Sustainable marketing strategy
The incorporation of the sustainable approach to marketing also faces other challenges that derail its widespread adoption. Lack of standardization is one of the most significant issues facing this aspect. As argued by Kaur (2015), only 5% of marketing information is entirely correct about the greenness of the products being sold. Therefore, the absence of a standardized model to sustainability makes it significantly difficult for consumers to authenticate the quality of commodities that are sold on the same principle. At the organizational level, implementation of a sustainable marketing strategy is an expensive adventure that requires heavy investments in research and development (R&D), renewable and recyclable materials, and water technology (Kaur, 2015). Therefore, some companies may prefer traditional models due to the costliness of this strategy.
Overall, the reviewed literature has confirmed the positives and negatives of adopting a sustainable marketing strategy. On the positive side, a company like Kempinski Kitchen can significantly benefit. Notably, it can use this strategy to achieve improved productivity, which is something it requires now. The hotel’s financial performances have been wanting in the last few years. Therefore, the evidence obtained from the literature review confirms the need for the enterprise to embrace the concept of sustainability in its marketing to gain a competitive advantage. Despite the positives, the strategy is associated with some drawbacks. The approach is an expensive discourse and deprives the customers of the right to freely choose from a variety. In regards to Kempinski, the costliness of the strategy is the only issue that would matter. While the hotel will be required to spend some fortune, it will only apply for the short-term. In the long-term, the implementation of this approach will offer the firm with a competitive advantage by attracting many customers who put more emphasis on sustainability.