Foundations of Business Communication: CSR and Sustainable Strategies

This report explores the importance of business communication, focusing on sustainable strategies and Corporate Social Responsibility (CSR) approaches. It examines how organizations implement sustainable practices to improve operations and viability, highlighting examples such as London Luton Airport, Kering Group, and Marks and Spencer. The analysis includes recommendations for generating effective business development strategies, emphasizing transparency, competitive advantage, and proactive measures. Furthermore, the report delves into CSR initiatives, illustrating how companies integrate ethical activities to benefit society and enhance their brand image. The study concludes by reflecting on the significance of aligning business strategies with sustainability to achieve long-term goals and foster a healthy working environment. Desklib provides access to similar solved assignments and past papers for students.

Foundations of
Business
Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
PART – 1 ........................................................................................................................................3
Explaining the sustainable approach to business strategy and management..............................3
Multiple examples of sustainable strategies................................................................................4
Recommendations to generate strategies for development.........................................................5
CSR Approaches used by the organisations ...................................................................................7
Corporate social responsibility....................................................................................................7
Corporate social responsibility by London Luton airport...........................................................7
Corporate social responsibility by Kering Group.......................................................................8
Corporate social responsibility by Marks and Spencer...............................................................8
Similarities and differences.........................................................................................................9
PART – 2.......................................................................................................................................10
Reflection..................................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Communication is the process which helps the organisation to achieve great results in the
market. The management needs to analyse the new marketing conditions which will affect the
business operations (Ragas, and Ragas, 2021). The organisation divide the duties and work
responsibilities to the individuals on the basis of skills. Through this the firm is bale to perform
better in multiple activities and enhance the sales volume in the market. The report aims to
analyse about understanding the importance of business communication in the workplace. In
today's world the organisation needs to fulfil the desires of the society by providing quality
goods and products to the consumers. In this report there will be discussion about various CSR
strategies which will help the firm to fulfil the essential needs of the society. The organisation
needs to follow various ethics and values and implement them in the organisation. The CSR
activities is important for the organisation if the essential duty for the companies which are
working in the market. Along with that, there will be discussion about new strategies and
methods which is formulated by the leaders which could help the firm to enhance the overall
productivity of the workplace.
MAIN BODY
PART – 1
Explaining the sustainable approach to business strategy and management
Sustainable approach helps the organisation to formulate various business strategies in
order to improve the working operations and viability in the market. The organisation needs to
carry out the operations in a significant manner in order to lead toward the future and the
company is able to achieve the desired goals and objectives in the market. The organisation
needs to choose the sustainable path through which they are able to focus on achieving it in the
market (Cao, 2018). The optimum utilisation of the resources is the major component for the
company to become sustainable in the market. The stakeholders has the significant influence
over the company operations. They allocate the necessary funds to the organisation which helps
them to carry out the best results in the market. Developing the sustainable strategies which help
the firm to attain the positive brand image in the market. They are able to attract new customers
with the help of values and creates a loyal customer base in the desired industry. The

organisation can also transform towards the efficient working standards and offer better services
to the consumers.
Multiple examples of sustainable strategies
There are various organisation which has implemented the new sustainable strategies to
achieve and effective growth. Various strategies is been described below:
 London Luton airport has been adopted various sustainable strategies to become better in
the market (Weber, Gabriel, Lux, and Menke, 2022). They are making the aviation
services more comprehensive through this they are able to perform better and provide
excellent services to the customers. They have the ambitious plan lined up to perform
better in the market.
 Kering Group undertakes various bring brand which includes Gucci and and other French
brands. The main aim of Kering group is toe provide best services to the customers to
achieve and effective growth in the market. They have implemented the sustainability
stems in order to provide relief to the customers with their particular products and
services. Sustainability approach created the desired values on the organisation. They
have the vision to target various customers with the help of sustainable strategies and
creates value by the year 2025.
 Marks and spencer has prioritize the organisational culture and follow different values
which they have been implemented in the workplace. They have adopted to provide
benefits to the three components which includes the planet, people and place. in relation
to plane they are reducing the carbon emissions which helps the organisation to preserve
the environment and bring a new change in the society. On the other hand, the
organisation is been providing the quality products to the consumers to fulfil the needs
and wants in an effective manner (Betyaev, 2022). The third and the last step the
organisation is opting for the online delivers and setting up the stores online in order to
bring the change in the society. They are doing significant improvement which will help
them to carry out the best results for the organisation.
 Volkswagen is the group which is been doing carious improvements in the market. They
are the car manufactures which is been improving the products They are providing the
electric cars to the customers to ensure that they are reducing the carbon empoisons. They

have transformed their ideology in order to achieve the desired goals and objectives in the
market.
These are the sustainable approaches which is been used by various organisation.
Through this they are able to optimise their overall performance and achieve best results in the
market. The brand recognition will also become positive in the market and through this the
company can attract new audience in the market. Transforming the operations needs to establish
a heathy working environment. Through which the organisation can attain a sustainable path in
the market. There are multiple gaps which is been faced by the organisation in the market it is
been mentioned below:
 Competitive advantage gap over other organisation – The business could become
successful if they analyse the changing market trend and the competitiveness in their
desired industries (Samara, and Serhan, 2022). This will help them to offer new
essential products and services to the customers. The competitive strategies could also
help the company to attain the possible growth and to become more sustainable as per the
new marketing conditions.
 Knowing the areas and analysing the gaps – The organisation needs to take the
effective decisions which will help them to attain great results in the desired industry.
The resources need to utilised properly They are able to gain competitive advantage in
the market and archive the necessary results as per possible. There are multiple benefits
which could be attained by the firm.
Recommendations to generate strategies for development
Business development strategies are important for organisations success and to generate
more revenues. It provides a guidelines which instruct the whole organisation to achieve and
support the long terms goals of company (Drobyazko and Et. AL., 2019). Strategies plays vital
role as they help management as coordinating factor between different departments, provides
growth opportunities and improves the sales ration in company. Every company have their own
different strategies which help them in growth and development. There are some
recommendation on sustainability of company for growth and development -
Transparency in business -
Transparency in business includes the process in which companies are open, straight
forward and being honest to its customers about the functions of company. This strategy is

important and provides customer the basic information related to the revenue, business
performance and internal operations of business entity for sustainability development. This
strategy helps in building strong customer base and maintain the brand value of company. For
example, London Luton Airport should also implement this strategy in order to maintain their
transparency of business functions and create more focus on it customer engagement policies.
Competitive advantage -
Business has to face more competition now days and to sustain their position in market
they have to make strategies effectively (Wong and Ngai, 2021). Companies should follow the
concept of competitive advantage which refers to the offer services and goods better and at low
rates in comparison with their rivals. Such as, Marks and Spencers is retail company with
diversification in cloths, food, beauty products and home decors. This company has many
competitors in market which create many problems to sustain their market value. They should
analyse external and internal factors before development strategies in order to achieve
sustainability.
Quantifying businesses -
This term is related with the evaluation of business performance of company in market.
For sustainability in market companies should analyse their performance in business
environment and help in maintaining the goodwill of company among its customers. For
example, Kering Group it is group of luxury products like Gucci, Balenciaga and Alexander
McQueen. This company has used many innovative and creative strategies for more
development of growth to sustain their their position in market.
Reactive to proactive strategies -
These reactive strategies are those which respond to only unpredictable events and
proactive formed to handle expected situation or challenges in business environment. These
strategies help in achieving the objectives and maintain the companies position in market.
Business should develop strategies that could help in situation that are unexpected and had
impact on the functions of business.
Alignment of strategies with sustainability -
Business strategies should be developed in order which are properly aligned with sustainability
of company. Strategies should be aligned in way which help in growth and achievement of long

term goals of business. Marks and spencer shave effective strategies which help them in
sustainable their position and brand value in market.
All the above recommendations are important which help businesses to achieve their short term
as well long term goals with more sustainability in market.
CSR Approaches used by the organisations
Corporate social responsibility
Corporate social responsibility are the set of various ethics and activities which is been
implemented by the organisation to provide something great to the society. They can optimise
their operations and carry put in an effective manner. They are also able to gain competitive
advantage over a period of tame in the market (De Crescenzo, Monfort, Felício, and Ribeiro-
Navarrete, 2022). The climate is changing and the companies needs to taken this concern
seriously. They are able to make new strategies which will help to preserve the environment and
use the resources effectively. The organisation needs to conduct proper research and evaluate the
areas in which they are lacking. The corporate social responsibility will help the organisation to
attain the desired goals and objectives in the market.
Corporate social responsibility by London Luton airport
London Luton airport is the international airport which is been based in Luton. There are
various flights services which is been operated by this airport. They have spend a lot of amount
in the market to provide the best services to the customers. They are one of the most steadfast
growing companies which is able to able toe achieve best results in the market. The airport has
the rich history is is been established on 16 July 1938. There are various scheduled flights which
is been landing n the airport premises. They are enhancing their services in the upcoming future
and building their infrastructure to become more better. This will certainly help them to provide
the best services in the industry (Pande, and Bharathi, 2020). The organisation is performing
their functions all across the globe. The company is been growing at a rapid pace they ensure
they are following the environmental responsibility. They are utilising the resources in an
effective manner to preserve the environment. They are also targeting the new and skilled
workforce which will help them to offer better services to the consumers. The company can also
engage the whole new community with their sustainable approaches. They are also improving
the airport services and the look of their airport with the help of essential safety measures. They

are implementing new infrastructure to become better as per the new marketing conditions. The
organisation is able to grow with their people and bring new community and audience in the
market. The management is enhancing their ideology and providing great customer experience
with the essential services. They are doing certain tweaking in order to become more sustainable
in the market.
Corporate social responsibility by Kering Group
The kering group is the luxury brand which is been providing excellent quality products
to the consumers. They are taking multiple measures in order to achieve great viability in the
market. It is the holding groups they are owing several brands which includes Gucci and other
French brands. They are also following the values which will help them to achieve the desired
profits in the market. The kering group has been taking various sustainable approaches which
will help them to grow further and fulfil the needs of the society. The organisation follow three
different approaches in regards sustainability which is care, collaborate and create. These are the
basic pillars in regards to the sustainability (Kelly,and MacDonald, 2019). The company is also
following the corporate social responsibility with the help of new ap porches and methods. They
are using lass resources which helps them to become more efficient and save the natural
resources which is depleting in the environment. They are optimising their supply chain system
in order to become more productive and achieve better results in the market. In the care
perspective the organisation care about the environment. On the other hand in collaborate they re
providing various benefits to the employees. This will also help the organisation to retain the
employees in an effective manner. The third pillar helps the organisation to create new innovate
solutions for the complex problems and improve their overall services and variability in the
market.
Corporate social responsibility by Marks and Spencer
Marks and Spencer is one of the fastest growing organisation which is been providing
various services to the customers. There are various new goods which is been formed by the
company to enhance the overall sales in the market. They are targeting the customers by
providing various accessories and other influential products to gain competitive advantage over
other brands which includes H&M, Nike Adidas etc. The organisation use the ESG strategy
which will help them to build the sustainable future. There are various commitments which is
been implemented by the organisation. They are generally practising the activities which will

preserve the environment and use the resources in an effective manner. They are creating a
change in the society by improvising their operations. They are discovering new products in
order to enhance the overall profits in the market (Wenzel, 2022). The products which they are
giving in the market is been of excellent quality and fulfilling the essential standards in the
market.
Similarities and differences
London Luton airport
 They are following the
strategic approach to
preserve the
environment.
 The organisation is
following the plan to
fulfil the essential
needs of the society.
The kering group
 The organisation is also
implemented the new
strategic ap porch
through which they are
able to become more
sustainable in the
market
(Chopra,Christie and
Singh, 2021).
 They are focusing in
becoming more
improved as provide
products as per the
marketing conditions.
Marks and Spencer
 The organisation needs
to enhance their
sustainability approach
in order to preserve the
environment and
achieve better results in
the market.
 They are various
measures which is been
taken by the company
which helps them tp
provide better services
to the customers.

PART – 2
Reflection
At the time of joining the organisation an individual should have different skills which
are required for performing activities of the organisation smoothly and these skills are also
termed as employability skills (Adeyinka-Ojo, 2018). An individual can achieve success by
making effective use of skills required for being applicable for job. By having effective
employability skills, an individual boosts it confidence and it able to produce more output. The
employability skills which are developed at the time of learning form the module of week 6 is
communication skills. In order to create good connection or to make the work done by other
team members it is crucial to have an effective communication skills. An individual having
effective communication skills are able to delivery it's message in such a way that it is easy for
everyone to understand. By having good communication skills an individual can even influence
other member of team. Both written communication as well as oral communication skills are
crucial because as an employees there are certain thing which are required to be written as well
as at the time of sending e- mails it is crucial to have an effective written skills otherwise the
message which an employee wants to deliver will be miscommunicated and hence it would affect
the working. An individual employee feels confident when they are able to communicate with
others effectively (Bhagra and Sharma, 2018). The relationship among the employees with other
team members, management as well as with clients keeps on improving by able to communicate
with them effectively and confidently. While working within the organisation there are certain
people whom an individual have to handle so by making an effective communication with each
and every individual goods connection keeps on developing. An individual also have to make
negotiation with clients so that is not at all possible by having an effective communication skills,
as they will not be influence customers and make a deal done at higher prices, which decreases
the profit margin of organisation. I am able to communicate with everyone confidently, with this
they listens to me carefully because of having an effective communication skills. They become
more loyal to me, with this they use to consider my suggestions. My opinions means a lot for
those individual, they wants me to provide them suggestion for the problems they are facing.
With this my written communication skills are able developed, I feel confident by
communication with other though messages. By writing an effective message I use to

communicate with many influencers. The chances of misunderstand the message or information
delivered by me is smoothly communicated to other individuals without any barriers by
developing an effective communication skill. The other most important employability skills
which is developed by me is information technological communication skills.
As in today's era use of technology is growing rapidly (Mittal and Raghuvaran, 2021). An
individual requires to have an effective technological skills, as now a day every work is being
performed with the help of technological tools. So it is important to know how these tools
operates, to enhance the productive of work. By performing work manually it takes lot of time
along the chances of error is high, this is why an employee should have an technological skills. I
analysed that basis technological skills such as preparing presentations, use of most common
technological tools like sending e- mails, preparing data these are some of the most basic and
important skills that an individual should have. With this, preparing and reading of graphs,
statics are also equally important for an employee to be aware about it (Nisha and Rajasekaran,
2018). A customers is able to understand the things when proper presentation is being prepared.
Creating an effective presentation makes the customer easy to understand the things so it is
important to learn technological skills. By learning this skills I am able to make attractive
presentation which is self sufficient to understand the message or information which I wants to
deliver. When the presentation are being help in my campus I use to make presentation as
delivery my information effectively. With this, by able to develop effective communication skills
I am able to present my presentation is a very proper manner, which makes my message delivery
to audience clearly. So, for giving presentation it is curial to have both communication as well as
technological skills. The communication skills is required to make message deliver and
technological skills to make presentation which make easy for other to understand it in a
structured form. I have also eventuated that other technological tools which is required for an
employee to learn is make use of Excel. The knowledge related to excel makes an employee to
segregate the data easily and also it improves the efficiently of work. This save lot of time as
well as efforts of an individual so as an employee one should definitely focus towards it. I am
also continuously involved in learning excel, along with the shortcut tricks in order to improve
efficiency and enhance productivity.
Further, I have analysed that the most important skills which is required for being an
skilled employee is Team work skills. In order to achieve success within an organisation it is

very important to work together with team. The quality of output produce with team efforts are
more good as compare to when an individual performs same task independently. This is because
when team efforts are made each and every employees is free to share ideas and opinions. All the
opinions are taken into consideration and best options are selected among them. This is how the
quality keeps on improving and better output is produced. When team efforts are made the
chances of conflicts also keeps on decreasing, as everyone make efforts on the single direction
and are involved in accomplishing task of organisation successfully (Tandiayuk, Susanto and
Bellani, 2022). With the help of learning team work I am able to accomplish the task given to us
in collages successfully. Me and my team is able to perform all the given task before the
deadline. First we make analysis of all work assign to us, then make a deep discussion about it.
After that as per the capabilities and skills each team member is being assigned with the task. A
deadline for each task is also set and this deadline is set before the final deadline so that if any
flaws is found within out project then timely changes could be made under it. The member of
team are able to accomplish all the task on time within given time frame work. Thus, when an
team made collective efforts objectives are achieve quickly. Frome the above skills set I will be
able to find out the desire job and these sills make my future bright.
CONCLUSION
From the above report, it can be concluded that, an organisation which is making use of
corporate social responsibilities helps in creating good image of company. The customers
become loyal when an organisation is involved in making use of CSR. The businesses are able
to get long term growth by make effective use of business strategies. With this, by making an
effective communication with employees they feels confident and this enhances their rate of
satisfaction. They will make positive efforts towards achieving goals of organisation.