An investigation of green marketing opportunities at BOS Ice Tea
- Authors: Ciesielski, Adrian Adam
- Date: 2016
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:864 , http://hdl.handle.net/10962/d1021246
- Description: The research addresses the marketing activities of BOS Ice Tea, a South African company, and whether they are reflective and grounded within their marketing activities. By analysing public data and interviewing the founding partners, Richard Bowsher and Grant Rushmere, the findings where compared against the marketing paradigms of Ottoman (1999) and the green marketing practices of Gittell et al. (2012). It was determined that the company engages in green activities, but does not communicate them clearly. Further, where the company did promote organic rooibos and sustainability, their actions were not reflective of these behaviours from an academic point of view. Thus, there was the potential for green washing. The research concludes with suggestions for a 4P’s green marketing framework, and comments on areas that need clarity.
- Full Text:
- Date Issued: 2016
- Authors: Ciesielski, Adrian Adam
- Date: 2016
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:864 , http://hdl.handle.net/10962/d1021246
- Description: The research addresses the marketing activities of BOS Ice Tea, a South African company, and whether they are reflective and grounded within their marketing activities. By analysing public data and interviewing the founding partners, Richard Bowsher and Grant Rushmere, the findings where compared against the marketing paradigms of Ottoman (1999) and the green marketing practices of Gittell et al. (2012). It was determined that the company engages in green activities, but does not communicate them clearly. Further, where the company did promote organic rooibos and sustainability, their actions were not reflective of these behaviours from an academic point of view. Thus, there was the potential for green washing. The research concludes with suggestions for a 4P’s green marketing framework, and comments on areas that need clarity.
- Full Text:
- Date Issued: 2016
An investigation of the barriers and drivers to CDM renewable energy investment at the Metro, Kouga and Jeffreys Bay windfarms
- Authors: Staples, Daryl Nolan
- Date: 2016
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:871 , http://hdl.handle.net/10962/d1021316
- Description: This research is presented in three sections. Section 1 presents the research report in an academic journal article format. Section 2 provides a comprehensive literature review and Section 3 describes the research methodology and methods employed during the research. Climate change is the most urgent challenge facing planet earth today. The Intergovernmental Panel on Climate Change (IPCC) fifth assessment report (AR5) clearly states, “Human influence on the climate system is clear, and recent anthropogenic emissions of greenhouse gases are the highest in history. Recent climate changes have had widespread impacts on human and natural systems” (IPCC, 2014:2). The Renewable Energy Policy Network for the 21st Century (REN21) published the 10th annual edition of the Renewables 2015 Global Status Report, which illustrates the importance of a zero emissions energy sector (REN21, 2015). Despite the world’s average annual 1,5% increase in energy consumption in recent years, and average 3% growth in Gross Domestic Product, carbon dioxide (CO2) emissions in 2014 were unchanged from 2013 levels (REN21, 2015). The report findings state, “For the first time in four decades, the world economy grew without a parallel rise in CO2 emissions” (REN21, 2015:17). Renewable energy and improved energy efficiency is key to limiting global warming and avoiding dangerous impacts from climate change (REN21, 2015). With a view to the successful outcome of the 21st Conference of the Parties (COP21) in December 2015, renewable energy could contribute significantly in mitigating climate change and supporting the Sustainable Development Goals (SDGs), specifically SDG 7, on Sustainable Energy for All (SAIREC, 2015). South Africa has been rated the 15th most attractive destination for investment in the renewable energy sector and could become a renewable energy leader in the African continent, according to the Renewable Energy Country Attractiveness Index of EY (Ernest and Young) (EY, 2015). And more...
- Full Text:
- Date Issued: 2016
- Authors: Staples, Daryl Nolan
- Date: 2016
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:871 , http://hdl.handle.net/10962/d1021316
- Description: This research is presented in three sections. Section 1 presents the research report in an academic journal article format. Section 2 provides a comprehensive literature review and Section 3 describes the research methodology and methods employed during the research. Climate change is the most urgent challenge facing planet earth today. The Intergovernmental Panel on Climate Change (IPCC) fifth assessment report (AR5) clearly states, “Human influence on the climate system is clear, and recent anthropogenic emissions of greenhouse gases are the highest in history. Recent climate changes have had widespread impacts on human and natural systems” (IPCC, 2014:2). The Renewable Energy Policy Network for the 21st Century (REN21) published the 10th annual edition of the Renewables 2015 Global Status Report, which illustrates the importance of a zero emissions energy sector (REN21, 2015). Despite the world’s average annual 1,5% increase in energy consumption in recent years, and average 3% growth in Gross Domestic Product, carbon dioxide (CO2) emissions in 2014 were unchanged from 2013 levels (REN21, 2015). The report findings state, “For the first time in four decades, the world economy grew without a parallel rise in CO2 emissions” (REN21, 2015:17). Renewable energy and improved energy efficiency is key to limiting global warming and avoiding dangerous impacts from climate change (REN21, 2015). With a view to the successful outcome of the 21st Conference of the Parties (COP21) in December 2015, renewable energy could contribute significantly in mitigating climate change and supporting the Sustainable Development Goals (SDGs), specifically SDG 7, on Sustainable Energy for All (SAIREC, 2015). South Africa has been rated the 15th most attractive destination for investment in the renewable energy sector and could become a renewable energy leader in the African continent, according to the Renewable Energy Country Attractiveness Index of EY (Ernest and Young) (EY, 2015). And more...
- Full Text:
- Date Issued: 2016
Developing a lean and green manufacturing plan for the newspaper printing industry - considering the Rising Sun Printers
- Authors: Maharaj, Avish
- Date: 2016
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:867 , http://hdl.handle.net/10962/d1021249
- Description: This research is focused on lean and green manufacturing using a printing company in South Africa as a case study focusing on their printing division. The reason for addressing the printing division of the company was to develop a lean and green manufacturing plan to address the concerns of resource utilisation and waste disposal in the printing division. The research looked at the concept of lean and green individually as well as together and by analysing the relationship between the two concepts. The outcome was that environmental “green” waste is embedded in the seven types of lean waste which is overproduction, waiting, transport, inappropriate processing, unnecessary inventory, unnecessary motion and waste due to defects (Moreira, Alves and Sousa, 2010 cited in Pampanelli, Found and Bernardes, 2014). It was found that the company under consideration had not been familiar with these concepts but learnt and understood the value it could bring to the company. The research concludes with the plan using the 5S tool to reduce the seven types of waste linked to lean and green manufacturing.
- Full Text:
- Date Issued: 2016
- Authors: Maharaj, Avish
- Date: 2016
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:867 , http://hdl.handle.net/10962/d1021249
- Description: This research is focused on lean and green manufacturing using a printing company in South Africa as a case study focusing on their printing division. The reason for addressing the printing division of the company was to develop a lean and green manufacturing plan to address the concerns of resource utilisation and waste disposal in the printing division. The research looked at the concept of lean and green individually as well as together and by analysing the relationship between the two concepts. The outcome was that environmental “green” waste is embedded in the seven types of lean waste which is overproduction, waiting, transport, inappropriate processing, unnecessary inventory, unnecessary motion and waste due to defects (Moreira, Alves and Sousa, 2010 cited in Pampanelli, Found and Bernardes, 2014). It was found that the company under consideration had not been familiar with these concepts but learnt and understood the value it could bring to the company. The research concludes with the plan using the 5S tool to reduce the seven types of waste linked to lean and green manufacturing.
- Full Text:
- Date Issued: 2016
The development of a recommended digital marketing strategy for Pan Macmillan, South Africa
- Authors: Conradie, Tessa Jane
- Date: 2016
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:865 , http://hdl.handle.net/10962/d1021247
- Description: This research attempts to create a recommended digital marketing strategy for Pan Macmillan, South Africa. As a result of the advance of technology and the increase of connectivity, digital marketing is becoming a highly important tool with regards to competitive advantage, differentiation and the overall marketing of a company and its product or service (Barwise and Farley, 2005, p. 68). Digital marketing is, in South Africa specifically, a relatively new concept (Sandmann, 2014, p. 1). If South African companies are able to efficiently utilise the gap in the market, they will ensure a significant competitive advantage (Sandmann, 2013, p. 1). In order to accomplish this successfully a digital marketing strategy must be created and adopted to ensure a full understanding of the requirements of effective digital marketing. This research focusses on understanding digital marketing requirements in relation to a South African book publisher and how those requirements can be met by the publisher through the development of a digital marketing strategy. The literature has been reviewed and previous research indicates that an established framework is needed to guide the development of a digital marketing strategy. The framework used in this research is the RACE framework (Chaffey and Bosomworth, 2013, p. 14) which is used in conjunction to the SOSTAC planning system (Chaffey and Bosomworth, 2014, p. 11) and the 7 steps to digital marketing strategy creation (Chaffey and Bosomworth, 2014, p. 2). The literature suggests that a combination of the established traditional marketing strategy of a company and current digital marketing practices and tools is the most practical with regards to the development of a successful digital marketing strategy, implementation and evaluation. In order to understand the current marketing strategy and practices of Pan Macmillan, interviews with the Marketing Manager of the company were conducted as well as an analysis of marketing documents relating to Pan Macmillan’s current marketing actions. Results of the interviews and documentation analysis showed that Pan Macmillan had many elements digital marketing but no decisive digital marketing strategy. Using the selected frameworks and information gathered on the company’s marketing practices, digital marketing goals were established and a digital marketing strategy was created. The goals of the research were reached as a recommended digital marketing strategy was developed for Pan Macmillan based on the assessment made, using RACE, SOSTAC and the 7 steps to digital marketing creation, of the company’s current practices, challenges and opportunities with regards to digital marketing.
- Full Text:
- Date Issued: 2016
- Authors: Conradie, Tessa Jane
- Date: 2016
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:865 , http://hdl.handle.net/10962/d1021247
- Description: This research attempts to create a recommended digital marketing strategy for Pan Macmillan, South Africa. As a result of the advance of technology and the increase of connectivity, digital marketing is becoming a highly important tool with regards to competitive advantage, differentiation and the overall marketing of a company and its product or service (Barwise and Farley, 2005, p. 68). Digital marketing is, in South Africa specifically, a relatively new concept (Sandmann, 2014, p. 1). If South African companies are able to efficiently utilise the gap in the market, they will ensure a significant competitive advantage (Sandmann, 2013, p. 1). In order to accomplish this successfully a digital marketing strategy must be created and adopted to ensure a full understanding of the requirements of effective digital marketing. This research focusses on understanding digital marketing requirements in relation to a South African book publisher and how those requirements can be met by the publisher through the development of a digital marketing strategy. The literature has been reviewed and previous research indicates that an established framework is needed to guide the development of a digital marketing strategy. The framework used in this research is the RACE framework (Chaffey and Bosomworth, 2013, p. 14) which is used in conjunction to the SOSTAC planning system (Chaffey and Bosomworth, 2014, p. 11) and the 7 steps to digital marketing strategy creation (Chaffey and Bosomworth, 2014, p. 2). The literature suggests that a combination of the established traditional marketing strategy of a company and current digital marketing practices and tools is the most practical with regards to the development of a successful digital marketing strategy, implementation and evaluation. In order to understand the current marketing strategy and practices of Pan Macmillan, interviews with the Marketing Manager of the company were conducted as well as an analysis of marketing documents relating to Pan Macmillan’s current marketing actions. Results of the interviews and documentation analysis showed that Pan Macmillan had many elements digital marketing but no decisive digital marketing strategy. Using the selected frameworks and information gathered on the company’s marketing practices, digital marketing goals were established and a digital marketing strategy was created. The goals of the research were reached as a recommended digital marketing strategy was developed for Pan Macmillan based on the assessment made, using RACE, SOSTAC and the 7 steps to digital marketing creation, of the company’s current practices, challenges and opportunities with regards to digital marketing.
- Full Text:
- Date Issued: 2016
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