7001MKT: Company Communication Report - Boost Juice CSR and Strategy

This report examines the corporate social responsibility (CSR) and communication strategies of Boost Juice, an Australian retail outlet specializing in smoothies and fruit juices. It integrates CSR and issues management theories, evaluating the role of CSR within the organization and its impact on brand reputation. The report analyzes Boost Juice's CSR practices, stakeholder relations, and the consistency of its corporate communication messages. It also addresses CSR issues management, including environmental sustainability and ethical considerations related to suppliers and employees. The analysis includes an evaluation of the company's communication efforts, with recommendations for improvement. The report covers various aspects, such as the integration of CSR and issues management, CSR practices, stakeholder relationships, and the consistency of corporate messages. It also provides an overview of Boost Juice's initiatives, including reusable cups and online training platforms. The report also examines issues related to employee salaries, customer service, and environmental practices. The recommendations are based on making the practices feasible and desirable.

COMPANY COMMUNICATION

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
INTEGRATING CSR AND ISSUES MANAGEMENT................................................................1
CSR theories...............................................................................................................................1
Issues management theory..........................................................................................................2
CSR issues management.............................................................................................................2
ROLE OF CSR WITHIN ORGANIZATION.................................................................................3
Main features of CSR practices and communication..................................................................3
Stakeholders in relation to CSR program issues.........................................................................3
ROLE OF CSR ISSUES MANAGEMENT....................................................................................4
Main features of CSR issues to be managed...............................................................................4
CONSISTENCY OF COMPANY CORPORATE COMMUNICATION MESSAGES................5
Consistency of messages being communicated..........................................................................5
OVERALL EVALUATION OF COMMUNICATION..................................................................6
Recommendations.......................................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Corporate social responsibility is known as business model which is self-regulating and helps the
company to be accountable on social basis to its public and stakeholders. The issue management
is a procedure to determine and resolve issues. The problems with context to suppliers or staff,
technical failures and material shortages and these might give negative impact on project as well.
The present report is about Boost Juice bar which is a retail outlet of Australia which has
expertise in selling smoothies and fruit juices. It will present theory of integrating CSR and
issues management, role of CSR and CSR issues management for company and consistency of
company corporate communication messages. This will represent overall evaluation of
communication in Boost Juice with reference to justified recommendations and about its
feasibility and desirability (Boost Juice mission, 2019). It will also replicate that how it supports
corporate brand and reputation along with CSR issues management might impact the brand and
reputation of the organization.
INTEGRATING CSR AND ISSUES MANAGEMENT
CSR theories
Corporate Social responsibility could be elaborated as economic, ethical, legal and discretionary
expectations that society has of companies at specified duration. This concept states that
organization has presence of moral, philanthropic and ethical responsibilities in addition to
responsibilities for earning fair return with context to investors and complying with law (Crane,
Matten and Spence, 2019). The theoretical approaches are categorised in three aspects to these
innovative responsibilities which are stated as Stakeholder theory, corporate social
responsibilities and triple bottom line. The corporate social responsibility is a theory of
corporation that lays special emphasis on all responsibility for creating money and to interact on
ethical basis with surrounding community. This is specific conception of responsibility to margin
and contributes as of community welfare. The economic responsibility is for making money,
legal responsibility is to adhere to regulations and rules, ethical responsibility is to do right and
not required through letter or spirit of law (Albuquerque, Koskinen and Zhang, 2018). Further,
philanthropic responsibility is for contributing the projects of society with independency of
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specific business. The triple bottom line is corporate social responsibility’s form dictate about
corporate leaders for tabulating bottom line outcome not in economic terms but in terms of
organization impacts social realm, with context to environment. The stakeholder theory is mirror
image of corporate social responsibility and it is essence of business which initially lies to build
relationship and creates value for stakeholders.
Issues management theory
Issue management is related to facilitating the communication leadership within organizations as
in simpler terms, it is anticipatory, strategic management procedure which helps the company for
detecting ad responding systematically to emerging trends or alterations within socio-economic
trend (Cui, Jo and Na, 2018). Generally, these trends or alterations might crystallize among
situations which evoke the concern of influencing public and stakeholders of organizations. The
issues management is referred as stewardships for purpose of building, repairing and maintaining
relationships with stake seekers and stakeholders. The organizations which are engaged in issues
management are highly desirable for decision makers along with anticipating and responding to
shift expectations of stakeholders and perception for significant consequences for company
(Chung and Lee, 2019).
CSR issues management
The CSR issue management is considered as procedure to monitor and identify critical suppliers
along with involvement of stakeholder on proposed global and local level. The censorious aspect
of successful CSR issues management for integrating the existing risk management functions. It
is highly significant that procedure of CSR issues management does not become independent
along with shielded process among communication department (Sahoo and Sahu, 2019).
Generally, the proposal is built on common collaboration among CSR issues management and
functions incident, Enterprise risk management, Public affairs, Media relations and Group
environment. In case any issues arise, this should be managed on effective and quick basis via
these channels and if required to management with context to reduce risk that this develops
within crisis (McMurray, Li and Sy, 2018).
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ROLE OF CSR WITHIN ORGANIZATION
Main features of CSR practices and communication
With context to social sustainability, its stores are situated at different locations around Australia.
The Retail zoo holding company of Boost Juice level whereas it has presence of best practices of
marketing which directly encourages superior environmental sustainability. For instance, they
have reusable mugs which are insulated for sale as substitute or option for polystyrene cup (Lin-
Hi and Blumberg, 2018). They also encourage customers to purchase them along with providing
a free boost supplement every time this up bring for refilled. As per environmental sustainability,
they are operating to decrease the effect on planet and still enable to offer with best quality juices
and smoothies. There was release of innovative version of paper cups along with high benefits of
environment which comprises manufacturing through renewable and sustainable resource
(Idowu, 2018). The application of non-toxic, food safe inks does not harm environment.
Moreover, more than 98% of paper component is biodegradable. The BEN is online learning
along with social media communication platform where every Boosties absorbs the fundamental
induction and training for boosting along with posts and reading blogs through other Boosties
throughout the country.
Stakeholders in relation to CSR program issues
The Boost Juices franchises are formed internationally, and it could be very hard for ensuring
about ethical standard set to be followed in all overseas countries. It comprises to ensure about
suppliers’ payment at reasonable rate for fruit along with staff employees are paid on actual rate
of wages (Haski-Leventhal, 2018). On basis of Boost juice salaries of fast food worker’s hourly
rate is $8.80 to $17.33, retail store manager’s hourly rate as $17.78 to $26.33 and other juice
store workers average salaries of pressed juices as $10.21 to $12.74. There are various juice
outlets within Australia, and this does not reflect the ethics of work along with paying wages.
Thus, boost workers attains payment at enough and best amount which is more than average of
worker of Australia and minimum wage is approx. $18.70 per week. This organization is one of
the most loved juice bars which have attained success (Kim and Xu, 2019). It was founded in
year 2000 and at present brand is operating in various countries as compared to juice bar
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throughout the world. Further, business has blended and squeezed its way via thousands of
tonnes of fresh veg and fruit every year which consists of 2000 tonnes of watermelons, 3 million
bananas and 49 million blueberries. The passion for fresh and healthy taste has transformed into
over $2 billion in international sales since inception and providing fresh juice and smoothies with
signature of Boost “Love life” philosophy in 17 countries (Ettinger, Grabner-Kräuter and
Terlutter, 2018).
ROLE OF CSR ISSUES MANAGEMENT
Main features of CSR issues to be managed
The Boost foundation lays emphasis on offering opportunities for young generation for learning
qualities and skill that matters a lot in life which comprises discipline, self-worth, tolerance,
purpose, leadership and teamwork (Pérez, 2019). It donates to schools in Fiji and even offer a
make-over, innovative cites and equipment. In this context, Kokada Challenge youth program of
2011-12 along with learning program which gives support for themselves and families as well.
Further, for celebrating 10 years anniversary of Boost, it took decision for giving back to
community as CSR in which they help privileged children along opportunity for having a bike.
On basis of providing care and supporting employees there are various positive views but on the
contrary, it had negative aspects which are stated as from workers, they complain about small
salaries (Kucukusta, Perelygina and Lam, 2019). The customers have articulated about boosting
slow service, rude staff, unreasonable portion sizes, bad taste of juice, producing bad quality, bad
management and wrong orders sometimes. It is replicated as environmental issue whereas Boost
always thinks generationally through Boosties as this will undertake lead to in store practices. It
reaches through responsible management of waste to creation and design of packaging. As
signatories, it should commit for attaining sustainable packaging practices.
Moreover, it must be committed toward environment as use of Enviro-cup. The reusable
cup might be constantly reused in store and even the users of Enviro-cup gain a discount of $1.
In year 2017, Boost has upgraded Enviro-cup with a fresh and innovative fill-up-cup with
systematic maintenance of both discount and size. The cup was replicated through the
organization to be highly aesthetic, pleasing and designed ergonomically to be spill proof. This
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could be also managed with pledge for planting 10000 trees every year (Ethical and social
corporate responsibility, 2019). This could be promoted with launch of several marketing
campaigns and special advertisement in newspapers and magazines. If these CSR gives positive
reaction, then its brand reputation will be increased and if something goes wrong or bad word of
mouth then vice versa.
CONSISTENCY OF COMPANY CORPORATE COMMUNICATION
MESSAGES
Consistency of messages being communicated
Boost Juice has favoured the outcome over presenteeism as its flexibility is built within
DNA of the organization and thankful to founder for initiating business in 2000. It is very easy
for managing own time and when environment is not frowned without popping child’s assembly.
Here the manager is also aware about which place and doing and get the job done at the end.
There is combination of people with different family along with commitments such that people
come in late and finish and vice versa. They lay emphasis of outcome instead of supporting
presenteeism has served the organization. This is all about understanding of people to have life
beyond the work and requirements of flexibility to attain best among them. The support is
offered to most valuable assets of partner along with their teams (Kim, 2019). They offer fun via
online training and communication for all in store items with context to every campaign,
innovation procedures and production.
The customers will be communicated about loyalty club along with integral part to ensure
customers to feel special and every time flash card along with app store. There is introduction of
app which has developed functionalities for making it easy for customers to attain favourite juice
or smoothies but laid emphasis on ensuring communication to members for making sense. It
comprises emails to their customers and ensure about their target and this also ensures high level
of engagement along with open rates (Flexible work arrangements, 2019). The VIBE loyalty
program offers members and exclusive offers, discounts and competition as point-based reward
system. Apart from this, customers are required for registering the card online with context to
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retain offer and ensure to reward their frequent customer along with regular incentives for
visiting the outlet.
The messages related to systematic knowledge, skills, understanding and values for
attaining growth with this specific Boost brand. This team is committed for purpose of
developing high performing culture of learning where all team members have knowledge, skills
along with motivation for delivering the vision and values. There is presence of development on
continuous basis and every world class standard training programs, initiatives and resources.
They introduce working arrangements might be losing their employers and as per workers,
business benefits and even competitors are likely to offer (Williams, Sheridan and McLean,
2019). Boost juice has offered green marketing as it had incorporated a wide range of activities
which comprises product modification; alteration is product process, sustainable packaging and
even the modifying advertisement. This has worked on recent trend with launch of green
smoothies as its green menu offers four 450mls variants of shake such as great escape which is
mix of pineapple, coconut water, banana, ice and green grapes. The other one is Caribbean green
is made up of banana, spinach, mango, passion fruit, mango nectar, ice and coconut water. The
mint condition and veggie garden are other two green marketing shakes.
Thus, boost has articulated that green smoothies and juices notch higher by ensuring that
every cup serves if squeezed freshly, gluten free, low fat, dairy wheat and made through whole
vegetables and fruits of great taste. The taste guarantee of boost to innovative green line after 2
sips, consumers who does not like juice or smoothies would be offered other free drink.
OVERALL EVALUATION OF COMMUNICATION
Recommendations
With the analysis of above study of communication, it has been recommended that business
organization could enhance the strategy of marketing and attaining large market share. The
particular company has laid emphasis on offering healthy smoothies and juices to their
competitors. The organization’s competitive advantage focused on health products (Kim and
Ferguson, 2018). This could provide wholegrain bread, health food salad along with sandwiches
to consider varietal in offering the product. Its company could provide detailed range of the
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product with additional features so it could be sold at high rate. Further, company implies
marketing strategy which is highly comprehensive for promoting itself and implication of
broadcast media such as radio, social media and television for connecting with their customers.
The Boost juice could enhance its strategy of promotion through incorporating the philosophy
along with their marketing campaigns. This could join hands with other adventure companies or
sports organization for promoting the products.
With context to distribution strategy, company must lay emphasis on developing retail
outlet places such as activities of outdoor sports like sports club or beaches. Henceforth,
company must develop few outlets in youth clubs or office colleges for tapping the market of
young generation. On basis of expanding the business, organization must begin partnerships with
other organization which are engaged in health product. As a big firm, it could acquire small
organization which place emphasis of healthy food products and diet. It could also operate to
create partnerships with financial business and organizations to raise the robustness with
financial perspective. In the present scenario of competitive environment, human resources are
replicated as important asset for developing competitive advantage (Gider and Hamm, 2019).
They show firms and interacting to consumers and company lays emphasis to develop human
resources for competing with other firms in similar industry. The organization’s service
professionals must be offered training to offer customer best services within retail outlets. Thus,
company must also invest to attract the best talent within industry and offering better
remuneration along with attractive salary packages.
The procedure of organization must be enhanced through implementation of technology
and advancement on technical basis of equipment and machinery. The organization must lay
special emphasis on strategy implementation so that customer is not satisfied with customer
service professionals and services are directly prompting for enhancing experience with
organization. With reference to raise physical evidence for service, product and quality, company
could initiate through online blog (Boost Juice, 2019). The firm could share its own experience
and experience of customers with this blog. Boost Juice could establish promotional videos
where company could connect with customer base via online mediums. Boost juice could even
share its vision, connect and philosophy with Australian community.
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CONCLUSION
With context to above report it is concluded that corporate social responsibility plays very
important role within every organization as it is of any size, scale or type. It has shown that
company has expanded in various countries as in Australia via franchising. The company has
laid emphasis on offering excellent quality products through laying emphasis on various
customer experiences. The performance of Boost juice as extraordinary successful Australian
private business is well documented. Simultaneously, this organization has adopted convincing
approach for involving customers through asking via emails and even it has strong financial
security with credible resources. Henceforth, it has shown that company has attained competitive
edge by offering green marketing and better CSR policies for its stakeholders.
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REFERENCES
Books and Journals
Albuquerque, R., Koskinen, Y., & Zhang, C. (2018). Corporate social responsibility and firm
risk: Theory and empirical evidence. Management Science.
Chung, A., & Lee, K. B. (2019). Corporate Apology After Bad Publicity: A Dual-Process Model
of CSR Fit and CSR History on Purchase Intention and Negative Word of
Mouth. International Journal of Business Communication, 2329488418819133.
Crane, A., Matten, D., & Spence, L. (Eds.). (2019). Corporate social responsibility: Readings
and cases in a global context. Routledge.
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asymmetry?. Journal of Business Ethics, 148(3), 549-572.
Ettinger, A., Grabner-Kräuter, S., & Terlutter, R. (2018). Online CSR communication in the
hotel industry: Evidence from small hotels. International Journal of Hospitality
Management, 68, 94-104.
Gider, D., & Hamm, U. (2019). How do consumers search for and process corporate social
responsibility information on food companies’ websites?. International Food and
Agribusiness Management Review, 22(2), 229-246.
Haski-Leventhal, D. (2018). Strategic corporate social responsibility: Tools and theories for
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Idowu, S. O. (2018). Current Issues in Corporate Social Responsibility: An Introduction.
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Kim, H., & Xu, H. (2019). Exploring the effects of social media features on the publics’
responses to decreased usage CSR messages. Corporate Communications: An
International Journal, 24(2), 287-302.
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Kim, S. (2019). The process model of corporate social responsibility (CSR) communication:
CSR communication and its relationship with consumers’ CSR knowledge, trust, and
corporate reputation perception. Journal of Business Ethics, 154(4), 1143-1159.
Kim, S., & Ferguson, M. A. T. (2018). Dimensions of effective CSR communication based on
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Kucukusta, D., Perelygina, M., & Lam, W. S. (2019). CSR communication strategies and
stakeholder engagement of upscale hotels in social media. International Journal of
Contemporary Hospitality Management.
Lin-Hi, N., & Blumberg, I. (2018). The link between (not) practicing CSR and corporate
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McMurray, A., Li, L., & Sy, M. (2018). THE COMPLEMENTARIES OF RISK
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Sahoo, P. K., & Sahu, A. K. (2019). MANAGEMENT OF CENTRAL SEROUS
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Williams, J., Sheridan, L., & McLean, P. (2019). Developing corporate social responsibility
projects: an explorative empirical model of project development, processes, and actor
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Online
Boost Juice mission. 2019. [Online]. Available through <https://www.janineallis.com.au/the-
boost-juice-mission-is-to-become-one-of-the-worlds-most-famous-and-loved-brands/>.
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