International Sustainable Business - Essay Example

In a steadily fluctuation economy, companies realize the need to protect their precious business assets which include s. The most important factor to satisfy this asset and to beat other competing firms in the market is by providing customers with products that they prefer and fancy. According to Fyfe (2010) companies that have failed to fulfill this aspect have had a difficult time in entering the market and earning a bigger market share. These consequences have therefore initiated more and more companies to formulate better methods of improving customers’ value by formulating customer-focused strategies. This study will analyse the usefulness of a sustainable product in the market and the method of producing that product in a sustainable way. The study will also show the marketing approach that will be necessary to use in terms of distribution, design and its effect to the environment. Dixie chemical company is located at Bay Area in Pasadena and aims at creative chemistry as well as being committed to its customers. It deals with research and development projects, quality control and a pilot plant that is capable of maintaining good processes in production units around the area. Being part of the American Chemical Council (ACC) the above company has been ranked as the best in both manufacturing of quality products and marketing products of high purity and pharmaceuticals (Holmberg and Robert 2000, p. 300). The company is involved with offering various services to its customers that include the provision of products information about the technical use of the product and how to use the end product in a unique way. The company also manufactures products that customers prefer for instance after a contact has been made between the client and the producer for this to happen, there have to be built confidence between the two parties. The company also helps in producing fuel at a low price which leads to less pollution to the environment. Atomic Company mostly concentrates on the production of chemicals and their by products. Nuclear power plants have recently been so useful since one needs to use a small amount of fuel as compared to other types of fuel. In the nuclear reaction, processes are conducted depending on the type of fuel produced. This process needs enough care to avoid polluting the environment through radiation gases. Use of these power plants has continuously gained competitive advantage in the market as its products are cheap and do not cause and pollution to air or water. Last month the company introduced another product to the market that is so essential to the environment. Uranium has mostly been used since it reacts faster thus generating too much heat. Through chain reaction, the fuel is burned and can turn turbine thus producing electricity and the process can be repeated time and again. This process makes Uranium a common fuel as it is user friendly, friendly to the environment and to other creatures. The above product is in search of a better position in the market and therefore the company is searching for the best method to introduce and persuade people to purchase the product. This will be by analyzing the distribution process in terms of how well the environment will be design so as to improve productivity and market share (Adams 2006, p. 30). The first thing to be considered in formulating methods of sustaining a business includes various aspects such as; involving the community in the process. This is where the business will be involving itself in community project such as visiting communities and offering free services such as training the youth and helping communities in other projects such as digging boreholes. The other thing the company should aim at is caring for the environment around them though they are to act against the law. There are cases where the government prohibits companies to involve themselves in environmental activities. According to Kates et al. (2005, p. 20) the company ought to use products of high quality and standards as set by the regulating bodies. This factor is important as it builds reliability and loyalty with the customers. Human rights should also be respected within the environment in addition to valuing suppliers and employees by promoting a good relationship among them and the management. This factor will also be enhanced by building a company’s good governance, values and a culture to be emulated. The company should also deal will the financial, social and environmental factors that are capable of affecting the institution in future. Ott (2003) show if these three aspects are addressed in the right manner then the company will be in a better position to; develop a good reputation with in the location, avoid several kinds of risks, develop a good brand for its products as well as improving its efficiency, innovation and productivity. The long term effects will involve improving more access to capital and thus the company will be in a better position to attract and retain its clients. In order for the company to develop valuable relationships, the international sustainable business enables the company to come up with a strategy that will be practical in nature. The consulting firm will also help this company to employ committed employees, leaders to ensure leadership skills are observed and activist who will be necessary to advocate for change with in the organisation (Holling 2000, p. 7) describe that the company will also be able to recognise other opportunities for community giving such as taking part in the community social responsibility, charity work and social investments such as building health services. It will also be easy to plan for the tools and techniques used for creating awareness to the public about the products benefits such that it turns water to hydrogen which is used as a fuel and can also increase battery charge on electronics such as laptops and mobile phones. Other benefits include making ethanol from waste and bio-fuel and waste products in the communities especially damping places can become of importance. These techniques will be interrelated with the goals that the business aims at achieving. Having observed the above factors, Atomic Company will then be in a position of getting their product to the market. To achieve this, the company should choose be able to collect people who will be picking the waste from animals such as chicken and other domestic animals. This will create more job opportunities to the community and individuals will improve their living standards (Louis and Stern 2006). The best method to use will be public relation as simple advertising will not yield the expected outcome. Public relation will promote the companies image as well as educating the public on the need to use the product. However, for this to succeed it is important for the company to analyse the community and if prefer to use biofuel and electricity form waste products. One of the best locations to hold a public campaign will be where the community deals with pastoralists and electricity is too expensive for them especially in remote areas (William and Perreault 2008). Introducing the products benefits and the services that the company offers and how it can be of importance to the community it an important step. Julian (2008) state if the above steps are taken into consideration, then the company then sells the product as it persuades community members to be involved in protecting the environment. There are many approaches in marketing some include the traditional one that involves 4 Ps and the customer targeted marketing. These are the four factors to be considered by a company that wishes to satisfy its customers they include; product, price, promotion and place. Traditional marketing has not been effective as it mostly focuses on products and not the clients. The best approach to use in the above product would be by targeting the consumer as the end user of the product. This approach will be based on setting the best strategies to use and the ways of implementing these strategies. These strategies will involve improving technology to enhance communication through online interviews, surveys and analysing the attitudes of the customers towards the product. Having obtained feedback from the customers, the company will be in a position of changing critics to ways that the customers will appreciate. This information will also help to motivate employees and sensitise them to observe the value of the customers (Richard 2008). This product will be distributed using both direct methods and indirect methods. Direct approach is selling the product to the end user while indirect method will involve employing more sales persons who will move from place to place. These sales people persuade customers to use the product and by offering other services such as education about the importance of the product and testing. This method sells the product in large numbers as it is broken down by retailers to make more profits. Conclusion The indirect method is by using e-commerce which is the most effective to use since the economy is currently modernised and it covers a wide geographical area. More companies are also adopting the process of outsourcing products. This method helps to save on costs of activities such as operations and distribution. Companies involved in outsourcing provide other services such as warehousing and transportation. These services offered have to be according to the needs of the company and ensures that quality products are maintained. This will help to sustain customers once the product turns out to be of use to them. References Adams, W 2006, The future of sustainability: Re-thinking environment and development in the twenty-first century. Renowned Thinkers Meeting, pp. 29–31. Fyfe, R 2010, Ways of making product distribution effective, Prentice-Hall. Holling, C 2000, Theories for sustainable futures, Conservation ecology, vol. 4, no. 2, p, 7. Holmberg, J & Robert, K 2000, Back casting from non-overlapping sustainability principles, A framework for strategic planning, International Journal of Sustainable Development and World Ecology, pp. 291–308.  Julian, D 2008, Distribution channels: Understanding and managing channels to market, Kogan Page. Kates, R Parris, T & Leiserowitz, A 2005, What is sustainable development? Environment, vol. 47, no. 3, pp. 8–21. Louis, W& Stern 2006, Marketing channels, 7th ed. Prentice-Hall. Ott, K. 2003, The case for strong sustainability, Greifswald’s environmental ethics. Greifswald: Steinbecker, Ulrich Rose.  Richard, E 2008, A blueprint for designing marketing channels, viewed June 10 2010, William, D & Perreault 2008, Basic marketing: A marketing strategy planning approach, 16th ed. McGraw-Hill. Read More