Question

Green Wurld is a multinational firm

committed to a transition to renewable
energy sources as demanded by its
place within the global community. The
firm is headquartered in Europe but
has major operations in Nigeria, a
country that supplies oil to other parts
of the world. Following an oil spill off
the coast of South Africa, the
company's host country has been
heavily featured in news reports, and
the negative publicity is beginning to
have an impact on sales. Green Wurld
wants to engage with customers and
knows the company must adjust its international promotion mix in a way that makes the firm better prepared to immediately respond to world events such as this one. Which method or promotion is best suited to this goal?

Answer 1

Green Wurld can adapt its international promotion mix by utilizing proactive public relations, crisis management, social media engagement, transparent reporting, and environmental advocacy to immediately respond to world events and mitigate the impact on sales.

Step-by-step explanation:

Adapting a Promotion Mix for Immediate Response to Global Events

To immediately respond to world events such as the oil spill off the coast of South Africa, Green Wurld, a multinational firm, must adjust its international promotion mix effectively. A suitable method for this goal would be to engage in proactive public relations (PR) and crisis management. PR can be used to communicate the company's efforts in transitioning to renewable energy and how it aims to rectify the current situation. Crisis management can help in quickly addressing the negative publicity and mitigate the impact on sales.

Utilizing social media as a tool for real-time interaction with customers and the global community is essential. The immediacy of social media allows for quick dissemination of information and engagement with concerns. This can be complemented by transparent reporting on corrective actions being taken and progress towards sustainability goals, learning from examples like Walmart's commitment to zero emissions by 2040 and the renewable energy efforts of companies like Amazon and Dell.

Furthermore, incorporating environmental advocacy into the promotion strategy can help in rebuilding trust. Company statements should be backed by credible actions, such as reducing emissions, making greener products, and reducing environmental impacts in company operations. This approach will demonstrate corporate social responsibility and add authenticity to the company’s message.