Response to Question OneWhile the implementation of Zero Waste concept threats the Waste Management’s landfill business, Michael (2016) has a totally different view. According to Michael (2016), the Zero Waste concept is an opportunity for the company to adapt to the varying environment of the waste management market. As such, Waste Management, Inc. should focus on matching the demand of the evolving customer base. As customers focus on becoming ‘green’, then Waste Management, Inc. should market itself as a ‘green’ company with various recycling options. As such, the company should focus on diversifying on new areas of recycling products such as, mixed plastic packaging, end of life vehicles (ELV), and waste electronic and electrical equipment (WEEE). The company should also increase the waste-to-energy facilities as the landfills capacity decline. The company should also focus on new technologies in the industry such as the conversion of landfills into jet fuel. The new areas of recycling, increased capacity of electricity energy produced, and adoption of new technologies will ensure that Waste Management, Inc. increases their revenues while supporting the Zero Waste movement.

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Response to Question Two
According to Hauslohner and Olivo (2015), in order for the company to earn a profit on high-cost recycled materials while meeting the customer’s expectation, it has to be smarter about recycling. The first instance is educating the consumers on the standard colors of waste and recycling bins (red, blue and grey or yellow). Through this way, the consumer will contribute in reducing the landfill sorting costs. Futhermore, the electronic wastes can be refurbished and exported to the developing countries at lower prices.

Response to Question Three
Waste Management Inc. should engage the advocacy groups and critics by showing them the benefits of recycling wastes and the energy generated through these wastes. For instance, the company can communicate to the public on the importance of landfills in the recycling process and the eventual outcomes of the recycling.

Response to Question Four
Waste Management Inc. should embrace environmental advocates as an opportunity to assist them in reducing the recycling costs.

Response to Question Five
One of the major challenge that the company faces is sorting out the waste. The immediate solution is to have the public sought out the waste as prescribed by the US Environmental Protection Agency (EPA). Once the environmental advocates this challenge and the possible solution, they will support the company’s motive to educate the masses.

    References
  • Hauslohner, A., & Olivo, A. (2015). Cities and counties come to grips with the high cost of recycling programs. Washington Post. Retrieved 26 September 2017, from https://www.washingtonpost.com/local/dc-politics/cities-and-counties-come-to-grips-with-the-high-cost-of-recycling-programs/2015/06/23/b53b98fc-18de-11e5-ab92-c75ae6ab94b5_story.html?utm_term=.b733df25f018
  • Michael, J. (2016). Smells Like Money: The Business of Waste Management. Bplans Blog. Retrieved 26 September 2017, from http://articles.bplans.com/smells-like-money-the-business-of-waste-management/