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 improves society as well as the environment as a whole. CSR helps the company to enhance their brand image as well as various aspects of the community. Environmental, economic and social responsibility is a support of corporate social responsibility, which helps the company to make sure that they take care of these factors while conducting their business on a 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 children and in charities, as well as tackling obesity.

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

Research aims and objective.s

Aims

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

Objectives

• To identify the concept of corporate social responsibility and its significance
• To analyse the impact of corporate social responsibility on brand image within the food processing sector
• To examine challenges faced by the UK food processing sector in implementing CSR initiatives
• To recommend strategies for implementing CSR in building a 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 the food processing sector?
• Q.3 Which challenges does by UK food processing sector face in implementing CSR initiatives?

Rationale of the study

The rationale of the research lies in implementing corporate social responsibility within business, which helps in enhancing the brand image or reputation of an organisation. This also helps the companies to create a positive perception among customers. This further assists in attracting loyal personnel, which improves the internal strength of the company. The firms also face diverse concerns that have been raised daily, as well as to this the association of a range of stakeholders has grown (Benitez et al., 2020). Companies also include the commitments to these stakeholders in yearly reports of corporate social responsibility to be familiar with the way the 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 considerations within their operations. Companies do not realise the significance of CSR in raising brand image as well as reputation. CSR assist the company to promote the brand and enhance its reputation among customers. These factors create a powerful connection and long-term trust among the customers as well as the organisation. 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 to evaluate the impact of CSR practices on reputation and build the image of the brand.

Significance of the study

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

Literature review

Concept of corporate social responsibility and its significance

According to the views of Isla et al. (2021), corporate social responsibility is drawing major interest and attention within the competitive environment. The significance of CSR is also revealed by 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 the food processing sector. Companies today are expected to be not only profitable but also socially and ethically responsible. The focus is no longer just on building profits but also on working towards the atmosphere and society as a whole. Corporate social responsibility helps companies implement sustainable practices which have a positive impact on the environment. This involves promoting energy, well-organised 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 a major challenge in implementing CSR programs within the organisation. Like other activities, such a marketing and finance, there is no clear framework in business for corporate social responsibility. Companies making strategies associated with CSR can be very costly and time-consuming, which can hurt the firm in the long-term growth and accomplishment.

Ramesh et al. (2019) stated that Corporate social responsibility promotes ethical practices within business activities. This includes remaining moral norms, fair labour practices, marketing responsibility, as well as minimising immoral practices such as corruption. A CSR assists a firm to engage with its stakeholders, including employees, customers, communities and suppliers. This forms a sense of faithfulness for the stakeholders, which is superior for companies in the long run. Corporate social responsibility assists in enhancing the brand reputation of the firms, by maintaining moral practices can outcome in enhanced customer loyalty as well as improved 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, companies need to be open as well as honest. This means that they should disclose data about their social and environmental impacts to build a strong brand image with stakeholders.

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

Han et al. (2019) ascertained the fact that For the reason of COVID-19 throughout the world, companies and customers pay more attention towards environmental protection, health problems and food safety. Customers nowadays are more aware towards corporate social responsibility in product safety and a safe environment. For the reason that the impact of social responsibility on the food processing industry is on the rise, on customers' attitudes towards brand image and loyalty. It is very necessary for companies to understand the traits and trends of corporate social responsibility as well as consumer behaviour to grow their business in the 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 result in greenwashing their image, which can misguide customers and stakeholders concerning the social and environmental performance of the firm. Companies that are appealing in greenwashing can backfire for the reason that customers and investors are now more aware of such guiding principles and practices. When firms are caught greewashing can experience harm status, reduced returns, along with a 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 of their products and services they use, and they are demanding more authentic and genuine products from companies implementing corporate social responsibility within their practices. However, Ferrell et al. (2019) argued that CSR is a significant contrivance for controlling risk. By identifying and dealing with social as well as ecological concerns, firms can diminish their exposure to legal, reputational, as well as financial risks. Taking one example, companies that put into practice effective environmental organisation customs can diminish their experience to well and fine for disobedience of ecological policy. Corporate social responsibility helps in driving innovation and enhances business performance through a focus on sustainability practices, which can identify new business opportunities, improve competitiveness and reduce costs within the market. Firms that implement sustainable practices can grow their resources and reduce their energy consumption, which can lead to increased efficiency as well as cost-saving programs.

Challenges faced by the UK food processing sector in implementing CSR initiatives

LACAP et al. (2021) ascertained the fact that one of the major challenges that companies can encounter is the lack of clarity regarding the CSR practices within business. Corporate social responsibility is a very wide-ranging and complex idea that encompasses various areas, including 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 stakeholders’ prospectus and industry norms. They can do this by establishing relevant indicators and developing tools to follow and measure CSR performance and its impact on the company’s framework.

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

Research methodology

Research type

Research type is an approach or method 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 measurable and statistical data, which is expressed in numerical form. For the current study, qualitative data have been chosen to evaluate the impact of corporate social responsibility on customer perception of brand image (Pandey and Pandey, 2021). Qualitative research provides a more detailed, deeper and holistic perspective of information collected for the study. The research is carried out by using a survey method to explore in-depth knowledge of the subject from the participants.

Research approach

Research approach is a process chosen by the investigator to analyse, gather as well and interpret the data. There are mainly two types of research approaches, i.e. inductive and deductive. For the study on implementing CSR initiatives within companies to build brand image inductive research approach has been chosen. An inductive research approach provides a broad view of collected data by focusing on set theories and hypotheses. Analysing 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 by which data in relation to an incident should be collected, analysed 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 the impact of corporate social responsibility on building brand image, interpretivism philosophy has been chosen (Snyder, 2019). This philosophy provides a natural method of collecting data through a survey from participants in the study. Interpretivism proves high validity of the data and produces complex research details in short patterns. This research also provides researchers 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 studies within a programmed methodological method so that researchers 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 have been which provides an in-depth view of the research. Primary data has been gathered using a survey technique from 10 managers and leaders' perceptions on Greggs Plc implementing corporate social responsibility practices using simple random sampling (Newman and Gough, 2020). This provides first-hand information through the personal experience of participants in a particular study. Secondary data has been gathered from books, articles, journals and other published sources to provide a deep understanding of the research.

Data analysis

Data analysis is the procedure of systematically analysing the data to describe and evaluate. This helps the researcher to reduce a large amount 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 a flexible approach to data. Thematic analysis can be accomplished by identifying themes and patterns from the objectives of the research to analyse them efficiently. Thematic analysis also helps to evaluate personal experience, which provides a 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 their customer, according to the survey. Customers help the company build a strong brand image. While a few respondents point to cost savings and the company’s growth. These perceptions change over time because new regulations are put into practice globally.

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

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

Theme 3: The Gen Z Segment of the consumer base is mostly influenced by CSR practices

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

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

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

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

According to the survey, 80% of respondents strongly agree that it is essential to implement CSR programs for building a strong brand image. Customers want businesses to conduct their operations while maintaining social responsibility as well as enhancing the brand image of the company.

Theme 6: Technology firms use to handle CSR programs

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

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

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

Findings

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

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

Conclusion and recommendations

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

• Analysing current practices: The company should analyse its CSR strategies at regular intervals to make it more sustainable. This also helps the company to reduce its expenses on research and development plans. The company should go through competitors’ strategies and find out the methods that other firms within the industry are implementing to gain a competitive advantage.
• Health and safety programs at the workplace: The company, by implementing safety and health measures, will help establish a consistent system to safeguard employees from injuries as well as accidents. This will help the business attract talented employees within the organisation.
• Commitment to protect the environment: the company should implement various practices and policies which allow it to fulfil customers’ expectations and commitment to the environment. The company can produce a report or data that explains its activities. This assists the business to offer a broad sustainability statement which includes economic, environmental as well and 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 the project. This review of my skills utilises personal reflection as well as feedback during this project. This research project has enhanced my understanding, writing as well and research abilities to the point 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 in a solution. Having research abilities is essential to advance my career as they directly relate to my skills to increase insight, as well as motivate me. I may appear for information on the way to resolve organization problems or recognise its client’s requirements. Time management is another ability which refers to the skill to break down research projects into convenient parts, such as creating a deadline-focused plan as well as finishing 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 includes the skill to split an issue down into its sections, firstly, I think critically regarding each issue, then investigate the data and finally utilise that data to shape a successful solution.

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To improve my abilities while undertaking this research project, recommended ways to increase my research abilities through looking for reviews from other peers, mentors, and instructors. Also, reflecting my strengths as well as weaknesses. This feedback could assist me in recognising 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 trends, I enhance 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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