The Mission Statement of the National Trust Charity - Assignment Example

? Introduction to Marketing (Report on The National Trust charity) Table of Contents 3 Executive Summary 3 Give the of the organisation, state where it is based and an outline of the focus of its activities. Highlight if it has a mission statement. Also, give a brief history of the organisation and a brief overview of the staff that it has. (Full time and volunteers?) 4 1.0 Introduction 4 2.0 Define (with reference to a recent marketing text book) what is meant by the term marketing mix. Give an outline of the marketing mix of your organisation paying attention to the differences that will apply to a charitable organisation 6 2.1.1 The Product/ Cause of the Charity 6 2.1.2. The Targeted Audience 7 2.1.3.0 Promotion Activities 7 2.1.3.1. Personal Selling 8 2.1.3.2 Sales Promotion 8 2.1.3.3. Public Relations (PR). 9 2.1.3.4. Direct Mail 9 2.1.3.5. Trade Fairs and Exhibitions 9 2.1.3.6. Advertising 9 2.1.3.7. Sponsorship 10 3.0. Environmental Factors 10 3. 1) Outline what the environmental factors are and explain why marketers in all organisations should monitor these external factors. 10 3.2) Which of these environmental factors might influence your chosen organisation’s (the charity) marketing mix, and in which ways? 11 Competitors 11 Economy 11 Government 11 4.0. Marketing Plan 12 4. 1. Using a current marketing text book, outline (you may use a diagram) what a marketing plan is comprised of, and why it is useful for all companies to use marketing plans. 12 4.0. Conclusion 13 5.0. Bibliography 14 Introduction to Marketing (Report on The National Trust charity) Executive Summary The National Trust Charity is an organization that incorporates both paid staff and volunteers. However, since it is an organization it joins other ordinary organizations in their quest for success. This report is written with regards to different aspects of the report on the National Trust Charity. Throughout the report there will be the first part, the introduction that will provide a brief overview of the organization giving the name of the organization, stating where it is located and operate from and an outline of the focus of its activities. The introduction also highlights in case it has a mission statement. There is also a provision of a brief history of the National Trust Charity and a brief general idea of the staff that it has. In this regard the introduction will provide both the full time and the volunteers working in this organization. The second part of the report will entail an analysis of the marketing mix. There is a comprehensive outline of the marketing mix of the National Trust Charity that also considers the differences that will apply in an ideal organization. Here, the report will consider the purpose of the charity, target audiences, promotion activities and place. The third part of the report entails the evaluation of the organizational environmental factors with an explanation on the reason as to why marketers in all organizations should monitor the external environmental factors and to determine which of the environmental factors have the capacity to affect the charity marketing mix and the manner of their influence. The last bit of the report will incorporate the elements of a market plan and their importance in any organization before a comprehensive conclusion. 1. Give the name of the organisation, state where it is based and an outline of the focus of its activities. Highlight if it has a mission statement. Also, give a brief history of the organisation and a brief overview of the staff that it has. (Full time and volunteers?) 1.0 Introduction The National Trust Charity is an organization that focuses on conservation. The organization is based in England and due to its massive impact, it operate in Northern Ireland and also whales. Since the organization’s intention is to enhance conservation, the organization has geared all its efforts towards the conservation activities. It goes without say that the contemporary issues in conservation are becoming complex and this means that any organization that endeavors at embracing conservation processes must attain the threshold paraphernalia for combating all their challenges effectively. The organization’s operation point, England goes by its initiation and interests. The organization was started in 1895 in England and attained its statutory authorities beginning with the National Trust Act of 1907. As per the time of its initiation, the organization manifested a sole interest on the English country houses however, the nature has demanded a diversified view on nature. Even though the English country houses possess the largest share of the National Trust concerns and protect other resources including historic topographies especially the Lake District, the historic modern centers as well as the natural preserves. The organization intends to maintain its precision in operations through selective involvements into conservation activities. The conservation activities concerns preservations, restorations and rehabilitations to a desired state. This implies that it depends on procedures that have to be followed and which also target particular outcomes. Its main intention is to preserve and protect historic riches and the natural diversity. The trust possesses numerous properties of heritage such as historic houses as well as gardens, developed tributes as well as social historic places. In its initiation, the trust desired and attained the right of owning sanctuaries, sceneries and other natural resources of natural richness. Therefore, the trust is one of the largest owners of the land in the United Kingdom. The trust has several spots of enthusiasm and the majority are not restricted and the public can access without any charges. The national trust is the largest charity in England since it is comprehensive in vast perspectives such as assets as well as income. The organization’s vision is to safeguard the beauty of the countryside and their mission statement stipulates that it works to preserve and protect historic places and spaces – for ever, for everyone (National Charity Trust 2013). The National Trust Charity is a nongovernmental organization that was initiated for non-profit ventures and later adopted the private Act of Parliament. The governing of the trust is performed by a board of trustee consisting of twelve members. The members of the board are appointed and presided by the council composed of twenty six members who are also elected by the members of the national trust. The leadership include Simon Jenkins, Chairman and Dame Helen Ghosh as the Director-General amongst others. Funding of the National Trust occurs through various sources such as the subscriptions by the members, the straight income from property as well as legacies. There are also commercial arms that undertake profit generating activities such as the running of gift shops, these activities also yield income to the trust charity. 2.0 Define (with reference to a recent marketing text book) what is meant by the term marketing mix. Give an outline of the marketing mix of your organisation paying attention to the differences that will apply to a charitable organisation. 2.1.0. Marketing Mix According to Belohvalek, 2008, the marketing mix is a tool containing a set of procedures as well as methods is used in business enterprises or organizations to promote their brand and services. Marketing mix is normally used by professionals in organizations. Marketing mix mainly focuses on relaying of information to different destinations in the market but principally from the business to the targeted customers. The National Trust Charity conveys its communication targeting the public and donors. The essentials of the promotions mix are incorporated to form a coherent campaign. Like other forms of communication, the information from the marketer will, follow the normal process of communication ending up in feedback. A feedback may be transmitted to the company after the customers’ response by buying the commodity. The information released through promotion can be decoded by devices such as radios. The customers may receive the information and respond by purchasing the product and test effectiveness of the commodity before communicating a feedback in form of comment (Belohvalek, 2008). The function of promotion in the marketing mix is essential in the determination of the prosperity or the fall of products coming on to the market (Cohen, 2005). The elements of promotion mix are essential in every business advertisement. The elements have got distinctive features and functions that define their significance in the business. In this case, the trust targets the conservation of the acquired resources. 2.1.1 The Product/ Cause of the Charity The charity has a set number of objectives that are balanced to attain success. In this case the success is determined by formulated group of performance key indicators. The first cause is the engagement of the supporters. Enhancing conservation and environmental performance constitute the second cause. In this situation, the charity has to focus on its strategies and ensure that it embraces the best conservation techniques to enhance the best quality of the environment. Remember, the prosperity of the organization solely relies on the status of the environment. The charity targets the investment on the public, people. Investing on the public in this scenario implies that the organization intends to maintain the best quality for the public consumption. Finally, the National Trust Charity targets the financing of its future. For the organization to attain financial success, it has to work on ways of obtaining finances in order to fund its present activities as well as those in the future. Therefore, the organization has to set and implement best policies in order to be successful in the market and to retain its best position. 2.1.2. The Targeted Audience Besides targeting the public, the national trust is specific in centering its endeavours to visitors and donors. The organization depends greatly on the funds from the donors besides the subscribers and its profit generation activities. The visitors also contribute greatly in the generation of income to the organization during their visit. 2.1.3.0 Promotion Activities The promotional mix refers to a broad communication programme and contains; advertising, public relations, personal selling and sales promotion. The essentials of the promotions mix are incorporated to form a coherent campaign. Like other forms of communication, the information from the marketer will, flows the normal process of communication ending up in feedback. A feedback may be transmitted to the company after the customers’ response by buying the commodity. The information released through promotion can be decoded by devices such as radios. The customers may receive the information and respond by purchasing the product. The customers may test effectiveness of the commodity before communicating a feedback in form of comment (McDaniel, 2006). 2.1.3.1. Personal Selling The National Trust through its arms of profits would sell its gifts through the enterprises for financial gains. Personal selling is the most efficient mode of controlling customer relationships. The promoters of business sales represent the business in the market. The sales personnel are equipped with the marketing techniques however they should only be employed when the business is certain of the benefits. 2.1.3.2 Sales Promotion The National Trust Charity as an organization obtains its promotion on sales through the outlets and enterprises throughout the United Kingdom and America. As a promotional mix, sales promotion many components and should be implemented with great care to ensure that there are no losses incurred. The promotion entails the psychological techniques like, Buy One Get One Fee and couponing. Every sales promotion should be vetted closely in comparison to the immediate next alternative. 2.1.3.3. Public Relations (PR). Public Relations refer to the intentional, designed and continued effort to set up and preserve shared understanding between an institution and its publics. Flourishing approaches tend takes much time but is sensitive to all the eventualities. In occurrences of accidents in planes the public relation machines that was initially set starts and display all the scenes that preceded the accident (Trehan & Ranju 2009). 2.1.3.4. Direct Mail This is a promotional technique that targets the customers that are based on the website databases. The Charity has a website through which it airs its intentions together with all activities it involves in. It ensures that only the required message reaches the customer and in the right form. The customer priorities are considered into ensuring that they don’t obtain the information beyond their capacities (Trehan, 2009)). 2.1.3.5. Trade Fairs and Exhibitions Trade fairs and exhibitions enable the organization, National Trust Charity to meet new customer contacts and renew the previous customers. The promotions generate awareness among the customers about a given good. The companies manage to sell and interact directly with the consumers hence getting their views for consideration during such events. 2.1.3.6. Advertising The National Trust Charity intends to reach many people throughout the world. This can only happen effectively through advertisements (Trehan & Ranju 2009). Advertisement is a form of communication that is meant for generation of awareness among the customers and rapport development. In this case the organization communicates its capabilities as well as the merits it incorporates over other organizations in order to attract the audience. Advertisements are also created for the competition purposes where they embrace one product and tarnish the features of other goods used for the same purpose. The main reason that leads to a brand loyalty among the customers is advertisement (Lamb, 2007). 2.1.3.7. Sponsorship In sponsorships the companies pay to get associated with events to boost its image. Organizations will cater for events such as sports to build confidence among the consumers and the products they produce. The customers may perceive the dedication and the quality of the company’s products (Mullin, 2005). 3.0. Environmental Factors 3. 1) Outline what the environmental factors are and explain why marketers in all organisations should monitor these external factors. The environmental factors incorporate the internal or the external factors that influence the progress of the organization. The internal environmental factors incorporate the factors influencing the operations and the performance of the organization from within. the organization and its management have a full capacity of regulating the internal environmental factors in an organization. The internal environmental factors include objectives, financial aspects, value systems as well as missions. The external environmental factors entail the forces that affect the organization from outside and for which the organization have limited capability of controlling. The external environmental factors include government, marketing intermediaries, competitors as well as suppliers. 3.2) Which of these environmental factors might influence your chosen organisation’s (the charity) marketing mix, and in which ways? i) Competitors The competitors have a vast influence on the choice of the organization and for which in this case is the charity. The competitors determine the strategies to be used, level of technology as well as the market mix in the organization. The strategies might entail the extent and quality of the promotions. The competition influences the manner in which an organization addresses its market. The marketing plan determines the success as well as the failure of the competitors of an organization in the market (Westwood 2012). ii) Economy The organization should be effective in finding the ways of reacting to the changes in the economy instead of seeking the ways of manipulating the changes. The economic aspects are critical since they influence the marketing and the amount of money the organization can obtain from the sales in the market. The charity is subject to economic forces. The economic aspect influences the market mix through determining the cost of promotion. iii) Government The government can influence the National Trust Charity through the regulations they set on the quality of products and the services delivered to the public. The government also determines the extent to which the organization can spread its services throughout and the cost. 4.0. Marketing Plan 4. 1. Using a current marketing text book, outline (you may use a diagram) what a marketing plan is comprised of, and why it is useful for all companies to use marketing plans. The market plan elucidates the significant marketing components of an organization and determines directions, targets and procedures for the organization and the staff. The plan differentiates perspectives enlisted in the organization’s business plan. The business plan elaborates on how the organization will use the available recourses to succeed. The marketing plan centers on the facets of the marketing mix. By addressing the different elements of the marketing mix, the marketing plan is critical in prompting the analysis of the business. Marketing plan avails a comprehensive orientation to the employees and servs as the first motivation factor (Westwood 2012). Product: the marketing plan helps in realizing the strongest point of either the product or the service. It determines the person who will buy the product and with the reason behind the choice. Through the marketing plan there can also be the understanding of the advantages of a product over its competitors. Price: the marketing plan helps in understanding the best pricing strategy, whether the pricing embraces the economies of scale to maintain low prices, or whether the product will be sold to a niche at a higher cost. Promotion: the marketing plan determines the advertising strategy, the packaging of the product as well as its position in the market. Place: the marketing plan determines the manner of distribution of the products, services and the quantity sold or consumed per individuals or businesses. The marketing plan also incorporates the SWOT analysis of the business that determines strengths, weaknesses, opportunities and the associated threats. This evaluation ascertains the organizational competitors and the opportunities that can be pursued to ensures that the organization fits well in the market. The analysis should also focus on the internal and the external environmental factors affecting the organization (Westwood 2012). The marketing plan also considers the geographical aspects of the products and services in which the National Trust Charity deals. This is essential in determining the market systems and the reactions of the competitors. Hence, appropriate actions can be implemented to ensure organizational success. 4.0. Conclusion According to this report, it is evident that the National Trust Charity is concerned with embracing its mission statement of looking after places forever for everyone (National Trust Charity 2013). The organization just like other organizations endeavors to attain the best of results within its targeted market. The organization employs numerous management strategies to combat any looming competition and obstacles. The promotional activities are also employed by the organization to ensure complete maintenance of its image in the market. Therefore, the National Trust Charity as an organization is likely to maintain its best position in the market through the continual use of its good market planning (Westwood 2012). 5.0. Bibliography Belohlavek P (2008) .Unicist Marketing Mix. New York: Blue Eagle Group, 2008 Cohen W (2005). Model business plans for product. New York: John Wiley and Sons Lamb C, Hair J , & McDaniel C (2007). Marketing. New York: Cengage Learning McDaniel C & . Gates R ( 2006). Marketing research essentials. Westport: Routledge Mullin R & Cummins J (2008). Sales Promotion: How to Create, Implement & Integrate Campaigns That Really Work. California: Kogan National Trust Charity (2013). National Trust Annual report 2012/2013. An illustrated version of the Annual Report is available at www.nationaltrustannualreport.org.uk Trehan M & Ranju T (2009). Advertising and Sales Management. Florida: FK Publications Westwood J (2012). The Marketing Plan: A Step-by-Step Guide. New York: McGraw Hill Read More