Overcoming Communication Barrier through Corporate Social Responsibility of

British American Tobacco Bangladesh

Name: Md. Al Sharia Hossain
ID NO: 14102231
Submission Date: 25 July, 2016

ABSTRACT
In the very beginning, I would like to say I made this report focusing on the CSR activities of British
American Tobacco Bangladesh and to know how they are getting benefited from their CSR initiatives.
First part of this report is based on the introduction which includes topics like origin, objective,
background,
ound, methodology, limitation of the study. Basically it defines the way and background of the
study to prepare the report. The next part of the report highlights a brief about British American
Tobacco Bangladesh and its history, its products, distribution network and its operational organ gram. In
the main part of the report, I have explained the operations and the management structure of my
assigned department Corporate and Regulatory Affairs (CORA). It was important to explain these
because all of the CSR
R activities of BAT Bangladesh are controlled and operated by CORA. Later on I have
explained the current CSR activities done by BAT Bangladesh. Finally I have tried to explain the benefits
BAT Bangladesh is getting from their CSR initiatives. I have also tried to figure out the benefits and costs
of the CSR initiatives depending on the perspective of different stakeholders of BAT Bangladesh. At the
end of the report, some recommendations are given which could be helpful for the proper
understanding of the report. In a brief, this report contains all the essential and possible information
related to the CSR activities of British American Tobacco Bangladesh and the expected benefits from
these activities by British American Tobacco Bangladesh.

ACKNOWLEDGEMENT

Firstly I would like to thank my course instructor Laila Habib for her help. She
was always very helpful and provided me with good advice during my study. I
appreciate her feedback and constructive criticism. Additionally, I want to
acknowledge all survey participants for taking the time to participate in the
interview sessions and providing me with the relevant answers to the concerns.
Without their help, it would not have been possible to conduct the study.
Finally, I want to express gratitude to my friends and family who have supported
me through my studies even when I was not able to cope with severe health
issues. I would also like to thank my closest friend and sister who have been
helpful in providing much insight into my research.

Table of Content
Abstract
Acknowledgement
List of Tables
1. Chapter One
1.0 Introduction of Research
1.1 Background Of Research
1.2 Statement of Research Problem
1.3 Rationale of The Study
1.4 Aims and Objective
1.5 Scope of The Study
1.6 Chapter Synopsis of Report
2. Chapter Two
2.0 Chapter Review
2.1 Defining Terms
2.1.1 Definition of corporate
2.1.2 Definition of Social
2.1.3 Definition of Responsibility
2.2 Dishari
2.3 Afforestation
2.3.1 Community Services Initiative In Leaf
growing Area
2.3.2 CSR Activities by BATB
2.3.3 The CORA Vision
2.4 Activities of CORA
2.4.1 CSR Responsibility
2.4.2 Research Questions
2.4.3 Chapter Synopsis
3. Chapter Three
3.0 Introduction
3.1 Research Philosophy
3.2 Sources of data
3.2.1 Secondary Data
3.2.2 Primary Data
3.2.3 Qualitative and Quantitative Methods of Data
Collection
3.3 Quantitative Method of Data Collection
3.3.1 Qualitative Method Data collection
3.3.2 Snowball Structured Interview
3.3.3 Presentation of Research Finding
3.4 Reliability and validity and ethical consideration
3.4.1 Reliability
3.4.2 Validity
3.4.3 Chapter Synopsis
3.4.4 Ethical Consideration
3.4.5 Chapter summary
Reference

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Chapter One: Introduction Of Research

1.0 Introduction of Research: The internship report is on British American Tobacco

Bangladesh, the market leader in cigarette manufacturing c o m p a n i e s i n
B a n g l a d e s h . In addition, as BATB is a company with multifarious challenges of tobacco
manufacturing industry, a graduate can also apply various theories and can be innovative. That
companies to be the world leading through sustainable competitive advantage in an
efficient organization. Finally this report contains an overall background of the
study, research aims and objective as well as the scope of research project.
1.1 Background Of Research: In this part of the world the presence of the company can be
traced back to 1910. Almost 103 years ago the company began its journey as Imperial Tobacco
by establishing its first sales depot at Armanitola in Dhaka. After having the partition of India in
1947, Pakistan Tobacco Company was established in 1949. The first factory in Bangladesh
(former East Pakistan) was setup at Fauzdarhat in Chittagong in 1949. In 1965, the second
factory (Present head office and factory) of Pakistan Tobacco Company was setup in Mohakhali,
Dhaka. In 1972 after the independence of Bangladesh it became Bangladesh Tobacco Company
Limited. In 1998, the company changed its name and identity to British American Tobacco
Bangladesh.
1.2 Statement of Research Problem: In this interpretive study business around us
is becoming competitive day by day. Even if we consider our own country
Bangladesh has been expansion of its middle class, and its consumer study has
growth. In December 2005, four years after its report on the emerging BRIC
economics. Goldman Sachs named Bangladesh one of the "Next Eleven", along with Egypt,
Indonesia, Vietnam and seven other countries. Like other industries tobacco industry is also
experiencing growth over the last years. It has been seen that in Developing countries the number
of smokers are higher than the developed countries. The tobacco industry is mainly driven by
young population growth and innovative value chain strategy. This research will find out the
important factors affecting value chain strategy B&H and will also investigate BATB
performance against its competitors. This research will also expose the expected service level of
the most important factors of BATB customers.
1.3 Rationale of The Study: Development of Success and responsibility is the philosophy that
has driven British America Tobacco over the years. One of their business philosophies is doing
business in the most ethical and social acceptable manner. They are taking forward their
commitment for contributing the development of the country through their endeavors in various
social, economic and environment sectors of the country.

1.4 Aims and Objective: The research aims and objective for the research study presented in
figure,
Aim: to be the world leading Tobacco Company through sustainable competitive advantage in
an effective and efficient organization.
Broad Objective: to determine the most effective CSR portfolio and corporate brand
communication tools along with the investment that BATB should undertake.
Specific Objective:
Obj 1: to gain understanding of corporate social responsibility and its activities in BATB.
Obj 2: to determine and document various CSR activities of different companies.
Obj 3: to measure the visibility and acceptability of these CSR activities of each company.
Obj 4:to protect from exposure to environmental tobacco company.
1.5 Scope of The Study: The study was limited to the permanent employees of BATB. No
comparison or analogy has been drawn taking other BAT companies or other tobacco company
in Bangladesh. The survey respondents were asked questions about the tools and services driven
by BAT Bangladeshs CORA Communications team. Other forms of organizational
communication were not taken into consideration.
1.6 Chapter Synopsis of Report: The report comprises of primarily 6 chapters. An overview of
each chapter is as
follows:

Chapter 1: Introduction
The introductory chapter provides an overview of the research project. The research aims and
objectives including the scope and a statement of the research problem have been examined.
Furthermore, rationale of the study and scope of the study are well expressed and contextualized
in this chapter giving a clear view of the total research study.

Chapter 2: Literature Review

While conducting the research it is mandatory to review any studies that have been carried out in
the past in relation to the research topic. All literature has been gathered from different academic
sources of website, peer reviewed articles and text books. Aside to the websites, the author has
also referred to interviews online that have provided more insight into the focus areas of
sustainability and policy governance. All information gathered has been presented in the review
of literature chapter of this report.

Chapter 3: Research Methodology

This chapter provides a summary of the different tools and techniques to be used in the process
of data analysis and evaluation for deriving the expected results. The research hereby consists of
a qualitative evaluation of data comprising of interviews, which have been used as a source of
primary data. The study is based on qualitative methods of data analysis and deriving results.
Interviews have been conducted and transcriptions provided have been done accordingly,
providing the required data for further study.

Chapter 4: Data Analysis

Interview transcription and statistical data generated have been further analyzed and presented in
graphical and pictorial forms for better understanding. Based on the information collated the
researcher has been able to put forward suggestions for improvement as mentioned earlier in
aims and objectives section of this report.

Chapter Two: Literature Review

2.0 Chapter Review: This chapter provides an overview of the existing literature on
sustainability of British America Tobacco Company. This review has provided an attempt CSR
to critically of Bangladesh. The report comprises of an analysis of secondary data collected and
interpreted in the report giving a conceptual and formidable understanding of the research.
2.1 Defining Terms:
2.1.1 Definition of corporate: Corporate sales are the sales that a company makes to another
company through its everyday transactions. Corporate sales are also called B2B sales, or
business-to-business, sales. On the other hand, if sales are made directly to the end consumer,
these are called business-to-consumer.
http://www.reference.com/business-finance/definition-corporate
2.1.2 Definition of Social: The term social refers to a characteristic of living organism as
applied to populations of humans and other animals. It always refers to the interaction of
organisms with other organisms and to their collective co-existence, irrespective of whether they
are aware of it or not, and irrespective of whether the interaction is voluntary or involuntary.
www.wikipedia.org/wiki/Social
2.1.3 Definition of Responsibility: A duty or obligation to satisfactorily perform or complete a
task (assigned by someone, or created by one's own promise or circumstances) that one must
fulfill, and which has a consequent penalty for failure.
www.businessdictionary.com/definition/responsibility
2.2 Dishari: This basic IT education centre has been initiated by BATB to contribute to the
promising I"1' sector of the country which is a thrust sector of the Government. The education
centre is aimed at providing basic computer education to those who can less afford it.
http://www.batbangladesh.com/
2.3 Afforestation: British American Tobacco Bangladesh initiated this well recognized program
to create mass awareness of the need for afforestation with the free sapling distribution program
in 19S0. Today, after more than two decades, they have contributed more than 50 million
saplings to the country's affrorestation initial.
http://www.batbangladesh.com/
2.3.1 Community Services Initiative In Leaf growing Area: Thousands of Bangladeshi
farmers are benefiting from British American Tobacco Bangladeshs Community Services
Project which has recently kicked off. It reaches out to support nearly 25000 farmers (and their
families) who are closely linked with their Way of life. The initiatives taken under this project
are: Education Assistance, Primary Health Care Support, Malarial Prevention, Sanitation
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Support, Commercial Afforestation, Compost Pits, Green Manuring, Neem Decoction, and
Vegetables Growing.
2.3.2 CSR Activities by BATB: Success and responsibility go together is the philosophy that
has driven British American Tobacco Bangladesh.
Bangladesh. British American Tobacco believes that
Corporate Social Responsibility is vital in ensuring that their business is sustainable for long
longterm shareholder value. They also believe that the business has a key role to play in helping
society to achieve the necessary
ecessary sustainable balance of economic growth, environmental
protection and social progress.
2.3.3 The CORA Vision: Reputation management involves identifying and prioritizing the
companys stakeholders and preparing and implementing plans to engage and communicate
with these stakeholders.

2.4 Activities of CORA

CORA helps British American Tobacco Bangladesh to:
Build and sustain a corporate reputation, which in turn helps to ensure the future of
the business.
Build recognition for British American Tobacco Bangladesh as a responsible company in an
industry.
Identify Corporate Social Responsibility issues
issues and come up with effective solutions.
Communicate widely, clearly and proactively, enhancing understanding of the business
and building strong corporate brand.
Build and manage relationships with BATBs key stakeholders.
2.4.1 CSR Responsibility: BATB
ATB has a Corporate Social Responsibility (CSR) Committee,
the main objective of which is to monitor and review alignment with their CSR goals within
the company and monitor alignment of all the activities with their Statement of Business
Principles. The Managing
anaging Director is the Chairman of the Committee with the Deputy
Managing Director and all Heads of Function as members. The CSR Committee provides
updates to the Board of British American Tobacco Bangladesh on the status of their CSR
activities including Social Reporting.

2.4.2 Research Questions: Based on the literature review aims and objectives the following
research question have been showed. The question will be answered with the help of data
gathered and discussed later in the study:
RQ1
RQ2
RQ3
RQ4
RQ5

Is there any chance to reopen the Dishari project (An old CSR project) this year?
How the stakeholders of BATB observing the CSR activities?
What is the definition of Corporate Social Responsibility from your perspective?
Is there any new CSR project that BATB is undertaking for next year?
What are the scopes for improve of CSR?

Source-( Sharia)
2.4.3 Chapter Synopsis: Due to limitations of time and access, the report will focus only on top
multinational companies and a few large local companies based in Dhaka. It will also look at the
CSR portfolio and corporate communication tools used by these companies. Lastly, the project
will only measure the visibility and acceptability of the major CSR activities of these companies
among general educated people.

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Chapter Three: METHODOLOGY

3.0 Introduction: In a bid to conduct the research the methodology needs to be clearly explained
and conceptualized for a better understanding of the readers. The best possible method of
research has been selected for the purpose of the project. Methodology can be defined as the
process of systematic and theoretical analysis of the methods applied in the field of study.
3.1 Research Philosophy: According to Saunders and Thornhill (2007), research philosophy can
be defined as the development of the research background, research knowledge and its nature.
The broad framework for research comprises of the perception, beliefs and understanding of
theories and practices which are used in undertaking research. This step in research can also be
characterized as a process which involves deriving the research questions and the objectives.
Research philosophy can be divided into three components of realism, positivism and
interpretive.
3.2 Sources of data: I have collected the data from both primary source and secondary source.
During my internship period I have collected the data by interviewing my supervisor Manager
Human Resources Department and, Corporate Sustainability and Sponsorships Manager,
Marketing and Communication Department. Both of them has helped me a lot in preparing my
report and gave me relevant information about my topic. Whenever I went to them they have
given me time and talked with me whenever I faced any problem.
3.2.1 Secondary Data: Secondary data refers to data that has been collected previously for the
purpose of other studies in the past by researchers. Evaluation of secondary data is more
about critically analyzing work which has already been carried out and finding the scope of more
research opportunities. Secondary sources of data will be the intranet of BATB, the official
website of BATB and the company annual report.
3.2.2 Primary Data: According to (Saunders 2009), primary data can be defined as the data
which is collected specifically for the purpose of the research project being undertaken.
Primary data which is specifically taken for the purpose of a project is data that has not been
published and is therefore required to be collected by the researcher. The people working at
department CORA specially the people related with CSR and Internal and External
communication of British American Tobacco Bangladesh will be the Primary sources of data.

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3.2.3 Qualitative and Quantitative Methods of Data Collection:

According to Anderson et al. (2006):
Qualitative Research is collecting, analyzing, and interpreting data by observing what people
do and say. Whereas, quantitative research refers to counts and measures of things, qualitative
research refers to the meanings, concepts, definitions, characteristics, metaphors, symbols, and
descriptions of things.
Source-( Laila Habib, Report)

3.3 Quantitative Method of Data Collection: Quantitative method of data collection involves
determining a large number of respondents and the data collected by carrying out surveys is
calculated and analyzed by statistical methods and tools to achieve the final results. The degree
of accuracy is determined after considerable analysis of all data gathered from a large
population. The results obtained through quantitative methods are more objective.
3.3.1 Qualitative Method Data collection: Qualitative method is more subjective using
different methods of collecting data through interviews and focus groups. The quality of finding
the right quality of data is dependent on the skills, attitudes and experience of the respondents
and the moderator or the interviewer. This method of data collection is less costly
and is effective in gathering crucial information which may be useful to the research study.
3.3.2 Snowball Structured Interview: After a careful reviewing the different method of
interview, the researcher has decided upon using the Snowball Structured method. This reason
behind using this method is- I will building up a sample through informants. I start with one
person the authority of Tobacco Company suggests for CSR activities and so on.
3.3.3 Presentation of Research Finding: It is uneasy to colleting the data from qualitative
method, the research findings given below:

It is time consuming method

It may be difficult to plan and implement
Sometimes its to be tough to have and appointment from tobacco authority for a
interview
In website lack of information
Difficult to complete the research by single researcher

3.4 Reliability and validity and ethical consideration: Reliability and validity of research is
crucial and it is very much important for the researcher to understand both terms from different
perspectives.
3.4.1 Reliability: According to Stenbacka, (2001) the concept of reliability is even misleading
in qualitative research, if a qualitative study is discussed with reliability as a criterion; the
consequence is rather that the study is no good.
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3.4.2 Validity: Description and explanation of data in qualitative research is more or less
depending on the validity of research. Researchers do not always prefer the term validity to be
applicable to research. Many researchers confer to the term of trustworthiness, quality which is
synonymous to validity in qualitative research. (Davies & Dodd 2002, Lincoln & Guba 1985,
Seale 1999, Stenbacka 2001). In short, it can be concluded that it is up to the researcher to
consider data that is reliable and validated for the purpose of the research study. As this research
is more concerned with the use of secondary data, reliability and validity of data is crucial for
progressing with the course of research.
3.4.3 Ethical Consideration: I will collect my research data from primary and secondary
sources. My proposed approach also some ethical issue. During collecting secondary data, I have
to consider the ethical issue. Such as without permission dont use or copy other information.
And also I have consider the ethical issue when collect primary data.
3.5 Chapter summary: This chapter has provided an overall understanding of the different
tools, research philosophy, approaches and also the methodology that are to be used in this
research. Each step of the research approaches and preferred methodology has been justified with
a more elaboration and demonstrates the difficulties and benefits of each methods and
approaches. In the context of the highlighting the issues on the research problems, consequently
suggestions have been put forward to make the process of data collection and evaluation more
efficient.

References:

http://www.reference.com/business-finance/definition-corporate
www.wikipedia.org/wiki/Social
www.businessdictionary.com/definition/responsibility
http://www.batbangladesh.com/

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