CORPORATE SOCIAL RESPONSIBILITY

Corporate Social Responsibility

Bacardi's Corporate Social Responsibility

Introduction

For managers in today's international business world, CSR is an acronym that can barely be avoided. Basically all of the world's top multinationals engage in CSR in some form and there is almost no country in which businesses have not taken up the challenge of CSR in some way, even in a country such as India. CSR is one of the major challenges for nowadays' business leaders globally. This paper is about Business Ethics taking Bacardi as a case study for its sexually suggestive advertising.

Bacardi is one of the biggest spirits corporations in the world. Bacardi's range entails above 200 labels & brands, including Grey Goose vodka, Bacardi rum, Martini vermouth, Bombay Sapphire gin, Martini vermouth Cazadores blue agave tequila, and Dewar's Scotch whiskey. Bacardi markets and produces a broad range of wines and spirits. Bacardi's other offerings consist of sparkling and cognac wine. Bacardi serves more than 110 countries with France, the UK, the US, Italy, Germany, Mexico Russia, and Spain. It manages approximately 28 manufacturing plants, such as distilling & bottling, manufacturing facilities, established in 18 countries including Spain, Scotland, Puerto Rico, France, Italy, Mexico and Germany.

Discussion

Bacardi has faced many Ethical issues in last 05 years. For this case study, Bacardi was criticised for rebelliously mixing alcohol and sex in its campaigns of “Welcome to the Latin Quarter”, which demonstrated the likes of Vinnie Jones, a footballer-turned-actor. He was showering rum over an audience of adoring females. (William 2010)

Bacardi Limited has a 148-year history of quality, excellence, ethics and social involvement. In fiscal 2010, the total monetary amount of our support was $4 million. Bacardi is giving focus on 05 key areas:

Arts & Culture

Disaster Relief Assistance

Education

Environment

Social Services & Health

Bacardi has reduced the energy used per unit of product by 5.9% this year, and by 16.6% over the previous 05 years. Founded in 1862, Bacardi produces well-known drinks including Bacardi rum, Martini and Dewar's whiskies, provides work for more than 6,500 people, have manufacturing plants at about 28 facilities in 16 countries, and sells its variety in roughly 100 marketplaces. In its 2010 social responsibility report, titled “Spirit for Life”, the spirits giant reports having recently contributed $4 million to programs designed to promote responsible drinking and help the environment. The veteran liquor company decreased its water consumption by 27.3% in 2010, a 41.4% progress over the last 04 years, resulting in its conservation of 1.35 billion litres of water. (Christine 2010)

Additionally, Bacardi reported that the total renewable energy presently employed by the company's industrial services in the last year was 30% higher than it was in 2009 and 70% higher than it was in 2009. Also, last year the company decreased its total energy use by 11.3% and reduced its greenhouse gas emissions by 19% approximately.

Business Ethics

Business ethics can be defined as the study of business situations, activities and decisions addressing issues of right and wrong. Normally, one would argue that the legal framework of ...