Importance Of Sustainability In Organisation

Introduction:

Sustainability in organisation can be defined as maintaining balanced environment in organisation in order to maintain proper allocation of all resources, maximise the strength and minimise the negative impact of core operation of the organisation. Sustainability is important for any organisation in order to strengthen its overall business framework and the business structure. This presentation has chosen Sainsbury's, the UK based retail organisation in order to discuss its sustainability and the Key Performance Indicators (KPI). In this presentation different framework of sustainability will be discussed. Moreover the presentation will use stakeholder theory in order to discuss how Sainsbury is able to maintain the sustainable organisational environment. Moreover this presentation will also describe how sustainability assists the marketers of Sainsbury to implement the competitive advantage and innovation in order to develop its market position. Finally, this presentation will discuss how social and environmental pose risk and opportunities on business framework of Sainsbury, and the possible ways in which Sainsbury's is going to maintain its organisational sustainability in order to deal with different issues.

According to business suitability is one of the most important issues on tides business framework in terms of managing organisation resources, strengthening overall; business framework and maximising the coping ability of the organisation to deal with any issues (Salvioni et al. 2018). Sainsbury's is one of leading retail organisation in UK, which believes in maintaining sustainability in order to maintain the continuous progress and growth of this organisation. Today’s organisational leaders focus on maintaining sustainability not only because of maintaining strong business framework, but also to manger the resources in the organisational as well as outside the organisation in well-organised manner.

As stated by Atkinson et al. (2017), sustainable development is referred as the development that assists the organisational leaders to meet basic needs of that organisation without compromising the quality and integrity of the overall service. Sustainable development is associated with protecting the resources of organisation in order to assist the organisational staffs to use the resources in well-organised manner in order to maintain the growth and success of the overall organisation. Sainsbury's believes in maintaining sustainable development of the entire business framework, by managing and maintaining the resources, through conduct proper sustainable development, Sainsbury's is able to maintain the overall quality of outs products and service, which assist marketers to grab high class market position in the domestic and international market.

Sainsbury's follows the following sustainable development goals in order to maintain its position and prosperity in the international market:

• Maintaining continuous flow of resources into the organisation in order to secure teh business environment in which it operates, through conducting string connection with investors and oversees market leaders, this organisation is bae to maintain consistent flow of the economic resources into business.
• By maintaining the practical standards and matrices of the overall, business process, Sainsbury's focuses in managing the integrity of its work. Through maintaining the ethical and moral values in its organisation Sainsbury's has been able to achieve customer loyalty and trusty that assist this company to gain secure position in the domestic and international market.
• By maximising the strength and reducing the overall negative impact of core business framework, Sainsbury's emphasize on maintaining positive thoughts, innovation and create culture in its workplace. Through providing the highly creative and positive work culture, Sainsbury's is able to build high quality workforce that assists this organisation to grab the secure market position.
• By focusing on issues that are beyond the profit such as community improvement, climate changes, corruption and management of environmental resources. Through focusing on these issues and implementation proper strategies in order to maintain the environmental sustainability, Sainsbury's is able to strength its own brand reputation market position that assist marketers to get the stable business positioning domestic and international market.

As stated by Salvioni, et al. (2018), stakeholders are the persons who are affected and influenced by the activities and decisions of an organisation. Overall success and progress of organisation depends mainly on the activities and performance of different stakeholders in an organisation. There are two types of stakeholders such as primary stakeholders and secondary stakeholders. Primary stakeholders are the people who influence directly the activities and decision of organisation. Primary stakeholders are customers, suppliers, employees, creditors and stockholders.

Secondary stakeholders are the people who are not directly influenced or affected by organisation activities and decisions (Pinzone et al. 2016). For example, general public, partners, vendors, media, business support groups are the secondary stakeholders who are not directly influenced by activities and performance of the organisation.

Stakeholder Theory of Freeman, focuses on prioritises stakeholder’s interest in order to performed organisation activities and set strategies. Based on this theory, Sainsbury's needs to focus on understand the important of different stakeholders and thee individual roles for this organisation. Based on the stakeholder theory, organisational leaders need to different the individual performance and roles of each stakeholder (Domingues et al. 2017). Through using Key Performance Indicators (KPI), organisational leaders will be able to determine the roles and performance of individual stakeholder which will assist organisation to determine its own strength and weekends. Sainsbury's has the following stakeholders with their individual functions

Customers are the major and primary stakeholder if Sainsbury's, who determine the success if this organisation (Ahmad and Murray, 2019). Marketers of Sainsbury's prioritise the interest of its customers in order to make proper betterment of its service and the products. By applying the Stakeholder Theory, Sainsbury's is able to determine the roles of customer into its business success. Marketers of Sainsbury's focus on conducting feedback process which assists this organisation to understand the need to any possible changes that is needed for betterment if it product and service, therefore, customer are the main the stakeholder who are associated with improving the brand image and securing the overall market position of the organisation.

For leading retail organisation like Sainsbury's, suppliers act as primary stakeholders. Based on Stakeholder Theory, Sainsbury's focuses on maintaining healthy and trustworthy relations with its suppliers as suppliers are one of the major sources of all the raw material, grocery products and vegetables in this company. Profit service is important for Sainsbury's in order to meet the increasing demand of customers. Moreover, through conducting proper research on the supplier and dealers of grocery and retail products, Sainsbury's focuses on selecting best suppliers in locality which can provide the quality product timely. Through prioritising interest if its suppliers, Sainsbury's has designed the online payment methods in order to reduce any inconvenience in the payment service to the suppliers.

Sainsbury's has its shareholders who are owner of this company. Owners are the primary stakeholders who are directly affected by the activities and decision of this company. Owners of this company focus on maximising the profit and economic strength of this organisation (Hahn et al. 2015). Moreover they focus on expansion of this business in the international market in order to enhance the brand awareness in front if the global customers. Through profit increasing framework, owners of Sainsbury's emphasize on enhancing the annual gross income of this brand. Therefore, owners are the primary stakeholders of Sainsbury's, who focuses on maintaining eth economic sustainability of this organisation in order to maintain its secure position in the international market landscape.

Government is main stakeholders of Sainsbury's, who impose several legislation and regulation on operation and decision making process of this organisation. The political factors in different overseas markets, affect the overall operation management and process and the business strategies of Sainsbury's. For example, in China, the environment legislation and economic policies developed by government pose potential impact on business policies of Sainsbury's. Stakeholder Theory prioritise the individual activities of stakeholders in order to maximise own strength of organisation. In this aspect Sainsbury's always focuses n maintaining healthy relationship with government of different overseas marker which assist this organisation to grab the political and legislative freedom in that country in order to operate its business.

Employees are the main stakeholders of any organisation which determines the strength and performance of the organisation. In case of Sainsbury's, it has strong workforces with high skilled staffs, managers and workers, who work for the common organisational goals. Stakeholders Theory is applied by Sainsbury's in order to provide the proper support and opportunities to its workforce. Sainsbury's focus on promoting basic needs and interest of employee and work on them accordingly. Moreover, through conducting proper training and assessment process, Sainsbury's emphasizes on promoting skills and knowledge of its employee in order to build highly productive workforce.

Key performance indicators (KPI) are the effective tool in order to monitor and measure the strength and quality of an organisation in order achieve its goals. Different types of KPI are there which are used by the organisation leaders in order to measure their performance and organisational strength (Ahmad and Murray, 2019). Sainsbury's uses the KPI tool in order to measure amid monitor the overall performance standard of its workforces and ability of this organisation achieve the long terms goals. Sainsbury's uses the following KPIs:

Customer Lifetime Value is the key indicators of organisation’s ability in order to make the long terms relationship with its customers (Mårtensson et al. 2016). Sainsbury’s always ensure that, customers will receive the quality product within limited time. Moreover high skilled workforces work on meeting customer needs by maintaining loyalty and integrity of their service, these process assist Sainsbury's to maintain long terms relations with customers by respecting their values and dignity.

Customer retention and satisfaction is one of the important KPI that assist marketers to understand the actual quality of their product and service (Mårtensson et al. 2019). Sainsbury's always maintaining long terms customer retention strategy, that is result of its high quality products and highly convenient service which meet customer satisfaction level. Sainsbury's does not compromise with quality of products which assist its marketers to maintain life time customer loyalty. Moreover, Sainsbury’s researches on best suppliers and products dealers in the market in order to get the best quality product. On the other hand, the pricing strategy is highly authentic that assist marketers to fix reasonable price. Highly satisfied customers and long terms customer relation of Sainsbury's proves that it is able to maintain the high quality of its products and service. Through maintaining the strong connection with customers through using digital media, Sainsbury's is able to get proper feedback from customer about quality of its service and product.

Profit:

Profit is one of the most important KPI, which assist organisation to measure its performance (0. Sainsbury's always make expected profit, which assists its marketers to measure the quality of it performance. As stated by Ahmad and Murray (2019), profit margin or an organisation assist the organisation to find out whether the company is able trio achieve its annual target or not. In case of monitoring the overall performance of organisation, marketers of Sainsbury's analyse the profit margin at the end of year. This analyse assist this company to understand whether it is able to maintain performance standards compared to the previous years or it has failed to do this.

This is one of the important tools that assist organisation to get the feedback from customer about how they see the company based on meeting their satisfaction level. In order to get the score, company needs to conduct the survey at the year end, in which it randomly select customers and get their proper feedback. Through examining the probability values of satisfied customers, mangers of Sainsbury’s judge whether the company is able to maintain its overall performance standard or not. If the NPS is negative that means the company needs to make proper changes into marketing strategies and market outlook. Sainsbury's also use this tool in order to collect feedback from customer about their opinion regarding service and product quality of organisation. Through conducting this survey, Sainsbury's is no able to gain proper understand about the current performance standard of this company.

Different sustainable framework and business performance against three sustainable theories: Innovation and competitive advantage through sustainability:

• Sustainability through diversity
• Sustainability through modularity
• Sustainability through resilience

As stated by Mårtensson et al. (2019), sustainability is strongly associated with mainlining diversity in the organisation. Managers of Sainsbury’s believes in maintaining diverse workforces, organisation framework and resource and investments that assist this company to promote the innovative thoughts, and creative framework that is important for achieving eh organisation gaols. On the other hand, through maintaining single line resources and investment and the similar mindsets people, company becomes less creative and innovative which enhances the prevalence of any company towards different market risks such as ever-increasing demand of products and service or ever-changing market trend.

Many economists believe that modularity is important for organisation to have highly enriched and intense resources. Matrixed organisations are enriched with diverse source and people, which assist he marketers to create new ideas, marketing planning and thoughts. Through using this approach, Sainsbury’s marketers are able to build highly enriched and effective workforce that is highly productive and dedicated towards their work. Sainsbury’s managers are less interdependent and believe on the modularity in order to maintain the strong and effective framework. Through maintaining modularity in organisation marketers of Sainsbury’s are also able to deal with the sudden shock in the market, which not only assist organisation to represent its market reputation on the international market but also improve its competitive advantage in order to pose the potential competition towards he rivals.

As mentioned by Mårtensson et al. (2019), resilient firms know how they can be enough flexible in order to get out of their professional boundaries. Sainsbury’s is one of the companies that believe in being resilient in order to assist marketers to go beyond the traditional market boundaries and achieve the overall success. Managers of Sainsbury’s try to maintain the enough flexibility of this organisation in order to adapt thus company in any market situation, through having highly potential market assessment framework, marketers of Sainsbury’s focus on taking the potential challenges in the new market which assist their company to represent strong market reputation and completive advantage in front of international market leaders.

Through maintaining sustainable organisation environment it is possible for the company to implement proper innovation and competitive advantage in the organisation. As stated by Ahmad and Murray (2019), sustainability is associated with maintaining proper balance of organisational resources that assist this organisation to use these resources in well-organised manner to achieve target. Sainsbury’s believe in maintaining proper sustainability in its organisation through building the efficiency of its tangible and intangible resources. Tangible resources are the employee, machine, hardware devices, and economic fund. On the other hand intangible resources are the organisation culture,, structure, overall marketing planning strategies, risk assessment measures and marketing tactics. Through maintaining proper balance between the intangible and tangible resources, marketers are able to maintain sustainable framework, which assist the company to pose string market competition on the potential rivals. Through maintaining string balance between the tangible and intangible resources, marketers of Sainsbury’s is able to motivate the creative and innovative culture in this workplace, in which staffs are allows to express their diverse thoughts and ideas that are highly fruitful for overall growth of organisation.

There are different social and environmental risks are associated with organisational success. One of major environmental risk is lack of proper resources such as energy, fuel, raw materials, waters and soil. In case of Sainsbury’s, the major environment problem that this company faces in these days is ever-changing climate condition, which affect on the buying behaviour and purchasing ability of consumers. As stead by Ahmad and Murray (2019), other catastrophic events such as flood, erosions and earth quake are the important issues that affect the overall product of organisation. Sainsbury’s also faces the issues due to catastrophic events in sea and mountain areas in which it operate its branches. In these areas, marketers of Sainsbury’s have to be prepared with proper risk assessment framework which assists them to deal the any difficult market situation.

Social issues, such as changing buying behaviour and attitude of customers, changing trend in the market and shift in customer preference have the potential impact on overall market operation and strategies of organisation. In today’s market trend, Sainsbury’s faces different social issues such as changing buying behaviour of customer and preference from luxurious goods and service to the eco-friendly products. Therefore marketers needs to focus on implementing new strategies and innovative approaches that assures the marketers to maintain proper balance between the tangible and intangible resources in order to achieve the organisational target.

Along with these social and environmental challenges, Sainsbury’s have gained the opportunities in order to go beyond their professional boundaries. Through dealing with the social challenges, Sainsbury’s is bale to develop its understanding about current market trend and ever-changing behaviour of customers. Moreover, social challenges bring about opportunities for Sainsbury’s in order to ne highly resilient in terms of maintaining its resources in well-organised manner. Through dealing with environmental challenges Sainsbury’s is able to understand how the marketers will deal with environmental changes by maintaining proper risk assessment process. These challenges and opportunities assist Sainsbury’s to develop highly innovative and creative workforce that is highly dedicated towards their organisational goals. Through conducting high quality business framework, Sainsbury’s is able to maintain the sustainability which assists his company to deal with any ever-changing trend in the market.

Conclusion:

From the above-mentioned discussion it can be concluded that, suitability is important for assuring the longevity and resilience of organisation. Through mainlining strong sustainable framework, Sainsbury’s is able to maintain perfect balance between the tangible and intangible resources in the organisation. There are three main approaches of sustainability such as sustainability through diversity, sustainability through resilience and sustainability through modularity. Social and environment challenges effects the organisational operation, through dealing with these challenges organisation became able to make proper strategies in order to maintaining sustainability in their organisation.

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