Building Organizational Reputation in the Australian Markets - Essay Example

Love Food Hate Waste Student’s Name Institution Affiliation Love Food, Hate Waste Campaign Overview Organizations use different marketing strategies to obtain the available opportunities and solve day-to-day issues within the human environment. Therefore, the Environmental Protection Authority (EPA) created an awareness program for promoting sustainable development through the NSW government’s environmental councils entitled, Love Food, Hate Wastes. The program targeted women, college students, bachelors, and their households for food waste control in NSW, Australia. The different sections within the Australian population ought to understand the cost of food wastage within the environment. The Australian government noted an increased expenditure in environmental protection and preservation due to food poisoning and spoilage. Consequently, the billions of dollars lost in pest control and water treatment were diverted to Love Food, Hate Waste program. The awareness program aims at supplying information on proper disposal of food remains. It is wide and comprehensive such that it tackles community knowledge, perceptions, attitudes, and behaviors on food waste control thus reducing the cases of losses associated with the disposal of edible foods worth billions of Aus dollars. The increased volumes of wastes produced from each household will progressively reduce to a manageable level when the programme achieves its maximum output. Consequently, the proposed management strategies will directly influence the imbalance existing on the factors of production intended to enhance a healthy population in NSW. The sponsorship of this program was an effective measure to show the willingness to sustain natural resources across the Australian communities. The targeted partners were institutions who always funded environmental campaigns to fight landfill in NSW. Notably, the environmental education program aimed at sustaining the environment for future generations. They interviewed the target populations regarding the measures of controlling food spoilage. According to Halinen (2012), sensitizing and mobilization of societies across all fields of professionalism always compel sponsors to study large market niches. Although excess food remains is not eco-friendly, it broadens the opportunities for investment by environmentally friendly institutes within the globe, as well as the participation of conservationists, media, and the citizens in creating awareness on proper disposal of both organic and inorganic food materials. The Love Food Hate Waste awareness program was planned during a celebratory period when families were bound to plan for events. Therefore, EPA scheduled the program to run between October 10, 2013 and February 21, 2014. This duration was beneficial because of cost efficiency since many people attended family gatherings, team building events, and conferences as a cycle for strengthening social relations within NSW. The campaign’s budget of $ 120000 dollars was spent by the Advertising Age Agency in their services of promoting (Love Food Hate Waste programme) proper food waste disposal techniques within the Australian households. Nonetheless, Non-governmental Organizations such as SecondBite, 1 Million Women, Caldera Institute for sustainable development Limited Earth Recovery Australia, Keep Australia Beautiful NSW, Nutrition Australia and others willingly funded the program to save the factors of production and sustainable utilization of the existing food resources. Additionally, local government councils gracefully stimulated informational flow through their departments and provided specific governmental resources in terms of transport, water, security, and public communication facilities. The specific councils included Pittwater council, Midwaste Voluntary Regional waste group, Riverine & Murray Regional Organization of Councils, and Albury city council. Marketing Strategies Marketing strategies are coordinated actions and commitments that companies design for exploration of core competencies thereby gaining competitive advantage (Hanson, 2011; Kiam, 1989; Kiam; 1987). Notably, the Love Food Hate Waste programme is a win-win scenario for all the participating organizations’. Consequently, private business partners utilized this initiative to reach their customers and obtained extra information regarding their food products from the increasing populations. For instance, many people gave their feedbacks on the preferred methods for reducing food waste or landfill related to the foods produced by the local companies. Similarly, issues of proper consumption of foods, menu planning, and food storage were emphasized through nutritionists from the competing manufacturers, suppliers, and vendors. Business corporate included Uniliver, Australian Turf Club, HelloFresh, Home and Gift Warehouse, Silos Estate, Blueapple, Soma Organics, Strangers for Dinner and the CFT International Food Safety Training. The partners took part in the initiative through providing trainings and promoting behavioral change among consumers and employees (Waller, 2004). The Love Food Hate Waste programme is objected to reduce landfill using modern media platforms that improves the competitive advantage of sponsors and business partners through its online marketing accounts. The prevalent concerns are directed to the hospitality sector, as well as re-evaluation of the existing policies for controlling food production, preservation, and storage. However, the government councils grabbed the opportunity to conduct an Environmental Impact Assessments programme as part of the Love Food Hate Waste Awareness Program. Some of the resulting effects of food wastage disposal include streaming of landfill into the riverine ecosystems, which affect the environmental life banks. Moreover, some partners have managed to produce durable food products that remain fresh when stored well. This has promoted the ideologies of efficient energy use. Most significant is that the programme has been delivered to the targeted groups through social media, sports, and newsletters, which have been supported cooperatively by the relevant business partners for distribution of information. The value of reducing excess food materials is important to everyone, as business partners practice forms of food production and distribution procedures to minimize food spoilage while improving environmental hygiene through the Love food, Hate Waste Campaign. Sydney Harbor Foreshore Authority has partnered with this initiative to supervise its cultural events and encourage the management of the government heritage facilities. The planning of production of foods should be done with respect to the expected effects on the environment when the food is not fully consumed. Moreover, NSW Environmental Programme Authority is responsible for handling the issues that exist within food production and waste disposal. The authority ensures the foods produced and vended are free from poisons by ensuring proper mechanisms or mediums of transport, manufacturing, and storage. Finally, the Love Food, Hate Waste Campaign ensures reuse, recycling, and rehabilitation of food wastes. Measuring Success/Evaluation The program is recorded as successful due to the business relationship created between The Environmental Protection Authority and its clients. The factors associated with the trends in technological developments propel the information inflow regarding the effects of food wastage in NSW, Australia. The sponsors utilized the Love Food, Hate waste program to advertise their organic food products and determine their rankings within the global markets. The factors that affected the level of awareness included competition, product uniqueness, advertising criterion, market research, and networking in terms of creating new business relationships. The methodology used to assess peoples’ feedbacks during the campaigns involved registrations through websites and filling of questionnaires by the targeted groups during training programs and social engagement events. The Advertising Age agency collected data from all the targeted populations across Australia in reference to their interests to participate in Love Food, Hate Waste awareness programme. The filled questionnaires were analyzed depending on the response per given unit of a population segment. A mathematical factor analysis was employed to determine the diversified success factors. This can be related to the key performance indicators related to the increased number of sales for eco-friendly foods. ANOVA was used to compare the means of each specific items related to the percentage correlation in the success of Love Food, Hate Waste campaign. From the awareness analysis, the indication that a relationship existed between positive branding of the given sponsors and the recording of the expected outputs of the programme is an achievement to EPA. However, another relationship was found between media selection and programme uniqueness with specific reference to advertising across Australia, a determining factor to the outcome of the campaign’s objectives. Most respondents were registered through given websites, social media accounts, and questionnaires to collect information regarding the extent to which the campaign was successful or unsuccessful. The recommendations received from the public through the different forms of media were translated into mathematical conversions to estimate the effectiveness of Love Food Hate Waste Programme. The Love Food, Hate Waste client has always tried to change the policies governing food waste control from the hospitality industries across Australia by involving governmental organizations’ who supported this awareness programme through mobilization of both internal and external resources available within the political arena (Leonard, 2011). Consequently, this led to good planning, program performance, and the creation of efficient marketing strategies that would keep contact with a large population of NSW residents. The costs of food wastage attracted the interest of the government councils, which portrayed the value of the awareness program to the citizens of Australia. In terms of communal engagement, food waste control needs a collective action by local governments, non-governmental organizations, and business partners to influence the responses from the public. The comprehensive awareness programme is wider in scope since political mandates in environmental education and conservation is achieved through public knowledge on management of food wastes. However, the creation of business links via the campaign was useful in sustaining the life cycle of the Environmental Program Authority and in accomplishing its goal in Environmental education on food waste control. The aim of the Love Food, Hate Waste awareness program meant to promote the efficient use of available food resources and reducing landfill. It hoped that hospitality markets could stop their contributions to food waste disposal. This move was an imperative for public involvement in the program as part of environmental awareness initiative to sensitize the existing populations on the effects of landfill pollution. Pollution resulting from food residues within Australia has increased due to the lack of effective oversight authority who should advise the specific groups on the value of food preservation. Nonetheless, the advertising agency identifies the factors as those that should be incorporated in a communicative strategy to meet the needs for a reduced landfill and food preservation. The Love Food, Hate waste programme has improved the consumers’ familiarity with the need for controlling food poisonings and preservation techniques. They are advised on how to reduce landfills by using a compost bin thus the food waste collected can be used for topdressing within the gardens. Consequently, this idea will sustain other factors of food production while reducing the exploitation of the available natural food stocks but also creating a chain of reactions in providing food intake options within the environment. Alternatively, the food wastes may be obtained for vermiculture, which is an asset for fish farming. The worms collected can be best used for feeding of fish just as other food remains can be fed to home pets. This will be a positive contribution to environmental conservation due to the availability of fresh air and reduced pest controls. Proper disposal of food wastes reduces the use of chemicals in controlling the unwanted organisms within our households and backyards. The special earthworms that exist within the food waste collection helps in the decomposition to farm manure minimizing the emission of greenhouse elements into the environment, which has contributed to increased inorganic wastes when fertilizers are used. The inorganic waste associated with food production has increased the volumes of landfills because of its non-decomposing characteristics. The program aimed at reducing landfills as a basic performance indicator. EPA is an organization responsible for environmental protection and preservation to make the environment habitable by managing food waste. However, waste which results from cooking has an embedded effect on the environment as most people waste food because they buy or cook more than they need. The estimated 6.7 Million tonnes of food waste produced annually across all households can be controlled or minimized using the informative avenues availed by the EPA in its Love Food Hate Waste awareness Programme. Agency-Client Relationship According to the IMP Group model, the agency client-relationship is an interaction process between the buyer and seller companies (William & Vicki, 1996). It describes the process of interaction, the parties involved, the atmosphere that affected the interaction, and the environment in which the interaction took place (Halinen, 2012; Lorat, 2009). The buyer-seller interaction created between EPA and Advertising Age agency was a temporal order and an influence of the awareness program in NSW. The Love Food Hate Waste, a programme that is now creating an understanding of the side effects of Food waste in contributing to the tones of landfills on the environment was achieved through partnerships. The business-business links that exist between the client and the sponsors improves their efficiency in maximizing their business opportunities depending on their vision and goals. However, the longevity in their cooperation is determined by the factors associated with their reputation in NSW on their uniqueness of the awareness programme to compete within their market segment (Halinen, 2012). The Love Food Hate Waste initiative has a wider spectrum to EPA’s future co-existence across the needs for food waste-control measures to promote reduced environmental pollution. Additionally, the timing in partnership and building of business relationships is unique and competitive since the cost effectiveness of conducting the awareness programme determines their competitive advantage within their business category. The use of data from the advertising Age agency bonds the two institutions; this would eventually create ties with similar clients co-existing within the agencies network and circulation of the client information across the relevant platforms while providing the company the ability to retain its clients. Advertising Age agency has always received positive feedbacks due to its creativity, public relations, time management, adaptability and their organizational skills as part of its key function across all companies to keep the client database updated according to the ongoing business relations trends within the market. Business relationships are sustained by the fact that the human resource management department is always responsible for client relationships (Joseph & Keri, 2006; Buttle, 1996; Lace, 1998). Therefore, the Love Food Hate Waste awareness program has increasingly created a platform for sharing of business knowledge, cultural integrations, and implementing a sense of belonging to participate in the well-being of the Australian environment. Moreover, business links have been widened through the advancement of technology and the specialty of involving their clients within their websites, which has attracted a positive feedback in marketing in regards to achieving set objectives. For instance, participation of the public in interview sessions and online registrations indicated a positive perception for sustaining Love Food Hate Waste Initiative within the Australian markets (Brennan, 2001) considering the fact that the monetary value associated with creating business links is wide. Additionally, the awareness program should use existing market relationships other than planning and creating new marketing strategies. The future of EPA and partners is bright because of the existing client base in Australia. Advertising through the proper channels of communication will attract large populations to the event, and this will be stimuli to business development and branding. However, the situation is a step forward for both the partners and the client. The social relations created between corporate employees are a positive gesture to marketing. The client provides the required needs of the agency and both add value to their yearly capital returns depending on their uniqueness in ideologies on food waste control. The market research techniques have always created a sequential system of co-existence among businesses. The management tools are the driving factors for making a positive development in a business relationship status. Moreover, in markets, long-term relationships between clients and partners are a form of organizing economic exchange. During the 1980s, interest in long-term relationships and their developments gained ground in different sectors of marketing: in industrial and international marketing (especially in the Nordic countries and Western Europe), in distribution channel research, and in the consumer marketing (Halinen, 2012). The advertising saying that clients are won on creativity and lost on bad service is a compelling point in business-relationship management. The major aspects of a relationship are stated in terms of agency-client relationship, creativity, and service and relationship dynamics. The Love Food Waste lifecycle, a project by EPA (2012), has invited business relationships with its partners. The cycle is creating or building the relationship to development and maintenance thus, termination depends on the changing of the partners needs for investment. The account life cycle is determined by the effectiveness of the clients to remain competitive within the changing marketing patterns. Recommendations A number of stakeholders are involved in the process of maintaining a business-to-business relationship. Due to the organizational structures that exist in an agency, the management has to highlight the roles of different personnel as a vital concept in developing of accounts. A managerial position ensures that strategic objectives are understood and achieved. This would lead to generation of revenue and increased development in client-partner relationships. The guidelines should entail respecting human rights, good etiquette, and working within the laws and ethical guidelines, agreement on ownership of copyright, exclusion clauses and confidentiality agreement (Melvin & Robert, 2012). However, frequent contact should be made with the agencies creative team to ensure the correct understanding of the creative proposals in regards to the business link created. The team leader should be responsible for influencing beliefs and campaigns, development and implementation of creative direction and proposals based on the client brief, and ensuring adherence to corporate identity. The available marketing techniques should be utilized in updating the consumers on the flow of events in a bid to fit in the global markets. Nonetheless, customer service has a great significance in an organization. Firstly, it helps in problem identification through the provision of feedback platforms to the customers. When a customer leaves a good or bad comment after an event, the management can take it as a challenge to improve their operations. Encounters are true pictures of the company deterioration in branding or rankings within the global markets. On the other hand, comments form a basis of evaluating employee performance. Additionally, the general performance of a client depends on its effectiveness to associate with the public in a bid to create an understanding of their objectives and goals as an organization. Love Food Hate Waste would become significant in offering innovative ideas to help build the organization’s reputation within the Australian markets. The Love Food Hate Waste campaign can be used to feed the homeless and street children. The excess food can be placed in a food tank and later taken to the less-advantaged environments. This humane act will propel the need to help those in need as well as reduce landfill. Furthermore, the food wastes may be used to generate manure for cultivations in green houses. The food materials can be separated in terms of degradable and non-biodegradable. The degradable food matter can be collected into a pit and left to decompose. The decomposed materials will form organic manure and be used in farming. This will lead a higher food production channel, which will be less destructive on the micro living organisms, thereby increasing natural diversity. On the other hand, the non-biodegradable wastes may be collected, washed, and dried. The resulting materials can be used in furniture, textile, or artifacts, which can later be displayed in art museum. Consequently, the monetary value of the materials can be obtained and used to assist the disadvantaged people. On the other hand, the museum displays can be educational materials. Consequently, sustainable environmental conservation for future generations can be achieved. The Love Food Hate Waste campaign should be utilized in conjunction with other relevant campaigns within other continents to create a wider value of information flow and accelerate the precautions associated with Food Wastes. The campaign works well in including food preservation and storage in environmental education. The campaign should focus on promoting the production of organic foods in order to utilize the biomass materials associated with the food intakes fully. This will reduce wastage and improve efficiency on productions that will sustain the environment. References Brennan, R. (2001). Management of the market research client/agency relationship, in Arch G. Woodside (ed.) Getting Better at Sensemaking (Advances in Business Marketing and Purchasing, Volume 9), pp.119-141 Buttle, F. (1996). 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