Business Law Task Brief Rubric And Case Study 2 Comments

Bco125business Law Task Brief Rubricstask Case Study 2commentar

Bco125business Law Task Brief Rubricstask Case Study 2commentar

BCO125 BUSINESS LAW Task brief & rubrics TASK: CASE STUDY 2 COMMENTARY · You have to write a document with the answers and submit it via Moodle. · Turnitin will detect any plagiarism, including the use of other students’ works. · The document should be between 1,000 and 2,000 words. · Your answers should be explained/justified, based on ethics/legal analysis. · The answers should consider, among others, the following questions :

• Who are the parties involved and what facts are relevant to each party?
• What are the ethical issues for each party in the case study?
• Analyse how each party’s ethical issue(s) relates to the other parties in the case study.
• What are the possible solution(s) or alternative(s) for each party’s ethical issues?
• What are the possible constraint(s) or barrier(s) that might prevent a resolution of the ethical issues for the parties?

Paper For Above instruction

In the case study involving the Sky Inn’s pizza marketing strategy, the primary issue revolves around whether the proposed rebranding and differentiation of the pizza product through a separate "Pizza Toscana" identity aligns with ethical business practices and legal standards. The decision entails analyzing the ethical implications for the Inn's management, the potential impact on consumer perceptions, and the legal considerations associated with deceptive marketing and brand differentiation.

Parties involved include the Sky Inn management, particularly General Manager David Gassner and Food Services Manager Helena Barneda, as well as the hotel guests and competitors. The relevant facts involve Helena's assessment of the decline in room service pizza sales, her improvement of product quality, and her subsequent proposal to create a separate branding strategy to address perceived customer misperception. This proposal includes marketing strategies such as brochures, special boxes, and branded uniforms for delivery staff, intended to dissociate the pizza from the Inn’s traditional image.

Ethically, Helena's proposal raises questions about transparency and honesty in marketing. While rebranding can be a legitimate strategy to reposition a product, deliberately creating a perceived separation from the Inn's brand could border on misleading consumers if not executed transparently. For example, using a different phone number and branded uniforms may lead guests to believe they are receiving an authentically Italian experience, which might not be entirely truthful if the product remains under the Inn’s control and operational standards. The ethical dilemma centers on the balance between marketing innovation and potential deception.

On the other hand, from the Inn’s perspective, the primary ethical concern involves maintaining integrity and avoiding manipulative practices that mislead consumers. If the branding strategy is transparent and clearly communicates the origin and quality of the product, it could be ethically justified as a marketing approach aimed at improving business performance. However, if the strategy obscures the fact that the pizza is prepared by the hotel, it could violate principles of honesty and consumer rights.

Legally, the strategy must adhere to advertising standards and consumer protection laws. Misleading branding that suggests a different origin or quality could be considered deceptive practice under relevant legislation, leading to potential legal liabilities. The use of separate phone numbers and uniforms, if intended solely for marketing recognition without truthful disclosure, might be scrutinized for violating laws against false advertising and unfair competition.

The potential solutions for the parties involve transparent marketing practices that clearly disclose the relationship between the pizza product and the Inn. For example, branding the pizza as "Sky Inn’s authentic Italian pizza" with supplementary information about the pizza's quality standards and preparation methods could satisfy both marketing objectives and legal requirements. They could also consider consumer education campaigns to set accurate expectations.

Barriers to resolution include legal restrictions on false advertising, the risk of consumer backlash if perceived as deceptive, and internal resistance to change among staff or management. For example, if consumers perceive the rebranding as deceptive, the Inn risks damaging its reputation and losing customer trust, which could outweigh potential sales benefits.

In conclusion, the ethical considerations surrounding the Sky Inn’s proposed branding strategy highlight the importance of honesty and transparency in marketing. A legally compliant approach that accurately informs consumers while seeking to improve sales can serve as a sustainable business strategy. Management must weigh the potential benefits of differentiation against the ethical and legal risks of consumer deception, aiming for solutions that uphold integrity and foster customer trust.

References

• Canadian Advertising Standards Council. (2020). Advertising and Marketing Laws and Regulations. CASC Publications.
• Ferrell, O. C., & Hartline, M. (2014). Marketing Strategy (6th ed.). Cengage Learning.
• Geuens, M., Weijters, B., & Vernecken, H. (2009). Propensity to lie in marketing communication and its consequences. Journal of Business Ethics, 87(4), 543-563.
• Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston.
• Kapferer, J.-N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan Page Publishers.
• Regulation (EU) 2017/1008 of the European Parliament and of the Council of 17 May 2017 on drone operation and related transparency standards.
• United States Federal Trade Commission. (2019). Guides Concerning the Use of Endorsements and Testimonials in Advertising.
• Wiles, M. A., & Joseph, M. (2000). Ethical and legal considerations in marketing: The case of deceptive advertising. Journal of Business Ethics, 23(2), 157-169.
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• Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services Marketing: Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill Education.