The paper "Tesco And Green Marketing As A Key Marketing Strategy" is a perfect example of a case study on marketing. Tesco is the biggest supermarket retailer in the UK, the fourth largest internationally as well as being the largest global online grocery retailer. In 2009, Tesco had 4308 stores in 14 countries around the world employing about half a million employees. In 2007, over £ 7 of UK retail sales was spent in Tesco During the third quarter of 2009, Tesco had a 31 percent share of UK’ s grocery market and its gross turnover for the 2008/9 was at £ 59.4 billion up 13.5 percent and the pretax profits were £ 3.12 billion (McLoughlin and Aaker, 2010, p.
126). This phenomenal success is remarkable and is largely attributable to the solid marketing strategies the organization has employed consistently over the years it has been in operation. Tesco has been keen on implementing various contemporary issues in marketing that have set them apart as a market leader and one such contemporary issue it has placed particular emphasis on, especially in recent years, has been green/ environmental issues.
As the world becomes more complex with environmental pollution, consumers and business firms have become concerned with the natural environment. Consequently, businesses have started to alter their business behavior so as to deal with these new concerns. The retail supermarket sector, in particular, has been a leader in green marketing issues with major players such as Walmart taking major steps towards eco-friendly policies. Indeed, the increasing regulatory and social concerns for the environment have caused a growing number of companies to consider environmental issues as a principal source of strategic change and Tesco has not been left behind in that regard.
Its marketing experts have been using green elements as powerful marketing tools to contribute to conserving the environment. It with this in mind that the following discussion will focus on how exactly Tesco has executed its green marketing strategies and the success or lack thereof of such strategies. HISTORICAL CONTEXT OF GREEN MARKETING The concept of ‘ green marketing’ generally refers to a holistic management process that involves the identification, anticipation, and satisfaction of the needs of society as a whole and customers in specific in a sustainable yet profitable and sustainable manner (Peattie and Crane, 2005).
It incorporates and expands on the concepts entrenched in social and ecological marketing concepts. According to Hennison and Kinnear (1976), the roots of green/ environmental/ ecological marketing are traced all the way back to the stream of concerns that existed revolving around the 1970s which generated the concept of ecological marketing. This wave was mainly alarmed by those sectors that contributed the most to the harshest environmental effects such as the motor industry as well as with the creation of new types of technology to ease certain environmental hazards.