Essays on Identifying the Marketing Platform for a New Sustainability-Based Product Research Paper

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The paper "Identifying the Marketing Platform for a New Sustainability-Based Product" is a wonderful example of a research paper on marketing. This is a research brief on how a small company can successfully identify the marketing platform that is appropriate for use in marketing its sustainable products. The brief contains detailed information on how the proposed research project can be successfully undertaken to help the small company in successfully launching its new environmentally-friendly product. This way, the company will be able to adopt the most appropriate marketing strategies that can be used as a way of leveraging on its sustainability footprint to gain a competitive advantage in the market. There are several reasons that make it necessary for this research to be carried out.

These include the growing demand for sustainable products by consumers and the growing need for corporate sustainability (Iannuzzi, 2012, p. 8). Based on this, companies are better placed when they understand the best marketing strategies that can be used for their products. In addition to this, knowledge about the role and perception of different stakeholders of the company will be useful not only in helping the company successfully brand, market and position the current product but also act as a blueprint when developing marketing strategies for future products.

This knowledge will enable the company achieve its marketing objectives as well as long-term profitability which is necessary for growth. Lastly, the significance of doing this research will be seen in terms of the benefits of value and better products that consumers in the market will enjoy. By adopting the right marketing platform, the company will help satisfy specific needs of different market segments, thus benefiting the consumers in the long run. Research questions The subject of sustainable marketing strategies has received considerable academic attention.

Theoretically, business organisations seek to achieve competitiveness in the market using different strategies which include reducing operational costs, differentiating their products and focusing on particular strategic objectives (Porter, 2008, n. pag). Although these approaches have remained of essence to business organisations for a long time, in the recent past, the need to incorporate sustainability as an important competitive strategy for businesses has emerged.

References

Coldwell, D. & Herbst, F. (2004). Business research. Cape Town: Juta Publishing.

Iannuzzi, A. (2012). Greener products: The making and marketing of sustainable brands. Boca Raton: CRC Press.

Jones, P., Clark-Hill, C. & Comfort, D. (2008). Marketing and sustainability. Marketing Intelligence & Planning, 26(2), 123-130.

Pellissier, R. (2008). Business research made easy. Cape Town: Juta & Company.

Porter. M. E. (2008). Competitive strategy: Techniques for analyzing industries and competitors. New York: The Free Press.

Ren, L., Xie, G. & Kabbendam, K. (2010). Sustainable competitive advantage marketing innovation within firms: A pragmatic approach for Chinese firms. Management Research Review, 33(1): 79-89.

Urip, S. (2010). CSR strategies: Corporate social responsibility for a competitive edge in emerging markets. Hoboken: John Wiley & Sons.

Weathington, B. L., Cunningham, C. J. L. & Pittenger, D. J. (2012). Understanding business research. Hoboken: John Wiley & Sons.

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