Marketing Environment - Part 3 - Marketing Essay Example
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As a big company Mark and Spencer prepared everything very well even for it’s environmental point of view. We will discuss about the natural environment for the company. The Mark & Spencer products all should consider about our nature in earth, future planning in the environment conservation and etc.
2. Overview of the natural environment the organization (Marks & Spencer)
Mark and Spencer has Plan A program, Plan A is our five-year, 100-point plan to tackle some of the biggest challenges facing our business and our world. It will see us working with our customers and our suppliers to combat climate change, reduce waste, safeguard natural resources, trade ethically and build a healthier nation.
They’re doing this because it’s what the customers want us to do. It’s also the right thing to do. They’re calling it Plan A because they believe it’s now the only way to do business.
There is no Plan B.
As a retailer, they use a huge range of raw materials to produce our goods. Because of this, it is critical they manage our use of these materials sensitively and pay proper regard to how they affect natural habitats and bio-diversity.
But making a difference here is not as simple as they would like. It requires new types of standards to be set and adhered to across the world. As some materials – such as cotton and palm oil – are traded globally, our ability to affect change may at times be modest. We need to work closely with suppliers, government bodies, Environmental groups and local communities to promote sustainability.
3. Description of the marketing strategy the organization currently employs to
accommodate the key features of the natural environment
The Marketing strategy would become the parameter for a company to be a successful company.
Although environmental issues influence all human activities, few academic disciplines have integrated green issues into their literature. This is especially true of marketing. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society’s “new” concerns. Mark and Spencer have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. Some evidence of this is the development of journals such as “Business Strategy and the Environment” and “Greener Management International,” which are specifically designed to disseminate research relating to business’ environmental behavior.
4. Explanation of why they are likely to be of the greatest future significance to
Many firms are beginning to realize that they are members of the wider community and therefore must behave in an environmentally responsible fashion. This results in environmental issues being integrated into the firm’s corporate culture. Firms in this situation can take two perspectives; 1) they can use the fact that they are environmentally responsible as a marketing tool; or 2) they can become responsible without promoting this fact.
“Food miles” is a relatively new idea in the debate about sustainability. Typically it is taken to mean the distance traveled to move food from the place it is produced to the store where it’s bought. But increasingly the definition goes wider, to include issues like locality, freshness, use of preservatives, packaging, choice, support for UK farmers and quality. Many Environment – al groups attach particular importance to food being produced close to where it is sold.
In 2003 they launched a new over-arching set of standards to cover the management of our supply chain for fruit, vegetables and salads. These were drawn up after consultation with suppliers, government bodies and other organizations and covers aspects of production from “field-to-fork”.
They have commissioned independent research to look at similar systems around the world. As a result, they believe our Field-to-Fork scheme goes beyond the British and European assurance schemes used by other retailers, being the first to include such a wide range of requirements. Their standards cover traceability, minimizing pesticide use, ethical trading, support for non-GM foods and food safety.
Life Cycle Assessments
Over the last few years they have conducted different types of LCA on clothing, foods and packaging. On clothing for example, they found that around 70% of all energy used in the life of a garment was consumed when it was washed in the customer’s home. To lesson this impact on energy consumption they’re manufacturing clothes that can be washed at lower temperatures.
Figure 1 Analysis of life cycle energy consumption for a pack of men’s cotton briefs
(lifetime of two years)
GOAL AND SCOPE OF THE LIFE CYCLE ASSESSMENT
The objective of the study was to quantify the lifetime energy consumption for
two M&S apparel products..
The two products specified by M&S to be assessed were:
• a pair of pleated polyester trousers (34” 31”);
• a pack of men’s cotton briefs (M).
The study will be used to raise awareness of the energy burden of clothing
and the significance of customer care.
The study has been used to develop a software tool that will allow M&S to
determine the energy consumption of other polyester and cotton products.
Their aim is to provide a choice of organically produced goods that meet the standards on quality, safety and ethical trading. Organic production aims to cut down the use of chemicals like pesticides, fertilizers and growth regulators. It’s about maintaining the health of the Environment – so that it can stay in good shape to support the further production of food and crops.
Organic foods are more expensive to produce. But to ensure our range remains affordable, to date our approach has been to only make the same cash profit margin on organic as they do on equivalent conventional products, rather than a straight percentage. The Soil Association verifies the majority of our organic foods.
They believe the arguments in favor of organic farming apply as strongly to non-food crops such as cotton as they do to food crops. They have a long-term target to make sure at least 5 per cent of all the cotton we use is organic by 2010. The approach is to develop specific ranges of best quality organic cotton and also to blend it with ordinary cotton to encourage more producers to turn organic.
They know how important protecting peat, and the biodiversity it supports, is for many groups, including the Royal Society for the Protection of Birds. They use peat in growing flowers, plants, tomatoes and mushrooms but they take steps to minimize the Environment – al impact of this.
But they know the best approach is to search for alternatives. Last year they announced plans to reduce gradually the amount of peat they and our suppliers use to grow flowers and plants, currently around 11,000m3 a year. Finding alternatives that both protect the Environment – and allow us to maintain the quality of products is challenging. Those they do find are assessed with the help of researchers from Reading University who check quality and ensure that switching to alternatives will not damage the business of the suppliers.
Wood is a versatile raw material and when managed effectively is a renewable resource that can help support natural habitats and absorb damaging green house gases. Badly managed forestry can destroy habitats and endanger the survival of wildlife, however.
They use wood extensively throughout the business. They reviewed the wood sourcing policies across the Company from the wood used in the furniture we sell and in our store and office fittings to packaging, paper used for credit card statements, magazines, books and even in women’s clothing when the fabrics are made from wood based fibers.
Some 60% of the world’s sea fish is now thought to be under threat from over fishing. To counteract this, the European Commission has cut the number of fish that can be caught in European waters. We are committed to protecting fish stocks and to the long-term survival of the fishing industry.
They avoid buying fish where the origin of the catch is unknown and, since 1998, have been working with the Marine Stewardship Council (MSC),Conservation is one of the main concerns when they source fish.
In the last 30 years salmon has moved from being a luxury reserved for the wealthy, to a fish which many more can afford to enjoy, thanks to the development of salmon farming. But more recently, Environment – al groups have raised concerns about salmon farming including pollution, contaminated feeds and the risk of escaped fish spreading disease to wild stocks.
They buy most of our salmon from farms because they believe this is the best way to protect depleted wild stocks.
http://www.theage.com.au/, Life&style “When more is Less”, The New York Times