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However, internal ethical auditing will ensure that such unclear areas are not exploited. The
arguments were developed from the idea that businesses have no obligation to the welfare and social
responsibility. It is also important for every marketing strategy to focus on the benefits. In this
regard, the participants were asked to indicate why think McDonald’s fits the profile of a suitable
company for the study. The Happy Meal is themed to promote a current family-oriented movie.
However, marketing ethics transcends the legal and regulatory issues contained in the code of
conduct. Assumptions, Limitations, and Delimitations Assumptions The current study is developed
under the assumption that fast food consumers will continue to indulge in the commodities even
with comprehensive labelling. In 2003-2004, people aged 50-59 had a net household income greater
than people aged 80 and above. (Office for National Statistics, 2011) McDonald’s marketing mix is
influenced by several factors. Criticisms continue that McDonald’s is not concerned of customers’
health when their meals do not mind health menaces such as obesity, heart disease, hypertension, etc.
(Strategic Direction, 2007) In both countries, India and the UK, McDonald’s use adaptation in their
products and marketing strategy. The difference between the two lies in the ideal ethics and what is
actually applied in the field. Marketers ought to evaluate the degree of responsibility they take due
to the harm caused by the products (Saucier 2008). The factors for building customer loyalty,
satisfaction and retention include: In the later part of this paper, we have discussed the customer care
service of mcdonald's UK. Therefore, McDonald’s may emphasize excellence and high quality
output in its organizational culture. Therefore, the case study of McDonald’s ethical issues is an
outstanding opportunity to learn about the violations of a big corporation. In the case of full
disclosure and the misleading campaigns, the participants were asked to give a cumulative response.
Unfortunately, most approaches to market orientation often opt to elevate the interests of individual
stakeholders. This helps the company address the need for the company to build a solid corporate
reputation. They feature the significance of long lasting learning and conviction that singular learning
advances efficiency, quality, and business adequacy. It should be able to come up with menus as well
as services that will bring satisfying experiences to its customers worldwide. Such marketing tactics
suggest that the price was intentionally raised high. Sample cover letter for Full Time position at
McDonalds And more cover letters For Solvers Leaderboard Cover Letters Scholarship Essays FAQs
Mcdonalds. It should be more innovative with its products as well as maintaining the quality of its
current products and services. The effect of not adhering to ethical standards during also features in
the discussion. The product brand image is enhanced and protected. (Codita, 2011, p. 25) The basis
for standardisation is the comparison of market strategies and operation in the country of origin, or
the home market, to the market strategies in the country of destination. (Chung, 2007, p. 145)
Meeting the needs and wants of customers is a primary marketing strategy of international
companies nowadays. So they utilize Culinary Head Chefs that innovate and create new menu items
to be relevant and provide high-quality taste. Lynch, R. L., 2006. Corporate strategy. New York:
Financial Times Prentice Hall. Consequently, the current study plays a huge role in ensuring that
other companies get to appreciate this growing concern from the consumers. The competition that
McDonalds have is different fast food restaurants such as Pizza. Pricing, on its part, is one of the
thorny ethical issues that most marketing executives face. In this regard a number of those issues
were posed as questions to the participants.
To this end, ethical principles are necessary to ensure that marketing strategies endear a company to
its clients. Evidently, when the children go to a McDonald’s outlet they can acquire toys. This gains
a lot of customers coming in and spending. What should companies apply when faced with such a
dilemma. McDonald’s became the leader in the fast food industry with their strong focus on
customer service, response to competition, and use of marketing techniques early on in their
development, while the other competition did not even think to implement such ideas in their
business. The company’s previous vision statement was “Our overall vision is for McDonald’s to
become a modern, progressive burger company delivering a contemporary customer experience.”.
Based on the thesis statement developed for the current study, the problem that will be addressed at
McDonald’s is its unethical practices that ought to be addressed to curb the rising food related
diseases in the modern society. Another strategy involves employing of celebrities in promoting their
products. The self-service counter eliminated the need for waiters and waitresses; customers received
their food quickly because hamburgers were cooked ahead of time, wrapped, and warmed under
heat lamps. With the help of well developed mission statement, all its challenges have been overcome
with time. A similar perspective is shared by the participants of the current study. 50% of the
participants perceive that fast food companies rarely make consumer safety a high priority. With
500,000 employees serving at over 90,000 branches around the world, McDonald's requires great
leaders with more knowledge and skills in Human Resources Management than any other
corporation. The trends of McDonald’s and with respect to this theory can be seen as unethical. The
General Theory of marketing lays the ground for a more comprehensive framework. London:
Routledge. Cited in Vrontis, D. et al., 2009, International marketing adaptation versus
standardisation of multinational companies. The Domain of Marketing Ethics As already mentioned,
trust and good faith are integral aspects of developing a rapport between the consumer and the seller.
The crux of this chapter relies on the results obtained from the questionnaires administered to the
participants of the study. Ethical marketing strategies are developed by professionals who have a
firm knowledge of the subject. In the former, performance is very much present in brands, while in
the latter, products need to evoke admiration, for instance, technology or jewellery. According to
Murphy and Laczniak (2012), a number of ethical practices are evident in the process of carrying out
business activities. Alserhan (2011) argue that businesses that deal with goods require adherence to
certain standards of labelling. Viewers of such content tend to associate the product with the content
being broadcast. On the other hand, 53 view the subject as genuine business practices. These factors
are being considered in determining the final price for the product. Based on this argument, Waller
(2012) suggests that marketers should focus on the intensity of the issues at hand. Churchill and
Lacobucci (2002) cite an example of scholars who perceive ethics as being associated with an
individual’s morality. Workers will often times gain a disadvantaged status from working during
school, but if they can keep up their grades it can help them in finding new jobs or getting into
schools. This is because the population has passed the 1 billion mark and could probably be growing
if the government does not do some drastic action. Consequently, the research undertaking outlines
the respective effects of unethical business practices to the parties. The next chapter provides the
results from the actual research undertaking carried out through the administration of questionnaires.
Understanding ethical consumerism is largely focused on the consumer decisions with respect to
purchases. The opinions on the moderate priority found that 44% of the participants are of the
opinion that companies do so once in a while. Herbst, Sean, and Allan (2013) suggest that shunning
unethical marketing techniques help promote long-term relationships with the consumers. March
2011, it cited higher prices for bread, cereals, meat, fruit and vegetables in particular. If you are the
copyright owner of this paper and no longer wish to have your work published on IvyPanda.
Although there are obstacles for this company such external competition as well as internal
complications, it still has been able to get through all of it through the application of all these
strategies we have discussed in our papers. Consumers ought to be informed of price or size changes
and the same has huge cost implications. Their services have high accuracy and are done in a clean
environment and are often accompanied by friendly customer service. McDonald’s have to make sure
that they have different. Fast food became so popular that the traditional way of eating home-cooked
food was somehow affected. Unfortunately, many organisations flout the ethical principles put in
place. Therefore, McDonald’s may emphasize excellence and high quality output in its organizational
culture. According to Ellerbach (2004), some of the theories of ethical marketing include
individualism, virtue, Kantian and the utilitarian theories. The subject was an issue of research in the
study carried out by Smith (2012). To this end, suitable marketing ethics are only realised when the
marketers can make the necessary judgments from the issues raised. This aspect has been discussed
previously in literature. The same supports the view, of the thesis statement, that unethical marketing
practices destroy a brand’s image and further reduce its credibility. The study focused on the food
industry owing to the increased interest in healthy products from consumers. In different countries of
the world, McDonald’s generally faces diversified kinds of revenue measurements and taxes. They
regard the “McDonalization of society” with negative outlook. McDonald’s UK products and menus
have been adapted to the taste and culture of the British people. The same is particularly observed in
the food industry with emphasis on Halal branded items. Marinov (2007) points out that promotion
of products in the Islamic market should be gender specific. London: Routledge. Cited in Vrontis, D.
et al., 2009, International marketing adaptation versus standardisation of multinational companies.
Cited in Vrontis, D. et al., 2009, International marketing adaptation versus standardisation of
multinational companies. Based on this argument, Waller (2012) suggests that marketers should focus
on the intensity of the issues at hand. Many teachers assign topics that ask writers to write an essay
comparing and contrasting two or more ideas. Marketing executives can make an ordinary decision
or one that is bound by ethics. The marketing campaign was found to have misled the consumers.
Churchill and Lacobucci (2002) cite an example of scholars who perceive ethics as being associated
with an individual’s morality. The degree of competition in a market is a significant factor affecting
the ability of a.
Finally, after a week, the results showed that there was no meat flavoring in the oil used by
McDonald’s. Since customers are rational in consumption, McDonalds has been flexible in terms of
offering according to changes in customers’ prevalence. Misrepresentation recorded a whopping 35%
of the responses from the participants. Ethical marketing practices and principles should encompass
the necessary elements required in establishing trust. References Alfino, M. et al., 1998.
McDonaldization revisited: critical essays on consumer culture. The Happy Meal is a children’s
special by McDonald’s which dates back to 1979. These have effects on the structure of operation as
well as an infrastructural related resolution of each chain’s operations strategy. The Domain of
Marketing Ethics As already mentioned, trust and good faith are integral aspects of developing a
rapport between the consumer and the seller. Some organisations have made it successfully, but many
have failed because of so-called inertial forces. Some of the considerations McDonald’s had to
consider when planning are, for example, the fact that can not rely solely on its traditional menus in
the American consumers due to their growing health consciousness. London: Routledge. Cited in
Vrontis, D. et al., 2009, International marketing adaptation versus standardisation of multinational
companies. According to Murphy and Laczniak (2012), common ethical considerations include
reasonable pricing, adhering to professionalism, accurate labelling, and proper representation of
information in the market. The marketing campaign was found to have misled the consumers.
Considering the market size served by McDonald’s, the study illustrates how industry players can
retain their leadership positions without having to engage in unethical practices (Saunders et al.
2003). The study is developed with the intention to promote a culture of ethical practices in
businesses. Studies have noted that the environment through which an organization operates
changes over time, more so, when the organizations operated in different states (Tallman 2007). This
is the gap that has been pointed out from the beginning of this study. The Islamic religion emphasises
on a modest lifestyle. There are a number of instances where marketing makes use of
misrepresentation. Expected Ethical Marketing Practices Companies rely on their marketing
techniques to ensure the market is well informed about the product. The school of thought of
standardisation emphasises that globalisation is the primary cause or the main driver of
standardisation. Market share is the percentage of the total market being serviced by an organisation
measured in terms of revenue or unit volume (Sadler and Craig 2003). International Advertiser
December, pp. 12-16. Cited in Vrontis, D. et al., 2009, International marketing adaptation versus
standardisation of multinational companies. Universally, mcdonald's offers a hundred million things
consistently, and the restaurant network needs to make certain that get what they request. Rinallo et
al. (2013) argue that since there are a lot of gray areas in ethical marketing, mechanisms should be
established to prevent further engagement in the practices. Such an ethical practice is said to occur
when a company is non-discriminatory and portrays its products in an honest manner to the
consumers. Participants were asked what their idea of ethical standards entails. The company
encountered problems and had to modify their organisational strategies because it had to adapt to a
different kind of culture, a culture which recognizes cow meat as sacred, and Hindus are prohibited
to eat beef. The participants were asked to voice their opinion on the main aspect they would have
likes addressed in the nature of a marketing strategy. The elements of marketing ethics have, for a
long time now, been published in a number of peer reviewed articles. It just alters a bit of its
products and strategies and enforces what it wants to sell to the local market.