¶ … Organization
Corporate Social Responsibility (CSR) refers to the relationship between a business and the society and how can both can benefit mutually through a joint partnership. Caroll (1991) suggests four different aspects to be a part of CSR and they are economic, legal, ethical and philanthropic. The economic aspect is the basis on which the business is built while legal responsibilities are encoded in law. Ethical responsibilities include doing what is right and just and above everything, philanthropic responsibilities include being a good corporate citizen and doing something good to the society and environment that has nurtured the business.
In this discussion, the CSR activities of two companies in the same sector are analyzed. The first company is Asia Pacific Breweries that owns the Tiger Beer brand of products and the second one is Carlton & United Breweries that manufactures the Victoria Bitter brand of beer. A close analysis reveals that APB is involved in a good degree of CSR and follows the principles of Triple Bottom Line while CUB prefers to try other options to boost its brand image. The in-depth view of the profitability of both the companies clearly shows that APB has a positive presence in the Indochina region and its CSR activities have given a huge boost to its corporate brand and image. VB, on the other hand, has consistently lost its market share to competitors in the last few years and they are facing a possible takeover. This study brings out the importance and benefits of incorporating CSR in every company's policy.
Introduction
Corporate Social responsibility (CSR) is vital for the growth and survival of every company today because of the growing competition. Globalization has made the entire world flat and it is an even playing ground for any player. Also, economic problems have made it all the more difficult for any company to stand out in the competition. In such a case, CSR is one of the concepts that can give a company an edge over its competitors.
Tiger Beer -- Company Profile
Tiger Beer is the flagship product of Asia Pacific Breweries Ltd. This company was founded in Malaysia and was formerly known as the Malaysian Breweries Ltd. In 1990, it merged with Fraser and Neave and Heineken International and got its current name. "The group recorded revenues of SGD1,783.5 million (approximately $1,163.6 million) during the fiscal year ended September 2007, an increase of 16.9% over 2006." (APB, 2010).
Tiger Beer is the first beer that was brewed locally in Singapore in 1932. Today, it is distributed to more than 12 countries in the Asia-Pacific region and it is also exported to Europe, USA, Canada, Australia, New Zealand and South America. It has won numerous awards for its excellent taste and is currently one of the best beer brands in the world.
CSR and TBL for Tiger Beer
CSR has been an integral part of business for Tiger Beer and its holding company, the APB. It encompasses the environment and social aspect of the region in which it has a presence. It uses energy efficiency in all its processes -- right from brewing to packaging and it also stays right on top of water consumption. They have a program called "Aware of Water" that emphasizes the good management of water. It also focuses on the community development of the region. The APB Foundation works with many NGOs to eradicate health problems, educate young children, provide clean drinking water to people and preserve wildlife and heritage of the region.
"By preparing and disseminating triple bottom line statements, an organization conveys an image of concern and sensitivity to the three dimensions of societal responsibility: economic, environmental, and social." (Brown, Dillard & Marshall, 2006; p.7). Tiger Beer, through its parent organization APB, works on all these three fronts to popularize its brand and also to reach out to people in need.
Positive and negative analysis
In the current economic times, every company is trying to boost its sales and improve its popularity among people. One approach towards that is through CSR and TBL. When a company uses the local culture and festivals to promote its brand, it tends to be successful. The Chinese New year has always been a good opportunity for Tiger Beer to promote itself because it is a way to hype its origin of being a Far-east Asian company. This year it is all the more important because it is the year of the tiger. "To...
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