In 2019, more than 300 retailers filed for Chapter 11 bankruptcy in the U.S., while at least 13 more did so in the first few months of 2020. However, they won't all go out of business since many will continue to operate while they restructure their debt with creditors. This trend has largely come as a result of consumers shifting away from traditional storefronts to online purchases, and the declining appeal of shopping malls in general.

In the case of Bed Bath & Beyond ("BB&B"), the home goods retailer founded in 1971, they have not only suffered from this general trend in the retail sector, but also the effects of cyclical economic forces, as well as having to face strong pressure from large retailers such as Wal-Mart, Target and Amazon (each of which have an enormous online presence). The home goods sector itself also is quite crowded with competitors such as T.J. Maxx, Wayfair and Overstock.com.

BB&B's basic business model has been to offer customers a massive space with a huge array of cross-category products. It prides itself on customer service, a lenient return policy, and reliance on providing customers with discount coupons (20% on one item, or 5% on an entire purchase) both online and via snail mail.

Recently, BB&B's profit margins have been seriously pressured, its credit rating bumped down to just above junk level and, its stock value is now at a 10-year low.

Your Task:

In light of all of the company's financial and brand image difficulties, Mark Tritton (new CEO of BB&B as of last November) wants to salvage the company's brand with new products and/or services.He recognizes that BB&B must take a new direction, and he has come to you because you are a sustainability marketing consultant!

Tritton would like youto draft a short memo which outlines the concepts and ideals of a sustainability marketing plan, but this memo could also include aspects of BB&B's business as well (to the best of your knowledge, and only if you desire ... the focus should be on the topic of sustainable marketing).

At the very least, his hope is that moving towards more sustainable goals will help the company rebound from the mistakes of its traditional marketing efforts.

Your memo must include each of the following sections (each part will be weighted equally as far as grading... +/- 33.3% each):

1. A broad description of the differences between traditional and sustainability marketing;
2. An understanding of sustainable consumer behavior; and
3. Sustainability marketing values and objectives