Three Es of Sustainable Marketing - Essay Example

? Table of Contents Table of Contents 2 Introduction 3 Applications of Sustainable Marketing 3 Burgerville - A Sustainable Organization 4 Improving Social media as a Sustainable Marketing Tool 5 Conclusion 6 References 7 Introduction The company organizes its internal and external processes in a way that helps it to maintain value for its stakeholders. Internal process includes the management of resources and external process includes activities of the firm that is suitable for the environment. Stakeholder includes people which are directly or indirectly connected with the organization like owner, employees, shareholders and value chain partners etc. This method is known as Sustainable Marketing. Companies who want to establish and maintain its value and have clearly defined goals related to its activities and its effect not only on their economical condition but also on the people around and environment in which they operate. Applications of Sustainable Marketing Importance of Sustainable Marketing can be understood by the company when they start realizing that they are dealing with finite resources, so they have some responsibilities towards its existing and potential stakeholders, and by focusing on fulfilling its responsibilities they can gain benefit for short as well as long term. Thompson (2010), explained the different methods or thoughts of sustainable marketing, any resource that is lacking can be a problem, as a valuable way of learning to perform, and problems related to moral values and integrity. Organizations’ marketing can become more sustainable by means of three important strategies, commonly known as three E’s. Following are the ‘E’s of sustainable marketing: 1. Ecology: The management and safety of environment and replenishment of planet resources. 2. Economy: Efficient and sustainable activities performance with minimum cost. 3. Ethnology: Attentiveness and understanding are provided to help people. Company which is trying to sustain its connections with its internal or within the organization operations, and external factors which include society and nature, is consequent with its objectives towards sustainability is known as a Sustainable Marketing Organization (SMO). A market-oriented company try to bring together the requirements or necessity of its customer through all its aspects, similar to SMO that bring together the objectives and values for sustainability of the firm, and every decision they takes, is always based on its goals for sustainability. Burgerville - A Sustainable Organization Burgerville, a U.S.A based company with headquarter is in Tacoma, is a fast food chain and a good example to Sustainable Marketing. This company named Burgerville can be considered as a sustainable marketing company, their strategy of marketing is based on sustainable marketing, and this is the main factor to consider. This fast food restaurant's marketing strategy is based on the promise of development, contribution in the betterment of the location where they are placed, plus decreasing their negative environmental affects, as well as for profitability and growth of the corporation. Burgerville's main factor of attention is towards its value chain process, they try to deal with the producers closely to domestically source, to maximize efficiency (Needham 2009). Burgerville is trying to utilize wind power efficiently, and to recycle their waste to minimize wastage of their material. Their waste diversion program is a relevant example of Burgerville’s promise for sustainable activities. To manage the large amount of use less cooking oil produced in its store, Burgerville begin a biodiesel production and marketing program with collaborative work with a small local company which was at its start-up stage. Burgerville provides its every employee, safe atmosphere to work and healthcare which is afforded by them, in addition they also have started program to build and improve leadership skills, these all efforts is a part of their internal marketing program. Suggestion for the organization is that they should tools like social media and other sustainable marketing programs, that can be the initiative for improvement in customer based marketing. Improving Social media as a Sustainable Marketing Tool The significance of these three E’s can be evaluated for Burgerville in the following section. Figure of sustainable marketing elements is shown as follows: Source: Gunder (2007) Now see how digital media can be used for above explained three ‘E’s: 1. Ecology: The most environmental friendly way of communication is social media, when compared to other communication and networking methods. Firstly, no material is required. Material like flyers, letters, or press release, prints is required to circulate; therefore, there will be no costs for fuel or carbon emission. Organization’s method of networking is known as Burgerville networking, which is without any journey that means less pollution. Around 40 years ago, Arthur C Clarke said,” Don’t commute – Communicate”. 2. Economy: Financial or economical sustainability is also very important for any firm. And social media can be useful in this also. Social media is almost free of cost for any company, and through social media facts are shifts and broaden, this method is quiet feasible for almost all economies worldwide. There are very low barriers for entrance, needs low mobile phone or internet messaging from Burgerville. 3. Ethnology: Sustenance of marketing is also required to help cultures, people and societies. Social media can help Burgerville to get knowledge and understanding of people, their issues because of transferring factor of social change. Social media in this sector should be used with more care and consideration. Because this method of communication is widely used all over, it should be handled with care; otherwise it can affect the reputation of Burgerville. If we take example of Burgerville, its marketing plan should an annual event also beside regular use of social media. For sustenance, an online webinar would be raised this year by the company, is decided. No carbon output, no travelling for any purpose, there would be no waste to recover from their place, no lighting for the hall, or heating, no material would be there to produce. The thing which is significant is that what would be its effect on the minds of people of society, that Burgerville is organizing an event. Therefore, the three ‘E’s are very important and should be carefully used to sustain company’s value. Conclusion Sustainable Marketing is very important for the company and should be focused with full attention, because social media doesn't is not enough to create value. Burgerville and other companies should give attention to all three 'E's while making a marketing plan or designing campaign for marketing, and evaluation should be done on the role of social media that how it can support company's missions. References Needleman, S. 2009. Burger Chain's Health-Care Recipe. Wall Street Journal - Eastern Edition, Vol. 254 (52). pg.45-56 Thompson, P. (2010), What Sustainability Is (And What It Isn’t), in Pragmatic Sustainability: Theoretical and Practical Tools. Steven A. Moore, ed. New York: Routledge, pp.15-29. Gunder, M. (2007). Sustainability: Planning's Redemption or Curse? Planetizen, accessed from http://www.planetizen.com/node/22812 Read More