Marketing Individual
Marketing Ethics – The OSL Group
Introduction
It is generally defined that marketing ethics is an area applying to deal with the moral principles behind the operation of marketing. (维基百科)The application of marketing ethics is beneficial for the whole society, in the both short-term and long-term. Being unethical in marketing process will not only harm the reputation of the corporate but will also damage the overall interests of the community (Fan, 2005).
Background
The OSL Group is a worldwide food providers, which has over 50 food processing factories in 17 countries. The corporation is founded in 1909 at America. It set up the first processing factory at Beijing, China in 1991 (OSL.com, 2011). Shanghai Husi Food Corporation is the branch office of OSL Group. “Food safety and quality assurance are guiding principles in delivering products that go above and beyond our customers ' requirements.” is what OSL Group claimed on their official website. But on 20 July, 2014, it was reported by Shanghai Television that Shanghai Husi Food Co. provided McDonald and KFC with expired meet. This incident seriously damaged the customers’ benefits and went against the ethical norms and values which is put forward by The American Marketing Association (AMA). These unethical activities violated three ethical values including honesty, responsibility, and citizenship.
Honesty The Shanghai Husi did not comply with the Honesty values which requires the corporation to be forthright when facing customers and stakeholders in dealings. As one of the biggest food provider around the world, OSL Group failed to recognize its promises that they will provide the reliable products and quality assurance to customers. Instead, the 18 tons raw material of chicken McNugget was found exceeding the sell-date for nearly half month. With the further investigation, the production of mini beefsteak was proven using the raw materials that has expired for over 7 months. These unqualified
Introduction
It is generally defined that marketing ethics is an area applying to deal with the moral principles behind the operation of marketing. (维基百科)The application of marketing ethics is beneficial for the whole society, in the both short-term and long-term. Being unethical in marketing process will not only harm the reputation of the corporate but will also damage the overall interests of the community (Fan, 2005).
Background
The OSL Group is a worldwide food providers, which has over 50 food processing factories in 17 countries. The corporation is founded in 1909 at America. It set up the first processing factory at Beijing, China in 1991 (OSL.com, 2011). Shanghai Husi Food Corporation is the branch office of OSL Group. “Food safety and quality assurance are guiding principles in delivering products that go above and beyond our customers ' requirements.” is what OSL Group claimed on their official website. But on 20 July, 2014, it was reported by Shanghai Television that Shanghai Husi Food Co. provided McDonald and KFC with expired meet. This incident seriously damaged the customers’ benefits and went against the ethical norms and values which is put forward by The American Marketing Association (AMA). These unethical activities violated three ethical values including honesty, responsibility, and citizenship.
Honesty The Shanghai Husi did not comply with the Honesty values which requires the corporation to be forthright when facing customers and stakeholders in dealings. As one of the biggest food provider around the world, OSL Group failed to recognize its promises that they will provide the reliable products and quality assurance to customers. Instead, the 18 tons raw material of chicken McNugget was found exceeding the sell-date for nearly half month. With the further investigation, the production of mini beefsteak was proven using the raw materials that has expired for over 7 months. These unqualified
References: Fan, Y. (2005). Ethical branding and corporate reputation - Corporate Communication: 10:4. Emerald Group Publishing Limited. pp. 341–350. ISSN 1356-3289. hdl:2438/1283. The OSL Group is a worldwide food provider, which has over 50 food processing factories in 17 countries. The corporation is founded in 1909 at America. It set up the first processing factory at Beijing, China in 1991. “Food safety and quality assurance are guiding principles in delivering products that go above and beyond our customers ' requirements.” is what OSL Group claimed on their official website. But on 20 July, 2014, it was reported by Shanghai Television that OSL group in Shanghai provided McDonald and KFC with expired meet. The raw material of 18 tons chicken McNugget has expired for nearly half month. In addition, the defectives were specially put in blue plastic bags. When there will be clients come to visit and check the food quality, the factory will be informed in advance and all the blue plastic bags will be disappeared at that time. It is also found that the production data of these meet are falsified and some of the materials have even expired for over 7 months. One of the factory workers said that using the expired raw materials was instructed by senior executives and those chicken meet are arranged to use first in China. After the exposure, McDonald, KFC, and other fast food restaurants called off using all the materials related to Shanghai OSL Group. The related executives are arrested in time.