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Eco ATM

This document discusses a group marketing project for EcoATM. It includes: 1. An introduction to EcoATM, a company that recycles electronic devices through automated kiosks. 2. Details on EcoATM's market offering and how it prevents electronic waste from polluting the environment. 3. An analysis of EcoATM's micro and macro environments, including suppliers, competitors, and the political/economic factors that influence its business.

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100 views

Eco ATM

This document discusses a group marketing project for EcoATM. It includes: 1. An introduction to EcoATM, a company that recycles electronic devices through automated kiosks. 2. Details on EcoATM's market offering and how it prevents electronic waste from polluting the environment. 3. An analysis of EcoATM's micro and macro environments, including suppliers, competitors, and the political/economic factors that influence its business.

Uploaded by

injizeidan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Faculty of Management Sciences

Principles of Marketing (MKT_201)

ECOATM

Submitted to:
Dr.: Yomna Mohsen
Teaching Assistant: Dr. Zeinab Nafez

Group members:
1- Zeina Hossamuldeen ID: 247439 LEC Group: E Tutorial Group: G
2- Farah Taha Abdeltwab ID: 235381 LEC Group: E Tutorial Group: E
3- Habiba Salah Abouserie ID: 225531 LEC Group: E Tutorial Group: D
4- Nancy Emadeldin ID: 236911 LEC Group: E Tutorial Group: I

Fall 2022
Introduction
EcoATM is all about keeping the environment in its best and liveliest forms
by recycling electronic devices into many usages through their automated kiosks.
EcoATM was founded by Mark Bowles, Michael Librizzi, and Pavel Radda in
2008 with the ultimate goal of disposing electronic wastes in the most creative but
clever ways that prevent any type of pollution to our beloved planet. San Diego,
California is where EcoATM was born and so was its plan to further develop the
kiosks’ technology. EcoATM was then acquired by Outerwall in 2013 which
immensely aided them with support and additional resources.

EcoATM is considered both a service and a product company since it


provides customers with the service of safely and securely selling their devices
knowing that the pricing system for
their unwanted devices is purely
based on the condition and value of
the device instead of being unsure
whether they’re being scammed or
not at an electronics store!
Furthermore, it is also considered a
product company as the kiosks are
an essential part of the company
since it is where customers sell their devices and detoxing our planet from the
traditional polluting ways of electronics’ disposal.

Market Offering
Our planet needs our help and EcoATM is here to do just that. Nothing goes
to waste when devices are sold at the EcoATM kiosks as they are either resold to
wholesalers if the devices are still functioning or being recycled into jewellery,
accessories, clothes and more! Not only does EcoATM save us from mountains of
trinkets and scraps of metal but they also prevent contaminated methods of
electronic disposal which includes throwing the unwanted devices into acid baths
that end up filling our clear skies with toxic chemicals.
Micro Environment
Is a component of an active company that influences its marketing
performance and its capacity to serve and engage customers, making up the
marketing environment. It includes company, suppliers, marketing, intermediaries,
customer, competitors and publics

The company

It is the first actor which affects its marketing ability.


 Top management
 Finance
 Research and development (R&D)
 Purchasing
 Operations
 Accounting

Suppliers

Suppliers are seen as collaborators with the company in generating and


providing best service for customers because they are responsible to provide
EcoATM and they are responsible for making sure that all essential local and
federal laws and regulations are followed. These include following to necessary
antitrust laws, trade restrictions, boycotts authorized by the US government, data
protection regulations, and anti-corruption initiatives

Marketing intermediaries

It is related to people or businesses that support the business in different


ways, such as marketing (marketing agencies), finance (banks, financial
companies), distribution (wholesalers, retailers, agents & brokers), promotion
(advertising media companies), and production (production for lease).
It includes:
 Resellers (Retailers and wholesalers who purchase EcoATM to resell part of
them)
 Physical distribution
 Marketing services agencies (These businesses support EcoATM to reach in
the appropriate markets with your product promotions. They can be
advertising agencies, media companies, marketing consultants, or marketing
research firms)
 Financial Intermediaries (Companies such as banks, credit unions, and
insurance providers help with financing transactions or provide insurance
against the risks involved in purchasing or selling EcoATM)
Competitors

The existence of competitors can have both beneficial and negative effects
on a company's marketing capabilities. Competitors encourage the company which
is responsible on EcoATM to work hard to get better competitive advantages.
However, it could be harmful for the company. And there are many companies can
compete with the company who owned EcoATM like Reebelo it is kind of
marketplace for technology devices it helps customer to sell or buy devices such as
phones
Publics:
Publics are group of people who are interested in the company, or the
business and they can be in charge of enhancing and improving the image of the
company among customers.
There are many types of publics, such as:
1. Financial publics
2. Media publics
3. Government publics
4. Citizen action publics
5. Local publics
6. Internal publics

Financial publics:
Publics who affect the company’s fundings and its ability to take loans.
such as banks, investors, stockholders etc.
Media publics:
They generally use media for communication, including articles, magazines,
newspapers etc. And it can be beneficial for companies because having good media
relations highlights the company’s strength but if the opposite happened it will lead
to significant losses.

Government publics:
Government rules and regulations need to be followed while operating a
business.

Citizen action publics:


Voluntarily and involuntarily formed public groups for the benefit of the
general customer. These groups include consumer groups, environmental groups
etc.

Local publics:
These include neighbourhoods, citizens, general local bodies etc. Who their
talk can affect a company’s reputation in a good or bad way depends on the
majority of opinions.

Internal publics:
They are responsible for increasing the goodwill of the company in the
outside world. This group includes a company’s employees, managers,
stakeholders etc.

Macro Environment
Demographic Environment
EcoATM targets people who care about recycling and those who support
and make sure nothing harms the environment, but rather benefit it.
Political Environment
The political environment has a significant impact on the economy,
government policies and trade agreements. Political risks must be carefully
considered within the boarder business environment. Eco ATM provide innovate
way for customers to recycle their used or broken mobile phones, the community
collaborates with law enforcement which make it more safe and secure .

Economic Environment
In the last 10 years, the company has collected 37 million devices, and it
targets the waste that enters the environment. This is one of the main ways in
which the company participates in achieving the good of society.

Cultural Environment
The cultural environment refers to the set of values, beliefs, norms, and
behaviours shared by individuals within a particular society. It plays a significant
role in shaping the EcoATM, as people's attitudes towards recycling and
sustainability are influenced by their cultural backgrounds

Natural Environment
The natural environment of EcoATM refers to the indoor locations where
these automated kiosks are typically found, such as shopping malls, grocery stores,
or electronic retailers. The EcoATM kiosks are powered by electricity and have
internet connectivity and network as well as power management. EcoATM’s target
is achieving their goals of a cleaner Earth.

Technology
EcoATM uses technology to facilitate the buyback and recycling of used
consumer electronics through kiosks equipped with touchscreens, cameras,
barcode scanners and sensors. They connect to a database for device information
and pricing promoting environmental sustainability and user-friendly interfaces.

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