Natural Cereals Case Marketing

Natural Cereals Case Marketing

Introduction

In today's rapidly changing business environment most of the businesses are facing challenges related to the development of corporate ethical culture. There is no doubt about the fact that 'ethics' has received widespread attention from various circles working on the identification of personal characteristics and behaviors associated with organizational ethics (Boone & Kurtz, 2011). In fact, the importance of Ethics cannot be denied from organizational and personal perspectives as most of the organizations follow well-defined Code of Ethics that guide employees to take better decisions in relation to their everyday activities.

Consumer's sensitivity to connotation of health claim has emerged a few years ago that opened the door to a new market (Nestle, 2007). Companies make health claims to take the largest share in market by highlighting nutritional facts about their products through labeling, advertisement as marketing tactics. However, these claims could mislead the consumer into error and be false or frivolous due to contradiction with regulations (Cheng, 2012). It is also a fact that the convenience and legality of certain advertising practices to make health claims by some food manufacturers is sometimes questioned. This paper aims to discuss the ethical issues and consideration associated with the given case.

Discussion

Nutrition and Health Claims, such as 'low fat', 'no sugar' and 'Calcium is necessary for the maintenance of normal bone', are increasingly on the labels of food products and advertising. In fact, these health claims on foodstuffs and advertising are permitted provided that the beneficial effect can be proven by scientific studies (Nestle, 2007). However, the incidents of misleading of claims have also been observed. In the context of Natural Cereals case, it would be fair to say that ethics is based on respect for the interests of not only the individuals involved in this case but also the partners, customers, and society that are affected by the marketing campaigns.

In fact, the most important thing to know is that Ethics advocates acceptance of benefits with the maximum number of market participants and equal access to them. In order to resolve the problem of given case, it is essential to view the organization and the individuals from ethical perspectives by understanding Breakfast Foods Inc.'s responsibility, company's Code of Conduct and Sally's role in this situation.

Corporate Social Responsibility

For corporate social responsibility is understood that the company assumes responsibility towards society in general. The moral obligation of the companies is ...