Alignment of Marketing Management with Supply Chain Process for Sustainability

This presentation discusses the importance of aligning marketing management with the supply chain process for sustainability and customer retention. It highlights key points from the article 'Aligning the sustainable supply chain to green marketing needs: A case study' by Brindley and Oxborrow (2014) and discusses the challenges faced by organizations in achieving this alignment. The presentation emphasizes the need for a sustainable business structure for both marketing and supply chain to ensure overall sustainable business growth of the organization.

ALIGNMENT OF
MARKETING
MANAGEMENT WITH
SUPPLY CHAIN PROCESS.
A quest for Sustainability.

INTRODUCTION
• Every Product needs marketing to be
successful and remain in completion.
• However with sustainability in marketing,
soon the organization will fail to survive in
the market.
• The production of the goods happen in the
supply chain process.
• Sustainability must be brought in both
production and marketing, to increase
customer retention and win customer
loyalty.

THE CHOSEN ARTICLE
 Brindley, C. and Oxborrow, L., 2014. Aligning the sustainable
supply chain to green marketing needs: A case
study. Industrial Marketing Management, 43(1), pp.45-55.

5 KEY POINTS FROM THE ARTICLE
 It is challenging for the organizations to align the green marketing
requirements with the supply chain process and procurement.
 There is a difference in the perspective of the organization
between sustainability in marketing and sustainable procurement
of products.
 There should be feedback from the marketing team back to
procurement team in order to align the sustainability goals.
 The marketing management has a greater scope for
synchronization with the supply chain process.
 There should be actions to achieve stability in supply with a
market position that is stable and sustainable.

Aligning the green marketing
requirements with the supply chain
process
 Supply chain is a process which requires instant decision
making and ever changing time schedule (Melnyk et al. 2014).
 Sustainability in terms of marketing can be implemented with
ease because marketing management is a preplanned
process.
 Even if the organization is aiming to develop sustainability in
marketing and supply chain, the stakeholders might be a
hurdle if such measures even have slightest effect on the
profits.

Difference in the perspective of the
organization between sustainability in
marketing and SCM
 Different departments perceive the meaning and process of
sustainability differently.
 The supply chain perceive sustainability less important than
the schedules and deadlines.
 The marketing or the strategic management on the other hand
gives minute attention to sustainability as they have to deal
with the external players, like governmental agencies and
interest groups (Keller and Kotler 2016).

Feedback from the marketing team
back to procurement team
 Information flow usually from the supply chain side to the
marketing side gives a clear picture to the marketing
department about the present status of the inventory and
stock.
 According to that marketing plan is formulated.
 A sustainable approach of marketing includes a reverse flow of
information about the market demand and feedback in the
opposite direction towards the supply chain.

Greater scope of marketing management
for synchronization with the supply chain
process
 there is a miscommunication and difference in the marketing
functions and supply chain functions.
 Many companies are taking initiatives to solve this gap by
including the message of sustainability in their advertisements
and promotional campaigns.
 Sustainable marketing practice includes marketing in such a
way that customer retention can be done along with posing
minimum damage to the environment and other businesses
(Armstrong et al. 2015).

Achieving stability in supply with a
stable and sustainable market position
 There has to be stability in supply chain in order to achieve
stability in market positioning and vice versa.
 The authors by a case study of an UK University catering
service shown how the balance between the two can be
achievable (Brindley and Oxborrow 2014).
 There is need for more green practice, including reduction of
resources and energy in order to preserve the natural
resources.

CONCLUSION
 The lack of cooperation among these departments may lead to
a failure of the overall sustainable business growth of the
organization.
 It is very important for the businesses to adopt a sustainable
business structure for both marketing and supply chain.
 The authors have given some much needed light on the
different perspectives of the issue but there are not enough
recommendations which can be implemented .

REFERENCES:
 Armstrong, G., Kotler, P., Harker, M. and Brennan, R.,
2015. Marketing: an introduction. Pearson Education.
 Brindley, C. and Oxborrow, L., 2014. Aligning the sustainable
supply chain to green marketing needs: A case
study. Industrial Marketing Management, 43(1), pp.45-55.
 Keller, K.L. and Kotler, P., 2016. Marketing management.
Pearson.
 Melnyk, S.A., Closs, D.J., Griffis, S.E., Zobel, C.W. and
Macdonald, J.R., 2014. Understanding supply chain
resilience. Supply Chain Management Review, 18(1), pp.34-41.

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