Accompanying Report for Oxfam Marketing Plan

Question: Discuss about the Accompanying Report for Oxfam Marketing Plan. Answer: Introduction: I can capture a wider market and reach out to more people, which is important to increase awareness of people about the poverty and injustice levels existing in the society today. The new product would give people an idea about how the organization is attempting to connect every human being on this planet and their cultures too. Oxfam has significantly contributed in a diverse range of social and environmental issues, having peoples wellbeing at their heart. The arrival or benefit is sent back to people without taking even one penny from it (Winston and Weinstein 2016). The whole launching procedure would take place over a time period, after which measurable results would be accomplished. The holes in the organizations previous marketing activities would be covered with the help of this marketing plan, which would also assist in increasing the companys competitive edge in the market and reach out to a wider audience and open new doors. An understanding of the product is the first thi ng that is required to decide upon the course. Objectives would be set accordingly, after which understanding the industry environment would be carried out with the help of the environmental analysis. After understanding the entire situation a proper strategy would be formed for marketing the new product (Finch 2016). Oxfam Shop, subsidiary of Oxfam Australia, is a multi-channel retail organization that has its own e-commerce website, direct mailing program and retail stores (Oxfam Australia 2017). Oxfam shop mainly retails in food and handicrafts that they have sourced from individual workers, crafts agencies and fair-trade organizations. The idea behind doing so is to help these communities as much as possible in their struggle towards ensuring a better life for themselves and their labor force(Oxfam Shop 2017). Oxfam Shop, Australia has planned to launch a new product from one of their producer Wakami. Kiejde losBosques, a social projectwho are known for marketing their produce from the rural communities of Guatemala, developed this Wakami brand.The literal meaning of Wakami is it already is in Mayan. Wakami believes that the world we live in is already an ideal place and it only needs connection with humans to make it alive. Wakami artisans aim to link people with products in a way that the people who buy and produce these products experience an enrichedand improved life respectively.Wakami employs rural Guatemalan women to help them live their common dream and have sources of income for improving their community lives. One of their very current products is the beads bracelets. These poly threaded, silver plated brass beaded bracelets have Zamac (zinc, aluminium, magnesium and copper) metal charms included in them. The bright and bold neon threaded bracelets stand for peace, within oneself and in others. The bracelets are hand made using ancestral Guatemala artisan techniques(Wakami 2017). Oxfam has come into establishment with the belief that poverty is inexcusable and preventable and it must be challenged so that the poor people get access to the right help and lead a better life. Along with that, Oxfams mission has been to present customers with the handcrafted artwork they are known for and provide the deprived with a helping hand to move ahead in life. Oxfam aims to exist to appeal to and maintain the customer base. They have made it a point to always adhere to this maxim and they believe the rest would fall into place. They have made it their objective to keep on exceeding the expectations of their customers with continued service(Oxfam Shop 2017).To bring the major objectives in point, the major ones are: To produce visibility within the charitable non-profit retail community Increasing the volume of repeat clients A growth rate in the double digit for the next five years Decreasing the cost of marketing in relation to the sales generated Decreasing the variable costs in every three months Expand to more regions in terms of stores and products Contribute as much as possible for the development of the deprived group Environmental Analysis For the last five years, the retail industry conditions of Australia suffered and struggled a lot. The major factors that led to the weak economic growth and volatile consumer sentiment are the unstable financial markets, which in turn resulted in a struggle for the retail subdivision operators.From 2012 to 2016, the annual growth rate has been just 0.2%. Study estimates say that the industry is expected to increase the contributionby a compound annual rate of 1.0%, a slow growth if compared to the overall economy (IBISWorld2016). In terms of the current prices in 2016, the clothing and accessories industry of Australia experienced a trend estimate growth of 0.2% in the month of November(Australian Bureau of Statistics 2017).The industry is inclining towards small and medium enterprises, leaving the giants to compete for survival. Oxfam Shop would use this market data to properly understand the requirements of the market and how to serve the customers(Philips 2014). Competitor analysis is a crucial part of the formation of business strategies or new product launching. It plays a crucial role in educating organizations about how intense the competition they would be encountering, what are the competition strategies to help marketers predict possible consequences (Hollensen 2015). In the retail market of Australia Oxfam Shops would face competition from Myer Fashion Store and David Jones who are giants in the fashion and accessories department. Along with that,there are specialty stores like Just Group, Country Road, Retail Holdings and Noni B (Lewricket al. 2015). In the lines of e-commerce competitors, Amazon, Hive and eBay give tough competition to Oxfam. Customer Profile Brief Oxfam shops target market includes people who are highly interested in using handcrafted things. The organization would be targeting people from all over the world, from all regions and religions.The art collectors and enthusiasts would be the primary targets, as they are the people who have the most interest in such products, and most of the time they have the capacity to spend also. Other than that, there are people who want to do something genuinely to stop all the injustices and reduce poverty in the society (Kusnanto and Utami 2016). Oxfam is for them too. Oxfam shop has always aimed to tackle poverty by taking a hands-on approach in their strategies. Oxfam has repeatedly combined their experience of helping people in situations of emergencies and innovative campaigning so that a bold approach can be put towards reduction of poverty, hunger and inequality (Seret, Verbraken and Baesens 2014). Opportunities and Strengths STRENGTHS 1. An organization with plainly characterized objectives and qualities that can be the purchaser inspiration towards the brand 2. Worldwide system of members and supporters giving excellent brand believability 3. Enhanced portfolio taking into account key essential needs of customers 4. Great online position with sensible costs contrasted with contenders OPPORTUNITIES 1. More hooked onpublicity 2. Built as a brand from retail shop standpoint 3. Influence upon its center values and discuss the same with extended audience Table 1. Strengths and Opportunities of Oxfam Shop Segmentation As a marketing strategy, segmentation comprises of segregating the organizations extended target market into industries, nations and client segments that share common interests, priorities and requirements (Baker 2014). Oxfam marketing strategies have always been organized in groups that have separate KPIs and goals. Oxfam has done segmentation in accordance with its supporters. The supporter's sorts incorporate single supplier, shop present aider, customary provider, campaigner, and shop buys. Furthermore, full scale segmentation in Oxfam is the association's bespoke way of life alongside socioeconomics, that is, including color and profundity, one segment one supporter, in view of the supporter and not Oxfam produce and connected to the whole supporter database (Armstrong et al. 2014). Targeting Targeting implies making a social affair or things an objective to be followed up on (Cameron 2014). Right when a firm fathoms its objective promote, correspondence gets the opportunity to be unmistakably easier among the firm and the target crowd. Oxfam altruistic association target showcase incorporates the people living in poor conditions and requires help from each religions, locales, range, and so on around the globe. The association's target showcase likewise targets on people living foul play particularly young ladies and ladies. Positioning Positioning alludes to a showcasing procedure that spotlights on making a brand have the unmistakable position about the fighting brands and customers mind (Grant 2016). The properties that get credited by the customers fuse its standing quality, the kind of people using the things, the quality and weakness close by any fundamental or unprecedented characteristics spoke to, the cost and addressed regard (Urde and Koch 2014). Oxfam key positioning depends on what the firm do, offer and what characterizes Oxfam. The firm fundamental goal is to help the needy individuals, and that treated with shameful acts. The firm offers foundations to the needy individuals and helps the individuals who are dealt with bad form to battle for their rights. Since Oxfam alludes to a brand that speaks to philanthropy administrations, it is imperative for the organization to keep up and enhance its esteem. Oxfam offers philanthropy to the destitute individuals and answers for individuals who are treated with unfairness. The firm likewise offers distinctive products that additionally add to the gifts. As an altruistic association, the administrations and products are allowed to the objective market. It is a reasonable methodology for the casualties; notwithstanding, it doesn't manage quality-driven clients and does not rival neither high nor low price base in their products of gift. Subsequently, Oxfam can utilize value pricing methodology that contains setting prices on the products as per the client impression of the product esteem. Oxfam is among the main beneficent association promoters in the philanthropist NGO industry. It promotes its exercises and products utilizing daily papers, TV and magazines. The association has an awesome gathering of people in the social stages, yet there is less marketing effort on their online networking stages. Thusly, Oxfam ought to upgrade its marketing effort in the online networking, and Oxfam ought to post their products pictures on the web-based social networking system, for example, in Facebook as coordinated by Kaufmann (2012). Oxfam conveys its services and products all through the world. The firm finds the destitution and unfairness people and helps them in their area. The members get situated in the groups regularly with neediness issues so they can undoubtedly get to the influenced people. It is fundamental that the organization ought to consider expanding their office in different nations to enhance their entrance to the destitute individuals (Kaufmann 2012). Conclusion Oxfam is a magnanimous association that spotlights on enhancing the lives of individuals and helps the individuals who are treated with unfairness. This marketing arrangement has basically helped in comprehending Oxfam's present circumstance where the firm appreciates worldwide supporters and offshoots however it confronts volunteers and workers. Marketing arranging helps create products and administrations in the business that address the issues of the objective market. Great marketing helps the clients comprehend why the item or administration is superior to, or not the same as, the opposition. Subsequently, this marketing arrangement target is to amplify global foundations and increment tickets deals. As per the prerequisite of Oxfam Shop which requests an imaginative, functional and fun item for their outlets; in this way,a quirky and bright range of accessories have been suggested which is very popular among the art enthusiasts. A decent marketing plan would help Oxfam achieve t heir intended interest group, support their client base, and eventually, increment their main concern. References Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014.Principles of marketing. Pearson Australia. Australian Bureau of Statistics, 2017. 8501.0 - Retail Trade, Australia, Nov 2016. [online] Abs.gov.au. Available at: https://www.abs.gov.au/ausstats/abs@.nsf/Latestproducts/8501.0Main%20Features3Nov%202016?opendocumenttabname=Summaryprodno=8501.0issue=Nov%202016num=view= Baker, M.J., 2014.Marketing strategy and management. Palgrave Macmillan. Cameron, B.T., 2014. Using Responsive Evaluation in Strategic Management.Strategic Leadership Review,4(2), pp.22-27. 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