Marketing environment

• Company: NESTE OIL
• NESTE OIL is a major player in international markets for fuel based on petroleum and biomass. It is also the representative Finnish company for biofuels and pollution control in transportation
• With the attitude “Refining the future”, NESTE manifests a dramatic imply that besides good product quality, environment is the main factor that NESTE focuses on to build up its brand image. NESTE has close relationship with supply chains, monitoring the producing progress coherently to ensure that the material suppliers follow legal regulation and all activities are not harmful to the environment
• Competitive advantage from environmental business

Cut cost

§ At first sight, it is reasonable to suppose that NESTE would get little profit because it spends quite much for environment activities – however, in the long-term, the result would be different, due to the fact that companies may get penalties if they don’t follow

§ NESTE is a power producer company, so that energy efficiency is an important factor. Together with using “eco-efficiency” producing strategy, NESTE also focuses on recycling process. As the result, the combination of both technology would be an ideal initiative for cutting cost and saving more

Reputation & PR (public relation):

§ Part of sustainability is driven by customer needs. The number of clients concern about this factor is amazingly increasing nowadays. Therefore, sustainable business can impress them much

§ Government also paying much attention about climate change driver. Finnish government has selected several leading companies to major in various fields. Thus, by behaving well with the environment, companies can get pretty much capital/reward from government to fund their activities

Work efficiency: for example, offering HIV/AIDS testing and free anti-retroviral treatment would reduce absenteeism and preservation of skills
Investors attraction