p&g global marketing
OLLSCOIL NA HEIREANN MA NUAD
MN303 STRATEGIC MARKETING
CA (40%)
DARA O 'REILLY DALY
4th NOVEMBER 2013
We hereby declare this was a group assignment and is free from plagiarism.
Alannah McLaughlin 11417828 ____________________
Martin O 'Connor 11401312 _____________________
Philip King 10302791 ___________________
Mark Ellis 13186892 __________________
Sean Hanlon 11532727 ________________________
Word Count: 4843 Inc. Bibliography
QUESTION ONE:
Fact or fiction; Environmental Marketing really has the potential to deliver a sustainable competitive advantage for businesses?
Companies throughout the world are adapting sustainable approaches to business in order to maximise profits and promote a greener, more environmentally friendly way of operating. But the question they are all asking is will this help create a competitive advantage for the organisation, and will that advantage be sustainable over time?
Environmental marketing is arguably one of the most talked about subjects in the area of business. Whether businesses are willing to accept it or not, the world in which we live is changing, and hence there is a call to some degree to move towards environmental savvy practices - this includes the area of environmental marketing strategy for businesses.
However the success of implementing such a strategy remains in question, and is the subject of much debate amongst businesses and consumers alike. If a given business implements such a strategy, does it mean that the business in question will gain some form of sustainable competitive advantage? Does the evidence against this case outweigh this assumption? Or is it the case that this advantage is achievable, but requires concentrated effort and beneficial factors and circumstances?
This piece seeks to clarify the possible answers to this discussion by providing a comprehensive analysis of the subject matter surrounding the topic. Key terms, such as 'green marketing ', 'competitive advantage ' and
MN303 STRATEGIC MARKETING
CA (40%)
DARA O 'REILLY DALY
4th NOVEMBER 2013
We hereby declare this was a group assignment and is free from plagiarism.
Alannah McLaughlin 11417828 ____________________
Martin O 'Connor 11401312 _____________________
Philip King 10302791 ___________________
Mark Ellis 13186892 __________________
Sean Hanlon 11532727 ________________________
Word Count: 4843 Inc. Bibliography
QUESTION ONE:
Fact or fiction; Environmental Marketing really has the potential to deliver a sustainable competitive advantage for businesses?
Companies throughout the world are adapting sustainable approaches to business in order to maximise profits and promote a greener, more environmentally friendly way of operating. But the question they are all asking is will this help create a competitive advantage for the organisation, and will that advantage be sustainable over time?
Environmental marketing is arguably one of the most talked about subjects in the area of business. Whether businesses are willing to accept it or not, the world in which we live is changing, and hence there is a call to some degree to move towards environmental savvy practices - this includes the area of environmental marketing strategy for businesses.
However the success of implementing such a strategy remains in question, and is the subject of much debate amongst businesses and consumers alike. If a given business implements such a strategy, does it mean that the business in question will gain some form of sustainable competitive advantage? Does the evidence against this case outweigh this assumption? Or is it the case that this advantage is achievable, but requires concentrated effort and beneficial factors and circumstances?
This piece seeks to clarify the possible answers to this discussion by providing a comprehensive analysis of the subject matter surrounding the topic. Key terms, such as 'green marketing ', 'competitive advantage ' and
Bibliography: Abercrombie & Fitch. (2013). A note from Mike, our CEO. Available: https://www.facebook.com/abercrombie/posts/10151345201895378. Last accessed 21st Oct 2013. Egan, M. (2013). Abercrombie & Fitch Plummets on Dreary 3Q View, 33% Profit Drop. Available: http://www.foxbusiness.com/industries/2013/08/22/abercrombie-fitch-disappoints-street/. Last accessed 21st Oct 2013. Everage L. Understanding the LOHAS Lifestyle. Gourmet Retailer [serial online]. October 2002;23(10):82. Available from: Business Source Complete, Ipswich, MA. Accessed October 23, 2013. Jobber, D. (2007). Principles and Practice of Marketing. 5th ed. Maidenhead: McGraw Hill. 78 Levi Strauss & Co Sony Global, 2013. Annual Report 2013 Business and CSR Review. [online] Tokyo: Sony Global. Available at: <http://www.sony.net/SonyInfo/IR/financial/ar/2013/shr/pdf/AnnualReport_E.pdf> [Accessed on 23rd October 2013] Sony Global Sony Global. (2013). Sony Global - Sony Global Environmental Plan. Available: http://www.sony.net/SonyInfo/csr/eco/RoadToZero/gm_en.html. Last accessed 23rd October 2013. Weybrecht, G. 2010. The Sustainable MBA: The Manager 's guide to green Business. Chichester. Wiley & Sons. pp 187-222 Yousuf, H