COMPARATIVE MARKETING ANALYSIS OF THE UK AND GERMANY FOR GLOBAL SUSTAIN
School of Economics, Business Administration and Legal Studies, MSc in Management
Global Sustain specializes in
ustainability consulting with activities in
Europe and around the
offers advisory services and
training to companies and organizations, public or private.
It mainly focuses o
n the themes of sustainability and
corporate social responsibility (CSR). The
company operates on a system of clients and members.
This market analysis has for objective to de
termine the position of Global Sustain in the
sulting industry, specifically i
n the U
and Germany markets. Once
a profile is drafted, conclusions and recommendations for futures strategies will be made.
ting is a fast growing and highly competitive industry. Its main characteristics
are summarized in the following graph.The environmental analysis reveals a growing interest
for sustainability and environmental
concerns worldwide. A “greener” development appears to governments, people and businesses
alike as an opportunity to reverse the global economic depression. New technologies and the shift
to dematerialized communication
s and information stream offer new opportunities favorable to
The world has never been so ready for sustainability related businesses to grow.
In this context, Global Sustain appears to be a strong company in a growing industry, suffering
only from a relatively weak competitive position. To develop the firm and improve its
competitiveness, it is recommended Global Sustain adopts a market penetration strategy, mainly
in the studied markets
UK and Germany.