maintaining image in the market.

Ans1. Heather before being a marketing manager she loved the company and its products. And not only because of its products but also because of their values, that they promised to use all natural ingredients and also ensured that they wouldn’t harm the planet. But in reality the story was different. When she was given the responsibility of campaigning one of its product Ore Essentials, she came to know that the story behind growing the product is quite different. Ma Earth Skin Care was using a different strategy to maintain its image in the market. The company was paying the tribes neither for growing the product there nor for purchasing.

They were actually buying its product at a cheap rate from a mainstream supplier. But the company wants to convey its message to the customers that the product is very precious and rare, and they get it only from the tribal area. So this was the ethical issue Heather was facing. She wasn’t ready to accept the way the company was marketing its product. If Heather shows its customers how the company is getting its resources for the Ore Essentials i.e. if she tells them that though the company says that it gets its resources from the tribes but in reality it doesn’t, this would cross a line into unethical territory. Whereas if Heather supports the company i.e. if she shows that the company gets its resources from the tribes rather than showing the actual truth, it can be considered ethical.

Ans2. From the customer point of view, the company was fulfilling its corporate social responsibility by paying the tribes for their wellbeing in return for their effort to grow the plants and maintaining them. The company provided the tribal people a school, a health clinic as well as food and clothing. This way the company is effective in practicing its social responsibility. But even though the company is supporting the tribal people, they are cheating its customers by showing false claims. This way the company is not fulfilling its social responsibility.