Analysis of Mitsui & Co.'s Sustainability Strategy in Australia

Mitsui & Co., a global conglomerate, is implementing several strategies to promote environmental sustainability. These include transitioning from fossil fuels to bio-based materials, utilizing life-cycle assessments for product innovation, focusing on a circular economy approach, and setting ambitious targets like achieving climate neutrality by 2050. The company's commitment to sustainable development is further emphasized through its investment in renewable energy projects and efforts to reduce carbon emissions.

Running head: ENVIRONMENTAL MARKETING OF MITSUI & CO.
ENVIRONMENTAL MARKETING OF MITSUI & CO.
Name of the Student
Name of the University
Author Note
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1ENVIRONMENTAL MARKETING OF MITSUI & CO.
Executive Summary
The analysis in the report is based on the operations of an organization in the manufacturing
sector. The organization that is taken into consideration is Mitsui & Co. which is a trading
and manufacturing organization with its origin in Japan. The discussion in this report is based
on the Australian operations of the organization. The organization operates in many sectors
which include metal and mineral resources, supply of energy, infrastructure building,
production of chemicals, production of food and raw materials related to food. The other
products that are offered by the organization are steel products, mining machinery,
construction and transportation. The sustainability of the operations that are conducted by the
organization are discussed in the report. The activities and steps undertaken by the
organization to fulfil their corporate social responsibility are also discussed in the analysis.
The report is concluded by making recommendations for Mitsui & Co. so that they can
improve their operations and operate sustainably in the environment.

2ENVIRONMENTAL MARKETING OF MITSUI & CO.
Table of Contents
Introduction....................................................................................................................3
Target Market of Mitsui & Co.......................................................................................3
Products offered by the company...............................................................................4
Promotional activities of the organization.................................................................4
Strategic planning.......................................................................................................4
Corporate planning.....................................................................................................5
Environmental planning.............................................................................................5
Environmental analysis..................................................................................................5
Response mechanism of Mitsui & Co............................................................................6
Behavioural analysis......................................................................................................7
Consumption of energy..............................................................................................7
Analysis of environmental standards.............................................................................9
Reporting to the management......................................................................................10
Recommendations........................................................................................................10
References....................................................................................................................12
Appendix 1 – Statement of annual report of Mitsui & Co...........................................15
Appendix 2 – Website of Mitsui & Co........................................................................16

3ENVIRONMENTAL MARKETING OF MITSUI & CO.
Introduction
Mitsui & Co. Ltd. is considered to be one of the greatest trading companies of the
general category. The organization has its headquarters in Japan and it is a major part of
Mitsui Group. The business areas that are covered by the organization include, machinery,
energy, food, chemicals, logistics, textile, finance and many more. The organization was
established in the year 1876 and it included 16 other members along with Takashi Masuda
who was the owner of Mitsui & Co. The company has its operations in many other countries
including, Russia, Mexico, Spain, Australia and Abu Dhabi (Mitsui.com 2018).
The report is based on the analysis of the Australian operations of the organization
and many other aspects of the organization as well. The discussion of the report is based on
Mitsui & Co. (Australia) Ltd. which is a wholly owned subsidiary of Mitsui & Co. Japan. The
Australian subsidiary of the organization has also managed to acquire the topmost position in
investment, trading and services. The organization manages to maintain a varied portfolio of
the businesses related to industries including, coal, iron ore, gas, oil, generation of power and
many more. The different aspects of the organization including environmental aspects, target
market and strategic plan will be analysed in the report (McKinnon et al. 2015).
Target Market of Mitsui & Co.
The organization has its headquarters in Tokyo and it has its global presence in 66
other countries of the world and 138 offices. The company also has more 460 subsidiaries
and companies that have association with Mitsui & Co. all over the world. The target market
of Mitsui & Co. is mainly related to the supply of energy, metal and mineral resources,
infrastructure, food, chemicals, mining machinery, construction, transportation and steel
(Mitsui.com 2018).

4ENVIRONMENTAL MARKETING OF MITSUI & CO.
Products offered by the company
The products that are offered by the organization are products of steel and iron,
manufacturing of steel products, manufacture of copper, nickel, aluminium, rare metals,
titanium. Another major sector of operations of the organization is the power sector, which
includes, thermal power, cogeneration, renewable energy, power wholesaling, energy
management, power retailing (Akhtar et al. 2017). The import and export of gas is another
sector where the organization operates. The other products that are offered by the
organization are related to agriculture and animal nutrition as well. Mitsui & Co. also
produces ingredients and raw materials that are required for the preparation of food. Mitsui
and Co. is considered to be one of the leading players in the market of integrated energy
supplies (Pierie et al. 2016).
Promotional activities of the organization
The company has been organising many types of marketing activities which are
related to the sustainability related issues of the company. Mitsui promotes sustainability in
its operations which gives the organization a suitable position in the market. The organization
has been planning many programs, conferences, seminars, exhibitions and many other
activities related to promotion (Naranjo-Gil 2016).
Planning related to different aspects of Mitsui & Co.
Strategic planning
The main strategy of Mitsui and Co. is related to the ways by the company uses
communication technology and information to raise corporate values for a medium or long-
term period as well. This helps the organization in strengthening their capabilities of
innovation with the help of transformation in a digital way by using the technologies of
Artificial Intelligence and Internet of Things. Mitsui has made major investments in this field

5ENVIRONMENTAL MARKETING OF MITSUI & CO.
so that the data can be used in a continuous basis so that the value of the business can be
improved (Frynas and Mellahi 2015).
Corporate planning
The organization has a well-defined set of objectives which are related to sustainable
operations and thereby fulfilling the needs and demands of the customers without making
diverse effects on the environment. The implementation of the different strategies that are
formulated by the company are mainly related to the progress of the corporate planning
(Mitsui.com 2018).
Environmental planning
The decision-making process of Mitsui & Co. is carried out by keeping in mind the
that the activities of the company do not have any negative effects on the environment. The
major goal of the environmental planning is to consider the environment where the
organization is operating and the political, social, economic factors are also taken into
account (Bergh et al. 2016).
Environmental analysis
Mitsui & Co. has been collecting information related to the environment with the help
of the government. The company also follows the laws, treaties and regulations that are
related to the environment in a rigorous manner. The organization tries to prevent pollution of
the environment and curbs the emission of greenhouse gas so that they adapt to the change in
climate and maintain biodiversity. The company is always alert towards the implications of
its work process on the environment and tries to mitigate the impacts that are caused
(Gallego-Álvarez and Ortas 2017). Mitsui works with its partners in such a way so as to use
their strengths to achieve the long-term and rational solutions to the problems related to the
environment. Grants are provided by the organization through the Mitsui& Co. Environment

6ENVIRONMENTAL MARKETING OF MITSUI & CO.
Fund for the purpose of research in the universities and other activities related to NGOs.
These activities contribute to the solutions of efficient use of resources, solving
environmental problems, protecting the ecosystems and coexistence in a harmonious manner.
Mitsui has also started new ventures related to the sharing of cars so that the environments is
not affected. The sharing of cars has been of help to resolve major issues related to the impact
on the environment and the high costs that are incurred due to the owning of private cars
(Sarkis and Zhu 2017).
Response mechanism of Mitsui & Co.
The response mechanism of the organization is related to decision-making regarding
the systems that are implemented to reduce the effects of their activities on the environment.
The decisions related to the environmental activities are taken based on the processes of the
organization. Mitsui & Co. has undertaken activities related to corporate social responsibility
so that they can contribute to the society with the help of its core business (Bettis et al. 2015).
The business is launched based on the creation of new values and thereby build interpersonal
relationships. The organization aims to contribute to the growth of the communities in the
area where the business operates. This helps in ensuring better living standards for the
communities where the organization is based. Mitsui contributes to the society with the help
of activities outside the core business activities and this includes area like international
exchange, environment and education. Mitsui & Co. develops as well as participates in the
different community programs in the Australian areas which are focussed on many areas.
Other activities that are conducted by the organization include helping the communities to
recover from disasters, the organization encourages volunteering activities (David and David
2015). The regional communities of Queensland are also supported by the organization which
is a part of their CSR activities.

7ENVIRONMENTAL MARKETING OF MITSUI & CO.
Behavioural analysis
Consumption of energy
The organization consumes energy for the production the different products that are
offered which include minerals and metals, energy and power, infrastructure related
equipments and services. Other products that consume energy are chemicals, food products,
steel products, construction and transportation products.
Suppliers of the organization include those supply the raw materials required for the
production of the food materials, metal and products, materials related to nutrition and
agriculture (Cristóbal et al. 2016).
The transportation and logistics related to Mitsui & Co. include facilities like, ships,
trucks, tractors and many more. The different fields where the organization operates include,
manufacturing, logistics, retail, wholesale, finance and retail. Related to motorcycles,
automobiles and automotive components. The sales, rental, retail and finance business related
to construction and mining machinery, industrial machinery and sales of the machine tools.
The emission levels of the organization are recorded with the help of the data that are
maintained in the company records. The targets and demands are controlled according to the
levels of emissions (Seidel et al. 2014).
The various stakeholders of Mitsui & Co. include the different retailers and
wholesalers who source the raw materials from the organization related to food, metal and all
other products. The customers or end users of these products are the major stakeholders of the
organization. The manufacturing operations of the organization contain many parts which
include the manufacturing of steel and iron related products.

8ENVIRONMENTAL MARKETING OF MITSUI & CO.
The CEO of Mitsui has a positive attitude towards the environmental protection of the
area where the organization operates. Mitsui has formulated many social contribution
concepts that are related to the environmental protection. The trend towards globalization has
been increasing in the recent times along with the advances in the IT related activities. The
society has developed and diversity has increased bringing changes in the environment
(Walls and Berrone 2017). The issues that are faced by the organizations have also increased
which includes, global warming, environmental problems, inequality in education and
poverty. Mitsui mainly works so that they can address global and local issues related to the
society with the help of activities related to social contribution. The major areas where the
social contribution of Mitsui & Co. is concentrated include, education, international exchange
and environment. The organization uses its strengths to focus on different areas which
include human resource development and multicultural symbiosis with international
perspectives. The organization works together with the society and takes initiatives from their
side to improve the surroundings where they operate (Song et al. 2017).
The aims and activities of the organization related to the corporate social
responsibility has helped Mitsui & Co. to earn a position in the market. The positive attitude
of the government towards the conservation of environment where the business operates has
helped them to increase their profitability and goodwill as well. Each and every organization
that operates in an environment needs follow the norms and regulations so that they can
conserve the environment. This will further help them in maintaining the environmental
standards and operate successfully in the industry. The sustainable operations are important
for any organization so that they can operate successfully for a longer time and thereby
maintaining the environmental standards as well (Reuter et al. 2014).

9ENVIRONMENTAL MARKETING OF MITSUI & CO.
Analysis of environmental standards
Mitsui & Co. tries to rigorously comply with the laws and regulations of the
environment that are set by the government. The organization offers environment-friendly
and low-cost options related to mobility. The business related activities that are conducted
with respect to the enhancement of the management of environmental systems are the
introduction of programs like e-Manifest for the use related to monitoring of disposal waste.
The development of tools related to the accidents that can be caused in the environment. New
networks have been developed with the help of collaboration with the NGOs and NPOs to
drive the projects that are based on social and environmental priorities (Bjørn et al. 2015).
The other environmental activities include the supply of the automotive parts on a global
basis which are able to deliver excellent performance. The organization also contributes to
materials and equipments related to wind power supply. The business of the organization has
been developed with the help of the joint venture for the purpose of manufacturing of
automotive parts. The organization also utilizes its copper resources with the help of blending
copper concentrate and optimizes the levels of impurity. Mitsui has also taken steps to
promote chemicals which are friendly to the environment which include, natural oil, palm oil
and oleochemical business (Weldu and Assefa 2016).
The organization participates and invests in the production of chemical and fuel
business which is grounded on the usage of the technology of microbial fermentation. The
completion of the construction and operation commences with the boil=off of gas. The
initiation of the development of the transportation and manufacturing value chain for
production of hydrogen is considered as a next-generation energy resource which is clean in
nature. The organization has also implemented a survey which is concerned with the
reduction of the consumption of electric power with the utilization of the heat that is wasted
in the process from the factory (Penzenstadler et al. 2014). The services of operational

10ENVIRONMENTAL MARKETING OF MITSUI & CO.
maintenance related to the generation of power from solar energy and biomass. Mitsui & Co.
has also implemented effective process of the utilization of waste products which includes the
commercialization of the chicken manure. The reduction of consumption of energy and the
burdens related to environment are conducted in the plants of the organization. Mitsui & Co.
provides grants through the organization named Mitsui & Co. Environment Fund. The
organization contributes to the development of human resources related to the forestry as well
as timber industries (Bettis et al. 2015).
Reporting to the management
The complexity of the ways of reporting need to be made effective by the CEO and
the CFO of the organizations. The reports which are quite long in nature and complex as well
are also simplified by the executive officers of the organization. The officers of Mitsui & Co.
try to make the reports that are presented by the employees valuable and effective. The
accountability of the reports is aligned with the responsibilities and the cross-functional
collaboration (Bergh et al. 2016). The reports that are presented to the management of Mitsui
are judged with the help of the key performance indicators (KPIs).
Recommendations
The current practices of the organization with respect to the maintenance of
sustainability are fruitful for the image and position of Mitsui & Co. in the market. Mitsui has
taken many initiatives related to the activities of corporate social responsibility. The
organization launches businesses so that they can create values, build relationships and
thereby contribute to the growth of the communities. The living standards of the people living
in the areas where the organization operates are also improved with the cooperation of the
organizational activities and help of the people as well. Mitsui has always aimed to contribute
to the global development of the people in and around the organization so that they can

11ENVIRONMENTAL MARKETING OF MITSUI & CO.
continue their operations in a sustainable environment. The company has always tried to keep
in check by measuring the amount of energy that is consumed by the operations and
manufacturing processes. The volunteer programs that are planned as well as implemented by
the organization have also proven to be useful for the people and the communities that are
related to Mitsui. Mitsui has its operations in many different fields which include, energy,
transport, infrastructure and many more. The sustainability of the operations is important to
ensure that the organization can operate for a longer time. Mitsui can use many other ways by
which they can further improve their operations to ensure sustainability in the environment.
They can implement methods of operations which are sustainable and that do not have
adverse effects on the environment. The activities of the employees of the organization
should be improved so that they can help in improving the lives of the people in the areas
where the organization operates. The different products and services offered by the
organization need to be improvised so that they consume less amounts of energy and thereby
the operations are sustainable.