AMB336 Case Study Analysis: Ethical Considerations in Marketing

This case study analyzes the international marketing management of an alcohol-producing company, AusSpritz, focusing on ethical and social considerations. The report identifies ethical issues related to the company's impact on social culture and the environment, particularly concerning alcohol consumption and its effects on work performance, family life, and community behavior. The analysis examines cultural aspects and consumer behavior, highlighting problems like increased alcohol consumption, health issues, and social disorders. The study recommends ethical marketing practices, including responsible packaging, restricted commercial communications, and advertising guidelines to prevent targeting underage individuals or promoting excessive consumption. The conclusion emphasizes the need for mitigation strategies to address ethical limitations and enhance the company's services while considering consumer interests.

Running head: CASE STUDY ANALYSIS ON INTERNATIONAL MARKETING
MANAGEMENT
CASE STUDY ANALYSIS
ON
INTERNATIONAL MARKETING MANAGEMENT
Name of the student
Name of the University
Author Note:

1Case Study Analysis
Introduction:
The primary objective of this report is to evaluate the case scenario related to the
international marketing management with respect to the ethical consideration of this situation.
After the analysis of the case scenario it has been identified that this is based on international
marketing management of an alcohol producing company. Followed by this aspect the paper
will also analyze the social and cultural aspects of the mentioned case scenario. After the
identification of the ethical issues as well as the cultural issues in this paper detail
recommendation will be provided in order to mitigate those identified issues.
Ethical Issue(s):
After evaluating the case study it has been observed that an organization named
AusSpritz which is an alcohol producing company situated at Australia. Followed by this
aspect it has been noticed that there is significant influence of ethical and environmental
consideration which needs to be accounted with respect to the organizational context. After a
detail elaboration of this case scenario it is mentioned that since, the nominated organization
is an alcohol and wine producer organization the social workers as well as other social
activators has raised significant problem related to the impact of this company on the social
culture as well as the environmental assets. While analyzing the business services of the
organization it has been noticed that due to its best quality services it has high demand on the
market. However, apart from these aspect one of the most significant impact of these scenario
is its ethical consideration the high popularity of alcohol holds a major effect on the social
and cultural life of people.
Hence, followed by the above aspects the identified ethical considerations are listed below:
One of the major ethical impact of the alcohol company is its popularity as it has been
noticed from the industry that due to its best quality services the organization has effectively

2Case Study Analysis
gained customer trust which has helped to increase their business growth. However, apart
from the aspect of the company one of the major limitation is present related to the social
impact as it has been identified that due to the increment of the popularity the customers has
increased their alcohol consumption which holds a significant impact on the health of
individuals. Along with this it has also impacted the work performance as well as the other
social activities of the individuals. Followed by this aspect a brief discussion on the social
and ethical culture provided further in this discussion.
Analysis of Social Culture:
After discussing the above aspects a detail elaboration related to the social culture and the
consumer behavior is mentioned below:
 Impact on the work performance – followed by the above mentioned aspect it has
been observed that there is a significant impact of the alcohol on an individual’s work
performance. Hence, increasing popularity of the alcohol holds a direct impact on
their performance.
 Impact on the families – Along with that there is a significant impact of the alcoholics
on their families as it violates the peace of a family most of the time.
 While considering the ethical aspect it has been noticed that however, the company is
gaining profit from their business they are significantly impacted the health of their
customers. Along with that it has been also identified that there is a significant impact
on the families as well as on the friends of the alcoholic.
After investigating the above aspect it has been noticed that there is also a significant
problem present due to the alcohol consumption in behavior of the consumers related to
the aspect of community. Followed by this one of the major problem is related to the
excessive consumption of alcohol as a affects the life style as well as the behavior of the

3Case Study Analysis
individuals due to which their behavior includes the possibilities to be more vandalism,
violence within the family as well as they shows public disorders. Along with that
excessive consumption of alcohol causes serious disease, injuries as well as accidents
which holds an impact on the social cultures.
Recommendation:
A thorough investigation on the mentioned case study it has been identified that due
to the alcohol manufacturing, selling as well as outsourcing of the products several significant
ethical consideration has been noticed which holds a significant on the social wellness as well
as on the consumer’s life style. Thus, as an international marketing manager of this company,
it is my responsibility to suggest most appropriate mitigation approaches which will surely
address all of the social and environmental requirement. Followed by these aspects effective
suggestions to reduce the identified ethical and social issues are listed below:
Ethics of commercial communication and packaging:
 Followed by the ethics of alcohol industry it is suggested, not to use such packing or
designs which may influence the consumption. Hence, it is required to keep the
packaging simple and ethical.
 Along with the in order to keep the business more ethical as well as to reduce the
social impact it is recommended to restrict the commercial communications as well as
the packaging with the purpose to keep it decent.
 Followed by this it has been also recommended keep the commercial advertisements
decent which must not provoke the consumer.
 Apart from the above recommendations the company must maintain decency in
packaging which will not encourage the consumers’ intoxications.

4Case Study Analysis
Communication and marketing targets:
Along with that recommendation related to the packaging of the products there are
several other recommendation for marketing and communication is listed below-
 Followed by all the ethical consideration of the impact of alcohol in the population it
is highly recommended that the company must keep their advertisement is such way
that it should not target the individuals under the age 18.
 Along with that the organization will not promote or advertise their products to
influence people with intoxication.
 Following the ethical rules of the alcohol manufacturing organization it is
recommended that advertisements must not influence any financial resources as well
as it should not focus on any specific location where people can get injuries.
Promotional and commercial ethics:
Followed by the above rules and regulations there is another significant ethical rule
present related to the promotional activities or the commercial advertisements it is
recommended to the company the not to promote their product in such way that it may harm
any stakeholders interest. Along with that it has been also mentioned that there is significant
impact of discounts and offers hence, considering the ethics it is recommended that none of
the promotional advertisements or the commercial advertisement should provide such offers
that will invoke the consumer’s intention.
The above mentioned recommendations holds a significant impact to mitigate all of
the identified ethical limitations. However, the popularity as well as the business growth of
the company depends upon the consumer interest and influence.

5Case Study Analysis
Conclusion:
After the above discussion it can be concluded that there is a significant impact of the
AusSpritz on the population of Australia. In order to determine the ethical issues as well as
the social impact of alcohol this paper has significantly elaborated the case scenario with
respect to the social and environmental impact. Followed by this scenario in this paper a
detail investigation on the ethical issues related to the consumption of alcohol with respect to
the behavior of consumers are provided. Considering the above discussion in this paper
possible mitigation approaches are their which holds significant impact which will invoke the
company to mitigate all the ethical limitations in order to enhance the services of the
company.

6Case Study Analysis
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