Sustainability: A Case Study of Brambles

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Total No. of Words: 2530 Words

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Introduction

The company under analysis is Brambles which primarily deals in the transportation of goods. Being a logistic company, bramble operates in over 60 countries worldwide having the largest operations base in North American and its headquarters in Sydney, Australia. Furthermore, the company is registered on the Australian Securities Exchange. To enhance performance, Brambles helps the customer transport goods through the world within its various operation bases that have earned it a competitive position within the supply chain and logistics industry. The information derived from the company’s website indicates that a high level of sustainability is ensured throughout all the operations (Bramble Website, 2017). For the purpose of this analysis essay, the focus will be maintained on various sustainability programs within the company and different strategies that the firm has adopted to make the best in the region.

QUESTION 1

Assessing Brambles' current dominant commitment to the sustainability using the sustainability model and Checklist provided by Benn, Dunphy, and Griffiths.

Most of the companies in the current market conditions have undoubtedly devoted lots of time and money to ensure that the sustainability is observed throughout all their operations. As a tradition, Brambles has not been left behind in this call. Being a dynamically changing industry, Brambles has undergone massive improvement trying to remain in the market. Without a doubt, to achieve this competitiveness, the company must have devoted a lot of commitment to ensure sustainability is fully incorporated in the company’s main agenda for all operation. This section examines the currently dominated commitment to sustainability.

Benn, Dunphy, and Griffiths (2014) have provided a sustainability phase model and checklist that effectively provide the current position of the commitment dedicated by the Brambles. While sustainability focuses of human, environment and financial consideration, Benn et al. (2014) have focused on the human and ecology. To understand the commitment analysis for Bramble to sustainability, the following characteristics will be mapped to the model provided.

Rejection

Under this phase, the people within the supply chain are considered as cannons which are supposed to be used to drive the desired profit levels. Also, the ecology is not taken into consideration when making decisions regarding the movement of goods. As a result, according to Benn et al. (2014), the community, in general, is expected to pay for the cost of the rising remediation. The company under this phase is also observed as providing opposition to any government attempts to advocate for a change, which according to them, is quite expensive. In our case, Brambles cannot be categorized under this phase. This would be way back before the improvement and the increased need to adopt sustainable programs by the government, members of the society and environmentalists. Organizations under this phase would be referred as Stealth Saboteurs and Freeloaders since they actively sabotage agendas towards sustainability.

Non-Responsive

Benn et al. (2014), argue that this phase is; as a result failing to have an inclusive and unity of direction in pursuing the sustainability program in an organization. The employees lack awareness on the need to safeguard the environment, people and keep the operation cost at optimum. On the hand, management can be described as ignorant rather than being on the opposing side. These organizations are referred to as bunker wombats. In Brambles Company, the management is fully aware of the need to maintain a sustainable and happy employee base, operate at a minimum cost and, most importantly, safeguard the environment from air pollution and dumping. This is evident through the use of reusable unit-load facilities such as crates, pallets, and containers. While this phase is mostly concerned by the level of information availed to the sustainability program stakeholders, it is clear that Brambles has invested heavily in educating its employees, shareholders and the general public on the processes in place to ensure a fruitful program.

Compliance

At this phase, the organization can be viewed to have fully accepted to practice and conduct its processes sustainably. At this phase, major players within the industry emphasize being a dominant elite that is advocating for the rights of...