Han for the Crocodile Cleaners - Case Study Example

Name Course: Tutor: Institution: Date: To Spray or not to Spray Case Study Section I: Alternatives and Stakeholders Analysis In the case study, Han for the Crocodile cleaners has a wide range of alternatives to adopt in order to counter and limit the current local base consumer base loss to national cleaning product manufacturers. On one hand, although the preferred aerosol is harmful to the environment and violates the concept of production, sustainability in the long run period, its manufacturing would benefit the organization employees through increased rewards o sales, increase its shareholders’ value investment returns, as well as promotes the venture market reputation. However, it would negatively impact on the environmental conservation efforts as well as on the national competitors market influence. Moreover, it would implicate on the employee's morals and ethical culture developed over the years. On the other hand, the product manager has the alternative of educating the public and consumer base on the negative effect of the preferred easy to use aerosols on the environmental conservation efforts. In this regard, such could be adopted through a CSR program in which the employee and the interest environmental conservation groups could be actively involved raising the employee morals, although reducing shareholders’ returns in the short and medium run periods. On the other hand, this approach would benefit the public at large by promoting ethical practices and management in society base business and manufacturing practices. However, this would reduce the venture reputation and overall earnings with increased CSR program expenses. Finally, the new product development manager should apply innovation and creativity in the new production process approach. In this case, instead of producing an aerosol similar to the competitors the department should incorporate new product development teams to develop new innovative ideas for the production of cleaning agents in the society. In this regard, although the research and development process could be expensive, innovation and creativity of the organizational employees would facilitate the development of a new product. Consequently, the venture should use the environmental manufacturing sustainability edge to market it to its prospective consumers over the peers aerosol. Consequently, this would increase employees’ motivation, the shareholder earnings in the long run period through the domestic market retention, and increased merits to the society through environment conservation and protection production method and products. Stakeholder Develop aerosol Alternatives to Aerosol development Consumer base education on environmental conservation Consumers - + +- Employees +- + + National competitors - - - Shareholders + + - The Public - + ++ Section 11: Alternatives Ethical Evaluation In order for Han to develop and adopt the most rational new product decision, it is imperative that the existing alternatives are evaluated against the operational and guiding moral ethics perceptive. As such, this is to adopt the most rational and ethically correct for both the internal and external stakeholders. In this regard, this evaluation section adopts the common perspectives, namely the utilitarian, profit maximization and Universalism for the Crocodile cleaners organization. On one hand, the manufacture of an aerosol similar to the one supplied by the national competitors is in agreement with two of the perspectives namely the utilitarian and the profit maximization perceptions. In this regard, the production would enable the crocodile cleaners increase its consumer base through enhanced product sales by countering the national competitors. Moreover, based on the utilitarian ethical perspective, the end results justify the means despite the process, and thus as long as the process would increase the market influence despite the long-term implications would be justified. However, as Jhingran (328) stated, this would be in contrast to the universalism perceptive that holds each and every entity and society member accountable to the ethical principles and values for the benefit and good of all the members. In this context, a major shortcoming and challenge with the two ethical perceptions would be the long-term environmental implications of the developed similar aerosols that would diminish the short and medium term justifications of the profit maximization and utilitarian ethical perspectives. Therefore, based on this understanding, the development of a similar aerosol product is unethical on the long term and all stakeholder’s evaluation and interest’s considerations. On the other hand, an evaluation of the consumer base education alternative establishes a conflicting perception of the different ethical orientations. On one hand, the approach would ensure conformance to the universalism approach through ensuring the long-term safety and well being of all the stakeholders both in the short and long term periods. However, this would violate the profit maximization perceptive approach as much of the organizational revenues would be geared towards the CSR and public sensitization campaign. Moreover, this would intensify the organizational industry competition through the national competitor’s application of the utilitarian approach of the end justifying the means and as such countering any yields adopted and acquired through the recommended approach. Finally, an evaluation of the new product development using alternative ingredients as well as ensuring sustainability in the long run period through a new cleaning agent development is in congruence with all the ethical perspectives. On one hand, under the utilitarian approach, the product development is an expensive long-term development approach. In this regard, the new product development seeks to establish a platform through which all the involved parties would benefit and gain in the long run period through sustainable products develop and supply. Therefore, the recommendation contrasts with the utilitarian ethical approach that focuses on the short-term gains of any strategy adoption (Kumar and Steenkamp 27). However, on the contrary, the approach would enhance organizational profit maximization through the creating of an additional revenue stream of the product sales, increasing and expanding on the current sales revenues. Similarly, an evaluation of the recommendation establishes that it conforms to the universalism approach where the venture upholds the ethical principles of considering all the respective stakeholder welfare through the adoption of the justified and doing what is right regardless of the challenges of executing such a strategy. In summary, an evaluation of the recommended strategies, establish that none of them conforms to the three ethical perceptive evaluation criteria. Therefore, the subsequent stage of selecting the relevant decision should be based on the gains and potential losses for each based on the above analysis Section 111: Strategy Recommendation This case study analysis recommends the adoption of the new product development recommendation. In this regard, the process should incorporate the development of an organizational cross-functional team drawn from all the existing Crocodile Company departments. In this regard, the team should be organized towards a project, headed by the new product development manager as the project manager, to develop new cleaning detergent ideas. Consequently, all the developed ideas should be based on the creation of a new innovative cleaning agent whose production and use would have a sustainable business model, not only in terms of organizational production capability, but also through reduced environmental side effects upon usage by the consumer base. As such, the project manager should forward all the proposed designs and models to the research and design department to evaluate their viability and conformance to the organizational ethical orientation goal. The adoption of this strategy is despite its contrast with the utilitarian ethical approach that focuses on the short-term gains. In this case, the main motivation and drive towards the disregard for the utilitarian ethical perspective is due to the perpetual and going concern approach by the Crocodile Cleaners venture. Thus, as a going concern entity, it focuses on the long-term market gains and sustainability rather than on the short-term costs of developing a new strategy, as in the long run, the venture would break even and subsequently earn long term gains. Works Cited Jhingran, Saral. Ethical relativism and universalism. Delhi, Motilal Banarsidass Publishers, 2001. Print. Kumar, Nirmalya, and Jan-Benedict EM Steenkamp. Private label strategy: how to meet the store brand challenge. Harvard Business Press, 2007. Print. Read More