CORPORATE SOCIAL RESPONSIBILITY.

Training program:  Project Management

Subject: Strategic Management
Send to: management@eneb.com
FINAL PROJECT
 
Last Name/Surname:
Name:
ID/Passport:
Address:
Region:
Country:
Telephone:
E-mail:
Date: 
 CORPORATE SOCIAL RESPONSIBILITY. 2

1. Analyze the starting situation: make a complete, synthesized and visual

analysis, and design a SWOT matrix.

Image: (Gregory, 2019)

SWOT Matrix
A SWOT Analysis can be described as a framework or strategic planning tool that
assists companies in identifying and evaluating their strengths, weaknesses,
opportunities and threats (Gregory, 2019). A SWOT analysis in the case of
TeaLand S.A, will help to integrate good decsision making, tackle the issues
surrounding poor employee perceptions and grievances as well as, an over all
strategy to increase sales and customer perception due to the recent negative
press. In essence, internal and external factors are considered.

Strengths Weaknesses Opportunities Threats

Quality of teas Lack of ecological Collaborating Increase in the
tea varieties with NGOs to number of
improve competitors
community with
and competitive
environmental prices and
commitments ecological
product
offerings.
 CORPORATE SOCIAL RESPONSIBILITY. 3

Wide selection Low staff morale Offer Negative media

of teas Ecological tea due to poor
varieties employee
morale
Excellent Less Competitive Improve Competitors
Marketing prices in relation to employee are
Campaign competitors morale and comemended
culture for their
commitment to
the
environment
and
community
through
collaborations.
Years in the No CSR related Offer training,
market plans better salaries,
career options
and suitable
work hours.
Supplies Employee/employer The market is
multiple disconnection due expanding and
countries to employee developing.
grieviances.
Merchandising Trends in the
and consumption
distribution of organic
through products.
different
channel
Customer
satisfaction
Respected
 CORPORATE SOCIAL RESPONSIBILITY. 4

brand
Stable Maket
position
Recognizes the
need to
improve staff
morale

2. Formulate realistic goals to achieve with the CSR Plan.

Goals
As a CSR consultant, setting realistic goals is an integral part of carrying out the
TeaLand S.A CSR plan. By setting goals, we can establish a feasible course of action,
outlining the time frame, how it will be carried out and the resources that are required
to achieve said goals. In essence, formulating goals will enable us to achieve our
targets.
Taking the approach of implementing S.M.A.R.T goals would be our first step in
establishing a CSR plan. Having plans that are specific, measurable, attainable, realistic
and time sensitive are important to the success of the outlined strategic objectives.
These goals must also be written out with short or long term means for attainment
(Veyra, 2017). Based on the above-mentioned information, the following goals will be
developed in an effort to achieve the CSR Plan:

Goal 1: Increase Staff Morale and Motivation

Engage the Human Resources department in order to implement better staff
benefits and compensation packages to include sick leave, pension plans, paid
vacation, health insurance and suitable working hours (part time and full time).
Additionally, coaching sessions will be implemented to ensure that employees are
kept motivated. Training and development programs will also be implemented to
ensure the continued growth of the workforce. These initiatives will be in full effect
within three months of the established CSR plan.
 CORPORATE SOCIAL RESPONSIBILITY. 5

Goal 2: Collaborate with community and environment NGO’s.

• In an effort to uphold our social responsibility, we will be engaging the
community through different projects each quarter.
• We will actively seek out beneficial partnerships with Non-Governmental
Organization (NGO’s) such as foundations and charities.
Goal 3: Improve the quality, efficacy and competitiveness of our product offerings.
• Decrease the impact of our manufacturing activities on the environment in
order to uphold ecological standards.

• Diversify our product offerings to include ecological tea varieties.

• Establish a board that will ensure that all activities concerning the company are
in keeping with ecological standards. They will ensure that both transparency
and equity are upheld.
3. Create a Stakeholders Map: in this section we ask you to design a map classifying
the groups of interest.
Stakeholders Map

Stakeholder mapping is the visual representation of a stakeholder analysis,

organizing those people according to the key criteria with which you will be managing
them during the project (Simon, 2016). In other words, it involves identifying
individuals who will have interest in the outcome of the CSR plan. This mapping will
facilitate evaluations as it relates to the internal and external forces (stakes and
influence) of leadership and stakeholders that will be affected by the project.
 CORPORATE SOCIAL RESPONSIBILITY. 6

High MEET THEIR NEEDS KEY PLAYERS

CEO
Employees
HR

Customers Shareholders

CSR Analyst
INFLUENCE
Managers and Board of Directors

MONITOR KEEP INFORMED

Low (MINIMUM EFFORT)
Government and regulators
Competitors Community
NGO’s
Media Suppliers

Low INTEREST High

4. Develop a Strategic CSR Plan: this is the most important exercise of the final project,
and therefore the one with the most academic weight.
Corporate Social Responsibility (CSR) Plan
TeaLand S.A has for 15 years acted in a socially acceptable manner that is
beneficial to the society. As a distributor and manufacturer of tea, providing excellent
quality through sourcing and top class aromas are centric to the TealLand brand. Over
the years, the vison of TeaLand S.A. has remained the same and that is to provide
 CORPORATE SOCIAL RESPONSIBILITY. 7

excellent customer service, quality teas that are safe and made from only the best
organic Fair Trade ingredients. We do so through partnerships with globally renowned
and leading producers of teas to uphold our commitment to consistent quality,
reasonably priced teas. Our peculiar blends and our passion for producing beautiful
aromas have made our brand distinctive, established our unique niche and has
embedded us within the market as a major competitor.
Our social commitment is important. TeaLand S.A. is devoted to the continued
hard work of implementing a company policy that is sustainable. We understand that it
is our responsibility to uphold and act responsibly in order to maintain a mutually
beneficial relationship with our customers, employees, supplies and community.
TeaLand S.A is therefore devoted to this social responsibility as it pertains to carrying
out its activities and across all areas of leadership. These include:
Providing a safer environment for working and educational assistance to employees.
• Improving contractual agreements between TeaLand and its employees
through better benefits and compensation packages.
• Providing an environment that promotes growth, safety and educational
assistance for employees.
• Becoming an advocate and a supporter for the community and local projects
through investments and philanthropic activities.
• Providing a working environment that is equitable to all genders.
• Instill environmentally responsible and friendly behaviors such as recycle and
energy conservation.
• Enhance where necessary customer service standards.
• Ensure that ethical business conduct upheld.
• Invest in our employees and ensure that a healthy work/life balance is
achieved.

In our mission to achieve Corporate Social Responsibility, our efforts will be

geared towards the integration and alignment of our values and strategies with the
needs of our employees, community and customers through outlined ethical
behaviors. These outlined behaviors are enveloped in initiatives to ensure a safe
working environment, equity among staff and operations that are environmentally
safe and responsible.
 CORPORATE SOCIAL RESPONSIBILITY. 8

I. Protect the Environment

TeaLand S.A is committed to the protection of the environment and our values are
directly associated with this business practice. In an effort to care for the environment
and to reduce its degradation, we will be employing strategies to reduce energy
consumption and responsibly dispose of waste through composting and other
methods. Other areas of focus as it relates to protecting the environment includes:
• Minimize the use of water, energy and other natural resources and the release
of hazardous substances.

• Cut down on paper waste in our offices and allow for telecommuting where
necessary to save energy that would usually be consumed in work spaces.

• Use energy efficient light bulbs and other innovative technologies.

• Set up recycling bins throughout the company.

• Switch to packaging that is recyclable and or reduce packaging through

innovate designs. Be an advocate for customers to recycle on every package.

• Educate emeployees through onboarding programs on how to be

environmentally responsible and ways to encourage this obligation.

• Develop procedures through a handbook of environmental acceptable

behaviors and best practices as part of the TaeaLand S. A culture.

II.Manufacturing and Production

Manufacturing and production processes of TeaLand S.A will be streamlined with
considerations for better environmentally friendly procedures. Our employees are
centric to our production process and that means aspects of ergonomics and lessened
physical stress are reviewed frequently. Our machines are routinely serviced and/or
replaced to ensure superior output in order to maintain the safety of our customers
and employees. TeaLand S.A also provides workshops for operating machinery as well
as, a thorough review of Saftey procedures.
There are individuals that are mandated to oversee safety within our
manufacturing warehouses as well as, a medical team on staff to assist with any
medical needs that may arise. Our production and assembly lines are standardized by
shifts to prevent overcrowding and possible injury.
 CORPORATE SOCIAL RESPONSIBILITY. 9

III. Our Suppliers

Our suppliers are integral to our tea production and thus, ensuring TeaLand S.A’s
supply chain activities and functions comply with national/international rules,
regulations and standards and working with suppliers that fulfill same requirements
constitute the most important factors for our CSR in supply chains (Tekin et al, 2015).
We are devoted to sourcing products that are aligned to production and labor policies
as it relates to suppliers being exploited and working under inhumane conditions. Our
labor standards is governed by our culture and morale that is against child labor,
exploited employees through low wages and lengthy work hours. We work closely with
our supplies to ensure that environmental and social responsibilities are observed.
Another aspect that we consider is that of quality. In order to maintain our
reputation of quality over the years, we have suppliers that provide only the best
ingredients for our teas that maintain our commitment to providing organic teas. The
way we achieve this is through long term relationships with our suppliers to
understand their processes of production and manufacturing. Since we source most of
our ingredients internationally, we have a team that visit the suppliers biannually to
ensure that production sites are in keeping with stipulated regulations. Further
evaluations for supplier ratings are done yearly to ensure that quality is observed.
IV. Human Resource Management
Human Resources is the heart beat of TeaLand S.A. as it is an integral part of
ensuring that all employees work in an environment that is safe, productive and
equitable. Developing and creating a workplace culture that promotes corporate
responsibility is key, thus, HR is important. Areas that the TeaLand S.A. HR oversees
include, recruiting, developing and retaining talent— this is aligned and fueled through
corporate social responsibility (Babcock, 2015). Our culture envelopes the practices of
respect, service, and integrity. TeaLand’s HR also ensures that the employee’s health
and wellness, career development and advancement are optimized. Our employees
commitments are as follows but are not limited to what is listed:

• Empower and train managers/supervisor to carry out roles of empowerment

through couching as well as to identify the connections between CSR and
talent management.
 CORPORATE SOCIAL RESPONSIBILITY. 10

• Improve communication among employees particularly, lower level staff and

include them in company decisions that directly impacts them.

• Have more departmental sessions with staff and direct supervisors and
managers as well as, a biannual general meeting where staff can voice their
concerns.
• As part of career development, HR will offer training to all staff as well as cross
training opportunities to prepare them for higher positions as they become
available.
• In order to promote a holistic approach to employee development aspects of
retirement plans, health care and life skills will be done through scheduled
workshops.
V. Promoting Diversity, Inclcusion and Equity
• Development recruitment policies that allows for the selection of prospective
employees from all racial backgrounds and communities. This includes our
obligation to equal employment opportunities acts and laws.

• Educate employees and create a culture that understands discrimination.

Review policies against discrimination as it relates to hiring, training and
termination among other aspects with correlation to gender, race, age,
ethnicity, disability, sexual orientation or religion.

• Create a zero tolerance culture for discrimination.

• Recruiting must be done in a way that will exhaust all avenues of

communication in order to include all sectors and expand our reach.

• Uphold human rights laws and actively engage the community, NGO’s and
stakeholders on ways to support initiatives relates to such laws.

VI. Give Back

• Expand our philanthropic reach through volunteerism and donations for
community causes.

• Arrange for TeaLand’s teas to be made available for free in care packages when
doing community outreach.

• Provide internships and summer work programs for students in inner city
communities and disadvantaged homes.
 CORPORATE SOCIAL RESPONSIBILITY. 11

• Collaborate with schools in order to support educational initiatives.

• Support local supplier by purchasing certain raw materials that are available .

VII. Customers
TeaLand S.A has a culture of “putting the customer first”. Our customers are the
reason why we are who we are and why we have become a successful
manufacturer of teas within this competive market. As such we will continue to
offer excellent customer service whilst instilling innovative approaches in order
to serve our customers better. This will be done through a short questionnaire
that is sent to our customer’s mobile phones to rate our service each time they
do business with us as well as, to ascertain they like our products. We will also
be launching an integrated platform that escalates complaints to supervisors
from our call center department. This will be done in the third quarter.

5. State which CSR measurement tools you are going to propose for TeaLand.
CSR Measurement Tools
In an effort to measure the effectiveness of our CSR plan, using KPI’s I.e., Key
Performance Indicators would be ideal. Selecting KPIs that are tailored to our specific
goals are important to measuring our CSR effectively, these include:
Social balance

Social Balance encompasses the measuring of the CSR results in relation to its
social policies in keeping with established goals. It is assess using both quantifiable and
qualitative terms for the social management of the company. Additionally, social
balance assesses specific social management indicators including human rights,
employee rights, stakeholder’s rights, environmental protection, and the association
with the social environment and suppliers (Eneb, nd).
Accountability
Centric to this measuring tool are the stakeholders as the company undertakes the
outlined goals of the CSR. This accountability lies with communicating the results and
acting responsibly as it relates to carrying out the CSR plan to the stakeholders. The
current approach as it relates to stakeholders would be chosen as it integrates not only
stakeholders but also anyone that TeaLand’s actions would affect (Eneb, nd).
 CORPORATE SOCIAL RESPONSIBILITY. 12

Financial auditing
This is the most traditional form of CSR measurement and involves the verification
of financial and accounting information. This is done through three stages; controlling
errors, controlling management’s activities and interpreting the financial
information(Eneb, nd).
Social auditing
Social auditing can be used as a tool to detect shortcomings in social activities. It is
used to ascertain information for decision making, to understand the impact of results
in a comprehensive manner and for the overall enhancing of the organization’s ethical
and social representation(Eneb, nd).

6. Final thoughts: make a final consideration in the form of an evaluation and

conclusions about CSR at present.
In modern society, Corporate Social Responsibility or CSR has become an area of
focus for many companies and has garnered increasing interests over the years.
Establishing a CSR plan has many benefits including; cutting costs, environmental and
social development, company goodwill, improved brand perception and attracting and
retaining empoyees and customers.
I. Improve brand perception, image and awareness
TeaLand’s move to incorporate a CSR strategy with the goal of improving
ethical practices will impact the public’s perception of the brand positively through
increased media attention. Today, people support companies that are accountable
with their social and environmental policies. Organizations that are governed by
ethical and philanthropic efforts are generally more respected and known.
II.Increased staff morale, engagement and benefits
Staff morale, engagement and benefits are some of the advantages of engaging
with the policies of a CSR plan. The overall well-being of employees is an important
part of the CSR policies and develops a framework for improving the productivity and
positive outlook in the work place through better benefits, personal and professional
development and employer/employee engagement. When employees sees the work
the company does for the community as well as their standards and morals this greatly
improves their perception of the company. On the opposing side, disengaged
 CORPORATE SOCIAL RESPONSIBILITY. 13

employees cost the US economy roughly 450 billion annually in decreased productivity
(Blaszkiewicz, 2017).

III. Competitive Advantage

TeaLand’s alignment with CSR strategies will enable them to increase
competitive advantage. This will also position the company to gain the favor of
stakeholders. The above listed all embody the main tenets that contribute to
the company’s competive advantage when the CSR plan is implemented
successfully.

Considering the aforementioned, 66% of global consumers according to a study

are willing to pay more for products or services from companies that fully apply CSR
(Dilitrust, nd). CSR strategic planning and implementation, whilst beneficial to the
company where increased customers, profits and repution are concerned, protecting
and enhancing the interests of stakeholders are other advantages. It also attracts
investors as most individuals and organizations choose to support companies that
respect social and environmental standards. Considering these facts, TealLand S.A’s
commitment to a CSR plan is both a sustainable and smart business strategy.
 CORPORATE SOCIAL RESPONSIBILITY. 14

References
Babcock, P. (2015). Accelerating HR’s Role in CSR ands Sustainability. Retried from:
https://www.shrm.org/resourcesandtools/hr-topics/behavioral-
competencies/ethical-practice/pages/hr-role-csr-sustainability.aspx
Eneb, (nd). CSR Measurement. Retrieved from:
https://campus.eneb.com/pluginfile.php/9828/mod_resource/content/2/
CSR.M6.pdf
Dilitrust, (n.d). Corporate Social Responsibility (CSR) is a Competitive Advantage for
Canadian Companies. Retrieved from:
https://www.dilitrust.com/en/blog/corporate-social-responsibility-csr-is-a-
competitive-advantage/
Gregory, A. (2019). How to Conduct a Swot Analysis for Your Small Business. Retrieved
from: https://www.thebalancesmb.com/swot-analysis-for-small-business-
2951706
Simon, B. (2016). What is Stalkholder Analysis and Mapping and How do You do it
Effectively. Retrieved from: https://www.smartsheet.com/what-stakeholder-
analysis-and-mapping-and-how-do-you-do-it-effectively?amp

Tekin, E. K. , Ertürk, A., & Tozan, H. (2015). Corporate Social Responsibility in Supply
Chains. In H. Tozan, & A. Erturk (Eds.), Applications of Contemporary
Management Approaches in Supply Chains. IntechOpen.
https://doi.org/10.5772/59582

Veyra, P. (2017). Examples of SMART Business Goals: How to Set and Reach Them.
Retrieved from:
https://www.heflo.com/blog/business-management/examples-of-smart-
business-goals/amp/