Reference Article:

Why Sustainability Is Winning Over CEOs by Duane Stanford

Large corporations such as Wal-Mart and Frito Lays are rapidly generating innovative ideas to save them the cost of producing their products but also the environment. For example, Wal-Mart’s Japanese supply chain in Seiyu replaces regular plastic packaging with oil and corn-based packing for vegetables. It saves Wal-Mart more than $195,000 a year. On the other hand, Frito Lays incorporate advanced technology to save water vapour from cutting potato chip slices and turn water vapour into useful water. Both companies seek an efficient alternative in their product that is beneficial to the environment and cost wise.

It is a very good example to show that sustainability is not just an external issue that creates pressure upon businesses but also cost-related. The brand image is also enhanced while implementing these technologies. Elevated brand image is considered the intangible value that a company received as an outcome being socially responsible. Clearly, Wal-Mart and Frito Lays are the “Green Wave Riders” that satisfy consumer demand in the market while the increasing brand credibility and cost reduction are being unexpected desired outcome.

Reference to Joanne Chua’s Blog

First E. Tenn. Eletrification Truck Stop

TR Auto Truck Plaza promotes its electrification truck charging station with twenty docks in Tennessee, United States. However, after a short period of time, the company goes into bankruptcy and the owner is sued for not paying two million dollars bank loan. Its initial goal is to target environmentally concerned consumers to use their charging station. Due to lack of promotion and the elastic demand on green product, the goal failed with large cost.

Actually, I disagree with Joanne’s point of view in tactics and strategies. I would argue that the promotion of electrification charging station would be a competitive strategy in the long run. With the awareness of environment steadily rising, the green market segment is in fact expanding. TR Auto Truck Plaza’s weakness is unsuccessful promotion of their product in the beginning as well as lack of service location (only one station in Tennessee). Certainly, the business values the opportunity of expansion of green market. Nevertheless, the business neglects the importance of tactic so its differentiation strategy cannot be implemented.

Reference to Adam Markus’s Blog

Bidding On Onlive

When I read the blog post written in our fellow classmate- Adam Markus’s blog, I came in contact with the new gaming technology that allows people to play previously used to be console-binded games on just regular TV, computers and laptops with one Onlive console. Onlive is targeted to sell gamers from teenagers to young adults.

Onlive positions itself (brand) in a unique spot in market to offer consumers a more flexible choice to plays games on other platforms. It is fair to say the business holds a unique point of difference from gaming console companies such as Sony and Nintendo. It is also compelling to consumers when people no longer need to buy specific consoles for certain titles of games; Onlive helps gamer to save money from buying consoles, but in exchange, people are more willing pay for Onlive service to play a wider range of games wherever they like.

I agree what Adam says about gaming console is already on its way toward being obsolete; it certainly surprises me because video games are no longer monopolized by game companies and as innovation grows, we are seeing raging competitions in market to win consumers.