Strategic Management for Competitive Advantage: Triumph Motorcycles

This project provides a critical evaluation of the corporate social responsibility (CSR) and sustainability of Triumph Motorcycles Ltd, alongside its financial performance. It explores the concept of the Triple Bottom Line (TBL), encompassing environmental, social, and financial dimensions. The report examines the company's expectations for contributing to CSR, the impact of decision-making on CSR, and its effects on financial outcomes. It emphasizes the importance of TBL reporting for achieving sustainability goals, and the role of corporate governance in executing CSR practices. The analysis includes the financial performance of the company and how it can be improved through CSR and TBL initiatives. The project also highlights how CSR can enhance the brand reputation and motivate employees, ultimately contributing to the overall growth and development of Triumph Motorcycles Ltd. The report references various books and journals to support its findings and arguments.

Strategic Management
for Competitive
Advantage

TABLE OF CONTENTS
PROJECT C:....................................................................................................................................3
Critical Evaluation of organization sustainability and CSR, alongside financial performance of
the Triumph Motorcycles Ltd. MotorWork-..........................................................................3
REFERENCES ...............................................................................................................................7

PROJECT C:
Critical Evaluation of organization sustainability and CSR, alongside financial
performance of the Triumph Motorcycles Ltd-
The above report includes the critical evaluation of Corporate Social Responsibility and
Sustainability along with the financial performance of the Triumph Motorcycles Ltd. It briefly
contains the concept of Triple Bottom Line. Companies expectation for contributing to the CSR
and how decision making can affect it and the financial performance of company.
Concept of Triple Bottom Line:
The TBL is accounting framework which incorporate three dimension of the performance
that is environmental, social and financial. It can vary from traditional reporting framework as it
conclude environmental and social measures which can be difficult for assigning appropriate
means of measurement. The dimension of are commonly known as three Ps: people, planet and
profits (Hopkins, 2017). It has been introduced John Elkington in 1994. In finance, when it is
spoke about company's bottom line it is usually mean as profits. TBL framework advance goal of
sustainability in the business practice, in which it is looked beyond by companies profit for
including environmental and social issue for measuring full cost performing business activity.
Moreover, It tenets hold that if organization focuses only on finance and do not examine how
they can interact socially, whole picture for company can not be showed and so cannot account
whole cost for doing the business.
People + Planet = Social + Environmental Responsibility
As per the TBL theory, organization could be working simultaneously on three bottom line-
 Profit- Traditional measures of the corporate profits- Profit and Loss (P&L) account.
 People- It measures how a company's is socially responsible across its whole operation.
 Planet- Measuring how a firm is environmentally responsible.
By focusing on the three interrelated element, triple bottom line reporting which is essential tool
by which Triumph Motorcycles Ltd. can gain sustainability goals. The financial, environmental
and social performance of company can be measured by them over a period. Thus, the Triumph
Motorcycles Ltd. just focus on people and planet along with profit so that they can gain the
complete company's full for performing business operation. No universal standard is there for
measuring TBL. It also does not have accepted standard for measuring each three categories of
TBL. It can be stated as strength because it allows Triumph Motorcycles Ltd. to adapt general

framework, various policies or projects and geographic boundaries (Bosch-Badia, Montllor-
Serrats and Tarrazon-Rodon, 2017).
Expectation of Triumph Motorcycles Ltd. in terms of CSR and how these decision are
underpinned in terms of an organizational sustainability agenda-
Corporate Social Responsibility is the self-regulating model of business which help
company by being socially accountable to themselves, the public and its stakeholders. If
company practices corporate social responsibility it is also known as corporate citizenship. In
which companies are more conscious about the effect they had on every aspect of societies
including social, economic and environmental. For engaging in CSR it means that, in ordinary
course of the businesses, an organization is performing its operation activities in ways for
enhancing environment and society. It is the responsibility of both consumer and companies as
well. The Triumph Motorcycles Ltd. also needs to contribute in CSR so that they can have
contribution of their company in the development of countries sustainable environment. The
morale of their employees can also be enhanced if the company takes part in the CSR. To
become a socially responsible Triumph Motorcycles Ltd. wants to be accountable to themselves
and their stakeholder. They can further grow their business so that they can give back to thee
society and can have a role in country's sustainable development (Visser and Tolhurst, 2017). It
is the strategy of big and large corporation. More successful and visible corporation, more
responsibility it has for setting standards of the ethical behavior for its competition, peers and
industry. The program of CSR is the philanthropy and voluntary effort in which Triumph
Motorcycles Ltd. can benefit society along with boosting their brand reputation among their
competitors and marketplace. It is equally valuable for company and community as well. With
the help of CSR activity company can develop strong bond among corporation and employees.
The morale of employees can also be boost up and further they can be encouraged so that they
can work for the company's betterment. The employees will feel more valued and connected with
the organization across globe. In 2010, International Organization for Standardization (ISO) had
developed the set of standards so that a company can implement these set while contributing to
corporate social responsibility.
The decisions which are been taken by Triumph Motorcycles Ltd. for the corporate social
responsibility in their organization widely affects the organizational sustainability agenda and
thus helps the company to gain competitive advantage. The various decisions which are being

taken by Triumph Motorcycles Ltd. encompasses CSR decisions, approach of triple bottom line
and hence affects their overall performance and the productivity (Bernal-Conesa, de Nieves
Nieto and Briones-Peñalver, 2017). These decisions are highly affected by the various external
factors like political situation of country, its economic stability etc. and thus poses a great impact
on their market position. The various decisions basically addresses that what approach towards
sustainability will be highly effective and whether it would bring favorable outcome for the
organization or unfavorable outcome. Thus, analysis of these decisions are highly important for
Triumph Motorcycles Ltd. to gain competitive advantage and to capture a great market share.
The overall agenda of Triumph Motorcycles Ltd. is to serve the customers better and hence
enlarge the customer base by diversifying across the entire world. Thus, by contributing towards
the development of society, environment and the overall nation, company is able to create a
positive image of itself within the minds and hearts of people. This eventually helps them to
survive in this cut-throat competition and take the brand message to wider audience (Schäfer,
2019). The number of sustainability decisions taken by Triumph Motorcycles Ltd. are also
affected by the internal environment of the organization and is largely determined by the interest
of employees for contributing towards the nation. The series of decisions also impacts its overall
financial position as by incorporating CSR within its environment, Triumph Motorcycles Ltd. is
able to build a goodwill within market which at the end assists them to sustain their financial
performance and thus capture a great market share. Besides this, it also helps the organization to
attract many suppliers and shareholders.
How company can execute its Corporate Governance-
Triumph Motorcycles Ltd. can execute the Corporate Governance on the basis of various
practices. The Best practice reflects evolution and times of governance itself. This practices
include-
 Commitment to Integrous, Ethical Behavior- The additional policies are to be
developed by the Triumph Motorcycles Ltd. so that they can contribute to high integrity
and ethical standards in their company (Salvioni and et.al., 2018). They must have used
ethical behavior in their business activities. The director of company must have overall
understanding of the practices so that they can have a clear interest for the company.
 Alignment of Goals and Strategies- Alignment of strategies with the goal is another
corporate practice which is undertaken by the Triumph Motorcycles Ltd. for executing

the corporate governance in their business practices. The boards of director can oversee
execution and strategy of both long and short term bases and along with that its also
include attention to the risk. So that the company can analyze risk and will further engage
in risk management with the help of risk register or other framework.
Financial performance of company-
The financial performance of the company is average and thus further company is
moving forward with the growing performance in the marketplace. Year by year company is
creating the best financial position in the marketplace as company is gaining profits as per their
performance (Lyon and et.al., 2018). Triumph Motorcycles Ltd. also had to enhance their work
performance so that they can have huge profit margin further can enhance their financial
position. Company had also leveraged several policies and procedure so that they can have
growth and could easily compete with the other firms also in marketplace. The company to
enhance its financial performance can contribute to the Triple Bottom Line and Corporate Social
Responsibility so that they can encourage their employees for keeping their good work and ahead
and work for the betterment of company. They can also maintain a better relationship among
employees and corporation so that they can have gain huge profit in the financial and year and
proceeding years as well. Company can develop various strategies so that they can enhance their
profits and thus their performance can also be improved and upgraded.
It can be concluded that the Corporate Social Responsibility plays a crucial role in the
overall development of the company and thus company can enhance their brand reputation in
marketplace and their employees can also be motivated so the profits and revenue of the
Triumph Motorcycles Ltd. can be further increased and it will be helpful for them in their overall
growth and development.

REFERENCES
Books and Journals
Bernal-Conesa, J.A., de Nieves Nieto, C. and Briones-Peñalver, A.J., 2017. CSR strategy in
technology companies: Its influence on performance, competitiveness and
sustainability. Corporate social responsibility and environmental management.24(2).
pp.96-107.
Bosch-Badia, M.T., Montllor-Serrats, J. and Tarrazon-Rodon, M.A., 2017. Efficiency and
sustainability of CSR projects. Sustainability.9(10). p.1714.
Hopkins, M., 2017. CSR and Sustainability. In CSR and Sustainability (pp. 31-59). Routledge.
Lyon, T.P and et.al., 2018. CSR needs CPR: Corporate sustainability and politics. California
Management Review.60(4). pp.5-24.
Salvioni, D.M and et.al.,2018. Convergence in corporate governance systems and sustainability
culture. International Journal of Business Performance Management.19(1). pp.7-15.
Schäfer, H., 2019. Key Points of Sustainability and CSR: Stakeholder Theory and the Theory of
External Effects. In On Values in Finance and Ethics (pp. 43-59). Springer, Cham.
Visser, W. and Tolhurst, N., 2017. The world guide to CSR: A country-by-country analysis of
corporate sustainability and responsibility. Routledge.