consequences to primary stakeholders are: Firstly, this means that the products are appropriate for their intended and promoted use which is good for young consumers. Secondly, there is no necessary for parents to concern drawbacks for their kids. Thirdly, shareholders still can acquire profit because the right marketing strategy. Fourthly, owners would get extra income from on-line selling. Eventually, the employees are going to receive more money because the internet makes more people go to the store for trying on the clothes.
(3) The third alternative is going to control damage caused by company’s
controversial marketing tactics previously. Consequences for primary stakeholders are: First of all, young clients would not get misleading. Second of all, the parents would see the positive side of A&F. Third of all, shareholders will gain the same profit like before. Fourth of all, the owner is going to get more income because they are having exposure from media and public. Fifth of all, the employees are committed due to that there is no hiring discrimination any more. Meanwhile, they get more salary because of good and ethical promotion.
4.2 Recommendations
When a person of good character is making marketing decision, he needs to seriously think about what value implications and presents are delivered by his marketing promotions. Does he promote a comfortable society that people would, reflectively, wish to live in? He can not easily calculate that the positive effect of the promotion on those he has aimed will prevail over any negative effect on those he did not target.
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Consequently, a person of good character should act under the ethical principles (Brenkert 2008).
5.0 Action Plan In the short term, A&F should implement the third alternative because this is a positive manner to compensate the previous unethical marketing plan. Giving every people the fair chance to compete is a really basic business ethic. No matter how fashion the company is, they need to follow the rules.
In the long term, A&F are able to implement other two choices for enhancing their brand awareness in public. Those ethical promotion strategies not only can keep them under exposure, but also can give them a good brand reputation and clients’ loyalty.
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Reference List
Abercrombie & Fitch 2009 Annual Report, Abercrombie & Fitch Investors zone, Abercrombie & Fitch, viewed in 10 may 2010, < http://www.abercrombie.com >. Abercrombie & Fitch International 2011, Abercrombie & Fitch Facebook Page,
Brenkert, GG 2008, Marketing Ethics, Blackwell Publishing Ltd, UK. Case Study 2010, Case http://www.oppapers.com >
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in
2010,
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Houben, G, Lenie, K & Vanhoof, K 1999, ‘A knowledge-based SWOT-analysis system as an instrument for strategic planning in small and medium sized enterprises’, Science Direct - Decision Support Systems, vol.26, issue 2, pp.125-135.
Laczniak, GR & Murphy, PE 1993, Ethical Marketing Decisions: The Higher Road, Allyn & Bacon, USA.
Murphy, PE, Laczniak, GR, Bowie, NE & Klein, TA 2005, Ethical Marketing, Pearson Education, New Jersey.
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