MKTG281 Principles Of Marketing

The growing environmental crisis has made the consumer more aware of the products they use and the way they impact the environment. This change in consumer behavior has forced business organisations around the world to market their products in a way that connects with the consumers and allow them to have competitive edge over others. Marketing sustainability thus is a comprehensive part of the business strategies and is being implemented around the world to address environmental concerns. Consumers in the modern world have started facing the consequences of the environment. The current rise in global temperature or the changes of the global climate have made people aware of the impact of environment in their lives. This has changed the way people think, evaluate and value their requirements and needs. The rise of carbon footprints and carcinogens in the ecosystem has urged the consumers to divert their needs and requirements to environmental ways, eventually forcing the organisations to restructure their policies and products in a way that is sustainable to the environment (Ottman, 2017).

The automobile industry is one of the industries providing a considerable amount of carbon footprint and environmental pollution through its product. In this essay we will look into the policy of Tesla, that has not just brought innovative products but their sole promotion stands on the concept of sustainability (Belz, 2013). Tesla and Swire have collaborated to move to a sustainable future. They have pledged to bring the latest technological advancements in Electric Vehicles or EVs. They have made arrangements to charge EVs in the facilities of SWIRE in Asia. The concept of EVs was promoted by Tesla a decade ago, even when the competitors could not think of such an alternative. Tesla was the pioneers in sustainable marketing. The way they have promoted and bought their products substantially, nourishing the concept of sustainable marketing proves the feasibility of the concept. The growing rise in popularity and market share of Tesla has grown considerably since the launching of its first model the Model S. The recent Model 3 has seen bookings of around a third million consumers, even before its actual production (Team, 2018). This establishes the fact that sustainable marketing can bring about revolutionary changes in the business growth and competitiveness.

Thus from the above scenario we can infer that sustainable marketing approaches will not just foster growth in business but will also help in creating an environment that promotes development with sustenance. The future times will promote sustainability like never before, and the sooner the organizations adopt policies that are important for the sustainable existence of the environment, the greater will be their reach in the market. Sustainable marketing will see modifications in the future like adopting ecological habitats by the organizations to support the environment and promoting growth. 

References

Ahmadzadeh, M., Eidi, F., & Kagopour, M. (2017). Studying the Effects of Environmental Commitments on Green Marketing Strategies. International Journal of Economic Perspectives, 11(1), 816-823.

Belz, F. M. (2013). Shaping the future: Sustainable innovation and entrepreneurship. Social Business, 3(4), 311-324.

Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Routledge.

Team, T. (2018). [online] Forbes.com. Available at: https://www.forbes.com/sites/greatspeculations/2015/07/02/teslas-unique-position-in-the-car-market-is-one-of-its-biggest-strengths/ [Accessed 19 Sep. 2018].