Mcdonalds As Good Corporate Citizens Marketing Essay

Mcdonalds As Good merged Citizens Marketing Essay foundingThe topic ara of this research paper is to explore corporate societal state. A specific social club allow be chosen, researched and study in reconditeness to confirm or disconfirm whether it is truly socially account able in its business practices. The chosen company in headland is McDonalds Restaurant. In the past, McDonalds has been seen as both(prenominal) corporately irresponsible and socially responsible and has since been trying to custody its reputation high within its local communities and worldwide. By studying in depth the positive and banish research associated with McDonalds and its business practices, a stronger decision eject be made on whether it is truly a socially responsible corporation or is putting on a faade.Literature check overFrom initial research, many articles on social responsibility exist, however belles-lettres specifically involving McDonalds and its social responsibility do no n. As a offspring, the topics overture research started on the company website to obtain an idea of what McDonalds claims to be doing to be socially responsible. The movie Supersize Me, in which the producer eats himself into an unwellnessy biography and body with McDonalds provender, has given McDonalds a particularly unhealthy reputation. Yet, McDonalds seems to be release prohibited of its way to battle this reputation. However, the corporations protrude-of-its-way actions lead to questioning whether or non in that respect is a line between doing it out of genuine give cargon or doing it to put on a show. Thus, this research paper serves to ladder the question of the fine lines of corporate social responsibility.MethodologyThe approach for tell the questions menti singled above is to research as a lot as possible to retire none both negative articles a get tost McDonalds approach to social responsibility and positive articles sustenance McDonalds and its many soc ial business practices. The goal is to collect as much positive and negative data from all types of sources, such as ledger articles, magazine articles, newspaper articles, databases and corporate websites. After all the research resources incur been exhausted, the articles lead be analyzed in terms of relevance to the question at hand and the most relevant examples will be analyzed individually in terms of the ethics of social responsibility. After version all of the research together as a whole, the final result of whether McDonalds is a socially responsible corporation will be answered. anticipate ResultsThe group expects that the deep research into McDonalds intentions will yield more(prenominal) negative results than positive ones. It is expected that McDonalds is trying to put on more of a faade than put into bureau actual socially responsible practices. out from its main and original charity practices, like the Ronald McDonald House and childrens charities, the group e xpects that the socially responsible acts that the corporation boasts on its website atomic number 18 not more than classical future heralds that change with m only if never become richly completed.Actual ResultsEnvironmentMcDonalds boasts that it prides itself on creation environmentally safe and unendingly innovative in its business practices. In the past, McDonalds separated its polystyrene packaging that had a problem being recycled and turned to newer, more environmentally friendly carteboard packaging. ane of McDonalds more novel focuses go been on what they refer to as the pornographic Mac Problem, which is that shout production is one of the highest generators of greenhouse gases and the production practices be inefficient. However, without the pull in the gripe production industry and without being able to eliminate the production of beef altogether, McDonalds would like to form a beef coalition, in which it trades with environmentally friendly groups and rallies or pushes many companies and farmers towards reducing greenhouse gases (Warner, 2009). Though McDonalds does not have the pull to change the direction of the beef production industry, it certainly has a plan to create that pull. The corporation has too agreed to help reduce the amount of pesticide used in its murphy supply chain by surveying suppliers and picking the ones that have the trump pesticide reduction practices (Nations Restaurant News, 2009). As well as pesticide reduction, McDonalds has already use efficient, environmentally friendly, daily operating practices. The corporation has installed new fryers that atomic number 18 vital force efficient and use less cooking oil, thus less neutralize (Nations Restaurant News, 2008).All virtually, McDonalds is implementing an act utilitarianism view into all of its environmental practices. By helping the environment, all of social club benefits in health, in sustainability and in welf ar. McDonalds whitethorn be winning smaller shouts than what is expected of such a wide-ranging corporation to help the environment and reduce their carbon footprint, but they are making sure they are benefitting the most concourse in every way while they do it.HealthMcDonalds is the most common riotous food chain in the world. With that prestige and recognition, comes the weight of both the positive and negative attributes associated with fast food. The largest criticism is by far the boilers suit eccentric and health of their food. Amid the hype surrounding the 2004 documentry Super Size Me, there is a practiced underlying issue that needs to be addressed. In favour of impression bells and convenience, unhealthy and potentially dangerous fast food is consumed an second-rate of 11 epochs every two weeks (Heart and Stroke, 2005). This is certainly not a situation unique to McDonalds, but the company receives a large amount of negative attention because of it.To combat the McDonalds image of unheal thy accompaniment and its association with fleshiness, the company launched several initiatives in the 2003-2005 timeframe. They completely retooled their menu to include Healthy Choices salads, improved Happy Meal options such as low fat white and chocolate milk, apple juice, and Apple Dippers (White, 2006). With the menu change, came a complete marketing overhaul. This include McDonalds new Im Lovin It campaign promoting an active carriagestyle, as well as the use of Ronald McDonald as a positive health role model for kids. Throughout the launch of the campaigns until the present, McDonalds has remained perpetrate to their new vision, examination such ideas as mini-gyms for children in select stores (Horovitz, 2006), and including stepometers with certain purchases (White, 2006).McDonalds recognized that their old business practices and overall product were not consistent with what the general humanity was use uping. The cultural norm has shifted over the last few decades, and the average customer began demanding that options were made purchasable that were consistent with a healthier lifestyle. The company knew it was losing clue with its customer base, and implemented the theory of Ethical Relativism when determining what the best product line of action to take was. First, they considered if their actions were the cultural norm. In the past, selling greasy hamburgers and hot up may have been enough to appease the public, but to twenty-four hours the average person is concerned with their diet and overall lifestyle. This push for an alternative from fast food duress meant that McDonalds had to consider alternate menu options if they coveting to wreak that cultural demand. Next McDonalds asked if offering only unhealthy options was causing combat injury to anyone. They saw that by offering only nutritionally poor foods and ignoring the regaleion of exercise, plenty were definitely being hurt. This is represented by the climbing obesity ra tes, and the escalading rates of heart disease and other diet-contributing diseases. Overall, McDonalds saw that the ethical matter to do was to promote better diet and lifestyle practices in appendix to their traditional menu, and went above and beyond what was expected of them to achieve this.Toy pr solutioniveMcDonalds has always been very committed to safety, and this is revealed through their commitment to the safety of their toys. The toys included in McDonalds Happy Meals are a staple for kids and parents alike, and McDonalds historicalizes that it is important these toys are the highest quality they can be. McDonalds has been recognized for their exceptional safety standards by the U.S. Consumer convergence Safety Commission, and acknowledges their contribution of both funds and technology to the commission. According to the moorage of Information and Public Affairs, the funds presentd purchased, a computerized virtual child and a life-like brea social occasion manneq uin designed to evaluate choking and suffocation hazards (2001). This is a commitment to safety that goes above and beyond what was ever expected of McDonalds, and their token record indicates that their strict protocols are effective.Act Utilitarianism promotes the superior good for the great number of people. McDonalds could have chose to save the money donated to the USCPSC, but decided that the monetary pain experienced by spending this money is worthwhile when considering the overall well-being of its large youth consumer base. McDonalds could have in like manner chose to produce meretricious and unreliable toys for their Happy Meals to save money, but again, they have demonstrated that the impairment of potentially unsafe toys is not worth the small financial gain by doing so.Ronald Mcdonald HouseThe Ronald Mcdonald house is nevertheless one of the ways Mcdonalds is being socially responsible. The program began in the 1970s when the first fund tiller launched to help children with leukemia. This program provides housing for families with very shake off kids. The homes are near to hospitals which helps to keep the families together in a very difficult time for a very low cost (Ronald Mcdonald House). There are 12 Ronald Mcdonald Houses in Canada. another(prenominal) part of the Ronald Mcdonald House is the Ronald Mcdonald Room. This is a room set(p) within the hospital where the families of sick children can go. This room provides a place for parents and families to do their laundry shower, dine, cook food and use the bathroom facilities. ground on Act Utilitarianism, which is a theory that states that an action is ethical if it creates the great amount of happiness or pleasure for the largest amount of people. When Mcdonalds provides services for children with serious illnesses and their families this is creating happiness for all parties involved. The children are able to have their whole family around them in a time that is without a doubt scary for untried kids. Because the children have their familys support and love this benefits the child greatly, as this will function in their recovery from illness. Ronald Mcdonald House alike benefits the parents of the children because they do not have to worry about the hassle of graveling a place to endure near the hospital at an affordable rate (A cosmea of kind-heartedness Children, families turn to RMHC in time of need, 2005). Parents are able to be close to their children when they are needed the most (Busch, 1998). The actions of the Ronald Mcdonald House are moral because they also conform to the theory of Rule Utilitarianism. Rule Utilitarianism is based on the detail that an action is moral if it creates the greatest good for the greatest amount of people but can also be sustained if everyone took that action in society. If every business in todays society chose a charity that direction felt strongly about this would be sustainable and create the greatest a mount of good for all members of society.McHappy DayMcHappy Day is one of McDonalds continuing traditional events, held annually to help support sick children around the world. This event was established in 1977 as a one-day fund cosmetic surgeryr for the Ronald McDonald House Charities, and has raised more or less over 26 million dollars in the past sixteen days (Z99, 2009). On this day, when you purchase a Big Mac sandwich, McMuffin sandwich or Happy Meal, McDonalds will donate $1.00 to its various childrens charities, which help support children in desperate need. In addition to the donations collected on this day, 10 cents from separately Happy Meal sold regularly is donated to the Ronald McDonald House Program. (Marketwire, 2009)There are many ways in which someone can support McHappy old age in addition to purchasing the selected sandwiches. There are wristbands available for a donation of $2.00, or you can buy one of the McHappy Day products available for sale such as an apron, mugs, pens, bags, etc. You can also donate online through the McHappy Day website. Proceeds collected by the Ronald McDonald house Charities will help, build and maintain houses close to hospitals, allowing ill children to stay close to their families, creating homy retreat rooms within hospitals, and providing free holiday accommodation for terminally ill children and their families (McDonalds, n.d.).McDonalds McHappy Day celebrations are a special day for everyone in the McDonalds environment. Some locations are visited by special guests, sports and media personalities, politicians and entertainers as they roll up their sleeves to work behind the counter and show their support (Marketwire, 2009). This may be the biggest draw for the crowd seeing celebrities and local figures, swap their glamorous day jobs for shake offping burgers (Katu, 2007). For example, last years McHappy Day, aged chief Mike Metcalf of Peel regional Police visited his local McDonalds restaurant to l end a hand, helping to raise money for McHappy Day. Some of the proceeds from the purchase of selected sandwiches were also donated to the William Osler Hospital introduction in Brampton, ON and Credit Valley Hospital in Mississauga (Silver Creek, 2009). McDonaldsalso holds McHappy eld for elementary and middle schools. Students are given an opportunity to see their teachers flip burgers, deep fry fries, fill drinks and more, on their designated McHappy school days. Teachers hand out McHappy school cards to their students, which are stamped with their schools name and address. When purchasing, they give the cashier the card and $1.00 of their purchase is given to their school.At the end of the day, employees, customers, volunteers, and sponsors alike embrace the expression behind McHappy Day the spirit of joy. They take comfort in intentional that they made a difference and helped someone that was less fortunate then(prenominal) themselves. The actions performed by McDonalds in partnership with the Ronald McDonalds House charities take the characteristics of Act Utilitarianism. Ones actions essential promote happiness and avoid those actions that cause unhappiness. The consequences of your actions should matter to everyone, not mediocre those that surround you. McHappy Day promotes happiness for all. It helps the less fortunate by allowing those that wish to make a difference to participate in their association, even though they may be too busy to volunteer in more detailed ways. It truly makes a world of difference for a sick child to know that someone cares enough to participate.Animal WelfareAnother way in which Mcdonalds acts in an ethical manner is that they have begun to demand that suppliers treat animals with respect. The current process for slaughtering chickens is the live chicken is picked up and hung upside down on hooks, they are then shocked in peeing that has electricity running through it (which does not always kill the chicken) and eventually their throats are cut. Mcdonalds is currently working with their animal welfare board to find a more humane way of slaughter called controlled atmospheric killing (CAK) (Garber, 2005). The CAK method puts the bird to sleep painlessly with the use of a gas, which would eliminate a lot of the suffering that is endured during the traditional slaughtering process.Another action Mcdonalds is fetching to promote the better treatment of animals is by asking hen farmers to reside the process of debeaking and molting hens. Debeaking is a common practice as it prevents the birds which are confined to tight cages with several other birds, from killing each other. The process is extremely inhumane, leaving the hens beakless. Mcdonalds has also got its suppliers to stop molting hens, this process is carried out when the hen is at the end of their egg producing life. At this point the hens are starved, which makes them produce even more eggs. This process is inhumane as it can resul t in the death of the hen.Although this is only a small step in the right direction with respect to the issue of animal welfare, Mcdonalds is touching toward a more humane treatment of food animals. The theory of rights (more specifically animal rights) proves that making sure animals are treated humanely beforehand being slaughtered is the moral action to take. At first blush one may think that it is not in the best interest of Mcdonalds to be sure their suppliers are treating animals fairly because this will only drive the price of meat products up, which in turn will drive Mcdonalds sales down. However, whether Mcdonalds is taking this action out of a sense of duty to animals or to keep their corporate image high in the eyes of the consumer it is the moral thing to do (Fast Food and Animal Rights An Examination and Assessment of the Industrys Response to sociable Pressure, 2008). The fair and humane treatment of animals can and should be enforced, whether the animal is a pet or being prepared for slaughter, has the right to live as close to it would in nature, be treated fairly, and free from abuse.Corporate sociable rightMaking Good Business Sense, written by Richard Holme and Phil Watts, (representing the World Business Council for Sustainable Development) described Corporate social responsibility as the the continuing commitment by business to support ethically and devote to economic development while improving the quality the quality of life of the workforce and their families as well as the local community and society at large. (Holme Watts, 2000)Many feel that McDonalds owes a debt to society, and that any ethically initiated activity that McDonalds takes part in is a ploy to divert peoples attention from the real issue of obesity. However, McDonalds has been interested in portraying the role of a socially Responsible company for a longer period of time than societys recent search for a scape goat to take the blame of the wealthiest nations of the worlds quick growing obesity problem.In 2002, McDonalds released its first Social office Report. This tale was a message to the stockholders of McDonalds, and their consumers that they were interested in ethics, and that it played an important office staff in the role of the company. In the continue, McDonalds stated its various core determine such as Giving back to the communities in which we do business, being committed to people and being dedicated to providing customers unparalleled levels of Quality, Service, Cleanliness and Value. (McDonalds CSR, 2002) Despite McDonalds efforts, both the Social Responsibility Report and the company were heavily criticized. McDonalds April 14 Report on Corporate Social Responsibility is a low- water mark for the concept of sustainability and the promise of corporate social responsibility. It is a melange of generalities and soft assurances that do not provide hard metrics of the company, its activities or its impacts on society and th e environment. (Hawken, 2002) in essence, Hawken and many other critiques argument is that McDonalds used a qualitative slanted narrative to keep people stockholders happy and consumers spending. They avoided any real issues and safe used numbers and data in the scenarios that would make the company scene good. McDonalds has released four more CSR reports since 2002. With every new report, McDonalds has committed to increasing the hydrofoil of the corporation to the public, and including more quantitative data rather than simply counselling on future goals. In addition, with every outcry from the public over an issue with McDonalds business the company has strived to address the issue and documented the results. McDonalds also has a code of ethics the Chief Executive Officer (CEO) and Senior officers must adhere. The waiver that each must sign can be listed in the appendix. In addition, Ethisphere even listed Bob Langert, VP of Corporate Social Responsibility at McDonalds, one of its top 100 most influential people of 2008. Ethisphere had this to say Langert and McDonalds unveiled a state of the art corporate responsibility report in 2008. If your company is working on a CSR report at the moment, it would be a waste not to take a look at McDonalds for a little inspiration. (Ethisphere, 2008) This serves as a deposition to virtue ethics. The executive officers at McDonalds are striving to cultivate virtues characters and follow the right life for the corporation.ConclusionCritiques still argue that the CSR reports are coloured and many people will argue that McDonalds is a two set about company that is only working on repaying their super sized debt to the worlds health. This will most likely continue to do so for the length of time that North Americans blame other people for their own self humoring issues that lead to obesity. McDonalds offers a product that people ask for. There are many different types of food that are unhealthy in full amounts. The restaurant exists however, because there is demand. McDonalds makes enough money that customers are not just paying for food but they are also paying for McDonalds to take the blame for bad health conditions. However it is important to realize that patronage the general mood that people have towards McDonalds, their policies towards maintaining environmental sustainability, auditing supply chains to prevent animal cruelty, supporting children communities, offering healthy menu alternatives, company transparency and reporting on social responsibility demonstrates that McDonalds has dedicated itself to behave ethically and contribute to economic development while improving the quality of life of the workforce and their families as well as the local community and society at large.