代写 网课代修 会员中心 TAG标签
网站地图 RSS
代写英国termpaper代写澳洲termpaper
返回首页

危机管理和文化

时间:2016-03-27 16:43来源:www.ukassignment.org 作者:留学生作业 点击:
摘要:本文主要从社会文化环境、危机管理文化、社会关系和企业道德等方面来阐述危机管理和文化。

危机管理和文化
Crisis Management And Culture 


根据科特勒的说法,当消费者购买产品时,他们交换有价值的东西来获得一些有价值的东西的好处或使用该产品。纯真饮料使用价值定价而不是基于成本的定价即价格是客户驱动的。按照纯真饮料网站指出,他们的价格相比市场比国产的便宜多了。一公升的草莓和香蕉和芒果,激情水果配方的员工露西T去了一家超市,买了原料的确切数额按照他们的市场研究证明他们的产品是比国产的便宜,通过图表显示比较。他们也显示提供了在超市,这样他们的客户得到最好的交易。

“纯真饮料的使命是为了方便人们去做一些好的和使它味道好同时”。他们所有的产品都是健康例如果汁和橘子汁100%全碎水果和纯净,它富含维生素、纤维和植物营养素。蔬菜锅提供3份蔬菜。这些产品不含任何防腐剂,添加糖、添加剂或稳定器。他们在网站上表示,2009年4月7日,卫生部修订奶昔部分准则即2部分包括80 g的碎水果或蔬菜和150毫升的纯果汁。按照卫生部(2000)发现,他们声称,在一天最少吃5个不同部分的水果和蔬菜混合,人们可以将心脏病和癌症的风险降低20%。纯真果汁含有至少5种水果。

根据托马斯在营销杂志,无辜的情况下即增加了另一种产品。

As per Kotler when a consumer buy a product, they exchange something of value to get something of value benefits of having or using the product. Innocent drinks use Value-based pricing rather than Cost-based pricing i.e. their price is customer driven. As per Innocent drinks website states that their prices compared to market is much cheaper than that of homemade. To make a litre of strawberries & bananas and their mangoes and passion fruits recipe one of their staff Lucy T went to a leading supermarket and bought the exact amount of ingredients as per their market research they proved that their products are cheaper than of homemade and showed the comparison through graph. They also display offers going on supermarkets so that their customer's gets the best deal.

"Innocent drinks mission is to make it easy for people to do themselves some good and to make it taste nice at the same time". All their products are healthy i.e. Smoothies and Orange juices are 100% whole crushed fruits and pure, its enriched with vitamins, fibre and phytonutrients. A veg pot provides 3 portions of vegetables. These products do not contain a any preservatives, added sugar, additives or stabilisers. They stated in their website that on 7th April 2009 ,The Department of Health revised the smoothie portion guidelines i.e. their 2 portion includes 80g of crushed fruit or vegetable and 150ml of pure juice. As per Department of Health(2000) findings they claimed that, in a day by eating minimum 5 different portion of fruits and vegetable mix, people can minimise the risk of heart diseases and cancer by 20% .Innocent smoothies contain at least 5 fruits as per the graph.

According to Thomas at Marketing magazine , Innocent has added another product in its case i.e. Innocent squeezes and has launched Orange juice to compete with Tropicana apart from that they launched seasonal winter smoothie to fight the chill weather.

10% of their profit is donated towards their own charity that funds development projects in the countries to buy fruits. Founded in 2004, their vision is to make futures for the world's deprived people . Apart from this their projects includes:-

Buy one grow one tree- To aid rural Indian communities it's a project wherein more than 86,000 to be planted. Big Knit Choir- Charity to help the aged and their concerns by knitting bobble hats, it raised more than £200,000 in 2008. Microloan Foundation- In helps women through training and loan. It helped setting 12 business cooperatives in Malawi in 2007.

As per their website it states that "We sure aren't perfect, but we're trying to do things right". They majorly concentrate on five simple elements on ethics, they are:- Keeping things natural -only 100% pure fruits and vegetables are used. Responsible ingredients -healthy drinks

Sustainable packaging- 100% recyclable and renewable bottles and cartons. Resource- efficient business-Business done with conjunction with Mother Nature by focusing on reducing carbon footprint. Sharing the profits- Each year 10% of their profit goes to the foundation. Employees-They have been voted the best Graduate employers in UK in 2009 as the recruits were trained well and in the end of last year their first line of orange juice was introduced. Apart from this in individual level company helps employees to be aware towards environment by thinking before travelling by plan, to use alternatives to fossil fuels and so on. Suppliers-They are covered with certificates if not company has its own set of standards to do business with them and since most of them are individual distributors that maintain a personal touch and responsibility that flows mutually in terms of quality. Since political and economical changes influences prices of Fruits, materials and so. For example change in percentage of VAT. In Sunday Telegraphs per Armistead, 2009,Innocent Drinks has made an attempt to compel the HMRC to remove tax on smoothies stating that under British Tax rules, consumers pay no VAT on "essential food and drinks".

Since smoothies have fruits and has healthy properties should be considered for tax exemption. In this economic recession where banks are going through a credit crunch making customer hesitant to buy products, Innocent is trying proactively to help consumer not to pay VAT and making their products affordable to reach all the market segments rather targeting their high end segment. (Armitstead, 2009)


社会文化环境——SOCIO CULTURAL ENVIRONMENT


As per Mitchell stated that company gets its work life balance talent rich people from diverse cultural background, ages are encouraged to deliver change. Due to face passed lifestyles and time constraint of people to eat and cook nutrient food company is promoting is products on its nutrients factors and utilising governments 5- day campaign as an opportunity to promote its products.AS per the 8th survey conducted by them in 2008 it showed that 78% of consumers were now aware of the benefits of 5 portions and women were more in aware 15%.

As per the article by Raine ,Packaging innovation and technical development to reduce carbon footprints and produces 100% renewable and recyclable packs to fit the shape and size. As per Germain 2009,people in mid twenties with money, eating unhealthy due to fatigue, time constrains and laziness. Innocent drink's target customers were like them. To make things better they made smoothies to gratify the 5-portions programme which is encouraged by government. Ethically branding of their product represents their personality to be natural i.e. being self and honest with innovative and simple packaging that's harmless to nature and that's also their product line. Very innovative and interactive website. They are environmental conscious company by buying fruits from certified farms as well as focusing on the reduction of carbon footprints. Mode of transportation of their fruits is by boats or rails as saves fuel.

Market segmentation is through Facebook, Twitter, linked in and blogs i.e they targeted consumers. Free food and drinks in innocent office displays frequency marketing program. Customer is rewarded due to their frequent buys. In 2007, "FruitStock" free concert was organised and in 2008 they had a village fete thereby adding more variety.

Innocent Drinks Company's corporate communication strategy within the company includes conducting stakeholder analysis to understand their individual stakeholders' needs and attitudes. This involved a series of focus groups with consumers aged 18 and over and with employees of the Innocent Drinks Company. It also included interviews with customers, non-governmental organizations and the media. The consistent use of the colours red and white, the lettering and the model-wave over time is an integral part of the company's corporate visual identity and is important to all stakeholder groups.

If managed effectively corporate reputation can be a valuable asset that makes an organization more resilient in today's competitive environment. "Corporate reputation is influenced by the way in which the company projects its image via behaviour, communication and symbolism". It is a 'multi-stakeholder' construct that can be used to measure how effective an organization's communication system is . When information that stakeholders need to make a decision about a company is insufficient, they will sometimes turn to the reputation of that company to seal the decision.


危机管理和文化——Crisis management and culture


According to Jones (2000), a good reputation acts as a buffer to companies in times of crisis. After over 200 people, including school children reported feeling unwell in 1999; Innocent Drinks Company was forced to issue recall of its soft drinks in countries in Western Europe including Belgium, France, the Netherlands and Luxembourg. Taylor explained in his case study that a company's public relations and communication strategy should be executed on a global scale. He did this using Hofstede's theory of cultural dimension, which explained how values are influenced by culture in differing nations. Taylor proposed that in countries with high uncertainty avoidance and high power distance, citizens reacted more strongly to this tainting crisis, by forcing the government to place bans on the sale of Innocent Drinks Company related products, while the governments of countries with low uncertainty avoidance and low power distance did not really react to the crisis.



推荐内容
  • 英国作业
  • 新西兰作业
  • 爱尔兰作业
  • 美国作业
  • 加拿大作业
  • 代写英国essay
  • 代写澳洲essay
  • 代写美国essay
  • 代写加拿大essay
  • MBA Essay
  • Essay格式范文
  • 澳洲代写assignment
  • 代写英国assignment
  • 新西兰代写assignment
  • Assignment格式
  • 如何写assignment
  • 代写英国termpaper
  • 代写澳洲termpaper
  • 英国coursework代写
  • PEST分析法
  • literature review
  • Research Proposal
  • 参考文献格式
  • case study
  • presentation
  • report格式
  • Summary范文
  • common application
  • Personal Statement
  • Motivation Letter
  • Application Letter
  • recommendation letter
  • Europe (24-hours)
    EN:13917206902
    china (24-hours)
    CN:13917206902
    在线客服团队
    全天候24小时在线客服 QQ:1455780998

    微信在线客服(24小时)

    微信公众订阅号