Clients Analysis of Muscular Dystrophy Western Australia - Case Study Example

Client brief Background of the Organization The organization Muscular Dystrophy Western Australia was formed during 1967 through the joint efforts ofparents of children suffering from muscular dystrophy in close coordination with the Rotary Club situated in West Perth and Dr. Byron Kakulas. The organization works for the children suffering from such ailments through fundraising activities, gaining of sponsorships and through donations. Total amount of fund raised during 2011 was estimated to rise by $200 Million in comparison to the 2010 period. The major contributors to the organization’s charitable fund comprised of 28 industries pertaining to resources and 49 industries pertaining to property and lease holdings. 1 Internal and External Environment Analysis of the Organization Internal Environment TOWS Matrix for the Concern The TOWS Matrix for Muscular Dystrophy Western Australia can be framed as follows reflecting the threats, weaknesses, opportunities and strengths of the concern. Strengths-Opportunities Organization gains a lot of communal and political support for gaining growth Operates through a team of five members signifying ample opportunities for growth Training and development activities will be rendered on an enhanced basis to effectively service clients and raise funds Weakness-Opportunities Weaknesses in formation of effective partnerships and funding alliances Lack of proper office infrastructure for the firm Needs to harness the potential resource base of funds and support through effective volunteering services Strengths-Threat Threat imposed by external people in harnessing the goodwill of the firm that in turn deters the volunteers from joining Lack of proper office network would make it hard to handle volunteers Weakness-Threat Threats owing to the inability of the company in operating through a larger office network and generating further research Lack of volunteers make it difficult for the organization to render the best possible service Strengths-Threats The people dwelling in the firm’s external society happen to speak negatively about the firm’s operation and management of drawing a huge fund base. This fact is held to deter the new volunteers to effectively enroll them for the services of the concern. Moreover another threat faced by the firm is possessing small number of offices that in turn make it hard for the company to manage the different volunteers allocated to different regions. 2 Weaknesses-Threats Lack of proper office infrastructure limits the ability of the firm to enhance its research objectives. Again owing to the lack of effective volunteers operating in large numbers the organization fails to deliver the best possible service to the ailing community. Weaknesses- Opportunities Though opportunities exist in terms of financing and community support from the firm’s external climate the company suffers from its incapability in forming strategic alliances with other health based organizations. Inability of the company to open proper offices in ailment prone zones makes it difficult for the company to render effective services in spite of finances and communal support.3 Strength- Opportunities The organization tends to render a larger growth opportunity for the people in the form of volunteers to grow with the company which presently operates based on a permanent team member of five people. Moreover the opportunities available from the external environment in the form of financial and communal support help the firm to grow and develop its human resources through training and developmental functions. External Environment Public The Muscular Dystrophy Western Australia organization focuses on gaining a large amount of public support owing to its community sharing and support programs aimed at enhancing the relationships with the parents of the ailing children. Through such community network the organization tends to forward potential advice and support. Moreover the organization supports the people suffering from career problems through holding of workshops and also to small children in creating a playful atmosphere. 4 Stakeholders The stakeholders for the company includes the staff and the large number of volunteers that go on working tirelessly for developing the condition of the people suffering from the ailment. Further the stakeholder groups also consist of people who act as the donors to the company investing to augment its fund capacity. Several government agencies and established companies work as the sponsor of the charitable activities of the company and thus are important constituents of the stakeholder groups. 5 Macro Environment Analysis of the Organization using PESTEL Political Factors The non-profit organization gains a large amount of support from several federal and state political bodies that enable the organization to develop effective networks through which it tends to gain financial and infrastructural support for conducting its charitable activities. Thus the organization reflects a large amount of government regulation in the Western Australian region. Economic Factors In regards to economic factors the organization tends to gain a large amount of funds from people who are considered as the elite members of the society. Further the organization also tends to gain wealth from industries that trade on property and resources. A survey reflects that Australia is flooded with millionaires ranging to a figure of 8,000, a significant portion of which tends to extend their donations to the company. 6 Social Factors A large number of people in the region of Western Australia happen to suffer from the ailment of muscular dystrophy that has in turn led in making a major population in the country get aware of the growing epidemic. Thus a large number of parents and other people tend to readily donate and participate in events of the company hinting at raising funds for the cause. Technological Factors Professor Byron Kakulas, the founding member of the organization happens to render the main technical and knowledge support to the organization for helping it to render quality support to the ailing people suffering from neurological and muscular problems. Byron’s technological and knowledge contribution helped the organization to gain its potential stand. 7 Environmental Factors Though the region of Australia as a whole renders better environment and social standards for helping in the improvement of quality of life of the people yet some remote areas of the region still suffer from such poor environmental and economic conditions that largely affects the health of the people. The prevalence of the muscular dystrophy disease in several parts of Australia thus owes its emergence to poor health and environment conditions. 8 Legal Factors The Muscular Dystrophy Western Australia organization is a registered non-profit concern mainly focusing on the extension of charities for the betterment of the ailing people. The concern also has earned trademark for its logo and name with which it operates in the global arena. 9 Competitors in Australia Muscular Dystrophy Western Australia faces stiff competition from local charitable organizations like Cancer, Heart Foundation and Princess Margaret Hospital located in Western Australia mainly focusing of children. Summary of Vision, Mission, Goals and Strategies of the Organization Vision The company mainly operates with a vision in helping to contribute financially for the betterment and cure of people suffering from muscular dystrophy in Australia. Mission The main mission of the company is to work for a better tomorrow free of muscular dystrophy ailment. 10 Goals The main goals of the concern are to enhance the field of research in regards to muscular dystrophy and related ailments, the quality of life of the individuals suffering from muscular dystrophy and also in continuing the extension of infrastructural and financial support for the cause. Strategies The key strategies through which the company tends to raise funds for the cause of treating and curing muscular dystrophy is through organization of special events like cycle or marathon races, gaining partnership with corporate groups and other brand sponsors and also through rendering of direct mails to the elite people of the society in creating social awareness. Key Issues and Challenges Facing the Organization from the Client’s Perspective The organization in the current context is countering to operate on three key issues that render potential challenge to its operations. Key Issue 1 Firstly the organization suffers from lack of proper infrastructure that makes it incapable to rightly accommodate a larger number of staffs to help expand its business. Moreover owing to lack of proper office infrastructure the organization fails to create specific departments like marketing and human resources required for developing human resources and the business. Key Issue 2 In the second case the organization needs to make an effective marketing and communications plan to focus on the areas from where effective volunteers would be gained. Further the company is also required to develop a slogan or marketing propaganda reflecting the different benefits that the volunteers can gain while working for the concern. Key Issue 3 In the third case the company is required to formulate a plan through which the people taken as volunteers for the organization would develop on their skills and productivity. Herein the organization is required to formulate a plan through which effective training modules can be created to help the people understand their work portfolio and thereby render the best service. Work of the Consultancy The consultancy in regards to the above issues needs to coordinate with the Communications manager to develop an adequate and effective plan to firstly select the target area from where volunteers would be chosen and thereby to develop effective communication plan to attract such people. The expected time taken for the development of the Communication Plan would be two weeks. It would be tested amongst a sample chosen from local institutions before being executed in regards to the main target area. Effective monitoring as to the plan would be conducted with the cooperation of the person in charge of Community Development and feedback would be generated to the communication manager for further modifications. The consultancy needs to gain the opinion of the head of the concern in effectively opening up offices in regions of high need. Effective identification and budgetary plans are to be formulated in about eight week time to help in monitoring activities. The consultancy also coordinates with the company head to formulate plans for the development of training modules that would take around two weeks time. This would act as a standard in training people to develop on their skill sets.11 Estimated Budget For the development of the communication plan the consultancy frames a budget of around $35,000. This would be centered on the different educational institutions like colleges and universities from where people can be taken as volunteers. Again for the business development project meant for opening up of office quarters a budget of around $70,000 is taken. Offices would be mainly opened up in poor economic zones. Finally the concern also works in the development of people through training projects, budget for which is estimated to be $20,000. References Muscular Dystrophy Western Australia, “History”, 2012 http://mdwa.org.au/about-us/background/ Muscular Dystrophy Australia, “From the Desk”, June 2010, http://www.mda.org.au/Media/ED-Report/BMS-ED-06-10.asp O’Donnell, Brianna, and Gummer, John. . “Presentation to Curtin Business School-School of Marketing”. Muscular Dystrophy Western Australia. Muscular Dystrophy Australia. “MD Community Support Program”. 1995, http://www.mda.org.au/supportgroup/index.asp Muscular Dystrophy Western Australia, “Annual Report 2010”, 2010., http://mdwa.org.au/files/2011/07/mdf-1345-annual_report-web.pdf ANRI, “Emeritus Professor Byron Kakulas”, http://www.anri.org.au/staff-category/25-emeritus-professor-byron-kakulas.html Australia Institute of Health and Welfare, “Determinants of Health”, Australia Health 2000, http://www.aihw.gov.au/WorkArea/DownloadAsset.aspx?id=6442453067 (accessed March 31, 2012) Muscular Dystrophy Australia, “History of the MD Logo”, 1995, http://www.mda.org.au/about/logo.asp Muscular Dystrophy Australia, “Mission Statement”, 1995, http://www.mda.org.au/about/mission.asp Muscular Dystrophy Western Australia, “Staff”, 2012, http://mdwa.org.au/about-us/staff/ Read More