The Three Pillars IN THE Sustainability Strategy Marketing Essay

The environmental revolution has modified how companies conduct business and the lasting business ideas and practises have grown to be a prerequisite for success. Today, many companies have accepted their responsibility to do nominal or no injury to the environment (Stuart, 1997). The planet and businesses today are facing some of the big difficulties such as poverty, malnutrition, local climate change, water scarcity, pollution, safe practices, hygiene, greenhouse effect as well as others. As the earth adjusts to using fewer resources, the capability to contribute to the creation of a far more sustainable global current economic climate comes with an obligation to act.

The aim of the statement is to build up an implementation arrange for a sustainable espresso business, the New Town Black Espresso (NTBC) which works under the effort of an Jakarta based green investment group (JIG). The group is part of new socially in charge coffee growing consortium which has prepared to make investments RM 20 million into the sustainable caffeine business.

NTBC is committed to being a deeply dependable company that preserves viability where it does business throughout the world. The business enterprise organisation is taken care of without negative impact on environment, community, population and economy. The business strives to complies with the triple bottom line - people, globe, and revenue. NTBC wants to be a profitable, liable and lasting business that is in line with the company prices while reaching the expectation of customers, employees, culture, shareholders, and all the stakeholders.

Passionate and show satisfaction about ethically sourcing, roasting, retailing and enhancing the lives of people who develop them

Strive for Sustainability

Strive for sustainable strategies and practises in every aspect of the business


Accountable for own activities and results, as well as the environment and the world

Act with Integrity and Show Respect

Show respect and commit to integrity for any individuals and everything areas of work


The company's vision packages out the permanent idea and way for the business

Be the primary and most dependable fair trade espresso shop in Southeast Asia region

Produce and sell caffeine products of the nice and steady quality

Maximize the use of fair trade commodities and eco friendly materials


The company prevails to

Provide specialized and professional education to coffee growers to increase output while making sure sustainability

Improve the life span of coffee providers, their own families and communities

Promote a ecological social, ecological, and economical procedure for the creation and trade of coffee

Pursue technical breakthroughs in ecological espresso growing techniques and knowledge

Inspire people that small actions everyday can add up to a big difference for the world

Develop new ways of conducting business while leaving little environmental footprints

Indonesian Espresso Industry Overview

Coffee is one of the most widely traded agricultural commodities on the planet. Indonesia is currently the fourth greatest coffee producer on earth with Robusta beans constituting 85% of its espresso development (Yusoff, 2005). There are about 1. 3 million hectares of caffeine plantations in Indonesia where most of the production is at Sumatra (Ekawati, 2009).

However, the coffee industry in Indonesia is experiencing low productivity credited to aging trees and shrubs, climate change, under-capitalized farmers, insufficient fertilizer usage and many other reasons. Also, the farmers have been hit by the drop in caffeine prices scheduled to economical downturn, where in fact the price of the kilogram of Robusta coffee beans in the London market has lowered from $2. 20 last year to $1. 40 now (Ekawati, 2009). The livelihoods of farmers and labourers have been devastated by the collapse in international prices.

New Town Black colored Coffee


Supply String Management

Sourcing and Purchasing:

NTBC expenses its espresso from two different options

Fair Trade Espresso Cooperatives or organisations

Direct obtain Farmers

NTBC buys only free trade espresso from free trade caffeine cooperatives or organisations as its major sustainability practise. This is to assure that espresso growers will never be underpaid for their products.

NTBC also allows farmers to bring their coffee beans directly to the manufacturing plant and the business offers a fair price with respect to the quality of the beans. This ensures regular resources of guaranteed quality. Higher quality commands an increased price - a premium that NTBC is pleased to pay, since good quality raw materials are essential to the business enterprise. You will see a widely declared NTBC price, and a minimum base price. By providing a reference level for growers, other professionals are forced to keep their offer prices competitive.


The factory is a one stop centre to process caffeine from green beans to roasted coffee beans which includes cleansing, drying, hulling, sorting, grading, blending, roasting, and packaging. The manufacturer is set up in Sumatra, Indonesia because it is near to the coffee plantations in order to minimize the shipping and logistics.


After the processing, the beans are then shipped to the key circulation centre in each country. The distribution centre is accountable for delivering the coffee beans to the neighborhood NTBC outlets and local market segments.

NTBC retailers and Local Markets

NTBC retailers provide freshly brewed NTBC espresso drinks to the clients and sell bagged coffees. Local marketplaces also sell packaged coffees for coffee drinkers who prefer to brew the caffeine independently.

Human Learning resource Management

HR Philosophy

Employees are the most crucial asset to the business as they shape the company's future. NTBC is convinced that Human Resources will be the key to the success and sustainability of the company.

HR Policies

Health and Safety

Employees are the very lifeblood of the business. No work-related damage or death is satisfactory. Having healthy employees benefit the business. A healthy workforce is vital if the business is to carry out its work, and it's the company's basic ethical work to protect employees from circumstances that could harm their health.

Professional Development

NTBC encourages employee empowerment, growth and professional development of individuals by realizing their potential, providing profession way, recognising and pleasing individual and team achievement.

Work/Life Balance

Work life balance is the better benefit to provide to the employees. Striking a balance between work and life, performance, accountability and dedication rise and negative attitudes, stress and turnover decrease.

Attracting, Hiring, Motivating and Retaining

NTBC needs to entice like-minded people who have the similar values and passions on sustainability and the environment. The business hires people with qualities such as pro-environmental behavior, altruistic, ethical, determined by intrinsic worth, respectful and committed to work. The company offers opportunities to contribute to the sustainability of the caffeine industry during daily jobs and activities. To stimulate and retain the employees, NTBC provides job and office satisfaction through sponsored charity occurrences within the domain name, flexible working timetable, training and job rotation, stimulating innovation ideas and career growth path.

Organisational Culture

Organisational culture originates from the idea and values of the organisation. The company is a culture and community focused business emphasizing on available communication, problem solving, learning from faults, fostering collaboration and happiness, equal opportunity and reasonable treatment.

Markets and Marketing


The marketing idea of NTBC is to market the sustainable espresso culture to as many people as it can be.


NTBC wants to sell coffee to the people who care about the sustainability and the surroundings and to educate people with its sustainability concept.


Unlike other premium coffee stores, NTBC will bill a reasonable price that is affordable price by bulk people. The concept is to sell by high level in order to get to more folks.


Only lasting materials will be used in NTBC espresso products such as straws, mugs, trays, stirrers as well as others. NTBC aims to create zero clear plastic waste.


Promotion will be through social mass media such as Facebook and Twitter, word of mouth, paper mass media such as publication and newspaper, digital media like Tv set, Radio, and the web in order to reach as many people as is feasible. The target of the campaign will not only be on the caffeine products but also the lasting coffee notion. Also, all caffeine products will be labelled with good trade label. Research shows that fair-trade labelled products are by far the most preferred, followed by public label products and eco- and bio-labels (Pelsmacker, 2004).


The business development of NTBC is split into two stages

Stage 1: The first level of the development plan consists of only Indonesia due to its proper location which is near to the coffee plantations. The initial investment of JIG will be utilized to setup a manufacturing plant at Sumatra, Indonesia and caffeine outlets in every places in Indonesia. The starting of coffee outlet stores will be initiated in Jakarta as it's the largest city and the capital of Indonesia. A flagship shop will be first opened up in Jakarta to market the idea and the worth of the business to the general public. Development to the other cities will be executed at a later stage once the business in Jakarta is steady to ensure a sustainable business expansion plan. The first stage of the plan is expected to run for three years.

Stage 2: The next level of the development plan entails expansion to neighbouring countries in Southeast Asia such as Malaysia, Thailand, Philippines, Cambodia, Vietnam, Laos and Singapore. Countries with higher money rate such as Singapore, Malaysia, and Thailand will be prioritised anticipated to stronger overall economy and financial steadiness. Business development in certain countries will be in franchise model or jv (JV) model. This business model has been became successful. For example, Starbucks Malaysia is jointly possessed by Starbucks Espresso International and Berjaya Corporation Berhad (Starbucks Website, 2010). The advantage of making use of this model is the fact that more customers and locations can be reached and more shops can be opened with minimal capital investment from NTBC. The selected franchisees and JV associates must be like-minded individuals or organisations and also have similar vision and prices with NTBC in operating the sustainable coffee business.

Sustainable consumption

Lazer (1969) raised the idea that business can achieve social tasks yet can continue to be being profitable. Intake is unavoidable which is best for the economy. It is not about consuming less, but it's about consuming differently, proficiently, and with an improved quality of life. Responsible consumption boosts the market and GDP, ensures business sustainability and employment, and improves one's lifestyle and communal status. Revenue maximization works with with social responsibility if revenue generated are allocated responsibly (El-Ansary, 1974).

NTBC supports lasting ingestion by embedding sustainability practises in the whole business environment such as ecological sourcing, waste reduction, recycling, educating and influencing customers, and producing sociable and eco-friendly products. It really is now the new pattern available world for organizations to stay profitable, to check out government related guidelines on sociable issues, and to meet consumer public needs.

Organisation Design

Organisational Structure

The initial planning the organisational composition is to keep the structure as flat as possible. The optimal hierarchy would be 5 - 6 levels to have a short chain of command line and a wide course of control. The control of the organisation is a merged of system control and process relational control, with respect to the function, level, situation of the business enterprise. Every staff will be given maximum authorities in the job in order to execute the responsibilities effectively and successfully. Successful organizations usually give people authorization to select jobs and goals that they care about (Magretta, 1997). For instance, the coffee customer will be given full authority to set the direct price to buy coffee beans from the farmers. The people who have been focusing on sustainability have been doing an unbelievable job because they caution intensely about it, set up themselves to do it, and need to get it done (Magretta, 1997).

Strategy & Planning

The department is responsible for the proper planning and course for the company including penetration into different countries, corporate and business planning, public relation, financial infrastructure, and other strategic issues.

Corporate Services

The section is accountable for human learning resource management, accounting and fund, information technology, product development, and all the inner issues.


The procedure team is mixed up in business as standard activities for the company including procurement, logistics, espresso processing, supply string management, store operations, and all the operational issues.

Business Development

The business development team is accountable for the sales, marketing, customer marriage, store openings to increase work at home opportunities for the company

Corporate Responsibility

The CR division is the essential of the business enterprise as it determines the way the sustainability principles of the business are imposed into every section of the organisation. In addition, it chooses the CR activities such as aiding the farmers, dealing with administration to provide new seed products and fertilizer to the farmers, community work, developing and increasing the CR insurance policies and directions for the business.

The coffee store team will be even and organic framework as well. You will see a store supervisor atlanta divorce attorneys store directly handling the supervisors and baristas. A decentralized working environment is desired in the store as it's the place where most customer associates happen. Every staff in the store will be given the most flexibility for managing the client with the quickest response.

Corporate Responsibility & Innovation

Protecting the Environment

The activities of the coffee business impact the environment through the procedures of manufacturing plant, coffee outlets, and customers. NTBC seeks to become a carbon neutral business. Direct influences on the environment are supervised by operating as efficiently as possible and integrating environmental steps throughout all operating functions. The business has goals for energy use, water use, throw away and skin tightening and. For instance, the manufacturing plant will be built with facilities that create minimal CO2 emission, use little energy, and create nominal misuse and impact to the environment.

Helping and Assisting Caffeine Producing Communities

NTBC initiates and supports social development tasks that help the neighborhoods that produce caffeine in Indonesia. 10% to 15% of the yearly income will be assigned to fund these interpersonal projects such as enhancing access to education and agricultural training, bettering production and production, and increasing levels of health, nutrition and water sanitation.

Sustainable Innovation

Innovation process, to be effective, must be lasting. Complying with sustainability is an opportunity, rather than a cost to the organization. Sustainability is the most important element of organisational and technologies that yield both bottom-line and top-line dividends (Nidumolu, 2009). Planning lasting products and services lower costs because companies finish up reducing inputs they use (Nidumolu, 2009). Furthermore, it allows business to generate more profits from better products.

Business Plan and Strategy

NTBC runs on the hybrid of lower price and differentiation strategies. A cross types strategy seeks simultaneously to accomplish differentiation and a price less than that of opponents (Johnson, 2005 P. 248). NTBC needs to provide good quality and value for money espresso to customers but because the good trade price paid to buy coffees is higher, NTBC struggles to charge the lowest price in the industry. Thus, NTBC has to identify itself to fee just a little higher prices by promoting the sustainability caffeine business idea to the customers. NTBC aims to achieve sustainability competitive benefits so that it could be preserved as time passes.


All funding decisions, opportunities, and risk management must be embedded with sustainability strategy. Environmentally friendly sustainability, public responsibility and corporate and business governance must be considered into the investment analysis. For example, the R&D investment must adhere to the business's sustainability insurance plan before money is approved.

JIG will be spending RM 20 million in to the company. RM 10 million will be spent into setting up the manufacturing plant and headquarter office in Sumatra. Starting a coffee outlet is believed to require RM 200, 000. Thus, starting 10 to 20 shops for the first level in Indonesia is projected to require RM 2mil to RM 4mil. The remaining fund will be utilized to fund the daily functions and procedures.

The company will avoid taking lending options from the finance institutions unless it's important. New store beginning will be funded and financed by maintained income from company. If loan financing is necessary, only finance institutions with substantial corporate and business responsibility work will be looked at such as HSBC, Standard Chartered Lender as well as others.


The report shows that the lasting coffee business idea is feasible. Embedding sustainability into business practise has become the latest trend in the business world nowadays. Most large multinational companies have already incorporated sustainability into their daily business activities and corporate responsibility. Efforts to produce more sustainable techniques contribute to the ongoing improvement capabilities of an business (Sharma and Vredenburg, 1998). Therefore, developing a sustainable business will entail substantive collaboration and investment by all value-chain stakeholders (Bhaskaran, 2006). In this particular context, the development of NTBC should not be limited to Southeast Asia but also almost every other part of the world so that more people will be benefited from the business model.

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