Proceedings of the semestral course between University of West Bohemia and Marquette University Academic year: 2018/2019 Content Corporate Social Responsibility – Comparison of Pilsner Urquell and MillerCoors (Kristýna Bulíková, Ryan Klemann) Comparison of Corporate Social Responsibility in the bakery industry (Vojtěch Diviš, Lei Jin, Yutong Fu) Corporate Social Responsibility of Specific Microbreweries in the Czech Republic and in Milwaukee (Casey Beronilla, Evans Chronis, Alena Staňková) Data mining as a competitive advantage for emerging and fast-growing companies (Adam Faifr, Isaac Haubrick-Feil) Email Marketing (Jan Audes, Jiacheng Lin , Kevin Van Dycke) CSR activities in sector of building efficiency, automotive and power solutions: Case study of Johnson Controls and Siemens Czech Republic (Yujie Wang and Kristýna Machová) The Use of Data Mining for Online Marketing Purposes (Michal Braun, Ruoshui Liu) Comparison of the cloud usage in organizations in the Czech Republic and the USA (Meiqi Zhao, Lukáš Skrivan) Comparison of CSR in Europe and USA for two chosen mobile providers (Lin Ping, Katerina Sestakova) A Comparative Analysis of Corporate Social Responsibilities between ČEZ Group (Czech Republic) and WEC Energy Group (USA) (Gwendolyn Davis, Lýdie Nová, Peggy Van Scotter) CORPORATE SOCIAL RESPONSIBILITY – COMPARISON OF PILSNER URQUELL AND MILLERCOORS KRISTÝNA BULÍKOVÁ RYAN KLEMANN 2019 Table of Contents Introduction.............................................................................................................................................3 Company´s history...................................................................................................................................4 Pilsner Urquell .....................................................................................................................................4 Basic information.............................................................................................................................4 Target customers.............................................................................................................................6 History .............................................................................................................................................6 Organizational structure and management ....................................................................................6 Sales.................................................................................................................................................8 MillerCoors..........................................................................................................................................8 Basic Information ............................................................................................................................8 History .............................................................................................................................................9 Organizational structure and management ..................................................................................10 Sales...............................................................................................................................................10 Corporate social responsibility – general facts......................................................................................11 Principles CSR ....................................................................................................................................11 CSR in Pisner Urquell .............................................................................................................................12 CSR in MillerCoors .................................................................................................................................15 Comparison of both companies ............................................................................................................20 Environmental aspect........................................................................................................................20 Social aspect......................................................................................................................................22 Economical aspect.............................................................................................................................23 Differences in companies’ CSR ..........................................................................................................24 Conclusion .............................................................................................................................................25 References.............................................................................................................................................26 List of pictures and tables......................................................................................................................27 Introduction Currently, people start to learn about Corporate Social Responsibility (CSR) more and more. CSR is a system of management, which has a long history but it had started to ascend in 1950s. Corporates starts to realize, that to achieve their goals is now more difficult than ever. It is necessary to contribute sustainability, take care of maintaining positive relationships with all company stakeholders, protect the environment, behave ethically and spend its financial resources in an efficient way. Social responsibility may be divided into three areas – economic, social and environmental. CSR concept is not regulated by legislative and every activity combined with it, are purely voluntary. Although, in April 2014 European parliament adopted a directive, which require from specific companies a CSR report. CSR implementation comes with many benefits for society but also for the companies themselves. Advantages include for example gaining positive image, stronger market placement, growing sales, reducing costs on risk management or increase motivation and loyalty of employees. CSR had become one of the trends of nowadays life. Consumers are more careful what they buy, who is the producer of the specific product or if the brand has a good reputation. This can sometimes lead to pressure on corporates, that they have to respect their consumers and society and they just have to do more for others than it is determined by law. People start to realize how important role plays SCR in the world and in our future. The aim of the project is to make a report of companies Pilsner Urquell and MillerCoors and afterwards comparing them. The project will focus on society and how people feel about CSR. That will be represented also in the practical part. 3 Company´s history This chapter should describe the companies Pilsner Urquell and MillerCoors. Also the environment that the companies work and process in, their history, financial situation and management (organisation structure) Pilsner Urquell For Czech part of this project we had picked Pilsner Urquell, which is one of the most favourite beers in Czech Republic with market share 43% (Conbiz, 2019). It is the leader of beer agriculture in Czech Republic. Basic information Pilsner Urquell is very significant producer and exporter of Czech beer, which is brewed in four breweries, Pilsner Urquell and Gambrinus in Pilsner, Radegast in Nošovice and in Velké Popovice in the middle Bohemia. The biggest breweries are Pilsner Urquell and Gambrinus.Czech people are very proud on their beer and especially on Pilsner Urquell, due to its famous, delicious taste and golden colour, which has changed the whole thinking and producing of beer. It was founded in 1842 and was also named by the city – Pilsen. Its headquarters are situated in Pilsen, although the beer had expanded all over the world so the product is available to people everywhere. Pilsner Urquell is the leading brewing company in Central Europe. They export mainly to Germany, Slovakia and South Korea. The product is available in 330 ml, 355 ml and 500 ml cans and green or brown bottle. We found out by one survey that people in Bohemia still prefer the historical and more environmental glass bottle. The survey consists of 50 respondents, where are 24 men and 26 women. Respondents answered question: What type of covers do you prefer? And answers were: 48 % in glass bottle, 42% in barrel and 10 % in cans. When a customer buys glass bottle Pilsner Urquell, they also pay a deposit, which will be refunded, when the bottle is returned. Wastes that Pilsner Urquell produced in 2017 were recycled or reused 98.5 %. This is less about 0.3 % than from year 2016 (Plzeňský Prazdroj, Naše pivo, 2019). The brown bottles are distributed mainly to USA. Under the Pilsner Urquell are a lot of brands and they are: Gambrinus, Kozel, Radegast, Birell, Excelent, Frisco, Kingswood, Master, Kopparberg, Klasik and Primus (Plzeňský Prazdroj, Naše pivo, 2019). Pilsner Urquell is considered as the largest Czech beer exporter in almost 50 countries around the world and on Czech market represents roughly 48 %. The Pilsner Urquell brand 4 represents the legendary pale lager with an alcohol content of 4.4 %. The company employs cca 2250 people and they made 20 000 indirect job opportunities. It is possible for employees but also for public undergo trainings as in beer quality, tapping and serving. In 2015 they became responsible corporation and got award for long-term contribution