Sustainability Lead Marketing - Coursework Example

Sustainability-Lead Marketing Affiliation SUSTAINABILITY LED MARKETING Sustainability refers to the entire sum of actions taken by a firm in order to maintain its production capabilities. The activities undertaken by a company have a direct bearing on the environment within which the enterprise operates. Members of the society are always keen on the impact of an organization on the community. Companies play crucial roles within the framework of the society. They serve as a vital source of employment opportunities for qualified members of the community. In addition, they raise the profile of the community by improving the status of infrastructure. This also includes the enactment of community social responsibility programs aimed at alleviating pertinent local needs (Hickson, 2014, 100-105). Perhaps the greatest responsibility of an enterprise lies in the care and protection accorded to the environment. Sustainability concerns three fundamental aspects. The first issue involves the effect of the firms activities on the physical environment (Richardson, 2015, 25). The enterprise has to foster the prudent use of natural resources. This implies that the organization should seek ways of pursuing the least exhaustive use of natural resources. A second aspect involves ensuring the best use of economic resources. Wasteful practices are continually refined and reinvented so as to avoid eroding earlier profits and resources. The final issue of sustainability involves social progress (Dauvergne and Lister, 2013, 95-97). The activities undertaken by the firm must lead to equitable social development among the various members of the community. NuStar Energy NuStar Energy is an American company based in San Antonio, Texas. It is a publicly traded firms operating as a limited partnership. NuStar Energy has gained widespread popularity as an independent pipeline operator with far-reaching liquids terminals in the country. The company has 81 terminal facilities located in six nations. These countries include Canada, United Kingdom, Netherlands, Mexico, and St. Eustatius in the Caribbean. In total, NuStar Energy has over 8,600 miles of pipeline useful in the storage and distribution of crude oil, specialty liquids, and refined products. The storage capacity of the company exceeds 90 million barrels (NuStar Energy, 2015). NuStar Energy was founded in April 2001. Nevertheless, it was in 2007 that the company attained full autonomy. This period came after the company detached from Valero. In the same year, NuStar Energy acquires CHGO Asphalt Refining Company for a whopping $150 million. Therefore, NuStar Energy became the largest refiner of asphalt in the East Coast. Ever since the company went public in 2001, the number of employees has grown from 160 to over 1600. This tenfold growth in the size of the workforce has been acknowledged by FORTUNE as one of the most favorable institutions to work for during the last five years (NuStar Energy, 2015). In addition, the company has received plenty of other accolades pertaining to national safety. NuStar Energy has displayed outstanding commitment towards community service. As an employer, NuStar Energy is classified as an affirmative action/equal opportunity company. This classification acknowledges the fact that the company has given precedence to minority groups and persons with disabilities. The company has also recognized the valuable efforts made by women and veterans within its workforce (NuStar Energy, 2015). In this manner, the company has accomplished an equitable level of social progress to members of the community. The mission statement adopted by NuStar Energy showcases their commitment to environmental excellence and safety. The company has prioritized the safety of its neighbors, employees, and contractors. Safety ranks first among the core values adopted by NuStar Energy. Owing to their absolute commitment to safety, the company has achieved one of the most enviable records of employee safety in the industry. Furthermore, the company serves as an industry leader in terms of environmental stewardship. Each employee of NuStar is obligated to maintain the utmost level of safety as they fulfill their functions at work. All employees bear a responsibility to conduct themselves in harmony with established procedures and guidelines. On the other hand, the management is responsible for providing a safe and equipped working environment. Such provisions include training, tools, equipment, and resources key to the business. Consequently, excellent results have been achieved (NuStar Energy, 2015). The conclusive rates of injury and lost-time incident attained by NuStar Energy are crucially better than the averages realized in the industry. NuStar Energy has elevated the standards of safety at its facilities even further by seeking the designation of Star Worksites according to the Occupational Safety & Health Administration (OSHA) Voluntary Protection Program (VPP). OSHA established VPP in order to engender cooperation between labor, industry, and government. Such cooperation would be geared towards establishing highly effective health and safety programs that exceed the usual protection compliance of OSHA workers. Granted, VPP is not enforceable on all companies since it exists as a voluntary program. Nevertheless, it involves a complex and rigorous process intent on ascertaining the merits of each program. NuStar Energy boasts of 17 such worksites (NuStar Energy, 2015). NuStar Energy has also pursued sustainability through its efforts in protecting the physical environment. The company has continually endeavored to upgrade their programs and processes in an effort to realize the most appropriate environmental practices. Adopting the best practices based on emerging needs improves environmental performance. An improvement in performance can be discerned through the reduction in annual reportable cases. The decrease has been observable for the last eight years. In this regard, NuStar Energy has established a Pipeline Public Awareness Program (NuStar Energy, 2015). This program has endeavored to increase public knowledge and awareness. The company hopes to enhance environmental protection and safety through the initiatives embraced by the Pipeline Public Awareness Program. Members of the public need to be made aware of the pipelines running through their communities. In order to avoid ignorance and widespread vandalism, the public should also be educated on the role played by pipelines for transporting crude oil and other forms of energy. The health hazards associated with underground pipes have also been communicated to the public so as to let them take necessary precautions. NuStar Energy has taken the step to produce periodicals and brochures with the sole purpose of enhancing public awareness (NuStar Energy, 2015). Such brochures have been tailored to the needs of distinct groups of members of the society. NuStar Energy has consistently sought ways to enhance the emergency preparedness of its employees. Such efforts are aimed at ensuring that workers at all facilities can respond promptly to any emergency situation that may arise. Moreover, the training programs also include drills and exercises geared towards preventing the occurrence of emergency situations. Such emergencies include fire, spills, and accidental releases. Granted, some emergency situations such as natural disasters can neither be predicted nor averted. Nevertheless, response strategies can help to mitigate the potential damage of such events. Training for emergency response is usually undertaken in partnership with regulatory and governmental officials (NuStar Energy, 2015). Incorporating the input and expertise of local emergency response officials ensures that all responses to emergent crises are coordinated in the smoothest and most efficient manner. NuStar Energy undertakes fuel marketing operations that complement their transportation and storage segments. Some of the marketing operations conducted by NuStar Energy include the global purchase of bunker fuel, fuel oil, and crude oil. It also includes the purchase of refined petroleum products for the purpose of resale. The storage and transportation assets utilized comprise of pipelines and terminals owned by the company. The primary consumers of crude and refined products include trading companies and major refiners of crude oil (NuStar Energy, 2015). Ship owners inclusive of cruise line corporations form the bulk of the customers of bunker fuels. NuStar Energy has achieved sustainability through the interaction of various factors. The facilities utilized by the company are strategically located. This prime location makes them easily accessible to clients from different parts of the country. Another factor contributing to the success of NuStar Energy concerns their experienced and dedicated workforce obtained from diverse backgrounds. The company has also been noted for successful and competent handling of customer needs and preferences. Multiple awards testify to the success of the programs initiated and maintained by the company. As has been mentioned, NuStar Energy has manifested a remarkable commitment to safety and environmental excellence.Additionally, the company has been cited for its admirable corporate culture and tradition. This includes its sterling record of philanthropy and volunteerism (NuStar Energy, 2015). Its established track record of growth ranks high within the petroleum industry. The sustainability attained by NuStar Energy can be attributed to its strict adherence to nine guiding principles. These principles revolve around safety, commitment, integrity, and respect. Other notable principles include teamwork, pride, excellence, communication, and making a difference (NuStar Energy, 2015). These principles permeate through the events and activities carried out by the company. Camden Property Trust Camden Property Trust is a public company that provides apartment communities in the US. The company is one of the largest multifamily firms in the country. It operates in the real estate investment trust industry. Camden Property Trust was founded in 1982 by Keith Oden and Rick Campo. The headquarters of Camden Property Trust company is located in Houston, Texas. The workforce employed by the firm exceeds 1,600 employees. The company is engaged in various activities revolving around apartment communities. These activities involve the creation, acquisition, development, and management of apartment homes (Camden Property Trust, 2015). Camden Property Trust is also involved in the disposition of apartment communities. Camden Property Trust has an attractive logo of a green hummingbird that typifies the scale of activities conducted by the firm. The company endeavors to create high-quality and geographically diverse apartment homes focusing on the largest markets across the country. Such markets experience high growth and demand due to the growing size of salary packages. In addition, the increase in population can be seen to have an effect on the raised level of demand for property homes. Camden Property Trust consistently seeks to improve the quality of its property portfolio. Such improvements are undertaken through various means such as the funding of acquisitions using asset sales. Capital recycling is another method that can help to free up savings for the sake of developing and redeveloping housing units. The company also fosters conservative financial policies aimed at minimizing wastage of financial resources. Consequently, the company has been able to realize financial flexibility and ample liquidity (Camden Property Trust, 2015). Furthermore, Camden Property Trust has endeavored to maintain a positive work environment filled with dynamic employees committed to the objectives of the firm. Camden Property Trust owns and operates 166 properties comprising 57,832 apartment communities within the country. The company is officially listed as an S&P 400 Company and trades on the New York Stock Exchange as CPT. The ticker symbol CPT identifies the company to potential investors trading on the NYSE. Camden Property Trust has been the recipient of numerous awards in recognition of its workplace excellence (Camden Property Trust, 2015). Camden Property Trust has a mission to emerge as the best multifamily company in the real estate industry. The company is committed to providing Living Excellence to their clients across the country. In addition, it endeavors to achieve a dignified level of professionalism and excellence in all their corporate relationships. The company has set itself apart from the competition through comprehensive application of company standards and values. Such values are aimed at fostering positive and favorable relationships with stakeholders. Local communities comprise a very crucial part of the stakeholder needs. Other notable stakeholders include suppliers, associates, investors, and residents (Camden Property Trust, 2015). On a consistent basis, the company has prioritized the needs and preferences of its business partners so as to win their trust and loyalty. Camden Property Trust prides itself on the cornerstone of key strategies. The first approach involves the deployment of conservative financial policies. In this manner, the company avoids taking needless risks in the financial markets. In addition, conservative fiscal policies protect the firm from isolating its business partners. Another strategy involves attaining excellence through adoption of best environmental practices. Market balance is another key strategy that serves a dual purpose for the company. For instance, Camden Property Trust can open up new property markets. Moreover, the company manages to consolidate their present market by offering incentives and perquisites to their current clients. The company pursues dividend growth so as to reward its shareholders for their precious input of capital into the firm. The higher the rate of dividend growth, the greater the motivation imbued to the shareholders. Camden Property Trust seeks to attain a respectable level of employee excellence so as to compensate its over 1,600 employees. Consequently, workers at the firm reach relatively higher levels of job satisfaction in comparison to other firms within the real estate investment trust industry (Camden Property Trust, 2015). Low levels of employee turnover have played a crucial role in the classification of the firm as a favorable work place. In terms of sustainability, Camden Property Trust seeks to ensure equitable social progress. The company provides multifamily apartment homes for almost 100.000 people in the country. Whole families, couples, and individuals are among the different classes of people housed by the company. The diversity among the residents can also be seen through a consideration of their relative ages. While some enjoy their retirement, other residents persist with the busy schedules of their secular careers. In addition, the company offers unit housing apartments at fair prices consummate with the spending power of individual residents. New residential houses serve the interests of wealthy persons while cheaper apartment homes abound for the sake of less wealthy residents. Regardless of age, gender, race, social status, language, or religion, Camden Property Trust accords each resident the utmost respect (Camden Property Trust, 2015). In addition, the company provides living excellence for all residents irrespective of their community or personal characteristics. Camden Property Trust endeavors to create a diverse environment for the sake of their residents. The same principle is applied to the work environment created by the firm. The company delights in the differences existing among residents in different communities. As a result, the company encourages residents to relate their unique talents, experiences, and skills for the sake of fostering advancement and innovation. Camden is also actively involved in helping their employees to improve aspects of their professional and personal lives. Such goals are achieved through the adoption of various initiatives such as mentoring, committee opportunities, team events, and training programs (Camden Property Trust, 2015). Other initiatives involve networking and community service. Camden Property Trust has undertaken various initiatives so as to ensure sustainability. Vacant apartments have disabled power systems so as to limit the wasteful use of electricity. In addition, the company also utilizes zone heating and cooling systems in order to accomplish the same purpose. Such arrangements are undertaken relative to the weather situation in an area. In a deliberate attempt to conserve water resources, plants that require minimum amounts of water so as to function are preferentially used during community landscaping. The common area lighting used by Camden apartment homes uses fluorescent light that consumes over 25% less power (Camden Property Trust, 2015). Metallic Halide bulbs mounted in garages were replaced with fluorescent bulbs for the same purpose. Camden has undertaken additional steps in an effort to conserve more water. Irrigation systems have been installed with rain sensors so as to regulate watering to only when it is required. At every possible opportunity, Camden seeks to use reclaimed wastewater for the purpose of irrigating landscape plants. In addition, light timers have been installed in model apartments so that lighting occurs only during tours (Camden Property Trust, 2015). Where possible, Camden has installed office equipment compliant with Energy Star requirements. Camden has consistently encouraged residents to remit due rent online in an effort to reduce paper usage. In addition, resident communication through email has been enhanced at the expense of printed flyers for the same purpose. An online system has been established in order for citizens to submit official requests for maintenance rather than using paper. At Camden, office supplies are reused as much as possible. Resident contact information has been logged online in order to reduce paper usage. Camden has made it a goal to build new apartment homes on sustainable sites so as to safeguard the land. In the event when new computers and other equipment have to be purchased, Camden recycles the preexisting facilities. In the corporate and regional offices, Camden has deployed automated systems designed to reduce the paper trail. As a clear demonstration of its efforts, Camden has eradicated almost 1000 yearly paper checks (Camden Property Trust, 2015). Annual company reports would be mailed only when an investor made an explicit request. Video conferencing has been mounted in all consumer markets so as to reduce the need to travel long distances. Internal servers at Camden have been virtualized so as to limit the carbon footprint. Procedure manuals and company policies are easily available online. Therefore, the need for printing has been eliminated. Camden has also implemented the use of eco-friendly materials within its resident communities. Programs of waste recycling have been implemented among various resident groups. Recycled carpets are used in new housing apartments. Residents are provided with insulated windows, recycled containers, energy-efficient bulbs, and reusable grocery bags (Camden Property Trust, 2015). These provisions are given with the aim of conserving energy and fostering green efforts. Clippings from prunings are used as mulch in apartment communities. In addition, Camden utilizes organic fertilizers for the purpose of landscaping. Eco-friendly cleaning products are used in an effort to reduce the amount of harmful substances emitted into the atmosphere. In addition, the use of integrated pest management practices endeavors to limit the usage of pesticides. The company utilizes zero and low VOC paints during the construction of apartments so as to clamp down on toxic emissions. Refrigerant is used for the purpose of air conditioning so as to preserve the ozone layer (Camden Property Trust, 2015). References Camden Property Trust, 2015. Available at: http://www.camdenliving.com Dauvergne, P., and Lister, J. 2013. Eco-Business: A Big-Brand Takeover of Sustainability. Cambridge, Massachusetts: MIT Press. Hickson, K., 2014. Race for Sustainability: Energy, Economy, Environment and Ethics. New Jersey: World Scientific. NuStar Energy L.P., 2015. Available at: http://nustarenergy.com/en-us/Pages/default.aspx Richardson, N., 2015. Customer-Centric Marketing: Supporting Sustainability in the Digital Age. Philadelphia: Kogan Page. Read More