This memo is intended to respond to the Video Case 3 which correlates with Chapter 20, Marketing Ethics and Social Responsibility. Does Land Rover ‘walks to talk’ and practices what it preaches in the video, and whether that translates into a competitive advantage. Is the basis for Land Rover’s competitive advantage truly accurate or are they using a clever marketing scheme to target socially responsible consumers? Summary
In Land Rover’s Sustainability Report 2009/2010 it states “We commit to continuously improving the environmental performance of our business and products by reducing emissions, conserving natural resources, and optimizing the use of sustainable energy and materials. This is underpinned by our investment in research into cutting-edge environmental innovation” (Land Rover, 2011). Land Rover is using the hot new green marketing concept to highlight their social responsibility and target the consumer who is eco conscience. According to the American Marketing Association, green marketing is the marketing of products that are presumed to be environmentally safe. While it may seem that to advertise one’s company as “green” it must include a broad range of activities, including product modification, changes to the production process, packaging changes, as well as modifying advertising.
Founded in 1948, Land Rover was designed with the tough working, never ending job of farming in extreme places in mind. Since its early days and with countless changes in designs and technology, Land Rover is still the epitome of toughness and forward thinking design. Now Land Rover is also addressing environmental concerns with initiatives such as e-Terrain Technologies, Sustainable Manufacturing and CO2 Offsetting (Land Rover, 2011). Land Rover’s global sustainability strategy is focused on minimizing the environmental impact of its products and operations, and is used...