Executive Summary

The current report discusses the marketing plan of the handicrafts baskets from the Oxfam shop. This company is in this field and performing its operations for many years. The main idea for the development of this company is being discussed and the policies of this organization are put forth. Oxfam has a particular vision for which this organization is associated with 17 other organizations internationally, which will be reported further in this report. The current marketing programs of the company for their growth rate in the market and the size of the market is also shown here.

This organization was formed in order to reduce the poverty and also injustice. Its main motto is to live with equality without being biased towards the injustice of the poverty line. Underpinning the anti-poverty strategies in all the countries with the help of social protection is another objective. Incomes are not supposed to be at the expenditure of the human rights of the individuals and their well-being is another policy. There is a lot of scope for this shop as the customers for this are the suppliers themselves, whose distribution channels are in a store that is, the products are in flow between various shops and also the online seller. There are various handicrafts baskets sold by this organization of different models along which the baskets can also be customized as per the customer’s needs from the list of the ingredients available to them.

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Introduction

Oxfam International is a multinational association which is consisting of around 17 firms that are working in nearly 94 nations worldwide in order to find out the solutions for poverty and the things that are considered to be injustice globally. As per Åberg, Fälting & Forssell (2016), the target for every action of the Oxfam is to help people in implementing their rights along with the management of their lives. As per Weber, it has a direct work relation with the society whose main objective is to influence the powerful and safeguarding that the individuals who are poor will be able to enhance their lives and the decisions are contributed which will be impacting on their lives (Weber, 2016). Hence, all the firms work collectively globally in achieving the influence at a greater extent towards the vision and policies of the organization.

Company analysis

The Oxfam organization is targeting the markets by focusing on the people who are in need of their assistance from various regions globally from different parts which on the priority basis depends on the charitable organization sectors. Peter & Olson said that the target of the organization is to focus on the poverty, education in the family, and their health it is involved in selling the handicrafts baskets with the help of distribution channels (Peter & Olson, 2016). The demand for the organization will be influenced by a number of determinants which include the economic conditions globally, different political events and the happenings in the nation. Further, Kumar said that the diverse marketing solution of the firm is being used by Oxfam which is very important to emphasize in order to promote their handicrafts baskets art throughout the world (Kumar, 2015).

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The Oxfam shop is the operator of the store’s industry in selling second-hand goods.  The marketing strategies that were used are in-store and online purchases. The economic conditions of the industry kept on improving and income has grown to a greater level with the high increase of the size of the market globally in recent years (Lockrey, 2015).

The marketing strategy that is being currently used is segmentation which comprises the division of the organization into the broad range in the target market into smaller businesses, various countries or the customer segments consisting of the interests in common, the main priorities and the needs. The marketing strategies of Oxfam will be organized in the form of groups having different KPIs and own objectives (Tsekouropoulos, Andreopoulou & Misso, 2015). This segmentation of Oxfam is in accordance with the supporters. The types of supports will be including the individual giver, the shop gift giver, the regular giver, the campaigner, and the shop purchase. For every one time, the supporter type gets split and active till the time the last transaction has been elapsed in the product type. As per Stoddard & Clopton, in addition to this, the macro segmentation in Oxfam is the organization’s modified lifestyle associated with the demographics, on the basis of the supporter (Stoddard & Clopton, 2015). As per Cai & Wright, the main objectives of the Oxfam shop in handicrafts basket marketing strategy are to increase its market size with the help of partnerships internationally with the various organization by this year-end. It is expected to increase its sales and the revenue of the organization overall to 6 million dollars by the end of December 2016 (Cai & Wright, 2014).

Another marketing strategy is the positioning of the products in which the main focus is on making the brand occupy the position that is distinctive when compared to the competing brands and the mind of customers (Kolb, 2016). As per Perreault Jr, Cannon & McCarthy, the features that endorsed by the customers are the quality that stands for a long time, the type of the individuals using that product, their strength and the weakness of which any memorable or abnormal characteristics is also included, the cost and the value that is represented by it (Perreault Jr, Cannon & McCarthy, 2013).

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Competitor analysis

In this generation any industry has a wide range of competition and since this firm is involved in making handicrafts baskets which are quite commonly sold in the market by various other companies. As per Hasan & Ali, the major competitors for Oxfam shop are Amazon and the bay which is an online store and is involved in selling all the goods and products that are required by the customer at a reasonable costing (Hasan & Ali, 2015). In this generation any organization, though it is profitable or nonprofitable it is facing diversified challenges. The rapid changes in the economy both nationally and internationally are making these firms redevelop themselves and for the implementation of the new objectives, the strategies of marketing so as to meet the new challenges by the company (Heaton, 2016). In other words, these new objectives and strategies will be useful for the organization in order to enjoy a competitive advantage. Sice Oxfam is a nonprofit organization it is facing various numbers of challenges and changes from the competitors with respect to the consequences, the rise and fall of the price, limitations in the product availability, etc (Hsieh, Y.J., 2015).

As per Tiago & Veríssimo, in order to adapt to these changes and also the challenges, it is required that Oxfam has to determine the factors influencing the environment and the market along with analyzing the external forces which are having an impact on their future directions, their set objectives, and the strategies (Tiago & Veríssimo, 2014). In doing so the SWOT analysis of the firm has to be done so that their various sectors can be properly analyzed and can set the strategies so that they can compete with the big firms like Amazon and eBay.

The Oxfam Shop has to take its place in the market by positioning its brand into the minds of the customer. Some factors are needed to be followed in terms of quality, appearance, style, etc.  It should be unique when compared with the competitor’s products. The strategic positioning of Oxfam is on the basis of what the organization does, what it offers and what it is defined by.

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Customer analysis

The current marketing profile will be dependent on the following 7P’s of the handicrafts baskets which are developed by this Oxfam shop. The customer usually refers to the products, price, promotion, people, place, process and physical evidence of the products.

Products: As per Nasution et alm the Oxfam brand is referred to as a nonprofitable organization and its services are for charity it is essential for this company in maintaining and improving its values in the market (Nasution et al, 2014). There are various products sold by the company whose contributions are donated. From the customer point of view, this is accepted in society and many people and organizations will be volunteering in order to improve their economy. Hence the Oxfam connection with customers and the firm is positioned in a better place.

Price: For the market that is targeted the services and products are given for free. It is a kind of strategy designed fairly by the organization. Further, as it has no dealing with the customers who are quality driven and has no competition with the price basis for their handicrafts it offers free when required (Kolb, 2016). So as per the perception of the customers on the product value the pricing value strategy is set by the firm.

Promotion: As per Kumar, the advertising by Oxfam is done in an extensive way where it is involved in promoting their activities and the products with the help of newspapers, television and other magazines (Kumar, 2015). The great traffic is driven with the help of social platforms but the marketing campaign is not doing much through that. So the Oxfam has to increase its marketing strategies.

People: In order to support the people if find the right people at the right place. It is using the technology in serving the people with their products up to their satisfaction. Therefore, innovative solutions should be developed by Oxfam to maintain the culture and values.

Place: The products and services of Oxfam are delivered all over the world. In turn, it is trying to increase its sales and economy by serving the people and wide-spreading its organization at various locations (Åberg, Fälting & Forssell, 2016).

Processes: From the customer point of view, it is said that the platforms for communication have to be improved by the firm in order to make the process of delivering much faster and quicker than now.

Physical evidence: There is a website created by the organization to make access easier and one can all the information about the products of the Oxfam shop.

Conclusion

This report analyses the Oxfam International organization which works for injustice and poverty. It also talks about the company’s competitors and gives a full customer analysis of the company.

References

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