Societal influences impacting the sustainability problem
The wideness of the sustainable development program, collective with the difficulty in calculating things like the latent fulfillment of future requirements or the future influence of current actions, implies an important challenge for measurement. Sustainable issues focus on the combined framework of active organizations (Hilty, Lohmann & Huang, 2011). To develop this agenda it includes the economic, social and internal and external environmental areas which are important for civil society in rules making and their implementation, relationship between national government and international companies and then a strong political promise to a long-term perception. In economic growth innovation and technology plays an important role. Developing novelty and knowledge contribute to sustainability require assuming the change in innovation leg growth and participating sustainability into the economic and research systems (Tang, & Zhou, 2012).
- Weather change
- Energy
- Food making
- Water shortage
- Biodiversity
- Fluctuating demographics
- Environment instability
- Disparity and comprehensive equity
These are the sustainable issues which create a problem in the environment (Hilty, Lohmann & Huang, 2011). The strong economic development practiced has been escorted by gains in material well-being in all parts of the world. Government sustainable growth faces a lot of challenge of discrimination. The best way to balance the tasks and occasions of evolution and to solve economic growth issues from environmental pressures (Hilty, Lohmann & Huang, 2011).
Just like population growth Natural resources are disturbed. Developed countries with the comparatively high amount of the essential natural resources have low or even negative population growth. The developing countries with high productiveness rate and a population that deeply depends on the resources found in the lack of a sufficient amount of the key resources (Tang, & Zhou, 2012). The nations with the highest pressure on natural resources have the greatest level of poverty which positions the main problem in the transition to sustainability. The developed countries currently do not have issues with the lack of resources but it is only a matter of time when reduction of resources will become a problem in the world. Many environmentalists’ impulse the government and population to a sustainable lifestyle that decreases an individual carbon footprint affect the environment as well as the pressure on natural resources (Tang, & Zhou, 2012).
Political or Legal: – Standards relating to coffee methods are becoming more essential in the industry. Socially, ecologically and cautiously there is an increasing force for business to trade (Zalengera, et al., 2014). The coffee industry is reflected by a high demand and increasing market value for maintainable coffees like specialized coffee which give assurance to fair price producers. Starbucks customers now have an option to purchase fair trade coffee (Nga, & Shamuganathan, 2010).
Brand champion analysis
Economical: – The impact of coffee on the economy is much stronger. The higher difficulty of coffee manufacture and trade recognized essential sectorial connections within the economy (Hamari, Sjöklint & Ukkonen, 2016). The economic presentations and growth prospects of many developing countries are majorly dependent on commodity issues. The economy of coffee went through decades of growth but also issues and growing trends towards overproduction (Hamari, Sjöklint & Ukkonen, 2016).
Social: – The market for coffee need to change in consumer attitudes or else it may be exposed by health and lifestyle problems. Coffee is becoming less choice for consumers mostly young people because they are becoming more health conscious (Zalengera, et al., 2014). Competitors for the coffee industry are the increasing number of alternatives which are available like health and energy drinks. The industry of coffee is responded to this change in attitude by the provision of soy milk, and alternative drinks like as fresh fruit juices, herbal teas, etc.
Technological: – Due to a wide variety of coffees which are available in coffee shops consumers prefer less to buy coffees and teas from supermarkets (Nga, & Shamuganathan, 2010). Hi-tech tools and topmost ingredients are now easily accessible and are used to make a variety of cold and hot deserts that are sold in coffee shops. Consumers are having more information about the ranges of specialized fresh coffees that are available, and their tastes are changing to accompany them (Nga, & Shamuganathan, 2010).
Environmental: – The environmental influence is nearly always positive and it is necessary that coffee manufacture and its making should be taken into account for environmental needs to make sure best physical sustainability (Hamari, Sjöklint & Ukkonen, 2016). Moreover, it is important that the economic surrounding should be like as to motivate stability and reasonable living standards for the populations complicated with coffee and to make sure that adequate care should be given to make sure the preservation of the quality (Hamari, Sjöklint & Ukkonen, 2016).
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Nescafe |
Tata Coffee |
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Marketing Strategy |
Nescafe is mainly aimed to satisfy the needs of customers. They make sure that each and every kind of coffee fan finds satisfaction after testing the coffee (Hassan, & Craft, 2012). The quality of the coffee decides the price of the product by the organization. Nescafe know the demand for the coffee and because of that, they make sure that they target the areas where they expect their consumers to be (Hassan, & Craft, 2012). They make the product promotion through radio, newspapers, TV, social media, etc. |
Tata Coffee is one of the largest groups. Tata Group marketing mix is expanded across the world and its business and presence in many industries. All functions are independently taken my own set or board of directors (Aaker, & McLoughlin, 2010). Tata coffee is present in many countries and more than six continents. The brand has grown to a great success scale globally. We can order Tata Coffee through a digital platform. Tata coffee does not promote itself directly. Tata coffee strategy to grow by acquisition and mergers around the world and to grow its geographical boundaries (Aaker, & McLoughlin, 2010). |
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Positioning Strategy |
Product differentiation and image differentiation is used by Nescafe with the purpose to increase the competitive advantage to build a position by giving major value compare to competitors (Harun, Teo, Hussin, & Nasir, 2014). Nescafe has the largest market share in the immediate coffee market with the specifications of its products. Nescafe is selling its goods at the equal prices with market regular like its competitors but at the same time provide its consumers a high level of satisfaction with respect to coffee quality (Harun, Teo, Hussin, & Nasir, 2014). |
Tata Coffee positioning strategy mantra is now to lower its dependence on the commodities market and move on to the branded coffee retail market (Singal, & Kumar Jain, 2014). The major strategy of Tata Coffee is to get away the commodity business and convert itself into a Fast Moving Consumer Goods (FMCG0 Company. Tata Coffee is also searching for the possibilities of tying up with European countries. Therefore the coffee is having a positive impact on the coffee drinking habits within the country Kumar (Singal, & Kumar Jain, 2014). |
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Justification |
Australians use an estimated one billion disposable coffee cups yearly, but these cups are not recycled (Nulkar, 2016). So many numbers of social entrepreneurs are getting creative to raise awareness and motivate coffee lovers to decrease the impact they have on their planet (Nulkar, 2016). |
The largest integrated coffee company in the world (Grant, 2016). Tata Coffee puts a strong importance on sustainability in the production and manufacturing aspect of the business. The sustainable issues of coffee aim to make coffee the first globally sustainable agricultural product (Grant, 2016). |
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Bru |
Starbucks |
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Marketing Strategy |
This coffee is the leading coffee brand and provides many varieties of international and Indian coffee products. The company undergoes countless coffee trials with samples so that the best bean is selected (Davcik, & Sharma, 2015). In Indian markets, the presence of Bru coffee is one of the major sought- out products. The requirement for ground and roasted coffee is on the rise and this has converted into the brand to spread its network in the global market. Bru coffee has maintained a reasonable pricing policy for its goods that has resulted in keeping its prices low and less expensive. Through high standards in the promotion, Bru Coffee has maintained itself as a popular brand (Davcik, & Sharma, 2015). |
Starbucks is a leading coffee brand across the world (Tu, Wang, & Chang, 2012). Starbucks gives an invincible and unmatchable skill for the numerous products it offers. Starbucks has specified a premium price coffee seller. The price is decided according to its technology and number of varieties it provides along with the best customer experience (Tu, Wang, & Chang, 2012). To keep competition Starbucks started with a low-cost range. Starbucks is now having outlets in more than 70 countries in Africa, Oceania, Asia and Europe. The coffee brand emphasis on brand promotion in its marketing mix through channels like TV, online, etc. |
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Positioning Strategy |
Bru Coffee has positioned itself as a dessert that includes a sense of warmth, love, good sprites, and happiness. Bru’s idea “Living- up every moment by stimulating conservations. Bru’s famous promotion advertisement is focused on healthy relationships (Ding, & Zhang, 2012). Therefore the sentiments involved to capture the minds of customers are Contentment, Care, and Love, Invigorated mood and provides a sensual inspiration (Ding, & Zhang, 2012). |
Starbucks provides STP marketing decisions (Segmentation, Targeting and Positioning) that are focussed at recognizing a suitable (Talpau, & Boscor, 2011) group of people among the general public as future customers for the business and targeting people through positioning products or goods and services that combine well with the demand and requirement (Talpau, & Boscor, 2011). |
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Justification |
Bru Coffee is India’s first branded filter coffee (Pineda, 2015). The coffee becomes the market leader in Southern India. Bru is launched with the new logo and modified packing and Deluxe Green Label becomes BRU Green Label. The coffee has a variety of delicious ranges (Pineda, 2015). |
Starbucks is the topmost brands through which various activities and initiatives (Rothaermel, 2015). Starbucks has made the best use of technology for advertisements. Starbucks provides loyalty cards to their customers who are modified from time to time and it attracts the customers (Rothaermel, 2015). |
References
Aaker, D. A., & McLoughlin, D. (2010). Strategic market management: global perspectives. New Jersey: John Wiley & Sons.
Davcik, N. S., & Sharma, P. (2015). Impact of product differentiation, marketing investments and brand equity on pricing strategies: A brand level investigation. European Journal of Marketing, 49(5/6), 760-781.
Ding, Y., & Zhang, W. (2012). Multicore-aware code co-positioning to reduce WCET on dual-core processors with shared instruction caches. Journal of Computing Science and Engineering, 6(1), 12-25.
Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. New Jersey: John Wiley & Sons.
Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the association for information science and technology, 67(9), 2047-2059.
Harun, M. H. M., Teo, C. B. C., Hussin, M. H. F., & Nasir, S. (2014). The Influence of Culture in Creative Strategy and Execution of International Advertising: A Content Analysis Approach. Procedia-Social and Behavioral Sciences, 130, 419-430.
Hassan, S. S., & Craft, S. (2012). Examining world market segmentation and brand positioning strategies. Journal of Consumer Marketing, 29(5), 344-356.
Hilty, L., Lohmann, W., & Huang, E. (2011). Sustainability and ICT—an overview of the field. Politeia, 27(104), 13-28.
Kumar Singal, A., & Kumar Jain, A. (2014). Emerging market firms: measuring their success with strategic positioning maps. Journal of Business Strategy, 35(1), 20-28.
Nga, J. K. H., & Shamuganathan, G. (2010). The influence of personality traits and demographic factors on social entrepreneurship start-up intentions. Journal of business ethics, 95(2), 259-282.
Nulkar, G. (2016). Strategic Tangle: A Cocreated Strategy Game for Management Students. Management Teaching Review, 1(2), 120-127.
Pineda, E. (2015). Civil disobedience and punishment:(Mis) reading justification and strategy from SNCC to Snowden. History of the Present, 5(1), 1-30.
Rothaermel, F. T. (2015). Strategic management. McGraw-Hill Education.
Talpau, A., & Boscor, D. (2011). A customer-oriented marketing-A strategy that guarantees success: Starbucks and McDonald’s. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 4(1), 51.
Tang, C. S., & Zhou, S. (2012). Research advances in environmentally and socially sustainable operations. European Journal of Operational Research, 223(3), 585-594.
Tu, Y. T., Wang, C. M., & Chang, H. C. (2012). Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24-32.
Zalengera, C., Blanchard, R. E., Eames, P. C., Juma, A. M., Chitawo, M. L., & Gondwe, K. T. (2014). Overview of the Malawi energy situation and A PESTLE analysis for the sustainable development of renewable energy. Renewable and Sustainable Energy Reviews, 38, 335-347.
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