A paper on CSR of Kia motors Philippines

Submitted to:
Fr. Floriano C. Roa

In partial fulfillment of the requirements in

Business Ethics and Logic

Submitted by:
Agcaoili, Jochelle
Ayapana, Joanne
Briones, Jewel
De Castro, Adi
Del Prado, Yolly
Lubian, Darby Lou
Ocampo, Zyreene Ruth
Villamil, Dally Jed
September 2015
1

I.

Corporate identity

From its very humble beginnings as a manufacturer of bicycle parts by hand on the
outskirt of Seoul, Korea, Kia Motors has emerged as the driving force behind the Korean
motor vehicle for the last six decades, laying claim to the production of the countrys first
automobile export.
word Kia is derived from the Chinese characters Ki, means to arise or come up out
of and a, referring Asia. So when put together, Kia means to arise or come up out of Asia.
Today, Kia has truly risen as a major global player and boasts an ever-expanding product
line-up that is sold through a network of distributors and dealers covering 172 countries
around the world. Over 40,000 Kia employees spanning the globe from an expensive human
network that aspires for excellence on behalf of our valued customers.
Symbol mark
The CI made up of the letter Kia and oval symbol representing the earth signifies Kias
dynamic growthin the world market. The oval shape and passionate red color delivers our
vibrant nature while the colorgradation conveys a stylish and premium image. The word
Kia is placed in the middle of the oval to express a reliable and trustworthy image and to
show Kias pride in becoming one of the major global automakers.
Corporate Color
Kia Red is the main color representing Kia Motors, and creates a unified color image
with being used generally in various elements. In order to obtain the chatacteristics of
applicable media or other special effects, the application of gold color, silver color is also
available. Use the color by complying with the color code for each media, matching the
applicable environment.
Corporate Typeface
The unique shape of Korean characters is applied to the English typeface, which has been
developed for unity when used in combination with the Korean typeface.
Logotype
When using the logo type only, it also has a disadvantage that the symbolism is not
sufficient to represent Kia Motors as a visual element. Accordingly, when representing the
media, the symbol mark is applied in preference and the logo type can be applied separately
as a sub-visual element. It cannot be combined with the brand slogan for use.

II.

Mission and Vision

The companys vision is together for a better future, the Kia Motors aims to create ultimate
value and promote harmonious growth for all stakeholders through eco-friendly management and
respect for mankind.
Automotive vision: To become a trusted lifetime partner of our customers, we will bring a
new perspective to automobiles through innovative mobility solutions based on human-centric,
eco-friendly technologies and services
Steel vision: As an eco-friendly, resource-circulation company, we will lead a new era in the
steel industry by providing high value-added products and services and realizing world's best
competitiveness based on cooperative relations with our stakeholders.
Construction vision: As a global leading provider of high-value engineering solutions, we
will create the foundation for a better life through cross-business synergy and convergence with
future technologies.
III.

Core corporate values

a. Customer- they promote a customer-driven corporate culture by providing the best
quality and impeccable service with all values centered on customers.
b. Challenge- they refuse to be complacent, embrace every opportunity for greater
challenge, dent in achieving goals with unwavering passion and ingenious thinking.
c. Collaboration- they create synergy through a sense of togetherness that is fostered
by mutual communication and cooperation within the company and with their
business partners.
d. People- they believe the future of organization lies in the hearts and capabilities of
individual members and will help them develop their potential by creating a corporate
culture that respect talent.
e. Globality- they respect diversity of cultures and customers. Aspire to be the worlds
best at what they and strive to become a respected global corporate citizen.

IV.

Corporate philosophy

Realize the dream of mankind

The ultimate business objective of Kia Motor Group is to realize the dream of humanity. Based
on our respect and love for mankind, we will contribute to the global society and strive to
become a company admired by customers around the world. In addition to providing safety and
convenience through world-leading quality, we will become a premier brand and future partner
that delivers greater satisfaction and value. Guided by our environmental awareness and
responsibility as a corporate citizen, we will also make efforts to create for humanity a greener
planet.
by creating a new future through ingenious thinking
Hyundai Motor Group has a proud history of creating something out of nothing. This history is
underpinned by the strong will of our founding father, which sowed the seeds of possibility in a
land where no automotive industry existed. It was also a result of the dedication of countless
workers around the world who worked hard to promote the Kia and Hyundai brand. Hyundai
Motor Group will look beyond its achievements and success to date, and will begin yet another
ambitious chapter in its history. Based on its value of respect for people, Hyundai Motor Group
will provide employees, customers, business partners and local communities the opportunity to
pursue their dreams. It will create a new future where all of humanity can share in on the
happiness.
and continuously challenging new frontiers
With the belief that satisfaction with the status quo is tantamount to retreat, Hyundai Motor
Group has constantly pursued innovation. Rather than relying on past successes, we have turned
crises into opportunities through positivity and unfaltering confidence. This spirit of embracing
challenges, as well as our ingenious thinking, has propelled our groups development. To
maintain growth as a sustainable enterprise in a tough business environment, it is necessary to
read future trends before others and prepare for the future. By challenging new business frontiers
that no others have thought of and by leading market trends, Kia Motor Group will complete its
grand saga as a global automotive leader.

V.

CSR model
4

For Kia Motors, CSR is not merely a facet of our business; it is a core value and a driving
force that encompasses the full range of who we are and what we dofrom our corporate
philosophy and policies to our mid- to long-term business strategies. Through socially
responsible management, Kia Motors aims to delineate our vision and role vis--vis our
employees, partner companies, shareholders, customers, local communities and humanity at
large. We strive to faithfully carry out our responsibilities to the economy, society and future
generations. We endeavor to realize sustainable and shared growth with all our stakeholders
by actively practicing CSR in a manner that meets global standards.

VI.

CSR activities and beneficiaries

CSR ACTIVITIES

PHILANTROPY
Implement charities
Integrative philanthropy (select
beneficiaries aligned with company
interests)
Live up with philanthropic image
Free tutorials for jeepney driver
applicants
FEASIBILITIES
Creative planning
Assessments
Effective/efficient decisions
ADVOCACIES
Sustainable development for the
country
Support for the society
Ad Campaigns
Ethical campaigns
Moral impact to society
Huge possibility of influence
Give ideas to people about great ways
of using their own cars
Acknowledge consumers about
practicality in using cars
Building an Ecosystem
Enhance professionalism
Maintain a good environment
Enlarges development upon the
organization

CSR BENEFICIARIES

STAKEHOLDERS
They can be rewarded by stakeholders
for behaving responsibly

CONSUMERS
It has a huge impact to consumers
Can have a wide market

SOCIETY
Influence the society

SHAREHOLDERS

THE COMPANY ITSELF

Kia fulfills corporate social responsibility (CSR) on three fronts - social contributions,
sustainable operations and business ethics - under the leadership of the enterprise-wide Social
Responsibility Council. The first phase of the CSR initiative focused on ensuring that
headquarters and local entities around the world shared the same objectives regarding CSR.
The second phase focuses on performing more activities on a greater scale. The last phase
6

will focus on aligning organizational culture with CSR, which is imperative for Kia Motors
to establish itself as a truly global corporation.
Social Contributions: Green Light Project, our overseas social contribution program, and
Green Travel, our initiative to assist physically handicapped people in Korea, have grown in
scale, attracting local and international support and voluntary participation by Kia
employees. The future focus will be on inviting more of our employees to participate on a
wider scale.
Business Ethics: We have ensured that our employees undergo more intensive training on
business ethics and are provided with greater opportunities for communication with people in
the communities in which we operate.
Sustainable Operations: We identify areas of improvement in all our operations, from the
design of our vehicles through to their disposal, and continue to refine how they are
conducted. Over the mid to long term, we will take measures necessary to reduce our
greenhouse gas emissions per vehicle by 30 percent relative to their level in 2008. Our
resources will also be channeled to achieve our goal of zeroing our landfilled waste.
Social outreach activities, which had been carried out separately by corporate
headquarters and by individual domestic and overseas regional offices and worksites, were
brought together under a single nameKiathrough the establishment of a global social
outreach value system in 2011. In order to accomplish the mission of 'fulfilling corporate
social responsibility and embracing new challenges to contribute to the making of a better
world,' we designated mobility and challenge as the key principles and diversity, selfrealization, and equal opportunity as the values we must share. The principle of 'mobility'
stands for our desire as a car manufacturer to realize universal mobility, while the principle of
'challenge' represents our corporate identity that is characterized by a can-do attitude toward
challenges. We will also reinforce the enterprise-wide organizational scheme for the
execution of social outreach programs and activities.

Kia Motors social outreach scheme is comprised of flagship programs aimed at realizing
universal mobility, local programs designed to resolve specific local issues, and a set number of
annual programs. All social outreach programs will be founded on employee participation,
moving beyond mere giving to embodying genuine engagement. The global flagship programs
will be aimed at enhancing the mobility of those individuals and communities that are
transportation-disadvantaged. In 2012, pilot programs will be launched in Korea and Africa by
corporate headquarters. Starting in 2013, the five main overseas subsidiaries (Kia Motors
America, Kia Motors Europe Headquarters, Kia Motors Manufacturing Georgia, Slovakia plant,
China plants 1,2) will join this global undertaking, and by 2015, all regional offices and main
dealerships will be involved in Kias global flagship programs. Local programs will be designed
to meet particular local needs in key areas in Korea, Europe, China, and North America. They
will thus enable us to contribute to resolving local challenges and winning stakeholder trust.

KIA Motors came up with the logo of the Green Light Project to fix its meaning in our mind and
officially announce the will to all concerned parties around the world. The Green Light Logo will
play a role of traffic light to notify fulfillment of our commitment and continual expansion of
area and scale.
8

COMMITMENT OF KIA COMPANY TO CSR ACTIVITIES AND BENEFICIARIES

Turning crisis into opportunity
As a leading global automaker, Kia Motors continually strives to fulfill our social
responsibility while creating and promoting sustainable value. In 2009, our employees managed
to turn crisis into opportunity by coming together and working tirelessly amid the global
economic downturn. Despite the uncertain business environment, we implemented a production
and management strategy that responded effectively to changing market conditions while taking
advantage of favorable foreign exchange conditions and industry stimulus policies around the
world. As a result, Kia Motors had our best year ever. We raised our domestic market share to the
30 percent-level; won design awards in Korea and abroad; successfully launched new models,
including K7 (Cadenza) and Sorento R (Sorento); and recorded record high sales, especially in
the newly emerging markets of China and the Middle East. Meanwhile, other global automakers
posted double-digit drops in sales and went through intense restructuring, with some even filing
for bankruptcy protection. Kia Motors, on the other hand, posted remarkable results, exceeding
market expectations by recording an 8% growth in sales while posting 18,416 billion won in
sales revenue and 1,145 billion won in operating profit. 2009: Commitment to Performance and
Corporate Social Responsibility CEOs Message 04 05 Curbing climate change As an automaker
endeavoring to become a leader in green growth, Kia Motors is actively involved in the
development of ecofriendly technologies and products.

In 2009, we released the Forte LPi Hybrid, the consummation of 20 years of effort aimed
at developing green vehicles with high fuel economy and low emissions. We also launched
EcoDynamics, our eco-friendly sub-brand, thereby opening a new green chapter in our
companys history. With these developments as a stepping stone, we are planning to release the
Lotze (Optima) Hybrid equipped with a proprietary hybrid system in 2011. Then in 2012, we
will debut our first plug-in vehicle featuring a Flexible Hybrid System (FHS) that is rechargeable
at home. Since 2006, Kia Motors has been building a greenhouse gas management system by
compiling an inventory of greenhouse gases and carrying out third party assurance reviews. As
of 2008, all production and after-sales service sites in Korea have completed third party
assurance reviews. In 2010, we are expanding the scope of the reviews to include our plants in
Slovakia and China. By 2011, the Georgia Plant in the United States, which began operations last
year, will also be subjected to a review. The greenhouse gas inventory and the results of the third
party assurance reviews have helped us identify the potential level of emissions reduction we can
achieve. We have made energy conservation a part of our everyday activities, and have replaced
antiquated equipment with high-efficiency equipment and introduced heat recovery systems. In
short, we are steadily raising the efficacy of our greenhouse gas reduction efforts. Our goal for
2010 is to set up integrated energygreen house gas emissions management systems at all our
Korean and international worksites. Full-fledged CSR With the declaration of our commitment to
9

corporate social responsibility (CSR) and the establishment of the Corporate Social
Responsibility Committee in 2008, Kia Motors laid the foundation for comprehensive CSR
practices. In 2009, Kia Motors declared the Social Responsibility Charter which delineates our
CSR pledge to stakeholders, including our employees, partner companies, shareholders,
customers and local communities. We will do our utmost to turn the Social Responsibility
Charter into a fundamental value system and a basis for action shared by all Kia Motors
employees. Based on our stellar 2009 performance, Kia Motors will endeavor to make even
greater progress in 2010. Amidst intensifying competition and a fast-changing business
environment, all of us at Kia Motors will put our hearts and souls into making Kia Motors an allaround world-class automaker. SUNG-EUN CHUNG Vice Chairman and CEO March 2010
2009 was the most profitable year ever for Kia Motors. We reaffirmed our commitment to
fulfilling our social responsibility through the Social Responsibility Charter. On the
environmental front, Kia Motors released the Forte LPi Hybrid, the consummation of 20 years of
effort aimed at developing green vehicles, and launched the EcoDynamics environmentallyfriend sub-brand. We pledge to fulfill our responsibilities to our stakeholders by becoming a
model enterprise that opens the door to a sustainable future. 06 Kia Motors business activities
are guided by a corporate philosophy that aspires to create a rich automotive culture for
humanity and contribute to the harmony and mutual prosperity of our shareholders, clients and
other stakeholders based on a spirit of creative challenge. We have always endeavored to
strengthen stakeholder trust and mutual growth.

In 2008, we officially designated these efforts as the core pillars of Kias corporate social
responsibility (CSR) and turned our focus to fine tuning our CSR system. For Kia Motors, CSR
is not merely a facet of our business; it is a core value and a driving force that encompasses
the full range of who we are and what we dofrom our corporate philosophy and policies to
our mid- to long-term business strategies. Through socially responsible management, Kia
Motors aims to delineate our vision and role vis--vis our employees, partner companies,
shareholders, customers, local communities and humanity at large. We strive to faithfully carry
out our responsibilities to the economy, society and future generations. We endeavor to realize
sustainable and shared growth with all our stakeholders by actively practicing CSR in a manner
that meets global standards.
CSR system and activities In April 2008, Kia Motors officially declared our commitment
to socially responsible management. We systematized our ongoing CSR efforts, designating trust
management, environmental management and social outreach as core objectives and establishing
the enterprise-wide Corporate Social Responsibility Committee. A year later, in April 2009, we
declared the Social Responsibility Charter, which outlines our vision and role vis--vis our
stakeholders. The purpose of the charter is to detail the CSR future we envision and to propose
the general direction of our CSR efforts. On the heels of the Social Responsibility Charter, a
system of principles and ideals for all Kia Motors employees, Kia Motors plans to lay the
10

groundwork for Corporate Social Responsibility Vision 2020 in 2010. CRSV 2020 will be a
detailed proposal concerning our approach to the prospects of climate change. Milestones
Corporate Philosophy and Socially Responsible Management April 2008 Declaration of
commitment to socially responsible management May 2008 Launch of CSR Committee April
2009 Enactment and declaration of the Social Responsibility Charter 2010 (Expected)
Proposal of CSRV 2020 06 Corporate Philosophy 0706 Social Responsibility Charter Based on
our corporate culture of respect and trust, Kia Motors declares the Social Responsibility
Charter in order to fulfill our responsibilities as a global citizen and share our core values with
our stakeholders. Kia Motors is committed to and practices trust management, environmental
management and social outreach, which are the guiding principles of our business activities. We
regard the fulfillment of our corporate social responsibility to be a long-term and ongoing growth
principle and affirm that this principle applies to all our employees, partner companies,
shareholders, customers, local communities and humanity at large. We promote our employees
self-realization and foster a win-win relationship with our partner companies. Based on a
corporate culture of respect, we advance reasonable labor-management relations. Our
employees are committed to and practice volunteerism and environmental friendliness. We
contribute to enhancing our partner companies global competitiveness by promoting win-win
collaboration and green partnerships. We raise shareholder value and strive to win their hearts
and trust. We bolster our shareholders rights and gains by creating economic and social value.
We protect our customers personal information and raise customer satisfaction with our quality
products and services. We incorporate the opinions of our shareholders and customers in all our
business activities and share with them the value of sustainable growth. We contribute to the
shared prosperity of humanity as a member of the global community. We share and give back to
communities through diverse social outreach activities. We abide by global environmental laws,
regulations and agreements, and actively participate in environmental protection efforts. We
enhance mutual understanding and contribute to the growth of the global community through
active cultural exchanges.

VII.

People in charge

11

VIII. Photos after interview

12

13

14

15

IX.

Reflection

16

Corporate Social Responsibility (CSR) is the process of assessing an organisation's

impact on society and evaluating their responsibilities. CSR begins with an assessment of a
business and their: Customers. Suppliers. Environment.
After reviewing the output, the researchers realized that is really important to the
company to have CSRs. It can really help improve the companys image and gain more
attraction. Also we realized how having a CSR could really benefit to both the company and
the environmen.t. We should not only focus on aiming our desired goals for the company and
what could benefit us, but also what could benefit the environment.. The business should not
be selfish and also think about whats helping them to gain more profit. Which is the
environment and community.
The study made us more aware of our responsibilites for the future incase we ever get
involved in those type of situations. We now know that we should help not only ourselves but
also the environment. Implementing a CSR program will also show how good and businessminded you are.

17