The ecological issue and “global warming” widely interests the marketing and management practitioners to employ in the organization. The environmental or green marketing relates to the company’s competitiveness and is used as a spirited frame in the marketplace. The company should distinguish its products and processes by using environmental or green concern and can utilize the ecological marketing strategy as the global competitive edge. The green marketing approach should be considered as a major part of corporate strategic management and through company’s marketing gimix they can make the difference in customer’s view point. The proactive strategic management approach is essential for establishing the green marketing strategy through the environmental marketing strategic system.
The environment of the world is becoming very critical issue for not only people as consumers but also for the management in organizations. Although many dozens of the environmental protection regulations and laws had comprehensive consequences, the need for regulations and laws rancor acceptance because the lingering belief that environmental regulations erode competitiveness. As a matter of fact, growing the environmental regulations resulted from growing scientific evidence concerning environmental degradation, in conjunction with people quality of life movement that inevitably impacted on business strategy and performance.
The responsible businesses eventually contribute their resources to keep the livable and beautiful world by developing the appropriate environmental management with an earliest quite high investment burden. Some believe that the huge environmental investment enormously increases the firm’s costs and leads to higher prices and reduces competitiveness. However, businesses manage under the vibrant management situation that technology, product, process, competitive strategy, and customer needs were all changeable, they constantly discovers the innovative solutions to pressure of all sorts from competitors, customers, and regulators.
So far, there are many appropriate ways for business to being responsible for the environment as conserving the natural resources without consuming any more, developing the sophisticate strategic environmental protection plan, and so on. Faced with the environmental standard measurement by the government, customer, employee, and the activism groups, businesses do respond to the environmental issue of the current and future by analyzing the three areas:- corporate, business and functional current strategies, adequacy of the current strategy for achieving the environmental goal, and the prescription for the future. Many companies have started realizing that they must behave in an environment friendly fashion. They believe both in achieving social & environmental objectives as well as financial objectives. The HSBC became the world’s first bank to go carbon-neutral last year. Other examples include Coca-Cola, which has invested in various recycling activities. Walt Disney World in Florida, US, has an extensive waste management program and infrastructure in place.
People need to be able to trust those who sell them items. Whether it is a television, a house, cars, lights, etc, we need fair and honest business practice. Most would agree that something less burdening on both your wallet and our environment would be the preferred way to go. This is exactly where it would snowball, without question. If our demand was for green markets, the supply would have no choice but to submit.
A clever marketer is one who not only convinces the consumer, but also involves the consumer in marketing his product. Green marketing should not be considered as just one more approach to marketing, but has to be pursued with much greater vitality, as it has an environmental and social dimension to it. With the threat of global warming alarming large, it is extremely important that green marketing becomes the norm rather than an exception or just a fad. Recycling of paper, metals, plastics, etc., in a safe and environmentally harmless manner should become much more systematized and universal.
Marketers also have the responsibility to make the consumers understand the need for and benefits of green products as compared to non-green ones. In green marketing, consumers are willing to pay more to maintain a cleaner and greener environment. Finally, consumers, industrial buyers and suppliers need to pressurize effects on minimize the negative effects on the environment-friendly. Green marketing assumes even more importance and relevance in developing countries like India & Pakistan.
About Author
Pervaiz Pyar Ali (MCS / MBA / MCP)
IT Specialist (Tivoli / System X)
IBM – Pakistan
Pervaiz@pk.ibm.com
