Amnesty International in Bric

International marketing project

HTWK Leipzig

Prof.Dr. Uwe Sachse

Alvarado Torrecillas Angel

Catinot Lisa

Galieva Guzel

Vanbeversluys Léa

Summary

Introduction

1. Amnesty International’s presentation

a) History

b) Mission

c) Vision

d) Values

e) Structure

- International Council (IC)

- International Executive Committee (IEC)

- International Secretariat (IS)

f) Amnesty international in the BRIC’s countries

2. Market research

a) Offer

b) Competition

c) Demand

- Brazil

- Russia

- India

- China

d) SWOT analysis

3. Objectives

a) Short-term Objectives b) Long-term Objectives

4. Marketing Plan

Marketing strategy

Segmentation strategy

Targeting strategy

Target market

a) Choice of strategy - Marketing mix b) Budget

Conclusion Sources
Introduction

This project includes marketing plan for Amnesty International in BRIC (Brazil, Russia, India and China) countries. Amnesty International is a global, non-profit and not-government organization which has more than 3 million supporters and volunteers around the world. It works in more than 150 countries, which campaign to stop the abuses of human rights. The main goal of our project to promote Amnesty International as an organization in a “Big Four” countries which is in a similar stage of economic development. The main purpose of Amnesty International in general is to protect the human rights. We were motivated to work about this, because in these countries we can find the same causes in which Amnesty International needs to be better promoted.

We analyzed each of four countries in situation with human rights and point of Amnesty International in each country. According to this information we decided