Asda's CSR Project: Developing a Comprehensive Project Management Plan

This assignment presents a comprehensive project management plan (PMP) for implementing Corporate Social Responsibility (CSR) practices within Asda, a major UK retailer. The project, divided into three sections (PMP, Log Book, and Performance Review), outlines strategies for achieving project goals. It includes an analysis of Asda's current CSR policies, aims to assess the impact of CSR on customer purchasing behavior through surveys, and provides a feasibility assessment, cost estimation, and risk management plan. The PMP details the project's scope, objectives, and recommended contents, including a work breakdown structure and Gantt chart for project scheduling. The report also includes a literature review, research methodology, data analysis (qualitative and quantitative), results, recommendations, and a reflection on the project's execution. The project aims to enhance Asda's brand image and customer satisfaction by integrating CSR initiatives, ultimately contributing to a sustainable business environment.

MANAGING A SUCESSFUL
BUSINESS PROJECT

Table of Contents
Introduction:..............................................................................................................................4
Project Management Plan .........................................................................................................4
Project Background: .............................................................................................................4
Recommended contents of the PMP......................................................................................5
Aims and objectives of the Project....................................................................................5
Scope of the project...........................................................................................................6
Feasibility assessment.......................................................................................................6
Cost Estimation.................................................................................................................7
Risk management..............................................................................................................7
Communication Management.........................................................................................10
Work Breakdown Structure.............................................................................................11
Gantt chart.......................................................................................................................12
Literature Review :-.............................................................................................................14
Research Methodology:-.....................................................................................................14
Performance Review /REFLECTION.....................................................................................15
Analysis the data..................................................................................................................16
DATA ANALYSIS.................................................................................................................16
QUALITATIVE RESEARCH............................................................................................16
Quantitative Research..........................................................................................................17
RESULT..................................................................................................................................20
Recommendation.....................................................................................................................20
Reflection of the project..........................................................................................................21
Conclusion:..............................................................................................................................21
Appendices: Questionnaire for the customers: .......................................................................24
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Introduction:
This is a Pearson-set assignment in which there are three sections. The three sections are
accordingly given below,
 Project Management Plan
 Project Log Book
 Performance Review
In the project management plan section the report will focus on the process or taken
approaches to develop a project based on the strategies. And, also the report will describe the
process of the execution of the project and the monitoring methods of the project. In the
project Log Book,the report will present the evidence of the project development that’s mean
in this section the report will describe all the ways or the processes thoroughly done by the
developer to execute the project. The Performance Review in this section the report will
define the individual reflection’s evidence to complete the project. The project is related to
the implementation of CSR practices within Asda. The CSR frameworks will be integrated
with the help of the project management plan that will be presented in the study. The Work
Breakdown Structure along with Gantt chart will be presented in the latter section of the
report which will define the timeframes of the schedules that will take place in the
implementation session.
Project Management Plan
Project Background:
The PMP is a fundamental key factor which defined the strategies or the plans to achieve the
final outcomes of the project. In this section, the report will mainly focus on the process of
how to set the goal or the vision of the project to accomplish the consequences of the
projects. CSR is the resourcefulness of the organization to carry the responsibilities of the
organization on the basis of the welfare of the environment (Levy & Park, 2011). Corporate
Social Responsibility is the mainly helps the organization to obey the formal and informal
rules and regulations to develop or strengthen the economy of the association to produce a
good environment to the employee at the workplace and provides better qualitative products
to the society to integrate and maintain the brand image of the organization. Corporate Social
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Responsibility incorporates the attempts business affiliations endeavour to meet their
commitments both as social experts and money related. Associations are clearly aware of
their social obligations through weight connected by their stakeholders (Du, et al., 2010). In
the age of marketing globalisation most of the organization has started to take more
specialists on the CSR policies to develop the organization and can compete with the market
while providing more trustworthiness and conviction to the employee of the organization and
consumers as well. The project covers the elements of corporate social responsibility and its
significance of the acquirement of competitive advantage. Corporate Social responsibility is
also aligned to the assurance that companies integrate CSR for the promotion of ethical and
social regulations within a society (Okpara & Idowu, 2013). In this context, it should be
highlighted that the CSR initiatives are implemented for the attainment of customer
satisfaction which aids in achieving a sustainable business environment for the future.
Recommended contents of the PMP
Aims and objectives of the Project
The aim of the objectives and the aims are described in this sections. There should always be
a predefined strategies or goals to achieve the deliverables of the project. This is a very
important section because, without the goals. Any project cannot be directed to the
achievement points. The aim of the project is to find out the CSR practices of for example
“selling” of Fair Trade products has an impact on the purchasing nature of the customers.
For the attainment of the aim, the following objectives has been articulated:
 To analyse Asda’s current policy of CSR and any relevant literature on the research
topic.
 To conduct a survey of customers to identify if CSR to present the influence on their
buying choices.
 To analyse the present results of the survey.
 To draw conclusions and recommendations about CSR and its influence on customer
buying behaviour.
Scope of the project
Quality qualifications will be described in this section of the report. The scope of the
project includes the execution and development of CSR initiatives within companies for the
purpose of the promotion of a sustainable business setting. The project will aid in properly
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understanding the utilisation of the technique of project management in relation to CSR. The
project is associated with the importance of varied CSR business operations and its impact
on the customers and the organisations.
Every organisation within the business aims for attaining sustainable development for
the purpose of enhancing sakes and associated profits. So, the current project is entirely
based upon promoting the implementation of diversified types of CSR initiatives within the
premises of company. Sustaining the developments acquired for long time is a definite
necessity in case of enhancing and further expanding the business.
Adding more to this, different techniques which could be utilised for CSR related
project management, will be understood in far more better way. Implementing the CSR
initiatives will further help in creating a positive impact upon employees as well as
customers and clients associated to the company. The proper way of implementing the
techniques will effectively assist in better understanding of the CSR initiatives. Also, the
importance of CSR initiatives is varying according to the type of business operation that is
being carried out. Also, this would be additionally taking in consideration the impact upon
the overall organisation as well as customers.
Feasibility assessment
In this section, the report will be defined the technical approaches, the economic background
to study the feasibilities and figure out the risks of the project. This is a small-scale project
which is based on the implementation of CSR initiatives. Owing to the size of the project, it
has been recognised as feasible. Corporate Social Responsibility has been observed as one of
the most important aspects of business organisations. Feasibility study assists in determining
the reliability along with the validity of a project. The feasibility study also aids in
determining whether the project is economic and financially acceptable in nature. This
project is socially, economically and also technically feasible. Moreover, Asda is one of the
largest retailers in the United Kingdom. Hence, the company has an opportunity to invest
widely in the implementation of the CSR activities (Turner, 2014). On the other hand, the
project is also beneficial for the organisation both on economic and on a social front. The
image of the business in front of the society will improve and it will also lead to attraction
and retention of both customers and shareholders along with other stakeholders. Moreover,
the timeframe set for the execution of the project schedules with feasible. Hence, the project
is feasible in nature.
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Cost Estimation
This is one of the main parts of the project because if the project has not be cost
estimated, then it will be difficult to set the prices of the products and also it is
impossible to continue the project. The estimated cost of the project is $1000. (Very
Unrealistic cost estimation as a student)
Cost of the Project
Log Book Preparation:
 Qualitative Research
 Quantitative Research
$150
$150
Assessment of the risk $100
Training and development session for the
employees
$300
Preparation and Presentation of the
documentation
$200
Communication Plan and implementation $100
Risk management
This section of the report will declare the predicted risks or the issues regarding the
project. There are risks associated with the project which includes human resources
risks, technological risks, financial risks, communication risk along with market
penetration. It is important for the business organisation to evaluate risks right from
the initial phase to attain enhanced results after the implementation of the project.
Risk ID Kinds of
Risks
Analysing
the risks Degree of
impact of the
Solution Responsible
stakeholder
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risk
1. Technologica
l Risks
Without the
aid of proper
technology
the resources
could not be
analysed in
proper way
and so the
overall
project could
be halted.
Negative Asda is required
to update its
technology
which will be
beneficial in
achieving an
enhanced result.
Project
Manager
2. Human
Resources
Risk
If skilled
workforce is
not able to be
hired then
there would
be no one
who could
utilise the
resources for
implementing
in project.
Negative Recruitment and
hiring of project
members and
employee.
Advertisements
will be made for
the job
requirements.
Human
Resource
Department
3. Financial
Risk
Investors
have to be
convinced by
making them
know the
benefits that
would be
obtained by
the project.
Negative Convincing the
investors and the
financial
department to
invest for the
project.
Financial
department
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Without
proper
investment
the outcomes
obtained
would not be
satisfactory
regarding the
project aims
and
objectives.
4. Communicati
on Risk
This risk is
the most
important
one to be
emphasized.
Development
and
procedures at
each and
every stage
have to be
communicate
d among each
other so that
ecverybody
is thorough
with the
practices
currently
going on in
organisation.
Negative Preparation and
execution of an
effective
communication
plan for
communicating
the requirements
of the project.
Project
Manager
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5. Market
Penetration
This tends to
impact the
organisation
in positive
manner since
with CSR aid
organisation
will be
establishing
newer
markets for
their
products. The
project after
completion
will
effectively
assist the
organisation
in doing so.
Positive The company is
required to
attract and retain
customers with
the help of the
CSR programs.
The marketing
department
It is important to assess the risks time to time so that corrective actions can betaken
by the management timely. In order to do so proper plan is to be followed to that its bad
effects can be eliminated.
Communication Management
This is one of the most important parts of the project because a good communication is
always needed to integrate the project fast and it also helps the employee and the managing
director connected which is very beneficial for the project. Communication is recognised to
be one of the most important aspect of a project. The communication amongst the project
managers will be managed with the assistance of continuous meetings along with forums for
the purpose of discussion (Leach, 2014). Communication amongst the members of the
project will be conducted with the help of WhatsApp and group emails. The human resources
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are associated with the project of the CSR initiatives. Communication risks have been
identified in the preceding section of the report. Hence, proper communication activities
should be planned and executed in an effective manner.
Work Breakdown Structure
The WBS is a conceptual framework which helps the project to separate into some parts
which are mainly based on the deliverable centered (Fernández-Sánchez & Rodríguez-
López, 2010). With the assistance of the work breakdown structure, the project work will be
divided based on time frame.
The work breakdown structure: The current project will be taking in consideration time
duration of approximately 200 days for completion on the basis of each activity at different
stages.
Activity ID Activity Timeframe
1 CSR program in Asda 168 days
1.1 Development of project scope and plan 30 days
1.1.1 Establishment of project team 15
1.1.2 Assessment of project task 15 days
1.2 Development of Logbook of Project 30 days
1.2.1 Data collection method 15 days
1.2.2 Risk assessment plan 15 days
1.3 Implementation of monitoring strategy 30 days
1.3.1 Find out the problem of the customer 15 days
1.3.2 Provide appropriate training program 15 days
1.4 Reflects on customer demand 48 days
1.4.1 Understanding customer demands 25 days
1.4.2 Satisfying the needs of customers 23 days
1.5 Consequences of CSR programs 30 days
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1.5.1 Proper Management of CSR programs and activities 30 days
Gantt chart
This chart will provide the details of the time periods which are taken by the production of
the project or the process of the project to complete the project (Moradi, et al., 2011). By this
section, the managing committee of the project can identify the exact time period to complete
the project.
Overall, the entire project will be taking time duration of 200 days for completion. As
observed from Gantt chart, different set of activities are there. In the first stage the scope and
plan of the project would be developed in time duration for 40 days. Among this two
activities are there. The establishing of the team for project will be done within 20 days. In
the remaining 20 days different tasks of the project would be assessed. Coming towards the
second stage a logbook of the entire project will be developed in time duration of 40 days. In
this the activity of data collection would be taking time of 20 days. And the remaining 20
days will be taken by the plan of risk assessment. Contextualising the third stage, demands
from customers will be reflected thereby taking 50 days time. Within this first 25 days will
be taken for deeply understanding the demands usually made by customers. And for the
remaining 25 days, those known needs will be satisfied. The last and final stage is in relation
with the consequences involved related to CSR programs and will be taking 30 days time
duration. Within this, the activity of CSR initiatives and programs will be managed in proper
way.
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Figure 1: Gantt chart
In this section, the report will mainly focus on the processes of the project. But, during the
project, the project manager has to maintain a log book about the projects (Muller, 2011).
This log book will generally help the project manager to follow the last work details and
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continue the project after that. It will help the project manager to check and scrutiny of the
project, if there are any lack of requirements or, is the project facing any problems or not.
The log book should be divided into two research processes which are given below with the
brief discussion,In this section, the project manager will scrutiny the quality of the product
and makes a report and maintain the log book daily. This log book will help the manager to
check and re-check the quality of the product, and they can change if there are any issues are
arrived regarding the quality.
Literature Review :-
According to _, the consumers react towards the CSR initiatives of a company by
their buying behaviours. The choices made by them have necessary implications within the
entire society. The firms and organisations that are more socially responsible tend to gather
ample customers. The customers deeply care about the impact of company's CSR initiatives
on the environment as well. Rewards and necessary punishments are accordingly provided
by either selecting or exhibiting aversions towards the firm's products. As stated by _, there
is a possibility that customers are having more amount of CSR related information in relation
to company and so they have rather ethical buying behaviours towards the products of
company.
Contextualising upon the buying behaviours of customers, it is therefore a necessity
for company's authorities to consistently implement CSR activities within the organisational
premises. Implementing such type of initiatives will help the company to create a positive
impact upon perceptions possessed within the customers as contextualised by _.
Furthermore, since it is already known that consumers buying behaviours are hugely
impacted by the company's CSR initiatives, so effective activities have to be implemented.
These initiatives should be capable enough for making the customers attracted towards
buying products from that particular company.
Research Methodology:-
For the purpose of carrying the overall project in an effective manner, diversified
range of tools and techniques will be used by the researcher. This will further cause the
attainment of project aim and objectives thereby obtaining the required outcomes. So,
following methodologies will be taken in consideration as per the current project :-
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 Data Collection : The gathering of information and necessary data will be done from
both primary and secondary sources. The primary one will be having an inclusion of
questionnaire survey. And referring to the secondary sources, articles, newspapers,
published materials, etc., will be utilised. This will make the collected information
more relevant and authentic as well. Research approach : With emphasis laid of research approach, inductive category
will be taken in consideration. The reason for choosing this is that diversified theories
and observations will be taken into account to support the execution of research. Research Philosophy : For deeply studying the elements of study, researcher will be
taking in consideration interpretivism approach. The outcomes would be gathered
from the respondents or participants involved in study. Research Design : The researcher will be utilising descriptive category to get a deep
understanding of the concept involved that is affecting of consumer's buying
behaviour through CSR initiatives. Sampling : For the purpose of obtaining information, 5 managers of ASDA have
been chosen for qualitative research. And the sample for quantitative research is 50
customers of ASDA.
 Data Analysis : For the purpose of collecting, numerical and theoretical data, both
qualitative and quantitative research methods have been used. For effective
evaluation of collected data statistics & thematics ill be utilised.
Performance Review /REFLECTION
This is the one of the final, and most important part of the project before finished the project
or completed the project (Günal & Pidd, 2010). In this section, the report will analysis the
project with some specific and technical tools and methodologies to complete the project. At
the end of the project, the managing committee will scrutiny the products before launching
the products into the market. If the product is qualitatively poor, then the invention will not
produce successes in the market. So, this a very crucial steps for the organization to scrutiny
the project before the final launching.
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In this section, there should be some methodologies follow by the project manager who is
given below,
Analysis the data
This is the most important steps to analysis the data which is taken regarding the issues faced
by the project manager. Here should be presented some graphs which will give a good
overview of the how the project is going on. Qualitative and Quantitative research analysis
has been carried out in the preceding section of the study. The qualitative research has been
carried out with the managers. Based on the conducted analysis it can be interpreted that
corporate social responsibility plays vital role in the entity. All across the world, companies,
irrespective of size and scope, have been integrating, CSR frameworks for fulfilling their
individual responsibilities towards the stakeholders and the society. On the other hand, the
qualitative analysis with the managers also reflects that the expectations of the managers are
quite high with the result of the project.
The quantitative data analysis has been carried with the customers. During the survey
session, customers have been asked close-ended questions. From the quantitative data
analysis, it has been analysed that the buying decisions of the customers is highly influenced
by the CSR initiatives associated within business organisations. The customer buying
decisions are directly underpinned to the CSR efforts that are taken by the business body.
Moreover, in this context, it has also been established that other retailers have been
integrating the CSR programs for the retention of customers on a large scale.
DATA ANALYSIS
QUALITATIVE RESEARCH
About 5 managers of Asda, have been targeted for the qualitative research analysis. Only 3
managers responded during the interview session of the managers. The qualitative research
analysis is presented as follows:
1) Kindly share your perception with respect to corporate social responsibility?
In the answer to this question, one of the managers answered that Corporate Social
Responsibility has been recognised as the most important strategic initiatives that must be
taken by business organisations. According to them, it has been constituted that corporate
social responsibility has assisted in promoting the social and corporate image within the
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society. Following and integration of initiatives related to corporate social responsibility will
assist in attainment of sustainable future for the business.
2) What are the expected outcomes of the project?
To this question, the managers replied that they expect to understand the customer buying
choices and the cause of the corporate social responsibility on the same. With the assistance
of the information, Asda will create proper CSR frameworks in alignment with the future of
the business.
Quantitative Research
In this section, the manager will present some graphs which are made by collecting the
information of the procedures of the project. This helps the managing committee to give a
total overview of the project. For the quantitative research analysis, about 50 customers has
been targeted. Amongst the 50 customers, only 30 of them responded.
1) Do you know about CSR programs and initiatives?
Figure 2: CSR programs and initiatives
Source: (By author)
Interpretation:
This question suggests that the strategy of corporate social responsibility is well-known to
the maximum of the targeted customers which includes about 56.67% of them.
1) Do you think CSR programs are helpful in meeting the needs of the society?
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Figure 3: CSR initiatives
Source: (By author)
Interpretation:
This question reflects that about 76.67% of the customers support the fact that the CSR
initiatives are beneficial for meetings the needs of the society. However, there are customers
who do not support the fact that CSR are beneficial.
2) Which other retailers in UK have been deploying CSR programs according to
your knowledge?
Figure 4: Retailers
Source: (By author)
Interpretation:
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The response to this question reflects that maximum of the retailers have been integrating the
CSR practices for the attraction and retention of customers.
3) Do you select your preferable retailers based on their CSR programs?
Figure 5: Customer Perception
Source: (By Author)
Interpretation:
From the analysis, about 60% of the customers take decisions based on the CSR programs of
the company and there are customers, about 40%, do not select retailers by emphasising on
CSR programs.
4) Will you change your perspective about business organisations if they do not
follow CSR programs?
Figure 6: Perception
Source: (By Author)
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Interpretation:
This question was asked to understand the influence of CSR initiatives on the customer
purchasing behaviour. It can be established that CSR does influences customer buying
behaviour.
RESULT
After analysis, the data the researcher should be investigated about the project’s issues to
figure out the problems which are faced by the project manager during the procedures. In the
preceding section of the study, certain risks have been presented which includes the
technological, human resources along with financial risks. In the course of the project, initial
issues were related to the lack of competent employees which made the project work
jumbled up to a large extent (Kerzner, 2013). On the other hand, financially, the company
has been lacking the appropriate existence of financial contribution. The efficiency of the
project manager has also been recognised to be decreasing but in the end, the accomplished
result is feasible in nature.
Recommendation
After finding out the issues, in section, the researcher will provide some recommendations or
solutions against the issues of the project. Based on the issues, the recommendations for the
issues are as follows:
 Improvement of technological department: The technological department of Asda is
required enter into the utilisation of the digital platform (Muller, 2011). This will
make it easier for them to contact both the customers and the project members at the
required time.
 Enhanced communication plan: With the assistance of the communication plan, the
project manager of Asda will be able to communication the essentialities to the
stakeholders with efficiency. Moreover, the communication misunderstandings will
also be mitigated.
 Preparation of a proper project charter along with a project report for the
stakeholders.
 Hiring of competent and skilled employees with the aid of standard recruitment and
selection sessions.
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 Carrying of continuous customer surveys for understanding the behaviour pattern of
the customers. ( Recommendations must be extracted from your project and must be
relevant with your title and your access to information)
Based on the project management module conducted by me I was able to assess
different aspects of the particular project. Further, I developed my analytical thinking to
evaluate the factors that can prove to be risky for the project. Other important aspect is that I
was able to learn through the study is conductive quantitative research for the data. Further, I
was able to understand that reviews the project planning is an important aspect as it helps in
finding out the deviations and taking corrective actions beforehand. Hence, this project
proved to be helpful in finding out that how a project management plan is actually made.
Reflection of the project
The project proved to be quite knowledgeable for me. I was able to understand the
requirement which is to be considered while managing a business. Further, it helped me to
develop my analytical skills as a time frame was to be prepared by me in order to fulfil the
requirement of the project. I got to know about various methods that can be used to assess
the risk for which I had to go through different books and journals to understand the concept
in better manner. I am not good at research part hence, I had to go through research methods
books to complete the task. Over all the experience was good and helped me in growing my
knowledge skills.
Conclusion:
This project has highlighted the concepts of a project management plan in relation to the
integration of CSR activities by a business organisation. From the report, it has been
established that CSR is an important part of the strategic management of companies. Further,
the report presents the steps that will be utilised to meet the initial objectives of the research.
The work breakdown structure along with a Gantt chart has also been presented in the project
management report.
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Appendices: Questionnaire for the customers:
1) Do you know about CSR programs and initiatives?
 Yes
 No
2) Do you think CSR programs are helpful in meeting the needs of the society?
 Yes
 No
3) Which other retailers in UK have been deploying CSR programs according to your
knowledge?
 Waitrose
 Tesco
 Sainsbury
 Morrison
 Marks and Spencer’s
4) Do you select your preferable retailers based on their CSR programs?
 Yes
 No
5) Will you change your perspective about business organisations if they do not follow
CSR programs?
 Yes
 No
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