Part 1; The World of Marketing Worksheet Orientation What best describes your firm’s orientation? Production Sales Market Societal List ways your firm follows the marketing concept: The major...

Part 1; The World of Marketing Worksheet

Orientation What best describes your firm’s orientation?

Production

Sales

Market

Societal

List ways your firm follows the marketing concept:

1. The major marketing concept is the green marketing.
2. Providing the services which customer wants for the best-suited price.
3. Major marketing concept used in this business will be service and societal marketing concept by helping them in achieving pollution free working environment.
4. Understanding market requirement and customer want through proper market research, understanding appropriate target market.
5. Providing high quality and safest mechanism of collecting and processing motor and other oil, converting them into economic fuels so that they can be re used.

Our firm’s primary goal for business is: Primary goal of the company will be to provide high quality customer service and protecting the environment in the best possible way by providing high quality oil recycling facilities in its region of operation.
Mission Write your business mission:
Major mission of Green World to provide high quality oil recycling services, to preserve and protect the environment, to keep hassle free quality services to our customers. We also aim at promoting the concept of recycling in market to create higher awareness for the welfare of the community at large.
Objectives List objectives of your business marketing plan:

• To have a better understanding of oil recycling industry in US.
• To understand present position and resource ability of our new company Green world, its potential and future resource requirements.
• To analyze the present market scenario by collecting an overview about the competitors, present players, future scope and strategies to achieve desired results.

SWOT Will you hire a consultant for SWOT analysis? Yes No
Identify strengths of business offering:

• With increasing problem of global warming and pollution in the region there are huge demand and growth opportunities for recycling business.
• It will help in generating economic oil for the use
• It will help in conserving energy that can be reused
• It will also help in conserving environment and oil.

List keys to success:

1. Providing high quality services to customer.
2. Strong relationship with employees and suppliers.
3. Maintaining high level of transparency about their operational activities.
4. Gaining specialization in the field of waste management and focusing on oil waste recycling.
5. Developing strong supply chain system
6. Niche and focus marketing

Describe competitive advantage of business offering:
Major competitive advantage of this business will be strong customer relationship, providing them best of services with high technology and online presence of the company.
List advantages of operating in the Internet space:

Advantage	How will you leverage the advantage?
Customer tracking easy	Website can be launched and customers can register themselves for free for the service, it will help in reaching the target market easily.
Low cost of operation	It helps in saving marketing and employee cost to large extent
Time saving	Customer tracking can be done easily as they can contact them; it also helps in tracking operational activities fast.

Identify weaknesses of business offering:

• It is a sense of false security as in-depth analysis of the business showed that it does not help in reducing waste in the market.
• Inconvenience in management.

List disadvantages of operating in the Internet space:

Disadvantage	What steps will you take to overcome it?
Lack of trust	After registering themselves online, customers will be contacted personally; even a representative can go and show them presentation if they want.
Chances of copying the idea	For this purpose copyright can be taken from the government.
Low barriers to entry	There is fear of competition but it can be achieved by developing high brand value in the market by proving high quality service.

Ethics Will you integrate social responsibility into marketing plan? Yes No
Rationale:

This concept has been started with a societal objective; it aims at providing better environment and healthy infrastructure, better resource to the people in society.

Describe any ethical problems your firm faces:

Ethical behavior is expected from all the stakeholders in the company, right now ethical considerations are more towards the society is required. In this type of business high degree of transparency should be maintained about the processes and operation, further management all need to give higher consideration to environmental values and welfare.

External Environment
Demographic:

The external target market for oil recycling company “Green World” includes different companies that use oil in large quantity, the car racing companies, reusable oil filters, manufacturing companies, oil and chemical recycler etc.
Ethnic:
There is high ethnic diversity in the USA market, it constitute of White, Black Africans, Asian, Pacific islanders and others. However, majority of the population is white which constitute of around 80 percent of the population. Impact of ethnicity is low in this business; however majority of the region is urbanized which is a favorable condition for business.
Economic:
According to a study given by U.S. Department of Energy Used Oil Re-refining Study around one fourth of the total global lube oils are consumed by USA itself. In the year 2007 government spent around $49 billion and $100 billion on energy subsidies. Adequate recycling facilities of only 10 percent will help in generating 200 gallons of oil in state.
Legislative:
It is very important to collect information about various laws implemented by state as well as regional government for managing waste and their recycling. There is no national law made by the government to make recycling compulsory. Further, environmental issues are raised and maintained by United States Environmental Protection Agency. In the year 2003, EPA declared standard for used oil business, it is also mandatory to register such firms under federal registration.
Social trends:
Social trends show that people are more aware and concerned about environmental welfare. It also shows that recycling of used oils in family and household is less than fifty percent in US. Majority of oil recycling facilities are adopted by automotive recycling companies.
Political:
EPA helps organizations in setting up local programs and awareness campaign about oil recycling in different regions.

Size of Internet 239,893,600 Internet users in the year 2010
Growth rate of Internet 153.3 %
Usage rate of Internet 78.6 %
Identify segments where Internet usage growing the fastest:

• In terms of business segments which are growing fastest on internet are online auction.
• Online shopping, online video are another major segments of growth.
• Travelling and hospitality segment.
• Retail segment.

List emerging technologies affecting your business offering:

1. Beta Renewable this technology effects positively.
2. Imprint Energy technology
3. Materials Innovation Technologies
4. Conversion technologies help in conducting recycling of oils in the best possible way and extracting highest value out of them.

List laws regulating your business offering:

1. Business laws
2. Environmental laws under EPA
3. Health and safety laws.
4. Hazardous Waste Laws under “The Resource Conservation and Recovery Act”.
5. Oil regulation under 40 CFR 279 of RCRA-based federal used oil regulations
6. Transportation (standards of Section XXXXXXXXXXand storage requirement laws under Underground Storage Tank (UST) regulations, 40 CFR 280.

Identify key competitors in your industry:

• Direct competitors are the company who are doing the similar type of business.
• Florida Department of Environmental Protection.
• Twenty-four oil recycling companies in USA at present.
• Indirect competitors are the potential market entrants as the industry is highly attractive for new comers.

Identify companies working on the same market as yours

• TBSW GLOBAL
• JMS Oil Services
• Rogue waste recovery & environmental, Inc.
• Advanced Oil Recovery, LLC
• China ZN Oil Filtration& Oil Purifier Manufacture Company

How can you leverage Internet to beat your competition?
Though there is number of oil recycling companies in US but the online marketing of oil recycling company is still a niche strategy to be applied. Green World can adopt this strategy to reach their target segment and provide them better service management. Further, e-commerce business model can be integrated with it; it will help in improvising the supply chain management system of the company.
Identify ways to handle global marketing for your offering:

• E-commerce is the best suited global marketing strategy that will help the company in providing global offering at low cost and better management
• Offering franchisee of the business to different marketers
• Exploiting product life cycle difference in different markets and entering into new market according to need.
• Strategy for global marketing for Green World is dependent on various factors such as environmental, legislatives, political etc. so the strategy will also differ accordingly.