A Detailed Comparison: Jaguar and Volkswagen Social Reports Analysis

This report provides a comparative analysis of the social reports of Jaguar Cars Limited and Volkswagen Group, focusing on their approaches to corporate social responsibility (CSR) and sustainability. The report examines the companies' core business activities, operating locations, and the differences in their social reporting practices, including the scope and types of information presented. It explores how each company addresses the seventeen Sustainable Development Goals, highlighting their initiatives towards economic growth, reduced inequalities, and environmental protection. The report also discusses the social accountability approaches of both firms, analyzing their stakeholder engagement strategies and how they reflect their stated values. The analysis includes a perspective on how both companies are adapting to sustainability challenges in the automotive industry and concludes with an overview of the extent to which the social reports reflect the companies' commitment to CSR.

Running head: COMPARISON OF SOCIAL REPORTS AND SCRIPT
Comparison of Social Reports and Script
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Author Note:

1COMPARISON OF SOCIAL REPORTS AND SCRIPT
Company Description, Core business activities and Operating locations:
Jaguar Cars Limited is a manufacturing company founded in 1922 that currently produces
cars with some of the best designs (jaguar.com, 2017). It operates in the field of both designing
and manufacturing luxury and sports cars. It was acquired by Ford in 1989 and has produced
Formula 1 racing cars from 200 to 2004. Jaguar and Land rover were transferred to Tata Motors
in 2008 and they are headquartered in the same plant of Whitley, Coventry. The company mainly
operates in the automotive industry with a lot of growing opportunities in the form of innovation,
design and technology. Jaguar mostly operates in the countries of United Kingdom.
Volkswagen Group operates under the parent company of Volkswagen AG
(volkswagenag.com, 2017). This company also operates in the automotive industry and instead
of producing luxury and sports cars, the company manufactures and produces the vehicles which
can be used as both passenger vehicles and also for commercial purposes. It is one of the leading
multi-brand groups in the context of automotive industry and leads the industry from some
angles. The commercial vehicles produced ranges from trucks to buses and the passenger
vehicles include motorcycles, small cars and just a few luxury vehicles. Volkswagen primarily
operates cross six countries of America, Asia and Africa.
Differences of the Social Reports of Jaguar and Volkswagen:
The social reports of both the companies talk about the various methods and ways in
which the business objectives of the firms are reached with compliance to the ethical and
corporate social responsibility issues (Kolk, 2016). However, the scope of the report published
by Jaguar is larger than that produced by Volkswagen.

2COMPARISON OF SOCIAL REPORTS AND SCRIPT
The major themes implied by the companies to evaluate the various aspects mentioned in
the reports involve content analysis and quantitative analysis. Both the firms try to analyze both
social environmental and financial aspects with respect to the journey they have undertaken, that
is the path already covered and the path to be undertaken to reach goals in the upcoming years.
The major types of information included in the social report of Jaguar include the
strategies used, the sustainable products developed by the firm, the sustainable services
developed and the operations developed sustainably to produce these products and services. The
report also includes information about the people and the total value and amount of global
corporate social responsibility that they have or are trying to cater to (jaguar.com, 2017).
The most wide series of information included in the analysis of the social report of
Volkswagen include the information about their management and strategies that help them to
achieve their corporate social responsibility, their products and the processes involved in the
production of those products and finally the people involved at various stages of manufacturing,
development, management and research and development (volkswagenag.com, 2017). For
example, the firm mentions the program called “Think Blue” which has successfully helped in
manufacturing products sustainably.
Both the reports are presented in the first person and the tone and the major headings of
the two reports are mostly similar. However, difference in the two reports lie in the areas of
presentation and the range of information used in the two reports.
Sustainable Development Goals:
There are essentially seventeen development goals that needs to be followed by each firm
operating in the automotive sector which are enlisted as follows:

3COMPARISON OF SOCIAL REPORTS AND SCRIPT
 Good health and well being of the community being served
 Increase in education of the community served
 Reduction of hunger
 Reduction of poverty
 Reduced inequalities in all fields
 Reduced gender inequality
 Sustainable cities and communities
 Availability of clean water
 Increased partnerships
 Economic Growth
 Infrastructure and Industry growth
 Taking care of the climate
 Taking of underwater life
 Clean energy and affordable energy
 Peace, justice and strong institutions
 Responsible consumption and production
 Improved quality of life on land
Out of all these seventeen sustainable development goals most are tried to be adhered to by
the both the firms (Hick et al., 2016). However, most of the goals are not addressed efficiently by
both of the firms. Instead the existing systems and practices are effectively trying to make the
firm more sustainable instead of taking greater care of the community and the environment in
which it is operating. However, as both the firms operate in the automotive industry, it should
also be noted that it is not possible for these firms to operate in a way that they cater to all of the

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objectives. Both firms are increasingly trying to cater to the sustainable goals in terms of
bettering the lives of the community that they extend their products and services to. Both the
firms mention the importance of partnerships and improved infrastructure in order to reach the
goals of industry and economic growth. The report also portrays the activities and initiatives
taken up by the firm to promote sustainable production in order to fulfill the development goals
related to reduction of hunger and poverty. Moreover, both the firms focus on the
implementation of principles of reduced inequalities especially in terms of gender inequality.
For example, Volkswagen has used the revenue collections from the Environmental Mitigation
Trust Fund to better the lives of children in different parts of the world where it operates.
Social Accountability Approach:
Zadek argues that the social accountability approach of every firm is in fact inclusive
approaches that in which organizations and firms are required to identify and predict and
successfully and also address the changes in terms of corporate social responsibility and also
cater to the volatile nature of stakeholders’ views and demands (Zadek, 2017).
The social accountability approach is utilized up to a huge extent in the report presented
by Jaguar. There is a complete section in the report that talk about the engagement of the
stakeholders and their view as to the extent to which the firm is catering to the various corporate
social responsibilities. The report has essentially analyzed the reach of the firm in terms of
reaching the goal of community’s welfare and increase in education by undertaking and
increasing its partnerships with other firms operating in the same industry and under the same
environment. For example, Jaguar and Land Rover are integrating the sustainability techniques
together to reach better outcomes. It also mentions how the firm uses the help and aid of local

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governments to cater to the requirements of the environment and the people both directly and
indirectly involved in the success of the firm (jaguar.com, 2017). The report states how the
company uses a set of experienced and highly esteemed policy makers at the UK and the
European level. It mentions how delegates of the firm regularly meet and hold conferences with
ministers and parliamentarians in order to regulate its impact on the environment. One of the
most assessed and discussed topic of such conferences is the analysis of Life Cycle Assessment
of the various products produced. It also asserts that the firm analyses how the various
sustainable strategies impact their sector and the firm and hence the stakeholders of the firm. The
report also measures its contribution to various non-governmental organizations.
The social accountability approach is also used in the report published by Volkswagen.
This section of the firm describes the mobility approach that the firm has undertaken to cater to
the changing terms of sustainability in terms of reaching out to a larger target community base
and catering to the demands of the stakeholders at the same time. It also portrays how the
company has taken up activities based on a roadmap in order to achieve the self imposed goals.
Most importantly, the report of Volkswagen carries out self evaluation and claims that due to
certain series of misconduct and improper judgmental issues the company lagged behind in
fulfilling some of the aspects of sustainability. The report claims that it will be investing a total
sum of €34 billion in the upcoming years to bring about greater sustainable innovation by
introducing features like e-mobility, digitalization, a wider variety and range of e-mobility and
concepts of autonomous driving features (volkswagenag.com, 2017).
Extent to which the social reports reflect their stated values:

6COMPARISON OF SOCIAL REPORTS AND SCRIPT
The report published by Jaguar claims how sustainability is an integral value associated
with Jaguar and how the business plan of the firm aims at achieving a sustainable future
altogether. The paper reports that it tries to produce with minimum of carbon emissions and also
maximum fuel efficiency (jaguar.com 2017). The firm also tries to produce goods that are
sustainable in the sense that there are better and higher facilities along with better and more
innovative product creation. The report portrays how it uses a combination of innovation and
electric technology to produce products that are of world class quality. For example, Jaguar has
recently launched the I-Pace concept car which is the first electric sports car launched. The report
also talks about the various sustainable mobility solutions business models prepared in order to
cater to the sustainable development goals. One of the most important information conveyed by
the report is the process in which the products are moved from the manufacturing units to the
markets and customers. For example, the program called the Customer Experience Insight is
used by the firm to develop the process of distribution on the basis of their own feedbacks. The
report claims that the firm has switched from the method of road related transfers and switched
to sea and water as a medium of transport (jaguar.com, 2017).
The report published by Volkswagen takes up measures to validate their claims about the
reaching and fulfilling of sustainable goals by describing the process and the various steps of
value chain associated with the process. The paper in effect brings to light the step of research
and development undertaken to develop and produce smart products that help in collecting and
analyzing information based on the use of devices which provide greater mobility and also bring
about better digitalization and networking which in turn helps the firm to adhere to goals related
to higher economic and infrastructural returns as well as the educational goals. The firm also
describes the process of procurement in which the firm spends millions to ensure sustainable

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supply chain relationships and transport of their goods (volkswagenag.com, 2017). For example,
the firm won the Green Car of the Year Award for producing some of the most sustainable cars.
Next the process of production is described in which the safety and security of the workers is
looked at and catered to as one of the sustainable goals apart from ensuring the environmental
safety with respect to reduced pollution.
Perspectives:
The only and most widely acclaimed perspective of mine that matches with the majority
of the ideas that have been formed by the fellow members of my group is that being two of the
best car companies in the automotive sector, both Jaguar and Volkswagen tries to adhere to their
set of corporate social responsibility and maintain their social accounting in such a way that they
rank high in the market not only in terms of revenue generation but also in terms of
sustainability. My major perspective about firms was that the top firms in the automotive market
will never be able to apply the concepts of business sustainability and reduce pollution as these
firms are responsible for manufacturing products that are most prone to causing pollution.
However, on reading the report each of us realized how the use of newer forms of technology,
electronic devices and the features of e-mobility and use of diverse modes off communication
and transport in these sectors are helping these firms to adhere the terms and conditions of
sustainability while maintaining high end and long term stakeholder relations at the same time.
We also learnt how important the social report of companies is in the analysis of its roadmap as
to how far it has reached in terms of reaching its sustainability goals and how far it has to go in
terms of reaching higher goals. The reports are also important in terms of highlighting the
various activities and initiatives that the firms could take up or invest in as a result of having
revenue generation and high ranks in the market.

8COMPARISON OF SOCIAL REPORTS AND SCRIPT
Conclusion:
From the above discussions of the themes and formats and subjects covered in the report
along with information on the sustainability goals and the extent to which the firms are trying to
reach these goals. The reports show how with time the sustainability issue has become very
important for firms working in the automotive sector as this manufacturing industry is highly
prone to a lot of risk and pollution generation. The reports also establish the various levels at
which different sections of the workforce work and collaborate to provide better means of
sustainability, that is, making sure of the fact that the benefits accrued to the present generation is
not at the cost of the benefits of the future generation.
References:
(jaguar.com, 2017) Available online at:
https://www.jaguar.com/about-jaguar/sustainability/sustainability_report.html
(volkswagenag.com, 2017) Available online at:
http://sustainabilityreport2016.volkswagenag.com/home.html
Hicks, C. C., Levine, A., Agrawal, A., Basurto, X., Breslow, S. J., Carothers, C., ... & Garcia-
Quijano, C. (2016). Engage key social concepts for sustainability. Science, 352(6281),
38-40.
Kolk, A. (2016). The social responsibility of international business: From ethics and the
environment to CSR and sustainable development. Journal of World Business, 51(1), 23-
34.

9COMPARISON OF SOCIAL REPORTS AND SCRIPT
Zadek, S. (2017). Civil governance and accountability: from fear and loathing to social
innovation. In Tomorrow’s History(pp. 85-91). Routledge.

10COMPARISON OF SOCIAL REPORTS AND SCRIPT
Scenario:
The scenario presented in this section revolves around the concept of ethical dilemma and
brings to light the different characters within the organization that try to deal with the problem of
pollution involved in the production of a particular good “Volksfox”, a daily usage car and also
suggest some viable solutions that help to provide effective results. In the following play the
major characters are Sales Manager (Bill), Technical Head (Smith), Production Head (Liam), the
Analytics manager (Jeremy) and the panel consisting of the Board of Directors and the Chief
Executive Officer. The script moves forward in a way that will unveil the various ethical issues
involved with the process of production and help in showing how one cause the other and so the
removal of one will lead to the prevention of the other. The setting involves a meeting where the
above mentioned characters have gathered to look into the issue and make appropriate
resolutions. Thus, the scenario is one where there is a difference in the opinions of the managers,
and the workers who form the bridge of connection in between the higher authorities and the
customers. On the one hand, the higher authorities are concerned about the effect of the decisions
and impact on the stakeholders and on the other hand, the managers and the other workers are
concerned about the impact of the production process on the customers that is in turn adversely
affecting the rank of the firm in the target market. The script brings to light the difference in the
opinions and the juxtaposition of the concerns of the employees and the higher authorities and
how the gap in the process is reduced with the help of informed decision making. This meeting is
being held to bring to the notice of the respected Board of Directors and the CEO of Volkswagen
that since the past three months widespread amounts of pollution has been caused by the
production involved with the production of “VolksFox”, the highest sold car for this quarter. The
production units have caused the dumping of several tones of fluid waste into the drainage

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systems that has been washed off into the nearby agricultural lands and rivers causing a rise in
the amount of sea life death and widespread diseases in the inhabitants of those areas. If not
catered to right away will lead to even smaller generation of sales which will affect the revenue
generation to the extent that the firm might even have to consider the scenario of shutting down
completely. The production process has also been inefficient in terms of producing better quality
products, that is, the consumers have recently been unhappy with the tenacity and fuel efficiency
of the car they have received from the company and the sales have been reported to go down for
this last month. In fact, the customer ratings collected from the retail stores in different parts of
the state show that the clients have rated this car in the range of “Very Bad to Moderate” where
the earlier ratings were majorly those of “Excellent”. This itself brings to light that the
production process needs to be replaced immediately as otherwise the firm will be exposed to
long run risks and losses. The effect on the financial growth of the firm shall also be analyzed
most importantly before any major decision is made. The costs including the installation and
maintenance costs of the whole producing system has caused the total cost incurred by the
company in the last financial year to increase by almost 50% and in this financial year by almost
20%. Further, before the implementation of the new production process and infrastructure, the
firm used to have a growth rate of 8.2% every quarter which has reduced to a rate of only 3.8%
after the installation of the new process. In fact, the rank of the company has drastically reduced
in the market from being one of the top ten firms to one of the lowest ranking firms in terms of
customer servicing and growth and it also now ranks fifteenth in the total ranking of automobile
producing companies. In fact according to widespread analysis and data obtained by the research
and analytical team, the long term relationship building is already at stake and is being hampered
by the implications on the environment and its rank in the market. This is in turn making it easier