Marketing Strategy of AdviceUK: A Study

Running head: APPLIED BUSINESS ETHICS
Applied Business Ethics’
Name of the Student
Name of the University
Author Note

1APPLIED BUSINESS ETHICS
Abstract
The following report aims to provide an understanding about the marketing strategy of not for
profit organizations. The organization that has been selected here is AdviceUK. It is located in
United Kingdom and it was founded in 1979. The short background about the organization has
been given in this paper. The marketing strategy of the company has been discussed in this
paper. The ways this company operates has also been given a brief as well. Some tools for the
analysis of the marketing strategy are used. This has given the proper opportunity to identify the
basic issues within non for profit organizations. These tools have effectively analyzed the
probable marketing strategies for the organization. The responsibilities of the leaders in not for
profit organizations have been provided as well. Some crucial ethical frameworks have been
used to understand the probable recommendations how the organization AdviceUK can run their
business more smoothly.
Table of Contents

2APPLIED BUSINESS ETHICS
Introduction......................................................................................................................................3
Background of organization............................................................................................................4
Marketing strategies of AdviceUK..................................................................................................5
Marketing Mix.............................................................................................................................7
Ethical and social responsibility......................................................................................................9
Chosen target segments for AdviceUK...........................................................................................9
Brand positioning...........................................................................................................................11
Recommendations..........................................................................................................................13
Conclusion.....................................................................................................................................14
References and Bibliography.........................................................................................................15

3APPLIED BUSINESS ETHICS
Introduction
The aim of the following report is to describe on the marketing activities of not for profit
organizations. The not for profit organizations are generally such type of organizations where
managers do not work for raising profits and earn higher benefits for providing their services and
products. These organizations are not directed to earn profits for their owners and they work for
the welfare of communities and society on the whole. The source of money for these
organizations comes from donations from all over the world or by charity foundations. The
money earned by these not for profit organizations are generally donated to meet objectives of
the organizations. These organizations generally have a back up from Government and they do
not need to be much aware of challenges in business communities. The chosen organization for
this report is AdviceUK i.e. based in United Kingdom.
In this paper, most important marketing strategies will be discussed for a better
understanding of the readers. The primary and secondary stakeholders for this organization,
brand marketing and positioning, chosen target markets, target segmentation and marketing mix
will be discussed. Apart from that, an ethical framework will have to be used in this paper to
recommend how this organization would be able to meet their objectives and work more
effectively to support the community properly. The ethical frameworks are indeed very
important for organizations because these frameworks guide organizations to work smoothly and
without committing any unethical means. This will keep up their good reputation and brand
image as their customers are entire communities (Khan 2014).