Critical Analysis of Sustainability Marketing - Essay Example

Introduction to sustainable marketing: Sustainable market is reoffered to, an additional market which doesn’tgo beyond the firm bottom line goals and customers enchantment, In other terms, sustainable marketing is referred to as, an ecosystems comparability within its operating framework or green marketing or an eco-marketing, Therefore, according to the above definition, it is quite clear that; sustainable marketing aids in increasing the decision making boundaries of an entity so as to encompass the entire life cycle of products, both beyond and after the product is manufactured. In other words, it is also defined as a process of adopting a suitable business practice that creates a better business environment as well as good relationship with other players in the global world, thus, most companies in their effort to try portraying their environmental and green image, they have to include sustainable marketing strategies into their overall market mix. In order to successfully deliver a competitive market, most of the companies do pass their products through the environmental effect that their products might be having; once it is clear in a particular area if sustainable marketing is effective in the overall goal of the company as whole. (Binswanger, H. 1994) This will lead to the overall improvement in the achievement of all the set objective, visions, missions and goals of a particular business despite the existing challenges in the market. Critical analysis of sustainability marketing; The main objective of sustainable marketing is not to influence consumers into a buying green; instead it practically presents clear information that the product life cycle has greatly impacted the Business environment and leaves the decision with the customer to make the final choice. This is because marketing is about creating consumer but not forcing or luring them to make consumption choices. An advantage received by implementing a sustainable marketing technique is that; it helps the company to reduce the company’s carbon footprint, crating and developing an effective sustainability as well as convincing more people about the general company intension in serving the customers by having minimum environmental burden as much as possible. There are five main key elements of a sustainable market which are follows; Delivers marketing activities which create an ongoing growth; Since most Businesses have limited capital resources, human labor and finances, then there is need to focus on only top performing market activities by using an aggressive market growth strategy so as to achieve a bigger market growth and also by adopting a powerful growth strategy for a new or an emerging market. Influence other businesses also to adopt sustainable marketing practice; Suitable marketing can effectively help the Business owner to create a bigger impact by influencing employees to adopt such a sustainable market business practice (Iwata, O. (1997). For example a new climate change initiative can help others comprehend how they can easily make a positive difference in the flight against any climatic changes. Easy to embed the sustainable Business practice into the business strategy; Measurable goals should be set by listing the key activities to be undertaken so as to competently achieve these set goals by making sure that all the senior personnel’s are responsible for effective goal achievement. (Fuller.1999). Some of these sustainable business practices are, sustainable budget which helps in ensuring financial sustainability and creation of strong relationship between the customers, staff other businesses and the community as a whole (Anderson, A R. 1995). There is need to support and help sustainable business so as to see them grow; a very important aspect of sustainable marketing is promotion which helps in developing and implementing the market plan as well as brand strategies to facilitate business growth. Conclusion; Having discussed the concept of Suitable marketing, then is quite clear that those Businesses which have penetrated in the market despite the challenging economic environment as well as the high competition that do exist, such enterprises which consider putting these important strategy not only will be able to make huge sales but also they will be able to enjoy a high reputation by having more and more customers, therefore increasing the goodwill attributable to the Business as whole. Though this is the case, but most managers have consistently struggled in translating this crucial idea into visible commercial proposition into a marketing strategy so as to create a more competitive advantage, develop new business opportunities and build trust with its customers. Therefore there is an immediate need for all managers who would to improve the overall performance of their businesses to consider putting in place the concept of sustainability. b) Example of ‘sustainable’ marketing with reference to their current marketing activities. Market sustainability focuses on issues on how business can contribute to some of the most proven challenges that the world faces today ranging from climatic change as well as biodiversity, working conditions and health matters. Several high profile companies have focused in building their corporation brands based sustainable marketing. For instance Toyota Company limited. It has tried so much in differentiating specific products on the basis of their environmental and social impact. The company has used several celebrity endorsements in promoting the environmental credentials of their hybrid fuel cars, besides having approved plans in using more distinctive barging on these hybrid Highland product as well as Lexus models. And the Niche businesses of ( increasingly joined by the mainstream retailers) supplying organic products and fair trade coffee have rely targeted consumers the chemical pollution and the working conditions in the food supply chain by using eco-labeled to enhance consumer understanding, yet they directly promote the ethical or environmental position this is because the customers are familiar with their products and their effort to conserve environment, which has increased consumer confidence in being part of it operation as well as confidently making appropriate choices in buying their product. This is due to the fact that most people trust companies when they surely believes they are acting according to their value and not just because it do make sense in any particular instance only (Crane, A. 2000), thus, credibility comes out of confidence which a business will continue have ethically even in future. References; Fuller, D, 1999, Sustainable Marketing; Ecological issues, Thousand Oaks, CA, Sage Anderson, A, R, 1995, Marketing Social Change: Changing Behavior to Promote Health, Social Development and Environment. San Francisco, Joessey-Bass Balderjahn, I, 1988, Personality Variables and Environmental Attitudes As Predators Of The Ecological Responsible Consumption Patterns, Journal of Business Research, 17; 51-56 Ashmos, D. & Hurber G, 1987, the System Paradigm in Organization Theory: Correcting the Record and Suggesting the Future, Academic Of Management Review, 12 (4), 607-612. 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