Samenvatting

The scope of this research justification outlines plastic reduction and circularity efforts by the Schwarz Gruppe and focuses on aligning these practices to stakeholders. In fact, the research explores strategic possibilities to enhance communication among political stakeholders, media representatives, association & organizations and the overall interested public. By representing efforts and engagement of plastic reduction within the entire organization to those stakeholders, the Schwarz Gruppe has the opportunity to be a leader and expert, gain trust and maintain a seat at the table in all discussions on the topic of plastics and to expand opportunities to directly influence legislative decisions on plastics
and circularity. Additionally, it builds and strengthens relationships to NGOs with common denominator on circularity. Moreover, it increases positive coverage and awareness for the Schwarz Gruppe in the context of plastics through earned media. Throughout this research justification, four main information gaps were examined: 1. The relevant stakeholder groups of the Schwarz Gruppe through a stakeholder analysis
2. The corporate positioning in terms of communication activities
3. The political environment that reviews trends, current legislations, regulations on plastic and circularity
4. The relevant communication channels pulled from the stakeholder analysis
Throughout the research, these four information gaps were answered with means of literature review and field research. To be exact, information gap 2 consisted of two semi-structured interviews with participants working for the Schwarz Gruppe as well as internal and external desk research. Information gap 1, 3 & 4 were answered by means of literature review. The interviews were based on positioning of the company in an external light, thus, expressing an overall image of the company. Interviews were
transcribed and coded.
The overall results of this research show, that the Schwarz Gruppe has a strong position on the market and no doubt can be market leader with the plastic strategy. Their corporate communicative field is yet reserved, even though engagement and many examples showcase their efforts to become circular with their plastic products. Furthermore, the Schwarz Gruppe has a good standpoint in sense of political efforts such as current legislations for circularity and plastic reduction. The Schwarz Gruppe is for EUwide regulations and expresses their wants of these legislations. This means, the company is positioning itself positively towards national regulations and wants the industry to adapt and move along those efforts. Due to the fact that the company’s divisions already maintain separate communication activities on municipal level, the Schwarz Gruppe has therefore the potential to talk in all names of the company on national (maybe even EU-wide) level. The purpose of this research is to create awareness about plastic reduction and the efforts of the Schwarz Gruppe, as well as enhancing relationships with political stakeholders to be part of the discussions and create advantages regarding plastic reduction in the retail industry. In order to communicate these goals effectively, a professional product in form of a stakeholder communication plan is provided that outlines all important criteria, methods, messages,
tactics and time frames for the company to implement.
Based on the results, recommendations were made, which can be found in the end of this research justification and they go as follows: 1. Expand website of the Reset Plastic 2. Create a magazine
3. Enhance social media activities
4. Increase media placements
5. Initiative a study by research institute
6. Create initiative/competitions
7. Be part in the association Klimaschutz Unternehmen
8. Support Paris Climate Agreement
9. Participate in Think Tanks