stakeholder analysis assignment

7/21/2019 Stakeholder Analysis Assignment

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ASSIGNMENT PROFESSIONAL & SOCIAL ETHICS__________________________________________________________________________________________________

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USAMA SHABBIR ELECTRONIC ENGINEERING

Stakeholder

Any person or organization, who can be positively or negatively impacted by, or cause an impact on the

actions of a company, government, or organization.

Stakeholder Analysis

What is it?

A technique you can use to identify and assess the importance of key people, groups of people, or

institutions that may significantly influence the success of your activity or project or Organization

Who uses it?

Members of your quality improvement team.

Why use it? Use a stakeholder analysis to:

identify people, groups, and institutions that will influence your initiative (either positively or negatively)

anticipate the kind of influence, positive or negative, these groups will have on your initiative

identify local institutions and processes upon which to build and

develop strategies to get the most effective support possible for your initiative and reduce any obstacles to

successful implementation of your task.

When to use it?

Stakeholder analysis can be undertaken throughout all stages of the project cycle, but it definitely should be

undertaken at the outset of a project/task

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Case: CADBURY is one of the most famous company in the world, it is producing many products

like Dairy Milk (Bubbly Milk Chocolate, Golden Biscuit Crunch, Chocos, Caramel, Whole Nut,

Crunchie & Fruit and Nut), Chrispello Vanilla Velvet, Wispa Gold, Twirl, Boost, Star Bar, Flake,

Timeout, Picnic, Snack Wafer, Curly Wurly, Bournville Cocoa, Drinking Chocolate, Hot Chocolate

Instant, Hazel Nut etc. Here we analyze how Cadbury engage, manage and map its stakeholders.


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1)Stakeholder Identification & relationships

CADBURY'S STAKEHOLDERS

Cadbury gives its core aim as "working together to create brands people love". It knows that it works with

people and groups and has to try to keep them all pleased. There are many kinds of stakeholders but most

important are:

a) Primary or direct Shareowners: Cadburyhas over 60,000 registered shareowners. These include private individuals as

well as large institutional investors, such as pension funds and banks. All shareowners are also entitled to

attend the Annual General Meeting, at which they have the opportunity to ask questions, discuss the

company's performance and vote on certain issues.

Customers: The Company has ongoing discussions with its customers. Wholesalers and retailers providethe vital link to consumers and it is they who make Cadbury Schweppes' brands widely available. The

company works in partnership with customers to meet their need for attractive, high-quality products

and business success.


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Suppliers (and business partners): Cadbury Schweppes has 40,000 suppliers around the world and itsEthical Sourcing Standards set out how to work with them. The company is in regular dialogue with its

suppliers and responds to their suggestions. For example, if a supplier had views on ways of improving

quality or efficiency then Cadbury Schweppes would listen and possibly act on ideas if they made good

business sense. Working in partnership with suppliers makes it possible to find out their needs and also

to ensure they satisfy Cadbury Schweppes' requirements for quality materials while operating in a

socially responsible way. Cadbury Schweppes evaluates potential suppliers against a set of standards

such as environmental protection and ethical labour practices prior to doing business with them and

encourages their principles and standards to be upheld during the relationship.

Employees: Cadbury Schweppes has a tradition of encouraging direct, two-way involvement andcommunication with employees. Managers hold regular individual and team meetings to inform

colleagues about the business and hear their views. The company also conducts surveys to check how its

employees feel about working at Cadbury Schweppes. Internal newsletters, a group website and many

local websites help employees keep up to date with what is going on.

b) Secondary or indirect Society:The Company regards itself as a citizen in the countries in which it operates and enters into

regular dialogue with organisations such as national governments and international bodies. For

example, the World Health Organisation (WHO) to discuss issues that affect the company. These issues

can be anything from agricultural policy to education and skills.

Government: Taxation,legislation,employment, truthful reporting, diversity, legalities, externalities.All businesses are affected by laws and legislation, and therefore governmental decisions impact on

business functions. The government has an interest in businesses doing well as this helps to keep

employment high and contributes to theGross National Product (GNP).

Media: Commercial appearance of the Cadburys new versions. Local Communities: All businesses must appreciate the role of the local community as a stakeholder. In

order to operate effectively and be well accepted in the area, the organisation should be valued by the

local community and help local people to understand why the company is beneficial to them.

Finance Companies: Businesses need to maintain a good relationship with finance companies in casethey need to borrow money. Finance companies need businesses like Cadbury to do well so that they

can be sure that any money that they lend them will be paid back.

Policy makers: These people or groups often have no official powerthey may be advisers to thosewith real powerbut their opinions and ideas are often followed closely. If theyre on your side, thats

a big plus
http://en.wikipedia.org/wiki/Legislationhttp://www.skillsspace.co.uk/glossary.asp#gnphttp://www.skillsspace.co.uk/glossary.asp#gnphttp://www.skillsspace.co.uk/glossary.asp#gnphttp://www.skillsspace.co.uk/glossary.asp#gnphttp://en.wikipedia.org/wiki/Legislation


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Consumers: Consumers can contact the company by various means and Cadbury deals with consumerenquiries on a daily basis. It performs market research to track changing consumer trends. Many parts

of the business also use surveys and market research panels to find out what consumers think of

products.

2)Mapping Stakeholder Coalitions:Coalitions btween the supporter groups/companies to:

deliver superior shareowner performance profitably and significantly increase global confectionery share profitably secure and grow regionally ensure our capabilities are best in class Reinforce reputation with employees and society

3)Assessing the nature of each stakeholders interest:Active: Supporters, Employees, Insurance Companies, Investors, Suppliers Media (Broadcast media, print

media, display media), CustomersNon-Active: Government,Opposition which includes other chocolate manufacturers and chocolate brands

like:

Mars, Kit Kat, Bounty, Snickers, Candy land, Milky Way, Tracker, Twix, Barlovento, Black River, Chocolate

& Love(award winning luxury chocolate brand), Nestle, Ferrero Rocher, Galaxy, M&Ms,Sunspire, Dove

HersheysMilk chocolate, Carnation, Dallars, etc

4)Assessing the nature of each stakeholders power: Economic Power:Investors can with drawn the investment he/she invests in the company Political Power: Government can take action against the product if it was harmful to public Voting Power: Owners and Shareholders can vote their choice that affects the firms decision.

5)Constructing a matrix of stakeholder moral responsibilities:

Nature of Personal Responsibilities

Stakeholders

Legal Economical Ethical Voluntary

Customers


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Employee

Government

Public

6)Developing specific strategies and tatics

Type 4: Mixed blessings

Government, Media, Local Community

Type 1: Supportive

Employees, Investors, Insurance

Companies, Suppliers

Type 3: Non supportive

Competitors ,Pressure groups,

Oppositions

Type 2: Marginal

General Public, Customers, NGOS

Conclusion

This analysis can be used by Cadburys Management as a planning method to anticipate actions and reactions to

events and outcomes. By the use of this analysis, Cadbury can create a Win-Win situation.

After this analysis, Cadbury can engage its Stakeholders more effectively. Engaging is about providing openaccess and Cadbury has always taken its responsibility seriously. It knows that listening to and engaging with

stakeholders is essential to its success and has benefits for stakeholders. Engaging with stakeholders does more

than sustain their goodwill and co-operation: it enables the company to remain competitive and successful, to

keep in touch with wider social expectations, as well as making sure that the values and business principles ofthe company are upheld.

Stake holder potential to thread to organization

High Low

PotentialforCooperativewithCom

pany

High

Low

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