Strategic Marketing Analysis for South African Ngo
Situation Analysis
Micro-environment
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.
Micro-environment
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.