The Salvation army in Australia

Running Head: Management
0
Salvation army in Australia
Global marketing Management
3/30/2020

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Contents
TOWS analysis................................................................................................................................2
Pestle analysis and ethnic factor......................................................................................................3
Stakeholder......................................................................................................................................5
Competitors......................................................................................................................................5
Recommendations............................................................................................................................5
References........................................................................................................................................7

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TOWS analysis
TOWS STRENGTHS WEAKNESSES
It is one of the older in profit
organization which was
established in 1878 so
people considered it best and
reliable in care of the health
services (Reynaud, et al.,
2016).
The Salvation Army has a
lack of promotional
activities and due to which
the young generation gets
lack of interesting programs.
The Salvation Army is one
of the well-known
organizations all over
countries like Europe,
Africa, America, Asia, etc. It
provides the services of
brand awareness in society
and has many physical
stores across the Australian
states.
The foreign people are not
getting aware of this
nonprofit organization much
so there is a lack of brand
recognition among the
foreigners, international
students and residents
(Walter, et al., 2016).
It enhances the quality of the
life of the people and also
has multiple sources of
income such as the donation
of the corporate companies.
The stakeholders of
corporate companies who
donate to this organization
do not trust them in terms of
the cash flow so their
engagement is lower
towards the company.
OPPORTUNITIES The young generation is
getting attracted to this
organization for the
There was a lack of brand
recognition among the
foreigners about this

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wellbeing of the people by
developing the new sub-
brand of the Salvation Army
so it helps the company in
increasing its brand
recognition to the foreigners.
company so it is an
opportunity to increase
brand awareness
internationally through
social media promotional
activities (Oppenheimer,
2002).
The young people and even
the more audiences of the
different age distributions
are connecting with the
company through creative
and interesting activities.
It allows the company to
engage with the stakeholders
through empowering the
young generation so that
sustainability in the
company can be maintained.
THREATS The quality of the life of the
people is in the threat as the
funds or donation given by
the people is major used for
the personal use by the take
care of the companies
(McGregor-Lowndes and
Frances, 2018).
The competition is tough in
the market which is a threat
to the company as many
nonprofit organizations in
Australia are working for the
welfare and quality living of
the people.
The existence of the
company is in the harm as
there were many new rules
and regulations are coming
from the government of
Australia.
The charity programs show
a lower interest to the
societies which are taking
the funds for their personal
use.

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Pestle analysis and ethnic factor
Political Factor: The government of Australia has great influences on the Salvation Army
organization. They get them some relief in the taxation laws as this organization is working for
the wellbeing of the people (Merritt and Allen, 2017). When the new government power takes in
Australia the nonprofit organization feels the heat. If the funding is reduced by this organization
then the government helps them in adjusting their budgets and planning so that the quality of the
life of the people can be maintained. The Salvation Army has to pay the tax to the government
on their taxable income although they are accessible to the charity tax concession (Oppenheimer,
2002).
Economic factor: The great recession hits the economy of Australia and it affected the nonprofit
organization too such as the company salvation army in Australia. The organization mainly
suffers the issue related to the donation as the job security is less so people generally focus on
surviving instead of donating the funds to this organization.
Social factor: The Salvation Army has a great impact on society as they are working for the
welfare of society. The nonprofit organization work for the better ahead in life and they provide
the resources to the people and take care of them also (Oppenheimer, 2002). So the organization
Salvation Army helps the community to prosper and grow rapidly in a better way.
Technological factor: The technology has brought much success to the Salvation Army by
enhancing its promotion to the international level. The efficiency in this organization has
improved through adding new software to the company. The company can engage the
stakeholders and attract the youth generation through the technology of social media sites and
other online sites (Hentzschel, 2019). Even the company Salvation Army has collected donations
through online payments also such as Google pay, Phone pay, Paytm, etc.
Environmental factor: The Salvation Army focuses on the welfare and care of the people at the
national and international level so they have to maintain a positive working environment also for
their employees and for the other people to whom they are proving the services. This
organization never works for an abusive and hostile working environment.

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Legal factor: The government of Australia brought many new rules and regulations which has a
great impact on the Salvation Army. There were many legal risks that the company is facing and
they have to follow that at the workplace regulations to maintain the lawful organization.
Ethical factor: The organization has ethical thinking in the conservative of the people and they
follow the ethics of the Bible, the church as the moral of the Salvation Army belongs to the
Christian religion (Greenaway, 2019). The company’s ethics are engaged with the social and
moral issues and they commit to the sustainable procurement of the business principles and
policies.
Stakeholder
The potential stakeholders of the company are donors, church, army officers and the other people
who have high power and a high interest in the Salvation Army organization. The company also
has the other major stakeholders such as individual government bodies, general consultative
council, high councils, media, employees and the volunteers which have managed the work of
the company (Hentzschel, 2019). Another major stakeholder of the company is the third party
fundraiser as the company is to rely on its support for the funding and benefit the company by
raising the fundraising campaign.
Competitors
Salvation Army has many competitors in the non-profit organization so their competition is high
in the market. The major competitors of the Salvation Army are beach charity, Red Cross, St
Vincent de Paul society, etc. (Robertson, 1967). The major competitors of the Salvation Army
are Savers, Marriott, Goodwill, and Red Cross. The Salvation Army is the Christian charity
basically so their competitive set is Coventry Cathedral, Church of England, Newark Evangelical
Church, Canterbury cathedral, etc.
The top eight competitors of the Salvation Army are American Red Cross, Catholic Charities
Inc., Volunteers, World Vision Inc., Samaritan’s Purse, Adventist Church, Children Inc., and
Catholic Charities Inc.

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Recommendations
It is recommended that the company Salvation Army has to manage their cots efficiency by
making the budgets and doing the proper planning of the funds. The company should keep the
cots down under the 25 cents in a dollar and should spend that much money on the marketing so
that they can maintain their current position in the market (Davies-Kildea, et al., 2017). The
nonprofit organization can capture the great market share by increasing the percentage of the
budget but as this company is working on the funds, donations, and charities so that they have to
cut down their cost of budgeting and majorly focuses on providing the humanitarian work. It is
recommended to the company that average of 5 cents of every dollar should go the company for
their fundraising cost and they spend 82% of the donation on the aids so they have to reduce the
percentage of donations to the aid and put to the major emphasis on the ethical things.

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References
Davies-Kildea, Jason, Dip Miss, B. Theol, and M. Theol. "The Salvation Army and the Social
Gospel: Reconciling evangelical intent and social concern." PhD diss., Monash University, 2017.
Greenaway, Laithe J. "We have a gospel: a critique of salvation narratives in the Salvation Army
in Australia." (2019).
Hentzschel, Garth, Daniel Reynaud, and Wendy Jackson. "A Salvation Army Commencement
Narrative: An Investigation of Literature Focused on the Army in Queensland." This article was
originally published as: Hentzschel, GR, Reynaud, D., & Jackson, W.(2019). A Salvation Army
commencement narrative: An investigation of the literature focused on the Army in Queensland.
The Australasian Journal of Salvation Army History, 4 (2), 15-26. ISSN: 2206-2572 (2019).
McGregor-Lowndes, Myles, and Frances M. Hannah. "ACPNS Legal Case Notes Series: 2018-
48 The Salvation Army (New South Wales) Property Trust v Chief Commissioner Of State
Revenue." (2018).
Merritt, John G., and Allen Satterlee, eds. Historical dictionary of the Salvation Army. Rowman
& Littlefield, 2017.
Oppenheimer, Melanie. All work no pay: Australian civilian volunteers in war. Ohio
Productions, 2002.
Reynaud, Daniel. "Lest We Forget: Fighting Mac, the Army and Contemporary Australia." This
article was originally published as: Reynaud, D.(2016). Lest we forget: Fighting Mac, the army
and contemporary Australia. The Australasian Journal of Salvation Army History, 1 (2), 43-52.
ISSN: 2206-2572 (2016).
Robertson, Roland. "The Salvation Army." Patterns of Sectarianism. London: Heineman (1967):
49-105.
Walter, Zoe, Jolanda Jetten, Genevieve Dingle, Cameron Parsell, and Catherine Philpot.
"Breaking the Cycle of Homelessness (Final report for The Salvation Army 2016)." (2016).