Importance of Sustainable Development and Green Marketing Strategies

This article discusses the importance of sustainable development and green marketing strategies in the modern business world. It explores the impact of these strategies on customer retention, environmental sustainability, and profitability. The article also provides recommendations for implementing green marketing strategies at Seaport Melbourne.

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Management
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction:...............................................................................................................................3
Research Problems or the Research Questions:.........................................................................4
Literature Review:......................................................................................................................4
Importance of Sustainable Development:..............................................................................4
Importance of the green marketing activities:........................................................................7
Sustainable Development and Green marketing strategies:...................................................9
Future Recommendations:.......................................................................................................10
Conclusion:..............................................................................................................................10
References:...............................................................................................................................12

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Introduction:
The significance of the marketing activities in the modern business world is
increasing in a notable manner and the impact of marketing activities for the growth of the
manufacturing along with the service industry is pretty prominent. With a previse focus on
the enhanced level of the business competition, it is evident that the companies are facing
tough competition from the part of their competitors and under such situation, the customer
retention becomes difficult for majority of the companies. Considering such situation, the
importance of the marketing and the promotional activities is observed to be associated with a
significant increment as the increased occurrences of the marketing and the promotional
activities provide the much required scope to the companies in effectively retaining the
customers. The concept of the green marketing is observed to be a reflection of the modern
thought process where the necessity of preserving the environment is directly linked with the
value proposition of the companies (Murati and Brokaj 2014). For the companies that are
operating in the hospitality industry, the significance of the mentioned holistic approach is
considerably high as it provides the scope to the companies in anticipating, identifying and
satisfying the requirements of the customers in an efficient manner.
Having said that, the mentioned approach enables the companies in managing their
customer requirements in a more sustainable and profitable way. The paper is focused in
critically analysing the sustainable development at the Seaport Melbourne through the green
port marketing activities. The paper provides in depth information regarding the green port
marketing concepts to portray its impact on the modern hospitality industry. Along with this,
the paper highlights the impact of the mentioned marketing activities on the regional
development and at the same time, the paper evaluates the impact of it on the effective
management of the environmental sustainability.

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Research Problems or the Research Questions:
With a precise focus on the above discussion, it is evident that the application of the
green port marketing activities is one of the major modern trends of the hospitality industry.
The urge amongst the organizations in improving their customer targeting techniques is
observed to be pretty prominent and that is forcing the companies towards the application of
the green port marketing activities. Apart from this, the added strictness from the part of the
governmental agencies in implementing the framed governmental regulations for the efficient
maintenance of the eco logical balance is observed to play a significant role in influencing the
companies towards the application of the green port marketing activities.
Considering the research topic, the research questions are as follows:
 What is the importance of the sustainable development?
 What is the importance of the green marketing activities?
 What is the relationship between the sustainable development and the green
marketing activities?
 What are the future recommendations for the sustainable development at Seaport
Melbourne with the application of the green marketing activities?
Literature Review:
Importance of Sustainable Development:
According to Ezzat (2016), the concept of the sustainable development is largely
defined within the factors of the triple bottom line which are the economic, environmental
and social factors. Prause (2014) stated the concept of the sustainable development as the
combination of the social justice, environmental quality along with economic prosperity.
Considering the triple bottom line, Fusco Girard (2013) claimed it to be the corporate
performances of the companies from the economic perspectives of the shareholders to that of

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the social and environmental aspects associated with the other stakeholders such as the
employees, customers, communities or the suppliers of the companies. However, Prause
(2014) stated that the application of the green supply chain management techniques have
certain limitations and expressed that it may not always provide competitive advantages to
the companies. Along with this, Ezzat (2016) claimed that it is insufficient for the companies
to acquire only environmental performance in the modern world of business. With a precise
focus on the business competition, the companies are facing the need to improve their
financial stability and that is pretty prominent with the application of various profit
generating strategies. For the achievement of the much required financial stability, the
companies are bound to conduct such business activities that have the capability to generate
larger profit at the end of the financial year.
However, with a precise focus on the environmental degradation, the business
researchers are observed to raise their concern and that effectively introduces the concept of
the sustainable development. The evolution of the concept is pretty significant over the years
and majority of the business researches along with the practitioners are observed to
acknowledge the importance of the sustainable development in the modern world of business.
Fusco Girard (2013) claimed that it is important for the companies to utilize their resources
for the achievement of the larger profit as it provides the much required ease to the
companies in maintaining their sustainability, however, at the same time, it is evident that the
increased consumption of the natural resources from the part of the companies have the
potential of decreasing the environmental sustainability and the eco logical balance in the
modern world of business. Kotowska (2016) claimed that, it is important for the companies to
make sure that they have the capability to provide sufficient space to their customers for
consuming their products and at the same time, the business operations of the companies
have the capability to influence the customers. Under such situation, it becomes important for

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the companies to make sure that they conduct their business activities in such manner that
increases their accountability amongst their probable or existing customers. Having said that,
Kramers, Wangel and Höjer (2016) claimed that the entire society is facing the need of
maintaining their activities in such manner that it contributes in their survival.
Kramers, Wangel and Höjer (2016) further added that the sustainable development is
widely regarded as one of the important strategy that influences the growth and profitability
of the companies in an efficient manner, however, the main objective of the approach is
observed to be the survival. With precise focus on the impact of the activities that are
expected to be applied by the companies for the sustainable development, it is evident that the
concept has the possibility of providing long term competitive advantages to the companies.
Having said that, Kotowska (2016) stated that it is significantly good for the companies to
make sure that they are contributing towards the improvement of the environment, however,
it is equally necessary for the companies to link their sustainable and socially responsible
activities with their business practices. Under such situation, the main objective for the
companies with the sustainable development strategies is to make sure that they contribute
towards the improvement of the economic, social and environmental sustainability. Hence,
from the discussion, it is evident that the companies have the necessity of generating larger
revenue for the improvement of their financial stability, however, the management of the
business activities with a precise focus on the economic, social and environmental
development is also at the heart of their business objectives. Apart from that, it is evident that
the concept of the sustainable development effectively educates the managers of the
companies for maintaining the balance between the earning profits and developing the society
and the communities which are a major part of their business market.

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Importance of the green marketing activities:
As mentioned earlier that, the identification, anticipation and providing the much
required satisfaction to the customers for their requirements are not the sole objective of the
companies that are inclined towards the application of the green marketing strategies, rather
the focus of those companies are observed to include the effective management of the
requirements of the society and the community as well. Hauke and Werner (2013) claimed
that the significance of the green marketing as one of the important corporate strategy for the
effective management of the organizational, legal and customer requirements, is increasing in
significant manner. At the same time, the importance of the green marketing activities over
the improved stakeholder engagement, is able to inject the much required urge amongst the
business managers regarding the undertaking of such business activities hat have the
capability to contribute in the improvement of the sustainability. According to Ottman
(2017), the ability of the approach in the improving the environmental sustainability
associated with the business operations of the companies is playing a key role in increasing
the acceptance level of the approach amongst the modern business managers.
Having said that, Lam and Notteboom (2014) claimed that the theoretical framework
of the green marketing activities is able to put strong emphasis on the marketing strategies,
structures and functions. The strategies recognize the environmental strengths as the
competitive advantages and at the same time, the implementation of the strategies is observed
to be dependent on the marketing structures and functions. Parola et al. (2017) claimed that
the marketing structures refer to the management systems and organizations and on the other
hand, the marketing functions are observed to be recognized as the marketing
communications and the advertisements. It is important for the ports to apply the green
marketing strategies to make sure that they be able to achieve the scope of promoting
themselves as green ports and that will certainly reflect the incorporation of the sustainability

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in the strategies, structures and functions. With a precise focus on the increasing level of
pressure applied by the environmentalists, government agencies and the general public, the
necessity faced by the companies for the application of the sustainable business activities is
observed to be pretty high. Under such situation, the recognition of the green port will be
significant for any seaport in effectively avoiding the strict application of the rules and
regulations framed by the governmental agencies for the management of the environment on
the region. The application of the green marketing will be crucial for the seaports in making
sure that the sustainability of the performances of the seaports is associated with continuous
uprise and at the same time, the application of green policies will be crucial for the
companies in managing their stakeholders in an efficient manner (Greenport.com. 2019).
There are considerable number of seaports where the relevant authorities are making
sure that they incorporate the advancement of the technology in an effective manner for the
high performances (Portofmelbourne.com. 2019). Along with that, the incorporation of the
technology is observed to be crucial in improving the speed associated with the operations of
the ports and under such situation, it becomes crucial for the companies to make sure that
their business operations are aligned with the demands of the speed of the modern business
world. Along with that, Acciaro (2013) claimed that the incorporation of the technology is
also crucial for the companies in executing their business operations in an energy efficient
manner and as that is one of the main objective of the companies operating in the modern
world of business, the application of the green marketing strategies become obvious for
majority of the seaports and the relevant authorities.
The addition of the eco- system compatibility with the application of the green
marketing strategies are observed to be crucial in preventing the increasing amount of
pollution at the seaports. With a precise focus on the concern of the companies regarding the
increasing level of pollution, the concept of the green marketing strategies will be crucial for

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the companies in avoiding the corporate green washing. With the application of the green
marketing strategies, the companies will be in a preferable position for portraying their
socially responsible activities towards the management of the ecological balance and at such
situation, the occurrences of the misleading environmental practices will largely get
neutralized.
Sustainable Development and Green marketing strategies:
With a precise look back at the discussion, it is evident that the companies have the
necessity to continuously increase their profit for maintaining the sustainability of their
business activities. For the improvement of the social sustainability of their business
practices, the companies have the necessity to continuously improve their business with a
precise focus on their capability in providing quality services to their customers and
communities. This certainly has the capability to increases the social value of the companies
and at the same time, it increases the quality of the business practices conducted by the
companies. Other than this, the companies face the need of managing their business activities
in an efficient manner to maintain the eco logical balance as that helps the company in
creating value for the customers. Having said that, the concept of the green port marketing
strategies. The incorporation of the technology is observed to be crucial for the companies in
speeding up their business activities which provide considerable amount of scope to the
companies in generating larger profits and at the same time, it also places the companies in a
better position for contributing in the environmental sustainability (Greenport.com. 2019).
Other than this, the ability of the green port marketing strategies in preventing the pollutions
associated with the business activities of the companies at the seaports, is also substantial in
promoting the environmental sustainability. The application of the green policies add value to
the companies’ try for improving their consumption of energy and the greater significance of
the companies’ efforts in preserving the natural resource plays a crucial role in influencing

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the customers of the companies for the much required increment in the sales of the
companies.
Future Recommendations:
Considering the above analysis, it is pretty evident that the Melbourne seaport has the
necessity of applying the green port marketing strategies for the improvement of the social
and environmental sustainability associated with the business activities conducted at the
seaport. With a precise focus on the initiatives undertaken by the Melbourne seaport authority
for the sustainable development, it is recommended to the seaport authority to improve their
activities for ensuring green and low carbon utilization. For the same cause, the authority is
recommended to provide subsidy for cold ironing along with the low sulphur bunker oil.
Along with that the seaport authority is expected to focus on the transport facilities available
inside the port as the proactive initiatives from the part of the authority for converting it to
green transportation will be significant for the success of the authority in achieving the
sustainable development. Along with the low carbon emission, the seaport authority is
recommended to improve their usage of the green energy for the management of the
operational activities inside the seaport. Other than this, one of the major recommendation for
the seaport authority will be to reduce the energy consumption by 5% in a time span of 10
years. The seaport is expected to strictly limit the toxic emission of the ocean going vessels
and along with that, the seaport has the necessity to improve their ability in improving the air
emissions, electrification, quality of harbor’s water and maintaining the aquatic ecosystems
and marine habitats.
Conclusion:
On a concluding note, the application of the green port marketing activities are
observed to be much needed for the achievement of the sustainable development at the

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Melbourne seaport. The alignment of the factors affecting the sustainable development and
the benefits with the green port marketing strategies are observed to be perfect in improving
the excellence of the seaport activities. However, the effective achievement of the objectives
such as the low carbon operations, decrement in the air pollution and disposal of the toxic
substances, is crucial for the improvement of the seaport’s sustainability.

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References:
Acciaro, M., 2013. Corporate responsibility in the port sector: the institutional theory
perspective. IFSPA2013: Trade, Supply Chain Activities and Transport: Contemporary
Logistics and Maritime Issues, 14.
Ezzat, A.M., 2016. Sustainable development of seaport cities through circular economy: A
comparative study with implications to Suez Canal corridor project. European Journal of
Sustainable Development, 5(4), pp.509-522.
Fusco Girard, L., 2013. Toward a smart sustainable development of port cities/areas: The role
of the “Historic Urban Landscape” approach. Sustainability, 5(10), pp.4329-4348.
Greenport.com. 2019. GreenPort | Are sustainable development goals relevant for sea ports?.
[online] Available at: https://www.greenport.com/news101/current-issue/apmt/are-
sustainable-development-goals-relevant-for-sea-ports
Greenport.com. 2019. GreenPort | Ports Australia joins sustainability drive. [online]
Available at: https://www.greenport.com/news101/australasia/ports-australia-joins-
sustainability-drive
Hauke, P. and Werner, K.U., 2013. Going green as a marketing tool for libraries:
environmentally sustainable management practices.
Kotowska, I., 2016. Policies applied by seaport authorities to create sustainable development
in port cities. Transportation Research Procedia, 16, pp.236-243.
Kramers, A., Wangel, J. and Höjer, M., 2016, August. Governing the Smart Sustainable City:
the case of Stockholm Royal Seaport. In ICT for Sustainability 2016. Atlantis Press.

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Lam, J.S.L. and Notteboom, T., 2014. The greening of ports: a comparison of port
management tools used by leading ports in Asia and Europe. Transport Reviews, 34(2),
pp.169-189.
Murati, M. and Brokaj, R., 2014. The Role of Marketing Sea Ports for the Development of
Tourism. Academic Journal of Interdisciplinary Studies, 3(2), p.265.
Ottman, J., 2017. The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. Routledge.
Parola, F., Risitano, M., Ferretti, M. and Panetti, E., 2017. The drivers of port
competitiveness: a critical review. Transport Reviews, 37(1), pp.116-138.
Portofmelbourne.com. 2019. [online] Available at: https://www.portofmelbourne.com/wp-
content/uploads/Sustainability-Report-Hi-Res.pdf
Prause, G., 2014. SUSTAINABLE DEVELOPMENT OF LOGISTICS CLUSTERS IN
GREEN TRANSPORT CORRIDORS. Journal of Security & Sustainability Issues, 4(1).