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Stakeholders

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In a business, there are many people and organizations are able to support and have

responsibility to keep the business survive. Stakeholders are one of them. They are

people who has an interest in the activities of a firm or business, however, they do not

have to own any finance in that business. According to Marcousé (et al) stakeholder

groups not only impact on but also be involved by the decision of the firm (2003: 489).

This essay will briefly discussion the importance of stakeholders to the success of a

particular business. In addition, it will include stakeholders' characteristic, a

demonstration of how stakeholders display their role in business and the recognition of

types of stakeholders.

Stakeholders in many different businesses usually have similar roles, because all of

them have an interest in the business or firm that they have chosen. This essay would

focus stakeholders' function on soft drink manufacture. This chart below shows

stakeholders' display in this business:

[pic]
(http://www.bized.co.uk/educators/level2/busactivity/activity/knowing11.htm, accessed 5/3/2009)

These are the important elements which facilitate the process of produce soft drink.

Government is indispensable for soft drink manufacture due to their economic policies

and it concerns business's finance. It includes taxation and the interest rates. In addition,

the government also supports this firm by assisting them of export there goods to other

countries. If they have a high profit, it would bring a high profit for the government and

also for their country by the taxation. In the other hand, if they have the profit which

equal or lower than the amount of money that they have invested, it would cause bad

effect for government. Shareholders are people who own the business. They invest their

money for their process, therefore, they always support the firm and without them, the

business difficult to survive because they are one of the main capital for the business.

Moreover, if they can not sale their drinks, they are who have the worst effect. The

management is known as managers who have the responsibility in organize; make

decision and strategy for the firm. They know how to control the business in a right way

and always try to make every steps of process work perfectly. If a whole process is not

managed effetely, they must not have a high quality of their goods either the profit for

survival of business. Consumer is one of the most important elements to the success of a

business. They buy the products or services which produced by the firms. The firm's

products or services are valued by consumers. They can be individuals or another

businesses. Employees are the key to make firm's goods. Consequently, firm needs them

to carry out their activities. They work for a limited hours and be paid for their skills.

Their life is influenced by the profit of the business. Supplier and local community link to

each other. The local community helps the supplier supply enough products or services to

the demand of consumer and bring the profit to the firm.

Business stakeholders include primary stakeholders and secondary stakeholders.

Primary stakeholders have a primary or direct interest in the organization with their

funding or volunteers. Primary stakeholders are those ultimately affected, either

positively or negatively by the project. For example, employees are the primary

stakeholders. They work to produce the soft drink which was mentioned before directly.

They have affected positively if they work hard, help the firm produce high quality drinks

and make the consumers believe in the firm's brain due to it brings a great profit for the

business. Otherwise, if they produce less quality soft drink than other business, such as

tea or coffee, consumers would not soft drinks because they are not satisfied enough for

the consumers and they prefer tea or coffee. The soft drink manufacture would lose their

profit very fast. Secondly, secondary stakeholders are people who have a public or

special interest in the organization. Their relationship to the organization arises from the

special interests. For example, government is the secondary stakeholders. They do not

produce directly all of the products or services. They just support the firm by investing

money of production just have them to export their goods outside the country. Therefore,

the survival of the company influences to government.
Stakeholders also includes core, strategic and environmental stakeholders. Core

stakeholders are survival of organization. They are very important to the business.

Consumers are the typical example for this kind of stakeholders. Without consumers'

demand and support, the firm can not have their most important target is profit. Strategic

stakeholders show the threats and the opportunities the organization faces. Strategic

stakeholders are a part of firm's strategy but they do not control the strategy.

Environmental stakeholders are in the organization environment. For example, local

community is the environment stakeholders. It improves the performance of the firm and

protects the quality of environmental. In addition, it also develops needs of consumers to

help supplier supply the demand of market.

In stakeholders' issue, we have economic, social and environmental stakeholders.

They should not be prioritized. All three of them also have a same role in a business.

Without one of them, the firm can not be success. For example, if economic stakeholders

are the most important element in business which means we still can have a high profit. It

is impossible due to demand and supply always link to each other. The firm which has

the ability to produce may goods and services is not enough for a success business, but

also they should know the consumer behavior, and that is the responsibility that social

and environmental stakeholders are able to support.

In summary, stakeholders are very necessary factor in a business. It can be recognized

clearly because of the stakeholders' display and roles in a particular process. All of them

effect strongly on the success of business, moreover, the profit of the business which

stakeholders have interests also influence their life. There is a strong bond which can link

stakeholders and business together.

1000 words
Bibliography
Marcousé, I., Gillespie, A., Martin, B., Surridge, M., Wall, N., Brewer, M., Hammond, A., Swift, I., Watson, N., (2003). Business Studies. 2nd ed. London: Hodder Arnold.

Hutton, W.,Congdon, T., G.Green, D., Kalms, S., Ricketts, M., Sternberg, E. (1997). Stakeholding and its Crisis. Great Britain: St Edmundsbury.

Hutton, W., (1999). The stakeholding society: writings on Politics and Economics. Great Britain: Polity Press.

Mitroff, I., (1983). Stakeholders of the organizational mind. London: Jossey-Bass Publishers.
Knowing your stakeholders: http://www.bized.co.uk/educators/level2/busactivity/lesson/knowing1.htm, accessed 5/3/2009.

Strategic Stakeholders Management: http://www.12manage.com/methods_strategic_stakeholder_management.html , accessed 5/3/2009.

The role and the characteristic of stakeholders:
http://www.bized.co.uk/educators/16-19/business/strategy/lesson/stakeholders.htm

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