Free Essay

Going Green

In: Business and Management

Submitted By Shay21
Words 1852
Pages 8
The Earth is yours. Save it!
The Earth is yours. Save it!

Name : Sanelisiwe Gomomo
Laetitia Ngalula
Aviwe
Janeth Viwe

Introduction
What does it mean to Go Green? Going Green means that you have adopted certain practices and habits that reduce your overall impact on the environment. These practices may include anything from recycling, reducing your energy usage, using public transportation, to buying local products.
Going green is quite important to the environment as well as our health. We will be able to breathe a little easier with less pollution in the air. Consider for a moment that a plastic soda bottle takes over 450 years to decompose, and that beer cans take 200 to 500 years to decompose. If these things are not recycled, or if a process isn't found to speed up decomposition, then we're going to wind up living in our own landfills. People all around the world consume billions of bottles and cans each and every single year, without a method to get rid of these items, our great grandchildren will still be seeing those same bottles and cans around, that alone is an important reason to go green. The Going Green Campaign is to ensure the earth will be a better place to live in future.

I. INFORMATION ABOUT THE SERVICE
The Going Green Campaign has been created to raise the awareness on the environment hazards we are facing today. There are many ways we can save our earth and prevent it from being destroyed. Our earth has lost a massive ideal environment for both animals and human to survive. This is an ironic situation where something must be done to replace for all the damages. II. THE MARKETING STRATEGY
A small business using green marketing strategies will not only benefit the environment by its practice, but by making the choice to go green, it can attract a growing number of customers who follow the green movement in their own lives. It is a win-win situation because the small business is actively reducing its carbon footprint and increasing its customer base by doing so. The business customers, who are becoming increasingly environmentally conscious, are now aligning themselves with businesses that support the green movement also.
Going green involves more than claiming adherence to green strategies in promotions, repackaging products in green wrappers and adding recycle symbols to their product line. A small business must be clear and truthful in its claims and adhere to the FTC’s guidelines regarding its product and its operational claims, or it could be accused of green washing or deceptively claiming to follow eco-friendly practices. 1. Swot analysis
SWOT analysis is a structured planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture. So here will be the swot analysis of our project: * Strength * Our organizational strengths are internally embedded attributes that will be helpful to achieving your sustainability goals, for example a corporate commitment to using nontoxic raw materials. * Good at getting students, staff and communities involved * Achievable targets * Targets behaviour change * Green League is a powerful tool * Practice what we preach/run by people who are trying to live greener lifestyles * Good media profile * Branding is strong * Is making university think greener * Flexibility * Leaves room for innovative ideas, imagination & creativity * Autonomy of groups (also a weakness) * Accessible local projects/issues so easier to get community engagement * Encourages long-term change for universities * Structure

* Weaknesses: * People sick of being preached at - Transition idea can be seen to be not inclusive * No formal definitions so differs in content and quality across board * Competes with other campaigns * Hard to fundraise for * Too many projects to measure progress/incoherence of multiple projects * Objectives of Go Green Week are unclear * Engagement is hard to measure * Needs funding * Dates too centralised/can be clashes with deadlines etc/time frame too short * Hard to communicate * Narrow focus (as just us) * Too centralised – different units have different nuances * Very reliant of funding which could make plans vulnerable * Missing major problems such as university research * Can lose the bigger picture * Loss of momentum after Go green Week

* Opportunities: * Carbon cutting saves money * Cuts mean more activism (maybe could tie in better?) * Use the Green League to influence new students -through UCAS and guides * Students have power over universities (especially with fees increase)/students are part of institution we're trying to change * Making issues relevant * Engagement with staff unions, schools and FE colleges * Back through universities administration (Carbon Management Plan) * To be expanded- into business/enterprise * Universities are involved in climate research/are meant to be leading institutions that can spread the movement * Improves student's quality of life

* Threats: * Student apathy/might not be engaging to general student population * Cuts agenda detracts attention from climate change * University could take over or not deliver on promises * Funding lower down the agenda/ universities may lose/reduce funding * Hard to see results so can be discouraging * Lots of effort with little impact * May spend lots of time “raising awareness” than seeking active engagement * Lack of transparency * Money could lead to a less sustainability in the long term * Climate change deniers! * Bureaucratic degradation/Could get too top-down * Potential for greenwash/corporates funding

III. MISSION STATEMENT
We are dedicated to contributing to a sustainable future for our planet through: * Reduce consumption, waste and pollution * Reuse what we have * Recycle everything we can * Conserving energy, water, and other natural resources * Compliance with all environmental regulations * Striving to buy, sell, and use environmentally friendly products * Educating employees, customers and other businesses

* Organizational goal
The primary objective of Earth savers is to be a Green Enabler. This means helping companies understand why it is so important to Go Green, then providing a workable roadmap for them to follow in order to Greenify.
Another objective that we have as the earth Savers is to improve efficiency and potentially lowering operating costs of the companies, Government departments as well as in the households.
To provide a cleaner and healthier work environment and household environment
And most importantly to preserve the world’s natural resources and that is then responsibility of every individual both at work and at home. * Corporate strategy
The organization's main strategic areas are: * youth activism, * waste management, * Industrial pollution and renewable energy.

* Marketing strategy

IV. MACRO AND MICRO ENVIRONMENT
The macro and micro environment are those factors that are external (outside) and internal, and beyond the control of the organization, and that might affects in anyhow the wellbeing of that specific organisation. * Socio cultural

* Economics

* Political

* Technology

* Intermediary * Public

* Supplier * Competitor

* Customer

V. THE MARKETING MIX OF “GOING GREEN”
Product or Service

The cost
Earth Savers is a non-profit organisation that works on saving the earth by ensuring that companies (large and small), society, and government departments use recyclable materials in their offices and homes without charge.
Price is the value placed on what is exchanged; that might be tangible or intangible. So as we know that price is not only money exchanged to get something, the people must sacrifice their old ideas, values of the word by giving up existing beliefs; sacrifice their old patterns or behaviour by giving up their ways of doing things; sacrifice their energies by making other people around understand the benefit of going green in our society of a better tomorrow.

Market potential
Faced with growing evidence that their lifestyle choices are tightly intertwined with environmental consequences, many consumers are going green and they are willing to pay to do so. Surveys have proven that these environmentally savvy consumers enjoy above average income and exhibit strong brand loyalty, but their choices are limited when it comes to green products and services in the telecom sector. The trend toward green is starting to influence many industries, but strategies and services are still nascent.

Target Market
Our target markets are all the people that are contributing to the pollution of this country, that are our factories, companies, people in the society and government departments.

How will we reach our target market?
Society: we will use a direct mail campaign and call a meeting in a hall that usually hold community meetings and demonstrate what needs to be done and also give away promotional packages.
Companies and Government departments: we will encourage use of recyclable office materials for example lights, USB cables, etc. and also encourage them to litter different waste products in different bins for example plastic container on their own bin, glass containers in their own bin, papers in their own bin and then the other material in their own bin. We will do this by having posters on the walls, have brochures in the entrance, and constantly handing out pamphlets and have regular check-ups if they are practicing what we have demonstrated to them.

Promotional Materials to be used * We are going to use T-shirts and hats as giveaways made from recycled bottles because we feel that they best support and reflect our initiative. * We will Use Bags to carry out our giveaways instead of plastic bags * We will Giveaway biodegradable sport bottles and promote healthy living and a healthy environment. * We will also giveaway eco journals with recycling guides * We will dress in green t-shirts and have green bandanas to tie our hair and also wear green arm bands.

Conclusion
A series of health consciousness, environmental and animal welfare issues have brought about awareness among consumers to become conscious of their consumption behavior. Consumers have begun to search for green products were produced under environmentally friendly conditions and considered green by nature. However, this is only the beginning of the development of the green concept. The result shows that selected socio-demographic variables such as education level, income, age and marital status significantly influence the consumer perception towards the green concept. The results also indicate that consumer opinion about going green is the best way to save the environment and make green products and green practices available in South Africa.
Consumers should be aware of and understand the importance of green products and how the information related to the green concept can affect their future purchases. Therefore, government or other institutions can carry out an effective product awareness program in exhibitions, trade shows, campaigns and seminars to introduce the green concept to the markets. Food producers, processors and manufacturers should have enough knowledge and information about how to produce or process green products by following South African rules and regulations as well as the international norms.
Going Green refers to an individual action that a person can consciously take to reduce harmful effects on the environment through consumer habits, behaviour, and lifestyle. This can be attained by using green products and services. A green product or service is one that delivers comparable or superior performance, utility, or other benefits to a non-green alternative. It utilized fewer resources, contains fewer toxic materials, and/or boasts a longer lifecycle. An example is walking to the store instead of driving or buying fresh local vegetables instead of imported ones that have travelled across the country.

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