Business Studies

Take time to read the case study “Our Beer Print.” Consider the history of the organization, its mission, and its values. Also, take the time to watch the two videos noted in the course content related to the organization. After reviewing all of this information, take on the role of Bart Alexander and create a proposal, complete with an executive summary, analysis, and conclusion of your recommendations for addressing the main question as noted in the beginning paragraph of the case study. What are your recommendations? What should the organization consider? How can HR be a strategic asset to help the organization reach these goals (BHAG as the company calls it)? This assignment is due on Monday, December 6th at 11:59pm. Be sure to follow the formatting guidelines as discussed during class and in the formatting directions document.

ANSWER

Molson Coors Brewing Company

Executive Summary

Molson Inc. was the most prominent brewing organization in Canada, back in 2005, and they later merged with Coors Brewing Company which was also one of the largest brewing companies in Canada. When this merger occurred, d/b/a was rebranded mainly under the Molson Coors Brewing Industry. Molson Coors now has several popular brand name beers internationally and continues to grow its vast progressively. The company’s profit margin was ranked 5^th internationally in 2013 because of its diversity in products and services. The business managed to improve to the 5^th position due to different beer brands, including craft beers (Martinez, 2013). Some of the company’s biggest competitors include Carlsberg, Miller, Anheuser-Busch, and Heineken. By the end of 2015, the company had expanded its operations in over fifty countries with a total number of 20,000 workers and thirty-one breweries.

The merger done within these two companies is the primary problem for Molson Coors Industry. During the process, the person responsible for change management failed to consider and incorporate the two organization’s corporate social responsibility and corporate responsibility programs. Corporate social responsibility describes the mechanisms that organizations initiate as part of their governance created to maintain ethical and beneficial operations for society. The engagement examination highlighted problem number two, which involved 85 percent of the employees’ participation. The feedback outlined that 90 percent of these workers attributed the corporative responsibility performance and commitment to be among the top three contributors of engagement. Any company or institution that operates as a single business entity needs to possess shared corporative responsibility when linked with the business strategy. The introduction of the beer print initiative was meant to align the corporative responsibility of the two organizations.

Application Course Concept

The main course concepts for this case study engage corporate communication, corporate responsibility, and corporate social responsibility.

Problem Statement

Failure to include the two corporate responsibility programs during the merger, one of the fundamental drivers of worker engagement, was the biggest problem.

Recommendations

Since the business operates like a well-oiled machine, they are only missing a few actions considered responsible to the community they serve with their goods and services. One of the recommendations is to develop a good communication strategy for their workers and stakeholders. They need to explain to these people some of the negative factors linked either directly or indirectly with their products. Communication can be done verbally or through writing, depending on what is appropriate. The company needs to understand that proper communication is a way of understanding the primary objectives and goals. These stakeholders play a significant role within the brewing company; therefore, it is more appropriate to keep them informed on the negative aspects of these items. As a brewing company, it is natural to retain some information to limited people; however, the leadership team should meet and effectively reflect on the advantages linked with being a big company that is socially responsible, teaching buyers not to drink and drive.

The company’s missing element of corporative responsibility included the entire social content. Much of their focus was limited from corporative social responsibility to corporative responsibility. The corporative responsibility’s social, sustainable, and environmental compositions were essential factors in the organization’s process to produce alcoholic beverages. To regain a stable corporate social responsibility, the company must include various aspects, such as creating a dialogue to educate the employees on the social responsibility plan constantly and why it is significant to the business. The company can also volunteer with all its stakeholders to engage in a team-building activity. A regular scheme must be drafted for volunteer events with the team or department. A certain amount of time should be set aside for such activities.

The third recommendation, which is still in line with the company’s operations, engages diversification of the business through acquiring shares of industries producing fresh and innovative substitute items. Exploring and investing in other beverages enables Molson Coors to adapt to its existing manufacturing, packaging, and production infrastructure without having to start from scratch. It should also diversify its portfolio by increasing its product line. These are recommendations aimed at improving the diversity of the brewing industry.

Conclusion

The aspect of social responsibility was never held high as it should be by the company because they produce products that might lead to illness and even deaths. However, it is effective and appropriate to involve the business in a positive aspect of a corporate responsibility which is a leading factor for the industry’s employee engagement and business strategy to accomplish the general goal of meeting and increasing the shareholder’s ROI. The recommendations highlighted above will effectively champion the incorporation and upholding of corporate social responsibility in their operations.

References

Martinez, M. G. (2013). Co-creation of value with consumers as an innovation strategy in the food and beverage industry: The case of Molson Coors’‘talking can’. In Open innovation in the food and beverage industry (pp. 139-153). Woodhead Publishing.