PUBLICR SWOT analysis Strengths: Currently, the organization of Southwark Circle, which is to be turned into UK Circle and made nationwide, has several internal strengths. Most notably, because of the philanthropic and positive nature of the organization, there is a lot of grass-roots support, and visibility is high among the the UK public…
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The organization has the strength of being perceived as positive help for those in their older mature years, from ages sixty to eighty. This age group represents more serious risk factors than other groups; the representatives from this population can have problems combined with various other circumstances of his situation have made them vulnerable. Because the organization is perceived as helping the vulnerable rather than taking advantage, a key strength is in public perception. Weaknesses: One potential internal weakness of the proposed expansion for Southwark to UK Circle is that the organizational leadership may perceive the status quo as acceptable, and resist public relations (PR) intervention from an external source. “One of the greatest problems public relations practitioners face is proving that they make a worthwhile contribution to their organizations. This is especially so during economic downturns when businesses and nonprofits are looking for ways to eliminate needless expenses” (Wirth, 2003). Another weakness is that the client base of the organization, on average, does not have a lot of spending power to add to the financial bottom line. They may receive little or no support from the children, and may be a retired veteran of the second World War. There are also complicated gender role relations among the elderly. Retirement may cause a man to miss the more competitive role that he may have played as a breadwinner in society, and one study “found that men who return to work typically by choice--such as accepting part-time consulting jobs with former employers--are more satisfied with their lives… than men who retire permanently” (Kearl, 2000). Some elderly individuals might be experiencing cognitive changes as well as symptoms of the mental illness of depression, which are serious issues that Southwark/UK Circle cannot help with. Opportunities: In terms of external expansion, Southwark/UK Circle can take advantage of marketing opportunities to spread the word about the organization, and give it a wider public range of awareness. Through PR, market segmentation, target market selection, and positioning, the organization can become more visible, as well as more economically viable. The first point is market segmentation. This is basically the process of dividing the market for Southwark/UK Circle into categories or groups, based on demographics and other indicators that make each member of a group. For example, a company making cell phones might divide their market of customers (by age, income, gender, etc.) into smaller groups. And as a baseline in relation to these groups, the basic message of the organization remains fundamentally positive: “Southwark Circle community believes that people can be each others' solution, and backs it up every day, week and month by helping each other out with life's practical bits and pieces. Southwark Circle is also about learning new things, and enjoying your hobbies and interests with others in the community” (Southwark, 2010). Threats Externally, balance can be sought between different extremes by recognizing that there are many different situations in which a business can succeed or fail that are circumstantial and would be unchanged no matter what the planning structure. There are many businesses that have had core competency but have not been able to expand nationally successfully. Other
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