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Polaroid case
Product cycle has three main stages; introduction, growth, maturity and decline, Polaroid is an international electronic making company whose products are in the decline stage. In the 1970 to 1990’s, the company’s products were enjoying a large market especially in the camera industry but the invention of instant camera turned around the company’s success.
When a company is in the decline stage, there are three main options opened to it; develop a products rejuvenation strategy, stop production or create a niche market by harvesting the product.
The approach taken by Polaroid is to try to rejuvenate its products, in the efforts of building a brand identity, the company has embarked on massive promotional strategies using prominent musicians. The choice of the characters to venture in its adverts is triggered by the target market of the company.
Lady Gaga and Polaroid chairperson Bobby Sager are on the forefront leading the marketing campaigns. The company is using pull promotional strategies to penetrate the competitive electronic market dominated by Sony, Kodak, and Nikon.
Polaroid is not alone in the decline stage; in the 1990’s and early 2000, General Motor Company (GM), enjoyed a large market share in the automobile industry, however the sale started to decline in 2003 until in 2008, an upcoming Toyota Motor company surpassed the GM in sales to be the world largest automobile. Although GM has not given up in the battle for market, its success is limited with its sales declining yearly.
Panasonic is another company that is struggling to remain competitive in the changing electronic world. The company was among the world largest electronic producers only to reach its maturity stage in the late 1990’s. The company is heavily investing in modern technology and promotion to compete effectively in the internal arena (Paul & Donnelly, 2010).
Michael Moore case
Business world has been ventured by unethical conducts, in the case of Michael Moore, to secure a contact; he is required to give kickback to the approving authority. The deal is meant to be complicated where the officials of the contacting authority want their 5% share included in the contract amount.
The official wants to corrode with Michael Moore to defraud the government of an eastern European country; on the other hand, Michael Moore can see a door of opportunity if he takes the contract.
The situation in the case portrays how unethical, corrupt and irresponsible come people trusted in government offices have become. They are willing to corrode with suppliers for their own benefit. What is important to Michael Moore is to uphold his integrity and professionalism and refuse the deal.
After refusing the deal, he should ensure that the trend stops by informing relevant anticorruption bodies in the country. To create good relations with the companies informing the integrity authorities concerned, Michael Moore should emphasize and let them understand of his moral and professional standing. Through they may hate doing business with him now, in the future he will benefit from the actions.
The deal the contracting officials wanted done was a violation of human rights and misuse of office and power. If corruption has to stop, in the business world, both parties to a deal should come out and defend business virtues and integrity.
Business integrity and good name is precious than gold and wealth, it would be better to lay off the employees following national and international labour laws than to use corrupt means to remain in the business.
Reference
Paul P., & Donnelly, H.(2010). Preface to Marketing Management. Boston: McGraw Hill.
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