OLLSCOIL NA HEIREANN MA NUAD
MN303 STRATEGIC MARKETING
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
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 'sustainability' will be defined in the opening section.
The piece will then move towards an in-depth study, using key theory concepts and applying them to well known businesses existing in the market space today, there is no easier way to relate to an issue than a real life example, exploring the viability of implementing such a strategy and whether potential does indeed exist. A conclusion will be drawn up as to whether or not, as a result of the research, environmental marketing does create the possibility of a competitive advantage which may be sustained by a given business, and possible suggestions and reasons for the outcomes given will then be explored. “Green Marketing” refers to holistic marketing concept wherein the production, marketing consumption an disposal of products and services happen in a manner that is less detrimental to the environment with growing awareness about the implications of global warming, nonbiodegradable solid waste, harmful impact of pollutants etc., both marketers and consumers are becoming increasingly sensitive to the need for switch in to green products and services. While the shift to “green” may appear to be expensive in the short term, it will definitely prove to be indispensable and advantageous, cost-wise too, in the long run (Mishra, 2012). Sustainable development can be described as "development that meets the needs of the present without compromising the ability of future generations to meet their own needs". (World Commission on Environment and Development, 1987) Research & Analysis
Firstly, many businesses involved in environmental marketing go through a process, similar to that of the development of environmental marketing itself. Peattie discusses how green marketing, while originally formulated as a means to help the reduction of waste towards the end of the production process, moved towards creating a sustainable environment - with the prospect of re-evaluation for further development in this area (Peattie,...
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