Contemporary Issues in Marketing Report: Backup North West

Contemporary issues in
marketing Report Back Up North
West

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Overview of Backup north-west .................................................................................................3
Marketing process........................................................................................................................3
Step 1: Marketing environment.........................................................................................3
Step 2:Segmentation, targeting and positioning................................................................4
Step 3:Marketing mix........................................................................................................4
Step 4: Customer relationship management (CRM)..........................................................6
Step 5: Profit and theory of Triple bottom line..................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
Appendices.......................................................................................................................................9
SWOT analysis of Backup north-west.........................................................................................9
PESTLE.......................................................................................................................................9

INTRODUCTION
Contemporary issue in marketing related to the innovative approach of learning to regard
the concept of marketing with its collaboration. The present report based on Backup north-west,
that provide multiple services across Bolton to young people who are in the age 16 to 25. Also,
they are homeless or have risk of homelessness in order supporting for accommodation. The
present report discussed on the basis of importance of marketing-mix within marketing process
in order to generate donation for supporting the charity services and supporting the activities.
MAIN BODY
Overview of Backup north-west
Backup north-west is commonly known as the formerly Bolton young person housing
scheme which is introduced in 1992 also the main aim of the organization to support and provide
accommodation for vulnerable and homeless young people in Bolton (Moayeri, Mahmoudi and
Dabaghi, 2018). There are different type of services such as preventing homelessness and
increasings independent living skills. There are different project which are managed such as loft
house, chances, Lucas project, project front door, reds place, outreach team, support lodgings etc.
In context to raising fund and awareness the core event including such ass our annual gala ball,
ladies lunch, golf day, sleep out etc.
Marketing process
This is related to marketing process such as selecting target market, market opportunities,
developing marketing mix in order to manage effort. There are five stages are included in this
process which are helps to find capturing the customer value. On the basis of chosen firm it has
been identified that it is necessary to analyse the need, want and demand for an individual on the
basis of market research and behaviour of customer. Moreover, it also helps tos build customer
relationship by implementing different strategy (Thwala and Slabbert, 2018.).
Step 1: Marketing environment
The marketing mix are related to the complex mix for opportunities and threat of
company that can be classified for some times. It is classifieds into two such as external and
internal environment and it can be explained on the basis of appendix 1 and 2 that are related to
SWOT and PESTLE. On the basis of external analysis it has been identified that there are the
political factors are affect the Backup in order to change the policies and that is why it can not

make more donations from outside the country. Also, due to covid 19 there are many problems
faced by company regarding shortage of accommodation.
Step 2:Segmentation, targeting and positioning
On the basis of demographic strategy Backup north-west attracts for are 16 to 25 age
group people who are homeless and have the risk of homelessness. Also, There are different type
of services such as preventing homelessness and increasings independent living skills. There are
different project which are managed such as loft house, chances, Lucas project, project front
door, reds place, outreach team, support lodgings etc (Purohit, Paul and Mishra, 2021.).
Step 3:Marketing mix
There are different numbers of key factor which are helps the company including what kind of
service they should prefer and then how to distribute the service among people. All the content
of marketing mix are as follows:
Product- Every successful company looking for completing the need, want and demands
of the customer in order to offer appropriate services so that it helps to deal with meeting the
future need of person. There are different services offered by Backups including accommodation,
advice, support and guidance services are related to lofts house, chances, Lucas projects, project
fronts door, redds place, Outreach team, supported lodgings. Every project is different from one
another according to need of customers in Loft house it provides short stay for emergency
accommodation for 16-17 years people, chances are related to support which helps for existing
placement in order to solve many issues bys preventing people from homelessness. Project fronts
service is related to extra service in which staff available for 12 vulnerable young people for 24
days with high support needs (Rajavi, Kushwah and Steenkamp, 2019). This is the service which
helps to providing short term placement foundation.
Price- The pricing strategy followed by the Backup north-west are cost leadership in
order to make the company by improve competitive advantage also its helps to attract more and
more people towards the services and it also helps tos get good amount of donation. The
donation can be in the form of beds, non-perishable goods etc. and marketers have identified that
there are large number of people re joined ins orders to have low cost services. Also, pricing play
important roles in order to attract more customer by different services.