It is common for well known B2C brands to engage in public-facing activities which promote the brand's commitment to social responsibility. The intention is to leverage the brand's ethical and socially consciousness.

Simulated Business Scenario

Toyota senior management has been meeting in Tokyo, Japan to devise a global marketing campaign centered on social responsibility. To this end, Toyota decided to hire a consultancy to develop a 9-month plan ending December 31, 2020. Management has asked for a presentation for an initial list of items that would be considered valid elements of a social responsibility marketing plan that would accommodate all the markets that Toyota competes in.

Questions

• What type of research would the consultancy conduct to understand each of the wide variety of cultures that the brand competes in?
• Armed with this researched information, how might the consultancy modify their social responsibility campaigns to accommodate some of the major markets?