CSR's Impact on Waitrose's Marketing and Profitability

This report examines the impact of Corporate Social Responsibility (CSR) on Waitrose, focusing on its marketing and profitability. It begins by defining CSR and setting research aims, objectives, and research questions. The project management plan outlines tasks, durations, and dependencies using a Gantt chart. The research employs both qualitative and quantitative methods, including a questionnaire and thematic analysis to interpret the data. The findings reveal that CSR positively influences Waitrose's profitability, customer relations, and long-term sustainability. The report concludes with a discussion on the value of the research, highlighting insights gained on CSR's role in enhancing business competitiveness and the importance of stakeholder involvement in decision-making. References to supporting literature are included.

MANAGING A SUCCESSFUL BUSINESS PROJECT
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TABLE OF CONTENTS
Task 1...............................................................................................................................................3
P1 Devise project aim and objectives..........................................................................................3
P2 Produce project management plan that covers aspects of cost, scope, time, quality and
many other thing for the chosen project......................................................................................3
P3 Produce a work breakdown structure and a Gantt chart.........................................................5
Task 2...............................................................................................................................................6
P4 Carry out research by applying quantitative and qualitative methods which are appropriate
in meeting project aim and objectives.........................................................................................6
Data Interpretation.......................................................................................................................8
Task 3.............................................................................................................................................16
Covered in PPT..........................................................................................................................16
Task 4.............................................................................................................................................16
P7 Value of undertaking a research to meet stated objectives and own learning and
performance...............................................................................................................................16
References......................................................................................................................................17
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TITLE: CORPORATE SOCIAL RESPONSIBILITY AND ITS IMPACT ON MARKETING DEPARTMENT
OF JOHN LEWIS TO PROMOTE PROFITABILITY AND FINANCIAL SUSTAINABILITY
TASK 1
P1 Devise project aim and objectives
Corporate social responsibility refers to a company’s initiative for the purpose of
managing all responsibilities associated with environmental and social wellbeing (Tilt, 2007).
The present research study has been made ascertaining the impact of corporate social
responsibility on business profitability and financial sustainability. Thus, in such context
Waitrose has been selected which is based on strong business principles to manage current
processes. As per the concept of CSR, Waitrose is engaged in treating people fairly so that they
can contribute in enhancing success facets. Thus, in this context focus has been laid on use of
Qualitative and Quantitative methods to analyse the data collected about CSR.
Aim
The main aim of present research work is to analyse the impact of corporate social
responsibility on company’s profitability and financial sustainability. Thus, in such context
Waitrose has been selected.
Objectives
 To specify the concept of corporate social responsibility
 To analyse the contribution of CSR in improving business profitability and financial
sustainability
 To recommend the strategies through which CSR activities can be underpinned.
Research question
 What are the impact of CSR on promoting profitability and financial sustainability of
Waitrose?
P2 Produce project management plan that covers aspects of cost, scope, time, quality and many
other thing for the chosen project
Task Name Duration Start Finish Predecessors
Specification of research project 88 days Mon
2/27/17
Sat 7/6/17
Planning 20 days Fri 2/27/17 Sat 3/30/17
3

Selecting the research topic 10 days Mon
2/27/17
Fri 3/10/17
Specifying problem statement 6 days Wed
3/13/17
Sat 3/20/17 3
Proper allocation of resources 8 days Tue 3/21/17 Thu 3/30/17 4
Implementation of the plan 59 days Thru
3/31/17
Wed
6/23/17
Developing literature review 16 days Fri 3/31/17 Fri 4/21/17 5
Selection of research
methodologies and tools
18 days Sat 4/24/17 Mon
5/17/17
7
Ascertaining the cost factor 7 days Thu 5/18/17 Fri 5/26/17 8
Data analysis and interpretation 20 days Mon
5/29/17
Fri 6/23/17 9
Evaluating results and findings 11 days Mon
5/29/17
Mon
6/12/17
9
Project closer 15 days Mon
6/13/17
Thu 7/6/17
Specifying conclusion and
recommendations
9 days Tue 6/13/17 Fri 6/23/17 11
Submitting the final documents 7 days Tues
6/26/17
Mon 7/4/17 13
Submitting the final report 2 days Thu 7/5/17 Fri 7/6/17 14
As per the above mentioned Gantt Chart, it can be said that all the activities needs to be
planned according to the time scale so that project can be completed. Specific budget has also
been prepared so that within such budget all the activities can be carried out. In order to
communicate the plan, several modes of communication have been used (Tencati and Perrini,
2011). Proper controlling and monitoring will also be conducted so that to ascertain the areas of
improvements.
4

P3 Produce a work breakdown structure and a Gantt chart
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TASK 2
P4 Carry out research by applying quantitative and qualitative methods which are appropriate in
meeting project aim and objectives
Qualitative as well as Quantitative are the two major techniques through which data can
be analysed; however in the present research study, researcher has used Qualitative design in
which description of each and every facet is included in detailed manner. Use of such technique
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Research project
Planning
Seelcting research
topic
Defining problem
statement
Allocating time
Implementation
Conducting
Literature review
Selecting research
methods
Calculating costs
Data analysis
Evaluating the
outcomes
Project Closer
Final conclusion
and
recommendation
Documentation of
results
Submitting the final
report

is vital from theoretical background and which also holds more importance in a research study
(Tan, H.P., Plowman and Hancock, 2007). Thus, data collected from the survey is being
evaluated on the basis of Thematic analysis. Further, charts and diagrams are also prepared at the
same time to depict the responses of the collected data.
Questionnaire
Name -
Age -
Gender -
Designation –
Q1. What do you feel about the application of Corporate Social Responsibilities?
 It is important
 It helps in sustaining business profitability
 It reduces risks and challenges
Q2. Is your company concerned about CSR?
 Yes
 No
 Do not know
 Sometimes
Q3. Do the organization has any specific policy for CSR?
 Yes
 No
Q4. Do you think that adequate consideration on CSR aids in amending financial performance
and long term sustainability?
 Yes
 No
 Always
 Do not know
Q5. Do you agree that through CSR activities, number of customers can be enhanced?
 Yes
 No
 Do not know
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Q6. Do you agree that Waitrose has included all the stakeholders in company’s prospects
under CSR?
 Yes
 No
 Always
 Sometimes
Q7. Is your company paying attention towards all ethical dimensions?
 Yes
 No
 Always
Q8. Do you think that CSR aids in meeting long term aims of business entity?
 Yes
 No
Data Interpretation
Theme 1 CSR helps in sustaining business profitability
Criteria Responses
It is important 2
It helps in sustaining profitability 7
It reduces risks and challenges 1
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At the time of asking this question, 7 employees said that CSR aids in enhancing business
profitability and it also contributes in long term success and competitive advantage. Moreover, in
this context 2 employees said that CSR is important; hence it is executed in the business
organization. Along with this, 1 employee said that CSR is executed in the business entity
because it reduces risks and challenges. Therefore, it is clear that CSR is useful because of many
dimensions.
Theme 2 The Company is concerned about CSR
Criteria Responses
Yes 6
No 1
Do not know 1
Sometimes 2
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While asking this question, 6 employees said that Waitrose is much concerned about the
CSR and 2 employees said that the organization sometimes shows more consideration about
social responsibilities and norms. Apart from this, 1 employee marked for do not know and
remaining 1 marked for no. Thus, it makes clear that adequate concern on CSR can enhance
business prospects of Waitrose.
Theme 3 Organization has specific policy for CSR
Criteria Responses
Yes 8
No 2
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At the time of asking this question, 8 employees said that organization has specific
consideration on CSR aspects and this also aids in enhancing organizational values and norms.
They further added that because of specific policies and strategies, Waitrose is able to attain
maximum benefits from the business activities. On the other hand, 2 employees said that
organization do not have any such policy to manage CSR aspects.
Theme 4 Adequate consideration on CSR aids in amending financial performance and long
term sustainability
Criteria Responses
Yes 5
No 1
Always 3
Do not know 1
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50%
10%
30%
10%
Yes
No
Always
Do not know
CSR activities helps the business entities to amend the financial performance and at the
same time it also assist in enhancing market growth and capability. In this respect, 5 employees
marked to yes and they also added that yet now financial aspects of the business are enhanced to
a greater extent. Apart from this, 1 employee marked for no and remaining 1 employee marked
for do not know.
Theme 5 Through CSR activities, number of customers can be enhanced
Criteria Responses
Yes 6
No 2
Do not know 2
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From the collected responses it is clear that with the help of CSR activities, number of
customers can be enhanced as 6 employees agreed for the same. When the company shows much
concern towards the corporate and social responsibilities, then it aids to persuade the customers.
Apart from this, 2 employees said that they do not know and other 2 marked for no.
Theme 6 Waitrose has included all the stakeholders in company’s prospects under CSR
Criteria Responses
Yes 4
No 1
Always 3
Sometimes 2
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During this question, 4 employees said that stakeholders are included in all dimensions of
the business entity; hence that aids in encouraging the value of business dimensions. Moreover,
in this context, 3 employees said that the business always includes stakeholders in organizational
dimensions. However, 2 employees said that sometimes stakeholders are engaged in business
prospects. Therefore, it is evident that involvement of stakeholder is essential in business
prospects from all domains. Contrary to this, 1 employee said marked to no.
Theme 7 Company is paying attention towards all ethical dimensions under CSR
Criteria Responses
Yes 3
No 2
Always 5
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While asking this question, 5 employees said that Waitrose always pay attention towards
ethical dimensions and this aids the organization to maximize the chances of growth and success.
Apart from this, 3 employees agreed for the same and they added that focus on ethical
dimensions helps the business entity to minimize social and legal constraints. Apart from this, 2
employees said that company does not pay attention towards ethical aspects under the concept of
CSR. However, according to majority of responses it is clear that ethical dimensions are required
to be considered so that business success and growth prospects can be encouraged.
Theme 8 CSR aids in meeting long term aims of business entity
Criteria Responses
Yes 8
No 2
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