Impact of Corporate Social Responsibility on John Lewis Marketing

This report examines the impact of Corporate Social Responsibility (CSR) on the marketing department within John Lewis, focusing on promoting profitability and financial sustainability. The project begins with an introduction to CSR and its importance, followed by an analysis of the aims and objectives of a CSR project at John Lewis, including building brand image, generating profits, and providing employment opportunities. A project management plan is then developed, detailing costs, scope, quality, risk assessment, timeframes, resources, and communication strategies. The report includes a work breakdown structure and a Gantt chart to organize tasks. The research methodology involves primary and secondary data collection, using qualitative and quantitative methods. Data analysis techniques are applied to interpret findings, and recommendations are provided for implementing CSR activities. The report concludes with a reflective report summarizing the project's key insights and findings.

Managing a Successful
Business Project

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Aims and objectives of project in John Lewis.......................................................................1
P2 Project management plan.......................................................................................................2
P3 Work break down structure and Gantt chart..........................................................................4
TASK 2............................................................................................................................................5
P4 Bring out small scale research...............................................................................................5
TASK 3............................................................................................................................................7
P5 Data analysis with using appropriate techniques...................................................................7
P6 Recommendation.................................................................................................................11
TASK 4..........................................................................................................................................11
P7 Reflective report...................................................................................................................11
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................12

INTRODUCTION
In the present era, manage a business activities and operations is biggest task for every
person. It is an essential for individual to manage the company and its functions for the purpose
of successful establishment and growth of the business. It can be possible through proper study
of environment and create employment which will support in providing growth as well as
financial viability of the particular business (Bakker, 2011). The Corporate Social Responsibility
is the duty of organisation for society welfare and well-beingness. This is best aspect to create
goodwill and increase profits for government, society, people, community, and minorities of the
country. It is necessary for every firm to consider corporate social responsibility for achieving set
goals or targets. This report is based on John Lewis which is a departmental store and operating
throughout UK. They are working for CSR and considered ethical situations for achieving
competitive advantages. This assignment will define role of CSR for profitability and financial
sustainability. It will establish project plans with aims, objectives, time frames and carry out a
mini-research by applying tools or techniques.
TASK 1
P1 Aims and objectives of project in John Lewis
This project is defined about corporate social responsibilities and its major role in
achieving predetermine goals or objectives in an effective manner. Many of firms focus on doing
CSR for the purpose of increase goodwill or brand image and achieve competitive advantages in
better ways. This will support in building better relationship among customers and also generate
more profits within the organisation. This activity can be beneficial in operating and running
business operations in an effective manner (Basu, 2014). In the modern world, there may be
difficult to manage the business in competitive environment therefore, every organisations are
focusing on adopting best tools or techniques and formulate business strategies so that they can
survive among strong competitors in well manner. They also conduct proper research and plan
for preparing project so that appropriate data or informations can be gathered regarding best
methods or tools to run an organisation..
Topic: “The impact of Corporate Social Responsibility on the Marketing Department within
John Lewis to Promote Profitability and the Financial sustainability”.
Background of project:
1

This project consider the CSR activities which can be beneficial for every business firm
as they can promote its products or services in an efficient way. There is required to adopt best
marketing tools or promotional strategies so that particular goals or objectives can be
accomplished. John Lewis is focusing on providing several benefits to the internal or external
customers so that profits can be maximised. They also keep the environment clean by performing
their duty or responsibilities in well manner.
The John Lewis is a chain departmental store and its headquartered in London, UK.
There are various kinds of products or services are provided by this firm (Benn, 2011). Their
main objectives is to increase more profitability and financial sustainability with the helps of
considering proper corporate-social responsibility so that internal and external customers can be
satisfied in better ways. They included it in the strategies so Waitrose is planning for CSR by
undertaking major objectives such as increasing strong brands with growth, provide employment
opportunity, perform better with partners and pay, and financial sustainability as well. These all
are necessary to run the business so that John Lewis can improve its brand image and accomplish
set targets or objectives.
Aims: To perform CSR activities and implement it for the purpose of promoting profitability and
financial sustainability.
Objectives:
 To analyse the impacts of Corporate Social Responsibility on the marketing functions.
 To consider CSR for promoting profitability and financial sustainability.
 To provide employment opportunity for generating profits and growth.
 To build better relationship among social people for increasing goodwill in the
marketplace.
P2 Project management plan
In this defined as the proper project management plan that must be formulated for
developing and managing the business in successful manner (Bolton, 2011). In this included
some necessary stages for administrating entire organisational functions or activities so that
predetermined goals and outcomes can be achieved. This plan is very necessary for managing the
business operations by considering available resources, risks, communication process, time
frame and many more that required for project planning and its implementation regarding CSR in
better ways. These are as following:
2

 Cost: This is an one of the major factors which is required to consider in the project
management planning for corporate social responsibilities by companies. It consists
several activities which must be focused on increasing brand values or profitability in
an appropriate manner. There are needed enough costs or expenses so that this project
can be implemented (Benn and Dunphy, 2014). Therefore, John Lewis has to prepare as
project budget for performing CSR activities in the local as well as global areas. At
least 250000 Euros for spending on this project. Scope: CSR has wide scope for small as well as large scale firms for building good
relationship and brand reputation in the market place. There are many of successful
business organisation who are taking support from CSR and achieving growth as well
as financial sustainability in well manner. John Lewis also try to provide various
benefits and support for the purpose of gaining competitive advantages. In this requires
Gantt charts, graphical representation and appropriate data or interpretation so that best
outcomes can be accomplished. Quality: in this required the quality and better services must be provided by the
organisation to meet with desired goals or objectives in well manner. It must be
compulsory to manage or maintain the project with quality so that CSR activities can be
done by the Waitrose or John Lewis. This will be helpful in building strong relationship
among targeted audiences and employees as well. Risk: It is another major factor which must be undertake for preparing appropriate
project plan. It generally concern with various uncertainties or risk factors which create
barriers for generating profits and running business in an effective manner (Griffiths,
2014). Project manager consider the risk assessment that can occur while performing
CSR activities in the John Lewis. In this included several factors such as over-costing
risk, determining proper tool, implementation of strategies and many more. Therefore,
company require to identify such factors and formulate strategies so that CSR project
can be made successful in better ways. Time: Time is best and necessary component which support in making a project more
efficient. It helps in planning of particularly so that entire activities can be scheduled
within a time frame for the purpose of achieving set targets or goals in an effective way.
3

John Lewis also set their time period for CSR activities so that they can meet with
desired outcomes. Resources: For making the appropriate plan, this is necessary to identify all available
resources and financial facilities that are requires to perform entire activities for
achieving best possible outcome. CSR project requires various kinds of resources such
as human resource, funds or capital, technologies and many others.
 Communication: John Lewis have to adopt best channel or medium of communication
for producing proper information regarding projects to the every people so that
particular plan can be implemented in an appropriate way (Closs, 2011). It is very
important to make aware of every individual regarding plans and CSR project so that
they can implement as well as management of successful business.
P3 Work break down structure and Gantt chart
It is defined as the break down of the entire work among small activities so that every
employees can perform it effectively and efficiently to accomplish set targets. In this required
proper frame time work for allocating task among activities and complete them for getting
succeed. There are defined some activities and time to complete particular project such as: Aims or objectives: It is the first phase in which researcher make plan and decide aims or
objectives of the project so that they can be achieved within defining time period. It
usually based on specific theme as well as project's topic in which requires at least 1 day
for accomplishment. Management of plan: It is second phase in which manager consider the plan and ensure
about special requirements to complete such project (Speier and Meacham, 2011). In this,
company make decisions for completing task with the helps of various components such
as quality, time, risk, scope and communication to attain set targets. In this requires at
least 2 days. Secondary and primary research: CSR activities are very beneficial for every business
that have directly impacts on the people relations and growth of the firm. There is
necessary to conduct the research as primary and secondary for getting relevant data
regarding CSR project theme. In this required at least 9 days for completion of project. Data interpretation and analysis: In this process, project manager generally consider the
gathered data and analyse them for appropriate research. In this undertake various forms
4

for collecting data by interviews, questionnaires and surveys (Crane and Matten, 2016). It
will take around 2 days. Recommendation: This is major part in which researcher provide suggestion regarding
the implementation of CSR activities or project for achieving set targets in well manner.
In this needed approx 5 days for completing project.
 Self reflection: In this, individual provide personal views about the project report. It will
take at least 2 days.
TASK 2
P4 Bring out small scale research
Primary method: In this consider the data collection method for gathering information in
first time by manager. Ins this method, all collected data are known as raw information that
convert for making those better manner and use for particular research. In this included various
methods to collect information such as observation, interviews method, schedules, questionnaire
and many others. These are very beneficial for gathering data about corporate social
responsibility as how it can be impacted on John Lewis growth or financial sustainability in
effective manner.
Secondary method: In this included those data that has collected before by someone.
Researcher generally consider this method for gathering data so that predetermined outcomes can
be achieved (Grosbois, 2012). Here are some important methods which are beneficial in
gathering information by considering such as publications, trade papers, internet, journals or
articles, historical documents etc.
Qualitative data: In this defined various data that are collected in the form of qualitative
manner. These information cannot be measured by using numerical methods such as satisfaction
experiences, and services qualities. So, researcher try to measure these in qualitative way as John
Lewis can get information as per the customers point of views regarding products or services and
their reputation in the marketplace. They can get feedbacks from the customers for knowing their
satisfaction level as how can satisfied due to purchasing behaviours, bargaining power of
suppliers and know their taste or preferences in an appropriate way.
Quantitative data: In this method, all data are measured in the quantitative form that can
analysed and use for getting bests outcomes in more effective manner. In this, researcher identify
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the customers spending capacities for satisfying their needs or wants. Therefore, these data can
be stored and measured for reaching at targeted audiences.
Data sampling: This is an essential for measuring data and collection of proper
information so that specific outcomes can be attained (Doherty and Ashurst, 2012). In this
defined as the techniques for selecting, gathering, analysing of relevant data for CSR study and
project. Researcher select few size or sample size of data from the pool for the purpose of
analysis to get results.
Questionnaire
Name:
Gender:
Age:
Q.1. Does John Lewis use activities of corporate social responsibility?
 Yes No
Q.2. Do you think CSR activities has major impacts on marketing department for attaining
desired goals and objectives?
 Yes No
Q.3. Does the Corporate Social Responsibility activities promote profitability and financial
sustainability in John Lewis?
 Agree Disagree
Q.4. Should John Lewis consider Corporate-social responsibility?
 Yes No
Q.5. In John Lewis, what is the advantages of CSR activities?
 Increase profitability and financial sustainability
 Enhancement in consumer base Increase better image in society
6

Q.6. In which areas, Waitrose can perform CSR activities?
 Safety and security of environment
 Women welfare
 Child Exploitation
TASK 3
(Covered in PPT)
P5 Data analysis with using appropriate techniques
There are defined various data or information related to CSR and interpretation for
getting best possible outcomes in better ways. These are necessary to make better decision for
the organisation for its development in an effective manner. In this undertake the sample size
which are 20 respondents for data interpretations.
Interpretation
Theme 1:
Q.1. Does John Lewis use activities of
corporate social responsibility?
Frequency
Yes 14
No 6
Interpretation: From the above informations, it can be analysed that there are major impacts of
the corporate social responsibilities that support ion increasing growth and create better goodwill
in the market. John Lewis can consider the CSR activities for building better relationship among
7
14
6
Yes
No

people in more efficient manner so there are some number of components such as 14 out of 20
who believes in this as they are ready to adopt such techniques for increasing reputation in the
international market.
Q.2. Do you think CSR activities has major
impacts on marketing department for attaining
desired goals and objectives?
Frequency
Yes 15
No 5
Interpretation: In this form or questions, it can be analysed that corporate social responsibility
play an important role in achieving set targets or goals of the organisation. It has direct impacts
on the marketing department which support in generating revenues through maximum selling of
products. 15 out of 20 believes but rest people do not think so.
Q.3. Does the Corporate Social Responsibility
activities promote profitability and financial
sustainability in John Lewis?
Frequency
Agree 11
Disagree 9
8
15
5

Interpretation: In this defined that there are major effect on the profitability and financial
sustainability in the John Lewis as they can promote their business through better corporate
social responsibility and social services to the internal and external customers in an effective
ways.
Q.4. Should John Lewis consider Corporate-
social responsibility?
Frequency
Yes 14
No 6
Interpretation: In this describe that CSR is an essential in winning customers trust and create
better position in the society. John Lewis is dealing in several products or services in the
departmental store so CSR can be effective and beneficial for attaining set targets as 14 out of 20
agreed with this.
Q.5. In John Lewis, what is the advantages of
CSR activities?
Frequency
Increase profitability and financial 10
9
11
9
Agree
Disagree
14
6

sustainability
Enhancement in consumer base 5
Increase better image in society 5
Interpretation: In this consider several advantages and benefits regarding CSR that company
can consider for accomplishing particular targets and increase growth as well as financial
sustainability in well manner.
Q.6. In which areas, Waitrose can perform
CSR activities?
Frequency
Child Exploitation 10
Safety and security of environment 7
Women welfare 3
10
Increase in ratio of profits
Enhancement in consumer base
Depict better image in society
0
1
2
3
4
5
6
7
8
9
10

Interpretation: There are number of areas and fields that can be undertaken by the Waitrose for
performing particular task or objectives. Company can use corporate social responsibilities
P6 Recommendation
There are defined number of issues or problems regarding corporate social
responsibilities which can affects on the business performance in various ways. Many of
organisations are facing such situations due to increasing particular problems so they have to
organise CSR programs for improving business performances and accomplish set targets in an
efficient manner (Peppard, 2012). John Lewis company which is departmental stores and dealing
in several countries so they requires to consider the CSR which can be beneficial in increasing
growth and financial sustainability for the organisation. They can get maximum benefits through
utilisation of Corporate social responsibility in the firm so that predetermine goals or objectives
can be accomplished. There are defined number of advantages of CSR which can impacts on the
company and increase profitability with the helps of customer satisfaction and their desired
expectation as well. They consider this and provide employment opportunity to the society
people, their welfare, increase brand image, achieve growth and many more for financial
sustainability in an effective manner. They also can undertake safety and security of
environmental aspects so that people can be developed as it will support in managing and
maintaining relationship with them so that they can achieve long term benefits (Epstein and
Buhovac, 2014). CSR activities is one of the best tool or technique for managing and running
business so that they can survive in the competitive environment in an effective ways. It is also
beneficial for attaining competitive advantages through effective CSR and business
performances.
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child exploitation
Safety and security of environment
Women welfare
0
2
4
6
8
10
Column C

TASK 4
P7 Reflective report
In this project report it can be analysed that corporate social responsibility play vital role
in accomplishing targets or goals by building relationship and maintain brand image in better
ways. CSR is responsible in grabbing opportunities and provide better platform to the business in
developing their operations or functions. Along with this, I have learned about the making any
project by considering appropriate plans and various components such as quality, time, cost and
communication process for making CSR project planning in more significant manner. I also
learned that how to use Gantt charts and analyse data with interpretation so that particular aims
or objectives can be achieved. In this undertakes primary and secondary data. I have learnt
different theories or practicals for the purpose of making effective and systematic research report
of corporate social responsibility in the John Lewis.
CONCLUSION
As per the above report, it has been concluded that corporate social responsibility play an
important role in gaining maximum outcomes and benefits for the organisation. It is the primary
duty of the organisations that to undertake the CSR activities and attain best possible results in
significant manner. It is beneficial for every individuals such as people, society development,
community, government, and corporate world. This report is defined about the John Lewis
company that make agreements for doing CSR for the purpose of building good relationship with
social people and create employment opportunity for increasing profitability and financial
sustainability in the future so that long term benefits can be gained.
12

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