An infographic showing market, organisational, consumer trends data
May 20, 2023
Task is to choose, after careful thought and research, One market and one ethical issue and, with reference to theories and concepts studied in the module, prepare a portfolio including the following:
1. Annotated examples of ‘good’ and ‘bad’ ethical practice by different brands in your market in relation to your ethical issue (for example – misleading advertising or targeting vulnerable groups or privacy policies or photography from mystery shopper activity or web pages).
2. A mindmap showing the different stakeholders involved in your ethical issue in your chosen market and their current roles and responsibilities towards the issue.
3. An infographic showing market, organisational, consumer trends data that shows the market potential for brands to improve their impact on society and the environment.
4. An evaluative summary including an analysis of your information to identify what market opportunities exist now and potentially in the future for brands in your market to act more ethically and make a positive impact on society and / or the environment in relation to your issue and market.
NOTE: – You may choose your own market but it must focus on one geographical territory – for example: Supermarkets in the UK Computer games in the USA Fast food restaurants in France Cosmetics in the UAE Note: When you consider the ethical issues, think about: – the marketing strategies and tactics used in this market – the wider social, environmental, supplier, and manufacturer and consumer concerns. A number of these issues will be introduced during lectures and seminars and you will learn more about them in your reading. You will be expected to demonstrate some broad reading about your chosen market and the ethical issue identified, using quality, objective sources including: quality newspapers (broadsheet newspapers eg. Financial Times, Telegraph, Guardian not tabloids). business press market sector and trade publications marketing press industry reports thought leadership pieces rather than relying on (often biased) company or pressure group websites. Harvard referencing should be used. (see your business school referencing guide in the module area for details). We expect portfolios to be presented, written, structured and referenced to a good standard. You can create your portfolio using programmes of your choice – for example mindgenius, word, powerpoint, indesign but your final portfolio should be submitted word, powerpoint or PDF. Further instruction will be given to support final formatting and hand in requirements. Individual portfolios should be submitted via Turnitin by Thursday 24th January 2019 10am Start thinking soon about your market and possible marketing ethics issue and begin work on the background reading on your topic as soon as possible. If you are unsure about any aspect of what is required, speak to your seminar tutor at any stage. Remember.
This portfolio will be assessing whether you have met the following learning outcomes:
1. Carry out research using a range of relevant and valid sources, evaluating the findings to provide examples of ‘good’ and ‘bad’ ethical practice in a particular market.
2. Use business and marketing ethics theories and perspectives as a lens through which to asses marketing practice.
3. Discuss a range of marketing ethics issues with reference to the roles and responsibilities of a range of stakeholders.
Annotated examples of ‘good’ and ‘bad’ ethical practice by different brands in your market in relation to your ethical issue:
a. Choose a market: Select a specific market within a geographical territory. For example, let’s consider the market for fast food restaurants in France.
b. Identify an ethical issue: Research and choose one ethical issue related to the fast food industry in France. For instance, you might consider the issue of sustainable sourcing of ingredients.
c. ‘Good’ ethical practice examples: Find examples of fast food brands in France that are engaging in sustainable sourcing practices. Annotate these examples and explain why they are considered ‘good’ ethical practices.
d. ‘Bad’ ethical practice examples: Identify instances where fast food brands in France have engaged in unethical practices related to sustainable sourcing. Annotate these examples and explain why they are considered ‘bad’ ethical practices.
A mindmap showing the different stakeholders involved in your ethical issue in your chosen market and their current roles and responsibilities towards the issue:
a. Stakeholder identification: Identify the key stakeholders involved in the ethical issue of sustainable sourcing in the fast food industry in France. This may include fast food brands, suppliers, farmers, consumers, government bodies, NGOs, and other relevant parties.
b. Roles and responsibilities: Map out the roles and responsibilities of each stakeholder in relation to the ethical issue. For example, fast food brands have a responsibility to ensure their supply chain is sustainable, while consumers have the power to demand sustainable sourcing practices.
An infographic showing market, organizational, consumer trends data that shows the market potential for brands to improve their impact on society and the environment:
a. Market data: Gather relevant data on the fast food market in France, such as market size, growth rate, and consumer preferences. Include statistics and figures that demonstrate the potential impact of ethical practices on the market.
b. Organizational data: Research and collect information on the efforts made by fast food brands in France to improve their impact on society and the environment. Highlight any initiatives, campaigns, or policies they have implemented.
c. Consumer trends data: Explore consumer trends related to ethical considerations in the fast food industry. This could include data on consumer preferences for sustainable sourcing, eco-friendly packaging, or healthier menu options.
d. Create an infographic: Present the gathered data in an engaging and visually appealing infographic format. Use charts, graphs, and icons to illustrate the market potential for brands to act more ethically.
An evaluative summary including an analysis of your information to identify market opportunities for brands to act more ethically:
a. Analyze the information: Examine the data, examples, and stakeholder roles to identify market opportunities for fast food brands in France to improve their ethical practices related to sustainable sourcing.
b. Market opportunities: Discuss potential areas where brands can act more ethically to make a positive impact on society and the environment. Consider strategies such as partnering with local suppliers, promoting transparency in the supply chain, or offering sustainable menu options.
c. Future prospects: Provide insights into the future trends and developments that may further shape the ethical landscape of the fast food industry in France. Consider emerging consumer demands, regulatory changes, and advancements in sustainable practices.
Remember to use Harvard referencing for any sources you cite throughout your portfolio. You can use various software or tools such as Microsoft Word, PowerPoint, or design software like Adobe InDesign to create your portfolio.