CSR is one of most important parts of every company. Acting as socially responsible is must for winning the race of competition. In this report, in the 1st part I tried to show a brief about CSR, its history and how people respond towards CSR. Then I have chosen Unilever, a famous FMCG company for the analysis. Then I tried to find out the CSR activities of Unilever all over the world, its corporate strategy and the contribution of CSR activities to corporate strategy. In the last part a SWOT analysis and some recommendations are given for more clarifications. I hope that this report will be able to give a clear view about CSR and its contribution to corporate strategy.
Table of Contents
1 Introduction: 1
2 Methodology & Limitations: 1
3 Topic Background: 1
4 Company Background: 1
5 Corporate Social Responsibility: 2
6 Corporate Social Responsibility and Unilever: 5
7 Corporate Strategy: 8
8 Corporate strategy of Unilever: 8
9 How CSR contributes to Unilever’s Corporate Strategy: 9
10 SWOT analysis of Unilever: 11
11 Recommendations: 13
12 Conclusion: 14
13 References: 15
Corporate Social Responsibility (CSR) is a very familiar term in today’s world. Most of the successful companies try to be ethical and socially responsible toward their stakeholders. Because becoming ethical and socially responsible gains a lot in terms of profit or capturing more market share (Aras and Crowther,2009). This socially responsible approach is paved by the CSR activities of the companies which has a great contribution to their corporate strategy of winning the customers’ mind. In this assignment, the pros and corn of CSR activities of a particular organization and CSR’s contribution to that organization’s corporate strategy will be described in details.
2 Methodology & Limitations:
Because of having time constraints, I could not conduct a deep research. Here internet, journals and books have been accessed as secondary information source. So literally there were some resource limitations. That’s why the outcome can vary from the reality.
3 Topic Background:
As a company functions in the society and deals with the societal forces, so that company has some responsibility towards the society and its stakeholders who are affected directly or indirectly by the company’s operation (Bassen,2005). That’s why a company should maintain ethical standard, international norms and different code of conducts which do not go against the society. If this approach is backed by companies’ corporate strategy and if it can be shown and communicated to the mass people, companies’ corporate strategy will give a huge positive return. Understanding this basic background, here we will have an analysis CSR and the strong interrelation between Corporate Social Responsibility and corporate strategy. For that I have chosen world famous FMCG Company “Unilever Limited for the total analysis.