Sustainability marketung
EXECUTIVE SUMMARY
This report analyses SPIGEN, an online Korean company specializing in quality mobile phone accessories and its plan to enter the sustainability market.
The report further analyses the company’s mission statement that will set the course for sustainable development.
It is recommended that SPIGEN adopts a sustainable strategy and launch new line of eco-friendly products that is a variant of three of SPIGEN’s best-selling phone cases, “Neo Hybrid”, “Slim Armour” and “Tough Armour”. These new phone cases will be made out of 100% recycled materials.
This report will further evaluate the marketing mix strategies involved in implementing sustainable development such as the target market, product, price, promotion and distribution. The report finds that with the company shifting towards a CSR policy, the new sustainable product line will now be targeted at technology savvy Gen X and Gen Y consumer age between 22 to 45 seeking green alternatives as well introducing green alternative to already existing customers.
The company is to adopt a differentiation strategy to challenge the current market leader head on in this fairly new market.
Pricing will continue to be at a premium but a proportion of profit earnings (20%) will be contributed to WWF for funding sustainable campaigns.
Distribution strategy will adopt the use of reverse logistic to recycle overstocking of inventory so that raw materials can be reused for future products.
CONTENTS
1
INTRODUCTION
MARKET BACKGROUND
The mobile phones market has received substantial growth in the past years due to the technological advancement as well as the introduction of smart phones becoming an essential part of a person’s life in today’s digitally connected lifestyle. Along with the progressive growth in smart phone sales around the globe, the market for mobile phone accessories has also received a direct boost in growth. Primarily driven by the uprising sales in smart
This report analyses SPIGEN, an online Korean company specializing in quality mobile phone accessories and its plan to enter the sustainability market.
The report further analyses the company’s mission statement that will set the course for sustainable development.
It is recommended that SPIGEN adopts a sustainable strategy and launch new line of eco-friendly products that is a variant of three of SPIGEN’s best-selling phone cases, “Neo Hybrid”, “Slim Armour” and “Tough Armour”. These new phone cases will be made out of 100% recycled materials.
This report will further evaluate the marketing mix strategies involved in implementing sustainable development such as the target market, product, price, promotion and distribution. The report finds that with the company shifting towards a CSR policy, the new sustainable product line will now be targeted at technology savvy Gen X and Gen Y consumer age between 22 to 45 seeking green alternatives as well introducing green alternative to already existing customers.
The company is to adopt a differentiation strategy to challenge the current market leader head on in this fairly new market.
Pricing will continue to be at a premium but a proportion of profit earnings (20%) will be contributed to WWF for funding sustainable campaigns.
Distribution strategy will adopt the use of reverse logistic to recycle overstocking of inventory so that raw materials can be reused for future products.
CONTENTS
1
INTRODUCTION
MARKET BACKGROUND
The mobile phones market has received substantial growth in the past years due to the technological advancement as well as the introduction of smart phones becoming an essential part of a person’s life in today’s digitally connected lifestyle. Along with the progressive growth in smart phone sales around the globe, the market for mobile phone accessories has also received a direct boost in growth. Primarily driven by the uprising sales in smart