Part 1: External Analysis (30 marks)
Introduction of your organisation (who they are, who they serve, who else is in their space). Show that you have done your research. This should include:
- Background of org (5 points)
- Marketing Mix (5 points) (4ps or 7ps)
- Segmentation and Target market (10 points)
- Positioning/differentiation (5 points)
- Current Social media positioning (how do they contact the people they serve? Is it effective?) (5 points)
Part 2 : SWOT analysis based on your chosen charitable organisation (10 marks)
You suppose to conduct a thorough SWOT analysis based on your chosen organisation.
SW: Microforces e.g. staff, management/leadership, any intermediaries included in your business conduct such as suppliers or wholesalers, customers
OT: a PESTLE-led analysis should be conducted
Tips: you are allowed to use dot points, however, please keep in mind, when you use dot points, each of the point should be written in a clear and professional sentence(s) rather than few words
Part 3 : Marketing Strategies (40 marks)
Goals (10 MARKS) – Your goals should be derived from your previous analysis regarding the market, the target audiences and in lieu with the initial business vision your chosen charitable organisation has already initiated and implemented. Your Goals should be SMART based.
Objectives (30 MARKS) ( as many as needed)( these are the actual things you want to achieve and must be able to execute through strategies based on the marketing mix
Objective 1 :…………
In order to achieve objective 1, the following marketing mix based strategies are introduced:
Tips: CHOOSE CRITICALLY!! Do no need to cover all the marketing mix for each of your objective, only the highly relevant ones
WHATEVER YOU DO, THESE STRATEGEIS MUST SERVE YOUR TARGET AUDIENCES!!!!!!!!!!!!!!!!!!!
Part 4: Budget/Conclusion (10 marks)
Budget (5 marks):
Clearly state your pricing strategy :
- Customer value- based
Then, state based on your strategies you stated, how much money you would roughly require to execute such a plan and please be REALISTIC!!! For instance, if you decide to hire Tom Cruiz to advertise your product, then having 20k per year for advertisement WILL NOT MAKE THE CUT!!!! Even it is for charitable purposes!!!!
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