Hi, can you please help me answer the following questions (a &b) based on the case study below:
The tasks requires me to create a ‘CSR/Ethics’ program that will:
a) create a better external brand image, and
b) promote internal CSR ideas.
Could you please make a detailed suggestion to the above questions.
CASE STUDY:
Sydney Travel Group (STG) is a major player in the international travel marketing space. They have been growing steadily over the past decade through traditional brick and mortar stores with basic online marketing and joint venture strategies. The company turns over 10 billion US per year. They have also grown their baseline value (known as: Total Transaction Value or TTV) by acquiring companies on capabilities. Two years ago they saw an alarming trend. While their transactions went up, the overall sales in some key competitors went down. The CEO Danielle Harding, was at first not concerned because the TTV was up. The puzzle became a real concern when this year the TTV went down by 15% followed sharply by a decline in the share price. An emergency board meeting was called asking for solutions.
A decision was made that the company had to innovate at any cost. After the board meeting Danielle briefed your management consultancy team:
“We have had a good look at our business. We know that the industry is not going to turnaround anytime soon. So we have decided that we must innovate. We have highlighted our one of our key problems as corporate social responsibility. We are dedicating one million dollars over the next six months for proposals to innovate our business. We are looking to drive our TTV through four key areas: New Business Models and/or New Strategies, Better ways of working that are more efficient, improving how we communicate and our workplace culture and industry leadership in sustainability and CSR. Our research showed us that our core business is strong but sales are down. We have been very slow to move into the internet market. Our strategy of working stores is working well but not as well as we would like. Our employee barometer survey showed us that our people leave the organization all the time. Our employee turnover is high. The same survey revealed that many external people, potential customers, were also moving away from STG.
NOTE: You are expected to draw on theory to solve this problem
