Marketing: Social Responsibility and Qantas Public Report Essay

Submitted By Olivia6573
Words: 950
Pages: 4

Table of contents 1. Introduction 2 2. Corporate social responsibility and ethical behaviour 2 3.1 social responsibility 2 3.2 environment responsibility 3 3. Reference 4

1. Introduction
QANTAS is Australia's largest airline and one of the oldest airlines in the world and it was founded in in 1920 as Queensland and Northern Territory Aerial Services Limited. In recent years, QANTAS faces some challenges of market and pressure from government. Because of these stresses, QANTAS now needs to review and trim their management of airline’s strategy and operations. This report will focus on QANTAS’ management of strategy and operations and identify and discuss the QANTAS’ management systems related to corporate social responsibility and ethical behavior.

2. Corporate Social Responsibility and Ethical Behaviour
Qantas is the member of the Dow Jones Sustainability Index since 2011 and the member of the Sustainability Index Asia Pacific since 2009 (Qantas Annual Report, 2012). Qantas sustainability efforts include environmental and social responsibilities.

2.1 social responsibility
In many countries, to provide employees with necessary safe working conditions are stipulated by the legal system. And how many efforts employers are willing to devote to reduce workplace related hazards to employees’ health and safety are still up to employers’ social responsibility. Campbell (2007) take this as an important aspect which reflects the employer’s social responsibility. Qantas sees the health and safety of its employees as a complete part of the company’s benefits.
Moreover, Qantas has also made considerable efforts in promoting its workplace diversity through different measures. In early research, the representation of female members in the board membership structure was found to be positively related to the organization’s social performance. Qantas also adopted a similar measure. In 2012, Qantas raised its female representation in the board by 8% to 25% and in the foundation board to 57% (Qantas EOWA, 2012). Qantas also adopted proactive attitudes towards making flexible work time arrangements for its employees. When it doing this, Qantas was able to meet the national requirements, at the same time, was to provide necessary work life balance for its employees. By Mar 31st 2012 29% of Qantas’ female employees have benefited from such flexible arrangements (Qantas EOWA, 2012). Such a measure is especially meaningful for a company like Qantas who counts on its employees to deliver around the clock services to its customers, who also has large number female employees who are both pressured with work responsibilities and household responsibilities.
However, it comprise the other major airlines in the Asia Pacific region, for example the Singapore Airline, the performance of Qantas in terms of its contribution to local communities is still very limited. Singapore Airline have made huge donations or given enormous support for the welfare, arts and heritage, education and national events of the local communities (Qantas Public Report, 2012). Yet the support offered by Qantas to local communities is still restricted to the number of visitors brought to the local community. Therefore, there seems to a huge room for improvement for Qantas in terms of its support and contribution to the local communities.
2.2 Environmental responsibility
The airline service industry is a huge producer of CO2. Qantas has listed CO2 reduction among its top priorities. In Qantas, both short term strategies and long term strategies have…