The Subaru Code of Social Responsibility
The Subaru Company is an international automobile manufacturing company based in Japan but has its vehicles and products distributed worldwide. The dynamic and evolving automobile industry has driven the major players into involvement in the creation of solutions to social problems. The intention of their involvement is with the effort of improving their purpose and popularize their brands. In this case, Subaru is known to be among the active automobile companies playing important roles in the creation of solutions. The Subaru Group states in its code of social responsibility that they aim at ensuring reduction of environmental impact, prevention of traffic accidents, and the alleviation of traffic congestion. In enabling the achievement of the company’s CSR, the company reviewed its Eight CSR Action items into a more specified Six Priority areas. The efforts being taken by the Subaru Group are a clear indication of how important the code of social responsibility is important in the marketing of any company more, especially in the automobile industry.
The Corporate Code of Conduct has been outlined to include; the development and provision of products and services while ensuring the society’s environmental conservation and safety are assured. The Six priority areas for CSR are; a car culture that is people-oriented, resonance and coexistence, peace of mind, diversity, environment, and compliance. The company made some decisions in ensuring that the areas are viable and applicable in the field and ended up choosing the first four as the most prioritized. The four were decided upon because they did not only impacted society while strengthening the company but also improved the ability of the company to meet the demands of society. The outstanding involvement of the Subaru Company in the society are the Subaru Love Promise and the Subaru of America Foundation. The implementation of the priority approaches has helped a lot in the achievement of its set out Corporate Social Responsibility.
In achieving the people-oriented culture, the company focuses on fulfilling the requests of their clients. For the first time, the Forester and the XV were fit with an e-Boxer power unit that offers a powerful acceleration for the vehicle hence customer satisfaction. This has improved the image of the car by those that love speed as the car is comfortable, and acceleration has been made powerful. Resonance and coexistence have been done through the LOVE campaign that was launched in 2008 in America, a project spearheaded by the customers who loved Subaru vehicles. The campaign was later expanded to the Subaru Love Promise that has performed tremendously. This was meant to provide donations from the customers, but it ended up attracting dealerships that, at the end of 2018, the Share the Love had contributed 140 million dollars the Subaru Share the Love Events. The Subaru Foundation has contributed a lot to the CSR by supporting such groups as the Portland Youth Builders (PYB) in their construction training programs. Affordable housing has been achieved through the contribution of the Subaru Company with another advantage of the remodeling of a home that will go to the homeless. In matters of the environment, the company is continuously fighting to reduce the emission of harmful gases in its exhaust fumes. This improvement in the handling of the community creates a great rapport with the consumers of their products.
In conclusion, the Code of Social Responsibility plays a major role in the marketing of any business; an example is the Subaru Company in the automobile industry. Its commitment to donating 250 dollars to a charity of their own choice for every vehicle purchased or leased is a good gesture. Through this, the consumers will see it as a way to give back to the society indirectly as part of their purchasing cost is directed to charity. Their continued effort to ensure that their product is environmentally safe and letting the interests and suggestions of their customers to come first has contributed to their ever-growing customer base worldwide.