Please dont copy and write from Chegg and interner write your own words. SUBJECT
ID: 348002 • Letter: P
Question
Please dont copy and write from Chegg and interner write your own words.
SUBJECT: MARKETTING PLANNING
SCENARIO
Effective planning is essential for any marketing activity to ensure that an organisation realizes its marketing objectives. Without planning, marketing activity can be inappropriate and waste resources and opportunities.
You have been appointed as a Marketing Strategy Specialist, a new position in Nike. The company is planning to launch a new product in the UAE and is expecting some inputs from you on the new marketing planning perspectives, barriers that might be encountered in the process and finally to produce a marketing plan for the product. In addition you are also required to shed some light on the ethical concerns related to marketing.
4.1. explain how ethical issues influenced marketing planning in Nike.
4.2. clearly point out and analyse examples (minimum of two) of how Nike responded to the ethical issues
Guidelines: different perspectives on ethics in the global marketplace, ethics of the individual elements of the marketing mix (4 or 7 Ps)
4.3. analyse examples of consumer ethics and the effect it has on marketing planning
Guidelines: here you must look at some of the following issues: false insurance claims, warranty deception, misredemption of vouchers, returns of merchandise,etc.
MERIT
To achieve a merit grade you must:
M1Show you have made effective judgements by providing clear justification of the choices you have made in the marketing plan
M2Show that you have used a range of sources and have properly referenced them by using Harvard style both in-text and in bibliography.
M3You must present and communicate your work in a formal, structured, written report manner wherecoherent, logical development of principles/concepts is evident.
DISTINCTION
To achieve distinction you must also:
D1 Make justified conclusions through synthesis of ideas
D2 Demonstrate that you have taken responsibility for planning, managing and organising your presentation.
D3 Show that innovation and creative thought have been applied in the marketing planning process.
Explanation / Answer
4.1 Ethical issues influenced marketing planning in Nike .
Nike once has seen the tough phase in their business phase . They have faced a hard resistance from public due to their unethical issues . Since if a company is known for its bad issues it influences its marketing strategy as it affects the overall image of the company.
But eversince now Nike has emerged itself as an ethical company . It is performing many Corporate Social Responsibility practices like providing better education to kids . One of the positive change is that they are taking health care and safety of their workers which is creating a positive impact for this company.
Marketing planing is basically preparing a map or blueprint for marketing activities such as advertising , promotion for a specific purpose for a specific period of time.
Being an Ethical company as Nike is will help in long term success. Ethical influences the global marketing as if the company is ethical then- the shareholders will be interested in investing the company , the employees also consider companies goal as their goal and will work hard to achieve . The company will have better connectivity with their supplier which will help the company to make better quality product as Nike sportswear is already so famous. Even Government of UAE will join hands with Nike and help with the political matters due to ethics.
4.2 Nike faced many problems due to their ethical issues.
1. Many NGO 's put allegations that in Pakistan they have indulge in child labour which created a bad image overall the world. Even consumers stop purchasing its product. The company from this learnt a big lesson globally and then they started taking care of it and started doing corporate social responsibility practices.
2. Another issue was though the whole stakeholders of Nike was indulge in unethical issues but only brand Nike was affected as they did not care about their suppliers behind Nike as their were not properly monitoring the working standard quality , Payroll etc. Then Nike took a stand and address each allegations specifically and tried to implement whatever good for the company.
B.3 consumer ethics is providing good quality of product at minimum possible price. It is the responsibility of company to be ethical with the consumers as consumers can be cheated ones or twice but all the time this affects marketing as the deceit customed starts posting it about their grievances in social media which destroy the image in fraction of minutes. Unethical examples like false insurance claim, warranty deception, misredemption of vouchers, return of merchandise creates very bad impact on the image of the company and how much marketing planning is made it does not succeed as customer are the one through which a company's success is dependent and if they cheat them how will they be able to plan a strategy without customer. Directly or indirectly ethical issues affect the marketing planning.