MARKETING & STRATEGY SAMPLE
Introduction
In this report the discussion over the importance of Corporate Social Responsibility (CSR) in Google in the contemporary business environment will be stated along with the identification of the proposed initiative with objectives and benefits will be taken into consideration.
By analysing the link with the UNSDG with the help of CSR strategy in Google, evaluating the use of strategy with the theory for the real-life example will be taken. Discussing the marketing strategy with the help of the plan for the promotion of the proposed CSR initiative taken for public awareness for Google in India has been taken for the purpose.
Google is a company that is known for its brilliant search engine and is named for its capability to a role in the hearts of many globally. The headquarters of Google is in California US which gives maximum satisfaction over the internet hence ranking at the top level in the past years with a revenue of 1,82,527 (Google. 2022.). The score of the employees in the form of Google is 1,35,301 till December 31, 2020, which says that the major portion of the employees is seen to be recruited for product managers and engineers.
Part 1
Critical discussion over the importance of CSR in Google in a contemporary business environment
Consumption of energy and water
The ability Google exercises in consumption of energy are less usage of energy in comparison to the other centres of data hence the production and the purchase of the inexhaustible energy that the company possesses 11% out of the power in the grating. The responsibility that company should tackle in the respect of gaining profit with the help of optimum use of a strategy that helps in gaining the need of the company (Hou, 2019).
The company is eligible in setting the target for its offices in the reduction in the use of the water hence that helps in the saving of the water level in the world that attracts more prophet and innovation. The commitment that is made by the firm to the increment in the share market with the help of the exact policy stated for the development helps in gaining liability (Chen, et al., 2021).
Emission of carbon
Google is using the low-carbon technique with the help of efficient plan-making arrangement designs hence the use of the cloud more than other content is on the use. The cloud helps in the reduction of the carbon makers, the environment, and a healthy place for sustenance that helps in the robust effect with the maintenance of the positive impact power the company.
Triple Bottom line (TBL) CSR Theory has the target to focus on the development of the company by making the development and the surroundings a better place that may not harm the locality. The theory has a base on profit-making, sustainability, and social significance that helps in the funding of the company that helps the development of the concept which accelerates the growth (Hammer and Pivo, 2017).
The main target of this theory is to focus on the people, planet and profit of a business hence the concept has been seen to maintain the sustainability of the organisation.
The management proves that Google is using the Triple Bottom line (TBL) CSR Theory that is making the firm suitable for the use and growth in a different form. From a report, it has been seen that research has been imposed for the control of the global climate change that is developing a mess in the atmosphere which may be kept in check with the biogas (Ahmed and Sarkar, 2019).
Identification of a proposed initiative clarifying objectives and benefits
Identification of proposed initiative
Google has taken the initiative of the Good Health Development Program that is to educate poverty-stricken villages about the sanitisation, cleanliness and good habits that make the company different from other companies.
According to the Universal Declaration of Human Rights, the initiative sacrosanct is the next meeting of health hence the need to make a healthy society of the need for the organisation. The need for good health is the most important thing as it helps in reaching the destination with the dormant again to help in the betterment of the children is the initiative (Mustafa et al., 2019).
The children who get the energy to focus on education and the need to develop society will be satisfied with the meeting of the goal that brings more productivity to the initiative. The most important means of life consuming food with the good sanitised method by learning cleanliness and the maintenance of good habits take initiative success (Bhattacharya et al., 2019).
Objectives
The main objective of the initiative is as follows:
- Maintaining hygiene and proper sanitization that will help the progress of the village to know the pros and cons of healthy and unhealthy living
- Educate society that will bring the exchanger in the development of the child and the influence will move the mentality hence will put the children away from the darkness of illiteracy
- Maintaining cleanliness and good habit after the pandemic as it is much crucial for the town-let and the suburbs as the availability is less in the region
Benefits
The benefit of the Good Health Development Program initiative helps in creating more awareness among the people of the locality and society that will hence make the step forward for success. The reason for living a healthy life becomes the most essential part of living, improving the standard of sustenance that will help in maintaining a good style.
The benefits of Google from the perspective of initiative for team work more than the exception hence the following points say much as it improves teamwork with the ideal use of good leadership that helps in maintaining good coordination to result in the development of the society.
The activities are growing with the betterment and enthusiasm in handling the workforce that is giving Google the best in the outcome with a great profit. Daily life gets enthusiastic with the help of the initiative the healthy living becomes the most adjoining feature of sustenance hence the development of the locality tackle place (Hallam et al., 2018).
Figure 1: Benefits of the wellness program
(Source: Hallam et al., 2018)
Analysis of linkage with UNSDGs with CSR strategies in Google
The United Nation Sustainable Development Goals have 17 global goals that help in the development of society and hence are considered based on the Good Health Development Program initiative by Google.
Following the path, the strategy SDG3 which states Good Health and Wellbeing by the UNSDG has been taken into consideration by Google which helps in curbing diseases, and uncertainty of death that aims at boosting immunity through the health drive that Google has taken. It is focused on the invigoration of the country’s general population that takes the way towards the healthy living of the brand.
For the initiative, Google has met many goals which are SDG 4 states of Quality Education states that the need to get educated is the most compulsory subject of life hence the need has been taken seriously by Google that is helping the brand in focusing on the matter (Kanowski et al., 2019).
Figure 2: Number 4 states of Quality Education
(Source: Kanowski et al., 2019)
Google is censoring equality without discrimination and providing ample education to the needy as the only key to unlocking a hygienic and developed society is knowledge.
Many pieces of training have been delivered by Google on its initiative professional training that will help in increasing the knowledge and hence will modify the receiver will have the utmost result. Some options may be extracted for learning in the long life with no age bar that will teach equality among the genders thus the development will occur robustly.
According to strategy SDG 6, Clean Water and Sanitation there are many waterborne diseases in India hence the drive and intuitiveness that Google has taken focus on the curation of the usage of bad water where the preferred use of fresh water helps in the good sanitation that is helping the billions.
Many rural areas are facing the issues of insufficient usage of the strategy hence the initiative has been taken for the village area which is helping millions. For the progress in the financial background of Google the need to maintain the initiative strictly is essential as the energy and food that has been produced needs to be managed in a good state to contribute to society.
Part 2
Discussion on the strategic marketing plan for promotion of the proposed CSR initiative taken by Google in India to increase public awareness
The development of a solid marketing plan in an organisation may be useful in bridging the gap between the CSR initiatives taken along with the brand’s brand equity in the chosen market. Google may develop a strategic marketing plan with the Human Resources (HR) and marketing team of the organisation in alignment with the CSR initiative to educate poverty-stricken Indian Village about cleanliness, sanitation and good habits through the “Good Health Development Program”.
The proposed initiatives are set to target the poverty-stricken parts of India, for which a specific marketing plan has to be developed which may be used to reach the target audience along with raising public awareness about the initiated program.
The development of the CSR initiative taken by the company in India has to make sure that confidence is instilled in the local community about such an initiative to help in building community participation to make the program successful (Pashupatimath and Shivashankar, 2020). In terms of building a fruitful marketing strategy plan, Google has to make sure to gather extensive knowledge about the presence of the marketing sources that are available in the particular part of the country to help in easy reaching the targeted audience and spreading awareness.
In the rural part of India, the population has the availability of media presence through Television and Radio more than those Social Media platforms which are not available to the majority of the audience due to barriers in the network (Tenhunen, 2018).
Furthermore, the company has to focus on building television advertisements to promote the new CSR initiative to spread awareness among the target audience and to gain the maximum limit of participation from the community. In the modern digitized age, companies have used Radio as a mass communication channel as a marketing strategy with the help of All India Radio (AIR) to gain successful public broadcasting of CSR initiatives to heighten awareness about programs (Kaur and Mishra, 2022).
Google may take inspiration from the brands in India in the adaptation of a strategic marketing plan to include AIR, the communication channel to promote the CSR initiative and spread awareness about the “Good Health Development Program”. It may be stated the promotion of CSR initiatives through traditional marketing strategies such as Television advertisements and the use of Radio may result in boosting of good strategic brand reputation in rural areas of the country (Khan and Fatma, 2019).
Figure 3: Traditional marketing plan for CSR intuitive promotion
(Source: Khan and Fatma, 2019)
Evaluating factors for the development of CSR with accounts of culture and business environment in India
The CSR strategies in companies have gained an increase in awareness focusing mainly on the cultural and business environment where MNCs such as Google have been facing encountering various cultures on a global level. The development has also brought forward for the MNCs to inherit the cultures of the foreign markets to be considered in deciding the adaptation of CSR strategies based on the cultural expectations of corporations (Saleh, 2022).
Furthermore, Google may utilize Stakeholder Theory in the formulation of CSR strategies to fit the stakeholder need of cultural appropriation and based on the business requirement to help in increasing the success level of the CSR program. The Stakeholder theory focuses on how the company may interact with society and address the conflicting expectations which may be used for the development of CSR strategies based on the interdependence level of the company and the stakeholders in particular communities (Ring, 2022).
Figure 4: Stakeholder theory in CSR initiative development
(Source: Ring, 2022)
The development of CSR programs in developing countries such as India may pose be more challenging rather than in developed nations, as the company has to achieve better in terms of institutional aspects in addition to meeting the cultural norms, values and beliefs of the local community.
According to Gopal Singh, Chairman-cum-Managing Director of Central Coalfields Limited, the CSR activities in any organisation in India have to be developed by focusing on education, health, environmental management and productive employment which meets the cultural expectations and business environment in the country (Refer to Appendix 1).
Google to help increase the success level of the “Good Health Development Program” as part of the proposed CSR initiative has to understand the importance of the language in terms of promotion for the program. In rural India, the company has to emphasize the use of the mother language in India which is Hindi along with using regional language to gain the attention of the target audience and spread awareness about the program at a successful level (Singh and Sagar, 2022).
In India, the Business environment co-exists in terms of both the private and public sectors which gives rise to various economic activities that led to the development of the financial structure of the Country.
India may be stated as a nation having business start-ups, innovation and potential for further development along with facing various socio-economic obstacles such as corruption, poverty and pollution (Sartipi et al., 2021). Google has to include the development of the CSR initiative to match the business environment of India and meet the needs of the stakeholders to gain the success desired out of the program.
Identification of the usefulness of CSR initiative with a theoretical model and real-life examples
In terms of making the proposed CSR initiative to educate the poverty-stricken village in India about cleanliness, good habits and sanitation through the development of the CSR program of “Good Health Development Program” a success the company has to meet the requirements of the target audience along with increasing the brand value in the market.
Google has to go through a process of identifying a poverty-stricken village in India which may be stated as to be Chhattisgarh, where there is a need for spreading awareness about sanitation and good habits.
In the process of development of the CSR initiative, the company has to go through the process of a Survey to understand the requirement of the target audience in Chhattisgarh and work towards building a CSR Program of “Good Health Development Program” through the building strategic plan to meet the needs of community along with resource requirements.
Google may include the process of spreading awareness about the proposed CSR initiative among the target audience of poverty-stricken people in Chhattisgarh through traditional means of advertisements which has Television and Radio. Furthermore, the company needs to include Carroll’s Pyramid of CSR theory to gain a better understanding of the economic, legal, philanthropic and ethical responsibilities that have to be maintained in the development of the CSR initiative and program for meeting the cultural and business environment needs of stakeholders (Anyalebechi and Owugah, 2022).
Figure 5: Carroll CSR Pyramid Theory
(Source: Anyalebechi and Owugah, 2022)
The development of the CSR strategy in Google for the development of the Indian state of Chhattisgarh may provide the company with a better reputation in meeting SDGs among the target audience in India and on a global level leading to an increase in market profit on the long run.
Conclusion
It may be concluded from here, Google has successfully developed CSR strategies that include efforts in the reduction of CO2 emission and reduction of Carbon footprint through operational functions which have led to increasing consumer satisfaction among the audiences in California, USA.
The company has been planning for including a CSR initiative that may help in the building of an ethical brand among the target audience in India. The proposed initiative taken by the company is to educate the poverty-stricken village in India about the need for good habits, sanitation and cleanliness under the “Good Health Development Program ”.
The company has aligned the TBL CSR theory in the development of CSR for developed nations which has proven to be successful. The proposed CSR initiative may prove to be useful for the company in spreading awareness among the target audience of the poverty-stricken village in Chhattisgarh through the use of a traditional marketing plan that is through the use of Radio and Television. Moreover, Google has to gain a better understanding of the importance of cultural norms and values which may be useful during the development process of the CSR activities.
References
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