Secondary Stakeholders

Employers (C.E.O of Elf Bar)

The employers/ C.E.O of Elf Bar are secondary stakeholders because the scandal affects them directly especially because they are the ones behind it, and are the ones responsible for their marketing of their product and control their marketing team. Their interests are that their product is a world recognized brand and can sell as much of their product as possible. The scandal affects them because they are the ones that are being sued in the lawsuit. Also it resulted in the C.E.O resigning.

Investors

The Investors are secondary stakeholders because they're money is directly affected by what happens to Elf Bar. Their interests are for their shares in their company to go up. Therefore they want Elf Bar to sell as much of its product as possible. They lost money because of the scandal it caused Elf Bar shares to drop drastically.

Employees

The employees are secondary stakeholders because they work for the company that is being sued and if found guilty could cost them their employment. Their interests are to earn wages from the company. The scandal could affect them by hurting the company they work for and could lead to unemployment if their company is forced to go bankrupt.

FDA

The FDA is a secondary stakeholder because they are impacted by the actions of the company, and they don’t directly contribute to the company or influence it, but do so indirectly. The Food and Drug Administration is impacted by Elf Bars actions and then forced to make actions of their own. Their interest in Elf Bar is that they make rules and regulations for these companies to follow, and have standards and procedures that go into the making of the product. The products Elf Bar releases must be within code of their laws. How the FDA is impacted by this event is that because Elf Bar is releasing harmful products to younger kids, and these products are harmful and causing negative feedback and posing health risks to users, most young. The FDA will now have to step in and put laws in place to increase safety in products or put a ban or products in production or in the sale of these products. They have done this by having Elf Bar announce that it will temporarily halt the sale of its flavored nicotine pods in all retail stores. Customers are still able to buy all Elf Bar flavors on its website.

Competitors

Competitors are secondary stakeholders because they are impacted by the actions of the company, and they don’t directly contribute to the company or influence it, but do so indirectly. Competitors, such as VUSE, SMOK, Logic, or Mipod, are affected by Elf Bar's actions indirectly. If Elf Bar releases a new product to the market that has never been seen before, these competitors have to keep up with products of their own to keep up with the market. As well, if Elf Bar has good sales, the competitors might have to lower their prices in retrospect to Elf Bar in order to attract customers to lower prices. Competitors have an interest in Elf Bar because Elf Bar is the largest e-vapor cigaretteon the market, and these competitors want to create a product to attract customers to them and have a unique and better product. The competitors are impacted by this event because Elf Bar is starting to market towards the younger generation who are susceptible to advertising and all the perks of their ads like free samples, sweet flavours, and a sense that you have to be cool to have one. Before, the target market was towards middle aged people, most often men, and people who are trying to quit smoking or want a "safer" alternative. Now, Elf Bar is marketing towards youth and attracting buzz and demand from this scandal. This will cause competitors to want to make more money and join in on the action. Competitors will start to also market towards the younger generation to get sales, advertise e-cigs as fun and cool, and make flavours that are sweet and appealing to youth.

Media

The media is a secondary stakeholder because they are impacted by the actions of the company, and they don’t directly contribute to the company or influence it, but do so indirectly. The media are the ones that advertise Elf Bar and its competitors, and in this case the bad advertising. They have no say in the direct actions of Elf Bar, they only portray their actions online or on TV to the world. The media's interest in Elf Bar is that Elf Bar pays them money to advertise on whatever platform they want such as social media like instagram or television advertisements. The media is the one that portrays the picture of Elf Bar and advertises their products and their company. The media is impacted by this event because they were the ones that were advertising this stuff online to young adults and teens and are largely responsible in this scandal for portraying vaping as fun or cool with sweet flavours that you can do anywhere. This causes a backlash towards the media about bad advertising and its positive portrayal of Elf Bar. However, the media can also be put in a positive sportlight through this scandal because with this spotlight, new advertisement on popular social media platforms or articles online can be written about the major health risks surrounding Elf Bar and vaping, and how you can stop and places you can get help from. It can also display the hefty fines you can get from vaping in public and the consequences that arise from that in poublic spaces and property.

Suppliers

The suppliers are secondary stakeholders because they are the ones directly supplying the company with what they need to distribute their product. Their interests are for Elf Bar to buy as much of their products as possible so they can distribute them to the consumers. The scandal affects them because if Elf Bar is forced to go bankrupt then they won't be buying any more of the suppliers' supplies, which in turn, hurts their company.