Bussines Strategy Online

Marketplace Responsibility Principles

2009-03-04T16:26:00.000-08:00

The Marketplace Responsibility Principles are a guide for implementing responsible business in medium-sized to large companies, and have been developed by the Marketplace Taskforce, a group of 10 global and UK companies chaired by Mike Clasper, former CEO of BAA plc.

The Principles, which provide a proactive framework for managing a range of marketplace issues, comprise guidance on key marketplace relationships, and behaviours that help companies to manage these relationships.

The Marketplace Responsibility Principles:

* Respect your customers
* Support vulnerable customers
* Seek potential customers within excluded groups
* Manage the impact of product or service
* Actively discourage product misuse
* Actively manage responsibility in your supply chain
* Treat suppliers as partners
* Work with the rule makers
* Have consistent standards

Best practice for responsible behaviour in the marketplace:

* Be consistent
* Anticipate trends
* Aim to deliver quality results
* Put at the heart of business strategy
* Part of the culture
* Encourage and motivate responsible behaviour
* Mainstream not niche
* Share best practice within the business

The Principles have undergone a rigorous period of consultation with CEOs, marketing directors, CR practitioners, and the SRI and NGO community, and will be officially launched at Business in the Community’s AGM in December 2006.

Business in the Community is asking companies to sign up to the Principles and commit to reflect the marketplace issues within their CR reporting. A series of in-depth case studies have also been produced to show how companies are beginning to tackle some of their marketplace issues.

Source: http://www.bitc.org.uk

Corporate Social Responsibility (CSR)

2009-01-12T18:41:00.000-08:00

Corporate Social Responsibility (CSR) is a concept that organizations, especially (but not only) the company is to have a responsibility towards customers, employees, shareholders, communities and the environment in all operational aspects of the company.

CSR is closely related with sustainable development “, which argued that there is a company in implementing activities should base decisions not only based on financial factors, such as profit or dividend but also should be based on social and environmental consequences for today and for the long term.

Today is the biggest concern of a company’s role in society has improved with the increased sensitivity and awareness of environmental and ethical issues. Problems such as environmental destruction, the treatment is not feasible for employees, and production defects that cause the nyamanan or danger for consumers is to become the main newspaper. Government regulations in some countries about the environmental and social problems the firm, as well as standards and laws are often made to countries beyond the authority of regulations (for example, regulations made by the European Union. Perusahaam Some investors and investment management policies have started considering a company’s CSR in making their investment decisions, a practice known as “socially responsible investment” (Socially responsible investing).

Many supporters of CSR CSR separate from social donations and “good deeds” (such as generosity or made by Habitat for Humanity or Ronald McDonald House), but indeed is a social contribution only a small part of CSR. Companies in the past often spent the money for community projects, the provision of scholarships and the establishment of social foundations. They also often recommend and encourage employees to volunteer (volunteer) in taking part in the project so that the community create a good faith community is the eyes that will directly improve the reputation of the company and strengthen the company’s brand. With the acceptance of the concept of CSR, especially the triple bottom line, the company get a new framework in place various social activities in the top.

Concern about the community / community relations can be defined very broadly, but short can be understood as the increased participation and position in the organization in a community through various efforts kemaslahatan together for the organization and community. CSR is not just a charity event, in which CSR requires a company in the decision that seriously consider the consequences of all stakeholders (stakeholders) company, including the environment. This requires the company to create a balance between the interests of various stakeholders with the interests of external shareholders, which is one of the internal stakeholders. “the business world, during the last half century, has become into the most powerful institutions on the planet. the dominant institution in any community must take responsibility for the interest, every decision you make, every action taken must be seen in the framework of responsibilities.

A broad definition by the World Business Council for Sustainable Development (WBCSD) is a global association of which consists of about 200 companies that are specifically engaged in “sustainable development” (sustainable development), which states that:

“CSR is a continuing commitment by business to act in an ethical and contribute to the economic development of local communities or the wider community, together with the improvement of living standards of workers and their family.”

When a company operates, the inherent demands and responsibilities for the company concerned will be the local communities in the surrounding areas (stake holders). However, the company’s performance depends a lot of support from the party. In addition to the community, such as internal shareholders, employees, families, employees, the public’s attention was also brought about a positive impact for the company

Corporate social responsibility started out ten years ago as a new buzz word for the business world, but is now developing in a field with substantial and diverse career opportunities. The term “corporate social responsibility” or CSR has been coined to define how companies behave in social, environmental and ethical contexts. Corporate social responsibility is about integrating the issues of the workplace, the community and the marketplace into core business strategies. Driving this emerging field are customers who choose products with a good reputation, investors who put money into a company with an exemplary record and firms which invest in the future or training of their employees and gain loyalty and commitment in return.

Corporate Social Responsibility of Unilever

The views of the company’s corporate social responsibility covers all the company’s business activities. companies that are responsible need to provide a meaningful contribution to the welfare of the community, national economy, as well as basic education and social environment.

company to formulate corporate social responsibility as a result of the interaction or in the community, into three parts, namely:

Reaching the Open with Nurani (Impact Events Company)

The impact of major events created the company’s operating company. Approach in managing the company’s social responsibility based on thinking that social responsibility is part of the business activities, and includes the desire to always learn from the action, and the experience of others. the company continues to refine our performance, through the implementation of the business activities of national and international scale, including the Standard Performance Rank Environment Program (PROPER) the operation and international standards (ISO). Business activities of creating more employment, but also develop human resources in the interest of the company and the community.

Building on the success of Sinergi Society (Impact Value Chain)

The impact of the broader value created through the chain, from suppliers, customers, and consumers. company to introduce a standard of behavior for suppliers, who called the Business Partner Code, and apply the “Supplier Quality Management Program” (SQMP) to encourage suppliers to improve their performance and ability. company partnered with a variety of independent distributors to increase the spirit of entrepreneurship, create employment, and to provide benefits for local businesses.

Speed Meets Society (Voluntary Contribution)

Voluntary contributions to the community widely, which is done through partnership with NGOs, government agencies, universities and society, seen as “top of the iceberg”, which is a larger impact on the activities of the company indeed. Contributions include the programs sustainable, which is done professionally under the Yayasan Unilever Indonesia Peduli.

companies encourage employees to participate in sharing hearts, thoughts and experiences through volunteer activities to devote to the social needs, such as orphans, street children, the population (poor) rural areas, and other refugees.

Source: http:www.wikipedia.org, http://www.unilever.co.id

Strategies to improve the performance of the company

2008-12-30T04:02:00.000-08:00

In this era of increasingly tight competition, every time a company must evaluate its performance, and conducted a series of improvements, so that can still grow and compete. Repairs will be carried out continuously, so that the better performance of the company and can continue to excel in the competition, or at least can still survive. One of the strategies to improve and maximize the performance of the company is restructuring the way. If we hear a word or term restructuring, which we have think, apparently to discuss the company is in decline. This is by definition the restructuring itself, which, among others, as follows:

Restructuring, often referred to as downsizing or delayering, involving a reduction in the company in the field of labor, work units or divisions, or a reduction in the level positions in the structure of organizes company. Reduction of this scale required the company to improve efficiency and effectiveness (David, F, 1997:226) Restructuring strategy used to find a solution for companies that do not grow, or the threat of pain for the organization, or industry door significant changes. The owners generally make changes in the management team, strategy changes, or the insertion of new technology in the company. Often followed by further acquisitions to build a critical part, the part that is not necessary, to reduce the acquisition cost effectively. The result is a strong company, or the transformation of industry. The strategy requires restructuring the management team who have insight to look to the future, when the company is undervalued at the point position in the industry or who cooked for the transformation. The same insight required to turn around the business units, even in a business that is not familiar (Mintzberg & Quinn, 1996:732). Restructuring the company aims to improve company performance and Maximization (Djohanputro, Bramantyo, 2004:2).

But every time a company doing repairs, either on a small scale or large scale, the aim is to improve performance. Of course, companies need not wait for a decline made new improvement, as can be delayed, so that improvements need to be carried out continuously. In general, the term used when a company restructuring would like to make overall improvements, and the aim is to improve and maximize the performance of the company.

At this time, if you read in the newspapers, many companies are doing corporate action, the aim is to strengthen, improve and maximize the performance of the company. To understand what and how is the restructuring that can maximize the value of the company, below the line I try to make a big snippets problems, which I take, among others, from the book-length pack Bram (former lecturer I) as follows:

a. Corporate Restructuring goal.

Restructuring the company aims to improve company performance and Maximization. For companies that go public have been, Maximization value the company characterized by high stock prices the company, and the price can sit on the top level. stock prices is not playing the market or the fried fry stocks, but really is a mirror expectations investors will be the future of the company. In line with the companies that already go public, the selling price also reflects investors' expectations on the future performance of the company. While not go for the public, the company Maximization value reflected in the selling price of the company.

b. Mapping portfolio and Strategic Business Unit (SBU) Company

First is the mapping of the portfolio, the ability to know how each asset in providing added value for the company. Is there idle assets, or assets that are less productive, and not because it did not need to be in line with company strategy? Assets that are not productive and not in line with the company's strategy should be for sale.

Then do the mapping SBU, each SBU votes based on some characters, such as: a) life cycle, b) the market, c) growth and cash flow. Then each SBU evaluated, is still in line with company strategy. SBU is appropriate, can be associated with increased value, or give Economic Value Added (EVA) to the company as a whole.

c. Rating SBU

There are several ways SBU assessment. One way that is commonly used measure of current cash flow is expected to be generated by the SBU. Value Net Present Value (NPV) of the cash flow is a value from the SBU. (Catt: I have 10 SBU assessment phase, there will be segregated on the article).

d. Correction portfolio and SBU.

After the assessment, the SBU assets and the only remaining fully in line with company strategy. However, the quality of assets and SBU should be evaluated, in order to operate optimally. After knowing the various potential problems of assets, management needs to develop a variety of alternative actions against these assets, with the goal of improving the productivity of the assets concerned.

e. Maximization SBU value.

SBU a value based on cash flow to its health, especially the pattern predicted cash flow. Maximization value means that the SBU management efforts so that the projected cash flow SBU since the restructuring will be healthier and improved from time to time.

Things that need to be in the value Maximization SBU:

1. Make sure there is no potential assets stored. Assets that often do not realize is intangible assets, such as: a) Name of the company, which can be lost if you do not used.b) research and development capability, which is a potential for the company. c) The impact of marketing, eg the incentive campaign, which can be positioned in the product SBU marrow consumers.

2. Make sure that the funding company's health. Financial structure that gave both participate in the share of value Maximization SBU.

3. Make sure the organization supports all the strategies in the Maximization SBU.

f. The Leadership

The factor of leadership is one key to the success of the process of restructuring the company. Without a good leader, the restructuring will stop in the middle of the road. Terms of the first primary and a leader in the process of restructuring is a visionary. The leaders also need to be a restructuring agent of change. The process of restructuring, never a good idea will always get resistance from some employees.

Leaders also need to have the ability to used (Empowerment) employees. Identification of assets and SBU with both the starting point is the restructuring of the good. Identification result in fatal error, because the subordinate is able to make the tasks that can not ignore the weight of the board.

Source reading:

David, Fred R. Strategic Management. Prentice-Hall International, Inc. New Jersey, 1997.

Porter, Michael E. How Competitive Forces Shape Strategy. In any posts Mintzberg, H. & Quinn, James, B.1996: The Strategy Process: Concepts, Contexts, Cases. Prentice-Hall International, Inc. New Jerswy, 1997.

Djohanpuro, Bramantyo, MBA, PhD. Value-Based Corporate Restructuring. Towards Excellence strategy Compete. Jakarta: PPM Publisher, 2004

Many of the participants as the author of the restructuring process of the company.

Source : http://edratna.wordpress.com

Coca-Cola Responsible Marketing

2008-12-30T02:23:00.000-08:00

The Coca-Cola Company is steeped in history and tradition, where heritage is honored and values are respected. We are a global family of people working together to bring your family a wide array of beverage choices to meet your beverage needs each and every day.

We are honored that for over a century, we have been invited to be a part of your everyday lives; from your simplest routines to your social celebrations. You have trusted our products and brought them in to your home to be enjoyed by the whole family. Your right as a parent or caregiver to make the appropriate choices for your children is at the cornerstone of our "Responsible Marketing Practices -- Advertising and Marketing to Children." While this policy has been in effect for our sparkling, full calorie soft drinks for more than half a century, our efforts continue to change in step with consumers' needs and the marketplace. We know that children are increasingly exposed to marketing messages across more mediums and your need for greater control and guidance has been heightened. It is for this reason that we have broadened our "Advertising and Marketing to Children Policy" to include all of our beverages, so that children under the age of 12 will not be directly targeted by any of our marketing messages in traditional advertising mediums, nor will they be shown drinking any of our products outside of the presence of a parent or a caregiver.

The Coca-Cola Company respects and supports your role as a parent and a caregiver. We also acknowledge that as an informed parent or caregiver, you are best equipped to make the right dietary choices for your children. We believe that by providing you with easy-to-access nutritional information both on our product labels and online, as well as providing you with portion control sizes for all occasions, you have the necessary tools to make informed choices. View product nutritional information for a variety of our products. Your guidance in helping your children make appropriate choices during the many occasions of their day, will enable them to make more informed choices for themselves in the future. Learn answers to children's health questions and the role of beverages.

The Coca-Cola Company's "Advertising and Marketing to Children Policy" is applied to all marketing mediums where targeted demographic tracking is available: television, radio, print, the Internet and mobile phones. The Coca-Cola Company also makes every attempt to avoid directly targeting children in other areas where parents may not be present to supervise, such as schools.

As a global company, The Coca-Cola Company also makes every effort to adhere to the local, cultural, political and religious requirements in every market that we serve. We are committed to monitoring this policy to ensure it is responsive to the needs and requests of parents and caregivers, and reflective of the ever changing marketplace. We have advocated with the entire non-alcoholic beverage industry worldwide to follow the same approach and are delighted that a set of Guidelines consistent with our policy has been adopted by the International Council of Beverage Associations. We will work at creating an independent monitoring mechanism together with other willing partners, peers and competitors. View the ICBA Guidelines.

source: http://www.thecoca-colacompany.com

Coca-cola company

2008-12-30T01:29:00.000-08:00

Coca-Cola is a carbonated soft drink sold in stores, restaurants and vending machines worldwide (The Coca-Cola Company claims that it is sold in over 200 countries). It is produced by The Coca-Cola Company in Atlanta, Georgia and is often referred to simply as Coke or (in European and American countries) as Cola or Pop. Originally intended as a patent medicine when it was invented in the late 19th century by John Pemberton, Coca-Cola was bought out by businessman Asa Griggs Candler, whose marketing tactics led Coke to its dominance of the world soft drink market throughout the 20th century.

The company produces concentrate, which is then sold to various licensed Coca-Cola bottlers throughout the world. The bottlers, who hold territorially exclusive contracts with the company, produce finished product in cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then sell, distribute and merchandise Coca-Cola in cans and bottles to retail stores and vending machines. Such bottlers include Coca-Cola Enterprises, which is the largest single Coca-Cola bottler in North America and western Europe. The Coca-Cola Company also sells concentrate for fountain sales to major restaurants and food service distributors.

The Coca-Cola Company has, on occasion, introduced other cola drinks under the Coke brand name. The most common of these is Diet Coke, which has become a major diet cola. However, others exist, including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Cherry Coke, Coca-Cola Zero, Vanilla Coke and special editions with lemon and with lime and even with coffee.
In response to consumer insistence on a more natural product, the company is in the process of phasing out E211, or sodium benzoate, the controversial additive linked to DNA damage and hyperactivity in children, of Diet Coke. The company has stated that it plans to remove the controversial additive from its other products — including Sprite, and Oasis - as soon as a satisfactory alternative is discovered.

Source: http://wikipedia.org/