rosbadiahnawipecs2012 121212032241-phpapp01
DESCRIPTION
^^TRANSCRIPT
THE IMPLEMENTATION OF GREEN MARKETING
STRATEGY
TO ENHANCE GREEN CORPORATE IMAGE
: A Case Study in UMW Toyota Motor Sdn. Bhd.Rosbadiah Mohd Nawi and Boon Cheong Chew
[email protected] , [email protected]
Faculty of Technology Management & Technopreneurship
Universiti Teknikal Malaysia Melaka (UTeM)
Hang Tuah Jaya
76100 Durian Tunggal
Melaka
POWER AND ENERGY CONVERSION SYMPOSIUM
(PECS) 2012
SECTION 1
INTRODUCTION
PROBLEM STATEMENT
Scenarios now shows that many industries were trying to have
a good marketing strategy.
Green marketing is very important and has positive influences
on multiple participants in the economy.
The problem is, there are a few industry which do not know
how to enhance their corporate image.
The Implementation of Green Marketing Strategyto Enhance Green Corporate Image :
A Case Study In UMW Toyota Motor Sdn. Bhd.
Research Question• To materialize the
enhancement of green corporate image of UMW Toyota Motor Sdn. Bhd. by using effective Green Marketing Strategy.
Research Objectivesi) To investigate the green
marketing strategy used by UMW Toyota Motor Sdn. Bhd.
ii) To identify the factors which determine the implementation of Green Marketing.
iii) To recommend the innovative Green Marketing Strategy (GMS) for company in enhancing the Green Corporate Image (GCI).
TOPIC
Had choose UMW Toyota Motor Sdn. Bhd as place in conducting
research.
Focus on major element of green marketing strategy
introduced by Dahlstrom (2011).
1) product strategy
2) place strategy
3) price strategy
4) promotion strategy
• Employees of UMW Toyota Motor Sdn. Bhd. act as
respondents
1) executives from middle management level
2) user level which consist of executive and technician level
Mixed methods
SCOPE
LIMITATION
• Application of green marketing strategy being implemented at UMW Toyota Motor Sdn. Bhd. only.
• This implementation is to ensure this industry could enhance their green corporate image.
• The outcome of the research is only capable for UMW Toyota Motor Sdn. Bhd.
• The researcher also assumed that all respondents have provided honest and correct answer.
IMPORTANCE OF RESEARCH
• This research helps guidance and recommend the effective green marketing strategy to any firm which could enhance their green corporate image.
• People or organization will become more aware on the impact of environmental issues in our nation.
• Tagging with green corporate image can enhance the social status of a company.
SECTION 2
LITERATURE REVIEW
GREEN MARKETING
• Green marketing is the study of all efforts to consume, produce, distribute, promote, package, and reclaim products in manner that is sensitive or responsive to ecological concern (Dahlstrom ,2011)
• Product development, production and the supply chain have the potential to achieve higher levels of tripple bottm line performance via green marketing (Dahlstrom ,2011)
Major Factors Subfactors
1. Strategy Factors
1. Usage of strategy for organisational functionsa) Product strategy There are a few consideration that need to be focus when
placing a product in market. These includes : Product life-cycle, product competition, product mix, product
design, new product and product audit. (Paley, 2000)a) Promotion strategy Promotion mix refers to combination of different kinds of
promotion tools used by a firm to sell it product and services. The main six promotion tools are :
Personal selling, advertising, sales promotion, publicity and public relation, direct marketing (Paley, 2000).
Table : A decison making model : Accessing model need to be considered in a new strategy selection
Source : Kotler et al (20112) and Chew (2012)
Major Factors Subfactors
1. Managerial factors
1. Managerial capabilitya) Ease of strategy usedb) Capability / strength / readiness of an
organisation to manage on strategy used in marketing.
c) Duration required to implement the strategy (Chew, 2012)
Table : A decison making model : Accessing model need to be considered in a new strategy selection
Source : Kotler et al (20112) and Chew (2012)
Benefits of Green
Marketing
Environmental Benefit
Supply chain benefit
Production process benefit
Developing Economies
Consumer Benefits
Product Benefits
Strategic Benefits
Solution for Green Marketing Barriers
Obtaining senior management and
marketing management focus
on the value and benefits of green
marketing
Overcoming customer
perceptions that green products are
less convenient
Educating customers that
environmentally friendly products need not be more
costly than conventional
products
Authenticity in green marketing
messages
Documenting and communicating green product
benefits
Ensuring green marketing
messages appeal to both the
emotional and rational sides of
customers
CORPORATE IMAGE
• the perceived sum of the entire organization, its objectives and plans. The corporate image comprises all the visual, verbal and behavioural elements that make up the organization.
• The important of corporate image is to differentiate itself from competition world of deteriorating brand power rising perceptions. It is also to create recognized added-value to the products and services to prosper in an increasingly competitive and constantly changing global marketplace. (Sharma, 2009)
Factors Description
1) Corporate• This internal approach is highlighted in various conceptual
models on corporate image formation, where the company itself is seen as the main factor that shapes the stakeholder’ image of the organisation. (Lopez, 2011)
1) Individual• The influence that current and prior personal experiences
with the company (through its products, customer-facing personnel, etc.) have in determining corporate image. The receiver‟s own economic, social and personal background may influence the assessment of such experiences and, hence, may influence corporate image formation (Lopez, 2011).
FACTORS THAT SHAPE THE CORPORATE IMAGE
Factors Description
Environment
al
Focusing on the conceptualisation of
the environment construct,
environmental influences consist of
external factors like competitors, the
industry and the sector. (Balmer and
Gray, 2000; Balmer,2001) describes
the environment as consisting of five
forces, namely political, economic,
ethical, social and technological
(Lopez, 2011).
FACTORS THAT SHAPE THE CORPORATE IMAGE
DIMENSIONS IN AFFECT THE CORPORATE IMAGE
Brand Loyalty
Perceived Quality
Brand Awareness
The impact of green practice on marketing or sales function
Function Impact of Green Practice
Marketin
g or
Sales
Enhance consumer environmental awareness of green
products.
Satisfy customer needs for green products or provide
products in a green manner to ensure business credibility.
Obtain a green reputation and brand image and attract a
new and larger client base.
Create a balance between higher sales and profits.
Gain public approval and cut costs by using green
marketing.
Eliminate pollution and reduce green gas emission to open
new markets.(Source: Smith, et al., 2010)
Function Impact of Green PracticeMarketing or Sales Use green issues to sell new lifestyles and ideas.
Advertise green initiatives eff ectively to acquire a greater market share.
Include green business practices in overall corporate message to attract new customers.
Choose packaging material with minimal impact on the environment.
Use resource preservation and environmentally friendly strategies in all stages of the value chain.
The impact of green practice on marketing or sales function
(Source: Smith, et al., 2010)
Factors
IndividualGreen Corporate
Image Corporate
Environment
Factors that contribute on corporate image formation
SECTION 3RESEARCH
METHODOLOGY
Research Design
Descriptive Studies
The main finding of this study is the
implementation in UMW Toyota Motor Sdn. Bhd
Included with innovative ideas on GMS to enhance
the Green Corporate Image (GCI).
The model which outline the Green Marketing Strategy on
enhancing the Green Corporate Image is setup.
Mixed Method Research
Qualitative Quantitative•Interview session with manager & executive from marketing department to get expert opinion.
• To investigate the GMS used by company
•Used to answer the factors that determine the implementation of GMS.
•Answer the objective on recommending an innovative GMS for the company in enhancing GCI.
•Data were analysed statistically
Questionnaires was designed and being distribute to groups of employee in executive level to answer it.
Primary Data
•Researcher may collect precisely the information needed.
•Information needed is related with the investigation on how the
GMS materializes the Corporate Green Image for UMW Toyota
Motor Sdn. Bhd
•Supported the whole progress of research.
•Surfed the formal website of Toyota, reading books, journal
and articles
Secondary Data
Method of primary data collectiondistributing the questionnaires, which was made within the interview strategy
distributed to thirty respondents
questionnaires are delivered by hand andcollected it right after they are answering
Giving time to answer the question
Rosbadiah Binti Mohd Nawi
Email : [email protected]
Linkedin: my.linkedin.com/in/rosbadiah
Boon Cheong ChewEmail : [email protected] : http://www.linkedin.com/in/bcchewGoogle BCChew for his workBCChew’s primary research interest:Renewable Energy Development & DeploymentClean Technologies Innovation and ImplementationGreen and Sustainability PracticesAll of them are angled from social science and management perspectives
THANK YOU