...BP: Marketing Case Study Sarah Allen, Matthew Earhart, Amelia Pye I. Case Summary BP plc, formerly known as British Petroleum and Anglo-Persian Oil Company, is a multinational oil and gas company headquartered in London, England (“BP”). It is the fifth-largest company in the world measured by 2012 revenues (BP Annual Report 51). Its extensive corporate history has created a non-malleable image and reputation which present-day marketing strategies must overcome in order to effectively promote the ideals of industry leadership and ethical responsibility. BP is faced with significant challenges to its brand as a consequence of its widely-known safety and environmental policy issues. An explosion at one of its Texas refineries caused fifteen deaths, 170 injuries, and a violation of the Clean Air Act in 2005. Years of neglecting pipeline corrosion led to its violation of the Clean Water Act in 2006 when Alaskan oil pipelines leaked crude oil into the tundra. The following year, another BP spill occurred near Prudhoe Bay, leaking toxic chemicals into the tundra and thus killing wildlife and vegetation (“BP Gulf Coast Disaster and Recovery”). These incidents, however, were dwarfed by an explosion at BP’s Gulf of Mexico offshore drilling rig, Deepwater Horizon, in April 2010. The explosion caused the largest accidental marine oil spill in the history of the petroleum industry. It resulted in the deaths of eleven people and the release of an estimated 210 million gallons...
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...Is Fairtrade a form of sustainability marketing? Nowadays, Fairtrade is a new trend in the world’s market and become a powerful competitor toward mainstream brands. According to Belz and Peattie (2010, p29): “sustainability marketing may be defined as building and maintaining sustainable relationships with customers, the social environment and the natural environment.” Fairtrade is also author concept that it aims to provide fair price to farmer in developing country and help them to live better life. This essay considers 3 elements of sustainability marketing: social-ecological problems, sustainability marketing strategies and sustainability marketing mix. It argues that Fairtrade is a form of sustainability marketing. The rest of essay is organized as follows. The second paragraph explains what the elements of sustainability are. The third paragraph presents Fairtrade tends to solve social-ecological problems. The fourth paragraph discusses how Fairtrade makes sustainability marketing strategies. The fifth paragraph reports Fairtrade completes sustainability marketing mix. The sixth paragraph concludes. Belz and Peattie (2010, p29) consider that compared to transaction marketing sustainability marketing is a long-term market theory. They also maintain that sustainability marketing could be included in the macro economy. Belz and Peattie (2010, p29) believe that “It embraces the idea of sustainable development, which requires a change in the behaviour of virtually everyone...
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...Corporate Sustainability in your career and the 5 principles of Environmental Law 1. In my future career as Manager, I would like to work for organizations that cater to the Triple bottom Line and works not only towards profit but also towards the betterment of the Planet and the People. As such I would like to become a “responsible Manager”- who fulfils his duties not only towards the company but towards the environment and future generations by using resources responsibly, reducing the individual and organization’s ecological footprint and engage actively in Corporate Social Responsibility, not under obligatory pressure but with a sense of responsibility towards the society and environment on which it depends. As an individual, I believe that every individual has a fundamental duty and non-negotiable responsibility to be “environmentally responsible”- to try and mitigate the toll that Mother Nature is already been through in the name of Industrialisation and globalization. I strongly feel that everyone has not only a responsibility towards one’s self and one’s organization – but also towards the environment. Hence, it is important for me to choose an organization whose goals and corporate vision are aligned with this perspective. The closer the fit between my individual objectives and the organization- the higher my productivity and loyalty towards the Company. My responsibility as a responsible Marketing Manager- The scope and responsibility of a Marketing manger to...
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...significance in global communications, importance of Social Media Marketing as a strategic approach, this paper examines whether the internet users are the members of Social Networking, their interest in advertisement on the Social networking sites, their reaction to such ads (attitude towards Social Media), is such ads are useful to them or not, also to examine whether the respondents are experienced the online purchase, to know what products they have purchased through online, through which website they have purchased and their satisfaction of online purchase. At the outset this paper examines the impact of Social Network on the internet users, overall understating of their involvement in the Social Media Marketing which is one of the critical factor for the marketers in formulating strategy for sustainability of the development of their business. KEYWORDS: Social media, Social networking sites, advertisement, online purchase, purchase satisfaction. STRATEGY APPROACH: Social media is an internet based platform which enables its users to generate, share and get feedback for content created in open autonomous, unconstrained manner, and which facilitates social interaction among the individuals and build relationship. Social Networking sites like Facebook, LinkedIn, Twitter,Google Plus, Orkut, You Tube etc. are the vehicle for the member of these sites to do their transactions. Social Media Marketing has evolved into a vital avenue for promoting companies, products...
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...A COMPREHENSIVE STUDY OF MARKETING MIX FOR THE SUCCESS AND SUSTAINABILITY OF CANINE DE-WORMER TABLETS MARKET IN SRI LANKA By Nirmana Lasith Jayatunge Roll No : 540686708 A project report submitted in partial fulfillment of the requirements for Master of Business Administration Of Sikkim Manipal University, INDIA Sikkim-Manipal University of Health, Medical and Technological Sciences Distance Education Wing Syndicate House Manipal -576119 STUDENT’S DECLARATION I here by declare that the project report entitled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets market in Sri Lanka Submitted in partial fulfillment of the requirements for the degree of Masters of Business Administration To Sikkim-Manipal University, India, is my original work and not submitted for the award of any other degree, diploma, fellowship, or any other similar title or prizes Place : Colombo Nirmana Lasith Jayatunge Date : July 20, 2008 Reg. No: 540686708 EXAMINER’S CERTIFICATION The project report of Nirmana Lasith Jayatunge Titled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets market in Sri Lanka Is approved and is acceptable in quality and form UNIVERSITY STUDY CENTER CERTIFICATION This is to certify that the project report entitled A comprehensive study of marketing mix for the success and sustainability of canine de-wormer tablets...
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...Relevance of Sustainability in Marketing Decision Making Introduction Sustainable marketing calls for socially and environmentally responsible actions that meet the present needs of consumers and businesses while preserving and enhancing the ability of future generations to meet their needs (Kotler & Armstrong 2012, p. 582). The aim of sustainable marketing is to satisfy the customer’s the needs and wants while also putting high emphasis on the environment and the social issues and thus creating profits in a socially responible way. Mention triple bottom line While traditional marketing is a process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. (Kotler & Armstrong 2012, p. 5) This essay has been prepared to identify and understand the role of sustainabilty in marketing decision making and its impacts affecting current and future business operations. 1.1. Research Methods Data was collected based on qualitative research. Books, internet and online journals were used to identify different roles of sustainability in marketing. Sustainibilty of marketing by itself is a vast area for study, hence this paper will only focus and critically analysis some of the key aspects of s.m. The topics explored in this research are I. Role of sustainability in marketing II. 1. Sustainable Marketing practices adressing the triple bottom line. Sustainable marketing concept...
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...SUSTAINABILITY IN AUSTRALIAN BUSINESS- PRINCIPLES AND PRACTICE Introduction In today’s world, the challenges and issues that the growing economy faces are enormous and certain factors have not been given high importance. While trying to achieve their goals in this century, important factors like Sustainability have not been kept in mind, leading to certain issues. There is no simple definition of 'sustainability'. It can be an idea, a property of living systems, a manufacturing method or a way of life. To get the simplest definition of sustainability, we can say sustainability aims to meet human needs in the present while preserving the environment so that these needs can also be met in the indefinite future.[1]Firstly, Sustainability in marketing provides a pathway for a sustainability-oriented outlook of marketing for the present and the future. Secondly, the importance on the focus on consumer marketing while integrating certain principles of sustainability into marketing decisions through a step by step approach is a key factor for sustainability marketing to work. [2]Finally, it shall be seen how assessments are made to find out the consumer behaviour and market demand towards sustainable goods and will outline some principles of effective social marketing. MARKETING and its role: In the past, Marketing strategies were based on the assumption of infinite resources and zero environmental impact. As time moved on, marketers realized the need to change this strategy...
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...need for new sources of competitive advantages. It continues to result in new management and marketing concept. Social responsibilities of companies are amongst recent challenges and it has become the subject of increasing debate. Different opinions are there regarding companies which follow their individual business interest and believe that social responsibility has no real meaning for them. People also trust the progressive improvement of the behaviour of companies who are in favour of social interest. It also focuses on another broader direction as whether the social sensibility of companies to develop themselves under legal and social pressure, influenced by requirements of sustainable development, or companies are increasingly recognizing competitive advantage of respecting social interest in their business activities(Vagasi Maria,2014). The management literature suggests that sustainability requirements play an important role regarding business operations in the 21st century. It interprets social expectations in determining economic, environmental and social well-being, altogether. An increasing number of publications reveal that the...
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...What is sustainable marketing? Monday, 15 August 2011. Posted in Blog |[pic] | |Sustainable marketing is the adoption of sustainable business practices that create better businesses, better relationships and a | |better world. At Sustainable Marketing Services, we believe sustainable marketing involves the following five key elements. | |1. Embed sustainable business practices into your business strategy | |Embed sustainable business practices right into your business strategy - don't bolt them on as an after-thought: set measurable | |goals; list the key activities you will undertake to achieve these goals; make a senior resource accountable for the success of these| |goals. | Examples of sustainable business practices include: • Optimise the performance of your business • Create strong relationships with your customers, other businesses, staff and community • Balance your budget and ensure your financial sustainability • Help your business community to prosper • Reduce your carbon footprint. 2. Deliver marketing activities that create ongoing growth. Businesses have limited financial, human and capital resources, so focus your...
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...Sustainable Export Marketing Strategy Fit and Performance Athina Zeriti, Matthew J. Robson, Stavroula Spyropoulou, and Constantinos N. Leonidou ABSTRACT Despite the growing global importance o f sustainability issues, scant research has examined marketing strategy sustain ability issues in international settings. Although significant prior work has examined drivers and performance conse quences o f adaptation/standardization o f marketing strategies in international markets, researchers have yet to apply this avenue o f inquiry to sustainable marketing strategies. Building on contingency theory and the concept o f strategic fit, the authors develop a model o f drivers o f sustainable export marketing strategy adaptation and explore the circum stances under which such a strategy affects export performance. Using a sample o f U.K. exporters, they find that vari ous macro- and microenvironmental factors are responsible for sustainable export marketing strategy adaptation, which shapes the nature o f sustainable export marketing strategy fit and its export venture performance outcomes. The results indicate that sustainable export marketing strategy adaptation is the outcome o f the differences between home and export markets in terms o f economic and technological conditions, competitive intensity, customer characteristics, and stakeholder pressures. Moreover, the performance relevance o f sustainable export marketing strategy adaptation requires adequate fit with...
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...International Paper: Combining Industry and Social Responsibility Marketing 406 Roosevelt University December 6, 2014 Natalie Mierzynska, Sujatha Lekshmivaragan, Dmitry Rozental, Ebuka Nkwonta Table of Contents Background 2 Objectives 4 Procedures 4 Summary of Findings 4 Detailed Findings 6 Defying Common Criticisms 6 Integrating Sustainability Principles 8 “Greening” and Beyond 11 Enlightened Marketing 14 Social Responsibility & Financial Success 15 Conclusion 16 Works Cited 18 Background International Paper (IP) is the global leader in the production and distribution of paper and packaging products (Internationalpaper.com). It was founded more than 110 years ago, and produces products that we use every day including various types of paper, consumer packaging, pulp, recycling, and industrial packaging. The company’s stock symbol is IP, and a share of IP stock currently sells at around $53/share. IP is currently headquartered in Memphis Tennessee, and employs over 62,000 people (Kotler & Armstrong, 607). Last year, the company sold over $26 billion worth of product, placing it 111th on the Fortune 500. From a consumer perspective, when a multi-billion dollar producer of paper and packaging products comes to mind, we automatically assume that the company produces a large amount of pollution and destroys forests all over the world. However, International Paper prides itself on being on top of Fortune Magazine’s “Most...
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...1. Introduction A paradigm shift currently indicates the global challenges that industries are facing and more companies are pressured to embrace sustainability as business conditions change. However, only recently corporations started integrating sustainability as the part of their business strategy as they came to recognize that it is an essential part in growing and establishing themselves as the leader in the competing environment. A well-executed sustainability strategy can enhance the company’s value and reinforce competitive advantage in the market while protecting the capital base. The balance of power has shifted between corporations and it is important to balance economic prosperity along with environmental and social dimensions. Sustainable business strategy represents a marked shift in traditional business practices and companies who do not adapt to the changes in these practices in order to achieve sustainable profitability will be more likely to face the brand value decline or even extinction in the future. For instance, the change represents the need to understand how all three dimensions affect each other and companies ought to consciously create new consumer preferences. However, a lot of companies still are missing guidelines to implementing a marketing strategy of sustainability as an essential part, which is at the core of ensuring organizational, social, economic and environment growth while managing overconsumption issues (White, 2011). Current researches...
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...Influence and evolution of social networking on marketing communication about viability about sustainability of Social Networking as a marketing communication tool Things which can be included in topic are- 1. What is Social Networking? (in brief) 2. IMC 3. Role of social networking as marketing communication 4. Influence of Sn on Mc 5. Evolution of Sn on Mc 6. Sustainability of Sn as Mc 7. Future scope 8. Conclusion Social Networking A social network is a social structure made up of individuals (or organizations) called "nodes", which are tied (connected) by one or more specific types of interdependency, such as friendship, kinship, common interest, financial exchange, marketing communication etc. [pic] There are many SOCIAL NETWORKING SERVICES as online services platform, or site that focuses on building and reflecting of social networks or social relations among people, who, for example, share interests and/or activities. A social network service consists of a representation of each user (often a profile), his/her social links, and a variety of additional services. Most social network services are web-based and provide means for users to interact over the Internet, such as e-mail and instant messaging. Online community services are sometimes considered as a social network service, though in a broader sense, social network service usually means an individual-centred...
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...Marketing Name of student: Name of institution: Marketing: Why Sustainability Is Now the Key Driver of Innovation Article summary The article presents thoughts and belief on Sustainability as a marketing strategy. Sustainability should be the driving force of innovation because becoming environment- friendly tends to lower an individual or company’s cost while increasing the revenues. It is, therefore, essential for companies to ensure that market sustainability remains one of their prime goals if they want to gain competitive advantages. In order to attain market sustainability, the article elaborates on five major processes with each stage having its own challenges and some of the methods of tackling the challenges. The article states that there is no alternative to sustainable development. Modern companies now treat the need to become sustainable in the market as corporate social responsibility. Research has proven that sustainability is the possible mother lode of organizational and technological innovation that yields returns. Companies are looking for new ways of coping with environmental rules and policies, and this in turn allows for more innovations. The impact of this is a change in companies thinking on products, production processes and the applied technologies. The stages involved in acquiring market sustainability require corporates to view compliance as an opportunity. Though laws at times may be complicated, corporates must ensure that are able to...
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...Fairtrade: A form of sustainability marketing Fair trade developed rapidly and the movement is especially popular in the UK, although fair trade was not predicted such a potential future in 1980s. Paull(2011, p.317) reports there are 500 Fairtrade towns, 118 universities, over 6,000 churches, and over 4,000 UK schools registered in the Fairtrade Schools Scheme. Over 1.2 million farmers and workers in more than 60 countries participated in Fair Trade. In this essay it is proposed that fair trade is a form of sustainability marketing. It will first consider there are many similar key facets between fair trade and sustainability marketing. It will then go on to describe that both fair trade minimum price and fair trade premium promote sustainable development. The third part is about securing the rights of workers for paying attention to special sustainability issues. The forth part is about the invisible sustainability relationship between products and costumes. Then I analyze a successful fair trade company towards a sustainable way. Fair trade reflects many key facets of sustainability marketing. On the one hand, according to Belz and Peattie(2010, p.4), sustainability marketing means not only focusing on sustainable development but also considering the sustainability issues. To put it simply, sustainability marketing management aims to meet consumers’ wants and needs, while concerning social conditions and natural environment. On the other hand, fair trade is about better...
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