TARGET_Social & Corporate Responsibility
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Since 2002, Target has faced a misleading email campaign that misrepresents its support for veterans, initiated by an Indiana veterans organization after a sponsorship request was denied. Target asserts its commitment to corporate responsibility through community engagement, environmental initiatives, and social contributions, while failing to effectively communicate its donation policies. The situation highlights the need for improved internal communication and public awareness of Target's corporate values and social responsibility initiatives.
TARGET_Social & Corporate Responsibility
- 1. TEAM D Keisha Matieriene, Amy B. Perrault & Virginia Tibbetts Group Assignment | Number Two MBA605 – Business Ethics & Social Responsibility | Jan Ruder, Ph.D. December 2, 2007 TARGET
- 2. Current Issue Involving Target Since 2002, Target has been the victim of a misleading e-mail campaign which grossly misrepresents our support of veterans and our soldiers. A member of an Indiana-based Vietnam Veterans organization started an email marketing campaign to boycott Target after being denied sponsorship for a traveling Vietnam Veteran’s Memorial Wall exhibit. Presentation Agenda: Target’s Stance on Social Responsibility Target’s Corporate Responsibility Standards SWOT (Strengths/Weaknesses/Opportunities/Threats) Analysis of Current Issue Issue Resolution Conclusion
- 3. TARGET’s Stance on Corporate Responsibility At Target, social responsibility is corporate responsibility. “Target is committed to the pursuit of profitable and sustainable growth, consistent with our unwavering dedication to the social, environmental and economic well-being of the global community in which our guests, team members and shareholders live and work.” www.target.com
- 4. TARGET’s Corporate Responsibility Target does not define success simply by the bottom line – success also relies on consistent and prominent ethical behavior. Target measures their company's achievement based on their role in the communities they serve through economic , environmental , and social initiatives.
- 5. TARGET’s Corporate Responsibility Environmental Target believes they are responsible in delivering: Facilities which align with the needs of the environment and community. Organic, natural, and eco-friendly products to their customers. Products to their customers from vendors and suppliers who embrace these beliefs and practices as well. Economic Target believes they are responsible in delivering: Strong performance to shareholders, Rewarding work to employees, Quality of life benefits to the community, and Delightful experiences to guests!
- 6. TARGET’s Corporate Responsibility Social Target contributes 5% of their revenue, amounting to more than $3 million each week! Target believes they are responsible in delivering: Commitment to strengthen families and communities where they do business through the following programs: Community Giving Support of Veterans Commitment to Team Members Civic Activity and Responsibility Policies Regarding the Sale of Certain Products at Target Global Compliance
- 7. SWOT Analysis STRENGTHS Target immediately responded. This was a grave communication misunderstanding: Target explained and clarified it does not give out cash donations through local stores, requests for sponsorships, donations, etc., must be requested through corporate offices. SWOT Analysis WEAKNESSES Improvement is needed at the store level. This situation spiraled out of control because the proper procedure for inquiring about donations was not clearly communicated on Target’s end. The Indiana-based Vietnam Veterans email marketing campaign calling for a boycott was quite extensive. Even though Target’s efforts were immediate, would they reach everyone the Indiana Veterans’ email reached?
- 8. Grants Target offers give opportunity to be connected and support to likeminded organizations – like veterans - that have the same views on social responsibility. SWOT Analysis OPPORTUNITIES Because of Target diverse nature, Target’s opportunities are endless! Just by looking at Target’s product line, one can see they are always looking for new ways to do business. In that same way, they have incorporated diversity into their outlook on social responsibility. SWOT Analysis THREATS Economic threats: Veterans could be a strong lobbying force – could gravely affect reputation, credibility, and revenue. Loss of revenue is not just loss of profits. Less revenue also means less money to give back to their social initiatives.
- 9. Resolution Target responded to the Indiana group immediately and directly. Target’s stance on the issue is still listed prominently on their “Support of Veterans” page, under Social Responsibility. http://sites.target.com/site/en/corporate/page.jsp?contentId=PRD03-004388 The Indiana Veterans organization publicized a retraction and clarification statement in support of Target. Their stance on the issue is still listed prominently on their web site: http://www.vfw.org/news/target.htmhttp://www.vfw.org/news/target.htm
- 10. Conclusion Even though Target’s Corporate Responsibility initiatives are ingrained in their overall mission and publicized on their web site, public awareness is clearly not as known as Target thinks. Internal corporate communication training is needed to ensure every employee knows proper procedures, policies, and initiatives well enough to explain to a customer. For Target, socially responsible business is good business.
- 11. Work Cited Information retrieved from http://www.target.com Trevino, L., and Nelson, K. Managing Business Ethics: Straight Talk About How To Do It Right . Fourth edition. New Jersey: John Wiley & Sons, Inc., 2007. “ Today’s Internet A Breeding Ground for Misinformation Check Facts Before Taking Action.” The Official Site of the Veterans of Foreign Wars of the United States. December 2, 2002. Retrieved from http://www.vfw.org