Assignment 3

Marketing planning

Bruk Kassaye

Contents

Introduction                                                                         3

Corporate Social Responsibility                                                 3

Ethics                                                                                 3

Ethical and Unethical Organisations                                                 4

                                                                                

Ethical organisations                                                                 4                                            

Shell                                                                                         4

BP                                                                                         5

Management of individual elements in the Marketing Mix (BP)                 6

Mismanagement of individual elements in the Marketing Mix (Shell)         7

2B Effectiveness in marketing strategy (Shell)                                 8

Effectiveness of BP marketing strategy                                         8

Introduction and terms of reference

As a journalist for a business publication, I have been requested to submit a report on ethical and corporate social responsibility issues; the report concentrates on the marketing management practise of BP and Shell in relation to their ethical and corporate social responsibility and the importance of their application in business today in business today.

The source of information was taken from the internet, newspapers and books, in order make the appropriate evaluation and findings.

  1. Corporate Social Responsibility

Corporate social responsibility (CSR) is the way in which an organisation expresses its values in behaviour towards stakeholders. The European Commission defines it as ‘ a concept whereby companies decide voluntarily to contribute to a better society and cleaner environment’(European Commission 2001), while the DTI defines it as an organisation which recognises that its activities have a wider impact on society; takes account of the economic, social, environmental and human rights impacts of its activities, and works in partnership with other groups and organisations (DTI 2002) (Kew, John  et al 2005, Business Environment, Managing in strategic context,,CIPD, uk)

 Ethics 

Ethics is about morality and doing ‘what is right’ and not ‘what is wrong’.

The business ethics of the organisation can be determined by whether they have ethical responsibilities over and above the ethical responsibilities of the individual (Kew, John  et al 2005, Business Environment, Managing in strategic context,,CIPD, uk)

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Examples of both are shown in the table below:

Why are ethical and CSR issues important?

As seen from the two following references, customers prefer to use businesses which show ethical and corporate social responsibility.

The government as well, is keen to encourage businesses to take an interest in their local community, and in the environment. The Department of Trade and Industry, which is spearheading the campaign, says that CSR activities, such as supporting education and promoting sustainability, are “good for society and good for business”.

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Article: Metro newspaper, London, Prynn, ...

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