PGBM 68: CSR Analysis and Recommendations for Marks and Spencer

This report provides a comprehensive analysis of the Corporate Social Responsibility (CSR) practices of Marks and Spencer. It begins with an introduction to CSR and its importance, followed by a background on the company, including its operations in various countries and its size. The report defines CSR and discusses key issues related to it, then examines the role of CSR within Marks & Spencer. It includes a stakeholder diagram, a barriers analysis, and a proposed campaign titled 'Changing Minds and Heart,' complete with objectives, a Gantt chart, and a budget. The report also evaluates the company's strengths and weaknesses, offering conclusions and recommendations for improving its CSR performance, and includes references. The report addresses the challenges faced by Marks and Spencer in implementing CSR strategies and proposes solutions, including a campaign to promote environmental awareness and engagement.

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Developing skills for business
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Developing skills for business leadership 1
Table of Contents
1.0. Introduction.....................................................................................................................................2
1.1. Aims &Structure..........................................................................................................................2
2.0. Industry sector and Importance........................................................................................................2
3.0. Background of Company.................................................................................................................2
4.0. Countries, Culture and Size.............................................................................................................3
5.0. Definition of CSR............................................................................................................................3
6.0. Issues of CSR..................................................................................................................................4
7.0. Role of CSR in Mark & Spencer.....................................................................................................4
8.0. Stakeholder Diagram.......................................................................................................................5
9.0. Barriers Analysis.............................................................................................................................5
10.0. Campaign of Changing minds and Heart.....................................................................................6
10.1. Objective..................................................................................................................................7
11.0. Gantt chart...................................................................................................................................8
12.0. Budget.........................................................................................................................................9
13.0. Strengths and Weakness............................................................................................................10
14.0. Conclusion and Recommendation..............................................................................................11
15.0. References.................................................................................................................................12

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1.0. Introduction
In the contemporary world there are various debates had been made on the topic of Corporate Social
Responsibility. There are various pros and cons argument has been arrived while practicing CSR in the
business. The companies used to exploit market for the extensive term achievement by the policies as
well as practices as they are functioning and ignoring the Corporate Social Responsibility (Marano and
Kostova, 2016). Various CSR policies had been adopted by Marks & Spencer in their corporate to strive
in the marketplace. Still there are various defies that the company are facing (Lueg, Lueg, Andersen and
Dancianu, 2016). In this report it will be discussed about the CSR of Mark and Spencer.
1.1. Aims &Structure
 A critical review of Marks and Spencer adopted CSR policies whch has been performed
 It will be evaluated the effectiveness of the Marks and Spencer Corporate Social
Responsibility.
 Campaign had been prepared for the company in accordance with the requirement of the
Company CSR
 The recommendations will be made to Marks and Spencer for the performance of the
programs of CSR.
2.0. Industry sector and Importance
Food and clothing business has been chosen because there is an excessive capacity to expansion
of the business. The company main focus is not only the retailers but it gives emphasis on all
level of supply chain. The CSR activities of the company is different in different countries due to
in every country there is a different way to manage and operate. Every Country has different
laws and difference of working condition and in accordance to that company has to carry out
their operations (Pantano, Priporas, Sorace and Iazzolino, 2017). The government, lobby and
media play a vital role in enforcing the policies that is required to meet in the established society.
3.0. Background of Company
In UK the Mark and Spencer is among the foremost sort and it is very conjoint and famous
among the people. The company is the largest retail industry and there main source of income is
from upper class and middle class individuals. The company has 900 stores out of which 600

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stores are positioned in the local marketplace of United Kingdom as well as the company in the
global market ranked 43rd largest retailer. Marks and Spencer has been focussed to bring
awareness in CSR activities (Fisher, 2016). The company commercial notion is doing the correct
thing and therefore the corporation has also made major improvements in their prices, standards
and values of their product. However the main focus is of the company that how the consumer
can be enhanced and so that turnover.
4.0. Countries, Culture and Size
The population of United Kingdom is 65.7 billion and it has been counted among the developed
countries of the World. UK has a huge market for companies for the expansion of their business.
The culture of UK is very stretchy as the business environment is very much in control and it
will uphold dignity as well as evade informality in the outfit and conversion. The UK individuals
are said to be decent representatives because they are good listeners as well as tolerant. The UK
people often believed in legal document rather than performing anything based on inter personal
relationship and therefore nonverbal behaviour is often ignored by the people of UK (Cowling
and Lee, 2017). The people of UK are individualistic. The World of people of US are depends on
rational cognitive they do not believe on neutral as well as they are both straight and informal
India is considered as one of the fastest growing market in the global market. The country has
been widespread and it is blowout in the 3.287 million km area and the populace of the country
is also approximately 133 billion. The country India is the philosophy of power distance,
uncertain evasion, communism, lasting alignment indulgence and masculinity. The Subservient
is not considered taking any inventiveness towards the improvement of the business and they
endure hushed till it has been questioned by the manager to state. The culture is inflexible and
the regulator is with the difficult expert only. The Indian individuals are communalist and work
on their instinct relatively than on the details and it been further formal and indirect (Negi and
Dangwal, 2016).

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5.0. Definition of CSR
CSR is the responsibility of the company for the influence on its activities as well as decisions
with the environment on the societal through ethical as well as transparent behaviour of CSR
which comprise:
 The stakeholder expectation had been taken into the account
 Contribution of sustainable development that comprises society welfare as well as health
 All compliances are covered that has been applied with the particular law and it is also
consistent with international rules or standards of the behaviour (Sheehy, 2015).
6.0. Issues of CSR
Maximum corporations in order to earn maximum profit ignore CSR in their business. The
ignorance of their responsibilities towards the society and environment creates greater issue for
their organization. The company has adopted growth and prosperity by unethical mean in the
market. It has been imagined by companies that the consumer will only been satisfied with the
services and price consequently they failed to encounter the vital factors of CSR. The main
issues of CSR are:-
The government in past trusted on various rules and legislature to carry ecological and social
aims in the corporate segment. Various resources of government has been shrined, couples with
the distinct regulation that has been directed to the examination of the non-regulatory as well as
voluntary creativities in its place (Klimkiewicz and Oltra 2017).
Among the local agencies there is a lack of consensus that has often been resulted into the
repetition of events by the corporate place in the area of intervention. The interest of the local
interest is less in contributing and participating in the activities in relation to the CSR of
Corporations (Lim and Greenwood, 2017).
7.0. Role of CSR in Mark & Spencer
The corporation has the expectation to bring the awareness about CSR activities till 2003 and the
company has been focussed about the wits of doing corporate is the correct thing (Scandelius and
Cohen, 2016). The ethical and philanthropic responsibilities are highly been focussed by the

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company that it should been done in a legally without any being any allegation on the company
image. The energy efficient steps have been taken by the company due to the dual benefits and it
helps in performing the responsibilities of philanthropic and it likewise enhances the capacity of
deals in operative way (Tamayo-Torres, Gutierrez-Gutierrez and Ruiz-Moreno, 2018).
8.0. Stakeholder Diagram
Employees: There are around ten thousand employees both internationally and nationally. There
employees has come from dissimilar circumstances and intelligence and required certain retreat
from the business as well as entail job-security, good pay and fair action from the business.
Consumers: The customers of the company are those who purchase the artefact of the company
as well as they are the final user of the artefact. These are groups are much relevant for the
company as they require high-quality of the produces and with the extensive series that makes
the price affordable prices.
Government: The local as well as national government is in responsibility to make definite that
the corporation has created adequate works for their people and shall able to pay their levies on
time. They also fixed the rules and regulation which governs trade-off and in the way the
business must have turn and dealt with the individuals.
Suppliers: The Corporation has various dealers internationally and the dealers and the suppliers
usually want fair prices and safe agreements for its products as well as services to the corporation
(Sheppard et al., 2016).
Investors: In the company there is an enormous stockholder that plays a crucial role in the
business. The stakeholder’s purpose is to receive more revenue at the better level from the
company.
Local Communities: These are such collections about where the stores of the company Marks
and Spencer are situated. They are the individuals that consent about the site of supplies. They
are the persons that must consent about the site of supplies (Sulkowski, Edwards and Freeman,
2018).

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9.0. Barriers Analysis
Mark and Spencer have efficiently accepted Plan A for the activities of CSR. It has adopted
some phases towards the activity of CSR to mark the business as more fruitful. Though, there are
definite fences which are confronted by the corporation for the adoption of such strategy in its
workplace as it has been clarified in the underneath facts with the support of different models:
Model of Traditional Conflict: In such model, the corporations have opted to perform methods
of collective errands that are probable to see additional outlays for doing so. The main impact is
on cost for the Mark and Spencer. The cost of the company has been increased while capitalizing
the volume in the approaches. The plan A has been presented by the corporation which has the
estimate cost of 200 million which has been adopted by the company in UKScott and Walker,
2017).
Whereas there is a risk to invest the amount in India on the CSR activities that is most common
among the people, there is no concern among the people towards the activities of the company
and it is a waste of money on these activities.
Model of Added Value: It is such model tendencies that emphasis on the subjects which include
CSR value to attract informally cognizant customers. These activities of CSR that have been
occupied by the business which is not fruitful in the production of preferred sum of the result in
appealing the communally cognizant customers and it creates a countless loss for the business
and to the stockholders(Deshmukh and Mohan, 2017).
India is the places where the individuals are not involved in the benevolent doings at better level
which has caused loss to the corporation and stakeholder at a countless level.
Model of Multiple Goals: it is the goal which is beyond to the values of shareholder where for
the enhancement of the community without thinking of monetary gain. There is a great risk for
the company’s image if CSR program taken by company will get failed. Although the CSR has
enriched the stakeholders but if the strategies will not get successful result for gaining the
additional income then it majorly be contingent on the investor moral and values(Keay and Iqbal,
2018).

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10.0. Campaign of Changing minds and Heart
The Marks and Spencer has hurled this campaign which is called as changing minds and Heart in
UK and India for the promotion of green environment in the Republic. The corporation in this
campaign allocate florae at very insignificant values for motivating the individuals or employees
to take steps for the green World.
10.1. Objective
 Promoting Ecological Environment
 From the collected amount the charity has been made
 Sustainable Environment has been promoted
Location: the company will set up the campaign which is close to colleges, schools, spending
malls as well as other busy place for the campaign.
Target Market: The company market target are youth, students, leaders as well as all types of
customers who comes below the group of social cognizant customers.
Timing: The timings of campaign will be 11:00 AM to 06:00 PM
Strategies Related to Promotion: newspaper, social media, videos, live reporting as well as
website
Stakeholders: stakeholders of company, government, consumers and local community
New Strategies of CSR
 The company can introduction dissimilar drivers which include charity, endowment in
order to encourage CSR undertakings in the industry. It will support the business to
control on its cost in an operative way.
 The Marks and Spencer can include the other stakeholders and investors in the activities
that can support in improving the promise in both investors and other stakeholders
 The fund used by the company can be raised privately so that the burden been released
from the business at superior level

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 The company has a greater support for their employees and provide a support for the
local charities (Frynas, Child and Tarba, 2017)
11.0. Gantt chart
Activities
Janurar
y
Febrar
y
Marc
h
Apri
l
Ma
y June
Vocational skills related to employee
training
Business Project related to Social Activities
Matching gift program for Employment
Donation of Resource
Ensuring Environmental sustainability
Education campaign Promotion
Staff Training
Setting CSR rules and regulation
Employees Engagement and Motivation
Social Media Usage

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Create Scorecard
Partnering with third party
Repurpose CSR report
12.0. Budget
Particular Amount
UK India
Rental fee of Site 11000 8800
Tents and Props 2200 2200
Labour 5500 3300
Staff 4400 4400
Miscellaneous Charges 7700 5500
Cameras, Film, Recorders 8800 7700
Sound System and Speakers 7700 6600

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Generator or Extension Board 990 880
Plants and Flowers 11000 9900
Stage or Event Décor 4400 3300
Props or Signs 2200 1100
Portable Restrooms 990 1100
Dustbins and Disposable Service 550 440
Crew for Clean-up 990 1100
Advertisement 3300 4400
Total 71720 60720
13.0. Strengths and Weakness
Strength
 It sit eh effective way by investing in the CSR activities within the company rather
investing a huge amount in the campaigns
 Furthermore, the corporation can similarly entice social cognizant customers in further
operative way
 Sustainability of the country can be contributed in a more operative way
Weakness

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 The corporation has suffered from time overwhelming as they prerequisite for engaging
their staffs that can upshot to the complete performance
 The campaign success rate is very less because the mostly individuals are betrothed in its
work as well as no one has the stint to come.
14.0. Conclusion and Recommendation
It has been analysed that Corporate Social Responsibility plays an important role for the
company to grow their trade. The company Marks and Spencer is the foremost businesses that
have a wide market both in India and UK. In both countries the CSR activities are different and it
depends upon its culture. The organization focussed on vigorous CSR strategies for managing
the development and efficiency of the corporation at certain level. They must have the resistor
over their cost to satisfy further more consumers as well as investors.

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15.0. References
Cowling, M. and Lee, N. (2017) How entrepreneurship, culture and universities influence the
geographical distribution of UK talent and city growth. Journal of Management
Development, 36(2), pp.178-195.
Deshmukh, A.K. and Mohan, A. (2017) Analysis of Indian retail demand chain using total
interpretive modeling. Journal of Modelling in Management, 12(3), pp.322-348.
Fisher, J.C ( 2016) Implied terms again, or how Lord Hoffmann got treated in Marks &
Spencer. Common Law World Review, 45(2-3), pp.236-241.
Frynas, J.G., Child, J. and Tarba, S.Y. (2017) Non‐market social and political strategies–new
integrative approaches and interdisciplinary borrowings. British Journal of Management, 28(4),
pp.559-574.
Keay, A. and Iqbal, T. (2018) Sustainability in large UK listed retail companies: A sectoral
analysis. Deakin L. Rev., 23, p.209.
Klimkiewicz, K. and Oltra, V. (2017) Does CSR enhance employer attractiveness? The role of
millennial job seekers' attitudes. Corporate Social Responsibility and Environmental
Management, 24(5), pp.449-463.
Lim, J.S. and Greenwood, C.A. (2017) Communicating corporate social responsibility (CSR):
Stakeholder responsiveness and engagement strategy to achieve CSR goals. Public Relations
Review, 43(4), pp.768-776.
Lueg, K., Lueg, R., Andersen, K. and Dancianu, V. (2016) Integrated reporting with CSR
practices: a pragmatic constructivist case study in a Danish cultural setting. Corporate
Communications: An International Journal, 21(1), pp.20-35.
Marano, V. and Kostova, T. (2016) Unpacking the institutional complexity in adoption of CSR
practices in multinational enterprises. Journal of Management Studies, 53(1), pp.28-54.

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Negi, P.S. and Dangwal, R.C. (2019) Organisational Sustainability Through Culture and
Managerial Effectiveness: An Indian Perspective. Journal of Entrepreneurship and Innovation in
Emerging Economies, p.2393957518812529.
Pantano, E., Priporas, C.V., Sorace, S. and Iazzolino, G. (2017) Does innovation-orientation lead
to retail industry growth? Empirical evidence from patent analysis. Journal of Retailing and
Consumer Services, 34, pp.88-94.
Scandelius, C. and Cohen, G. (2016) Achieving collaboration with diverse stakeholders—The
role of strategic ambiguity in CSR communication. Journal of Business Research, 69(9),
pp.3487-3499.
Scott, P. and Walker, J.T. (2017) Barriers to ‘industrialisation’for interwar British retailing? The
case of Marks & Spencer Ltd. Business History, 59(2), pp.179-201.
Sheehy, B. (2015) Defining CSR: Problems and solutions. Journal of business ethics, 131(3),
pp.625-648.
Sheppard, M., Spencer, R.N., Ashcroft, R., David, A.L., Everrest Consortium, Ambler, G.,
Brodszki, J., Campbell, D., Diemert, A., Figueras, F. and Hansson, S. (2016) Ethics and social
acceptability of a proposed clinical trial using maternal gene therapy to treat severe early‐onset
fetal growth restriction. Ultrasound in Obstetrics & Gynecology, 47(4), pp.484-491.
Sulkowski, A.J., Edwards, M. and Freeman, R.E., (2018) Shake your stakeholder: Firms leading
engagement to cocreate sustainable value. Organization & Environment, 31(3), pp.223-241.
Tamayo-Torres, I., Gutierrez-Gutierrez, L. and Ruiz-Moreno, A. (2018) Boosting sustainability
and financial performance: the role of supply chain controversies. International Journal of
Production Research, pp.1-16.
Toms, S. and Zhang, Q. (2016) Marks & Spencer and the decline of the British textile industry,
1950–2000. Business history review, 90(1), pp.3-30.

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