Abstract
The current paper outlines a proposal for a study aimed at examining business ethics in relation to marketing plans adopted by McDonald’s. A number of issues regarding ethics and market planning are outlined in the proposed theoretical framework. In line with the need to safeguard the wellbeing of consumers, the project highlights the importance of understanding the effects of ethical standards on selected marketing plans, such as advertising.
The author outlines a hybrid research design that will be used in the proposed study. To this end, the research will assume a combination of a case study and an exploratory study design. Some of the findings expected include the required ethical standards with regards to an organisation engaging in marketing. The ethics touch on, among others, advertising and labelling. The author concludes that an ideal marketing plan is one that satisfies the various needs of consumers in the industry.
Introduction
Background Information
Ethics play a very important role in the business world. The standards are used to ensure that the products sold to the consumer are genuine and of high quality. Given this significance, there is a need to examine the concept on the basis of a real-life example. The proposed research intends to analyse the specific notions of ethics associated with marketing and other business activities.
According to Murphy and Laczniak (2012), the marketing plan adopted by a given entity should adhere to certain ethical standards. In light of this, the proposed project will analyse some of the ethical measures employed by businesses. McDonald’s will be used as a case study for the planned research undertaking. The proposal will focus on ethical standards regarding the formulation and implementation of marketing plans in the fast-food industry at the international and state levels.
Research Rationale
The research project is mainly intended to examine the marketing plans of a food chain business. The rationale behind business operations in many entities is the need to maintain high standards (Murphy & Laczniak 2010). McDonald’s was selected as the preferred case study owing to the fact that it is a successful entity in the fast-food industry. The author seeks to identify some of the marketing strategies adopted by the firm to achieve this success. The ethical nature of these promotional plans will be analysed.
The learning experience of the researcher also informed their interest in this field. To this end, the study is guided by labelling and advertising campaigns. The proposed study is intended to point out some of the ethical shortcomings that organisations fail to address in their marketing plans.
Objectives of the Research
The study is intended to achieve the following objectives:
- To establish the standards of ethics required in the marketing of a given product
- To illustrate the common ethical mistakes committed by businesses with regards to marketing.
- To outline the impacts of failure to adhere to ethical standards during marketing.
- To propose a number of ethical marketing plans
Research Questions
The proposed research undertaking will respond to the following questions:
- How are ethical standards applied in marketing plans?
- What are the effects of unethical marketing plans?
Critical Literature Review and Theoretical Framework
Relevant Literature
A number of studies have been conducted in the larger field of marketing and ethics. Most of these works are aimed at establishing the relationship between the two concepts. The studies by Brubaker (2007) and Sirgy and Lee (2008) are examples of landmark inquiries carried out to investigate the link between marketing plans and ethical standards. In their research, Brubaker (2007) discusses the importance of ethics in relation to direct marketing. Most food chain businesses employ a direct marketing plan in their operations. In light of this, the study by Brubaker (2007) becomes an important point of reference as far as the literature review is concerned.
When used in marketing, ethical practices bring about the notion of consumerâs wellbeing. The findings made in the study by Sirgy and Lee (2008) shed more light on this element of marketing. Sirgy and Lee (2008) focus on organisations dealing with consumer goods. As already mentioned, the proposed study will examine the marketing plan put in place by McDonald’s. As such, the findings made by Sirgy and Lee (2008) will enhance the readerâs understanding of the ethical measures required in McDonald’s.
Theoretical Framework
The process of developing a suitable marketing plan borrows heavily from theories in this field. Scholars who have conducted studies touching on this issue have used different theoretical frameworks. The proposed research will be based on green marketing and consumer wellbeing theories. The study by Sirgy and Lee (2008) made use of the consumer wellbeing premise.
Sirgy and Lee (2008) point out that the welfare of the clients should be taken into consideration when establishing a link between relationship and transactional marketing. The green marketing framework is ideal for the development of a suitable promotional plan. The theory highlights the importance of protecting the environment when conducting business.
The two theories indicated above are important to the proposed research project given their ethical connotations. For instance, the study by Brubaker (2008) illustrates the need for socially acceptable activities with respect to direct marketing. The green framework to be used in the research will help outline the activities that can be adopted by firms in the development of an ethical marketing plan. In addition, the two theoretical frameworks have been used in previous studies. The planned research will build on the findings made in past studies that have used the two approaches.
Methodology
Research Design
Different studies adopt varying research designs to obtain the desired results. According to Saunders, Lewis, and Thornhill (2003), the selection of a research methodology is based on the study problem presented by the scholar. The proposed study is intended to examine marketing plans in the context of ethical standards. A study of this nature requires the researcher to familiarise themselves with the given subject and structured point of reference. To this end, the proposed inquiry will adopt a hybrid approach made up of exploratory research design and a case study.
The objective of carrying out research is to explore and improve the existing information about a subject. Saunders et al. (2003) opine that a case study allows one to make use of concepts that are already in existence. In addition, Saunders et al. (2003) suggest that an exploratory research design allows the scholar to refine the subject matter of their study. In light of this, the two research designs will broaden the knowledge existing around ethical standards required in the development of marketing plans.
Research Context
The proposed study will be domiciled in the food chain industry. According to Hundekar (2010), understanding the ethics involved in the formulation of marketing plans requires the researcher to gauge levels of consumer satisfaction. Some of the key features involved in this assessment include the labelling of the product and the advertisements involved. The study will focus solely on the marketing plan used by McDonald’s.
Research Procedure
The research designs proposed for the study give rise to two phases of data collection. According to Saunders et al. (2003), secondary information is usually collected first. In the proposed research, secondary information will be accessed through critical literature reviews and analysis of the case study. Primary data will be accessed using two tools. The two are interviews and questionnaires. Invitations will be sent out to respondents. Research ethics, including the need for informed consent, will be observed in study envisaged in this proposal.
Methods of Data Collection
An exploratory research design is used in testing hypotheses. In line with this, a number of hypotheses will be formulated for the proposed study. According to Saunders et al. (2003), the exploratory design requires the adoption of both primary and secondary sources of data. The literature review will provide preliminary (secondary) information. Information from the case study will also act as secondary data. However, to improve the credibility of the study, questionnaires will be administered to a designated number of participants. The same will act as the primary sources of information.
Data Analysis
The proposed research will make use of two sets of data. The two include qualitative and quantitative information. Under such circumstances, Saunders et al. (2003) recommend the use of deductive and inductive data analysis procedures. The study will adopt both methods of data analysis to enhance the results.
Discussion
Significance of the Proposed Research
Market planning is important to any given business as it improves chances of growth. According to Smith (2012), companies that fail to observe ethical practices in marketing risk losing their clients to competitors. The proposed study will highlight the common ethical weaknesses among organisations in relation to the implementation of a suitable strategy. The findings made will improve existing information on the fundamentals of consumer welfare.
A viable research undertaking should yield practical solutions to a given problem. Saunders et al. (2003) argue that studies conducted in the business field can be used to provide solutions to companies that are in need. The findings of the proposed research will provide McDonald’s with workable solutions that will help address some of its ethical problems affecting the marketing plans used. For instance, an ideal advertisement plan will be developed to avoid misleading consumers who are buying particular commodities. In addition, suitable labelling techniques will be proposed.
Research Limitations
The research design proposed for the study is characterised by a number of limitations that affect the attainment of the intended objectives. According to Saunders et al. (2003), exploratory research designs are associated with small sample size. The development means that it is hard to make generalisations in the study (Saunders et al. 2003). On their part, case studies are associated with difficulties when it comes to the establishment of the cause-effect relationships between variables. Consequently, the information illustrating the link between ethical shortcomings and marketing plans will be limited.
Provisional Work Schedule
References
Brubaker, S 2007, âEthics and regulation in direct marketingâ, Direct Marketing: An International Journal, vol. 1 no. 1, pp. 55-58.
Hundekar, S 2010, Principles of marketing, Himalaya Publication House, Mumbai.
Murphy, P & Laczniak, E 2012, Ethics in marketing: international cases and perspectives, Routledge, Abingdon, Oxon.
Saunders, M, Lewis, P & Thornhill, A 2003, Research methods for business students, 3rd edn, Prentice Hall, Harlow, England.
Sirgy, M & Lee, D 2008, âWell-being marketing: an ethical business philosophy for consumer goods firmsâ, Journal of Business Ethics, vol. 77 no. 4, pp. 377-403.
Smith, N 2012, Marketing ethics, SAGE, Los Angeles.
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