With reference to one organization that you have studied, discuss the importance of innovation and of ethics in marketing.

The organisation I've chosen is Safaricom, a mobile network provider in Kenya. Since its initial entry into the Kenyan market, Safaricom has made a point of using an inventive marketing strategy. However, there have also been a few ethical problems with its marketing campaigns. This essay will look at the value of innovation in the marketing of Safaricom's products as well as the ethical issues that come up as a result of that marketing.

 

Marketing is the process of conducting research to identify consumer needs and implementing suitable price, product, place, and promotion strategies to profitably address these needs. On the other hand, innovation refers to the creation of new goods, methods, and services by businesses in response to consumer demands. Ethics refers to behaviours that are morally right and do no harm to various international societies.

 

Safaricom has developed a number of cutting-edge strategies to stay competitive, giving it a competitive edge over other mobile service providers in the nation. The M-Pisa, also known as "mobile money," is one such item. Consumers in Kenya now have a very simple way to send and receive money from any location in the nation thanks to M-Pisa. Consequently, this product makes it possible to conduct financial transactions without a bank account in addition to enabling communication via mobile phone. Since having a T-com account is one of the requirements, the business has been able to connect with the vast majority of Kenyans and grow their customer base as a result. According to the Ansoff matrix, this was both a product development and diversification strategy. First, because it was diversifying the market by introducing a new product to existing consumers, and second, because it was developing the market by introducing a new product to new consumers.

 

However, there were several ethical issues with this novel product. Due to the ease of transfer and less stringent checks for confirming the recipients' and the money's authenticity, many financial institutions have expressed concerns about the possibility of sending fake money. On the other hand, many small-scale producers have embraced this concept and claimed that it has simplified business operations and increased business growth and profitability.

 

Safaricom has also developed a number of strategies for making sure that their products get to their intended customers. One such strategy is to speak in the "Sheng" language, which is a mashup of English and Swahili and appeals to young people. As an illustration, "bemba 50" (airtime valued at 50 shillings). However, due to their association with "Sheng" speakers and the type of cultural context they represent, some conservative consumers have felt that this is not an appropriate way to market one's product.

 

Additionally, Safaricom has been known to employ some bait-and-switch techniques that appear a little too good to be true. For instance, some companies offer prices on certain products that are quite low for a short time, but when a customer goes to the store to buy them, in some cases they inform them that the stock they had just received has run out. As a result, one is compelled to purchase the other, more expensive stock offers. The question then becomes: Was there really an offer as suggested by Safaricom?

 

Safaricom has a very effective training programme for its employees and has allotted a sizable budget for its sales and marketing department to make sure this occurs in order to maintain its innovative approach. Additionally, thanks to Safaricom's Corporate Social Responsibility (CSR) programme, many areas of Kenya are now accessible. Through its e-learning project, it has promoted the idea of incorporating the use of mobile phones in learning in many rural areas of Kenya. However, since this programme heavily relies on the internet for its applicability, problems with its implementation's authenticity do exist. In conclusion, Safaricom has unquestionably been creative in its approach to reaching its target market and has given the Kenyan consumer a much-needed product. However, they have encountered some problems in trying to market their products in an ethical manner. It is clear that they are taking action in this regard, and as things stand, their creative methods have benefited Kenyan stakeholders more than they have harmed them.

The essay demonstrates the candidate's solid comprehension of the two concepts of innovation and ethics, as well as of pertinent business management theories and tools (such as the four Ps framework, the Ansoff matrix, and promotional strategies). Even closer ties to marketing (as opposed to product development) could be made in the discussion of the M-PESA product innovation.

With numerous pertinent and instructive examples, the candidate effectively applies the ideas of strategy and ethics as well as marketing theories and tools to the organisation of choice (Safaricom).

The candidate presents pertinent arguments, and the development of ideas follows a clear logic. The arguments are effectively justified by the provided specific examples. But in the majority of cases, the candidate fails to conclude the line of reasoning with a "so what?"

The structure includes all necessary components, including an introduction that establishes the context and introduces the concepts, paragraphs that concentrate on one idea at a time, and an especially strong conclusion. The essay's ideas are logically organised throughout.

The candidate appropriately and fairly addresses the perspectives of various consumer groups, small businesses, local communities, and Safaricom.