Marketing Principles: Sustainable Offering and Environmental Analysis

This report discusses the sustainable offering of Peace Boat and its environmental analysis. Includes PESTLE and SWOT analysis. Market and customer analysis also discussed.

Running head: MARKETING PRINCIPLES
MARKETING PRINCIPLES
Name of the Student
Name of the University
Author Note

1MARKETING PRINCIPLES
Introduction
The main aim of this report will be to discuss about the stainable offering which will
be capable enough of being marketed in an effective and efficient way. The idea chosen to be
discussed in this topic is the peace boat project, and their various kind of voyages. The profile
of the sustainable offering will be discussed, along with the environmental analysis, which
will include a PESTLE analysis and a SWOT analysis. An analysis will also be done on the
market and customer, where the organization is operating their business. This will help the
organization to evaluate the market on where they are operating, which will help them to
strategize their plans to maintain the sustainability in the business environment.
Profile of Sustainable Offering
Peace Boat was established in the year 1983 as a Japan-based Non-Governmental
Organization which operates worldwide. It has headquarters in Tokyo with five more centers
across Japan and a sister organization in New York too. The main work of Peace Boat is to
promote sustainability, peace and human rights. This organization carries out most of their
activities with the help of a passenger ship which travels around the world. Some of their
activities include strengthening local capacity for sustainable living, empowering the
participants and also building up cooperation among people across the borders.
Peace Boat is committed to provide a cleaner and more sustainable world through
their sustainable cruise ship named Ecoship. In order to perform advocacy and carry out
actions for respect and sustainability of the environment, it has built partnership with the
United Nations as well as some local organizations. The following are a few offerings by
Peace Boat for one step towards sustainability:
 Voyage of Light – this program, in partnership with Liter of Light, was organized to
bring solar lights throughout the world and spread some awareness regarding energy

2MARKETING PRINCIPLES
poverty. The participants were taught how sustainable solar lights can be made. Solar
lamp building workshops were also conducted to foster capacity building in the
communities.
 The Ocean and Climate Youth Ambassadors Program – Youth leaders were
brought from SIDS for spreading awareness on marine degradation and climatic
changes.
 Galapagos Forest Revitalization Project – the precious Galapagos island is under
threat due to fast development and new species settlements. Peace Boat works with
Charles Darwin Foundation to plant native species like Scalesia.
 Peace and Green Boat Voyages - Peace Boat works with Korea's largest
environmental group, the Green Foundation, for providing sustainable lifestyles and
acknowledge local environmental issues.
 Ecoship – It will be the future platform for creating awareness, exhibiting green
technology and conducting researches on climate and environment (Peace Boat 2019).
Environmental Analysis
The environmental analysis includes the PESTLE analysis as well as SWOT analysis
of the organization of Peace Boat, which are described as follows:
PESTLE Analysis
Political Factor – As the ship travels the whole world, it need to consider the political
regulations of the places through where they are travelling. Their operation also depends on
the political stability of the government of Japan and other countries, along with the social
welfare policies of the nations.

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Economic Factor – The financial up and down affects the business of Peace Boat,
and they have to look after the axes and interest rates of their home country of Japan, along
with the nations through which they are voyaging.
Social Factor – The social factors include all the people and their diverse culture of
the society of Japan along with the places through which they are moving. The demographics
of the population of the places, social mobility and alterations in the lifestyle of the people
affects the operations of Peace Boat.
Technological Factor – The spending in the innovations like methods of reaching to
the people to spread their work involves in this factor. New ways need to be considered to
maintain the sustainability of the organization.
Environmental Factor – Peace Boat have to maintain the balance of the ecosystem
while voyaging from one part of the world to the other.
Legal Factor – The legal framework involves the health and safety standards along
with the occupational health and safety practices (Zalengera et al 2014).
SWOT Analysis
STRENGTHS WEAKNESSES OPPORTNITIES THREATS
Tie-Up with United
Nations
Less Scope of
Funding
Sustainable Tourism Additional Cost
Collaboration with
International
Partners
Limited Resources Attraction of Global
People
Political Instability
(Gürel and Tat 2017)

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Market and Customer Analysis
The market includes the places where the ships are covering their trips, along with the
market of Japan, from where the organization belongs. As the organization carries out most
of their activities with the help of a passenger ship which travels around the world, it will
involve all those markets and their people.
The customer analysis includes strengthening the local capacity required for
sustainable living, empowering the participants and also building up cooperation among
people across the borders. The requirement of the people is analyzed and Peace Boat
structures their plans accordingly (Brécard 2014).

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References
Brécard, D., 2014. Consumer confusion over the profusion of eco-labels: Lessons from a
double differentiation model. Resource and energy economics, 37, pp.64-84.
Gürel, E. and Tat, M., 2017. SWOT analysis: A theoretical review. Journal of International
Social Research, 10(51).
Peace Boat. (2019). Projects. [online] Available at: https://peaceboat.org/english/project/
[Accessed 31 Aug. 2019].
Zalengera, C., Blanchard, R.E., Eames, P.C., Juma, A.M., Chitawo, M.L. and Gondwe, K.T.,
2014. Overview of the Malawi energy situation and A PESTLE analysis for sustainable
development of renewable energy. Renewable and Sustainable Energy Reviews, 38, pp.335-
347.