Strategic Management & CSR Analysis: NETFLIX & M&S Report

This report offers a comprehensive analysis of strategic management and corporate social responsibility (CSR) practices, focusing on NETFLIX and Marks & Spencer (M&S). The first assessment employs PESTLE analysis to evaluate NETFLIX's external environment, identifying political, economic, social, technological, legal, and environmental factors impacting its operations and opportunities. The second assessment delves into M&S's CSR initiatives, examining their contributions to company success from various stakeholder perspectives, including customers, employees, and shareholders. The report critically evaluates the Triple Bottom Line with reference to M&S and provides recommendations for enhancing its CSR strategies. The analysis highlights the importance of strategic planning, external environment evaluation, and the positive impact of CSR on brand image, customer attraction, and overall business success. The report uses stakeholder theory to illustrate relationships between stakeholders and M&S. Overall, the report provides a detailed overview of the strategic management and CSR practices of NETFLIX and M&S.

STRATEGIC
MANAGEMENT &
CORPORATE SOCIAL
RESPONSIBILITY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Assessment 1....................................................................................................................................1
PESTLE analysis....................................................................................................................1
Opportunities for NETFLIX...................................................................................................3
ASSESSMENT 2.............................................................................................................................3
Brief introduction to the company and its current CSR policy..............................................3
Contribution of CSR activities in a company's success from perspective of various
stakeholders............................................................................................................................4
Critical evaluation of Triple bottom line with reference to M&S company ........................8
Recommendations to the M&S company.............................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
In the present time, it has become important fort the companies to develop with the
strategic plans for the firm so as to ensure the achievement of goals and targets. It mainly
includes the formulation and implementation of the objectives which are developed for the
company to utilize the available resources in the most efficient manner. Thus, it becomes crucial
for the firm to develop an external and internal environment factors so as to evaluate with the
situation which is availing in the market and can have a high impact on the operations of the
company. In this report NETFLIX company is been taken in the first assessment and M&S in the
second assessment and in this an efficient analysis is been done to analyse the external factors
which have a high impact on the activities performed by the organization. This will have positive
as well as negative effect on the business. As it is highly beneficial in evaluating with the threats
and opportunities which may affect the activities of the company to a greater extent. Further, it
can also be seen that with the external analysis it may lead to wrong strategic decisions taken by
the company. Moreover, it will involve with high cost to conduct with the survey to identify with
the factors which may affect the company on large scale.
Assessment 1
PESTLE analysis
NETFLIX is a leading internet streaming media company which develops with different
television programs for the people. Further, it is a subscription-based television program rental
service which provide with the wide range of serials which can be subscribed by the means of
internet and using US mail. Thus, with the help of adopting with efficient PESTLE analysis it
assist them to evaluate the positive and negative factors which have a great impact on the
business. The following are the factors involved in the PESTLE analysis are:
 Political factors- It mainly involves with the company's external operations such as the
regulations developed by the government or the political parties which have a control on
the smooth functioning of the company (Hitt, Ireland and Hoskisson, 2012). Thus, by the
evaluation it has been seen that political factors has highly assisted the company to
identify with the best way on how with the increase in the revenue will have a affect on
the liability of tax. Furthermore, it has also assisted to eradicate with the barriers which
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hinder the company to enter into new markets. Moreover, they have also reduced with the
penalties for the violation of the political laws as well as regulations.
 Economic factors- It is been seen that economic factors has helped NETFLIX to grow
and develop in the market. Furthermore, the company has been evaluated with the factors
such as consumer income, inflation and others things and have taken several measures to
ensure that the employees as well as clients are been satisfied to a greater extent. In
addition to this, they are efficient enough in avoiding with much of the debt which may
have negative impact on the business operations in the future (Swayne, Duncan and
Ginter, 2012).
 Social factors- This factor is highly dependent on the demographics and cultural changes
occurred in the economy. Thus, NETFLIX evaluate with the needs and requirements of
the customers on the regular basis which assist them to attain the targets to a greater
extent.
 Technological factors- It involve with the factors which are highly related to the natural
environment which surrounds the company. Moreover, it must also develop and maintain
with the applications which the consumer can operate it in there smartphones, tablets and
TV's.
 Legal factors- In this the rules and regulations are been included which are responsible
for controlling the business environment to a greater extent. Further, it has been evaluated
that with a unfavourable legislation can led to a difficult times in respect to the operating
the business environment of NETFLIX (Cox and et.al., 2012).
 Environmental factors- It is mainly not highly significant for the NETFLIX as it is
dealing with online production services. Thus, it is highly beneficial and a good sign for
NETFLIX to go from physical DVD's to the online streaming which is less harmful for
the environment. Further, it is been successful in developing with the strategies which
highly assist them in protecting and conserving the environment.
Thus it can evaluated that the NETFLIX can succeed in the market at a higher pace and is
efficient enough to compete with the other companies as all the factors are in the favour of the
company which assist them to achieve the targets.
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Opportunities for NETFLIX
Social and technological factors have a positive sign for the company to avail the
opportunities and grow in the market. As with the development of the programs as per the
demographic and cultural changes will assist NETFLIX to attract large number of customers
towards there organization. Further, it will help them to attain a high competitive edge over there
competitors (Hair and et.al., 2012). In addition to this, the advancement in the technology has
provided with the opportunity to expand there business in the market as they are able to develop
with the online services which is beneficial in attracting wide range of customers towards
availing the services. Thus, it becomes important for the company to highly focus on these
factors to ensure the growth and development in the market.
ASSESSMENT 2
Brief introduction to the company and its current CSR policy
In the present time, Corporate social responsibility (CSR) practices are been rapidly
increased and many companies are adopting it which have a high impact on the strategies as well
as operations of the firm. Further, it involves with many factors among which human resource
management plays a crucial role in the establishment of the same. Thus, it is been seen that with
the pace of time CSR has become a part of strategic planning in the company (Hair, Ringle and
Sarstedt, 2013). The corporate social responsibilities are plays an integral role in each and every
business entities which helps to the firm to create image in eyes market and leads to attract wide
number of consumers. When more number of customers are attracted towards the firm then it
leads to increase sales and revenue as well as profitability in the industry where it operates.
In the present essay, M&S company is been taken which is a leading brand involved in
serving with fashion products to the customers. It is a British multinational retailer which is been
headquartered in City of Westminster, London. Further, it is been enlisted in the London Stock
Exchange and it is constituent of FTSE 100 Index. Moreover, it dealing with the sale of clothing,
home used products and the luxury food items. It was founded by Michael Marks and Thomas
Spencer in 1884.
In order to CSR activities the company doing different activities in the society which lead
to create better image in eyes of consumers. Corporate social responsibilities which are played
by the firm are such as provide financial support to the students who are unable to afford
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education expenses. The company is producing and providing educational toys in the institutes
which are helps to grow childes and increase learning abilities. Apart from this another CSR
activity of M&S is such as giving or providing scholarship to the students which is helpful for
students in order to get education. It has joined hands with Oxfam which help to attain several
benefits in context to attain environment. Further, they have taken several steps to develop with
the efficient packing materials which do not cause harm to the health of the people and do not
pollute the environment. The chief executive officer of the company is give large sum of amount
from his personal fund to the Giving pledge charity. It is a charitable trust, which provides funds
to the old age people and mainly to the schools where students are not afforded educational
expenditures. Hence, these all are the CSR activities which are done by the respective company
of retail industry operating worldwide.
In addition to this, the retailer such as Marks and Spencer provide facilities to the
students as well as unemployed young people in terms of arranging placement. In such types of
CSR activity the company able to provide more than 2600 number of people a better job with
help of the placements. Further, it launched a product which is related to the home care and
cleaning by which home environment of the local community become clean and helps to live
healthy. The company provides and arrange various kinds of academic programmes as well as
campaigns which helps to the students in order to take higher education in different sectors. In
context to this, the Marks and Spencer provide food as well as cloths to the needy and poor
people and the charity sector as well.
Contribution of CSR activities in a company's success from perspective of various stakeholders
Corporate social responsibility activities are plays major role in order to get success of an
organization. When the company contribute in more number of activities for social welfare then
it able to create and increase its image or goodwill in market and society as well which lead to
impact in very positive manner up to greater extent (Hair, Ringle and Sarstedt, 2013).
Stakeholders are those persons or individuals who are important for the firm for produce
production as well as selling the products. For every firm there are various stakeholders are such
as employees, customers, government, suppliers, shareholder etc. In relation to the stakeholders
there is a theory used by the company which shows relationship between stakeholders as well as
Marks & Spencer organisation. Name of the respective theory is stakeholder theory which is
implemented in the company and shown below. Further, the respective theory of stakeholders
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helps to the M&S firm in order to manage business process as well as address various ethics,
values and morals of it. It shows all the stakeholders by segregating internal and external kind of
stakeholder and determine that for which objectives they are engaged with the company. In
context to this, another feature of the theory are such as Power, Urgency as well as Legitimacy of
various stakeholders towards the Marks and Spencer. These all stakeholders are helps to the firm
or contribute in the business in order to get success, which is elaborated below:
Illustration 1: Stakeholder theory Customers: A person who is buy and consume products and services of a company
known as a customer. In relation to M&S, the customers are the end users of the product
served by the company. Customers are key stakeholder of the business by whom a firm
can survive in the market or industry. The corporate social responsibility activities affects
to the customers up to greater extent. When the business contributing in more number of
CSR activities then it able to create high goodwill in eyes of customers. From these
activities, society will be benefited and more number of customers attract to purchase and
consume its products and services. The more consumers are helps to enhance sales and
revenue as well as profit level. Every company has motto to earn profit and this goal will
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be achieved by the activities due to enhance customers. The activities are highly affects
to consumers in order to consume its products and services which lead to make successful
to the firm (Robins, 2015). These are the external stakeholder of the company and not
interfere in the business process. According to the stakeholder theory, relation of the
customers with Marks and Spencer is to exchange products and service and generate
profit. Objectives of the customers towards the firm are such as firm provide better
quality of goods and services at the low and affordable prices. Employees: Another stakeholder is employees who are plays an important role in each
and every business in order to produce products and services. Without employees the
company can not operate in the industry or market due to source of production process.
Employees are key component of the M&S company for producing products and services
as well as selling the products into the market. These stakeholders are highly contributed
in the business to make successful in the industry (Wilson and Gilligan, 2012).
Employees are affects with various CSR activities such as motivating them with
monetary and non monetary rewards, providing better working environment and
workplace etc. Hence, it can be said that the employees are significant stakeholder for the
business which plays major role in succession of the enterprise. Employees are internal
stakeholder of the business entity and helps to produce different retail sector's products
and services. These expect from the firm that it provides better wages and salary along
with better working environment, compensations, allowances, rewards etc. Suppliers: Person who are providing raw material or needed products and services for
offering finished goods and services to the company. These are also key stakeholder for
the company, if they are not providing needed products or raw material then the
management is unable to produce final products and supply in the market. There are large
number of suppliers of M&S as there are several products which are been developed by
them. These are also important for the business to become success and achieve its goals
as well as objectives. CSR activities increase image of the firm by which suppliers are
provided raw material on time which helps to produce products and services at and before
time. Proper supply of raw materials are helps to management to manage and run the
business very smoothly, hence it can be analysed that suppliers are contributed in the
business to become successful up to greater extent (Analoui and Samour, 2012). Such
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stakeholders are provide raw material as well as processed goods and services to the
Marks and Spencer in order to produce finished goods. Relation of the firm with
suppliers are such as exchange raw material with the sum of money. Shareholders: Another stakeholder for the business are shareholders who make
investment in organization and helps financially. The shareholders highly help M&S
company to get the funds which they can use for there future investments. From CSR
activities the shareholders are also benefited, by which more number of investors are
attracted toward the firm to make an investment which lead to enhance capital of the
firm. When company have adequate financial resources then management able to run the
business very smoothly and become successful as well. As per the theory of stakeholder
the shareholders are external stakeholder of the company who provide capital or fund to
the M&S by purchasing shares of it. Such stakeholders expect from the business that it
become more profitable and provide higher dividend as well as return of potential
investment.
 Government: The company provides scholarship to students, Joined hands with several
organizations which help in benefiting the environmental and the rights of the people.
When level of society is increases then the government is also towards the M&S
company. The government will give different project to the business for completion of
this, from this the firm is increasing its services and products which lead to generate more
sales and revenue (Schneider and Schmidpeter, 2012). The firm enhance its profit level
then its goals and objectives fulfil and it is on path of growth. Hence, it can be said that
CSR activities are as well government contribute in organization for become success in
the industry. On the basis of stakeholder's theory the government thinks towards Marks
and Spencer that it earn high amount of profit and contribute in the economy at the grater
level.
 Manager: These kind of stakeholder are internal for the firm and highly interfere in the
business process in various aspects. With helps to different managers the enterprise
formulate business strategies as well as take effective decisions to operate the firm in
retail industry in the highly effectual way.
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Critical evaluation of Triple bottom line with reference to M&S company
Triple bottom line is an accounting framework that is categorise into three parts such as
social, environmental and financial dimensions. Most of the firm adopts this framework for the
purpose of evaluating their business performance that help the firm to generate value for their
business (Luning, 2012). It is adopt by all type of organization are profit, non- profit and
government organization etc. to measure the performance of business. The firm measures its
performance by including social and environment factors to know its profits, return on
investment and shareholder objectives. M&S company introduce new production facility in an
emerging economy it provide various challenges and advantages to a firm that are discussed
below-
 Social dimensions- This aspect of the business focuses on creating a significant and well
defined impact on people associated with the business. Impact on various stakeholders is
to be closely monitored by the business unit in order to attain effective growth and
development results (Julian and Ofori‐dankwa, 2013). In addition to this the social aspect
of the segment deals with people factor. Employees, consumers and suppliers are the
crucial elements for the business. M&S ensures to adopt effective and well defined
strategies for enhancing employee growth and development in the business. The
organization has adopted ethical means of working to create a significant development
within the market (Kong, 2012). The stakeholders are supports to the M&S company in
terms of financial after selling its shares through stock market. Moreover strategies such
as employee relations are efficiently adopted in the firm to attain valuable results for the
business. When a firm introduce new production facility in an emerging developing
economies are the BRIC countries. It helps the firm that are established in these emerging
economies in maintaining relationship among customers, employees and communities by
providing mutual benefits (Esa and Anum Mohd Ghazali, 2012). Company face various
challenges in regard to this they produce those product according to customer needs and
wants, hire talent staff members to enhance their production level, conduct training
programs so the skill and knowledge of an employees increase there performance. Along
with this, to increase firm 's sales they have to put more efforts to motivate its employees
by innovative plans, bonus and pay high salary etc. (Lozano and et.al., 2016). These are
also important for the business to become success and achieve its goals as well as
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objectives. Company have to produce those products and services by keeping in minds
that this product provide benefit to the society. Beside this, they influence the firm to
provide benefits to the social groups, develop talent employees and provide products
according to the customer needs and desire. All these factor of social dimensions in the
developing emerging economies leads to maximize profits, reduce overall cost, give
favourable return on investments and deliver value to a business (Öberseder and et.al.,
2014). TBL also helps the BRIC Countries economies to protect their resources in the
private sector and also enhance profitability and also create value.
 Environment dimensions- This aspect of the business focuses on developing a well-
defined impact on environmental aspects to attain effective results for business growth
and development. The organization ensures to adopt eco-friendly measures to operate the
business in the competitive market (Hond and et.al., 2014). M&S ensures that the
products which are been developed by the company is as per the environmental norms
and reduce the pollution issue, safety of worker, health of communities and packing
material which is degradable or can be recycled. Firm faces various issues in these
dimensions they don't produce those product that harm the society, not to create
unhealthier product and also determine the actual cost with regard to environment (Gatti,
Caruana and Snehota, 2012). Therefore, the advantages of the planet bottom line it help
the firm to reduce overall cost, provide an opportunity to expand new markets by
producing new product and services and increase revenue for a firm. The organization
has adopted effective measures to ensure environmental health and safety in the
competitive business environment. Focusing on adopting effective mail services has
helped the business in saving energy for the business. In addition e-commerce activities
has helped the company in providing effective and well defined results for business
development within the market (Uhrich, Koenigstorfer and Groeppel-Klein, 2014).
Along with this providing quality products with energy saving equipment has created a
wide growth measures in the market. TBL Approach adopt by the any of the emerging
countries are the Brazil, Russia,India, China countries facilitate then to maintain
environment sustainability environment. Thus, it leads to maintain the economies of
emerging countries and enhance productivity.
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 Financial dimensions- This aspect of the business plays a major and significant role in
business growth and development. The economic business factor helps the business in
creating a well-defined impact on business development. It has been analysed that this is
one of the most crucial aspect of social responsibility for the business. Profitability and
growth of the business ensures the growth and development of people associated with its
(Öberseder and et.al., (2014). It also helps M&S in developing a significant brand
identity in the market. The financial aspect of the business helps the companies in
personal growth and development of employees associated with the business. Every
business unit is socially responsible towards proper payment to its employees on timely
basis. Moreover and the growth of the stakeholders is also closely associated with
business development (Gatti, Caruana, and Snehota, 2012). M&S is successful in
developing high growth and development aspects within the market which has helped the
company in creating a well-defined brand identity in the economy. The profitability of
the business is continuously enhancing which has helped the organization in developing a
significant brand identity in the market. Employees has received and timely salary,
incentives and bonuses to deliver a well-defined growth measures in the market (Esa and
Anum Mohd Ghazali, 2012). Moreover the market growth has helped the business in
ensuring the development of shareholders for the business. The impact of the same has
helped the company in creating a well-defined development measures within the market.
The emerging developing economies can meet their standards like the developed market
they can adopt the TBL approach. Thus, it will enhance the stakeholders wealth and also
able to pay timely to the employees by the business unit.
Recommendations to the M&S company
From the above analysis it can be analysed that the company is having better and
effective corporate social responsibilities for welfare of society. M&S business organization is
able to increase more number of consumers after using various CSR activities and enhance profit
level as well. The company is operating in different countries and offering products and services
across the world. The company has been working with Prince Trust, Dementia Friends, Unicef,
and many other trust and institutions which deal with the benefit of the people and the
environment. From these all activities the firm is able to become successful and there is not nay
10

type of loss it has to bear. In generally, these type of activities are plays very significant role in
each type of business in order to become successful.
So, it can be recommended to the management of mentioned entertainment business that,
it should continue the same strategies rather than exiting it. In current situation the company is
operating across the world, behind this succession the activities are also plays a major role. It can
be recommended to the management that, it should use these all CSR activities in the business
which lead to enhance satisfaction level of the consumers (Aguinis and Glavas, 2012). When the
company will continue the activities then society will become beneficial and attract more number
of customers for consuming its products and services. The NETFLIX should adopt CSR
activities that helps them to successful achieve its business for a long time period. It influence
the company to protect the interest of stakeholder and these are very important part of any firm.
These are the suppliers, customer, employee and social group etc.
It can be recommended to management of M&S that, it requires to pursue the above
analysed activities which are company implemented. The company should pursue the strategies
because it increases goodwill as well image in eyes of various stakeholder of the firm as well as
overall society. Reason for pursuing the activities are such as it helps to enhance level of
customers, which are key part of the business. When more number of consumers attract then
company must increase production level which lead to decrease cost of the products and
services. A situation where output level increase and cost of production get reduce, known as
economies of scale. Hence, it can be analysed that the strategy helps to the firm in order to
achieve economies of scale and become more success in comparison to current situation as well.
The company adopt all those strategies as it has been analysed that the M&S company increase
sales by retain more customers. Therefore, the cited company should adopt the international
strategy so, they can able to make their presence at the global level.
It can be suggested to the entertainment organization that, it needs to carry out the
strategies or activities which are done in past and currently pursuing. The company is providing
financial support to the educational institutes or students who are unable to bear expenses of
education facilities. This activity is very effective for the firm and society as well and lead to
enhance image in eyes of consumers. Education is very necessary part of the human by which he
is able to become success and earn money (Dhaliwal and et.al., 2012). It will be beneficial for
the M&S organization in order to become differentiate from the firms who are operating in same
11

industry. CSR activities are helps to the company to become differentiate and unique among
from its rivalry firms as well as in the overall film industry.
From the above research it can be interpreted that the company is using very effective
strategies in order to welfare of the society which lead to enhance relations with customers as
well as another stakeholders. So, it can be suggested to the manager of mentioned company is
that, it should pursue the above strategies due to make strong relations with the stakeholders. The
Very most benefit to suggest for continue the activities is that, to generate the positive publicity
in the market. The company who is doing more CSR activities and taking responsibilities for
Further, the respective theory of stakeholders helps to the M&S firm in order to manage business
process as well as address various ethics, values and morals of it. It shows all the stakeholders by
segregating internal and external kind of stakeholder and determine that for which objectives
they are engaged with the company. In context to this, another feature of the theory are such as
Power, Urgency as well as Legitimacy of various stakeholders towards the Marks and Spencer.
social welfare will be used by the company to develop there activities (Yin and Zhang, 2012).
Further, they need to ensure that the products developed are of good quality and served at
adequate price. Further for the food items they must make sure that they are served fresh to the
customers. It has been analzed that both the company that are taken in the research project are
the NETFLIX and M & S can use the corporate social responsibilities strategies that are differ
from the market strategies. Thus, it leads to attain the strategic objectives of a firm effectively.
CONCLUSION
It can be articulated from above analysis or research is that, there are various factors such
as political, economical, environmental, social, legal and technological factors impact to the
M&S company in positive and negative manner as well. There are several opportunities for the
business in order to develop the company to become a leading brand in the market. This will
have positive as well as negative effect on the business. As it is highly beneficial in evaluating
with the threats and opportunities which may affect the activities of the company to a greater
extent. It can be concluded that the respective business is doing several CSR activities which
helps to the firm to become successful and there are various stakeholders are also contributed to
make successful the company. The CSR activities which are doing by the firm are such as
providing financial support to several trusts and working with health institutions to serve benefits
to the people. They also work with many environmental groups which take several measures to
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protect the environment. It can be summarized that Triple bottom line which have three elements
such as social, environmental and financial helps to business for produce new facilities and
products. It can be recommended to the management of M&S entity is that, it should pursue the
strategies and CSR activities in business for upcoming years.
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