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Question:

Write about the Disney Press Release.

 

Answer: 

Introduction

With sustainability becoming a major concern in most businesses across the world, Disney world seeks to commit themselves to the use of environmentally friendly products. Disney has become one of the most known brands in the world dealing with products in the toy industry. The firm conducted a press release on the new packaging it intended to use for its products in line with the environmental awareness growing at the time (Disney 2017). The firm was ready to launch its smart-packaging initiative as a measure to encouraging further business towards providing the use of recyclable materials in its packaging.

Marketing Issue

The case of the press release on the new smart packaging innovation developed by the firm meant to thrill the users and the concerned parties in the environmental regulation department. Besides, the news was essential to the government that continues to grapple with the environmental challenges (Disney 2017). The press release aims at hitting two marketing needs for the organization which he firm used several avenues towards reaching is considerable audience and a time ha was appropriate The firm aimed a reinventing its long-term practices related to packaging towards an approach that appears to be less destructive to the environment yet appealing to the clients (Disney 2017). The product launch serves as marketing tool that has an appeal to the individuals with a high concern for the environment.

 

Description of the Social Responsibility

According to Ben Brik, Rettab, and Mellahi (2011), social responsibility refers to any action that leads to the elevation of the stakeholders as a way of returning or sharing Disney, to a great extent had been targeted by competitors and environmental activists who prompted the move to produce smart packaging that were environmentally friendly in both their design and usability (Disney 2017). In this case, the firm, in the press release purposed to sell the new idea to its consumers which would significantly turn in new and retain existing clients for its business. The firm wanted to make the market aware of the new packaging that had ethical concerns to the environmental issues. The product launch aimed at letting individuals know of the new strategy and overcome the negative image that was earlier created by the activists thereby leading to reduced statistics on the sales (Disney 2017).

Theoretical Concept

The section dealing with social responsibility and ethics calls for proper use of social responsibility in marketing while creating a difference to the society. The topic covers the essence of making social responsibility a core consideration in production where the products under development should correspond to the environmental requirements. It is the social responsibility of firms to act ethically to remain accountable to the societies and environments within their operations (Ben Brik, Rettab and Mellahi 2011). Chapter 14 of the book on social responsibility and ethics highlights the issues clearly and sets a stage towards examining the benefits of corporate social responsibility (Sharp, 2013). Further, the chapter finds it right to practice ethical issues both in offering to the society as well as in is the production. In this case, the packaging by the firm guarantees the concept explained in the book as a social responsibility within the organization’s creation of products.  

 

Comparison of the Firm’s Activity with the Provisions in the Book

The topic on corporate social responsibility and its benefits is practical to the case of Disney and the launch of its new environmentally friendly product. The issues discussed in the book seem to appeal to the case presented through the press release meant to popularize the new offering by Disney that seems sustainable to the environment (Disney 2017). The comparison shall occur between facts expressed in book and its applicability using the case of Disney. It is important to note that the product packaging has been a raging issue with proponents to environmental regulations calling for the use of sustainable packaging materials (Disney 2017). Environmental issues relate closely to social responsibility which the firm manages to achieve in the process of development.

The company, having realized the issues used to de-market it and given the opportunity to redesign its products offering corresponds to environmental issues decided to introduce a smart packaging material that is adaptive to the environment and causes significantly lower effects to the environment (Disney 2017). The company’s act is in line with the provision in the text book as they correspond to the demands of companies to act responsibly towards the consumers both in their production and assistance aimed at giving back (Sharp, 2013). Moreover, the firm uses the opportunity as a marketing tool for its products where it is assumed they would gain superior competitive advantage by packing in the environmental friendly packages. Indeed, it is true that the concept works in the interest of marketing as individuals would love to deal with products that conform, to the environmental standards (Sharp, 2013).

The firm uses the three diverse considerations in the creation of the commodity by focusing on materials that are sourced from environmentally responsible sources, materials that can undergo recycling, and through proper usage of little material in their production (Disney 2017). The concepts act responsible to the environment where in the first case limits wastage through efficient material use to reduce global footprint (Hou and Reber 2011). Secondly, sourcing from environmental friendly sources leads to promotion of climate issues as in the case of sourcing from individuals that build operate in line with regulations in the market. Such firms can be identified through a compliance certificate to make things easier.  

 

Analysis of the Concept

The book sets it clear that corporate responsibility is an act that affects the wellbeing of people and can be used in the same manner to affect organizations towards productivity. Disney uses the strategy by designing product packaging materials that are friendly to the environment in the sense that they are recyclable, sourced from areas with strict adherence to environmental policies, and created with less material to minimize waste (Vogel 2005). The facts are similar to the provision in the book that advocate for firms to act ethically and remaining responsible to the environment.

Further, the book calls for ethics in business where the products offered to the market have to because little effect to the environment (Sharp, 2013). The fact compares to the steps taken by the firm towards productivity. In the case of Disney, the response to the production was an ethical move aimed at not only restoring and building a positive image for itself but also to remain in line with the ethical practices in business (Becker-Olsen, Cudmore and Hill 2006). The firm has the option to continue in is packaging as in the previous case given the fact that the other competitors had not found out the smart packaging system. However, the firm took the noble initiative as a business tool and as a way of remaining responsible to the environment.  

Indeed, it is true that social responsibility can be used an essential factor in marketing despite it being a non-primary use. The firm would have opted to release the smart packaging without making a press release. However, it realized the importance of the action and used it towards gaining a competitive advantage over other toy companies owing to the fact that they were pioneers to the innovation (Lindgreen and Swaen 2010). Social responsibility is a major concern for the present business operations and works well in improving their reputation and overall performance.

Therefore, the firm placed itself strategically by utilizing the opportunity environment concern in business to create the smart packaging that is beneficial compared to the use of plastics that are hazardous to the environment (Disney 2017). The strategy used by the firm resembles that mentioned in the book and therefore acts as a case study of the fact that social responsibility can be used in global marketing. The measure increases the reputable standards of firms and as well increases their ability to perform financially and management-wise. 

 

Recommendations on the Firm’s Action

Acording to Lindgreen, and Swaen, (2010) social responsibility is a concept that drives several benefits to individuals. In this line, it is essential to remain ethical in production to gain a competitive advantage over competitors. The response to the challenges was in order given the fact that it improved its product offering through the innovation. The firm should have used a different venue at arriving on a bigger impact during its launch. As a pioneer in the invention, the firm ought to have done the release using a diverse media sources including the famous digital media. It was necessary for the consumers at all locations to gain information on the new offering that had the potential to attract and retain a considerable amount of individuals to the business (Matten and Moon, 2005). Besides, the firm should have performed the release in collaboration with the community to express the relation of the toys to the environment that needs to be preserved.

Conclusion

The corporate social responsibility remains an important part of marketing that can be incorporated into a product release to appease to the market. The message of the social responsibility could focus on making the environment cleaner through proper packaging. In this case, it would have used the advantage to fight its competitors while securing a parent right for the product to prevent duplication (Sharp 2013). Eventually, it would have given the firm an upper hand and the society a reason to spend more on the products. The firm should utilize he benefits accompanying the CSR benefits to assist in a positive development of the eco-friendly product packaging release.

 

Reference List

Alon, A. and Vidovic, M., 2015. Sustainability performance and assurance: Influence on reputation. Corporate Reputation Review, 18(4), pp.337-352.

Sharp, B 2013, Marketing: Theory, Evidence, Practice, 1st Edition, Oxford University Press, South Melbourne.

Becker-Olsen, K.L., Cudmore, B.A. and Hill, R.P., 2006. The impact of perceived corporate social responsibility on consumer behavior. Journal of business research, 59(1), pp.46-53.

Ben Brik, A., Rettab, B. and Mellahi, K., 2011. Market orientation, corporate social responsibility, and business performance. Journal of Business Ethics, 99(3), pp.307-324.

Disney, 2017. Disney Smart Packaging Initiative. Retrieved from https://ditm-twdc-us.storage.googleapis.com/Smart-Packaging-Initiative.pdf

Hou, J. and Reber, B.H., 2011. Dimensions of disclosures: Corporate social responsibility (CSR) reporting by media companies. Public Relations Review, 37(2), pp.166-168.

Lindgreen, A. and Swaen, V., 2010. Corporate social responsibility. International Journal of Management Reviews, 12(1), pp.1-7.

Matten, D. and Moon, J., 2005. Corporate social responsibility. Journal of business Ethics, 54(4), pp.323-337.

Vogel, D.J., 2005. Is there a market for virtue? The business case for corporate social responsibility. California management review, 47(4), pp.19-45.

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