Addressing Environmental Issues in Marks and Spencer - Assignment Example

?Managing for the future Table of Contents Executive Summary 3 Company Overview 4 Company’s History from 2007 to 4 Concept Definition 9 Performance Management 13 Scenario planning 18 Management Requirement 21 Reference List 22 Executive Summary An organization in order to sustain in the competition addresses many factors. This study aims to analyse the factors like corporate social responsibility (CSR), sustainability and environmental issue addressed by Marks and Spencer. In this context the past performance of the company has been analysed starting from year 2007 to 2013. The analysis of the performance then focuses on how the company has performed in these three factors. Finally scenario development is done and the management initiative that needs to be taken for the success of the organization in future has been recommended. Company Overview Marks and Spencer (M&S) has been operating in the retail industry for last 129 years and has transformed itself from a single market stall to a multi-channel retailer who has international presence. The company is operating in more than 50 territories with employee strength of 82,000 people. They stand on the pillars of trust, innovation, value, service, quality and works hard to ensure that that they sustain in the market by continuing to offer value relevant to the customers. They are shifting their focus from United Kingdom and diversifying their product range, location and channels in order to broaden their focus towards the international market. The turnover of the company from the market of UK comes from general merchandises (46%) and food (54%). They offer great value, high quality, stylish clothing and home products. Beside this they also offer quality food that is sourced from several suppliers present all around the world. In UK they have around 766 stores facilitated with flourishing e-commerce business. In UK they are the market leader in menswear, women’s wear and lingerie section. Starting from purchase till delivery, the company aims to provide outstanding shopping experience for the customers. No matter which means of shopping the customers prefer, whether in store, over phone or online, the company aims to serve the customers most conveniently. In order to sustain in the market and be the leading sustainable retailer in the world, the company has launched several plans which serve as the heart of their business. In order to make these initiatives successful the company has engaged their customer, suppliers and employees (Marks and Spencer plc, 2013a). Company’s History from 2007 to 2013 M&S aims to place itself as a multi-channel retailer that is truly international and making them accessible to more and more customers present around the world. The company has implemented wide range of activities and claims to make progress and extract benefits from them. One of the most significant initiatives that the company has taken is the design of Plan A. Through this plan M&S aims to make the operation of Republic of Ireland and UK carbon neutral, broaden sustainable sourcing, no waste is send to the land fill, set standards for ethical trading and help the people to move towards healthy lifestyle (Marks and Spencer plc, 2007). This plan creates an impact on the corporate social responsibility (CSR), environmental issues and sustainability. Following is the overview of what the company has done in these past seven years. 2007 In this year M&S plans to initiate a five year, 100 point, ?200 million ‘eco-plan’ that touches every part of the company and transforms the way in which they conduct business. This plan aims towards “doing the right thing”. The company initially started with 100 commitments which were later extended to 180 commitments. This plan is made to work in collaboration with the suppliers and the customers who look towards combating with the climatic changes, trade ethically, use raw materials that are sustainable, reduce waste and encourage the customers to lead a healthy lifestyle (Marks and Spencer plc, 2013b). This plan has helped them to reduce the emission of carbon dioxide by 28%. Trials have been made by the company to generate energy from the unsold food and recycle the construction wastes. The company worked continuously on animal welfare and sustainable uses of chemicals, wood and fish. The sales of organic food were tripled and new range of wool, linen and organic clothing was launched. The company invested one percent of their pre-tax profit into the community. They designed their food as such that they meet all international standards and guidelines (Marks and Spencer plc, 2007). 2008 Richard Gillies was appointed as the director of Plan A in order to improve the ways in which the business is managed. This year due to recession the conditions were tough in high street but the company exhibited a large progress in implementing Plan A. To accelerate the plan A the company started engaging its suppliers, customers and employees to create a virtuous cycle due to which the ideas and commitments shown by them can help the company to progress and find new solutions. In the health segment the biggest achievement for the company was removing artificial flavour and colour from the soft drinks and foods. In sustainable raw material segment the company reached the notable milestone by catering to the BUAV’s Cruelty Free standard for the homecare and beauty products. This year the company also launched an internet-based resource for the suppliers named Suppliers Exchange that provides all information related to the Plan A. The company also held best practice workshops for the suppliers of various articles (Marks and Spencer plc, 2008). 2009 This year the plan A was further accelerated and the company continued to gain benefits from this plan. More renewable electricity was used that lead to reduction in the carbon emission. The 5p charge against carrier bags helped in reducing the use of polythene bags. Recycling of Christmas cards and offering discounts on the short shelf life products are some of the major initiatives taken by the company that gained positive response. The company shifted its focus to use more recycle raw material to manufacture its products. They strengthened their policy of sustainable wood sourcing. This year the company started working with WWF to develop water action plan that can be implemented in whole supply chain. For monitoring the ethical standards by carrying out audits the company introduced local Regional Compliance Managers in seven countries. They donated product worth ?3.7 million to charity named Newlife Foundation that supported children suffering from illnesses and disabilities (Marks and Spencer plc, 2009). Several other initiatives were also taken to raise funds for cancer patients. This year the company pushed its ethical plan by launching a national advertising campaign and rebuked the rivals for giving up their fashion related eco-policies due to recession (Sweney, 2009). 2010 The Plan A that was launched in 2007 had five pillars like climate change, natural resources, waste, health and well-being and fair partner. Due to the increasing demand the company announced new sets of 80 commitments and revised the structure by adding two new pillars to the existing one. This is one of the major developments done by the company to increase their sustainability. In order to accelerate the plan A the company launched innovation fund of ?50 million, started sustainable Agriculture program for the farmers and sustainability programs for General Merchandise and Food suppliers. The company also gave leaves to their employees so that they can involve themselves to charitable works. Carbon emission was further reduced by 8% and enhanced energy efficiency within the store. The amount of waste send to landfill was reduced by 33%. Reduction in the use of non-glass packaging on general merchandise was by 36% and on food items by 20%. At the same time the usage of carrier bags was also reduced. The sustainably sourced fish and food was increased and GreenPlam certificate was purchased. More and more employees and customers were encouraged to raise fund that would be contributing to various charitable programs. 10 ethical models were set up in the factories of the suppliers through the Fairtrade certified cotton clothing. This year the company introduced calorie labelling in the cafes and supported healthy eating with innovative products like Simply Fuller Longer range. Milk Pledge Plus program was launched in order to reward the dairy farmers who achieved higher standards of animal welfare and farming (Marks and Spencer plc, 2010). 2011 This year was the first year after the restructuring of Plan A. In this year the company launched Indigo Green, the first range of clothing that is made up of sustainable fabric. Autograph Leaves lingerie collection was also launched that was carbon neutral. The company took the help of the social networking sites like Facebook and Twitter to make the customers aware of what they are doing and how they can help. The company hosted Coffee Morning which was world’s biggest in collaboration with Macmillan that raised more than ?0.4 million. The company engaged their customers in a wide range of programs that is meant for the betterment of the society. One of the major achievements of the company was the launch of Plan A innovative fund that supported wide range of projects instigated by the employees. Another major accomplishment was the inauguration of Sustainable Learning Store that used LED for efficient lighting and to support biodiversity living wall and green roof was incorporated. Additional 35 food lines were introduced that were made of sustainable certified palm oil. All other initiatives that were launched under Plan A experienced an expansion and the derived benefits for the company (Marks and Spencer plc, 2011). 2012 This year the company celebrated for completing five years of Plan A and review what has been accomplished so far and what is left. In this year numerous customer and employees of M&S took part in the Big Beach Clean Up campaign that included 117 beaches, rivers and canals. Shwopping campaign was launched, which encouraged the customers to donate their rejected garments to Oxfam whenever they are visiting the store. The company helped UNICEF project in Bangladesh by recycling cloth hangers that generated ?147 million. The company has also opened the largest Sustainable Learning Store at Cheshire Oaks. Suppliers were encouraged to grow asparagus in order to reduce the needs of import. Recycling of mattresses and similar materials were launched. Though there was good initial progress but the company claimed that some initiatives were seen to be lower response this year (Marks and Spencer plc, 2012). 2013 This year Plan A has continued to increase the financial benefit for the company, which in turn was reinvested in the business. Carbon emission has reduced by 23% and the company has initiated purchase of high quality carbon offset. A large number of disadvantaged people were helped by providing experience program. Furthermore the company continued to apply significant steps towards generating new ideas and keeping Plan A as their top priority (Marks and Spencer plc, 2013c). Concept Definition Corporate Social Responsibility In recent time CSR has gained huge importance after the corporate scandals like collapse of Lehman Brother, Enron and World.com, which has lead to the crash of world economy. This has increased in the number of CSR reporting done by the companies. CSR is seen to influence several aspects of the company’s operations. This has lead to an increase in the number of consumers who are eager to buy products from the companies who are trustworthy, suppliers wants to enter into partnership with companies on whom they rely, employees wants to works with those companies whom they respect, investment funds like to foster support to those companies who are socially responsible and NGOs and non profit organization also looks for working with those companies who serves a common goal. CSR is refers to the new model of governance which is much beyond the individual ethical orientation and legal prescription. CSR involves company policies and strategies that interact directly with the areas of corporate management like financial and economic performance, internal organization, marketing policies and production processes (Werther, Jr. and Chandler, 2010). Production processes: The activities that leads to environmental damages, ensures health and safety of the workers and employees, services that shows how concretely CSR activities are integrated with the production process and quality and safety of the products. Marketing Policies: This signifies the effort taken by the company towards satisfaction of the customers and maintaining transparency in the promotional policies. Internal Organization: Support that has been provided by the CSR policies towards the training, career management and employee turnover. Economic and Financial performance: the capability of the CSR practices incorporated by the companies to create a positive impact on the company’s efficiency and reduce the risk profile. Environmental Issues It is a strong belief that social and economic development of any nation depends upon the reduction of human impact and protection of environment. Solving the environmental issues has become an important task for every individual and organization. The environmental issues that create a direct impact on the global environment are complex and often interconnected with the socio-economic factors. The problems like air and water pollution, loss of biodiversity, climate change, deforestation, generation of hazardous and solid wastes does not sees any borders and poses huge threat to human safety, productivity and health. Due to all these issues it is important that these problems are addressed. This problems need to be addressed by giving constant effort towards raising public participation and awareness related to the environmental issues. These problems can be addressed optimally by working through cooperation among private, public, civil society and non-governmental organizations (Republic of Turkey Ministry of Foreign Affairs, 2011). The present scenario therefore creates a necessity for the organization to address the environmental issues. The companies are seen to adopt various strategies in response to this issue which may range from proactive to reactive and from doing many things to not doing anything at all. The organization who are framing and implementing strategies related to this issue are exhibiting managerial interpretation of the significance of the issue. This also proves the responsiveness of the organization towards the environment and the society. Some scholars argue that global warming and environmental degradation offers huge opportunities for the organization to address them like the climatic changes provides the organization with an opportunity to create value and reduce cost. It has been also claimed value and culture driven changes are also important. Organization can foster culture that supports pro-environmental initiatives and are eco-centric in nature (Zerbe, Hartel and Ashkanasy, 2008). Sustainability As defined by World Commission on Environment and Development sustainability refers to the process of change, where direction of investment, exploitation of resources, institutional change and direction of technological developments, all are in harmony to each other and aims towards enhancing the current and future needs of the organization and human aspirations (Sharma, Starik and Husted, 2007). The definition emphasizes on the utilization of various resources required for operation in an organization in such a way that does not endangers or impoverishes the resources instead they should be regenerated. The resources may be used for satisfying the needs but should be left intact so that they can be used in future. The same is also applied for the organizations that are using various resources. The operations should be conducted as such that the human, ecological, economic and social resources does not get depleted and can be preserved for future. If these criterions are met then they lead to sustainability of the organization (Docherty, Kira and Shani, 2008). There are three spheres (Shown in figure below) of sustainability like: Social: The social sphere of sustainability includes healthy environment, equal opportunity to everyone, community building and educating. Economic: Economic sphere of sustainability includes funding of research into the sustainable methods of technology and production, consumption and production of services and goods and economics of sustainable growth. Environmental: Environmental sphere includes conservation, environmental protection and management of natural resources. Source: (Spooner, 2012) The two spheres can overlap among themselves like for instance economic sphere can overlap with social, which leads to fair trade production and issues on right of the workers. If environmental overlaps with economics then economic benefits for environmental protection and regulations emerges. Similarly when environmental sphere overlaps with social then social justice and natural resource management comes in. The goal of the organization who are planning fro sustainability should look for overlapping cooperatively all the three spheres towards a common good (Spooner, 2012). Performance Management Performance management helps the organization to achieve its goal. Below is the discussion regarding how the company manages its performance under the three categories. CSR in Marks and Spencer Production processes: Plan A initiated by M&S is meant to address the issues related to global problem that includes increasing pressure on the finite resources of the planet, increasing social inequality and need of sustainable and healthier lifestyle in developed world. The production of raw material has been facilitated in such ways so that no environmental damages are caused. The company ensures that the raw material comes from sustainable sources. The company has increased its sales of organic products and has also increased organic food lines. Linen cloths and organic wool has been added in the line of organic cotton products. Apart from these significant initiatives has been taken towards promotion of recycling of products. Health and safety of both employees and customers are to priorities of the customers. In this regards the company has stopped using artificial flavouring and colours in all soft drinks and foods produced by the company. The company has also pledged to reduce the level of salt in their food products. At the same time they also advise their customers about healthy choices of food. There are healthy Eating Assistants present in the stores who assist the customers in choosing healthy foods. Similar initiatives have been also taken for the employees through websites and magazines (Marks and Spencer plc, 2012). Marketing Policies: In order to encourage the customers and make them aware of what the organization is doing Plan A marketing communication is designed. Plan a marketing communication campaigns are run all throughout the year that includes “Big Butterfly Count, with more than 34,000 garden surveys submitted; and our Forever Fish campaign, through which 3,000 schools took part in the School of Fish educational programme” (Marks and Spencer plc, 2012, p.6). Apart from these the company also ran many campaigns starting from cancer support to recycling of Christmas cards. Shwopping is another popular campaign that was launched to encourage the customers to donate unused cloths to Oxfam. This was promoted by Joanna Lumley who is the worldwide ambassador for Plan A. Thus the promotional initiatives are quite transparent (Marks and Spencer plc, 2012). Internal Organization: An individual is recruited by M&S only when they feel that employee has the knowledge and skill required for the job and does the work happily and with full dedication. The company offers in-depth training to the individual, assesses their development regularly and ensures that everyone has been provided with the support to achieve (Marks and Spencer plc, 2012). Financial and economic profile: Plan A started by the company has exhibited a strong case of CSR that generated a net benefit of 185 million, which was again reinvested in the business. Through various activities the company was able to gain financial benefits as well as social and environmental progress. These activities have not only generated financial benefits for the company but also progressed towards the economic achievements of the country. The environmental and social benefits that programme derived finally lead to the economic progress of UK. Thus this analysis shows that M&S in true sense has incorporated CSR activities as one of their sustainability strategies (Marks and Spencer plc, 2012). Addressing Environmental issues in Marks and Spencer Through Plan A M&S has aimed to address not only the social issues but also environmental issues. M&S understands that day by day the population of the world is growing, which in turn is increasing the pressure on the natural resources and that will again lead to pressure on the environment. In this regards the products that the company develops to meet the rising demand are all in line with ensuring environmental sustainability. The company claims that within five years after launching the Plan A 138 commitments out of 180 were achieved and that lead to huge reduction in the environmental impact which in turn derives benefit for the whole world. The company believes that the product manufactured by them and the way they are used leads to environmental impacts. Keeping this in mind they have involved both customers and suppliers in their initiative to save the environment. The initiatives taken by M&S are as follows: Forever Fish Campaign was launched to make the customers aware of importance of fish and support the activity related to marine life conservation. Shwopping was another initiative that provided opportunity to the customers to recycle their cloths. The company ensures that all their raw materials are coming from sustainable resources. The planet is getting warmer due to the increase of green house gases. The firm has developed their delivery fleet, warehouses, offices and stores as carbon neutral. They have also reduces the amount of carbon emission generating from day to day operations. Purchased international high quality carbon offsets to equal the remaining emission. Implemented energy efficient measures all over the store, warehouse and offices of M&S and also placed “green traffic electric contact”. Fuel efficiency in the fleet that delivers general merchandise and food were also increased. Ranges of low carbon products were widened. The company is also working with the suppliers to assist them in reducing the carbon emission in their supply chain. Throwing waste to landfill is another problem which is addressed by the company who committed that none of their waste from stores or warehouse will be sent to landfills. They also reduced the amount of waste generated from their operations. Food wastes were also reduced. Recycling of cloth hangers and launching of collection of recyclable products were also done. Biodiversity audit was also introduced which was done on major store buildings. All the above actions and initiatives taken by M&S suggest that the company is well aware of the necessity of environmental benefits for sustainable business. Moreover they consider themselves as an important individual who is also responsible for reducing the impact of their day to day operation on environment (Marks and Spencer plc, 2012). Sustainability and Marks and Spencer The company M&S demonstrates a major example in case of sustainability that generated ?185 million as the net benefit that was reinvested in the business. The financial, social and environmental progress shown by the company is totally due to the integration of sustainability and the way in which the business is run. The main aim of M&S is not to remain only as the store based retailer in UK but to be an international multi-channel retailer. This approach is moving the organization towards sustainability across all the areas of the business. Social: The journey towards sustainability has been already started by M&S with the launch of Shwopping initiative, removing the artificial colour and flavouring from the food items, reducing the amount of salt from the food items and making the customers aware of healthy food and lifestyle. All these measures are meant for serving the society at large. Environmental: The firm has taken significant steps towards educating the employees and the customers about the importance of environment. Apart from this the company has implemented various steps to address the environmental issues accompanied by the employees and the customers. Economy: The effort taken by the company towards sustainability has also generated economic benefits. The group revenue for 2012 is ?9.9 billion, which is increased by 2% as compared to the previous year. At the same time the net benefit generated by Plan A has also increased by 50% reaching to ?105 million. The company saved energy across their various operations by 28%. However the operating profit and profit before tax is seen to decrease as compared to the previous year’s figure (Marks and Spencer plc, 2012). Apart from all these the company in order to sustain in the market is also making ample amount of investment towards technological implementation. The total supply chain has been decided to be implemented using upgraded technology (Mari, 2013; Butler, 2013). Scenario planning Scenario planning is the tool through which the organizations can percept what might happen in future and accordingly can create a plan that would help them in managing the future. It is not only about writing of a scenario but also strategic planning which is closely related to the scenario (Lindgren and Bandhold, 2002; Chermack, 2011; Kirsch, 2007). CSR 2018-2020 INEVITABLE IMPORTANT INSIGNIFICANT Changes in government policies and regulations. Changes in tax Change in the brand image. International operations. Behaviour of the stakeholder Increase in economic responsibility. Change in the economic condition of the country where the company operates. Increase in competition It is important to track the changes that are occurring in the retail sector and also think what more can be done regarding the CSR activities. Involvement of the employees, customers and suppliers. Entrance of any new player in the industry. The changes in the government policies and taxation policies related to the CSR activities initiated by the organization can affect both the economic and social benefit of the organization. CSR activities can change the brand image of the company; at the same time international operations poses challenges for the organization to incorporate their CSR activities at the international level. Change in economic condition of the country or increase in competition or economic responsibility also creates obstacles in the CSR activities of the organization. On the other hand it is important for M&S to track what type of CSR activities the competitors are conducting, which they can implement or plan some better initiatives. The involvement of the employees, suppliers and customers are important since M&S has planned their sustainability such that the involvements of all the three stakeholders are important. However the entrance of new player will not affect M&S since it is operating in the industry for a long time and has a good reputation. Environmental Issues 2018-2020 INEVITABLE IMPORTANT INSIGNIFICANT Growth in the industry Urbanization Globalization Legal changes Increase in the use of equipments and processes that are more eco-friendly. Advancement in technology Growth in the industry leads to more production process, which in turn leads to higher level of pollution. Thus environmental problem increases and they need to be addressed immediately. Apart from this urbanization, globalization and changes in the legal regulations also leads to environmental issues. Advancement in technology leads to more eco-friendly equipments for the production of finished products. Therefore organizations should look towards incorporating those so that they can address the environmental issues better. Sustainability 2018-2020 INEVITABLE IMPORTANT INSIGNIFICANT Changes in government policies and regulations. Changes in tax Change in the brand image. International operations. Behaviour of the stakeholder Increase in economic responsibility. Change in the economic condition of the country where the company operates. Increase in competition Track the changes that are occurring in the retail sector. Increase in the use of equipments and processes that are more eco-friendly. Advancement in technology. Involvement of the employees, customers and suppliers. In order to remain sustainable in the business the organization should address the changes that are going change and impact the business. Apart from keeping the economic benefits in mind the company should also think about the new advancement and sufficiency of the return on investment (ROI). Management Requirement CSR M&S can launch AIDS and STD awareness program. They can also launch some programs that engage the children with special needs. Since the company has gone for international expansion so they can implement the same initiatives in other countries. Environmental Reducing the use of water and launch processes that can lead to conservation of water. M&S can also implement new technology that helps in saving water. Sustainability Effective and efficient utilization of resources. Operating profit is decreasing so the company should take ardent steps in increasing it otherwise the investors may feel disappointed. Stakeholder should be taken into confidence when M&S is facing any crisis situation. Reference List Butler, S., 2013. M&S Boss under Pressure amid Race to Upgrade Supply Chain. The Guardian [online] Available at [Accessed 19 July 2013]. Chermack, T.J., 2011. Scenario planning in organizations: How to create, use, and assess scenarios. 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