Green Marketing Report: Challenges, Opportunities, and Strategies

This report provides an executive summary of green marketing, defining it as environmentally conscious practices in production, consumption, and disposal. It focuses on the challenges, opportunities, and strategies within the chemical industry, using Johnson Matthey as a case study. The report includes a literature review exploring green marketing concepts, its opportunities for Johnson Matthey, and the challenges faced, such as consumer awareness and high costs. It also evaluates strategies to overcome these challenges, including government incentives and effective advertising. The methodology section outlines the research philosophy, approach, and strategy employed, emphasizing interpretivism, inductive reasoning, and secondary research. The report aims to analyze green marketing's impact on the chemical sector, offering insights into sustainable business practices and long-term growth.

Green Marketing
1

Executive Summary
Green Marketing is defined as an attempt to provide protection to environment and customer
welfare through consumption and production and disposable eco friendly services and products.
It effectively provides competitive edge in long-term growth for an organisation. Present report
has been conducted on the aim of green marketing challenges, opportunities and strategies in
chemical industrial sector. For this research objectives has been framed upon which literature
review has been conducted with the help of taking effective research methodologies.
2

Table of Contents
Executive Summary ........................................................................................................................2
Research Topic: Green Marketing: Challenges, Opportunities and Strategies................................4
INTRODUCTION ..........................................................................................................................4
MAIN BODY...................................................................................................................................4
Literature Review ...........................................................................................................................5
Methodology ...................................................................................................................................8
Ethics ...............................................................................................................................................9
Limitation ........................................................................................................................................9
REFERENCES .............................................................................................................................11
Project Plan ...................................................................................................................................12
Appendix 2 ....................................................................................................................................13
3

Research Topic: Green Marketing: Challenges, Opportunities and Strategies.
INTRODUCTION
Green Marketing is termed as a procedure in which promotion of services and products is
mainly based upon their environmental benefits. Green marketing allows organisation to improve
their credibility and provide them an opportunity to enter in a new market (Solekah, 2020). With
the help of green marketing organisation can assure long-term growth and can ensure more
competitive edge. It also provides more room for innovation and allows company to acquire
more profitability while emphasizing upon environment safety. Present report has been
conducted on Johnson Matthey which is a British multinational speciality sustainable and
chemical technology company organisation headquarter in the provinces of United Kingdom and
mainly performs their business operations with 14000 and more than employees. This company
was founded in the year 1817. In this report formative discussion has been conducted on research
aim that evaluates the challenges, opportunities and strategies of Green Marketing within
chemical industry. In this research concept of green marketing is defined along with the
opportunity for selected company. Along with this strategy to overcome the challenges is being
included in this research with the help of literature review along with this research involves
research methodology, secondary data collection method, limitation and more.
MAIN BODY
Research aim:
“To analyze the Challenges, Opportunities and Strategies of green marketing within
Chemical industry. A review study on Johnson Matthey.
Research objectives:
 To identify the concept of green marketing along with opportunities for Johnson Matthey.
 To examine the challenges of green marketing within Chemical industry.
 To evaluate the strategies that helps in overcoming the prominent challenges which are
faced by Johnson Matthey.
4

Literature Review
Concept of green marketing along with opportunities for Johnson Matthey
According to the view point of Ranjan, (2020) green marketing is defined as a concept in
which marketing of products are being done that are presumed to be safe for environment. It
mainly involved a wide range of activities that include modification of product, changes to the
production process, packaging in sustainable manner and modifying advertising. It has been
identified that green marketing plays most important role as in this economic growth can be
assure to consumption and production by showing safety of environment. In addition to this it
has been underlined that green marketing plays essential role that aim towards protecting
environment and consumer welfare of consumption, production and disposal of eco friendly
products. In terms with Johnson Matthey it has seen underlined that it is a British multinational
speciality organisation in chemicals in sustainable technologies that manufactures paramedical
materials, pollution control system and catalyst. It is essential for organisation to understand the
importance of green marketing as this organisation also refines silver platinum, gold and
produces colour and coating materials for construction industries. In this with the help of
focusing upon innovation with the help of green marketing organisation can assure potential
growth for business in effective manner (Khan and et. al., 2020). Green Marketing sustainability
assist the organisation to have minimal negative impact upon local and global environment,
economy, community or society and the more. It has been underlined that with the help of green
marketing organisation can strive to meet a positive impact upon environment in an effective
manner. Green Marketing play essential role for Johnson Matthey, as this company deals in
chemical and sustainable Technologies. Thus, it is essential for organisation in this industry to
understand the importance of green technology in order to assure more growth and sustainability
in respective sector. It has been identified that with the implementation of green marketing
technologies into organization workplace structure Johnson Matthey can ensure sustainable long-
term growth in addition with profitability (Sugandini and et. al., 2020). Furthermore, according
to the analysis it has been identified that with the help of green marketing company can save
money for long run and can conduct a business operations in affordable manner. In addition to
this it has been identified that with the help of green technology company can develop their
products and services while keeping the environmental aspects in mind. Thus, according to the
above mentioned analysis it has been identified that green marketing provide number of
5

opportunities for Johnson Matthey through which they can assure future growth and
development while emphasizing upon global and local environment, society and community in a
well defined and effective manner.
Challenges of green marketing within Chemical industry
As per the viewpoint of Jha, (2020) their various forms of challenges that can be faced by
organisation within chemical industry n terms with green marketing. According to the analysis it
has been identified that in order to effectively implement green marketing technologies into
organisation workplace structure company can face challenges in terms of less consumer
awareness price, high cost, less trust and more. It has been identified that green marketing
basically define as concept in which it is essential for the organisation to develop products that
require recyclable and renewable materials which is comparatively more costly. Along with this
it has been identified that in order to implement green technologies it is essential for organisation
to make huge investment in their research and development unit and are also require making
heavy investment in new technology (Hamid and Jameel, 2020). It has been identified that in
terms with individuals in organisational workplace structure organisation is required to make
them aware about the use of green marketing operations in an effective manner as Johnson
Matthey deals in chemical and sustainable technologies. Thus, it is essential for company
engaged in the production consumption and disposable of eco-friendly products. In order to
accomplish this it is essential for organisation to provide effective training to workers within
company in order to ensure successful results. This process however takes lot of investment, as
company is required to provide many training and development mission to employees (Kumar,
2020). Thus according to the above mentioned analysis it has been identified that there are
number of challenges that can be faced by organisation in the process of green marketing that
can have direct and indirect impact upon organisational operations and profitability.
Strategies that helps in overcoming the prominent challenges which are faced by Johnson
Matthey
As per the view point of Graul, (2020) green marketing plays important and essential role
for organisation through which company can conduct sustainable marketing. With the help of
this company can market their services and products by keeping emphasise upon environment
and community welfare. However there are a number of potential challenges that can be faced by
organisation which is required to be effectively overcome by them. In terms Johnson Matthey, it
6

has been identified that company can face challenges in terms of high cost in order to require
recyclable and renewable material. Along with this company can also face challenges in terms of
making investment in order to adopt new technologies and implement the same to provide
training to employees (Majhi, 2020). However, it has been underlined that there are numbers the
challenges can be effectively overcome by Johnson Matthey with the help of taking financial
benefits that are being provided by government for eco friendly business organisation. It has
been identified that nowadays government of numerous countries encourage environmental
friendly business operations and motivate companies to innovate in sustainability as increases
revenue for governments. Thus, in order to encourage this form of business operation in
government provide many form of tax benefits for those who organisation who are sustainability
conducting their business operations. Thus, with the use of environmental friendly methods in
order to conduct that business operations while overcoming the challenges of high operation cost
company can get many financial rewards, tax benefits, government subsidies in order to conduct
their business operations (Oates, 2020). Furthermore, with the help of effective advertising
company can effectively attract attention of large base of customers as nowadays customers are
also emphasize towards those organization who are having positive contribution towards
environment. Along with this organisation by taking eco friendly business practices with the help
of smart and responsible business goals can overcome the challenges in an effective manner.
Thus, according to the above mentioned analysis it has been identified that with the help of
undertaking advantage of number of strategies organisation can not only overcome the prominent
challenges in the process of green marketing but can also assure their sustainable growth
(Pandjaitan and Mahrinasari, 2020). It will effectively allow organisation to enhance their
profitability in a well define an effective manner. Furthermore, it has been identified that with
the help of green marketing practices organisation and not only attract attention of large base of
customers towards their products and services but can also make strong tries and relationship
with the government for which company can assure its long-term sustainability in a well defined
and effective manner.
7

Methodology
Research methodology is termed as a tool or technique that an investigator undertake take in
order to accomplish research with reliable and authenticated information associated to the topic.
It is important for research investigator to select best effective research methodology in order to
acquire integrated information and data associated to the topics. In terms with present research
researcher is undertaking a framework which is known as research onion. With the help of this
researcher aim towards accomplishing present research in a well define an effective manner.
Research Philosophy:
Research philosophy is termed as a belief about the way in which data about a
phenomenon are required to be analysed, acquired and used. It is essential for investigator to
select most effective way of thinking for research in order to accomplish research in effective
manner (Bui, 2020). There are mainly two form of research philosophy that is positivism and
interpretivism. In terms with present research investigator will take advantage of interpretivism
research philosophy in order to accomplish this research with the help of measuring quantitative
data. With the help of this research methodology investigator mainly aim towards fulfilling
research objectives with successful outcomes. It has been identified that interpretivism research
philosophy is considered as an effective approach through which investigator can acquire
information in data with the help of quantitative method.
Research approach:
It is mainly defined as a plan or approach that investigator undertake as to accomplish to
research in a proper manner. In terms with present research investigator is required to undertake
use of effective research approach in order to accomplish research objectives. It has been
identified that there are mainly two types of research approaches that are Inductive and
deductive. In order to fulfil present research aims and objectives investigator will takes use of
inductive research in order to effectively support the objective nature of interpretivism research.
With the help of selecting this research method, investigator aim towards generalising research
findings in an effective manner.
Research strategy:
It is termed as a strategy that has been received by the investigator to gather and verify
data with the topics. In this researcher is required to select effective research strategy in order to
fulfil research in a systematic and qualitative manner. In terms with present research analysis
8

investigator will undertake advantage of secondary research method in which investigator will
take use of already existing data in order to maximize overall effectiveness of research. In this
research will take use of case study.
Data collection:
It is termed as a strategy that investigator undertake to evaluate confirm and identify
appropriate data associated to the topics (Supaat, Ahamat and Nizam, 2020). It is important for
investor to select effective data collection method in order to fulfil research in an effective
manner. There are mainly two form of data collection method namely primary and secondary. In
order to fulfil present research objectives investigator will take use of secondary data collection
method in which investigator acquire information in data through internet, organisational reports,
already published materials, business journals, magazines, government reports and more. Main
reason behind undertaking this form of search method is to fulfil research with enhancing
effectiveness of research outcomes.
9

Ethics
Present research has been accomplished with proper ethical standard in which research
objective has been made by emphasising upon all the ethical measures. Along with this data
storage and security has been effectively undertaken while conducting this research.
Furthermore, proper use of storage devices like personal computer is being undertaken by
researcher in order to store data in an effective manner. Proper ethical consideration has been
undertaken while a conducting present research objectives in order to conduct research in ethical
manner.
10

Limitation
During the research analysis there were a number of limitations that has been faced.
These challenges were in terms of evaluating authenticated and reliable data from secondary
sources. It has been identified by me that in order to interpret the results of study or research
objective it is essential to effectively emphasise upon the findings of the data in order to fulfil
research with successful outcomes. Along with this in order to select effective research
methodologies it is essential to implement critical thinking process. Furthermore it has been
underlined that with the help of selecting appropriate methodology there was significant impact
upon the results of study, as with the help of different research methodologies likes secondary
research data method, interpretivism research method research is accomplished in a well-defined
an effective manner.
11

REFERENCES
Books and Journals
Bui, H., 2020. Green marketing as showcase of sustainable coffee shop business.
Hamid, S. and Jameel, S.T., 2020. A Study of Green Marketing Practices in the Selected
Ayurvedic Resorts of Kerala. In Global Developments in Healthcare and Medical
Tourism (pp. 176-187). IGI Global.
Jain, A., Darbari, J.D., Kaul, A. and Jha, P.C., 2020. Selection of a green marketing strategy
using MCDM under fuzzy environment. In Soft Computing for Problem Solving (pp. 499-
512). Springer, Singapore.
Khan, E.A and et. al., 2020. The impact of enviropreneurial orientation on small firms’ business
performance: The mediation of green marketing mix and eco-labeling strategies.
Sustainability, 12(1), p.221.
Kumar, V., 2020. Organizational sustainability and green business practices–The way forward.
Materials Today: Proceedings.
Majhi, R., 2020. Behavior and perception of younger generation towards green products. Journal
of Public Affairs, p.e2288.
Oates, C.J., 2020. Sustainability Marketing: Products, Fairtrade, and Greenwashing. The SAGE
Handbook of Marketing Ethics, p.226.
Pandjaitan, D.H.R. and Mahrinasari, M.S., 2020, July. Green marketing’s effect on the decision
to purchase body shop cosmetic products in Bandar Lampung. In The Future
Opportunities and Challenges of Business in Digital Era 4.0: Proceedings of the 2nd
International Conference on Economics, Business and Entrepreneurship (ICEBE 2019),
November 1, 2019, Bandar Lampung, Indonesia (p. 287). Routledge.
Ranjan, R.K., 2020. Green Marketing: An Exploration through Qualitative Research. Global
Journal of Management And Business Research.
Solekah, N.A., 2020. Green Marketing Tools, Supply Chain, Religiosity, Environmental Attitude
and Green Purchase Behavior. International Journal of Supply Chain Management, 9(4),
pp.371-378.
Stafford, E.R. and Graul, A.R., 2020. Turning consumers green: From green marketing myopia
to our 2020 vision. Sustainability: The Journal of Record, 13(1), pp.10-21.
Sugandini, D and et. al., 2020. Green supply management and green marketing strategy on green
purchase intention: SMEs cases. Journal of Industrial Engineering and Management,
13(1), pp.79-92.
Supaat, S.H., Ahamat, A. and Nizam, N.Z., 2020. Green marketing strategies for sustainability
development of firm's performance in Malaysia: for green economy. International
Journal of Business Competition and Growth, 7(1), pp.41-67.
12