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Table 1. Green Marketing of Ijn Nirwana Residence in the position grids of Grant [1]
1. Public
Company
& market
2. Social
Brands &
Belonging
3. Personal
Product &
Habits
A. Green
Set an example
(Farming Vs Pointing)
Green Marketing Grid of Ijen
Nirwana Residence
(this study)
Credible partners
(Eco-labels vs Cause
Related)
B. Greener
Develop the market
(Educate Vs Evangelist)
C. Greenest
New business concepts
(Social Production Vs
Property)
Tribal brands
(Exclusive Vs Inclusive)
Market a benefit
(Less Vs More)
Change usage
(Switch Vs Cut)
Challenge consuming
(Treasure Vs Share)
Share responsibility
collaborate
1) The size of the differentiation toward the environment. The size of the differentiation which Ijen Nirwana
Residence has is in a low category. This is based on the opinion that its competitors can imitatewhat Ijen Nirwana
Residence has done. The conclusion is based on the interviews to the company stating that what has been done
by this company can possible be imitated by others developers which also depends on the technology and the
cost. Moreover, the green areas owned by the company is lack of emphasis on the differentiation and the direct
usefulness felt by the consumers according to the principles of green marketing which is the position of consumers
value.
3.4. Competitive Advantage of Ijen Nirwana Residence
According to Orsato [3], the intended aspect comprises an industrial structure in which the company
operates, the companys position in an industry, types of market served and the companys capacity. To achieve
the competitive advantage, Ijen Nirwana Residence has done some efforts to do friendly environment steps with
some considerations: (a) 60% land use is entirely for green areas, (b) the Implementation of green architecture is
targeted for the design and the material selection, c) the support for a friendly environmental landscape is realized
by using paving as the main roads, absorptive wells, artificial lakes, city forest and sporadic forest.
In short, it can be summarized that the competitive advantages based on the environment declared by Orsato and
the dimension of innovation applied by Ijen Nirwana Residence are classified into the third quadrant which is ecobranding (Figure 4). This is based on the type of competitive focus referring to products.
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