Memo on Bunny Butcher

Memorandum

To: Paul Cunningham

From: Han Ling (B00637709)

Date: January 27, 2015

Subject: Memo on Bunny Butcher

Problem

  The problem that DKNY has is the endless harassments from PETA. PETA has been compelled DKNY to stop using fur in any of its products and accessories, and PETA’s approaches are so extreme that even break laws, infringe others’ rights and affect the public order.

Conclusion and Recommendation

  In this case, DKNY should be utilizing its greatest superiority, which is the laws. PETA has had a series of illegal and unethical behaviors such as stealing the account of DKNY’s social network site, and willfully mischaracterizing the content of DKNY’s website. PETA members did excessive demonstration, covering themselves with fake blood in the public, which seriously affect the public order. And PETA members even interrupted the Donna Karan fashion show, abusing Donna Karan with shockingly personal insults. As a result, media would widely report the issue. People would be intended to support DKNY and the social pressure would become a strong resistance to prevent PETA continue to harass Donna Karan and her company.

Factors

  After DKNY implements the recommendations, it will become an attention-getting company, more people pay attention to its new information and products. Therefore, they get more target customers, and the income will be increasing as well.

  Secondly, after DKNY handles this big problem, employees can see its problem-solving capacity, social communication skills and the solid mass base. Thus, they would be more loyal to DKNY than before and the morale among employees will increase as well.

  Thirdly, there are many companies have had the experiences of being harassed by PETA. DKNY can cultivate friendships with those companies by this chance, so that DKNY can have a great interaction and corporations with those companies in the future.

Alternative Options

  As I consider this case, there are at least two options to solve the problem. The first option is to solve the problem through legal action. DKNY can collect the evidence of illegal behaviors and negative effects that PETA posted on the company. Then, to lodge an appeal, engaging PETA in a lawsuit.

  The second option is using the power of the public and the society. PETA has made a video about how animals are being skinned alive, DKNY can do the same thing. It is good for DKNY to get into contact with some other companies which also have been offended by PETA, collecting all the useful materials to make a video to exploit how PETA use unethical ways to force companies meet its unreasonable requirements. This video would definitely arouse controversies about “Do animal rights beyond human rights?” Therefore, the behaviors of PETA would be complained by people.