TOMS' 'One for One' Approach: Consumer Appeal and CSR Principles

The assignment analyzes the consumer appeal of TOMS' 'One for One' philosophy, focusing on how it attracts consumers and supports CSR principles. TOMS' model, where purchases lead to donations, resonates with consumers by creating a direct connection to charitable causes, fostering a sense of social responsibility, and providing a transparent view of the impact of their purchases. The company’s initiative to donate a pair of shoes for every purchase, along with its expansion to providing clean water, enhances its appeal. This approach encourages consumers to support the brand and its charitable efforts. The assignment also explains how the 'One for One' model can influence individuals who might not typically support CSR, by offering a tangible, immediate impact that aligns with their purchasing decisions. The report cites how TOMS partners with organizations to maximize their impact and increase coverage, which in turn, promotes the brand around the globe. The focus is on the effectiveness of the 'One for One' approach, its impact on consumer behavior, and its ability to integrate CSR into the brand's identity.

Running Head: International Business 1
International Business

International Business 2
One for one policy is basically one where every pair of the shoes, when purchased will be
equivalent to the funds for the donation of a pair of shoes to those children who are in need of
them in reality. The major benefits arising from this programme have been outlined below.
The local shops tend to manufacture their own style and design, which ultimately leads to the
opportunities for increase in employment. The shoes are also customised according to the region
where it is sent. It is not just confined to the shoes; rather the next initiative taken by the
company is to provide 140 litres of the water for free for each coffee bag purchased. This is
equivalent to the supply of the week and till date TOMS has provided over 250000 weeks of safe
and secure water around the globe (International Management in Action, 2019).
These organizations have gained traction in the global society for promoting the awareness and
treating the children as well other individuals with one for one policy. This philosophy also
influences the people who may not be motivated to support the CSR policies due to the
operational growth. TOMS partners with the other organization where they put all their blood
and sweat and provide the extreme level of the skills and the expertise. This increased over 42%
coverage in maternal health care program with over 1000 student’s enrolment. Therefore it will
not only provide the recognition around the globe but also consumers feel direct connection with
these companies and charities they support- are thriving the result (International Management in
Action, 2019).

International Business 3
References
International Management in Action, (2019) The Ethics of an Offshoring Decision [Online]
Available from
file:///C:/Users/System04087/Downloads/3322315_1466697023_FourTaskOneCases.pdf
[Accessed on 27th April 2019]