Identify and explain the marketing concept, the marketing mix and the components of the marketing communications mix.
Explain the relationship between the marketing environment, its impact upon organisational decision making and consumer behaviour.
Discuss the factors that determine competitive advantage within organisations
Explain key theories, concepts and models underpinning business communication to create effective communications.
Examine and discuss organisational issues and challenges that impact on the effectiveness of business communication through the use of pre-defined criteria to assist in improving communication within the organisation.
Demonstrate an application of concepts and techniques related to business communication processes used within the workplace.
Oxfam International is an international non-profit organization that was established in the year of 1995 by the combined efforts of autonomous non-profit firms of the world. It normally derives its name from the famine relief committee of Oxford University that was formed in the year of 1942 in UK. Since its inception, the organization has been involved in series of philanthropic activities like providing emergency relief, implementing welfare programs of vulnerable communities and is also playing a vital role in various global campaigning movements to demand better services, education and health for all. It is also fighting to overturn unfair commercial rules and is aggressively promoting the equal rights of every individual. At present, this organization is operating through its various branches that are located in nations like USA, Spain, Quebec, New Zealand, India, Germany, France and so on.
It uses multiple combinations of sustainable programs to raise awareness among the people on various pressing issues of mankind (Oxfam 2013). It seeks to challenge the structural causes of injustice that erupts from poverty and for this reason it has entered into partnership with many global and local philanthropic organizations. Apart from poverty eradication it is also toiling labor for securing gender equality and promoting the rights of women for the purpose of empowering them. The organization fights for equitable distribution and preservation of food to feed millions of hungry people. When it comes to relief works in conflict zones and places of natural disaster, its volunteers are always ready to serve the poor and the destitute.
Strengths
It is necessary for every organization to have a thorough knowledge about their strong areas before setting up their businesses. The principle remains similar when it comes to assessing the strength of philanthropic associations like Oxfam International. No doubt that it is a reputed non-profit organization that works for the betterment of mankind. It is always ready to serve the people of different nations who are victim of poverty, injustice, inequality, diseases and natural disasters. The organization has been successful in skillful utilization of the platform of internet for attracting people to join as volunteers and to donate useful items besides, money (Global n.d.). Through its online platform it has clearly enlisted its goal, objectives, visions, missions and action plans on various issues for educating people and making them conscious about their basic rights. Its website is easily accessible in various platforms and here users can easily obtain idea about its activities on visiting the homepage. For easy understanding of the viewers the organization has also posted videos and pictures on the web pages. Viewers will get full description of fund utilization by the organization through its official site. In addition to that, its website offers detail information of shops owned by the organization as well as of nations where it has opened its branches.
The most notable aspect of the website of Oxfam is that it does not contain advertisements of other commercial firms and so there is no scope of confusion among the users. It is mainly because of smart use of internet and developing user friendly website, that the philanthropic organization is still drawing people all over the world to become its members (Thinking Bookwork 2012).
Oxfam has already achieved its much needed popularity through its well built official website. Presently, it is enjoying a prestigious position in the industry of non-governmental organization. Utilizing this existing momentum it has the possibility of reaching towards more people and can also take up other rights based issues like decriminalization of homosexual activities in third world countries like India and Pakistan. Then there is opportunity for the organization to raise slogans against use of children in armed training and conflict and other hosts of potential issues affecting the life of mankind. It can also explore other nations where it has still not established its foothold to influence regarding its plans and objectives (PR Week 2006). This non-profit firm can also opt for fighting for the cause of employees in unorganized service sectors across the world. Now it is up to the organization to decide in which aspect does it wants to focus on.
No doubt that the organization has invested pretty well in developing a good site but still there are certain drawbacks in it. Many people are of the opinion that the information they receive from the charitable institutes like Oxfam are mainly borrowed from other sources. People are not ready to corroborate the information provided in its site through contacting the head office of the organization. In addition to that, there are many fraud agencies that cunningly utilize the name of OXFAM with the sole objective of convincing people to donate money for any noble cause. They also try to obtain personal detail of every individual along with their bank account codes. Many persons in this way have been deceived to donate money in such fake organizations. It is time for OXFAM to seriously study the problem and must issue a statutory warning to make people aware regarding the existence of such spurious organizations (Ethical Corp 2013).
This reputed organization is witnessing threats of money and muscle power when it tries to invest gross violation of human rights in an impartial manner. Its volunteers are always denied permit to visit war torn areas and other disturbed provinces of Africa so that they are unable to collect evidences and submit a negative reports to the Office of Human Rights Commission of United Nations. Even in distribution of relief materials during the period of drought and famine its volunteers are always prevented from distributing them to the needy people. But as they refuse to follow the norms of local authorities and warlords they also face the problem of forceful eviction and evacuation of branch offices (Campaign n Live 2014). They also fail to obtain essential supports from administrative authorities as well which ultimately force them to abort their charitable works and directly report the issue to the organization. In order to tackle such problems, OXFAM must focus on developing close bonds with relevant government sources for receiving vital assistances when engaging in any philanthropic activities.
Segmentation: These can be classified as below:
Geographical: The present idea would be to attract investors from the developing nations and large MNCs that operate across the world. Majorly from the 10 different locations where the NGP operates from.
Demographic: Higher income groups. However, middle income groups would also be approached for raising smaller amounts.
Targeting: The NGO will approach and try to attract funds for special causes that appeal to these organizations and would be eventually related to their CSR activities and objectives. With clear linkages, companies as a part of their CSR policies tend to offer assistance to causes with the idea of projecting themselves as a customer friendly company which looks to offer something back to the society where it operates within.
Positioning: The USP of the entire cause will be the driving force for positioning strategy of the company. By this we mean, the campaigns for fund raiser would be drafted in a manner that it helps the organizations to connect their activities with that of the campaign. For example, the campaign might be to help the earthquake victims of Nepal. Now, the MNCs, especially the consumer goods companies or the big travel brands would be the target. Hence, the campaigns would be devised in a manner that would help these organizations to show their efforts for improving lives for people who have been their customers for so long.
The primary objective of the company is to raise more and more funds to cater to a wider set of people and offer its support services. It will intend to offer relief at the quickest possible time to the disaster, poverty and a lot more similar elements that deprives the needy from the basic requirements of daily life (Marketing Week 2011).
Price: Being a non-profit organization it is not selling any product. Hence, no prices applicable for its services.
Product: Product is its services which are intended to offer relief to famine effected individuals.
Promotion: Promotional tools would include getting people involved through both online and offline platforms.
Place: It is expanding across countries besides being based across 12 different locations.
People: Volunteers and Donors to help operate and offer the required set of relief to the effected individuals and families.
Processes: It is basically based on delivery of relief materials to the aggrieved individuals at the time of need. The company has restructured the international function for enhancing brand coordination among the 12 members.
Physical Evidence: Food relief and basic necessities which are critical at the point of disasters or epidemic.
Political Objectives
Each nation comprises of different political scenarios which can ultimately affect the online business of the organization. Politics always acts as the leading force in the framing of new rules and legislations. So it is important for Oxfam to conduct an in-depth study of the political situations of every nation before operating its business ventures (The Drum 2015). Otherwise if there is any sudden change of laws then its business interests may get affected to a considerable extent. If the organization is successful in assessing the impending political change then it can easily adjust the prices of its various products for witnessing decent turnover in the new market. After gauging the upcoming change in political atmosphere in a country it can opt for introducing those products that are perfectly suited for the occasion.
The platform of social network has become an essential tool within a short time span. It has played a vital role in raising the awareness level of the people which indirectly affect their choice of products keeping into consideration the present state of affairs. What used to be the popular choice of the people may not remain so after specific time lapse (Trust 2013). Hence it is necessary for Oxfam to have a thorough update on the choice of the people of any nation before introducing any products in the domestic market of such country. For that it needs to utilize the platforms of different online tools like My Space, Youtube, Flickr and Twitter to be properly engaged with the people across the globe. Here it needs to post ads for its various products and needs to collect the feedback of the target community to offer them something different and cost effective. It also helps them to create and educate public properly regarding the usefulness of its products. In this way it will lead into the formation faithful client base irrespective of the geographical locations. Buyers will also be motivated once it gets through updates of its plans and missions for improving the life of poor people on this planet (Unilever 2005).
Being a global organization, OXFAM needs to operate its business in different nations. But it needs to be well aware of different economic scenarios of these nations for smooth business operations otherwise it may have to incur heavy financial losses. Advance economic updates can help it to determine the price of the products of its online shopping store to ease burden from the shoulder of its dedicated volunteers. Nations that are having solid economic infrastructure can donate millions of dollars to this renowned organization and so it must try to develop its business base on those countries first before looking for under-developed and developing nations of the world (Y Net News 2014). Without assessing the proper economic environment it may end up creating bad impressions among the residents of poorer countries of the world. Apart from that, its online business may fail to draw customers permanently. There is a link its site where customers have the opportunity to donate various useful items like books, utensils and clothes but the organization needs to make sure that these are being donated by wealthy people only otherwise its objectives of social welfare shall become irrelevant. So depending on the economic scenario of any country it must try to avoid depicting such link in its website for it may develop wrong impression regarding the intention of this charitable firm (Geo Marketing 2015).
Every online business should try to keep pace with the changing trend of technology everyday in order to survive the tough market competition. The same rule applies in case of non-profit firms like OXFAM as well (Tulane n.d.). It needs to use the cheapest technology to make its website more accessible and mobile friendly for attracting clients for its products and services. The sooner it adapts to latest technological tools, the better it is for its commercial objectives. Using these tools it can also explain to the people much easily regarding the utilization of money that is obtained from product selling in other welfare activities. It is already witnessing speedy competitions from Red Cross and so must act fast. Use of latest technology will also help it protecting the financial information of the users and ultimately creating a transparent online payment environment.
From above findings it can be concluded that OXFAM needs to introduce slight changes in its online business venture. It needs to bring more innovative and unique designer links where customers can easily gain much insight about its products (Choose Portal 2015). At the same time, it must trim the online processes of receiving donations otherwise it may discourage users to refrain from donating on a permanent basis. It must include the option of chat in its website where users can easily interact with its support staffs to know more about the donation process as well as acquiring guidelines for product buying. Using this option, viewers can also ask it any question regarding its missions and initiatives so far. OXFAM must utilize widely used social media platform like Facebook to get in touch with people to know their point of view regarding its activities (Civil Society 2014). Use of this platform will also help it to accommodate diverse thoughts of global audience for improving its service standards. Finally, it must try to bring rural communities in its customer base so as to make its global presence a truly viable. In this way it will be easier for the organization to serve the community effectively without biasness.
References
Oxfam 2013, Oxfam Strategic Plan 2013-2019, retrieved on 23rd March 2016 from https://www.oxfam.org/sites/www.oxfam.org/files/oxfam-strategic-plan-2013-2019.pdf
Global, Not-For-Profit Marketing – Oxford University Press, retrieved on 23rd March 2016 from www.global.oup.com/fdscontent/academic/pdf/he/bfpinsights/chapter-16.pdf
Thinking Bookwork 2012,, retrieved on 23rd March 2016 from www.thinkingbookworm.com/…/the-marketing-planning-of-oxfam.html
PR Week 2006, Oxfam focusses on brand strategy, viewed on 23rd March 2016, https://www.prweek.com/article/541375/oxfam-focuses-brand-strategy
Ethical Corp 2013, NGO profile: Oxfam International, viewed on 23rd March 2016, https://www.ethicalcorp.com/stakeholder-engagement/ngo-profile-oxfam-international
Campaign n Live 2014, Oxfam launches review of UK direct marketing – Campaign, viewed on 23rd March 2016, https://www.campaignlive.co.uk/article/1308669/oxfam-launches-review-uk-direct-marketing
Marketing Week 2011, Oxfam develops global brand identity, viewed on 23rd March 2016, https://www.marketingweek.com/2011/02/09/oxfam-develops-global-brand-identity/
The Drum 2015, How brands championed International Women’s Day on Twitter – Disney, Doctor Who, Oxfam & the ISS, viewed on 23rd March 2016, https://www.thedrum.com/news/2015/03/08/how-brands-championed-international-women-s-day-twitter-disney-doctor-who-oxfam-iss
Trust 2013, International Fundraising Development Manager, viewed on 23rd March 2016, https://www.trust.org/jobs-market/job/?id=9e180ccd-70dc-4342-aac3-8ecfc362af96
Unilever 2005, Exploring the Links Between International Business and Poverty Reduction: A Case Study of Unilever in Indonesia, retrieved on 23rd March 2016 from https://www.unilever.com/Images/slp_oxfam-exploring-business-poverty-reduction-unilever-indonesia_tcm244-419293_en.pdf
Y Net News 2014, Oxfam accepts Scarlett Johansson’s resignation, viewed on 23rd March 2016, https://www.ynetnews.com/articles/0,7340,L-4483137,00.html
Geo Marketing 2015, xAd And Oxfam Use Location Data To Help Raise Money For Poverty Stricken Communities, viewed on 23rd March 2016, https://www.geomarketing.com/xad-and-oxfam-use-location-data-to-help-raise-money-for-poverty-stricken-communities
Tulane, Fair Trade? How Oxfam Presented a Systemic Approach to Poverty, Development, Human Rights, and Trade, retrieved on 23rd March 2016 from https://www.tulane.edu/~dnelson/Fairness/AaronsonZimmerman.pdf
Choose Portal 2015, Oxfam International Extends IT Managed Service, viewed on 23rd March 2016, https://www.chooseportal.com/company/news/oxfam-extends-service-with-portal
Civil Society 2014, Oxfam International to relocate HQ abroad, viewed on 23rd March 2016, https://www.civilsociety.co.uk/governance/news/content/17343/oxfam_international_to_relocate_hq_abroad
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