Executive Summary
This is an inclusive marketing plan with a primary objective to raise awareness and raise funds and thereby helping OXFAM achieve its core objectives in the market. OXFAM is an organization that works in different countries to eradicate poverty and various social injustices. The market name is OXFAM organization which is based in the United States of America. The target group for this organization is the Middle East where the team tends to raise primarily awareness and raise funds. The organization is a non-governmental organization that primarily aims at improving the living standards of the less fortunate in the society. This marketing plan carries out the audit of the market and analyses the competitors of OXFAM organization with the aim to help OXFAM deliver quality services to its clients (Lovelock, et al 2014). The marketing plan also analyses the marketing strategies available and decides on the best-suited strategy for OXFAM organization. The budget of the OXFAM organization is also disclosed by this marketing plan and is scrutinized well. This is illustrated in the conclusion and recommendation part of this scheme and involves 20.5% of the total budget to ensure implementation of raising awareness and creating funds.
Introduction
Marketing is the process of identifying, producing, making goods and services available to consumer and satisfying the customer needs in the market. A marketing plan is a written document of policies that shows how the given company conduct its advertising and commercialization activities in the market. This marketing plan evaluates the environmental set up of OXFAM organization by conducting an extensive environmental audit of the agency. This examination is conducted by analyzing different factors affecting the structure such as poverty level in the target market, injustices in the environment and climatic conditions impacting negatively on the lives of the target audience. Retail services, the promotion services carried out by OXFAM and the banking issues affecting the organization are also analyzed in the environment. Different theoretical policies have been employed by the marketing plan to ensure this (Lovelock, et al 2014). The marketing plan uses theoretical methodologies such as PESTEL and Porter's five forces. The plan has also scrutinized elements of the organization such as the life cycle of the product, the product offering, the marketing strategy, target market, positioning and the marketing mix. Handoff matrix is also used together with these factors to ensure the implementation process and control of the whole process by the organization. The marketing plan also uses these phenomenon's to help the team improve awareness, raise funds and eradicate poverty among the target communities.
Environmental Analysis
External Analysis
External analysis in the marketing plan contributes to carry out the environmental evaluation and audit of the organization. The marketing plan of the OXFAM organization is primarily set to increase the level of awareness of the consumers of the services from the institution across the world. It is mainly directed to raise additional funds for the organization. The marketing plan of the OXFAM organization involves different processes. PESTEL for macro and Michael Porter five forces for micro.
PESTEL
PESTEL analyses the market based on six fundamental characteristics including political, economic, social, technological and environmental. These factors are very significant because of their impact on the activities done by OXFAM organization. They influence the objective of OXFAM organization which is to raise awareness and raise funds. PESTEL analysis for OXFAM organization is as follows:
Political and governmental factors
OXFAM is a non-governmental organization and, therefore, the government closely monitors its operations. Different rules have been put by the government to regulate the functioning of ngos (Lovelock, et al 2014). These regulations such as tax and tariffs affect the operations of OXFAM lowering the profit and supply outlets of the group. Political pressure in the target market can delay the process of entering the area by the organization. Political pressure can also result in different conditions put for the organization in order to operate in the country. Marketing plan stipulates ways of improving on these political factors.
Economic factors
The increase in the tax rate increases the budget value for the OXFAM organization. OXFAM have to increase the agencies spending and the salaries of the employees. The demand for the products is negatively affected by the increase in taxes. OXFAM is primary to eradicate poverty and social injustices. Increased inflation rate and currency value of the particular country changes the financial transactions by OXFAM. Economic depreciation in the target country raises the poverty level. Different donors find it hard to transact cash to some of these countries making it difficult for OXFAM to raise awareness and funds. The plan postulates how these economic factors are handled.
Social
Education, poverty, customer taste and preference and the overall income level affect the purchase ability of the different consumers in the market. Increasing awareness and raising funds will significantly change as a result of these factors (Turnbull, et al 2013). High education standards for example results to better jobs and thus, enhance the ability of the consumers to purchase the products. This reduces the poverty rate in the target country. Low education standards and valuation of cultural values make it difficult for some communities to accept services offered by OXFAM. The plan, therefore, stipulates how to deal with this factors.
Technological factors
Changes in the technology level affect how these products from OXFAM can be accessed. Technological changes positively affect promotion and advertisements. This helps to increase the awareness and raise funds for OXFAM organization. High level of technology makes it easy for OXFAM to reach to a wider group of individuals in the target country.
SWOT Analysis
SWOT analysis is the economic analysis of the strengths, weaknesses, opportunities and threats that OXFAM organization faces in its operation as an NGO. The marketing plans analyses the SWOT analysis of the organization to ensure the flexibility of the team in the market and to make sure that the group is active in the market (Turnbull, et al 2013). SWOT analysis of the organization helps to understand the treats and opportunities in different countries that OXFAM operates in.
Strengths of OXFAM organization
OXFAM will access the target country easily because it a brand already known to many individuals. OXFAM has a successful history of operation in different countries making it easy for the organization to enter the target market. The primary purpose of OXFAM is to raise awareness and raise funds. OXFAM has a strong capital base. Different donations are available for use by the organization. This helps the organization achieve its objectives. The organization has an advantage of being known across the world by different other agencies and countries. This makes it easy for OXFAM to enter any market. OXFAM has qualified staff making it very efficient.
Weaknesses of OXFAM organization
OXFAM receives stiff competition from competitors across the world. OXFAM has not invested heavily on mechanisms of handling the competitors in the market. The workforce at OXFAM is not enough as compared to the demand for the services of the organization across the world. This makes OXFAM not utilize effectively all available resources and opportunities across the world.
Opportunities.
OXFAM organization is one of the most common agencies in the world in promoting awareness and raising funds. This makes it very easy for the group to access the market in the Middle East, which is primarily the target audience. OXFAM has received several acknowledgements and awards from across the world and hence are always considered to help eradicate poverty in different countries(Turnbull, et al 2013). The history of success of OXFAM is an opportunity at various donors. This gives OXFAM opportunities to quickly raise awareness and funds.
Threats
Different organizations have come in the market. These agencies also work to increase awareness and raise funds. These groups have inflicted direct competition to the OXFAM organization becoming the principal threat to its development. Insecurity in the target market has increased significantly in the recent years. This makes it difficult for OXFAM to freely conduct its activities. This has been a constant threat to the operations of the organization.
Competition analysis
Michael porter five forces
This is one of the most commonly used tools in analyzing the competition level in the market. It involves analysis of five important factors in the competitive environment of any commodity. The methodology addresses five key critical factors. These factors include entry barriers, threats of substitutes, bargaining power of suppliers, buyers bargaining authority and rivalry from more stable and developed organization offering the same services. OXFAM organization has the key objective of raising awareness and raising funds to eradicate poverty and social injustices in the target country.
Threats of new entrants
OXFAM being an international organization moves to different countries across the world and has various factors affecting concerning their entry into the target market. Various agencies in the target market which is the Middle East in are already existing and providing same services (Turnbull,et al 2013).OXFAM organization, therefore, has to invest a lot and use a lot of finance in financing the whole project. These groups enjoy a comparative advantage as compared to the OXFAM organization as OXFAM organization has to deal with various tariffs and quotas in order to enter the market in the target country.
Threats of substitute product
There are different groups giving various other admirable services to the market as compared to OXFAM. Some organizations even provide education services and scholarships to various clients in the market. Some provide very lucrative jobs to these customers in the market. The various services offered by these other organizations provide an alternative services to the customers giving them different options to choose from. They provide substitute options that make it very difficult for OXFAM to access the market.
Bargaining power of buyers
Most of the consumers of OXFAM organization are well conversant with the services offered by this organization. This makes them have in depth knowledge of the services provided by OXFAM and thus has the opportunity to bargain for the services given by this group. This makes it difficult for OXFAM to make profit and meet its core objectives of raising funds and awareness.
Bargaining power of suppliers
Donors and government are the key providers of OXFAM organization. This supplier are very significant in the decision-making the process of the organization. These two bodies have the ability to bargain with the organization intensely. Changing of the supply line is tough. This makes it difficult for OXFAM to amending the suppliers of its products.
Intensity of rivalry
OXFAM faces intense competition from different organizations in the United States of America economy and the target market. This is as a result of the market share controlled by these organizations in the market. This makes the competition level to be very intense.
Product offering
OXFAM will brand the organization in a way that suits the demands, tastes and preferences of the consumers in the market. This will ensure the consumers get services that are durable, fashionable and that satisfy customer requirements and that meet the ethical requirements. Consumers will augment product, actual product or service and core benefit as shown in the chart below:
Product life cycle
The product cycle of any given commodity always takes various stages before reaching its maturity level (Westwood, J., 2013). These steps include product development, product introduction, product growth, product maturity and product decline. The picture below shows the whole process of the product cycle.
This shows that the products of the OXFAM organization are at the introduction stage but the organization can increase sales by focusing on the brand name of the organization. This is because the organization has entered a new environment which is the Middle East.
Marketing strategy
This indicates the direction OXFAM follows to get the product and services to the final consumer. Different rules and regulations have been set that is supported by the organization to achieve this (Westwood, J., 2013). This strategy used must focus on the brand of the organization in the market.
Mission
The mission of OXFAM is to increase awareness and raise fund to protect humanity and improve the living standards of the less fortunate in the society.
Marketing objectives
The major objective is to increase the level of awareness among the different stakeholders of the market. In addition, it helps to raise additional funds and to support various activities and to eradicate poverty and reduce the level of social injustice in the target market.
Target Market
The target audience for OXFAM organization, in this case, is the less fortunate and needy individuals in the Middle East. This will give OXFAM an opportunity to increase awareness and raise funds to help improve the living standards of this group.
Segmentation
The market plan of OXFAM organization has divided the organization into different segments and portions. This enables the organization to work its objectives with a lot of ease. This has improved the management level in the organization and also promoted specialization within the organization.
Ansoff matrix
OXFAM organization is a well-known structure in the market. Its products for raising awareness and raising funds are new to the entire market. It is, therefore, classified under product development quadrant. Because of the ethical values of the product from the organization, the product quickly enters the market. These would, therefore, increase the advertisement and promotion activities and enable the products to reach the maturity level in the market.
Strategy
OXFAM uses the strategy of the marketing mix to ensure all the core objectives of the firm are achieved by the organization. Marketing mix provides the marketing plan of the organization is very involving and incorporate the seven important aspects. These elements include price, product, promotion, place, processes, programs and performance. These seven elements of the marketing plan of the OXFAM organization indicate how the team carry out all the activities required to achieve the core objectives. Strategies used by the team in the marketing plan of the organization ensures there are transparency and equity in the identification of the regions and individuals in need of the organizations help. A marketing plan provides the strategies used to apply the policies of cost benefit in identifying the best parts to work in and the individuals to help.
Marketing mix
The marketing mix is a technique used in business by the marketers to ensure successful marketing process. The marketing mix is made successful by the use of different policies involving the utilization of the seven Ps (Westwood, J., 2013). The seven Ps include product, pricing, place, promotion, people and process and physical evidence.
product
The product of OXFAM organization is produced by the organization to improve living standards of particular individuals. The goods are distributed equitably and justly depending on the need in the target location.
pricing
Pricing policy for OXFAM is to make maximum profit and the use of discriminatory pricing policy in the market. The pricing strategy of the organization is to promote the fair distribution of resources among the clients of the organization.
place
This organization is based in the American economy but will be operating in the Middle East economy. The products and services of this organization will be tested in the United States of America and then used in the Middle East market.
promotion
OXFAM is a known organization across the world but must carry out different promotional activities to help raise awareness and raise funds (Westwood, J., 2013). Different promotion and advertising strategies are used by the organization. Offline marketing, communication channels and social media are used to promote awareness.
people and process
OXFAM is a known organization but entering the Middle East, which is a new market requires the formation of new offices in these place of operation. New departments and employees must be looked for and the organization must develop the relationship with other firms in this location.
physical evidence
OXFAM will use forms such as billboards, magazines, journals and live commercial broadcasting to reach out to a different group of people in the market. This helps promote awareness and raise enough additional funds.
Marketing mix for OXFAM can be illustrated graphically as follows: BUDGET
The budget for OXFAM organization includes funds for activities such as remuneration of the employees, advertising and promotion, travelling activities, poverty eradication and education facilities. These funds are drawn from the organizations profits and donations from other bodies across the world. Donations amount to $5000, 000,000 and own contributions and profits amount to $6,000,000,000. The total budget for the organization is, therefore, $11,000,000,000. OXFAM organization intends to start making profits in this new market after the end of the first financial year when the organization will have captured a larger market and volume of sales upsurge.
Implementation and control
OXFAM will ensure the application of these activities by employing qualified staff who can monitor and use the stated strategies effectively in the market. Control measures will be constructed in the market by an organization. This will be done by ensuring a quality project appraisal by the experts from the organization. Different policies and rules will also be put in place to ensure the procedures are in the direction of the core objective to increase awareness and raise additional funds.
Story board for a proposed promotion
This is stipulated in the marketing plan and indicates the appropriate promotion technique that will aid the firm to raise awareness and raise additional funds. Promotional mix is part of this board and shows how the decision was made for the application of the policies. It highlights the necessary approaches used by the marketing team in achieving the set goals and objectives of the organization. The promotion mix used by OXFAM is a strategy that includes adequate advertising, public relations, sales promotion, direct marketing and personal selling. These are used in the marketing plan by OXFAM to ensure the capture of a larger geographical location in the target market and to raise awareness and raise more funds. The promotional mix would assist the organization to create awareness thus fostering for the dominance of the market share. The target audience for OXFAM is the marginalized and poor communities in the Middle East. The organization uses the market research to identify the relevant and potential target market. OXFAM being an international non-governmental organization its main objective is to raise awareness and more additional funds. This enables the organization to eradicate poverty and reduce social injustices in the target market. This enables the organization to eradicate poverty and reduce social injustices in the target market.
Creating the story board
Reference
Lovelock, C., Patterson, P.G. and Wirtz, J., 2014. Services marketing. Pearson Australia.
Turnbull, P.W. and Valla, J.P. eds., 2013. Strategies for international industrial marketing. Routledge.
Westwood, J., 2013. How to write a marketing plan. Kogan Page Publishers.
