The company is a producer, wholesaler, and retailer of adventure clothing such as shirts or trail running, climbing, mountain biking, and hiking. You have been given the task to evaluate the issues with international outsourcing manufacturing in Mauritius.

There are many clothing companies that out sourced its manufacturing to Mauritius. There are many advantages of outsourcing of manufacturing in overseas countries. However, more recently there has been a movement toward ethical production and the circular economy in general (and the EU specifically), which has brought this type of manufacturing under scrutiny. Globally there has been a growing trend of the socially aware or socially conscious consumers and sustainable practices.

Being the international marketing manager for Queensland Trail Co (QTRAC), your task is to evaluate the outsourcing of production implications for the firm that is currently producing only in Australia. The brief is to evaluate how the firm can best develop and design a strategy for environmental, sustainable running and hiking shirts (short and long sleeve shorts) with a focus on the circular economy opportunities. You have been asked to evaluate outsourcing production in Mauritius. Further, the firm is targeting international consumers for sales in Germany.

Question

Explore the social cultural and consumer behaviour elements of the context. Being the International marketing manager, what social, cultural, and consumer behaviour implications do you need to address? Make sure you focus on the ethical issues. Use journals to support your alternatives.