Module Sustainable Marketing To research about this Company: People Tree Website: http://www.peopletree.co.uk/ IMPT: Make reference to 30 Journals • the ability to demonstrate creativity and critical analysis in the provision of original solutions • the ability to demonstrate greater depth of knowledge and understanding through wide reading and varied research activities and the appropriateness of theory for understanding and developing feasible responses to real sector-based scenarios and problems Executive Summary Chapter 1 Introduction to Report Background to Organisation People Tree Website: http://www.peopletree.co.uk/ -Analyse company’s mission , vision and values -Analyse and discuss the company’s principles and philosophies towards sustainable practices that it cultivates to form a culture within the organisation. Chapter 2 [Analysis] • Explain the Triple Bottom line Principles and its implications to the chosen organisation . • Analyse the current market segment of the company [Refer to Defra Framework and Positioning Map]. Most important show the impact of moving from niche to mainstream marketing . [Company’s image through transformation ] • Evaluate the 4P’s of the organisation Product: What’s it made from? Who makes it? How is it packaged? Is the packaging re-useable/recyclable What’s the product lifespan? Can it be repaired/re-used? What happens once it’s no longer useful? How will it be disposed of?[Use Cradle to Cradle, Biomimcry etc to substantiate, Fair Trade , C-C certifications ] Place/Distribution Where is the product made? How is it transported? Is the transportation as efficient as possible? Is packaging for transportation re-useable or recyclable? Where/how is the product sold? How does the product reach the final customer?[Sustainable Supply Chain-Fair Trade , Eco-Certifications] Price Does the price include a warranty for repair or replacement? Does the price adequately reflect the sustainability values of the organisation? Are pricing incentives being used to encourage over-consumption of the product? Promotions Are the products attributes accurately and honestly communicated to the customer? Do distributors and re- seller understand the sustainability credentials of the product and are they able to disseminate this to their own customers? What resources are being used to communicate the product attributes to customers? What does the product say about the values of the organisation? Is there an opportunity to use this product to enhance the reputation of the organisation? What aspirational hooks are being used in the advertising and promotion of the product?[ Existing or potential Criticism for ‘Green washing’ [This is when the companies claim that they are green or environmental oriented through advertising and marketing than actually implementing business practices that minimize environmental impact. ] Use 7 C’s to evaluate the Communication Activities [When evaluating each of the 4P’s , I want you to reflect if they are complying to the triple bottom line principle especially to see indicate effect on Carbon, Ecological and Water footprints is it increasing or reducing ] Explain the current practices in Stakeholder TBL and marketing mix Fundamentally are they accountable and making profits transparently!!!! Chapter 3 [Evaluation to Competitor] • Critique the performance of your chosen example from the perspective of other similar providers who are more successful (or less) in dealing with sustainability issues. Here you are to compare their practices versus what your company is doing so as to evaluate competitive sustainability within the industry sector. Chapter 4-Recommendation and Conclusion From the above analysis what are the weaknesses you have identified in the company’s marketing strategies and what would you recommend 1. In terms of changes and practices 2. Consistency level to attain TBL standards 3. Use the 4E’s framework[Use the Defra positioning Map] 4. Possible redesign using cradle to cradle , packaging , biomimetic 5. Supply chain redesign Referencing: 30 Journals ESSENTIAL READING Emery, B. P (2012): Sustainable Marketing, Pearson ISBN: 9780273723288 Additional Recommended Reading: Cambridge Programme for Sustainability Leadership and Business in the Community (2009) Carbon Management: a practical guide for suppliers BITC Daly, H. (2008) Ecological Economics and Sustainable Development, Selected Essays of Herman Daly Edward Elgar Publishing Ltd. Fisk, P. (2010) People, Planet, Profit: How to Embrace Sustainability for Innovation and Business Growth Kogan Page. Forum for the Future and Capgemini (2009) Acting now for a positive 2018, preparing for radical change: the next decade of business and sustainability Forum for the Future. Jackson, T. (2009) Prosperity without growth? The transition to a sustainable economy Sustainable Development Commission.