BUAD 6270 – MARKETING

MANAGEMENT
THE END OF THE LONG
ROAD IS NEAR

PRESENTED BY: JANET DENNIS (919015232)

WENDY SCOON-HUGGINS (83918510)
JOEL QUAMINA (808015292)
 OUTLINE
 SYNOPSIS

 SITUATIONAL ANALYSIS

 ISSUES/ CHALLENGES

 AIM/ OBJECTIVES

 IMPLEMENTATION STRATEGIES
SYNOPSIS

NAME OF COMPANY: GREEN ENVIRONMENTAL (GE)

INDUSTRY TYPE: ENVIRONMENTAL

ESTABLISHED: June 1998, POS

MISSION: (a) Protecting and Conserving the Environment

(b) Environmental Safety and Sustainability

STRATEGIC FOCUS: Clean Water

Waste Management
Noise Management

LOCATION: Port-of-Spain, San Fernando

SYNOPSIS (Cont’d)

STATE OF COMPANY: - High complaints levels and low resolution

- Focus on Noise pollution
- New CEO, New Mission

VALUE PROPOSITION: - Enhanced Quality of life

- Safe & Sustainable Environment

BRAND PERSONALITY: - Competence

TRENDS: Integrated Approach

- Environmental Policy & Legislation
- Environmental Information
- Pollution control
- Agencies
 SITUATIONAL ANALYSIS

Services - Compliance Monitoring

-Conservation
-Public Education

Target Market - Public

Competitors - Non competitive (Goodwill, public

good)

External Forces - Regulatory environment

- International treaties/conventions
- Vision 2020
Marketing Approach - Linear communication
- Highlight achievements
- Focus on complaints
SITUATIONAL ANALYSIS cont’d
Relationships
 Local  International
- Government Ministries - PAHO
- WASA - UN
- SWMCOL - OOCUR
- RIC - WHO
- NIHERST - CWWA
- Law Association
- Media
- Environmentalists
- Civil Society
ISSUES
 Internal  External
- De-motivated staff - Poor company image
- Need for effective - Need for awareness and
complaints handling public education
- Need for enforcement - Ongoing complaints
- Corporate inefficiency - Lack of confidence in
- Corporate company
transformation
- Need for internal
communication strategy
INDUSTRY CHALLENGES

 Financial
 Cultural
 Political
 Social
 Economic
 Climatic
 Emerging Environmental Issues
AIM

To create a bold, positive image for GE

in the execution of its mandate of
protecting and conserving the
environment, enhancing the quality of
life and promoting environmentally
responsible behavior.
OBJECTIVES
 PROSCO
 Foster public awareness and understanding
 Create awareness of GE’s work and achievements
 Communicate and commit to revised mission
 Mobilize internal support
 Engender environmentally responsible behavior
 Capacity Building
KEY MESSAGES

 Working actively to decrease noise pollution

 Addressing complaints in an effective manner
 Implementing systems to improve organizational
effectiveness
 GE is premier advocate for environmental issues
 Transforming to an effective organization
 The environment is your business
TARGET AUDIENCE

 Media
 Key Partners
 Students
 Civil Society
 Businesses
 Community Based Organisations
STRATEGY

 Improve internal systems to build staff morale

 Build relationships with key partners
 Improve brand position
 Enforce and establish appropriate legislation
IMPLEMENTATION STRATEGIES
(Tools)

COMMUNICATION LEGISLATIVE REFORM

GREEN ENVIRONMENTAL

CAPACITY BUILDING RESOURCE ALLOCATION

 IMPLEMENTATION STRATEGY
Cont’d Strategic Communication Matrix
TOOLS PARTNERS SCHOOLS CIVIL BUSINESSES CBOs
SOCIETY
Workshops MT MT MT MT

Competitions ST MT

Community MT MT
Outreach
Branding MT ST ST ST ST

Public LT LT LT LT LT
Education
Centre (PEC)

Key:
Short term (ST); Medium term (MT); Long term (LT)
Timeframe: ST – 3 to 6mths; MT – Over 6mths to1yr; LT – Over 1yr to 3 yrs;
IMPLEMENTATION STRATEGY Cont’d
Legislative Reform
 Amendment of the primary and subsidiary
legislation, including:
- Noise Pollution Rules
- Noise Emission Standards & Codes
- Ambient Air Quality Rules
- Water Quality Standards
- Watershed Management
- Waste Management Rules
IMPLEMENTATION STRATEGY Cont’d
Capacity Building
 Training & Development
 Strategic Partnerships
 System and procedural revision
 Revise organisational structure
 Development of research and professional
capabilities
IMPLEMENTATION STRATEGY Cont’d
Provision of Resources
 Revise Government Relations
 Strengthen local and regional partnership
inputs
 Revise legislative fines
OBJECTIVES
 PROSCO
 Foster public awareness and understanding
 Create awareness of GE’s work and achievements
 Communicate and commit to revised mission
 Mobilise internal support
 Engender environmentally responsible behaviour
 Capacity Building
 OPERATIONAL PARAMETERS
TYPE PARAMETERS
Funding $1.5B TT

Timeframe 3 YEARS

Measurement - % increase in Public Awareness

Criteria - # of systems revised
- % increase in staff motivation and commitment
- # of staff trained
- # of complaints handled
- % decrease in # of complaints

Success Factors - Organisational efficiency

- Enhanced Image
- Executive Buy-in
THANK YOU!

QUESTIONS????