Assignment - Social Marketing

RUNNING HEAD: MARKETING 0
SOCIAL MARKETING

MARKETING 1
Question
Critically discuss the view that Corporate Social Responsibility and Sustainability policies
are merely ploys in an organisation’s competitive strategy. Offer examples to justify the
case you are making.
Answer
Corporate social responsibility (CSR) and sustainability policies help the company to gain
competitive advantage it is because being socially responsible and environment-friendly
organizations can increase the reputation of the organization in the eyes of the customers as well
as employees of the organization (Schrempf-Stirling et al., 2016). Therefore, through this
employees use the resources of the organization efficiently and reduce wastage which results in
reducing the expenditure and funds of the organization. The organizations also organize various
programs and adopt various strategies which lead in increasing the morale of the employee and
raise the productivity of the employees in corporation (Ibrahim, 2017). It also helps in marketing
the products and services so that more customers get attracted to particular products and help the
company to sustain in a competitive environment.
The Corporate Social Responsibility and Sustainability policies are merely become the
company’s competitive strategy is explained through taking the example of Cook Door, it is a
chain of fast-food restaurants, headquarter of the company is in Egypt (Ibrahim, 2017). The
company serves several consumers by offering sandwiches, meals as well as pizzas. The
company offers quality products to the consumers, it was founded in the year 1988. Therefore,
through providing efficient quality the company expands its business in Egypt which includes
Cairo, Giza, Assuit and Suez (Kennedy, 2016). The estimation describes that the customers get
more satisfied because of the services provided by the company which helps the company to earn
more revenue and practices. The marketing strategies such as Cook Door offer 50% off to the
customers and also provide the voucher to their regular customers so that they can eat
sandwiches and other products at lower prices (Kaoud, 2017). The company also take cost
leadership and differentiation strategy to target lower-income group and through differentiation
company target youngster. However, company still face challenges in past years because of
government regulation in Egypt to adopt Environment Protection Act and other issues regarding

MARKETING 2
protecting the society which results at revenue of the company decreases because of decrease in
consumer loyalty and retention towards Cook Door in comparison to their competitors in Egypt
(El Naggar & Bendary, 2019).
To overcome the challenges and issues the company adopts the corporate social responsibility
and sustainability policies that are in the year 2018 company provide employment opportunities
in the society (Aboud & Diab, 2018). The estimation describes that the company also has a
female in the director and managerial position that is in the year 2018 it was up to 10%. The
company also organizes various programs for childcare in Egypt, it also has a various number of
participants and people who are part of the programs. Cook Door also organizes some other
programs which include maternity, leave and women empowerment programs in the organization
(Sabbeh, 2018). It is because in recent years the sustainability policies are become the major
approach to gain competitive advantage and to serve a large number of the customer. It becomes
the major strategy for marketing the products of the company through organizing programs and
attracting the customers through packaging (Tolba et al., 2016).
To overcome the challenges and issues regarding the environment protection company use
certified wrapping papers and for society, Company contributes to providing education (Awad &
Hegazy, 2016). Therefore this helps the company to make it a strategy to take a competitive
advantage because through this the profits of the company increased which was $3billion in the
year 2018. This can help in an increasing expansion that is the company also expands in
Mansoura, Tanta, etc. Therefore, this also leads in increasing the customers of the organization in
comparison to their competitors in Egypt and results in diversification that is company
diversifies their product and offers varieties in Sandwiches such as chicken, seafood, etc
(McHugh et al., 2019).
The other is also described for critically explaining the relationship between sustainability
policies and competitive advantage strategy. BiscoMisr is the leading biscuits company in Egypt,
the headquarter of the company is in Egypt (Genedy & Sakr, 2017). The company also takes
various sustainability policies to take competitive advantage and make it a strategy so that it can
take first-mover advantage in comparison to its competitors. The company contributes more
funds to charities and provides support in education and sports (Awad & Hegazy, 2016). The
company also develops principles and values for the suppliers of the organization which includes

MARKETING 3
human rights, work environment and business integrity as well as organize a program to develop
the employees of the organization. This results in an increasing number of employees because of
more satisfaction and also increases the revenue of the organization (Aboud & Diab, 2018).
The strategies allow the company to increase the diversification of the company, therefore, the
recent estimation describes that to take competitive advantage company make approaches for
maintaining sustainability such as people safety, quality of food and food safety it is done to
protect environment by reducing wastage and increase standard of living and health issues in
Egypt by providing healthy and quality products to the customers (El Naggar & Bendary, 2019).
This supports the company to increase customer loyalty as well as to gain prevailing
opportunities in comparison to their competitors that is through this company invest more in
research and development and meet the needs of the customers and does the marketing of
products by maintaining sustainability (Bassiouny, 2016). For this company organize programs
and develop a tagline that is Protecting Society etc to retain customers. This helps the company
to become one of the well-known 5th leading companies in the Middle East.
Therefore, the above two cases describe that CSR, as well as sustainability strategies, help the
company in marketing their product because of increasing their operation and to increase the
image in the eyes of the customers as compared with the competitors (Bassiouny, 2016). This is
become an important and major strategy to earn more revenue over competitors and to sustain in
the long run with better brand image and reputation.
Question
Discuss the challenges of social marketing in attempting to address contemporary issues
around lifestyle. How appropriate is the social marketing mix in encouraging a change in
lifestyle behaviours? Give examples to illustrate your discussion.
Answer
Social marketing refers to the approach which focuses on various aspects which includes
changes in the behavior and attitudes of the individual, spreading awareness and promotes the
general health of the customers (Kennedy, 2016). This concept is increased because the
marketing is done in today's world by using social media so that more people in society know the