...Burt's Bees Case Study Florida State College at Jacksonville MAN3781: Sustainable Business Strategies Spring Term 2015 [G1] March 14, 2015 Burt’s Bees Case Study How far along is Burt's Bees in their sustainability journey? Lodging their first corporate social responsibility (CSR) in 2008, according to the article “Burt’s Bees: Balancing Growth and Sustainability. Their 2020 sustainable goals consist of zero waste, one hundred percent employee engagement, one-hundred percent natural products, one- hundred percent Post-Consumer Recycled (PCR)/Biodegradable packaging, and one-hundred percent renewable energy/ zero carbon leadership in energy and environmental design (LEED) certified building. Kicking off the goals that they have set in place, they began measuring how much waste the company was producing. The amount came as a surprised when they discovered it was forty tons of waste each month that was being poured into the waste land fields. Burt’s Bees has a goal of having zero waste by 2020. They have went from 40 tons a month down to four tons per month which is already a significant change. The amount of energy has been cut per unit produced by forty percent by changes the shrink wrap band that goes around the lip balm to a tear off wrap which was significant in preserving energy because the shrink wrap was produced for the number one selling product of the company. They have also reduced the amount of water that is being used within the...
Words: 1851 - Pages: 8
...information provided in Concepts & Connections 9.2, explain how Burt’s Bees’ CSR strategy has contributed to its success in the marketplace. How are its various stakeholder groups affected by its commitment to social responsibility? How would you evaluate its triple-bottom-line performance? Burt’s Bees’ CSR strategy has contributed to its success in the marketplace through the principal The Greater Good, Burt’s Bees’ business model: it states that all of their company practices will be socially responsible. Correspondingly, the company engaged customers and differentiated itself through three primary areas: natural well-being, humanitarian responsibility, and environmental sustainability. Burtsbees.com states: “on average, our products are 99% natural; over half are 100% natural” (web). This has been one of the unique features that have given Burt’s Bees the trust and respect from all stakeholders. Burt’s Bees various stakeholder groups are affected by its commitment to social responsibility through Burt’s Bees humanitarian focus, which involves its relationship with employees and suppliers. There is a mandatory employee training program which concentrates on outreach, wellness, leadership, and the environment. Furthermore, Burt’s Bees sourcing mission lays out a prescribed set of guidelines for sourcing responsible suppliers and managing supplier relationships. In summary, I would evaluate Burt’s Bees “triple-bottom-line” performance as essentially a non-market strategy...
Words: 633 - Pages: 3
...Value Alignment: Burt’s Bees Over the past 30 years Burt’s Bees has been committed in making the world a better and cleaner place by producing all-natural products that people can use; while doing their part for achieving a healthy environment. Starting out from a candle artistry from leftover beeswax and then expanding into the health and beauty industry using the same concepts that align their mission and visions. Burt’s Bees creatively produces products that is not only good for you, it is also environmentally friendly. Within this paper, Team B has selected to analyze the value alignment of Burt’s Bees and will go more in-depth in what Burt’s Bees is all about. Team B will analyze personal and workplace values and behaviors of the business. Team B will also address the plans of the actions that Burt’s Bees plan to conduct, which will indicate the level of alignment between who they are and what their social responsibilities are to themselves, to the community, and to the consumers. Origins and Subsequent Evolution Burt’s Bees origin goes back to a summer day in Maine in 1984 (Our History, 2014). Roxanne Quimby, a single mother and artist, was hitchhiking and a long-bearded gentleman named Burt, well known for his local organic honey, picked her up. From there a relationship developed and Roxanne began using Burt’s left over bee’s wax to make artistic candles. Eventually, she created a lip-balm using an old farmer’s almanac and the bee’s wax. Her new product...
Words: 1220 - Pages: 5
...Burt’s Bees: Leaving the Hive 1. A. Market: Natural - organic personal care; develop, manufacture and distribute; targeting LOHAS (NMI, 2007) consumers, around the world. B. The market is the industry where the organization competes, and it needs to be specifically defined. In general, the requirements for an appropriate market definition include: a) should be narrowly defined; b) should include at least 90% of the company’s sales and c) a “real” market as defined by customers and competitors (Kulzick, 2007). Market definitions to be complete should include four different factors: 1. Company’s product or service ( Natural – organic personal care products that include: (Lip balm, oral care, hair care, body care, face cleansing and care and outdoor – sun care). 2. Customer ( Someone who pays the money for the service and/or product. According to the Natural Marketing Institute (2007), the Natural-Organic Personal Care Products Market targets consumers classified as LOHAS consumers. LOHAS is the acronym for Lifestyles Of Health And Sustainability. This refers to an integrated consumer group, which has a meaningful sense of environmental and social responsibility and incorporates those values into purchasing decisions. LOHAS is a critical target for companies marketing natural and organic personal care products because these consumers opinions are very influential and help push healthy environmentally- friendly products into the mainstream...
Words: 4380 - Pages: 18
...Business Environment | Ronald Whitfield Burt’s Bees: leaving the Hives Burt’s Bees: leaving the Hives It is fascinating to see how quickly trends are launched, accepted and then spurned. The world of consumer products can be compared to a roller-coaster; always full of surprises. Yet, health and sustainability have seemed to gain shopper’s consideration. Fortunately, Burt’s Bees has managed to seize market opportunities and offer products that have satisfied consumers desires for more than 30 years. Still, the company has evolved and is very different than when it first begun. This analysis will consider the evolution of the brand, the current business model and the risks and opportunities accompanying those transformations. The acquisition of Burt’s Bees by Clorox has raised concerns. People feared of having to let go “their brand” other thought that Burt’s Bees would have to forgo all its special characteristics by merging with Clorox. Certainly, the purchase brought changes but also optimism. With an altered distribution process and an economy of scale greater number of people can now have access to the brand. Furthermore, the marketing team understood that it had to convey a convincing message to its clientele; the ecofriendly and natural benefits of the product line would remain. The fidelity that people had toward the brand was in jeopardy and in order to retain customers they had to preserve those virtues. By purchasing Burt’s Bees, Clorox gained some values that it...
Words: 1721 - Pages: 7
...Marketers must follow certain ethical, legal, and social responsibilities when appealing to consumers. Marketing ethics means being sensitive to people of all races, ethnicities, and even religions by not marketing products that may offend these groups. Most companies usually create policies surrounding ethics in their marketing. Good marketing ethics is vital to retain long-term consumers. A company should have good social responsibilities in their marketing also. Promotion of good social responsibilities can lead to repeat customers who care about good recycling programs, reuse of recycled products, and even good carbon footprint. Marketers must also follow what is just and legal. Although it is up to the legal system to decide what is best, legal implications usually only harm a company. Bad ethics in marketing could lead to legal action, hurt the company, and cost the company large sums of money. A company in the legal spotlight will lead to bad consumer reviews. Bad social responsibilities can lead to bad customer relationships and turn into legal battles also if there are serious implications. All three of these go hand in hand when describing the obligations of marketers. Ethics, legal, and social responsibilities should all be policies taken serious by companies all around the globe. Companies Exhibiting Good Ethical, Legal, and Social Responsibilities Example #1: Burt’s Bees Burt’s Bees uses many natural ingredients in their products. They also used recycled...
Words: 631 - Pages: 3
...Burt’s Bees Has Buzzed its Way to the Top of the Natural Care Product Market Kelsey Morales, Madeleine Tessier, Kelsey Rosentreter TABLE OF CONTENTS Table of Contents…………………………………………………………………………………………..…….…..2 Thesis Statement………………………………………………………………………..……………….…..….……3 Introduction to Burt’s Bees History…………………………………………………………………...….……..…4-5 (Kelsey Morales) Burt’s Bees is a Green Company…………………………………………………………...…….…...….………5-6 (Kelsey Morales) Charity and Giving back to the Community……………………………………..………………………….………6 (Kelsey Morales) Clorox Takes over Burt’s Bees Ownership…………………………………………………...……….…………6-7 (Kelsey Rosentreter) The Current Company Structure…………………...…………………………….…………………….……………8 (Kelsey Morales) Steps of Product Production…………………………………………………….…………………………….……..8 (Kelsey Rosentreter) Product Mix……………………………………………………………….........................................................8-10 (Madeleine Tessier) Packaging…………………………………………………………………………………………………………10-11 (Madeleine Tessier) SWOT Analysis …………………………………………….……………………………………………………11-12 (Kelsey Rosentreter) Conclusion………………………………….………………………………………………………………….…12-13 Bibliography…………………………………………….………………..………………………………….……14-15 Thesis statement: Burt’s Bees is an earth-friendly personal care product company that specializes in 100% natural products. They offer many different product lines and are sold in a variety of stores, both locally and internationally. . In this research report we will demonstrate...
Words: 4400 - Pages: 18
...THE WAY FORWARD Recommendations for Leveraging Sustainability and Optimizing Existing Green Lines Instructor: Kim Bates Course: Integrative Weekend – W2012 Date: March 4, 2012 Consultants: Deborah Sue Chee Eva von Biehler Mehdi Tahuri Serhiy Rudak S.Mehmood Ul-Hasan Vern Puchoon Executive Summary In the face of consumer changes and current economic conditions, Clorox must make several key decisions regarding resource allocation and strategic focus across its product divisions. Specifically, there has been a strong focus since 2006 on product sustainability and green initiatives. As such, Clorox needs to determine if this is the right strategy to pursue for the long-term and if it needs to be green organization-wide, not just toward a few products. In recent years, many changes have been made to start shifting public perception of Clorox toward being an eco-friendly supporter. Due to this strategy and consumer trends, Clorox should stay the path of being an eco-friendly, green organization. Current consumer preferences support the notion that green sustainability is a megatrend, not a passing fad. To achieve the Centennial Strategy goal of double-digit profit growth in 2013 and to implement green initiatives and best practices across all Clorox product divisions, small changes in strategy and an increase of approximately $18 million in marketing and advertising needs to happen in the short run. The tweak in strategy will open new growth opportunities in other consumer segments...
Words: 5015 - Pages: 21
...people from the community to work in their bakery but they give back in other ways as well. Greyston funds other community services such as after –school day care, low-income housing, they assist with health care for those with HIV that cannot afford to pay for it. There was a time when small mom and pops played a big part in their communities by helping those that needed help with food or rent. Everyone in the community patronized these local community businesses and helped to grow some of them into empires. According to "Mom And Pop Business That Turned Into Empires" (2011), (There are 10 mom and pop businesses that turned into empires, Walmart, The Coffee Bean & Tea Leaf, and Ben and Jerry’s, Party Pieces, Energy Brands, Wrigley, Burt’s Bees, Yankee Candle Company, Mattell and Whole Foods Market.) Because of community support and their interaction with the community they grew to mega corporations. This decision to give back to the community had to be made at the top and flow down to the staff. This decision has given the owners an opportunity to show their workers and the community it is not always about the money, but about our personal choices as and to what is important to us that gives us the feeling that what we are doing is ethical. For Greyston Bakery there could be legal concerns they may have to address with their hiring practices. All employees are given the same opportunity when hired without regards to their previous work history. Background checks would take...
Words: 370 - Pages: 2
...Corporate social responsibility (CSR) has progressively gained awareness, no longer allowing business actions to remain independent of society endeavors. The obligation or “duty” that has surfaced between organizations and their commitment to the environment and society has typically been the result of enforced government regulations and “bad” publicity. However, Michael Porter and Mark Kramer point out the opportunity that is presented from the application of CSR within a business. Not only can the incorporation be innovative and bode well for the community and economy, but it can equally pose as a competitive advantage by building and capitalizing on shared values. Applying monetary means, resources and expertise in issues specific to an organization allows the business to integrate themselves into society, impact perception and support their business while inflating the economy (Porter & Kramer, 2006). Businesses such as Toms Shoes, Burt’s Bees, The Body Shop, etc. have been able to take CSR one step further, by building their company strategy to incorporate it. They have, in essence, created a shared value that serves the economy and sustains their organization within the industry. Toms Shoes created their brand based on the idea that consumers enjoy feeling good about their purchases and what better way to do that than tying a purchase with a donation. They have been able to leverage the organizations resources to benefit society, while growing the business and profitability...
Words: 635 - Pages: 3
...Works naturally derived cleaning products, Ayudín and Poett home care products, Brita water filtration products, and Burt's Bees natural personal care products. Clorox manufactures products in more than two dozen countries and market them in more than 100 countries (Company, 2013). On May 3, 2013, Clorox celebrated its 100th anniversary, which showed the company provided the products and services to customers for a century. It has more than 8,400 employees worldwide, and the net sales of the company in 2013 are $5.6 billion, which is the No. 361 on Fortune 500 list (Our leadership, 2013). The mission of the company is to make people everyday life better. Because of that mission, the company creates many strategies to improve the products and services. In 2008, the Clorox Company released and developed a natural cleaning line and Green Works that created environmental friendly. In 2011, the Clorox Company became an early adopter of a corporate trend to integrate corporate social responsibility reporting with financial reporting. Before adopting an Integrated Reporting format, the Clorox Company issues the normal annual report for the fiscal year. It never issues a standalone Integrated Report before. Until June 2011, Clorox Company is ending to issue the normal annual report. It starts to share data on financial performance as well as advances in environmental, social and governance performance. (About Report, 2013) * Integrated Report The definition of the...
Words: 2458 - Pages: 10
...Company and Marketing Strategy - Partnering to Build Customer Relationships Chapter 2 Rest Stop: Previewing the Concepts • Explain companywide strategic planning and • • its four steps Discuss how to design business portfolios and growth strategies Explain marketing’s role in strategic planning and how marketing works with its partners to create and deliver customer value Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall 2-2 Rest Stop: Previewing the Concepts • Describe the elements of a customer-driven • marketing strategy and mix, and the forces that influence it List the marketing management functions, including the elements of a marketing plan, and discuss the importance of measuring and managing return on marketing investment Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall 2-3 First Stop - McDonald’s: A CustomerFocused “Plan to Win” Strategy • Loss of identity • Rapid expansion causes McDonald’s to lose product focus • Faces criticism for nutritional quality and service standards • The turnaround • From “being the world’s best quickservice restaurant” to “being our customers’ favorite place and way to eat” • Increase in share price, sales, and profits Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall 2-4 Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall 2-5 Figure 2.1 - Steps in Strategic Planning Copyright 2013, Pearson Education Inc., Publishing as Prentice-Hall ...
Words: 1675 - Pages: 7
... Criteria for Ethical Decision Making Utilitarian Approach Individualism Approach Moral Rights Approach Justice Approach Factors Affecting Ethical Choices The Manager The Organization What Is Social Responsibility? Organizational Stakeholders The Ethic of Sustainability and the Natural Environment Evaluating Corporate Social Performance Economic Responsibilities Legal Responsibilities Ethical Responsibilities Discretionary Responsibilities Managing Company Ethics and Social Responsibility Ethical Individuals Ethical Leadership Organizational Structures and Systems Ethical Challenges in Turbulent Times Economic Performance Social Entrepreneurship Managerial Ethics and Corporate Social Responsibility LEARNING OBJECTIVES After studying this chapter, you should be able to do the following: 1 2 3 4 5 6 7 Define ethics and explain how ethical behavior relates to behavior governed by law and free choice. Explain the utilitarian, individualism, moral rights, and justice approaches for evaluating ethical behavior. Describe how individual and organizational factors shape ethical decision making. Define corporate social responsibility and how to evaluate it along economic, legal, ethical, and discretionary criteria. Describe four organizational approaches to environmental responsibility, and explain the philosophy of sustainability. Discuss how ethical organizations are created through ethical leadership and organizational structures and systems. Identify important stakeholders...
Words: 21252 - Pages: 86
...CONNECT FEATURES Interactive Applications Interactive Applications offer a variety of automatically graded exercises that require students to apply key concepts. Whether the assignment includes a click and drag, video case, or decision generator, these applications provide instant feedback and progress tracking for students and detailed results for the instructor. Case Exercises The Connect platform also includes author-developed case exercises for all 12 cases in this edition that require students to work through answers to assignment questions for each case. These exercises have multiple components and can include: calculating assorted financial ratios to assess a company’s financial performance and balance sheet strength, identifying a company’s strategy, doing five-forces and driving-forces analysis, doing a SWOT analysis, and recommending actions to improve company performance. The content of these case exercises is tailored to match the circumstances presented in each case, calling upon students to do whatever strategic thinking and strategic analysis is called for to arrive at a pragmatic, analysis-based action recommendation for improving company performance. eBook Connect Plus includes a media-rich eBook that allows you to share your notes with your students. Your students can insert and review their own notes, highlight the text, search for specific information, and interact with media resources. Using an eBook with Connect Plus gives your...
Words: 219639 - Pages: 879
...SIXTH EDITION STRATEGIC MANAGEMENT IN ACTION Mary Coulter Missouri State University Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montréal Toronto Delhi Mexico City São Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editor in Chief: Stephanie Wall Senior Acquisitions Editor: April Cole Editorial Project Manager: Claudia Fernandes Director of Marketing: Maggie Moylan Senior Marketing Manager: Nikki Ayana Jones Marketing Assistant: Gianna Sandri Senior Managing Editor: Judy Leale Production Project Manager: Kelly Warsak Senior Operations Supervisor: Arnold Vila Operations Specialist: Cathleen Petersen Creative Director: Blair Brown Senior Art Director: Kenny Beck Text Designer: LCI Design Cover Designer: LCI Design Cover Art: Svetoslav Iliev/Shutterstock.com Permission Specialist: Brooks Hill-Whilton Media Project Manager, Production: Lisa Rinaldi Senior Media Project Manager, Editorial: Denise Vaughn Full-Service Project Management and Composition: Integra Printer/Binder: RRD/Willard Cover Printer: Lehigh-Phoenix Color Text Font: 10/12, Times LT Std Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2013, 2010, 2008 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All rights...
Words: 154599 - Pages: 619
