selling tobbaco to third wold country rast studimor
TRANSCRIPT
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Case Study: Making socially responsible and ethical marketing decision
SELLING TOBBACO TO THIRD WOLD COUNTRY
PUNOI: Jonida RRUMBULLAKU Marinela Ndreca
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Duhanpirja është bërë një praktikë aq jetike për disa,
saqë ka nga ata që besojnë se zjarri u shpik pikërisht prej një personi
që donte të ndizte një cigare !!!
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Zhvillimi i cigareve• E ka zanafillen rreth 5000 vjet p.k ne ritet e lashta fetare
(babilonasit, indianet, kinezet digjnin temjan ne rite fetare)
• Ka qene karakteristike e Lindjes se Mesme dhe shoqerive myslimane
• Cigarja e mirfillte u shfaq nga shek. IX ne Ameriken Qendrore ne formen e pipave dhe tubave te tymosjes, u perdoren bime te ndryshme
• Arriti ne Spanje, u pajis me mbeshtjelles me permbajtje misri dhe u quajt papelate
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• Kaperceu ne France ne 1830, u quajt cigarette. Pas 15 vitesh filloi prodhimi i cigareve ne France
• Doktoret gjermane zbuluan qe cigarja shkakton kancer, u perhapen levizjet kunder duhanpirjes
• Gjate L.II.B cigaret ishin me racion dhe perfshiheshin ne vakte. Kjo praktike amerikane ndaloi ne 1975.
• Cigarja moderne u prodhua pas viteve '50 dhe perbehej nga gjethja e copetuar e duhanit dhe produkte te tjera
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Fakte rreth duhanit
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80% e duhanpiresve jetojne ne vende me te ardhura te uleta dhe te mesme
Cigaret e konsumuara ne 2011 mendohet te kene kushtuar 8,37 miliard $
Cdo dite rreth 4000 persona nen 18 vjec provojne cigaren e tyre te pare, 1000 prej tyre behen duhanpires te rregullt
19% e te rriturve konsumojne duhan, 21,6% e meshkujve dhe 16,5% e femrave konsumojne cigare
69% e konsumatoreve duan te heqin dore perfundimisht nga duhani
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Konsumi i cigareve amerikane
• Ne SHBA, numerohen rreth 600 bilion cigare te shitura ne vit. Ky nr ne ditet e sotme eshte ulur me te pakten 5%
• Prirja e kompanive te duhanit per te depertuar ne tregjet ne zhvillim
• Kompanite e duhanit pohojne se Kina ka me shume duhanpires se SHBA-ja ka njerez
• Mikpritje e ngrohte e kompanive amerikane duhanit ne Rusi, ku te pakten 50% e popullsise jane duhanpires
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Reklamimi dhe promovimi
• Ne vende te ndryshme jane aplikuar metoda te ndryshme promovimi, ne baze te kulurave perkatese:
- Ne Gambi, duhanpirja promovohet permes konkurseve ku pjesmarresit mund te fitojne nje makine
- Ne Argjentine, promovimi realizohet permes reklamave te cilat zene 20% te hapsirave publicitare
- Ne Afrike, cigaret promovohen permes billboarde-ve
*** SLOGANI: “If I can smoke a Marlboro, than I’m a well-to-do man”
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Ceshtje kritike
Kompanite globale te duhanit shprehen se nuk po perpiqen te fitojne konsumatore te rinj. Ato thone se po perpiqen te bindin duhanpiresit te ndryshojne drejt markave te huaja
• * Sasia e nikotines qe permbajne cigaret• - SHBA 17 mg katran• - Kenia 22,3 mg katran• - Malajzia 29,7 mb katran• - Afrika Jugore 31,1 mg katran
... kompanite e mohojne kete fakt!
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Perfshirja e qeverise
• Qeverite e vendeve te botes se trete perfitojne nga shitjet e kompanive te duhanit:
- Brazili mbledh rreth 75% te cmimit te cigareve te taksa
- Ne Bullgari, kontributi nga shitjet e cigareve konsiston ne nje shume prej $ 30 milion te ardhura nga taksat e vendosura nga qeveria
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Më shumë se 30,000 vriten në vit prej armëve.
Ndërkaq më shumë se 440,000 vriten nga Cigaret.
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Përafërsisht
Meshkuj malajzianë pinë cigare1 nga 2
Kjo përkthehet në
Meshkuj malajzianë që pinë cigare7 MILION
Popullsia Malajzisë : 28.86 MILION
Cdo ditë rreth
Më pak se 50 adoleshentë
18 vjec fillojnë cigaren
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Kundër reklamimi I duhanit
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Kompanitë si pjesë e përgjegjsive sociale të tyre,
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Kompanitë si pjesë e përgjegjsive sociale të tyre,
Kanë promovuar anti-reklamimin e duhanit për të rinjtë
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Kompanitë si pjesë e përgjegjsive sociale të tyre,
Kanë promovuar anti-reklamimin e duhanit për të rinjtë
POR studimet tregojnë që pëlqyeshmëria ka tendencë të rritet
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Kompanitë si pjesë e përgjegjsive sociale të tyre,
Kanë promovuar anti-reklamimin e duhanit për të rinjtë
POR studimet tregojnë që pëlqyeshmëria ka tendencë të rritet
BRAZILI ka legjislacionet më strikte në botëkundër duhanpirjes
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POR për 9 vjetnumri I duhanpirësve u shtua me 6 milion!!!
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Nëse kjo ështëAjo që do për jetën tëndevazhdo.
Pi Cigare!
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FOKUSIMI Në ZHVILLIMIN E TREGJEVE
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PëRPJEKJE Më Të MëDHANë TREGJE Më PRANUESE
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Sjell inovacion
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Marlboro Intense, më e vogël
Marlboro Mix 9, Marlboro Filter Plus
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Totali I duhanpirësve në Kinë është më I madhse popullsia Amerikane
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Duhanpirja bie ne vendet e zhvilluara rritet ne vendet ne zhvillim
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Etika në marrjen e vendimeve strategjike
Ska vendimarrje etike të saktë apo të gabuar
Rregulla komplekse, të vështira për tu artikuluarprioritizuar, zbatuar.
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3 këndvështrime
1.A i optimizon strategjia korporatës përfitimet për të gjitha grupimet?
2.A I respekton kjo strategji të drejtat e individëve të përfshirë?
3.A është e drejtë kjo strategji për të gjitha palët?
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DUHANIVRETDALëNGADALë
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Impakti i legjislacionit antiduhan ne Shqiperi
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SHQIPëRIA
23 gusht 2014 hyn në fuqi ligji ANTIDUHAN
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E dini se? 25% e konsumatorëve e zbatojnë ligjin
ndërkaq 75 % e tyre jo
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E dini se? 25% e konsumatorëve e zbatojnë ligjinndërkaq 75 % e tyre jo
60% e konsumatorëve mendojnë se këto masa janë të drejta
80% e konsumatorëve shprehen se ligji nuk ka ndikuar në konsumimin
e duhanit
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Nga kendveshtrimi i bizneseve …
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Nga kenveshtrimi i konsumatoreve …
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MOS e vrit veten, MOS na vrit as neve.
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Konkluzione
• Ne vendet e zhvilluara ndergjegjesimi I konsumatoreve ka ulur shitjet e duhanit
• Ne vendet ne zhvillim jane rritur ndjeshem shitjet
• Cdo dite po gjenden metoda te reja promovimi nga ana e kompanive si dhenia e cigareve falas, syze cakmake me logo etj.
• Qeveria perfiton te ardhura te konsiderueshme nepermje taksave qe vendos
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…
• Anti reklamimi si pjese e pergjegjesive sociale nuk sjell ndonje impakt.
• Kompanite mundohen te futen ne tregje sa me pak barriera dhe te sjellin gjithmone inovacione per tregje te ndryshme.
• Nuk ka nje percaktim ekzakt mbi ate qe quhet vendimarrja etike, por duhet te merren parasysh te drejtat e paleve dhe perfitimet e tyre.
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PYETJET E RASTIT STUDIMOR
1. A optimizon vendimi ne menyre eficente te miren e perbashket te:
- Firmes se biznesit?- Shoqerise?- Ekonomise?- Individit?
3. A respekton strategjia e korporates kanonet e drejtesise te te gjitha vendeve te perfshira?
2. A respekton strategjia e korporates te drejtat e individit te perfshire?
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FALEMINDERIT !!!