The Corporate Social Responsibility Plan Ford Motor Co. The Corporate Social Responsibility Plan
The Company Ford Motor Co. Cars, trucks, and SUVs Model T- first car Mustang The Company
The Company Henry Ford 161 U.S. patents Fordism Mass Inexpensive Henry Ford (July 30, 1863 – April 7, 1947) was the American founder of the Ford Motor Company and father of modern assembly lines used in mass production. His introduction of the Model T automobile revolutionized transportation and American industry. He was a prolific inventor and was awarded 161 U.S. patents. Though better known for his contributions to industry, his obscure views as an anti-semite and publications under his name continue to stain his achievements as an innovator. As owner of the Ford Motor Company he became one of the richest and best-known people in the world. He is credited with "Fordism", that is, the mass production of large numbers of inexpensive automobiles using the assembly line, coupled with high wages for his workers. Ford had a global vision, with consumerism as the key to peace. Ford did not believe in accountants; he amassed one of the world's largest fortunes without ever having his company audited under his administration. Henry Ford's intense commitment to lowering costs resulted in many technical and business innovations, including a franchise system that put a dealership in every city in North America, and in major cities on six continents. Ford left most of his vast wealth to the Ford Foundation but arranged for his family to control the company permanently. The Company
The Company FORD Economic forces Decrease in car consumption; stiff competition Political forces consumer protection laws Social forces “The customer is always right” attitude FORD Technological forces Wide advancement in communication The Company
Pinto 1970s poorly designed fuel tank a barbecue that seats four The Situation
Flaming Fords 1988-1993 The Situation Faulty ignition switch causes short-circuit & fires 300 cases in Canada, 800 in US The Situation
The Situation 60 deaths, hundreds of accidents Tread Separation in Firestone-equipped SUVs 2000 60 deaths, hundreds of accidents The Situation
The Situation Phase 4 Legal Action Phase 1 Changing Stakeholder Expectations Phase 3 Formal Government Action Phase 2 Political Action management discretion Pinto: Disregarded the safety problem Flaming Ford: Delayed for one week before the recall Tread Separation: Quick recall The Situation issue life cycle
The consumers are not made to feel safe with Ford Factory workers and supervisors failed to deliver safe products Managers failed to clean the processes that would ascertain product safety Issue
Issue-Proximity Matrix IMPACT high med low Safety Issue PROBABILITY TO DEVELOP Because of the death toll Issue-Proximity Matrix
To arm the drivers with sufficient knowledge on how to keep the roads safe To prevent accidents on the roads Objectives
Stakeholder: Consumer Demographics M/F, 30 – 45 yrs. old, AB+ SEC Psychographics Hard workers. Have 1 or 2 jobs. Have families. Strive to rise up the corporate ladder to provide better for their family. Treat themselves out from time to time. Know how to take a break and have fun. Feel they deserve quality products that they work hard for (restaurants, cars, homes, fashion, technology, etc). Stakeholder: Consumer
Stakeholder: Consumer Strategic Have grown agitated and potential consumers have grown weary, preventing them to purchase Ford products. Multi-fiduciary Have to be paid damages for the problems caused by the company Stakeholder: Consumer
POWER Class suit LEGITIMACY Consumer protection URGENCY Death toll
Message
Program A Safe Driving Program Teen safe driving seminars Police Officer Safety Action Plan Empowering Women Behind the Wheel Traffic reminders for TV / radio Traffic update scheme via radio / internet for working drivers Program
Program Teen Safe Driving Increase in reported accidents among teen drivers Celebrity Spokesperson: Gabby Dela Merced Caravan seminar to 4th year students of private high schools Teens are EXCITED drivers. They consider it a status quo. They tend to show off. Program
Program Teen Safe Driving Responsible driving Abide by traffic laws Street corruption Pedestrian Share your knowledge Program
Timeline
Total Budget PhP 3 Million
Evaluation