Julie's Potato Case

Among the stakeholders involved are Julie, Dave, the shareholders of the company, consumers, and the competitors

Julie who is in charge of marketing the product play an important in deciding the strategic and making decision on the remedial action. By choosing an ethical marketing strategic, Julie helps the business retain its customers and at the same time promoting the company's image as an ethical organization. It also promotes job satisfaction and feeling her strategic is align to the same direction of the company. Hence, the company direction significantly affects the employee morale.

Dave, being the director of marketing is playing an influencing role for the marketing strategy. Even the decision making to be made by Julie, however being a superior to Julie as well as giving an advice from would somehow setting a direction for Julie. Dave also will be accountable for the decision made by Julie. Hence, he needs to ensure the performance from his team will benefits to the organization.

The ultimate objective of company's shareholder is to maximize the profitability. The marketing strategy would directly impact the sales. Shareholders normally looking for long term profitability, and the marketing strategy should not jeopardize the company image and eventually giving a poor public impression which causing loss in long term

The consumers, who have the bargaining power towards the product is directly impacting the demand and selling price of the product. They are price sensitive and do not want the cost passed on to them. If they found out the selling price being higher or the net weight being downsized, they might buy the similar product from a competitor instead.

The competitors would react differently with the approach taken by the company. They will normally find a way to retaliate and to gain more market share by competing with the approach taken by company.