“A strategy towards corporate sustainability” Incorporating sustainable business practices into Peeters Produkten BV’s conduct of business.

“A strategy towards corporate sustainability” Incorporating sustainable business practices into Peeters Produkten BV’s conduct of business.

Visser, R.A.

Wever, R. (mentor)
Bakker-Wu, S. (mentor)
Oomen, M. (mentor)

Industrial Design Engineering

Design Engineering

Master of Science Strategic Product Design

2011-12-19

This graduation assignment was assigned by Peeters Produkten BV, a firm that is known for its expertise in producing chocolate spreads of which ‘Duo Penotti’ is the most renowned. Though first steps have been taken, the firm’s approach to tackle sustainability issues is not yet on strategic level. Hence, the task was given to come up with a strategy to incorporate sustainable practices into the firm’s conduct of business. Consequently, the report can be described as the result of a study that investigates various aspects influencing the strategy and the manner in which Peeters Produkten BV should aim for corporate sustainability: Corporate sustainability refers to the business approach in which a corporation’s embedded sustainable practices are consistent with its organisational culture and corporate strategy. As Peeters Produkten BV is competing in the FMCG industry, the firm is dealing with fast shifting market developments and a range of stakeholders. These parties, like the Dutch government, the industry, NGOs and consumers all have their opinions and demands on how businesses should react on sustainability issues. So, in setting the strategy for corporate sustainability these views must be taken into account next to the CEO’s motivations and ambitions and the firm’s capabilities. A strategy is always about making choices; firms are not responsible for all of the world’s problems, nor have the capabilities to solve them all. Thus, Peeters Produkten BV should prioritise and identify few opportunities within its value chain that are most likely to contribute to a better environment (planet) and society (people) and bring value to the firm itself by efficiently using the resources available. For Peeters Produkten BV the core activities are the following: 1. creating a sustainable culture and code of conduct 2. procurement of sustainable ingredients by setting supplier policies 3. sustainable logistics as the firm is facing both in- and outbound logistics, regarding the firm’s largest impact on the environment 4. buying in renewable energy as it is a very feasible solution to contribute in reduction of the firm’s impact caused by its large electricity use Of course, the firm should always report on and monitor its progress on its approach to alter, improve and increase the amount of sustainable activities. Finally, a case study was conducted on one the firm’s products: Duo Penotti Dippi. Due to the product’s poor performance consumer research must first be conducted. Research’ results must then be guiding in the decision on what to do with Dippi; divestiture, incremental- or redical innovation. Nevertheless, in any resulting decision the firms’ strategy for sustainability must be taken into account.

corporate sustainability
sustainable development
SME
strategy
value chain
chocolate spread
FMCG

http://resolver.tudelft.nl/uuid:86a494e9-6956-4da6-b962-fa537b7b3f2d

Campus only

Student theses

master thesis

(c) 2011 Visser, R.A.