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BHO7000 Global Marketing Management

tag 0 Download 0 Pages / 0 Words tag 21-06-2022
  • Course Code: BHO7000
  • University: Victoria University
    icon is not sponsored or endorsed by this college or university

  • Country: Australia



This organization had started its operation since 1922 with the objective of helping the distressed children of Australia. During Christmas Eve of 1922, some businessmen gathered in an orphanage of Sydney with gifts and sweets for the children. After distribution of the same, when the authority asked the group about the person to thank for this activity, unanimous name was uttered by one of the delegates as Smith. Being astonished, the authority had asked about other’s names, it was uttered that all are Smiths and thus The Smith Family had been established for the common purpose to extend helping hands to the distressed children of Australia for better future life through education[1].

Vision of the organization is to provide a better future for the young Australians who are in dire need of help in different forms.

Mission of the organization is to ensure creation of opportunities for needy young Australians with long term assistance in order to confirm their participation in education in right frame. The organization trusts in the tagline of every child deserves a chance.

The values of the organization are respect, integrity, collaboration, innovation and excellence. These values drive the organization through performance of caring the children with ethical practices, along with the culture of working together in dynamic way to strive for enhanced quality[2].

Since its inception the organization had passed long period of triumph to prove their sustainability for accomplishment of their objectives to support disadvantaged children through different activities to ensure their education. They are not only confined within the activities of raising funds for the disadvantaged children, but they have also started different activities by manufacturing and selling the merchandise they are producing to generate revenue to fund their projects for children of  94 communities in Australia[3].    

Cycle of Disadvantages for Children in Australia

It is being observed that one out of seven children and young people in Australia is lacking of proper education due to poverty which is due to family with financial disadvantages. This situation put them in real stressed condition in future life when they are ready by age for employment.  It is being concluded by research that the disadvantaged children and young people are not getting enough resources for cultivation of their knowledge in the form of support through books or study materials during their study time and this shortage of resources keeps the disadvantaged children and young people to be in the last line of queues of employment seekers[4].

The cycle of disadvantages are framed through four factors which are vicious in nature:

  • Low income of the families
  • Poorer educational outcome for the children
  • Constraint of getting standard job
  • End-up with poorer overall life outcomes

Given below the cycle in diagram to understand:

The impact of such disadvantages is resulting to going behind on an average of 2-3 years as per normal study with special impact on mathematics at the time when they are almost of 15 years old.  This is resulting to gap between the socio economic status of higher and lower students by three years in approximation[5]. 

Importance of education is lying on the field of its measuring impact which is deriving the level of educational attainment. This parameter is responsible for future employment, health prospects and welfare of any individual with the positive scope of enhancement with contributing economically and socially in the society. 

TOWS Analysis of The Smith Family

External factors


  • Proper target audience identification
  • Non consistency of program operation


  • Voluntary segment of contributors are there
  • Huge awareness amongst community

Internal Factors


  • Non-steady flow of volunteers
  • Lacking strategy to attract deserving children with the program[6].


  • Long presence in the domain of children welfare
  • Strong back up support by community

PESTEL Analysis of The Smith Family

Political- Political situation of Australia is stable ensuring steady activities of the organization.

Economic- Macro Not for Profit (NFP) criteria are complying with the characteristics of governance, return on future investment and risk planning is necessary for this organization[7].

Social- Social analysis of this organization shows awareness of community prevails about the activities of this organization.

Technological- Technological factor of this organization is at satisfactory level with availing latest technology with experts.

Environmental- Macro environmental situation for the NFP organization is well endorsed by the education system of Australia[8].

Legal- Legal analysis shows that the organization is well protected with compliance of necessary legal formalities.

Needs of The Smith Family

In order to prove continuous success with the endeavor to extend the educational assistance to the disadvantaged children and young people of Australia, the organization has the macro requirement of resources with difference in nature. This need is to be divided into different micro needs which are categorized as:

  • Financial needs- To run this organization in order to help the disadvantaged children for their educational requirement.
  • Human resource needs- To extend the service to the target audience, a good number of human resource is required who can extend their voluntary contribution to the organization[9].
  • Technological needs- Technology plays a vital role in present world which has its own contribution in every field of life. The organization has to extend the support to the disadvantaged children for their education, and has to upgrade their technological assistance in order to ensure proper level of education for the disadvantaged children[10].

Compliance of all these micro needs can contribute collaboratively in order to prove the long term sustainability of the organization towards attainment of their objective and vision with the value and mission the organization follows. This report will provide different alternatives which can be considered as guideline for the marketing strategies of the organization in order to effectively help the target audience of the establishment. 

Present system to comply with the needs- The Smith Family

The organization is running its operation through by the provision of resources to meet their different needs

Financial needs

The organization offers different module for meeting their financial needs from different level of stakeholders from the society. There are options like- (a) sponsor a child, (b) monthly donor, and (c) one time donation. There are other option to extend help in kind by donating toys, books and clothing.  

Human resource needs

As this organization is run for voluntary purpose, there is no such scope of employing professionals for its activities. These needs are met with different options like- (a) contribution by volunteers with effort to ensure the service of the organization, (b) fund raising activities of the organization, (c) strategic partnership with the organizations to ensure activities of the organization and (d) VIEW Club of Australia, the organization run by women volunteer. This organization is privileged with total number of volunteers of 8,711 spread over entire Australia. This total number of volunteers are contributing man hour of 516,750 including corporate and community volunteers to keep the standard of service of the organization extended for the target audience of disadvantaged children and young people towards their education[11].

Province-wise volunteers

Given below the pie chart depicting contribution of volunteers by category with variation of single day service, administrative service and skilled service with volunteers for a specific program:

Recommendations of strategies

Recommendations are made in the form of proposals for the marketing strategy of the organization in order to enhance the scope of work of the organization. The focus areas of recommendation are to ensure more participation in the volunteer cadre and to attract more children and young people within the programs of the organization. To fix strategies for the above two focus areas, the organization needs two different proposals.

Proposal 1

To attract more volunteers for the activities of The Smith Family, different universities are to be approached for flow of volunteers. The strategy is to make this voluntary service compulsory for the students of different curriculum in order to have constant flow of volunteers from the students of the universities. As the students are the backbone of the country and society, this type of voluntary contribution by them in their early life will make them ethically strong with honoring the value of life. This type of volunteering makes the individual and the group feel for the society and the country as a whole in perspective of the future generation of the country. The organization is running unique concept of Learning Club which is instrumental to make life for the children who are affected by the financial or other constraints. Moreover the way of teaching in the said program should be made in such manner that it will help to explore the talents in respective fields which can make life of the children more effective with proper objectives set for them as per their ability and choice. The volunteers should be awarded with a valuable certificate as an acknowledgment of their effort which should have relevance in their educational and professional career. The budget for this proposal will not affect the financials of the organization as the organization works in this module only; the latest proposal can only add value to the organization.  

Proposal 2

This organization needs to attract more children in their Learning Clubs in order to cover more disadvantaged children. It is the curse of the society that financially impaired families cannot provide proper life style to their children consisting of food, clothing, shelter and basic education. To provide those children with the basic education, the promotion of Learning Club is to be made in such way that the feature of that program should attract more children. Ideal strategy should be to find the proper target audience, make them understand about the importance of knowledge and education in their future life and finally to make them part of this effective program through their participation. To ensure this, awareness amongst the parents of such children are to be raised with  proper guidance to the parents of those children so that they can be ready to send their children in that program in order to ensure their future life stable with knowledge and subsequent employment. Budget for this proposal will attract some amount which is mainly to be deployed for awareness program and extended capacity of Learning Club program.


Recommendations are made for two different areas which needs marketing strategies. The organization is well known in Australia with their activities and programs. Hence it is not required to introduce them with their area of operation. But proper marketing strategies are needed to ensure uninterrupted flow of human resource for making this mission successful. The disadvantaged children of Australia are also forming the citizenship of the country and they have all rights to avail the basic facilities. Due to their financial or other constraint, they should not be thrown out of the system, instead they should be considered as part of the society so that they can feel proud and contribute to the nation in its economy by their contribution though value addition for the community.


Alrc. Children in the legal process Disadvantages of adverse outcomes. 2015. (accessed March 21, 2017).

Communitydoor. Breaking Cycles of Disadvantage . April 24, 2009. (accessed March 21, 2017).

Donateplanet. The Smith Family. 2016. (accessed March 21, 2017).

Eclkc. Program Management and Fiscal Operations. August 12, 2015. (accessed March 21, 2017).

McGraw, Peter. Advances in Developing Human Resources. January 2014.,-Sage,-6-January-2014.pdf (accessed March 21, 2017).

Myassignmenthelp. Smith Family. July 18, 2013. (accessed March 21, 2017).

O’Brien, Lisa. The extended Smith Family. November 29, 2013. (accessed March 21, 2017).

O'Brien, Lisa. A MESSAGE FROM THE SMITH FAMILY CEO. 2016. (accessed March 21, 2017).

Probonoaustralia. Using SWOT Analysis to Improve a Not for Profit’s Operations. June 06, 2013. (accessed March 21, 2017).

Thesmithfamily. Since 1922, our goal hasn't changed. 2016. (accessed March 21, 2017).

Vliet, Daniel G. Van Der. Embracing patience is key to creating an innovation culture. September 16, 2016. (accessed March 21, 2017).

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