Riding The Waves Together

Topics: Strategic management, Surf lifesaving, Balanced scorecard Pages: 14 (869 words) Published: July 27, 2015
RIDING THE WAVES
TOGETHER : a
SUCCESSFUL
PARTNERSHIP
CASE-STUDY

Brought to you by:
Louis Poh
Ihwa Myung
Jane Ng
Mabel Tan
Sai Kaung Ngin

Introduction
1) Surf Life Saving New Zealand (SLSNZ) is a lifesaving association that provideswere
lifesaving
services
3) SLSNZ
benefited
by DHL’s investment through its clubhouse which
allows SLSNZ to update their facilities and equipment.
• Has been in the communities for 100 years
• onTotal
of 9 districts
4) Based
the social
partnership, DHL provided reasonable level of funding
• the
71 surf
lifesaving
clubs
with a total of 15000 members
towards
beach
education
program
2)

• SLSNZ is involved with 450 school each year
DHL• owned
by Deutsche
World
Netpart
is anevery
international
organisation
that
Has over
2 millionPost
people
taking
year in beach
education
specialize
in delivering documents and products by air
program
• The organisation has over 220 countries and territories worldwide with more than 500 000 employees
• DHL been in operation since 1973 and has more than 500 employees

Question One

What insights from this case
suggest
that the partnership could not be
characterised wholly as a tactical
sponsorship arrangement?

Question One

• According to Duarte et al., (2006),
• SWOT is a way to analyse the environment based on their strength, weakness, opportunities and
• According to Thibault & Harvey (1997),
• Non-profit organisation need to approach corporate sponsorship as a strategic alliance to maintain and secure sponsorship relationship

STRENGTH
• SLSNZ is widely recognise

WEAKNESS
• Weak sustainable funding

• SLSNZ registered to an intellectual
property office of New Zealand

OPPORTUNITIES
• High exposure to media
• Opportunities to communicate with
other stake holders

THREATS
• Prone to natural disaster

Question Two

What key principles have
contributed to the success of this
partnership?

Key principle to SUCCESS
• SLSNZ allows access to resources such as volunteers, managerial expertise •andAccording
Boots and Evans (1990),
technicaltosupport
Partnership
is donation
“where both parties establish a sense of worth and
• •Increased
public
contribute
in equaltowards
measurethe
to social
a jointpartnership
venture
• Increase
awareness
• Gain more opportunities to connect with target audience and able to attract more investor
• DHL’s investment provides better facilities for SLSNZ

Question Three

How important are mainstream
marketing activities for SLSNZ,
and what important
considerations need to be made
in non-profit marketing?

Importance of mainstream marketing
for business
non-profitadoption
marketingis the key digital economy driver so that marketers can • Consideration
Consumer and
track for debating and develop to form strategic views on levels of experience of online (Edwards,
2011)
• environment.
Act on the passion
to serve
the community

• • According
Schimmel
(2002),
Mission fortonon-profit
organisation
• There are different categories of media method to spread the message to consumers • The accountability between it and society, as well as the rationale for its existence and ongoing support.
• Social media such as Facebook, iPad or YouTube applications, can focus on user generated content and fit with service dominant logic marketing to improve the speed and • Improvement in a non-profit marketing organisation social impact objective may take years to efficiency of data collection

become noticeable

Question Four

Are there any general
suggestions you would
make to ensure the
continuance of this
agreement?

Question Four
According to Kaplan and Norton (1992), balanced scorecard is used for To ensure the continuance of this agreement, we would recommend SLSNZ • strategic planning and management system
• Building trust and overcoming cultural misunderstandings • Used extensively by business and...
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