Table of Contents
Oxfam is a multinational confederation that consists 17 firms that work in about 94 Nations globally to find poverty solutions and what considered as injustice worldwide (Oxfam Trailwalker, 2016). Every Oxfam’s actions target helping individuals to exercise their rights along with managing their lives. The firm works directly with societies and aim at influencing the powerful and ensuring that poor individuals can enhance their live hoods and lives and contribute towards decisions that can impact their lives. Therefore, every firm works jointly internationally towards achieving a greater influence through jointed efforts.
This marketing plan purpose is to understand Oxfam charitable international organization marketing activities and suggest new marketing programs and changes that are appropriate for Oxfam. The paper will analyze the organization’s situation, and develop plan objectives along with the market mix that will help reach the objectives.
Oxfam runs its many activities such as entertainment event, fundraising campaign, to get income from donors and running many shops that sell donated items from companies’ products or donors. They use every money to support the needy and poor victims and people of injustice to make the individuals eliminate their difficulties and improve their life. The organization believes in poverty existence; thus, the main challenge overcoming poverty. As a result, Oxfam focuses on essential services and economic justice (OXFAM International, 2016).
The organization target market gives focus to people who want assistance from different global parts that primarily rely on the charitable organizations sector. The organization target focuses on poverty, education family, and health (Oxfam International, 2015). The organization’s demand gets influenced by various determinants like world’s economic conditions and various political events and happenings in the world like disease outbreak and terrorism. Moreover, it is also important to emphasize on the diverse marketing solutions being utilized by Oxfam in promoting their advocacies across the world.
In the 21st century, both not-for-profit and profit organization face diverse challenges. The rapid economy environment changes in international and national sphere need these firms to re-develop and implement new objectives, strategies to meet the new challenges. The objectives and strategies are useful for the company to enjoy a competitive advantage. As a non-profit organization, Oxfam faces various challenges and changes in regards to climate changes along with its consequences, prices crises and famines, energy limitation, global financial crises, weapons proliferation, natural resources shortages, and urbanization (Neuman, 2014).
To adapt these challenges and changes, Oxfam needs to determine the environment and market factors along with forces that can impact its future direction, objectives, and strategies. The forces are classified into the macro and micro environment. Therefore, these two environments can be effectively get analyzed through SWOT and PESTLE analysis as Kvint (2009) argues.
There are various political factors that influence OXFAM in diverse ways. Firstly, Oxfam tends to follow the Disability Discrimination Act 1995 as they have disabled individuals who work for the firm. The organization does not care who works for the firm as it is a charity. Secondly, the firm should also abide the Sex Discrimination Act as the firm is based on charity and they have to accept every individual who wants to be a volunteer. The law also requires the firm to donate money to any individual who needs both female and male. Lastly, the National Minimum Wage Law does not obligate the workers who are volunteers to get paid. It is advantageous to Oxfam as it requires saving for the individuals who need help (Sanderson, 2015).
The main factors that affect Oxfam economically are the pay levels, energy prices and labor, demand, and supply. Pay levels influence Oxfam in both bad and good ways. It is because many Oxfam workers are volunteers and the main staff as the manager gets paid for the task they do. Therefore, Oxfam needs to put the wages as low as possible so as to save as much as possible for the people who are in poverty and suffering. Energy prices impact Oxfam in a bad manner as the firm has to pay for electricity and energy that they use; hence, this means that this reduces their donation money (Jennifer, Isely & Fidel, 2009). Lastly, demand, supply, and labor have a positive impact on the organization as it does not have to pay for demand, labor, and supply for their products they get from the shops.
There are no social factors that affect Oxfam as the organization gets based on charity, and there is no requirement for things like hosting major celebrities and sporting event. It is because there is no need for advertising the firm in such a big manner. It is enough that the organization gets advertised on TVs and little adverts. The one thing that may influence Oxfam is aging population. According to Mcleish (2010), aging populations’ affects charity organization positively as older individuals seem to be kinder in money donation programs to charities like Oxfam.
Technological factors influence Oxfam through the internet, TV and Radio. The Internet is a great Oxfam influence. The organization uses the internet to its charity programs. The organization uses the internet to make it possible for volunteers to donate their charity via the firm’s website, <www.OXFAM.com>. The firm also sells its products online where individuals can buy the products, and the money got from the sales is used for Oxfam charity. Below is a print screen that shows the Oxfam’s website that donors donate money and buy products to contribute on the donations. On the other hand, TV helps the organization positively on advertising the firm and increasing its donations so as the Radio.
Figure 1. Oxfam’s website print screen
SWOT analysis is significant in identifying the organization’s weakness, strengths, potential threats, and opportunities.
Figure 2: Oxfam SWOT analysis
– Global supporters and affiliates network.
– Clearly defined values and goals.
– Long successful programs history.
– Employee and volunteer safety concerns.
– Lack of consistency and accountability throughout affiliates and Oxfam.
– Other organizations competition.
– No crisis plans.
– Commit to employee and volunteer safety.
– Establish consistent Oxfam and affiliates guidelines.
– Show a commitment towards Oxfam’s mission.
– Lack of support from the community.
– Operations in possible dangerous environments.
– Lack of employees and volunteers commitment.
Segmentation is the marketing strategy that comprises dividing a firm’s broad target market into businesses, countries or consumers segments with common interests, priorities, and needs (Kemp, 2008). Every Oxfam marketing strategies get organized in groups with separate KPIs and objectives. Oxfam segmentation is according to the supporters. The supporter’s types include single giver, shop gift aider, regular giver, campaigner, and shop purchase. Every supporter types get split by lapsed and active by the time elapsed since the last transaction in the type of product. The maximum supporter type number is 8, and the mean is 1.16. Additionally, macro segmentation in Oxfam is the firm’s bespoke lifestyle along with demographics, that is, adding color and depth, one segment one supporter, based on the supporter and not Oxfam products and applied to the entire supporter database.
Targeting refers to making a group or things a target to be acted upon (Cameron, 2014). When a firm understands its target market, communication becomes easier amongst the firm and the target audience. Oxfam charitable organization target market includes the individuals living in poor conditions and requires assistance from every religions, regions, area, etc. around the world. The organization’s target market also targets on individuals living injustice especially girls and women.
Positioning refers to a marketing strategy that focuses on making a brand occupies the distinct position about the competing brands and customers mind (David et al., 2012). The attributes that get ascribed by the consumers include its standing quality, the type of people using the products, the strength and weakness along with any memorable or unusual characteristics posed, the price and represented value (Nag, Hambrick & Chen, 2007). Oxfam strategic positioning is based on what the firm do, offer and what defines Oxfam. The firm main objective is to help the poor people, and that treated with injustices. The firm offers charities to the poor people and helps those who are treated injustice to fight for their rights. Therefore, Oxfam is a charitable organization.
Objective 1: To maximize international charities number through a partnership with various community organization by the end of this year.
Objective 2: To increase the overall tickets sales and organization revenue by $6million by the end of December 2016.
Currently, volunteers and donations are required by the firm a lot more. Therefore, this is the major reasons why more charitable organizations are focusing on awareness and education purposes. This marketing plan will, therefore, cater for the Oxfam growing demand in regards to having more information about global issues along with other activities and aspects related t the firm. The main approach towards meeting the objectives will involve partnership from various globe parts especially those interested and relevant with providing assistance and help to the needy.
Since Oxfam refers to a brand that represents charity services, it is important for the company to maintain and improve its value. Oxfam offers charity to the poor people and solutions to people who are treated with injustice. The firm also sells different products that also contribute to the donations. Oxfam charity services are acceptable in the society, and many individuals and organizations volunteer to improve the lives of the less fortunate. Oxfam reaches to both medium and high-class victims; thus, there is a good connection amongst the firm and the people.
As a charitable organization, the services and products are free to the target market. It is a fair strategy for the victims; however, it does not deal with quality-driven customers and does not compete with neither high nor low price base in their products of donation. Therefore, Oxfam can use value pricing strategy that comprises setting prices on the products according to the customer perception of the product value. It is an essential strategy since it is not prone to overcharging (Chew, 2009).
Oxfam is among the leading charitable organization advertisers in the charity NGO’s industry. It promotes its activities and products using newspapers, television and magazines. The organization has a great audience in the social platforms (See Appendix 1), but there is less marketing campaign on their social media platforms. Therefore, Oxfam should enhance its marketing campaign in the social media, and Oxfam should post their products pictures on the social media network such as in Facebook as directed by Kaufmann (2012).
Oxfam recognizes the importance of the correct people in the right place to offer their support. In regards, Oxfam is increasingly using technology to communicate with both the volunteer and the victims; thus, improve their satisfaction. Hence, Oxfam requires more innovation to developing solutions according to the preferences of the victim, that is, according to their culture and community values.
Oxfam delivers its services and products throughout the world. The firm finds the poverty and injustice individuals and helps them in their location. The affiliates get located in the communities often with poverty issues so that they can easily access the affected individuals. It is essential that the company should consider increasing their agency in other countries to improve their access to the poor people (Kaufmann, 2012).
Oxfam services are delivered to the poverty and injustice victims through the affiliates located in the different countries. The services are usually according to what the victims are missing or suffering from in their livelihood. The firm needs to improve its processes by creating more communicating platforms for the people, and the organization to make the delivery processes much faster and easier as Winston and Ruth (2013) suggests.
The organization’s products and donation’s activities are found on the organization website <http://www.oxfam.org.uk/ >. The website gives information about Oxfam and what it does to help people living in poverty and treated with injustice. However, there should be more information concerning the activities were done and how they are conducted.
Figure 3: Marketing program
|Marketing Programme||Outcomes Desired||Implementation Period|
|Media Advertisement||Build ticket awareness through successful media advertisements.||Continual|
|Social Media Campaign||Improve partnership and brand awareness via the company social media.||Continual|
Figure 4: Evaluation and Control Table
|Objective 1||Charities Control||– Partnership analysis
– Donations analysis
|Objective 2||Sales Revenue Control||– Pre and post revenue and ticket sales surveys.
– Social media customer numbers.
The table above shows the approaches that Oxfam can use to monitor the ticket sales and revenues along with partnership numbers whether the company is losing or gaining partnerships and revenue.
Oxfam is a charitable organization that focuses on improving the lives of people and helps those who are treated with injustice. This marketing plan has essentially helped me understand Oxfam’s current situation where the firm enjoys global supporters and affiliates though it faces volunteers and employees. As a result, this marketing plan objective is to maximize international charities and increase tickets sales.
Cameron, B, 2014. Using responsive evaluation in Strategic Management. Strategic Leadership
Review, Vol. 4 (2), 22-27.
David, B., David, D., Scott, S., & Mark, S, 2012. Economics of Strategy. New York: John
Wiley & Sons.
Chew, C, 2009. Strategic Positioning in Voluntary and Charitable Organizations. London:
Jennifer, A., Isely, E., & Fidel, A, 2009. Developing a Marketing Strategy for Nonprofit
Organizations: An Exploratory Study. Journal of Nonprofit & Public Sector Marketing, Vol. 21 (2); pp. 184-201.
Kvint, V, 2009. The Global Emerging Market: Strategic Management and Economics. London:
Kemp, L, 2008. “Strategic Planning for Local Government: A Handbook for Officials and
Citizens.” UK: McFarland and Co., Inc.
Kaufmann, H, 2012. Customer-Centric Marketing Strategies: Tools for Building Organizational
Performance: Tools for Building Organizational Performance. United States: IGI Global
Mcleish, B, 2010. Successful Marketing Strategies for Nonprofit Organizations: Winning in the
Age of the Elusive Donor. New York: John Wiley & Sons.
Nag, R., Hambrick, D., & Chen, M, 2007. “What is strategic management, really? Inductive
derivation of a consensus definition of the field” (PDF). Strategic Management Journal, Vol. 28 (9): 935–955.
Neuman S, 2014. Oxfam: World’s Richest 1 Percent Control Half of Global Wealth. [Online]
Available at http://www.npr.org/sections/thetwo-way/2014/01/20/264241052/oxfam-worlds-richest-1-percent-control-half-of-global-wealth [Accessed 15th April 2016]
Oxfam Trailwalker, 2016. About Oxfam. [Online] Available at
<http://www.oxfamtrailwalker.org.nz/about/oxfam> [Accessed 15th April 2016].
OXFAM International, 2016. Our Purpose and Belief. [Online] Available at
http://www.oxfam.org/en/about/what/purpose-and-beliefs [Accessed 15th April 2016].
Oxfam International, 2015. Our Commitment to Human Rights. [Online] Available at
http://www.oxfam.org/en/about/why [Accessed 15th April 2016].
Sanderson B. 2015. EU Breaching International Law Using Taxpayers Money by Building
Palestinian Homes on Israeli Land. [Online] Available at http://www.breitbart.com/london/2015/02/06/eu-breaching-international-law-using-taxpayers-money-by-building-palestinian-homes-on-israeli-land/ [Accessed 15th April 2016].
Winston, W., & Ruth, E, 2013. Using Public Relations Strategies to Promote your Nonprofit
Organization. London: Routledge.
Appendix 1: Oxfam Social Media Performance