marketing case study

Case Study

Wholesome Snacks, Inc., the maker of a variety of cookies and crackers, has just created a new vitamin-packed cookie. The new cookie has the potential to combat many of the health problems caused by malnutrition in children throughout poverty-stricken areas of the world. To date, however, many of the larger developing markets have resisted opening distribution channels to Wholesome's products. Wholesome realizes its new cookie could also help open the door for the company to sell its less nutritious products in these markets. Therefore, the company is offering the new cookie at a low cost to government relief programs in exchange for the long-sought distribution channels. The company feels the deal is good for business, but the countries feel it is corporate bullying.

Source: Instructor Resources, Chapter 13, page 11.

1. Read the following scenario, and answer both questions in a single essay.
2. Your essay must include an introduction, body, and conclusion, and address all relevant parts of each question. At a minimum, you must cite the textbook. Make sure to cite any references you use. Proper citation format for a reference includes the name of the author(s), the title of the work, the date of the publication, and the page number.

Essay Questions

1. From an ethical perspective, evaluate Wholesome's idea for opening a new distribution channel. Do you consider this an ethical action? Why or why not?
2. Go to AMA Web site, and review the Statement of Ethics. Then, write a paragraph on what the AMA Statement of Ethics contains that relates to distribution channels in developing nations.