In any company, the greatest obstacle is managing the business. To aid this end, a companys marriage with the community plays a pivotal role. In terms of corporate social responsibility MAS Holdings has done a considerable amount of work at uplifting Sri Lankans in a sociable context. It has also worked to preserve customer fascination through attaining their focuses on and retaining customer compliance requirements by making sure the employees work in a safe working environment. This article illustrates MAS Holdings' romance with the community and provides advice for increasing community group human relationships for business well-being.
Company Background
MAS Holdings is a company, which includes centered on the apparel processing business going back 20 years. It has great success up to now with a consolidated turnover of approximately more than 400 million USD and has an enormous growth in businesses. A lot of the success has been achieved within the united states market, which accounts for almost 60% of sales. Europe and UK supplies the majority of the balance. In conditions of customer concentration, the company profits 50-55% of turnover from Victoria Top secret, 14% from Space & another 10% from Grades & Spencer. In conditions of global presence, the company is present in more than 5 locations globally, including China, Vietnam, Indonesia, Mexico, India, Hong Kong, United Kingdom, Maldives and US. The business is made of multiple investments typically in the form of joint ventures in Intimate Outfits Manufacturing, Elastic Manufacturing, Knit Textiles, Lace, Bra Accessories and just lately Design & Development.
Key stakeholders and their degree of influence and impact on the company
2a). Benefits of stakeholders evaluation for MAS Holdings
- Undertaking a taking stakeholder research benefits the company the following,
- Opportunity to identify the eye of the all stakeholders on the company
- Recognizing the groups that affect or influenced by the company
- The power degree of each stakeholder and ways to reduce negative impact on the company
- Identifying the stakeholders who've decrease association with MAS and getting them involved in company events at particular stages
- Identify potential issues that might disrupt the company
- It also helps to visualize the risk factors and plan proper responses
2b). Key community organizations and their effect on the company
- Stakeholder mapping provides understanding directly into which parties possess the most effect on the company (See appendix 2). Detailed below is the affect and impact of each stakeholder.
- CEO plus the Table of Directors (High Interest + High Ability)
This includes company's major players and potential stakeholders. In it involves the chairperson, Mahesh Amalean and the table of directors which includes the other two Amalean brothers and 7 directors. (Refer appendix 2 amount)
From the beginning MAS was a standard for being an excellent employer. All the primary key players of the business are responsible for sustainability in community development. By looking at the significant steps which have been considered by them to develop the community and their employees it is clear they have made a big difference. As per Ajay Amalean 'it was the right thing to do. We had absolutely no idea that 20 years down the road, the items we were doing would be called CSR'.
Venture Capital and Customers of (High Interest + High Electricity)
According to the energy interest blend (Refer appendix 2 - Figure 2) there's a clear indication that is a category with high interest and ability. Without these key individuals or groups, such as joint ventures, with Speedo and proper companions such as Nike, Makes & Spencer, Victoria's Key and Difference MAS Holdings' part of the business operations would not have its current success.
When M&S chosen MAS for his or her green manufacturing plant project (As mentioned in appendix 2 page ii) it shown their reputation as a worldwide customer that MAS is an organization that is conscious of environmental and cultural sustainability. This identification will leads to better romantic relationship with world's leading brands that are under pressure to maintain sustainability and it will help to maximize the earnings of the company by attracting clients and through customer retention.
Employees (High Interest + Low Power)
The higher management at MAS Holdings has arranged its employee aims which can be called as KPI's (Key performance indications). However the drivers of the main KPI's will be the employees themselves. It really is notable in the Mendelow's matrix (Refer appendix 2 - Amount 2) this category holds high interest and low electric power on decision making. This group includes the professionals and the device operators of the company.
In MAS, 92% of the employees are women. Centering the ladies in the business MAS has launched an empowering program which is called 'Women Go Beyond' (Refer appendix 2 - site v). The men, who are working at MAS, benefit from the same benefits as women. These activities bring about company growth through employee attraction and retention. Thus recruiting process is easier and the gross annual labor turnover is much less. As stated in appendix 2 these activities also results higher productivity of operations, which really is a one of the primary achievements of any manufacturing facility.
Community ( Low Interest + Low Electricity )
As described in the mendelow's matrix this category has a minimal interest and a ability, but the company point of view it is important to have a close relationship with the communities MAS operators. Hence they need more man electricity for their businesses and it's really a great advantage when developing a close romantic relationship with the city specially in recruiting people and also in retaining them which will be talked about future in the survey.
How MAS use relationship marketing and methodology the city through its concept
3a). Romantic relationship marketing
'Relationship marketing identifies all marketing activities directed towards establishing, growing and retaining successful relational exchanges'
Morgan & hunt 1994
It is important to understand the great things about maintaining good interactions with the community groups. Not merely in FMCG companies but also within business to business companies, developing plants benefit insurance agencies close human relationships with the community categories that are relevant to them through the practice of sustainability within these areas. Though it generally does not have a primary impact on the business with regards to profits, sustainability, helps to increase the company criteria, reputation and gains in a manner that is mutually good for the community and the business. By developing such enduring romantic relationships the business can gain trust within the city, build employee determination and devotion towards the business. These exact things give resilient benefits to the company. MAS Holdings is a company that gets these excellent results out of such community relationships.
3b). What MAS Holdings does indeed to get their community teams and reach their hearts
When building a relationship it should be done from a blend of Trust, commitment and cooperation.
Trust
According to Morgan & hunt trust is defined as 'confidence within an exchange partner's consistency and integrity'
Trust is seen as a long-term investment for the business. It works as glue in building business associations with all stakeholders. Building trust among the customers and suppliers of allows the MAS business to gain the upper palm to improve business with the US and Europe.
In the same way MAS holding's most important source of information is labor. As stated before 92% of the employees are women. Sri Lankan women are extremely particular in selecting the working place. Taking into consideration the culture, traditions of Sri Lanka, it's important for women to truly have a safe working environment in developing plants that may enhance their trust and the trust of the city. For an example when started first EPZ in Katunayake and the united states is declared as a free of charge trade area the majority of investors started garment factories in those areas. 90% of the works become women, most or 18 - 25 of age and they came from rural section of the country, resided in boarding homes near the manufacturing plant. In this era the majority of the employees experienced sexual harassment and assault. In addition they had long working hours even without preceding notice. Breaking through these grey clouds MAS become one of the best employer's in Sri Lanka by developing a safe working environment. In addition the Amalean brothers made sure that their work force worked in an air conditioned environment, got free foods, and were given travel to and from the manufacturing plant.
Commitment
This is one the most important aspect which strengthens marriage marketing. As per Morgan and hunt, 'dedication is an long lasting desire to maintain a valued marriage' (Morgan and Hunt 1994, 23) Determination could be considered in various ways, 1. Commitment towards the business by the employees, determination towards brand or the merchandise also the dedication towards the community etc.
In order to foster this determination MAS Holdings, created incentives based on service period presenting coins to employees that acquired completed 5 years of service, providing increments every year so an employee understood that if indeed they stayed yet another year their salary would increase and offering bonuses predicated on performance which encouraged the employees to be focused on constant improvement.
Co-operation with community groups
In order for a company to use in a geographic location it's important that folks living there are ready to accept the existence of the business. As MAS Holdings has many plant life in many locations it offers found it useful to co-operate with various community organizations in order to establish their presence.
For example through the Shadeline factory in the remote area of Mahiyanganaya, various assignments were performed. These included assistance in building homes funding for key education and assistance in interpersonal welfare. A number of the community assistance was provided through the Buddhist temple in the region which provided access to large servings of the community. Further to that association with the local law enforcement officials and welfare societies provided inroads to the lives of folks.
The Level of affect and impact applied by pressure categories on MAS Holdings
4a. Pressure groups
Pressure categories are organizations that seek to impact government the public and private business or boost a cause. Often they progress a political or ideological goal. These communities can be positioned directly into two main categories.
Sectional Pressure groups
Causal Pressure groups
4b. Sectional Pressure groups
Sectional pressure organizations represent a section of modern culture. The pressure cause by these communities is often immediately beneficial to the members.
Religious groups (High impact) -Often in the rural areas of Sri Lanka where many of the MAS Factories are situated the Buddhist temple in that area is the central conference place and many decisions are created there. MAS as a business is encouraged to check out the local customs and cultural behaviors.
The Employers Federation (High impact) -is a legal corporation that MAS is part of. Sticking with the guidelines place by this corporation is effective for MAS Holdings' goal of honest hiring and employment
4c. Causal Pressure groups
Causal Pressure groups are associated with a set of ideas somewhat than people. The agendas they pursue might not be directly beneficial to their associates.
As a member of certain key communities MAS must stick to standards they establish. Some of these are the following:
The Joint Clothing Association Community (JAAF) (Low impact) - is the leading umbrella company concerning the clothes industry in Sri Lanka. Making Sri Lanka the main ethical destination for garment processing (the "Apparel without Guilt" initiative) is one of its key targets. MAS Holdings is a special invitee to this Forum which is expected to conform to the directives established by this website.
Several sub organizations are part of the JAAF.
FAAMA Fabric Clothes Equipment Manufacturers' Association
FTZMA - Free Trade Area Manufacturers' Association
NAEA - Clothing Exporters' Association
SLAEA - Sri Lanka Outfits Exporters' Association
SLCGE - Sri Lanka Chamber of Garment Exporters
SLGBOA - Sri Lanka Garment Buying Offices Association
Various SBU's of MAS Holdings are involved in several sub organizations as well.
Worldwide Accountable Accredited Development (WRAP) (High impact) -MAS Holdings is a member of and must abide by their specifications as well.
The Plank of Investment of Sri Lanka (Low impact) - As a member MAS must stick to certain requirements.
While these organizations are very influential in Sri Lanka, MAS has lead just how in Ethical and Sensible employment therefore it is MAS that often packages the requirements for these organizations.
New communities that MAS can develop their services fro the betterment of the society
In the traditions of MAS to lead in the area of CSR in Sri Lanka and sometimes the entire world, this could be taken for further by analyzing new community teams will always give the opportunity to hook up to the city.
It's proven that MAS is one of the fast growing companies in the world. It is rather important to truly have a good relationship with the local government, world that they operators since it need more man vitality and perform their operations in the particular communities.
MAS has been doing all community assignments focusing on the employees and society such as women exceed and other CSR activities (Refer appendix 2, web page v & vi). It needs to look directly into future potential customer in terms of creating a close relationship and the target followers of the new community teams are,
Skilled future technology for Srilanka
Target Group -College leavers of MAS employees
Providing educational opportunities to the city in regions of English dialect education and IT
Let's learn the importance of environmental sustainability
Target Group -Classes (Students)
Achieving sustainability Practicing and teaching Environmental sustainability
4 a) Why MAS should choose these two community groups
Since MAS is concentrating on on the city itself it offers better results to the company and the country when considering future leaders, brains in the country. By giving education which is necessary in the current business world it helps the young era to foundation their job pathways. By creating a strong and stable technology, it will eventually strengthen the communities of Srilanka, beginning with the area that, MAS creation plants operators. This will also benefit the country. When looking company viewpoint this program will not straight impact, but this increase imagine and the nice will of MAS among the list of communities which will help the business in recruitments and also in keeping employees.
As per the 2nd community group, by helping the schools and spreading the massage therapy about the value of environmental sustainability by instructing them of their small ages it'll provide a give impact in their personal life's as well as the united states, environment. Also as mentioned before by establishing the name of MAS in their hearts by doing a worthwhile project to their life's and the city MAS continually be company that is socially liable. Hence almost all of the MAS customers are particular on the CRS jobs that MAS will, these varieties of projects provides positive marks and can strength the partnership with the customers as one of the responsible suppliers on earth which will draw in more customers surrounding the world.
4b - Skilled Future era for Srilanka
Providing educational opportunities to the city in areas of English language education and IT
MAS competes in the global market and discounts mainly with the united states and Europe. In order to talk to its customers the most relevant vocabulary is English. No business that is global may survive without information. MAS identified this need early on in the overall game and would depend on Information Technology for everyone information needs both inner and external. While there have been federal initiatives to foster the coaching of British and IT these have often failed due to too little funding or stength. Getting a community that is fluent in English and adept in It offers MAS with a greater pool of individuals to pick from for work.
Before considering the all the institution leavers MAS could focus on on the family members of employees at MAS. The choice criteria of the could a member of family of a staff at MAS, who is 18 -27 get older and has completed G. C. E progress level 2 moves and unemployed. While providing major education to these neighborhoods can be carried out by supporting the federal government initiatives, members of the family of employees can be chosen from the community to provide scholarships for even more education. In this manner MAS can provide back again to those who support the business enterprise while building trust, commitment and sustainability locally.
4c - Let's learn the value of Environmental sustainability
Achieving sustainability Rehearsing and teaching Environmental sustainability
MAS' was the first company to recognize the need for Environmental sustainability as an integral global notion and put this knowledge into action by creating the first "green flower" in Sri Lanka. To be able to take this meaning to the community in general MAS must create awareness and provide education. Currently there is no provision in the Sri Lankan institution curriculum to teach environmental sustainability.
Target group could be taken as 15-18 yr old students hence it's the best generation that can be thought the importance of environmental sustainability and make it their life-style. To talk this massage to the decided on audience would be academic institutions which are found in the areas that MAS processing vegetation. As this area of education is most relevant to the future generation it is important that this section of study be contained in the School's curriculum. It's possible that MAS can team up with experts in the field from the United Nations Environment Program (UNEP) to get administration authorization and support to present this vital part of education. By performing this program in universities, MAS is creating informed youth to the community and also who will be considered a example to the world and somebody who carries a massage on how important sustainable development. These will also benefits MAS indirectly by set up a reputation among the community which the herb operates.
In order to be successful in these two ventures it'll be necessary to have a coordinated communication plan. The communications mix must focus on all the relevant stakeholders. As they are non-profit initiatives the marketing communications blend must be adapted to suit the situation
Internal stakeholders - Management, Employees
External stakeholders- Community, Administration, Partners, Customers
5a. Internal stakeholders
Management
In order for both these initiatives to reach your goals the management should be aware of them and back them. As most of the decisions for financing will come because of this band of individuals it is strongly recommended that immediate contact is manufactured (personal offering) and the use of presentations would be advisable.
An e-newsletter directed directly to their e-mail consideration and associated with a website with Links on Facebook and Twitter will provide them with any additional information they want and offer regular improvements on the status of these tasks.
Management can also form a committee or working group to oversee and screen the process of teaching and the improvement of the initiatives. This group will report back again to the management.
Employees
The employees too can have the same newsletter and management can connect the needs and get to the employees at conferences. Allowing for the employees to get involved in the coaching programs and financing is also recommended so that there is a greater worker ownership for these initiatives.
5b. External stakeholders
Community
By significantly the most effort and resources must go to making the community alert to these initiatives and the benefit thereof. As the employees locally will take part of the message by word of mouth assuring that the right communication is conveyed will require further effort for MAS Holdings.
At the inception of the initiatives your best option would be to begin with a pr campaign which includes press conferences, announcements at town conferences and branding. Creating a Brand ambassador (such as one of the people of the Sri Lankan cricket team that work for MAS and are respectable by both metropolitan and rural communities)would provide a face to these initiatives.
The most significant part of the communities will be the people that will have the advantages of these programs. The professors and students will obtain their curriculum via an approved federal syllabus. But programs and workshops can be sorted out (personal offering) to assure that quality information is open to theses two teams. Having exams to measure British and IT competency and contests to select the best idea for environmental friendliness with awards honored t best student or best idea will assure the students involvement in these themes (marketing promotions).
Government
The shareholders of MAS have showed their goodwill and functionality they will not find it difficult to obtain government acceptance for these initiatives. Recently the federal government too got the stand that the way ahead is through British education and IT. Furthermore if it's demonstrated to them that environmental sustainability is the way forward they too will become a member of the process of becoming green direct offering is the most efficient approach to communication here.
Partners
A great durability of MAS in following a project is working together with partners who have the expertise. Involving The British Council for English education, Microsoft's teaching services for fundamental IT education would provide a first step in these areas. For environmental sustainability US Environment Program (UNEP), the buyer Citizenship Network's (CCN) and the Looking for Likely Alternatives (LOLA) toolkit provide information and know-how. Having "joint projects" with the aforementioned organizations would be beneficial to MAS and can lean reliability to the work.
Customers
Many customers are considering the CSR assignments carried out by MAS. In MAS communiques it is possible to are the websites and social networking sites so the customers can gain access to more info about these tasks. Allowing the customers to get involved through sponsorship will manage them an possibility to pass on with their customers or the end customer the data they are not only acquiring guilt free environmentally friendly products but also [part of the purchase is going towards community building and the training of the less lucky. The garments could carry brands such as "stated in eco-friendly factories", or "your purchase provides for the training of a kid in Sri Lanka. "
Measuring the success of the communications mix for both new community relationships
In order to gauge the success of the marketing communications mix the typical evaluation criteria must be designed to echo the non-profit aspect of this project.
Quantitative Measures
Management's and employee's contribution both economically and through time allocation can be easily quantified. That can then be utilized as an sign of the success of the marketing and sales communications.
In the long term the amount of people that are maintained by MAS that have attended these programs can be counted and both success of the inner communication strategy and the success of the programs can be examined.
Community awareness can be measured by the amount of individuals participating in the programs. Also the tests that are kept for the individuals and the response to the contests will give an indication of the success of the community communication strategy. Using benchmarking tools that the lovers have developed over the years it might be possible to measure the success of the communications which may have been carried out.
For Government, Companions and Customers the key indication of the success of the communication strategy will be their financial involvement. Goals must be set for the expected contribution and measuring the success of achieving these targets gives a clear indicator of the said success.
Hits on the site can be used to quantify interest and communication success.
Qualitative Measures
Feedback can be acquired from Management and Employees as to their notion of the programs through an e-mail survey.
Feedback can even be extracted from the students to see their perceptions and behaviour towards this program. Furthermore community questions about the program can be gathered and classified to assess and determine the success of the communications mix.
Conversations with the companions and customers can indicate their observations and applying for grants the endeavor. All of this information may be used to measure the success of the marketing blend.
Recommendation
Continue doing community tasks more which will support to support the partnership with the community and will also visualize the organization as a good accountable citizen
Internally place key performance indications to measure the amount of CSR tasks completed and the grade of this program and the no. of influences in order to understand value of the programs and can forecast the type programs should given to the community
Conduct programs for male users in the business while carrying out 'women go beyond' for the female team members to all employees motivated
Manage communication campaigns to the new community groups in a proper way to attract those to the assignments conducted and built trustworthiness on the list of company
Prepare booklets, including CSR tasks that has made a difference in the community and also use modern technology to spread the good will of MAS holdings and catch the attention of customers
Always keep the employees prepared on the CRS tasks that are done by the company and make feel them that they improve a socially dependable organization
Implement a system to collect reviews from all the individuals of the CSR jobs. Also for new ideas for new tasks from employees as well as external groups
Conclusion
It's very important to maintain a mutually beneficial romance all the stakeholders since each of them are straight or indirectly require with the business. MAS is becoming among the finest multinational companies in terms of business also in community interactions they have managed. By creating a good reputation one of the communities they operators, municipality, customers also the pressure teams it's been easy to perform their business activities any place in the country and the globe.
References
Appendix 1
Company Background
It was in 1987 when the three brothers, Mahesh, Sherad and Ajay Amalean's got their first rung on the ladder to begin as a little entrepreneurial and also to make it one of the greatest south Asian seductive apparel produce and a competitive sportswear service provider in your community. Now a company, with an gross annual turnover of USD 700 million. MAS Holdings which performs internationally includes design studios, and 28 world class manufacturing plants. Thus giving career opportunities for over 45000 visitors to, excel through their abilities and features. MAS Holdings consists of four main divisions namely Intimates, Active, Textiles, and Investment which are overseen by Corporate Alternatives which centralizes the procedure in every four strategic business units. Furthermore MAS Holdings has used a step forward by launching its lingerie brand 'Amante' in fall 2007 and also have made it their strategy to be the prime lingerie brand in Asian region.
Vision and the Quest of
Vision
No. 1 preferred spouse of the world is leading brands of Intimates & Sportswear with a turnover of USD 1Bn by 2010
Mission
We supply the world's leading brands of Intimates & Sportswear with reliable & ground breaking design to provide solutions.
Strategic companions and customer portfolio
MAS has become one of the proper vendor for some of the greatest brands in the world such as Victoria's Top secret, Nike and Grades & Spencer and yes it services other global brands as Adidas, Reebok, Columbia, Lulu lemon, Banana Republic, Ann Taylor, Lane Bryant, Soma Intimates, GAP and Speedo plus much more. Victoria's Secret Stores and Nike chosen MAS as Seller Partner of the Year 2006.
One of the main element factors of MAS success is the ability to forge partnerships with the market leaders if the industry like the Small Inc, Triumph International, Speedo International, Stretchline UK, Noyon Dentelles, Prym Intimates Group, Dogi International, Textprint SA and Brandot International.
Product range portfolio
MAS' products can be grouped as below.
Competitors of and the marketplace position
As a big creation company MAS has international and local competitors. Internationally competitors would be Ace which is a huge intimate producers in Hong Kong, Clover, Luen Thai which performs in a number of countries and Tefrone the key competition in the seamless market and Brandix apparel which is the neighborhood rival.
Victoria secret positions MAS as their main preferred vendor and the business is undoubtedly one of the the very best 10 intimate manufactures on earth.
Analyzing everything motioned above its clear that MAS keeping is a effectively driven family managed company. The brothers made a decision to adhere to their jv conditions of choosing companions who brought in technology skills, marketing knowledge or access to certain marketplaces.
Background for Best Ethical practices
MAS' holdings as a history of ethical business techniques that predate the idea of CSR. Furthermore, it ensures a wholesome and safe workplace, which seen as a good business practice. However, the honest approach to processing is setting the organization in addition to the competitive attire sector. To support the eye-sight of itself developed their own CSR strategy called 'MAS Go beyond', the program empower the organization's 92% of the female workforce also create a sustainability-mined n junior, future employees and market leaders of the business.
Source - Company website, Studies on the web, Company Magazines
