Project on Corporate Social Responsibility and Sainsbury's Performance

This project examines the Corporate Social Responsibility (CSR) activities of Sainsbury's, aiming to understand their impact on sustainability and competitive advantage. The project begins with defining aims, objectives, and a project management plan, including cost, scope, time, and risk assessment. A work breakdown structure and Gantt chart are developed for efficient project execution. Small-scale research is conducted using both quantitative and qualitative methods, involving employee surveys and manager interviews to gather data on CSR perceptions and effectiveness. The collected data is then analyzed using appropriate techniques, followed by recommendations for improving Sainsbury's CSR strategies. The project concludes with a reflection on the value of the research in meeting the objectives and achieving desired performance outcomes.

CORPORATE SOCIAL RESPONSIBILITY AND ITS
IMPORTANCE FOR SUSTAINABILITY AND COMPETITIVE
ADVANTAGE
1

Table of Contents
Project Definition..............................................................................................................3
Part 1................................................................................................................................3
P1. Devising aims and objectives for Project...................................................................3
P2. Producing project management plan for implementing cost, scope, time, quality,
communication, risk and resources..................................................................................4
P3. Producing work breakdown structure and a Gantt chart for providing timeframes and
stages related to completion............................................................................................6
Part 2................................................................................................................................9
P4. Carrying out small scale research with the use of quantitative and qualitative
research methods for meeting objectives as well as aims...............................................9
Part 3..............................................................................................................................11
P5. Analysing research and data using appropriate techniques and tools.....................11
P6. Communicating proper recommendations for valid as well as meaningful
conclusions.................................................................................................................... 17
P7. Reflecting value of undertaking research in order to meet objectives as well as
performance................................................................................................................... 17
Reference List................................................................................................................ 19
Appendices.................................................................................................................... 20
2

Project Definition
Corporate Social Responsibility is a way of attaining balance among economic, social
as well as environmental elements by every corporate sector. It is the duty of
enterprises to contribute some part of their business profit for social cause. Proper CSR
activity helps in strengthening reputation of every business company. In this research
project, Sainsbury’s is taken as an example for better understanding of CSR. In this
project, aims as well as objectives are clearly discussed. Cost and time are involved in
performing this project is stated clearly. Several research methods that show in what
way, research need to be done is stated. Qualitative and quantitative research has been
done in this study for understanding of CSR conduction of this company.
Figure 1: Logo of Sainsbury’ss
(Source: Sainsburys.co.uk, 2017)
Part 1
P1. Devising aims and objectives for Project
Problem Statement
Previous research shows that supermarkets are unable to manage their business
projects of CSR successfully. They are facing several social issues and downfall in
market shares. As a result, CSR conduction cannot be done suitably. Sainsbury’s
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comes among top supermarket chain of UK. For improving CSR activities, this research
is being done.
Project strategy
The strategy of the project in that in what way, Sainsbury’s can improve competition in
market by using CSR activities.
Project Aim
The project aims at impact of CSR activities on Sainsbury’s for maintaining
sustainability as well as competitive advantage in business
Project objectives
 To understand importance of CSR strategy followed by Sainsbury’s
 To examine the effectiveness of CSR activities that are followed in Sainsbury’s
 To evaluate in what way, CSR activities of Sainsbury’s helped in its growth in
business sector
 To recommend different techniques for improving CSR activities of Sainsbury’s
P2. Producing project management plan for implementing cost,
scope, time, quality, communication, risk and resources
Performance, Cost, Time objectives
Cost and time has been calculated from early stage so that no issues occur while
conduction of research. Face to face interview has been arranged for both employees
as well as managers of Sainsbury’s. Some amount is required to be spent on different
employees so that they can take part in this interview process. Tenure of 20 weeks has
been formulated for successful completion of this project. A proper arrangement of
every task in this research has been done. This will assist in proper execution of this
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plan. Performance will be at a great height if such plan is seriously considered in course
of work (Sainsburys.co.uk, 2017).
Deliverables
Outcomes of this project are intangible because it will help in enhancing CSR activities
of Sainsbury’s. As a result, brand reputation will be increased if such services are
provided by this company for society.
Communication Plan
Proper interaction with employees and managers are done for better knowing about
work processes of Sainsbury’s. This will enhance factors related to success of this
project. Ethical aspects of business are considered suitably for ensuring better results.
Moreover, communication process of top management will be done suitably so that
accurate information can be gained.
Quality
In this research, quality is maintained properly so that work performance is not
hampered at any cost. Since this research aims at improving CSR activities of
Sainsbury’s, quality of service need to be ensured. This is possible when proper
monitoring of task is done during execution of this project.
Risk and resources
Risk need to be ascertained from initiation of this project. This will lead to successful
completion of this project. Moreover, risks can be converted to profit factors if accurate
measures are taken in this project. Resources of this project like existing literature and
secondary articles will help in synchronized execution of this task.
Project Scope Statement
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Project Scope includes several techniques of CSR that will aid in contributing greatly to
business processes. However, close surveillance is excluded in this project.
Included Scope
In this project, cost of project execution, time required for completion of this project and
identification of risks is incorporated in this project. These constraints will help in
bringing success for this enterprise. Information is recorded from manager suitably
because it will help in achieving aim of this project activity.
Excluded Scope
Close monitoring is excluded from this project because emphasis is laid upon improving
CSR activities of Sainsbury’s for gaining competitive advantages.
Success Criteria
Measurement of success of this project is done by evaluating satisfaction of internal
stakeholders and examining whether project objectives are attained or not. If
constructive outcomes are laid out, then it can be considered as a victory is gained in
project.
Project Assumptions
It is assumed that existing CSR activities of Sainsbury’s are quite good and helps in
bringing progression in its business. However, it has been assumed that this project will
assist in achieving successful outcome for this enterprise.
P3. Producing work breakdown structure and a Gantt chart for
providing timeframes and stages related to completion
Implementation to plan
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Phase 3Phase 2
Project requirement
Data requirement
Identification
Costing
Design of project
Research methodology
Approaches
Data collection method
Quantitative method
Qualitative method
Concluding project
The plan is implemented in an organized way because it will lead to proper operation of
work. Initially, collection of data from secondary resources needs to be done. Then
analysis process need to be conducted followed by incorporation of plan.
Work breakdown Structure
Figure 1: Work Breakdown structure
(Source: Influenced by the view of Öberseder et al. 2017, p.302)
Gantt chart
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Project
Phase 1

Main activities Day 1
to Day
20
Day
21 to
Day
50
Day 51
to Day
80
Day 81
to Day
100
Day
101 to
Day
120
Day
121 to
day
140
Selecting the
topic of
research
Gathering
information
regarding topic
Selecting
organisation for
research
Collecting data
via qualitative
and quantitative
method
Analysing Data
Findings
Conclusion and
recommendatio
n as well as
linking with
objectives
Final
completion
Table 1: Gantt chart
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(Source: Created by author)
Project Processes
Processes of this project start from collection of information regarding the topic.
Selection of organisation is done that is conducting CSR activities suitably. After that,
data analysis is done to reach to a successful conclusion.
Part 2
P4. Carrying out small scale research with the use of quantitative and
qualitative research methods for meeting objectives as well as aims
Specification of Research
Research specification procedures comes under some rules that need to be followed
while conduction of research. Nieroda and McGoldrick (2017, p.666) mentioned that
research can never be done accurately if research specifications are not undertaken.
There are numerous approaches that are needed to be for proper running of research.
Positivism, deductive and descriptive approach assists in appropriate conduction of
research.
Positivism Approach: There are two important approach of specification of research
namely, positivism and interpretivism. In order to conduct this research, positivism
research approach is undertaken. This research activity is based upon important facts
and is a real task. This philosophy of research will prove beneficial for the following
research. However, interpretivism approach will not be effective for this research
because logical explanation of the topic cannot be given with usage of such approach.
Deductive: Inductive and deductive approach such aspects that lead to successful
completion of a project. Deductive approach is used for this study. García‐Sánchez and
Martínez‐Ferrero (2017, p.24) commented that deductive methods comprises of existing
theories and methods. That is why; this method is used for this activity.
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Descriptive: In descriptive process, concentration is mainly laid upon information that is
gained from previous researches. In order to understand what is happening in research,
this approach is used for this study. CSR activities are important for every business
ventures for sustaining competition in market (Pomering, 2017, p.172). If this method is
used for research regarding CSR, several significant points will be discovered, which is
not possible if other approaches were taken.
Data Collection Methods: Wolter et al. (2017, p.399) mentioned that Primary and
Secondary data collection are two data collection methods used for successful
conduction of research. Primary data collection is done by qualitative and quantitative
method whereas secondary data collection tools include books and websites. In this
following research, primary research techniques are being used for prime collection of
data. Quantitative method is done for surveying a group of people. However, qualitative
method is done for interviewing managers of an organisation.
Tools for Data Collection: Multiple set of questions are set in quantitative data
collection process. These questionnaires are close-ended whereas open ended
questions are asked for getting answers from managers.
Sample size and techniques: 27 employees are taken for conducting quantitative data
collection process. 2 managers are taken for qualitative data collection process.
Accuracy and reliability: Data collected from such sources are accurate and reliable.
Luo et al. (2017, p.322) stated that quantitative and qualitative data collection methods
brings accurate results in any research.
Part 3
P5. Analysing research and data using appropriate techniques and
tools
Quantitative Method (Questioning 27 respondents)
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1) Do you think Sainsbury’s is performing its CSR activities properly?
Options Response
Percentage (%)
No. of
respondents
Total no. of
respondents
Excellently
performing
66.66 18 27
Performing
suitably
55.55 15 27
No, not at all
performing
37.03 10 27
Not sure 29.62 8 27
Table 2: Proper CSR activity
Excellently
performing Performing
suitably No, not at all
performing Not sure
0
10
20
30
40
50
60
70
Proper CSR activity
Percentage (%)
Figure 2: Proper CSR activity
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Analysis
Majority of people are responding that Sainsbury’s is performing their CSR activities
suitably. Minority replied that they were not sure about this fact related to Sainsbury’s.
This means that Sainsbury’s are conducting it CSR activities properly and it has gained
huge popularity among people. However, there were group of people that carries an
opinion that this company is not performing their CSR activities properly. This means
that some improvement needs to be done in CSR activities for ensuring profitable
results in business. It is required that this company need to up take new and innovative
ideas in their strategies for better results. That is why; this company needs to enrich
their CSR strategies with standard techniques for setting up a new standard of success.
Tactful decisions are required to be taken for gaining extra advantages in business. In
order to sustain competition in market, CSR needs to be improved. This will help in
maintaining brand image in front of people. Apart from this, brand reputation will not be
affected if enhancements in CSR activities are done.
2) How much you are satisfied with CSR activities of Sainsbury’s?
Options Response
Percentage (%)
No. of
respondents
Total no. of
respondents
Very satisfied 48.1 13 27
Partially satisfied 55.5 15 27
Neutral 40.7 11 27
Not Satisfied 25.9 7 27
Table 3: Satisfying CSR activities
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Satisfying CSR activities
Very satisfied
Partially satisfied
Neutral
Not Satisfied
Figure 3: Satisfying CSR activities
Analysis
This question showed that majority section of people was partially satisfied with CSR
activities of Sainsbury’s. Such people expect more from this supermarket chain and
they want this company to enhance their CSR activities more. This will prove beneficial
for this entity if such steps are taken. Half of respondents were not happy with CSR
activities that are conducted by Sainsbury’s. Some remained neutral to such responses
and they were not ready to accept that CSR was performed suitably in this venture.
Therefore, it can be stated that it is a high time when some addition needs to be done in
CSR strategies. This will lead to bring change in work practices of this entity thereby,
bringing more satisfaction among people. This company is one of the leading
supermarket chains of UK. This research project and its surveys inform that CSR
activities are quite good in this venture. However, society wants some more CSR
activities from Sainsbury’s. Therefore, inclining more number of people towards
satisfying CSR will help in gaining high position in market. Along with that, an influential
position can be held in market if enhanced strategies of CSR are taken in this sector.
Though minority of people were not satisfied yet they are of similar importance for this
business sector as much as other people are.
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3) How much do you agree that CSR activities contributed towards growth of
Sainsbury’s in business sector?
Options Response
Percentage (%)
No. of
respondents
Total no. of
respondents
Strongly agree 74.07 20 27
Partially agree 59.25 16 27
Agree 44.44 12 27
Disagree 48.14 13 27
Table 4: Growth of Sainsbury’s
Strongly
agree Partially agree Agree Disagree
0
10
20
30
40
50
60
70
80
Growth of Sainsbury’s
Percentage
Figure 4: Growth of Sainsbury’s
Analysis
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Large section of people in society agreed strongly that CSR activities assisted in growth
of Sainsbury’s. This shows that numerous people are happy with such progress of this
venture. Brand loyalties of people are reflected from response of this question when it is
asked to people. Some people partially agreed that growth of this company occurred
because of effective CSR strategies of this entity. CSR activities of this entity are very
efficient in work and are helping in gaining victory for this enterprise. However, it is
essential that this position is maintained in present market. For sustaining such position,
it is essential that this organisation need to evolve more in their work practices. New
and current trends of CSR need to be undertaken. All these will help in bringing success
for this entity. In addition to this, CSR can help in contributing towards noble cause. This
will help in indulging more customers towards this enterprise. This organisation will be
able to reach height of success if popularity is achieved among people. Therefore,
growth can be ascertained in business sector of this venture.
Qualitative Research (Interviewing 2 managers)
1) What CSR strategies are followed in your organisation and how is it important
for your firm?
According to first manager, food donation campaigns, providing employment to
physically handicapped people and using sustainable work practices are followed in
Sainsbury’s. The manager added that these activities are very important for this firm
because it lead to immense growth for this entity. Second manager contradicted with
words of first manager and said that this company donated to NGOs for conducting its
CSR activities. This manager also mentioned that CSR activities are helpful for
sustaining competition in market. He added that these strategies brought huge growth in
Sainsbury’s.
2) What steps are being taken by your enterprise to improve their CSR strategies?
According to first manager, new and advanced technologies are used for reaching to
poor and distress people of society. He said that such people are brought under their
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service and provided full assistance for leading a better life. Along with that, employees
are trained suitably so that they can provide their best efforts in every task. Second
manager said that employees are motivated at every stage of work. This led top
management of this company to bring a unity in work place and perform new
undertaken CSR strategy with great enthusiasm.
Analysis
Answers of managers displayed that this venture is trying their utmost to improve their
CSR strategies for the sake of society. This helped them to maintain good position in
market and bring more evolution in place of work. New CSR strategy can prove greatly
profitable for this enterprise if they conduct it appropriately. This shows that Sainsbury’s
is trying its best to maintain competition in market by executing its CSR activities
properly.
P6. Communicating proper recommendations for valid as well as
meaningful conclusions
After survey and evaluation words of managers, it is recommended that Sainsbury’s had
to observe their business processes minutely. This will lead to implement new strategies
for their business. Present business environment is enhancing at a rapid rate. In order
to attain long-term benefits in business, every business sector need to change their
business strategies continuously. As a result, it will add immense advantage to business
practices thereby, maintaining proper business advantage. Cooperation in business
environment needs to be present for up taking new and advanced strategies in business
environment. It is highly recommended that innovative and creative ideas need to be
incorporated in business practices. This will aid in furtherance of CSR of Sainsbury’s. In
addition to this, invest and communication process needs to be developed further for
better outcomes.
Therefore, it can be concluded that Sainsbury’s is conducting its business properly and
is trying to maintain suitable CSR in business. As a result, healthy relationship prevails
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in work environment between employees and top management. This company has
become successful in maintaining a strong brand image in global arena.
P7. Reflecting value of undertaking research in order to meet
objectives as well as performance
Linking with Objective 1:
In qualitative method of data analysis, objective 1 has been met properly. Question 1
that is asked to both managers helped in meeting objective 1 where importance of CSR
activities is asked to them. CSR is an important aspect for this entity and they follow
such strategies suitably in business processes. Managers stated in what way, CSR has
proved profitable for their enterprise. They informed that such strategies helped in
sustaining huge competition in market.
Linking with Objective 2:
In quantitative method, question 1 and question 2 successfully met this objective of
research related to CSR. Majority of respondents were partially satisfied with
performance of this entity. In this case, up gradation of CSR activities is required greatly
for better results. Structure of this entity needs to be improved suitably so that
development can be noticed in business. Moreover, cooperative as well as highly
efficient working employees will lead to enhance demand of this entity.
Linking with Objective 3:
Question 3 of quantitative method is linked with this objective of the research activity.
Growth of this organisation is noticed eventually in this sector. CSR activities assisted in
bringing for this venture. Majority of respondents of this questions provided positive
feedback. That is why; it can be stated that if some changes are made in CSR, it will
help in bringing great success for this entity. This venture will get immense popularity if
such measures are taken in business of supermarket.
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Linking with Objective 4:
In conclusion and recommendation, this objective is met properly. This helped in
understanding what steps can be taken for ensuring better outcomes in business. It is
required that recommendation need to be taken seriously for improving work practices.
Moreover, employees will be encouraged and will try to perform far better in workplace.
New era of business has been started and companies need to follow every rule of this
trend for ensuring fruitful aftermaths.
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Reference List
Öberseder, M., Schlegelmilch, B.B. and Gruber, V., (2017). “Why Don’t you care about
CSR?–A Qualitative Study Exploring the Limited Role of CSR in Consumption
Decisions. In The Customer is NOT Always Right? Marketing Orientationsin a Dynamic
Business World, Springer, Cham, 32(4), pp.301-305.
Nieroda, M. and McGoldrick, P., (2017). Healthy Eating Promotion: Translating
Consumer Expectations into CSR Strategies (An Abstract). In Creating Marketing Magic
and Innovative Future Marketing Trends, Springer, Cham, 55(7), pp.665-666.
García‐Sánchez, I.M. and Martínez‐Ferrero, J., (2017). Independent Directors and CSR
Disclosures: The moderating effects of proprietary costs. Corporate Social
Responsibility and Environmental Management, 24(1), pp.28-43.
Pomering, A., (2017). Communicating CSR Through Corporate Image Advertising.
In Handbook of Integrated CSR Communication, Springer International Publishing,
66(4), pp.171-190.
Wolter, J., Cronin, J.J. and Smith, J., (2017). Evidence of the Primary Role of
Environmental Image in Consumer CSR Evaluations. In The Customer is NOT Always
Right? Marketing Orientationsin a Dynamic Business World, Springer, Cham, 74(1),
pp.398-401.
Luo, X.R., Wang, D. and Zhang, J., (2017). Whose call to answer: Institutional
complexity and firms’ CSR reporting. Academy of Management Journal, 60(1), pp.321-
344.
Sainsburys.co.uk. (2017). Cite a Website - Cite This For Me. Available at:
https://www.sainsburys.co.uk/ [Accessed on 2 Apr. 2017].
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Appendices
Appendix 1: Quantitative Research
1) Do you think Sainsbury’s is performing its CSR activities properly?
Options Response
Percentage (%)
No. of
respondents
Total no. of
respondents
Excellently
performing
Performing suitably
No, not at all
performing
Not sure
2) How much you are satisfied with CSR activities of Sainsbury’s?
Options Response
Percentage (%)
No. of
respondents
Total no. of
respondents
Very satisfied
20