Summary

This report is about the marketing plan for Oxfam Shop. This marketing plan is for the launch of a new product by Oxfam Shop. In this report, first of all, a brief about the product is given and after that key objectives of the marketing plan are identified. In addition to this, the marketing plan includes environmental analysis. In the end of this report, a detail about strategy formulation is given.

2. Scope

Before the launch of new product, the management of Oxfam Shop will undertake primary research in which a survey would be conducted for analysing responses of potential customers for new product. The product will be launched in Oxford and other places of UK where it is already operating the business. In order to completely launch the product in market, the company will take 4 months in which after detailed survey the company will take decision of whether to launch the product in market or not.

3. Product Brief

Oxfam wants to introduce a new product in market that is a small bracelet that can easily be affordable by anyone. This bracelet is actually for females and the price of this bracelet is $8.

4. Objectives

• To increase the market share of the company by 2% in 2018.
• To provide help to 10% more poor people of the society in next 4 months.
• To improve the living standard of poor people by 5% in next 3 months.

5. Environmental Analysis

Oxfam is termed as the multinational confederation that involves 17of the organizations that work in almost 94 Nations internationally for finding solutions of poverty and injustice all around the world. The organizations work directly with different societies and ensure that poor people can increase their living standards and can make more of the contribution in the decisions that can influence the lives. That is why; each of the organizations does different works for the achievement of more positive influence with the help of combined efforts. It focuses on different people, observe their lives keenly. It targets over the ones that face a lot of problems and different challenges just because they fight for their rights (Lindenberg, 2001).

According to Butler and Wilson (2015), in the 21^st century, different challenges were being faced up through both of the non-profit and profit organizations. The environment of economy alters at national and international sphere and it requires the organization to integrate new targets, and strategies and there is a need of re-development for meeting with the challenges. The strategies and objectives are beneficial for the organization for enjoying more of the competitive advantage. Being a non-profit company, Oxfam suffers from different changes and challenges relative to the alterations in climate and some other consequences like urbanization, shortages of natural resources, proliferation of weapons, international financial crisis, limitation of energy, famines and cost crises, and other consequences.

For adapting such changes and challenges, Oxfam is required to identify the market factors and environment along with such forces that can influence its dimension in the future, its strategies and objectives. The classification of forces is done into the micro and macro environment. That is why; the analysis of such environments can be done effectively through PESTLE and SWOT analysis (Grant, 2016). Given below are the SWOT and PESTLE analysis of the organization.

5.1. Pestle Analysis

5.1.1. Political factors

There are different political factors that affect Oxfam in different manners. At first, Oxfam follows the Disability Discrimination Act 1995. The company does not care at all for the organization because it is a charity. At second, the organization is required to follow the Sex Discrimination Act because of the reason that organization is dependent over charity and they are required to admit that every individual who desires to be volunteer. The law also needs the organization to donate the money to the one who needs both male and female. At last, the National Minimum Wage Law does not include the obligation of workers who want to get paid. It is beneficial to Oxfam as it needs more of the saving for people who require help (Lockard, 2015).

5.1.2. Economic Factors

According to Arestis and Sawyer (2015), the major factors that influence the Oxfam in most economical way are the levels of pay, supply, demand, labor and energy prices. Pay level affects Oxfam in both of the manners; good and bad. It is due to the fact that most of the workers of Oxfam are volunteers and the staff along with the manager gets paid for the work they do. That is why; Oxfam is required put the wages very low for saving the most for the ones who are suffering and are in poverty. Costs of energy influence Oxfam in a very bad way as the organization is then required to pay for energy and electricity that is used. Therefore, it means that it causes reduction in the donation money. At last, labor, supply and demand have negative effect over the organization as it is not required to pay for supply, labor and demand for the items they get through shops.

5.1.3. Social Factors

There are none of the social factors that influence the Oxfam as the company has its base over charity and there are no needs of factors such as sporting event and hosting celebrities. It is due to the reason that there is no requirement for advertisement of organization in a bigger way. The advertisement of organization through little ads and TV is more than enough. One thing can affect Oxfam that is the aging population. In accordance with Burr (2015), aging population influences the organization in a positive way as older people show much kindness in programs of money donation to some of the charities such as Oxfam.

5.1.4. Technological Factors

Technological factors affect Oxfam with the help of Radio, TV and internet. The internet is the greatest effect of Oxfam. The company utilizes the internet for the programs of charity. The company utilizes the internet for making it volunteers enough able to do some donation through the website of organization. The organization also does the selling of items online where people can buy different items and the money that is acquired through sales is then utilized for charity. TV assists the company in a positive way on advertising the organization and enhancing the donations just like the radio (Niehaves and Plattfaut, 2014).

5.2. SWOT Analysis

5.2.1. Strengths

• The international networks of supporters and affiliates give more credibility to the brand.
• Diversification of catering of portfolio to most of the basic requirement of customers is done.
• There is more the good presence online with reasonable costs when compared with the competitors.
• The organization had clearly defined values and objectives which can be the motivation of buyer towards the brand.

5.2.2. Weaknesses

• There is less recognition of brand being the online retail store and is only identified through counterpart of non-profit organization
• There is less number of stores for luxury items.
• There is less international presence being the retail store.

5.2.3. Opportunities

• There are more of the advertisements for organization.
• It is developed as a brand through perspective of retail shop.
• Leverage is over the main values and the same is communicated with large number of audience.

5.2.4. Threats

• There is less commitment of employee and volunteer.
• There is less motivation of consumer.
• More of the quality products are present in market because of competitors.

5.3. Competitors

The major competitors of Oxfam shop are Amazon and E-bay as they are also involved in retail online selling of products and services. Oxfam has a competitive edge as it provides products to customers at lowest possible price and it is also involved in charitable activities.

5.4. Current Strategies

Oxfam is the voluntary charity organization. The major objective of Oxfam is to approach the poor countries and to assist the civilian in managing their lives through the resources provided by Oxfam. Oxfam does its marketing on its own with the help of commercials and websites. This assists the organization to get more of the individuals’ attention and persuade then in donating more to Oxfam. Oxfam also utilizes direct sales. The marketing strategy of Oxfam for the development is the penetration into the market as they want to attract new consumers for enhancing their market share. Moreover, the marketing objective of Oxfam is to develop more of the awareness relative to poverty in famine and less developed countries.

Relative to the enhancement of awareness, it has been identified that Oxfam has developed ethical trading. Oxfam has stated on their website that they assist communities in fighting in opposed to such businesses that result into the risks for civilians. Oxfam has stated the Swiss pharmaceutical giant Novartis that is causing trouble in India due to the development of cheaper medication. Oxfam owns a charity shop that sells out different items ranging from different clothes to books. The charity projects of Oxfam also take place in the whole year that fulfils the objective of organization.

The company follows both market development and diversification strategies. The development of market is done when the organization utilizes the existing items but does its marketing in a new market like in other countries. This enhances the popularity for the organization and service. For instance, Oxfam has taken different services to more LEDC countries and has increased their services; however nothing has been changed in the services.

Oxfam has also used another strategy that is called as diversification. Diversification happens when an organization does the introduction of new service/ item into the market but does not match it with the present items. The item is then new. For instance, Oxfam has tried to acquire popularity to give opportunity to develop more money. For acquiring this, Oxfam has done the concerts relative to charity and has arranged different festivals. This is termed as diversification as it is much different as compared to the services that are provided by Oxfam.

The best marketing strategy of Oxfam is with the help of advertisement of poverty and the through the projects of charity over radio commercials, networking sites, and television advertisements. This is the major technique for keeping the thing running and to allow them to get to more of the countries. Oxfam gets to the wealthy members present in the community and to the ones who want to donate something to charity for putting an end to destruction and poverty resulted through natural disaster. Oxfam targets the sensitive part of the observers for the development of upsetting emotion with the help of emotions in their advertisements. The observers are civilians that struggle for fulfilling their requirements and Oxfam depicts that how much painful it can be for them to do by depicted a shot of tears in eyes which shows pain and hardship. Then they shift onto depicting that how aid of Oxfam has healed the community through maintenance of their lives (Butler and Wilson, 2015).

6. Strategy Formulation

6.1. Segmentation

Demographic: Females

Geographic: Females living in UK

Psychographic: Females who want to look classy and fashionable

Behavioural: Women who cannot afford costly jewellery and their income level is low

6.2. Targeting

Targeting deals with the development of things or group, a target that needs to be acted upon. When the target market is interpreted by the organization, to communicate is easier amongst different target audience and organization (Hollensen, 2015). For the new market, Oxfam charitable company will focus over the market involving the people who live in poor conditions and needs more of the assistance through different areas, regions and religions present around the globe. The target market of the company will also focus over the people who live with injustice particularly women and girls.

6.3. Positioning

Positioning deals with the marketing technique that targets over the brand that occupies the position relative to the customers’ minds and competing brands. The characteristics that are ascribed through the customers involve the weakness and strength, the kind of people that use items, standing quality and the unusual or memorable features that are being posed, the represented value and price (Sirianni et al, 2013). Positioning of Oxfam strategy is dependent over the performance of organization, its offering and is definition. The major target of organization is to assist the poor people, and the ones that are dealt with injustice. The organization provides charities to the poor people and assists the ones who are treated wrongly in their fight for right. That is why; Oxfam is the charitable firm.

7. Marketing Mix

7.1. Product

The new product that will be launched in market by Oxfam shop is bracelet that is easily affordable by females. The product will be available in different colours and designs. The product will be used by females for increasing their beauty.

7.2. Price

In order to launch the product in market, the company will use market penetration pricing strategy. The price of product will be kept as low as possible. The price of bracelet will be $8.

7.3. Promotion

Oxfam is the leading charitable company advertisers in the industry. It will do the promotion of products and its operations through magazines, televisions, newspaper and social media. The company has more of the audience in different social platforms, but there is less of the marketing campaign over the platforms of social media. That is why; Oxfam is required to increase the marketing campaign over social media. Oxfam will post the pictures of new product over networks of social media like over Facebook being directed through Kaufmann (2012).

7.4. Place

Oxfam will do the delivery of its products and services in UK. The organization looks for the injustice and poor individuals and assists them to get some place. The affiliates are present in such communities where there are more of the problems relative to poverty, so that they may easily get the influenced people. It is important that the organization determine the enhancement of agency in countries for the improvement of approach towards poor people (Solomon, 2014).

8. Conclusion

In the end, it can be summarised that in order to increase the brand image, Oxfam shop will focus on launching a new product that is bracelet for poor females. The product will be made available in different colours and designs. The price of product will be set at $8 and the target market of the new product will be females living in UK who cannot afford high priced jewellery. The product will be distributed through online website of the company.

References

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Butler, R. and Wilson, D.C., 2015. Managing voluntary and non-profit organizations: Strategy and structure. UK: Routledge.

Burr, V., 2015. Social constructionism. UK: Routledge.

Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. UK: John Wiley & Sons.

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

Lindenberg, M., 2001. Are we at the cutting edge or the blunt edge?: Improving NGO organizational performance with private and public sector strategic management frameworks. Nonprofit Management and Leadership, 11(3), pp.247-270.

Lockard, D., 2015. New England state politics. Australia: Princeton University Press.

Niehaves, B. and Plattfaut, R., 2014. Internet adoption by the elderly: employing IS technology acceptance theories for understanding the age-related digital divide. European Journal of Information Systems, 23(6), pp.708-726.

Sirianni, N.J., Bitner, M.J., Brown, S.W. and Mandel, N., 2013. Branded service encounters: Strategically aligning employee behavior with the brand positioning. Journal of Marketing, 77(6), pp.108-123.

Solomon, M.R., 2014. Consumer behavior: Buying, having, and being (Vol. 10). Engelwood Cliffs, NJ: Prentice Hall.