Situational Analysis
Describe about the Marketing and Communication for Marketing Plan?
The country is facing a lot of troubles and the Govt. of all are accommodating and welcoming help, specifically from NGO’s or also known as charitable institutions. However, there are varied points that must be noted in marketing or promoting different kinds of NGO’s. Oxfam is said to be one of the largest NGO in the world with over 19 organizations working together in 99 nations and works harder to find long-lasting solutions to prejudice, inequality and power. The firm works directly with communities to make sure that poor people can improve their lives and have equal rights to be part of the decision making process (OXFAM Team, 2016). Oxfam is assisting many countries and communities in terms of economic, social and financial phase.
A situational analysis is a vital assessment of your existing business situation. It serves as a preliminary point for a marketing plan. A useful tool to analyze situation is 5 C which are explained as follows:
- Company
Oxfam relies both on national and international donations and volunteers. Their main aim is to provide emotional and financial assistants to people who have suffered from any natural calamities, floods, poverty, health, injustice. Oxfam will use latest technology to reach its target customers via GPS, Internet facilities, communities and other time saving gadgets.
- Collaborators
The Oxfam NGO will collaborate with different communities all over the world who are working for the same cause (Thinking Bookworm Team, 2012). This collaboration will help them to reach their target audience anytime in a short span of time. Presently, Oxfam has reached up to 99 nations. We have alliances with 14 other NGO who have the same mission and vision like ours.
- Customers
Our target markets are people who need assistance from different parts of the world and they are primarily dependent on NGO’s. Our target audience will be families in trouble, health concerns, poverty, education and people suffered from natural calamities (Chanimal Team, 2015). The demand of our organization is influenced by the economic and political condition of the world like terrorism, disease outbreak or any war.
- Climate
Economic and Political conditions in a country will greatly influence our working. Any economic issue or political happening in a country will direct our way towards them. This situation could be financial recession or crisis in a country, communal wars, floods or natural calamities, terror attacks, spreading of an uncontrolled disease (Woods, 2016).
- Competition
STP Model
The company is into any competition and in fact, it collaborates with other NGO’s to spread its operations, although there any other NGO’s in UK who are working on similar grounds.
A segment is a cluster of people with same needs who are part of our entire market. Oxfam customers can be segmented into various sub heads:
Geographical – Oxfam operates in 99 nations through various communities and focuses on people who are dependent on NGO’s
Determinants – Segmentation is done giving emphasis on family, health, poverty and education
Demographics – Oxfam focuses on all genders, ages who are from poor communities or suffering from any disease, injustice or terror attack.
Nearly half of the world’s population that is more than 3 billion people lives on less than $2.50 a day. More than 1.3 billion live in extreme poverty — less than $1.25 a day.
1 billion children worldwide are living in poverty (OCW MIT EDU, 2002).
Target
Oxfam stress on the terms of assistance and help, its target market consists mainly those public suffering from disease or health concerns and poor communities of the globe will be influenced by varied familiar faces as well as statistics in the organization.
The idea of the Oxfam is to facilitate persons of all ages, culture as well as background to enjoy their lives and improve the quality of their livelihood with the help of international NGOs or charitable such as Oxfam.
Positioning
Communication process and approach will help to focus on the entire relationship part of Oxfam towards their target group. This can be done by varied communication structure that will chiefly focus on communicating and linking with the communities, government & educational sector. It will be conducted by sequence of diverse communication method such as press, advertisement, and website or online, seminars and other events that are important for the same (Cihangir, 2008).
The advertisement will be done with videos and varied charitable organizations and institutions will be visited, and it will be possible through direct relationship. At one side seminars will be important in different schools, universities and establishments that are directly and indirectly significant to the communities, local government & educational sector. Apart from this, the Internet will be the best means of communicating or linking with the target markets.
Apart from charity and volunteers, the NGO needs much more, that is why a lot of focus is given for educational and knowledge (Dawson, 2005). Therefore, for Oxfam more emphasis is paid for having knowledge of the activities at the global level. The strategy is to have oversees partnerships with partners who would want to get involved in helping the society.
The values will focus on teamwork, excellence, truthfulness, sincerity, knowledge, sympathy, security and passion. The NGO would focus on incorporating advertising, promotion, corporate partner involvement and increasing the general of Oxfam
Strategy
The charity and donations are mostly from inside the NGO. The international partnership also plays a big role in the marketing plan.
The varied economic and political aspects internationally play a big role as threats and the success of the marketing plan (Oxfam International, 2016). First and foremost, advantage of the financial assistance related to economic and political determinants is considered. These factors have an impact on various non-government organizations (NGOs) and other organizations in various parts of the world.
Furthermore, importance is also stressed on the varied factors that are pertinent to the present monetary crisis around the world its impact can be on the non-government organizations (NGOs) industry.
Because Oxfam is associated with the Confederation of further 14 organizations, it is by now having a reflection, which is very important for an organization. Thus, it is important to have varied links with different eminent as well as worldwide recognized persons that have already dedicated to the campaign (Firetail Team, 2013). Also the understanding of the NGOs or charitable organization will also be undertaken religiously, because it is already well-known with the various drifts and alteration in the various aspects of the industry that will influence the behavior of the environment.
The vision of Oxfam is to make the globe a place where men and women are treated at par. The goals are to become the voice of the society and the underprivileged.
Goal: 1. Market Penetration
The target of Oxfam is to focus on other sectors that will boost the overseas charity. For the goal is to initiate first with a varied group of people.
Financial Objectives
It is targeted that in the very first year of the fresh plan, there will be about $6 million in the wholesales of the tickets and returns of the business. Furthermore, the goal is to also influence the general connection and reputation of the NGOs or charitable institutions in varied target markets.
In the initial months of the execution, the target is to have a good increase in the sales of cameras, hardwares and books because people would be inquisitive about the new service and attraction of the organization (UKEssays Team, 2015).
Other Goals
To ensure that women and the underprivileged work out their rights.
To considerably lower down the incidents of violence against women
To provide basic amenities at the time of natural disasters and save lives of the people who die because of deprivation.
Objective for the Future
To protect food globally so that people are never deprived of food. The poor people will be provided the food security by protecting the food supply globally.
To provide improvement in basic services like health and education. Empowering more women and young people to get involved in economic, social and democratic life
This plan is a determined plan to realize a fair world devoid of poverty with the support of all around.
Control is an essential step for the complete execution of the marketing plan. For the plan, status reporting will be important in order to ascertain that all the activities are completed within a stipulated time period and funds. Weekly status update and continuous examination will be done to ensure that all the features of the plan are moving competently. Besides weekly status updates there will be monthly meetings with the management or the decision makers in order to ascertain that the performance of the people is adhering to the set standards and ethics or not.
Marketing mix is putting right product with right place and time. It consists of 4 P’s which are as follows:
Product
A product is an article that is made or shaped to satisfy the requirements of a certain group of people. The product can be intangible or tangible as it can be in the form of services or goods.
Oxfam provides various products like clothing, cameras, books, fashion, games, toys, music, and games. Finances from these goods are utilized to help people in need in the form of money or emotional support to people who are suffering from disease, poverty, floods, crisis or any disaster (MaRS DISCOVERY DISTRICT. , 2014). We make sure that our products (helping aids) satisfy the needs of our target group.
Price
The price of the product is essentially the amount that a customer pays for to enjoy it. Price is a very important component of the marketing mix.
As Oxfam is a globally charitable institute it provides services or aid to its client at negligible cost. Its pricing is covered by the donors who provide them finances for these services rendered to sufferer. Donors are institutes, establishments or general public. Anyone who wants to donate can shop online through their websites. Profits from these sales are utilized towards their target group.
Place
Placement or distribution is a very significant part of the marketing mix. You have to place and allocate the product in a place that is available to potential clients.
Understanding our target group is very important as it helps us to distribute our product efficiently. Oxfam reaches globally to 99 nations through various tie ups with communities, NGO’s and donors (Teneric Limited, 2016). We work on various critical projects in nations and focus on our target markets who are suffering from these crises with the help of communities and NGO’s
Promotion
Promotion is a very important component of marketing as it can increase brand acknowledgment and sales. Oxfam communicates and promote its product in the following ways:
Communication is done with communities, local governments and education sectors to maintain relationship and enhance communication
Communication will be done via press conference, advertisement, online chats and other events
Promotion and advertisement will be done with the help of videos, website updates, seminars at various institutes, schools and colleges
Internet will be the best source of communication and relationship building tools
People
The company’s employees are vital in marketing as they are the ones who provide the services to its clients. It is important to recruit and train the right people to deliver quality service to the clients.
Oxfams hires best employees and bring satisfaction among them by giving them a competitive salary, all vital benefits like pension, sick leaves, maternity benefits, special discounts. They also provide them with services of childcare vouchers, nursery, employee assistant support and transportation services.
Process
The systems and processes of the organization affect the implementation of the service.
Oxfam aims to follow structured processes with the help of communities, local government to provide quality and timely services to its clients in needs. Follow ups are being kept through emails, seminars and regular internal process followed by back office staff.
Physical Evidence
In a charitable institute it is important to keep a physical evidence of the service. It has become an important part of marketing mix now.
As an Oxfam team, we will make a system to keep physical evidence in the form of contract, email, or any other written document when we are providing any assistance to the client via local government, community or any establishment.
As an Oxfam employee, I will promote my company and raise additional funds with the help of following promotional aids:
The best way to promote my company’s name is through online media. I will post latest pictures and stories of our current events on Facebook and twitter. I will make sure the pictures are touching and digitized, which are catchy for our page visitors. Our email id and contact details will be mentioned in order to attract donations.
In additional to this, we will also publicize our product range for sale and mention that all profits from the same will be utilized in social cause.
Brochures and Pamphlets will be distributed in schools, colleges, Companies to invite more sale and donation from youngsters who wish to see change in the world.
Focus on increasing sales of games, vacation tickets, music, videos, clothes increase donation amount
Motivate to donate as minimum as 2£ to cultivate a habit of donating
Update our website regularly with latest projects, including information and pictures.
Build personal relations with communities, local government by regularly visiting them and holding seminars and other meetings.
Start a personal chat or email contact system with the client to solve their queries.
The whole marketing and promotion mix helped me to understand the concepts thoroughly (Oxfam , 2016). As per promotion mix of Marketing, Public Relations, Advertising, Sales Promotions and Personal Selling all are important pillars of promotion. As a marketing team, we can reach our goals only when all these pillars are covered. So, while making above strategies all these things were kept in mind. The Promotion mix cycle has been explained in the appendices.
Sample of Brochure is attached in the Appendices.
Conclusion
Oxfam is said to be one of the largest NGO in the world with over 19 organizations working together in 99 nations and works harder to find long-lasting solutions to prejudice, inequality and power. Oxfam relies both on national and international donations and volunteers. Their main aim is to provide emotional and financial assistants to people who have suffered from any natural calamities, floods, poverty, health, injustice. As per the situation analysis all 5 Cs have been elaborated and it justifies that how company, customers, collaborators, climate and competition are important to understand for making a complete marketing plan. Segmentation, targeting and positioning has been done, which explains that how the target group of Oxfam does it segmentation and a proper positioning strategy is made. As per new marketing plan, strategies were made regarding increase in donation amount and upgrade our promotion strategies. The new marketing plan will boost our revenues, which will in return help us to provide more assistance to our target.
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Available at: https://www.oxfam.org/en/countries/oxfam-strategic-plan-2013-2019-power-people-against-poverty
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Available at: https://www.oxfam.org.uk/
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Available at: https://www.teneric.co.uk/businessinfo/marketing-mix.html
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Available at: https://www.ukessays.com/essays/commerce/marketing-management-of-a-charitable-organisation-oxfam-commerce-essay.php
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Available at: https://study.com/academy/lesson/situational-analysis-in-marketing-examples-definition-format.html
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