PRINCIPLES OF MARKETING
PROJECT PAPER REPORT
FOR A LIVING PLANET
Marketing in Not-For-Profit Organizations
WORLD WIDE FUND FOR NATURE – MALAYSIA (WWF-Malaysia)
Lee Qiao FanCEA 110041
Mira Elyana Abdul GhaffaCEA 110050
Muhammad Amin Mohammad AsriCEA 110059
Noor Rahaishah Abdul RahmanCEA 110068
Yusyatimy Che YahyaSEF 080040
Date of Submission: 22 December 2011
Table of Contents
2.0 BACKGROUND HISTORY OF THE COMPANY4
Mission Statement and Guiding Principles5
3.0 ORGANIZATION STRUCTURE6
4.0 CURRENT MARKETING ISSUES7
This project paper was assigned to our group by our beloved lecturer of Principles of Marketing, Sir Shamsul Izwan Saharani. The topic assigned is the Marketing in Not-For-Profit Organizations and the organization that our group chose is World Wide Fund for Nature-Malaysia (WWF-Malaysia). Our group had conducted a research through internet and latest annual report for information on the marketing strategies used by WWF-Malaysia. Furthermore, an interview with representative from WWF-Malaysia, Mr. Brandon Liu was conducted to find out more details and information about the not-for-profit organization and to have more understanding about it. The findings were used as resource to complete this project paper report. The accuracy of information is important to expose and explain to the undergraduates of taking the subject Principles of Marketing on the way of marketing for not-for-profit organization and how they can survive in the business industry. In short, a lot of new knowledge was gained from the method of marketing by not-for-profit organization, which is different from other corporate companies including the government agencies. This report is done with the hope that the completion of this project paper can benefits other undergraduates by widen their knowledge. Last but not least, we would like to thank our group members who are willing to give their full support, co-operation and commitment throughout the process of completing this project paper. Next, we would like to extend our appreciation and gratitude to our beloved tutor, Sir Shamsul Izwan Saharani for much of his help and support in assisting us in preparing this project paper. Not to forget, Mr. Brandon Liu, the Communications Unit Manager of WWF-Malaysia for his time and co-operation in responding to our interview.
2.0 BACKGROUND HISTORY OF THE COMPANY
World Wide Fund for Nature-Malaysia (WWF-Malaysia) was established as a national conservation trust on 13 January 1972. According to official website of WWF-Malaysia, the organization began as a humble two person-organisation. However, today, WWF-Malaysia has around 180 employees working at the offices from Langkawi to Sabah. The organization is also known as Tabung Alam Malaysia, as they are governed by a Board of Trustees. The early work of WWF-Malaysia was focused on scientific research of wildlife and important natural habitats. This work later expanded to the management of protected areas.
WWF-Malaysia is a Malaysian organisation affiliated with WWF (World Wide Fund for Nature), the international conservation organisation which founded in 1961 in the small town of Morges, Switzerland. WWF is a global network in more than 100 countries, including Malaysia (the 17th WWF organisation) and has more than 5 million supporters worldwide. WWF is now one of the most experienced environmental organisations in the world. The headquarters of WWF-Malaysia is in Petaling Jaya, Selangor, and programme offices in Kota Kinabalu, Sabah and Kuching, Sarawak as well as site offices in Fraser’s Hill, Langkawi, Malacca, Jeli and Stong in Kelantan,...