Global Warming
Written Case Analysis
Team 1
Megan Myers
Alexa Dominguez
Sarah Longee
MKTG 350
Whitt 208
June 9, 2008
Problem/Opportunity aka Thesis Statement
Global warming is a leading concern amongst consumers. There are various alternatives that we can implement to reduce this vital problem of pollution. With the use of problem recognition, consumer behavior patterns and thorough information research, it is sure to give us an insight as to what we can do to help.
Introduction
The Merriam-Webster dictionary defines global warming as “an increase in the earth's atmospheric and oceanic temperatures widely predicted to occur due to an increase in the greenhouse effect resulting especially from pollution.” This problem of global warming has begun to rise in recent decades. Predictions state that if we, the consumers, do not do anything about this problem it will only get worse. Our goal is to help reduce global warming through a list of alternatives. Some suggestions we have found are the use of hybrid cars, using alternate energy sources, and recycling. [1]
Alternatives Available
Hybrid vehicles have a great deal of advantages that can help reduce global warming. One of the advantages is that they are made to use less gas by using an electrical motor. Gas is a non-renewable resource so owners of hybrid vehicles will reduce the consumption. Hybrid vehicles also produce less pollution than other vehicles. Car manufactures are currently coming up with all different models available in hybrid form. [2]
Hybrid vehicles also have some disadvantages. One of their major drawbacks is that they are more expensive that regular vehicles. Along with the initial price being more, it also costs more to replace parts in the cars because they are more unique. They also may require more mechanical attention because they have more complicated systems. Another disadvantage is that they do not have as good acceleration as regular cars. [2]
Another alternative that can help the issue of global warming is recycling, reusing a product’s raw materials to make another product instead of using virgin materials. The most basic advantage of recycling is a cleaner environment. Some other positive effects that go along with recycling are; we prevent the waste of materials that otherwise could be useful, we slow the usage of natural resources that may be scarce; also we reduce energy and air and water pollution. By doing this we minimize the need for original waste disposal methods, which ultimately lowers greenhouse gas emissions. [3]
There are also some aspects of recycling that can be disadvantageous. Some consumers may argue that recycling is not always cost-efficient. Consumers also feel that we are only being resourceful when we recycle aluminum because reusing metals is practical and tends to not be as complex, versus recycling plastic and paper that can be expensive. [4]
With global warming being such a threat to our environment, another alternative to help this problem is reusing energy. Advantages with this alternative would be that the climate would change due to less pollution in the air. Reusing energy will limit the amount of electricity needed. Air and water quality will improve as well as saving money. Ways that reusable energy is helping to limit global warming from becoming an even bigger issue are having a system that is called “Green Power” which is using electricity from the environment. Some of the ways that we, as consumers, can use the environment to help are by the use of solar panels to heat your homes, wind turbines, biomass power plants and other geothermal means. [5,6,7]
Even with all the advantages there also come some disadvantages. Many people are not aware of global warming, or just do not take the time to do things to help. Unless there is a 75% turn around with energy usage by the year 2050 global warming will reach its most dangerous point. Consumers are not well informed about the alternatives they can use to reduce global warming; therefore they are still going about their daily routines and not focusing on their responsibility towards our environment. [5,6,7]
Recommendation
After analyzing the three alternatives above as possible solutions for global warming, we felt that recycling would be the most resourceful option. We choose recycling because after considering the advantages and disadvantages of our three alternatives, this choice is the most efficient and reasonable solution for our society to implement.
Action Plan
In order to put into action our plan for recycling we have developed a step-by-step process. First, consumers must be aware of the benefits of recycling. Spreading awareness can be done through many venues. By firms advertising and marketing their new environmentally conscious products, businesses can stress the importance of reusing raw materials to avoid excess waste. We feel that once consumers are aware and educated of the options that exist, they will be more likely to become environmentally conscious.
Our second step is getting consumers interested in participating in purchasing environmentally safe products. We plan to do so by displaying the benefits these products provide and comparing them to statistics about the damage being caused.
According to the National Science Foundation, “The average U.S consumer produces an average of 4.4 pounds of waste per day, which is about 220 tons of waste that is being generated each year.” As consumers, we should choose reusable products instead of disposables and buy products that have minimal packaging to help reduce waste that is being created. [8]
Our third step is to provide options for consumers to evaluate. By firms producing environmentally safe products consumers have a choice to measure the pros and cons of harmful products versus the products that use less material and are recyclable. Office Depot is an example of a company that offers Envirocopy Recycled Copy Paper which is made up of 35% post consumer recycled fibers with green colored packaging to demonstrate it being environment friendly. [9]
Our fourth step is the trial stage. In order for consumer’s to adopt a product they need to be able to sample the recyclables available to them. By experiencing and testing out the eco-friendly products we feel consumers will be more likely to become repeat purchasers. An example of a product that has gained consumer loyalty would be Deer Park’s Eco- Shaped water bottles that use 30% less plastic and therefore have less of an impact on the environment. [10]
Our fifth and final step is getting consumers to adopt recyclable products. By providing enough information and environmentally safe products our plan of action is to change consumer’s habits about recyclable items. With the steps we have provided we guarantee over time this will yield a solution to global warming.
Anticipated Outcome
Based on our action plan, our goal is to instill in consumer’s minds the importance of purchasing recyclables and adopting environmentally friendly habits. By tracking statistics and measuring the growth rate of eco-friendly products we will have insight to the success of our plan. We anticipate over time that firms will only produce environmentally safe products, causing an eco-friendly purchasing trend.
Summary
We felt a rising problem in today’s society is global warming. After researching this problem we found three alternatives to global warming. One alternative is consumers purchasing hybrid cars. A second alternative was recycling. Lastly we felt that reusing energy would help with this environmental problem. Developing an action plan gave us several steps to implement recycling in our society. With our goal being to change consumer’s lifestyles, with respect to the environment, we are sure to see a successful turnaround. We strongly feel that with consumers being knowledgeable about global warming they will be more likely to get involved.
BIBLIOGRAPHY
References:
[1] Merriam-Webster Encyclopedia Online
http://www.merriam-webster.com/
[2] All Hybrid Cars Official Website
http://www.allhybridcars.com
[3] Zeller, Tom Jr. (January 2008)
Why Recycle? Recycling: The Big Picture
http://ngm.nationalgeographic.com/2008/01/high-tech-trash/recycling-text
[4] Environmental Protection Agency
Municipal Solid Waste Recycling
http://www.epa.gov/rcc/priorities/msw.htm
[5] We The Change Official Website
Make Your Home More Green With Reusable Energy
http://www.wethechange.com/a-simple-way-to-make-your-home-green/
[6] Green Peace Official Website
Global Warming and Energy
http://www.greenpeace.org/usa/campaigns/global-warming-and-energy
[7] Teske, Sven; Zervos, Authouros; Schafer, Oliver. (January 20070
Energy Revolution
http://www.greenpeace.org/raw/content/usa/press-center/reports4/energy-r-evolution-introduc.pdf
[8] National Science Foundation Official Website
www.nsf.com
[9] Hawkins, Del I.; Mothersbaugh, David L.; Best, Roger J. (2007)
Consumer Behavior. Building Marketing Strategy.
Tenth Edition. (p. 93)
[10] Deer Park Official Website
http://www.deerparkwater.com/
Appendices - A
· Thursday, May 15 all three group members met in the library to learn how to find articles from academic or trade journals.
· Thursday, May 22 all three group members met from 12pm-2pm and worked on our status report we were planning on presenting the following Monday in class. We each found an alternative and researched advantages and disadvantages of each.
· Sunday, June 1 all three group members met from 5pm-7pm and worked on our SWOT Analysis.
· Tuesday, June 3 all three group members met from 5pm-7pm to work on sections five and six, the Recommendation and Action plan of our case analysis.
· Thursday, June 5 all three group members met to work on our Anticipated Outcome and our summary.
· Sunday, June 8 all three group members met to finalize our paper and work on our presentation.
Appendices – B
SWOT Analysis – Global Warming
Internal Factors / Strengths / WeaknessesHousing / Green roof, florescent light bulbs, solar panels, wind turbines helping reduce energy overuse / People are too reluctant to change, not adapting well, unaware of alternate options
Transportation / New awareness from companies to make hybrid cars, less greenhouse gas emission, use of carpools, public transportation / Consumers too attached to their SUV’s, hybrids are not as popular as any other car, people not willing to carpool or ride the bus
Recycling / Better if products are biodegradable, helps environment / Collection and disposal issues, not enough people caring about environment
Resource Consumption / Resources such as coal and oil are being used to operate, reductions can save money / Causing heat-trapping of greenhouse gasses needed to help the planet keep warm temperatures
External Factors / Opportunities / Threats
Competition / Not many customers are actively involved, gaining awareness will help companies develop new products / If consumers are not actively involved then competition will lack, companies will not produce proper needs for helping prevent global warming from continuing
Regulation / Government involvement to make limitations on certain goods or means of production / Government unwilling to enforce laws or not focusing enough time on this issue
Economic / With production of economically friendly products, there are money saving ideas arising / Consumers are not as aware of new environment saving trends, gas is rising, resources becoming scare, economy is somewhat in a depression
Social / Society as a whole has potential to take action, every little bit helps, gain awareness, Earth Day / Too materialistic to cut back on harmful consumption tactics, uneducated in what to do to help or even what is going on
Technology / Newly developed technologies are helping reduce emissions / Consumers not adapting to new advances in technology, unaware of the benefits, costs money to design and implement new ideas