Good Case Study About Save Nature, Drink Beer

1. Krombacher’s action is considered ethical considering that consumers have the cognitive ability to evaluate the organization’s proposal and to make responsible decisions based on alternative courses of action. As emphasized in the case, it is true that consumers have the ability to make rational decisions based on information that were presented, as well as other factors that could be incorporated in their decision-making process.
2. The ethical theories that can be included in the case is the utilitarian theory and environmental ethics where the course of action should be evaluated in terms of its ability to provide the greatest benefits to a greater amount of people.
3. One contends that the strategy applied in the appeal to the target group was indeed limited and restrictive. It actually have the potentials to coerce the consumers’ freedom to decide given the limited alternatives that were presented. Thus, one believes that it is not acceptable to appeal to a target group’s environmental conscience without informing them about other alternative initiatives covered by the donation.
4. One surmised that the minimum allocation for budget campaign spent on rain forest to justify such a campaign was about 80 – 90%. As noted, the extensive campaign had been promoted by a famous German TV talkmaster and integrated strong affiliates or institutional partners. Daily TV spots were predominantly used. As such, these spots are considered expensive forms of advertising expenses.
5. The promotional campaign was evaluated as creating ethical overtures for promoting drinking beer (which apparently could be considered harmful, if not done responsibly) and tying the action to a worthy cause (environmental protection through conservation of the rain forest). Of course, the end does not justify the means. As the experience generated several complaints from competitors, and also from advocates of health, the TV campaign was eventually streamlined, and ultimately abandoned.
6. Yes, it is morally defensible for competitors to use the legal system to harass Krombacher since they viewed the campaign as totally effective and difficult to emulate.