IMPORTANCE OF SOCIAL RESPONSIBILITY IN MARKETING: Marketing is a holistic approach It operates in a definite structured society It takes resource from the society be it in form ofman, machinery or natural resources Marketing activities must ensure the over all wellbeing of the society as it holds immense power to influence minds Builds Brand Image Today marketing is more about putting across a positive message rather than just selling a product
Strategic Approach to the Concept: Concept of Social Responsibility includes: ETHICAL CONSIDERATION SOCIAL CONSIDERATION ENVIRONMENTAL CONSIDEERATION
Company Analysis: Chosen Company:Ford Motor Company Founded by Henry Ford in the year 1903 Today Ford is considered as the second-largest automaker brand in U.Sand fifth largest in the world ("Ford – New Cars, Trucks, SUVs, Crossovers & Hybrids | Vehicles Built Just for You | Ford.com", 2019) Ford has a world wide manufacturing operation including the United States, Mexico, China, South Africa and many more Currently it has around 99000 employees across their global business platform
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Very strong corporate culture The company ensures proper compliance with a standard code of conduct for business performance. The company believes in innovation and quality with affordability. Significantly encourages community participation and welfare. Ford’s Mission and Vision
Commitment towards building a better Tomorrow Ford Motor Company ensures its social responsibility through these activities: Driving Community Development in developing countries like India through its CSR initiative like ‘Go Further’ journey Promoting Educational initiative through programs like Happy School Supporting women empowerment programs in villages and remote areas of developing and underdeveloped regions
Commitment towards building a better Tomorrow Establishing primary healthcare centers likeSanjeeviin Chennai, India Establishing verystrong driving safety programs through measures like The Ford Driving Skills for Life (Ford DSFL) program Extensive focus on preserving biodiversity and ensuring sustainable developmental goals.
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How it benefits the Brand? Today Ford’s brand value stands almost $19.771 billion It ranks 4thand is a major player in the Global Automobile Sector Ford currently has approx. 38,500 active patents and pending patent applications globally. The average age of patients stands at 5 and a half years. Abiding by the social responsibility has helps the brand to successfully overcome its corporate wounds
Conclusion Ford Motor Company is operating in more than 100 countries today , which actually proves how important it is for the companies to adhere to ethical standards to maintain their image. Even after been so significantly involved in social responsibility measures its reputation was put on stake, with the Ford Pinto case and the Fires Stone Tire Scandal. However the brand had created quite a strong position in the market to fight back the crisis situation and was successful enough to heal these corporate wounds and gain back its market position.
References: Ford – New Cars, Trucks, SUVs, Crossovers & Hybrids | Vehicles Built Just for You | Ford.com. (2019). Retrieved 19 August 2019, from https://www.ford.com/ Meyers, G. C., & Holusha, J. (2018). Managing crisis: A positive approach. Routledge. Reyes, L. C. (2013). Ford and General Motors corporate sustainability reports: a critical discourse analysis. Found in nature. berkeley. edu/classes/es196/projects/2013final/ReyesL_2013. pdf on September, 24, 2014. THANK YOU