Research for Strategic Development Assignment Sample

Introduction - The Role of CSR in Shaping Greggs Plc’s Brand Image Within the Food Sector

Background of the study

Corporate social responsibility (CSR) is a strategic model by which firms can put efforts to function in a manner which can improve the society as well as environment as a whole. CSR helps the company to enhance their brand image as well as various aspects of the community. Environmental, economical and social responsibility is a support of the corporate social responsibility which helps the company to make sure that they take care of these factors while conduction their business at large scale. Greggs Plc is a food processing company which includes bakery items, beverages, breakfast options as well as salads (Greggs Plc, 2023). The company is focusing on its corporate social imitative by improving by offering free breakfasts to childrens and in charities as well as tackling obesity.

Ethical accountability is the support of corporate social responsibility entrenched within stand-in a reasonable, moral way. Firms often set their own principles, even though outside demands by customers can outline ethical goals. Corporate social responsibility is considered as an efficient strategic development plan which helps the companies to build strong brand image. The consumers prefer socially held responsible business when estimate similar goods. Customer satisfaction is a major factor that firms are focusing on corporate social responsibility. The companies are taking initiatives such as training and educating employees which will eventually contribute in consumer satisfaction (Ramesh et al., 2019). Brand image is prejudiced through implementation of corporate social responsibility practices, that assist companies strategically position themselves as a part of CSR framework. Companies in order to improve the image of the brand along with enhancing the image, implementation of corporate social responsibility is essential to attract the talent workforce and to gain competitive advantage in global market scenario.

Research aims and objectives

Aims

The aim of the study is to evaluate the impact of corporate social responsibility on Greggs plc’s brand image within UK food processing industry

Objectives

• To identify the concept of corporate social responsibility and its significance
• To analyze the impact of corporate social responsibility on brand image within food processing sector
• To examine challenges faced by UK food processing sector in implementing CSR initiatives
• To recommend strategies for implementing CSR in building strong brand image

Research questions

Q.1 What is the concept of corporate social responsibility and its significance?

Q.2 What is the impact of corporate social responsibility on brand image within food processing sector?

Q.3 Which challenges faced by UK food processing sector in implementing CSR initiatives?

Rationale of study

The rationale of the research lies in implementing corporate social responsibility within business which helps in enhancing brand image or reputation of an organization. This also helps the companies to create positive perception among customers. This further assists in attracting loyal personnel which improves internal strength of the companies. The firms also faces diverse concerns that has been raising in daily basis as well as to this the association of a range of stakeholders has been grown (Benitez et al., 2020). Companies also enrol the commitments to these stakeholders in yearly reports of corporate social responsibility to be familiar with the way business has content these responsibilities. Conventionally, firms’ major focus is on earning high profits and income instead of implementing social responsibilities as well as ethical consideration within their operations. Companies do not realize the significance of CSR in rising brand image as well as reputation. CSR assist the company to promote the brand and enhance reputation among the customers. These factors create a powerful connection and long term trust among the customers as well as organization. On the other hand, the impacts of corporate social responsibility measures taken by a company are not extensively understood by leaders. This research is carried out for evaluating the impact of CSR practices on reputation and build image of the brand.

Significance of study

The significance of the study is based on implementation of corporate social responsibility impact on brand image of the companies within food processing sector. Corporate responsibility make stronger brand image when a corporation be familiar with how to motivate faith, build trustworthiness as well as build up a strong representation within its clients. Customer satisfaction is prejudiced with brand image, which has corporate social initiatives within the organizations (Zhang et al., 2020). Brand image is exaggerated by corporate social responsibility, these contributes to brand image provide advantages to customers but also for various stakeholders connected within the firm. The focused area within this study is to analyze the connection among corporate social responsibility measures and policies of a food processing sector with Greggs Plc UK and their perception on customers on brand image. Corporate social responsibility is considered as an essential tool which is used by the firms for enhancing their reputation and business value throughout the world. The companies by considering CSR as a part of their strategy can grow in long term and develop their business in national as well as international market.

Literature review

Concept of corporate social responsibility and its significance

In accordance with the views of Isla, et al., (2021) corporate social responsibility is drawing as major interest and attention within the competitive environment. The significance of CSR is also revealed with the fact that companies are spending more finance on CSR practices. Nevertheless, CSR is a dynamic provider in enhancing a brand image and reputation within food processing sector. Companies today are now expected to be not only profitable but also a social and ethically responsible. The focus is no longer just on building profits but to also work towards atmosphere and society as a whole. Corporate social responsibility helps the companies to implement sustainable practices which have optimistic impact on the atmosphere. This involves promoting energy well-organized programs, sustainable sourcing, reduction in carbon emissions as well as green supply chain management. On the critical note, Dhar et al., (2022) said that companies face major challenge in implementing CSR programs within the organization. Like other activities such a marketing and finance there is no such clear framework in business for corporate social responsibility. Companies making strategies associated to CSR can be very costly and time consuming, which can have adverse impact on firm in long term growth and accomplishment.

Ramesh et al., (2019) stated that Corporate social responsibility promotes ethical practices within the business activities. This includes remain to moral norms, fair labour practices, marketing responsibility as well as minimizing immoral practices such as corruption. A CSR assists firm to engage with its stakeholders includes employees, customers, communities and suppliers. This forms a sense of faithfulness for the stakeholders, which is superior for companies in long run. Corporate social responsibility assist in enhancing brand reputation of the firms, by maintaining moral practices can outcome in enhanced customer loyalty as well as improve performance in finance. However, Balqiah et al., (2022) argued that companies might lack accountability and transparency within their business operations. In order to implement CSR initiatives, it is essential for the companies to be open as well as honest. This means that they should disclose data about their social and environmental impacts to build strong brand image within stakeholders.

Impact of corporate social responsibility on brand image within food processing sector

Han et al., (2019) ascertained the fact that For the reason of COVID 19 throughout the world, companies and customers pays more attention towards environment protection, health problems and food safety. Customers nowadays are more aware towards corporate social responsibility within product safety and safe environment. For the reason that impact of social responsibility with the food processing industry is on rise on customer towards brand image and loyalty. It is very necessary for the companies to understand the traits and trends of corporate social reasonability as well as consumer behaviour to grow their business in global market. On the other hand, Barauskaite and Streimikiene, (2021) said that CSR can lead to greenwashing when firms do not engage in real social and environmental initiatives. Sometimes businesses use false and misleading tools to advance their reputation and brand image. This will consequence in greenwashing their image, this can misguide customers and stakeholders concerning the social and environmental performance of the firm. Companies who are appealing in greenwashing can backfire for the reason that customers and investors are now more aware of such guiding principle and practices. When firms are caught greewashing can experience from harm status, reduce returns along with decline in sales.

Raza et al., (2020) examined with the growing concern of competition and less differentiation of goods, firms are using a range of tools to contend within the market. Corporate social responsibility is not only increasing brand awareness among customers but also can lead to a positive brand image among prospective as well as existing customers. These days customers are more aware about their products and service they use, they are demanding for more authentic and genuine products from companies implementing corporate social responsibilities within their practices. However, Ferrell et al., (2019) argued that CSR is a significant contrivance for controlling risk. With identifying and dealing with social as well as ecological concerns, firms can diminish their revelation to lawful, reputational, as well as financial risks. Taking one example, companies that put into practice effectual environmental organization customs can diminishes their experience to well and fine for disobedience with ecological policy. Corporate social responsibility helps in driving the innovation and enhances business performance through focus on sustainability practices they can identify new business opportunities, improve competitiveness and reduce cost within the market. Firms that implement sustainable practices can grow their resources and reduce their energy consumption that can lead to increasing efficiency as well as cost saving programs.

Challenges faced by UK food processing sector in implementing CSR initiatives

LACAP et al., (2021) ascertained the fact that one of the major challenges that the companies can encounter is the lack of clarity regarding the CSR practices implementation within business. Corporate social responsibility is a very wide-ranging and complex idea that encompasses various areas, which includes ethical norms, environmental measures, political laws, human rights as well as community engagement. On the contradictory note, Muflih, (2021) defined that companies need to identify their CSR goals and objectives based on their stakeholder’s prospectus and industry norms. They can do this by establishing relevant indicators and develop tools to follow and measure CSR performance and their impact on company’s framework.

Barauskaite and Streimikiene (2021) defined External factor becomes the major challenge for the companies implementing CSR practices within their business operations. These factors are out of control for business such as social issues, political instability, pandemics’ and natural disaster. These drawbacks can affect the companies’ operations, image, performance and reputation in the global market. Firms need to overcome these challenges by expects and monitoring the external factors as well as most important trends which can have impact on CSR activities and performance. Companies require to work together with their stakeholders to create a strong vision and to overcome these challenges taking place from external factors (Akbari et al., 2020). Corporate social responsibility is an evolving and dynamic idea which requires companies to be rapidly evolving and improving their CSR practices to enhance better way to create value to firm as well as society. Companies require fostering an attitude as well as culture of learning and innovation with the organization. They can do this by promoting employees and stakeholder for their opinions, which can help them to run in long term.

Research methodology

Research type

Research type is an approach or methods of research methodology for carrying out the research. There are two types of research that is qualitative as well as quantitative. Qualitative research depends on personal perception and data collected; on the other hand quantitative research relies on measureable and statistical data which is expressed in numerical form. For the current study qualitative data has been chosen to evaluate the impact of corporate social responsibility on customer perception on brand image (Pandey and Pandey, 2021). Qualitative research provides more detailed, deeper and holistic perceptive of information collected for the study. The research is carried out by using survey method to explore in depth knowledge of subject from the participants.

Research approach

Research approach is a process chosen by the investigator to analyze, gather as well as interpret the data. There are mainly two types of research approach i.e. inductive and deductive. For the study on implementing CSR initiatives within companies to build brand image inductive research approach has been chosen. Inductive research approach provides a broad view of collected data by focusing on set theories and hypothesis. Analyzing the information and applying methods can help the researcher to forecast the results of the data.

Research philosophy

A research philosophy is an idea concerning the method in which data in relation to an incident should be collected, analyse and used. This is associated with the information, assumption as well as nature of the study. This is associated with knowledge research philosophy can be positivism or interpretivism. For the present study on impact of corporate social responsibility on building brand image interpretivism philosophy has been chosen (Snyder, 2019). This philosophy provides natural method of collecting data through survey from participants in the study. Interpretvism proves high validity of the data and produce complex research detail in short patterns. This research also provides researcher to change the design analysis while building new perspectives.

Data collection and sampling

Data collection is the technique of gathering as well as analyzes information on applicable study within a programmed methodological method so that researcher can respond to detailed research objectives and assess outcomes. Data collection methods are of two types such as primary and secondary. For the current study both primary as well as secondary data has been which provides an in-depth view of the research. Primary data has been gathered using survey technique from 10 managers and leaders perception on Greggs Plc implementing corporate social responsibility practices using simple random sampling (Newman and Gough, 2020). This provides first hand information through personal experience of participants on particular study. Secondary data has been gathered from books, articles, journals and other various published sources to provide deep understanding of the research.

Data analysis

Data analysis is the procedure of systematically implementing the data to describe and evaluate. This helps the researcher to reduce large number of data into smaller themes and patterns, to evaluate easily (Mishra and Alok 2022). Data analysis can be done through SPSS and thematic analysis. In the present study thematic analysis has been used to allow flexibility approach to data. Thematic analysis can be accomplished by making themes and patterns from objectives of the research to analyze them efficiently. Thematic analysis also helps to evaluate personal experience which provides deep understanding of the objectives.

Data analysis and findings

Theme 1: Customer perception is the major motivation for Greggs Plc’s implementation of corporate social responsibility initiatives

In understanding the motivation of retailers in implementing CSR programs is its customer, according to the survey. Customers help the company to build strong brand image. While few respondents’ points to cost savings and company’s growth. These perceptions change over time because new regulations are put into practice globally.

Theme 2: Customers are a factors driving change within the firm’s corporate social responsibility

According to the survey results, customers are the major factors which drive change within the Greggs Plc’s corporate social responsibility. Customer’s perception is the major factor for the firm to consider. Because of this reason it is essential for the company to implement CSR initiatives within the business operations to gain competitive advantage and attract large number of customers. Few respondents believe that employees are the factor driving change because its helps the company to attract talent personnel and eventually increase their performance.

Theme 3: Gen Z Segment of consumer base mostly influence by CSR practices

Even though a lot of respondents pointed to their consumers as good reason for invest in CSR, there are contradictory judgments of which demographics they be concerned most intensely about sustainability other CSR challenges. Survey respondents reveals that Gen Z are the mostly influence by corporate social responsibility initiatives. 10% Gen X and 20% Millennials are also concern about company’s implementation of CSR programs in its policy.

Theme 4: Challenges arise in implementing CSR practices within Greggs Plc is cost

Among the challenges faced by companies in implementing CSR initiatives cost has been major issue. Company have to spend more on research and development and new techniques of innovation to implement CSR programs on their business operations. This also leads to decline in company’s growth in global market. Few respondents believe that decision making, political regulations and environmental changes as a challenge.

Theme 5: Company strongly agree in implementing CSR programs for building brand image

According the survey 80% respondents strongly agrees that it is essential to implement CSR programs for building strong brand image. Customers want to businesses to conduct their operations with maintain social responsible as well as enhance brand image of the company.

Theme 6: Technologies firm use to handle CSR programs

Greggs plc’s major focus is to reduce carbon emissions by implementing zero waste management and carbon neutral business. The company is also focusing on sustainable packaging options. The company’s new eco-shop provides test resolution as well as platform to build up environment by cutting energy, waste and water.

Theme 7: Positivity on firms achieving its CSR initiatives upcoming years

According to the survey 60% respondents are highly positive about company’s implementing CSR initiatives in their business, as this helps the company to build strong brand image within mind of the customers.

Findings

The findings highlight that corporate social responsibility helps the Greggs Plc to build close connection with their customers and employees. CSR proposal can help out Greggs Plc to build an encouraging brand image, which can assist differentiate the products from customers and helps to gain competitive advantages (Benitez et al., 2020). As an outcome, CSR provides as a vital basis of long-term competitive advantages as an affecting constituent of strong brand image as well as loyalty. CSR assist the companies to implement sustainable practices which have a positive impact upon the environment. This includes sustainable sourcing, reducing carbon emissions, promote energy competence as well as implementing green supply chain management.

The outcome showed that importance of CSR in creating positive impact on environment and society by engage with social issues as well as supporting community. This also includes society outreach initiatives, generous donations as well as employee performance. Greggs plc should promote ethical practices within their business activities (Dhar et al., 2022). This includes adhere to ethical standards, accountable marketing as well as fair labour practices. The company by engaging with different stakeholders can create a sense of faith as well as loyalty, which will be beneficial for the corporation in long run and gain competitive advantage.

Conclusion and recommendations

In conclusion, it has been observed that customers are now becoming more concerned with sustainability and CSR policies within business. Companies are now engaging in various CSR initiatives to meet the requirements of the customers which help them in maintain strong brand image. By communicating this commitment with customers, CSR has turn out to be a strategic marketing means to improve the brand image. The CSR rivalry among firms has develop into intense cut throat competition along with it is as a result significant to structure an efficient CSR plan to stand out with other firms.

• Analyzing current practices: the company should analyze its CSR strategies on regular intervals to look more sustainable. This also helps the company to reduce their expenses on research and development plans. The company should go through competitors’ strategies and find out the method what other firms within the industry are implementing to gain competitive advantage.
• Health and safety programs at workplace: the company by implementing safety and health measures will help out in establishing consistent system to safeguard employees from injuries as well as accidents. This will help the business to attract talent employees within the organization.
• Commitment to protect environment: the company should implement various practices and policies which allows them to fulfil customer’s expectation and commitment to environment. The company can produce a report or data that explain their activities. This assists the business to offer broad sustainability statement which include economic, environmental as well as social activities.

A review of skills using personal reflection and feedback

While undertaking the research project on the topic, which is the influence of CSR on brand image inside the UK food processing industry concentrate on Greggs Plc. According to the Gibbs reflective model, considering this research I added valuable skills and knowledge throughout the completion of project. This reviews my skills utilizing personal reflection as well as feedback during this project. This research project has enhanced my understanding, writing as well as research abilities to the peak that at this time I have certain abilities in this area. During this project I attentively gathered all information in a detailed way. This boosted my understanding ability to permit me to find vital information within the topic. I have also enhanced my research skills to find a solution to an issue. This may involve my skill to collect data regarding the topic, review those details as well as investigate and interpret the information in a way to assist a solution. Having research abilities is essential to advance my career as they straightly relate to my skill to increase insight as well as motivate me. I may appear for information on the way to resolve organization problems or recognize its client’s requirements. Time management is another ability which refers to the skill to split down research projects into convenient parts such as I create a deadline focused plan as well as finish each part of my project plan by my listed deadline. Throughout the project, I also improved my problem solving ability to manage difficult conditions as well as conquer company issues. This ability include skill to split a issue down into its sections, firstly, I think critically regarding each issue then investigate the data and finally utilize that data to shape a successful solution.

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To improve my personal abilities while undertaking this research project, recommended ways to increase my research abilities through looking for reviews from other involving peers, mentors, instructors. Also, reflecting my personal strengths as well as weaknesses. This feedback could assist me to recognize my areas of improvement including my research questions, writing and sources etc. By employing novel technologies as well as keeping up-to-date on food processing sector trend, this enhances my analytical abilities.

Reference

Books and Journals

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• Barauskaite, G. and Streimikiene, D., 2021. Corporate social responsibility and financial performance of companies: The puzzle of concepts, definitions and assessment methods. Corporate Social Responsibility and Environmental Management, 28(1), pp.278-287.
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