Year 11 Business Studies Jaime Morelli

Case study: ‘Who Give A Crap’

Name: _______________________

Question 1

Outline the importance of business goals. (4 marks)

A goal can be defined simply as a predetermined target that a business will work towards
and desire to achieve. In relevance to business goals, there are 6 common objectives
including profit, market share, growth, share price, and social and environmental initiatives.
As every business wishes to succeed, these goals become a major benefactor in the
business's progression, acting as a form of direction, a framework for development and
growth, and a source of motivation.

Goals thus hold an immeasurable effect towards how well a business performs. For
instance, ‘Who Gives A Crap’ is an Australian-based social enterprise aimed towards
changing consumption patterns. With a broader focus on improving sanitation worldwide,
this business intends to build ‘toilets for everyone’. As WGAC donates 50% of all profits
towards charities, maximising these profits can accumulate a larger stream of funding. So
forth, with this goal of profit maximisation, WGAC generates a financial return from the
revenue of ethically made toilet paper, tissues and kitchen towels; to further contribute these
returns towards their environmental and social incentives.
Question 2

Explain how the effective business management of TWO key business functions can

achieve a business goal. (6 marks)

Business functions work interdependently towards the fulfilment of a business's goal, with
management strategies ensuring that these business functions perform efficiently and
effectively to support the business's intentions.

‘’Marketing is vital to the existence of a business, a system of interacting activities designed

to plan, price, promote and distribute products to customers.’’ (Business Studies in Action
Preliminary Course 6E) The essence of marketing is formed through the fundamental
question: What do customers want? And how can we satisfy this? In turn, allowing a
business to achieve its goals through identifying a target market and how a product or
service can benefit it.

The brand, ‘Who Gives A Crap’ understands the desire for consumers to be more
environmentally conscious, and therefore uses environmental goals to align company values
with its product. Offering an eco-friendly alternative to standard toilet paper, WGAC's primary
market is socially aware consumers, who typically already purchase sustainable products.
Yet, to reach beyond this market, WGAC has used a playful marketing ploy to produce and
promote awareness of the product's existence, as well as its benefit. Using a contemporary
marketing approach, ‘Who Gives A Crap’ stands out amongst competitors through its bright
prints and cheeky slogans, such as ‘Good for your bum. Great for the World.’. Furthermore,
the business embeds a sense of playfulness and original toilet humour to create an
innovative approach towards marketing; simultaneously convincing customers to purchase
the product, and to support an environmental cause.

Contrastingly, operations is a sector concerned with creating, operating and controlling a

transformational process; turning inputs into outputs. A business can take inputs from a
variety of resources, and transform these resources into a good or service. Goals within this
sector help to improve the productivity, efficiency, and quality of a business, to achieve the
company's overall goals.

‘Who Gives A Crap’ is a business focused on the production of goods. To align WGAC's
value of sustainable practice, goals to produce an environmentally friendly product must also
be reflected in their sustainable method of operations.

Manufacturing is located in China, producing 100% recycled toilet paper, and forest-friendly
paper towels and tissues. Within this sector, there is a strong focus on quality management.
The extraction of raw materials, both post-consumer waste paper and bamboo, are neither
readily available in a majority of markets. So forth, by using China's supply chains, the
company does not rely on importing any raw materials from other countries. Chinese
suppliers, in comparison to Western producers, have a more flexible production line;
meaning less plastic and maximum space efficiency. Therefore, this method of operations
improves the business's reputation and customer satisfaction, ensuring a business model
that embodies sustainability and produces environmentally responsible, high-quality
products at competitive prices.

Question 3

Examine ONE internal or external influence and evaluate how your selected business

has responded to this influence. (10 marks)

‘Who Gives A Crap’ employs a sustainable business framework that, through its profits,
contributes to the improvement of sanitation conditions in developing countries. With the
growing consumer demand for sustainability, WGAC has responded to this external
influence by further implementing sustainable practices within the foundation of the
business, ranging from production methods to shipping and packaging.

According to NielsenIQ survey data, 46% of consumers expect brands to take the lead in
bringing about sustainable change. To meet this growing demand, WGAC has effectively
implemented sustainable methods of production; positioning the company further ahead in
the race for green products. With 100% recycled post-consumer waste paper fibres, this
toilet paper reduces the need for raw materials, whilst remaining free of dyes, ink and
fragrance. As an alternative to standard toilet paper, it also simultaneously minimises
deforestation. So forth, these chosen materials contribute to the overall sustainability of the
product, yet, the company must further this commitment to packing and shipping. Practices
integral to WGAC include plastic-free and compostable packing materials to reduce its
environmental footprint, such as recycled cardboard boxes or paper tape, and shipping
processes include maximising the number of products shipped per trip to reduce
transportation emissions.

As 95% of consumers try to take some action to live sustainably, WGAC reaches and
engages with environmentally conscious consumers by emphasising the importance of
transparency and education surrounding their sustainable practices/products. This entails
providing detailed information on its website, ranging from the manufacturing process, the
environmental impact of this initiative, and its product materials. The company fosters
transparency by providing resources that educate and produce awareness; by encouraging
the importance of sustainable choices, WGAC inspires consumers to make a difference
through making environmentally friendly purchases.

In addition to its focus on sustainability, WGAC has a strong dedication to addressing the
global sanitation crisis. By donating 50% of profits, the company can fund sanitation projects
across developing countries, including the construction of toilets, and access to clean water.
In this social impact initiative, WGAC builds a sense of purpose and community that
resonates with consumers, who are not only looking for a sustainable product but an
opportunity to create positive change.

Therefore, ‘Who Gives a Crap’ has responded to the growing consumer demand for
sustainability by applying sustainable practices throughout its foundation. In designing this
eco-friendly product, WGAC has committed to using sustainable methods of packaging and
shipping, emphasising the importance of awareness and education, and thereby creating a
meaningful social impact. These actions not only align with its core mission but also position
the company as a leader in the sustainable consumer goods industry, attracting and
retaining environmentally conscious customers.