Ase Study 3-3 Marketing to the Bottom of the Pyramid
Case Study 3-3: Marketing to the Bottom of the Pyramid: read the attached case study and answer the following situation and all its parts (found also at the end of the case study):
Q: As a junior member of your companys committee to explore new markets, you have received a memo from the chairperson telling you to be prepared at the next meeting to discuss key questions that need to be addressed if the company decides to look further into the possibility of marketing to the BOP segment. The ultimate goal of this meeting will be to establish a set of general guidelines to use in developing a market strategy for any one of the companys products to be marketed to the aspirational poor. These guidelines need not be companyor product-specific at this time. In fact, think of the final guideline as a checklista series of questions that a company could use as a start in evaluating the potential of a specific BOP market segment for one of its products.
Marketing to the BOP raises a number of issues revolving around the social responsibility of marketing efforts. Write a position paper either pro or con on one of the following:
Is it exploitation for a company to profit from selling soaps, shampoo, personal computers, and ice cream, and so on, to people with little disposable income?
Can making loans to customers whose income is less than $100 monthly at interest rates of 20 percent to purchase TVs, cell phones, and other consumer durables be justified?
One authority argues that squeezing profits from people with little disposable incomeand often not enough to eatis not capitalist exploitation but rather that it stimulates economic growth.
Your paper should be well written, 2-3 pages, and follow APA formatting per CSU-Global standards. Completely address all of the questions related to the case study you chose in a coherent and fluid essay, not as a bulleted list of responses, and provide justifications for your decisions. Cite any resources that you use.