CSR Impact on Sainsbury's Profitability and Financial Sustainability

This report presents a detailed analysis of the impact of Corporate Social Responsibility (CSR) on Sainsbury's, a major UK retail company. The study begins by defining CSR and outlining the project's aims, objectives, and research questions, focusing on the relationship between CSR activities and profitability. A project management plan is established, including timelines, costs, and risk assessments. The research employs both qualitative and quantitative methods, including a questionnaire to gather consumer opinions on Sainsbury's CSR practices. Data analysis reveals consumer awareness of CSR, their views on its impact on profitability, and their preferences for CSR activities. The report concludes with recommendations for improving CSR strategies to enhance financial performance and sustainability, drawing meaningful conclusions from the collected data. The report also includes a work breakdown structure, Gantt chart, and references to support the findings.

MANAGING A
BUSINESS
RESEARCH
PROJECT

TABLE OF CONTENTS
TASK 1............................................................................................................................................3
Project aim and objectives for the chosen scenario ....................................................................3
P 2 Project management plan including aspects of cost, scope, time, quality, communication
and risk ........................................................................................................................................4
P 3 Work breakdown structure and Gantt chart for providing time frame stages for completion
......................................................................................................................................................5
TASK 2............................................................................................................................................6
P 4 Small scale research by applying qualitative and quantitative research methods ................6
TASK 3 .........................................................................................................................................17
P 5 Analysis of research and data using appropriate tools and techniques ...............................17
P 6 Communicate appropriate recommendations for drawing meaningful conclusions ..........18
TASK 4 .........................................................................................................................................19
P 7 Reflect on the value of undertaking the research ................................................................19
REFERENCES .............................................................................................................................21
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RESEARCH TITLE :- The impact of CSR on a functional area within an organization to
promote profitability and financial sustainability. A study on Sainsbury's
TASK 1
Project aim and objectives for the chosen scenario
Corporate social responsibility (CSR) is defined as initiative taken by an organization for
making positive changes in lives of local community people. It is responsibility taken by a
venture towards social and environmental perspective (Türkel, Uzunoğlu and Vural, 2016). It is
critical that business should use their power and revenue for making positive changes in the
society and environment. Different community development programs are started by the
companies and it supports for making changes in lives of people.
Social activities carried out by a group includes health, primary education, women
empowerment skill training and entrepreneurship. CSR activities are performed at local,
regional, national and global level and it supports for making globally agreed sustainable
development. Present research is based on Sainsbury's which is one of the largest retail company
of UK and offers superior quality products for its consumers (Sainsbury's . 2017). Business
needs to take accountability towards society, community people and environment. Operational
activities that are performed by the company produces waste and it ultimately gives impact on
the local environment. Retail industry of UK is growing at a faster pace and many organizations
are working in this sector and offering products to the clients (Das and Bhunia, 2016). It has
become vital that competitive advantage should be gained for the business so that loyalty of
buyers can be gained. There are various methods that the researcher has used for assessing the
significance of CSR activities to promote profitability and financial stability.
Aims and Objectives for the present study are as mentioned :-
Aim :- The impact of CSR on a functional area within organization to promote profitability and
financial sustainability. A study on Sainsbury's
Objectives :-
 To understand importance of Corporate social responsibility (CSR) for a business.
 To ascertain the relationship in CSR activities performed by a company and profitability.
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 To recommend various CSR activities that can be used by business for making positive
improvements in financial performance.
Research questions
1. What is importance of CSR activities for enhancing profitability of a business?
2. What is the relationship between CSR and profitability earned by a company?
3. What are the different CSR activities that could be used by a business for making
improvements in profitability and financial performance?
P 2 Project management plan including aspects of cost, scope, time, quality, communication and
risk
It is imperative that project management plan should be designed in sequential and
logical manner so that required outcomes from the project can be achieved successfully.
Task Name Duration Start Finish Predecessors
Research project 92 days 03/28/17 Thu 7/6/17
Determining the research title
research Tile 22 days Mon 2/27/17 Thu 3/30/17
Discovering the research title 8 days Mon 2/27/17 Fri 3/10/17
Making predicament argument 4 days Mon 3/13/17 Mon 3/20/17 1
Framing performance 6 days Tue 3/21/17 Thu 3/30/17 3
Executing the plan 59 days Fri 3/31/17 Fri 6/23/17
Carrying out literature review 14 days Fri 3/31/17 Fri 4/21/17 4
Determining research
methodologies 16 days Mon 4/24/17 Wed 5/17/17 5
Evaluating cost that could occur
while completing the project 5 days Thu 5/18/17 Fri 5/26/17 7
Analysis of data and information
and representation of outcomes 19 days Mon 5/29/17 Fri 6/23/17 7
Evaluation of result and outcomes 9 days Mon 5/29/17 Mon 6/12/17 9
Completion of the project 16 days Tue 6/13/17 Thu 7/6/17
Conclusion and recommendations 7 days Tue 6/13/17 Fri 6/23/17 10
Corroboration of results 5 days Mon 6/26/17 Tue 7/4/17 12
Day of submission 1 days Wed 7/5/17 Thu 7/6/17 14
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P 3 Work breakdown structure and Gantt chart for providing time frame stages for completion
5

TASK 2
P 4 Small scale research by applying qualitative and quantitative research methods
Data analysis is significant part of the research study and it expedites for performing the
research study in constructive manner. Questionnaire for conducting the present research is as
follows :-
Questionnaire
NAME :-
AGE :-
GENDER :-
EDUCATIONAL QUALIFICATION :-
(1) Are you aware about the Corporate social responsibility practices that are followed by
Sainsbury's?
(A) Yes (B) No (C) Can't say
(2) Do you agree that CSR practices supports for improving the profitability of Sainsbury's ?
(A) Strongly agree (B) Agree (C) Neutral (D) Disagree (E) Strongly disagree
(3) In your opinion what are the major reason for which a company should adopt CSR activities
?
(A) Promoting corporate image (B) Improving employee satisfaction (C) Attracting consumers
(D) Making positive changes in the society
(4) Do you agree that existing CSR practices that are followed in the company are satisfactory ?
(A) Strongly agree (B) Agree (C) Neutral (D) Disagree (E) Strongly disagree
(5) Which of the following activities as per your opinion should be included in CSR ?
(A) Health care activities (B) Society well-fare programs (C) Women empowerment (D)
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community development (E) Educational program
(6) Do you feel that there is need to make improvements in CSR practices that are currently
followed by Sainsbury's ?
(A) Yes (B) Can's say (C) No
(7) Do you think that sales of the company can be enhanced through CSR practices?
(A) Strongly agree (B) Agree (C) Neutral (D) Disagree (E) Strongly disagree
(8) Do you feel that more number of consumers can be attracted for selling products of the
company by involving in different CSR practices ?
(A) Strongly agree (B) Agree (C) Neutral (D) Disagree (E) Strongly disagree
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Theme 1 :- Consumers are aware about the Corporate social responsibility practices that are
followed by Sainsbury's.
(A) Yes 35
(B) No 9
(C) Can't say 6
Interpretation :-
It can be interpreted from the above chart that 35 respondents have stated that they are
aware about the CSR practices that are followed by Sainsbury's. Contrary to this 9 participants
have stated that they are not aware about the CSR practices that are currently followed by the
company. 6 participants have stated their response in Can's say. It can be stated that majority of
the respondents are aware about different CSR activities that are performed by Sainsbury's.
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(A) Yes (B) No (C) Can't say
0
5
10
15
20
25
30
35
40
35
9
6
Column B

Theme 2 :- Consumers strongly agree that CSR practices supports for improving the profitability
of Sainsbury's
(A) Strongly agree 31
(B) Agree 9
(C) Neutral 1
(D) Disagree 2
(E) Strongly disagree 7
Interpretation :-
It can be observed from the aboveDinnie, K., 2015 chart that 31 respondents have stated
that they are strongly agree that CSR practices supports for making improvements in profitability
of firm. 9 respondents have stated that they agree that CSR practices supports for improving the
profitability of the firm. Response of 1 participant is neutral and 2 respondents have said that
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(A) Strongly agree
(B) Agree
(C) Neutral
(D) Disagree
(E) Strongly disagree
0
5
10
15
20
25
30
35
31
9
1 2
7
Column B

they are disagree with the fact. With this 7 respondents have stated that they strongly disagree
that CSR practices supports for making improvement in profitability of the firm.
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Theme 3 :- Promoting corporate image is the major reason for which a company should adopt
CSR activities.
(A) Promoting corporate image 25
(B) Improving employee satisfaction 10
(C) Attracting consumers 6
(D) Making positive changes in the society 9
Interpretation :-
It can be observed from the above table that 25 participants have stated that promoting
corporate image is the major reason for which a company adopts CSR practices. It has been
stated by 10 participants that improving employee satisfaction is the major reason behind it.
Contrary to this 6 participants have stated that attracting consumer is the major reason for which
a company adopts CSR practices. Along with this it can be observed from the above table that 9
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(A) Promoting corporate image
(B) Improving employee satisfaction
(C) Attracting consumers
(D) Making positive changes in the society
0
5
10
15
20
25
30 25
10
6 9
Column B

respondents have stated that making positive changes in the society is the major reason for which
a company involves for implementing CSR practices.
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