Price skimming practices, false claim on products, false information/communication, marketing overseas, and deception on products in marketing have received signifi cant attention by the researchers of ethics in marketing studies. This research considers these phenomena as marketing instruments that grossly violate the practice of ethics in this domain. The two most crucial parts in marketing that have received greater attention are product safety and advertising. The paper also examines Ethical Marketing as the ability to make marketing decisions that are morally right and acceptable to all. In order words, ethics in marketing explains how moral standards can be applied in marketing decisions. It seeks to answer the research question by looking at some fundamental business ethics theories, namely, Virtue ethics, Utilitarian, and Deontological approaches to business ethics. Nevertheless, ethics in business is very controversial as many hold different view about what makes up the standard morals that corporations should take and so it is necessary for any organization to formulate its ethical codes to follow.

Studies have shown that the future of the wine market rests on the effective and efficient changes in technology to the supply chain used by most of the major global players. In today’s wine industry, companies are faced with the ever-shifting demand for their products, strict regulation and increasing price competition. Even at that, mature companies in the wine industry are succeeding by scaling up production, streamlining their supply chains, expanding into new geographic areas, implementing more efficient processes, cleverly marketing products, and focusing on ever closer relationships with suppliers, partners and customers. However, this paper looks at supply chain challenges in the wine industry from a global perspective presented in the inbound, manufacturing and outbound processes as well as offer effective solutions in order for companies to gain a competitive advantage and succeed on a global level.