Principals of Marketing
Case Study 1
There are several different forces in the marketing environment that appear to pose the greatest challenges to Timberland’s marketing performance. Some examples of these problems are the following * Global marketing- meeting the consumers’ needs on a world-wide scale. Because consumers around the world all find different values in what they want to purchase, having a global appeal is difficult to do. * Having safe and reliable suppliers- In the first quarter of 2012, 6 out of 20 factories that were inspected had received rejected or ATBU-High Risk scores. (timberland, 2012) * A drop in the economy that causes consumers to spend less. Timberland faces many ethical issues when it comes to marketing. Every day Timberland tries to hold itself to high standards and rise above ethical issues like: * Being sustainable and protecting the environment. This is addressed by: * Creating earth-friendly products that use recycled, organic and renewable materials. (Pride,2012) * They help protect the earth by lowering their energy consumption. They use the Global Social Compliance Program to rate their environmental performance which has gone from 3.2% in 2010 to 6% in 2011. (timberland, 2012) * Giving back to their community that supports them is done by * Paying their employees up to 40 hours of volunteer time which is spent helping out in their local communities. (Pride, 2012) * Creating a safe work environment. They address this issue by: * Timberland is faced with making sure that their work environment is safe and fair in all of their factories. Timberland was number 78 of the top 100 ranked companies by fortune magazine back in 2007. (CNN Money, 2007) * They have continued to keep their standards high by following a code of conduct and having a Supplier Sustainability team that analyzes the social and environmental management systems. (timberland, 2012)...
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