Engaging stakeholders in a business
A Cadbury Schweppes case study

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Page 4: How to engage stakeholders

Cadbury Schweppes has open and regular discussions with its stakeholders and uses different ways to communicate with different stakeholder groups.

Shareowners - Cadbury Schweppes has over 60,000 registered shareowners. These include private individuals as well as large institutional investors, such as pension funds and banks. All shareowners are also entitled to attend the Annual General Meeting, at which they have the opportunity to ask questions, discuss the company's performance and vote on certain issues.

Consumers - Consumers can contact the company by various means and Cadbury Schweppes deals with consumer enquiries on a daily basis. It performs market research to track changing consumer trends. Many parts of the business also use surveys and market research panels to find out what consumers think of products.

Customers - The company has ongoing discussions with its customers. Wholesalers and retailers provide the vital link to consumers and it is they who make Cadbury Schweppes' brands widely available. The company works in partnership with customers to meet their need for attractive, high-quality products and business success.

Suppliers (and business partners) - Cadbury Schweppes has 40,000 suppliers around the world and its Ethical Sourcing Standards set out how to work with them. The company is in regular dialogue with its suppliers and responds to their suggestions. For example, if a supplier had views on ways of improving quality or efficiency then Cadbury Schweppes would listen and possibly act on ideas if they made good business sense. Working in partnership with suppliers makes it possible to find out their needs and also to ensure they satisfy Cadbury Schweppes' requirements for quality materials while operating in a socially responsible way. Cadbury Schweppes evaluates potential suppliers against a set of standards such as environmental protection and ethical labour practices prior to doing business with them and encourages their principles and standards to be upheld during the relationship.

Employees - Cadbury Schweppes has a tradition of encouraging direct, two-way involvement and communication with employees. Managers hold regular individual and team meetings to inform colleagues about the business and hear their views. The company also conducts surveys to check how its employees feel about working at Cadbury Schweppes. Internal newsletters, a group website and many local websites help employees keep up to date with what is going on.

Society - The company regards itself as a citizen in the countries in which it operates and enters into regular dialogue with organisations such as national governments and international bodies. For example, the World Health Organisation (WHO) to discuss issues that effect the company. These issues can be anything from agricultural policy to education and skills.

Cadbury Schweppes also encourages its employees to get involved in community programmes so they can give something back to society and gain new experiences and broaden their horizons.

Cadbury Schweppes | Engaging stakeholders in a business