Reference no: EM133588321

In Part 1, you are being asked to examine the issues of sustainability, stakeholder analysis and ethics that you will have covered in Block 3 and the issues raised in the case. You are encouraged to use the broader knowledge of the organisation that you have developed over TMA1 and TMA2.

Part 1 should adopt a report format suitable for an executive audience. The following headings should be used:

Part 1: Sustainable Brands

Executive Summary: An overview of the report )

Skylark Farm Analysis: An outline of sustainability, stakeholder and ethical issues related to Skylark Farm's brand positioning

Conclusions: An overview of the implications of the analysis for the Skylark Farm brand (

Recommendations: A set of proposed actions which should follow from the conclusions drawn (Approxi

References: A full list of references cited in the report

The report should be addressed to Jan Chauhan, director at Skylark Farm.

Is my below-mentioned answer satisfactory?

Executive Summary: An overview of the report

Skylark Farm has embarked on a journey towards sustainability, aiming to balance environmental, economic, and social goals. This critical examination aims to determine whether the term 'sustainability' can be justifiably used in the brand positioning of the company and proposes recommendations for a more harmonious balance of these goals.

The report begins by addressing the request to critically examine the balance of environmental, economic, and social goals evident at Skylark Farm. It outlines key sustainability activities, profiles stakeholders, and identifies ethical concerns. The recommendations section offers practical steps for achieving a harmonious balance of these goals.

Word count: 96/100

Skylark Farm Analysis: An outline of sustainability, stakeholder and ethical issues related to Skylark Farm's brand positioning

Sustainability issues:

Reusable Containers for Home Delivery: While the introduction of reusable containers is an eco-friendly initiative, it poses sustainability challenges. Skylark Farm needs to ensure the proper cleaning and hygiene of these containers. They must also assess the environmental impact of producing and maintaining these containers.
Environmental impact: Skylark Farm's website and media presence emphasise sustainability and community values. However, there have been questions about whether the farm's environmental practices align with its espoused values. The misalignment raises concerns about greenwashing and genuine commitment to sustainability.
Community open day: The planning of the community open day focused on sustainability in a positive initiative. However, Skylark Farm needs to ensure that the event adheres to sustainable practices such as waste reduction, energy efficiency, and responsible sourcing for the farmer's market.
Stakeholder Profile and Role:

Customer Engagement: They play an important role in helping Skylark Farm to practice sustainable farming, driving demand for environmentally friendly practices, and encouraging it to do so. Skylark Farm's initiatives, such as the pottery school and community open day, involve various stakeholders, including customers. Effective engagement and communication with these stakeholders are crucial for the success of these endeavours.
Suppliers: Local suppliers play a crucial role in reducing transportation-related emissions and supporting the local economy.
Employees: The involvement of employees in sustainable operations, such as organic farming and waste management, is vital for achieving the farm's sustainability goals.
Local Community: Skylark Farm's practices have a direct impact on the environmental and economic well-being of the local community, necessitating transparent communication and engagement.
Ethical Concerns:

Greenwashing: Skylark Farm's website and social media presence emphasise sustainability and community values. However, there have been questions about whether the farm's environmental practices align with its espoused values. This misalignment raises concerns about greenwashing and genuine commitment to sustainability.
Supply Chain: Ensuring that suppliers adhere to sustainability principles is crucial. Failure to do so could lead to indirect negative environmental and social impacts.
Transparency and Trust: Customers and the local community expect transparency regarding Skylark Farm's sustainability efforts. Any discrepancies between the farm's messaging and its actual practices can erode trust and ethical credibility.
Environmental Ethics: The farm's commitment to sustainable practices needs to be consistent with its promotional efforts. Ethical considerations include responsible land management, humane treatment of animals, and waste reduction.

Word count: 382/350

Conclusions: An overview of the implications of the analysis for the Skylark Farm brand

Skylark Farm has made commendable strides towards sustainability by diligently implementing a range of environmentally-friendly practices. These include the adoption of organic farming methods, sourcing produce locally, effectively managing waste, harnessing renewable energy sources, and actively conserving biodiversity. Skylark Farm has demonstrated its commitment to the environment not only by embracing this holistic sustainability strategy but also by taking into account the economic and social aspects of sustainability.

By actively addressing these sustainability, stakeholder, and ethical issues, Skylark Farm has the opportunity to further strengthen its brand positioning. Through its genuine dedication to sustainability and ethical principles, Skylark Farm can enhance its reputation and foster greater community engagement.

Word count: 108/150

Recommendations: A set of proposed actions which should follow from the conclusions drawn

• Conduct a thorough environmental impact assessment to ensure Skylark Farm's practices align with its sustainability values. Address any discrepancies found.

• Educate consumers and stakeholders about Skylark Farm's sustainability initiatives, providing evidence-backed information to justify the use of the term 'sustainability' in brand positioning. Publish reports or updates on environmental efforts and progress towards sustainability goals.

• Ensure fair and ethical business practices in Skylark Farm's engagement with local businesses and tenants, ensuring mutual benefit and respect.

• Provide ethics training to employees and partners to reinforce the farm's commitment to ethical practices.

• Develop a comprehensive sustainability strategy that aligns with environmental, economic, and social goals. Communicate this strategy transparently to stakeholders.

• Mitigate the risk of greenwashing by ensuring that all sustainability claims are accurate and well-substantiated. Regular audits and certifications can help validate these claims.

• Collaborate closely with suppliers, setting clear sustainability standards and monitoring their adherence.

• Foster an open dialogue with the local community, addressing concerns, sharing progress, and incorporating their feedback into sustainability initiatives.