Companies should do a well marketing research on the culture norms, environmental circumstances, local and surrounding area demographics and also the consumers’ financial situations before investing their products or services in a new market to avoid any problem occur. They should foresee the future consequences that may occur when they invest in a new market with different life style from their previous market and take action to avoid or minimize the effect of that problem.
They should understand that different countries need a different style of marketing plan and should find out the best way to market their product in each country.
They should responsible on the consequences or issues that may occur for their consumers after using their products and should not only care for the profit. The Nestle case is great example of how it is important to have a well marketing research before entering a new market.
Nestle has fail to do their research before entering the Third World market and has been directly or indirectly causing the death of the Third World infants.
This case was about a company that went global and decided to market their product without really taking into accounts the environmental circumstances of these markets-and got burned for it! To invest in an undeveloped country like Africa, Nestle should be fully aware of cultural norms that may be affected and have plans of action they intend to take to adhere to these norms.
Companies should know well where they want to distribute their product , what the residents really need for , how prepare is the others resources needed for consuming the products, who is their consumer, how will their products affect their consumers long- term in anyway and are they complying with social responsibilities and practices before entering a new market. For example, Nestle should knows that the individuals living in Third world countries have less opportunities to receive a decent education and it is difficult for them to understand the instructions or label on how to use their products and this lead to the misuse of it.
They should let the consumers in the Third world to understand more on how to use their products properly by having more effective advertisement and advertise in the language and manner in which they understand by using pictures and diagrams in the instructions, warning signs, and side effects. Besides, Nestle should also have done more research on the ability for consistent use of the product. If the economy cannot support the continuous use of the product it should not be distributed.
The parents in this case would dilute the product to prolong use and may lead to malnutrition or dead of the infants. In those countries that cannot support the price of the products, companies should only sell their products at bigger mall or hospitals where people at there can afford. For these lack educated country, Nestle should have probably considered having the formula in hospitals or stores where if the mother wanted some milk they would have to go to experts that can make sure contaminated water was not being mixed with the milk and that the baby was being properly nourished.
Nestle company known as the largest food company with the great consumer brands of excellent quality over the world. To remain the reputation of the Nestle’s company as the most important assets over the world, Nestle had practiced as an integrity, honesty, fair dealing and full compliance with all applicable laws as their responsibilities. In 1974, there is an issues happened in the Third World countries. The Third World Working Group published the pamphlet entitled “Nestle Kills Babies”, and accused Nestle of unethical and immoral behavior.
This issues resulting in the malnutrition and death of babies. Besides, the Third World mothers have led to misuse of the product against infant formulas by focus on the issues of advertising and marketing through jingles and television and giving samples to new mother. For example, clever radio jungles extol the wonders of the “white man’s powder that will make baby grow and glow”. Such advertisement and marketing have discouraged Third World mother breast feeding their infant. There is also critics blame the decline largely on the intensive advertising and promotion of infant formula.
Critics blame that Nestle company encourage mothers to give up breast feeding and resort to bottle feeding because it is ‘the fashionable thing to do or because people are putting it to them that this is the thing to do”. What is the responsibilities that Nestle company need to solve the problem. In my opinion, Nestle had made its responsibilities. According to the report, it shows that Nestle Company has never advocated bottle feeding instead of breast feeding. All its products carry a statement that breast feeding is best.
This statement had shown that breast feeding is best for infant. Not only that, Nestle company had done their responsibilities by advertising, promote and marketing its product by provide free “milk nurses” visit nursing mother in hospital and their homes and provide samples of formula. This shown that Nestle company had done their responsibilities by helping third world mother who have financial problem can using a proper supplemental feeding to their infant that at the ages of five or six months by using breast feeding.
Beside, Nestle Company can also done their responsibilities by having the effective nutrition education to the Third World mother to improved sanitation and good food that people can afford to avoid against dietary deficiencies that happened in Third World. Through this nutrition education, the Third World mother will change their pursue food habit and supplement a proper nutrition to their infant by breast feeding. So that, their infant can grows healthy.
As we can read from this report, the Third Word parents are lack of education. Some parents even believe that the bottle itself has nutrient qualities and they merely fill it with water. This had caused the infant extremely malnutrition. Not only that, there is a Peruvian nurse reported that the formula found its way into Amazon Tribe deep in the jungles of northern Peru. In northern Peru, there is just only water comes from a highly contaminated river which is also serves as the local laundry and toilet.
The Third World mother use the contaminated river to fed their infant and using incorrect amount of formula and mix with the contaminated water. This had caused the infant diarrhea and vomiting. Lastly, this case also cause for mass deaths of babies. To increase the nutrition knowledge of Third World mother, Nestle Company can take into the action by having nutrition education talk to the Third Word mother by teaching them how to prepare and use the formula safely. In conclusion, in my opinion, Nestle Company had done their responsibilities.
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