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Komunikace Vybraných Etických Zásad Na Příkladu Fy Mcdonald´S

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Komunikace Vybraných Etických Zásad Na Příkladu Fy Mcdonald´S Komunikace vybraných etických zásad na příkladu fy McDonald´s Michal Svoboda Bakalářská práce 2011 VLOŽIT ZÁSADY VLOŽIT ZÁSADY ABSTRAKT Bakalářská práce se zabývá etikou ve vztahu k marketingu firem, konkrétně McDonald´s. Marketing korporací může velmi silně ovlivňovat společnost v mnoha rovinách. Proto veřejnost kladně vnímá etickou aktivitu firem a pozitivně hodnotí tyto činnosti. Etické a samoregulační kodexy by měly mířit nad legislativní rámec. Firmám chovajícím se společensky zodpovědně dávají zákazníci častěji přednost. V teoretické části práce je popsáno téma etiky, práva, společenské odpovědnosti firem a její historie i náplně v EU a v ČR. Praktická část a výzkum vztahuje tuto problematiku na úspěšnou firmu McDonald´s. Výzkum ukazuje sílu marketingu a střet etiky se ziskem v praxi. Zkoumá, analyzuje a komentuje vybrané formy marketingových komunikací McDonald´s. Závěrem je věnován smyslu CSR, jeho míře dobrovolnosti, ale také zneužitelnosti. Klíčová slova: CSR, PR, reklama, etika, kodex, legislativa, fast food, heirarchie, Fair trade, benefit, holistický, stakeholders, stockholders, desk researsch, cause related, postmaterialismus, fenomén, frančíza, mcdonaldizace, proces, byrokracie, racionaliza- ce, efektivita, dehumanizace, kvantifikace, iracionalita, enviromentální, hypozéza, ana- lýza, interpretace ABSTRACT The ethics and its relation to marketing activities of the companies, especially McDo- nalds´s company, is the core theme of this thesis. Marketing activities of various cor- porations can influence society in various levels. Society positively percie- ves corporeate social responsibility activities of companies. However, ethic and selfregulation codexes should aim beyond the legal frame. The compa- nies implementing corporate social responsibilit activities are privileged. Ethics and law as a science and corporate social responsibility of the companies and its history in EU and Czech republic are described in in the theoretical part. These issues have been put into relation to the reality of the existing succesfull company McDonalds. The re- search part reflects the power of marketing and mutual crosspoints of ethics and wil- lingness to gain profit. Celected forms of marketing communication of Mc Do- nalds have been researeched, analyzed and commented. The meaning of CSR have be- en summed up in the final part. Keywords: CSR, PR, advertising, ethics, codes, legislation, fast food, heirarchie, Fair Trade, benefits, holistic, stakeholders, stockholders, desk research, cause related, post-materialism, a phenomenon franchise, McDonaldization, the process, bureaucra- cy, rationalization, efficiency, dehumanization, quantification, irrationality, environ- mental, hypozéza, analysis, interpretation Poděkování Děkuji paní Svatavě Navrátilové Ph.D., za odborné a velmi vstřícné vedení mé práce. Oceňuji její přehled a cenné rady i s odkazy na literaturu a připomínky. Rovněž také dě- kuji studentům, kteří sbírali data a všem respondentům, kteří mi byli nápomocni v této práci. Čestné prohlášení Prohlašuji, že jsem tuto bakalářskou práci vypracoval samostatně s použitím uvedené použité literatury. Prohlašuji, že odevzdaná verze bakalářské práce a verze elektronická nahraná do IS/STAG jsou totožné. Ve Zlíně dne 9.5.2011 ........................................ Michal Svoboda OBSAH ÚVOD ............................................................................................................................. 10 I TEORETICKO-METODOLOGICKÁ ČÁST .................................................... 12 1 ETIKA V PODNIKÁNÍ ............................................................................................... 13 1.1 VÝVOJ ETIKY VE FIREMNÍM PROSTŘEDÍ ............................................................. 14 1.1.1 Stupně podnikové etiky ............................................................................. 14 1.1.2 Etika v řízení firem .................................................................................... 15 1.2 MARKETING PRODUKTŮ A ETIKA ....................................................................... 15 2 SPOLEČENSKÁ ODPOVĚDNOST FIREM ...................................................... 16 2.1 OBLASTI CSR ................................................................................................... 18 2.2 HISTORIE A VÝVOJ CSR VE SVĚTĚ A OSN ......................................................... 19 2.3 CSR V EVROPĚ ................................................................................................ 21 2.4 CSR V ČESKÉ REPUBLICE ................................................................................. 22 2.5 MARKETINGOVÝ ROZMĚR CSR ......................................................................... 22 2.6 CSR V MARKETINGU POTRAVIN ........................................................................ 23 2.7 CSR V PRAXI A PRÁVO ..................................................................................... 24 3 FAKTORY OVLIVŇUJÍCÍ CSR ........................................................................ 26 II PRAKTICKÁ ČÁST ............................................................................................ 27 4 PŘEDSTAVENÍ SPOLEČNOSTI MCDONALD´S ............................................ 28 4.1 VÝVOJ MCDONALD´S ....................................................................................... 29 4.2 ÚSPĚCH A ZÁSADY MCDONALD´S ............................................................ 29 4.3 SOCIÁLNÍ FENOMÉN MCDONALD´S ........................................................ 30 4.4 KRITIKA MCDONALD´S .............................................................................. 31 4.5 CSR MCDONALD´S ...................................................................................... 35 4.6 MCDONALD´S A MARKETINGOVÉ KOMUNIKACE ................................. 38 5 VÝZKUM VYBRANÉ KAMPANĚ MCDONALD´S ......................................... 39 5.1 CÍLE VÝZKUMU ........................................................................................... 40 5.2 HYPOTÉZY .................................................................................................... 40 5.3 METODOLOGIE VÝZKUMU ........................................................................ 41 5.4 ZDROJE VÝZKUMU ...................................................................................... 42 5.5 METODA DOTAZOVÁNÍ .............................................................................. 43 5.6 POSTUP HODNOCENÍ .................................................................................. 43 5.7 ANALÝZA A INTERPRETACE DAT............................................................. 43 5.8 VYHODNOCENÍ VÝSLEDKŮ ...................................................................... 53 5.9 SHRNUTÍ ....................................................................................................... 57 ZÁVĚR ........................................................................................................................... 59 SEZNAM POUŽITÉ LITERATURY ........................................................................... 61 SEZNAM POUŽITÝCH SYMBOLŮ A ZKRATEK ................................................... 65 SEZNAM OBRÁZKŮ ................................................................................................... 66 SEZNAM TABULEK .................................................................................................... 67 SEZNAM PŘÍLOH........................................................................................................ 68 UTB ve Zlíně, Fakulta multimediálních komunikací 10 ÚVOD Práce má přiblížit, jak se promítá společenská odpovědnost firem do jejich chování nejen v tržním prostředí, ale zejména ke konečným spotřebitelům v oblasti marketingu a rekla- my. Do poloviny 20. století pravdivě vystihovala chování většiny firem v neúprosném tržním prostředí nového věku. Informace a komunikace spojují a formují veřejnost. En- vironmentální, zdravotní, sociální a další požadavky vyvíjí a mění marketingové komuni- kace firem. V teoretické části práce přibližuje problematiku etického působení firem na spotřebitele. Zabývá se tím, co utváří etiku firem a rámcově zmiňuje i souvislosti mezi právem a etic- kým chováním firem tzv. Corporate Social Responsibility (zkr. CSR). Zaměřuje se na historický vývoj, ale i na jeho vliv na chování firmy uvnitř i navenek. Dále specifikuje, jak koncepce CSR ovlivňuje etiku marketingové a PR (public relations – vztahy s veřej- ností) komunikace firmy a ukazuje potřebu regulace reklamy zejména k dětskému publi- ku, konkrétně pak mladšího věku. Práce zmiňuje problematiku výživy, která souvisí s tlaky na etický přístup nadnárodních korporací vyrábějící poživatiny. Nová zjištění dopadů těchto výrobků na zdraví populace podporují změny legislativy, ale i reakce veřejnosti na důsledky stravování z přemíry technologicky silně zpracovaných poživatin. Praktická část se zabývá výzkumem a realitou používání principů společenské zodpovědnosti společnosti McDonald´s. Tato firma je nejznámějším představitelem fast food občerstvení, které je kromě jiného kontroverzním z hlediska výživy a zdraví a zviditelňováním svých produktů. Dnešní některé formy reklamy těchto produktů jsou často kritizovány. Dlouhodobý účinek takové stravy ovlivňuje negativně lidský organismus, proto je předmětem nevole veřejnosti i legislativy a vytváří se tak tlak na marketing. Je zaznamenán jiný přístup a změny v marketingové komunikaci. Rozdíl UTB ve Zlíně, Fakulta multimediálních komunikací 11 ukazuje
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