Green Marketing: Challenges, Opportunities and Strategies

This report explores the challenges, opportunities, and strategies of green marketing in the chemical industry, with a focus on Johnson Matthey. It discusses the concept of green marketing, the opportunities for the company, and the strategies to overcome challenges. The report also includes a literature review, research methodology, and limitations.

Green Marketing
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Executive Summary
Green Marketing is defined as an attempt to provide protection to environment and customer
welfare through consumption and production and disposable eco friendly services and products.
It effectively provides competitive edge in long-term growth for an organisation. Present report
has been conducted on the aim of green marketing challenges, opportunities and strategies in
chemical industrial sector. For this research objectives has been framed upon which literature
review has been conducted with the help of taking effective research methodologies.
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Executive Summary.........................................................................................................................2
Research Topic: Green Marketing: Challenges, Opportunities and Strategies................................4
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Literature Review.............................................................................................................................5
Methodology....................................................................................................................................8
Ethics................................................................................................................................................9
Limitation.........................................................................................................................................9
REFERENCES..............................................................................................................................11
Project Plan....................................................................................................................................12
Appendix 2.....................................................................................................................................13
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.
Research Topic: Green Marketing: Challenges, Opportunities and Strategies.
INTRODUCTION
Green Marketing is termed as a procedure in which promotion of services and products is
mainly based upon their environmental benefits. Green marketing allows organisation to improve
their credibility and provide them an opportunity to enter in a new market (Solekah, 2020). With
the help of green marketing organisation can assure long-term growth and can ensure more
competitive edge. It also provides more room for innovation and allows company to acquire
more profitability while emphasizing upon environment safety. Present report has been
conducted on Johnson Matthey which is a British multinational speciality sustainable and
chemical technology company organisation headquarter in the provinces of United Kingdom and
mainly performs their business operations with 14000 and more than employees. This company
was founded in the year 1817. In this report formative discussion has been conducted on research
aim that evaluates the challenges, opportunities and strategies of Green Marketing within
chemical industry. In this research concept of green marketing is defined along with the
opportunity for selected company. Along with this strategy to overcome the challenges is being
included in this research with the help of literature review along with this research involves
research methodology, secondary data collection method, limitation and more.
MAIN BODY
Research aim:
“To analyze the Challenges, Opportunities and Strategies of green marketing within
Chemical industry. A review study on Johnson Matthey.
Research objectives:
 To identify the concept of green marketing along with opportunities for Johnson Matthey.
 To examine the challenges of green marketing within Chemical industry.
 To evaluate the strategies that helps in overcoming the prominent challenges which are
faced by Johnson Matthey.
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Literature Review
Concept of green marketing along with opportunities for Johnson Matthey
According to the view point of Ranjan, (2020) green marketing is defined as a concept in which
marketing of products are being done that are presumed to be safe for environment. It mainly
involved a wide range of activities that include modification of product, changes to the
production process, packaging in sustainable manner and modifying advertising. It has been
identified that green marketing plays most important role as in this economic growth can be
assure to consumption and production by showing safety of environment. In addition to this it
has been underlined that green marketing plays essential role that aim towards protecting
environment and consumer welfare of consumption, production and disposal of eco friendly
products. In terms with Johnson Matthey it has seen underlined that it is a British multinational
speciality organisation in chemicals in sustainable technologies that manufactures paramedical
materials, pollution control system and catalyst. It is essential for organisation to understand the
importance of green marketing as this organisation also refines silver platinum, gold and
produces colour and coating materials for construction industries. In this with the help of
focusing upon innovation with the help of green marketing organisation can assure potential
growth for business in effective manner (Khan and et. al., 2020). Green Marketing sustainability
assist the organisation to have minimal negative impact upon local and global environment,
economy, community or society and the more. It has been underlined that with the help of green
marketing organisation can strive to meet a positive impact upon environment in an effective
manner. Green Marketing play essential role for Johnson Matthey, as this company deals in
chemical and sustainable Technologies. Thus, it is essential for organisation in this industry to
understand the importance of green technology in order to assure more growth and sustainability
in respective sector. It has been identified that with the implementation of green marketing
technologies into organization workplace structure Johnson Matthey can ensure sustainable long-
term growth in addition with profitability (Sugandini and et. al., 2020). Furthermore, according
to the analysis it has been identified that with the help of green marketing company can save
money for long run and can conduct a business operations in affordable manner. In addition to
this it has been identified that with the help of green technology company can develop their
products and services while keeping the environmental aspects in mind. Thus, according to the
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above mentioned analysis it has been identified that green marketing provide number of
opportunities for Johnson Matthey through which they can assure future growth and
development while emphasizing upon global and local environment, society and community in a
well defined and effective manner.
Challenges of green marketing within Chemical industry
As per the viewpoint of Jha, (2020) their various forms of challenges that can be faced by
organisation within chemical industry n terms with green marketing. According to the analysis it
has been identified that in order to effectively implement green marketing technologies into
organisation workplace structure company can face challenges in terms of less consumer
awareness price, high cost, less trust and more. It has been identified that green marketing
basically define as concept in which it is essential for the organisation to develop products that
require recyclable and renewable materials which is comparatively more costly. Along with this
it has been identified that in order to implement green technologies it is essential for organisation
to make huge investment in their research and development unit and are also require making
heavy investment in new technology (Hamid and Jameel, 2020). It has been identified that in
terms with individuals in organisational workplace structure organisation is required to make
them aware about the use of green marketing operations in an effective manner as Johnson
Matthey deals in chemical and sustainable technologies. Thus, it is essential for company
engaged in the production consumption and disposable of eco-friendly products. In order to
accomplish this it is essential for organisation to provide effective training to workers within
company in order to ensure successful results. This process however takes lot of investment, as
company is required to provide many training and development mission to employees (Kumar,
2020). Thus according to the above mentioned analysis it has been identified that there are
number of challenges that can be faced by organisation in the process of green marketing that
can have direct and indirect impact upon organisational operations and profitability.
Strategies that helps in overcoming the prominent challenges which are faced by Johnson
Matthey
As per the view point of Graul, (2020) green marketing plays important and essential role for
organisation through which company can conduct sustainable marketing. With the help of this
company can market their services and products by keeping emphasise upon environment and
community welfare. However there are a number of potential challenges that can be faced by
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organisation which is required to be effectively overcome by them. In terms Johnson Matthey, it
has been identified that company can face challenges in terms of high cost in order to require
recyclable and renewable material. Along with this company can also face challenges in terms of
making investment in order to adopt new technologies and implement the same to provide
training to employees (Majhi, 2020). However, it has been underlined that there are numbers the
challenges can be effectively overcome by Johnson Matthey with the help of taking financial
benefits that are being provided by government for eco friendly business organisation. It has
been identified that nowadays government of numerous countries encourage environmental
friendly business operations and motivate companies to innovate in sustainability as increases
revenue for governments. Thus, in order to encourage this form of business operation in
government provide many form of tax benefits for those who organisation who are sustainability
conducting their business operations. Thus, with the use of environmental friendly methods in
order to conduct that business operations while overcoming the challenges of high operation cost
company can get many financial rewards, tax benefits, government subsidies in order to conduct
their business operations (Oates, 2020). Furthermore, with the help of effective advertising
company can effectively attract attention of large base of customers as nowadays customers are
also emphasize towards those organization who are having positive contribution towards
environment. Along with this organisation by taking eco friendly business practices with the help
of smart and responsible business goals can overcome the challenges in an effective manner.
Thus, according to the above mentioned analysis it has been identified that with the help of
undertaking advantage of number of strategies organisation can not only overcome the prominent
challenges in the process of green marketing but can also assure their sustainable growth
(Pandjaitan and Mahrinasari, 2020). It will effectively allow organisation to enhance their
profitability in a well define an effective manner. Furthermore, it has been identified that with
the help of green marketing practices organisation and not only attract attention of large base of
customers towards their products and services but can also make strong tries and relationship
with the government for which company can assure its long-term sustainability in a well defined
and effective manner.
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Methodology
Research methodology is termed as a tool or technique that an investigator undertake take in
order to accomplish research with reliable and authenticated information associated to the topic.
It is important for research investigator to select best effective research methodology in order to
acquire integrated information and data associated to the topics. In terms with present research
researcher is undertaking a framework which is known as research onion. With the help of this
researcher aim towards accomplishing present research in a well define an effective manner.
Research Philosophy:
Research philosophy is termed as a belief about the way in which data about a phenomenon are
required to be analysed, acquired and used. It is essential for investigator to select most effective
way of thinking for research in order to accomplish research in effective manner (Bui, 2020).
There are mainly two form of research philosophy that is positivism and interpretivism. In terms
with present research investigator will take advantage of interpretivism research philosophy in
order to accomplish this research with the help of measuring quantitative data. With the help of
this research methodology investigator mainly aim towards fulfilling research objectives with
successful outcomes. It has been identified that interpretivism research philosophy is considered
as an effective approach through which investigator can acquire information in data with the help
of quantitative method.
Research approach:
It is mainly defined as a plan or approach that investigator undertake as to accomplish to
research in a proper manner. In terms with present research investigator is required to undertake
use of effective research approach in order to accomplish research objectives. It has been
identified that there are mainly two types of research approaches that are Inductive and
deductive. In order to fulfil present research aims and objectives investigator will takes use of
inductive research in order to effectively support the objective nature of interpretivism research.
With the help of selecting this research method, investigator aim towards generalising research
findings in an effective manner.
Research strategy:
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It is termed as a strategy that has been received by the investigator to gather and verify
data with the topics. In this researcher is required to select effective research strategy in order to
fulfil research in a systematic and qualitative manner. In terms with present research analysis
investigator will undertake advantage of secondary research method in which investigator will
take use of already existing data in order to maximize overall effectiveness of research. In this
research will take use of case study.
Data collection:
It is termed as a strategy that investigator undertake to evaluate confirm and identify appropriate
data associated to the topics (Supaat, Ahamat and Nizam, 2020). It is important for investor to
select effective data collection method in order to fulfil research in an effective manner. There
are mainly two form of data collection method namely primary and secondary. In order to fulfil
present research objectives investigator will take use of secondary data collection method in
which investigator acquire information in data through internet, organisational reports, already
published materials, business journals, magazines, government reports and more. Main reason
behind undertaking this form of search method is to fulfil research with enhancing effectiveness
of research outcomes.
Ethics
Present research has been accomplished with proper ethical standard in which research
objective has been made by emphasising upon all the ethical measures. Along with this data
storage and security has been effectively undertaken while conducting this research.
Furthermore, proper use of storage devices like personal computer is being undertaken by
researcher in order to store data in an effective manner. Proper ethical consideration has been
undertaken while a conducting present research objectives in order to conduct research in ethical
manner.
Limitation
During the research analysis there were a number of limitations hat has been faced by. These
challenges were in terms of evaluating authenticated and reliable data from secondary sources. It
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has been identified by me that in order to interpret the results of study or research objective it is
essential to effectively emphasise upon the findings of the data in order to fulfil research with
successful outcomes. Along with this in order to select effective research methodologies it is
essential to implement critical thinking process. Furthermore it has been underlined that with the
help of selecting appropriate methodology there was significant impact upon the results of study,
as with the help of different research methodologies likes secondary research data method,
interpretivism research method research is accomplished in a well-defined an effective manner.
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REFERENCES
Books and Journals
Ranjan, R.K., 2020. Green Marketing: An Exploration through Qualitative Research. Global
Journal of Management And Business Research.
Khan, E.A and et. al., 2020. The impact of enviropreneurial orientation on small firms’ business
performance: The mediation of green marketing mix and eco-labeling
strategies. Sustainability, 12(1), p.221.
Sugandini, D and et. al., 2020. Green supply management and green marketing strategy on green
purchase intention: SMEs cases. Journal of Industrial Engineering and
Management, 13(1), pp.79-92.
Jain, A., Darbari, J.D., Kaul, A. and Jha, P.C., 2020. Selection of a green marketing strategy
using MCDM under fuzzy environment. In Soft Computing for Problem Solving (pp. 499-
512). Springer, Singapore.
Stafford, E.R. and Graul, A.R., 2020. Turning consumers green: From green marketing myopia
to our 2020 vision. Sustainability: The Journal of Record, 13(1), pp.10-21.
Majhi, R., 2020. Behavior and perception of younger generation towards green products. Journal
of Public Affairs, p.e2288.
Oates, C.J., 2020. Sustainability Marketing: Products, Fairtrade, and Greenwashing. The SAGE
Handbook of Marketing Ethics, p.226.
Pandjaitan, D.H.R. and Mahrinasari, M.S., 2020, July. Green marketing’s effect on the decision
to purchase body shop cosmetic products in Bandar Lampung. In The Future
Opportunities and Challenges of Business in Digital Era 4.0: Proceedings of the 2nd
International Conference on Economics, Business and Entrepreneurship (ICEBE 2019),
November 1, 2019, Bandar Lampung, Indonesia (p. 287). Routledge.
Hamid, S. and Jameel, S.T., 2020. A Study of Green Marketing Practices in the Selected
Ayurvedic Resorts of Kerala. In Global Developments in Healthcare and Medical
Tourism (pp. 176-187). IGI Global.
Kumar, V., 2020. Organizational sustainability and green business practices–The way
forward. Materials Today: Proceedings.
Bui, H., 2020. Green marketing as showcase of sustainable coffee shop business.
Supaat, S.H., Ahamat, A. and Nizam, N.Z., 2020. Green marketing strategies for sustainability
development of firm's performance in Malaysia: for green economy. International
Journal of Business Competition and Growth, 7(1), pp.41-67.
Solekah, N.A., 2020. Green Marketing Tools, Supply Chain, Religiosity, Environmental Attitude
and Green Purchase Behavior. International Journal of Supply Chain Management, 9(4),
pp.371-378.
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Project Plan
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Appendix 2
Activities –
Week 1 – Identification of the topic
It is the first week in which I have engaged in the process of identifying the topic of the
research. It is essential for me to determine suitable as well as reliable topics to accomplish this
research in order to demonstrate a clear description of the topic in an effective manner. To
effectively develop proper research topics I have implemented my critical thinking approach in
order to identify the suitable as well as efficient topic for this research. This activity has been
conducted by me in the week first which is accomplished in proper time frame.
Week 2 – Developing aim and objectives
In this week which plays important role for the whole research it is essential for me to
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develop aim and objective associated with the topic. During this week I have to develop and
formulate and effective aim as well as objective for the research reliable to the topic in order to
set objectives. I have effectively emphasized upon the research topic in order to clearly define
overall objectives, as research objectives play a central role upon which literature review is going
to be conducted in future.
Week 3 – Submission of proposal
During this week I have submitted my research proposal to supervisor in order to further
take approval for the same. In this I have mentioned research topic along with the effective aims
and objectives on which I have to take approval in order to further conduct research analysis in
an effective manner. It is one of the most important activities that has been undertaken by me as
without taking approval from supervisor I can face various challenges thus during this week I
have submitted my proposal supervisor.
Week 4 –Supervisor feedback on the proposal
During the week 4 I have received feedback on the proposals from supervisor. Supervisor
provided approval to further continue the research; he effectively evaluated by research aims and
objectives in a well defined and effective manner in order to further provide me an approval to
continue my research on the aims and objectives that has been framed by me. It is one of the
most essential activity of the research as with the help of supervisor approval I assured that my
aim and objectives are being made in a proper and systematic manner through which I can
further a complete my research in an effective manner.
Week 5 – Approval on the proposal
During this week I have received approval on the proposal to further accomplished
research in an effective manner. It is one of the most important weeks in this I have received
approval by supervisor on my aims and objectives that has been developed by me. This further
allows me to continue my research on the developed aims and objectives.
Week 6- Literature review
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After taking use of secondary source of data collection method I have acquired and
gathered sufficient and authenticated data from different sources like a study journal, articles,
magazines, already existing data and more. During week 7 I have engaged in the process of
literature review. It is an essential activity in which I have to review on the objectives that has
been made by them. During this process I have reviewed each and every objectives in an
effective manner as to enhance understanding of this research analysis with the help of
conducting in-depth research review.
Week 7- Research Methodology
Research methodology is an essential process that has been undertaken by me during
week 8. In this I have engaged in the process of determining various research methodologies in
which I have selected efficient research philosophy to measure data in an effective manner.
Along with this I have selected appropriate research approach in order to generalize research
findings in a well defined and effective manner. Furthermore, effective research strategy has
been acquired by me in order to effectively maximize overall effectiveness of this research. In
addition to this proper data collection method has been selected by me as to acquire effective
data in effective way. Research methodology activity plays essential role that allows to conduct
research with the help of various effective strategy that have positive impact upon overall
research.
Week 8– Data collection
After taking approval on the research proposal during the week 6 I have engage in the
process of data collection. This is also one of the most essential activities in a research, as in this
process I have to acquire proper and systematic data from various sources. This research is
conducted with the help of secondary research method in which I have to acquire information
and data in a systematic manner with the help of authenticated and reliable data. With the help of
this data research can be accomplished in an effective manner. In order to enhance the
effectiveness of this research secondary data collection method has been undertaken by me
through which I aim towards accomplishing my research objectives with more effectiveness.
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Week 9- Reflection
During this week I reflected upon the experience that has been experienced by me during
all the week of this research. With the help of this I experienced my positive and negative
experience in an effective manner that allows me to determine the challenges that has been faced
by me. In this stage I have get to know that I am having effective critical thinking skills and time
management skills that allow me to conduct research in an effective manner. However it has
been identified by me that I have weak data collection skill that has been overcome by me during
this research.
Week 10- Project submission
It is the final stage in which I have submitted my final project during. In this week I have
reviewed my all the activities that has been accomplished by me in this research in order to
further submit the final project.
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