Cross Cultural Business Management - Case Study - Business Ethics - Notes - Business Administration, Study notes of Business Administration

Download Cross Cultural Business Management - Case Study - Business Ethics - Notes - Business Administration and more Study notes Business Administration in PDF only on Docsity! Today's Most Important Managerial Issue We live in a world of change. As a matter of fact, the rate of change today is faster, and affects a larger portion of the earth's population, than at any other time in history. Yet, despite all this change, there is still one constant. And this is that marketing excellence and a strong corporate image are firmly linked. You cannot have one without the other. At least not for very long. Because, at the end of the day, your competitors can mimic and better your product offer. They can create stronger distribution systems than yours. They can outspend you in advertising and promotions. And, of course, they can always beat you up on price. But the one thing a competitor cannot mimic or copy is a well- defined corporate personality. This makes the management of your corporate image one of the most potent marketing and management tools available for senior executives to use in ensuring the viable execution of your corporate vision. Especially in today's world. Case Study: Ethical business practices Introduction Cadbury Schweppes was formed by a merger in 1969 between Cadbury and Schweppes. Since then the business has expanded into a leading international 16 confectionery and beverages company. Through an active programme of both acquisitions and disposals the company has created a strong portfolio of brands which are sold in almost every country in the world. Cadbury Schweppes has nearly 54,000 employees and produces Fast Moving Consumer Goods (FMCG). Its products fall into two main categories: • Confectionery • Beverages. Its portfolio of brands include leading regional and local brands such as Schweppes, Dr Pepper, Halls, Bournvita, and of course, the Cadbury masterbrand itself. These products are sold in a range of countries depending on consumer preferences and tastes. The core purpose of Cadbury Schweppes is "working together to create brands people love". It aims to be judged as a company that is among the very best in the business world - successful, significant and admired. The company has set five goals to achieve this, one of which relates to Corporate Social Responsibility (CSR) - "To be admired as a great company to work for and one that is socially responsible to its communities and consumers across the globe". This goal clearly states Cadbury Schweppes' responsibilities and recognises that what it does as a business impacts on communities and the lives of consumers. Cadbury Schweppes takes its corporate social responsibility agenda seriously. As such it is a member of organisations like Business in the Community, International Business Leaders Forum and the Institute of Business Ethics. These organisations seek to improve the impact companies have on society. A key part of the Cadbury Schweppes approach to business lies in its ethical behaviour and close relationship with its stakeholder groups. As a company it believes that: "Respecting human rights and trading ethically is fundamental to the way we