Susan is the product manager of PediaBoost that is on its growth stage, unlike other product lines. The product is a nutritious supplement for infants. However, market research shows that adults use it for detoxification. The marketing group for the product wants to capture this new market as the company could use some growth. For Susan, it will increase her chances of promotion. However, venturing into the new market will draw the attention of government regulation authorities (Gentile, 2010).
Susan is countering two particular arguments. First, is venturing into the new market to increase PediaBoost sales and for the company's growth. Besides, it will improve her opportunities for a promotion. On the contrary, marketing the product as detoxification suitable for adults will result in increased government intervention. Susan wants to fulfil her personal purpose in the organisation. A dilemma of "truth vs. loyalty" where the marketing team is advocating for capturing the new market yet that is not the goal of the product (Kidder, 2009). Susan is rationalising the argument based on standard practice and loyalty to the organisation. Additionally, it is her responsibility to make the right decision that considers the customer. Otherwise, the regulatory bodies will intervene.
Susan can persuade those against her idea of pulling the plug on the new marketing strategy. It is obvious that majority of the team is against her thus she lies in the minority. However, she can present various levers to support her argument and persuade those opposing her. First, Susan should argue based on the long-term effects. Pursuing the new market will lead to government intervention. The regulatory bodies intervene where a product advertising is misleading. Since the initial purpose of the product was to avail nutritious supplements to infants, selling it for detoxification requires licensing (Carroll, & Shabana, 2010). Therefore, adequate research must be present by the company itself to support this detoxification purpose. In the long run, the original market may diminish. Secondly, Susan should introduce marketing alternatives rather than pulling the plug entirely. It will eliminate chances of government interventions and increase the growth in PediaBoost sales. Lastly, she should recognize the cost to each party and find ways to mitigate it.
Susan has a robust and convincing response to the arguments she needs to address. The product is used for detoxification even without such kind of advertising. However, endorsing this marketing strategy will attract regulations. The product is also likely to be viewed as a detoxification product rather than a nutritious supplement for infants. In the long run, the product will lose its original market, thus affecting the competitive advantage of the company. Besides, the company will encounter increased competition from firms offering detoxification products. Therefore, though endorsing the product as detoxifier will increase its sales volume, it may cost the company in the long run. Additionally, increased regulation may affect the public image of the enterprise due to raising questions regarding ethics (Kidder, 2005).
Carroll, A. B., & Shabana, K. M. (2010). The business case for corporate social responsibility: A
review of concepts, research and practice. International journal of management reviews,
Gentile, M. C. (2010). Giving Voice to Values: How to Speak Your Mind When You Know
What’s Right? Yale University Press.
Kidder, R. M. (2009). How good people make tough choices. Revised Edition. New York:
Kidder, R. M. (2005) Moral Courage: Taking Action When Your Values Are Put To the
Test. William Morrow, HarperCollins Publishers. New York. Pg 89.
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