Case number: 108-1038-002
Case Author: Robert AB; Uci Sulandari
Course Major: Brand Management, Marketing Management
Related Topics: Brand Management: Brand Positioning, Choosing Brand Elements; Marketing Management: Building Brand Equity, Brand Positioning
Teaching Note Availability: PT. Angkasa Pura I: Partnership Program and Environment Program [Teaching Note]
This case study describes the implementation of CSR Programs since 2003 under Angkasa Pura 1, which were evaluated in 2007. Angkasa Pura is a state-owned enterprise (SOE) that manages public services and acts as an arm of the government in improving social welfare.
In this case, participants can learn how companies perform CSR program in two forms: the Partnership Program and the Environment Program. The Partnership Program is done by providing soft loans to small entrepreneurs as their capital and additional capital for their business development. This program has a great demand among small businesses because the procedure that is used is relatively easier compared to the process of borrowing money from banks. This activity can be categorized as corporate philanthropy.
Activities in the Environment Program provide assistance to communities in improving facilities for daily life. Some examples of activities that have been accomplished are the construction of roads, mosques (Muslim prayer houses), and public bathing facilities. These can be categorized as corporate social marketing.
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