The aim of this assignment is to analyse an organization that is engaged in a community engagement programme. The Chosen organization for this assignment is OzHarvest (OzHarvest, 2018). Ronni Kahn, an Australian social entrepreneur came up with this idea of food rescue charity named OzHarvest. OzHarvest utilizes the leftover food from any function, party or any other community programmes distribute the same to the destitute and hungry individuals of Australia. The assignment will aim at finding some of the key aspects of the company which have been utilized by them in managing the respective issue in an effective manner.
OzHarvest is an Australian charity organization that helps to tackle the hunger crisis in the regional and remote communities (Gudic, Rosenbloom & Parkes, 2017). Ronni Kahn, an Australian social entrepreneur came up with the idea of saving leftover food from functions, parties and other community programmes. Furthermore, they distribute the food to the needy and hunger affected people of Australia. OzHarvest made a record recently by rescuing 180 tonnes of surplus food each week whereby the food was delivered directly to 1,300 charities using the refrigerated vans. The demand for the food rescue is on the higher sides and especially among the people of regional and remote communities where the food relied is very tough to access. The new and emerging mobile technology assists OzHarvest to reach out to those people (Martin & Ertzberger, 2013). The CEO of the organization thinks that the Google impact challenge is the most perfect way to start a new innovative solution to help control the rising hunger crisis in the country. The Google Impact challenge allowed rescue of additional 1.8 million kilos of food which provides an extra 5.6 million means in the initial year.
Organizational role in the marketing system:
The organization is quite new in the market and people are unaware of their services which are being provided by them to the individuals in the society of Australia. The organization is helping the society by saving the wastage of food and through distributing excess foods to the hunger calamitous region. The initiative is taken by an Australian entrepreneur Ronni Kahn, to reduce the hunger crisis in the remote places of Australia. OzHarvest needs to create awareness in the market so that they can receive proper assistance from the other communities (Strauss, 2016). Spreading awareness can help the organization in receiving enormous number of volunteers for their service and can increase the chance of getting tonnes of food. The organization can spread their awareness with the help of different advertising networks which is inclusive of television advertisement, door to door marketing along with usage of social media channels (Moriarty et al., 2014).
As per Donegan, Chisholm and Oberklaid (2014), proper linkage with the different authorities of government can assist the organization to spread awareness and the government can assist by donating vans with the help of which they will be able to deliver the foods to various remote areas. The organization can also use the social media campaigns to attract the young generation (Ashley & Tuten, 2015).
Key opportunity for the Organization to increase their impact:
To increase the impact of the organization, it needs to increase the awareness among the people of Australia (Bruhn, Schoenmueller & Schafer, 2012). They need to organize campaign which will be helpful in analyzing the reasons for the hunger crisis of Australia and will also showcase how the people are affected due to the respective kind of reason. The respective organization has the opportunity to showcase the entire scenario to the different individuals through the proper usage of the different social media channels which will be effective in nature in managing the overall scenario in an appropriate manner. With the proper usage of the technological advancements, this will help in easily delivering the different food items to the different remote areas through air or drone kind of facility which will be beneficial for the overall success of the firm.
OzHarvest have organized a devoted team, comprising of like-minded people and they have a team of volunteers named “Yellow Army”, that ensures the operations and services of OzHarvest are aligned with the theory of Quality of life (wearethenest.com.au 2018). Ashley and Tuten (2015), has commented that the respective theory aims in providing the different individuals with general well-being which helped in outlining the different negative along with positive features of the life. On the other hand, Donegan, Chisholm and Oberklaid (2014), has commented that the main aim of the OzHarvest is to provide a better lifestyle to the community along with the different individuals by providing food so that they don’t die of hunger and this will be beneficial for the overall well-being of the society in an apt manner.
Australia’s economy can help the organization to gain more volunteers as they have stable economy and thus people will be focused on contributing to the social cause (Donegan, Chisholm & Oberklaid 2014). Furthermore, the organization has the opportunity to grab the attention of the youths who can help the organization in order to become more effective and functional. They can help the organization by creating awareness in their schools and colleges. The organization can try to communicate with the event management group to spread the awareness in different types of programmes wherein the different kinds of people should not waste the excess amount of food rather they should call OzHarvest as this will be helpful for the company to collect the food from such occasions and help the ones who need food for their growth and survival.
OzHarvest needs a great number of investors or volunteers who will provide them financial support for the service that they are providing. The organization needs a lot of refrigerated delivery vans that will provide foods instantly to the people of the remote areas.
For instance- OzHarvest can tie up with different kinds of five-star hotels in the entire Australian country which will be beneficial for the company to increase their service in different parts of Australia as well. Furthermore, it can be seen and analyzed that there is huge wastage of foods in the five-star hotels which can be beneficial for the company to help and expand their operations in various countries effectively as well.
Moreover, OzHarvest can try to consult with the different grocery stores in Australia which will be helpful for them in increasing their effectiveness in the various parts of the world. There are different grocery stores such as Woolworths which can help OzHarvest in managing their business through helping the poor and hungry individuals which will be beneficial for the overall success of the business.
The delivery vans cost a lot and it is not possible for a new and nonprofit organization to acquire those vans, therefore they need money. The organization can get help form the World Health Organization (WHO) in order to get monetary support. Joining hands with WHO will entice the attention of the whole world and in this way the organization will be able to make a mark in the society (World Health Organization, 2014). World health organization can help OzHarvest by providing better solutions about how they can manage their operation more effectively. OzHarvest needs to expand their business outside Australia in order to help people of different countries who are also suffering from lack of foods.
Therefore, from the above scenario, this can be concluded that Ronni Kahn, an Australian social entrepreneur came up with this idea of food rescue charity named OzHarvest. The organization aims at providing food in the remote places of Australia. To be more effective in the environment the organization needs to spread awareness of about the service which is being provided by them to the needy individuals in various locations. The organization can try in taking assistance from the World Health Organization to spread the awareness which will help them to gain volunteers from around the world which will definitely help the organization to expand their operations outside Australia.
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