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From a marketing and branding perspective it may for instance be used to build stronger customer relations and/or enhance the brand. What has a positive effect and what doesn?t? How re-active or pro-active should a company be? And what?s the impact of sustainability on the organisation?
In this paper you represent a market research company writing a report on the impact of sustainability on luxury brands. The current situation will be analysed. Also, you investigate which actions/ measurements companies in this sector should take to implement (more) effective solutions.
You will acquire the necessary situational information regarding the sector using learned analytical models as well as utilizing secondary data.
After you?ve handed your work you?ll be asked to present and defend your final report.
1. Introduce the sector by describing: products sold, market size, customer segments and segmentation criteria, key players, intermediaries, number of employees and the current competitive status within the sector.
2. Research literature on doing business in a sustainable way / corporate social responsibility in general. What is the current consensus on how sustainability should be used.
3. Research specific cases that relate to luxury brands. What are best practices and examples of what not to do in the sector.
4. Give recommendations on how a luxury brand could use CSR to their advantage.
Requirements for the final report:
? Table of content (use automatic table of content option in word);
? Use page numbers and paragraphs;
? Make clear references to justify your (information) source;
? Use appropriate theories and/or theoretical models. These must be included in your answer(s);
? End your report with (specific) recommendations;
? Start with a general introduction;
? You must present a coherent (end) document;
Theories about marketing and sustainability you will find in many additional textbooks, including: Kotler, Ball, Porter, etc.
Information can also be found on the Internet and in (relevant) journals and annual reports.
Quality of contents, format and language will be judged. Isolated statements will never be sufficient: it must always be argued. Furthermore, the report must be consistent and realistic.
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