Barilla,the famous pasta company faces great backlash due to its Chairman Guido Barilla’s unacceptable comment about feeling the need only advertise for the classical family and not caring about the homosexual community consumers. The LGBT community have the purchasing power of about $800 billion annually and their boycott could result in great fall of sales for the company. The CEO of the company quickly apologized to resolve the matter, but this is a sensitive issue and people will not take it lightly and it cannot easily be put behind.
This picture explains the italian LGBT boycott situation.
This act is completely against a company’s fundamental responsibility of taking good care of a business’s ethical guidelines. This, as seen from the SWOT analysis point of view is a huge internal weakness of the company which could result in a threat as competitors might take this opportunity to advertise for the LGBT community which might shift sales and consumer preferences towards another pasta or food company.
The chairman did say that if the gay community does not like their marketing based on a classical family they may shift to another company, which is why the boycott took place.However, this will have a huge negative impact on the company’s reputation as well as sales by not only the homosexual community but also by people who give importance to human freedom and rights.
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