Sustainable Marketing Case Study 2022

Running head: SUSTAINABLE MARKETING
SUSTAINABLE MARKETING: A CASE STUDY OF KELLOGG'S
Name of the Student:
Name of the University:
Author’s Note:

SUSTAINABLE MARKETING1
Table of Contents
1.0 Introduction...........................................................................................................................2
2.0 Key Sustainability issues in the Singaporean Food Retail Industry..........................................3
2.1 Triple Bottom Line Approach to Sustainability....................................................................3
2.1.1 People.............................................................................................................................4
2.1.2 Planet..............................................................................................................................6
2.1.3 Profit...............................................................................................................................8
3.0 Recommendations for Kellogg's................................................................................................9
3.1 Marketing Mix.......................................................................................................................9
3.1.1 Product..........................................................................................................................10
3.1.2 Place..............................................................................................................................11
3.1.3 Price..............................................................................................................................11
3.1.4 Promotion.....................................................................................................................11
4.0 Conclusion...............................................................................................................................12
5.0 References................................................................................................................................13

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1.0 Introduction
As opined by Grant, Trautrims and Wong (2017), the concept of sustainability enables the
business corporations to attain the desired growth level without causing the over-exploitation or
for that matter the over-utilization of the natural resources of the planet. Vo, Hartmann and
Langen (2018) are of the viewpoint the extensive focus of business corporations on the aspect of
profitability and also the recent surge in the customer demand for the products or commodities
had given rise to the over-utilization of the natural resources which are being used as raw
materials by the corporations for the production of products or services. However, as argued by
Aschemann-Witzel et al. (2017), the major problem arises since these natural resources are
depleting at an alarming rate in the face of the extensive usage of the same and this had given
rise to the concern that the future generation would be deprived of the natural resources that the
present generation have access to. Thus, in order to attain long-term growth as well as
competitive advantage or for that matter sustainability it is important for the business
corporations to optimally utilize the natural resources of the planet.
Xue et al. (2017) have noted that the business entities are required to fulfill their
responsibility towards the environment as well as the society through the effective resolution or
for that matter the mitigation of the different issues that the environment or the society of the
nation of their operation face. Moreover, the different business corporations are trying to resolve
the societal or environmental issues like gender inequality, discrimination, climate change,
global warming and others through the different corporate social responsibility (CSR) initiatives
that they are taking in the present times (Kozlowski, Searcy and Bardecki 2016). However, the
business corporations try to resolve these issues only up to the point that it is profitability for

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them to do so and this in turn is one of the most important reasons for the ineffective resolution
of the different social or the environmental issues over the years. The objective of this paper is to
undertake a critical analysis of the key sustainability issues in the food retail industry of
Singapore through the usage of the case study of Kellogg's and offer relevant recommendation to
the corporation which it can follow for the attainment of sustainability.
2.0 Key Sustainability issues in the Singaporean Food Retail Industry
2.1 Triple Bottom Line Approach to Sustainability
Rut and Davies (2018) are of the viewpoint that one of the primary or the major reasons
for the extensive usage of the construct of CSR by the different business corporations can be
attributed to the benefits offered by the same along with the opportunity that the business
corporations get to effectively fulfill their obligations as business corporations. As discussed by
Greenland (2019), the usage of the framework of CSR offers the opportunity to the business
corporations to create value for their stakeholders (both internal and the external), increase their
revenue base, improve their brand image or branding, enhance their operations efficiency, lower
the different business risks that they face, effectively manage their intellectual and human capital
and others. However, in the particular context of the food retail industry of the nation of
Singapore it is seen that most of the corporations are simply disregarding the different
sustainability issues or for that matter relegating the framework of CSR to the background
(Darbari et al. 2018).
As per the results of a survey conducted by Fuji Xerox in the year 2018, 88% of the
business professionals agreed with the idea that CSR is an integral framework for the business
corporations to follow whereas 54% of the business professionals agreed to the idea that the