Marketing Management

Answer

1. • Marketing Case Summary

     Marketing Issue

                 Different marketing issues are presented in the case of Clorox. For instance, one of the major issues includes the fact that the business has to make a determination whether the sustainability trend is regarded as a viable option for the long-term for the business (Ofek & Barley, 2012). Moreover, the issue includes establishing if implementing the sustainability option will provide the business with many opportunities for growth. In this case, the company is required to assess the potential for sustainable marketing as well as the return for investment which can be achieved through this strategy implementation. Therefore, it is evident that the issue presented in the case study includes that of sustainable marketing. Evidently, it is evident that Clorox Company is struggling to identity the most effective strategy to be implemented to stand up against its competitors. Moreover, most of the players in the market are increasingly relying on the dominant trend of sustainability since it is associated with an increased customer loyalty and hence increased market sales. Therefore, embracing sustainability is considered as one of the fundamental aspects which businesses can consider to enhance their performance in the market and also improve on the company’s profits while improving on environmental performance.

     Factors Learned from The Reading

                 Several factors were learned from the reading which aids in explaining the business story. For example, business sustainability has remained to be a current trend which major successful businesses are undertaking to increase its performance in the market. The reading provides that implementing green initiatives is an important consideration for businesses which seek to double its growth levels. Evidently, in 2013, implementing the Centennial Strategy assisted Clorox ensured that its marketing and advertising needs could be achieved in the long run (Ofek & Barley, 2012). Additionally, the reading provides an indication of the fact that when Clorox invests in sustainable and eco-friendly products, they are highly likely to double its profit goals for the financial year. Implementing the sustainability trend is good for business. Notably, relying on sustainability as a strategy creates an opportunity for the business to exhibit growth even for the long term. Moreover, with sustainability, the business can be able to explore many growth opportunities and remain successful even in the long run.

     Ethical Considerations

                 Different ethical considerations are evident from the case. For instance, the need to remain socially responsible while generating profits is one of the ethical concerns which businesses should consider while operating. Choosing to invest in sustainability, is also regarded as an ethical decision for businesses. When pursing sustainability as a market strategy, businesses can face several challenges. This ethical consideration can be addressed by having the business invest in a sustainable strategy to enhance its brand image. By investing in green products which will be shared throughout the company, the business will utilize its corporate advantage in sustainability and also create an opportunity to generate an income and enhance its profitability in the market. By communicating to the staff members about the importance of implementing the green initiatives, the firm will be able to increase its focus on sustainability for a successful outcome when it comes to sustainability.

     Text Book Response and its Practicality