Marketing Ethics; Emerging Markets. The Case Study

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Determining this could be difficult and time consuming. It is nonetheless a necessary step towards successful and sustainable market entry. A culture whose values are, for example, alienated by a marketing campaign is likely to be alienated and will not deliver a sustainable customer base for the success of the company.

Ultimately, what the article focuses on, is that success in the long-term depends upon a company's ability to enter the market in a way that is both environmentally sustainable and socially ethical. In this way, the product being manufactured will sustain a long-term life cycle, while also serving a customer base that is in its favor.

As the manufacturer of shampoo, my company is seeking to enter the Brazilian market. The first concern is then to determine a gap in the shampoo market. However, we should also concern ourselves with the existing needs in the general social paradigm. Our point of entry, for example, may have communities that suffer from poverty or a lack of quality education. In addition to the potential market, we should therefore search for ways in which we can assist the community where we operate. A third component of the investigation will focus on the environmental sustainability of manufacturing our product in the country. We will draw up a full environmental plan to ensure that we minimize our impact on the environment.

When these plans are in place, it is time to create a marketing campaign.

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This, as the focus of the article, is where we need to be careful in terms of not alienating our potential market. In addition to creating an advertisement that highlights the benefits of our products, we should also be concerned with proving that we are an ecologically and socially responsible company.

To do this, the instruments that Sele mentions in terms of maintain ethical standards within our corporate culture must play a central role in our market entry. These include corporate codes and guidelines of ethics, which are specifically focused upon the Brazilian culture and value system; top management leadership to ensure adherence to these codes; ethics seminars and programs to ensure that all our employees adhere to the codes as determined. Periodic ethical audits will also be conducted to ensure that the company adheres to its social and ecological responsibilities in Brazil.

While a significant investment will be necessary to ensure that the company maintains sustainable and environmental responsibility in the foreign environment, the initial investment compares favorably to any loss of reputation or revenue that might result from a lack of these precautions. Furthermore, market confidence is vital to maintain the sustainability of the company on both the environmental and economic levels.

Reference

Sele, K. (2006, March) Marketing Ethics in Emerging Markets -- Coping with Ethical Dilemmas. IIMB Management….....

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