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Table of Contents
A Critical Analysis into the Sustainability and Ethical Marketing Approach for Primark
Introduction
This paper will be looking to critically analyse an organisation and their approach to sustainability and ethical marketing. Sustainability is a significant conceptual tool used for assessing not only the economic aspects but also the social development it involves the business activity more generally. (Rosell and Moisander 2008) In regard to the marketing aspect unlike the conventional marketing, sustainability marketing integrates the social and ecological aspects throughout the whole process. Looking at this in a more global context it can be said it helps build and maintain relationships with customers, social environment and natural environment. As discussed by Belz and Peattie (2012) global context is where “Both marketing and sustainability are global phenomena, but each can operate and have real impact in the local level” p.38 the factors that this affects are global issues which include climate change, poverty or cultural homogenization. Taking Kotler and Armstrong (2004) into account they also supported the fact that this does help develop a lasting and profitable customer relationship, which can benefit the organisation in expanding its network globally.
Organisation
For this paper Primark will be used as it has become a well-established brand in the recent financial time, it offers fashion fans and value seekers with the opportunity to buy the latest looks without breaking the bank, however even with the cheap costs of clothing the labourers are still having to pay a higher price to provide the customers with products. Mintel (2009) noted how the turnover at low- priced retailer Primark has expanded rapidly in relation to its competitors, allowing it to rise to the position of third largest retailer by financial turnover in the UK fashion market.
However
A Critical Analysis into the Sustainability and Ethical Marketing Approach for Primark
Introduction
This paper will be looking to critically analyse an organisation and their approach to sustainability and ethical marketing. Sustainability is a significant conceptual tool used for assessing not only the economic aspects but also the social development it involves the business activity more generally. (Rosell and Moisander 2008) In regard to the marketing aspect unlike the conventional marketing, sustainability marketing integrates the social and ecological aspects throughout the whole process. Looking at this in a more global context it can be said it helps build and maintain relationships with customers, social environment and natural environment. As discussed by Belz and Peattie (2012) global context is where “Both marketing and sustainability are global phenomena, but each can operate and have real impact in the local level” p.38 the factors that this affects are global issues which include climate change, poverty or cultural homogenization. Taking Kotler and Armstrong (2004) into account they also supported the fact that this does help develop a lasting and profitable customer relationship, which can benefit the organisation in expanding its network globally.
Organisation
For this paper Primark will be used as it has become a well-established brand in the recent financial time, it offers fashion fans and value seekers with the opportunity to buy the latest looks without breaking the bank, however even with the cheap costs of clothing the labourers are still having to pay a higher price to provide the customers with products. Mintel (2009) noted how the turnover at low- priced retailer Primark has expanded rapidly in relation to its competitors, allowing it to rise to the position of third largest retailer by financial turnover in the UK fashion market.
However