KeywordsCorporate Social Responsibility
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AbstractThe Ubuntu Company (TUC) is a sustainable for-profit driven company that creates (fashionable), qualitative and responsible fashion products. TUC’s ambition is to create South African-inspired products that express social & environmental awareness. With their products TUC would like to trigger their consumer to become more interested in sustainability. This ambition was inspired by the Ubuntu philosophy. They believe that by positioning a humanitarian fashion brand on the market, they have made the first step to be part of this common link. If being fashionable means you can help others, then buying one of our products can be beneficial in innumerable ways Ubuntu: Together we can create a better world! - TUC: designs the products - They: people from neglected areas get offered a job the profit goes to local children’s project - You as a consumer can be good for yourself and for someone else The purpose of this graduation project is to advise TUC how their future as a sustainable company can be guaranteed. Therefore it is important to place the brand Plakkies good on the market and to create a strategy which will lead TUC towards a healthy and responsible company with a clear future vision. Plakkies(first product of TUC) is a social minded flip-flop fabricated by TUC’s factory established near the slums of Durban in South Africa. All the profit made returns for 100% to children’s projects in SA. During TUC’s first business year, TUC was mainly product-focused. As Plakkies was so strongly supported by its stakeholders, it was on the market, without knowing if TUC was a still an NGO-project or already a company. From the start, they were missing a ‘shared understanding’ about what their business model actually is, which is crucial for any company. An elaborated strategy , called the ‘three-phase strategy’, which will lead TUC towards a healthy and responsible company with a clear future vision is created. The consumers’ perception will make the difference more than before. Communication, transparency is one of the strongest differentiation elements for a humanitarian fashion brand. Brands will have to make more efforts, both for total customer perception and for Corporate Social Responsibility, in order to keep on deserving the consumers’ trust. Outline of the ’three-phase strategy’: Phase 1: Heal - The most important aspect is to become a healthy, trustful, transparent and a humanitarian fashion brand. Phase 2: Stabilize - The main focus of the stabilization phase lays on the development of their product portfolio and to introduce new products into the existing markets. Phase 3: Grow - The main focus of the Growth Phase lays in the geographic expansion of the brand. Now TUC is stabilized, they have the wished image, a stable team, a nice product portfolio, and are ready to grow.