Sustainable Product Innovation and Marketing

This assignment delves into the realm of sustainable product innovation and its integration with effective marketing strategies. It explores various aspects, including the significance of environmentally conscious product design, consumer demand for sustainable options, and innovative marketing approaches to promote eco-friendly products. The analysis examines relevant case studies and theoretical frameworks to illustrate best practices in sustainable product development and marketing within the context of a global market.

Marketing
strategies

Executive summary
They planning to sell the services of herbal beauty products in Australia market. For that,
they will need to acquire PESTLE analysis of macro environment and also adopt some planning
tools to accomplish the business objectives. Along with that, it will also help to make good
image in front of the market share. Furthermore, it will also explain about critically analysis of
modes of entry that suitable for the Earthbound Organics . Before making business plan or
entering into the market. Earthbound Organics also needs to analyse external environment and
process making good task in terms of garbing the market opportunities. Ashanti marketing
solutions needs to determine Australia market condition with the help of external environment.
For that, they will need to acquire PESTLE analysis of macro environment and also adopt some
planning tools to accomplish the business objectives. Along with that, it will also help to make
good image in front of the market share. Furthermore, it will also explain about critically
analysis of modes of entry that suitable for the Earthbound Organics. Earthbound Organics is the
client of Ashanti marketing solutions for which Earthbound Organics makes plans and strategies
to takes its business in Australia market.

Table of Contents
INTRODUCTION ..........................................................................................................................4
MAIN BODY ..................................................................................................................................4
PESTLE Analysis...................................................................................................................4
Critically assess three modes of market entry .......................................................................7
Concepts of market segmentation and targeting critically evaluate the potential target market.
................................................................................................................................................9
Porter's Strategy and competitive advantages by adopting generic strategy........................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Marketing strategies is a long term and the combination of all of its marketing goals into
one comprehensive plan. A good marketing strategy should be drawn from market research and
focus on the right place. Marketing strategic is very helpful to make the competitive advantages
for the Earthbound Organics . Present report based on marketing strategies for Earthbound
Organics, it is the UK based Company which deals with organic beauty products and planning to
build new market into another country. They planning to sell the services of herbal beauty
products in Australia market. For that, they will need to acquire PESTLE analysis of macro
environment and also adopt some planning tools to accomplish the business objectives. Along
with that, it will also help to make good image in front of the market share. Furthermore, it will
also explain about critically analysis of modes of entry that suitable for the Earthbound
Organics . It will also look upon the concepts of market segmentation and targeting critically the
potential target market for the Earthbound Organics. It will also explain about the porter's
generic strategy. Through which Earthbound Organics can easily get competitive advantage and
better services for making business more productive. Earthbound Organics is the client of
Ashanti marketing solutions for which Earthbound Organics makes plans and strategies to takes
its business in Australia market.
MAIN BODY
PESTLE Analysis
Business environment is the most essential and required to analyse before planning to
grow the business activities. It is the external environment or factors which may affect
Earthbound Organics environment or business activities (Arrighi, Le Masson and Weil, 2015).
Australia market is very much growing and wide market which provides great expansion
opportunities for the new entrants. Before making business plan or entering into the market.
Earthbound Organics also needs to analyse external environment and process making good task
in terms of garbing the market opportunities. Earthbound Organics needs to determine Australia
market condition with the help of external environment. All external market factors includes
political, legal, social, political and environmental. All these factors that will affect Earthbound
Organics management activities.
Political

This factor of political refers to the governmental which influence economy or a certain
industry. Political factors might affect business activities or may enhance or changes the prices
of Earthbound Organics services (Bhattacharyya, 2015). Earthbound Organics needs to analyse
the current scenario of the political environment which get harmful for their business activities.
This factor relies on the business activities which includes political environment and their
changes. In terms of Australia market position. It is the safe place for investment where
Earthbound Organics get better opportunity growth for its business. Its biopolitical environment
are stable and certain, open and progressive. They provide high rate of return to the investors
with high degree of confidence level. New investors or new entrants are easily get in the market
for making profit revenue (Dyllick and Rost, 2017). It s nature is highly responsible towards
economic challenges and policy direction. The adaptability of Australia government policy to
change in the economy has been ranked in the second position in the world. It has been proved
that, it is the very much effective and productive to make opportunity for the Earthbound
Organics (Bijauliya, Alok and Yadav, 2017).
Economic Factors
This factor of external environment has determined of an economy which directly
affected to the industry or business activities. This factor gives long term effect on the business
performance of the organisation. Economic condition are directly relate with the economy which
change with the effects of changes in inflation rates, deflation rates, interest rates, foreign
exchange rates. Earthbound Organics affected from economic conditions of the country, from
economic system, governmental policies, industrial policies, industrial policies, import and
export policies. These all policies would affect Earthbound Organics or industry functions. In
case of Australia market condition, it is one of the largest capitalist economies in the world. It is
dominated by the service sector, service sector is the highly profitable and growth full sector in
Australia market. For Earthbound Organics it is the great market to enter (Boukraâ, 2015). It
gives great opportunity to Earthbound Organics for provide their product and services at their
best prices. According to the research it has been found that, Australia ranks 10th in ease of doing
business index. There are some reasons of doing business in Australia. Such as ease of doing
business index, low employment, Continued inflation, strong and stable financial system, open
market with minimal restrictions.
Social Factors

Social factor is highly influence by the society needs and wants. This factor is influenced
by the custom, policies, customer beliefs within the population. Changes in social trends would
get affect the Earthbound Organics prices and products. For that comp[any needs to adopt social
factor in order to make the productive business plan. New trends and market situation may
change the customer demand and preferences. Social factors are the highly economic
environment which directly impact on the business activities (Dean, Griffith and Calantone,
2016). For that, Earthbound Organics always needs to consider society needs and wants before
making any product planning. Moreover, in terms of Australia people are from diverse culture.
They are highly influenced from English languages and very much curious to adopt new product
and services. It is highly energetic and effective ways to do the work in order to take the good
market share.
Technological factor
Technological factor determined as new techniques and methods to achieve the overall
target plan for the Earthbound Organics achievements. It makes new environment and political
effective factors which influence new activity performance. Moreover, technological factors are
highly influenced many activities (Dyllick and Rost, 2017). New technological factors new
product and services are influence many activities. Moreover, new factor or new product and
service helps to grab the customer attraction. Besides, effective technology techniques helps to
sustain the quality of the Earthbound Organics . For new development Earthbound Organics or
government needs to invest high amount of fund in R&D for making new activities and growth.
Overall, Australia market has very much expanding and influence from new technology
in order to provides great opportunity for business organisations.
Environmental Factors
It is the another factor of environment which highly influenced from environmental
factors of the Earthbound Organics Environmental factor includes the weather and climate
change, non living, live and work. Environmental factor many includes highly engage factor
along with that, it is the most influencing factor through Earthbound Organics may get high
customers or low customers. Changes in temperature can impact on many industries such as food
industry, clothes industries. Earthbound Organics always needs to adopt product planning on the
basis of effective management tools and techniques (Homburg, Schwemmle and Kuehnl, 2015).
Due to global warming effects it is highly impacting on the nature of industries. In order to

growing environmental condition so bad. It is requires for the organisation or industry to don't
adopt chemical or harmful substance for customers. Industry should abide some given act such
as the environment protection act of 1974, whale protection act of 1981, the protection of sea act
of 1981, in terms of Australia water has been the scare resources. Or due to soil erosion country
facing the problem of water quality. The quality and availability are a constant concern. Before
entering into the market it is necessary for the Earthbound Organics to adopt the best possible
action plan. In order to take the best opportunity growth.
Legal Factors
This factor of external environment determined as legal environment in which firms
operate. Legal factors are the most essential and required part of the organisation which makes
things more beneficial for the Earthbound Organics development. It also very much helpful to
take this opportunity further by adopting all legal implication on the business activities (Marcon,
de Medeiros and Ribeiro, 2017). Earthbound Organics needs to adopt all employee or contract
law in order to protect its business activity. Legal changes affect a firms' cost and demand, it
affects the customer buying the good or using the service. This makes positive environment in
the Earthbound Organics atmosphere. Earthbound Organics needs to provide legal beauty
product services in order to keep the environment safe and secure.
Critically assess three modes of market entry
Market entry modes in the international market is the big opportunity for the Earthbound
Organics to make new achievements and growth. It makes good impact on the behaviour of
customers as well as companies. International market is highly competitive and wast. Companies
and local market business has adopted market entry modes to enter into the global market. This
process helps to enhance the overall target market plan. There are different types of entry modes
of into the global market which require making good things (Mohammad Azmin, Abdul Manan
and Yunus, 2016). Ashanti marketing solution is the consultancy service Earthbound Organics
which requires adopting which requires to adopt the best effective services.
Exporting
Exporting is the market entry mode strategy which provides product and services through
domestic market to international market. There are three types of exporting direct exporting,
indirect exporting and cooperative exporting. Indirect exporting involves low risk factors and
includes low pressure in the activity. Generally in this process Earthbound Organics

organisation sells their services through some agents and distributions. It has been critically
evaluated that, It is the common process or mode of entry. In terms of indirect exporting it does
not involve any type of agent or mediate for selling. In respect of cooperative exporting, in this
form of exporting the product and services (Orth and Crouch, 2014). In which one organisation
make agreement with another international Earthbound Organics to sell their own product and
services the other hand, it involves high risk and pressure on the domestic Earthbound Organics
of loss. In which Earthbound Organics has to faces some conflicts with distributors in some
issues.
Licensing
International licensing is the mode to enter into the global market. For that Earthbound
Organics needs to adopt the licence for entering into the Australia market. It is the effective
mode of entry in which Earthbound Organics itself connects with the customers directly without
get any involvement of any mediators. Through licence Earthbound Organics can easily get the
permission to sell their services in that market without any government issues. Besides, It has
been critically evaluated that, drawback of this mode is that to pay high fee in exchange for the
rights specified in the contract between the parties. Sometimes due to low market profit
Earthbound Organics fails to pay that heavy amount of services or fee (Sinapuelas, Wang and
Bohlmann, J.D., 2015). In this system of mode of entry Earthbound Organics needs to acquire
good things and always needs to adopt major activity essentials. Besides, sometimes Earthbound
Organics fails to return profit revenue by investing high amount of money. Earthbound Organics
needs to advertising their services through licensee for that they need to give fee for licensing.
Franchising
Franchising is another form of foreign market entry mode, in which semi business owner
which makes good things and influencing factor roles. Franchising is a foreign entry strategy
which gives permission to take the business activities of other market share. Along with that, for
that Earthbound Organics has to give fees or royalties to the franchiser to use Earthbound
Organics trademark and sell its products and services. This term depends on the behaviour of the
Earthbound Organics structure. It has been critically evaluated that, before entering into the
market Earthbound Organics needs to adopt necessary taken items which make sure best possible
action (Stierand, Dörfler and MacBryde, 2014). Shortfalls of this strategy is that low brand
image in the market, lack of control on franchiser, late fees has received or take further action

plan in terms of making good deal with long lasting process. Besides, franchisor also facing the
issues of making negative impact on the franchisor they only receive a royalty fee and not the
full profit made.
Justification and recommendation
On the basis of above section it can be concluded that Earthbound Organics needs to
acquire licence. This is the best method to take care the needs of Earthbound Organics benefits.
Moreover, another major impact of the organisation is that to provide the best herbal beauty
products services to customers. License is the positive manner to control the things into more
effective manner. It is the best manner to entered into the international market. It has been
critically evaluated that, this is the long process of making good task going market. Moreover,
according to the Ashanti marketing solutions, Earthbound Organics requires taking license in
order to enter into the market and make customers happy with the products. They also need to
adopt fresh marketing promotional activities to promote their new brand in the Australia market.
Moreover, they also need to analyse the needs and requirement of the buyers as well.
Concepts of market segmentation and targeting critically evaluate the potential target market.
Target market customers and segmentation is the necessary activity for the organisation
to earn effective growth market. To segment the market will provide better flexibility level in
term to doing great business (Stierand, Dörfler and MacBryde, 2014). Earthbound Organics
drivers their potential customers in different groups. The heterogeneous marketplace can be
divided into many homogeneous customer segments along several segmentation variables. The
division of the market and customer into sub groups its called market segmentation. It also
makes good impression on the behaviour of target market customers. Such as Earthbound
Organics females are the major target market customers. Which influence Earthbound Organics
the profit revenue for the Earthbound Organics .
Concept of target market segmentation
It helped organisation or Earthbound Organics to take productive marketing decision
making decision Overall objective of the market segmentation is to get profit from the target
group of customers for particular goods and services. This helps Earthbound Organics into their
four different manner.
 It helps to measure Earthbound Organics potential target market. Through Earthbound
Organics can easily focus on the buyers.

 It also helps to marketer to avoid trial and error moreover, it provides help to make the
better decision making approach.
 Ongoing customer analysis helps Earthbound Organics to review customer demand and
needs. This helps to make planning for further action.
Criteria for segmentation
 segment must be identifiable
 segments must be internally homogeneous
 segments must have an effective demand
Analysis of different target market on the basis of Earthbound Organics potential clients.
Ashanti marketing solution is the consultancy which helps to suggest buyers for best herbal
beauty products. Through Earthbound Organics will take its step ahead. Good service producing
helps to enhance the good profit making target (Stierand, Dörfler and MacBryde, 2014). It also
makes good things to take things better and effective. Moreover, another process of making good
profit is that, to set their target objectives. Earthbound Organics first needs to measure the scope
or marketing objectives, so that customer can eaily take the effective marketing essentials. It also
very much required which is required to take perfect action plan. Along with that, females are the
major target market customers for the Earthbound Organics who makes better environment for
the Earthbound Organics development. Moreover, it will also help to target the major factors to
attract the customer attraction process.
Segmentation customer market
Customer market are those markets under which all products purchased by the end
consumers. Besides, industrial market are those market under which where the goods are
purchased either from directly or indirectly in production. Moreover, it has been cleared that
herbal beauty services are given for only females target market customers who highly inspired
from beauty products (Stierand, Dörfler and MacBryde, 2014). this method can be applied to the
company in order to segregate the effective segment approach in order to meet out the company
needs.
Porter's Strategy and competitive advantages by adopting generic strategy
Cost leadership: This is the first strategy which helps to enhance the best productive and
explaining the ways of gaining competitive advantage. In order to gain the advantage products
are high because of higher demands of beauty products. Cost leadership is highly influencing and

competitive method to gain cost advantages. In international market their huge demand of beauty
products due to which customer demand things at low prices. In case Earthbound Organics get
benefit to provide services of herbal beauty products. Herbal beauty products are mostly
favourable and demanding by buyers. Earthbound Organics can make better channel to reduce
bargaining power of employees in the context of Earthbound organics. It also makes good
impression on the behaviour on the Earthbound Organics profit. There are two methods to gain
the cost leadership strategy such as increasing the profit by reducing the costs while charging
industry average prices. Besides, another method is that to increasing the market share through
charging lower prices while still making a reasonable profit on each sale.
Differentiation: Differentiation involves decision making of product and services in
different possible manner to attract customer needs and wants. In herbal beauty products are
limited Earthbound Organics adopts measure. Differentiation between product and services are
very must have required which makes Earthbound Organics different from other competitors.
Earthbound needs to adopt the best strategies to for making its organic beauty products in more
efficient manner in Australia market.
Focus on cost leadership: According to this market strategy in which Earthbound
Organics requires focusing on the cost in order to sustain its own position. this is the major
strategy of porter's which directly impact on the business activities. Earthbound Organics has to
make their own product unique and different to attract customer attraction (Stierand, Dörfler and
MacBryde, 2014). This process make Earthbound Organics more enhance and strong interns of
making good image in the marketing. Earthbound Organics can get better advantage and make
productive changes in the business process. Besides, it also analyses the work process and
making good skills and wants.
Focus on differentiation: In this strategy Porter's suggested that new innovation and
creation will be the main key point of success. Earthbound Organic should focus on the new
development in order to sustain in the competitive market. Rival firms it is the another factor
which may influence Earthbound Organics into long term. Threats of new entry gives more
negative effects on the Earthbound Organics , for that Earthbound Organics needs to focus on
the behaviour of the Earthbound Organics influences. Earthbound Organics needs to influence
Earthbound Organics practices along with that they also need to acquire positive action plan to
beat the rival firms' action strategies.

For gaining competitive advantages Earthbound Organics needs to acquire the best
business plan to make good Earthbound Organics skills (Stierand, Dörfler and MacBryde,
2014). This will help to make more potential effects or profit earning capacity. Moreover,
Earthbound Organics also needs to take customer review for getting their business idea. This
overall process gives better working environment and best skills to compete with new
environmental task.
On the basis of above strategies company needs to adopt new diversification strategy in
order to enhance the company approach and make the company more popular in the market.
Apart from that, it helps to motivate the better growth and effective management target to make
good growth oriented goals and make the better goal services. Diversification approach attract
large number of customers towards the company and also attract some new buyers as well.
CONCLUSION
From the basis of above section, it can be concluded that marketing strategy process is
the long term or continuous process of making Earthbound Organics profit and customer
satisfaction. Present report based on marketing strategies which covered PESTLE analysis of
Australia market in order to identify opportunity and threat for the Earthbound Organics .
Further, it explained about the three modes of entry into the international market. It analysed that
for Earthbound Organics Licensing system is better than others to opening their new marketing
solution consultancy for herbal beauty products. Moreover, it also discussed about the concept
market segmentation process. Furthermore, it also summarized the Porter's five forces model in
order to identify competitive advantages or in order to compete with their rival firms.

REFERENCES
Books and Journals
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International Journal of Pharmaceutical Sciences and Research, 8(12), pp.4930-4949.
Boukraâ, L., 2015. Bee products: The rediscovered antibiotics. Anti-Infective Agents. 13(1).
pp.36-41.
Dean, T., Griffith, D. A. and Calantone, R. J., 2016. New product creativity: understanding
contract specificity in new product introductions. Journal of Marketing. 80(2). pp.39-58.
Dyllick, T. and Rost, Z., 2017. Towards true product sustainability. Journal of Cleaner
Production, 162, pp.346-360.
Homburg, C., Schwemmle, M. and Kuehnl, C., 2015. New product design: Concept,
measurement, and consequences. Journal of Marketing, 79(3), pp.41-56.
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Orth, U. R. and Crouch, R. C., 2014. Is beauty in the aisles of the retailer? Package processing in
visually complex contexts. Journal of Retailing. 90(4). pp.524-537.
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Stierand, M., Dörfler, V. and MacBryde, J., 2014. Creativity and innovation in haute cuisine:
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