Advertising and Marketing Communication

This report provides a detailed analysis of the advertising and marketing communication in the context of homelessness in Canada. It includes a situational analysis, PEST analysis, Five Forces Model analysis, and SWOT analysis. The report concludes with recommendations for The Journey Home community in Kelowna.

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Advertising and Marketing Communication 1
Table of Contents
Introduction......................................................................................................................................2
Situational Analysis.........................................................................................................................2
PEST Analysis.............................................................................................................................2
Five Forces Model Analysis........................................................................................................3
SWOT Analysis...........................................................................................................................4
Conclusion.......................................................................................................................................5
References........................................................................................................................................6
Appendices......................................................................................................................................7
PEST Analysis.............................................................................................................................7
Porter Five Forces Analysis.........................................................................................................7
SWOT Analysis...........................................................................................................................7

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Introduction
In recent years, it has been analyzed that most of the individuals are facing the issues of
homelessness. The furthermost often detailed aim in the year 2018 PIT Count for housing loss
was incompetence to emolument the fee. Moreover, 12% of persons stated a damage of employ,
as well as 3%, stated ability to discovery cover as their aim for the damage of housing (Latimer
et al., 2017). The Journey Home Strategy is Kelowna’s five-year plan to address the
homelessness with a focus on ensuring every individual has a place to call the home. For running
such a strategy over 2000 points of contact with the community combined to shape such a
strategy (Rezansoff et al., 2016). The journey to build such strategy began with a recognition that
an effective community response needed to be grounded in approaches that are proving to be
successful. Kelowna is one of the attractive communities with an excellent climate as well as has
a strong economy that attracts maximum migration as well as frequently driving the demand for
both the rental as well as ownership housing (Schaepe, 2018).
In the following report, there will be a detailed analysis of the environment that may affect the
overall performance of the company at a certain level.
Situational Analysis
PEST Analysis
Political Environment
Canada is one of the founding members of the United Nations as well as it is one of the
powerful countries. The country maintains healthy relationships with the other utmost influential

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republic in the domain which is the USA. They also maintain a healthy relation with France, the
United Kingdom and further republics in the world. Such a country enjoys a stable political
environment that supports The Journey Home to continue their business in such an environment
in an effective and efficient manner. The government supports the society to promote their
business to provide a home to homeless people.
Economic Environment
Canada is considered as the 10th largest economy in the world as of April; 2018. They
have a association in the Organization for Economic Co-operation and Development, The World
Trade Organization, the G20 as well as the Common Wealth of Nations. Approximately, 70% of
Gross Domestic Product is subsidized by its facility segment that employs over 75% of the
population of country. With a strong as well as dynamic economy, diverse as well as business
individuals, world-class substructure as well as one of the best banking systems in the world, the
country magnets the courtesy of the stockholders as well as industries around the world that
create an opportunity for the company to expand their business and target their consumers for
home rentals and purchases in an effective and efficient manner (Laycock et al., 2017).
Social Environment
Canada is considered as a 2nd largest country in the world by the area, however, their
populace is not that large than other countries. It is a varied republic. In fact, variety has played a
great role in the Canadian History as well as numerous persons call the republic a county of
strangers that represent that the percentage of migration in such country is high as a comparison
to another country that creates the issue of living in such country. It increases the demand of both
rentals as well as ownership housing in such country that provides a great platform for the

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company to target such consumers in a more effective and efficient manner (Clark, Moonen &
Carr, 2017).
Technological Environment
The technology plays a vigorous role in the economy of Canada. In fact, technology is
one of the firmest rising segments in the country. The individual of Canada makes usage of
technology for numerous drives, most particularly education, businesses as well as freedom. It
delivers high disbursing works that attract maximum migrants towards such country. Such
development is also obvious in the vagrant populace that has been challenging local services
breadwinners notwithstanding the current coordinate efforts to enhance the entrée to service,
lodging as well as cover (Barr, Mizrach & Mundra, 2015).
Five Forces Model Analysis
The threat of New Entrants
The threat of new entrants is neutral to unfavorable for the company. Such a situation is
explained in below points
 Legal Authorization: No special Legal Authority is required to enter in such business, as
most of the non-property companies find it easy to attractive to simply out of interest.
 Technology: the expertise of technology in such an industry is not particularly high.
Design, name as well as a concept can all be copied as such is less able to protect these
through the process of patent or any other copyright.

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 Capital: Capital is also considered as a fence frequently for the huge scale specialize
projects. The aptitude to attain banking financing also bound the minor players from
surmounting up their plans.
The intensity of Industry Rivalry
The intensity of competition among the developers in residential development is
relatively low. In recent, the supportive housing market in Canada is highly fragmented with no
single entity that controls more than 6.0% of the market. The three largest providers of
supportive housing in Canada are Revera, Chartwell, and Extendicare. Such companies control
over 13.5% of the roughly 422,000 supportive housing in such country. It is a rough overview of
the competitive landscape within the highly fragmented Canadian supportive housing market
(Shen, Zhang & Long, 2017).
Threat of Substitute
The cost of the substitute for the supportive product of housing industry is neutral. It is
more intangible than tangible for instance, the responsibilities as well as physical demand of
home ownership as well as maintenance. However, for those who are either unable or unwilling
to pay the intangible price of home ownership the services of the supportive housing industry are
available for a fee. For such reason the threat of substitution is low.
Bargaining power of Consumers
The bargaining power of the consumers is low in such a situation. As the number of
migrates in such country is high that increase the number of the requirement of shelter that bound
the bargaining power of the consumers in such an industry.

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Bargaining power of Suppliers
There are four key suppliers in such industry that are a seller of land, construction
contractor, manufacturers as well as capital providers. Therefore, their bargaining power is low
due to the reason there is high competition among the suppliers of such industry that force them
to control over their prices that give a benefit to the company to control over their cost in an
effective manner (Kharub & Sharma, 2017).
SWOT Analysis
Strengths
 The main strength of such community is their contribution towards the uplift of society.
They have a great leadership power that made them competitive market in the market.
 The government of the country supports such community that made them stronger in the
market in an effective manner.
 They work together to shore up the gaps that identified, embrace innovation as well as
actively engage with growing willingness to work collaboratively as a community.
Weaknesses
 The community is facing the issue of the fund from the market. As it requires a huge
amount that creates the biggest challenges for them.
 Somewhere there is a lag of coordination among the members of the community that
create one of the major weaknesses for the community at a greater level.
Opportunities

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 In recent, the number of migrates increases that create an opportunity for the community
to provide the accommodation to individuals in an effective manner.
 Due to use demand of shelter in the market, give an opportunity to the community to
expand their business in such a market in a more effective manner.
Threats
 High competition in the market between private companies increases the cost of
accommodation in the market that creates a threat for the community towards the cost of
the company.
 The overcrowding homelessness also creates a threat to the community at a greater level.
They would not able to support all the required individuals due to the increase in the
number of migrants. It will create a major challenge for the company (City of Kelowna,
2019).
Conclusion
From the above analysis, it can be concluded that the migrants in Canada are increases
day by day that create an issue for them to stay in such a country. One of the communities The
Journey Home in Kelowna City has introduced their strategy to provide a home to the homeless
people in such country. Their main motive is to support all the people who are homeless. The
political and economic environment of the country is stable and healthy that will support the
community to expand its business in a more effective manner. Moreover, there is a high
requirement of home to the homeless people due to an increase in the number of migrants in such
country. They can use their strength to cope up with the challenge of threat and can grab the
opportunity to cope up with the challenge of weaknesses in an effective and efficient manner.

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References
Barr, J., Mizrach, B., & Mundra, K. (2015). Skyscraper height and the business cycle: separating
myth from reality. Applied Economics, 47(2), 148-160.
City of Kelowna. (2019). Journey Home. Retrieved from: https://www.kelowna.ca/our-
community/addressing-homelessness/journey-home
Clark, G., Moonen, T., & Carr, D. (2017). The Role of Real Estate Development in Urbanizing
Cities. LEADERS, 216.
Kharub, M., & Sharma, R. (2017). Comparative analyses of competitive advantage using Porter
diamond model (the case of MSMEs in Himachal Pradesh). Competitiveness Review: An
International Business Journal, 27(2), 132-160.
Latimer, E. A., Rabouin, D., Cao, Z., Ly, A., Powell, G., Aubry, T. & Veldhuizen, S. (2017).
Costs of services for homeless people with mental illness in 5 Canadian cities: a large
prospective follow-up study. CMAJ open, 5(3), E576.
Laycock, D. P., Pedersen, P. K., Montgomery, B. C., & Spencer, R. J. (2017). Identification,
characterization, and statistical analysis of mudstone aggregate clasts, Cretaceous Carlile
Formation, Central Alberta, Canada. Marine and Petroleum Geology, 84, 49-63.
Rezansoff, S. N., Moniruzzaman, A., Fazel, S., Procyshyn, R., & Somers, J. M. (2016).
Adherence to antipsychotic medication among homeless adults in Vancouver, Canada: a
15-year retrospective cohort study. Social psychiatry and psychiatric
epidemiology, 51(12), 1623-1632.

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Schaepe, D. (2018). It's a Family Affair: Stó: lō Experiences in Repatriation. BC Studies: The
British Columbian Quarterly, (199), 27-32.
Shen, L., Zhang, Z., & Long, Z. (2017). Significant barriers to green procurement in real estate
development. Resources, Conservation and Recycling, 116, 160-168.

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Appendices
PEST Analysis
It is one of the specific tools that are used to analyze the macro environment that can
affect the overall performance of business at certain level. It is the acronym for the Political,
Economic, Social and Technological factors of the external macro environment. Therefore,
according to the analysis of Canada:
 The positive political environment of Canada supports The Journey Home to expand their
business in an effective manner in such country. They will get support from the
government that would make them more competitive in the market.
 The economic condition of the country is stable that will provide a new opportunity to the
company to run their business in such environment in more effective and efficient
manner.
 The number of migrants in such country is high that enhanced the demand of
accommodation in such country. Therefore, the c community can support such migrants
in providing home to the homeless people to generate growth in the country.

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 The level of technology in such country is high that assist the community to adopt
technical method to construct the home that would able to help them to control on the
overall cost to the community in more effective manner.
Porter Five Forces Analysis
Porter five forces is the specific tool that is used to analyze industry in an effective
manner. The company would able to get known about the level of bargaining power of suppliers
and consumers with threat of new entrants as well as level of competition in the market. It helps
the company to prepare their strategies accordingly.
Threat of New Entrants: The threat of new entrants in such industry is moderate for the
company that creates a low risk for the company to entre in such market in more effective
manner.
The intensity of Industry Rivalry: The high competition in the market will increase
price of the houses that would affect the overall cost of the community at greater level.

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Threat of Substitute: The neutral threat of substitute create an opportunities to the
community to expand their business in more effective manner.
Bargaining Power of Consumers and Suppliers: The low bargaining power of
consumers and suppliers create a great platform to the company to target their consumers in
more effective and efficient manner.
SWOT Analysis
It is one of the useful techniques that would help in understating the strength,
weaknesses, opportunities and threat of the company or any other individuals in an effective
manner. SWOT Analysis of The Journey Home is explained in below points:
Strengths Weaknesses
 Great contribution towards the society  Lack of fund for investment

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 Support from government
 Embrace innovation and work
Collaboratively
 Lack of Coordination
Opportunities Threats
 Increase in the number of migrants
 Increase in the demand of Shelter
 Intense completion between private
companies increase cost
 Threat of overcrowding homelessness