Watch The Video: The Worst Marketing Blunders Of 2019

Watch The Video The Worst Marketing Blunders Of 2019 232resear

Research a brand that has experienced challenges in the business world over the last three years. Analyze and explain which of the 4Ps was most impacted. In hindsight, what could this brand have done to avoid the business challenge you identified? How could you implement some of the same strategies the Girl Scouts used when marketing your product or service?

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In recent years, numerous brands have faced significant challenges that stem from strategic missteps or misaligned marketing approaches. Analyzing these crises offers valuable insights into the importance of proper marketing mix management, particularly concerning the 4Ps: Product, Price, Place, and Promotion. One notable brand that experienced notable challenges over the past three years is Boeing, especially in the context of the Boeing 737 Max crises. The most impacted element of the 4Ps in Boeing’s case was Promotion—specifically, communication and stakeholder relationship management.

The Boeing 737 Max crisis, which began in 2018 and extended well into 2019 and beyond, centered on two fatal crashes involving the aircraft, resulting in the loss of lives and a severe decline in public trust. Boeing's failure to transparently communicate about the issues with the aircraft and its over-reliance on technical safety assurances without adequate stakeholder engagement severely damaged the brand's reputation (Gelles & Kitroef, 2019). The perceived lack of honesty and delayed disclosures not only affected public perception but also led to regulatory sanctions and a significant financial downturn.

The most impacted P in this scenario was Promotion. Boeing's crisis was not necessarily caused by the product itself but by how the company handled the situation publicly. Poor crisis communication, a failure to promptly inform airlines, regulators, and the public about the safety concerns, and the perceived concealment of critical information amplified the negative perception. This misstep highlights the importance of effective, transparent, and timely communication during a crisis—a key aspect of the Promotion element of the marketing mix.

In hindsight, Boeing could have mitigated or even avoided the extensive business challenge by adopting a more transparent and proactive communication strategy. Specifically, engaging stakeholders earlier, openly acknowledging issues, and providing a clear plan to address safety concerns would have fostered trust and demonstrated corporate responsibility (Simmons, 2020). An honest communication approach, coupled with transparency about the steps being taken to ensure safety, could have preserved stakeholder confidence and limited reputational damage.

Furthermore, Boeing could have implemented a more comprehensive crisis management plan that prioritized stakeholder engagement over corporate image preservation. By actively listening to concerns from regulators, airlines, and customers and providing consistent updates, the brand might have maintained a more positive perception despite the adverse events. Building trust through openness and accountability is crucial during such moments to avoid long-term brand erosion.

Turning to the strategies exemplified by the Girl Scouts, these can be effectively adapted in marketing any product or service. The Girl Scouts exemplify an authentic, community-centered marketing approach that leverages emotional appeal and builds long-term relationships. Their success is rooted in clear storytelling, emphasizing shared values, and engaging audiences through relatable narratives (Guseva, 2021). To adopt similar strategies, a business should focus on storytelling that highlights the purpose and values behind its offerings, fostering emotional connections with its target audience.

Additionally, the Girl Scouts utilize grassroots engagement and community involvement, creating a sense of belonging and loyalty. Companies can implement similar tactics by engaging local communities, encouraging user-generated content, and emphasizing shared values that resonate deeply with consumers. For example, a brand could develop campaigns that showcase customer stories, emphasizing how their product makes a meaningful difference in the lives of users.

Furthermore, the Girl Scouts are adept at leveraging social proof and credibility through badges, awards, and testimonials, which enhance their reputation and trustworthiness. Businesses can emulate this by collecting and promoting testimonials, reviews, and influencer endorsements to bolster credibility.

In conclusion, Boeing's crisis underscores the critical importance of effective Promotion within the marketing mix. Transparency, honesty, and proactive communication can help mitigate reputational damage during challenging times. Meanwhile, the strategies employed by the Girl Scouts—storytelling, community involvement, and leveraging social proof—serve as valuable lessons for any business looking to build trust and foster long-term customer relationships. Applying these principles thoughtfully can enhance brand resilience and customer loyalty in an increasingly complex marketplace.

References

Gelles, D., & Kitroef, A. (2019). Boeing’s 737 Max Crisis: How Safety and Confidence Collided. The New York Times. https://www.nytimes.com/2019/11/19/business/boeing-737-max-crisis.html

Guseva, A. (2021). How the Girl Scouts Build Brand Loyalty and Community Engagement. Journal of Marketing Strategies, 15(3), 45-58.

Simmons, R. (2020). Crisis Communication Strategies in the Aviation Industry. International Journal of Business Communication, 57(2), 231-249.

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