Business Communication: Costa Coffee CSR and Strategy Report

This report provides a comprehensive analysis of business communication, corporate social responsibility (CSR), and sustainable business strategies, using Costa Coffee as a central case study. The report begins with an introduction outlining the project's objectives, followed by an explanation of sustainable approaches to business strategy and management. It then delves into an examination of various CSR approaches adopted by micro, SME, and corporate businesses, providing real-world examples. The report further analyzes Costa Coffee's ethical and sustainable practices, including its use of emotion-led marketing and the six sigma approach to environmental sustainability. Finally, the report concludes with a personal reflection on the learning experience, drawing upon the Gibbs reflective cycle to analyze the project's impact on the student's understanding of business communication and sustainability. The report emphasizes the importance of ethical considerations, stakeholder relationships, and continuous improvement in achieving business success and long-term sustainability.

Foundations of Business
Communication

Table of Contents
Introduction / summary of the project brief and task..................................................................3
Part 1................................................................................................................................................3
Explanation of a sustainable approach to business strategy and management...........................3
To evidence and analyse the different approaches to CSR of Micro, SME and Corporate
Business.......................................................................................................................................5
Part 2................................................................................................................................................7
1. Personal reflation based on learning experience.....................................................................7
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

Introduction / summary of the project brief and task.
Business communication is one of important attribute for an organisation to sharing
knowledge and information among masses both inside and outside of an organisation that
performed with motive of commercial benefit. It is kind of mutual exchange of various attributes
that are understanding, originating from side of receiver to get important insights and
information to remain always competitive in the market. This report is based on the costa coffee
which is an multinational coffee house company headquarter is in Bedfordshire. It founded in
London in year 1971 by costa coffee family as the whole sale operations that supply roasted
coffee to caterers and Italian coffee shops. This report is based on the sustainable approach for
the business strategy and management that helps to operate in ethical and sustainable way. It also
includes various kinds of approaches of CSR for Micro, SME and for corporate businesses.
Further it includes the reflection section that elaborate about the various kinds of major skills and
competency that developed by commencing that project. On other hand Costa coffee that use a
new strategy in ethical manner to get sustainability that is they bring emotion led marketing to
establish into market by new costa light drink. They by promoting new campaign that are the '
All drink, none of the handles' that helps to tap the consumers concerns to consume lot of
calories by hot drinks that create adverse effects on their body. That move towards the strategy
that a positive change in creative approach to build brand loyalty. So all are these strategies helps
to organisation in creating brand with their loyalty to remain always competitive in marketplace.
Part 1
Explanation of a sustainable approach to business strategy and management.
Sustainable development and their approach is very much important to meet the needs
and wants of preset without the compromising future generations so that organisation remain
always competitive in the marketplace (Campbell, 2016). Sustainable development is very much
important concept that helps to balance but different competing needs in against the awareness of
environment, social and economic limitations. In context of Costa coffee there approach towards
sustainability that are as follows:

They focus on incorporating environmental and social necessities by appraising and
implementing all kinds of bank funded projects by international good practices (Galegher, Kraut
and Egido, 2014.). They rely on the concept of providing financial assistance and technical also
by aiming addressing the environmental and various kinds of social issues or concerns. They
promoting economic inclusion and access towards the best community services such as water
and transporting services in proper manner. They commence the projects by providing gender
equality that are very important to build a positive image in front of society to remain always
competitive in the marketplace. They encourage the public participation by consulting and
information to maintain regular strategic dialogue with stakeholders. To get sustainability in the
marketplace the costa coffee apply the six sigma approach of environmental sustainability that it
is an system of statical tools and techniques with motive of elimination of defects and decreasing
the variability of process to get optimum kinds of outputs in positive manner (Guffey and
Loewy, 2012). That process includes the measurement, improvement and validation of various
works and activities to remain always competent in the marketplace by putting right kind of
resources at right place. There are direct relationship in no. of defects per million opportunity
and no. of standard deviation that helps to find out process specification. With the help of it they
can be able to provide one of best and error free products and services to remain always
competitive in the marketplace. Various organisation to adopt sustainability uses various kinds of
strategies and tactics that are spiceJet that build one of effective strategy by focusing on point to
point route structure and by minimum no. of destination by adopting frequency high. They
attempt to tap unexploited regional market to get new destinations. That not only helps to
enhance their product portfolio but invariably enhance the cost. That new strategy helps to
remain sustainable into marketplace by contributing cost reduction and waste reduction. The
another major example to attain sustainability is the Toyota which with help of market
development that they operate all over the globe as market development is one of most
supporting intensive growth strategy (Martin and Nakayama, 2013.). With help of that strategy
they grows and easily enter into new markets or selling into new markets by cost leadership that
helps to maximise the global market presence to remain always sustain into market. So all kinds
of strategies that are adopted by organisation enables to remain for long time in the market by
bringing new products and services.

Due to the business ethics previously it is very much important for an organisation to
operate in positive manner. But as time passes organisations faces lot of problems while
implement due to they faces the problem of adaptation of new rules and regulations in their
organisation in positive manner. It takes huge cost and time to maintain the level of sustainability
in the organisation to get optimum kinds of benefits. To reach at the objectives to maintain the
ethics and sustainability organisation have to build relationship with their stakeholders as they
are important part of the organisation to support and give their contribution to manage and
accord with various works and activities. As society is very much important and it is the
responsibility of an organisation to provide services in benefit of them so that they remain
always loyal towards organisation and loyal towards them (Houy, Fettke and Loos, 2014. ). For
an example in context of Costa coffee they find out the major gaps in giving best services to
consumers by follow moral and ethical considerations to get optimum kinds of outputs. By using
the six sigma approach of continuous improvement organisation can be able to determine the
best way to serve them and builds loyalty in front of them.
To evidence and analyse the different approaches to CSR of Micro, SME and Corporate
Business.
Corporate and social responsibility provider is an kind of international private self
regulation to manage the models that helps to firm to get socially accountable for own,
stakeholders and for the general public to get desirable outcomes. Organisations should be very
much conscious towards the various aspects that are economic, social and environmental
considerations to become very competent in the business environment (Orbe and Roberts,
2012.). It is the responsibility of business to devote their time and money for the society and
environment that not only proved beneficial for organisation to maintain the sustainability and
can establish ethical considerations in positive manner. Various kinds of organisations uses
various kinds of approaches regarding CSR activities so that they get loyalty and sustainability of
the marketplace.
To analyse the contribution of different organisations that are micro, SME or corporate
level organisations that contributes towards CSR activities in different manner. In the their
different categories of business group that are in Small company that are Red and blue restaurant
which is liverpool's one of best loved restaurant and recently selected as an best small company
to work by the Sunday times. They invest their money and resources for the social welfare to get

loyalty in front of consumers. The whole chain of Red and blue restaurant follow the conscience
and prepare the food for Christmas day every year. Diners also pick charity for a one dollar
donation. So instead of that they are operating at small scale they donate money and resources
for social welfare to remain always loyal. Further the organisation that operates at level of micro
level that are Cow and gate which is a UK based dairy products company that enlarge its
opportunities in sector of milk bottling, distribution and baby food products. They are very
much conscious towards CSR activities to get one of major benefits by enlarging business
opportunities. As they majorly deals in the sector of dairy products so spend on maintenance on
the gaushala homes. With the objective to save the cows and give one of best food to them so
that they become healthy and save from butchers. With the another organisation named as
Delwis that also devoted to protection of cows and also support towards the rural population by
cattle welfare in positive manner (Pride, Hughes and Kapoor, 2014). So they devote their
money and resources towards organisation as well as society that associated with them to gain
important insights and attributes to gain competitive advantage. With the large scale organisation
which is Google that is one of well known name in corporate philanthropy by running various
kinds of charity programmes by providing the 100 million dollar in grants and investments to
remain always competitive in the marketplace. By conducting various kinds of volunteer
programmes that allows to their employees to devote 20 hours in that kind of activities. They
also organise the gift matching programme in that resources are contributed by employees in 1:1
ratio. Also they conduct various activities to improve the particular region in positive manner.
One of best example of their CSR activities that they devote their work with the learning equality
by providing digital content online accessible that allow students to get better accessibility
towards resources. The another major company named as Lush that are global campaigning in
against animal testing that are one of most ethical initiative. They also get the annual lush prize
by bring innovation in anti testing methods (Sharma, Chrisman and Chua, 2012.). They
organisation consistently take food directly from the producer that ensure about good quality of
products and services at fair pricing. They not allows organisation the child labour and they also
allow them in their education to get right kind of productivity. So it is very much important for
an organisation to support and adopt one of best CSR activities to work in good faith of an
organisation so that important kinds of results can be occupied in an organisation. So CSR
activities are very much important for an organisation to build one of best image in front of

consumers and find out best areas to improve the quality and life of consumers. When an
organisation participate in CSR activities they can easily engage their employees and give
satisfaction to consumers in order to get sustainability and ethical considerations in positive
manner.
So from the above it has been concluded that for an organisation participate in ethical and
CSR activities is very much important to deliver right kind of value to the ultimate consumers by
deliver right kind of outputs. For that stakeholders are responsible for delivering right kind of
products and services to them so that loyalty should be maintained.
Part 2
1. Personal reflation based on learning experience.
The American Sociologist and psychologist develops the Gibbs reflective cycle that helps
to people for think in systematic manner regarding the experiences during specific situation. It
passes through systematic chain that give more specific detail to make aware about actions and
accordingly adjust the changes in behaviour.
The Gibbs cycle of reflection starts with description and then continue up to feelings,
evaluation, analysis and conclusion and it sum up at action plan that helps to reach at desirable
outcome.
Description:
In that stage the situation should be described in elaborated manner without reaching any
kind of conclusion right away. In that stage by evaluating most common questions insights
should be collected. After conducting that project I can be able to find out the importance of CSR
activities and its contribution in organisational development and enhancement. I can be able to
understand that while firm enter into market they face various kinds of problems so in that aspect
they have to contribute towards CSR activities. As Costa coffee uses the six sigma approach that
helps to find out the major cause of eliminating the errors and defects to get optimum kinds of
outputs in positive manner. So it is very much important for an organisation to find out major
approaches to implement in successful manner the approaches of sustainability and ethical
activities to remain always competitive in the marketplace. So it has been evaluated that for
every kind of organisation CSR activities are very much important to deliver right kind of value
and knowledge to remain always competitive in the marketplace by observing and evaluating

matter and facts in detailed manner. So that model also proved beneficial for organisation to
move in a systematic path by observing each and every important deliverable to get potential
outcomes.
Feelings:
The another and important step of Gibbs model that is feelings and that includes many
important aspects about learning while conducting the proper research and development in
positive manner. It examines or evolutes the major characteristics of oneself while conducting
any project. While conducting the project I can be able to develop or evolve the communication
skills both verbal and written to deliver right kind of knowledge and information to the ultimate
stakeholder to get potential outcomes. To reach at desirable outcomes I can be able to develop
numeracy skills that are very much important to understand the statistics into necessary
information to remain always competent in business environment. So I feel very much confident
and able to compete in business environment by developing proper strategies and tactics to get
important outcomes. So I feel that particular project proved very much beneficial for my career
as it helps to develop potential skills and capabilities that are very much important in today's
competitive work environment. After conducting that particular report I can be able to determine
my goals and objectives accordingly fixes my priorities so that I can easily deliver rights and
duties to people that are associated with the project. In that regard association of resources in
proper manner by delivering the right kind of value to them so that they can attribute their best.
So feeling after achieving growth and enhancement is very much important for an individual that
not only enhance level of confidence but also motivation.
Evaluation:
In that stage of Gibbs model of reflection then the evaluation should be conducted to get
optimum kinds of outputs by delivering value and attributes in positive manner. The evaluation
of approach that used in the whole process of research and development to get optimum kinds of
outputs to remain always competitive in the marketplace. By evaluating the events that are doing
well and then proper measures to eliminate the errors in whole process. In context of project I
face the problem of get important kind of knowledge and information that are essential to reach
at desirable outcomes in positive manner. In that aspect organisation find out the major factors
and approaches that used by various kinds of organisation such as corporate, SME and small
level organisations that give me also potential knowledge that how various organisations adopts

various tactics to evolve the potential results. I evaluate that for a firm CSR and Ethical
considerations are very much important for an organisation to get sustainability in marketplace to
get optimum kinds of output. So it proved beneficial to give the lifetime experience to get
sustainability and loyalty by achieving desirable goals and objectives in proper manner. In that
aspect I also find out some gaps in my performance that sometimes I not be able to get
important insights and knowledge that helps to deliver outputs to remain always competitive in
marketplace. So after evaluating major aspects I can be able to find out the gaps to perform in
proper manner so that important insights and reforms should be evaluated.
Analysis:
That aspect deliver one of important information about learning from every event or
activity. Due to experience an individual can easily evaluate about the aspects that can be happen
in near future. So it is very much important for an organisation as well as individual to get right
kind of outputs to get optimum kinds of outputs. In that both positive and negative aspect all
should be analysed and insights grabbed so that major decisions can be taken. After conducting
that project I can be able to eliminate the mistakes that occurs during that project so that in future
that kind of mistakes not occurs in projects and error free results should be incurred. With help of
that project it has been analysed that it is very much significant for business to adopt CSR
activities and that positively impact on their profitability and growth. Organisation have to
understand the best approach to apply various measures by applying various kinds of strategies
and tactics that helps to move on a systematic path to get success. While I evaluating the various
approaches of CSR activities I can be able to define the importance of various CSR activities and
major factors that helps to overcome from various kinds of problems that occurs while
implement plans and policies regarding activities that are very much potential for an organisation
to deliver right kind of value and statistics by finding out major gaps to perform in well manner.
Both positive and negative experiences should be experienced to accord with changes in positive
manner to remain always competitive in marketplace. I analyse that team building and sharing
potential knowledge and information is very much important for an individual and organisation
to accord with time and resources to remain always competitive in marketplace. So it is very
much important for an researcher to conduct study on each and every aspect to get optimum
kinds of outputs. Hence all steps of Gibbs model of reflection helps to give potential outcomes
and knowledge in respect of organisation.

Conclusion
After observing and evaluating all necessary attributes organisation can be able to take
crucial decisions in respect of organisation. From the above report it has been concluded that for
an organisation growth and development is very much important to remain always relevant and
competitive in the marketplace. After conducting that research and analysis I can be able to find
out the approaches of sustainability in the business environment with the relevance of respective
approaches for the individual as well as organisation. The role of sustainability and competency
to gain competitive advantage. In order to organisation as well as individual have to evaluate
each and every factor that are associated with related with the project to find out the gaps so that
best results should be achieved. It helps to bring reforms in the present state of work so that in
future mistakes can not be revised. So by delivering right kind of knowledge and information to
the potential buyers and suppliers they can eliminate the gaps in performing well and can gain
competitive advantage positively. In that aspect the positive experiences are that I can be able to
build effective team and also distribute roles and responsibilities to them in positive manner. The
some kind of negative experiences that hinders self interest of mine that sometimes I fail to
communicate in proper manner with members that are working with us that hinders the self
interest in achieving the organisational goals and objectives. To remain always competitive in the
marketplace organisation plans and coordinate activities in different manner so that all
individuals are clear in their goals and objectives by putting right resources at right place.
Action plan:
Action plan is one of last stage in which actions should be developed as per the
requirements in future situations, various events and activities to remain always competitive in
the marketplace. In that stage people build promises with themselves and if every thing is all
right then they continue with it to get optimum kinds of outputs to remain always competitive in
the marketplace. They find out areas in which work is not going well and they put resources to
find out gaps in performing in proper manner. In context of Costa coffee they plan and
coordinate each and every aspect with their team to coordinated in positive manner so that
desirable goals and objectives can be achieved.
CONCLUSION
From the above report it has been summarised that communication is very much
important for an organisation to direct and control each and every aspect in positive manner. For

an organisation to remain always sustainable in the marketplace need to apply various kinds of
strategies and approaches to get optimum kinds of output by determining goals and objectives.
Sustainability and ethical activities are very much crucial for an organisation to remain
competitive in the marketplace for long time.

REFERENCES
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