Overview:

It's common for well-known B2C brands (brands that sell directly to consumers) to engage in public-facing activities which promote the brand's commitment to social responsibility. Considering the goal to increase sales, brands leverage their ethical and social consciousness to help accomplish this.

Simulated Business Scenario:

Toyota, the worlds largest carmaker, understands that their primary target market responds well to brands that focus on social responsibility. Toyotas 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, 2021. 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 each of 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 its social responsibility campaigns to accommodate some of the major markets?