MARKETING PLAN Case Solution And Analysis, HBR Case Study Solution & Analysis of Harvard Case Studies

MARKETING PLAN Case Study Analysis

Economic:Canada is the 11^th largest economy in the world[1] based on nominal GDP. Canadian economy is estimated to have a growth of 1.5 percent in 2019. GDP trend, inflation and employment rate, disposable income and cost of living are all the relevant factors while considering the economic factor that are likely to have an impact on non-profit organizations.

The GDP of the economy is increasing, which is considered to be a positive factor for non-profit organization in such a way that by increasing the GDP more and more, the donors would give charity as well as chances of increase in the government support. Increase in the charity would allow the organization to perform social services effectively. 2%[2] inflation rate indicated the stability of the economy, which is considered to be a positive point for the non-profit organizations.

Social:Social factors include the life style, social event, crime rate and demographic factors that have significant impact on the non-profit organization. The rate of youth in Canada is huge,which is considered to be a positive factor for the nonprofit organization, which would provide an ease to thenon-profit organization in targeting the young generation and making them a part of various campaigns. The population of Canada participates in welfare activities very actively.

Technological:Non profitable organization are mostly not effected by the technological factors. The technological factors come while receiving donations for the company. The channels that are used by the company affect the donations. The uses of advance technology by the organization also helpsin attracting the young generation of the country.

Marketing Mix

Marketing mix is the set of techniques that the organizations use in order to implement their marketing strategies. The marketing mix revolves around four P’s of marketing i.e. place (distribution, location and availability of the services), promotion (communication with target market), product (the offering) and price (monetary and non-monetary cost). Marketing mix is considered to be an important factor, because it determines the sustainability of a product or services for a particular target base customer. The marketing mix of Royal Canadian Legion Regina, a non-profit organization is slightly different from the other organization, because it offer sits services for free of cost. The marketing mix of Royal Canadian Legion Regina are as follows:

Product:

The product is one of the core and an essential feature of the organization as it is considered to be the face of the organization.Due to it being a non-profit organization; the services that it provides are considered as products of the company. The Royal Canadian Legion is the Canada’s leading organization, providing veteran support and community services. The purpose of the organization is to provide representation and assistance to Veterans serving Canadian Armed forces and their families. It supports all the families of the Armed forces and provides an assistance and helps them as much as it possibly can. The organization has a cafeteria where its offers free of cost food to its members or needy families. The organization also has a museum where it praises the sacrifices of different soldiers and army forces. The organization also provides free hospitality services to the needy families of the country’s soldiers and supports them in monetary terms. In order to remember the sacrifices of Canadian military force, the organization celebrates Remembrance Day.

Price:

Due to being a non-profit organization, the organization offers its services to the needy people for free of cost. The pricing strategy of the company is to receive as much donations as it possibly can, from its donors or members, and with the help of this donation the company overcomes its expenses. The strategy of the company is to cover all of its expenses with zero profit, which indicates that the company has an aim of reaching the break-even point, where it covers all of its expenses without a single rupee profit. The organization attracts various high profile businesses, government and upper class to get donations. The pricing strategy of the company is to attract the numbers of donors in order to get high donations and attract the volunteers. The organization might charge minimum fee, such as: 10% fees of overall services in case of limited donations or financial instability.

Place:

In non-profit organization, place can be referred to the location where different donors and volunteers approach the company. The company has a local office at Cornwall street Regina where the volunteers offer their services to the needy families. As the organization does not produce any physical product, so it is more relevant to create online websites where the organization can stay in touch with its target audience.

Promotion:

To promote its business, the organization can use social media advertisement, create slogans and arrange meetings with different business and organize different events in order to provide awareness and spread the message of organization in the general public, which links friends, friends of friends, family members and associates. The organizationcan develop media campaigns in order to spread awareness in the general public. The company can also hold or sponsors various social and welfare events in universities and colleges to promote the organization and attract the young generation and potential donors.

Evaluation of marketing plan

The evaluation of marketing plan is considered to be an important part because the making of marketing plan is not enough. It is necessary to evaluate the progress of the marketing plan whether the marketing plans is working according to the plan made or not. In order to examine the marketing plan, the very first step is to understand the objective of marketing, and after that the evaluation of how much the company is expected to be successful in achieving its objectives.

Royal Canadian Legion Regina Branch closely monitors that how much the company is being successful in attracting the young volunteers as well as the donors. The financial reports of the branch should be examined on monthly basis in order to keep an eye on the activities that the company is using to approach the target audience. Furthermore, the evaluation of marketing plan also includesan evaluation of the promotions that which promotional activity works best in order to get the interest of the target audience and is helpful in achieving the objectives of the company. In addition to this, the company analyzes that which activity works best and which activity needs to be corrected or modified, after which the company/organization can use the best approach in order to increase the number of donors.

The organization should take the feedbacks of the targeted audience and its volunteers, and should modify its services and offersaccordingly, in order to provide better services and gain the satisfaction of the targeted audience.

Conclusion

The objective of the marketing plan is to increase a number of young volunteers and improve the financial position of the Royal Canadian Legion Regina Branch 001. In order to achieve this objective, a marketing plan should be constructed, which should help the company in order to achieve its objective and improve its services. Through the successful implementation of the marketing plan, the company would be able to provide its services to the armed forces and target the audience more efficiently. It is also recommended to the company that it should use effective promotional programs, which worksfor gaining the interest of the young population and helping the company to increase its financial position by increasing the number of donors and sponsors.

[1]https://studynovascotia.ca/canadian-economy-political-stability/

[2]https://santandertrade.com/en/portal/analyse-markets/canada/economic-political-outline

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