On one hand, outsourcing had not been done only to increase the company's profits, but it was done so as to be able to benefit the local community, offer jobs to the Chinese people and increase the overall living standards in that country. At the same time, outsourcing to China also meant training and investment in people, making them better adapted to the global working environment and providing them with an increased opportunity to participate more actively on the job market. Finally, outsourcing to China also meant a positive impact on the community. Other then this, the company needs to make sure that it associates its image with CSR by focusing on a certain event that has grasped the attention of the world. Such an event is the Sichuan earthquake
Part III
This part of the memorandum will describe the proposed actions for the CSR program that Mattel. There are two important issues that the company needs to focus on: (1) connecting the ideas presented in the previous paragraphs to the situation in Sichuan and (2) using the appropriate communication strategy in order to ensure that the world finds out about Mattel's action.
(1) as mentioned, the company should attempt to associate the idea of outsourcing with the benefits that such an action brings to China and, in this case, more notably, to the Sichuan area, affected by the earthquake. The first action could be opening a new production unit in the respective region. This would bring jobs to an area that has been economically affected by the earthquake. Creating jobs will also increase the standards of living in the Sichuan region.
On the other hand, the company can play an active role in rebuilding the area by allocating a small part of the profits made in China to the reconstruction process. For this, the company can team up with the Chinese government and identify together the areas and segments where Mattel's involvement can actually make a difference. The financial effort could be directed towards rebuilding some of the houses, perhaps some of the schools, turning the CSR campaign in a campaign that will advertise focusing on education. For this, the company can also cooperate with teachers in order to identify other educational programs where Mattel can invest.
From a public relations perspective,...
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