SUSTAINABILITY MARKETING - THE WORLD

1. SUSTAINABILITY MARKETING -
THE WORLD
By: Keithreen Iris Dalusong Pajela
Course: MBA (Advance)
Student number: 00294659T
Torrens University Australia - Flinders
Facilitator: Dr. Tarikul Islam

2. BACKGROUND OF THE ORGANIZATION
 The World began its journey in 2002, is the largest private yacht to
circumnavigate the world, in the span of 2 to 3 years. People who have been
blessed to be wealthy in their life, enjoy spending their fortunes in luxurious
things or activities. One of these lavish-spending activities includes having
been able to join a world-class standard cruise or even having the ability to
acquire residential units on private yachts, such as The World
 Sustainable marketing, according to Ehrenfeld, is flourishing the human and
other life forms on earth forever (Rosen, 2018). It is more likely pertaining
to conserving the environment as well as the society for the future
generation
 From their website (The World, 2019), they have mentioned few of their
sustainability practices which comprises, their capabilities to sustain locally
outsourced food supplies and expert local lectures and tour guides and
enhancing the cultural knowledge of the residents

3. What are the policies and practices of sustainability
of The World?
 The World’s sustainability practices comprise of the following:
 They have been sustaining jobs for passenger transport industry such as crews and
other members of the yacht, travel agencies and market industry, by supporting
the local products (Knott, 2016) and services of the countries they’ve been to.
 The World is supporting cultural development by reaching out for the local tour
guides and letting them join in the enrichment of cultural knowledge (Nick Scott,
2019) of the residents.
 The World is an eco-friendly yacht that uses burning marine diesel, rather than a
heavy banker fuel, that is banned in most places. They are also the first ship to
implement flotation waste-water system (The World, 2019)

4. REVIEW OF LITERATURE
 The focus of this study is to define and acknowledge the sustainability issues of The
World. It emphasizes on the capabilities to sustain the society, economy and
environment in the long run and to know the actions taken relative to sustainability.
Triple bottom line was used to construct the phrases of this presentation. Although upon
contributing and implementing the triple bottom line framework, there is no assurance
that it will improve on a societal and economical perspective (Alhaddi, 2015). As of
today, the economy is impacted with the COVID 19, and it has been affecting millions of
businesses around the globe, hence affecting the worldwide jobs and controlling the
diversification of cultures due to closing of borders of most of the countries.

5.  The World is actively supporting the 3Ps for sustainability – People and Society, Planet Conservation
and Profit and Development.
 People and Society: The World has been valuing their employees and treating them well. For instance,
according to Geoffrey Murray, the World’s executive chef (Knott, 2016), they practice humanitarian acts inside
the ship, like providing a good budget for all their staff. He has been giving opportunities to show their
potential when it comes to innovating food preparations..
 Planet Conservation – The World has been careful about harming the environment, thus they use marine diesel
and implemented the water waste management. The World is also a member of IAATO, an advocate which is
responsible for the safety of environment (What is IAATO - IAATO, n.d.)
 Profit and Development – Since The World sells residential units, their profit will continue for as long as the
owner doesn’t give up his apartment. They would continue to float for as long as they have residents to support
their food, boutiques and other in-house businesses.
All these are incorporated in their contribution to the sustainability. They have been providing jobs,
supporting eco-friendly marine diesel, and diversifying culture by bringing it on board.

6. The World has implemented the following sustainable marketing principles:
 Consumer oriented marketing - The World has many ways on promoting their products and services. Since
the targeted customers are wealthy people, they have (Schweizer, 2020) integrated a world class food,
amenities, services and accommodation to cater and support the desires of their customers.
 Consumer value marketing - some of the samples of this is that The World had been hiring world class
standard designers (Walker, 2015) to take care of the interior of their accommodations. Also, they have
hired a well-known chef to manage the foods and its resources for a satisfying dish that would entice the
residents all the time.
 Innovative marketing - marketing promotions for The World is done through an agency called The
Dovetail Agency (The World, 2019). They have been advertising through business magazine and wealthy
people’s magazines.
 Sense of mission marketing – Personalized services are being practice for all the residents to the extent
where they must note all the likes and dislikes of their residents(Schweizer, 2020)
 Societal marketing – most of the time, The World management has been considering the opinions and
suggestions of the residents especially when doing the itinerary (Chubb, 2016).

7. RECOMMENDATION
 As recommend from the marketing plan, The World should consider up to date
innovation to heighten the excitement and thrills of their residents. They
could innovate from their technologies, to their facilities as well as to their
interior designs so that it won’t bore the residents as they would travel with a
maximum of 2-3 years and a minimum of months per boarding

8. POTENTIAL BENEFIT OF SUSTAINABLE MARKETING
 The world could benefit on the triple bottom line practices in three ways:
 Hired employees could be a great asset to their business and his exceptional services
would lead to an exemplary customer satisfaction
 Being a diversified culture could acquire different potential customers from each
residential cultures / country through word of mouth or stories their residents could
share.
 Going green could mean a higher chance of being retained to the cruise line industry,
as maintaining a good ecological society can be passed down to a newer generation,
therefore, business can upkeep with the future potential owners.

9. CONCLUSION
 Being a sustainable business and considering the triple
bottom practices has a great impact in continuing the
business for years. Without applying these principles to
the business, it is more likely not acceptable and would
decline in the long run.

10. REFERENCES
 Alhaddi, H. (2015). Triple Bottom Line and Sustainability: A Literature Review. Business and
Management Studies, 1(2). https://doi.org/10.11114/bms.v1i2.752
 Chubb, L. (2016). The World is Enough. Tenders and Toys Issue - Boat. www.boatinternational.com
 Knott, W. (2016). The Man Who Feeds the World. Restaurant, 42,43,45.
 Nick Scott. (2019). Robb Reader: Pamela Conover – Robb Report UK. Robb Reader, interiew.
https://robbreport.co.uk/travel/hotels/robb-reader-pamela-conover-2794998/
 Rosen, M. (2018). ISSUES, CONCEPTS AND APPLICATIONS FOR SUSTAINABILITY. GLOCALISM: JOURNAL
OF CULTURE, POLITICS AND INNOVATION. https://doi.org/10.12893/GJCPI.2018.3.40
 Schweizer, R. (2020). The World RESIDENCES AT SEA THE ULTIMATE ADDRESS. Luxury Life Magazine,
67–69.
 The World. (2019). The World Residences at Sea - | The World – Our Story (Fact Sheet). Our Story
(Fact Sheet). https://aboardtheworld.com/presskit/the-world-our-story-fact-sheet/
 What is IAATO - IAATO. (n.d.). Retrieved April 30, 2020, from https://iaato.org/what-is-iaato