Green and Sustainability Marketing Analytical Essay by Nicky

An assessment of green and sustainable marketing strategies, with a look at WalMart.
# 149950 | 2,424 words | 16 sources | APA | 2011 | US
Published on Jan 14, 2012 in Business (Marketing) , Business (Consumer Behavior)


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Description:

The paper examines WalMart's global push to green programs and sustainability that appears to conflict with its reputation for global dominance of the retailing industry. The paper then looks at the essence of green marketing and effective green marketing strategies and why it is critically important for companies to retain focus. The paper outlines the new product development process for green or sustainable products and addresses the concept of green washing. The paper concludes that WalMart, through its green and sustainability programs, is able to attain significant cost savings and reductions in environmental impact at the same time. Several figures, charts and tables are included in the paper.

Outline:
WalMart: An Example of Green Marketing
Introduction
The Foundation of Green Marketing is In Execution of Strategies
Assessing Green Marketing Strategies
Implementation of Green Marketing Strategies
The Green New Product Development Process
The Concept of Green Washing
Consumer Learning
Summary

From the Paper:

"The green market today is best segmented by energy-compliant products and appliances, green building products, renewable energy and the organic food market The energy-compliant- products market is growing at a 34% compound annual growth rate per year, from $12B in 2004 to a projected $42B in 2009. This is being driven primarily by the extensive efforts of General Electric and other appliance manufacturers in this industry. The second market, green building materials, is expected to grow of $5.8B in 2004 to $10B in 2009. This is attributable to the rapid growth of solar panels, use of alternative energy sources in home construction, and the development of entirely new materials for home construction. The renewable energy market was $23B in 2004, rising to $40B in 2009 and the organic food market rose from $27B in 2004 to $36B in 2009 (Toane, 2009). Sales of hybrid cars grew from approximately 84,000 in 2004 to over 1.2 million in 2009 (Harris, 2008). As these figures indicate the growth of green or sustainability initiatives are growing exponentially each year driven by several factors every company needs to be focused on.
"These factors include the price and availability of oil, the wholesale electricity index, hybrid vehicle popularity and support from many national, state & local governments, and the groundswell of concern on the part of consumers globally to be more environmentally conscience. All of these factors taken together are forcing companies to re-order not only their marketing strategies, but the underlying supply chain, operations, manufacturing and fulfillment strategies as well."

Sample of Sources Used:

  • Ira Carnahan. (2001, August) Green Banking. Forbes, 168(4), 046.
  • Chamorro, A., Rubio, S., & Miranda, F.. (2009). Characteristics of research on green marketing. Business Strategy and the Environment, 18(4), 223.
  • Luciano Barin Cruz, & Dirk Michael Boehe. (2008). CSR in the global marketplace :Towards sustainable global value chains. Management Decision, 46(8), 1187-1209.
  • Darnall, N. (2008). Creating a Green Brand for Competitive Distinction. Asian Business & Management: Special Issue: Business and the Natural Environment in Asia, 7(4), 445-466.
  • Clare D'Souza, Mehdi Taghian, Peter Lamb, & Roman Peretiatko. (2007). Green decisions: demographics and consumer understanding of environmental labels. International Journal of Consumer Studies, 31(4), 371.

Cite this Analytical Essay:

APA Format

Green and Sustainability Marketing (2012, January 14) Retrieved February 06, 2023, from https://www.academon.com/analytical-essay/green-and-sustainability-marketing-149950/

MLA Format

"Green and Sustainability Marketing" 14 January 2012. Web. 06 February. 2023. <https://www.academon.com/analytical-essay/green-and-sustainability-marketing-149950/>

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