Colgate’s Distateful Toothpaste

The mission statement for Colgate is Our three unsounded values Caring, Global Teamwork and Continuous Improvement are part of e rattlingthing we do. (Colgate hu military manity of, 2011). Colgate presents products in the line of household and personal care such as laundry detergents, health care products and Hill pet food. The case, Colgates Distasteful Toothpaste, breeds with ethical issues associated with Colgates repugnant toothpaste brand put forwardd darkie. The term ethics refers to accepted principles of set and wrong that govern the deport of a person, the members of a profession, or the activeness of an organization.Because it refers to accepted principles, these principles may mixture from field to country or from billet to business. No two countries hold the same identical ethical values. task ethics are the accepted principles of right and wrong governing the conduct or behavior of business people. According to the case at hand, the ethical issues arising are about the logo on the tooth paste Darki gruesomeen man toothpaste. This is an ethical issue because the logo was very popular in the Asian market for years which meant that it was very well accepted and non-offensive in the market. scarce as soon as the word of such action was perceive of in the US it was regarded as offensive and unacceptable. The argument was how in the world could this simple logo which had generated millions of dollars to the Colgate and Hawley and Hazel alliance be called offensive? The congressman from Hawley and Hazel pointed to the fact they had no problems because the market persona was so mellow in Asia. It left a bad impression on the US consumers because culture was different. The trade mark or logo was singling out black people which were viewed as a form of racism by the US population.In the Asian community this was not a problem because on that point was not a large black population as compared to the US. In the US with the institution of slavery still fresh on the minds of the median(a) Ameri female genital organ this ad did not sit well, so one can clearly see that in this case ethics had indeed been violated. some other case in point is that Colgate indicated that they had no inventions of selling this product in the western world tells me that they were in this thing just for market share in the Asian market. And that they knew being a US company that it was evaluate of them not to be conducting that fiber business dealings with another country f the home country is not pleased with such an operation. Colgate did not care what the black or white Americans public thought or how they felt while promoting Darkie they had no problems, all they were looking at was the millions of dollars on the balance sheet. At the end of the day, there was no self-reproof or guilty feelings it was just business as usual for them. This type of action reflects total unethical behavior on the part of Colgate. In order for Colgate to enter the Asian market it had to first develop a plan of action or strategy.Strategic management is the process of find the organizations basic goals and objectives and setting out a plan of action to attain them. In this case Hawley and Hazel had pretermitd the Asian market for years with their Darkie product. The only chance Colgate saw of acquiring into this huge market without having to set up a production be of its own was to go into a 50% partnership with Hawley and Hazel. The agreement of this deal was that Colgate was to shit no managerial say in the decisions of the partnership. This was the strategy that Colgate took in order to gain access into the Asian market seeing that Darkie was so popular.All Colgate was focusing on was on market battlefront and money it did not faze them that did not yield a verbalize in the deal. That is why when thing took a nose dive they could not say a word and it took three years and tons of money to rectify the problems that they f aced. In order for Colgate to handle the circumstance that arose, managerial privileges were the key. For Colgate the Asian market was the only whimsical force. If they had only kept their eyes on the true prize which are good reputation and customer consignment and made sure that they had managerial rights it would have saved them many troubles.As a big company Colgate, should have made an attempt to perform some kind of pressure on Hawley and Hazel to adjustment the logo. kinda of just sitting back and saying we have no managerial power. With all that was going on with Colgate one would probably ask, why didnt Colgate and Hawley and Hazel just change the advertising logo? The answer to this research comes in two parts. The first is the effects of brand name and the trueness that is affiliated with that brand. A brand exhibits the special relationship and connection we spurt with a product or service.Darkie had a brand name in the Asian market that the customers loved. The advertisement which portrayed a black mans white teeth generated millions in sales. Once a company has a well established brand name, it is very baffling to change. Customers put their loyalty in brand names and if these names change for any reasons, customers might feel cheated and even abandon the brand. That is why it is very risky for any business or partnership venture to change advertising with out losing customers. Remember that advertising is the method by which the selective information about products is being circulated into the market place.The Darkie logo advertisement was the driving force behind the product and the customers had a special feeling towards it. every drastic or even simple change might have created sway in their minds resulting in market loss, and no company wants to meet market share. This is why Colgate and Hawley and Hazel did nothing to change to the ad, and I appreciate it was the possible reason why Colgate did not respond to the domestic compla ints. In the end I cerebrate without a reasonable doubt that managerial rights played a huge role in this case.If Colgate had it I specify it would have been able to handle the negative pressures better. Furthermore I entail Colgate as the huge business that it is, was supposed to just take the blur by the horns and launch into the Asian market. Darkie might have been the dominate player in the Asian market but I think that Colgate had what it take to compete. I think also that if they had made the detailed depth psychology which they were known for and remained focus on the local cultural differences, eventually they would have became number one in the Asian market.BibliographyColgate world of care. (2011). Retrieved from http//www.colgate.com/app/Colgate/US/potbelly/LivingOurValues/CoreValues.cvsp