The Salvation Army is an integral part of Christian church, the movement founded by William booth and his wife Catherine in 1865 in London, England has now spread across the globe in 124 countries and provides services is in more than 175 languages as of 1st January 2011. Its International headquarter is based in London. Its objects are ‘the advancement of the Christian religion of education, the relief of poverty, and other charitable objects beneficial to society or the community of mankind as a whole’. The Salvation Army invests on schemes for the social betterment of the poor. Its mission is to preach the gospel of Jesus Christ and to meet human needs in his name without discrimination. Vision Statement: One Army, One mission, One Message:
One Army: We see a God-raised, Spirit-filled Army for the 21st century - convinced of our calling, moving forward together. One Mission: Into the world of the hurting, broken, lonely, dispossessed and lost, reaching them in love by all means. One Message: With the transforming message of Jesus, bringing freedom, hope and life. (Salvation Army, 2012) External Analysis of Salvation Army:
To explain the external analysis of Salvation Army, PESTEL is conducted. PESTEL framework can be used to identify how future trends in the political, economic, social, technological, environmental (‘green’), and legal environments might impinge on organizations. This PESTEL analysis provides the broad ‘data’ from which to identify key drivers of change (Johnson et. al. 2010, p.54). Political Aspect: Being an international nonprofit organization, Salvation Army is subjected to various governmental regulations. Under the new pubic management (NPM) system, Salvation Army find, it acting as an agent of government policy. Even though it is working for religious and social cause it has to follow the rules and regulations of the every country. < http://org.sagepub.com.ezproxy.aut.ac.nz/content/16/5/755 > Economic Aspect: In recent years, The Salvation Army is managing to generate revenue through its social work like sale of property and grants. Indeed, the organization enjoyed an increase in total income to £236m, up from £207m in 2005. According to the charity's annual report of 2005/06, the disposal of assets and 'other income' accounted for 20% of revenues, while a quarter was raised through social services. Social Aspect: From the origin of the organization, the organization has attempted to play a crucial role in the social welfare of society. Salvation Army is running the programs like drug rehabilitation programs, medical facilities, schools and emergency relief for the victims of extraordinary events, such as floods and or example like London bombings on 7 July 2005. The organization is against social evils like smoking and drinking because they are injurious to health and waste of money. < http://search.proquest.com.ezproxy.aut.ac.nz/docview/214974382> Technological Aspect: Much has been made of the social media as a way of raising brand awareness and communicating with stakeholders (Levy, 2010). The Salvation Army has a presence on twitter (Salvation Army, 2011) and facebook (Salvation Army 2011a).
Environmental Aspect: The motive of Salvation Army is to save environment from degradation. For this they are appealing to the people not to throw used items like furniture, clothes and foods so that they can supply to homeless or to those persons who are in need of those things. <http://search.proquest.com.ezproxy.aut.ac.nz/docview/748843003> Legal Aspect: Salvation Army is an international organization; it is in 124 different countries, so Salvation Army honors the language and spirit of the law of every nation and undertakes open and fair activities. Salvation Army complies with the applicable laws and with the code of conduct which was being framed for letting the workers know about their limitations and if there is any illegal act or crime or any act in...