Structure of the assessment: The EMA consists of three parts. Part 1 is worth 30 marks. Part 2 is worth 50 marks and Part 3 is worth 20 marks. You must answer all three parts of this assignment.
Assessment weighting: Assessment weighting: The EMA accounts for 50% of your total assessment for the...
B328 MARKETING IN ACTION
EMA [13/09/2022]
Chloe Jackson-Nott K2628294
Word Count
PART ONE: 735
PART TWO: 1,609
PART THREE: 440
TOTAL = 2,784
, EMA pro forma
MARKETING COMMUNICATIONS REPORT
For the attention of: Felicity Gordon, Marketing Manager (McGregor Holdings)
Produced by: Chloe Jackson-Nott
Part 1 - Social media commentary (750 words max)
Outline the sustainability issues (Identify the main sustainability issues and the significance of these for
McGregor Holdings.) (Approximately 250 words) 229
Consumerism seems to be pushed in this area, which has caused a rise in tourism. Tourism is a great source
of income but with the number of cars travelling, it starts to lose the sustainable element. The social media
post mentions the recent push for eco-tourism but that will become irrelevant if tourists are adding to the
sustainability issue instead of improving it. This could be seen as green marketing because one of the main
selling points of the area is its eco-tourism values. A product can be defined as green ‘when its
environmental and societal performance, in production, use and disposal, is significantly improved and
improving in comparison to conventional or competitive products offerings’ (Peattie, 1995, p. 181 – cited by
The Open University, 2022, Session 13.4.1).
One issue that needs to be focused on is how to encourage future generations of humanity to continue to
be eco-friendly. By setting a clear example now, there is hope for the climate in the future. Pushing for
consumerism could negatively and positively affect the area. The negative impact is continuing the way they
are and driving tourism to the area without addressing the exhaust fumes and queuing of traffic making the
area less accessible. However, the positive effect is that it could bring more jobs to the area and funding
allowing more money to be spent on the area’s sustainable budget.
Identification and analysis of the ethical issues (What ethical issues are identifiable and what are the
implications for McGregor Holdings?) (Approximately 250 words) 276
With the rise in tourists and the push for eco-tourism, there are a few ethical issues that could be identified
and avoided where possible. As stated in the social media post, the number of visitors is becoming
unbearable and the queuing of cars are emitting toxic fumes into the atmosphere from the exhausts. The
increase in fuel fumes defies the objection of eco-tourism and if any, adds to the problem of the climate. As
cited by The Open University (2022 – Session 14.1), any financial scandals or unethical decisions or practices
in the operations function or supply chain will damage the organisation’s brand. By marketing the area as
sustainable and eco-friendly would be unethical as the number of cars travelling to the area has increased.
To maintain the push for eco-tourism, the area could set up a park and ride system to prevent exhaust
fumes from entering the area and also allow community members to regain their home village.
Another ethical issue that needs to be addressed would be nudging. ‘Nudge’ techniques (Thaler and
Sunstein, 2008 – cited by The Open University, 2022, Session 14.4.2) present a set of choices to a target
audience but are configured to encourage the selection of the desirable choice. Since there are now more
tourists in the area, more money can be made which could be exploited by raising the cost of necessary
items such as fuel or increasing souvenir prices. If more merchandise was to hit the shelves then this could
be seen as targeting tourists and encouraging more attraction to the area. The rise in costs could deter all
tourists and damage the reputation of the area.
Stakeholder identification and Salience (Who are the key stakeholders that the issues raise for McGregor
Holdings? Which of these stakeholders deserve priority attention, and what saliency (power, urgency and
legitimacy) do they possess?) (Approximately 250 words) 230
There are a few stakeholders that could be looked at such as competitors, suppliers, customers and Laird
and Lady McGregor themselves, but the key stakeholders are the government and employees. The
government includes local councillors who have the responsibility for looking after the area and ensuring it
is safe, accessible and funded. Employees could raise issues as stakeholders also because if there is a drive
for more employment in the area this could also be seen as a negative path because the locals may miss out
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