Most marketing companies aim to attract more customers/ consumers to buy their products (Pardun, 2013). However, when the products, which they deal in raises ethical issues such as health concerns, these companies, face extra challenges. R. J. Reynolds Tobacco Company is in this category of companies that faces additional challenges.
Description of the company (R.J Reynolds Tobacco) and its products: dilemma faced
R.J Reynolds Tobacco Company is one of the largest tobacco companies in the USA. R.J Reynolds founded the company in 1875 (RJ Reynolds, 2018). This company is involved in marketing tobacco (cigarettes). The cigarettes are marketed in different brands namely Newport cigarette, Pall Mall, Doral and Camel. In selling these brands of cigarettes, the advertisements sometimes take the most enticing forms in both the billboards and magazine ads. This is notwithstanding the dare health consequences that are linked to consumption of tobacco. This subsequently becomes the dilemma of the company: should the company endorse good health practices by discouraging use of tobacco or disregard the health consequences and promote its business, or strike a balance between the two? Moreover, how possible is it to strike a balance? This position has always raised many ethical questions, which to date has no definite answers.
Perception of the product (tobacco) in the United States and globally
Consumption of tobacco happens mainly through smoking. Smokers accordingly influence most perceptions in the societies. In the USA, the attitude on smoking/ smokers (those who consume tobacco) have changed over the years. Before 1964, smoking was considered mainly as a “cool act”; this however changed from 1964 when smoking pervasiveness reached its peak and health concerns started coming into focus. With the rising awareness of the consequences of smoking tobacco, the perception towards smoking has progressively changed and no parent in the USA will be thrilled to see a beloved one smoking. Smoking increases someone’s chances of developing lung cancer among other diseases, and the perception is created around this (Snell, 2005).
In other societies or states, smoking in public is outlawed. This is evidence in Bhutan. Tobacco smoking is not an already-accepted act, and the society has a negative attitude towards this act. Some religions such as the Christianity consider tobacco smoking as a sin, which means that it is not accepted in the society.
How R.J Tobacco Company has responded to ethical considerations (social responsibility, integrity and business ethics)
While the Company recognizes that trading in tobacco products has several ethical issues, it has tried to balance the interest of both the stakeholders in this company and their targeted market. This company has attempted to respond to these ethical issues responsibly, objectively and openly. It has put measures in place that only allow the sale of cigarettes to adults. It usually expressly indicate that its products are not for sale for persons below the age of 18 years. Moreover, the company has provided educative information about the harmful effects of smoking on its website, besides indicating them on the product packages. Through this, potential customers/ consumers have the option of choosing since all the information has been disclosed to them.
How the leadership in the company can instill a culture of ethics in marketing a product with an adverse effect on the health of a customer.
The leadership should continue striving to disclose all the relevant information on the products that they market. This information could be useful in assisting customers/ consumers make good-health decisions. Secondly, leaders in these companies should ensure strict adherence to policies such as no sale of tobacco to persons under the age of 18 years. Marketers from these organizations who sell to persons under the age of 18 years should be penalized dearly to act as a deterrence to persons who might be tempted to do the same. Thirdly, the leadership in these kind of organizations should pull down advertisement that might entice children in engaging in smoking. Lastly, leadership in such organizations could conduct civic education on the adverse effects of their products and create more awareness.
References
Gini, A., & Marcoux, A. (2011). The Ethics of Business: A Concise Introduction. Rowman & Littlefield Publishers.
Pardun, C. J. (2013). Advertising and Society: An Introduction. John Wiley & Sons.
RJ Reynolds. (2018). About Us. Retrieved 6 April 2018, from http://www.rjrt.com/transforming-tobacco/
Snell, C. (2005). Peddling Poison: The Tobacco Industry and Kids. Greenwood Publishing Group.
