Examining Sustainable Strategies for Waitrose's International Business

This report presents a comprehensive analysis of Waitrose's sustainable strategies within the context of international business management. It begins with an abstract and table of contents, followed by an introduction outlining the background of international business and Waitrose's operations, including its CSR initiatives. The report establishes the aim and objectives of the study, research questions, and rationale. A literature review provides context for the study, and the methodology section details the quantitative approach used, including the use of questionnaires and SPSS for data analysis. The report examines Waitrose's operational excellence, challenges faced in managing sustainability, and potential recommendations for improvement. The structure of the dissertation is clearly outlined, providing a roadmap for the investigation. The study aims to evaluate sustainable strategies that can be implemented by Waitrose in international business management, offering valuable insights for students and researchers interested in this field.

International Business
Management

Abstract
International business mainly involves transaction of the goods and services between two
or more countries. Even the international business management also provides an opportunity for
growth and as a result, it also leads to improve the financial as well as overall business
performance. In the same way, present research report describe the sustainable strategies which
helps Waitrose to create public trust and positive impact upon the business as well. Moreover,
dissertation helps to understand the concept of international business management and further it
describe the impact of international business management over managing sustainability and
operational excellence. Therefore, in this dissertation, researcher will uses quantitative
methodologies in order to interpret the data, which further meet the aim and objectives.

Table of Contents.
Abstract............................................................................................................................................2
CHAPTER 1: INTRODUCTION....................................................................................................4
Background.............................................................................................................................4
Overview of an organization..................................................................................................5
Aim of the study.....................................................................................................................6
Objectives of the Study..........................................................................................................6
Research Questions................................................................................................................6
Rationale.................................................................................................................................7
Structure of dissertation..........................................................................................................7
CHAPTER 2: LITERATURE REVIEW.......................................................................................11
CHAPTER 3: RESEARCH METHODOLOGIES........................................................................21
CHAPTER 4: DATA ANALYSIS................................................................................................30
CHAPTER 5: DISCUSSION.........................................................................................................54
Reflection.............................................................................................................................57
CHAPTER 6: CONCLUSION AND RECOMMENDATIONS...................................................58
Conclusion............................................................................................................................58
Recommendations................................................................................................................59
References......................................................................................................................................62
Appendix........................................................................................................................................65

TOPIC:
“To examine sustainable strategies which can be manage by organization for international
business management”. A case study on Waitrose.
CHAPTER 1: INTRODUCTION
Background
International business mainly refers to the commerce of goods, service and technologies
or knowledge within national boarders and at a global or transnational level. Apart from this, it
also involves cross boarder transaction of goods and service between many countries and
through internationalization, the company can increase its sales and raise the customer base as
well (Morschett, Schramm-Klein and Zentes, 2015). Further, it is also analysed that there may be
less competition in international level so that the business can be easily achieved the market
share quickly. Moreover, when an enterprise uses international business management then it also
helps to draw attention towards the concept of sustainability as well.
The research main purpose is to develop and integrate the sustainability vision in
company's long term strategic plan that helps to create public trust, for its stakeholders and wider
the society. It Is quite essential for a business to have a sustainable strategy because it provides
an agreed framework for developing the resources and creating a positive impact. Therefore, the
study will describe different strategies that can be opted by Waitrose with regard to awareness,
waste, transportation (Deresky, 2017). Though the firm also have different strategy in the context

of sustainability such that for social sustainability, the quoted firm allows delivery drivers into
the customer's homes which was successful and as a result, the company add more than
thousands of new customers that directly increases their customer base. In the same way, the
current study also helps to introduce new sustainability strategy that helps to sustain the brand
image of the company in international level.
In addition to this, International business management present as a business management
study programme with the strong intercultural and international focus, this also helps to leads a
business towards another success and if a business uses different sustainability strategies as well,
then it also helps to maintain the overall performance of the company.
Apart from this, dissertation helps to understand the concept of international business
management and further it describe the impact of international business management over
managing sustainability and operational excellence. Further through literature study will also
focus on the management practice and approaches which can be opted by Waitrose such that
Training and development, Motivational technique that helps to sustain the brand image at
international level. Further, study will describe the research type which will be used by the
researcher in order to conduct a research in proper way in the section of research methodology.
Then through data analysis, research will interpret the data which are collected by a researcher
and also discussed the objectives in specify manner that helps to attain the aims and objectives of
the study.
Overview of an organization
Waitrose is the chain of supermarket which mainly deals with the food retail division of
UK. The company has 353 shops in United Kingdom which further includes the more than 60
little Waitrose. As the firm provides the best quality of products with reasonable rate that is why
it is considered 6th largest grocery retail store in UK. The quoted firm is founded in 1904 and as
the year passes, the stores open its more unit at international level and also includes variety of
products as well (Tench and Topić, 2017). Apart from this, currently the firm has more than
50000 employees at world level and has more than 6.1% share of market. Further, Waitrose also
export its products to more than 50 countries and that is why it has brand image at international
level.
In addition to this, it has been analysed that Waitrose also sponsored Reading F.C. From
last 2008 to 2015 and then the England Cricket team from 2013 to 2016. Beside this, there are

some celebrities who help a firm to release the series of adverts, in print etc. With regards to
sustainability, the quoted firm also mainly focus on reducing the amount of energy and fuel that
helps a business for long term (Farrell, 2015). Such that company purchase British sources
renewable electricity and it also uses low carbon technology in their working area such as LED
lights etc. Not only this, currently the firm also offer different electric vehicle charging point at
its 40 branches that helps to maintain sustainability. In addition to this, Waitrose also make
strategy not only for an environment but it also works for energy security and its long term
financial sustainability of a business. This shows that company has an effective strategy related
to sustainability and that is why it also creates a positive impact upon the customers as well as
employees (Bold, 2015).
CSR of Waitrose: The company apply the environmental protection such that it promote the self
regulation that is efficient use of waste. And it also manage its operations in such a way that
helps to minimize the negative impact of business. Further, Waitrose also continue to promote
sustainable methods of agriculture and animal husbandry. Apart from this, company also
promote the equality as well as ethical conduct, so that staff may respect the customers and also
provide some information which customer requires. In 2019. The company also launches biggest
campaign that helps to tackle the plastic waste.
Aim of the study
“To examine sustainable strategies which can be implemented by organization in
international business management”. A case study on Waitrose.
Objectives of the Study
 To understand the concept of managing sustainability in international business
management.
 To identify different sustainable strategies for managing operational excellence in
International business Management.
 To identify the challenges faced by Waitrose in managing sustainability.
 To recommended ways of manage sustainability in international business management of
Waitrose.
Research Questions
 What are the concept of managing sustainability in international business management?

 What are the different sustainable strategies for managing operational excellence in
International business Management?
 What are the challenges faced by Waitrose in managing sustainability?
 What are the ways of manage sustainability in international business management of
Waitrose?
Rationale
The main reason behind choosing the topic is such that the researcher have their own
interest to study on the particular topic. Because while researching on the particular topic will
help to enhance the research skills and gain knowledge as well. As the topic of the research
clearly shows that the study focus is on the international business management and it helps to
collect the information regarding business operation at international level, which will help to
raise the business image at international level. Further, through the study, the research will also
identify the importance of sustainability strategies into the working place.
The aim of the research study also helps a researcher to determine different strategies
which can be opted by the firm in order to establish the brand image at international level.
Further, through this, the study also assist researcher to gain knowledge about different
sustainability strategies which should be used by the firm in order to create positive impact upon
customers and employees. The another reason for choosing the particular topic is such that may
be the college provide this topic and that is why it is essential for the researcher to conduct the
dissertation on the particular topic. In addition to this, while studying on the particular topic,
researcher will direct interact with managers of Waitrose that help to reach the aim. For that
reason, the researcher has to study on this particular topic and while conducting the research, the
scholar will easily enhance their current knowledge and this can be used by them in their future
as well. Such that it has been analysed that by study on “To examine sustainable strategies which
can be implemented by organization in international business management” the researcher will
easily collect the information about Waitrose and this assist a firm to determine the best strategy
which could be implement by the firm to be sustainable.
Structure of dissertation.
Chapter 1: Introduction (2000 words)

This outlines the main purpose of conducting a research and it also describes the research
aim and objectives, research questions. Further, the section also justifies the study in the terms of
a need for the information and it is usually a summary of project that also specify the rationale of
conducting the research and what a researcher will cover in the study.
Chapter 2: Literature review (4000 words)
This section of dissertation will identify the research which already has been completed
with regard to the study topic and further, it clearly demonstrates and understand the literature
that is relevant to the topic. In addition to this, this section will support the theoretical argument
which are being made with the helps of author view point such that, this section bifurcated the
objectives into themes, which are as mention:
The concept of managing sustainability international business management.
In this section, researcher will describe the idea and concept of sustainability in
international business management in the context of Waitrose. Beside this, researcher will also
explain the importance of using sustainability in international business management and its
advantages for sustaining the brand image at international level.
Different sustainable strategies for managing operational excellence in International
business Management.
In this, through secondary data collection methods, researcher will analyse the different
sustainable strategy for managing operational excellence in international business management.
In the section researcher will describe impact of those sustainable strategies upon the business.
Challenges faced by Waitrose in managing sustainability.
In this, researcher will describe challenges faced by Waitrose for managing sustainability
that creates negative impact upon the business and also analysed different problems that can be
faced by the firm while establishing sustainability strategy.
Different ways of manage sustainability in international business management of Waitrose
In this section, through secondary data collection methods, the researcher will describe
the methods through which the Waitrose can manage the sustainability in international business
management so that the firm will easily establish its unit at international level.
Chapter 3: Research Methodology (2500 words)
The section provides significant detail about the methods which will be used by the
researcher while conducting the research in proper way. Such that researcher chooses

quantitative research type for this report by using tool SPSS so that researcher will get exact
results because qualitative methods takes time. Further, in research design, researcher will
choose descriptive research design methods and inductive approach under research approach. In
addition to this, through primary data collection methods, researcher will use e-mailing
questionnaire in which, they identify the view point of different respondents. The questionnaire
is mail in company's official mail id in order to meet the ethical considerations. Further the
researcher will contact with Waitrose managers through email. Moreover, researcher will also
use thematic data analysis in which proper interpretation will be used by using SPSS tool that
clearly states the view point of the respondents. Lastly, researcher chooses 20 managers of
Waitrose by using simple random sampling methods that helps to conduct the research in better
way and helps to attain the aims and objectives.
Chapter 4: Data Analysis (3000 words)
This chapter mainly describe the results of an analysis and the findings clearly helps a
researcher to identify whether the aims and objectives are meet or not. Researcher will use
descriptive data analysis methods by using SPSS tool in order to get exact results. Apart from
this, this chapter also helps to describe the ways which a researcher will use in order to present
the detail result. In this section, all the graphs and data are represented in such an effective
manner such that it will help to conduct the research in better way. For the current study,
researcher will choose thematic data analysis that will help to present the data in better way and
through this, the researcher will also easily attain the aim such that To identify the impact of
international business management over managing sustainability and operational excellence of
an organization.
Chapter 5: Discussion (2000 words)
In this chapter, the findings are interpreted of the research question with the literature.
Even in this section, limitation of interpretation and implication for the further study may also be
presented such that in this section, researcher will summarizes the results in briefly manner and
even all the discussion is describe in the non- statistical format that clearly define the
interrelationship between the findings and literature review.
Chapter 6: Conclusion & Recommendations (1500 words)
This section will describe the summary of the overall project in which the researcher will
describe the findings and what have discovered in the each phase of the research. The researcher

will also discuss the implication of the results by using data analysis and literature review such
that researcher should not include any new topic or discussion. Even, limitation can also be
discussed which can be also includes the research methodologies and literature as well. Further,
the researcher will also provide specific guidance based upon the dissertation that should also be
related to exact theoretical and empirical base. Apart from this, researcher will also
recommended some ways which can be found throughout the dissertation so that it will help to
conduct the future study in well manner.

CHAPTER 2: LITERATURE REVIEW
Literature Review is the narrative type in which the researcher will review an article.
Therefore, it is the search and evaluation of an available literature of the chosen topic and it
mainly based upon some key objectives such as it critically analyses some information which is
gathered by the researcher in order to identify the gap in their current knowledge by describing
the limitation of theory and author's point of view. Therefore, the literature review should present
the literature in such an organized way that helps to understand in-depth grasp of the topic. In the
same way, through literature review, a researcher will demonstrate a familiarity with body of
knowledge and also establish the credibility of the work as well.
Theme 1: The concept of managing sustainability in international business management.
As per the view of Crane and et.al., (2019) a business cannot be successful in the present
day without having proper understanding of successful interaction of the global economy and
also sustainability. Such that the concept of sustainable development has received the growing
recognition and also has the new idea for many businesses. Apart from this, sustainable
management is the concept which is taken from sustainability and synthesizes. Even
sustainability is included three concepts such as the environment, demands and wants of present
generation and economy. Using all three, it further creates the capacity of a system which help to
maintain economic viability and also nourished the needs of future as well as present generation
by limiting resource depletion. Therefore, sustainability management is quite essential because it
is considered an important part to successfully maintain the quality of life as well as planet.
While on the other side, Hong and et.al., (2019) sated that international business management is
the management system in which a business doing trade of some goods, services, technology
even at national as well as international boarders. Further, this management also involves cross
border transaction of the goods and services between two countries.
Apart from this, it is also analysed that for large or multinational companies, it is quite
essential for managing sustainability because it helps to sustain the brand image at international
level and also different firms must make the connection between the sustainability as a vision
and sustainability as a practice. Chambers and et.al., (2019) critic that growing number of
organization from the wide range of industries are also follow or manages the sustainable
business management goals because these firms most often noted for their sustainable efforts are
at top global corporation. Such that the manager of Waitrose also ensure that the firm is

managing sustainability by ensuring compliance with an environmental regulations and also
setting up different sustainability performance goals which are strategic as well as ambitious.
Therefore, it has been cleared that business sustainability is an essential part that helps for the
long term prosperity of global company and it also built on different assumption which are
developing this sustainability strategy in order to foster company's longevity.
In addition to this, it is also evaluated by Perrini and Russo, (2019) that if the company
manages sustainability then it will good for the environment because the firm should concern
about the sustainability in strict manner for their ethical reasons. In addition to this, this also
helps to make good reputation for the business as well. Therefore, it shows that there is a high
need for managing sustainability such that now stakeholders are also demanded strong economic
performance so that organization should be socially and environmentally sustainable. Thus, it
clearly reflects that sustainability is becoming an important part for every business and their day
to day operations. It is therefore analysed that Business ethics, sustainability management are
considered some important parts of an organization's strategy and helps to create positive impact
upon the business brand image. Apart from this, it is also analysed that sustainability of the
business is also assist the business for recruiting, such that it helps to motivate the employees as
well. Moreover, If the employees feel satisfied with the job then it will affect the business
productivity in positive way and as a result, it will help to sustain the brand image in
international level.
Beside this, it is also evaluated by Hallikas, Lintukangas and Grudinschi, (2019) that
many business across different sector has to be able directly or indirectly drive the value, as a
result it will help to engage in the sustainability related activities. Such that author also states that
if Waitrose achieve any of the six case drivers such as Cost reduction, sales and profit margin,
risk reduction, reputation and Brand value, employer attractiveness and innovative capabilities,
then it will indirectly allow the firm to capture the economic value and willing to seek more
engaging in such activities. This will help to sustain the brand image in market. In the same way,
Waitrose also develop its sustainable strategy such that it commit to supporting the growth of
greener farming system and at world level and through its move, the supermarket also boost their
environmental credentials and to prevent the environment from getting harm or polluted, the
business did not use plastic bags because earlier it becomes a serious concern for the customers
as well as big companies. Apart from this, quoted firm also build the long term relationship