BUS392 - Business Ethics: A&W DM Campaign Analysis Report

This report provides an analysis of A&W's DM coupon booklet campaign conducted in Winnipeg. It begins by identifying the stakeholders involved, including investors, franchise partners, employees, the marketing team, suppliers, customers, local governments, local residents, competitors, and the media. The report then delves into potential stakeholder issues, such as health and safety, advertising complaints, customer relationships, policies, and systems, with an emphasis on health and safety and customer relations. The analysis proposes solutions focusing on providing healthy and safe food at low prices to improve customer relationships. The report highlights the importance of the management team addressing stakeholder issues by fulfilling its corporate responsibilities and adhering to legal and ethical obligations. References include A&W Franchising, Sexty (2014), Dahlstrom & Nygaard (2016), and Web.aw.ca (2019).

RUNNING HEAD: ANALYSIS OF A&W DM CAMPAIGN
ANALYSIS OF A&W DM CAMPAIGN
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ANALYSIS OF A&W DM CAMPAIGN
Identification of the stakeholders
With 950 restaurants, A&W is one of the fastest-growing burger chains in Canada. This organization
has conducted a DM coupon booklet campaign in Winnipeg, where this organization established its first drive-
in restaurant in 1956 (Web.aw.ca, 2019). In this part, the identification of stakeholders of A&W will be done.
The stakeholders of this organization are investors, franchise partners like the National A&W Franchisees
Association, employee, the marketing team of this organization, supplier chains like RSCS, customers, local
governments, local residents, competitors and media (A&W Franchising, 2019). Business operations and the
profit of this organization can be influenced by these stakeholders.
The potential stakeholder issues
To target the potential customers of Winnipeg, the management team and the marketing team of this
organization have organized a DM coupon booklet campaign. Health and safety, advertising complaints,
relationships with customers, policies, and systems of this organization can be potential stakeholder issues
(Sexty, 2014). Among these issues, health and safety and relation with the customer are significant for this
company.
The possible solutions to the issues
Customers of Winnipeg is one of the most significant stakeholders of this organization. The DM booklet
campaign endorses a food item, which will satisfy the cravings of customers with whole lotta savings.
Customers can get food items of this organization over $82 of savings inside. This organization can improve its
relationship with potential customers by providing healthy and safe food products at a low price.
The management team of this organization has to identify potential stakeholder issues. To manage those
identified issues the authority has to fulfill its own role as corporate stakeholders and address each and every
stakeholder issue, which can affect the business of A&W, by following legal and ethical responsibilities
(Dahlstrom & Nygaard, 2016).

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ANALYSIS OF A&W DM CAMPAIGN
References
A&W Franchising. (2019). Fast food franchises | Own an A&W franchise restaurant; sales are soaring.
Retrieved 31 January 2020, from https://www.awfranchising.com/
Sexty, R. W. (2014). Canadian business and society: Ethics, Responsibilities and Sustainability. McGraw-Hill
Ryerson.
Dahlstrom, R., & Nygaard, A. (2016). The psychology of co‐branding alliances: The business‐to‐business
relationship outcomes of role stress. Psychology & Marketing, 33(4), 267-282.
Web.aw.ca. (2019). A&W Canada. Retrieved 31 January 2020, from https://web.aw.ca/en/company