Hilda Chang Consulting

Ethical and legal marketing tactics have become a source of heavy scrutiny in recent decades. Companies that implement questionable practices risk facing bad publicity, consumer outrage, loss of revenue, and legal actions. Nestlé is a historic example of how a company’s unethical practices can have repercussions that last decades. This paper aims to identify Nestlé’s modern unethical marketing practice, analyze current marketing strategies, and examine relevant contexts to determine the root cause of modern issues. The analysis will review Nestlé’s past and present marketing practices to create a cohesive timeline that provides context to the company’s response and culture. Based on the discoveries, recommendations will be made for how the company should strengthen ethical compliance in competitive intelligence, pricing, and promotion of safe products. The final portion will provide a communication outline of how to properly distribute the findings and recommendations to corporate leadership and predict the effects on marketing decisions.