Sustainability marketing concept : Case Starbucks
Nguyen, Chau (2020)
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020122830009
https://urn.fi/URN:NBN:fi:amk-2020122830009
Tiivistelmä
The purpose of the thesis was to study the sustainable process in business, how to create sustainable process in business. The thesis aimed to analyse the overall picture of sustainability process and investi-gate the effectiveness of sustainability and marketing strategy. Another purpose was to present general information about the revolution of marketing, customer behavior.
The thesis discusses the general details about the sustainable marketing concept. Specifically, the goal is to strongly analyse two main strategy principles and how these strategies have been effectively imple-mented in business marketing. Along this line, theoretical research and case studies would be introduced and investigated to provide practical principle of the topic. Additionally, research methods are presented and theoretical information on sustainability in marketing included in the report. The knowledge was obtained by using various methods and was written using available online materials, both primary and secondary sources. The case study being used focused on Starbucks to illustrate the specific factors of both sustainability strategy principles and marketing process. The thesis discovered how sustainability marketing is essential while keeping in mind that the business strategy building was originally based on vision, purpose and value of the company.
The thesis discusses the general details about the sustainable marketing concept. Specifically, the goal is to strongly analyse two main strategy principles and how these strategies have been effectively imple-mented in business marketing. Along this line, theoretical research and case studies would be introduced and investigated to provide practical principle of the topic. Additionally, research methods are presented and theoretical information on sustainability in marketing included in the report. The knowledge was obtained by using various methods and was written using available online materials, both primary and secondary sources. The case study being used focused on Starbucks to illustrate the specific factors of both sustainability strategy principles and marketing process. The thesis discovered how sustainability marketing is essential while keeping in mind that the business strategy building was originally based on vision, purpose and value of the company.