American Apparel Essay
VI. Implementation Plan It is clear that American Apparel has a problem that is largely caused by their controversial advertising materials and the poor reputation of their CEO, Dov Charney. We believe that this can be repaired by assigning someone new to be in charge of the company's marketing efforts and refocusing their advertising strategy to be a more wholesome reflection of their company mission. Charney can, of course, continue to be in charge of the rest of the company as many of his other practices such as his pro–labour stance (Schuette et al., 2012) are well–regarded and respected. For the good of the company, American Apparel's very first step should be to find and hire a new marketing professional to take over the department and ensure it returns to the company's natural roots. This professional could be an internal hire from within the company or an external hire such as a headhunter or an advertising agency. Hiring an agency is important to consider as they can bring a different point of view from outside the company to help solve it's problems, and because they have more experience dealing with ... Show more content on Helpwriting.net ...The worst–case scenario is that Charney is not receptive to the idea of stepping down from his role and continues to damage the company's reputation with offensive ads. Another possible bad outcome could be that the new head of marketing produces different ads but the ads are still not well received by the company's audience or that the lack of publicity from the controversy has a negative effect on the company's sales and they end up losing money. However, it is likely that the company will be able to play up the new ads in a positive light and exploit any publicity gained from Charney's departure to use to their
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