Analyzing the Impact of Corporate Social Responsibility on McDonald's

This report analyzes the impact of Corporate Social Responsibility (CSR) on McDonald's sales, marketing, and overall business sustainability. The study investigates McDonald's CSR activities, focusing on their aims, objectives, and research questions. It outlines a project management plan, including scope, risk management, cost control, and quality control, alongside a work breakdown structure and Gantt chart. The research employs a qualitative method, gathering data through interviews with McDonald's executives, revealing insights into the company's CSR practices, including environmental protection strategies. The analysis covers research design, philosophy, data gathering (primary and secondary), sampling, and research approach, evaluating the relationship between CSR and business viability. The findings highlight the importance of CSR in enhancing sales, marketing, and financial sustainability, providing recommendations based on the research conducted.

Managing project

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P2 Preparing the project management plan.................................................................................2
P3 Work breakdown structure (WBS) and Gantt chart...............................................................5
TASK 2............................................................................................................................................6
P4 Research through qualitative method.....................................................................................6
TASK 3..........................................................................................................................................11
P5 Analysis of research.............................................................................................................11
P6 Recommendations on the basis of research.........................................................................13
TASK 4..........................................................................................................................................14
P7 Reflective report...................................................................................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
APPENDIX....................................................................................................................................17

INTRODUCTION
Corporate social responsibility (CSR) is referred to be a foremost consideration of almost
all type of organisational bodies operating in this contending world of business. CSR defines
those accountabilities of the establishments that are usually being performed by them to show a
responsible outlook towards serving the society with a need base concern of benefiting them. As
a result to which, they are required to undertake some considerable activities that will assist them
to meet out the set agenda of benefiting the society (Nyadzayo and et. al., 2016). Also, by which,
they can not only acquire a contending position in the market but can together but can together
enhance the sustainability of their business to a great extent. Wherein, this sustainability can be
measured by enumerating the financial strength of the organisation in the market along with an
ascertained level of profitability. The below report is based upon the CSR activities of
McDonald's to identify its role in escalating their position in the market.
TASK 1
P1 Aims and objectives of McDonald's
1. Research Title- The impact of CSR on a functional area (e.g., Sales and Marketing) within an
organisation to promote profitability and financial sustainability.
Overview of the study-
The current study has intended to demonstrate the role of CSR on the functional area of a
selected business organisation called McDonald's in promoting their profitability and fiscal
sustainability. Wherein, marketing is the undertaken operational area that has a direct link to the
applied practices of CSR. It is where McDonald's is one of the renowned business establishment
of UK with some serious goals for the fulfilment of their CSR (Inoue, Funk and McDonald,
2017). However, this in turn leads to escalate the sales of the organisation with an increased
merchandising of their offered commodities. Conservation of environment is reflected to be one
of their leading agenda and for which, they are constantly finding out ways to combat the
depleting surroundings by opting for recycling and reduction in carbon footprints, etc.
2. Research Aims and Objectives-

 Aim of the research: A foremost aim of this survey is “To determine the impact of CSR
on the sales and marketing of goods and services offered by McDonald's that in turn leads
to promote their financial sustainability and profitability”.
 Research Objectives: The above intended goal is hereby supported by some well defined
objectives for providing a guiding base of study to the surveyor. These are-
 To ascertain the need base importance of CSR in McDonald's.
 To identify the link between CSR activities of McDonald's and sustainable growth of
their business with increased profitability and fiscal sustainability.
 To discover the way in which the CSR practices directly leads to enhance the sales and
marketing of products offered by McDonald's.
 Research questions:
 What is the need base importance of CSR in McDonald's?
 How the CSR activities of McDonald's is linked with the sustainable growth of their
business and how does it lead to increase their profitability and financial
sustainability?
 What are the ways in which the CSR practices directly tends to enhance the sales and
marketing of products offered by McDonald's?
P2 Preparing the project management plan
Undertaking a planned approach is referred to be one of the most considerate way for
attaining the defined aims and objectives of the study where the present investigation is carried
to determine the impact of CSR on the operational area of a business. It is hereby based upon a
chosen food organisation named McDonald's and is inclined to acknowledge the way in which
the interpreted CSR practices in turn leads to embrace their profitability and fiscal sustainability
(Turner, 2014). This project management plan is apparent to assist the researcher in conducting
an uninterrupted survey by planning some below outlined measures-
1. Scope of the research project- The current study reflects an extended nature where it has
discoursed upon the practices that are usually undertaken by McDonald's to fulfil their
CSR. This itself represents a broader scope of existence in today's corporate world and
where this project has made exceptional efforts to lay down its importance in the
business.
2

2. Risk management- This reflected yet another major consideration of the researcher to
manage any associated risks with the project work that can hinder into its
accomplishment (Teller, Kock and Gemünden, 2014). On whose consideration, time and
resources are the two risky elements that are required to be managed by effectively
utilizing some considerable tools such as Gantt charts to manager time and activity based
method for budgeting, etc.
3. Cost control- It is with a special consideration of managing costs related to the study
with a defined budget where in the recent study, the entire investigation is required to be
done within a fixed budget of 500 GBP. It is together with a correspondent support of
activity based method that will in turn assist the surveyor to make accordant distribution
of funds on the basis of its dispersed activities.
4. Quality control- This is basically to assure the quality of the project by measuring it with
different parametric factors. It is a procedural method with some undertaken activities to
control the quality of the project and meet its stipulated requirements (Turkulainen,
Ruuska, Brady and Artto, 2015). Herein, benchmarking is stated to be one of the most
effective measure to control the quality of this project where its outcomes will be
significantly compared to other similar projects.
3

4

P3 Work breakdown structure (WBS) and Gantt chart
WBS is basically a structural representation of the current research work where it has
outlined the activities carried out for the achievement of its targeted goals. It is together
accompanied by a Gantt chart indicating the tasks allocated with assigned duration to each for a
timely attainment of its aims and objectives.
Structure of Work breakdown
Gantt Chart
5

TASK 2
P4 Research through qualitative method
Theme 1- Most of the employees are working in McDonald's since last 2 to 3 years.
6

7
6 months 1 year 2-3 year More than 3 years
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
Since when you are working with McDonald's?
Frequency

Since when you are working with McDonald's? Frequency
6 months 1
1 year 1
2-3 year 2
More than 3 years 1
Interpretation- The above interpreted data have shown a majority of experienced top level
executives working from last 2 to 3 years. It is with an enumerated ratio of 2 such employees
with one who is working from more than 3 years and 2 are freshers with 1 working since a year
and another since 6 months.
Theme 2- McDonald's actively enforces the CSR activities in accordance to almost all
participant respondents.
8
Yes, Always
Only sometimes.
No, Never
0 0.5 1 1.5 2 2.5 3
Does McDonald's makes an active participation in the
implementation of CSR?
Frequency

Does McDonald's makes an active participation in the
implementation of CSR? Frequency
Yes, Always 3
Only sometimes. 2
No, Never 0
Interpretation- It is in concord to 3 top level executives of McDonald's, who have supported an
active participation in the implementation of CSR by McDonald's with 2 who have specified an
irregular involvement into the same.
Theme 3- Almost all the respondents have agreed by this fact of CSR where its implementation
duly supports McDonald's to attain a contending position in the market.
CSR activities leads to provide a contending position to
McDonald's. Frequency
9
CSR activities leads to provide a contending position to
McDonald's.
Strongly agreed
Agreed
Neutral
Disagreed
Strongly disagreed

Strongly agreed 3
Agreed 1
Neutral 1
Disagreed 0
Strongly disagreed 0
Interpretation- 3 out of 5 are strongly in favour of achieving a contending position in the market
with the help of CSR. However, 1 has shown an agreed consent with another 1 with a neutral
acceptance towards it.
Theme 4- A majority of respondents have agreed by this fact where CSR practices are directly
related to the viability of the business.
Is there any direct relationship between the enforced practices of
CSR and the viability of business? Frequency
Yes 4
No 1
10
Yes No
0
0.5
1
1.5
2
2.5
3
3.5
4
Is there any direct relationship between the enforced practices
of CSR and the viability of business?
Frequency