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The supermarket industry has been slow to react to the need for sustainable trading as there has been a period of intense price competition and the focus of most supermarkets has been on maintaining customer loyalty and profitability. All global supermarket chains measure and report a range of statistics concerning their sustainability or green credentials, but some have not incorporated sustainability into their strategic plans. Currently, around 2,500 organisations globally now measure and disclose their carbon emissions and climate change strategies. It is recognised that retail businesses can play an important role in tackling climate change but many businesses are slow to respond to the challenges. In a recent survey, it was found that 85% of Chief Executives believe that companies do integrate the measurement of sustainability into their businesses. However, only 64% of Chief Executives considered that their companies do so effectively. Clearly there is enormous scope for improvement by companies to monitor and improve their levels of sustainable trading. A recent assessment of 500 global companies which have set themselves carbon emission reduction targets shows that only 19% of these companies have shown significant carbon emission reductions. The opinion of researchers demonstrates that the response of companies to make significant reductions is not equal to the global sustainability challenges faced. Therefore there is huge scope for large reductions in carbon emissions if companies are focussed on achieving real change in the way that they operate.
Carbon credits
Carbon credits and carbon markets are part of the international attempt to reduce the growth of carbon emissions, which is primarily carbon dioxide. One carbon credit is equal to one tonne of carbon dioxide (or equivalent gases). One tonne is equivalent to around 1,000 kilograms (kg). All measurements of carbon emissions in this case study are shown in kg. Carbon credits were created following the Kyoto Protocol in 1997 which aims to reduce carbon emissions. Since that date more than 180 countries have ratified their agreement to reduce the volume of carbon emissions.
Papy supermarkets
The Papy supermarket brand was formed in the early 1950s in a European country and was initially a family-run business. It was listed on the stock exchange of its home country in 1960. The number of stores operated by the Papy group has grown considerably since. The Papy supermarket chain now operates in its home European country as well as in 7 other European countries. It does not currently operate outside of Europe. Its Board considers that there is plenty of room for the company to grow within Europe, where its supply chain is established and works efficiently. It does not offer Internet shopping at present. A summary of Papys key personnel is shown in Appendix 1 on pages 9 and 10. The Papy chain had 1,156 stores operational at 31 December 2010. These stores generated total sales revenues of over 12,900 million in the financial year ended 31 December 2010. The operating profit was 658 million. Within the portfolio of 1,156 stores, 414 stores are large supermarkets, with an average store size of 2,800 square metres. The remaining 742 Papy stores are small convenience stores. A summary of Papys stores and statistics is shown in Appendix 2 on page 11.
Sustainable trading
There are many facets to sustainable trading in the supermarket industry. Some of Papys competitors, especially the largest global supermarket companies, have already started to address the need to become more sustainable companies. The facets of sustainable trading include the following: Reductions in energy consumption Reduction in carbon emissions Use of alternative sources of power Reduction in waste and improved levels of recycling Reduction in the volume of free plastic carrier bags given to customers Being a responsible employer and improving the well-being of employees Providing training to employees to enhance their career development
T4 Part B Case Study
Paying a fair price to suppliers Sourcing products from suppliers which are also trying to be responsible and sustainable in the ways in which they operate Sourcing of paper and wooden products from recycled sources as well as from companies which operate sustainable forests Inspecting the working conditions at supplier sites and taking action where they do not meet company standards Selection and assistance to Papys supply chain companies to enhance their sustainable trading credentials Reviving local rural life with the opening of convenience stores in small communities.
Competitor analysis
Papy is operating in a competitive market in a total of 8 European countries. It is difficult to assess Papys overall market share across the European countries in which it operates. However, in its home country, Papy has a market share of around 19% and it is within the top 3 supermarket chains, based on sales revenues, in this country. The table below compares some key performance indicators of Papy against 3 of its competitors based on data extracted from the annual accounts and report for the latest available financial year.
Papy Revenue (total group) (see Note 1 below) Operating profit margin Number of stores Europe only (end of year figures) Market share in home country (see Note 2 below) Change in market share over last year Free disposable plastic bags (shown as million per average square metre of sales area) Carbon emissions (GHGs) (shown as kilograms (kg) per average square metre of sales area) million
Competitor 1 53,900
Competitor 2 64,020
Competitor 3 11,820
12,911
5.1% 1,156
5.9% 2,576
3.4% 5,420
4.8% 1,046
19.0%
22.9%
28.9%
22.0%
+ 0.3%
+ 0.1%
+ 0.8%
+ 0.2%
549
506
266
580
1,042
681
243
1,005
Notes to the table above: 1. Revenue figures for each of the competitors include revenues generated from Internet shopping and revenues generated outside of Europe. 2. Market share in home country reflects a different home country for each of the competitors.
Sustainable trading The biggest challenge facing Papy, as well as many other companies worldwide in a wide range of industries, is sustainable trading and the impact of its operations on the environment and on climate change. Papy currently has targets for its carbon emissions, which are measured as carbon emissions in kilograms (kg) per square metre of sales area.
Papy is also reducing its waste materials and is improving the volume and range of materials that it recycles. Papy is committed to reducing the volume and types of packaging for its products in order to reduce waste. The availability of free disposable bags at checkouts is being discouraged and customers in some countries have been offered free re-usable shopping bags. Papy has reduced the weight and the type of plastic used in the manufacture of its carrier bags and is actively encouraging customers to re-use bags, including a credit to customers loyalty cards for re-using carrier bags. Some of Papys current sustainability measures are shown in Appendix 6 on page 15. Communities In respect of the communities in which Papy operates, it has established a range of community and school projects and supports a range of charities. Additionally, Papys employees are encouraged to participate in community projects, both voluntarily and through paid secondments, to lend Papys skills to enhance community and charitable projects. Responsible trading Papy would like to be considered as a responsible retailer which treats its suppliers and its customers fairly. During the last year, Papy expanded its range of ethically sourced products, both Fair Trade labelled products and other ethically sourced products. Fair Trade labelled products are defined as those produced by an organised social movement which helps smallscale farmers in developing countries to obtain better trading conditions than they could achieve individually, and ensures a fair price is paid to producers in order for them to earn a living wage. Papy only procures fish from suppliers which meet the criteria set out in the international fishing industrys guide to responsible purchasing practices. In a survey of Papys supply chain, over 90% of suppliers considered they are treated with respect by Papy and that a fair price was negotiated. Some of Papys suppliers have entered into longer-term contracts than in the past, in order to reflect Papys commitment, loyalty and support to agricultural producers worldwide. Papy also inspects the working conditions at supplier sites to ensure compliance with its policy for suppliers working conditions. Employees Papy has almost 97,000 full-time equivalent (FTE) employees. Papy values its employees and has many dedicated training centres to enhance their skills. Papy is developing more managerial level employees in each of the countries in which it operates, in order to help to build upon its successful expansion. It has also been training its employees in order to raise their awareness of environmentally-friendly actions. Nutrition and healthy eating Nutrition and healthy eating is another important CSR responsibility in which Papy is keen to find and promote the right message to help its customers make more healthy eating choices. Papy has expanded its ranges of healthy eating products and 100% of products are labelled with nutritional values.
IT systems
Papy has a range of sophisticated and integrated IT systems which range from logistics to finance systems. Papys procurement IT systems are linked to over 70% of its suppliers. Orders are tracked from supplier to distribution depots and onto each store location using the latest scanning IT solutions. Because of Papys significant growth throughout Europe in recent years and the increase in the number of stores in operation, Papys IT Director, Ziad Abbill, has needed to invest heavily in IT
September and November 2011
hardware and software solutions. This ensures that the IT capacity is more than adequate to cope with the forecast growth in the volume of goods procured, control of inventory (which is so important in the food retailing industry as products have a short shelf life) and retail transactions. To meet the requirements of consumer legislation, Papys computerised tills need to ensure all special offers, both group and local store offers, are correctly reflected in prices charged to its customers. Ziad Abbill is currently having discussions with Arif Karp on the possible need for an Environmental Management System (EMS). This type of IT system would be used to capture and report on a wide range of non-financial data. This could help Papys management team to track and report on a range of issues concerning sustainable trading.
Carbon emissions
The Papy chain of supermarkets generates carbon emissions in many ways and reports these under sustainable trading within Papys CSR responsibilities (shown on page 6). Papys carbon emissions are generated in the following ways: 1. Heating, cooling and lighting at stores and distribution depots 2. Moving products to the stores 3. Construction of new stores Furthermore, carbon emissions are generated by suppliers in Papys supply chain. Additionally, Papys customers generate their own carbon footprint by travelling to and from Papy stores and also in the way they use the products bought and dispose of its packaging. Arif Karp also recognises that the majority of the carbon emissions which are generated in the manufacture or processing of the products that Papy sells, originate from its supply chain. He would like to educate and encourage Papys suppliers in order to assist them to reduce their carbon emissions. Until recently, Papys Board has set targets for reductions in carbon emissions in an unstructured way with no real definition of what actions are required in order to make significant reductions. Therefore, whilst the spirit of reductions has been embraced by Papys management team, there has been no overall strategy developed in order to achieve the reductions. Whilst there has been a range of initiatives, which include more efficient logistics for deliveries to stores, reduced packaging and the increased use of rail transportation rather than road, there has not been an integrated approach on a large scale to tackle and reduce Papys carbon emissions. The new Chief Executive, Lucas Meyer, wants to change the way in which the Papy chain of stores operates, so that it can reduce its carbon emissions and become a more sustainable retailing company. Therefore, Arif Karp considers that Papy needs to set targets for the coming years and to plan how reductions in carbon emissions could be achieved.
10
6 30 36
8 32 40
8 22 30
0 14 14
0 6 6
0 4 4
1,351,600 1,340,800
1,381,800 1,366,700
1,409,600 1,395,700
9,427
9,447
9,468
132,293
133,356
133,771
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Appendix 3 Extract from Papys Statement of Comprehensive Income, Statement of Financial Position and Statement of Changes in Equity
Statement of Comprehensive Income Year ended 31 December 2010 million 12,911.0 10,303.0 2,608.0 1,950.0 658.0 17.3 69.4 605.9 151.5 454.4 As at 31 December 2010 million million 3,247.0 Year ended 31 December 2009 million 12,640.0 10,099.0 2,541.0 1,921.0 620.0 14.9 72.3 562.6 140.7 421.9 As at 31 December 2009 million million 3,396.0
Revenue Cost of sales Gross profit Administrative expenses Operating profit Finance income Finance expense Profit before tax Tax expense (effective tax rate is 25%) Profit for the period Statement of Financial Position
Non-current assets (net) Current assets Inventory Trade receivables Cash and cash equivalents Total current assets Total assets Equity and liabilities Equity Share capital Share premium Retained earnings Total Equity Non-current liabilities Long term loans Current liabilities Trade payables Tax payables Total current liabilities Total equity and liabilities
870.0
1,020.0
Note: Paid in share capital represents 100 million shares of 1.00 each at 31 December 2010 Statement of Changes in Equity For the year ended 31 December 2010 Share Capital million Balance at 31 December 2009 Profit Dividends paid Balance at 31 December 2010 100.0 100.0 Share premium million 635.0 635.0 Retained earnings million 1,105.0 454.4 190.0 1,369.4 Total million 1,840.0 454.4 190.0 2,104.4
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(Increase) / decrease in inventories (Increase) / decrease in trade receivables Increase / (decrease) in trade payables (excluding taxation)
Cash generated from operations Finance costs (net) paid Tax paid (52.1) (140.7)
1,048.7
(192.8) Cash generated from operating activities Cash flows from investing activities: Purchase of non-current assets (net) Cash used in investing activities Cash flows from financing activities: Repayment of loans Dividends paid Cash flows from financing activities Net increase in cash and cash equivalents Cash and cash equivalents at 31 December 2009 855.9
(392.0) (392.0)
603.9
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Appendix 6 Some of Papys current Sustainability Indicators for the period 2008 to 2010 Energy consumption
Energy consum ption (kWh per square m etre of sales area) 1000 800 600 400 200 0 2008 2009 2010
The reported measure is the average kilowatt hours (kWh) divided by the total number of square metres of sales area.
911
880
858
2008
2009
2010
Carbon emissions
Carbon em issions in kg per square m etre of sales area 1,200 1,000 800 600 400 200 0 2008 2009 2010 1,109 1,077 1,042
This is the consolidated total of all carbon emissions in kilograms (kg) (including Papys stores and warehouses energy consumption and the transportation of products to stores) divided by Papys average sales area (in square metres) for each year. The reported measure is carbon emissions in kilograms (kg) per square metre of sales area. This measure excludes carbon emissions generated by Papys supply chain.
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Your script will be marked against the T4 Part B Case Study Assessment Criteria shown below.
Criterion
Analysis of issues (25 marks) Technical Application Diversity Strategic choices (35 marks) Focus Prioritisation Judgement Ethics Recommendations (40 marks) Logic Integration Ethics Total
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