First and foremost it is important to appreciate the fact that ethics and social responsibility is a major driver of the success of any company. However, many companies tend to concentrate on making more profit as such they fail to compete effectively with those that continuously pout ethics and corporate social responsibility (CSR) at the core of their operations. Corporates must seek to be ethical and provide assistance to the communities and stakeholders – employees, investors, government, and customers. Smoothies to Go intend to value its stakeholders and conducts its business ethically. The company is quite aware that ethics and CSR can help improve its image as well as improves its competitive advantage. Pedersen (2015) say that conducting business ethically and CSR is a sure path to success of any institution.
Smoothies to Go commitment to Corporate Citizenship
An approach that the company will employ ethical practices and CSR is through being committed to corporate citizenship. This could be through creating jobs, following the law governing non-alcoholic beverage industry, fair and honest treatment of the employees, and ensuring non-discrimination within the company as well as improving diversity given that the target area, Ocean City, Maryland is a diverse town composed of people from various races, originality, color, age, gender, and sexuality.
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On creating jobs, Smoothies to Go will create jobs not only to the direct employees at the company but also for marketers, supplies, logisticians, technicians, farmers, and shop owners among many others. Jobs are one of the factors that help to improve the living standards of individuals within a community. Today, it is no doubt that machines are used to replace the human workforce, as such creating new jobs to the people within Ocean City will be beneficial to them. The company will also strive to encourage career growth of individuals through training. Additionally, the employees, as well as customers, will be treated with dignity and honesty.
Smoothies to go is also concerned with recruiting only qualified individuals irrespective of gender, color, race, age, disability, and sexuality. However, the company shall always ensure that all the mentioned differences are considered for employment. Essentially, the company does not tolerate any form of discrimination and promotes diversity within the company. The needs of the employees, just like those of the customers, are considered argent and responded to swiftly since the employees are an important asset to Smoothies to Go. Additionally, the employees are treated equally and remuneration is based on performance. This will help promote respect and trust within the company.
To the residents of Ocean City, Michigan, Smoothies to Go will always strive to ensure production, supply, and distribution of correct quantity and high quality drinks. The Smoothies to Go brands – Smoothies Now, Smoothies on the Go, and Smoothies for Later – are produced by experts who have been in the non-alcoholic beverage industry for many years and are able to ensure high quality. The brands are also made out of fresh produce and right gradients to reduce negative health impacts. Smoothies to Go will also participate in CSR through providing educational assistance to those in needy neighborhoods of the city.
How Smoothies to Go activities will affect the environment.
It is important to note that Smoothies to Go operations will always have an impact on the environment negatively. One of the ways the company will affect the environment is through the production of bottles and packages which eventually becomes waste. The company will seek to use recyclable and biodegradable containers. The company also will have a program that enables clients dispose of containers in such a way that the company can pick them for recycling.
Secondly, the production of drinks leads to the consumption of a lot of water and raw materials. It is therefore important for Smoothies to Go to utilize the available natural scarce resources fairly. The company will ensure tapping of natural waters like rain. Also, it will initiate CSR of conserving environment initiative. The company will run the program through training the clients and residents how to conserve and sustain the environment.
Thirdly, the factory is likely to increase greenhouse effect gases into the environment which contribute to global warming. The company will follow the regulation and comply with the limit set by the government on emissions. Additionally, the company will strive to use alternative sources of energy to ensure the protection of the environment. This will not only help conserve the environment but also reduce the cost of production.
Health Issues and Claims related to Smoothies to Go Beverages.
In recent times there has been a decline in the consumption of non-alcoholic beverages. The major reason for this is because of a shift in consumer preference towards healthier products. The drinks makers continue to face criticism by academicians, the international community, and world health organizations for producing high sugar content drinks using artificial sweeteners. (Bailey, 2014). High amounts of sugars have resulted causes obesity and other nutrients deficiencies in people. People are now advocating for low sugar content and low calories in drinks.
According to the World Health Organization (WHO), an adult of normal body mass index (BMI) should only take about 25 grams of sugar per day (Bailey, 2014). This has not been implemented by major beverage companies such as Coca Cola, PepsiCo, and Dr. Pepper. Smoothies to Go, however, use natural sweeteners and minimize the use of artificial sweeteners to ensure even much lower sugar contents. To further improve the health of its clients, Smoothie to Go will also include Omega-3s which is a very important gradient for brain health (Popp, 2015).
Advertising Strategy to Ensure the Right Target Use the Smoothies to Go Beverages
Smoothies to Go is a company that values and respect its clients and such share negative information about its drinks and let the clients know that not everybody can take its brands. The drinks made by Smoothies to Go contains caffeine, sugar, and carbonated water which might affect pregnancy. As such, it is advisable that the pregnant women do not take too much of the drink. Arora (2018) says that too much of the drink means to much of caffeine which can lead to excessive dehydration and constipation which affects the nervous system as well as the motoric development of the baby. Additionally, too much smoothie to Go drinks means too much sugar which increases blood sugar level leading to insulin burst and obesity which eventually affects the unborn baby (Arora, 2018). Finally, too much-carbonated water can enter into the bloodstream taking calcium from the bones. This affects not only the baby but also the mother. Smoothies to Go therefore advertises its product while indicating the dangers to the pregnant mothers.
References
Arora, M. (2018). Drinking Soda During Pregnancy – Is it Safe? Retrieved from: https://parenting.firstcry.com/articles/drinking-soda-during-pregnancy-is-it-safe/
Bailey, S. (2014). Why Growth is sluggish in the non-alcoholic beverage industry. Retrieved from: https://finance.yahoo.com/news/why-growth-sluggish-non-alcoholic-210012872.html
Pedersen, E. R. G. (Ed.). (2015). Corporate social responsibility . Sage.
Popp, J. (2015). Cognitive health appeals to all demographics. Retrieved from: https://www.bevindustry.com/articles/88207-cognitive-health-appeals-to-all-demographics?v=preview
