Marketing Essay Example | Topics and Well Written Essays - 2000 words - 3

Marketing - Essay Example Today’s world has created green image a necessity for businesses to grow, not only from environmental issues but also from competitive advantage’s point of view. Most of the businesses are adopting green image to be environment friendly. Some businesses follow green marketing to sell the benefits of the products while other in this capacity follows green businesses by running their operations in a green environment. Marketing- Growing Green This paper deals with marketing issues dealt in â€Å"Growing Green; The smart paths to developing sustainable products by Gregory Unruh & Richard Ettenson.† Thorough analysis of this article mentions the methods and problems related to growing green businesses. Green competition is increasing in today’s world due to resource allocation with respect to environmental issues. With the advent in knowhow of green products, marketing and businesses; most companies are adopting it as their competitive advantage. Patagonia is also one of them, who shifted their strategies towards environment friendly culture. Patagonia started as a small business to assist the climbers and surfers by making tools for them. Their main focus was to target all silent sport lovers by providing them with cloths and tools for climbing. This business was the main inspiration by the interest of the founder in these sports. Patagonia not only cared for the customer but also have a great love for the nature and its beauty. The notion of saving the environment brought them towards ecofreindly production. Their aim was not only to go green but also to take others â€Å"go green† in the industry. First green strategy of Patagonia was use of ecofriendly raw material in their cloths production. They used recycled polyester rather than cotton which usually contains pesticides. They have developed very high standards for being environment friendly users. They modify their product designs, manufacturing capacities, utilization of r aw material and energy sources to reduce the effect of these entire on environment. (Rarick, Charles A, Feldman, Lori S, 2008) They company started their journey of green image in early summer of 1994. This was the immediate response to the harmful impacts of their company on the environment. Research and development department conducted a thorough research on use of fibers predcted the major cause of dreadful impact on earth. "If we continue to make clothes with conventionally grown cotton, knowing what we know now, we're toast anyway. Let's do it; let's go organic."(Yvon, 1994) He advised the company to go green. There came an issue of dealing with the resources, company had and growing green through manufacturing of green products. For Patagonia it was difficult to sustain their image as a green business due to fewer resources, but it was necessary to do as a right thing for the environment. The sense of environmental responsibility can be use as a source of business differentiat ion and company growth through competitor’s intelligence. (Unrah. G, Ettenson. R, 2010) Green product development brought unique cultural and execution challenges to the company. This was important to address properly for the sustainability of the green business. In the case of growing green by Gregory Unrah and Richard Ettenson, many marketing issues related to green businesses were dealt. They mainly focused on the following issues. Sustainability Strategy formation Advertisement Positioning of the brand Green marketing Execution Same faced the