Answer to Question #229689 in Economics for Kay

Question

TRESemmé has employed you as a public relations manager to help with stakeholder relationships and manage the brand's reputation. You are now part of the management team. You are looking forward to helping management to understand their stakeholders and how these stakeholders can impact on the company’s reputation. You also want them to understand the impact of the company’s operations on stakeholders. Answer the following questions.

Question 1

What is TRESemmé's reputation, based on the media report? Motivate your answer. (5)

What kind of action taken by the stakeholders damaged the brand's reputation? Give an example by using only one stakeholder from the case study. (10)

As a public relations officer for TRESemmé, do you think that pulling off the products from the shelves for 10 days will repair the reputational damage to the brand caused by the advert? Motivate your answer.

Answer 1

A company’s overall reputation is a function of its reputation among its various stakeholders (investors, customers, suppliers, employees, regulators, politicians, nongovernmental organizations, the communities in which the firm operates) in specific categories (product quality, corporate governance, employee relations, customer service, intellectual capital, financial performance, handling of environmental and social issues).

There is not enough information to decide TRESemmé's reputation and kind of action that maked it damaged, based on the media report.

Pulling off the products from the shelves for 10 days may not repair the reputational damage to the brand caused by the advert without any public apologies and counter action.