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Jotun A/S (ID: 7778)
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The Jotun Group is one of the world's major manufacturers of paints, coatings and powder coatings. Jotun is a worldwide manufacturer among the leading in some areas. The Group had in 2002 a sales income of USD 705 mill (NOK 5,6 billion), and 4500 employees. 36 production facilities in Europe, Middle East, Far East, Australia, South Africa and USA. A well defined corporate identity is a daily reminder of our products First impressions are crucial to success in our business. Therefore, one of the necessary conditions for establishing customer loyalty to our products is a visually inviting and memorable identity through all our marketing efforts; products, packaging, communication materials, advertising, plants and rolling stock. We want the customer to remember Jotun by our attention to the values of our company and our products. A consistent Jotun identity presentation should always emphasize important customer values. It has to support our marketing efforts by effectively communicating specific qualities expected by customers in all our markets worldwide. It makes purchasing our products faster, easier and more convenient. It contributes to Jotun being perceived in a more attractive way and increases our positon as one of the world s leading companies in our trade. Taking care of our corporate identity is an ongoing process. It must therefore be managed, justified, developed and strengthened at all levels in all regions, where we are in competition with alternatives to our product lines. In all our communications the message should be crystal clear: This is us this is a Jotun product . Jotun acts professionally International companies depend on standardised rules and procedures for organisation and administration if they are to act professionally. This is the case, for example, for financial reporting, human resources policy, SHE, IT, R&D and also including social responsibility in recent years. This latter consideration has attracted greater attention in the political arena over the past few years and has prompted Jotun to work on standards in this area. Access to new markets It is important to understand that companies venture abroad for different reasons. One that is frequently used by, for example, the textile industry is the opportunity to exploit competitive advantages such as cheap labour, low taxes, cheap energy, or access to raw materials. However, Jotun has been motivated by another reason - access to new markets. Jotun does not maintain a presence in Dubai, Malaysia, Thailand or China because costs are low, but because it is necessary in order to gain access to these markets and supply products to international customers. Positive contribution The debate on human rights and social responsibility has matured over the last decade, and the issue of the exploitation of developing countries has become more complex. Even though globalisation does have some negative consequences, we believe that, on the whole, it does make a positive contribution at both national and local level in the host country. The ability to communicate across cultures is a key factor for international success. While respect for the local culture is vital, it can at the same time create difficult dilemmas and prove a major challenge for the way we think and exercise social responsibility. It would, for example, be wrong to apply Norwegian moral standards to the way we act in the global market. Guided by international standards Acting responsible is part of our business ethics at Jotun. The international standards issued by the United Nations and International Labour Organization are minimum requirements for the way we treat our employees and other stakeholders. Our goals are set in our internal ethical guidelines, which state that Jotun must ensure that suppliers and customers comply with the company's rules and do not contravene fundamental human rights. They are also used when assessing potential new investments. Own standard for social responsibility As is the case in most other companies, Jotun has yet to introduce its own standard for social responsibility. The group is made up of many relatively small companies and has therefor decided to prioritise the implementation of its international SHE standard across the board. For the time being, we will integrate as much as possible of the SA 8000 standard into Jotun's ethical guidelines, the Human Resources handbook, and the existing system for reporting and auditing SHE matters. We are considering introducing a global standard for social responsibility. Global growth Jotun opened its first factory outside Norway in Libya in 1962. This was followed by factories in Thailand in 1968 and Dubai in 1975, which served as bridgeheads for a string of overseas operations. Jotun now has more than 30 factories outside Norway, primarily in the Middle East, South East Asia, and Europe. The group is made up of some 50 companies in 33 countries, with 3,400 of the group's 4,500 employees working outside Norway. Jotun Paints is responsible for developing, manufacturing, marketing and selling coating systems and cathodic protection for the marine market (Jotun Marine Coatings) and industry (Jotun Protective Coatings). The division is responsible for marine and industrial coatings worldwide. Products Antifouling and marine coatings, advanced corrosion protection for industrial and offshore use, cathodic protection systems, binders Jotun Paints is responsible for developing, manufacturing, marketing and selling coating systems and cathodic protection for the marine market........ Jotun A/S