Fonterra’s perspective of those outside of the organization
THE REPUTATION OF NEW ZEALAND’S LARGEST COMPANY
Executive summary
This report is about Fonterra’s image from the perspective of those outside of the organization. It takes into account the vital business activities affecting their corporate social responsibility. This business report is written for Wendy Williams, the senior manager of Fonterra. After evaluating periodicals and academic reports, the main business activities which affected the company’s reputation were distinguished in this report.
There were three main business activities that were distinguished in this business report. Firstly, the Sanlu scandal that occurred in 2008 which involved the chemical compound melamine milk which was found in infant formula and other food supplies. This incident truly damaged their reputation and left consumers with less faith in the company’s products. Secondly, their ‘Milk For Kiwis ‘scheme , since this programme is helping New Zealand children who are struggling with poverty. This has left society with mixed views as it can be seen from two sides of the spectrum, it is good because they are helping combat the poverty issue that New Zealand is experiencing. However, some argue that they are only doing it to take attention away from the rising price of dairy products and thus it could be cynical corporate social responsibility. Lastly, the botulism scare has heavily damaged Fonterra’s relationship with their consumers and as a result, the consumers are doubtful of their products. Hence why Fonterra’s image is currently not looking favorable, but it may be possible for Fonterra to regain the positive image it used to have if it performs positively in the future.
Introduction
This is a report on the perceptions that society has on Fonterra based upon their recent business activities which have affected society’s perspective of Fonterra’s corporate social responsibility. Having assessed several different academic reports and periodicals, it can be said
Executive summary
This report is about Fonterra’s image from the perspective of those outside of the organization. It takes into account the vital business activities affecting their corporate social responsibility. This business report is written for Wendy Williams, the senior manager of Fonterra. After evaluating periodicals and academic reports, the main business activities which affected the company’s reputation were distinguished in this report.
There were three main business activities that were distinguished in this business report. Firstly, the Sanlu scandal that occurred in 2008 which involved the chemical compound melamine milk which was found in infant formula and other food supplies. This incident truly damaged their reputation and left consumers with less faith in the company’s products. Secondly, their ‘Milk For Kiwis ‘scheme , since this programme is helping New Zealand children who are struggling with poverty. This has left society with mixed views as it can be seen from two sides of the spectrum, it is good because they are helping combat the poverty issue that New Zealand is experiencing. However, some argue that they are only doing it to take attention away from the rising price of dairy products and thus it could be cynical corporate social responsibility. Lastly, the botulism scare has heavily damaged Fonterra’s relationship with their consumers and as a result, the consumers are doubtful of their products. Hence why Fonterra’s image is currently not looking favorable, but it may be possible for Fonterra to regain the positive image it used to have if it performs positively in the future.
Introduction
This is a report on the perceptions that society has on Fonterra based upon their recent business activities which have affected society’s perspective of Fonterra’s corporate social responsibility. Having assessed several different academic reports and periodicals, it can be said