Subject Code : AMB336
AMB336 AusSpritz Case Study Ethics Issues Corporate Social Responsibility Consumer Behaviour Elements International Marketing Assessment Answer
Assessment Task:

Purpose

To assess students’ ability to evaluate a case study in relation to social and ethical understanding, identify critical issues, develop and formulate an international marketing recommendation based on this ethical understanding.

Description

Case is provided below. Students are required to provide a concise overview of the current situation by identifying the main international marketing ethicaldilemma, addressing issuesthrough the lens of ethical understanding and give a realistic and justified international marketing recommendation. 

Case

You are the new international marketing manager for a small to medium sized alcohol company. The company is a producer, wholesaler and retailer of premium wine cocktail (similar to aperitivo). You have been given the task to evaluateinternational outsourcing manufacturing inThailand. This choice has been made by the company board already and is not in debate. The companyhas made this decision due to increased demand and because production cannot be achieved domestically.AusSpritzhas had some competitive advantage as their product is consideredhigh quality. There have been many Australian companies outsourcing manufacturing recently. There are many advantages of outsourcing of manufacturing in overseas countries. However, more recently there has been a movement toward ethical production, which has brought this type of manufacturing under scrutiny. Globally there has been a growing trend ofthe socially aware or socially-conscious consumers. These changes to global outsourcing and consumer trendsrelated to ethical consumerism may help position your argument. Evaluate outsourcing of production for the firm and the implications for sales and the brand. Please consider the Corporate Social Responsibility (CSR)issues related to the context. 

Assess the case and develop some recommendations. What approach would you would take and why? Please make sure you take into consideration your firmand the Corporate Social Responsibility (CSR) issues when putting forward your arguments.

Note: Lectures, tutorial activities, readings as well as your own diligence will help you complete the assessment. Therefore, please attend all related tutorials and lectures when possible. All information related to assessment is on the BB site, lectures are recorded (but are not a replacement), and tutorial material will be available after the tutorial (but is not a replacement for the activity as reproducing activity and engagement is not achievable). Active participation is the best way to do well in the unit.  

Student Action

You are the international marketing manager forAusSpritz. You have been given the task to evaluate the outsourcing of production implications for the firm that is currently producingonly in Australia. You have been asked to evaluate outsourcing production within Thailand. Further, the firm is targeting international consumers for sales. Choose onecountry; within the United Kingdom or US.  Evaluate the case and develop some insights related to ethics and give a recommendation for the approach. Give reasons why this is an appropriate approach. You should link insights to the recommendation. Argument and analysis need to be linked clearly to the firm, the product and the brand. 


Questions:

Section 1. Identification of case ethics issues 
Base your issues on theoretical international ethics concepts. 
As the international marketing manager, what are the pertinent environmental and ethical issues to be considered in this case? Use journals to help give your responses some depth.

Section 2.Explore the social cultural and consumer behaviour elements of the context 
As the International marketing manager what are some social cultural and consumer behaviour implications, make sure you focus on the ethical issues. Use journals to support your alternatives. 

Section 3. Recommendation 
Make a stand. What would you do as the International marketing manager for this company, link this with previous sections. How would you respond? What international marketing response would you recommend to the CEO and why? 

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  • Uploaded By : Mitchell Lee
  • Posted on : October 18th, 2018

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