Veja Sneakers Case Summary
Version A
Major stakeholders
The organization’s major stakeholders include: shareholders; François Ghislain Morillion and Sébastien Kopp, who are also the founders, suppliers consisting of families growing organic cotton and natural rubber as well as its partners. It partners Atelier Sans Frontières which is responsible for its logistics management.
Vision
The company’s vision is founded on its guiding principles and tries to answer the question, Is another world possible? It aims at inventing new ways of working that are ecologically friendly and have respect for human workers involved.
Organizational values
The company operates under three organizational values which are; Use of ecological inputs
Use of fair trade cotton and latex and Respect for workers’ dignity.
Organizational culture
The company’s culture is inclined towards positively impacting the communities involved. Since its production costs are high compared to rival companies, the organization shuns advertisements and stocking so as to sell at competitive prices. In line with its principle of respect for workers’ rights, most of the workers at the factory are unionized. Its principles are further manifested in their partner company, ASF which enables people who have been unemployed to return to the workforce through training.
Supply chain
The company’s raw materials are sourced from organic cotton and rubber; these are obtained from families that practice organic farming in Brazil. They also have a unique partnership with ASF which manages their logistics. Their supply chain is in line with their values as they promote ecology principles. Their partnership with ASF; an organization that re-integrate individuals back into society via work also supports their value.
Customers
Veja aligns with customers in the European market, mainly UK and France. The company reaches to its customers through stockist stores, partnerships with other established brands as well as though boutiques. Due to its low price goods, the company should also target markets in third world and developing countries.
Version B
Major stakeholders
As a manufacturing company, its stakeholders include the shareholders, suppliers, partners and employees. It was instituted by two French entrepreneurs, François Ghislain Morillion and
Sébastien Kopp. Its suppliers are small scale organic cotton and rubber farmers in Brazil. Its major partner is Atelier Sans Frontières in Paris, which handles its logistics. The company has a small number of employees comprising of 25 to 30 workers.
Vision
The company’s vision is aimed at creating products in the “right way” by applying principles that are environmentally friendly and preserves workers’ dignity as well.
Values
As an organization that envisions the positive transformation of society, the company is founded on three values that are its building blocks. These are;
- Giving priority to green materials through the use of cotton and rubber
- Acquisition of materials from fair trade sources
- Respecting workers’ rights
Organizational culture
The culture of Veja sneakers seeks to align with its guiding principles. The company does not embrace advertising and product stocking in order to offer its products at competitive prices. It adheres to the standards of the International Labour Organization and also ensures that its employees are unionized. The company also tries to work with the disadvantaged persons in society to help better their lifestyles.
Supply chain
The organization relies on organic cotton and rubber for production materials. These are obtained from cooperative organic farmers in Brazil. Cooperative farming is considered eco-friendly and is thus in agreement with the organization,s values. The finished products are marketed in Europe through the partnership with ASF. This also promotes their vision of society transformation as ASF is an organization that tries to re-integrate persons back to society via work.
Customers
Finished products are majorly marketed to customers in the UK and France via ASF. These products are made available to customers through retail stockist shops, partnered organizations as well as boutiques. Due to its guiding principles, the organization could thrive even more if it targets third world and developing countries.