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Bachelor Thesis_Feldchlösschen reusable glass bottles_ Patrick Bühler_Corrected Version.pdf
Bachelor thesis

How Feldschlösschen could reintroduce returnable glass bottles to gain a competitive advantage

  • Genève : Haute école de gestion de Genève

50 p.

Bachelor of Science HES in International Business Management: Haute école de gestion de Genève, 2022

English Today, Switzerland is known for being a relatively green country with many leading companies bringing a lot of innovation. Despite that their recycling system hasn’t changed much since its implementation in the 1980s. 40 years later, part of some neighbouring countries, such as Germany, have already introduced a returnable waste system intending to reuse products that are still operational. In the example of glass, Germany adds a deposit to the glass bottle and is therefore able to wash and reuse the bottle without having to remould or rebuy materials to create new glass bottles.
Feldschlösschen being the leading beer company on the Swiss market is responsible for a big part of used-up glass. Although it is relatively well recycled, results showed that reusing the bottles would create relatively fewer emissions than having to create the bottle.
As consumers are getting more aware of the need to reduce emissions, they support companies that are fully implicated in doing their best to operate in an eco-friendly way. Despite most companies aligning to similar objectives such as net 0 by 2030 or 2050 and investing in renewable energy sources, companies that truly stand apart are those that go beyond what is expected from consumers. By doing so they can make it a strength and turn it into a competitive advantage if it is well communicated and well managed.
If Feldschlösschen can convince consumers to reuse glass bottles, they could create a campaign promoting this behaviour and push Swiss citizens to make the change together. By doing so, the brewing company could build a sense of community, which would increase consumer loyalty. Furthermore, they could increase their market share all while doing something beneficial for the planet and Switzerland.
Although as shown in report, Feldschlösschen doesn’t seem to be interested in developing such a system on their own. Therefore, motivating the civilians to push a law on waste management to reintroduce returnable glass bottles would be an alternative that already worked in many other countries. The research study also gives an example of a campaign which is based on the marketing and sales funnel. This campaign is based on the principle of getting people aware of the environmental advantages of returnable glass bottles and motivating people to sign an online petition on the Feldschlösschen website. This would later bring a sense of community to the consumers that took part in this initiative.
Language
  • English
Classification
Economics
Notes
  • Haute école de gestion de Genève
  • International Business Management
  • hesso:hegge
Persistent URL
https://sonar.rero.ch/hesso/documents/321864
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