Project: Cultural Diversity Management and Sainsbury's Growth

This project investigates the role of managing cultural diversity on the expansion and growth of Sainsbury's, a British supermarket chain. The research explores the importance of equality and diversity in the workplace, examining how cultural diversity impacts a company's expansion strategy. The project includes a literature review, research objectives, and research questions. Primary research was conducted using a quantitative questionnaire administered to Sainsbury's employees, and secondary research involved a systematic literature review. The findings are presented using pie charts and frequency tables, analyzing employee perspectives on diversity's benefits and challenges. The project also suggests ways for Sainsbury's to ensure effective cultural diversity management, considering ethical issues and research methodologies. Overall, the project aims to evaluate the significance of diversity management for business growth and expansion, providing recommendations for Sainsbury's to foster an inclusive and diverse workplace.

Project
Table of Contents

Research Topic: Role of managing cultural diversity on expansion of Sainsbury..........................1
INTRODUCTION...........................................................................................................................1
LO1..................................................................................................................................................1
P1) Research Proposal that clearly defines research questions and supported by a Literature
Review....................................................................................................................................1
P2) Examination of appropriate research methods to conduct primary and secondary research
................................................................................................................................................3
LO2..................................................................................................................................................4
P3) Conduction of Primary and secondary research using appropriate methods considering
costs, access and ethical issues...............................................................................................4
P4) Analysis of research findings and data............................................................................6
LO3................................................................................................................................................11
P5) Communication of research outcomes to intended audience.........................................11
LO4................................................................................................................................................12
P6) Reflection on effectiveness of research method applied................................................12
P7) Reflection on consideration of alternative research methodologies and lessons learnt.12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................12
Appendix........................................................................................................................................14
Research Proposal Form................................................................................................................14

Research Topic: Role of managing cultural diversity on expansion of
Sainsbury
INTRODUCTION
Managing cultural diversity is a form of concept that is associated with and aim at
appreciating and collaborating differences between individuals by the way of eliminating all
sorts and chances of any kind of biasness and discrimination (Bouten-Pinto, 2016). Thus, it can
be evaluated that managing cultural diversity is mainly associated with providing a fair and equal
workplace environment along with similar job and growth opportunity for all candidates and
employees irrespective of any kind of discrimination on the basis of their race, colour, culture,
background, age or any other physical characteristics. The current investigation is based on the
Sainsburry company which is a well known British Supermarket the headquarter of which is
located at London, United Kingdom. Sainsbury is having a vital expansion strategy and wants to
grow and expand its business operation ay various location of world. Thus, current research
project is lead out on the Sainsbury Plc to investigate about the role of managing cultural
diversity on the expansion and growth of a company.
LO1
P1) Research Proposal that clearly defines research questions and supported by a Literature
Review
The proposal for current investigation is attached at the end of the file in the appendix. The aim,
objectives and research questions for current study are provided as below:
Research aim
The aim of this research is, “To evaluate about the importance of concept of managing
equality and diversity along with determining about the role of managing cultural diversity on
the expansion and growth of a company”. An Investigation lead out on Sainsbury.
Research Objectives
 To investigate about the importance of concept of managing equality and diversity at
workplace.
 To evaluate about the role of managing cultural diversity on the expansion and growth of
Sainsbury.
1

 To suggest and recommend better ways and measures for Sainsbury to ensure effective
management of cultural diversity and equality.
Research questions
 What are the main importance of the concept of managing equality and diversity at
workplace?
 What crucial role is lead by managing cultural diversity on the expansion and growth of
Sainsbury?
 What are the possible suggested ways and measures for Sainsbury to ensure effective
management of cultural diversity and equality?
Literature Review
This forms a vital part of every research project which comprises of leading out of
secondary investigation by the means of review and analysis of relevant articles and journals
associated with the selected topic to set a base and framework for a project (Greene, 2020).
Following Literature review is lead out for current study on the basis of review of online articles
and journals an analysis and evaluation of which is provided below:
To investigate about the importance of concept of managing equality and diversity at
workplace
As per the view point of Agbontaen, O.O., 2019, achieving diversity and maintaining
equality is important at workplace as it includes a collection of employees from different
genders, ethnicities, cultural and racial backgrounds which enhance the overall creativity and
innovation level of a firm. An analysis can be made that recruiting a heterogeneous workforce
will lead to better exchange of unique and new perspective which spark fresh and more
innovative ideas to ensure enhanced productivity and performance of workforce. Thus, a
summarisation can be made that managing cultural diversity and equality is important for an
organisation to recruit more talented employees without any kind of discrimination to have
enhanced skill and creativity level at its workplace (Ku and Liu, 2020).
To evaluate about the role of managing cultural diversity on the expansion and growth of
Sainsbury
With respect to the information provided by the Katie Reynolds, 2018, it has been
analysed that the vital and positive role is lead by managing cultural diversity on the expansion
and growth of firm as it lead to a heterogeneous workforce with better and new perspective that
2

leads to enhanced creativity and skills level. Further, it has been observed that encouraging
diversity and inclusion at workplace leads to reduction in employees turnover and also ensures
generation of higher revenue which leads and facilitates enhanced resources for better expansion
and growth of Sainsbury. Apart from theses, an enhanced connection with wider range of
customers is also lead by hiring individuals from varying culture and background as they are
more able to connect effectively with diversified target market (Park, 2020). Thus, maintaining
cultural diversity appeals and attract larger number of customers and also leads enhanced brand
reputation which plays a direct and optimistic role in better expansion and growth of Sainsbury.
To suggest and recommend better ways and measures for Sainsbury to ensure effective
management of cultural diversity and equality
According to the view point of Dr. Richard T. Alpert, 2020, the main suggestion and
recommended ways and measures for Sainsbury to ensure effective management of cultural
diversity and equality comprises of implication of unbiased HR practices which provide an equal
chances of recruitment and hiring for all employees irrespective of their cultural background or
any other form of discrimination thus leads to better management and creation of cultural
diversity. Further, implication of effective communication is also an effective way to ensures
better management of cultural diversity as it leads to enhanced connection and bonding among
heterogeneous workforce which improves their coordination and interaction level to eliminate
chances of chaos and conflicts among cultural diversified employees (Ravazzani, 2016).
P2) Examination of appropriate research methods to conduct primary and secondary research
The appropriate research methods and approaches that would be applied for leading out and
conducting current primary and secondary research on the Sainsbury company are examined an
provided below:
Research Philosophies- There are four types of research philosophies which comprises of
Positivism, realism, interpretivism and pragmatism philosophies out of which use of Positivism
research philosophy is appropriate for current research on Sainsbury as it leads a more practical
and a scientific way of investigation based on analysis of quantifiable form of data (Spivak,
2020).
Research approach- Mainly there are two broad categories of research approach i.e.
deductive and inductive approaches of research from which utilisation of deductive approach is
3

more suitable for current study as it ensures a logical process for collection and analysis of
numeric facts and leads to better scanning and testing of data to achieve set objectives.
Research strategy- It comprises of main framework or design of the research which set out
various techniques for data collection like action research, experimental research, interviews,
surveys, case study research or a systematic literature review. Out of these, survey strategy
would be used to lead primary research while conduction of secondary investigation is based on
systematic literature review as it provide better collection and analysis of relevant facts and data.
Choices of method- From three main kinds of research method which consists of qualitative,
quantitative and mixed method application of quantitative firm of research method is most
appropriate and justifiable for current investigation as it leads to collection of data in numeric
forms that is easy to gathered and also presentation of quantifiable data is lees complex and time
consuming (Wang, J., 2018). Thus, section of quantitative research method is suitable for current
investigation as ensures a measurable set results and findings which leads to a more spefic and
justifiable conclusion to achieve set objective.
LO2
P3) Conduction of Primary and secondary research using appropriate methods considering costs,
access and ethical issues
Conduction of Primary research
It comprises of gathering information directly from the respondents which ensures and
leads to most authentic and reliable firm of data. Self efforts of researcher are required for
collection of data from primary sources. With respect to current investigation use of a
quantitative form of questionnaire is made for collection of data from chosen participants.
Sampling Method- It represents a statistical approach for selection of pre determined
observation and units from a larger and complex set of population (Rawat and Basergekar,
2016). An appropriate sample size of 35 participants had been selected from the employees of
Sainsbury with the help of random sampling method to ensure better collection of data.
Questionnaire
Q1) Are you having any implication and view point regarding the importance and vital
need of concept of managing equality and diversity at workplace?
a) Yes
4

b) No
c) Neutral implication
Q2) What are the main benefits and crucial role which are associated with the efficient
management of cultural diversity at the workplace of Sainsbury?
a) Inspire creativity and drive innovation
b) Increased productivity and performance
c) Better brand reputation
d) Enhanced expansion opportunity
Q3) Are you agreed with the fact that, some challenges like communication barriers and
complex needs of diversified employees are also lead by managing cultural diversity at
place of work of Sainsbury?
a) Strongly Agreed
b) Agreed
c) Disagreed
d) Strongly disagreed
e) Neither agreed nor disagreed
Q4) As per the your view point, what overall role is lead by managing cultural diversity on
the expansion and growth of Sainsbury?
a) Positive Role
b) Negative Role
c) No role
Q5) What could be the possible suggested ways and measures that could be adopted and
implicate by Sainsbury to ensure effective management of cultural diversity and equality?
a) Adoption of fair HR practises
b) Leading effective communication
c) Providing regular cultural training
d) implication of participative leadership
Q6) Any other recommendation for Sainsbury to ensure effective management of cultural
diversity and equality at its place of work?
Conduction of secondary research
5

The leading out of secondary research is based on analysis of past facts and records
which provided enhanced support and base for conducting an investigation. In context of current
investigation, implication of systematic literature review is made to conduct secondary research
which is based on analysis of relevant one journal and article an evaluation of which is provided
in the literature review section of current research project.
Costs, access and ethical issues- The expected cost for current investigation is near around
£ 300 which consist of various expenses made by researcher for current study like cost of
transportation, cost of data collection, expense on internet and other expanses made. The assess
to collected information is only provided to the researcher and tutor to maintain its authenticity
and reliability. Apart from this implication of BERA code of ethic is made to meet ethical
consideration and proper approval and consent is also taken from the participants. At last,
provisions of data protection act are also met to maintain the privacy and reliability of collected
data.
P4) Analysis of research findings and data
For analysis of research findings and collected data by the above stated questionnaire use of
following pie charts and frequency table is made:
Theme 1: Importance and vital need of concept of managing equality and diversity
Q1) Are you having any implication and view point regarding the
importance and vital need of concept of managing equality and diversity
at workplace?
Frequency
a) Yes 30
b) No 1
c) Neutral implication 4
6

Interpretation
On the basis of above pie chart, an interpretation has been made that 3 participants were
having implication regarding the importance and vital need of concept of managing equality and
diversity at workplace where as one was not having any perceptive while other 4 individuals
seemed to have neutral implication on concept of cultural diversity.
Theme 2: Main benefits and crucial role which are associated with the efficient
management of cultural diversity
Q2) What are the main benefits and crucial role which are associated
with the efficient management of cultural diversity at the workplace of
Sainsbury?
Frequency
a) Inspire creativity and drive innovation 10
b) Increased productivity and performance 8
c) Better brand reputation 6
d) Enhanced expansion opportunity 11
7

Interpretation
Inspire creativity and drive innovation is taken as main benefit of efficient management
of cultural diversity at the workplace of Sainsbury as per the view point of 10 participants where
as 8 seemed in favour of Increased productivity and performance. Apart from this, 6 respondents
were also there who favoured better brand reputation as most crucial role of efficient
management of cultural diversity at the workplace of Sainsbury while 11 opted for Enhanced
expansion opportunity.
Theme 3: Some challenges are also lead by managing cultural diversity at place of work of
Sainsbury
Q3) Are you agreed with the fact that, some challenges like
communication barriers and complex needs of diversified employees are
also lead by managing cultural diversity at place of work of Sainsbury?
Frequency
a) Strongly Agreed 7
b) Agreed 15
c) Disagreed 6
d) Strongly disagreed 2
e) Neither agreed nor disagreed 5
8

Interpretation
It has been find out from current investigation that 7 participants were strongly agreed
that some challenges like communication barriers and complex needs of diversified employees
are also lead by managing cultural diversity at place of work of Sainsbury while 15 were agreed
along with 6 other who seemed disagreed. Further, 2 respondents were seemed strongly
disagreed about the challenges of managing cultural diversity while other 5 respondents were
neither agreed nor disagreed on above written fact.
Theme 4: Overall role of managing cultural diversity on the expansion and growth of
Sainsbury
Q4) As per the your view point, what overall role is lead by managing
cultural diversity on the expansion and growth of Sainsbury?
Frequency
a) Positive Role 32
b) Negative Role 1
c) No role 2
9

Interpretation
The main finding of current investigation comprises of interpretation that 32 participants
from a total of 35 believes that overall a positive role is lead by managing cultural diversity on
the expansion and growth of Sainsbury while only one opted for its negative impact along with
the 2 other respondents who supported no role of cultural diversity on the expansion and growth
of Sainsbury.
Theme 5: Possible suggested ways to ensure effective management of cultural diversity and
equality
Q5) What could be the possible suggested ways and measures that could
be adopted and implicate by Sainsbury to ensure effective management
of cultural diversity and equality?
Frequency
a) Adoption of fair HR practises 9
b) Leading effective communication 8
c) Providing regular cultural training 11
d) Implication of participative leadership 7
10