MKT600, MKTG6002 Marketing Report Sample

MKT600/MKTG6002 Marketing

Objectives:

• To enhance a clear understanding of the importance of contemporary issues surrounding     sustainability and their implications in marketing practices in the modern era;

• To provide an overview of sustainable marketing theory and their applications to marketing strategies;

• To develop appreciation about the importance of sustainable marketing practices;

• To critically analyse relevant stakeholders and factors associate with and their role in ethical marketing practices of an organisation. 

Tasks:

This assessment requires you to demonstrate understanding of contemporary issues of sustainable marketing (e.g. hunger, poverty, food security etc.), as there is a strong call for marketing organisations to practise a responsible marketing. Based on your research on this topic, you should present sustainable marketing practices of your organisation that include:

1. The issues of socially responsible marketing (ethical consideration);

2. The issues of environmentally responsible marketing;

3. Both F2F and online students should prepare a 5–10-minute PowerPoint presentation of the Business Case given on blackboard in accordance with the broader issues of sustainability. F2F students should present in class on their scheduled date and time. Online students should present their PowerPoint in a 5–10-minute video recording and submit both the PowerPoint and video recording following the assessment 3 submission link in the Blackboard.

Solution

Introduction

The promotion of goods, brand values, and business practises that are socially and ecologically conscious is known as sustainable marketing (Peterson et al., 2021). It is seen as creating and delivering disposable, valuable sustainable goods that meet the demands of the consumer and additional parties involved. According to MBA Assignment Experts, All businesses need to revaluate the effects their marketing techniques have on the environment and society, claim Jermsittiparsert et al. (2019). Businesses with sustainable business strategies often enjoy in environment management, improved financial results, and increased innovation. Di Bella is one of the leading wholesale coffees roasting company committed to ensuring sustainable production of coffee. The presentation covers analysis of issues of socially responsible marketing and recommendation to practice sustainable marketing. 

Issues of Socially Responsible Marketing

The natural environment, consumerism, and community connections are the three main areas of social responsibility concerns. Programs created to safeguard and maintain the environment are one of the most prevalent ways marketer’s exhibit social responsibilities (Tang, 2018).

Socially responsible marketing refers to corporate marketing tactics that take into account how a company's products and services affect society as a whole. Socially responsible marketing requires moral behaviour in order to have a positive impact on all of a company's stakeholders, including consumers, the community, employees, and shareholders (Fodness, 2015).

Practices of Being Socially Responsible 

Di Bella is dedicated to making sure that the appropriate goods and services reach the right people at the right time, that all of its clients' requirements are satisfied, and that it adds value to their lives. The concept of corporate social responsibility is very important to Di Bella Coffee (CSR). From Crop to Cup is the title of a book written by Phillip Di Bella, who is deeply concerned about the long-term viability of the coffee beans that are used. The book details the numerous stages of production, tracing the journey of coffee from its place of origin to the person who will ultimately drink it. 

Local people were employed throughout the building phase and are needed for the coffee harvest. Di Bella provided farmers with the information, tools, and training they need to use better agricultural methods and increase tree yields. Di Bella and its team is able to guarantee that coffee is acquired in a way that sees coffee farmers profit while ensuring stable incomes and transparency with financial support.

Issues of Environmental Responsible Marketing

The practice of manufacturing goods or services on the basis of the environmental advantages they provide is known as "green marketing." It's possible that these goods or services are ecologically beneficial on their own, or that they were created in an environmentally friendly way. The issues associated with being environmental responsible is associated with avoiding actions that can cause harm to the environment (Charter, 2017). 

Di Bella has made investments in the use of carbon-neutral messaging in its marketing strategy. The company's efforts and engagement in environmental protection are listed in the organization's goals and often provides funds to projects that promote using green energy and protecting the environment (Winston & Mintu-Wimsatt, 2013). By promoting sustainable farms and coffee-growing communities, Australia's top specialty coffee roaster, Di Bella Coffee, is driving good change within the global coffee business. 

Importance of Sustainable Marketing Practices 

The practice associated with sustainable marketing is effective because it upholds the fundamental principles that the company and its stakeholders genuinely cherish, such as social justice, resource security, environmental wellness, and human health (Varadarajan, 2017). As a consequence, it distinguishes the company's advertising in a market where conventional "put-down" advertising is still the norm. Utilizing sustainable marketing techniques can help your company gain the confidence and loyalty of customers.

Engaging in sustainable marketing may result in huge gains. Among these advantages are:

• Attracting clients from the expanding consumer base of eco-conscious people
• Company could take initiative for bringing on staff members that are driven to change the world. 
• Further, gaining more business as a supplier as big businesses and governments start looking for ecologically and socially responsible suppliers
• It also leads developing a reliable brand reputation
• Moreover, engaging employees in the creation of a purpose-driven culture.

In addition to cost savings through higher resource efficiency, freedom for creativity and problem-solving, and a lower chance of breaching evolving industry laws and regulations, functioning as a sustainable firm has many other major benefits (Kumar & Christodoulopoulou, 2014). Di Bella strategies show that by supporting people and also taking help of local farmers can add to sustainable benefits.  

Sustainable goal of Di Bella

With reference to the case study, In order to improve the quality of life in the regions where the company sources its coffee beans, Di Bella Coffee actively promotes its ideals in the sustainable production of coffee and all linked communities. To do this, the company works closely with farmers and their communities. The business is planning to accomplish Goal 12 of SDGs that is Responsible consumption and production. SDGs 12 is associated with ensuring good use of resources, improving energy efficiency, providing access to local services and also ensuring the better quality of life for all. Di Bella is planning to bring change in production by working directly with the farmers and focusing on their long term sustainability and for creating opportunities for local farming communities (Fischer et al., 2021). On the other hand, to ensure quality of life for all, Di Bella 75% of employees are women, and for them, this activity provides a second source of income for the family, enhancing their families' access to wholesome food and their quality of life (The West end magazine, 2021).

Recommendations

The company's commitment is to promote social and environment sustainability that is reflected in both its products and its marketing tactics. Local suppliers have been recognized as being essential to bring change in production and save resources along with adding to income of local community. Consumers are increasingly drawn to a sustainable future. To meet these steadily increasing demands, it is suggested that the company expand its emphasis on enhancing the value of its products and fully use natural resources in the production of coffee. Effective product distribution will aid in environmental impact minimization and guide communication between the company and its customers. Additionally, the company should practice moral advertising, as well as ethical sales and marketing.

Di Bella needs to significantly improve the lives of coffee growers if they are sincere about switching from old commodity models to new innovative models.

References   

Charter, M. (Ed.). (2017). Greener marketing: A responsible approach to business. Routledge.
Fischer, D., Reinermann, J. L., Mandujano, G. G., DesRoches, C. T., Diddi, S., & Vergragt, P. J. (2021). Sustainable consumption communication: A review of an emerging field of research. Journal of Cleaner Production, 300, 126880.

Fodness, D. (2015). Managing the wickedness of socially responsible marketing. Journal of Business Strategy.

Green Business Bureau, (2022) What Is Sustainable Marketing and Why Is It Important in 2022 https://greenbusinessbureau.com/business-function/marketing-sales/what-is-sustainable-marketing-and-why-is-it-important-in-2021/#:~:text=Sustainable%20marketing%20works%20because%20it,trade%2C%20social%20equity%2C%20etc. [Accessed through 10th August, 2022]

Jermsittiparsert, K., Siam, M., Issa, M., Ahmed, U., & Pahi, M. (2019). Do consumers expect companies to be socially responsible? The impact of corporate social responsibility on  buying behavior. Uncertain Supply Chain Management, 7(4), 741-752.

Kumar, V., & Christodoulopoulou, A. (2014). Sustainability and branding: An integrated perspective. Industrial Marketing Management, 43(1), 6-15.

Mukonza, C., & Swarts, I. (2020). The influence of green marketing strategies on business performance and corporate image in the retail sector. Business strategy and the Environment, 29(3), 838-845.

Peterson, M., Minton, E. A., Liu, R. L., & Bartholomew, D. E. (2021). Sustainable marketing and consumer support for sustainable businsses. Sustainable Production and Consumption, 27, 157-168.

Purwanto, R. M., Mukharrom, T., Zhilyakov, D. I., Pamuji, E., & Shankar, K. (2019). Study the importance of business ethics and ethical marketing in the digital era. Journal of Critical Reviews, 6(5), 150-154.

Tang, C. S. (2018). Socially responsible supply chains in emerging markets: Some research opportunities
The West end magazine, (2021) SUSTAINABLE COFFEEhttps://westendmagazine.com/di-bella-sustainable-coffee/ [Accessed through 10th August, 2022]

Varadarajan, R. (2017). Innovating for sustainability: a framework for sustainable innovations and a model of sustainable innovations orientation. Journal of the Academy of Marketing Science, 45(1), 14-36.

Winston, W., & Mintu-Wimsatt, A. T. (2013). Environmental marketing: strategies, practice, theory, and research. Routledge.