Natural Cereals: A Case of Ethics in Marketing

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Natural Cereals: A Case of Ethics in Marketing Introduction: For any retail company, balancing the imperative to sell a product with the demand to operate with honesty can lead to some challenging dilemmas. This is well-demonstrated in the Breakfast Foods, Inc. (BFI) case, where new marketing manager Sally Thompson must navigate an opportunity and its inherent challenges. The company's Nature Cereals line of brand-names will receive a new marketing push under her oversight with the intent of helping to improve the company's declining market share. However, by modeling their campaign on the proven success of their competitors, BFI run a number of risks. As the discussion here denotes, Sally and her colleagues must render a marketing campaign that utilizes the opportunities before them while still proceeding through its pitfalls with caution. Ethical Issues: Particular caution is required in contending with the ethical issues present in the case. For BFI, there are obvious benefits of utilizing the claims employed by competitors. Chief among them, competitors have claimed with considerable retail success that due to the linkage between high fiber and high bran diets and the prevention of cancer, consumption of their cereal could help in the fight against certain types of cancer. The claim has shown to benefit the sales success of primary competitors and has actually hurt BFI. According to the case study, "Sally finds that Breakfast Foods, Inc., has lost two percentage
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