Enhancing Project Resilience through project Management -Driven Stakeholder Communication; A Case Study of Sainsbury’s COVID-19 Response in the UK.

Abstract

This dissertation explores how using project management-driven stakeholder communications influenced Sainsbury’s and contributed to the success of its Online Delivery Expansion and In-Store Safety Implementation Projects during the COVID-19 crisis. Analysing secondary information from the company’s reports, news and industry material, the research investigates the relation of communication to cost, time and quality. To analyse the situation, the IRCRF, supported by Situational Crisis Communication Theory, the Resilience Engineering concept and PRINCE2 Agile, was used. The results show that Sainsbury’s clear communication allowed for quick growth in delivery services by adding 600,000 slots and ensuring customers’ \safety with over 40,000 plexiglass screens, despite struggles with 30% shortage of stock. The company managed the strong online sales by using flexible strategies which cut down on employee absenteeism by 15% and drove digital sales growth to 117%. Sainsbury’s way of operating gave it an edge, allowing for fewer issues reported by a 18% decrease in complaints when compared to Tesco and Asda. This research points out the importance of organised communication in successful projects and it provides valuable tips for retail crisis management. It provides tools for improved future resilience, highlights the value of involving all stakeholders and helps develop frameworks for managing crises which is significant for retail project outcomes.