Community Relations of MAS holdings

fellowship Relations of MAS guardianshipsIn any severalizenership, the greatest challenge is managing the military control. To stick out this end, a smart sets relationship with the confederacy plays a pivotal role. In terms of integrated kindly responsibility MAS Holdings has d nonpareil a considerable amount of start towards uplifting Sri Lankans in a social context. It has too flexed to retain node deplumateor by means of achieving their tar calculates and primary(prenominal)taining guest compliance standards by ensuring the employees work in a safe functional environment. This report illustrates MAS Holdings relationship with the confederacy and fork outs recommendations for modify community convention relationships for assembly line swell-being.Company BackgroundMAS Holdings is a company, which has pore on the app bel manufacturing melodic phrase for the last 20 age. It has great succeeder to date with a consolidated disturbance of approximately more than four hundred million USD and has a massive growth in trading trading operations. The majority of the victory has been achieved within the US trade, which accounts for al almost 60% of sales. Europe and UK allows the majority of the balance. In terms of customer focus, the company gains 50-55% of turnover rate from Victoria Secret, 14% from gaolbreak another 10% from Marks Spencer. In terms of global presence, the company is present in more than 5 offices globally, including China, Vietnam, Indonesia, Mexico, India, Hong Kong, United Kingdom, Maldives and US. The company is do of multiple investments mostly in the inning of conjunction ventures in intimate Appargonl Manufacturing, Elastic Manufacturing, Knit Fabrics, Lace, Bra Accessories and recently Design Development. break stakeholders and their level of make for and impact on the company2a). Benefits of stakeholders analysis for MAS Holdings set about a taking stakeholder analysis benefits the company as abide bys,Opportunity to depict the pertain of the all stakeholders on the companyRecognizing the collections that affect or unnatural by the companyThe actor level of distributively stakeholder and bearings to snub negative impact on the company rateing the stakeholders who subscribe to decrease friendship with MAS and getting them involved in company events at leaveicular st maturesIdentify potential issues that might disrupt the companyIt also helps to visualize the attempt factors and plan strategicalal responses2b). Key community groups and their impact on the companyStakeholder mapping provides insight in to which parties break the most impact on the company (See appurtenance 2). Described below is the influence and impact of each stakeholder.CEO and The Board of Directors ( towering concern + High Power)This includes companys major players and potential stakeholders. In it consists of the chairperson, Mahesh Ama angle and the board of consumeors which in cludes the other cardinal Amalean brothers and 7 directors. (Refer addition 2 figure)From the graduation MAS was a benchmark for being a superior employer. both the main key players of the company ar responsible for puzzle might in community development. By looking at the signifi gaget mensurations that hold up been taken by them to develop the community and their employees it is clear that they have make a vauntingly deflexion. As per Ajay Amalean it was the right thing to do. We had absolutely no creative thinker that 20 years down the road, the things we were doing would be called CSR.Venture Capital and Customers of (High Interest + High Power)According to the power interest mix (Refer appendix 2 look 2) at that place is a clear indication that this is a category with eminent interest and power. Without these key individuals or groups, such as joint ventures, with Speedo and strategic partners such as Nike, Makes Spencer, Victorias Secret and Gap MAS Holdings par t of the business operations would not have its current achievement.When MS selected MAS for their green manufacturing plant cat (As mentioned in appendix 2 page ii) it show their recognition as a global customer that MAS is an boldness that is conscious of environmental and social sustainability. This recognition imparting results in better relationship with military personnels targeting markings that ar under jam to maintain sustainability and it will help to maximize the ne cardinalrk of the company by stringing bracing customers and through customer retention.Employees (High Interest + depression Power)The higher management at MAS Holdings has set its employee objectives which are called as KPIs (Key murder indicators). However the drivers of these main KPIs are the employees themselves. It is noticeable in the Mendelows matrix (Refer appendix 2 Figure 2) this category holds high interest and low power on decision making. This group includes the executives and the machine operators of the company.In MAS, 92% of the employees are women. Focusing the women in the company MAS has launched an empowering program which is called Women Go Beyond (Refer appendix 2 page v). The men, who are working at MAS, enjoy the analogous benefits as women. These activities result in company growth through employee attr reach and retention. Thus recruiting process is easier and the annual labor turnover is much less. As mentioned in appendix 2 these activities also results in higher productivity of operations, which is a one of the main achievements of a manufacturing plant. community ( Low Interest + Low Power )As mentioned in the mendelows matrix this category has a low interest and a power, but the company point of conniption its big to have a close relationship with the communities MAS operators. therefore they submit more man power for their operations and its a great avail when having a close relationship with the community specially in recruiting mountain and also in retaining them which will be discussed early in the report.How MAS economic consumption relationship merchandise and approach the community through its concept3a). affinity marketingRelationship marketing refers to all marketing activities directed towards establishing, create and maintaining masteryful relational exchangesMorgan black market 1994It is important to understand the benefits of maintaining good relationships with the community groups. Not only in FMCG companies but also within business to business companies, manufacturing plants benefit by having close relationships with the community groups that are germane(predicate) to them through the practice of sustainability within these communities. Though it doesnt have a direct impact on the company with regards to meshwork, sustainability, helps to cast up the company standards, reputation and profits in a way that is mutually beneficial to the community and the company. By developing such en during relationships the company fanny gain impudence within the community, build employee cargo and loyalty towards the company. These things give grand long-lasting benefits to the company. MAS Holdings is a company that gets these positive results out of such community relationships.3b). What MAS Holdings does to attract their community groups and reach their heartsWhen grammatical construction a relationship it should be done from a combination of Trust, commitment and cooperation.TrustAccording to Morgan hunt trust is defined as confidence in an exchange partners dependableness and integrityTrust cigaret be seen as a long term investment for the business. It kit and caboodle as glue in twist business relationships with all stakeholders. Building trust among the customers and suppliers of will allow the MAS business to gain the upper hand to improve business with the US and European countries.In the same way MAS holdings most important resource is labor. As mentioned forward 92% of the employees are women. Sri Lankan women are genuinely particular in selecting the working rest home. Considering the culture, tradition of Sri Lanka, its important for women to have a safe working environment in manufacturing plants which will enhance their trust and the trust of the community. For an sheath when started first EPZ in Katunayake and the country is declared as a set unload trade firmament most of investors started garment factories in those areas. 90% of the works become women, most or 18 25 of age and they came from awkward area of the country, lived in boarding houses near the factory. In this period most of the employees suffered from sexual harassment and assault. They also had long working hours even without anterior notice. Breaking through these grey clouds MAS become one of the crush employers in Sri Lanka by creating a safe working environment. In addition the Amalean brothers made sure that their work force worked in an air conditi oned environment, had free meals, and were given transportation to and from the factory.CommitmentThis is one the most important fixings which strengthens relationship marketing. As per Morgan and hunt, commitment is an enduring desire to maintain a valued relationship (Morgan and Hunt 1994, 23) Commitment could be considered in assorted ways, 1.Commitment towards the organization by the employees, commitment towards the brand or the product also the commitment towards the community etc.In hallow to foster this commitment MAS Holdings, created incentives based on service period heavy(p) gold coins to employees that had sinless 5 years of service, providing increments each year so that an employee knew that if they stayed one more year their salary would increase and giving bonuses based on execution which encouraged the employees to be committed to continuous improvement.Co-operation with community groupsIn evidence for a business to operate in a geographic location it is imp ortant that the people living there are ready to take up the presence of this business. As MAS Holdings has many plants in many locations it has found it effective to co-operate with various community groups in bless to establish their presence.For utilisation through the Shadeline factory in the remote area of Mahiyanganaya, various understands were undertaken. These include assistant in construction houses stakeup for primary culture and assistance in social welfare. Some of the community assistance was provided through the Buddhist tabernacle in the area which provided entryway to large portions of the community. Further to that association with the topical anesthetic police and welfare societies provided inroads to the lives of the people.The Level of influence and impact applied by pressure groups on MAS Holdings4a. draw groupsPressure groups are organizations that seek to influence government the customary and private business or advance a cause. Often they advan ce a political or ideological goal. These groups fecal matter be placed in to devil main categories.Sectional Pressure groupsCausal Pressure groups4b. Sectional Pressure groupsSectional pressure groups do a section of baseball club. The pressure cause by these groups is often at present beneficial to the members.Religious groups (High impact) -Often in the rural areas of Sri Lanka where several of the MAS Factories are ascertain the Buddhist temple in that area is the central meeting place and many decisions are made there. MAS as an organization is encouraged to follow the local customs and cultural habits.The Employers Federation (High impact) -is a legal organization that MAS is part of. Adhering to the guidelines set by this organization is beneficial for MAS Holdings goal of respectable hiring and employment4c. Causal Pressure groupsCausal Pressure groups are associated with a set of ideas rather than people. The agendas they pursue may not be straight off beneficial to their members.As a member of certain key groups MAS moldiness adhere to standards they set. Some of these are listed belowThe Joint Apparel experience Forum (JAAF) (Low impact) is the leading umbrella organization concerning the apparel industry in Sri Lanka. Making Sri Lanka the number one estimable destination for garment manufacturing (the apparels without guiltiness initiative) is one of its chief objectives. MAS Holdings is a special invitee to this Forum and is judge to conform to the directives set by this forum.Several sub organizations are part of the JAAF.FAAMA Fabric Apparel Accessory Manufacturers AssociationFTZMA Free Trade regularise Manufacturers AssociationNAEA Apparel Exporters AssociationSLAEA Sri Lanka Apparel Exporters AssociationSLCGE Sri Lanka Chamber of Garment ExportersSLGBOA Sri Lanka Garment Buying Offices AssociationVarious SBUs of MAS Holdings are involved in many of these sub organizations as well.Worldwide Responsible Accredited proceeds ( WRAP) (High impact) -MAS Holdings is a member of and moldiness adhere to their standards as well.The Board of enthronization of Sri Lanka (Low impact) As a member MAS must adhere to certain standards. turn these organizations are quite influential in Sri Lanka, MAS has lead the way in Ethical and Responsible employment therefore it is MAS that often sets the standards for these organizations.New communities that MAS finish expand their go fro the betterment of the societyIn the tradition of MAS to lead in the area of CSR in Sri Lanka and sometimes the world, this could be taken for nevertheless by analyzing new community groups will always give the luck to connect to the community.Its proven that MAS is one of the fast growing companies in the world. Its very important to have a good relationship with the local government, society that they operators since it need more man power and carry out their operations in the respective communities.MAS has been doing all community projec ts targeting the employees and society such as women go beyond and other CSR activities (Refer appendix 2, page v vi). It involve to look in to future prospect in terms of building a close relationship and the target audiences of the new community groups are, experient future extension for Srilankaobjective Group -School leavers of MAS employeesProviding educational opportunities to the community in areas of side of meat language education and ITLets learn the importance of environmental sustainabilityTarget Group -Schools (Students)Achieving sustainability Practicing and direction Environmental sustainability4 a) Why MAS should choose these two community groupsSince MAS is targeting on the community itself it gives greater results to the company and the country when considering future leaders, minds in the country. By providing education which is required in the current business world it helps the young generation to foundation their career paths. By creating a strong and stab le generation, it will eventually strengthen the communities of Srilanka, starting from the area that, MAS manufacturing plants operators. This will also benefit the country. When looking company point of trip up this program will not straightway impact, but this will increase imagine and the good will of MAS among the communities which will help the company in recruitments and also in retaining employees.As per the 2nd community group, by helping the schools and library pasteing the massage about the importance of environmental sustainability by learn them from their small ages it will give a give impact in their personal lifes as well as the country, environment. Also as mentioned before by establishing the name of MAS in their hearts by doing a worthy project to their lifes and the community MAS always be company that is socially responsible. Hence most of the MAS customers are particular on the CRS projects that MAS does, these kinds of projects gives positive marks and wi ll strength the relationship with the customers as one of the responsible suppliers in the world which will attract more customers around the world.4b Skilled Future generation for SrilankaProviding educational opportunities to the community in areas of English language education and ITMAS competes in the global market and deals mainly with the US and Europe. In score to conk with its customers the most relevant language is English. No business that is global contribute survive without information. MAS recognized this need early in the game and is low-level on Information Technology for all information needs two internal and external. While there have been government initiatives to foster the learn of English and IT these have often failed due to a lack of funding or will power. Having a community that is fluent in English and adept in IT provides MAS with a greater pool of individuals to select from for employment. forrader looking at the all the school leavers MAS could tar get on the family members of employees at MAS. The selection criteria of this could a relative of a employee at MAS, who is 18 -27 age and has completed G.C.E advance level 2 passes and unemployed. While providing primary education to these communities can be carried out by fight downing the government initiatives, family members of employees can be chosen out of the community to provide scholarships for further education. In this way MAS can give back to those who support the business man building trust, commitment and sustainability in the community.4c Lets learn the importance of Environmental sustainabilityAchieving sustainability Practicing and teaching Environmental sustainabilityMAS was the first company to recognize the need for Environmental sustainability as a key global concept and put this knowledge into action by creating the first green plant in Sri Lanka. In revision to take this message to the community in general MAS will have to create sureness and provide edu cation. Currently there is no prep in the Sri Lankan school curriculum to teach environmental sustainability.Target group could be taken as 15-18 year old students hence it is the best age group that can be thought the importance of environmental sustainability and make it their way of life. To communicate this massage to the selected audience would be schools which are located in the areas that MAS manufacturing plants. As this area of education is most relevant to the future generation it is important that this area of study be included in the Schools curriculum. It is possible that MAS can team up with experts in the playing area from the United Nations Environment Program (UNEP) to get government approval and support to introduce this vital area of education. By conducting this program in schools, MAS is creating educate youth to the community and also who will be a example to the society and a person who carries a massage on how important sustainable development. These will also benefits MAS in forthwith by establish a reputation among the community which the plant operates.Coordinated Communications mix for new community groups projectsIn order to have achiever in these two ventures it will be necessary to have a coordinated converse plan. The communicatings mix must target all the relevant stakeholders. As these are non-profit initiatives the intercourses mix must be adapted to pillowcase the situationInternal stakeholders Management, EmployeesExternal stakeholders- Community, Government, Partners, Customers5a. Internal stakeholdersManagementIn order for both these initiatives to be triumphful the management must be informed of them and back them. As most of the decisions for funding will come from this group of individuals it is recommended that direct contact is made (personal selling) and the use of presentations would be advisable.An e-newsletter sent directly to their e-mail account and linked to a website with Links on Facebook and chi rp will provide them with any additional information they need and provide regular updates on the status of these projects.Management can also form a committee or working group to oversee and supervise the process of teaching and the progress of these initiatives. This group will report back to the management.EmployeesThe employees too can pay back the same newsletter and management can communicate the needs and progress to the employees at meetings. Making it possible for the employees to get involved in the teaching programs and funding is also recommended so that there is a greater employee ownership for these initiatives.5b. External stakeholdersCommunityBy far the most effort and resources must go to making the community aware of these initiatives and the benefit thereof. While the employees in the community will take part of the message by word of mouth assuring that the correct communion is conveyed will require further effort on the part of MAS Holdings.At the inception o f these initiatives the best option would be to start with a public relations campaign which includes press conferences, announcements at town meetings and branding. Having a shit ambassador (such as one of the members of the Sri Lankan cricket team that work for MAS and are highly regarded by both urban and rural communities)would give a face to these initiatives.The most important part of these communities are the individuals that will receive the benefits of these programs. The teachers and students will receive their curriculum via an approved government syllabus. But programs and workshops can be organized (personal selling) to assure that quality information is available to theses two groups. Having exams to valuate English and IT competency and contests to select the best idea for environmental friendliness with prizes awarded t best student or best idea will assure the students interest in these subjects (promotions).GovernmentThe shareholders of MAS have demonstrated thei r goodwill and capability they will not find it difficult to agree government approval for these initiatives. Recently the government too took the stand that the way forward is through English education and IT. moreover if it is demonstrated to them that environmental sustainability is the way forward they too will join the process of decent green direct selling is the most efficient method of communication here.PartnersA great strength of MAS in carrying out a project is working together with partners who have the expertise. Involving The British Council for English education, Microsofts teaching services for fundamental IT education would provide a first step in these areas. For environmental sustainability United Nations Environment Program (UNEP), the Consumer Citizenship Networks (CCN) and the Looking for Likely Alternatives (LOLA) toolkit provide information and know-how. Having joint ventures with the above organizations would be beneficial to MAS and will lean credibility to the efforts.CustomersMany customers are interested in the CSR projects undertaken by MAS. In MAS communiqus it is possible to include the websites and social networking sites so that the customers can entrance fee more information about these projects. Allowing the customers to get involved through sponsorship will afford them an opportunity to pass on to their customers or the end customer the knowledge that they are not only receiving guilt free environmentally friendly products but also part of the purchase is going towards community building and the education of the less fortunate. The garments could carry labels such as produced in eco-friendly factories, or your purchase provides for the education of a child in Sri Lanka.Measuring the success of the communications mix for both new community relationshipsIn order to measure the success of the communications mix the standard evaluation criteria must be adapted to reflect the non-profit nature of this venture.Quantitative Mea suresManagements and employees contribution both financially and through time allocation can be tardily quantified. That can then be used as an indicator of the success of the marketing communications.In the long run the number of individuals that are retain by MAS that have attended these programs can be counted and both the success of the internal communication strategy and the success of the programs can be evaluated.Community awareness can be measured by the number of individuals attendance the programs. Also the exams that are held 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 partners have developed over the years it may be possible to measure the success of the communications that have been carried out.For Government, Partners and Customers the main indication of the success of the communication strategy will be their financial participation. Targets mus t be set for the anticipated contribution and mensuration the success of achieving these targets will give a clear indication of the express success.Hits on the website can also be used to quantify interest and communication success.Qualitative MeasuresFeedback can be obtained from Management and Employees as to their lore of the programs through an e-mail survey.Feedback can also be obtained from the students to ascertain their perceptions and attitudes towards the program. Furthermore community inquiries regarding the program can be accumulated and categorized to measure and determine the success of the communications mix.Conversations with the partners and customers can indicate their observations and thoughts on the endeavor. All this information can be used to measure the success of the marketing mix.RecommendationContinue doing community projects more which will support to sustain the relationship with the community and will also visualize the organization as a good respons ible citizenInternally set key executing indicators to measure the amount of CSR projects completed and the quality of the program and the no.of impacts in order to understand value of the programs and can forecast the type programs should given to the communityConduct programs for male members in the company while carrying out women go beyond for the female team members to all employees motivatedManage communication campaigns to the new community groups in a strategic way to attract them to the projects conducted and built trustworthiness among the companyPrepare booklets, including CSR projects that has made a difference in the community and also use modern technology to spread the good will of MAS holdings and attract customersAlways keep the employees informed on the CRS projects that are done by the company and make feel them that they work for a socially responsible organizationImplement a carcass to collect feedback from all the participants of the CSR projects. Also for ne w ideas for new projects from employees as well as external groupsConclusionIts very important to maintain a mutually beneficial relationship all the stakeholders since each of them are directly or indirectly involve with the company. MAS has become one of the best multinational companies in terms of business also in community relationships they have maintained. By establishing a good reputation among the communities they operators, local government, customers also the pressure groups it has been easy to execute their business activities anywhere in the country and the world.References concomitant 1Company BackgroundIt was in 1987 when the three brothers, Mahesh, Sherad and Ajay Amaleans took their first step to begin as a small entrepreneurial and to make it one of the largest south Asian intimate apparel manufacture and a private-enterprise(a) sportswear provider in the region. Now a company, with an annual turnover of USD 700 million. MAS Holdings which operates globally includ es design studios, and 28 world class manufacturing plants. Thus giving career opportunities for over 45000 people to, excel through their talents and capabilities. MAS Holdings consists of four main divisions namely Intimates, Active, Fabrics, and Investment which are overseen by Corporate Solutions which centralizes the operation in all four strategic business units. Furthermore MAS Holdings has taken a step forward by launching its own lingerie brand Amante in fall 2007 and have made it their strategy to be the superior lingerie brand in Asian region. imagination and the Mission ofVisionNo.1 preferred partner of the world is leading brands of Intimates Sportswear with a turnover of USD 1Bn by 2010MissionWe provide the worlds leading brands of Intimates Sportswear with reliable modernistic design to deliver solutions.Strategic partners and customer portfolioMAS has become one of the strategic vendor for some of the best brands in the world such as Victorias Secret, Nike and M arks Spencer also it services other global brands as Adidas, Reebok, Columbia, debaucher lemon, Banana Republic, Ann Taylor, Lane Bryant, Soma Intimates, GAP and Speedo and much more. Victorias Secret Stores and Nike selected MAS as Vendor Partner of the Year 2006.One of the key factors of MAS success is the ability to forge partnerships with the leaders if the industry such as The Limited Inc, bliss International, Speedo International, Stretchline UK, Noyon Dentelles, Prym Intimates Group, Dogi International, Textprint SA and Brandot International.Product range portfolioMAS products can be categorized as below.Competitors of and the market positionAs a large manufacturing company MAS has international and local competitors. Internationally competitors would be Ace which is a large intimate manufactures in Hong Kong, Clover, Luen Thai which operates in several countries and Tefrone the main competitor in the broadloom market and Brandix apparel which is the local rival.Victoria s ecret positions MAS as their main preferred vendor and the company is regarded as one of the the top 10 intimate manufactures in the world.Analyzing all the information motioned above its clear that MAS holding is a successfully driven family owned company. The brothers decided to stick to their joint venture criteria of choosing partners who brought in technology expertise, marketing knowledge or access to certain markets.Background for Best Ethical practicesMAS holdings as a storey of ethical business practices that predate the concept of CSR. In addition, it ensures a powerful and safe work place, which regarded as a good business practice. However, the ethical approach to manufacturing is setting the organization apart from the competitive apparel sector. To support the vision of itself developed their own CSR strategy called MAS Go beyond, this program empower the organizations 92% of the female workforce also develop a sustainability-mined n youth, future employees and leade rs of the organization.Source Company website, Researches on the web, Company Magazines