Analyzing the Impact of CSR on Waitrose Marketing Department

This report examines the impact of Corporate Social Responsibility (CSR) on the marketing department of Waitrose, a UK supermarket chain. The study aims to identify how CSR influences marketing, financial sustainability, and profitability, with the objective of recommending strategies to boost sales. The report includes a project management plan with Gantt charts, outlining tasks, timelines, and resource allocation. Small-scale research, employing both qualitative and quantitative methods, was conducted to gather data and analyze the impact of CSR on various departments within Waitrose. The findings reveal the importance of CSR for growth and profitability, highlighting the need for strategic CSR initiatives to enhance sales and brand image. The research includes data analysis and interpretation, followed by recommendations for Waitrose to improve its financial performance and competitive advantage through effective CSR programs.

MANAGING A SUCCESSFUL BUSINESS
PROJECT

TABLE OF CONTENTS
LO 1.................................................................................................................................................3
P1. Aim and objective of Waitrose..............................................................................................3
P2. Project management plan.......................................................................................................4
2. Project management plan.........................................................................................................5
P3. Gantt chart.............................................................................................................................9
P4. Small-scale research by applying qualitative and quantitative research methods.................9
LO 3...............................................................................................................................................12
P5 Research analyses and data using tools and techniques.......................................................12
P6 Recommendation..................................................................................................................14
LO 4...............................................................................................................................................15
P7 Reflection on the value of undertaking the research to meet with the objective..................15
References......................................................................................................................................16

LO 1
P1. Aim and objective of Waitrose
Topic: To identify the impact of corporate social responsibility (CSR) on marketing department
for achieving the objectives.
Background of study:
To survive in the competitive era, it is essential to have an eye on corporate social
responsibilities. With the help of CSR activities, organizations can gain competitive advantage in
the market. It is a beneficial tool that supports in increasing sales of company. By this way,
profitability of the organization can get enhanced (Bryman and Bell, 2014). Further, it is
important to understand the activities of CSR and way in which John Lewis Partnership can gain
advantage through the same. Present project is based on the impact of corporate social
responsibility program on profitability and sustainability. With the help of present report, CSR
and its impact on marketing department will be discussed.
Aim: To identify the impact of corporate social responsibility on the marketing department – A
case study on Waitrose
Objectives:
 To understand the concept of CSR and marketing
 To understand the impact of CSR on marketing department of Waitrose
 To understand the role of CSR in promoting financial sustainability and profitability To recommended strategies which can help in increasing the sales of Waitrose through
CSR activities
Research question
 What is the meaning of corporate social responsibility in the organization?
 What is the impact of corporate social responsibility on marketing department of
Waitrose?
 How role of CSR help in promoting financial sustainability and profitability in
organization?
P2. Project management plan
Task Name
Research project
Planning of activities

Research topic finding
Preparing problem statements
Setting time frame and allotment of resources
Execution of plan
Carrying out literature review
Selection of research methodology
Calculating the costs of project
Analyzing data and interpretation
Evaluation of results and outcomes
Completion of project
Drawing conclusion and recommendations
Proper documentation of results
Submission of report

2. Project management plan
This project is based on (Waitrose)johnlwis partnership which is having good chain of
supermarket in UK. It will discus the schedule of the project and will describe work breakdown
structure and Gantt chart.
Executive Summary
Report is based on (Waitrose)johnlwis partnership which is popular brand in the field of
supermarket. Study discusses impact of corporate social responsibility (CSR) on marketing
department for achieving the objectives.
Introduction
(Waitrose)johnlwis partnership is the well known firm, it has strong supermarket chain in
the United Kingdom. Entity is planning to get engaged in corporate social responsibilities to
enhance its sustainability and gaining competitive advantage. Study will discuss scope of
company and effectiveness of CSR activities in meeting with organizational goal.
Scope (3objective)
 To understand CSR role in promoting financial profitability by 30% till the end of 2018.
 To increase sales revenues by 25% till the end of 2017 by getting engaged into CSR
activities.
 To find out strategies through which (Waitrose)johnlwis partnership can market its
products effectively.
The main objective of (Waitrose)johnlwis partnership is to enhance sales. For that it is
essential that cited firm gain attention of mass audience and provide them satisfactory services. It
is possible if entity get engaged into CSR activities. By this way marketing department will be
able to gain attention of consumers and they will be positive towards the brand. This will help in
increasing sales and improving its brand image as well.
Quality
In order to ensure the quality project manager will supervise activities of employees. Individual
will conduct time to time meeting with staff members and will discuss progress. This will help in
maintaining quality in the organization.
Budget
Staff budget-200
Running expenses-175
Capital-150

Sr Description Monthly Annual 11 Years
Staff 150 1800 19800
Project manager 50 600 6600
Accountant 50 600 6600
Runing
Rent 75 900 9900
Utiliites 50 600 6600
Operational costs 50 600 6600
Capital
Equipment 150 1800 19800
Total 575 6900 75900
Human Resources
Sr Staff position Responsibilities
Project manager To schedule activities,
monitor performance,
guide team members
Accountant Allocation of
resources,
management of cash
flow and recording of
all financial
transactions
Technical staff Installation of
software, measuring

performance of
computers

Assumptions
 Staff members have relevant experience
 Sufficient financial resources Good coordination between team members and project manager
Communication plan
Communication will be done through face to face meetings. Project manager will call all
staff members in order to discuss their performance and progress of project. In every 7 days
meeting will be conducted in training room. After face to face meeting, project manager will
email to all involved persons regarding further actions.
Risk management
- Financial risk, getting finance and money on time
It is major risk in the current project, to manage this risk project manager has to allocate
resources well and have to pay attention on reducing wastage so that project can be completed
within pre- decided budget.
- HR risk, having qualified staff, who know their roles and responsibilities
Project manager has to analysis skills of candidates and accordingly individual has to hire them
in the project. Manager has to allot them work as per their skills and experience.
- Operational risk
In order to minimize operational risk, project manager has to monitor activities time to time. By
looking at progress report and by taking feedback from staff members this risk can be measured
and can make strategy to minimize it.
- PM risk,
Project manager has to schedule activities well and have to monitor the progress. This
can help in managing project well.
External risks
Political and economic risk are major risk, to mitigate this issue project manager has to
forecast the things well and accordingly have to make contingency plan.

P3. Gantt chart
LO 2
P4. Small-scale research by applying qualitative and quantitative research methods
Name
Age:
Gender:
1. Do you think corporate social responsibility is important for the growth of Waitrose?
 Yes
 No
2. Do you think there is positive relationship between CSR and company's profitability and
sustainability?
 Yes
 No
3. What is the main problem in Waitrose?
 Low sales
 Poor stakeholder benefit
 Unstable financial situation
4. Do you think CSR activities will positively put an impact on the profitability of company?
 Yes
 No
5. Is there any other department which can get affected by the CSR activities, apart from
marketing?
 Administration
 Production
 Finance
6. Recommend strategy through which company can get positive results by CSR program

_____________________________________________________________________
Theme 1
1. Corporate social responsibility is important
for the growth of Waitrose?
Yes 4
No 1
Interpretation: From the above graph, it can be said that four sales managers have said
that yes CSR is important for the growth of organization. However, one sales manager has
refused that it is not that much important. So, it can be interpreted that CSR definitely put a
positive impact and by this way, sales of company can get improved to a high extent. It will help
in increasing revenues of organization and by this way, financial stability of Waitrose will get
stronger (Clarke and Fujimura, 2014.).
Theme 2
There is positive relationship between CSR and
company's profitability and sustainability?
Yes 3
No 2
Interpretation: From the above presentation, it can be said that three sales managers said
that there is positive relationship between CSR and profitability. However, two managers have
said no for the same as according to them there is no relationship between both the concepts. So,
from the research, it can be interpreted that corporate social responsibilities can help in
increasing the profitability of Waitrose to a great extent. By this way, cash inflow will be
managed in the organization that would help in enhancing the sales of cited firm and there will
be financial stability in the organization (Dumay and Cai, 2015.).
Theme 3
Main problem in the Waitrose?

Low sales 3
Poor Stakeholder benefit 1
Unstable financial situation 1
Interpretation: From the above research it can be said that currently Waitrose is facing
many problems. Three sales managers have said that the main issue in the cited form is that its
sales volume is very low. One manager has said that as company is unable to give proper benefit
to stakeholders that is why people do not trust on it. one managers have said that unstable
financial condition is the main problem in the organization. So it can be interpreted that low sales
and unstable financial conditions are major issues (Flick, 2015). So it is very necessary that cited
firm look upon it and take proper action so that its situation can get improved.
Theme 4
CSR activities will positively put an impact on
the profitability of company.
Yes 4
No 1
Interpretation: From the above research. it is analyzed that 4 sales manager have said that
CSR activities will positively put an impact on the profitability but one manager said that it
negatively affects the profits of firm. Therefore, it can be interpreted that corporate social
responsibility is the major factor and with the help of this, cited firm can improve its financial
performance and gain competitive advantage in the corporate market (Simonsohn, Nelson and
Simmons, 2017).
Theme 5
Other department which can get affected by the
CSR activities, apart from marketing
Administration 1