Sustainable Marketing

RUNNING HEAD: SUSTAIANBLE MARKETING
Sustainable Marketing

SUSTAINABLE MARKETING 1
Contents
Introduction......................................................................................................................................2
Key sustainability issues..................................................................................................................3
Triple bottom-line........................................................................................................................3
Summary......................................................................................................................................5
Recommendations for Sheng Siong Group.....................................................................................6
Marketing Mix.............................................................................................................................6
Summary......................................................................................................................................9
Conclusion.......................................................................................................................................9
Bibliography..................................................................................................................................11

SUSTAINABLE MARKETING 2
Introduction
The research report is prepared on the ‘Sustainable marketing’. The first section emphasizes the
crucial sustainability issues faced by the Singapore supermarket industry. It also focuses on the
importance of sustainability. Moreover, it provides practical recommendations for the
supermarket company (Sheng Siong Group) based on the marketing mix. In order to develop an
effective report, it also includes summary of central sections. The key purpose of the report is to
pour light on the major aspect of given title with respect to ‘Sheng Siong Group’. Additionally, it
provides an opportunity to upgrade the knowledge based on the given title.
Meaning
‘Sustainable marketing’ is socially and environmentally responsible marketing. It aims to meet
the present need of the consumers without compromising the ability of future generations to meet
their own. It attains key importance for business as it assists in attracting the customers.
Adopting sustainable practices in marketing will provide multiple benefits to the brand. It will
help in gathering the attention of large customer base (Martin & Schouten , 2013). It will
benefit from gaining support from the government and the customers. It also helps in
contributing to the environmental health and thus reducing ecological issues. Additionally, it will
help the brand in building a positive image in the market. It will aid the respective brand in
undercutting competition in the industry. It will help the brand in gaining competitive advantage
and achieving a distinct position in the market. Thus, sustainable marketing is an economical
practice should be adopted by the brands in its work process (Emery , 2011).
Company overview
The report focuses on the adoption of sustainable marketing by ‘Sheng Siong Group’. It is a
Singapore based supermarket chain that offers a wide variety of grocery and fresh food items. It
has 54 stores in Singapore (Sheng Siong , 2019). Its main competitors are Dairy Farm, Fair
Price and Prime Supermarket. (Tai, 2018). In the year 2012, it was awarded the title of ‘Most
Transparent Company’ (Sheng Siong, 2012).

SUSTAINABLE MARKETING 3
Figure 1: Sheng Siong group yearly revenue
Source: (Tai, 2018)
Key sustainability issues
As per the research, Global warming, Industrial pollution, Plastic pollution and Water pollution
are significant issues rising in Singapore (Clark , 2019). These serious issues are gathering the
attention of large mass in Singapore. Individuals, as well as various industries and supermarket
stores that are operating within Singapore, are facing its negative effect. In order to minimize its
effect, should step ahead by developing essential sustainable practices in Singapore (Clark ,
2019). Thus, to minimize the harmful effect of these issues, supermarket industry should
implement the Triple Bottom Line concept.
Triple bottom-line
It is a theory that suggests that business organizations should lay attention to social and
environmental concerns. They should equally prioritize the adoption of practices for
environmental benefits. It is unpretentious that business organizations only focus on achieving
higher gains and profits. However, this framework suggests that there should be three bottom
lines for the business organization. Hence, it focuses on three factors named people, planet and