Assignment about CSR in trump era Assignment about CSR in trump era In 2015, the

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Assignment about CSR in trump era Assignment about CSR in trump era In 2015, the US Volkswagen subsidiary company's shares have plummeted about 1/3 since a recent gas emission dilemma (see more details here) The CEO was arrested after it was discovered VW intentionally committed fraud by "fudging the data to meet Environmental Protection Agency (EPA) standards so that their vehicles could be sold in the US. The CEO was arrested and charged with fraud Stakeholders like the government/EPA, environmentalist groups, owners of VWs/consumers, dealerships, etc. were outraged Now the company is looking for a bold new CSR stance to rehabilitate its broken reputation. W has hired you to consult on a CSR course of action. VW's team has provided you with the following relevant information: . Millennials and Gen-Ex generations constitute 78% of their sales, while other generations i e Baby Boomers make up 22%. 28% of its customers purchase their green, no-gas emitting vehicles They do not have data on what political parties tend to purchase their vehicles Since President Trump has taken office, he has signed executive orders to dismantle many EPA protections for clean air. Many stakeholders are concerned about this including environmentalist groups, Many of these environmentalist groups have formed coalitions and share intelligence gathered about business and the environment . The firm has come up with a few ideas and has hired you to consult on a courše of action. Some of VW's ideas include: : Give discounts to registered voters solely for the Democratic party since they are considered the "green" / environmentalist party . Donate $100 million to plant trees to help clean up the air Stop making vehicles that use gasoline immediately no matter what the cost Divert funds to a PR firm to help highlight the fact VW is meeting the minimum legal requirements for EPA emissions in social media a news platforms VW asks for two things: (1) Your thoughts on each of these strategies (i.e. do you think they are a good idea, is there more VW can do, why and why not) and (2) another idea you might have to address their struggling CSR position. They require your reasoning for why or why not strategies for (1) and (2) will work

Explanation / Answer

Giving Discounts :

This option can be considered but giving just to democartic parties will not solve the purpose, as this will be just for a limited number of people and not for masses, it is important for a VW to get to the masses to clear their image.

Donate 100$ millions:

Donation for tree plantation will seem more deliberate attempt to clear off the image. They need to take a subtle and more infuenctial action which will have a greater effect on the masses. It might have influence on people but not long lasting.

Stop making vehicles that use gasoline:

This can be a strong step and a very influential, this will make people understand that the company is very much concerned about the environment and takes strong steps when required.

Divert funds to PR firm:

This can also be a strong step to mend their image, as the professionals know how to tackle with such situation and accordingly will make plans and use activities, to re-create the brand image it was before this incident.

As per my opinion, the following strategy can be used to develope their brand image:

- they can create a campaign where in they try to give discounts on their green cars, and also invite people to exchange their gasoline cars (selected models or range may be) with green cars for special discounts and rates. This will create an impression in the people, that the company is doing all it takes for a better environment. This might work as people are now a days willing to take steps to better environment, but the costs for this should be considered.

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