Assignment 2



Assignment 2

Introduction

The case study that I have chosen for this assignment is R.J. Reynolds's Dakota Cigarette (B): Designed for Young Women. The case study is about a company R.J. Reynolds, who were planning to introduce a new range of cigarettes in the market. This new range of cigarettes was to target a very lucrative and tempting segment of the market, the blue collared women. Most of the cigarette making companies used to market their products that are the cigarettes just for men. They did not attract the women, which left a market niche that R.J. Reynolds wanted to grab. They planned for a thriving market campaign to attract their potential customers and to make them familiar with Dakota cigarettes, which was the name that was given to the cigarettes. The problem started when the marketing plan of the company got leaked by some insider. This plan reached the "Women vs. Smoking Network". They launched an all out campaign against the marketing plan, as well as, the launch of the "Dakota Cigarettes". They issued parts of the marketing plan in the press, and the Washington Post released a front page story on the launch of the Dakota Cigarettes.

Discussion

This was a great setback for the launch of Dakota Cigarettes and the company R.J. Reynolds itself. The harmful effects of cigarette smoking were publicized; especially for women that R.J. Reynolds was planning to target. This caused a setback for the brand long before the brand even was launched or was introduced in the market. The Women vs. Smoking Network evoked the people of the North and South Dakota, as well as, the people of the Indian Dakota tribe to raise their voice against the use of their tribe's name in the marketing of a harmful product like cigarettes. They raised their voices against the company. This was a setback for the company again. The ethical issue here is the whistle blowing that was done by one of the persons who were directly involved in the marketing of the cigarettes. This whistle blower caused trouble for the company. The marketing plan that was leaked was later changed by the company. They planned not to target the cigarettes to the women. In fact, they planned that they will only be targeting the cigarettes in a way that they will be able to grab the market share of the leaders of the market who were currently selling to a large segment of smoker women. This means that the former market plan was leaked, and this caused the company a loss of a brand that was still to be introduced in the market.

The issue of whistle blowing is one of the most dangerous issues that companies face in the world of today. Companies have gone bankrupt businesses collapsed due to the activities of the whistle blowers. Whistle blowing is an ethical issue that is described in this case study. Another ethical issue presented in the case study is the marketing of products that are essentially harmful ...