The Marketing Challenge Or Towards Being Profitable And Socially Responsible - Case Study Example

Marketing is defined as a developing long lasting and profitable customer relationship.... Figure 1 Conventional and Sustainability Marketing If marketing is about meeting the demands of the customers and developing profitable relationships with the end users, then sustainability marketing could be defined as developing and maintaining sustainable relationships with the customers as well as with the elements of the social and natural environment.... The main issue related to sustainability marketing is the way by which an organization can develop sustainable products and market those products or services in such a way which would improve the consumer perception as well as well being (Ottman, 1992, p....

Therefore, the industry faces the challenge of searching for different articulating cultures and tourism to help sustain the local culture instead of degrading it.... In the 21st century, businesses in the sector face the challenge of coming up with different ways of doing things in the business because there is no need of having healthy businesses without a healthy society and environment; hence, the tour and accommodation business steps up to the challenge by integrating cooperate social responsibility and environmental sustainability (Benady, 2013)....

J Sainsbury Company elevates its chain stores to ensure that its products aim at the right consumer groups in order to achieve a profitable market share and growth on a global perspective.... Despite its global targeting approaches, the grocery chain has continuously accrued beneficial outcomes, and profitable performances in all its segments, a factor that is evident in the over 20 countries of operations at the global platform.... Sainsbury's business environment The corporation founded in early 1869 by UK nationals, John and Mary Sainsbury and it grew proficiently throughout the 19th, 20th, and is currently turning into a global icon after pausing at the second largest chain in the UK, and further as the most profitable grocery company....

Throughout history, social responsibility and marketing ethics are inherently controversial, and years of research continue to present conflicts and challenges for marketers on the value of a socially responsible approach to marketing activities (Crane 2001).... Several marketing experts or their representatives have deliberately confirmed and implemented different activities, assertions or set of laws concerning the requirement that marketing people believe ethics regulations and values so that they become much more responsible towards the members of society (Brassington & Pettitt 2003)....

Organizations that declared their own selves to be socially responsible should understand the transitional phase green marketing in undergoing.... This paper talks that the marketing field is slowly diversifying with the introduction of the new environment marketing or more popularly known as green marketing.... Above all green market is a profitable theory which needs to be realized by governments of other countries.... Environmental management systems and waste minimization are now being paid more attention to....

Although the idea was already considered in the early part of the twentieth century, the modern discussion of social responsibility got a major impetus with the book social responsibilities of the businessman by.... ... ... Bowen, who suggested that business should consider the social implications of their directions (Bowen, 1953)....

Karnani (2010) is more objectivist just like Friedman, arguing that the idea that businesses can be socially responsible is a dangerous illusion.... Therefore, a socially responsible firm has the potential to attract customers, more than a profit-oriented firm.... Limitations of social responsibility in business Despite business corporations striving to become socially responsible, there are numerous limitations to this venture.... If the cost of being socially responsible is higher than the returns, then most businesses would not be willing to play a part in socially beneficial programs....

The concept of CSR was introduced in the 19th century in order to illustrate the importance and effect of being socially responsible.... This paper "Corporate Social Responsibility in Present Business Environment" focuses on the fact that corporate industry is always connected to the word - 'profit'....