Analyzing Marketing Issues and Sustainability in Business Report

This report delves into the critical issues organizations face in marketing, particularly concerning the enhancement of sustainability. It begins with an introduction to the changing market dynamics influenced by technological advancements and consumer demands, emphasizing the significance of the four P's of marketing (product, price, promotion, and place). The report then identifies key challenges such as increased competition, inefficient advertising, the need for product differentiation, understanding consumer emotions, and navigating cross-cultural collaborations. It further explores the sustainable approach to marketing, highlighting how businesses can align their strategies to promote long-term sustainability. The conclusion underscores the importance of addressing marketing issues to foster organizational growth and expansion, emphasizing the role of sustainable practices in achieving these goals. The report references various academic sources to support its findings, offering a comprehensive overview of the subject.

Running head: MARKETING FOR ENHANCING SUSTAINABILITY
MARKETING FOR ENHANCING SUSTAINABILITY
Name of the student
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1. Introduction
The increasing change in the demand and the ever-changing trends has affected the
market of the organizations. The technological advancements have affected the availability of the
products and the services based on their offerings and the placing. The most important step that
the organization takes, considering the modern market structure, is to take steps in order to
promote their product. In order to undertake the promotion, the organizations consider the
principle of the four P’s that affects the market structure of the product (Roy 2012). The price,
the product itself, the promotional activities and the place where the promotion is being
undertaken. It helps in determining the functions that are required to be taken by the organization
in order to undertake a successful product launch. The report focuses in identifying the issues
that the marketing of a particular product or a line of product might face in undertaking the
proper marketing strategies. The marketing strategies help the organizations in placing their
product effectively in the market. The report aims at understanding the issues that the companies
face while marketing a product. The issues can be considered as the hindrances to make the
product available in the market (Saren et al. 2012). The proper marketing of the product also
ensures the sustainable approach of the organizations that is being hampered through the issues
that the organization faces while marketing the product or the services (Saren et al. 2012).
2. Issues faced in marketing
The issues that are being faced by the organizations while marketing the product is based
on the requirements of the organization to make their advancements in the market. The issues are
being illustrated and discussed in this section of the analysis. It helps in the clear understanding
of the issues that the company faces while marketing in the modern days and thereby determines
the risks that are involved with the product’s placement in the market.

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The increased competitiveness has resulted to the substantial growth of the other
organizations in the market. Therefore, the most important issue that is being faced by the
organizations while marketing their product is due to the inefficiency in their advertisements
(Babin. and Zikmund 2015). The various advertisements that already exist in the market through
the usage of the print media and the social media platforms have affected the growth of the
organizations largely. In order to bring in changes in the organizational structure, the
organization must make out some changes in the structure of the promotional activities to attract
the attention of the potential consumers (Finney 2014). The proper placement of the products and
the services helps the organization in making the target audience aware of the products that are
being launched by the organization. However, the major issue that is being faced by the
organization is based on the increased amount of competition in the social and the other media
platforms through which the promotion must be undertaken (Malhotra, Birks and Wills 2013).
The most important step that is to be adhered in the marketing of the products and its
proper placement is through the proper innovation that the organization undertakes. It helps in
differentiating the products and the services that are being prepared by the competitors. Most of
the companies, these days, have adhered to the proper allocation of the resources and they have
undertaken proper utilization of the resources (Baker 2014). It helps the organizations in
maintaining a differentiation. The multinational companies like Apple and the like have taken
strategies in order to promote their services with the products. This helps the organizations in
undertaking successful steps to market their products. The iTunes that are being produced by
Apple is being promoted along with the devices like iPods and the like. It helps the organization
in collaborating the products and the services and provides a complete package to the consumers.
The basic concept of promoting the product along with the services is to make the market open

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for both based on the consumer requirements. Most of the other companies have undertaken
steps to make their product different from that of the competitors (Minton et al. 2012). It has
helped them in balancing the market availability of the products adhering to the demand of the
consumers. On the other hand, some other companies are not able to differentiate between the
products they manufacture and that produced by the competitors. Therefore, it becomes a tough
job for them to promote their products in the market.
The major issue that is being faced buy then organizations while marketing a product in
the market is due to the lack of determination of the varied emotions of the consumers. The
consumers make a buy not based on the advertisements or the reviews on the articles and the
magazines. The variation of the emotions affects the product’s market. Moreover, the company
also takes steps in order to ensure the utility that the consumers can expect to derive from the
products that are being manufactured by the organization. The utility that is being derived from
the products greatly affects the market of the commodities (Griskevicius, Cantú and Vugt 2012).
Most of the companies develop the same kinds of product, nether determining the utility nor
adhering to the requirements of the consumer. Therefore, the marketing of the product becomes a
hefty job for the organization.
The cross-cultural collaborations that are being undertaken by the organizations in this
era of globalization have affected the marketing of the products. The difference in the culture and
the heritage is the most important concern that the organization undertakes while marketing
(Wells 2013). The multinationals have undertaken collaborations with the other companies that
support their growth and expansion. However, there are negative impacts that affect the
marketing of the products. The collaborations that are being undertaken by the organizations
affect the market due to the diverse needs and requirements of the people and the organizations.

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The most important consideration undertaken by the organization sin making the decision as per
the requirements is based on the people’s choice of the products based on the varied emotions.
The varied emotions of the people gives rise to the market competition, which affects the market
of the organizations.
3. Sustainable approach of marketing
The concepts of marketing are based on the concepts of the sustainability of the
organization and their brands in the market. The sustainable nature of the organizations helps in
determining the progress that is being undertaken by the organization in order to bring in the
changes in the organizational structure (Hollensen 2015). The sustainable approach of the
organizations helps in determining the progress made by the organizations in the time span. The
different modifications that are being undertaken by the organization is based on the
resourcefulness of the organizations and the needs of the organizations to bring about the change
in the structure. In order to review the different ventures of the organization, there are steps that
the organization must undertake in order to ensure the sustainable approach of the organizations
(Solér 2012). It helps in the better functioning of the organization and thereby determines the
brand name. The proper placement of the products in the market and the steps of promotion,
which is being undertaken by the organization, help in determining the sustainable approach of
the organizations.
4. Conclusion
Therefore, from the analysis it can be stated that the organizations face a serious issue in
the modern days based on the proper marketing of the product. The proper marketing of the
products holds the venture of the organizational progress that is being ensured by the

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organization in order to meet the requirements of the improvements that the organization must
undertake in order to sustain. The most important step that is being considered by the
organizations are based on the improvements that the organization undertakes. The sustainable
approach of the organizations has facilitated the growth and the expansion of the organizations in
their respective fields.

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References
Babin, B.J. and Zikmund, W.G., 2015. Exploring marketing research. Cengage Learning.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Finney, S.L., 2014. Encouraging sustainable consumption: An exploration of consumer
behaviour. The Marketing Review, 14(2), pp.189-203.
Griskevicius, V., Cantú, S.M. and Vugt, M.V., 2012. The evolutionary bases for sustainable
behavior: Implications for marketing, policy, and social entrepreneurship. Journal of Public
Policy & Marketing, 31(1), pp.115-128.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Malhotra, N.K., Birks, D.F. and Wills, P., 2013. Essentials of marketing research. Pearson.
Minton, E., Lee, C., Orth, U., Kim, C.H. and Kahle, L., 2012. Sustainable marketing and social
media: A cross-country analysis of motives for sustainable behaviors. Journal of
Advertising, 41(4), pp.69-84.
Roy, D.P., 2012. Promoting active learning of ethical issues in marketing communications using
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Saren, M., Maclaran, P., Goulding, C., Elliott, R. and Caterall, M., 2012. Critical marketing.
Routledge.
Saren, M., Maclaran, P., Goulding, C., Elliott, R. and Caterall, M., 2012. Critical marketing.
Routledge.

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Solér, C., 2012. Conceptualizing sustainably produced food for promotional purposes: A
sustainable marketing approach. Sustainability, 4(3), pp.294-340.
Wells, G. ed., 2013. Sustainable business: Theory and practice of business under sustainability
principles. Edward Elgar Publishing.