Comparison Of Business Enterprises In Different Industries

Comparison between the vision statement of Brambles and Blackmores

Describe about the Business Enterprises for Different Business Industry.

The report hereby is attempting to make a fruitful comparison and contrast between two business organizations in terms of their vision statement, corporate social responsibility and their individual organizational values. Additionally, the present assignment is going to have an understanding regarding the different kinds of stakeholders of the two considered enterprises. The aim of the paper is hence, to achieve a comprehensive view regarding different organizational cultures by making in-depth evaluation of the mentioned premises.    

Prior to make a comparison between the different vision and mission statements of the two companies, it is essential to take a brief note about the individual operational aspects of the companies. One of the considered enterprises, Brambles Limited is one of the leading Australian supply-chain logistic organizations that, has enlisted its name in the ASX (Australian Securities Exchange). The company chiefly operates its business in almost 60 countries now through two world known brands – CHEP and IFCO (brambles.com 2016). On the other hand, Blackmores is now a leading name in the natural health industry of Australia. The company has earned the success for being one of the most trusted brands for manufacturing and supplying premium range of natural and nutritional supplements to the society.

However, coming to the point of different vision statements of Brambles and Blackmores it is to be recorded that Brambles’ missions are as follows –

• To become a world class provider of innovative and creative business solutions for supporting business
• To add exceptional value by using outsourcing expertise
• To establish premium shareholder value by the enterprising spirit

On the contrast, Blackmores’ mission or vision statement is to strive hard to create a different approach in their products, values and their commitment for environmental sustainability. Additionally, it has been found that this very vision is accompanied by the company’s mission statement, which is – to upgrade the lifestyle of the inhabitants by improvising their health by supplying quality range of natural solutions (www.blackmores.com.au 2016).

Hence, it could be understood that the contrast between the considered companies in terms of mission and vision statements related with the different operational approaches of the company. It is however, required to analyze whether these statements could be regarded as SMART or not.

Bramble’s Statement	Specific	Measurable	Attainable	Realistic	Timely
To become world class provider and add exceptional value	It is specific as it is indicative of the company’s desire to keep improvising its key operations	It is measurable through revenue, customer review and feedback and simultaneous growth in business	It is achievable through the company’s quality employees and efficient team leaders (Chaffey, 2015)	It is realistic as per its result-based nature. If the aim set in the statement is achieved then the company would obtain more loyal customers as well as premium shareholder	It could not be succeeded in a short span of time. A time period of 2-3 years would require

Table 1: SMART Analysis (Bramble)

(Source: As created by author)

Bramble’s Statement	Specific	Measurable	Attainable	Realistic	Timely
To upgrade the lifestyle of the inhabitants by improvising their health by supplying quality range of natural solutions	The statement talks about specifically upgrading the quality of the products to improvise health of the society.	The result can be measured through the customer and media reviews, revenue margin	It is attainable through Blackmores’ employee and management productivity	It would give a result based approach as achievement would enlarge the scale of customers	It would take 4-5 years

Table 1: SMART Analysis (Blackmores)

(Source: As created by author)

It is to say in this context that both of the companies’ statements are believable as both of them visibly constantly modifying their operations to achieve it. Most importantly, Bramble’s statement adds value to its intention of giving priority to customers and making innovation. On the other hand, Blackmores’ mission statement add value to its operations regarding social responsibility and natural health.   

Difference between the individual organizational values

In respect to individual organizational shared values, Brambles holds the following ones –

Priority to customers: Customers should be given highest priority and every aspect of the organization would start with customer demand

Achievement: In terms of achievement, Brambles has an impressive passion to become successful

High commitment: One of the company’s commitment in terms of values is to maintaining safety, diversity and fruitful teamwork (brambles.com 2016)

Innovation: The company possesses strong desire for making innovative solutions

Community integration: Make integration with the community, where they operate

On the opposite side, for the company Blackmores, organizational values are recognized to be connected with both behavioral and aspirational aspects. Moreover, the company’s values are potentially accomplished by Blackmores’ procedures and legal regulations. Blackmores’ core values are –

Integrity: An integrated approach with honesty and complete commitment to make high standard of professional behavior

Social responsibility: Blackmores actively holds the social responsibility to maintain a fruitful corporate social accountability to make operations, which show compassion and honor to the society

Strong leadership: In terms of values, the aspect of leadership for the Blackmores is the tool for inspiring and influencing everyone to bring out their best productivity (www.blackmores.com.au 2016)

Natural health: The Company gives value to natural health and believes that herbal and nutritional components are the most significant properties, which contains the holistic approach for human health.

It can be said that instead of the fact that there are handful of differences between the organizational values of these two companies, it can be underpin that value of customers is the one noteworthy value that is found similar between them.    

The aspect of corporate social responsibility for any business organization works as the asset for promoting the business values in front of the eyes of the community and target market by sustaining the external environment (Carroll, 2015, p.90). Hence, corporate social responsibility should be treated as one of the prime value of every business enterprise. However, in the present context, it is fortunate to mark that both of the companies give utmost priority towards this distinct premise.

Brambles adopted their CSR policy in the year 2003, which is considered to be a significant part of the organization’s code of conduct that provides a legal as well as ethical groundwork for the employees. In more details, the sustainability or the CSR policy of the company is established for the company’s chief aim to have a better planet, a better business and a better community. The aim has been well accompanied by Brambles’s release of 2020 goals for sustainability. To accomplish the sustainability goals those are established by having an internal interaction and feedback grained from the some of their vital stakeholders such as customers, shareholders, suppliers and the individuals who practice sustainability on behalf of the company. In terms of CSR, the company has built up a separate risk committee whose accountability is to monitor and assess the company’s exposure for sustainability risks (brambles.com 2016). It is to say in this context, that the company’s the risk committee mainly focuses on the operations those support material sustainability and safety.

Difference in corporate social responsibility (CSR)

For example, according to the material sustainability report, in the financial year of 2016, Bramble has made an agenda to achieve a certification for chain-of-custody for purchasing 100% of woods for the manufacturing and repairing process. On the other side, for the safety purpose, the company has implemented the Zero Harm Charter and BIFR (Brambles Injury Frequency Rate) for measuring injuries related to work and incidents those require medical treatment.

Blackmores’ CSR activity

Blackmores’ acts for sustainability on the other side are found to have been brought by the hands of the founder Maurice Blacksmith. Following the direction of Maurice Blacksmith, the company has been maintaining a long-term sustainability commitment, which is responsible for making active contribution upon the community. In terms of maintaining sustainability acts, the company supports some of the leading charitable organizations, like – Cancer Council, Chris O’Brien Life house, Exodus Foundation, WWF, Heart Ali (China) and Bilgola Surf Life Saving Club. Therefore, it is understandable therefore, that the company’s CSR activities are not confined with one nation. On the other side, it has been identified that the company supports some well-known Australian athletic clubs such as Collingwood Football Club and Sam Bloom, Para Canoe Sprinter (blackmores.com.au 2016). Most interesting event to note in this respect that, the company has organized an event of running festival in Sydney that has attracted near about 32,000 participants.

Nevertheless, to reduce harm on the environment, Blackmores has taken the initiative to addressing the raising issue of packaging sustainability. For example, the company has established an action plan for their Packaging convenant for Australia. However, after giving an eye upon the sustainability activities of both of the concerned companies, it can be said that Blackmores’ CSR acts are identified to be more active and impressive in comparison with Brambles.

Different stakeholders mentioned in the corporate statements

Considering the mission statement and CSR activities of both of the companies, individual lists of different stakeholders are –

Brambles’ stakeholders	Responsibility
Board of directors	Provide effective management and set objectives
Executive leadership team	Motivate employees and bring out best productivity
Employees	Support the organization’s mission and values by giving their best
Shareholders	Making most fruitful investment
CHEP and IFCO	Help Brambles to operate logistic and supply chain activity
Customers	To become clients and increase revenue
Government	Observe the company’s activity regarding CSR
Community	To enjoy support from the organization and provide helpful feedback

Table 3: Stakeholders of Brambles

(Source: brambles.com 2016)

Blackmores’ stakeholders	Responsibility
Board of directors	Set objectives, monitor operations
Employees	Quality performance
Government	Support and supervise Blackmores’ sustainability activities
Community	Gain fruitful support from Blackmores
Charitable and athlete organizations	Support the company in CSR activities
Customers	Get premium health beneficiary products

Table 4: Stakeholders of Brambles

(Source: blackmores.com.au 2016)

Conclusion

From the entire report, it can be deduced that in terms of stakeholders, both of the company possess near about a same profile though as per the comparison between individual CSR policies, it is to say that Blackmores have some of the leading charitable and athletic organizations in form of their stakeholders. Moreover, according to the report, the CSR policies of Blackmores are recognized to be more impressive as well as fruitful.

References

Blackmores.com.au. 2016. About Blackmores. [online] Available through: https://www.blackmores.com.au/about-us/company-information/about-blackmores [Accessed 3 Dec. 2016].

Blackmores.com.au. 2016. Blackmores vitamins and supplements- Australia’s most trusted. [online] Available at: https://www.blackmores.com.au/ [Accessed 3 Dec. 2016].

Blackmores.com.au. 2016. Corporate values & employee benefits. [online] Available through: https://www.blackmores.com.au/about-us/company-information/corporate-values-and-employee-benefits [Accessed 3 Dec. 2016].

Blackmores.com.au. 2016. Environmental & social responsibility. [online] Available through: https://www.blackmores.com.au/about-us/company-information/environmental-social-responsibility [Accessed 3 Dec. 2016].

Brambles Corporate Site. 2016. About Brambles. [online] Available through: https://www.brambles.com/about-brambles#section-span-classlevel-1span1span-overview-of-operations-span-4236 [Accessed 3 Dec. 2016].

Brambles Corporate Site. 2016. About Brambles. [online] Available through: https://www.brambles.com/about-brambles#section-span-classlevel-1span3span-shared-values-span–4238 [Accessed 3 Dec. 2016].

Brambles Corporate Site. 2016. Brambles. [online] Available through: https://www.brambles.com/ [Accessed 3 Dec. 2016].

Brambles Corporate Site. 2016. Sustainability Framework. [online] Available through: https://www.brambles.com/sustainability-framework [Accessed 3 Dec. 2016].

Carroll, A.B., 2015. Corporate social responsibility. Organizational Dynamics, 44, pp.87-96.

Chaffey, D., 2015. How to Define SMART Marketing Objectives. Smart insights,[online] Available through: https://www. smartinsights. com/goal-settingevaluation/goals-kpis/define-smart-marketing-objectives/[Accessed: 1 March 2015].

Zentes, J., Morschett, D. and Schramm-Klein, H., 2017. Corporate Social Responsibility. In Strategic Retail Management (pp. 207-226). Springer Fachmedien Wiesbaden.