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Sustainability Marketing Assignment

   

Added on  2020-03-23

23 Pages5930 Words147 Views
Business DevelopmentFinanceMechanical EngineeringEnvironmental SciencePolitical Science
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SUSTAINABILITY MARKETING1Sustainability marketing.By[Student’s name]CourseInstitutionDate
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SUSTAINABILITY MARKETING2Table of ContentsIntroduction.................................................................................................................................................3Background of the organization..................................................................................................................4Automotive industry analysis......................................................................................................................5Sustainability concepts................................................................................................................................5Triple bottom line....................................................................................................................................5Managing sustainability...........................................................................................................................5Communicating sustainability..................................................................................................................6Supply chain sustainability......................................................................................................................6Biomimicry framework............................................................................................................................7Footprint concept....................................................................................................................................7Cradle to Cradle concept.........................................................................................................................8Environmental factors.................................................................................................................................8Environmental pollution..........................................................................................................................8Depletion of resources............................................................................................................................9Fuel consumption..................................................................................................................................10Climate change......................................................................................................................................10Potential impacts of sustainability issues on the organization..................................................................10Increased costs......................................................................................................................................10Poor quality products............................................................................................................................11
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SUSTAINABILITY MARKETING3Poor community relations.....................................................................................................................12Potential impacts of the sustainability issues on the society.....................................................................12Air and water pollution..........................................................................................................................12Unemployment......................................................................................................................................12Managing sustainability in the organizations............................................................................................13The 4P’S Model..........................................................................................................................................13The products..........................................................................................................................................13Place......................................................................................................................................................14Promotion..............................................................................................................................................14Price.......................................................................................................................................................15The 4Es framework................................................................................................................................15Supply chain management....................................................................................................................16Marketing communication....................................................................................................................16Conclusion.................................................................................................................................................17Recommendations.....................................................................................................................................18References.................................................................................................................................................19
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SUSTAINABILITY MARKETING4Introduction.Business are established for purposes of providing products and services in exchange for revenues that enable the business meet its financial obligations. The products and services of the company are availed to the market through marketing. Due to dynamics in business environment,there is the need for most organizations to adopt sustainability marketing. Sustainability marketing refers to embracing sustainable business practices that enable the organization to create long term values (Zeriti, et al.2014, p.50). These practices are both socially and environmentally friendly and they enable the organization and the community to enjoy a lot of benefits. This report is written to highlight how BMW Group is practicing sustainability to enhance its operations, the factors that influenced the need for sustainability marketing, the impact of the sustainability issues and the plans to manage sustainability marketing within the organization.Background of the organization.Bayerische Motoren Werke (BMW) Group is a German company established in 1916. The company operates in automobile industries, and it produces both motorcycles and motor vehiclesthat are sold all over the world (bmwgroup.com). BMW is one of the largest manufacturing companies in Europe manufacturing luxury vehicles as it has 30 production locations within 14 countries, employing about 106,000 employees. BMW Group requires a larger number of employees to perform different tasks in the firm and also ensure the people in the surrounding community are employed.The company has three brands which include BMW, MINI, and Rolls-Royce. The products of the company include BMW X1, BMW X3, BMW 6 series among others series. The company manufactures touring vehicles, racing and sports cars and motorcycles and luxury vehicles. The
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SUSTAINABILITY MARKETING5supply chain of the company starts from research and development where the company researches what the market wants. The company then procures the needed materials from the trusted and selected suppliers who are committed in environmental sustainability and this is achieved through collaboration. The company then manufactures the motor vehicles and motorcycles with the best design that will attract many customers. Through outbound logistics the manufactured are transported to the showrooms in different parts of the world where customers can access them easily, hence creating the needed convenience. BMW Group is a member of the U.S Environmental Protection Agency (EPA) which recognizes companies which have put a lot of effort in conserving the environment by the production of environmentally responsible products (bmwgroup.com). It is also a member of South Carolina Environmental Excellence Program. In 2012, the company received an award for being the world’s most sustainable automotive company. The company has held this fete for eight years and it was recognized by Dow Jones Sustainability Indexes and it is the only automotive in this list.Automotive industry analysis.Automotive industry due to much competition has found itself in a position where it does not care about environmental sustainability. This is because the industry stakeholders are trying as much as possible to minimize costs that reduce their revenues. These practices have led to production of poor vehicles that consume a lot of fuel that emit carbon monoxide in to the atmosphere. Unlike, BMW Group which is committed to producing vehicles that conserve the environment, the other companies in automobile industry practice green washing through advertisements
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SUSTAINABILITY MARKETING6Sustainability concepts.Triple bottom line.This concept enables the organization to measure performance in three different aspects which include environmental factors, social factors, and financial factors (Kucukvar, et al.2014, p.236). In environmental factors, the organization should ensure that it does not pollute the environment.In social factors or people, the organization should ensure that it provides employment to the people in the community. The profits or financial criteria is where the business should make profits and reduce cost.Managing sustainability.During the transition period, due to various factors, some consumers can revert to the old ways. The transition process requires time and resources to be successful (Hofmann, et al.2014, p.166).Business owners should be aware of the need for change so that they can provide the needed support and time to make the process a success. The consumers can be educated on the importance of conserving the environment.Communicating sustainability.This concept highlights strategies and actions taken by organizations so that other stakeholders can see that the company is advocating for environmental responsiveness through promotions and advertisements (Grunert, et al.2014, p.180). The organization may be in the real sense not putting any effort to move to the sustainable practices that conserve the environment. In this case, BMW Group has conducted green washing because its i3 model of vehicle advocates for production of vehicles that conserve the environment. BMW Group has been fighting European Union tirelessly to ensure that the body does not enact laws that limit car pollution levels. As for fair trade, BMW Group has put in place measures that will ensure that it is fully committed to responsible and lawful conducts. They have ensured that customer complaints are well
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