Contemporary Issues of Sustainable Marketing

This document discusses the contemporary issues of sustainable marketing, including social and environmental responsibility. It explores the challenges faced by companies like Marks and Spencer and provides recommendations for socially and environmentally responsible marketing.

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Demonstrate understanding of contemporary issues of sustainable marketing..........................1
Issues for socially responsible marketing...................................................................................2
Recommendations.......................................................................................................................3
Issues for environmentally responsible marketing......................................................................4
Recommendations.......................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
The background of marketing is assessing of product and services manufacturing,
producing, assembling and promoting in the competitive market. It fulfil the needs and wants of
consumers through delivering the services. Marketing is a typical responsibility for managing
and controlling which produce the marketing raw material along with facilitates support (Cateora
and et. al., 2020). The major responsibility that consists by the organisation perspective which
includes the posting advertisement, communicate with local vendors or through social media
platforms which provide marketing promotional services in perspective of product and services.
As from United Kingdom perspective, the company determined for marketing
responsibility as Marks and Spencer venture is a British multinational retailer with having a
headquarter in London, England. It well famous for their selling customised design textiles
products, food and beverages and home appliances with décor products. It was founded at 1884
in Leeds, United Kingdom. In this report of marketing responsibility the agenda of topics will be
covered social and environmental responsibility of marketing along with assessing the
contemporary issues of sustainable marketing and also highlight the strong call for the marketing
organisation to attain as well as practise a optimum marketing responsibility.
MAIN BODY
Demonstrate understanding of contemporary issues of sustainable marketing
Sustainable marketing refers to the effective promotion of environmental and socially
responsible practices and products and also undertake brand value. Many organisations use
sustainable marketing for the particular product, that nailed the sustainable marketing. Along
with this, it leads to clearly define the goals for the environmental efforts and socially
responsible marketing as it refers to the contemporary description of environmental approach of
marketing which is present for various decades (Hollensen, 2019). Along with this, it is
important for Marks and Spencer considering the new competitive environment from the
competitor in terms of technology and globalisation. In terms of this, Marks and Spencer conduct
prominent research in terms of addressing the prominent issues like sustainable marketing
practices considering the environmental consequences, anti-consumption, ethics, social
marketing and corporate social responsibility. In terms of this, research area for Marks and
Spencer include:
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Marketing and sustainability: It depicts the barriers and facilitators for being more
sustainable regarding the consumption practices and also tends to reduce carbon footprints by
effectively motivating for the voluntary simplification.
Consumer resistance and anti-consumption: It depicts the resistance of consumers and
effective consumption of prominent brands, services and products and also some consumers that
are prominently opposed to the dominant organisations.
Alternative marketing practices: It depicts the significant approach which is adopted by
the company at the external side of mainstream considering not for profit organisation, fair trade
and many more (Malhotra and Dash, 2016). For this, Marks and Spencer also need to consider
corporate social responsibility, frameworks, ethics and other contemporary market.
In regard of this, for the sustainable marketing there is the tremendous development
within the technology and international trade by which respective company find new ways for
the product regarding the new concept of marketing. In terms of this, social responsibilities of an
organisation tends to face significant challenges for the company which is considered as the
prominent subject within the corporate world. Along with this, company need to follow their
own profit for the effective motive and less care about social and environmental factors in terms
of selling product that leads to improve the overall performance of Marks and Spencer. For this,
respective company make effective plan for the sustainable future by examining the social and
environmental impact on the significant marketing strategies.
Issues for socially responsible marketing
The description of social responsibility is an form of ethical representation and intimate
to the individual perspective having an social control which generates the benefits of society at
large scale. It also enhance the duty in every individual context to perform for balance the
economy and ecosystem for better development. There are following issues related with social
marketing responsibility which is faces by Marks and Spencer Company: Enhance of legal perspective of Business: In a business the social responsibility that
rarely clashes with the ethical responsibility as well as the marketing growth of any
organisation could be hit by regulating of policies which contains some strict rules that
generates favourable or unfavourable outcomes (Tuten and Solomon, 2017). In context of
Marks and Spencer's their marketing social responsibility faces many implication in
United Kingdom polices aspect such as corporate tax, Foreign trade etc. they are legally
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responsible for mapping the shareholder's profit while in other hand, they are similar
responsible as socially for minimizing the profits that could affect the business decisions. Having Shareholder Pressure: There are many shareholder who do not having
knowledge or information about the company and their stocks. Through shareholder
demands they might creating pressure to enhance the development performance from
manager that reduce the ethics existence (Moorman and Day, 2016). As per the
perspective of Marks and Spencer their shareholders are not aware about the company
description where they constantly creates pressure for increase performance to the
promoters that could impact on their ethical aspect, marketing strategies as well as short
term profit.
 Presence of Labour Market: In corporates organisation top mangers are expected to
reduces the cost in overall activities, as this is a part of their marketing proceedings where
minimizing the cost is necessary for profit maximisation. The major problem arises when
laying off presumes in the company as Marks and Spencer has been suffered to making
their workforce lay-off in the situation of recession or not afford the employees who are
demanding high cost. As this action is against social responsibility which company
having motive for attaining short term profit.
Recommendations
By considering the above issues, it is also analysed that there are various strategies that
are useful for being socially conscious and also helps in developing strong relationship with
community. In terms of this, there are various ways by which Marks and Spencer can overcome
from the issues which they currently face and also helps in developing social consciousness.
Various ways are as follows:
Develop a social mission: It is considered as the best and effective way to make business
more socially conscious is to develop a social mission and for this, Marks and Spencer need to
make significant mission and vision for the statements and also focus on the company regarding
actively seeking helps for the community. In terms of Marks and Spencer, it is important for
Marks and Spencer to significantly develop prominent mission which is more realistic that focus
on the promotion of teamwork and effective clarity.
Establish realistic goals: After developing effective goals and objectives, it is important
to develop real and prominent goals and objectives which is useful for the company in terms of
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increasing its image and also tends to consider the realistic objectives which is accomplished in
terms of causing major disruptions undertaking the regular operations (Järvinen and Taiminen,
2016). In terms of this, it tends to include both short and long term goals which is measured in
terms of addressing an immediate issue within the community, offer effective solution with
effective resources which company already have also tends to create awareness regarding the
issue in the area. In relation with this, Marks and Spencer need to answer all the prominent
questions in order to carry out the meetings and also send informative memo that helps in
answering the customer inquiries.
Educate employees: In terms of this, Marks and Spencer need to educate their employees
which is useful for the entire team and also tends to create socially responsible business. In terms
of this, employees should be involved in every step and also understand the prominent issues for
the company (Kannan, 2017). Along with this, it defines that training and development program
in terms of educate workforce for their effective development and develop their skills towards
the socially responsible marketing.
Issues for environmentally responsible marketing
In modern business, environmental issues plays a vital role in marketing and for this,
various organisations are more concern regarding the green marketing activities which they also
attempted to regulate. Away with this, significant problem which company face in terms of
modify the product because of increased concern of customers and also contend regarding the
perception of consumers. Along with this, various organisations wants to become green
considering the increased number of wants of consumer which is associated with the
environmental friendly products. For this, Marks and Spencer face various issues in terms of
environmentally responsible marketing that are discussed as under:
New concept: Marks and Spencer need to literate regarding the unique concept which is
introduced by them and also get more aware regarding the merits of green products. Along with
this, consumer need to be more educate in terms of being aware regarding the environmental
threats (Katsikeas and et. al., 2016). For this, green movements tends to reach towards the
masses that take lot of time and effort to introduce the new and innovative idea.
Need for standardization: It is identified that around 5% of the marketing campaign
tends become green and follow green standards and norms but for this, Marks and Spencer has
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lack of standardization of authenticates that claim about the standard quality control and also
should be place for labelling and licensing.
Avoid green Myopia: By undertaking and considering various standards and issues,
somehow Marks and Spencer leads to neglect various green marketing that put emphasis
regarding the effective customer benefits that happens because of effective help of product and
also tends to develop green initiatives and other aspects that does not tends to give proper
customer satisfaction and it leads to generate green myopia (Felix, Rauschnabel and Hinsch,
2017).
Therefore, undertaking the seriousness of environmental issues, it is important for the
Marks and Spencer to develop sustainable environment and led towards the new international
economic order. For this, every organisation need to recognise the significant issues that are
concerned with the environment and also become the member of community and deal with issues
that does not become problem for the organisation but issue for the humanity and survival.
Furthermore, eco-friendly marketing is also important which is not quite separate regarding the
environmental issues and undertake the economic goals as well.
Recommendations
By undertaking the significant issues, it is analysed that there are various ways by which
Marks and Spencer can overcome all these issues with the help of various strategies and
significant methods that are useful in overcoming the issues which are faced by company. In
terms of this, various strategies are as follows:
Create an eco-friendly selling point: Regarding the green marketing strategy, it is
undertaken as the business strategy and also thoughtful for green marketing idea and also create
significant eco-friendly selling point for the business (Atwal and Williams, 2017). In terms of
this, it tends to determine the alternate business practices for the product to become more green
and eco-friendly. Along with this, Marks and Spencer also tends to promote healthier living and
great selling point for the consumers regarding green marketing idea which is ideal for business
and also provide effective services by undertaking the environmental standards. Away with this,
Marks and Spencer also tends to offer green product line service that put emphasis on business
and also want to be sure regarding eco-friendly selling point.
Brand with green logos: It depicts that if the product has green offerings then they can
participate regarding the eco-friendly practices and also make effective use of variety of logos
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for the marketing and company branding the represent green. It consider the effective website,
advertising, marketing, business cards, packaging and so on of Marks and Spencer. Along with
this, Marks and Spencer also tends to consider designing the custom logo particularly for
business in terms of effective tool which is useful in communicating the green offerings and
stand out towards the competition.
Invest in online marketing: Online marketing is more environmental friendly rather than
offline marketing as it include direct mail or printed advertising to consider the good news which
is also cheaper in terms of using the online marketing. Moreover, placing an online
advertisement at the low cost alternative tends to produce no printed waste or put negative
impact on the environment (Wedel and Kannan, 2016). For this, social media is the cost effective
way for Marks and Spencer in terms of communicating to the customers. In terms of this, printed
direct mail is also replacing the printed coupon mailers that can become challenge for small
business that relies on the coupon redemption to drive sales. Moreover, Marks and Spencer need
to invest in growing towards the email database regarding effective solution to eliminate direct
mail. Moreover, a new online coupon deal also tends to offer by the email marketing which
becomes the great way in terms of increasing sales for small businesses and eliminate
dependency for waste printed coupon mailers.
CONCLUSION
By considering the above discussion, it is analysed that marketing is important in order to
exchange products and services within the external market and it is essential to undertake
significant features and standards at the time of marketing. Along with this, in terms of
respective company, it is identified that currently it face various issue in socially and
environmentally responsible marketing that leads to hinder the overall performance of company.
For this, it is important to provide significant recommendations and suggestions in terms of
overcoming these hurdles in order to become more sustainable in business environment.
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REFERENCES
Books and Journals
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!.
In Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Cateora, P.R and et. al., 2020. International marketing. McGraw-Hill Education.
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
A holistic framework. Journal of Business Research, 70, pp.118-126.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Järvinen, J. and Taiminen, H., 2016. Harnessing marketing automation for B2B content
marketing. Industrial Marketing Management, 54, pp.164-175.
Kannan, P.K., 2017. Digital marketing: A framework, review and research agenda. International
Journal of Research in Marketing, 34(1), pp.22-45.
Katsikeas, C.S and et. al., 2016. Assessing performance outcomes in marketing. Journal of
Marketing, 80(2), pp.1-20.
Malhotra, N.K. and Dash, S., 2016. Marketing research: An applied orientation. Pearson,.
Moorman, C. and Day, G.S., 2016. Organizing for marketing excellence. Journal of
Marketing, 80(6), pp.6-35.
Tuten, T.L. and Solomon, M.R., 2017. Social media marketing. Sage.
Wedel, M. and Kannan, P.K., 2016. Marketing analytics for data-rich environments. Journal of
Marketing, 80(6), pp.97-121.
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