Comparative Analysis of CSR: Aristocrat vs. Fortescue Metal Group

This report undertakes a comparative analysis of the Corporate Social Responsibility (CSR) practices of Aristocrat Limited, an international gaming company, and Fortescue Metal Group, a major iron ore producer, both based in Australia. The study begins by examining and contrasting the vision statements of both companies, followed by a SMART analysis to evaluate their specificity, measurability, achievability, realism, and timeliness. The report then delves into the core values of each organization, comparing their scope and impact, particularly in relation to industry-specific risks and opportunities. A SMART analysis is again applied to assess the values. The assignment then compares the CSR initiatives of Aristocrat and Fortescue, highlighting differences stemming from their respective industries. The report concludes by comparing the stakeholders mentioned in the corporate statements of the two companies. The comparison highlights how each company addresses CSR and stakeholder engagement within the context of its specific industry. This detailed comparison provides insights into how different businesses approach CSR based on their operational environments and business models.

Running head: CSR OF ARISTOCRAT VS CSR OF FORTESCUE METAL GROUP
CSR of Aristocrat vs CSR of Fortescue Metal Group
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CSR OF ARISTOCRAT VS CSR OF FORTESCUE METAL GROUP
Executive Summary:
The companies have varied visions, values, CSRs and stakeholder groups based on their
operations and industries. The assignment contrasts and compares between Aristocrat Limited,
the international gaming company of Australia and Fortescue Metal Group, the large iron ore
company of Australia on the grounds of these criteria. The paper then goes onto the analyse their
vision statements, values and CSRs on the framework of SMART. The assignment also contains
salient features of the industries to which the two company hail from. For example, the SMART
analysis of Fortescue throws light on the risk factors like accidents and fatalities which are
inherent to the mining industry. These indepth study of the various aspects of the two companies
and their industries have given the paper a firmer base.

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CSR OF ARISTOCRAT VS CSR OF FORTESCUE METAL GROUP
Table of Contents
Introduction:....................................................................................................................................3
1. A vision or mission statement:....................................................................................................3
SMART analysis of values:.............................................................................................................5
Specific:.......................................................................................................................................5
Measurable:..................................................................................................................................5
Achievable:..................................................................................................................................6
Realistic:......................................................................................................................................6
Timely:.........................................................................................................................................6
2. Values of the organisations:.........................................................................................................7
SMART Analysis of the values:......................................................................................................7
Specific:.......................................................................................................................................7
Measurable:..................................................................................................................................8
Achievable:..................................................................................................................................8
Realistic:......................................................................................................................................9
Timely:.........................................................................................................................................9
3. Corporate Social Responsibilities:.............................................................................................10
4. Stakeholders mentioned in the corporate statements:................................................................12
Conclusion.....................................................................................................................................12
References:....................................................................................................................................13

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CSR OF ARISTOCRAT VS CSR OF FORTESCUE METAL GROUP
Introduction:
The aim of the paper is to compare and contrast between the vision, values, CSR and
stakeholders’ mention in the corporate statements of two business organisations. The two
business organisations chosen for the study are Aristocrat Limited, the international gaming
company housed in Australia and Fortescue Metal Group Limited, the iron mining giant of
Australia. The first section compares the vision statements of the two companies and analysis
them on the basis of the SMART model. The second section delves and contrasts between the
values of the two business organisations followed by a SMART analysis. The third section
studies and compares the CSRs of Aristocrat and Fortescue leading to a SMART analysis. The
final section compares between the stakeholders mentioned in the corporate statements of the
two companies.
1. A vision or mission statement:
The vision statement of Aristocrat Limited is to cultivate world class gaming and
gambling experience for the players from all round the world. The company is an Australian
public limited company listed on the Australian Stock Exchange and present all over the world.
The company’s vision statement reveals it intention to provide the best gaming products to its
geographically dispersed consumer bases. It aims to provide them with most enjoyable games
and interaction processes which employ modern technology (aristocrat.com. 2017).

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CSR OF ARISTOCRAT VS CSR OF FORTESCUE METAL GROUP
The vision statement of Fortescue Metal Group Limited is to be the most secure, cost
effective and profitable iron ore producing company in the world. The company’s vision
statement also states that it is striving to cultivate a unique organisational culture and human
resource capable establishing and maintaining a safe environment(Fortescue Metals Group Ltd.
2017).
A comparison between the vision statements of the two companies reveal a number of
differences which can be attributed to the respective industries to which they belong. Aristocrat
Limited is an international gaming company and is a part of the entertainment industry. It is
present in ninety countries, follows the policies set by two hundred and forty regulators and has
three thousand global teams. Hence its vision revolves around providing superior gaming
experience to its global base of gamers at affordable prices (Čović, Alić and Manić 2016).
Fortescue Group Limited is an iron ore mining company which is a part of the mining
industry. Its vision in contrast with Aristocrat gives more priority to safety, cost effectiveness
and profitability. This is due to the fact that mining involves hundreds of hazards which lead to
accidents and fatalities of workers. Mining involves use of a huge manpower, advanced
technology and resources which makes it extremely costly. Hence, Fortescue’s vision statement
reflects its safety concerns while Aristocrats vision statement does not reflect it (Mahdevari,
Shahriar and Esfahanipour 2014).
The second point of difference between the vision statements of the two companies is the
risk factors. The Fortesue Metal Group is an iron mining firm hence; the risk factor is evident in
its vision statement. The company aims to operate in a safer environment to minimise the

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CSR OF ARISTOCRAT VS CSR OF FORTESCUE METAL GROUP
accidents and fatalities. Compared to Fortescue, Aristocrat is a gaming company. So its vision
statement does not have mention about risk factors (Burgherr and Hirschberg 2014).
SMART analysis of values:
Specific:
A contrast between the vision statements of both Aristocrat and Fortescue are specific.
The vision statement of Aristocrat speaks about its intention to provide the gamers with the
international gaming experience. Compared to Aristocrat, the vision statement of Fortescue is
more expansive because it covers safety, cost effectiveness and profitability aspects. Hence, it is
more specific compared to the vision of Aristocrat (Tyulenev et al. 2016).
Measurable:
The vision of Aristocrat mentions provision of new games and gambling opportunities of
international standards. The performance of the key aspects of Aristocrat’s business can be
measured by comparing the amounts of revenue generation before and after introduction of
certain games.
The vision of Fortescue Metal Group is vast and measuring the performance of the key
elements like productivity is tougher compared to Aristocrat. In fact, the performance of
Fortescue is not fully measurable and the profit does not reflect the performance accurately. This
is because the losses like accidents at the mining sites due to heavy rainfall can be measured
accurately (Blaikie et al. 2014). This analysis shows that the performance standards of Fortescue
cannot be measured accurately owing to influence of external environmental factors like heavy
rains and resultant loss of materials and human resources.

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CSR OF ARISTOCRAT VS CSR OF FORTESCUE METAL GROUP
Achievable:
Aristocrat’s vision is more achievable compared to the vision of Fortescue. This is
because the operations of Aristocrat involve minimum physical hazards compared to Fortescue
which results in losses worth millions of Australian dollars.
Realistic:
The statements of vision of both Aristocrat and Fortescue are realistic and practical. The
values of Aristocrat involve creation of superior gaming experiences for its customers. The
vision statement of Aristocrat embraces areas like safety, cost effectiveness and maximisation of
profits. It must also be pointed out that the vision statement of Fortescue cannot be achieved to
full extent to high chances of environmental hazards in the mining areas. This analysis shows
that the vision of Fortescue is not totally realistic in the light of the influences of environmental
conditions which the beyond the control of Fortescue (Gao et al. 2017).
Timely:
The vision of Aristocrat to deliver international gaming experiences can be achieved
within a shorter span of time. The vision statement of Fortescue embraces employee safety, cosyt
effectiveness and revenue maximisation. It can be opined that the achievement of safety in the
mines requires heavy investment in technology, human resources management and enhancement
of safety measures (Erkan et al. 2016). Hence, in the light of the above facts, it can stated that
compared to the vision of Aristocrat, the visions of Fortescue are time consuming, expensive and
can only be achieved in the long run.

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CSR OF ARISTOCRAT VS CSR OF FORTESCUE METAL GROUP
2. Values of the organisations:
The core values of Aristocrat are respect, courage, integrity and passion. The values of
the organisation embrace employment of talented employees, advanced technology and
innovation to enhance the gaming experiences of the gamers all round the world.
The organisational values of Fortescue Metal Group covers employee safety, family of
it’s’ employees, integrity, determination, enthusiasm, over achievement of targets, employee
empowerment, generation of new ideas and cost effectiveness (Saudi and Noor 2015).
A comparison of the values of Aristicrat and Fortesce show that the organisational values
of the former has a narrower scope compared to the latter. The values of Aristocrat encompass
respect, courage, integrity and passion. The values of Fortescue Group cover several issues like
employee safety and cost effectiveness. A contrast between the organisational values of the two
companies show that the values of Fortescue actually reflect the inherent risks factors like
accident of the mining industry. The values of Aristocrat do not reflect the dangers like cyber
threats which are inherent to the gaming industry (Johnson et al. 2014).
SMART Analysis of the values:
A SMART analysis of the values of Aristocrat and Fortescue are as follows:
Specific:
The values of Aristocrat are very specific and speaks about values like respect, courage,
integrity and passion. The values of Fortescue encompass vast areas like employee safety, work
life balance and innovation. These components of the values of Fortescue directly reflect the
opportunities like innovations and threats like safety issues inherent to the mining sector.
However, the components like courage and integrity do not reveal to the gaming and gambling

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CSR OF ARISTOCRAT VS CSR OF FORTESCUE METAL GROUP
industry specifically. These comparisons show that values of Fortescue are more specific
compared to the values of Aristocrat(Owen and Kemp 2014).
Measurable:
The values of Fortescue can be quantified and are hence more measurable compared to
Aristocrat. The components of the organisational values of Fortescue like safety and cost
effectiveness can be measured by calculating the reduction of accidents and losses due to them
for a given period. The reduction in losses due to reduction in the number of accidents can be
expressed monetarily and compared with past records to measure their effectiveness. However
the components of the values of Aristocrat like courage and integrity cannot be measured
monetarily (Blaikie et al. 2014). Hence, a comparison between the organisational values of the
two companies on the grounds of measurability shows that the values of Fortescue are
measurable.
Achievable:
The values of Aristocrat consists of components like courage, integrity and respect. The
value system of Fortescue consists of components like employee safety, employee
empowerment, work life balance and frugality. A comparison between the values of the two
companies show that the values of Aristocrat like courage and respect can be achieved more
easily. The values of Fortescue require huge initial investment like safety training of employees
and installation of modern technology. They also require employment of additional safety
officers to train and supervise the employees on appropriate safety measures. Thus, it can be
stated that it more difficult to achieve the organisational values of Fortescue. However, it can
also be stated that achievement of the organisational values like employee empowerment

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CSR OF ARISTOCRAT VS CSR OF FORTESCUE METAL GROUP
would motivate the employees to achieve higher standards of productivity which would add
to the market value of the company (Slack, Corlett and Morris 2015).
Realistic:
The organisational values of Aristocrat consist of courage, integrity and passion. The
organisational values of Fortescue consist of components like employee empowerment,
employee safety and work life balance. A comparison between the values of the two companies
on grounds of reality shows that the values of Fortescue are more realistic compared to
Aristocrat. Values like empowerment of employment and augmentation of safety measures can
be enforced and achieved in real life. This comparison shows that the values of Fortescue are
more realistic, believable and would motivate the workers to increase their efficiencies
(Morantz 2013). This would consequently increase the standard of business excellence achieved
by Fortescue.
Timely:
The values of Aristocrat like courage and passion can be installed in the company within
short span of time. However, it can be pointed out that in comparison to the Aristocrat’s values,
the values of Fortescue like increment in safety of workers can be achieved only in the long run.
This is because such enforcement of values like increment of safety measures would require
huge long term investments like installation of modern machinery, safety training of employees
and hiring of safety personnel (Kamsu-Foguem, Rigal and Mauget 2013). Hence, it can stated
that compared to Aristocrat, the values if Fortescue can be achieved only in the long run.

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CSR OF ARISTOCRAT VS CSR OF FORTESCUE METAL GROUP
3. Corporate Social Responsibilities:
The corporate social responsibilities of the two companies Aristocrat Leisure Limited and
Fortescue Metals Group have important roles in their own company policies and procedures. A
comparison of Corporate Social Responsibilities between these two companies should be able to
understand both of these belong to different industries. Aristocrat Leisure Limited, in Sydney,
Australia, is a company that provides technologies and services to the international gaming
industry. Fortescue Metal Group is a mining company situated in eastern Perth, Australia. Since
Aristocrat is a gaming and gambling company so they do not cause pollution like the Fortescue
group (Chan, Watson and Woodliff 2014). Due to the variation in industries the mining company
is much broader and focuses on slavery, climate change, employee health and safety and
corruption. This difference shows that in comparison to Aristocrat Leisure Limited, Fortescue’s
CSR is vast and large. Fortescue’s value is at the top of their approach to CSR. They set the
moral and ethical conditions which encompasses the company. The code of conduct builds the
necessary standards of corporate and personal behavior and conduct expected from the company.
The company Fortescue metal group has joined the numerous initiatives which endorse the
maximum standards with respect to CSR and United Nations Global Impact. The community
category of Aristocrat covers the effectiveness and commitment within the national, local and
international community in which it operates its business (Mason and Simmons 2014). It
showcases the citizenship, volunteerism and charity of the two companies Aristocrat and
Fortescue metals group. The community focuses on the human rights record and the supply chain
treatment of the companies. Along with that it covers the social and environmental impacts of the
products and services of the company which helps in developing the sustainable products,
technologies and processes. The employee category evaluates the initiatives of proactive

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CSR OF ARISTOCRAT VS CSR OF FORTESCUE METAL GROUP
management, complying with the national rules and regulations and quality of policies and
programs. Employee health and safety policies, safety management systems, safety performance
record and comprehensive benefits are also included in the corporate social responsibility of the
company. Another category is environment where the data covers the interaction with the
environment along with using natural resources and the companies’ impact on the ecosystem of
the planet. It assesses the corporate performance of the environment including the regulations,
mitigation, leadership and energy efficient operations of the company(Jizi et al. 2014). There are
programs in the management which involves the stakeholders for improving the condition of the
environment. The fourth category ensures the disclosure of procedures, executive compensation
and the ethical leadership of the company. Corporate governance indicates the leadership
structure and the values that of corporate direction performance and ethics. The execution of
CSR of Fortescue is broader and more elaborate than the Aristocrat group. This is because they
have collaborations with foreign bodies like United Nations which enhances the sustenance of
natural resources and biodiversity (Ayuso et al. 2014).
SMART analysis of CSR can be compared between the two companies in the following
way. Specific- While the CSR of Fortescue is broad and vast, the CSR of Aristocrat is specific
and to the point of the nature of their business. Measurable- The CSR of Aristocrat can be
measured easily because they are not spread at large like the Fortescue metal. Achievable- CSR
of Aristocrat is easily achievable but the CSR of Fortescue is not because of the smaller
expansion of their business. Since Fortescue is a huge business therefore the CSR will not be
easily achievable. Realistic- The CSR of Aristocrat will not be realistic as compared to Fortescue
metal because of their larger expansion which might not give the desired result. Timely- The
CSR of Fortescue involves stakeholders and a variety of items like slavery, corruption and