Case Study: Leading Thai Organizations and CSR Strategies

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Sustainability in Business: Rooted in Social Sustainability Sustainability in business is fundamentally linked to the sustainability of society. This connection keeps the focus on social activities for various brands, which must now be planned and executed with even greater precision under limited resources. This approach aims to build Brand Loyalty, which is beneficial in the long run. Here are some organizations with notable approaches to Corporate Social Responsibility (CSR) activities:
Charoen Pokphand Group, or CP Group, is a major organization that has established CSR (Corporate Social Responsibility) as a key strategic priority across all its affiliated companies. Their CSR initiatives span multiple dimensions, including financial support, various projects aimed at enhancing societal well-being, education, environmental sustainability, and overall community development.
During the COVID-19 pandemic, CP Group donated funds and medical equipment, as well as invested 100 million baht in building a mask production facility. The masks were distributed to medical personnel and hospitals to support the fight against COVID-19.
In addition, there are several other noteworthy projects from companies within the group. For example, CPF has been running an egg-laying chicken project for over 30 years to ensure children and youth across the country have sufficient access to eggs. This initiative also serves as a learning resource, providing Thai youth with skills that could help them in their future careers. The ‘CPF Fund for Elderly Happiness’ project aims to create a supportive Thai society by fostering care, gratitude, and promoting the well-being of the elderly. Additionally, CP All Public Company Limited, which operates 7-Eleven and 7-Delivery, runs the ‘No Thai Left Behind’ project, providing essential goods and supplies to those affected by various crises.
Cafe Amazon
Cafe Amazon’s project, PTT Amazon For Chance, provides employment opportunities for individuals with hearing impairments, learning disabilities, injured veterans, and the elderly. This initiative began with its first branch in 2017, focusing initially on individuals with hearing impairments, who are the second largest group of people with disabilities after those with physical impairments. The café's design and operational processes were adapted to accommodate the physical needs of the employees while still delivering a high-quality customer experience. As a result, Amazon For Chance branches are larger than typical cafes, averaging 120 square meters to ensure safe working conditions and to prevent accidents. The branches also integrate technology such as automatic queue systems and dual-sided touch screens for both staff and customers, as well as sign language for ordering drinks. Remarkably, staff turnover at these branches is lower than at standard branches, averaging 5% compared to 30% at other locations. This approach not only aligns with modern trends but also provides valuable skills for the employees, while also enabling the brand to recruit new staff members into the organization.
Recommend volunteer activities for CSR activities.
Toyota
Toyota remains committed to its responsibility to support and benefit communities. Thus, Toyota conducts CSR activities aimed at aiding communities and promoting development in key areas through initiatives tailored to the specific needs of each community. In Thailand, one notable and well-regarded activity is the "White Road" project, which has been running since 1988. This initiative focuses on raising awareness about the importance of adhering to traffic laws and fostering kindness on the road to build a culture of road safety.
Another project is "Toyota Green Town," an environmental CSR initiative aimed at spreading knowledge and raising environmental awareness in Thai society through various activities. This project focuses on environmental education to develop the potential and knowledge of Thai youth at all educational levels, equipping them with skills that are on par with international standards.
In addition, Toyota also runs the "Community Development Project," which involves sharing Toyota’s knowledge and experience, known as the Toyota Way, with local businesses to foster community development. This initiative aims to strengthen the economic foundation of the country by promoting stable, prosperous, and sustainable growth in local communities.
King Power
King Power’s social responsibility initiatives focus on three key areas that are essential for sustainable development. These areas include sports, music, and community development. Over the past four years, King Power has demonstrated a clear commitment to social responsibility through these projects, significantly enhancing the potential of Thai people. Their efforts span from grassroots levels—such as local communities and schools—to broader regional and international impacts, reflecting their dedication to making a positive difference at every level.
One of the most notable initiatives is the "One Million Balls, One Million Dreams" project, which aims to distribute one million standard footballs to youth across the country. This project, which emphasizes going above and beyond, focuses on reaching every region from north to south, including remote and underserved areas. Additionally, the project includes the establishment of 100 new artificial grass football fields under the "100 Football Fields, Building Youth Power" initiative. These fields are provided to schools and communities in need, offering space for practice and serving as community resources. Furthermore, there is a program that sends young Thai footballers, known as Fox Hunt, to Leicester, England, to train with Leicester City, a Premier League club. This opportunity allows them to learn and develop their skills professionally, completely free of charge with no costs or repayment required.
Summarize
These are just examples of CSR initiatives by national organizations that focus on improving quality of life, society, and the environment, contributing to making the world a better place.
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