Corporate Irresponsibility

In 2005 one of the worlds Top fashion designers Hermes made themselves a public example of Corporate irresponsibility. In one of their Paris stores they denied entrance to the richest African-American women in the world Oprah Winfrey. Not only did the particular employees destroy their employment with the company, they caused a public worldwide uproar over the incident. When asked about the situation, one of the employees responded, “I just didn’t know who she was” as if knowing Oprah’s celebrity was the real issue.

What made this incident a corporate problem for the company is not that the associates did not recognize Oprah Winfrey, but that the root of the problem was obviously racism. No matter what country a company is based in discrimination based on race, religion or any personal profile is frowned upon in a business aspect. Studies show that Consumers are more likely to purchase from companies that practice ethical behavior. Denying one of the most powerful African-American women in the world entrance to a store Makes Hermes a prime example of a company that had its share of corporate irresponsibility.

Week 4- The Marketing Environment

When companies create their marketing plans, the marketing environment is one of the most important factors that are focused on. The marketing environment is very broad, but that is a good thing because it gives marketers a large selection of areas to figure what area of the environment would need most focus to properly market their good or service. Target markets, ethnic demographics and purchasing power are all factors that can be focused on when trying to properly market a good or service.

Breitling would be considered a luxury company that targets consumers of high income. Being that their watches are priced at $1,200 and higher the marketing department for Breitling wouldn’t choose to place an advertisement for their company in a low income neighborhood or magazine that is not know to be frequently picked up by upper class consumers. Purchasing Power, which is a factor in the marketing environment, plays a large role in the strategy of a high-end company like Breitling.  To be able to afford a luxury watch, which means purchasing without interfering with your normal monthly expenses, your purchasing power would have to be extremely high. So either your standard of living is very low or your funds are very high. Not to say that a person with a low income can’t obtain a luxury watch, but obtaining and affording are two different things. Breitling marketers seem to not take a gamble with consumers who have a low standard of living or low income, so they place their ads in avenues that are popular amongst high end consumers such as GQ magazine and The Wall Street Journal. magazine and The Wall Street Journal.

Country Of Manufacture

Shirt- made in Sri Lanka

Jeans- made in The USA

Underwear- Made in India

Sneakers - made in China

Week 3- Ethics & Social Responsibility

Ethics and social responsibility are factors that play a large moral part in our society and everyday lives. They are also factors that establishments and corporations take very seriously and put time and thought into putting into action. Breitling takes part in both ethical behavior and social responsibility.

Breitling is a partner in the charity Winds Of Hope, A charity that’s focus is to fight human suffering and forgotten diseases all over the world. Many businesses get involved with charitable causes, which is an act that would fall under the social responsibility umbrella. The type of social responsibility that this particular company falls under would be “Corporate Social Responsibility” because they are helping a cause with no intention on profiting financially. I would also consider Breitling to be taking part in Ethical and Philanthropic responsibility.  Breitling not only funded the base capital of the charity organization but also regularly donates to the charities administrative account. 

More information on Winds Of Hope is available at www.windsofhope.org/en

 Being that research has found that companies practicing ethical behavior can have a positive effect on consumer attitude towards purchasing, it is profitable for a “corporate social responsible” company like Breitling to be ethically aware and active even though their intention is not to practice Sustainability.

Week 2- Strategic Planning

In December 2007 Breitling decided to put a new president in charge that had a strong background and experience in Strategic Planning. When Phillippe Bonay replaced Marie Bodman as the companies US president, Breitling expected a growth in American sales for its watches. Bonay previously was apart of senior marketing at other luxury watch companies such as Panerai and Piguet. Due to the success of those watch companies, Breitling's plan to make Bonay their US president was a simple plan but a good one none the less. What's a better strategic plan than putting someone in charge who has had a number of successful strategic plans that helped competition before?

Week 1- History and Mission Statement

 

The company Brietling was founded in the year of 1884 in the Jura Mountains of St. Imier Switzerland by Leon Breitling. Breitling opened a workshop thats focus was to produce Chronographs for scientific purposes. By 1892 Breitling's business was doing very well and he decided to relocate it to Chaux-de-fonds Switzerland, the booming area of swiss time piece production at that time. When the company was passed down to Leon Breitling's son Gatson in 1914, The first chronograph wrist watch was created for the use of pilots. A staple was born. Throughout the first half of the 20th century Breitling made its mark in the aviation field with its quality chronograph time pieces. Today Breitling watches are a staple in not just the aviation field but looked at in pop culture as one of the top watch companies in the world. 

                               

                                                           Leon Breitling 1984.

Mission: To provide the world with quality watches that can last a lifetime.




Breitling is a partner in the charity Winds Of Hope.

1940's Vintage Breitling watch.

2010 Breitling watch.