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Table of Contents
Table of Contents 2
Introduction and Company Background 3
Introduction 3
Company Background 3
Situation Analysis 3
Market Analysis 4
Macro Environment Analysis 4-5
Political Analysis 4
Economic Analysis 4
Social Analysis 4
Technological Analysis 4
Legal Analysis 4
Environmental Analysis 5
Micro Environment Analysis 5-7
Company Analysis 5
Competitor Analysis 5
Competitive Market Summary 6-7
Consumer Analysis 6
SWOT Analysis 7
Objectives 7
Marketing Objectives 7
Reference List 8
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Introduction and Company Background
Introduction
This situational analysis is for the Pink Ribbon Cup Race Day, as part of a marketing plan offer to
help raise money, awareness and attendance for the event. The event is a fantastic opportunity to
raise funds for the National Breast Cancer Foundation, with a target market of those affected by
breast cancer, whether it was themselves or someone they know personally. The main focus in this
situational analysis will be to increase attendance and social media interaction, which will then
appeal to a younger target market. These objectives are hopefully to be reached by the time of the
event or within 6 months.
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Situation Analysis
Market Analysis
According to the Australian Charities and Not-for-profits Commission (ACNC), there are 50,908
charities registered in Australia, with the data recorded in 2015. When looking at the statistics of
charities that fall under Education and Research and Health, which the National Breast Cancer
Foundation falls under, there are 13,726 registered within Australia (Explore Sector Detail -
ACNC, 2017). By furthering the search down to apply to charities that help women, all ages and
people with chronic or terminal illness, the number of charities registered in Australia that apply
decrease to 1,177. Looking at how large the amount of charities available to donate to in Australia
ensures that NBCF has a lot of competition, even when the competition is narrowed down. With
the total income of all 50,908 charities in Australia being over $13 billion, it is obvious that the
charities of Australia are an effective market. Charities provide donators with an ego boost,
ensuring the donor that they are doing something for the benefit of someone who needs it. This is
a fantastic marketing ploy that can be used when marketing a charity within Australia.
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ENVIRONMENTAL ANALYSIS
- Any extreme weather near the time of the event could cause the consumers to not attend or for
the event to be cancelled.
- Extreme weather prior to the event may make attendees wary of the event, causing damage to
the venue and perhaps a smaller attendance than predicted.
- If there is excellent weather conditions on the day and prior, attendance may be higher.
Price $2-$850 for Pink products, donations are also welcome online.
Distribution Products and donations are available online and at particular events held by the
charity.
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Jeans for Genes - indirect
Table 2 - Competitive Market Summary of Jeans for Genes
Target Market Youth and middle ages, both sexes, mid to high income.
Positioning A yearly fundraiser event held to raise money for Childhood Disease.
Promotional Ads around the date of Jeans for Genes Day, in newspapers, schools and local
businesses.
Distribution Products available at Point of Sale at supermarkets, donations available online and
at the charities events.
Strength/Weakness Strength: Supports the work of the Children Medical Research Institute
Weakness: Remains quiet before and after their yearly event Jeans for Genes Day.
Positioning Uses healthy ventures to prevent heart disease and to create awareness of the
cause.
Product Reliable donations going towards the research and prevention of heart disease.
Promotional Jump Rope for Heart, fun runs, health information service, heart foundation recipes,
advertisements on Facebook.
Strength/Weakness Strength: Well known within Australia and has a lot of push from the Australian
Government.
Weakness: Lack of physical products to help raise awareness once purchased by the
consumer.
CONSUMER ANALYSIS
The consumers of NBCF are generally female, middle aged, and have been affected one way or
another by breast cancer, whether it be themselves, someone they know, or a loved one.
Consumers can either donate money or can buy charity products with all proceeds collected by the
charity. They purchase these items because it gives self worth for the consumers and if its a
physical item theyre purchasing, its advertisement for the charity itself.
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SWOT ANALYSIS
Table 4 - SWOT Analysis of NBCF
Strengths Weaknesses Opportunities Threats
The Pink Ribbon A local event, only The event could be There could be another
Foundation is a very well available at the Gold aimed ore towards men, popular fundraiser on the
known organisation. Coast (people in other which could get the other same time, meaning
areas may not be able to 50% of the population people have to choose
attend, and therefore not involved. between the two.
able to donate.
Everyone has been There are limited tickets Social media can be The weather could affect
affected by this cancer and seats, which mean used to greatly improve attendance, as some of
either themselves, or not everyone that wants the local knowledge of the day is spent outside.
know someone who has to, can attend the event. the event.
or had it.
Pink Ribbon Foundation The event is aimed There could be an event The economy could
is associated with the mainly towards women, in each state, either on change, meaning people
Breast Cancer which is only 50% of the the same day, or a week are less likely to spend
Foundation, which population. or so apart, to gain more money on the day, or not
means there is more money and awareness. even come at all.
likelihood of gathering
better sponsorships.
Well known to have The event it also aimed For the regular The change of venue
brought in a lot of money mostly towards those attendees, a VIP area may not be a popular
over the years for breast over the age of 30, which would bring in more move by some of the
cancer research, and leaves those under 30 money and more well regular attendees, some
has helped many untouched. known guests. may feel as though itll
survivors with their be a less intimate event.
recovery.
Objectives
Marketing Objectives
The marketing objectives for the Pink Ribbon Cup Race Day would be aimed at the attendance
and social media interaction of the event. The first objective is to increase attendance by 50% from
the target market within the time of the event. The second objective is to increase social media
interaction by 40% from a younger target market within 6 months. With the second objective,
aiming the cause and the target market at a younger audience will not only increase the knowledge
of the disease, it should then increase the amount of younger attendees at the event, which will
overall help the success in reaching the first objective of increased attendance.
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Reference List
About NBCF - National Breast Cancer Foundation. (2017). National Breast Cancer Foundation.
Retrieved 7 April 2017, from http://nbcf.org.au/about-national-breast-cancer-foundation/
about-us/
Australian Economy Snapshot | RBA. (2017). Reserve Bank of Australia. Retrieved 7 April 2017,
from http://www.rba.gov.au/snapshots/economy-snapshot/
Bingham, J. (2017). Charities warned to stop interfering in politics by new watchdog chief.
Telegraph.co.uk. Retrieved 7 April 2017, from http://www.telegraph.co.uk/news/politics/
9711825/Charities-warned-to-stop-interfering-in-politics-by-new-watchdog-chief.html
Charity law Knowhow Nonprofit. (2017). Knowhownonprofit.org. Retrieved 7 April 2017, from
https://knowhownonprofit.org/organisation/operations/legal/charitylaw
Fast facts and statistics on giving in Australia Philanthropy Australia. (2017). Philanthropy.org.au.
Retrieved 7 April 2017, from http://www.philanthropy.org.au/tools-resources/fast-facts-and-
stats/
Yeates, C. (2017). Where are Australia's most charitable suburbs?. The Sydney Morning Herald.
Retrieved 7 April 2017, from http://www.smh.com.au/business/the-economy/australias-
charitable-giving-jumps-65-per-cent-national-australia-bank-20160426-gof5vs.html