Projects Sustainability in Green Marketing Research Marketing (Case Study Sample)
Choose an area of your business or industry with a relevant problem that you can apply corporate
sustainability solution. Highlight the sustainability-related challenges applying PED nexus
elements. Topics of particular interest can be green marketing/supply chain and procurement
the sample addresses benefits of getting involved in green marketing to save the available resources that are being exploited for self-gain by companies
Projects Sustainability in Green Marketing
Table of Content
Executive summary 3
Manufacture of Motor Cars 4
Green Marketing 5
Objectives of Green Marketing 5
Problem statement 6
Intended Operations 11
Company’s Commitment to Sustainability 12
Green Marketing strategy 12
Synthesis and Relevance 12
Projects Sustainability in Green Marketing is the actual commitment of a company to produce products or services that are friendly to the environment. Since the planet is experiencing degrading through human activities. However, companies are the major contributors to the downgrading of the environment, as they release toxic gases into the atmosphere and other toxic wastes into the environment. Companies are also exploiting available natural resources for their benefit. However, Projects Sustainability in Green Marketing is the idea whereby companies come up with projects that are beneficial to the company and also to the environment.
For this case, manufacturing companies are using the available resources for raw materials thus ending up exploiting the environment. Motor vehicle manufacturing companies also contribute to the pollution of the environment through the CO2 gas emissions from the cars. However, the manufacturing companies can use an approach with long-term value to the stakeholders, the business, and the surrounding community and the environment as well.
Integration of Green Marketing within the automotive industry
According to Achman (2014), project sustainability is the actual plan of carrying out development activities to fulfill human needs and at the same time considering the outcome regarding its implications for the environment (p. 11). Automotive companies should not exhaust the natural resources but help conserve them. Achman (2014), states that, for the projects to produce desired results, the available resources will be exhausted, and this should be done without undermining sustainability and integrity of the ecosystem (p. 14).
The viability of such projects should be carried out to help meet the needs of people with no interference with future generations. Such projects entail planning, supervising, delivery and support processes while taking into account social, economic, and environmental aspects of life-cycle of the project’s deliverables, resources, effects and procedures that are aimed at realizing stakeholders’ benefits. Project sustainability can as well be defined as the act of maintaining productivity processes to satisfy human by restoring used resources with resources of higher or equal value without degrading or causing danger to the ecosystem (Clop, 2015, p. 5).
Manufacture of Motor Cars
The manufacturing business is very harmful to the environment since the fuel consumed by the cars is later released into the atmosphere, this leads to air pollution and greenhouse gases that contribute to global warming. Before the vehicle hits the road running, some of the raw materials used while assembling it are toxic to the environment. Some of the harmful substances used include poisonous battery acids, plastics, and other products. However, the company can practice green marketing to save the environment by manufacturing cars that emits less CO2 into the atmosphere. The company will manufacture cars by adopting sustainable green marketing whereby the production and sale of vehicles that are friendly to the environment. This study will utilize a strategy used by Toyota Motors that happens to experience the same challenges in the motor vehicle industry.
About projects sustainability, numerous activities contribute to the well-being of the ecosystems one being Green Marketing. Green Marketing refers to the sale or production of goods or services that are friendly to the environment (Clop, 2015, p. 9). The harmless ways may include:
Use of goods that are recyclable or the products is of recycled materials manufactured in a sustainable way
Non-toxic materials use of sufficient packages
The products should not be thrown away since they end up in landfills but be recycled
Objectives of Green Marketing
Green Marketing is essential since it helps in elimination of wastes and educates the consumers on how the firms are taking eco-friendly measures to ensure the environment is safe for everyone including generations to come. The following are the primary objectives of green Marketing.
Making eco-friendly goods – companies producing and promoting green products do not only want to be ambassadors of the planet but also to make profits. Green marketing supports working with the population that is willing to pay more for the sake of saving the environment by protecting the atmosphere and lessening their footprint on the environment (Kumar, 2016, p. 14).
Avoiding waste – green marketing is much concerned with preventing waste thus putting an eco-friendly face to the environment. Green marketing encourages the use of biodegradable products that can be broken down into biological processes. This means water consumptions will be reduced as well as the amount of waste going to landfills.
Product re-invention – this is the modification of products to reduce their impact on the environment. This means that any product should be friendly to both human beings and animals, for instance, a product should not only be useful to human beings and toxic to pets (Clop, 2015, p. 21).
Changing processes – it is not only the consumers who should think of the environmental effects but both the consumer and the producer. It is for this reason that green marketing encourages businesses to make use of available resources such as electricity and water properly. While in changing processes, a company needs to utilize renewable resources.
Green marketing creates an eco-friendly message – Kumar (2016) illustrates how to help consumers understand the product’s green benefits and the commitment of the company to save the environment (p. 16). It is the same venue where consumers are educated on environment and sustainability.
It is possible for companies to go green since there are possibilities to achieve a sustainable competitive advantage with products that are friendly to the environment. The idea seeks to establish whether ecological business can create a sustainable competition and get the best way to begin the process towards the implementation of the green vision. The foundation of the thesis will be based on the meaning of environmental needs of people in the ecosystem, sustainability for companies and society, and response from the business department (Rцhr, 2017, p. 15). One of the significant problems in green marketing is that little has been done to academically study the green marketing or the environment.
A study by Kumar (2016) shows that the existing literature on green marketing contains divergent perspectives (p. 19). The study gives a clear roadmap for empirical research and a fact-finding report that is self-explanatory. Secondary data has been collected through journals, magazines, books, websites, newspapers, and government reports. The analysis will be based on its conventional theoretical strategy used by the Toyota Car Company. Three dimensions will be used to handle the environmental matters; they are the technical, firm and institutional perspective which will provide insightful research on all aspects of green strategy and locate significant factors that can leverage to support the position of the company in the market.
Motor Vehicle Industry
Toyota Company was established in 1937. Initially, it belonged to Kiichiro Toyoda who had a dream to manufacture automobiles. Kiichiro was later motivated by his father’s principle that states “do more with less.” With time, the company produced vehicles of wide range with innovative labels and of high quality. Currently, the firm has branches in more than 160 countries and the leading seller of non-American motors (Rцhr, 2017, p. 21). Since the organization was found, its values and commitments have been based on defending and use of guiding principles to produce cars and launch quality services and products.
Through this, Toyota came up with guiding principles that are important to the corporate culture. In their corporate social responsibility, it defined the firm’s contribution to sustainable development. The principles took into account the link between the partners and the brand. Some of the laws stated that; one had to contribute to the social and economic development and respect the culture of the land. Secondly, the business was to produce clean and safe items to enhance life quality at all levels. Rцhr (2017), in 2015, the company made a major announcement on environmental challenges that had six problems (p. 23). For instance, the development of new products through technology. The firm also considered recycling of resources and also the brand’s role as a drive to a better relationship with the eco-system (Rцhr, 2017, p. 26).
However, Toyota faced several challenges in implementing some of the principles it had. Here are some of the challenges faced by the company;
Challenge 1- Toyota manufactures vehicles and their engines contribute to the emission of toxic gases into the environment; it created a conflict with the management since the firm worked towards a free and green ecosystem. Toyota worked on the production of new vehicles with no carbon emissions. ...
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