Corporate Social Responsibility Report - Assignment Example

? Model Assignment Corporate social responsibility appears as an imperfect pair of words. Yet, key stakeholders such as consumers, employees’ investors and managers expect multinationals to go past their normal routine of manufacturing goods and providing services for profit. Toyota has placed it its primary objective to develop a social policy that bases its parameters on diversity, responsibility and equality for its major contribution on social and economic development of the society (TOTAL CSR Report, 2012). In line with this framework, Total strives to support cultural activities, educational programs and adopt environmentally friendly policies all in an effort to make a good brand. Total confronts social responsibility both internally and externally. Internally, it looks at the primary issues with regards to its internal responsibilities ranging from employee’s working conditions as well as their rights and attitudes towards clients, shareholders and suppliers. Externally the company strives to comply with its legal responsibilities based on law, legislation and its duties as a taxpayer. Still, the company has a responsibility as a member of the society, community and environment which it operates. It has to offer due diligence, care and protection to that environment. Therefore, Total is socially responsible because it has invested heavily in the development of human capital, protecting the environment and its enhancement of how it relates with all its stakeholders. The company treats all its stakeholders in a manner deemed acceptable in a civilized society. The business is economically profitable, adheres to the rule of law, ethical and socially supportive. The multinational covers all the four tenets of corporate social responsibility which explains the success in its operations (TOTAL CSR Report, 2012). Taking into consideration that CSR is a designed policy to ensure that public interest is promoted proactively so that the growth and development of the community is realized, I would market the CSR of Total as a member of the marketing team in the following ways (TOTAL CSR Report, 2012). First, enhancing the brand image of the company as this would give the company an avenue to promote their products and services. This applies to a company operating in vice products like Total that has faced so many environmental suits due to oil spills before. As a result of this Total has an opportunity to still penetrate the market. Secondly I would strive to make the customers feel fulfilled, this is derived from the fact that customers normally only purchase products that is vast in its CSR activities (Hopkins, 2004). This makes the customer feel a sense of gratitude and fulfillment hence loyalty to a company. It is important for the public to understand the CSR activities of the business because; as a result, most customers will always want to associate with companies that return back to the society apart from just making profits. The customer loyalty created ensures increased consistent sales making CSR a very powerful marketing tool for most companies and Total in specific. As has already been mentioned, CSR will also make customers feel a sense of gratitude and fulfillment. This has the potential impact of product patronage hence translating into brand and loyalty to the company. Intensified CSR is able to calm down the perception of the public in the event of a large public relations crisis hence lessen the impacts of the negative publicity (Hopkins, 2004). As it has been witnessed CSR has the power to benefit both the society and the environment on legal, moral and ethical basis apart from the contributions of the same to economic growth and development. The results of CSR are far-reaching as it surpasses its impacts on mere individuals and localities. It crises crosses the whole society, communities and a whole large settlements. CSR policies, programs and processes are strategic and has a series of business related benefits to the operations of any form of profit oriented business. It supports the core business activities a factor which enables a firm be effective towards the realization of its mission. Centrality, specificity, proactivity, voluntarism and visibility are the five dimensions of corporate strategy that are critical towards the success of any firm and one would find that they are as well relevant when it comes to their implementation with CSR policies (Hopkins, 2004). A company which does not want to engage in CSR according to my opinion has serious ethical and moral problems. This is because such a company is in the verge of escaping the moral obligations that it owes the society such as employee welfare and protection to the environment. Ethically, such a company is likely to operate illegally and hence defy the laws and regulations. Such a company cannot therefore survive for long as it will suffer many legal suits in the tight regulatory frameworks. Responses Total Corporation is a viable MNC and following its mission Working together for responsible energy; and the services it offers to the communities around it (TOTAL CSR Report, 2012). Some of the environmentally responsive services it provides include: provision of social services to their employees and enhancing the quality and productivity of their crops; implementing a Youth Leadership training programs to a large number of young adults to aid them in making recommendable change within their respective communities. This is conducted worldwide. Based on the above stated reasons, I would endorse the company chosen by the classmate as a consumer (Hopkins, 2004). However, as recommended within the report, much need to be done to ensure better communication of the key ideas that may be necessary to further assist both the business operators and consumers. In this effect among the recommended strategies that have been cited by the student include: creating heartfelt commercials to show how the company is actively giving back to the community (businesses and consumers), and; posting fliers and information in the stores to reach out to the consumers. Even though oil supply companies like Total try their best to curb any possible spillage or harm to their surrounding communities, risks and huge damages are still accompanied with their activities. History explains how oil spillage instances have contributed to huge loss of lives, individual and corporate property, pollution of environment, and displacement of people from one area to another. Good examples are the Nigeria Oil Companies which have led to the uprising of wars year in year out. The recommended actions that can be taken by the Nigerian Oil Companies to be more socially involved: a. Innovation: frequent innovation on how to best ensure that these oil companies are to the benefits of all, the country and the communities around them can be a solution to quenching the yearly wars that are experienced in the country. Being innovative can as well help in devising better techniques that will ensure maximum safety from adverse defects of oil mining such as displacement of people and oil explosions. b. Cost saving: Cutting down cost is one of the easiest avenues for a company to commence engaging in sustainability. c. Long-term thinking: Long-term thinking is an initiative for future success and not immediate profitability. Good strategies are then set in place to see that such goals are achievable within the concepts of sustainability to CSR. d. Customer engagement: Capturing wider markets is the target of every company. This can only be realized if a company offers what its clients need, hence calling for their engagement to know they actually need. e. Employee engagement: Employees’ involvement in fundamental partaking of a company pay a bigger role in world’s leading companies in terms of performances. For instance, the creation of sustainable action networks for the purpose of activating employees in community services focused on the companies’ CSR priorities. References TOTAL CSR Report (2012). Corporate Social Responsibility Report 2012. CSR Promotion Office, Legal Division, Total Gas Co., Ltd. 2-1-1 (http://csr-analysts.total.com/news/publications.) Hopkins, M. (2004). Corporate Social Responsibility: An Issues Paper (Working paper No. 27). Policy Integration Department, World Commission on the Social Dimension of Globalization. International Labor Office, Geneva. Read More