Essay Undergraduate 481 words

PetSmart Website Evaluation: Mission, Ethics & CSR

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Abstract

This paper evaluates the PetSmart website from the perspective of how effectively it communicates the company's mission, corporate social responsibility (CSR), and business ethics. The analysis finds that while PetSmart values these areas, its website is relatively flat in structure and lacks interactive or informative features that would distinguish it as exceptional. The paper offers concrete recommendations in three areas: enriching the mission presentation through employee and stakeholder narratives, developing a dedicated CSR microsite modeled on examples such as Cisco, and better integrating ethical commitments into a cohesive online platform that goes beyond shareholder compliance.

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What makes this paper effective

Concisely addresses three distinct evaluation criteria — mission, CSR, and business ethics — in a logical sequence, keeping the argument focused and easy to follow.
Grounds recommendations in a concrete benchmark comparison (Cisco's dedicated CSR microsite), giving the critique practical authority rather than relying solely on opinion.
Supports claims with an academic citation on website quality and customer trust, lending credibility to the usability and engagement recommendations.

Key academic technique demonstrated

The paper demonstrates applied evaluative analysis: it uses a clear criterion-based framework (mission, CSR, ethics) to assess a real corporate website, then translates each finding directly into an actionable recommendation. This structure — assess, critique, recommend — is characteristic of business consulting and marketing evaluation writing at the undergraduate level.

Structure breakdown

The paper opens with a summary evaluation that establishes the overall verdict (the site is "relatively flat"). It then moves through three thematic areas in the same order each time: a description of what is lacking, followed by a specific improvement recommendation. A single bibliography entry anchors the customer-trust claim to peer-reviewed research. The piece is brief and direct, suited to a short analytical memo or response-paper format.

Introduction and Overview

In evaluating the PetSmart website from the standpoint of its ability to effectively communicate the company's mission, social responsibility, and business ethics, it is clear that while the company values these areas, the website is not nearly as informative or interactive as it would need to be to be considered exceptional. Instead, the site is relatively flat in structure and lacks some of the more essential elements required to communicate its mission, social responsibility, and business ethics in a compelling way.

Communicating the Company Mission

To improve how PetSmart communicates its mission, it would be more effective to discuss and graphically showcase the many employees, types of customers, and stakeholders who have a vested interest in seeing the company succeed. Creating a more interactive experience for customers around the company's mission would also generate a higher level of trust (Lin, 2007). Featuring real stories from employees and customers would give visitors a more personal connection to the brand's stated purpose.

Social Responsibility Online

In terms of corporate social responsibility (CSR), PetSmart needs to create a dedicated microsite focused specifically on this topic. Cisco, for example, maintains an entirely separate mini-site devoted solely to CSR. PetSmart is deficient in this area as well, and could work to build a more interactive online experience for visitors interested in the company's social impact. The current site includes no links for donating to nonprofit organizations, which would represent a significant improvement in site design and community engagement.

2 Locked Sections · 100 words remaining

Business Ethics and Integrated Messaging · 60 words

"Ethics compliance without cohesive communication"

Recommendations and Conclusion · 40 words

"Summary of improvements across all three areas"

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Key Concepts in This Paper

Website Evaluation Corporate Mission CSR Microsite Business Ethics Stakeholder Engagement Customer Trust Website Quality Online Interactivity Shareholder Compliance Brand Communication