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Marketing Sustainability - Case Study Example

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This work "Marketing Sustainability" describes various dimensions of marketing strategy followed by two well-reputed retail organizations in the UK economy, namely Tesco and Sainsbury. It is clear that managers of these companies include ethical considerations to develop the structure of the business, operation process, and ways of working…
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Marketing Sustainability
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Download file to see previous pages Retail sectors are driving sustainability in their business by maintaining the supply chain from top to bottom. It helps them meet environmental and social goals. Sustainability practice in business includes CSR insight evaluation to improve environmental and social performance.
It is certainly a challenge for retailers to meet customer’s expectations. Consumers’ demand for simple and quick action often complies with sustainability issues. Several strategies adopted by these companies to overcome the sustainability issues in business practice are discussed in the study.
In business, sustainability not only means eco-friendly operation but also eco-effectiveness (Paine, 2009). Sustainability absolutely signifies marketing and branding products as per the customer’s demand, thereby creating a strong base of ethical consumers. Sustainability needs in the UK retail market are all about ‘greening’, as the future of this business solely depends on a healthy and productive eco-system. Sustainability also encompasses corporate philanthropy if it is strategic.
Gradually, the retail sector in the UK is becoming more consumers-led and this is the main reason behind the boom in its advertising. Product choice ranges are increasing every year with the development of new products (Vitell and Paolillo, 2008). The social dimension of sustainable consumption requires more attention from the producer in devising its product marketing strategy. Thus, retail companies in the UK market tend to use a more sophisticated approach in targeting their customer base.
In order to understand key initiatives and trends in achieving sustainability by retail organizations, it is essential to evaluate the marketing strategies adopted by Tesco and Sainsbury (Borzaga and Becchetti, 2010). Being a leading retail organization in the UK market, Tesco has extended its business activities beyond achieving business efficiencies. Gradually, Tesco is becoming more integrated into framing sustainable business strategy and plans to become zero-carbon by the year 2050 without any offsetting. They have been given the major focus on huge emission cut, zero-carbon stores, green product and carbon leveling in the part of their package, etc. Tesco is now playing a leading role in bringing the problem of climate change to the customers, suppliers, and competitors throughout the globe.  ...Download file to see next pagesRead More
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