Yuhan Kimberly

1. What are the key environmental issues facing Yuhan-Kimberly in the short, intermediate, and long term future?

Short term,

Yuhan-Kimberly is facing a newly hostile environment arose from environmentalist and civic groups who criticize the KKG campaign as a compensation for the serious environmental damage caused by both the production and disposal of paper products.

Yuhan-Kimberly may have to come up with a new campaign or an alteration on KKG to overcome the criticism.

Intermediate term,

As many companies putting themselves in something green regardless of any industry, Yuhan-Kimberly has been slowly losing the power and uniqueness in the market of its symbolic campaign, KKG. And the propensity of customer in Korea has been focused on environmental products due to the wellness/well-being trend created on top of the globally popular green management and green marketing boom. Yuhan-Kimberly would have to differentiate its authentic campaigns or programs from others in the CSR competition.

Long term,

Yuhan-Kimberly would have to clearly figure out the relationship between a CSR campaigns and a new product innovation, and to combine those two matching in balance to be realized its public image as needed.

2. Discuss why Corporate Social Responsibility (CSR) is important in marketing and explain why Yuhan-Kimberly is a good example of successful CSR Marketing.

Enhancing brand value and reputation and the development of closer links with customers and greater awareness of their needs, CSR plays a key role for the long-term sustainability of an organization. And in that sense of its advantages, CSR drives a direct impact to an organization performance in marketing.

And Yuhan-Kimberly is a good example of successful CSR marketing. Through the devastation of land and natural source due to Japanese rule in 1900s, the Korean War in 1950s, and the industrialization during 1960s and 1970s, the need...