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Marketing Plan For Oxfam Australia

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Question:

Discuss about the Marketing Plan for Oxfam Australia.
 
 

Answer:

Introduction

A business document which can be utilized by any of the business corporation for outlining the marketing tactics and the strategies can be termed as a marketing plan. The above mentioned concept is a broader term and involves a varied range significant approaches and models which are liable in impacting the business environment of the business organization.  The document also describes the advertising and marketing efforts which are required to be implemented by the corporation for attaining the long term results. The marketing plan is not a static document like a business plan, it requires timely modifications and changes, as the business grows and also as per the changing trends of marketing (Anheier, 2014). A marketing plan is a detailed description of the activities which are involved in attaining some specific marketing objectives for a time being. It also aids in determining the current position of the business corporation in the market place, targets segmented, marketing mix used and also the marketing goals which are to be accomplished. The marketing plan is a formal document but can also be used as an informal one and this makes it very flexible. The main purpose of developing a marketing plan is to set the entity on a specific path in terms of marketing. This document has also been considered as general responsibility from the leaders and the marketing team to lead the entity towards a winning direction. The below executed analysis has been made focus on the marketing plan of Oxfam Australia is an Australian, autonomous, not-revenue driven, common, group based guide and advancement association, and a member of Oxfam International. The business entity believes that all human being and their lives are equal and no individual should live in poverty. Moreover the entity believes that they are on the grounds of empowering the society for tackling the issue of poverty. The below mentioned are the main components on which the marketing plan has been developed.

Situational analysis

Description of consumers and market

The business corporation's target market offers focus to individuals who need help from various worldwide parts that basically depend on the beneficent association's division (Hollensen and Opresnik, 2015). Moreover, Oxfam Australia also concentrates on neediness, education family, and well-being. The association's demands get impacted by different determinants like world's financial conditions and different political events and happenings on the planet like infection flare-up and psychological warfare. In addition, it is likewise vital to stress on the different showcasing arrangements being used by Oxfam in advancing their backings over the world.

In the 21st century, both profit and non-profit organizations confront various difficulties. The quick economy condition changes in global and national circle require these organizations to recreate and actualize new destinations, procedures to address the new difficulties. The objectives and systems are valuable for the organization to appreciate an upper-hand. As a non-profit corporation, Oxfam faces different difficulties and changes concerning atmosphere changes alongside its results, financial crises and famines, vitality confinement, worldwide monetary emergencies, weapons multiplication, common assets deficiencies, and urbanization.

Market analysis: Pestle analysis 

For adoption of the above-discussed challenges, the business organization requires to determine the environment and the market factors along with the variable which are liable in impacting the objectives, business directions and tactics (Judd, 2013). These factors are segmented into two major categories .i.e. macro and micro environment which is as follows:

 


Political: There are different political elements that impact OXFAM in assorted ways. Initially, Oxfam has a tendency to take after the Disability Discrimination Act 1995 as they have impaired people who work for the firm. The corporation does not look after who has been working for the firm as it is a charity. Furthermore, the firm ought to likewise withstand the Sex Discrimination Act as the firm is based on charity and they need to acknowledge each individual who needs to be a volunteer (Jungbok, 2015). The law additionally requires the firm to give money to any person who needs both female and male. Finally, the National Minimum Wage Law does not commit the workers who are volunteers to get paid.

Economic: The primary factors that influence Oxfam financially are the compensation levels, energy price, and labor demand and supply. Pay levels impact Oxfam in both awful and great ways. It is because workforce within Oxfam are volunteers and the main staff as the manager gets paid for the work done by them. In this way, therefore, there is a need of saving money by keeping the wages as low as conceivable in order to spare the money for the people who are in poverty and suffering. Energy prices affect Oxfam negatively as the firm needs to pay for power and energy which is utilized by them; consequently, this implies that this will lessen their donations.

Social: It has been observed that there are no factors which impose effects on the organization as it is totally dependent on charity and also there are no requirements of any kinds of hosting done by celebrities and sports events, as there is no need of advertising or promotion on such a big platform. The corporation can be promoted through T.V and also small scale advertisers can be approached for doing the same. Aging population ha has been considered as one of the factors which stimulate Oxfam and it has also been observed that population has various positive effects of the charitable organizations, as it has been experienced that the old age individuals are found kinder in giving of donations to the charities like Oxfam. 

Technological: Internet, T.V, and radio are considered as the technological components which are liable in stimulating the business organization (Kotler, 2012). The Internet is used as the platform for making advertisements of the charity events and all other events which are made by Oxfam. Moreover, the official website of the business entity is also made available for the donations, whoever is interested in making charity; they can make use of the online portal and make the transactions. The other products and the services are made available to the consumers through an internet. On the other hand radio and TV is used by the business organizations for promoting the products to the local audience

Industry analysis

Oxfam is a multinational confederation that includes 17 firms which are operating in 94 economies over the globe for finding solutions to poverty and injustice if any. The main objective of the firm is to aid the individuals in attaining their rights along with managing their lives. The business entity is directly associated with the communities and has been focusing in stimulating them (Lune, 2014). The business entity is focusing on increasing the standard of living of the poor individuals. Moreover, the business corporation is also recognized a significant part of the worldwide developmental organization which is assisting in mobilizing the power of individuals so as to minimize global poverty. The business entity is majorly engaged in equipping the individuals and needed ones with practical and innovative skills as well as resources.

Competitors analysis: SWOT analysis

SWOT analysis is one of the model’s which can be utilized by Oxfam for determining the strength and weakness of the organization. This approach proves beneficial in developing the business strategies and plans for tackling with the competitors and sustaining in the business environment. Moreover, this analysis also enables the firm in developing the future plans against the threats and grabbing the relevant and appropriate opportunities. The below presented is a detailed description of the strength, weakness, opportunities and the threats of Oxfam Australia:

Strength:

  • Global supporters are considered as one of the biggest strength of the business entity and also the affiliate’s networks.
  • The goals and values of the business organization are clearly defined and which makes the entity more strong.
  • The organization also has a long and successful program history.

Weaknesses

  • The business entity should try to focus more on the safety and security of the employees and the volunteers (Businesscasestudies 2017).
  • Moreover, the corporation is lacking in sense of consistency and accountability throughout the partners and the firm.
  • Competition from the other organizations can also be considered as one of the weakness for the business entity.

Opportunities:

  • The business is more into providing commitments to the customers, regarding the services and products. This develops a trust among the clients and the customers and which will increase the goodwill of the corporation.
  • A commitment should be focused towards the missions and the goals of the business entity.

Threats:

  • The business entity has been facing problems due to the lack of support of the communities.
  • As the business entity has been working on the charity basis, s there are very fewer employees and volunteers which are committed towards the work.

Critical issues

  • The business corporation has been facing some issues due to the failure of the product launch, for instance, the product launch was not as good as expected of the exact loktha paper produced by the mulberry paper.
  • The business organization has been following infringement policy and also the cost structure is also not clear which has been developed as the serious concern for the entity.
  • Oxfam has been facing serious issues from the Bhaktapur craft papers and mulberry papers.
  • Availability of the labor is also one of the main concern for the entity (Beneke and Trappler, 2015).
 

Marketing objectives and Strategies

Critical issues

  • Bad quality of products
  • Intense competition due to the competitors like Bhaktapur craft papers
  • Cost structure is unclear
  • Excessive labor cost
  • Untrained labors

The below mentioned are the strategies and the plans which should be implemented by the organization in order to provide the solution to the above-presented issues:

  • Improved and better methodologies can be utilized by Oxfam Australia so as to bring enhancements in the quality of the products (Ghiassi, Skinner & Zimbra, 2013). This all can be done by adopting contemporary tools and technological mechanisms so ass to implement this strategy.
  • Developing the products and quality and services will automatically enhance the value of the company which develops ways of sustaining in the competitive environment.
  • Provision of proper training sessions for the labors and the workforce so as to develop their efficiency and potential.
  • Adoption of better and improved techniques will enhance the productivity and efficiency of the labors and in-turn the company will be capable of retaining the employees and this will minimize labor cost.

Products

Oxfam has been referred as a charity brand name and is majorly involved in offering the services to the poor individuals in the economies. The business entity has launched a product by name the name of Ox-lokta paper and the same will be available in the market in the form of bundle or copies (Anheier, 2014). This paper is manufactured from the bark of the trees like evergreen shrubs etc. This paper is of fine quality and can be utilized for various printing and writing purposes and also for producing drawing sheets. The paper is eco-friendly and can is also not harmful to the environment.

Marketing objectives

Marketing goals and the objectives are the standards which are been prescribed by the management and marketing heads. These objectives are required to be accomplished by the marketing team that too with an effectiveness and efficiency (Berman, 2015). The below presented are the marketing objectives which are required to be attained by the marketing team of Oxfam Australia:

  • The business entity needs to plan for adoption of the contemporary means and mediums of promotions and advertising so as to increase the brand awareness and which will also enhance the market share.
  • To promote the products and services on global platforms so as to maximize the international charities through a partnership with various community associations.

Marketing strategies

Targeting:

The targeting strategies of Oxfam have been developed on the basis of two major segmentation and which are behavioral and cultural segmentation.

Behavioral segmentation:

  • The item will be purchased by people who are profoundly proficient (Upson et al., 2012)
  • Medium level use associations basically will utilize this item

Cultural segmentation

  • Religion is likewise essential. Essentially utilized by religious individuals in composing otherworldly considerations

Targeting alludes to making a gathering or things an objective to be followed up on. At the point when a firm comprehends its objective market, correspondence ends up noticeably less demanding among the firm and the intended interest group. Oxfam magnanimous association target advertise incorporates the people living in poor conditions and requires help from each religion, districts, range, and so on around the globe (Yu, Wang and Brouthers, 2015). The association's objective market additionally focuses on people living bad form particularly young ladies and ladies.

 

Positioning:

Situating alludes to a marketing strategy that spotlights on making a brand involve the particular position about the competing brands and clients mind. The traits that get attributed by the customers incorporate its standing quality, the sort of individuals utilizing the items, the strength and weakness alongside any paramount or unordinary attributes represented, the cost and spoke to esteem Oxfam key situating depends on what the firm does, offer and what characterizes Oxfam. The firm fundamental target is to help the destitute individuals, and that treated with shameful acts (Pavlou and Stewart, 2015). The firm offers philanthropies to the needy individuals and helps the individuals who are dealt with unfairness to battle for their rights. Hence, Oxfam is a magnanimous association.

Ansoff matrix

The business model suggests four major marketing strategies which hinge on the new r the existing products and the services of the business organization. This approach also provides focus on the markets whether it is new or an existing one.  All the four strategies are having differing levels of risks and are explained below for Oxfam Australia:

Market penetration – According to this strategy, the Oxfam will be involved in expanding the market share inside existing business sector portions (Oxfam 2017). This can be accomplished by offering more products and services to the well-established clients or by finding new clients inside existing markets. In this strategy, the business entity will have to adopt a low pricing strategy so as to develop the market share in a new region.

Product development – In this concept, Oxfam will be making modifications and development of existing products and introduction of new products for existing markets. Product development includes thinking or developing an idea about the requirements of the customers and how they can be addressed so as to provide customer satisfaction.

 Market development – This strategy will require the business entity to adapt better and improved mechanisms for finding new markets and regions for existing products. Marketing segmentation and further segmentation of business sectors distinguish new gatherings of clients.

Diversification–This strategy will be aiding the business entity by moving new products into new markets and regions (Jennifer, Isely & Fidel, 2009). It has been considered as one of the most hazardous methodologies. The more the business entity will move far from what it has done in the past the more vulnerability are made. Nonetheless, if existing exercises are undermined, broadening spreads chance.

Marketing mix Decisions and Actions

Product:

Oxfam has been introduced as a charity brand name and is significantly associated with offering the administrations to the poor people in the economies. The business corporation has introduced a new product by name of Ox-lokta paper and a similar will be available in the market as package or copies. This paper is produced from the bark of the trees like evergreen bushes and so on. This paper is of fine quality and can be used for different printing and composing purposes and furthermore to produce drawing sheets. The paper is eco-accommodating and can is likewise not destructive for the earth.

 

Price:

Price is the value for the products and the services offered by the corporation and also the success and failure of the product depends on the same (Smith, 2014). The prices of the products in Oxfam Australia differ on the basis of the materials used in manufacturing. For instance, a minimum price of the paper is 5 Australian dollars and a maximum is 25 Australian dollars. Market penetration strategy is the initial strategy adopted by the firm.

Place:

The major focus of the entity is diversifying the business all over Australia and various strategies are being utilized for attaining this objective (Kaufmann, 2012). Distribution channels like wholesalers, retailers, and outlets are utilized by the corporation to spread its item. The association has additionally reached schools and universities to appropriate its services and products.

Promotion:

The business entity has been making use of the internet as a major medium of promotion and additionally radio and T.V has been used by the entity for advertising the products and the services (Reich, 2017). Moreover, for making the availability of the products in international markets, contemporary mediums should be adopted.

People:

The business entity has a limited availability of labor and workforce which are engaged in the processes and operations.

Process:

The organization is involved in providing services to the poor individuals through the various affiliates spread all over the region. The services are offered on the basis of the issues faced by the individual.

Physical evidence:

The online portal and the websites are the online means of executing business and it aids in providing relevant information about the firm.

Action plan

Marketing program 

Expected outcomes

Implementation period

Advertisement and promotion through media

This will develop awareness through successful media advertisements (Hollensen, 2015)

Work In Progress

Social media events

This will develop and enhance the partnerships and also brand awareness will also be created.

Work In Progress

Conclusion

In the limelight of the above-executed analysis, it has been inferred that the Oxfam has been planning to expand the business which is a non-profit organization and hence the marketing plan for the same has been developed. The marketing plan comprises of various strategies and approaches which are required to be adopted by the business entity in order to attain the desired objectives. This marketing plan will also be aiding in determining the current position of the business entity in the market place.

Recommendations

  • Oxfam Australia should make use of effective marketing and promotional strategies in order to create awareness for the services and products in new and global regions.
  • As the organization is facing issues in cost structure, so the entity should develop a clear, better and improved cost structure.
  • Training sessions should be offered to the existing workforce so as to enhance their skills and capabilities.

Reflective statement

From the above carried out analysis, it has been concluded that the Oxfam has been planning for expansion and hence the above-mentioned marketing plan has been designed and developed. The marketing plan has been segmented in various stages which are described respectively. The first is Part A, which consists of the analysis of the market which is sub-divided into consumers segments, the likes, and perception of the consumers, the purchasing patterns and the trends in the market. The next part includes analysis over the three main factors which are significant for the marketing plan and .i.e. the industry, competitors and company analysis. For describing these factors use of the approaches such as Pest and SWOT has been adopted by the entity. And at last of this part, the critical issues faced by the organization have been discussed. The below mentioned are some of the issues which are presented in the marketing plan are considered as significant one:

  • Bad quality of products
  • Intense competition due to the competitors like Bhaktapur craft papers
  • Cost structure is unclear
  • Excessive labor cost
  • Untrained labor

The next is Part B, which comprises of the marketing strategies and the objectives which are essentially required to be attained by the business corporation.  This part is subdivided into several parts respectively. First, the critical issues are linked with the strategies and then the recommendations over the same are presented. The further analysis consists of the description of the products offered by the entity, the marketing objectives which are pre-determined are required significantly attained. Next, the marketing strategies are mentioned which includes targeting strategy through which the business entity will be attaining the consumers and further the positioning strategy has been described through which the firm will establish the products and services in markets and new regions. The next is the Ansoff matrix which has been described for the marketing strategies which can be adopted by the organization while entering new markets. The further report comprises of marketing mixes which include the 7 Ps. This approach will enable the business entity to develop the product and establish the market for the same in the new regions and all over Australia. And at last, an action plan has been developed for overcoming the issues and the difficulties which are being faced by the business organization

 

References

Anheier, H.K., 2014. Nonprofit organizations: Theory, management, policy. Routledge.

Judd, V.C., 2013. in a Nonprofit Organization: Using the 5th P—People.Marketing Communications for Local Nonprofit Organizations: Targets and Tools, p.5.

Jungbok, H., 2015. Marketing Strategies for Nonprofit Organizations.Advances in Management, 8(10), p.1.

Kotler, P., 2012. Kotler on marketing.Simon and Schuster.

Lune, H., 2014. Book Review: Charity Case: How the Nonprofit Community Can Stand Up for Itself and Really Change the World, by D. Pallotta.Nonprofit and Voluntary Sector Quarterly, 43(2), pp.416-419.

Businesscasestudies, 2017, Achieving growth through product development, Assessed on 22nd August 2017, https://businesscasestudies.co.uk/portakabin/achieving-growth-through-product-development/ansoffs-matrix.html.

Tirunillai, S. and Tellis, G.J. 2014, "Mining marketing meaning from online chatter: strategic brand analysis of big data using latent Dirichlet allocation", Journal of Marketing Research, vol. 51, no. 4, pp. 463.

Beneke, J. and Trappler, E. 2015, "The might of the brand: A comparative analysis of brand prevalence in an emerging market setting", British Food Journal, vol. 117, no. 2, pp. 485-505.

Ghiassi, M., Skinner, J. & Zimbra, D. 2013, "Twitter brand sentiment analysis: A hybrid system using n-gram analysis and dynamic artificial neural network", Expert Systems with Applications, vol. 40, no. 16, pp. 6266-6282.

Anheier, H.K., 2014. Nonprofit organizations: Theory, management, policy. Routledge.

Berman, E., 2015. Performance and productivity in public and nonprofit organizations. Routledge.

Upson, J.W., Ketchen, D.J., Connelly, B.L. and Ranft, A.L., 2012. Competitor analysis and foothold moves. Academy of Management Journal,55(1), pp.93-110.

Yu, C.L., Wang, F. and Brouthers, K.D., 2015. Competitor identification, perceived environmental uncertainty, and firm performance. Canadian Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration.

Pavlou, P.A. and Stewart, D.W., 2015. Interactive Advertising: A New Conceptual Framework Towards Integrating Elements of the Marketing Mix. In New Meanings for Marketing in a New Millennium (pp. 218-222). Springer International Publishing.

Jennifer, A., Isely, E., & Fidel, A, 2009. Developing a Marketing Strategy for Nonprofit

Kaufmann, H, 2012. Customer-Centric Marketing Strategies: Tools for Building Organizational

Mcleish, B, 2010. Successful Marketing Strategies for Nonprofit Organizations: Winning in the

Cameron, B, 2014. Using responsive evaluation in Strategic Management. Strategic Leadership

Johnston, J, Zawawi, C. 2009, Public Relations Theory and Practice, 3rd edn, Allen and Unwin, Australia.

Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.

Reich, M., 2017. Racial inequality: A political-economic analysis. Princeton University Press.

Smith, C.A. ed., 2014. Regional analysis: Economic systems (Vol. 1). Academic Press.

Hollensen, S. and Opresnik, M.O., 2015. 3.2 Market Segmentation, Targeting and Positioning. In Marketing (pp. 183-208).Verlag Franz Vahlen GmbH.

Oxfam, 2017, Oxfam Australia, Assessed on 22nd August 2017, https://www.oxfam.org.au/what-we-do/about-us/.

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