Marketing Environment of Child Rights and You UK - Case Study Example

? Marketing Contents Contents 2 Child Rights and You (CRY) 4 Micro and Macro Environments of CRY UK 4 Micro Environment 4 Macro Environment 5 SWOT Analysis of CRY 5 Strength 5 Weakness 6 Opportunity 6 Threats 7 Key Areas of Competitive Advantage in CRY’s Website 7 GAP Analysis of CRY’s Website Application 8 Strategic Recommendations 8 Competitor’s Reactions 9 Assumptions about the Future Market for CRY UK 9 References 11 Child Rights and You (CRY) Child Rights and You or CRY is a Non-Government Organisation established in India that works for the development and rights of the poor children who are victims of malnutrition, illiteracy, child labour and like social menaces. The main objectives of the organisation is to raise consciousness among the general public for protecting and restoring the rights of the poor and deprived children so as to render dignity and justice to all. The non-government organisation owing to its mass acceptance has largely expanded along several regions of the country thus catering for the rights and privileges of the poor and innocent masses. CRY along with its operations based in the Indian sub-continent has also successfully expanded along international regions like United States of America and United Kingdom thereby inviting a stronger foothold for fighting for children’s rights (Child Rights and You, n.d.). Micro and Macro Environments of CRY UK Micro Environment The Micro-Environment of CRY based in United Kingdom would be analysed on the basis of the internal policies and the organisational design or operational framework. CRY based in United Kingdom operates based on a Board of Trustees who is followed by the team of Executive Committee. Finally the main operational arm of the organisation comprises of volunteers that immediately follows the Executive Committee. The team of volunteers work for gaining financial and other organisational support from the external society for the growth and development of the poor children based in India. The main policy on which the charity organisation works in United Kingdom is to hail and advocate on the rights of the underprivileged children. Moreover the charitable organisation based in United Kingdom also prioritises on the event of gaining sustaining partnerships to expand their activities along the international plane. CRY UK also renders equal emphasis to the parameters of transparency and accountability in its different operations. The organisation also focuses on empowering individuals working at different levels for fighting for the rights of the poor children. Macro Environment In the macro environment of CRY UK the organisation works through the development of partnerships with key external stakeholders for the organisational expansion and accomplishment of different important projects. On the social front the organisation maintains effective relationship with large scales of donors, people who desire to volunteer for the concern’s activities and different project administrators. Politically the non-government organisation is a registered charity firm under the United Kingdom Registrations Act and henceforth the donations made to the concern are subjected to tax deductions. The organisation is socially responsible in that it helps the poor and malnourished children to effectively survive, develop both in their physical and intellectual fronts and thereby participate in the social development. Moreover in the macro environment the concern also takes the active cooperation of different stakeholders like print and visual media to create large amount of social and individual awareness. The support of different corporate and social and individual associations is gained so as to sustain the spontaneity of the fund raising operations (Child Rights and You, n.d.). SWOT Analysis of CRY Strength Child Rights and You as a non-government organisation operates on fundamental vision and mission ideology that focuses on helping the children gain their own rights in regards to better nutrition, education and social upbringing. The organisation also performs based on a solid organisational and media framework that helps CRY to gain entry into the minds of the masses. Moreover the organisation operating in the region of United Kingdom endeavours to gain effective partnership through online marketing and sponsorship activities. The organisation has designed an effective website that would mainly cater to the gaining of donations from the larger social sphere. The donations thereby collected online would be effectively linked to a donor management program that helps to render security to the funds collected and in managing the total amount of fund collected thereof (CRY, n.d.). Weakness CRY UK as an organisation however suffers from certain weaknesses in its operational structure. It is found that the organisation fails to directly work with the poor children. Rather the non-profitable or charity organisation works through a set of partnership activities where it incorporates the support of different agencies that helps the concern to work for the cause of the children. Opportunity United Kingdom being a developed country understands and renders honour to the activities of CRY UK in the upliftment of the female children. The government of United Kingdom truly understands that the girl child needs to be protected from being maltreated and malnourished in countries like India especially in the rural and remote quarters. Thus the projects of CRY UK to reduce the level of discrimination in regards to the girl child gain a large amount of support in United Kingdom. Moreover the work of the organisation in saving the female foetus from being rendered any possible harm is also supported by the government of the region. Similarly the organisation also gains support from the government of developed regions like United Kingdom and United States in regards to helping in the educational development of the poor children. The children of poor families are mainly employed in harsh occupations and receive little or no education. Thus grants are brought into such regions through the work of CRY UK to help in the development of infrastructures that would help in the personal and social upliftment of the poor children (CRY, n.d.). Threats The main ethos of CRY UK’s operation is through the development of formidable partnerships that would help fetch both financial and other infrastructural support for the development of children in the developing countries. However such agencies or firms through which the charitable firm endeavours to gain partnership via the marketing and promotion programs made with the help of the website may change their mindset. Thus this channelization of the funds gained needs to gain another feasible option to help reach the children directly. Key Areas of Competitive Advantage in CRY’s Website CRY UK has developed an online donation collecting medium through its website that helps the donors to quickly transfer their funds to the organisation. The creation of such online collecting medium has helped CRY in lowering down its collection cost. Moreover the website application of CRY UK also has a safer payment up-grader pack through which the donors can safely render financial donations and thereby get an immediate receipt of the same. Again the donation application part in CRY UK’s website also has a linkage to the electronic mail alert service wherein the donor can get an electronic mail that would certify the credit card number through which the donor had made the payment. The website of CRY UK goes on also revising its privacy policies to help in sustaining the confidentiality of the donors. Furthermore the donation application part of CRY UK’s website is also linked to donation management software that in turn manages the large amount of donations obtained from different parties and helps in streamlining such for children development. Moreover people endeavouring to donate based on CRY UK’s website can largely rely on the website for it helps in effectively linking CRY UK’s website to CRY India and thereby providing the most authentic information as to the children right issues. GAP Analysis of CRY’s Website Application One of the most significant Gaps identified in CRY UK’s website is that it tends to largely depend on host of agents in developing countries like India for helping to render financial and infrastructural support to the poor and deprived children therein. The organisation works with various other organisations at the grass root level to help generate financial and infrastructural donations. However the main Gap identified in this connection is that the organisation shares little or no amount of direct connection with the poor children dwelling in the different communities but rather depends on the agencies’ actions. The second Gap identified for CRY’s website application is that it fails to help the donor in maintaining and monitoring his or her own personal account. The charitable organisation only publishes the information of the total amount of donations gained through the audited financial reports published online (CRY, 2009). However in that the concern fails to rightly signify the amount of different allocation made by the different people from time to time. This in turn reduces the loyalty factor of the donors as it fails to enhance the personalised interface with the different donors. Strategic Recommendations In the light of the identified Gaps strategic recommendations can be effectively put that would help in enhancing the feasibility and effectiveness of CRY UK’s website. Firstly the CRY UK’s website can take the help of video conferencing as an add-on facility to help monitor the activities of the different nodal agents more effectively and also communicate with the different children and their parents dwelling in remote corners. Video conferencing facility would help in enhancing the communication aspect between the CRY UK organisation and the other stakeholder parties. In the second case CRY UK can also work in creating personalised accounts for the different donors through which the different donors can monitor their donor accounts and not only depend on the audited financial reports for gaining consolidated information. These two recommendations can be increasingly placed in regards to CRY UK in helping to develop its website more effectively in gaining a large number of donors and also in rightly communicating with the poor children and their parents in an effective manner. Competitor’s Reactions Identifying one of the like competitors of CRY UK is Sightsavers that also works through the use of agents to render infrastructural, knowledge and other types of financial and community support to the poor people round the world suffering from blindness. However unlike CRY UK, Sightsavers takes the help of different audio-visuals recordings and programs to help stimulate the different donors to understand the efficacy of the donations made in developing the quality of life of the poor and deprived individuals. Further the website of Sightsavers also takes the help of electronic newsletter that helps in generation of effective feedback and suggestions from different stakeholders and also from the society at large that would help in further developing and enhancing their service (Sightsavers, n.d.). Assumptions about the Future Market for CRY UK The future market for CRY UK would not only tend to focus on the poor and deprived children of an underdeveloped country like India but also extending its supports to other underdeveloped nations of the world like Africa and Latin America. Moreover the market for CRY UK can also go for helping the children of the people working in the red light areas. Such work of the organisation would thereby help in enhancing both its social and international image on an expanded scale. References Child Rights and You. (No date). Ensuring Lasting Change for Children. [Online]. Available At: http://www.cry.org/index.html. [Accessed on 29th February, 2012]. Sightsavers. (No date). How do we help. [Online]. Available At: http://www.sightsavers.org/our_work/how_we_help/default.html. [Accessed on 29th February, 2012]. CRY. (2009). CRY, Child Rights and You UK Limited. [Pdf]. Available At: http://uk.cry.org/resources/pdf/Annual_Report_UK_Web_final_Jul09.pdf. [Accessed on 29th February, 2012]. CRY. (No date). CRY UK Campaigns. [Online]. Available At: http://uk.cry.org/ourprojects/cryukcampaigns.html. [Accessed on 29th February, 2012]. CRY. (No date). FAQs. [Online]. Available At: http://uk.cry.org/knowus/faqs.html. [Accessed on 29th February, 2012]. Read More