Corporate Responsibility and Marketing Strategies - Essay Example

Corporate Responsibility and Marketing Strategies Apple’s current position Apple Inc is a multinational American conglomerate dealing in the segmentof computer electronics, computer software and personal computers. Along with this, it also positioned itself as a best known brand in iPod music players, iphones, ipad tablet computers, ipods and Mac line computers. It is mainly due to its vision to protect the health and safety of the work-forces, customers as well as suppliers. Moreover, it also strives continuously to improve the environment by reducing its carbon-footprints by using recycled and renewable products. However, in order to make the underlining vision successful, the management of the organization of Apple Inc decided to separate varied types of disposals such as aluminium’s, papers, plastics as well as regular trashes from the waste products so that, it may be re-used again. Along with this, use of the concept of renewable energy such as solar energy in order to reduce the impacts of fossil fuels from the environment also proved successful for the brand thereby enhancing the corporate social responsibilities in the market. Other than this, the CEO of Apple Inc, Mr. Tim Cook also decided to offer high attention over the concept of human and labour rights, thereby prohibiting unethical hiring methods. Moreover, he also ensured proper dignity and respect to the workers of the organization of Apple Inc along with accurate remuneration and wages as well. Not only this, he also decided to end excessive working hours thereby enhancing the motivation of the workers. Therefore, due to the implementation of these ethical and fair methods, the brand image and reputation of the brand enhanced that amplified its position and identity in the market among other rival players. Impact of ethics and social responsibilities violations In spite of the implementation of fair and ethical codes of conduct, the dishonest third parties or suppliers tried to corrupt the system by illegal recruitments of underage workers. Not only this, the suppliers also took a huge amount of their wage as fees for the purpose of recruitments that offered a negative impact over the image and equity of the organization of Apple Inc. Not only this, the suppliers also used to offer very low amount of wage to these bonded labours in spite of huge hours of work. These acts violated the codes of conducts of the organization of Apple Inc thereby reducing its market share and loyalty within the minds of the customers and shareholders. Along with this, the reputation and dominancy of the organization of Apple Inc and its product lines also reduced significantly that diminished its portfolio significantly. Therefore, in order to reduce such type of violations or abusive training practices entirely from its roots, the organization of Apple Inc implemented varied types of policies and trainings. By implementing such types of practices, Mr, Tim Cook tried to retain the image and equity of the organization of Apple Inc in this competitive market among others. Hence, such type of activities helped the organization in amplifying its position and recognition among other competitors such as Google, Dell and many others. Ways to make the suppliers adhere to wage and benefits In order to retain the sustainability and competitive advantage in the market among other existing rival players, the organization of Apple Inc might try to offer more concentration over the recruitment methods. Therefore, in order to fulfil such requirements, the organization might implement the rule of presentation of accurate age verification proofs (legal id proof) of the students recruited as workers or interns under the suppliers. By doing so, the suppliers may not violate the rule of recruiting underage workers with lower wages. As a result of which all the suppliers may had to follow the ethical rules and regulations, implemented by the management of the organization of Apple Inc. Moreover, introduction of such type of strategies and regulation might prove effective for the organization thereby amplifying its brand image and profitability among others. Similarly, the organization of Apple Inc might also to implement the process of online link with all the offices of the suppliers. As soon as recruitment process of a new worker gets complete, all the documents of his educations and age verifications need to be mailed to the head-office of Apple Inc. So the documents might be thoroughly checked by the auditor or human resource manager of the organization, in order to reduce all sorts of illegal or unethical deeds. Apart from this, proper training programmes also need to be implemented for the suppliers of Apple Inc in order to specify the importance of following ethical practices. Such type of training methods might prove effective for the suppliers to reduce all sort unfair practices with the work-forces (Carroll, 2001). Thus, implementation of such types of strategies might prove effective for the organization of Apple Inc to amplify its dominance and supremacy thereby enhancing its range of customers and total sale. Other than this, such types of ethical deeds might also prove effective for the organization of Apple Inc to enhance its opportunities and strengths thereby reducing its weaknesses to a considerable extent. CSR Policies In order to retain its supremacy in this aggressive and saturated market, the organization of Apple Inc decided to offer high attention over its CSR and ethical conducts. This might help the organization to amplify its position and reputation in the market thereby boosting its market size to a significant extent. However, in order to do so, it decided to offer just wages and benefits to its workers so as to enhance their motivation and inner morale (Beck, 2003). By doing so, their level of performance might get increased that may mark to the introduction of varied technologically advanced products and devices. Introduction of such type products might surely attract and fascinate large array of new and existing customers thereby amplifying its total sales. Moreover, if the organization of Apple Inc desires to increase the selling price of these extremely inventive and stylish products, then its total revenue or net income may not get reduced. This is mainly due to its high brand value and effective CSR policies of the organization of Apple Inc that might enhance the living standard and life style of the poor workers. So, enhancement of the selling prices of the products may not offer negative impacts over the total profitability of the organization of Apple Inc among other competitors (Beatty, & Schneier, 1997). On the contrary, due to such types of ethical and CSR policies, the reputation and reliability of the brand might get enhanced in the market that may act as a boon in its future days. Hence, its consistency and loyalty within the minds of the customers might get enhanced to a considerable extent (Imd. Org, 2011). Marketing strategy of Apple Inc In order to remain in the top-most position, the organization of Apple Inc, tried to offer value-added products to its customers at a competitive price. As a result of which the total sale and productivity of the organization enhanced significantly thereby amplifying its profit margin and loyalty. Along with this, the rage of customers and net income of Apple Inc also showed considerable increase in spite of economic turmoil or recession. This proved extremely effective for the organization thereby paving its path for success among others. However, in order to enhance its sustainability and dominance, the organization of Apple Inc might try to introduce, ‘extraordinary technological devices such as ipods, ipads and many others.’ But it needs to be extremely easy and simple in designs and operations so that it might be used by any segment of the society. This strategy might prove effective in marketing or promoting the product lines such as iphones, ipads, ipods that may enhance the total output and revenue of the organization. Along with this, implementation of such a strategy might also enhance the brand equity and position of the organization in the market among other rival players. Other than this, the management of the organization of Apple Inc might try to analyse the demand and requirements of the customers. This might help the organization to understand the market demand prior introducing the products. However, if the desire of the customers might be analysed then the researchers or technicians might offer their valuable time in presenting those products such as ipods or ipads with android software. Implementation of the strategy of ‘empathy’ might prove extremely effective for the organization in enhancing its sale of inventive products and services (Cooke, 2011). Moreover, implementation of such a strategy might also prove effective for the organization to enhance its unique opportunities to present an image of integrity and honesty among its target customers. Such a strategy might act as a competitive advantage for the firm thereby amplifying its total profitability among others. Apart from this, the above mentioned strategy might also help the organization of Apple Inc to amplify its market size and identity among other competitors. However, it might also enhance the dominance and loyalty of the products within the minds of the customers that is extremely essential for an organization in this age of competitiveness. So, such types of marketing policies or tactics are extremely essential for an organization like Apple Inc to retain its portfolio among others (Imd. Org, 2011). References Beatty, R. W. & Schneier, C. E. (1997). New human resource roles to impact organizational performance: From "partners" to "players.". Boston: Harvard Business School Press. Beck, R, C. (2003). Motivation: Theories And Principles, 4/e. New York: Cengage Learning. Carroll, A. B. (2001). Ethical Challenges for business in the new millennium: corporate social responsibility and models of management morality, in Business Ethics 01/02, Richardson, J.E. (Ed). Dushkin/McGraw-Hill, Guilford, CT. Ciulla, J. B. (2006). Ethics at the heart of leadership. In: T Maak & NM Pless (Eds) Responsible Leadership. Oxford: Routledge. Cooke, F. L. (2011). Social responsibility, sustainability and diversity of human resources, in Harzing, A. and Pinnington, A. (eds.), International Human Resource Management, 3rd edition. London: Sage. Imd. Org. (2011). Corporate Social Responsibility at Apple. Retrieved from: http://www.imd.org/research/challenges/corporate-social-responsability-apple-opportunity-rosa-chun.cfm Read More