Companies all over the nation are trying to become an environmental friendly during their day-today operations. Going green has become a significant trend within the United States. When a company goes green, the business will more than likely benefit from their actions. Going green makes perfect business sense although it can be costly (Crootof, 2014). Global warming damages a business because pollution can affect the price of product and services. A company that has followed the green transformation is AmerenUE's real power company. AmerenUE has officially been cleared by the Center for Resource Solution (CRS) to be green-e certified (“AmerenUE's Pure Power,” 2007). Ethically, a company should run a good, clean, and efficient business. Another company that displays great “green” attributes is New Belgium Brewery. New Belgium brewery focuses on cost effective ways of operating that cause no hard to the environment (Ferrell & Hartline, 2014). …show more content…
Furthermore, it is a company’s social responsibility to produce their goods efficiently without harming the environment.
New Belgium marketing strategy includes taking every action to brew their beer using the latest technology to keeping the environment safe. New Belgium is extremely successful when it comes to operating environmental friendly. The company’s go green approach has their customers falling more and more in love with them. New Belgium Brewery is successful because they allow their customers to tour the brewery to see first- hand just how green they operate. Their new brewery in Ashville provides customers with a futuristic and environmental look. New Belgium has used their go green approach to generate more sales which are why they have become one the largest breweries in the United
States. In conclusion, a company’s marketing strategy should always have the environment in their top focuses. If a company focuses on the environment, customers will notice how ethically they operate their business. A good example of loyal customers to a “green” business is New Belgium Brewery. However, not operating a business ethically can damage any company. A good example of a company who was caught harming the environment was the Monsanto Company who was caught dumping into rivers. Saving the environment by operating cleaner can be costly, however, in the long run, it is extremely beneficial to companies. AMERENUE'S PURE POWER PROGRAM NOW "GREEN-E" CERTIFIED. (2007). Worldwide Energy, 18(10), 7-8. Crootof, M. (2014). Going Green Makes Good Sense--And May be Good for Business. Veterinary Team Brief, 19. Ferrell, O. C., & Hartline, M. D. (2014). Marketing strategy: Text and cases (6th Ed.). Mason, OH: South-Western/Cengage Learning.
The specialty retailer of women's clothes, footwear, and accessories-aimed majority to young teens and women in their twenties, was founded by the the Lawrence brothers-Dan, Frank, and Larry.
This report addresses the issue of whether Amsterdam Brewery should invest and promote new products or continue to focus on current products. And, whether Jeff Carefoote should pay attention to whole brands or spent expense to increase brewing capacity. The report describes a strategic plan to ensure Amsterdam Brewery’s competitiveness in the market.
The beverage industry is highly competitive and presents many alternative products to satisfy a need from within. The principal areas of competition are in pricing, packaging, product innovation, the development of new products and flavours as well as promotional and marketing strategies. Companies can be grouped into two categories: global operations such as PepsiCo, Coca-Cola Company, Monster Beverage Corp. and Red Bull and regional operations such as Ro...
“To manifest our love and talent by crafting our customers' favorite brands and proving business can be a force for good.” This story is for the love for beer and it begins in 1989, Belgium. Jeff Lebesch, aspiring home brewer rode his bike with “Fat Tires” through the famous beer villages in Europe. Brewery to brewery, Jeff had a dream that one day he would be able to start his own brewery with a mind full of recipes and a handful of hops. A couple years after his journey through Europe, Jeff started New Belgium Brewing in Fort Collins, Colorado. He wanted to create an outstanding craft beer to start off his business. Jeff also wanted the chance to enhance people’s lives while surpassing the consumers’ expectations and taste buds. Not only did he think of well-crafted beer but he thought about how to properly run a company with his own twist. He thought of ways to be less wasteful, be more efficient, recycle and reuse. As early adopters of the movement towards sustainability, he created the first wind-powered brewery in 1998, reducing his carbon footprint by 25 percent, reducing some use of water and abolished eight million car miles by riding bikes instead. “Once you start thinking of ways to make your company better, you can’t stop.”
This case focuses on corporate obstacles to pollution prevention. Pollution prevention can complex especially for large corporations. There are many different forms of pollution prevention including emissions control devices and incremental changes in existing technology. The author reviews the impact of emissions controlled devices, however the focus of the case study is on incremental changes in existing technology. Incremental changes include substituting one or two steps in a production process or relationship changes between production steps. One example of incremental changes that was provided by the author was eliminating chlorofluorocarbons and saving energy by replacing a refrigeration process with a heath exchanger that can exploit waste cooling from another part of the process. There are three critical decision-making stages for incremental changes; identifying a pollution prevention opportunity, finding a solution appropriate to that opportunity, and implementing that solution. The author discusses the three aspects of an organization (culture, ability to process information, and its politics) and how they impact the decision-making stages.
New Belgium Brewing attempts to reduce its impact on the environment while producing world-class beers. They go through strategic efforts to furnish superior products while imposing minimal damage to the environment on account of their founders’ interest in sustainability and being environmentally responsible. Their founders are highly concerned with recycling, reducing energy output, and lowering emissions through biking rather than driving. So following the three R's of environmental stewardship New Belgium begins by utilizing the wind to power its brewery, becoming the first fully wind powered brewery in the United States. They also have begun to use innovative heating, cooling and lighting systems, incorporating a...
s New Belgium’s distribution continues to expand, their branding needs to continue to expand also. Their ability to sustain is partially due to good advertising and branding. Whimsy and fun are good focuses when it comes to beer. When one thinks of beer you think of having a good time. Good times, laughter, and entertainment all come to mind when thinking about advertising or branding of beer. Instead of focusing on their Colorado based culture, they should make this message of sustainability, whimsy, and fun a more universal one. Their advertising and branding setting should be based in a common place that can be Anywhere, USA.
Finally, my views have changed since the beginning of the term when I initially answered the question of how I would have direction Keurig and why I chose to stand by such claims. The first time I approached this situation, I answered with the overall mindset that is very similar to Friedman in the aspect that the one and only one social responsibility the business has is to use its resources in order to increase profits. Therefore, in my initial mindset, that was all that mattered. I described how the company should be mainly focused on the profits of the company and then worry about the “more current trends” of society as an afterthought – this was when I implied that caring for the environment was a trend that swept across society.
The message content, consumer’s behavior, and advertising funding or budget determines how effective the advertisement for a product will be (Putte, 2009). Advertising is a crucial element in promoting a business because it is the most visible portion of marketing and reaches a mass amount of potential customers (Ferrell & Hartline, 2014). New Belgium struggled to use the work “folly” because they did not want to send the wrong message to viewers, and they did not want the word to be misinterpreted by viewers to mean something different from what they were using the word for. This was the company first advertising campaign in the form of a national commercial so it was essential for them to do it right with the hopes of gaining more customers
Many companies are able to accept a win-win strategy towards adopting environmentally friendly practices, because of the positive correlation between environmental actions and financial returns (Frankel, 1998). A company can save costs by looking for eco-efficiencies; where companies decrease their environmentally harmful inputs and outputs. In 2009, Canadian Tire introduced the right-fit packaging program, which would reduce the amount of unnecessary packaging. While Canadian Tire was curtailing their environmental impact, 320 packaging changes between 2010-2011 saved the company $6.3 million in costs (Elm & Tyler, 2012). Eco-efficiencies clearly yields profit, while reducing the company's environmental impact. Furthermore, creating a product or service that offers unique environmental benefits for consumers is another way that environmental actions lead to financial gain. By creating an environmentally beneficial product, a company separates themselves from competition and will be able to capitalize on these environmental opportunities. Consumers are willing to pay a premium for greener goods: goods being made in an environmentally friendly way or by a company who is greener (Reinhardt, 1999). Besides capitalizing on environmentally differentiated products, companies can also achiev...
Going green in the workplace is a new trend in business. In choosing to go green in the workplace you may be challenged by an elevated initial start-up costs, however savings earned from this investment will more than pay for those initial costs in the future. Many people see this as a controversial issue, and granted it does have its own unique set of pro and cons, but if a business makes careful choices going green can prove to be very rewarding. Companies are doing this to save money on energy expenses as well as deploying it as a means to help reduce the carbon foot-print they are leaving behind.
There are many companies out there that claim to be “green”. But are they really and how much impact does it have on the environment? Labels such as “organic”, “biodegradable”, “earth-friendly”, vegan and “Fair Trade” are everywhere in today’s market. These labels are marketing tools used to influence consumers.
In this constantly changing economy, companies are continuously looking for new ways to set themselves apart from their competitors. In recent years, environmental, or “green,” marketing has become a new trend. The movement first started in the 1970s during the hippie movement in which consumers began to express concern for the preservation of the environment (Jenkins and Kähler). On top of this increasing environmental awareness, now consumers are also beginning to care a lot more about what goes on behind the scenes in the companies that they buy from. People want to support companies with a conscious. According to the Salem Press Encyclopedia, the definition of green marketing is “The touting of the environmental benefits of a product, service, or company to bolster its image and encourage sales” (Jenkins and Kähler). With this in mind, corporations did some research and discovered that not only can green marketing help facilitate a positive brand identity, but it can also help reduce costs in the long run (Jenkins and Kähler). This new socially responsible idea seemed genius at the start, but now the trend has hit a wall. This hiatus is a result of lack of customer information about the actual effects of “green” products, confusion and overload in the marketplace regarding vague and un-standardized labels, and the failure of companies to clearly illustrate the added value of their “green” products or services. If all these discrepancies are handled, one can assume that consumers will race to the stores to purchase items that will make the world a “greener” more socially responsible place.
Climate change is an issue that has become increasingly ubiquitous in all areas of life in recent decades. As population increases, there is a parallel increase in pollution, exacerbating climate change, which not only affects the environment, but also has an impact on human life and business. Climate change is generally thought of as a negative force due to its effects on the environment and its projected repercussions. However, there have been some upshots of climate change that have had positive impacts on business. Climate change presents businesses the opportunity to promote themselves by appealing to the public’s preoccupation with environmental concerns. It also presents opportunities for businesses to capitalize on climate change through entrepreneurship and innovation addressing environmental issues. Furthermore, by adopting ecofriendly practices that are conceived as responses to climate change, businesses can reduce costs of production and operation. As a result of climate change, companies are prompted to adopt sustainable business practices, “taking the goal of sustainability, and translating that into the changes required of an individual organization—changes which maintain the organizations capacity for producing human benefits, including the profitability needed for survival, while optimizing the environmental balance of its operations.” Through this pursuit of sustainable business, companies can benefit from the climate change that plagues the planet, through promoting a “green” image, “green” innovation, and ecofriendly practices. While there are some positive effects of climate change on businesses, these optimistic outcomes do not outweigh the extreme con...
With the development of the science and technology, more and more people are going for healthy and green products. According to this situation, there are many companies claim their products are “green”. However, there are thousands of so-called “green” products, but not all of them live up to their claims, a considerable part of products not only damage the human’s body, but also pollute the environment. People called these companies “greenwashing”. Greenwashing refers to the practice of deceiving consumers into believing that a company is practicing environmentally friendly policies and procedures. Seems like anything and everything has “gone green” these days. Such as airlines, car companies, retailers, restaurants, even networks and stadiums. Thankfully, more often than not, that’s a good thing. It is only bad if it is greenwashing — that is bad for the environment and consumers, because of businesses doing the greenwashing.