Assignmnet:
Task:
You are the new international marketing manager for Fonterra. You have been given the task to access what is to be done now and in the future considering the Baby Milk Scandal in China. Globally we have seen a growing body of work debating the socially aware or socially-conscious consumer. This changing global consumer trend of ethical consumerism may help position your augments. You have also been asked to evaluate the current state of play concerning food security and the Corporate Social Responsibility (CSR) issues.
Assess the case and develop some recommendations for the approach you would take and why. While considering the international marketing elements of these Cooperate Social Responsibility (CSR) issues.
Student note: What does context mean? 1. The company context (you work for the company). 2. The country context (the specific elements related to the country market you are assessing). 3. The ethical context-in this case CSR
Assignment structure- Please follow this structure
1. Identification of case issues (500 word approximately)
Base your issues on theoretical international ethics concepts.
As the international marketing manager, what are the ethical issues to be considered in this case? Use journals to help give your responses some depth.
2. Formulation of alternatives or possible solutions with respect (500 words)
As the International marketing manager what are some alternative solutions, based on an ethical platform? Use journals to support your alternatives.
3. Recommendation or choice of solution (500 word approximately)
Make a stand. What would you do as the International marketing manager for this company, based on an ethical platform? How would you respond? What marketing response would you recommend to the CEO?
Reference: How to analyse a case (pp. 625-628) Fletcher, R. & Crawford, H. (2014), International Marketing: An Asia-Pacific perspective, 6th edition, Pearson Education Australia