MKT6045 One Planet Business – Sustainability Management

Assessment Information

As the new Sustainability Manager for an organisation of your choice, you have been asked to deliver a presentation to the Senior Management Team that outlines the sustainability issues within the industry sector and make recommendations to improve the organisation’s sustainability credentials.

Assessment Tasks

Produce and deliver a business presentation that includes all the following elements:

1. An overview of the chosen organisation, including: type of organisation, size, range of products and services, customer base and main competitors.
2. A Triple Bottom Line analysis outlining key sustainability issues relating to the industry in which your organisation operates, which are a direct result of industry practices.
3. An evaluation of the extent to which your organisation is currently addressing the industry-related issues identified in Task 2, in relation to at least two competitors.
4. A proposal(with supporting visuals and/or storyboard) for a sustainable change within the organisation based on one of the following options: (a) development of a new product or service; or (b) changes to the current business model or processes.
5. An analysis of one target customer segment’s attitudes and behaviour in relation to sustainability, including key barriers to change.

Recommendations for at least three distinct campaign activities (with mock-ups), which use behavioural change concepts to overcome barriers to change identified in Task 5 and encourage the target customer segment to adopt sustainable behaviour.

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Organisation selected for sustainability management analysis

The organisation selected is FairPrice Group Singapore which is one of the largest supermarket and retail cooperative having more than 570 retail touch points across Singapore. It employs more than 13000 employees and includes FairPrice supermarket, FairPrice FInest, FairPrice Xtra, Unity pharmacies and Kopitiam food courts. The products and services include groceries and fresh produce, household essentials, health and Wellness products, ready to eat meals, pharmacy services, food court management and online grocery delivery. The customer base of the company includes Singapore households, working professionals, senior citizens and online shoppers. Competitors of the company include Sheng Siong, Cold Storage and Giant Singapore.

Triple Bottom Line analysis

The three important dimensions of the triple bottom line are people, planet and profit. In respect to people, the industrious sustainability issue is the rising demand from consumers for healthy and affordable food that are ethically sourced while ensuring employee welfare. With respect to planet dimension, the sustainability issue is the significant volume of plastic packaging waste, food waste from unsold perishables, electricity consumption because of refrigeration systems. Finally with respect to profit, the sustainability issue is the increasing compliance cost while maintaining competitive pricing in the Singapore grocery market.
Industry practices creating these issues – practices like the increasing use of single use plastic bags and packaging, disposal of unsold fresh food, energy intensive refrigeration that operates on 24*7 basis and large logistics fleets that contribute to carbon emissions.

Evaluation against competitors

The sustainability performance of FairPrice group includes several measures such as food donation programs, reusable bag campaigns, energy efficient stores, digital receipts, solar panel installations and sustainable seafood sourcing. When it comes to its competitors like Sheng Siong, it adapts sustainability measures like LED lighting installation, energy efficiency to refrigeration, reduction in the usage of plastic bags etc. With respect to Cold Storage, the company employs sustainability measures in the form of reusable bag initiative, food rescue partnerships and a wide range of eco-labelled products.

Sustainable change proposal

The changes that need to be considered are to integrate the AI smart food waste reduction system that requires installation of AI powered inventory management across FairPrice supermarkets which will allow the prediction of demand for Fresh Food, and contribute towards lower level of wastes.
How it works – AI will forecast demand on a daily basis, and the staff gets automatic recommendations for stock. The products that are about to expire receive dynamic discounts, and the unsold food products will automatically be allocated to food charity partners before expiry.
Benefits- this will help in reduction of food waste, enhances the accuracy of inventory, lowers operating cost, support Singapore’s zero waste masterplan and increases the availability of affordable food.

Target customer behaviour

The target segment includes the working adults in the age group of 25 to 45 who regularly purchases groceries using the FairPrice app. The current attitude is the higher preference for convenience shopping experiences, affordable groceries, and support environmentally responsible businesses. The current behaviour is to buy packaged Fresh Food, and open forget reusable shopping bags. The key barriers are convenience outweighs sustainability, and there is limited Awareness of the food donation initiatives by FairPrice among consumers.

Sustainability Campaign Recommendations

The campaign having the key message of “save food, save more” should be utilised which offers bonus link points to the consumers that purchases near expiry foods. Another campaign message could be “my green basket” which would display the behaviour of customers that avoided plastic bags, food waste prevention and carbon emissions reduction on the company app. Another important campaign recommendation is ” green neighbourhood challenge” which would require the community to participate in sustainable shopping practices, and the community that shows the significant participation would receive FairPrice funded community garden projects.

Want a Full Worked Out Answer with References?

An analysis of sustainability performance of FairPrice Singapore using triple bottom line analysis, competitor evaluation, behavioural change campaigns and business recommendations revealed significant findings about the company’s initiatives and additional aspects to consider. With our sustainability management experts, you can get a similar kind of analysis for any Singapore management organisation. Simply visit our assignment help page to get best writing support with your sustainability management assignment. Also explore the solved assignment answers from Birmingham City University questions from different disciplines solved by our experts.

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