Racism and Gender

Discrimination at Work
: A Case Study of
Rochelle Beauport
 Table of Contents
Acknowledgment
Executive Summary
I. Introduction
II. Present Objectives and Mission
III. Situational Analysis
3.1. External Analysis
3.1.1. Political Factor
3.1.2. Economical Factor
3.1.3. Socio-cultural Factor
3.1.4. Technological Factor
 Table of Contents
3.2. Internal Analysis
3.2.1. Strengths
3.2.2. Weaknesses
3.2.3. Opportunities
3.2.4. Threats
IV. Assumption
V. Strategic Options and Choices
VI. Implementation (Action Plan)
VII. Conclusion and Recommendations
VIII. References
IX. Appendices
X. Curriculum Vitae
 Chapter I
INTRODUCTION
HY DAIRIES, INC. A popular large Midwestern milk products manufacturer, known for their
Gourmet ice cream brand , manage by Syd Gilman the vice president of marketing at HY Dairies,
Inc.
Two years ago the company experienced dropped in the sales affecting the volume and
market shares .
Ms. Rachelle Beaufort an experienced brand manager in her previous food firm employment
joined HY dairies less than two years ago as Asst Brand Manager . She was one of the few women of
color in marketing management at HY Dairies and had a promising career with the company.
Her effort has pleased the marketing campaign to improve sagging sales of HY’s gourmet
ice-cream brand was working. Sales volume and market sales of the product had increased
significantly over the past two quarters compared with the previous year.
 In the work environment Ms Beaufort has to be credited for her effective
practice of brand marketing management. That the Vice President of the company Mr.
Syd Gilman would truly reward her with a promotion that she deserve due her most
efficient and effective job function.

An issue of racism and gender discrimination averts the chance of Ms.

Beaufort to be the Brand Marketing Manager , instead a lateral position was offered to
her to be the Marketing Research Coordinator of no promotion going to the top
position , only to have the same experienced in her previous employment of racism
and gender discrimination.
 Chapter II
PRESENT OBJECTIVES AND
MISSION
HY Dairies has clear and definite concept and plans for future ,like any other
manufacturing companies , the vision of the company is to be the leading milk
manufacturer in the Midwest heaped on by their most popular Gourmet ice cream
brand.
Their mission of the company is to ensure the income of the company through
regular sales of their Gourmet Ice Cream ;
The company’s goals in the field/ store site are;
1. Improve sales through strategic marketing research
2. Improve sales through strategic marketing management
3. Sustain the company’s income through volume and market sales.
4.Ensure the regular sales to improving the volume of supply for the increasing
demands by controlling the product that directly affected the company’s
profitability
 Chapter III
SITUATIONAL ANALYSIS
The situation is the sagging market sales of the HY Dairies for the past two
years , due to inefficient market research program and brand marketing
management.
A competent and experienced Brand Marketing manager came in to the HY
Dairies in the person of Ms Rachelle Beaufort hired as Asst. Brand marketing
manager. Boosted the volume sales of Gourmet Ice Cream brand by her expertise.
An issue of racism and gender discrimination as the qualified deserving Ms
Beaufort is averted of the chance to be in a promising position of being the
Brand Marketing Manager , instead a lateral position was offered to her to be the
Marketing Research Coordinator a technical support position—a “backroom”
job—far removed from the company’s bottom-line activities entailing no chance
of promotion to be in the top position .
At this point HY Dairies has no concrete regards to prioritize the welfare of
the company of improving profit , but purely a mechanism of taking advantage on
employees /workers like Ms. Beaufort.
 This is a strategy reveals mechanisms of inequality operating in the lives
of women of color, in particular turning the lens on processes occurring within
race-gender subgroups and shifting their experiences from the margins to the
focal point (Collins 1990)
3.1. External Analysis

3.1.1. Political Factor

3.1.2. Economical Factor
3.1.3. Socio-cultural Factor
3.1.4. Technological Factor
 3.1. External Analysis
3.1.1. Political Factor

Political Factors Affect Business Environment. ... Business managers must address
these factors and make decisions that minimize the impact of external environment.
These factors include political factors, economic, social, technological, legal and environmental
also known as PESTLE Analysis.

“The injustices suffered by victims of racial discrimination and related intolerance are
well-known: limited employment opportunities; segregation; and endemic poverty are only a
few among these. The disadvantages faced by women in societies around the world are also
familiar: lower pay for work of equal value; high illiteracy rates; and poor access to health care.
While race is one reason for inequality and gender is another, they are not mutually exclusive
forms of discrimination. Indeed, too often they intersect, giving rise to compounded or double
discrimination.

For many women factors relating to their social identity such as race, colour, ethnicity and
national origin become "differences that make a difference". These factors can create problems
that are unique to particular groups of women or that disproportionately affect some women
relative to others.”(World Congress of Racism and Gender discrimination)
3.1.2. Economic Factor

A proficient and competent brand manager like Ms. Rachelle Beaufort in HY Dairies is a win
situation for the company , for almost a year or so have boosted the sales of brand ice cream
enough to improve the volume and sales of the company.

Ms. Rachelle Beaufort is an asset to the company , on a macro level a competent individual
or more of working force like her is a reliable fiber of the society to contribute a lot in the country.

On the negative side , the absence of dedicated person like Ms Beaufort is a lose for the HY
Dairies in term of its recovery of lost volume of sales, not different to lost of reliable fiber in the
economy of a country.

“Overall, we interpret the evidence as corroborating the general conclusion that race discrimination
laws positively impacted the relative employment and earnings of blacks, although the evidence is
less dramatic than that reported in other research, and there are some cases (in particular, earnings
effects for black males) and periods for which we find little positive impact. We find some evidence
that sex discrimination/equal pay laws boosted the relative earnings of black and white females.
Finally, we find that sex discrimination/equal pay laws reduced the relative employment of both
black women and white women.” The Effects of Race and Sex Discrimination Laws by David
Neumark, Wendy A. Stock April 2001
3.1.3 -Socio-cultural Factor
. Socio-cultural factors are customs, lifestyles and values that characterize a society or
group. Cultural aspects include concepts of beauty, education, language, law and politics,
religion, social organizations, technology and material culture, values and attitudes.
The issue in HY Dairies is xenophobia refers to “the fear or hatred of anything that
is foreign or outside of one’s own group, nation, or culture” (Herbst, 1997, p. 235). The idea
is frequently applied to a mistrust or dislike (rather than merely fear) of out groups or
those perceived to be different, especially in national terms in this case in the race and
gender of Ms. Beaufort.
Further is Ethnocentrism gained prominence as an area of research following
sociologist Robert Sumner’s 1906 definition of the term as gauging others in reference to
one’s own culture (1975), though other sociologists soon began to distinguish between this
notion of “centrality” and the idea of “superiority”—that one’s culture or group is superior
to those of others. If one sees ethnocentrism strictly as a feeling of superiority, nationalism
(or school spirit, or religious loyalty, etc.) might not in and of itself be ethnocentric if it
focuses only on being loyal to or highlighting the benefits of one’s own group, without
denigrating others, though some might argue that it is impossible to feel pride in one’s own
group without, at some level, disdaining or thinking less of other groups.
 3.1.4. Technological Factor

Businesses are affected by changes in the technological environment.

...Technological change offers risks, opportunities and threats to businesses. Some
businesses can leverage changing technology to improve products and processes or even
create new products and processes that will expand markets and profits.
In this situation the pronounced technological intervention mentioned was the
marketing research process that have been utilized by the HY Dairies and was formerly under
the practiced by Vice president Gilman way back time when he was the Marketing Research
Coordinator.
That in the second year of “sagging sales “ that Ms Beaufort came in HY Dairies the
technological research capability of the company did do well to improve the company’s
volume of sales . But due to the experienced competency of Ms. Beaufort the “sagging sales
and profit situation of the company.
Technically she enjoyed brand management and particularly the challenge involved
with controlling a product that directly affected the company’s profitability. Marketing
research coordinator was a technical support position—a “backroom” job—far removed from
the company’s bottom-line activities. Marketing research was not the route to top
management in most organizations.
3.2. Internal Analysis
A PESTEL analysis is a framework or tool used by marketers to analyze and monitor
the macro-environmental (external marketing environment) factors that have an impact on
an organization. The result of which is used to identify threats and weaknesses which is used
in a SWOT analysis.
Most people’s concept of racial discrimination involves explicit, direct hostility expressed
by whites toward members of a disadvantaged racial group. Yet discrimination can include
more than just direct behavior (such as the denial of employment or rental opportunities); it
can also be subtle and unconscious (such as nonverbal hostility in posture or tone of voice).
Furthermore, discrimination against an individual may be based on overall assumptions about
members of a disadvantaged racial group that are assumed to apply to that individual (i.e.,
statistical discrimination or profiling). Discrimination may also occur as the result of
institutional procedures rather than individual behaviors.
STRENGTH
POLITICAL
1. HY Dairies Competent
Personnel
a) Ms. Rachelle Beaufort
 Former Brand
Marketing Manager in
previous employment
 Hired in HY Dairies as
Asst. Brand Manager
b) Current Vice Pres. Syd
Gilman
 Former Marketing
research Coordinator
ECONOMIC
The competencies of Ms
Beaufort is an asset to the
company as she boosted the
sagging volume of sales of the
company back to its sustained
condition and over the
average
SOCIAL
It was rewarding for the HY
Dairies to have hired the
competent Ms Beaufort as
Asst Brand Marketing
Manager
TECHNOLOGICAL
1.HY Dairies facilities and
productions
2.Funds, stocks of the
company
3. Through Ms Beaufort the
company was able to utilized
properly the marketing
research program and the
brand marketing management
resources of the company
WEAKNESSES
POLITICAL ECONOMIC SOCIAL TECHNOLOGICAL
Bureaucracy in the system Sagging volume of sales 1. “Xenophobia “and 1.
manifested as racism and “ethnocentrism “brought
gender discrimination about by racism and
gender discrimination
2. Failure of the HY Dairies
facilities and 2.
productions to be
managed by competent
brand marketing
manager; 3.
3.Failure of the HY Dairies
facilities and
productions to be
managed by competent
marketing research
coordinator;
Failure of Marketing
Research Coordinator
to improve sales of
brand Gourmet Ice
cream
Failure of Marketing
Brand Manager to
improve sales of brand
Gourmet Ice cream
Improper delegation of
function due to too
much racism and
gender discrimination
OPPORTUNITY
POLITICAL
Ms. Beaufort is an asset in
the company in practice as
Asst. Brand manager , would
improve the volume sales of
gourmet ice cream eventually
improve the company’
profit . manufacturer in the
ECONOMIC SOCIAL TECHNOLOGICAL
1. Increase volume of Ms. Beaufort is an asset in Proper utilization of
sales the company in practice as marketing research and
2. Increase profitability Asst. Brand manager , would management program results
improve the volume sales of to pronounced output in the
3. Attainment of goals
gourmet ice cream eventually volume of sale and profit
,mission and vision to improve the company’s
be the leading Milk profit.
Mid West
THREATS
POLITICAL ECONOMIC SOCIAL TECHNOLOGICAL
1. Piracy of competent 1. Sagging volume of 1. Dissatisfaction of Ms. Poor marketing research
personnel like Ms sales may continue to Beaufort eventually lost output and Brand marketing
Beaufort by other drop down due to lost of competent management will result to
companies poor strategies
of competent Ms. personnel
1. lost of competent Beaufort 2. Business Xenophobia and
Marketing Brand 2. Defeat of vision of Ethnocentrism
Manager company
3. Decline of company
due to improper
management of assets
4. Domination of
competition against
other similar
companies
 Chapter IV
ASSUMPTION
Strength identified in the analysis should be emphasized in order to secure the
opportunity possible for the HY Dairies .
Minimized if not relieve the possibilities of the weaknesses to minimize if not
chances of occurrence of threats.
In this case the HY dairies has to consider the opportunities that Ms Beaufort
could give to the company as Asst. Brand Marketing Manager after she has justified
herself competently.
The HY Dairies is socio-culturally biased of xenophobia , fear that Ms Beaufort is
an outsider in the group by race , plus ethnocentrism fear of possible superiority of
competency of being a female.
In the business world this is an issue of prejudice due bureaucratic policy ,
happening in some companies experiencing discrimination by virtue of religion ,
schools , regions and minority group.
 Chapter V
STRATEGIC OPTIONS AND
CHOICES
HY Dairies should in some way consider and uphold the companies vision
, in its mission to relieve bureaucracy of discrimination.

The vision should supersede discrimination , competency of personnel like

Ms. Beaufort has to be considered , though it may take sometime for her to
attain her ambition in the HY Dairies that Vice Pres. Gilman through the human
resource office review opportunities Ms. Beaufort entails for the business.

Relieve the bad practice of racism and gender discrimination , to avoid

prejudice . Instead consider proper job function delegation according to
competency.
Organizations tend to reflect many of the same biases as the people who operate
within them. Organizational rules sometime evolve out of past histories
(including past histories of racism) that are not easily reconstructed, and such
rules may appear quite neutral on the surface. But if these processes function in
a way that leads to differential racial treatment or produces differential racial
outcomes, the results can be discriminatory. Such an embedded institutional
process—which can occur formally and informally within society—is sometimes
referred to as structural discrimination (e.g., Lieberman, 1998; Sidanius and
Pratto, 1999).
 Chapter VI
IMPLEMENTATION
Key Areas Activity Objective Department Time Budget Success
/ Frame Indicator
Person
Responsible
Research Conduct Marketing Sales Competent Identification
marketing Marketing Strategy marketing of Sales
Program Sales Strategy research clients
through coordinator /group/popul
feasibility ation
/survey study /demography

Brand Innovate a Brand marketing Competent Increase

marketing Brand Management Brand volume of
Management marketing Strategy marketing sales
strategy Manager /increase
based on Delegated to profitability
research Ms . Beaufort
Key Areas Activity Objective Department Time Frame Budget Success
/ Indicator
Person
Responsible

Hiring and Recruitment Efficiency and Human Efficiency and

proper and staffing effectively of Resource effectively of
delegation of job functions office work output
job functions by increase
to competent volume and
personnel sales
 Chapter VII
CONCLUSION AND
RECOMMENDATION
6.1. Conclusion
Vice Pres. Syd Gilman is enjoying company’s leadership in a reserve
fashions. It come into his consciousness the vision of the company ,
emphasizing fair and just practice of delegating functions to competent
personnel of the company .
The welfare of office operations and management of the HY Dairies
will be compromised by bad practice of racism and gender discrimination.
6.2. Recommendation
It is recommended that, not to implement all the decisions in a single
step, rather act and wait for response and then decide for further actions to be
taken. Detailed assessment of scenarios is to be done before finalizing any
decision because fashion market changes frequently that rough estimates may
lead to undesired results.
Unleash the company of bad practice of racism and gender
discrimination in delegation of job functions and prominent positions. Apply
social identity theory in accommodating colored and female employees
potential for management positions , so to be justified in the following
discussion questions in this case study;
DISCUSSION QUESTIONS
1. Apply your knowledge of stereotyping and social identity theory to explain what went wrong here.

A stereotype is a mistaken idea or belief many people have about a thing or group
that is based upon how they look on the outside, which may be untrue or only partly
true. Stereotyping people is a type of prejudice because what is on the outside is a
small part of who a person is , where in this case study was Ms Beaufort being
discriminated by the company through Vice Pre. Gilman.

Stereotypes in a business organization are assumptions made about a group of people

and are applied to individuals, irrespective of their personal characteristics, because
of their affiliation with a certain group. Stereotypes can be positive, negative or
neutral where in the case of Ms. Beaufort was negative.

Social identity is a person's sense of who they are based on their group
membership(s). Tajfel (1979) proposed that the groups (e.g. social class, family,
football team etc.) which people belonged to were an important source of pride and
self-esteem. Social identity threat represents instances in which individuals feel the
collectives to which they belong have been evaluated negatively.
In short, as social identity theory assumes (Tajfel & Turner, 1986), individuals strive to
maintain a positive perception of their groups and collectives. It is argued that (a) social
identification is a perception of oneness with a group of persons; (b) social identification
stems from the categorization of individuals, the distinctiveness and prestige of the
group, the salience of out groups, and the factors that traditionally are associated with
group formation; and (c) social identification leads to activities that are congruent with
the identity, support for institutions that embody the identity, stereotypical perceptions
of self and others, and outcomes that traditionally are associated with group formation,
and it reinforces the antecedents of identification. This perspective is applied to
organizational socialization, role conflict, and intergroup relations.
In this case Ms Beaufort should be identified as an individual in a group of business
organization as an Asst. Brand Marketing manager who worked for the welfare of
volume of sales and profits of HY Dairies . So to consider by virtue of social identify
acceptance as a professional competent personnel of the company who deserve to be
promoted and not to lateral promotion of backroom research marketing coordinator
because of her care and sex.
2. What other perceptual error is apparent in this case study?
So obvious is the issue of “sterotyping” attributed to business “xenophobia”
(fear of strangers , outsider in the organization due to racism and sexism) and
“ethnocentricsm” (fear of intellectual superiority of an outsider particularly women)
Particular in this case was Ms Beaufort the victim of racism and gender discrimination
3. What can organizations do to minimize misperceptions in these types of
situations?
Unleash the company of bad practice of racism and gender discrimination in delegation of job
functions and prominent positions. Apply social identity theory in accommodating colored
and female employees potential for management positions.

In the actual practice of allowing colored female Ms. Beaufort to be identified in the company
profession as a competent Brand Marketing Manager to be accommodated in the HY Dairies
company /organization , to get use of the culture of the system as adapts the attitude and
behaviour of the company. In this sense Ms Beaufort will no longer be a a stranger or an
outsider in the system (xenophobia) likewise disregarding her gender in the top position
through proper definition of delegated job-function to her (ethnocentricsm)
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CURRICULUM VITAE