Đạo đức là một lĩnh vực đã được con người nghiên cứu từ lâu, đặc biệt khi mức sống ngày càng phát triển thì con người càng quan tâm nhiều hơn đến các vấn đề đạo đức trong xã hội. Mặc dù vấn đề đạo đức không được quy định rõ ràng trong bất kỳ bộ luật nào, nhưng người ta coi đó là những chuẩn mực chung, những quy tắc ứng xử chung trong toàn xã hội. Khi việc trao đổi hàng hoá bắt đầu tồn tại, mối quan hệ giữa con người với con người trở nên phức tạp hơn. Đạo đức xã hội thông thường không đủ để giải thích những hiện tượng phức tạp nảy sinh trong mối quan hệ mới này, do đó, đạo đức kinh doanh xuất hiện. Đạo đức kinh doanh là tập hợp các nguyên tắc và chuẩn mực nhằm điều chỉnh, đánh giá và kiểm soát hành vi của các chủ thể kinh doanh. Ngày nay, vấn đề đạo đức kinh doanh được nhiều người ngày càng quan tâm. Nhiều doanh nghiệp gần như đặt mục tiêu lợi nhuận lên trên hết mà quên mất yếu tố khách hàng và đạo đức kinh doanh, dẫn đến tình trạng tiếp thị thái quá. Đó là lý do tôi chọn đề tài “Đạo đức kinh doanh liên quan đến quảng cáo của Tập đoàn Hàng tiêu dùng Masan (Masan)”, nhằm mô tả và phân tích thực trạng hoạt động quảng cáo tại Masan, từ đó đề xuất giải pháp cải thiện và hạn chế phần nào những vấn đề đó.
Trang 1HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY
INDUSTRIAL MANAGEMENT
-o0o -REPORT: BUSINESS ETHICS & CORPORATE
SOCIAL RESPONSIBILITY
Topic: Business Ethics related to Advertising of Masan
Consumer Group (Masan)
HCMC, June 1, 2019
Instructor Student name Student code
Trang 2INTRODUCTION 2
1 Reasons for choosing the topic 2
2 Research Objectives 2
3 The structure of the report 3
CONTENT 4
Chapter 1: Literature Review 4
1.1 Marketing Overview: 4
1.2 Business Ethics in Marketing: 6
Chapter 2: Methodology 7
2.1 Collect secondary data from websites: 7
2.2 Collect data through questionnaires: 7
Chapter 3: Research findings 10
3.1 Nam Ngu fish sauce "For consumer health" contains additives prohibited from use: 10
3.2 Potato Omachi noodles: Only 5% potatoes 11
3.3 How consumers think and evaluate about those products 12
3.4 Analysis and evaluate the impacts of those advertising on consumers and business: 14
3.5 Propose suggestions to enhance the business ethics in marketing 16
Chapter 4: Conclusion 17
REFERENCES 18
Trang 31 Reasons for choosing the topic
Ethics is a field that people have studied for a long time, especially when the moregrowing the standard of living is, the more concerned people are with moral issues insociety Although ethical issues are not clearly defined in any law, people regard them ascommon standards, general rules of behave in whole society When the exchange ofgoods started existing, the relationship between people and people becomes morecomplicated Common social ethic is not enough to explain the complex phenomena thatarise in this new relationship, thus, business ethics appears Business ethics are sets ofprinciples and standards that regulate, evaluate and control the behavior of businessentities Nowadays, business ethical issues are much interested and concerned Manybusinesses almost set profit target above all but forgot about customer factors andbusiness ethics, leading to the situation of outrageous marketing That is the reason why I
chosen the topic “Business Ethics related to Advertising of Masan Consumer Group (Masan)”, to describe and analysis the situation of advertising at Masan, thereby
proposing solution to improve and limit partly those problems
2 Research Objectives
2.1 Detail Objectives
Describe the situation of business ethics related to marketing at Masan
Find out what consumers evaluate/ think of some Masan’s products
Analysis and evaluate the impacts of those advertising on consumers and business
Propose suggestions to enhance the business ethics in marketing
Trang 42.2 The Scope of Research
Research Object: Masan Consumer Group
2.3 Research Methods
Data collection method:
Collect secondary data from books, articles, websites, research articles, etc
Collect data through questionnaires
3 The structure of the report
Chapter 1: Literature Review
Chapter 2: Methodology
Chapter 3: Research findings
Chapter 4: Conclusion
Trang 51.1.2 Main Forms of the Current Marketing:
Traditional Marketing:
Traditional marketing is a series of approaches to attracting and attractingconsumers through offline traditional channels such as organizing events, givingnewsletters, advertising on television, newspapers, distributing leaflets
Traditional marketing is quite developed in industries that specialize in production and marketing that often work to sell and promote sales.[CITATION Tất18 \l
pre-1033 ]
Modern Marketing:
In parallel with traditional marketing, modern marketing is also a prominent trend
in the current technological era Unlike traditional marketing, focusing on the seller andlooking for consumers to buy, modern marketing focuses on buyers Modern marketinguses its methods to find and research target consumers, take their needs, their interests as
Trang 6a center, thereby producing products according to market demand [ CITATION Tất18 \l
1033 ]
Modern marketing uses a variety of channels and various tools to implement itsmarketing form, including five main forms:
o Advertising on the internet on the internet (big newspapers, same topic)
o Search ads (On major search pages like google, coccoc, firefox, )
o Advertising on social networks (On social networks like facebook, g +, zalo,twitter, )
o Marketing rumors (Buzz Marketing)
o E-mail Marketing (Mostly done on gmail)
1.1.3 The reason why marketing is important to business:
Widely promote names:
Currently, according to the trend of modernization of technology fields, when thepopularity of social networks and the Internet is expanding, the competition amongenterprises in the market is also getting more and more intense Having a good marketingcampaign will help businesses take advantage of their resources and advantages to reachconsumers, promote their names and increase competition rates [ CITATION Tất18 \l
1033 ]
Attract many consumers:
Trang 7When names are more widely advertised and exposed to more targeted consumers,
it is natural that businesses will attract more and more consumers to buy goods, therebyincreasing sales and boosting businesses development [ CITATION Tất18 \l 1033 ]
Help businesses more stable in the market:
Besides, attracting more consumers is also a highlight of the quality of productsand services as well as giving businesses a firm foothold in the market Revenue in terms
of sales is also a premise to help businesses invest more in infrastructure, scale up andgradually develop into a large enterprise [ CITATION Tất18 \l 1033 ]
1.2 Business Ethics in Marketing:
1.2.1 Eight consumer rights in the "Guidelines for consumer protection" of United
Nations[ CITATION UNI16 \l 1033 ]:
o The right to satisfy basic needs;
o The right to safety;
o Right to information;
o The right to choose;
o The right to listen;
o Right to compensation;
o The right to education about consumption;
o Right to a healthy and sustainable environment;
1.2.2 Marketing activities considered as unethical activities [ CITATION ThS \l 1033 ]:
o Exaggerate the product and hide the truth to deceive completely
Trang 8o Entice people to buy products
o Advertising creates or exploits, takes advantage of false beliefs about products
o Advertising with unsightly forms, non-tastes
o Advertising aimed at sensitive people (poor, children, adolescents )
1.2.3 Business Ethics in Relationship with related stakeholders[ CITATION ThS \l
1033 ]:
Stakeholders are any group or individual or environment factors that can affect or
is affected by the achievement of the firm's objectives In this report, I focus on a mainstakeholder in marketing issues who are consumers Consumers are the service objects,who express needs of using goods, service, quality assessment, regeneration and financialdevelopment for enterprise
Chapter 2: Methodology
2.1 Collect secondary data from websites:
The criterias I used to select material:
o I sourced the material from reliable websites such as BrandsVietnam, Topica, Baodien dan doanh nghiep, Tiep thi gia dinh
o The articles must have the author name, published date, clear sources
o The authors have to provide the evidence for their views
o The key words I used were related to the information that I need to analyze:
“Marketing la gi”, “Luat quang cao”, “ly thuyet dao duc cua quang cao”, “scandal
Trang 9cua Masan”, “quang cao nuoc mam cua Masan”, “chat tao mau HT155 co hai nhuthe nao”
2.2 Collect data through questionnaires:
I conducted a survey “Survey of a number of products of Masan Consumer” with 50people by using the Google survey form and posting it on Facebook group (BKU18).This survey aimed to how consumer think/ evaluate some products of Masan, from that Ican give a conclusion that the influence level of Masan marketing on consumer
I gave 5 questions:
“Which of the following Masan products do you usually use?”: I suggested 2 kinds ofMasan products that related to the recently scandal of Masan that are Nam Ngu fish sauceand Omachi instant noodles
“Do you think these products are quality products?”: I want to know how consumersevaluate the Masan products
Trang 10“Which channels do you know about these products?”: I want to know how Masanapproach the consumers and which channel they use most.
“Have you heard of Masan's advertising scandals below?”: I want to know that whetherthe consumers know or informed about those scandal of Masan or not From that, I canknow the consumers’ product interest level instead of just watching the ads
Trang 11“After knowing that those scandals are afraid of buying and using Masan products?”: Iwant to know whether the customer belief in the Masan products is impacted or not afterknowing those scandals.
Chapter 3: Research findings
The advertising is growing significantly, consumers are no longer unfamiliar withthe psychological slogan such as: "Delicious fish sauce for health", “Noodles do not usefried cooking oil to fry many times” But, when the glittering images, the words" likepouring honey "have passed, many consumers have known to ask questions, among thatslogans, how many percent is true?
Trang 12In Masan's advertising strategy, the brands that Masan owns are all “forconsumers' health”, but what Masan has done is contrary to the claims Masan has made
3.1 Nam Ngu fish sauce "For consumer health" contains additives prohibited from use:
As can be seen, most of Nam Ngu's products advertise 100% extract from puretuna On the packaging of Nam Ngu fish sauce bottle, the ingredients included include:water, salt, protein anchovy, sugar, flavor enhancer, preservative, stabilizer, syntheticcolor (HT155) According to Dr Tran Van Ky, in charge of southern office of VietnamFood Science and Technology Association, Nam Ngu brand fish sauce bottle is sold ontraditional markets, Coop.Mart supermarket, Ho Chi Minh City, believed by many people
to have 17 chemicals out of water, salt, sugar and fish[ CITATION Bìn16 \l 1033 ]
However, if consumers just skim the information, they will ignore the syntheticcolor (HT155) or the fine words on TV ads also do not mention the ingredientscontaining color additives HT 155 Many countries around the world have banned the use
of HT155 by countless studies, scientists have successfully proved the danger of thissubstance This substance can cause allergy to people with asthma, people who areallergic to aspirin, even causing skin allergies to people with normal health [CITATIONĐừn16 \l 1033 ]
3.2 Potato Omachi noodles: Only 5% potatoes
The advertisement of Masan's Omachi potato noodles was "peeled off" to blindconsumers In the commercials, Masan insists, eating Omachi noodles without worryabout hot inside body because it 100% made from potatoes However, the composition
Trang 13after the package shows that potatoes only account for 50g / 1kg, equivalent to 5% perpackage Thus, the main ingredient of Omachi "potato noodles" is still flour like all othernoodles With the advertising "hype" like that, many consumers have to ask, whether thepotato made Omachi is a "medicinal god" when only 5% of potatoes can help users don'tworry about being hot?[ CITATION Kim14 \l 1033 ]
According to Ms Tran Ngoc Ha, marketing expert, manufacturers offer concepts
to confuse consumers, also called fraudulent conception, making consumers think goodquality, but actually, good ingredients are very few [ CITATION Quả12 \l 1033 ]
3.3 How consumers think and evaluate about those products
o With the question “Which of the following Masan products do you usually use?”,over 60% usually use those products This show that the level of popularity ofthese products is huge
o With the question “Which channels do you know about these products?”, it is clearthat marketing is the most effective channel to approach the consumers
Trang 14o With the question “Do you think these products are quality products?”, there are88% people surveyed believe that they are good Vietnamese consumers do nothave the habit of checking the labels of products when shopping If there is aninspection, only pay attention to the expiry date In particular, the majority ofpeople buy fish sauce less interested in information about salinity, protein content
as well as other additives Therefore, we often buy according to advertisers'orientation As a result, it is often found that a product with a high frequencyappears on television or a radio station will be bought extremely fast
Trang 15o With the question “Have you heard of Masan's advertising scandals below?”, themajority of surveyed people used to hear about the scandals of Masan products.
o With the question “After knowing that those scandals are afraid of buying andusing Masan products?”, the majority feel nervous when buy and use the products
It shows that the unethical marketing will have a large influence on the belief ofconsumers
Trang 16To sum up, the survey shows that the Masan marketing is working effectively AlthoughMasan faces the scandals about their products and dishonest ads, the consumers still thinkMasan is good (88% of surveyed people think Masan products are good) Besides, theinfluences of dishonest advertising are significantly negative on the image of the company
as well as the trust decrease of consumers
3.4 Analysis and evaluate the impacts of those advertising on consumers and business:
Masan has two unethical activities:
To exaggerate the product and hide the truth of products and creates or exploits,takes advantage of false beliefs about products First of all, they exaggerate their productswhich are Nam Ngu fish sauce (advertise 100% extract from pure tuna) and Omachinoodles (advertising 100% made from potatoes)
Trang 17In addition, they create the false beliefs about the Omachi noodles that eatingPotatoes Omachi noodles will not worry about hot inside body However, according to
Dr Nguyen Duy Thinh, in terms of structure, potatoes, cassava, rice, arrowroot are allstarch, when entering the body, it must go through the process of converting starch intosugar, then from the sugar into the body to produce energy How quickly the starchdigests, the greater the ability to produce energy and produce faster heat So cassava,corn, and potato are all through hydrolysis, nothing is faster than anything It is clear thatwith the analysis of Dr Nguyen Duy Thinh above, whether or not the amount of potatoes,Omachi noodles as well as other products, cause hot feeling in people.[ CITATIONQuả12 \l 1033 ]
Those unethical activities will negatively affect the consumers as well as thesustainability of the business Regarding the consumers, as can be seen, the customerhealth will be affected most when using above products Besides, those ads create falsebeliefs in consumers’ mind that using Omachi noodles without worrying about being hot
or Nam Ngu is good for health, but in fact it contains 17 chemicals In terms of thesustainability of business, honest business and advertising make the brand of a business,conversely, if the company is not honest in business, it will certainly lead to a hugecorollary which is to reduce and even lose consumer confidence Especially in the era ofbooming technology, a brand built up in a decade will be destroyed after just one click
3.5 Propose suggestions to enhance the business ethics in marketing
3.5.1 In terms of consumers: