Introduction
Environmental issues have raised significant concerns and attention in society due to climate change and pollution problems. Using technologies that reduce waste and increase productivity is the current trend in many companies. Our industry is very technological and, in that way, it is always new inventions and improvements, which create competitive advantages for different companies. To stay competitive there, it is essential to be ready for constant development, keep track of scientific progress, and implement new technologies as soon as possible. As the environmental theme becomes popular, companies in our industry begin to use green messages in their marketing programs to reach the advantage.
The situation is that the competitor company of our firm started to use technologies which will allow them to cut their prices significantly. We examined our own technologies and developed the process of sensor production, which requires less energy than before. No one of our competitors has such a technology, and it is our advantage that we should use to maintain our market share. In addition, with the popularity and importance of green technologies, we can use such a message to reach an even more competitive advantage. It will require the throughout evaluation of our technological processes and incorporation of the green strategy in our company and, it that way, will lead to drastic changes in it. Although such changes will require hard work, they will be beneficial for the company and the environment, and my position is that they should be implemented.
The Decision
As a company CEO, I decided to use the ecologically friendly message in our marketing strategy. We will state that our sensors are produced with reduced energy usage while admitting sincerely that the production wastes are not directly reduced yet. Still, as our new technologies enable us to produce sensors more efficiently, the amount of waste will be reduced in any case, as the less usage of energy generates fewer wastes connected with this. Because the energy required for the production is reduced, more sensors will be produced using the same amount of energy as before. In addition, the company is working to achieve the actual wastes reduction, and our customers should know about our tendency. Incorporating such a green strategy is a large-scale decision for our company, and it will affect all its levels. However, those changes will be progressive and productive, and we should embrace them both to increase our incomes and make our production more environment-friendly.
There are several other elements of this decision: one of them is that natural compound usage is irrelevant for our product. It is not necessarily more environment-friendly if the natural compounds are used. In that way, it is not worth mentioning in our advertising that we use natural compounds. While the trend of environmental friendliness is still not widespread in our industry, it will likely spread in the future, as this topic becomes more and more popular each year (Han et al., 2019). Thus, if we choose the green strategy for our firm, it will benefit our future. In addition, even if our corporate clients will not be particularly impressed by our new green technologies, society, in general, will appreciate our decision. The slogan “Green Sensors for Green Machines” is actual for the twenty-first century, striving for a sustainable economy. Thus, we will become much more popular, and the popularity is beneficial for us, as our products will reach more people.
Lastly, it is essential to engage a team of scientists to test our production process to ensure that it is environmentally friendly. We should engage our staff scientists to evaluate our energy usage and decide how much waste will be reduced. The third parties should also check our new production cycle to show that we are not cheating or hiding anything. We should raise this question and decide when and how it will be done and which scientists we invite for such an evaluation.
The Analysis of the Decision
The marketing department has predicted that the sales will rise by 12–16 percent, taking the popularity of green economics. The motto “Green Sensors for Green Machines” is fully compatible with this situation. In addition, it will attract those clients who develop environmental-friendly strategies, and it will be beneficial for us. The introduction of environmental ethics is good for the company, as it will increase its performance in general, making it more sustainable (Han et al., 2019). Green marketing programs act as a mediator between increasing the firm’s efficiency and corporate ethics. Sustainable technologies are usually more productive and efficient, and by using them, we will reach better performance and better income. The company ethics is essential too, as in the healthier work environment the work will be much more productive, and our employees will be happier. In that way, choosing the green strategy will positively impact the development of our company and is beneficial for our future.
Despite being more energy-efficient, our current improvements are not really environment-friendly: they only indirectly reduce the number of wastes, as we use less energy in our production. To fully comply with the federal requirements and be sincere, we should state clearly which amount of energy is reduced and how it influences the environment (Federal Trade Commission, 2020). We should examine our production processes, evaluate how we generate energy, and how many wastes there are on each unit of energy. Then, we should calculate the difference between waste productions with and without our current improvements. In that way, we will show how our technology positively impacts the environment in numbers.
After such claims about the green sensors, we should really work hard to develop environmental-friendly technologies and make them economically efficient. We need to be consistent in our strategy; our clients will be less likely to trust us in other cases. The choice of the green strategy means development and growth, and we should be responsible for it. We need to pay more attention to the development of our product; perhaps we will increase the financing of our research and development department. It will enable us to improve our technologies and reach even better indicators in waste decreasing and income increasing.
Conclusion
It is a demanding decision, which will require developing environmental-friendly technologies and, possibly, it will be hard to achieve good efficiency. No one guarantees that we will be able to develop such technologies in the near future. However, it is essential to be abreast with current trends and develop our company according to them. The increase in energy efficiency is just the first step. It is important, as it gives us a competitive advantage and is better for the environment, but we should continue developing our technologies. Incorporating the green strategy in our production and marketing will lead to the improvement of our company on all levels.
References
Federal Trade Commission. (2020). Environmental claims: Summary of the green guides. Web.
Han, M., Lin, H., Wang, J., Wang, Y., & Jiang, W. (2019). Turning corporate environmental ethics into firm performance: The role of green marketing programs. Business Strategy and the Environment, 28(6), 929–938. Web.