Corporations and Citizenship Arenas

Question: Discuss about the Corporations and Citizenship Arenas. Answer: Introduction The two case studies that have been selected for an in-depth analysis in this assignment are the Re-evaluating green marketing: a strategic approach and the Corporate Reputation in the Era of Web 2.0: the case of Primark. Marketing is looked upon as an essential ingredient for any business association. Nonetheless, it is this branch of management that facilitates in transforming the concepts into products and services thereby making it available to the consumers. However, along with the advent of globalization there are beautiful concepts and theories of marketing that are developing. For example, in order to be socially and environmentally responsible, the concept of green marketing has come to existence. It has actually taken its birth from the traditional marketing concept, the PESTLE analysis where the environmental aspect is very much there. However, many times the environmental aspect has been sidetracked by the business organizations while working on marketing concepts which h as in its way given rise to the revolutionary green marketing concept (Polonsky Rosenberger, 2001). A case study of Toyota has been considered pertaining to the area of green marketing. The other case study talks much about the corporate reputation and its management corresponding to the new environment that has developed out of the social web or better way called as web 2.0. The whole concept is explained through a case study of Primark (Jones et al., 2009). Re-evaluating Green Marketing: A strategic approach There are several business associations that have come across the question relating to their green nature, maintaining clean society and also be profitable along side. Nonetheless, environmental issue has been one such grave concern that has always called for global attention and action. On the contrary, the so called responsible green marketing is something that is characterized through a complicated, strategic, coherent approach. Overall, it creates a differing mindset within the corporate atmosphere and strives to gain a sharp competitive edge in the market (Ginsberg Bloom, 2004). Here comes the case study of Toyota which is observed to work hand in hand with the Japanese government thereby formulating unconventional marketing concepts where the consumers will be lured to buy transportation rather than concentrating on owning vehicles according to Ottman, (2011). The targeted consumers are exposed to the choices of purchasing accessibility to electronic vehicles so that they are able to travel to their desired destinations which are not too far away such as shops, malls and others. However, through the implementation of this kind of green marketing, Toyota is aiming to sidetrack the mindset of individual car ownership. Nonetheless, the green marketing has handed over to Toyota the momentum that it was looking for to increase its profit and minimising environmental hazards thereby becoming more socially responsible. Toyota is a multinational automobile company originated from Japan and operating since 1937 (takeuchi, 2008). All the related information is taken from the journal Business Horizons which got published in 2001. Re-evaluating Green Marketing: A Strategic Approach is a case study by two writers Michael Jay Polonsky and Philip J. Rosenberger III. Corporate Reputation in the era of Web 2.0 It is an article that sheds limelight on the aspects of corporate reputation and its concerning management that has steadfastly developed corresponding to the social web and its related new environment which is also called as Web 2.0. This article addresses the issues and concerns relating to brad management as well as the corporate reputation thereby citing out on a case study of Primark. The very new environment concerning the social web is something that all the business associations and the companies desire to harness. Thus Primark is certainly no different and expresses the similar desires as that of the others (Wirtz et al., 2013). Now, the interesting part in this article is to learn and address hat actually in what ways the business organization, Primark has been able to formulate strategies relating to its branding and corporate reputation in the on-line world. It is further noted from the article that the business enterprise has been able to construct a great corporate rela tionship with its diverse stakeholders and also magnify its brand image as well as its value in the online market. Primark is an international Irish retailer which serves in apparels, cosmetics and domestic wares. The company observed a total of 5347 million as recorded during 2015. The following article is contributed by 3 authors, Brain Jones, John Temperley and Anderson Lima and was published during 2010 (Whelan et al., 2013). Evidence of marketing related success Toyotas success story definitely resonate its green marketing ways and formulation of eco technologies that has taken the market by some sort of green air. The eco technologies segment pertaining to the company is observed to co-exist with the conventional regulations. Nonetheless, this specific segment also creates a definite positive pressure in forming corporate direction leading to designing next generation hybrid electric combustion automobiles. Toyota Prius is such an example that definitely does not call for any sort of introduction (Samantaray, 2012). It has also been termed as the cleanest vehicle by the international environmental authorities such as the United States Environmental Protection Agency as well as the California Air Resources Board. It became such a success that Toyota was forced to expand the family tree of the automobile Prius. The car was also seen to be relating with international celebrities like Leonardo Dicaprio, Gwyneth Paltrow during an appearance spon sored by Environmental Media Association. This has been possible due to its corporate communications, brand management strategies, several marketing campaigns and others (Ottman et al., 2006). Primark has successfully implemented the social network or the so called Web 2.0 to communicate with its consumers, transmit its agenda and messages in regards to its corporate governance, messages relating to corporate social responsibility and nonetheless about its affordable pricing for every class. The company has time and again communicated regarding its marketing strategies and practices which have certainly helped the company in managing its corporate reputation thereby diminishing the risks of blocked communication. In this case, Web 2.0 has proved to be an immensely helpful tool that has facilitated the communication both ways that is the communication of the stakeholders and the company (Roper Fill, 2012). Again on the contrary, it is known from the case study that in the realm of social network, any false news or negative remarks can produce an alarming negative tone and reaction about which the company has been seen to take care of by applying a monologue tone strategy. The company never shows its side of being obligated to answer each and every question of its consumers in the social networking sites such as face book. Toyota and its success The business enterprise has always been witnessed to stay put at the top place pertaining to Best Global Green Brands that was conducted by Interbrand during 2013. However, it has been 3 consecutive years that the company has hold on to its first position in the area of application of green marketing. It is the companys 2013 Prius brand that has been observed to rule the market. The Prius C. Proudly showcases its compact version and fuel economy aspect corresponding to 53 mpg within city as well as 46 mpg within the highways. Even in the areas concerning tailpipe emissions, Prius is considered as the efficient vehicle. Moreover, the car has been such a hit that approximately 2.9 million of it got sold in the global market as recorded during 2012 (Ottman, 2011). Primark and its Web 2.0 success Earlier Primark showed certain conservativeness in using a monologue tone while answering the questions of its stakeholders in Facebook, but currently the company thrived more in earning its social media fame and popularity. However the company now might boast about its 2.4 million followers in a single social networking site which is Facebook as per the researches of eDigital Research Retail Social Media Benchmark. However, only six months back, the company was followed by 700,000 followers and therefore the reason behind accidental steep rise within six months might be indicated towards its effective formulation of corporate reputation strategies, establishing sound corporate communications with its stakeholders. Primark has been coming up with new corporate communication strategies for each of its social networking sites as it understood that it will be boring if it places similar communicative messages on all the websites (McCorkindale et al., 2013). In a specific face book wall, it asks the followers to come up with their diverse artistic senses in nail designing and the best will be awarded, at times the company prefers going little out of topic by simply posting a Primark bus picture on Instagram (Whelan et al., 2013). Conclusion Thus to conclude, the assignment has shed light o two different industry segments and their different but innovative and new marketing ways and theories to earn the competitive advantage in the market. References Ginsberg, J. M., Bloom, P. N. (2004). Choosing the right green-marketing strategy.MIT Sloan management review,46(1), 79. Jones, B., Temperley, J., Lima, A. (2009). Corporate reputation in the era of Web 2.0: the case of Primark.Journal of Marketing Management,25(9-10), 927-939. McCorkindale, T., DiStaso, M. W., Carroll, C. E. (2013). The power of social media and its influence on corporate reputation.The handbook of communication and corporate reputation, 497-512. Ottman, J. (2011).The new rules of green marketing: Strategies, tools, and inspiration for sustainable branding. Berrett-Koehler Publishers. Ottman, J. A., Stafford, E. R., Hartman, C. L. (2006). 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