Strategic Marketing Analysis for South African Ngo

Topics: Marketing, Educational psychology, Education Pages: 9 (2237 words) Published: September 28, 2008
Situation Analysis

Forces that are internal to and influence a company include: the company, the suppliers, market intermediaries, customers, competitors, employees and publics, all impact on the company’s ability to serve its customers, and together they are responsible for producing, distributing and promoting the company’s offering (Kotler, P 2006). These immediate players are further broken down and analysed below.

The Company
The Learning Cape Initiative’s (LCI) business is to inculcate a culture of lifelong learning within and across formal and non-formal fields of society in the Western Cape Province. LCI’s primary role is to provide, promote and reinforce life-long learning as a way of life and culture and bring about significant changes and improvements in social and economic development. They run and develop support groups that encourage and inspire people to further, or even begin an education.

The Suppliers
LCI provides a service and therefore do not have core suppliers to provide resources since their services are provided by themselves.

The Intermediaries
Since LCI are service providers, basic intermediaries are organisations that approach LCI with proposed learning initiative projects and programmes. These may be schools, colleges, other not-for-profit governmental organisations etc. The marketing of LCI has not been outsourced to an independent marketing agency but is handled by their in-house marketing department. Financial intermediaries include the various banks, financial institutions and donors that are involved in the financial aspect of the business.

The Customers
Their basic intermediaries are also their customers in that LCI are not directly approached by the people that physically benefit from their services, for example, school dropouts, previously disadvantaged etc. Rather, they are approached by organisations, schools, and companies to provide their services to these above-mentioned people.

The Competitors
Competitors of LCI would include similar organisations providing almost identical services and more. They include other governmental or independent learning initiatives that LCI are in direct competition with, for example, 21st Century Learning Initiative, E-Learning Initiative, Joint Learning Initiative etc. (Note these local as well as international, governmental or independent organisations are not competitors that inhibit profits since Learning Cape Initiative is a not-for-profit organisation, Instead they induce competition based on performance thereby threatening LCI’s position with government sponsorship)

The Publics
Important publics most important to LCI are their financial (donors, sponsors, banks, financial institutions); media (newspapers, conferences, international festivals, website); government (department of education); citizen action groups (basic human rights activists) and other (higher education institutions, sectoral education and training authorities, organised labour, civil society, organised business, provincial development council) etc.

When conducting a market analysis, it is essential to include macro environmental factors. The macro environment consists of those components which are not controlled by the organisation but have considerable direct, as well as indirect influence on the market environment in which the company operates (Strydom, 2000).

The Learning Cape initiative’s (LCI) business is to encourage a culture of lifelong learning within and across formal, non-formal and informal sectors of society within the Western Cape. As a result of this goal, the demographics of the “target market” of LCI include all citizens that reside in the Western Cape. This broad objective and target also facilitates LCI to appeal to various groups and educational institutions in the Western Cape.

ii.Economic Environment
LCI’s core objective is to promote lifelong learning. By...
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