GeneralMills Case Analysis
I think General Mills is to take great and strategic steps towardsbeing a socially responsible organization. Their sourcing commitmentis quite impeccable owing to the fact that due to their specificdemand for healthier agricultural products, it will be possible toencourage better lifestyles free of diseases among its consumers.Thiswill then pressurize manufacturers and producers who supply them withraw materials to adopt green measures so as to continue gettingorders from General Mills. Their addition of healthier ingredients totheir products including calcium and whole grain products shows theircommitment to being socially responsible. In addition, it is settingup plans to reduce its solid waste, greenhouse gas emissions andtransportation fuel that shows their commitment to protecting theenvironment.
However, General Mills has not yet set high achievements that canserve as benchmark for corporate social responsibility. There majorsteps towards achieving an impeccable corporate social responsibilityformulae includes charity works, improving their packaging, promotingenvironmentally responsible purchases, use of raw agricultural inputsin their processes and a list of other commitments to promote healthyliving. In fact, this is the recent trend that all players in thefood industry are taking to ensure that they remain competitive(Tench& Jones, 2014).In today’s modern world, consumers aremore aware and careful of what they consume and the pressure istotally on the manufacturer’s side. Going green has become aworldwide movement which if you are not a part of, you are doomed tofail in whatever you do. This means that General Mills should sethigher goals that will set them aside from all other players. Smallerbusiness are taking up the lion’s share of the market in that theyare setting new standards such as offering all natural and greenproducts.
General Mills can tap into these markets by offering foods that are sugar free and fat free. Offering such products can attract a largeshare of the market of consumers who are self-aware and trying tostay away from various chronic diseases and obesity. Additionally,General Mills can also ensure that apart from reducing its owngreenhouse gas emissions, it pressurizes the organization to sourcesits raw materials (Tench& Jones, 2014). This is quite achievablethrough desisting to buy products from companies that do not supportthe green movement. General Mills is a big company and manufacturersand producers would not think of losing their orders therefore theywould have to structure themselves in a suitable way to maintainGeneral Mills as a customer. Continuing to champion humanitarianworks is an exceedingly crucial factor in remaining sociallyresponsible.
General mills can improve the nutritional quality of their cereals byintroducing whole grain cereals. Wholegrain cereals are a good sourceof essential minerals, vitamins and phytochemicals. They are alsocholesterol free, low in fats and high in fiber and starch. Thismeans that consumption of these cereals reduces the risk ofdeveloping illnesses such as cancer, diabetes and coronary heartdiseases. In addition, improving nutritional quality can come fromthe use of low sugar options. The company needs to totally reduce thesugar percentage in its cereals. It is also necessary to add thequantity of fiber in their cereals. This will ensure that people canmanage their weight. High fiber cereals take longer to digest thusgiving an individual a sense of feeling full and discouraging overeating. There is a need to promote their strategy throughadvertisements. Marketing healthier products ensures that consumersare enlightened and make healthier choices. In fact it will be easyto market and attract consumers with the current consumer trendsdepicting that people are becoming more attracted to healthierlifestyles and foods. In addition, the government in a bid to protectits people is constantly introducing new health policies formanufacturers as it seeks to promote a healthier nation. This isfundamental in ensuring that the company does not lose its marketshare or profits.
Tench, R., Sun, W., &Jones, B. (2014). Communicating corporatesocial responsibility: Perspectives and practice.Bingley, UK :Emerald.