Sustainable Production and Consumption in Australia Clothing Industry

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Goal 12 of the UN’s 17 sustainable development goals (SDGs) plans for achieving responsible consumption and production by 2030. The aim is to ensure there is sustainable use of natural resources, halve per capita global food waste, achieve sound management of chemicals and other wastes, reduce waste generation through recycling and reusing, promote sustainable public procurement, and others (Timko, 2018). The civil society, environmental activist, and governments are in the forefront encouraging this goal, but consumer, businesses, industries, and others cannot compromise comfort and profit to achieve this goal. The progress has not been achieved and there is a need to increase awareness.

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Description

3055MKT T2_NA GREEN MARKETING
ASSESSMENT 1 GUIDELINES

CONTEXT ANALYSIS

Weighting: 35%
Word length: 2,000w (references are excluded)
Submission date: 29 MARCH 2019 no later than 23.59pm
Research paper: Essay format
This task provides the opportunity to consider the challenges associated with the
sustainability issue prior to completing the Assessment 3 Green Marketing Observation
Portfolio. You will develop skills in problem solving, synthesising data, critical evaluation
and strategic thinking.
Ensure you view the marking criteria (below) when completing this assessment.
Task:
Choose a consumer product category from the suggestions provided below or discuss an
alternative category with your teacher.
Consider the United Nations 17 Sustainable Development Goals (SDGs) and select one or
more that relates to the consumer product category.
The objective of the Green Marketing Context Analysis is to:
 develop a robust understanding of sustainability issues and SDGs;
 relate sustainability issue and SDGs to a consumer product category
 identify 4 brands within the product category and analyse their sustainability
performance as related to the SDGs;
 generate future sustainability recommendations for your chosen product category.
You will apply theoretical knowledge and concepts harnessed from Green Marketing to
critique your chosen product category.
Collect and analyse contextual information on 4 brands within the product category. For
example; collect marketing strategy information (pricing, branding, promotion etc) of the 4
brands within the product category; and collect market information available on the
internet eg statistics, commentary and points of view.
You must reinforce your assignment with clear evidence (i.e. theoretical models and
concepts; scholarly journal articles, industry reports etc.) that support and justify your
reasoning. Your assessment will be supported largely by scholarly academic references. It is
also expected that you will integrate sustainability/green marketing terminology.
It is critical that you EDIT your work and present in the required format. Review the Check
Points and marking criteria prior to commencing this assessment task.

Structure:
Use the following sections:
1. Sustainability issue and SDG overview (15%, 200w)
2. Analysis of societal influences impacting the sustainability issue (20%, 500w)
3. Description and analysis of highly sustainable brands (25%, 500w)
4. Description and analysis of poorly sustainable brands (25%, 500w)
5. Identify and justify 2 strategic sustainability responsibilities (10%, 200w)
6. Referencing (5%)
Note: word estimates are estimations, yet provide indication of weighting to a section.
The Guidelines below provide further description regarding content for each section.
GUIDELINES
1) Sustainability issue and SDG overview
Define the sustainability issue. What is the severity of the sustainability issue? Who are the
key instigators (champions and offenders)? Why is the issue challenging? What is the
sustainability progress thus far? What are the issues that need addressing?
Clarify and justify why the sustainability issue is a problem and the effect of the problem on
society. This is a macro view of the sustainability issue and analysis of how the sustainability
issue relates to your chosen product category.
Use statistics of the country in which you are addressing the sustainability issue.

2) Societal influences impacting the sustainability issue
Analyse the external environment related to the sustainability issue. Conduct a PESTLE
(political, economic, social, technological, legal and environmental analysis) to identify
macro environmental and structural impacts that affect ability to engage sustainability
marketing. Use only those elements of the PESTLE that are relevant to your sustainability
issue and product category. Identify guiding sustainability frameworks the product industry
advocates.
Give specific attention to your chosen product category in this analysis.
3) Analysis of highly sustainable brands
Identify 2 brands within your chosen product category that perform highly on sustainability
as related to your chosen sustainability issue / SDGs. Analyse the brands’ marketing mix and
positioning strategy to justify why the chosen brand is a sustainability champion.
Summarise marketing mix and positioning strategy elements in table form for each brand.
Summarise the justification for allocating these 2 brands as high performing.

4) Analysis of poorly performing brands
Identify 2 brands within your chosen product category that perform poorly on sustainability
as related to your chosen sustainability issue / SDGs. Analyse the brands’ marketing mix and
positioning strategy to justify why the chosen brand is a sustainability champion.
Summarise marketing mix and positioning strategy elements in table form for each brand.
Summarise the justification for allocating these 2 brands as poor performing.
Identify which sins of greenwashing these brands address, and briefly justify.

5) Summary
Stemming from your analysis of the sustainability issue within a specific product category
identify and justify 2 strategic sustainability responsibilities that your chosen product
industry needs to address.
6) Referencing
Use a minimum of 10 academic journal article references.
Use APA referencing style.
Use APA presentation format for headings, paragraphs, font and styles.
No table of contents or executive summary (follow the APA style guide).
_______________________________________________________________________
SUGGESTED PRODUCT CATEGORIES
Coffee
Chocolate
Clothing
Shoes
Appliances
Phone cases
Milk
Take-away cutlery
Landry Detergent
Supermarkets
Airlines
Coffee cups
Toilet paper

Check points for your submission:
 Ensure you edit your assignment. Assignments that engage deep analysis represent
a process of significant editing and critical thinking. As such, this assignment will
require to you spend quality time and effort on your analysis.
 Presented in essay format, using paragraphs, with section headings and additional
subheadings to organize and provide structure (follow APA style guide).
 Final version free from spelling, formatting and grammatical errors.
 Submit your document with .doc or .docx file extension. The system does not
support other formats.
 Name your assignment as per the following requirement:
 Lastname_Firstname_snumber_AssignmentName (eg Smith_Jane_s123456_Assign1)
 Submit the assignment online via Learning@Griffith by the due date and time.
 Consult the marking criteria.

Assessment 1: Green Marketing Context Analysis (35%)

Excellent
(85-100)

Very Good
(75-84.5)

Good
(65-74.5)

Satisfactory
(50-64.5)

Unsatisfactory
(0-49.5)

Sustainability issue
overview
(15%)

Presents a succinct in-depth
analysis of the
sustainability issue as
related to the chosen
product category

Comprehensively overviews
the sustainability issue as
related to the chosen
product category

Presents a sound
overview of the
sustainability issue as
related to the chosen
product category

Minimally overviews the
sustainability issue as
related to the chosen
product category

Fails to overview and
justify the
sustainability issue as
related to the chosen
product category

Societal influences
Impact on the
sustainability
issue (PESTLE)
(20%)

Presents a succinct in-depth
analysis of macro-societal
influences impacting the
sustainability issue as
related to the chosen
product category.

Comprehensively analyses
the macro-societal
influences impacting the
sustainability issue as
related to the chosen
product category.

Sound attempt to analyse
the macro-societal
influences impacting
the sustainability issue
as related to the
chosen product
category.

Minimal attempt to
analyse the macro-
societal influences
impacting the
sustainability issue as
related to the chosen
product category.

Fails to analyse the
macro-societal
influences impacting
the sustainability issue
as related to the
chosen product
category.

Analysis high
performing
brands
(25%)

Presents a succinct in-depth
analysis of 2 brand
champions of the
sustainability issue as
related to the product
category.

Comprehensively analyses 2
brand champions of the
sustainability issue as
related to the product
category.

Sound attempt to analyse
2 brand champions of
the sustainability issue
as related to the
product category.

Minimal attempt to
analyse 2 brand
champions of the
sustainability issue as
related to the product
category.

Fails to analyse 2 brand
champions of the
sustainability issue as
related to the product
category.

Analysis poor
performing
brands
(25%)

Presents a succinct in-depth
analysis of 2 brand
offenders of the
sustainability issue as
related to the product
category.

Comprehensively analyses 2
brand offenders of the
sustainability issue as
related to the product
category.

Sound attempt to analyse
2 brand offenders of
the sustainability issue
as related to the
product category.

Minimal attempt to
analyse 2 brand
offenders of the
sustainability issue as
related to the product
category.

Fails to analyse 2 brand
offenders of the
sustainability issue as
related to the product
category.

Specification of
two sustainability
responsibilities
(10%)

Succinctly presents and
justifies 2 sustainability
responsibilities for the
product category that
stem from analysis

Comprehensively presents
and justifies 2
sustainability
responsibilities for the
product category that
stem from analysis

Sound attempt to present
and justify 2
sustainability
responsibilities for the
product category that
stem from analysis

Minimal attempt to
present and justify 2
sustainability
responsibilities for the
product category that
stem from analysis

Fails to present and
justify 2 sustainability
responsibilities for the
product category that
stem from analysis

Referencing (5%) Correct referencing No mark Referencing is almost
correct, yet has some
minor flaws

No mark Referencing is incorrect