The food services manager also suggested that the hotel should prepare Napoli Pizza brochures and present to each guest highlighting a phone number that the guests would use to order the pizza. In her opinion, the phone number indicated in the brochures should have a different prefix from the one used by Holiday Inn – Amman. Moreover, guests calling the line indicated would receive a reply that it was the Napoli Pizza brand customer service. The hotel would deliver pizza to the guest placing orders in Napoli Pizza boxes.
In addition, the hotel would ensure that the waiters and the servers delivering pizza to the guests would have to wear hats and jackets with the Napoli Pizza mark. Evidently, the proposal presented by the food services manager as outlined above presents several ethical issues. The food services manager suggests that the hotel can use a false identity and create a false brand in an effort to confuse the guests to make a different decision concerning the pizza offered by the hotel. Evidently, using the Napoli Pizza image is a contravention of the trademark law (McNeal, 2007).
Moreover, creating a false brand image culminates to the deception of customers by ensuring that the customers confuse the product offered with that of a renowned brand, hence choose to purchase the product. This is an unethical issue because the marketing of the pizza is false information concerning the identity of the trader and the manufacture of the product. Although guests would buy the pizza, they would do so because of the deception that it is Napoli Pizza (DeWitt & Dahlin, 2009). This is a clear case of unethical business practices.
However, it is evident that the plan would multiply the pizza sales of the hotel. Since the proposal presented by the food services manager is under marketing, the marketing department should review the proposal and forward it to the hotel executives. The general manager of the hotel is beyond the obligations and mandate to make the ultimate decision. Top executives of the hotel should be involved in the decision-making process.
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