Majid Al-Futtaim
Al-Futtaim is one of the largest group working in the UAE and it was established in 1930. At this time, this group has over 40 companies that are working in many sectors of the UAE and also in the Gulf Area (Al-Futtaim, 2009). The main motive of this group is to understand the client and customer’s needs and then provide a quick solution to them and furthermore this also satisfies the shareholders of this group. The goal of the management is to protect the atmosphere, serve the community and to enhance their performance in order to fulfil the social needs and to take the social responsibility (Garriga and Melé, 2004). This group has a strong organizational structure and key people that are efficient to manage it. Al-Futtaim was created on a commitment to fulfil the economic and social development needs in the Middle East. This group has showed the prosperity with the services that it has provided and its role in the communities.
The region in which Al-Futtaim is working is facing a huge social change and this is why there is a need to drive growth socially and economically. This is one of the main reason that this group has focused on the Corporate Social Responsibility (CSR). This is also the reason behind the success of this group and it can also lead to the future success also. Corporate Social Responsibility (CSR) initiate the strategy in any organization and it also provides better results. When it comes to the Al-Futtaim group then the CSR strategy has proved to be a success in the business performance of this group and also in the achievement of the targets and goals of this company. This has been implemented in the year of 2010, before that the company was working using informal initiatives that has also played their role in making a difference (Al-Futtaim, 2009). But in the year of 2010, this group has focused on the CSR and now it is the part of the company structure. For this purpose, the Head of CSR has engaged the stakeholders of the group in the CSR program and the strategy has been implemented in all the segments and areas of the business and group. For more efficient working a CSR, governance structure has been enabled that can recognize the effective progress makers and reward them for their contribution. This has also helped the company to understand the complexities, achieving the targets and in the data collection process, so that the performance can be boosted up.
Although there are also some challenges that need to be addressed. Health and safety is a challenge in the region in which this group is working. Due to the main stakeholder’s interest in the organization and their ability to influence strategic decisions, there is a need to work more efficiently. This is important because the standards are low as compared to the best practices in the other developed countries. This is one of the main reason that the Al-Futtaim is still struggling to create a top level standards according to the best practices. But still this group is working hard to meet the set targets and to achieve the goals that they have set for the future. There is a commitment that has been shown in the attitude of the company that they can improve the results and the outcomes according to their targets and their needs. There are many steps that have been taken in this regard and in these steps there is also a role of the stakeholders in the strategic decisions that are committed to contribute (Brammer, Jackson and Matten, 2012). For this purpose, safety and health training are offered and different seminars have been conducted.
In the future, it obvious that every single individual can work according to the principles of the CSR and furthermore they have a deep understanding of the CSR role (Brammer, Jackson and Matten, 2012). This group has also focused on the internal training programs that can also help to speed up the performance and to provide the better results. There are different targets that are still to be achieved by this group and they are working on the implementation of the CSR data and how it can be more useful for the business.
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