Managing a Successful Business Project: Morrisons CSR Implementation

This project report delves into the corporate social responsibility (CSR) practices of Morrisons, a major player in the retail industry. The report begins with an introduction outlining the importance of efficient business management and planning, emphasizing the role of CSR in enhancing brand image and achieving sustainable objectives. Part 1 details the aims and objectives of the project, identifying the extent to which CSR contributes to business success and outlining specific objectives such as understanding CSR concepts, challenges, and implementation strategies. The project management plan, including cost, scope, time, quality, communication, risk, and resources, is also discussed. Part 2 focuses on small-scale research using qualitative and quantitative methods. The research findings reveal insights into employee perspectives on CSR, stakeholder management, environmental aspects, and the impact of CSR on customer satisfaction. Data analysis, presented in Part 3, utilizes various tools and techniques to interpret the research results, followed by recommendations for enhancing CSR activities and a reflection on the value of the research in meeting the stated objectives. The report concludes with a summary of the key findings and recommendations, offering a comprehensive analysis of Morrisons' CSR efforts and their impact on the business.

Managing a
Successful Business
Project

Table of Contents
INTRODUCTION...........................................................................................................................1
PART 1...........................................................................................................................................1
P1 Aims and objectives for the project..................................................................................1
P2 Project management plan incorporating some factors.................................................3
P3 Work breakdown structure and Gantt chart....................................................................5
PART 2...........................................................................................................................................7
P4 Small-scale research by applying qualitative and quantitative research methods...7
PART 3...........................................................................................................................................8
P5 Analyse your research and data using appropriate tools and techniques.................8
P6 Communicate appropriate recommendations..............................................................16
P7 Reflect on the value of undertaking the research to meet stated objectives...........17
CONCLUSION.............................................................................................................................19
REFERENCES............................................................................................................................20
APPENDIX....................................................................................................................................22

INTRODUCTION
Managing business activities in an efficient manner is the key to get success in
the market. Along with this, manager has to identify the opportunities that will help them
in enhancing their profitability level. For an effective management, the higher authority
of the firm has to plan their operations so that they can achieve goals (Kerzner, 2013).
Planning play an important role in the small business enterprise as through this they will
be able to enhance their overall revenues. Corporate social responsibilities are the
practices that are performed by an enterprise so that they can offer benefits to the
society and their stakeholders. The present report is based on Morrisons which perform
their operations in retail industry. They are implementing their corporate social
responsibilities at their workplace so that they can enhance their brand image at the
global level. In this context, report explains the different objectives and goals of the
organization so that their sustainable objectives can be achieved. Along with this, it
explains the work breakdown structure and Gantt chart so that overall activities can be
managed. Further, data is analysed by the company by using some of the tools and
techniques.
PART 1
P1 Aims and objectives for the project
Morrisons implement corporate social responsibilities at their workplace by
specifying the aims and objectives. CSR is the legal term that is used to explains the
business activities of an organization in an ethical manner. Through these, companies
will be able to perform their operations in right direction so that their sustainable
objectives can be accomplished.
CSR is concerned with the social values and benefits that are provided to the
society so that their overall performance can be improved (Rosenau and Githens,
2011). Along with this, these activities are based on the stakeholder’s interest so that
they will be able to get the quality services in an efficient manner. These activities are
based on the environmental safety so that health of the people can be ensured in an
efficient manner. The research is based on some specified aims and objectives so that
plan can be implemented in a successful manner.
1

Aim: The main aim of this research is to identify the extent to which corporate
social responsibility help the business organization in achieving the success in the
market.
Objectives: When Morrisons implement their corporate social responsibilities at
their workplace than they have to set some of the objectives or goals. After this,they can
enhance their performance in an efficient manner. These objectives are as follows:
 To identify the concept of corporate social responsibility.
 To determine the extent to which CSR activities help an enterprise in achieving
their sustainable objectives.
 To identify the challenges that are related to the CSR and various operations that
are performed by them at their workplace.
 To examine the ways through which company can implement their corporate
social responsibilities activities.
 To identify the relationship between the CSR activities and other objectives of an
organization.
Problem statement: Morrisons implement their activities at their workplace in order
to resolve all the issues. This present report is based on the problem statement which explains the
different concepts of corporate social responsibilities. Some of the challenges that are faced by
an enterprise are like high cost, social welfare and environmental factors.
Purpose of
communicatio
n
Audience Timings Method of
communicatio
n
Responsible
person
Overall progress
of the project
should be
performed in the
right direction.
All the staff
members who
are involved into
the project
research.
Regular The manager of
Morrisons can
use face to face
communication
method in order
to communicate
with their team
members.
Any individual
from the project
research team.
2

The main aim of
communication
is to identify the
impact of CSR
activities.
All the workers
and managers
are the key
people of the
communication
plan.
Whenever it is
required.
Some of the
communication
methods that
are used by an
organization are
like face to face,
telephonic,
social media
and so on.
Manager who
conduct a
Research in the
market.
Survey will be
conducted in the
market and that
should be
communicate
with the higher
authority of
retail industry.
All workers and
manager are
audience who
play a
significant role
in the success
of the
organisation.
At the time of
implementing
the CSR.,
Some of the
communication
methods are
social media
networking and
telephonic
interviews.
Manager is
responsible to
conduct the
survey.
P2 Project management plan incorporating some factors
When a business organisation implements the project management plan then for
this they have to perform planning so that they can achieve their objectives (Gasik,
2011). Along with this, they have to focus on some of the aspects such as cost, scope,
time, quality, communication, risk and resources. These different factors are as follows:
Cost of the project: When an organisation implements corporate social
responsibilities at their business environment then they have to prepare their budget so
that their overall cost can be minimized. The current budget of this project is $80,000.
The manager of Morrisons has to follow some of the strategies so that their overall
spending level can be controlled (Pak and Majd, 2011).
Scope of the project: The retail industry can prepare their scope statement for
their particular project. In this, manager can specify that which factors are included or
3

excluded. Company included some of the stakeholders for their project such as
investors, competitors, customers, employees. Along with this, some of the ethical
operations has to be performed by Morrisons so that their overall operations can be
improved.
Time of the project: When objectives for a particular project are set for the
organisation then they have to set a time period for their activities (Kerzner, 2011). For
this, manager can use a work breakdown structure in that they can divide their tasks as
per the particular deadlines. Through this, companies will be able to enhance their
performance in the market by accomplishing their sustainable goals in an efficient
manner.
Quality and resources of the project: The business organisation have to offer
some quality products and services to their customers so that their overall satisfaction
level can be achieved. For this, the manager of Morrisons has to conduct a survey at
the marketplace in order to identify the needs and demands of their service users (Artto
and et. al., 2011). Along with this, an enterprise has to use their resources such as
employees, raw material and so on.
Communication: This is the more effective factor which help the firm in
enhancing their overall growth in the market. All the managers of different functional
areas have to communicate with each other so that they will be able to know about the
different practices of the retail industry.
4

P3 Work breakdown structure and Gantt chart
Morrisons can use work breakdown structure in order to divide the tasks in an
efficient manner so that their overall sustainable objectives can be accomplished (Cook,
Woodall, and Frerk, 2011). Through this kind of structure, an enterprise will be able to
implement corporate social responsibilities so that needs of the stakeholders can be
accomplished.
Gantt chart can be prepared on the basis of the overall activities of the
organisation as through this they will be able accomplish their overall operations in a
successful manner.
5

Activities/ Weeks 1-2 3-4 5-6 7-8 9-
10
11-
12
13-
14
15-
16
17-
18
19-
20
Develop the aims and objectives
Understanding the research problems
Project scope
Success criteria
Qualitative and quantitative research
methods
Arrange the meeting with the top
executives and staff members of
Morrisons
Recommendations
Implementation of CSR activities
PART 2
P4 Small-scale research by applying qualitative and quantitative research methods
Morrisons will be able to conduct a research at the workplace by using qualitative
and quantitative methods. Quantitative research methods are based on the numerical
6

data which can be analysed on the basis of the mathematical tools and statistical
approaches. Along with this, company can analyse the data on the basis of their past
performance so that they can generate more revenues and profits in an efficient
manner. Some of the strategies like cluster analysis, Correlation and regression
approach (Stark, 2015) Other approaches are like surveys, observation can be used in
an efficient manner so that they can conduct a research in the market.
On the other hand, through quantitative method manager will be able to get the
data by using some of the methods such as interviews, questionnaire and focus group.
On the basis of the given information, they will be able to know that how strategies can
be implemented and in what manner they can achieve their goals. Here, Morrisons uses
quantitative research method in order to get the reviews of their different stakeholders.
Along with this, employees act as a sample size for this particular research and the
manager is using random sampling method. Through this, company can implement their
corporate social responsibilities at their workplace in an efficient manner.
The manager of the organisation can use some of the analysis technique in order
to interpret the data after identifying the reviews of their workers. For this, the higher
authority of Morrisons can use thematic analysis so that they will be able to achieve
sustainable objectives by implementing the CSR activities at the workplace. On the
basis of the outcomes of questionnaire, it can be interpreted that through corporate
social responsibility benefits can be achieved. Through this, the retail industry will be
able to enhance their profitability level and that will lead towards the success.
All the qualitative and quantitative methods are beneficial for the organisation as
through these they will be able to gather the needs and demands of their staff members.
But here, quantitative method is more accurate and reliable as through this they will be
able to get the views of their employees (Kapsali, 2011). Along with this, they will be
able to get success in the market.
PART 3
P5 Analyse your research and data using appropriate tools and techniques
The overall research and data can be analysed by using some of the tools and
techniques so that their sustainable goals can be accomplished. Here, an organisation
7

will be able to use research methodology in order to interpret their data. For example,
they can use some of the tools and techniques are like data collection on the basis of
the primary research. Apart from this, the manager of Morrisons can use check sheet,
scatter diagram, histogram approach, control chart and so on (Söderlund, 2011).
Through these, they will be able to effectively implement their CSR activities in an
efficient manner. Some of these tools are:
Data collection: It is a tool that is used by the manager in order to collect the
data about the needs and demands of their employees. For this, they can use primary
research such as questionnaire. Through this, companies will be able to identify the
reviews of their employees on the corporate social responsibility. In this, retail industry
selects 15 employees as their sample size so that their views can be identified.
Check sheet: It is a kind of approach that is used by an organisation in order to
identify the views of their workers for the corporate social responsibility. For this, an
appropriate structure should be followed by the manager so that data can be interpreted
in an efficient manner.
Scatter diagram: The manager of Morrisons has to make a scatter diagram so
that they will be able to assess the relationship between different variables. Through
this, company can get the views of their sample employees.
Histogram diagram: This is a tool that is used by an enterprise so that they will
be able to identify the frequency distribution. Along with this, they examine that how
these different frequencies are related to each other (Alhawari and et. al., 2012).
Data can be analysed on the basis of thematic approach where themes are
formed along with the graphs so that views of different respondents can be analysed.
Theme 1: Mostly employees are working in Morrison’s from last 2 years.
How long you have been working in Morrison’s? Frequency
From last 1 year 4
From last 2 year 8
From last 3 year 3
8

Findings: From the above graphical representation, it can be interpreted that there are
approx 27% employees who are working in Morrisons from last 1 year, 53% respondents are
working from last 2 years and 20% are there from last 3 years.
Theme 2: Morrison’s knows about the corporate social responsibilities.
Is your enterprise knowing about the corporate social
responsibilities?
Frequency
Yes 7
No 5
Don't know 3
9

Findings: On the basis of graph, it can be analysed that there are approx 47% says
Morrison knows about CSR activities, 33% people says no and 20% respondents says nothing
about this statement.
Theme 3: CSR activities are related to the company’s overall goals and their profitability.
Is Corporate social responsibility linked with the
objectives and profitability of the organisation?
Frequency
Yes 8
No 4
Don't know 3
10

Findings: From the graphical representation, it can be interpreted that different
respondents have their own opinion regarding this statement. There are approx 53% respondents
who are agreed, 27% staff members are disagreed and 20% employees have no reaction.
Theme 4: Stakeholder’s management and environmental are most important aspects of CSR
activities.
What is the important aspect of the corporate social
responsibilities?
Frequency
Stakeholder management 6
Environmental aspects 6
Legal and ethical code of conduct 3
Findings: On the basis of above chart, it has been concluded that 40% staff members
says through CSR activities stakeholders can be managed. Along with this, 40% respondents are
focused on the environment and other 20% people says that legal and ethicak code of conduct is
an important aspect of CSR.
Theme 5: Corporate social responsibilities are helpful for the firm in enhancing the satisfaction
among consumers.
Is CSR activities helpful for an enterprise in enhancing the
satisfaction level of the customers?
Frequency
Yes 9
11

No 2
Don't know 4
Findings: From the above chart, it can be analysed that there are approx 60%
respondents who are agreed that CSR activities helps an enterprise in enhancing the consumers
satisfaction, 13% staff members says no and other 27% employees says have no reaction over
this statement.
Theme 6: Employees are strongly agreed that through CSR activities firm will be able to get
benefits.
Do you think that the firm is getting more benefits from
these kinds of activities?
Frequency
Strongly agree 7
Agree 3
Disagree 4
Strongly disagree 1
12

Findings: From the above graph it can be analysed that approx 47% respondents are
strongly agree, 20% are agree, 27% are disagree and 7% are strongly disagree over this statement
that CSR are helpful for an enterprise.
Theme 7: Morrison’s involve their employees into decision making process.
Does your company involve your staff members into the
decision making process of the corporate social
activities?
Frequency
Yes 9
No 6
13

Findings: On the basis of above chart, it can be analysed that 60% employees are agreed
with this statement that Morrisons involve their staff members into decision making process and
40% are not agreed with this statement.
Theme 8: Environmental issues and employee’s involvement should be considered under CSR
activities.
What kind of changes would you like to see under the
corporate social responsibility?
Frequency
Changes into the legal system 2
Environmental issues 7
Employees involvement into the decision making process 6
14

Findings: On the basis of graphical representation, it can be analysed that different
respondents have their different opinions regarding the CSR activities. There are approx 13%
respondents who says legal system should be changed, 47% says environment issues should be
resolved and 40% thinks that employees should be involved into the decision making process.
P6 Communicate appropriate recommendations
The business organisation can use an effective communication plan so that they
can communicate with their staff members in an efficient manner. Through this, the
enterprise will be able to communicate to their stakeholders so that their satisfaction
level can be enhanced. For this, a formal meeting is necessary for the enterprise as
through this communication can be effectively managed (Cook and et.al., 2011). The
top management of Morrisons can use social networking sites, email in order to
communicate with their bottom level managers and employees.
There are some strategies and approaches that should be followed by an
enterprise so that they can effectively implement CSR activities at their workplace.
Some of these are as follows:
 The retail industry has to use some advertising and promotional strategy so that
all stakeholders will be able to know about the benefits of CSR activities.
Through this, they can improve the social welfare and other activities so that
goals can be achieved.
15

 The rules and regulations which are made by government should be followed by
an enterprise so that they can ensure smooth functioning at the marketplace. By
adopting some legislative laws, they can focus on the environmental issues so
that their brand image can be improved.
P7 Reflect on the value of undertaking the research to meet stated objectives
The manager of Morrisons has to perform their operations in an efficient manner
so that they will be able to achieve their sustainable objectives. By implementing the
corporate social responsibility at the workplace, an enterprise can get success in the
market. Some of the values that are undertaken by the manager at the time of survey
are like ethical practices, interest of different stakeholders and so on (Caniëls and
Bakens, 2012). On the basis of these values, manager can fulfil the needs and
demands of their people who are associated with their business activities.
Being a manager, I have to perform some of the responsibilities so that overall
objectives of the research can be fulfilled. I used my own learning in order to enhance
the overall growth of the organisation. For this, I have to adopt an effective
management or leadership style so that staff members feel satisfied with the services of
Retail industry. Along with this, I uses my own decision making style and involve all the
workers into that so an effective idea can be developed.
Along with these, I have to develop some appropriate strategies so that overall
performance of an enter can be improved. Further, the work breakdown structure and Gantt
charts are made by the organisation so that they will be able to accomplish their specified goals.
Activities Planning Resources Execution of
the research
project
Outcomes
To conduct a
meeting with the
managers of the
different
functional areas.
For the CSR
activities,
planning is an
essential factor
that can help
the managers in
Some of the
resources are
like pen and
papers.
After the
meeting,
managers will
be able to set
the date for the
survey. Through
Manager of
Morrison will be
able to set the
date for the
survey that will
be able to
16

specifying their
objectives for
the surveys.
this, they will be
able to identify
the reviews of
their
stakeholders.
conducted in the
internal and
external
business
environment.
To prepare a
documentation
before meeting.
Documentation
is necessary for
every activity
that are
performed at the
workplace.
Through this,
the
understanding
among all the
workers can be
increased.
Pen, paper,
internet and
computers are
required for this
activity.
On the basis of
the
documentation,
managers will
be able to set
the
questionnaire
with some open
ended and close
ended
questions.
Through this
type of
documentation,
manager will be
able to set the
questionnaire
for their staff
members in an
efficient manner.
To conduct a
meeting with all
the staff
members of the
organisation.
On the basis of
this activity,
manager will be
able to identify
the needs and
reviews of their
workers. For
this, they can
perform
planning.
Resources are
like pen, papers.
All staff
members can fill
the form that is
given by
managers.
Along with this,
higher authority
can ask
questions
through face to
face interview.
Manager of
Morrisons will
be able to
identify the
views and ideas
of their workers
so that
corporate social
responsibility
can be
performed in an
efficient manner.
Survey will be The higher Internet, pen, Morrisons will By conducting
17

conducted with
the customers
through social
media.
authority of the
enterprise has
to perform
planning in an
efficient manner
so that they will
be able to get
the reviews of
their customers
through social
media
networking
sites.
paper, computer
are required in
order to execute
this strategy.
be able to get
the reviews of
their service
users through
Facebook,
LinkedIn, twitter
and so on.
this activity at
the workplace,
retail industry
will be able to
implement the
CSR activities in
an efficient
manner so that
overall
sustainable
objectives can
be
accomplished.
CONCLUSION
From the above mentioned report it has been concluded that a successful
management is the key to get success in the market. An organisation can implement
the corporate social responsibility at their workplace so that they can accomplish their
sustainable objectives in an efficient manner. In order to implement an effective plan,
manager has to set aim, objectives, scope statement, strategies. Along with this, a work
breakdown structure can be made by the higher authority of an enterprise so that
overall operations and tasks can be managed. Further, Morrisons can prepare a Gantt
chart as per the overall project activities.
REFERENCES
Books and Journal
18

Ahern, T., Leavy, B. and Byrne, P.J., 2014. Complex project management as complex
problem solving: A distributed knowledge management perspective.
International Journal of Project Management. 32(8). pp.1371-1381.
Alhawari, S. and et. al., 2012. Knowledge-based risk management framework for
information technology project. International Journal of Information
Management. 32(1). pp.50-65.
Artto, K. and et. al., 2011. The integrative role of the project management office in the
front end of innovation. International Journal of Project Management. 29(4).
pp.408-421.
Caniëls, M.C. and Bakens, R.J., 2012. The effects of Project Management Information
Systems on decision making in a multi project environment. International
Journal of Project Management. 30(2). pp.162-175.
Cook, T.M. and et.al., 2011. Major complications of airway management in the UK:
results of the Fourth National Audit Project of the Royal College of Anaesthetists
and the Difficult Airway Society. Part 2: intensive care and emergency
departments. British journal of anaesthesia. 106(5). pp.632-642.
Cook, T.M., Woodall, N. and Frerk, C., 2011. Major complications of airway
management in the UK: results of the Fourth National Audit Project of the Royal
College of Anaesthetists and the Difficult Airway Society. Part 1: anaesthesia.
British journal of anaesthesia. 106(5). pp.617-631.
Gasik, S., 2011. A model of project knowledge management. Project Management
Journal. 42(3). pp.23-44.
Hall, N.G., 2012. Project management: Recent developments and research
opportunities. Journal of Systems Science and Systems Engineering. pp.1-15.
Kapsali, M., 2011. Systems thinking in innovation project management: A match that
works. International Journal of Project Management. 29(4). pp.396-407.
Kerzner, H., 2011. Using the project management maturity model: strategic planning for
project management. John Wiley & Sons.
Kerzner, H., 2013. Project management: a systems approach to planning, scheduling,
and controlling. John Wiley & Sons.
Pak, A. and Majd, F., 2011. Integrated coastal management plan in free trade zones, a
case study. Ocean & coastal management. 54(2). pp.129-136.
Petit, Y., 2012. Project portfolios in dynamic environments: Organizing for uncertainty.
International Journal of Project Management. 30(5). pp.539-553.
Rosenau, M.D. and Githens, G.D., 2011. Successful project management: a step-by-
step approach with practical examples. John Wiley & Sons.
Söderlund, J., 2011. Pluralism in project management: navigating the crossroads of
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Online
Qualitative and quantity research methods. 2017. [Online]. Available
through:<https://www.skillsyouneed.com/learn/quantitative-and-
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6 Golden Rules for Managing a Business Successfully. 2016. [Online]. Available
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business-successfully/>. [Accessed on 17th April 2017].
APPENDIX
Questionnaire
20

Name:
Gender:
Age:
Designation:
1. How long you have been working in Morrisons?
 From last 1 year
 From last 2 year
 From last 3 year
2. Is your enterprise knows about the corporate social responsibilities?
 Yes
 No
 Don't know
3. Is Corporate social responsibility linked with the objectives and profitability of the
organisation?
 Yes
 No
 Don't know
4. What is the important aspect of the corporate social responsibilities?
 Stakeholder management
 Environmental aspects
 Legal and ethical code of conduct
5. Is CSR activities helpful for an enterprise in enhancing the satisfaction level of the
customers?
 Yes
 No
 Don't know
6. Do you think that the firm is getting more benefits from these kinds of activities?
 Strongly agree
 Agree
 Disagree
21