessary that at the time of management, they
have to use appropriate and available resources so that targets can be attained.
Cost: In analysing the impact of CSR activities, employees of New Look need to manage the
cost so that they can make more investments in the competitive market.
Scope: It is essential that employees of the business entity need to adopt work breakdown
structure which assists in delegating the work into different segments and by that they can put
effective control on activities (Watt, 2014).
Time: They have to complete the project in a specific and decided time. Along with this, the
managerneeds to estimate the duration according to the activities.
Quality: It is necessary company need to manage the quality of the products and services which
they are delivering to the consumers. This will help in attaining objectives.
Resources: Employees need to utilise available resources so that operational activities can be
conducted effectively (Schwalbe, 2015).
Risk: At the time of analysing the impact of CSR, they have to take more risk so that they can
meet the target can generate maximum revenue.
Communication: The manager needs to use the effective channel of communication so that
information or data can be transmitted effectively and efficiently.
6

Project Goal
Planning ClosureImplementation
Identification
of Topic
Problem
statement
should create
Allocation of
resource and
decide time
Literature
Review need
to conduct
Select
Technique
Analysis of
Data
Collection of
data
Conclusion and
Recommendation
Documenting
Result
Submitting
Report
P3 Produce a work breakdown structure and Gantt chart to provide timeframes and stages
for completion.
Work Breakdown structure is helpful for the project managers as it helps in distributing and
delegating the workload and by that impact of CSRcan be analysed and measured effectively and
efficiently.
Work Breakdown Structure:
Gantt Chart:
Activities Start Date End Date Duration
A. Topicneeds to identify for
conducting research
25th June 2018 26th June 2018 2 Days
7

B. Problem statement need to
create
27th June 2018 30th June 2018 4 Days
C. Allocation of resources
need to be done in
effective time
31st June 2018 1st July 2018 2 Days
D. Literature Review should
be conduct
2nd July 2018 6th July 2018 5 Days
E. The appropriatetechnique
should be select
7th July 2018 9th July 2018 3 Days
F. Data collection 10th July 2018 15th July 2018 6 Days
G. Examination of collected
data
16th July 2018 22nd July 2018 7 Days
H. Conclusion and
recommendation
23rd July 2018 25th July 2018 3 Days
I. The result need to
document
26th July 2018 27th July 2018 2 Days
J. The report need to submit 28th July 2018 28th July 2018 1 Day
8

9

M1 Produce a comprehensive project management plan, milestone schedule and project
schedule for monitoring and completing the aims and objectives of the project.
Project management plan is the formal and additionally an affirmed archive which is helpful for
the execution and usage of the oversaw venture. Project management plan archives the activities
which are important to characterize, get ready, organize as well as integrate the diversified
planning activities. Project management plan includes the different steps which are an initiation,
planning, implementation, controlling and closure. Milestone schedule provides the effective and
estimated timeline for the life of the project (Carnall, 2018). It offers the milestone dates which
include the projected dates depends on the anticipated targets. Project schedule help in managing
the projects which include the list of milestones, activities along with the deliverables. A
schedule includes the planning of project as well as portfolio management of projects and by that
management can be done of the whole project. The manager provides the effective monitoring as
well as completing the aims and objectives of the project. It is necessary that according to the
activities, work breakdown structure need to prepare so that risk can be managed and by that
maximum revenue can be generated (Pehlivan and Öztemir, 2018).
10

D1 Critically evaluate the project management process and appropriate research
methodologies applied.
According toHeldman (2018), it has been analysed that the manager of New Look need to put
more efforts for the project management by using the appropriateprocess as it includes five
phases so that all the operational activities can be manageable. The first step is project initiation
as it measured the value and feasibility. The second step is project planning as this step provide
the guidance to the team. The third step is the execution of the project as it is associated with
project management as it provides effective deliveries to satisfy the consumer. The fourth step is
monitoring and controlling as it helps in supervising and monitoring the whole plan. The fifth
stage is the closure of project and in this result will communicate to stakeholders. In the lights
ofGravetter and Forzano (2018), it has been analysed that researcher is using the qualitative
technique to conduct the whole research. In this, the thematic analysis needs to be done
according to the collection of data or information. This will help in expanding the market share
of New Look. The researcher is using a primary source to collect the information or data and, in
this questionnaire, need to prepare to conduct the survey. This assist in attaining the aims and
objectives.
11

Task 2
P4 Carry out small-scale research by applying quantitative and qualitative research
methods appropriate for meeting project aims and objectives
The analyst is utilizing subjective research to lead the successful research which helps with
meeting the task points and destinations.To conduct the research by using the qualitative
technique, questionnaire needs to prepare so that researcher cannot face any issue in attaining the
targets (Sargiacomo, 2018).
Log Book
Week 1
Update on weekly research/tasks achieved
New Look needs to improve the CSR activities and for that aims and objectives need to set
so that financial sustainability can be enhanced.
Any risks and/or issues identified?
Yes, different issues identified in research and these issues create a risk which is associated
with technology. This help in accomplishing the targets.
Problems Encountered
In this week, the main problem is the impact of CSR activities on a marketing as it has an
impact on productivity.
New ideas and change of project direction
In this week, the researcherneeds to adopt tools and techniques so that targets can be
attained.
What have I learned about myself this week?
12

In this week, CSR activities having both positive and negative impact on the marketing of
New Look which helps in expanding the productivity. This will be having an impact on the
productivity and financial performance of the company.
Tasks Planned for Next Week
Employees of New Look need to set the time and budget according to set aims and
objectives so that performance can be enhanced.
Project plan status to date
Manager of New Look needs to analyse the current status of the research project. When
they are using new technology, the company can increase the performance.
Supervisor comments to address
The manager should offer comments so that area can be identified for improvement as well
as assist in maintaining sustainability.
Week 2
Update on weekly research/tasks achieved
In this week, employees need to implement the effective technology so that impact can be
analysed.
Any risks and/or issues identified?
There are diverse issues which happen in this week which affecting efficiency and gainfulness.
Problems Encountered
In this week, distinctive issues which are recognized incorporate overseeing time, innovation,
human asset help with finishing the exploration.
13

New ideas and change of project direction
In this week, there are so many ideas need to take so that effective direction can be delivered
which assist in completing the research effectively.
What have I learned about myself this week?
In this week, I have discovered that undertaking needs to finish on a particular and chose time.
To accomplish the objectives, it is fundamental that they need to deal with the human asset
and for that appropriate spending need to get ready.
Tasks Planned for Next Week
In next task, primary research needs to conduct and, in this questionnaire, need to prepare.
Project plan status to date
In this week, project plan needs to prepare which help in evaluating the current status of the
project.
Supervisor comments to address
In this, supervisor provides comments for more improvements and adopt updated technology
to attain targets.
Questionnaire
Name
Age
Gender
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Q1 Is implementation of CSR activities of marketing being beneficial to New Look?
Yes
No
Q2 Which best describes the type of industry of your company?
Retail
Wholesale
Manufacturing
Services
Q3By giving your suggestion, any relationship in the business exists between CSR exercises
and also advantage which are to be achieved at the season of high rivalry?
Yes
No
Q4 What are the tools to communicate CSR activities?
Internal
External
Q5 What are the initiatives which are taken by New look higher level authorities?
Environment measures
Animal Welfare
Empowering Women
Q6 Provide rating to the ability of the company in innovating and improving the operations so
that social impact can be improved?
1 to 3
4 to 6
15

7 to 10
Q7 In New Look, who is the most responsible body for improving and implementing CSR
activities?
Leaders and managers
Administration
HR Department
Q8 Is CSR activities of marketing affect the productivity and financial sustainability of
company?
Yes
No
16

M2 Evaluate the accuracy and reliability of different research methods applied.
There are different research methods which researcher can adapt to conduct the research which
assists in managing the activities related to operations. The research methods are categorising
into two parts which include qualitative and quantitative. In this research, the researcher is using
a qualitative method which helps in attaining the goals and objectives. The researcher is using a
primary source to gather the information and for that researcher need to prepare the questionnaire
so that appropriate data can be collected (Nardi, 2018). This will assist in enhancing or
expanding the efficiency level. Another technique which researcher is adopting is research
designing which is categorised into different parts such as experimental, descriptive or case-
study. In this research, the researcher is using descriptive study. Along with this, the researcher
may adopt the philosophy which is classified into different parts which are interpretivism and
positivism. In this research, the researcher is using interpretivism philosophy as it is an approach
which opposes the positivism of natural science. These research methods help in generating the
reliability and accuracy. In this researcher using the qualitative technique, then at the time of
interpretation of gathered information, the thematic analysis needs to be done so that goals and
objectives can be attained (Brace, 2018).
17

Task 3
P5 Analyse research and data using appropriate tools and techniques
To gather the information, the researcher used the primary source and to gather the information
30 sample size is selected to collect the information. The sample size is selected on a random
basis.
Q1
Yes No
0
2
4
6
8
10
12
14
16
18
20
20
10
Q1
Interpretation: It has been analysed that implementation of Corporate Social Responsibility is
beneficial for the company as it helps in implementing the effective policy and strategy so that
success can be attained.
Q2
18

Retail Wholesale Manufacturing Services
0
2
4
6
8
10
12
14
16
18
20
20
3 4 3
Q2
Interpretation: New Look is the multinational retail brand and they have to implement the CSR
activities so that they can maintain the responsible business.
Q3
Yes No
0
2
4
6
8
10
12
14
16
18
20
20
10
Q3
Interpretation: It has been analysed that they have to maintain the relationship which assists in
maintaining the existence among CSR exercises as well as on the basis of that advantages can be
attained at the time of facing high competition.
Q4
19

Internal External
0
5
10
15
20
25
25
5
Q4
Interpretation: The employees of the company need to use appropriate tools and technique so
that they can communicate the Corporate Social Responsibility activities. On the basis of this,
they can communicate the findings with the staff members and other stakeholders of the
company.
Q5
Environment Measures Animal Welfare Empowering Women
0
2
4
6
8
10
12
14
16
15
10
5
Q5
20

Interpretation:At the time of implementing CSR activities, they have to take more initiatives by
the higher-level authorities. They have to protect the environment so that they can measureand
by that, they can attain the goals and objectives.
Q6
1 to 3 4 to 6 7 to 10
0
1
2
3
4
5
6
7
8
9
10
10 10 10
Q6
Interpretation: When the company is implementing CSR activities, then they can maintain the
ability to do innovation and on the basis of that operational activities can be done so that social
impact can be enhanced and improve.
Q7
21

Leaders and Managers Administration HR Department
0
2
4
6
8
10
12
14
16
5
10
15
Q7
Interpretation: The authorities of the New Look need to fulfil the responsibilities and need to
improve and implement the CSR activities. This will assist in attaining the targets and objectives.
Q8
Yes No
0
5
10
15
20
25
25
5
Q8
Interpretation: Implementation of CSR activities having an adverse impact whether it is
positive or negative which assist in promoting the profitability and financial sustainability of the
business.
22

P6 Communicate appropriate recommendations as a result of research and data analysis to
draw valid and meaningful conclusions.
From the above, it has been identified that the researcher of New Look company needs to adopt
an appropriate method for communicating the outcomes to stakeholders and staff members. The
researcher can consider the written as well as a verbal method both to communicate the results.
Along with this, the researcher can prepare the report for the effective communication as well.
The employees and managers of the companyshould implement the appropriate strategy and
effective measurement need to be done so that goals and objectives can be attained. When they
are using updated strategy, then this will help New Look in promoting the CSR activities so that
they cannotface any issues in promoting the financial sustainability and productivity. To conduct
the research, the researcher should use appropriate designing and methods so that they can
collect the accurate information related to the impact of CSR. In conducting the different
operational activities, they have to manage the time and budget as well. This will help in
attaining the goals and objectives. When employees of New Look implement the CSR activities,
then this will assist in improving the lives of workers through the supply chain as it is an
effective way to prevent environment and promote animal welfare.
23

M3 Evaluate the selection of appropriate tools and techniques for accuracy and
authenticity to support and justify recommendations.
In collecting the information, employees of New Look need to adopt the appropriate and
effective tool so that they become successful in maintaining the accuracy. Sources of collecting
the information are categorised into two parts which include primary and secondary sources.
Primary source help in collecting the information directly from the respondents by conducting
the survey and another source is secondary from where information can be collected through
journals or articles. The researcherneeds to select the appropriate methods to collect the data
along with the designing which include descriptive, exploratory or case study (Chechani, 2018).
In this research, the researcher is using descriptive design as well as to collect the information,
the primary source is using which help in maintaining the accuracy and authenticity. When the
manager of New Look is implementing CSR activities, then it is necessary that have to provide
the training to the staff members so that they can adopt the CSR activities. Along with this, they
have to analyse the impact whether it is positive or negative so that they become successful in
promoting the productivity, profitability and financial sustainability. From the effective training,
employees can get the knowledge as well as skills improved which help in completing the task in
a proper and effective manner.
24

Task 4
P7 Reflect on the value of undertaking the research to meet stated objectives and own
learning and performance.
The effective research needs to conduct so that stated objectives can meet which assist in
attaining value. The own learning and performance can be analysed by using Performance
Review which includes:
What was the Project expected to achieve?
The fundamental goal of New Look is to analyse the importance of innovation and assist in
enhancing the implementation of the project. If they want to attain the appropriate project, then
they have to follow the appropriate procedureso that goals and objectives by using the updated
technology. The project assists in promoting the financial sustainability and profitability.
What things do you think functioned admirably and why? Assess all parts of the project
(e.g. starting beginning, venture exercises, and task results) from a scope of points of
view.
By conducting the research, information can be gathered by using the updated technology. In
the New Look, I have used effective technology and system which help me in attaining the
goals and objectives.
How will this illuminate and bolster your nonstop expert advancement?
This information or data will provide effective assistance to me in creating and analysing the
information so that developments and improvements can be done by using effective
technologies. This will help in increasing the sustainability and profitability.
25

26

M4 Evaluate the value of the project management process and use of qualitative research
to meet stated objectives and support own learning and performance
The project management process includes the different steps which are an initiation, planning,
implementation and closing. When management of project start at the portfolio level, then they
have to set the vision according to initial investments and need to establish the value measures. A
management strategy of the projectshould encompass the New Look so that executive of the
project can be done effectively and on the basis of that they can deliver the value. When the
manager of the projectimplements the project management assist in creating the strategic value
chain so that they can provide the edge on their competitors in the high-risk sectors (Ary, et. al.,
2018). When they implement project management, then they have to deliver the project on
specific time and budget so that they can attain the success in the competitive market. The
manager needs to provide the effective evidence for the skills so that they can develop the
strategy, monitor the progress as well as evaluate the performance as these help in improving the
learning and performance in the specific time period and budget (The Open University, 2018).
This will help manager of New Look in implementing CSR activities as it considers the three
pillars which include ethical sourcing, environment and animal welfare.
27

D2 Critically evaluate and reflect on the project outcomes, the decision-making process and
changes or developments of the initial project management plan to support justification of
recommendations and learning during the project.
According toKerzner (2018), it has been analysed that the project management includes the
effective procedure which includes planning, implementing, executing. Project management
knowledge refers to the fundamental knowledge so that they can manage a project which is
categorised into different areas which include managing integration, scope, time, costs or budget.
Along with this, it is necessary that employees of New Look need to manage the human resource
and risk. They have to use the effective channel of communication so that all the members which
are included in the project can make an effective decision so that they can attain the best results
and outcomes. According to Gmelin and Seuring (2018), it has been evaluated that the project
manager needs to analyse the supervise the work of employees so that task or project can be
completed in an effective and efficient manner. In managing the products and services, New
Look needs to adopt the appropriate and effective technology as well as need to take the
appropriate suggestions and opinions. Along with this, the managerneeds to provide training
according to the requirement of a new project so that knowledge of staff members can be
increased and targets can be attaining.
28

Conclusion
New Look is a retail brand which offers value fashion for women and they are doing the business
online by using e-commerce. It has been summarizing from the whole report is that the
employees of New Look need to prepare the aims and objectives. For each and every step, they
have to set the appropriate and effective set timeframe so that targets can be accomplished. The
employees of the New Look should conduct the research based on a small scale so that
information can be gathered and areas can be identified for the improvement. For the issues
which are identified, need to select the appropriate and effective solutions and on the basis of
that, the effective conclusion can be made. The employees of the company conduct the effective
research which assists in gaining the value and by that organisational performance can be
maintained. This research helps in attaining the success by analysing the CSR on marketing
which aids in promoting financial sustainability.
29

References
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