Green rubber recycling: overcoming market barriers and sustainability challenges

Management

Sustainability and CSR Questions

Question 1; Green Rubber

Failures of firms adopting green marketing approaches are numerous. Perceptions that the target market are more interested in other factors, such as cost or quality, rather than the green credentials will mean firms are likely to prioritize the factors they feel are most likely to attract that market, and making a will lead to a competitive advantage. For example, in the GRG case it is apparent that there could be a cost benefit to using the DeLink technology to recycle rubber. The ability to develop green messages for a product that is associated with environment damage can also be a challenge, as it may be difficult to make the message credible, especially if it is to be a source of differentiation (Kotler and Keller, 2011). In addition, issues may include the target market assumption that recycled goods may be an inferior quality as well as the businesses themselves may underestimate the power of environmental messages to support their product.

For GRG to become a major player in the industry they need to create a strong image for their product, which is seen as credible and preferable by the target market. This will mean overcoming the barriers, such becoming a preferable choice above is the potential substitutes, and the barriers such as the assumption that the process will lead to poor quality, as well as overcome ideas that there may be better ways of recycling rubber.

Part 3

The company is part of a large organization. The value of the parent company will depend on the green credentials of that company. As there are high levels of CSR initiatives, an association with another socially responsible organization is likely to benefit the company, and increase its credibility, as the association will transfer from one organization to the other is the linkages made within the marketing material.

Part 4

The company will face a large number of challenges to become a global leader, including overcoming the competition and substitute options for firms that might buy services. For example, the company will need to convince those that recycle rubber that this is a preferable method. The company will also need to invest in marketing to create a strong association with the brand that would be attractive to potential customers, and help to drive demand.

Part 5

The development of a legitimate sustainable development policy may be undertaken by partnering with a credible environmental agency, or the gaining of environmental credentials from a recognized body. The publishing of environmental audit reports would also enable external stakeholders to assess the organization, a move