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.
HO 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) Instructor Student name Student code HCMC, June 1, 2019 Contents INTRODUCTION Reasons for choosing the topic .2 Research Objectives .2 The structure of the report CONTENT Chapter 1: Literature Review 1.1 Marketing Overview: 1.2 Business Ethics in Marketing: Chapter 2: Methodology 2.1 Collect secondary data from websites: 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 INTRODUCTION Reasons for choosing the topic Ethics is a field that people have studied for a long time, especially when the more growing the standard of living is, the more concerned people are with moral issues in society Although ethical issues are not clearly defined in any law, people regard them as common standards, general rules of behave in whole society When the exchange of goods started existing, the relationship between people and people becomes more complicated Common social ethic is not enough to explain the complex phenomena that arise in this new relationship, thus, business ethics appears Business ethics are sets of principles and standards that regulate, evaluate and control the behavior of business entities Nowadays, business ethical issues are much interested and concerned Many businesses almost set profit target above all but forgot about customer factors and business 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 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 2.2 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 The structure of the report Chapter 1: Literature Review Chapter 2: Methodology Chapter 3: Research findings Chapter 4: Conclusion CONTENT Chapter 1: Literature Review 1.1 Marketing Overview: 1.1.1 Definition of Marketing: Marketing is an overall system of organizational activities designed to plan, promote and distribute products, services and ideas to meet the needs of the target market and achieve objectives of the organization (according to American Marketing Association – AMA)[ CITATION HoQ17 \l 1033 ] 1.1.2 Main Forms of the Current Marketing: Traditional Marketing: Traditional marketing is a series of approaches to attracting and attracting consumers through offline traditional channels such as organizing events, giving newsletters, advertising on television, newspapers, distributing leaflets Traditional marketing is quite developed in industries that specialize in preproduction and marketing that often work to sell and promote sales.[CITATION Tất18 \l 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 and looking for consumers to buy, modern marketing focuses on buyers Modern marketing uses its methods to find and research target consumers, take their needs, their interests as a center, thereby producing products according to market demand [ CITATION Tất18 \l 1033 ] Modern marketing uses a variety of channels and various tools to implement its marketing 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 the popularity of social networks and the Internet is expanding, the competition among enterprises in the market is also getting more and more intense Having a good marketing campaign will help businesses take advantage of their resources and advantages to reach consumers, promote their names and increase competition rates [ CITATION Tất18 \l 1033 ] Attract many consumers: When 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, thereby increasing 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 products and 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 and gradually 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 o o o o o o o The right to satisfy basic needs; The right to safety; Right to information; The right to choose; The right to listen; Right to compensation; The right to education about consumption; Right to a healthy and sustainable environment; 1.2.2 Marketing activities considered as unethical activities [ CITATION ThS \l 1033 ]: o o o o o Exaggerate the product and hide the truth to deceive completely Entice people to buy products Advertising creates or exploits, takes advantage of false beliefs about products Advertising with unsightly forms, non-tastes 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 main stakeholder in marketing issues who are consumers Consumers are the service objects, who express needs of using goods, service, quality assessment, regeneration and financial development 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, Bao dien 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 cua Masan”, “quang cao nuoc mam cua Masan”, “chat tao mau HT155 co hai nhu the nao” 2.2 Collect data through questionnaires: I conducted a survey “Survey of a number of products of Masan Consumer” with 50 people 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 I can give a conclusion that the influence level of Masan marketing on consumer I gave questions: “Which of the following Masan products you usually use?”: I suggested kinds of Masan products that related to the recently scandal of Masan that are Nam Ngu fish sauce and Omachi instant noodles “Do you think these products are quality products?”: I want to know how consumers evaluate the Masan products “Which channels you know about these products?”: I want to know how Masan approach the consumers and which channel they use most “Have you heard of Masan's advertising scandals below?”: I want to know that whether the consumers know or informed about those scandal of Masan or not From that, I can know the consumers’ product interest level instead of just watching the ads “After knowing that those scandals are afraid of buying and using Masan products?”: I want to know whether the customer belief in the Masan products is impacted or not after knowing those scandals Chapter 3: Research findings The advertising is growing significantly, consumers are no longer unfamiliar with the psychological slogan such as: "Delicious fish sauce for health", “Noodles not use fried cooking oil to fry many times” But, when the glittering images, the words" like pouring honey "have passed, many consumers have known to ask questions, among that slogans, how many percent is true? In Masan's advertising strategy, the brands that Masan owns are all “for consumers' 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 pure tuna On the packaging of Nam Ngu fish sauce bottle, the ingredients included include: water, salt, protein anchovy, sugar, flavor enhancer, preservative, stabilizer, synthetic color (HT155) According to Dr Tran Van Ky, in charge of southern office of Vietnam Food Science and Technology Association, Nam Ngu brand fish sauce bottle is sold on 10 traditional 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 synthetic color (HT155) or the fine words on TV ads also not mention the ingredients containing 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 this substance This substance can cause allergy to people with asthma, people who are allergic to aspirin, even causing skin allergies to people with normal health [CITATION Đừn16 \l 1033 ] 3.2 Potato Omachi noodles: Only 5% potatoes The advertisement of Masan's Omachi potato noodles was "peeled off" to blind consumers In the commercials, Masan insists, eating Omachi noodles without worry about hot inside body because it 100% made from potatoes However, the composition after the package shows that potatoes only account for 50g / 1kg, equivalent to 5% per package Thus, the main ingredient of Omachi "potato noodles" is still flour like all other noodles With the advertising "hype" like that, many consumers have to ask, whether the potato made Omachi is a "medicinal god" when only 5% of potatoes can help users don't worry 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 good quality, but actually, good ingredients are very few [ CITATION Quả12 \l 1033 ] 11 3.3 How consumers think and evaluate about those products o With the question “Which of the following Masan products you usually use?”, over 60% usually use those products This show that the level of popularity of these products is huge o With the question “Which channels you know about these products?”, it is clear that marketing is the most effective channel to approach the consumers o With the question “Do you think these products are quality products?”, there are 88% people surveyed believe that they are good Vietnamese consumers not have the habit of checking the labels of products when shopping If there is an inspection, only pay attention to the expiry date In particular, the majority of 12 people 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 frequency appears on television or a radio station will be bought extremely fast o With the question “Have you heard of Masan's advertising scandals below?”, the majority of surveyed people used to hear about the scandals of Masan products 13 o With the question “After knowing that those scandals are afraid of buying and using 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 of consumers 14 To sum up, the survey shows that the Masan marketing is working effectively Although Masan faces the scandals about their products and dishonest ads, the consumers still think Masan is good (88% of surveyed people think Masan products are good) Besides, the influences 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 products which are Nam Ngu fish sauce (advertise 100% extract from pure tuna) and Omachi noodles (advertising 100% made from potatoes) 15 In addition, they create the false beliefs about the Omachi noodles that eating Potatoes 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 all starch, when entering the body, it must go through the process of converting starch into sugar, then from the sugar into the body to produce energy How quickly the starch digests, 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 that with 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.[ CITATION Quả12 \l 1033 ] Those unethical activities will negatively affect the consumers as well as the sustainability of the business Regarding the consumers, as can be seen, the customer health will be affected most when using above products Besides, those ads create false beliefs 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 the sustainability 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 huge corollary which is to reduce and even lose consumer confidence Especially in the era of booming 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: 16 When looking to buy a product, consumers should not only listen to the adverts but need to consider many quality factors, at the same time, have to thoroughly understand whether the manufacturer has publicly announced, transparency of product quality standards and then making the right decisions for themselves Advertising helps consumers have more information, but the non-selective way of giving you the illusion of the true value of the product Be a smart user and don't let advertisements lead you Besides, consumers should have strong condemnation of false advertising behavior, poor quality products 3.5.2 In terms of legal authority: Firstly, it is necessary to study to supplement and perfect the legal framework to create a solid legal basis for business ethics Besides, the authority should improve moral awareness in advertising of business and punish strictly for acts of unethical advertising, affecting consumer health In addition, the authorities must regularly check and supervise the advertising of products to consumers and promptly recommend timely to adjust the advertising content of products for accurate, honest and alert to people Consumption of side effects affects the health or usability of products with customers and consumers 3.5.3 In terms of business: 17 Regarding the responsibility of Masan to those scandals: they should give an official apology to consumers, remove and replace the advertising that exaggerates the truth, dishonest about the product In general, corporate responsibility for product safety: o Enterprises must fulfill their obligations carefully o Enterprises must warn of possible risks to consumers considered o Enterprises must not attempt to bind consumers by any guarantee of official or implicit assurances on their responsibilities o The word in the introduction, in the advertisement, in the statement of the business must be honest Chapter 4: Conclusion "Responsible advertising", which is the slogan that public opinion requires and many units and businesses are also aiming, thereby demonstrating their responsibility to consumers and society Most businesses in Vietnam are aiming for the ultimate goal of striving for profit while the world has long left this idea to enhance the value of the business to gain economic benefits in a sustainable way in the future The profit can be achieved in each period based on the business activities of the enterprise but the valuation of the enterprise must rely on the brand Therefore, business ethics is something companies must pursue Creating trust for consumers is a core element but it is important that businesses are willing to step into the world without falsehoods REFERENCES 18 Thai, Ho Quang Marketing gì? Tại marketing lại ảnh hưởng đến xây dựng thương hiệu Brands VIetnam [Online] 10 25, 2017 https://www.brandsvietnam.com/congdong/topic/7646-Marketing-la-gi-Tai-saomarketing-lai-anh-huong-den-xay-dung-thuong-hieu Thành, Tất Marketing gì? Tại Marketing quan trọng doanh nghiệp Công ty Tất Thành [Online] 29, 2018 https://tatthanh.com.vn/marketing-la-gi.htm NATIONS, UNITED UNITED NATIONS GUIDELINES FOR CONSUMER PROTECTION UNCTAD [Online] 2016 https://unctad.org/en/PublicationsLibrary/ditccplpmisc2016d1_en.pdf Dương, ThS Nguyễn Ngọc ĐẠO ĐỨC VÀ VĂN HÓA KINH DOANH TOPICA [Online] http://eldata11.topica.edu.vn/HocLieu/QT106/HL_B/PDF %20slide/QT106_Bai2_v1.0014106201.pdf Nguyên, Bình Nước mắm bị tố hóa chất, Masan phản pháo Zing.vn [Online] 10 12, 2016 https://news.zing.vn/nuoc-mam-bi-to-hoa-chat-masan-phan-phao-post688901.html Đừng tự giết với chất tạo màu HT155 thực phẩm TIEPTHIGIADINH [Online] 27, 2016 https://tiepthigiadinh.com.vn/dung-tu-giet-minh-voi-chat-tao-mauht155-trong-thuc-pham.html Huy, Kim "Ngã ngửa" chiêu quảng cáo lừa đại gia Masan brandsvietnam [Online] 7, 2014 https://www.brandsvietnam.com/congdong/topic/103-Nga-nguanhung-chieu-quang-cao-lua-cua-dai-gia-Masan Quảng cáo mì Omachi: Đánh tráo khái niệm? brandsvietnam [Online] 30, 2012 https://www.brandsvietnam.com/217-Quang-cao-mi-Omachi-Danh-trao-khai-niem Khi doanh nghiệp 'quên mất' đạo đức kinh doanh Báo Diễn đàn Doanh nghiệp [Online] 21, 2018 http://enternews.vn/khi-doanh-nghiep-quen-mat-dao-duc-kinhdoanh-136415.html 19 20 ... https://www.brandsvietnam.com/217-Quang-cao-mi-Omachi-Danh-trao-khai-niem Khi doanh nghiệp 'quên mất' đạo đức kinh doanh Báo Diễn đàn Doanh nghiệp [Online] 21, 2018 http://enternews.vn/khi -doanh- nghiep-quen-mat-dao-duc-kinhdoanh-136415.html... ngửa" chiêu quảng cáo lừa đại gia Masan brandsvietnam [Online] 7, 2014 https://www.brandsvietnam.com/congdong/topic/103-Nga-nguanhung-chieu-quang-cao-lua-cua-dai-gia -Masan Quảng cáo mì Omachi:... 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