The Impact of CSR on a Functional Area: Mercedes Benz

This report examines the impact of Corporate Social Responsibility (CSR) on Mercedes Benz, focusing on its marketing activities and financial sustainability. The study includes a project management plan with cost, risk, and resource considerations, along with a work breakdown structure and Gantt chart. Qualitative research, using questionnaires and thematic analysis, reveals insights into the impact of CSR on the company's marketing efforts. The research findings highlight the importance of CSR for sustaining a competitive business environment, the direct relationship between CSR and competitive advantages, and the need for employee welfare. The report concludes with recommendations to improve CSR implementation within Mercedes Benz, providing valuable insights for other businesses as well.

The impact of CSR on a
functional area-
MERCEDES BENZ

TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Aims and objectives of Mercedes Benz.................................................................................3
P2 Preparing the project management plan (Action Plan)..........................................................4
P3 Work breakdown structure and Gantt chart (Timeline).........................................................5
TASK 2............................................................................................................................................8
P4 Research through qualitative method.....................................................................................8
Thematic analysis........................................................................................................................9
TASK 3..........................................................................................................................................17
P5 Analysis of research.............................................................................................................17
P6 Recommendations on the basis of research.........................................................................19
TASK 4..........................................................................................................................................19
P7 Reflective report...................................................................................................................19
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Corporate social responsibility also termed as CSR is referred to be a foremost
consideration of the organisations who are willing to operate with a contenting position in the
market. This is where CSR is composed of such practices that are in turn proven to give some
beneficial outcomes to the enterprises who have involved it in their undertaken business
activities. It is basically a form of corporal self ordinance that is duly incorporated in their
business model (Ajmal, Helo and Kekäle, 2010). CSR is not only accepted or performed to place
themselves into a competitive position in the market but together supports in the attainment of
huge profits and revenues with rising shares in the market. The below report has presented a
similar research work carried to acknowledge the undertaken practices of CSR by an elected
business establishment named Mercedes Benz in UK. It is a global brand operating in the
automotive industry from last 91 years with its headquarter in Germany.
TASK 1
P1 Aims and objectives of Mercedes Benz
Research Title- The impact of CSR on a functional area (Sales or Marketing) within Mercedes
Benz to promote profitability and financial sustainability.
Background of the research
The present study has focussed upon the positive dimension of CSR activities in business
organisations with a special context of Mercedes Benz. Wherein, it is referred to be a renowned
global entity that is serving in almost every corner of the world and is famously operating in the
automotive industrial sector. CSR is however referred to be a prime consideration of almost all
sort of businesses where this concern is to get a respectable position in a chosen marketplace
(Comeig, Del Brio and Fernandez-Blanco, 2014). However, it is with some predetermined clause
for the organisational bodies where a successful implementation of CSR can be only done after
referring to an active participation of all affiliated stakeholders where they are hereby required to
take collaborative decisions for the same. Also, its successful enforcement is needed to be done
by opting for the most suitable strategy that duly depicts their true consideration to the external
stakeholders of the entities.
This in turn not only leads to provide profitable position to the organisational bodies but
together helps them to make a reputable position in the market with varied competitive business
related strategies. By which, they can proceed towards a long term existence in the market in

terms of extended market shares and revenues (Meskendahl, 2010). The current resort has
focussed upon a similar agenda with a special context of Mercedes Benz to evaluate their
undertaken practices of CSR and its enforcement in their business related activities. It is along
with yet another specific consideration of ascertaining the impact of implementing CSR on the
functional area of marketing in terms as a way of obtaining immense gain and monetary profits.
Research Aims and Objectives- It is on the basis of above outlined title of this research, it is
together based upon some prominent aims and objectives to provide a directional sense to the
investigator for conducting a guiding study. On whose basis, the surveyor has hereby intended
“To assess the impact of CSR on the marketing activities of Mercedes Benz by together
encouraging their gain and fiscal durability”. It is further supported by some well defined
objectives that are as stated below-
 To determine the actual concept of CSR in business related activities.
 To analyse the role of CSR in boosting up the profits of Mercedes Benz by together
prolonging its financial gains.
 To identify the link between CSR practices and the operational area of marketing in
business organisations like Mercedes Benz.
P2 Preparing the project management plan (Action Plan)
This represented a strategic approach of the investigator to carry out the research work in
a well defined manner. For which, it has involved a pertinent action plan with some below
segregated considerations made by the surveyor to conduct a systematic study. Cost- It is referred to be one of the most considerate area that postulates the researcher to
plan a definite budget to carry out the project work. It requires choosing from the most
appropriate measure to do the same (Shehu and Akintoye, 2010). Herein, the researcher
has opted to select an activity based method for the same with separated activities and
allocated budget to each of those. In this way, the researcher is not only evident to carry
out a cost effective research work but will be together benefited from a timely
accomplishment of the study. Risk- This is in regard to entail some associated risks with the survey that are also known
as research limitations. A limited period of time with a restricted budget are the two
leading constraints that mostly hinders the entire study and thus necessitates the
investigator to conduct a preplanned study (5 Easy Tips for Successfully Managing Your

Projects, 2014). However, there together exists some other affiliated risks while carrying
out the project where managing it with applicable measures and a precise cognitive skills
is another prompt requirement and whose non availability can largely hamper the overall
study to a great extent. Resources- There exists two distinct type of resources namely primary and secondary for
carrying out the entire study with sensible collection of data. These resources are the
most contributory elements that duly supports the investigator to reach to an affirmative
conclusion at the end with justifiable outcomes. It is however accompanied by some vital
consideration of the researcher where a prior permission is required to be taken up from
the targeted set of respondents to interrogate them (Storbacka, 2011). It is basically to
avoid any forcible push on the respondents to make a forceful participation in the survey
that is specially conducted to interrogate them with the help of a designed set of
questionnaire. This depicts the process to gather primary data. Wherein, the collection of
information from secondary sources such as books, journals, magazine articles, etc.,
taken up from varied internet sites also needs an authenticated nature of existence. Here,
in the current investigation, the researcher has referred to generate likely information
from verified sources with a due approval of the participant respondents to willingly
contribute in the study.
 Scope- This is with reference to exhibit the interpreted scope of this study where it will
largely contribute in understanding the optimistic influence of CSR practices in business
related activities. Wherein, the recent research work is together based upon a selected
organisation named Mercedes Benz where their investigated facts and findings are
evident to aid other analogous firms as well (9 Secrets to Project Management Success, 2014).
Apart from this, CSR is not referred to be solitary concern of only automotive industrial
sector and thus represents an equal contribution of all sort of business entities. With
reference to which, the present survey has depicted a broad range that will encompass a
liable sense for the implementation of CSR to other organisational bodies as well.
P3 Work breakdown structure and Gantt chart (Timeline)
Structure of Work breakdown

Gantt Chart

TASK 2
P4 Research through qualitative method
Questionnaire
Name-
Gender-
Age-
 Does CSR reflects an eminent consideration to sustain in this contending world
of business?
◦ Yes
◦ No
 Is there any direct relationship between the implementation of CSR practices in
business related activities and attainment of competitive benefits in the
business?
◦ Yes
◦ No
 A progressive enforcement of CSR is apparent to give a sustainable position to
the business with enhanced profitability status.
◦ Strongly agreed
◦ Agreed
◦ Neutral
◦ Disagreed
◦ Strongly disagreed
 From the below listed alternatives, is there any issue that is recently prevailing
in Mercedes Benz?
◦ Child labour
◦ Women's right
◦ Welfare of employees
 How would you rate your satisfaction level from the applied strategies of CSR in
Mercedes Benz?
◦ Highly satisfied

◦ Satisfied
◦ Neutral
◦ Dissatisfied
◦ Highly dissatisfied
 Any changed strategy you would like to apply for a better application of CSR
activities in your organisation?
◦ Health and safety measures for employees
◦ Environmental protection
◦ Empowering Women's
 Which is the most responsible party for the implementation of CSR in your
organisation?
◦ HR personnel’s
◦ Administrative bodies
◦ Business head or owner
 In what way, the CSR initiatives are generally enforced in Mercedes Benz?
◦ By offering fiscal support to the community based organizations
◦ By arranging charity events every year
◦ By contracting voluntary organizations
 Any additive strategy you would like to give for the application of CSR initiatives
in your organisation, out of the below suggested measures?
◦ A distinct department
◦ Foundation trust
◦ Line department
◦ NGO

Thematic analysis
Theme 1- Majority of the respondents have specified CSR to be a superior consideration to
sustain in the competitive business world.
Does CSR reflects an eminent consideration to sustain in this contending world
of business? Frequency
Yes 4
No 1
Interpretation-
From the above graphical representation, it has been evaluated that out of five marketing
managers of the company, 4 individuals agreed with the fact that CSR has to be considered for
sustaining in the competitive world. On the other hand, one manager responded negatively for
this concept.
Yes No
0
0.5
1
1.5
2
2.5
3
3.5
4
Does CSR reflects an eminent consideration to sustain
in this contending world of business?
Frequency

Theme 2- Almost all the participants have proved by this fact where there exists a direct
relationship between the implementation of CSR in business and acquisition of contending
advantages.
Is there any direct relationship between the implementation of CSR practices in
business related activities and attainment of competitive benefits in the business? Frequency
Yes 3
No 2
Interpretation-
The bar graph produced above represents the response of marketing managers when
asked about the direct relation amongst company's activities and CSR practises for attaining the
competitive benefits. It is analysed that 3 employees agreed with this fact while 2 did not agree.
Theme 3- Most of the responders are agreed by this fact where a progressive implementation
of CSR is proven to give a sustainable position to the business with raised level of profitability.
Yes No
0
0.5
1
1.5
2
2.5
3
Is there any direct relationship between the implementation of
CSR practices
in business related activities and attainment of competitive
benefits in the business?
Frequency

A progressive enforcement of CSR is apparent to give a sustainable position to the
business with enhanced profitability status. Frequency
Strongly agreed 2
Agreed 1
Neutral 1
Disagreed 0
Strongly disagreed 0
Interpretation-
The above presented graphical data presents the different responses of individuals when
considering the enhancement of profitability with enforcement of CSR. 2 individuals agreed that
sustainable position can be acquired only through this aspect while 1 individual was nuetral and
1 showed moderate agreement.
Theme 4- Welfare of employees is listed to be the current issue that is being faced by Mercedes
Benz in accordance to a large number of participants.
Strongly agreed
Agreed
Neutral
Disagreed
Strongly disagreed
0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 1.8 2
A progressive enforcement of CSR is apparent to give a
sustainable position to the business with enhanced profitability
status.
Frequency