Understanding that marketing strategy is the fundamental path of organizational objectives, where the corporate commitment must be social, solidary and shared. Consequently, the positioning as a strategy should be oriented towards a social model to establish a difference based on sustainable commitments where Corporate Strategic Planning must state the actions of Corporate Social Responsibility as a contribution to the economic growth of company-society, where the initiatives of Corporate Social Responsibility will be directed and planned holistically towards the related parties (stakehorlders), without unilateral interests.
PROBLEM STATEMENT
Today in the 21st century, offering a quality product at a good price or generating many jobs do not seem to be sufficient arguments to guarantee the organizational future. (one)
(one). Celina Pagani: "CSR can become opportunities for companies", El Universal, Caracas, 2008, October 19, Body 1, p. 16.
GENERAL OBJECTIVES
Carry out a diagnosis of Corporate Social Responsibility programs and strategies in the tobacco, ethyl alcohol and alcoholic species industry in the period 2004/2009, in the Bolivarian Republic of Venezuela.
Design a model of positioning strategies under a Corporate Social Responsibility approach for the tobacco industry, ethyl alcohol and alcoholic species, in the Bolivarian Republic of Venezuela.
SPECIFIC OBJECTIVES
- Identify the sustainable Corporate Social Responsibility programs and strategies. Locate the lines of action for Corporate Social Responsibility programs. Analyze the positioning of the companies that market the products. Establish the relationship model of the Corporate Social Responsibility component. Describe the characteristics of the model. of Corporate Social Responsibility Define the strategic positioning model, focus: Corporate Social Responsibility
JUSTIFICATION OF THE INVESTIGATION
The chronological evolution by programs or initiatives with the strategies.
Identification of appropriate lines of action to abandon philanthropic.
Show the social meaning of the marketing process associated with the well-being of staff and family, respect for the customer, conservation, community and State.
Seek, even more, the organizational awareness of the level of responsibility that the company has for the products it sells.
Promote that the investment in Social Responsibility benefits the brand image, without a doubt, the preamble to the new positioning.
INVESTIGATION METHODOLOGY
- The type of research is framed within a proposal for a strategic model. The research design was in the field with documentary support. The research work was carried out in six (6) stages:
- A diagnosis of Corporate Social Responsibility programs and strategies was made. Three hundred and eighty-four (384) questionnaire-type written surveys were conducted. Six (6) structured interviews were conducted, such as an interview guide. The data obtained in the stages were analyzed and interpreted. The relational model of positioning strategies was built. The positioning strategy was generated, focus: Corporate Social Responsibility
(See PDF)
Download the original file
