case study one - Case Study Number One Corporate Social...

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10/12/2007 Case Study Number One Corporate Social Responsibility Step 1: Situation Audit When looking at the Abercrombie and Fitch Company you see many strengths and weaknesses. To begin, the strengths of Abercrombie include the revenue generated by their retail operations, the always increasing number of store locations and trendsetting ability used to generate revenue for the company. Abercrombie also has weaknesses to go along with its strengths. First, many have started to notice that the retail outfits are only hiring young white attractive salespeople. This would mean the company would be at risk for being sued for not being an equal opportunities employer. The second biggest weakness of the Ohio based Abercrombie and Fitch Company is the magazine/catalog or “magalogs” that the company issues quarterly. The problem with the “magalogs” is they contain frontal nudity and contain articles about sexual promiscuity. The company claims they only sell the magazines to customers eighteen or older, but researchers on the matter have seen thirteen and fourteen year olds buying the “magalogs”. The third biggest weakness of the Abercrombie and Fitch Company is many people are offended by t-shirts they make with racy and ethnically based sayings on them. Threats to the Abercrombie and Fitch Company are mainly based upon competition with other similar retailers, such as American Eagle, Old Navy and Pac-Sun. They have to work hard on their ability to keep up with ever changing fashion styles and to be competitive with other retailer’s clever marketing promotions.
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Step 2: Problem/Decision Statement The major problems the Abercrombie and Fitch Clothing Company surround the sexual themes in their marketing schemes and the unfair hiring procedures. The most important issue at hand here is the sexually explicit marketing schemes the company uses. This issue is the most important because it impacts the general population of our country. The pictures that Abercrombie puts up in its stores and the pictures it publishes in the “magalog” send out the wrong message to our youth and teen population. The marketing puts major emphasis on physical appearance and sexuality in order to attract young and hormonal youths but at the same time is damaging in many ways to this population. The pictures and magazines can also be seen by those way too young to take them for what they are, marketing ploys. Kids under the age of 18 should not be allowed to see pornographic or semi-pornographic material like Abercrombie and Fitch has in their catalogs. Having this type of material
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