Marketing Plan: BrothersForChange Organization

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Table of Contents

Introduction
Mission of the BrothersForChange Organization
Values of the BrothersForChange
Micro Environment Analysis
Organization SWOT
Competitive Advantage Sustainability
Political and Economic Aspects
Legal conformity
Cultural Aspects
Process and systems

Introduction

In order to establish a successful business, it is important to develop a comprehensive strategic plan which is the basic blueprint for actualization of a business plan. Reflectively, the strategic plan is inclusive of the SWOT of the business environment, penetration strategies, and success measurement parameters at micro and macro business environment.

Thus, this analytical treatise attempts to explicitly develop and review a strategic plan for the BrothersForChange organization located in San Francisco. The treatise reflects on the elements of marketing from micro and macro environment, mission, and organization value.

Mission of the BrothersForChange Organization

For an organization to succeed in marketing, it has to have both vision and mission for its marketing strategies. They act as the guideline and reference point. The business refers to the vision and goals to determine if it is making positive progress. The business’s vision for the BrothersForChange is to create positive change in the lives of African American men and their families that have been impacted by incarceration and poverty.

On the other hand, the marketing goal will be to acquire further funding for expansion of support services to the poor and homeless African American families in San Francisco. Besides, the organization will have a mission of adding value to the life of its target persons by offering emergency services and spiritual nourishment. Through its marketing, the organization will strive to ensure that it collects enough funds to support its charity activities for the next three years.

Values of the BrothersForChange

To be able to achieve the mission and the set goals, the BrothersForChange organization will require having a captivating position value statement and superior product strategy. In this case, the organization’s positioning statement will be as follows;

We do what everyone wants, helping the poor. We don’t discriminate our support to any group or race. We plan to touch more lives and help restore poverty stricken families.

One of the product strategies that the organization should utilize is to make sure that it attributes the charity services to convenience and free. In planning strategy, culture defines all aspects of a business, both internal and external relationships. It is vital to consider the target sponsors which consist of religious groups, government agencies, private individuals, and other charitable organization.

Since the organization is based in San Francisco, it is necessary to review the business environment to establish the strengths, weaknesses, threats, and opportunities available amidst limited funding for the charitable activities targeting the poor and homeless African American families. This will be achievable through proactive focusing of the above values for the organization.

Forecasting is of great importance since it enables proper planning through budget creation and prepares the organization for the financial period ahead. Information technology has enabled proper forecasting by enabling fast efficient data analysis, data storage and data mining operations greatly rely on this forecast to be able to plan themselves through creation of specific departmental targets, departmental costs and total revenue allocations.

Micro Environment Analysis

Strategy

The first dimension of the strategic plan places the values of flexibility and dynamism. This implies that the BrothersForChange organization should focus on the internal processes for success. The internal report channel for communication with the potential sponsors should then be cascaded down to the rest of the structures since the current channel is not flexible. The diagram below summarizes the two dimension of completing values framework proposed for the BrothersForChange organization.

Technology

The BrothersForChange organization should put out most of the documents such as marketing brochures in the local daily. This saves the company costs relating to printing, maintaining and circulating such documents. Based on the first dimension of the competing values framework, the BrothersForChange organization already has the advantage of flexible organization model, it is possible to adjust the size of the organization or eliminate advertisement that do not reach the fund-raising goal.

Technological transformations and market niche classification are the two major factors that will define changes that happen in the BrothersForChange organization.

Therefore, there is need for the organization owner to adapt quickly to change, work smarter, increase sponsor base and carry out duties that are outside his or her job description to remain relevant in the charity segment. However, the business may not benefit from this since limited funds may make application of technology difficult despite unlimited opportunity for expansion.

Organization SWOT

Strengths

The BrothersForChange organization has already established itself in the San Francisco region. It is already into the charity segment and has previous experience in the charitable activities.
The organization has good terms with the local charitable organizations and private donors and can deliver services at no charge to those who need these services most.
The organization has concentrated in the small families segment in offering charitable services that have been ignored by the big charity players.

Weaknesses

The organization has not operated in the United States for long enough hence may not have exact projections on the funds and their use.
The organization depends on only person as the workforce hence may not maximize its activities in the market.
The organization has the disadvantage of unreliability in charity service delivery since the single manager has to do all the work. Apparently, he cannot keep up with the demand despite working for long hours.

Threats

Too many charitable organizations are in the market of San Francisco, especially the big players with more credibility in offering charity services.
The success of the organization will depend on the reception of their appeal for donor funding in the market of San Francisco. If the projections don’t add up, then the organization may take longer to raise funds or may end up collapsing.

Opportunities

The organization has an opportunity for unlimited expansion in the market of San Francisco with more than 100,000 small African American families in need of its services.
The organization has the opportunity of attracting more donors through referrals since its local network is well established.
The organization has the opportunity of diversifying charitable services beyond accommodation to counseling and social health support.

Market force	Strength	Weakness	Threat	Opportunity
Strategy	Customized services	Small market niche	Changed preferences	Business expansion
Technology	Local magazine easily accessible	Target donors who are relatively traditional	Changing media forms	Online marketing
Political and economic conformity	Free market	Unstable business model	Economic swings	Establishment of more branches within the city of San Francisco
Legal conformity	Limited conformity requirements	Sensitive business environment	Tax regime	Structured operations
Cultural aspects	Conformity to the San Francisco culture	Challenge of winning donors	Changed donor preferences	Opportunity for expansion
Process and systems	Simple but effective system	Limited scope of the system	Limited staff due to low fund turn over	Opportunity for expansion

Macro Environment Analysis

Competitive Advantage Sustainability

Operation efficiency and market niche provide an indication of how well the organization manages its resources, that is, how well it employs its assets to generate sales and income. It also shows the level of activity of the corporation as indicated by the turnover ratios.

Specifically, a high earnings ratio in an organization suggests that it is expecting stable high earnings in all its major market niches as an opportunity for future expansion. Economic swings pose a threat to this organization since many of the fund donors are likely to be affected by the swings. The main weaknesses include lack of diversification and expansion services.

Political and Economic Aspects

Essentials of political operation in the San Francisco market have limited influence on business operations due to its stability and policies on economic liberalization. The US is a democratic nation with limited cultural or religious stresses. There are no conflicts that can be seen to arise with the marketing of such organizations like the BrothersForChange establishment. This aspect of the country’s political and economic stability encourages smooth operations and predictability of the future operation trends.

With the full support of political authorities to the charity community, the overall growth and development of various marketing networks is also encouraged. The government projects economic policies that are inclined towards diversification and promoting the role played by donors in the charity industry.

Legal conformity

In addition, the commercial laws in the US provide for trademark rights and patents which eliminate the risk of investors and protect start-up companies from fraudsters and copyright infringers. This is an assurance of protection against illegal trade, even if process of registration is time-consuming and very expensive.

In the long run, this friendly political climate is expected to allow for the easy penetration and segmentation of the market by the BrothersForChange organization. However, with the current economic meltdown, expenditure on charities has declined as families have tightened their budgets in response.

Cultural Aspects

Comprehensively, the marketer should review the technological awareness and lifestyle of targeted customers. Majority of the San Francisco population are aware of developments in technology and have embraced lifestyles where technology and innovative products have a part to play.

People’s lifestyles revolve around technology, from transport to communication. Since the services to be marketed by the BrothersForChange organization are technology-dependent, it is necessary to establish the estimate statistics on the same. Research has it that a large percentage of the potential donors have literary and basic technological skills.

A properly modeled penetration strategy should create minimal disturbances in the market and the company. Because of this, it is important to establish means and ways to reach the potential market. To achieve this, it is important to segment and differentiate the San Francisco market using consumer-based market segmentation procedures.

Process and systems

The business will require relatively smaller operation area since its services can be centralized. Partnering with the community will enhance expansion since San Francisco region is easily accessible besides the high number of potential donors.

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