The paper "Strategic Management - Case of Glaxo Smith Kline" is a delightful example of a case study on management. On a daily basis, human beings are faced with almost 5,000 adverts where companies are attempting to persuade consumers that can actually satisfy their needs (Mannion 2005, p. 54). Consumers have become rigid and can never be treated with conventional advertising as companies used to do a few tears back. It takes a creative and innovative company to convince customers to purchase its products. Jiwoong & Sudhir (2010, p. 673) states that advancement in technology and era of information has made people more informed than before and can be lured with dubious ads.
For that reason, companies must not just create ad directors but must also produce ads that reflect the quality and content of their products. This is the only way they will be able to create customers' expectations and satisfaction. Unfortunately, some companies have been overwhelmed by competition and now create an advert that does not match the quality and satisfaction they purport to offer (Mannion 2005, p. 57). Glaxo Smith Kline is one of the companies which had found itself in the corridors of justices as consumers sued it for advertising and selling a product that does not provide the value.
For that reason, this essay will analyze the actions companies take to avoid the reputational and legal situations. 2.0 Overview of the problem Glaxo Smith Kline is a pharmaceutical well-recognized manufacturing company which currently ranked six based on the revenue. However, in recent years, it has received criticisms over its adverts which are different from what they offer. One of the controversies the company is manufacturing Ribena without Vitamin C.
In 2004, two schoolgirls from New Zealand, Jenny Suo and Anna Devathasan conducted a high school lab experiment to test for the Vitamin C traces (Jaques 2008, p. 395). In the experiment, they use Ribena made by Glaxo Smith Kline which demonstrated no Vitamin C traces. This is contrary to the company advert which claimed that … the blackcurrants in Ribena have four times the Vitamin C of oranges. " After the findings, the two girls wrote to GSK seeking more answers but the company did not bother to respond.
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