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Marketing analysis-Charity - Essay Example

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Marketing Analysis - Charity Table of Contents Background 3 Australian Red Cross 3 Literature Review 5 SWOT Analysis 9 Alternative Marketing Strategies 15 16 Critical Analysis of the Suggested Strategy and Justification 17 Recommendation for Adopting and Outcomes Expected 18 References 20 Background Alike modern democracies, the Australian society has various non-profit charitable sectors that deliver variety of social welfare services to its citizens…
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Download file to see previous pages The charitable sector offers its citizens a variety of services such as care, support, accommodations, and counselling, training to the children or families, people with disabilities, the unemployed, older people and also offers its services to those who are suffering from different harmful addictions, the homeless people and the refugees (Industry Commission, 1995). According to the statistics, it has been noted that around 700,000 young people are being taken care of at their home at Australia deserving choice in care and accommodation (Youngcare, 2010). Australian Red Cross Out of the various national Red Cross societies, Australian Red Cross Society is one of the members. It was founded in the year 1914 by Lady Helen Munro Fergusan. The mission of this organisation is to serve the people in Australia with the aim to improve the lives of the helpless people through the promotion of the humanitarian values and laws and is being recognised as a humanitarian organisation in Australia. The main competitor of the organisation is the Lions Club. The number of trained volunteers is more than 30,000 and the entire program is funded with the help of the donation by the public and the corporate partnership. The structure of the Australian Red Cross has been divided into high levels namely the council, the boards and the chief executive officer (Australian Red Cross, 2010). It has been found that the financial position of the organisation has been improving since last few years. Literature Review Revenue & funding Providing services Branding reputation Cost of advertising There are large numbers of non profit organisations in Australia that embrace the idea of participating in the market in order to maximise their revenue. The non profit organisations raise funds from the government grants and contracts, fees that are paid by the members and other fund-raising activities (Barraket, 2008). Volunteering is one of the activities that are chosen in the non profit organisation as a means of providing services (Zappala, 2000). Brand reputation or status provides communication regarding what the charity organisation did, what are its values and causes (Hankinson, 2006). Cost of advertising depends upon the nuisance cost towards the viewers, the expected advantages to advertisers from the viewers and the substitutability of program factors as this affects the equilibrium advertising levels to be low or high (Anderson & Coate, 2005). Development of trust between non-profit organisation and its constituencies (Ritchie & Et. Al., 2006). Inconsistency in the delivery of services is a real challenge for the organisation (Dall’Olmo Riley & Chernatony, 1999). According to Stride (2006), it has been noted that the concept of branding is being adopted by the charities at an increasing rate. The charities are value-based organisations. The author opines that a clear understanding of how the values are conceptualised in branding is imperative for the establishment of whether branding is suitable and an efficient tool in the charity business (Stride, 2006). According to Ritchie & Et. Al. (2006), brand plays a vital role in the non profit sector as it provides innumerable benefits making the non profit sector a powerful tool. It is to be remembered that the branding may not be good or appropriate for all kinds of ...Download file to see next pagesRead More
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