Social, Ethical, and Legal Implications

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Social, Ethical, and Legal Implications
Purpose of Assignment
The purpose of this assignment is to help students think through the importance of social, legal, and
ethical issues that may arise with their product or service and the implications of decisions made
within those frameworks. It is designed to help the learners understand ethical and legal issues
related to marketing practices. This knowledge helps to prevent such issues when developing the
marketing strategies in their marketing plan. The executive overview of the marketing plan is not a
summary and conclusion, but an overview of what the plan entails and what it does not address.
Assignment Steps
Producing and marketing a product without regard to ethical, legal, and social considerations is
detrimental to the overall success of any company.
Assess in a maximum of 700 words the ethical, legal, and social issues affecting your product or
service in two markets: the United States and one international market. Domestic market generally
means the market where the company headquarters are located. If you choose a domestic market
that is not the U.S., then your other market is required to be the U.S. marketplace. This should
added to the Target Market section of your Marketing Plan.
Include the following: Develop a process to monitor and control marketing performance. This process could be a
flowchart but a flowchart is not required (flowcharts do not count towards your word count
requirement). Formulate a maximum 350-word executive summary including at a minimum the following
elements: Required executive summary elements:
o Strategic Objectives o Products or Services Optional executive summary elements:
o Resources Needed o Projected Outcomes The company I have chosen is Dana Incorporated, and I am focused on the light vehicle axles
that are pretty much on most vehicles on the road. It’s not a new product, but perhaps we can
address growth, maturity, and decline. Here is some info on the company. The company that I have selected to focus on is Dana Incorporated, according to Dana (2016),
“Dana is a global leader in the supply of highly engineered driveline, sealing, and thermalmanagement technologies that improve the efficiency and performance of vehicles with both
conventional and alternative-energy powertrains. Serving three primary markets – passenger
vehicle, commercial truck, and off-highway equipment.” The customer profile for Dana
Incorporated is split into four segments, light vehicle, commercial vehicle, off highway, and
power technologies. Customers include automakers including, Chrysler, Ford, Nissan, John
Deere, Military, etc. Dana Incorporated also has a huge aftermarket division that supplies parts
to dealers, and auto repair shops. Current opportunities for Dana Incorporated include diversification of products and
globalization. Dana has already taken a step in the direction of diversification, which was
announced today. According to Street Insider (2017), “Dana Incorporated (NYSE: DAN)
today announced a definitive agreement to purchase axle housing and driveline shaft
manufacturing operations from U.S. Manufacturing Corporation (USM). Under terms of
the agreement, Dana plans to acquire USM's Warren, Michigan, assets in exchange for
$100 million in cash. This acquisition will increase Dana's revenue from passenger and
commercial vehicle manufacturers and will transition significant purchased content to
vertically integrated supply. It will also provide Dana with new product and process
technologies for light weighting.

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