• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Corporate Social Responsibilty

Extracts from this document...

Introduction

Corporate Social Responsibility - A report for the Director of Tesco's Marketing Strategy CONTENTS Introduction 1 Benefits of a good CSR policy 2,3 Impacts if not Introduced 4,5 Recommendations & conclusion 6,7 References & Bibliography 8 Corporate Social Responsibility - A report for the Board of Directors of Tesco's With the growth of Corporate Social Responsibility (CSR) in the majority of organisations over the last 20 years it is evident through developing strategies to incorporate CSR the importance it can have is widespread. Tesco's have used such strategies to enable them to gain competitive edge but at the same time neglected some of its responsibilities which has lead to missed opportunities & knocks on its reputation. The meaning of CSR given by the European Communities (2001) is "a concept whereby companies integrate social & environmental concerns in the business operations & their interactions with their stakeholders on a voluntary basis" This underlines the importance of getting it right in the overall view of an organisation to all stakeholders. This said it has been argued that this philosophy isn't as clear with Frankental (2001) who describes it as "a vague & intangible term which can mean anything to anybody, & therefore is effectively without meaning". There is a lot of confusion in regards to CSR & the extent to which it entails; who's responsibility is it? Some firms have seen CSR, encouraged it & embraced it trying to enable them to go forward. This being said some organisations have seen it as a means of meeting legislation & only doing what's the bear minimum required of them to avoid breaking legislation. ...read more.

Middle

who state "there has always been tensions between business & social goals". IMPACTS IF NOT INTRODUCED Through neglecting Corporate Social responsibilities can effect the marketing strategy which can lead to problems such as damage to reputation, loss of staff & potentially loss of its market share. To highlight the importance of getting it right & making sure that the CSR policy meets all targets intended, examples of problems that have been found within organisations, criticism made on Tesco's and other retailers & the extent to which those problems effected them. Although with the 2007 annual CSR review Chief Executive Sir Terry Leahy underlined the importance of bringing the community together, along with work currently done plans in are place to further that, they haven't revealed as to how or plans long-term. There is a part of the community that has been affected dramatically through the growth retailers have had, in particularly Tesco's's, over the last 20 years the local businesses such as butchers, newsagents & bakers. As Tesco's's have become more of a place of convenience & with the low price it has meant that many have gone out of business. Because of the buying power & superior resources that Tesco's's has & the shear size of the organisation it has enable them to lower prices to the extent where local shops just cant compete. Healthy eating has become as issue which has increased over the last few years & has been highlighted in the press by the school dinners campaign, calories & examples of high sugar & fat contents in foods. Tesco's's has had it fair share of bad press in respect of this including attacks on their pricing strategies, availability & ingredient content. ...read more.

Conclusion

With local businesses going out of business on a daily basis because of supermarkets this has hit all been brought on by retailers. Through working in the community more and looking at ways in which they can help local businesses, working with them & way sin which the two can work together. 4. SUPPLIERS - Many of the suppliers that Tesco's use & have used in the past have had problems with exploitation, working conditions & being under paid, a regular review of the way in which its suppliers operates would help & through deploying a code of conduct for its suppliers it can also make sure that legislation it met & that ethically they are meeting the standards they set. 5. ENVIRONMENTL ISSUES - The big steps that the company has made to improve Environmental problems have been widely documented but this needs to be continued & developed further as areas like waste, packaging & emissions have all been reduced but not by much. Research is needed into how this can be reduced or improved. 6. WORKFORCE - With the flexibility & diversity that Tesco's has sought in its workforce it has the potential to become innovative & a leading employer in the UK. By deploying more schemes including education, improved training, career progression & incentives this will help to keep the workforce & encourage them. CONCLUSION It is clearly evident that Tesco's have made major steps in order to embrace Corporate Social Responsibility & have utilised it to build on its core competencies to gain competitive edge in certain areas over its competition. Although these steps have been taken work is needed to be done on the areas in which the organisation has been criticised, there are several areas highlighted above that need to be addressed & met. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our University Degree Marketing section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related University Degree Marketing essays

  1. The purpose of this study is to investigate how IKEA succeeds in a business ...

    During that period 500 villages with over one million inhabitants were included in the project. More than 80,000 children got an education they would otherwise have been denied. IKEA Social Initiative and UNICEF plan to expand the project to cover more than 6,000 villages by 2012."

  2. Literature Review of CSR

    The only major problem facing the researcher was the amount of the obtained information and therefore experienced physical difficulty in regard to the reading and analysing of the materials. The subject has proven to be very broad along with strong linkages to other concepts making it difficult to establish the

  1. Chapter Notes on Marketing Management by Philip Kotler 10th Edition

    Hertz, Avis, McDonalds The new competition in retailing is no longer between the independent business units but between whole systems of centrally programmed networks competing against one another to achieve cost economies. Horizontal marketing systems: 2 or more unrelated companies put their resources together to exploit emerging marketing opportunities.

  2. Market Structures & Tesco

    and Europe but realistically Tesco is an oligopoly, although Tesco is the dominant supermarket it has fairly large competitors who also partly control the market. Tesco accused of 'Manipulative Monopoly' (http://www.thisislondon.co.uk/standard/article-23658062-tesco-accused-of-manipulative-monopoly.do) "A 'competition test' to curb the power of the supermarkets was unveiled by the Competition Commission last year as

  1. Corporate Social Responsibility

    New technology has become included in every single channel of people's lives� resulting in ? technology culture (Winkler� 1999). The pervasive impact of technology has had an affect on almost everything and everyone in every field of endeavour� whether people like it or not.

  2. Marketing Research at Tesco

    One of the central focus' of Tesco's business is to sell retail goods at low prices and to achieve this objective Tesco collects pricing data on their main competitors on a weekly basis to maintain their performance levels. The marketing research conducted by Tesco internally matches prices of purchases made

  1. The Impact Of CSR on Consumer Behaviour

    This article started a chain of media events targeting the high street fashion industry, First came 'Blood, sweat, and t-shirts' in may 2008, a BBC 3 series focusing on the working conditions in factory's and sweatshops in India. In June 2008, 'The devil wears Primark' was scheduled to be broadcast

  2. Decision Making at Co-Op Supermarkets of Vietnam.

    Week 5 Monday 24 52.59058 Tuesday 25 53.18449 Wednesday 26 53.77841 Thursday 27 54.37232 Friday 28 54.96623 Saturday 29 55.56014 Total 324.4522 With least square method, the sales forecast in week 5 of Co-op Supermarket will be about $324,452.17 From the above data, we have the following lines of best

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work