Sustainable Marketing: Issues, Recommendations, and Analysis Report

This report delves into the realm of sustainable marketing, examining the contemporary issues faced by businesses, with a specific focus on Marks and Spencer. It begins by defining sustainable marketing and its importance, followed by an analysis of the barriers and facilitators for sustainable consumption. The report then explores the issues of social responsibility, including legal perspectives, shareholder pressure, and labor market considerations, and offers practical recommendations for improvement. Furthermore, it addresses the challenges of environmentally responsible marketing, such as the introduction of new concepts, standardization needs, and the avoidance of green myopia. Corresponding recommendations, including eco-friendly selling points, green branding, and online marketing strategies, are provided to overcome these hurdles. The report concludes by emphasizing the significance of sustainable marketing in the modern business landscape and providing actionable insights for companies to enhance their practices and achieve long-term sustainability. The report leverages the principles of marketing to suggest strategies for Marks and Spencer to navigate these complex issues and foster a more sustainable business environment.

Marketing

Table of Content
 Introduction
 Demonstrate understanding of contemporary issues of sustainable marketing
 Issues for socially responsible marketing
 Recommendations
 Issues for environmentally responsible marketing
 Recommendations
 Conclusion
 References

Introduction
 The background of marketing is assessing of product and services manufacturing, producing, assembling
and promoting in the competitive market. It fulfil the needs and wants of consumers through delivering the
services. Marketing is a typical responsibility for managing and controlling which produce the marketing
raw material along with facilitates support. The major responsibility that consists by the organisation
perspective which includes the posting advertisement, communicate with local vendors or through social
media platforms which provide marketing promotional services in perspective of product and services.

Demonstrate understanding of contemporary issues of sustainable
marketing
 Sustainable marketing refers to the effective promotion of environmental and socially
responsible practices and products and also undertake brand value. Many organisations
use sustainable marketing for the particular product, that nailed the sustainable
marketing. Along with this, it leads to clearly define the goals for the environmental
efforts and socially responsible marketing as it refers to the contemporary description of
environmental approach of marketing which is present for various decades.

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 Marketing and sustainability: It depicts the barriers and facilitators for being more sustainable regarding
the consumption practices and also tends to reduce carbon footprints by effectively motivating for the
voluntary simplification.
 Consumer resistance and anti-consumption: It depicts the resistance of consumers and effective
consumption of prominent brands, services and products and also some consumers that are prominently
opposed to the dominant organisations.
 Alternative marketing practices: It depicts the significant approach which is adopted by the company at
the external side of mainstream considering not for profit organisation, fair trade and many more. For this,
Marks and Spencer also need to consider corporate social responsibility, frameworks, ethics and other
contemporary market.

Issues for socially responsible marketing
 The description of social responsibility is a form of ethical representation and intimate to the individual
perspective having an social control which generates the benefits of society at large scale. It also
enhance the duty in every individual context to perform for balance the economy and ecosystem for
better development. There are following issues related with social marketing responsibility which is
faces by Marks and Spencer Company:
 Enhance of legal perspective of Business: In a business the social responsibility that rarely clashes
with the ethical responsibility as well as the marketing growth of any organisation could be hit by
regulating of policies which contains some strict rules that generates favourable or unfavourable
outcomes.

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 Having Shareholder Pressure: There are many shareholder who do not having knowledge or
information about the company and their stocks. Through shareholder demands they might creating
pressure to enhance the development performance from manager that reduce the ethics existence
 Presence of Labour Market: In corporate organisation top mangers are expected to reduces the cost in
overall activities, as this is a part of their marketing proceedings where minimizing the cost is necessary
for profit maximisation. The major problem arises when laying off presumes in the company as Marks
and Spencer has been suffered to making their workforce lay-off in the situation of recession or not
afford the employees who are demanding high cost.

Recommendations
 By considering the above issues, it is also analysed that there are various strategies that are useful for
being socially conscious and also helps in developing strong relationship with community. In terms of
this, there are various ways by which Marks and Spencer can overcome from the issues which they
currently face and also help in developing social consciousness. Various ways are as follows:
 Develop a social mission: It is considered as the best and effective way to make business more socially
conscious is to develop a social mission and for this, Marks and Spencer need to make significant
mission and vision for the statements and also focus on the company regarding actively seeking helps
for the community.

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 Establish realistic goals: After developing effective goals and objectives, it is important to develop real
and prominent goals and objectives which is useful for the company in terms of increasing its image
and also tends to consider the realistic objectives which is accomplished in terms of causing major
disruptions undertaking the regular operations.
 Educate employees: In terms of this, Marks and Spencer need to educate their employees which is
useful for the entire team and also tends to create socially responsible business. In terms of this,
employees should be involved in every step and also understand the prominent issues for the company.

Issues for environmentally responsible
marketing
 In modern business, environmental issues plays a vital role in marketing and for this, various
organisations are more concern regarding the green marketing activities which they also attempted to
regulate. For this, Marks and Spencer face various issues in terms of environmentally responsible
marketing that are discussed as under:
 New concept: Marks and Spencer need to literate regarding the unique concept which is introduced by
them and also get more aware regarding the merits of green products. Along with this, consumer need
to be more educate in terms of being aware regarding the environmental threats. For this, green
movements tends to reach towards the masses that take lot of time and effort to introduce the new and
innovative idea.

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 Need for standardization: It is identified that around 5% of the marketing campaign tends become
green and follow green standards and norms but for this, Marks and Spencer has lack of
standardization of authenticates that claim about the standard quality control and also should be place
for labelling and licensing.
 Avoid green Myopia: By undertaking and considering various standards and issues, somehow Marks
and Spencer leads to neglect various green marketing that put emphasis regarding the effective
customer benefits that happens because of effective help of product and also tends to develop green
initiatives and other aspects that does not tends to give proper customer satisfaction and it leads to
generate green myopia.

Recommendations
 By undertaking the significant issues, it is analysed that there are various ways by which Marks and
Spencer can overcome all these issues with the help of various strategies and significant methods that
are useful in overcoming the issues which are faced by company. In terms of this, various strategies are
as follows:
 Create an eco-friendly selling point: Regarding the green marketing strategy, it is undertaken as the
business strategy and also thoughtful for green marketing idea and also create significant eco-friendly
selling point for the business. In terms of this, it tends to determine the alternate business practices for
the product to become more green and eco-friendly.