Marketing to the Bottom of the Pyramid
Prepare
Prior to beginning work on this journal, review the following resources:
- Case 3-3: Marketing to the Bottom of the Pyramid (attached)
- Case 3-4: Continued Growth for Zara and Inditex (attached)
Review the case of your choice and answer the questions in 500 words.
Option A: Case 3-3
Marketing to the Bottom of the Pyramid
Marketing to the BOP raises several issues revolving around the social responsibility of marketing efforts. Write a reflection journal, either pro or con, on the following:
- Assess whether it is exploitative for a company to profit from selling everyday products like soap, shampoo, computers, and ice cream to low-income consumers.
- Analyze whether making loans to customers with an income of less than $100 monthly at interest rates of 20 percent to purchase TVs, cell phones, and other consumer durables can be justified.
- Assess the argument that squeezing profits from people with little disposable income—and often not enough to eat—is not capitalist exploitation but rather stimulates economic growth.
Option B: Case 3-4
Continued Growth for Zara and Inditex
Write a reflection journal, either pro or con, on the following:
- Explain why a retailer would introduce its online store country by country.
- Discuss why Inditex was slow to embrace online sales despite being tech-savvy in other ways.
- Describe five opportunities for continued growth over the next five years for Zara’s parent, Inditex SA.
Guidelines
Journal entries are reflective documents that provide personal, thoughtful analyses. Personal reflection and self-appraisal are part of the concept of journaling and will help you articulate what you learn in class and how and why you take in messages the way you do. This is deep learning because it comes from self-analysis. This thoughtful introspection helps you understand the material and what you have learned from it.
Your journal should be at least 500 words. Integrate course concepts and provide examples from your experiences that reflect the focus of this week’s journal assignment.
Make sure you are using the course resources and citing appropriately in APA. Review the Writing Center’s Sample Reflective Writing resource to support your journaling exploration. While you are not required to cite your work in reflective journals, please be mindful of giving credit to your sources and provide appropriate APA-style citations when necessary.
Keywords
Use these suggested keywords, or similar ones, to create headings for your post and identify important sections in your submission. Please note that including headers is mandatory.
Option A
- Profit
- Interest rates
- Income
Option B
- Fast fashion
- Introducing online stores
- Growth in the next five years
Requirements: clear
Answer preview to Marketing to the Bottom of the Pyramid
APA
510 WORDS
