sustainable marketing
The Night king
Subject_smmasignment2.pdf
1/19/2020 Subject: 2019-BUS5SMM(BU-SUM1/CB-SUM1) - SUSTAINABLE MANAGEMENT & MARKETING
https://lms.latrobe.edu.au/course/view.php?id=72681 2/9
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Students must not contact the organisation directly. The case must be based on material available in the public domain.
Refer to 'Assessment Task 1 - tasks and rubric' document below for Assessment Task 1 detailed instructions.
Assessment Task 1 - tasks and rubric:
Submitting the Assignment
This is an individual report. You should submit using the Moodle submission link for this assignment.
Please keep the Turnitin text similarity score at a minimum. Assignments with poor referencing, or 30% similarity score or higher may be penalised and referred to Academic Integrity team.
Extensions: teaching staff will not be able to grant extensions to students. Students can seek extensions from Special Consideration team no later than three business days after the assignment due date.
Assessment 2 - Critical Analysis Assessing the Linkages between Marketing & Management for Sustainability
Purpose: This assessment will contribute 30% to your overall grade.
Details:
Source: www.dhakatribune.com
Business society and government nowadays are incredibly concerned because of the constant pressure on the global environment. There is no disagreement that this is due to human activities. The never- ending desire system in a modern consumer society is pushing for more production by using an enormous amount of raw materials and energy to produce millions and millions of products and consumption leading towards damaging the Earth’s natural system (Bocken, de Pauw, Bakker, and Grinten, 2016). According to research on Anthropocene (Chakrabarty, 2015), because of this vicious cycle of production, we are sending a massive amount of wastages into the waters, land, and ecosystem or even to the atmosphere. One strong argument against the existing business model is criticising the linear economies (i.e. Use materials and energy consumption for production by ejecting a large number of materials as waste). Let us take a case to consider from RMG (Readymade Garments or textile) industry. We cannot disregard the importance of the textile and clothing industry as it is regarded as the fundamental part of everyday life and an essential employment source in the global economy. It is almost impossible to think about a world without the RMG industry. More than 300 million people around the world are employed in this sector along the value chain and generating more
1/19/2020 Subject: 2019-BUS5SMM(BU-SUM1/CB-SUM1) - SUSTAINABLE MANAGEMENT & MARKETING
https://lms.latrobe.edu.au/course/view.php?id=72681 3/9
than USD 1.3 trillion a year. The production and distribution of cotton account for almost 7% of all employment in the emerging markets. According to recent WTO �ndings, clothing production in the last 15 years has approximately doubled (see Figure 1).
Figure 1
Source: www.ellenmacarthurfoundation.org
The RMG sector incorporates production, distribution or even disposing of operations in an almost entirely linear way, which also most of the time use large amounts of non-renewable resources that are extracted to produce clothes. According to research more than half of fast fashion produced is disposed of in under a year or less than a year. There are multiple challenges of the linear system ( e.g., puts pressure on resources, leaves economic opportunities untapped, and moreover, the natural environment faces hazardous situation with pollutes and degrades). Along with these we also receive, various negative societal impacts at local and global scales (see Figure 2). The economic value of these negative externalities is challenging to quantify, although the recent Pulse of the fashion industry report estimated that the overall bene�t to the world economy could be about EUR 160 billion (USD 192 billion) in 2030 if the fashion industry were to address the environmental and societal fallout of the current status quo. Less than 1% of the material used to produce clothing is recycled into new clothing, representing a loss of more than USD 100 billion worth of materials each year. However, this has to change! It is not di�cult to employ a better and sound business model or even make our economy much more circular! The circular economy (Geissdoerfer, Savaget, Bocken, and Hultink, 2017), can generate various bene�ts. The industry can get much more value with much less investment. By using a sound approach like circular economy, we can reduce the burden is on the by reducing material and energy consumption earth (Lewandowski, 2016).
Figure 2 Source: www.ellenmacarthurfoundation.org
1/19/2020 Subject: 2019-BUS5SMM(BU-SUM1/CB-SUM1) - SUSTAINABLE MANAGEMENT & MARKETING
https://lms.latrobe.edu.au/course/view.php?id=72681 4/9
Today, some of the biggest names in fashion are collaborating for the �rst time in a campaign to save clothes from land�ll in different parts of the world. Ellen MacArthur Foundation is one of the organizations that works with business, government and academia to build a framework for an economy that is restorative and regenerative by design. It was established in 2010 to accelerate the transition to a circular economy. Since its creation the charity has emerged as a global thought leader, creating circular economy on the agenda of decision-makers across the business, government, and academia.
Make Fashion Circular
In May 2017, Make Fashion Circular was originally launched as the Circular Fibres Initiative, at the Copenhagen Fashion Summit. The initiative brings together leaders from across the fashion industry, including brands, cities, philanthropists, NGOs, and innovators. It aims to stimulate the level of collaboration and innovation necessary to create a new textiles economy, aligned with the principles of the circular economy. One year later, at the 2018 Copenhagen Fashion Summit, the Circular Fibres Initiative entered its second phase: Make Fashion Circular. To thrive, and not just survive, the fashion industry needs to redesign its operating model radically. By transitioning to a circular system, where we keep safe materials in use, the industry can unlock an enormous economic opportunity. To Make Fashion Circular, businesses, governments, innovators, and citizens need to join forces. Make Fashion Circular brings together industry leaders including Burberry, Gap Inc., H&M Group, HSBC, NIKE Inc., and Stella McCartney as Core Partners. Make Fashion Circular has been made possible by C&A Foundation, Walmart Foundation and the MAVA Foundation.
Circular economy's three approaches
Circular economy has three approaches: Narrowing, Slowing, and Closing.
Instructions:
Assessment task 2 aims for the learner to
1. Think creatively about how to address the challenges and opportunities of value dimension of marketing and management decisions and strategies in RMG circular economy.
2. Examine how some leading brands in RMG industry apply circular economy model (narrowing, slowing, and closing) to their manufacturing processes.
3. Examine how the application of circular economy model can generate value for the brand and its customers.
Students need to select one (1) of the brands from each of the following Tiers (Total 3 brands).
Where to start: We suggest that you begin by reading this page and then spend some time browsing the following brands.
1/19/2020 Subject: 2019-BUS5SMM(BU-SUM1/CB-SUM1) - SUSTAINABLE MANAGEMENT & MARKETING
https://lms.latrobe.edu.au/course/view.php?id=72681 5/9
Step1: Doing Research and Collecting Secondary Data (Students must not contact the organisation directly. The case must be based on material available in the public domain).
Step 2: Writing the Report
Tasks: When you have got yourself acquainted with the research, then you have to write the report on circular economy indicating how circular economy is applied by the three chosen brands (one brand from each tier).
Refer to "Assessment Task 2 - tasks, template, and rubric" document below for Assessment Task 2 detailed instructions.
Assessment Task 2 - tasks, template, and rubric: (updated on 18 January 2020)
Circular economy - recommended readings
Product design and business model strategies for a circular economy
Business models and supply chains for the circular economy
Additional Resources
1/19/2020 Subject: 2019-BUS5SMM(BU-SUM1/CB-SUM1) - SUSTAINABLE MANAGEMENT & MARKETING
https://lms.latrobe.edu.au/course/view.php?id=72681 6/9
Chakrabarty, D. (2015). The Anthropocene and the convergence of histories. In The Anthropocene and the global environmental crisis (pp. 56-68). Routledge.
Geissdoerfer, M., Savaget, P., Bocken, N. M., & Hultink, E. J. (2017). The Circular Economy–A new sustainability paradigm?. Journal of cleaner production, 143, 757-768.
Lewandowski, M. (2016). Designing the business models for circular economy—Towards the conceptual framework. Sustainability, 8(1), 43.
HBR Readings:
Rethinking Sustainability in Light of the EU’s New Circular Economy Policy Atalay Atasu, Vishal Agrawal, Michael Rinaldi Rob, Herb Sezer Ulku
Submitting the Assignment This is an individual report. You should submit using the Moodle submission link for this assignment.
Please keep the Turnitin text similarity score at a minimum. Assignments with poor referencing, or 30% similarity score or higher may be penalised and referred to Academic Integrity team.
Assessment 3 - Management Case Research and Analysis
Purpose: This assessment will contribute 30% to your overall grade.
Details:
Women entrepreneurs play a signi�cant role in contributing to the growth of the global and local economy. They are a signi�cant part of the global expedition for sustained economic development and social progress. Indian born American businesswoman, Indra Krishnamurthy Nooyi was the Chairperson and Chief Executive O�cer (CEO) of PepsiCo, one of the world’s leading food and beverage companies. On August 14, 2006, Nooyi was named the successor to Steven Reinemund as chief executive o�cer of the company effective October 1, 2006. Nooyi joined PepsiCo in 1994 and was named the president and CFO in 2001. Nooyi has directed the company’s global strategy for more than a decade and led PepsiCo’s restructuring, including the 1997 divestiture of its restaurants into Tricon, now known as Yum! Brands. Nooyi also took the lead in the acquisition of Tropicana in 1998, and merger with Quaker Oats Company, which also brought Gatorade to PepsiCo. In 2007 she became the �fth CEO in PepsiCo’s 44 years history. Nooyi’s key contributions include promoting and supporting socially responsible business practices, including taking on one of the planet’s most pressing problems, climate change. Her commitment to global citizenship is evidenced by her multiyear growth strategy, ‘Performance with Purpose’. (Ray and Ray, 2011; P: 6).
Instructions: Dear students for this assignment please watch the video and browse the details about PepsiCo https://www.pepsico.com/sustainability/performance-with-purpose to understand the concept of 'performance with purpose'
Students must not contact the organisation directly. The case must be based on material available in the public domain.
