Development of a Corporate Social Responsibility Strategy for Supermarket - Term Paper Example

Development of a Corporate Social Responsibility Strategy for Supermarket Table of Contents Table of Contents 2 Introduction 3 Background of the study 3 Rationale of the essay 3 Brief of Global Company Profile 4 Analysis and Discussion 4 Understanding of corporate social responsibility (CSR) 4 Preparing a comprehensive corporate social responsibility strategy for the organization 5 Implementation plan for the above mentioned strategies 11 Conclusions and Recommendations 12 References 13 Introduction Background of the study In this age, sustainability and competitive advantage is the only dream of any organization, operating in any segment. Only then, it might amplify the brand image and reputation of the organization in the market among many other rival contenders. However, in order to do so, it is extremely essential to offer high attention over corporate social responsibility (CSR). CSR is recognised as one of the response of the organization to normalize the imbalances aroused due to improper contributions towards the society. Due to which, varied types of discrepancies arises such as depletion of ozone layer, presence of huge range of green houses gases within the environment, huge carbon-dioxide emissions etc. However, due to the above mentioned accelerations towards the society, the level of loyalty and trust of the customers towards numerous reputed brands or organizations are reducing significantly. As a result of which, the market share and position of the organizations or brands are declining resulting in reduction of its popularity and brand value (Bevan, 2007, pp. 251-262). Therefore, it might be stated that in order to maintain a good relationship with the customers, suppliers and employees of the organization, it is extremely essential to develop a clear and simple corporate social responsibility or CSR strategy. This CSR strategy might prove effective in enhancing the corporate image and performance of the organization in the market among many other rival players. Rationale of the essay The purpose of this essay is to develop a corporate social responsibility (CSR) strategy for a global company that maintains its supermarket in Europe, Asia and parts of Africa. Along with this, it also clearly presents the ways in which, the corporate social responsibility (CSR) program helps to enhance the lives of the people. Not only this, it also highlights, the ways in which the program is helpful to the organization and its employees in long run among many other rival players. Brief of Global Company Profile The global company described in this essay is headquartered in Western Europe but operates its supermarkets in Europe, Asia as well as parts of Africa. It includes a global supply chain as its product lines are numerous such as clothes, electrical equipments, food items and many others. Analysis and Discussion Understanding of corporate social responsibility (CSR) Corporate social responsibility is described as the commitment that any organization, operating in any segment. The prime intention of CSR is to enhance the economic development of the country or nation. By doing so, the economic condition of the society, community, employees, customers, suppliers etc might get improved that may enhance their lives. Moreover, CSR is recognised as the process to increase the level of awareness of the individual towards environment, carbon emitting gases as well as green houses gases, so as to reduce the discrepancies caused by them. Due to these underlining reasons, the organizations of this age try to develop CSR strategies, after evaluating the core values and visions in an effective way. By implementing all these approaches in the CSR strategies, the global company supermarket desires to develop value for its customers and society as well as respect for its employees. However, in order to fulfil such desires, the global company supermarket might try to follow the proactive approach for CSR as presented in the below figure. It is the approach in which, the organization desires to strengthen the community as well as environment of the nation. Apart from this, with the help of this approach, the organization desires to offer equal opportunities to its employees and suppliers so as to enhance its relationship and retention ratio in long run. Along with this, with the help of this approach, the organizations desire to implement various charitable health care units so as to improve the health of the individual of the society at large (Bevan, 2007, pp.251-262). Hence, it might be stated that, it is the best approach for the global company supermarket in order to fulfil it is below mentioned CSR strategies. (Source: Mallin, 2009). Preparing a comprehensive corporate social responsibility strategy for the organization The supermarket of the global company, headquartered in Western Europe, might develop a CSR strategy, keeping high concentration over certain areas or issues such as environment, community, ethical trading policies with the suppliers, proper relationship with the customers, equal facilities and benefits for the employees, waste management and recycling, disposal of used products, reutilisation of plastic bags, reduction of CO2 emissions, improvement of the health of the individual of the society, safety and security practices of the workplace, work environment, workplace culture, diverse workforce recruitment, flexible working hours, no discrimination regarding age groups and sex, proper implementation of human rights, equal opportunities for all employees, equal respect for all employees, enhancement of the knowledge skills of the employees, implementation of performance related pay systems for employees (Carroll, 2001, pp. 198-203). Environment: the supermarket of the global company might try to offer high concentration over the issues of environment such as changes in the timings of the seasons, global warming etc. The prime cause of these above mentioned environmental issues is extensive use of renewable energy related products such as use of lights, generators, cooling machines etc. All these materials present high degree of carbon dioxide and carbon monoxide into the atmosphere thereby increasing its extent of green house gases. As a result of increase of the extent of the green houses gases, the environment of the globe is becoming extensively warmer and warmer as compared to other planets. Moreover, due to improvement in the rate of green houses gases, the changes of the seasons are becoming slower and slower. Due to which, the agriculture of the nation is also getting hindered significantly. However, analysing all these negative impacts, the supermarket of global company might try to implement PIR lights or LED lights in order to reduce the consumption of fossil fuels. These type of lights might prove effective for the global company supermarket to fulfil its desire to reduce the negative impacts of green houses gases from the environment. Community: in order to amplify the economic condition of the community, the global company supermarket might try to offer special educational programs for the kids and young aged children’s. This might help in improvement of the inner skills and knowledge of the young individual that may enhance their career opportunities. As a result, the rate of poverty and unemployment might get reduced resulting in amplification of the economic and financial prosperity of the country as well as the society. However, due to improvement of the economic prosperity, the brand image and reputation of the global company supermarket might get enhanced within the eyes of the loyal customers. This might prove effective for the global company supermarket to amplify its range of customers as well as profitability in the coming years as compared to many others. Suppliers: in order to maintain good relationship with the suppliers, the global company supermarket might try to implement ethical trading policies with them (Blair, 2001, pp. 216-217). Only then, the suppliers might become satisfied in presenting the raw materials for the products at a quite competitive price. By doing so, the level of reliability and loyalty of the suppliers over the global company supermarket might get enhanced resulting in amplification of its profit margin and efficiency. Moreover, due to good relationship, the risk of getting worse raw materials might also get reduced to a significant extent that may prove effective for the organization in presenting high-ended products to its customers. Customers: in this age, customers act as the catalyst for any organization or supermarket. This is because; it is the customers that help an organization or supermarket to amplify its image and prosperity in the market as compared to many other rival players. Along with this, due to the retention of the customers for a longer period of time, the organization or supermarket might amplify its brand image and reputation to a considerable extent. By doing so, the rate of profitability and reliability of the supermarket might also get enhanced that may amplify its position in the market (Bevan, 2007, pp. 251-262). However, in order to retain the customers for longer period of time, it is extremely essential for the global company supermarket to develop a good relationship with its customers. Only then, it might become successful in attracting and retaining its existing customers for longer period of time that may improve its dominance and competitive advantage (Bass & Steidlmeier, 2010, p. 181). Other than this, the global company supermarket might also try to offer best quality of products at a competitive price to its customers in order to amplify their reliability and trust over the organization. Only then, the global company supermarket might become successful to amplify its profit margin and popularity in both developing and developed markets. Employees: the global company supermarket might try to offer equal opportunities and benefits to all its employees. However, it might be possible only by implementing varied types of training and communication programs for the employees. By doing so, the employees might attain the scope to attain varied types of information and knowledge about numerous facts of the globe. Along with this, with the help of implementing ethical or proper communication programs, the speaking power of the employees might get enhanced (Banerjee, 2010, pp. 265-274). However, due to communication training programs, the inner confidence and motivation of the employees to tackle any sort of problems of the customers might get enhanced. However, due to better tackling power of the employees, the level of trust and loyalty of the customers towards the employees and the company might get improved. Other than this, due to the introduction of varied types of training programs, the motivation and devotion of the employees towards their assigned tasks might get enhanced that may improve their performance. Hence, improvement of the performance of the employees might enhance the productivity and efficiency of the organization. Waste management and recycling: the global company supermarket might try to reduce the rate of waste materials thereby encouraging the recycling program. This is done in order to reduce the use of plastic bags, boards, nylon clothes, plastic balers etc as these materials help in enhancement of wastages within the society. As a result of which, the rate of fertility of the agricultural lands is declining at a significant extent thereby enhancing the price rates of various products. However, in order to reduce the amount of wastages, the global company supermarket might try to implement the program of recycling. This might prove effective in using recycled products in the stores and godown of these supermarkets. Disposal of used products: the global company supermarket might try to reduce the disposal rate of used products such as tires, batteries, tubes etc in order to reduce the environmental impacts. By doing so, the rate of pollution as well as ozone layer depletion level might get reduced to a considerable extent. So, it is prove effective for the global company supermarket to amplify its portfolio and image in the market among others (Cooke, 2011, pp. 583-624). Plastic bags: the global company supermarket might try to reduce the use of plastic carry bags as it is extremely harmful for the environment. As these plastic bags do not decay into soils so it may create serious environmental issues. Therefore, by reducing the use the plastic bags might prove effective in amplifying its brand image and reputation in the market (Fernando, 2009, pp. 456-467). Reduction of emission of Carbon dioxide: the global company supermarket might try to reduce the emission of carbon dioxide gases. However, it might be done, only by implementing florescent lights within the supermarkets. This might help in reduction of the emission of carbon dioxide within the atmosphere that may help in reduction of ozone layer depletion and seasonal changes. However, this might help in improvement of the environmental scenario of the society or the globe as a whole (Guillén & García-Canal, 2012, pp.213-223). Improvement of the health of the individual of the society: the global company supermarket might try to implement varied types of health care centres for the individual of the society so as to enhance their health. However, these heath care centres need to be offered through charitable way so as to reduce the harmful impacts of various disorders and diseases. By doing so, the health of the individual of the society might get enhanced to a significant way (Kleynhans, 2006, pp. 478-490). Safety and security practices of the workplace: the global company supermarket might try to offer a safe and secured working place to its employees in order to amplify their reliability and trust. Other than this, due to the presentation of varied types of safety measures such as innovated techniques, machines, technologies etc prove effective in fulfilment of the primary needs for the employees that may enhance their motivation and encouragement for performing their assigned tasks effectively (Long, 2012, pp. 456-465). Work environment and workplace culture: the global company supermarket might also try to offer good working environment and culture to its employees. By doing so, the employees might get motivated and devoted towards their assigned duties that may amplify their performance and commitment (Jackson & et. al. 2011, p117). This might help in enhancement of the image and market share of the global company supermarkets as compared to others. Other than this, due to the presence of effective working culture, the interpersonal relationship among the employees might get enhanced that may improve their inner skills and talents thereby amplifying their performance (Mallin, 2009, p. 141). Diverse workforce recruitment: recruitment of diverse workforces within the global company supermarket might prove effective in enhancing its capability in presenting varied types of inventive products and services to its customers (Daud & et. al. 2013, pp. 512- 523). However, due to the presentation of innovative products and services, the reliability and uniqueness of the employees over the global company supermarket might get amplified to a significant extent as compared to others (Mamic, 2004, pp. 423-435). Flexible working hours: implementation of flexible working hours for the employees might prove effective for the global company supermarket to amplify its reputation and image in the market among others. Other than this, the satisfaction rate of the employees might also get enhanced due to the implementation of flexible working hours. However, due to enhancement of the satisfaction rate, the commitment and devotion of the employees towards the assigned tasks (Saks & et. al., 2010, pp. 412-423). No discrimination regarding age groups: the global company supermarket might try to reduce all sorts of discrimination related to age groups. By doing so, the reliability and confidence of the employees might get enhanced that may help the global company supermarkets to retain them for longer period of time (Visser & et. al. 2010, pp. 123-134). Proper implementation of human rights: implementation of proper human rights for the employees is also extremely essential for the global company supermarket thereby amplifying its prosperity and sustainability (Swart & et. al., 2012, pp.256-267). Equal opportunities for all employees: implementation of equal opportunities for the employees might help the global company supermarket to attract wide range of experienced staffs and retain the talented staffs. This might prove effective for the global company supermarket to amplify its brand image and market share (Tidd & Bessant, 2010, pp. 223-234). Equal respect for all employees, enhancement of the knowledge skills of the employees, implementation of performance related pay systems for employees: due to the implementation of varied types of performance related systems, helped in improvement of the motivation and commitment of the employees (Schneier, 1994, pp. 332-343). However, implementation of training programs might prove effective in enhancement of the knowledge skills and talents thereby amplifying the performance and market value of the supermarket as well as the employees (Swart & et. al., 2012, pp. 278-290). However, the global company supermarket might try to implement all the above mentioned strategies within the CSR policy. Only then, it might retain its employees; improve the environment, community as well as the healthcare of the individual of the society. Implementation plan for the above mentioned strategies The implementation plan for the above mentioned strategies of CSR of global company supermarket are presented below: Implementing steps Time required Phase 1: environment, community, ethical trading policies with the suppliers, proper relationship with the customers, equal facilities and benefits for the employees, improvement of the health of the individual of the society, safety and security practices of the workplace, work environment, workplace culture, diverse workforce recruitment, flexible working hours. 3 months Phase 2: waste management and recycling, disposal of used products, reutilisation of plastic bags, reduction of CO2 emissions 4 months Phase 3: no discrimination regarding age groups and sex, proper implementation of human rights, equal opportunities for all employees, equal respect for all employees. 2 months Phase 4: enhancement of the knowledge skills of the employees, implementation of performance related pay systems for employees. 2 months Phase 5: evaluation phase after analysing all the above mentioned strategies 1 month However, all the above mentioned strategies in the above mentioned time frame in order to attain its effectiveness. Conclusions and Recommendations Conclusively, it might be stated that implementation of CSR policies within any organization might prove effective in amplifying its brand image and sustainability. Apart from this, implementation of proper policies so as to reduce discriminations among the employees of varying age groups and experiences might help the global company supermarket to amplify its reputation and prosperity in the market among others. Other than this, the global company supermarket, might try to offer high concentration over the training programs so as to amplify the inner skills and talents of the employees. Only then, the global company supermarket might become successful in retaining the experienced and talented staffs within. Other than this, in order to amplify the work culture and distinctiveness of the global company supermarket, it might try to recruit an experienced leader or manager. Only then, such types of corporate social responsibility strategies might be fully implemented and effective in nature. This is because; the experienced leader or the manger might implement the above mentioned strategies and analyse its effectiveness so as to increase its portfolio and brand value. Only then, the experienced leader or manager might help the junior staffs in improving their skills and knowledge bases. However, by enhancement of inner skills, the level of performance of the employees might get increased that may improve the sustainability and competitive position in the market as compared to many other rival players. Therefore, it might be depicted that the implementation process of the above mentioned CSR strategies need to be exactly in time so that it presents positive results to the global company supermarket. References Banerjee, S. 2010. Governing the global corporation: A critical perspective. Business Ethics Quarterly, 20(2), 265-274. Bevan, D. 2007. 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