Marketing Plan For Case Study Of Oxfam Shop

Project Scope

Discuss about the Marketing Plan for Case Study of Oxfam Shop.

Oxfam Shop is the renowned retail subsidiary of Oxfam Australia. The company has captured the wider position in the competitive retail market. The company has focused on expanding the business market by introducing the product differentiation strategy. It will be much helpful for the company to reach to more people. Moreover, the company is also focusing on spreading awareness about the product differentiation process to draw the attention of potential customers. The purpose of launching the new product in the society is to bring people together and formulate the cultural diversity. It is noted that Oxfam has maintained the efficiency in resolving the diverse range of the environmental issues and establishing the welfare of the people. The entire process will be completed within one year. The structured marketing plan will be followed in this project to identify the market segments and the underlying strengths and opportunities. These strengths and opportunities are recognised to analyse the scope of establishing the competitive edge in this current business market. Depending on the determined objectives, the project will develop the fruitful ideas about the sustainable business management.

Oxfam Shop has captured the significant place as the famous retail subsidiary of Oxfam Australia. The organisation has established the official e-commerce sites, other retail stores, and direct mailing programme. Oxfam Shop deals with the diversified retail products, foods, and handicrafts in different retail outlets. These retail outlets are sourced as the registered Fair Trade Organisation, which is recognised by the World Fair Trade Association (WFTO). The major focus of the company is to reduce the sufferings of the community people for achieving the better life in future. Concentrating on welfare of the community people, the company has structured a new marketing plan to launch a product.

The company has structured a plan to introduce a new product in the market. Wakami, one of the producers of Oxfam Brand has planned to launch this product in rural areas. Wakami brand received enormous supports from Kiejde Los Bosques, which is social enterprise that sells the products in the rural communities in Guatemala (Oxfam Australia 2017). As perceived by Wakami artisans, the world is an ideal place to live in and it is essential to make connection between the people who are living here. Therefore, the major aim of launching a special product is to align people from diversified groups and improve the future life. It is even notified that Wakami concentrates on employing the women labours for providing the significant source of income that will improve their lives. The brand is thus launching the Wakami Book for the community people. The book will contain the information about the ancestral tradition regarding the rituals and festivities of Wakami. The book will also present the detailed information about the welfare of mankind. It is to be specified that the book will be able to generate the inner peace and spirit to help other. It is predicted that the book will be a special emblem of spreading happiness and peace. Launching this book is a step ahead of bringing the community together for the social welfare.

Product Brief

The company is launching the Wakami Books to to bring the community people together and spread happiness and peace. The company believes that poverty is preventable if the proper initiatives can be undertaken. It must be challenged to improve the lifestyle of the community people. The company has set the focus to provide the beneficial opportunity to the people to bring more improvements in their lives. Hence, the mission of the company is to offer the artwork products through launching these special books that will persuade the undermined people to move ahead towards the upcoming life. Accordingly, the company has set several objectives that are quite achievable. The determined objectives are:

• To establish strengthened and visible existence in the non-profit retail community
• To achieve almost 15% of profits in next one year
• To enhance the customer base through repeat purchase
• To expand the business entity in diversified regions

S- Specific	These objectives are specific because these have the clear and detailed approaches of launching new products
M-Measurable	The product will be launched in different region and the measurement of the profit is thus possible.
A- Achievable	The product is launched to spread awareness and peace among the community people. Therefore the determined profit revenue is quite achievable.
R- Realistic	The product is launched to improve the life style and reduce the poverty level. Therefore, it is quite realistic.
T- Time Bound	The entire process will be completed within one year.

Table 1: SMART Objectives

(Source: Created by Author)

It is noted that the Australian retail industry has undergone a recognisable struggling phase in last five years. The volatile market preferences and the unstable financial markets are the major reasons for such weak economic structure of the country in past few years. It is notified that during the years from 2012 to 2016, the Australian retail market could achieve only 0.2% growth rate. However, the industry is frequently concentrating on future growth and increasing the compound amount of almost 1.0% growth rate in upcoming years. If compared this growth rate to the overall economic structure of the country, it can be seen that the growth rate is much slower than the expectations. However, Australia has experienced a growth rate of 0.2% revenues extracted from the clothing and accessories industry in the year of 2016 (Abs.gov.au 2016). The industry is thus concentrating on the small and medium sized enterprises. The giant retail companies are thus struggling to survive in this competitive scenario (Urde and Koch 2014). However, in order to structure a relevant marketing plan, Oxfam Shop can utilise this data for analysing the market demands. 

The business sustainability depends on the fruitful business strategies that are formulated to participate in a competitive market. Therefore, it can be inferred that the competition is the integral part for undertaking strategic business decisions. In fact, while launching a new product, it is necessary to keep the focus on the market competitions and intensified performance parameter of the competitors (Cameron 2014). Moreover, the company requires concentrating on the fruitful business strategies that the competitors have adopted to achieve success. It is noted that Oxfam Shop is facing the direct competition from Amazon online book stores. The e-commerce business of Amazon is commendable. People can find any book of their choice through Amazon site. Therefore, it is necessary for the company to undertake the most innovative ideas of launching the brand. The motto of the company is to spread awareness, happiness, and information regarding the traditional and philosophical views. The innovative business strategy would be appreciated for participating in a competitive scenario.

SMART Objectives

Oxfam Shop is focused on associating people who are much interested reading books and generating philosophical knowledge about the traditional aspects. The target customers of the company are based all around the world (Oxfam Australia 2017). The company has been paying the attention towards the diverse people from different religions and regions. However, the primary target customers are the artwork collectors who have the keen interest on such art based books. These customers would even spend the justified amount of money to collect such books with philosophical thoughts. The book will generate the knowledge about reducing poverty and treating the people equally. The products are designed to spread peace and happiness among other human beings. Therefore, the target customers are those who have the genuine interests on reducing poverty in the society.

Oxfam Shop is always taking a step ahead of reducing poverty by establishing the hands-on approach. In order to reduce poverty, the company started combining their experiences of helping people during the emergency situations. Moreover, the company is even undertaking the innovative campaigns, which are considered as the most appreciable step of reducing the inequality, poverty, and hunger.

Strengths

Opportunities

1. The company receives the enormous supports from the customers worldwide. The brand identity is the major strength of the company. 2. The presence in the online sources is also one of the major strengths of the company. It helps in generating more supports from the online users. 3. The organisation has the planned objectives and qualities that are much remarkable. It enhances the scope of brand promotions and establishment of the strengthened competitive position. 4. The efficient portfolio is the major demands of the potential customers. The company could establish a strengthened brand identity through the effective portfolio.

1. The company has the enormous opportunity to create the retail shop standpoint. 2. The company has the remarkable chance to undertake the market campaigns. 3. The establishment of the centre value to gather more customers’ supports.

Table 2: Strengths and Opportunities

(Source: Created by Author)

Segmentation of a company is focusing on segregating the extended target market of the industries. The segments are mainly focusing on sharing common values, priorities, requirements, and interests (Lewrick et al. 2015). The marketing strategies of Oxfam Shop are usually organised in groups, which are separating the goals and key performance indicators. The company has paid the closer attention towards the expectation level of the supporters. The supporters are mainly concentrating on the shop present aiders, single supplier, campaigners, shop buyers, and customary providers. The company has also been attentive towards the socioeconomics.

In order to keep the focus on the target market, the company provides the special concentration on the social affairs to be followed up. In order to gather the crowd, the company is undertaking the efficient promotional activities. The campaigns and the promotional activities broadcast the condition of the people who have been suffering from the hunger and poverty (Oxfam Australia 2017). The launch of these new books will help to spread more awareness among the people in the community. Therefore, these promotional activities receive the purpose of spreading awareness among the people in the society. It helps the company to gather the supports of the target customers.

Environmental Analysis

The positioning is generally based on the brand promotions to create the strengthened the customer base. The standing quality and characterisation of the offered products are the major fundamental for the positioning strategy (Philips 2014). The proper positioning of the products depends on the organisational functionalities. The individuals who have been suffering poverty and hunger get the opportunities to battle the fights with the obstacles in their lives. The book will generate the sufficient knowledge about the traditional approach of mitigating the obstacles. The knowledge derived from the book will help the people to move ahead towards the future and establish the dignified life.

Oxfam Shop is much focused on brands that speak of philanthropic administration, which helps in enhancing the esteem level of the organisation (Seret, Verbraken and Baesens 2014). The company is offering the valuable product that will bring the human beings together by spreading peace. Therefore, the company is launching a book, which contains the philosophical thoughts, ideologies of life, and spirits for moving ahead towards future. Moreover, the company is also concentrating on reducing poverty and make justice with the people who have been suffering from hunger and poverty.

The company has undertaken the promotional activities through TV, social media, and other promotional mediums. Moreover, the company is even utilising the newspaper to broadcast the innovative idea of spreading peace among the society. Apart from these promotional mediums, the company will arrange a social event where the famous personalities will participate to present their views about the book. Online networking system is also much effective for making people aware of the increasing number of poverty and hunger.

The company maintains the moderate price for the people of different income rates. Concentrating on the economic level, the company has set the pricing structure neither high nor low. Hence, the moderate pricing is beneficial for getting access to the offered products.

Oxfam Shop is mainly trying to expand the market and sell the products all over the world. The firm has recognised the injustice with the people who have been suffering from poverty. The products will be distributed to the rural areas.

Conclusion

The study indicates that the major aim of launching the new products by Oxfam Shop is to reduce the poverty level. The company believes that each of the human beings deserves to be out of poverty and risks. Therefore, Oxfam Shop has launched a book that contains the traditional approaches of Wakami. The book includes the different ideologies of life, philosophical emblem of spreading peace and happiness, and guidance for moving ahead in life. The company has structured the efficient marketing plan to broadcast the products among the community people. The association of the effective promotional activities will be undertaken to promote the products among the people in the world. Therefore, the marketing plan sheds lights on the components of marketing mix. Concentrating on this well structured plan, the company will be able to launch the new products to sustain the competitive position in this current market scenario.

References

Abs.gov.au, 2016. 8501.0 – Retail Trade, Australia, Nov 2016. [online] Abs.gov.au. Available at: <https://www.abs.gov.au/ausstats/[email protected]/Latestproducts/8501.0Main%20Features3Nov%202016?opendocument&tabname=Summary&prodno=8501.0&issue=Nov%202016&num=&view=>

Andaleeb, S.S., 2016. Market Segmentation, Targeting, and Positioning. In Strategic Marketing Management in Asia: Case Studies and Lessons across Industries (pp. 179-207). Emerald Group Publishing Limited.

Cadotte, E.R., 2016. Creating Value in Marketing and Business Simulations: An Author’s Viewpoint. Journal of Marketing Education, 38(2), pp.119-129.

Cameron, B.T., 2014. Using Responsive Evaluation in Strategic Management. Strategic Leadership Review, 4(2), pp.22-27.

Hanssens, D.M., Pauwels, K.H., Srinivasan, S., Vanhuele, M. and Yildirim, G., 2014. Consumer attitude metrics for guiding marketing mix decisions. Marketing Science, 33(4), pp.534-550.

Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education

Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132). Springer New York.

Khan, M.T., 2014. The concept of’marketing mix’and its elements (a conceptual review paper). International journal of information, business and management, 6(2), p.95.

Kotler, P., Keller, K.L., Manceau, D. and Hémonnet-Goujot, A., 2015. Marketing management (Vol. 14). Englewood Cliffs, NJ: Prentice Hall.

Lewrick, M., Williams, R., Maktoba, O., Tjandra, N. and Lee, Z.C., 2015. Radical and incremental innovation effectiveness in relation to market orientation in the retail industry: triggers, drivers, and supporters. Successful Technological Integration for Competitve Advantage in Retail Settings, IGI Global, pp.239-268.

Liu, Y., Li, K.J., Chen, H. and Balachander, S., 2017. The Effects of Products’ Aesthetic Design on Demand and Marketing-Mix Effectiveness: The Role of Segment Prototypicality and Brand Consistency. Journal of Marketing, 81(1), pp.83-102.

López, M. and Sicilia, M., 2013. How WOM marketing contributes to new product adoption: testing competitive communication strategies. European Journal of Marketing, 47(7), pp.1089-1114.

Oxfam Australia, 2017. The Power of People Against Poverty. [online] Oxfam Australia. Available at: <https://www.oxfam.org.au/?utm_source=Shop&utm_medium=web&utm_campaign=topnav>

Philips, C., 2014. A Silver Lining to Australia’s Fashion Crisis?. [online] The Business of Fashion. Available at: <https://www.businessoffashion.com/articles/global-currents/silver-lining-australias-fashion-crisis>

Seret, A., Verbraken, T. and Baesens, B., 2014. A new knowledge-based constrained clustering approach: Theory and application in direct marketing. Applied Soft Computing, 24, pp.316-327.

Tracey, P., Heide, J.B. and Bell, S.J., 2014. Bringing “place” back in: Regional clusters, project governance, and new product outcomes. Journal of Marketing, 78(6), pp.1-16.

Urde, M. and Koch, C., 2014. Market and brand-oriented schools of positioning. Journal of Product & Brand Management, 23(7), pp.478-490.

West, D., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage. Oxford University Press.