The main aim of any business enterprise or company is to maximize on profits and returns. However, it is necessary to build the company’s reputation in the market. This can be effectively achieved by taking part in activities that promote ethics and display the company’s interest in social responsibility.
This paper analyses the social responsibility demonstrated by McDonald’s, one of the leading fast food companies on the globe. It also discusses the social and ethical implications that these initiatives could have on the target market.
Just as McDonald’s has worked hard to build the reputation of its product, it has worked as hard to create a positive impact on society (De Blasio, 2008). Its policies on animal welfare and related initiatives of public communication are milestones it has taken to be referred to as one of the most ethical companies in the world.
McDonald’s has been committed to being one of the companies that the public can trust. For instance, its global minimum standard prevents the use of antibiotics that belong to a class of components approved for use in human medicine to promote growth of their animals (Jennings, 2008).
In addition to this, McDonald’s stresses on the safety of their consumers. This is displayed in their happy toys. They are backed by a safety program that is proactive. It starts with the design of the product. Once the full scale production starts, McDonald’s has third party safety laboratories, which monitor and test the product. This is done until the manufacture is completed.
The serious concentration on the safety of their consumers is one of McDonald’s social responsibility initiatives. McDonald’s has a communication program that is dedicated to the social responsibility reporting of animal welfare concerns. It is considered to be a narrative since it frames its own history, follows industry and professional presentation conventions and applies behavioral standards related to moral and ethical decisions.
In their 2008 report on social responsibility, McDonald’s expressed their commitment to taking a “total life cycle” approach to their solid wastes. This involves examining ways that could be used in order to reduce materials used during production and packaging and diverting as much waste as they can from the solid waste stream. By so doing, the three courses of action, which are reduce, reuse, recycle are complied with.
To reduce, steps are to be taken to reduce the weight and volume of their packaging materials. There is also a strategy aimed at searching for environmentally preferred materials to use in their packaging. To there is the use of reusable materials and recycled materials, in the fulfillment of their environmental conservation responsibility (McDonald’s Corporation, 2008).
In an effort to develop the underrepresented entrepreneurs, McDonald’s has ventured into partnerships with diverse suppliers. For instance, in 2007, McDonald’s restaurants in the United States purchased goods worth 5.3 billion U.S dollars from minority and women owned companies. Such a move serves to strengthen the economic status of such groups of people, which is a social responsibility (Sims, 2003).
The social responsibility initiatives being undertaken by McDonald’s have helped in building its excellent reputation to the public (Fernando, 2009).
By doing this, it not only concentrates on maximizing profits and returns but also gives back to the society. As marketing manager, I could intensify the social responsibility initiative by helping in educating children from needy families. I would as well indulge in carrying out development projects for communities.
References
De Blasio, G. G. (2008). Understanding McDonald’s among the “World’s Most Ethical Companies”. Web.
Fernando, A. C. (2009). Corporate Ethics, Governance, and Social Responsibility: Precepts and Practices. New Delhi: Pearson Education.
Jennings, M. M. (2008). Business Ethics: Case Studies and Selected Readings. Ohio: Cengage Learning.
McDonald’s Corporation. (2008). McDonald’s Corporate Social Responsibility. Web.
Sims, R. R. (2003). Ethics and corporate social responsibility: why giants fall. Connecticut: Greenwood Publishing Group.