Sustainability Marketing Practices of Samsung Electronics

Topics: Sustainability, Marketing, Corporate social responsibility Pages: 14 (3697 words) Published: June 18, 2013
Sustainability Marketing Practices of Samsung Electronics

Table of Contents

Executive Summary……………………………………………………………………………………3 Introduction……………………………………………………………………………………………….3 Macro Issues………………………………………………………………………………………………3 Theoretical Review of Sustainable marketing issues…………………………………..4 Review of Samsung’s sustainable marketing practices………………………………..6 Recommendations……………………………………………………………………………………..8 Conclusion………………………………………………………………………………………………….9 References…………………………………………………………………………………………………10

Executive Summary
The modern business environment, globalization and increased public awareness have influenced companies to engage themselves in sustainable activities. The companies and policy makers are in the phase of developing and improving existing business practices for sustainable development of the surrounding. Furthermore, the companies design their marketing activities to support the companies’ sustainable activities in the development of the sustainable surrounding. Samsung Electronics is one of the responsible companies following sustainable business practices. However, the company needs to improve its communications and marketing efforts to strengthen its marketing mix and brand reputation. Introduction

Corporate sustainability has become an important concern for stakeholders (both direct and indirect) and the media. Globalization has increased the need for proper communication and sustainable marketing activities for sustainable growth of organizations. Due to the increasing in pollution and climate change around the world, environmental executives, media, stakeholders and policy makers have realized that companies should engage themselves in sustainable activities. To understand the sustainable practice of a multinational company, this report is design to analyze the concept of sustainable marketing and the Corporate Social Reporting of Samsung Electronics. Macro Issues

There are many internal and external factors that have a direct as well as indirect impact on the decision making process of an organization. Over a period of time, the concern and awareness of the financial and non-financial stakeholders regarding the macro environment have increased pressure on companies to adopt activities that are sustainable. The Macro environment of a business includes political, economic, technological, international, natural, demographic and socio-cultural environment. Therefore, businesses adopt a sustainable marketing approach to create better business opportunities, a better business environment and business relationships. Some of the macro issues Samsung is facing are:

Need for increased Social Contribution: The modern business environment and increased communication and networking have influenced corporate engagement with the society, environment and economy. The changing economic environments due to recession in many countries have affected the non-financial stakeholders which have influenced companies to take necessary measures and contribute more to society.

Climate Change and Energy: Climate change is an international level issue as it is already affecting many people in their daily lives. Climate change has resulted in unexpected weather conditions, droughts and flooding. It is a global challenge that requires the involvement of both governments and companies in taking the necessary measures to reduce its effects on the mass. Samsung also face this challenge worldwide and is engaged in developing a greenhouse gas management system. Therefore, to stay competitive, the companies must understand the consequences of climate change due to their business activities (Karbassi et al., 2011). Water Management: Water management is one of the key macro issues that must be catered for sustainable development. Due to increase in industrial need for corporate sustainability, almost all the electronic companies are responsible for the water management. The Electronic Industry Citizenship...

References: Armstrong, G. & Kotler, P. (2009). Marketing: An Introduction. 9th edition. Upper Saddle River: Pearson Prentice Hall.
Akdeniz, M. B, Gonzalez-Padron, T., & Calantone, R. J. (2010). An integrated marketing capability benchmarking approach to dealer performance through parametric and nonparametric analyses. Industrial Marketing Management, 39(1), 150-160.
Belz, F-M. Peattie, K.(2009). Sustainability Marketing: A Global Perspective. Chichester: Wiley.
Bridges, C.M. & Wilhelm, W.B. (2008). Going Beyond Green: The “Why and How” of Integrating Sustainability Into the Marketing Curriculum. Journal of Marketing Education. Vol. 30, Iss. 33, p. 33-46.
Burkitt, H. (2010). Top CEOs name their marketing priorities. Market Leader, 1, 13.
Closs, D
Crittenden, V. L., Crittenden, W. F., Ferrell, L. K., Ferrell, O.C., & Pinney, C. (2011). Market-oriented sustainability: a conceptual framework and propositions. Journal of the Academy of
Marketing Science, 39(1), 71–85
De Santis, G (2012)The family, the market or the State? Intergenerational Economic Support under Pressure in Ageing Societies series, International Studies in Population, Vol. 10. Springer Publisher.
Emanuel, K., Sundararajan, R, Williams, J
Ferrell, O. C., Gonzalez-Padron, T., Hult, G. T. M., & Maignan, I. (2010). From market orientation to stakeholder orientation. Journal of Public Policy & Marketing, 29(1), 93–96.
G
Hunt, S. D. (2011). Sustainable marketing, equity, and economic growth: a resource-advantage, economic freedom approach.
Karbassi, L., Kasten, T., Coleman, H., Munang, R., (2011). Adapting for a Green Economy¬:
Companies, communities and climate change, Sustainable Development
Kuosmanen, T., & Kuosmanen, N. (2009). How not to measure sustainable value (and how one might). Ecological Economics, 69(2), 235–243.
Martin, D
Matten, D., & Moon, J. (2008). Implicit and explicit CSR: a conceptual framework for a comparative understanding of corporate social
responsibility
Nguyen, D. K., & Slater, S. F. (2010). Hitting the sustainability sweet spot: Having it all. The Journal of Business Strategy, 31(3), 5–11.
Ottman, J.A. (2011). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Sheffield: Greenleaf.
Paetzold, K. (20101). Corporate Social Responsibility: An International Marketing Approach, Diplomica Verlag, GmbH, Hamburg, Germany.
SIDA, (2011), Climate Change Adaptation: Engaging Business in Asia, CSR Asia
The Dictionary of Sustainable Management (2010), <http://www.sustainabilitydictionary.com> viewed 26/12/2012
Villiiers, C
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Sustainability marketing Essay
  • Samsung Electronics Research Paper
  • Essay about Sustainability in Australian Business: principles and practice
  • Marketing & sustainability Essay
  • Marketing and Samsung Electronics Essay
  • Samsung Electronics HRM Strategy Essay
  • Essay about Marketing and Samsung Electronics
  • Green Marketing Essay

Become a StudyMode Member

Sign Up - It's Free