Marketing Principles Aim

Marketing Principles Aim


Discuss about the Marketing Principles Aim.



Every organization works with one principal aim, and it is needless to say, that the aim is profit maximization. However, no organization should be so much obsessed with materialistic motive, that it dismisses the importance of doing responsible business. While the importance of the production of papers cannot be overemphasized, it also causes considerable damage to the environment.

Five Pre-implementation CPS Steps for Concept Development  

The production of paper not only harms the ecological balance, but in the post-consumption phase, it is dumped, leading to land and soil pollution. It may come as a shocking fact, but 35% of the harvested trees are being cut and used in the production of papers, leading to deforestation that can eventually pose a threat to human existence, by causing soil erosion, global warming, and others (Yamamoto et al. 2015). Further, paper is being regarded as the third largest industrial polluter, which is not only carcinogenic when incinerated, but after its disposal the rotten paper, releases methane gas that is 2.5 times more toxic than carbon-dioxide (Shimamoto 2013). Hence, it is highly important to adopt an eco-friendly approach to the production as well as disposal of paper products. Recycling of paper is the wisest option for controlling the environmental pollution caused by the paper products However, it is undeniable that recyclable papers cost more than ordinary, fresh papers, and as such it may play an important role in the buying decision of the consumers (Hubbe 2015). The profit of the organization cannot be completely sacrificed for the purpose of operating sustainable business. Hence the organization needs to adopt a cost-effective, consumer-friendly strategy for the implementation of the plan. The organization needs to advertise and promote its product, in a way that it can primarily create awareness among the public, about how the recyclable paper will benefit the consumers in the long run. The organization will further need to make the consumers aware of how the organization itself intends to bring a huge change in the environment, by investing in events like forest conservation projects, paper recycling initiatives, and others. The paper recycling process in itself is a money-consuming process, and hence effective and meaningful advertisements will help in motivating the consumers in buying costlier, yet eco-friendly products. Further, in order to reduce the cost of paper production, the organization should offer a reasonable discount on the paper products, provided the consumers bring their used copies, unimportant books or unnecessary paper in the specific paper stalls. While this will on the one hand help in reducing the selling price of the paper products, on the other hand it will benefit the organization in reducing its operational cost of making recyclable paper.

Sustainable Benefits That Can Be Gained from the Sustainable Offering

Any mode of production involves the use of natural resources such as land, air and water. The contamination of these resources is greatly harmful for any organization to conduct business operations sustainably in future. Besides, an organization must create goodwill in the mind of the people, by producing goods in a responsible way. By making eco-friendly products, the organization can not only bring a huge impact on the environment, but can also enhance its profitability by earning greater recognition. Sustainable business always helps an organization in gaining long-term benefits, and hence should be encouraged (Boons and Lüdeke-Freund 2014).

Reference List:

Boons, F. and Lüdeke-Freund, F., 2013. Business models for sustainable innovation: state-of-the-art and steps towards a research agenda. Journal of Cleaner Production, 45, pp.9-19.
Hubbe, M.A., 2014. Recycling Paper Recycling. BioResources, 9(2).
Shimamoto, K., 2013. Corruption and Pollution Regulations. Hirao School of Management review, 3, pp.92-101.
Yamamoto, M., Kuenkel, A., Skupin, G. and Blum, R., Basf Se, 2014.Method for recycling paper products coated with polyester polymers. U.S. Patent 8,679,826.