Sustainable Marketing Report Executive Summary From the beginning of 1980 the concept of sustainable marketing came into existence. In recent years there has been a widespread and increasing support for the subject. The Brundtland commission in its report defined sustainable marketing as the marketing required to satisfy the present need without affecting the capability of future production…
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The project also highlights about the green marketing process and the present issues which are faced by organisation about maintaining the ecological balance of the environment. Apart from this an organisation has been chosen to have an insight of their environmental policy and marketing mix strategy which they have undertaken. In this report Hewlett Packard or what is popularly known as HP is chosen to conduct the research. Table of Contents Part I: Theory 4 Introduction 4 Context and Rational 5 Principles and Values 5 Challenges in the 21st century 6 Towards Sustainable marketing 7 Framework 9 Evaluation of Sustainable marketing 10 Part II: Application 10 Industry analysis 11 Current approach and strategy 12 Present Issues 14 Evaluation of HP’s marketing mix 14 Summary 16 Reference 16 Part I: Theory Introduction Over the last few decades marketing topics have been very much dynamic and vibrant. Among them Sustainable marketing stood out as one of the most valuable and necessary forms of marketing (Ottman, 2011, p.xi). Sustainable marketing is a process of marketing which aligns the inner organisation process and systematize the using up of resources which creates values for the stakeholders and also helps in enriching the natural and social environment. Sustainable marketing comes into action when an organisation understands that they operate with availability of limited resources and holds the responsibility of the future in preserving the natural resources. This process helps a firm in making continuous development of the social environment and restores the natural environment in which the organisation exists. It commits a firm in reducing the discharge of hazardous waste materials into the social and natural environment. Some of the examples that are generally undertaken by organisations in their operational exertion include creation of green plants, less use of virgin raw materials and more use of recycled materials. Apart from these they also try to achieve a sound waste management strategy (Basile, Hershauer & Mcnall, 2011, p.197-198). A lack of properly defined goal for organisational, environmental and societal environments creates a distraction in the achievement of successful sustainable marketing. Green marketing is a subset of sustainable marketing. Green marketing refers to everything from greening the product development process to the greening of advertisement campaigns. Greening of product and its development process is about using less finite resources and to look after fewer emissions of hazardous elements in the environment. Keeping all the factors in mind the last responsibility is to develop a green product. A green product can be stated as a product which can be recycled easily and does not degrades the environment. A green product can have many other qualities such as it saves water, able to reduce the green house effect, control on toxic elements, capacity to clean the indoor air. The final task comes in the form of green marketing which involves usage of electronic media to promote the product rather than going for print media. The main objective is to look after less usage of paper. Some companies’ use taglines in their promotional campaigns such as ‘save paper’ ‘save electricity’. It has been observed that the companies which follows green marketing conducts their
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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.
By the integration of the social an ecological aspects, marketing can make some real valuable contribution towards sustainable development. Social and ecological issues are the important trends of the 21st century. Taking the growth of the global population into account, it is safe to say that such challenges are not likely to disappear in near future.
The author states that the company can also drive cost efficiencies by focusing its attention towards the international suppliers. It can be observed that big companies are generally focused upon the purpose as well as profits. Therefore, the company feels proud since it assists in improving the lives of people.
The product produced by the company tends to gain high class market leadership working on the parameters of innovation, enhancement of the reliability factor in the goods produced thereby making the company accountable to the global consumer base and finally integrating and enhancing the cooperation of its value chain elements to drive both productivity and performance (Samsung, 2012).
The PESTEL framework is an acronym for Political, Economical, Sociological, Technological and Legal factors. The analysis of these factors would help in uncovering the market information with regards to the above stated factors for a particular region. Political Administrative Divisions: United Kingdom includes England, Scotland, Wales as well as Northern Ireland.
ecommendations 21 References 24 Appendix 28 Abstract Mercedes Benz is a premier segment car which caters to niche market. Presently Mercedes Benz is facing a tough competition from other luxury car segments like BMW, Audi etc. Recently sales of Mercedes Benz have been increasing because of new demand from markets like China and India.