Swot Analysis and Marketing Analytics of CUPA

Running head: SWOT ANALYSIS AND MARKETING ANALYTICS OF CUPA
SWOT ANALYSIS AND MARKETING ANALYTICS OF COMMON UNITY PROJECT
AOTEAROA
Name of the Student
Name of the University
Author note

1SWOT ANALYSIS AND MARKETING ANALYTICS OF CUPA
Answer 1:
Strengths
 CUPA has expanded to 14 community
enterprises with more than 300 people
that look into the issues of the
community.
 CUPA receives financial support from
the members and organisations like
the Hutt City Council, Pub Charity
and others that can help them to
expand in the future.
 It focuses on sustainable development
like the organic gardens as well as the
off-the-grid kitchen that helps increase
its reach.
 The community has collaborated with
The Common Grocer that provides
goods at a low cost and thus, the
community manages to keep the prices
low.
Weaknesses
 The community is dependent upon the
donations from other members.
 It believes that the marketing
strategies to increase awareness of the
services would convert into financial
support, which is a major drawback as
they are not self-sufficient.
 There is a necessity to understand the
micro and macro-marketing
environments so that the community
can reach its target market and provide
its services to the problems of housing
and homelessness (Phadermrod,
Crowder & Wills, 2019).
Opportunities
 CUPA can implement new strategies
Threats

2SWOT ANALYSIS AND MARKETING ANALYTICS OF CUPA
to increase donations for their various
projects.
 CUPA can build more homes for the
homeless people, provide food to them
and help in eradicating homelessness.
 Invest in more sustainable practices.
 Dependence on the financial support
from the members can make the
functioning of the community difficult
if the members refuse to allocate
proper funds to them (Gürel & Tat,
2017).
Answer 2:
Part A:
The micro environmental factors of the company depends upon the company, the
suppliers, the marketing intermediaries, the competitors, the public and the customers
(Armstrong et al., 2014). The company has taken active initiatives to decrease poverty and
homelessness in the localities and tried to reduce the problems of people who are suffering due to
lack of initiative of the government, inequality and lack of affordable housing policies. The
company’s association with the charities like the Salvation Army are adamant in removing
poverty and provide food to the needy. The company is dependent on the suppliers like the
Beeple Honey Collective and The Common Grocer for its functioning that enables them to feed
the poor. The marketing intermediaries are the strategies that the company employs in order to
ensure that the services that it provides to the people, reaches them and this is ensured by the
various websites on the social media platform (Paterson, 2016). They do not have a major threat
from any company, as it is a charitable trust that aims to help more and more people in the

3SWOT ANALYSIS AND MARKETING ANALYTICS OF CUPA
future. The customers of this project are mainly those homeless people who are unable to get any
housing facilities or proper food to eat.
Part B:
The macro environmental factors of the company depend upon the demographic
environment, the economic environment, the natural environment, technological, political and
social environment and the cultural environment. The main target of this project is to help the
needy people of New Zealand especially Auckland (Common Unity Project Aotearoa, 2020).
Therefore, the increasing rates of poverty and homelessness in that area has attracted the project
to works towards the benefit of these people. The economic environment seems to be unstable
for this project because they do not get any funding from the government and are dependent on
many other members and communities to get any kind of financial support. The success of this
project is dependent on the natural environment heavily as it uses the natural resources like
honey by investing in the Beeple Honey Collective that supports the struggling bees of New
Zealand (Mittelstaedt, Kilbourne & Shultz II, 2015). They use technology in converting waste
into useful recycled sources. The political and social environment of CUPA seems to be positive
towards the project’s progress. It is involved with many communities who work to help the poor
and the needy and are successful in doing so. The cultural environment also has an impact in the
success of the project as it believes in giving employment opportunities through the Sew Good
Cooperative that recycles the old and used fabrics into new and beautiful clothes.
436 words
Answer 3:

4SWOT ANALYSIS AND MARKETING ANALYTICS OF CUPA
The Common Unity Project Aotearoa practices sustainable marketing in various ways.
One such way is reducing waste through reusing of old materials that would otherwise had been
discarded in landfills. The Sew Good Cooperative is involved in running waste-free sewing
classes. The people learn to sew and make shopping bags and other commodities from the fabrics
that are discarded (Simon, 2019). Another way in which CUPA practices sustainability is
through the Urban Kai project. This project has been reported to produce more than 9 tonnes of
various kind of fruits and vegetables since the past two years. If there is any kind of surplus
produce then it is sold at an extremely low cost to the grocery co-operative. Additionally, the
customers can purchase meals from on-site cafes and CUPA ensures that it gifts a meal to the
local schoolchildren for every meal that is sold. CUPA is also invested in culturing and
supporting the bees. The Beeple Honey Collective is a way in which the organisation collects
more than 100 kgs of honey and distributes it to the local families and the children. The hives are
located in the local backyards as well as community apiaries and the organisation trains the local
dads or the Bee Daddies in order to maintain the beehives. They also allow the local customers
and the visitors to purchase them. Tgus, these two are the sustainable practices that the Common
Union Project Aotearoa are involved in that helps them support the environment and the people
alike.
252 words.
Answer 4:
CUPA has plans to ensure its growth through sustainable marketing practices. The
project does not receive any kind of government funds and is dependent upon the financial
support from the community members like the Wellington Children’s Foundation, the Lottery
Grants Board and many more. However, CUPA plans to expand its organisation in 2020 with the

5SWOT ANALYSIS AND MARKETING ANALYTICS OF CUPA
help of donations. The community has updated its website and it hopes to reach the customers
and make them aware of the services that they provide (Bijoux, 2015). CUPA is using marketing
strategies to increase community awareness and that would in turn convert into financial support
and different kinds of donations like the increase in the number of the volunteers and equipment
that is needed to run the in-house initiatives. The community is actively pursuing online
marketing strategies to increase the financial support. The leader of the organisation Julia Milne
is seen to be giving interview to the local and the national media. They have also launched an
end-of-year fundraising programme that is invested in benefitting the Urban Kai farms project
(Simon, Diprose & Thomas, 2019). This fundraising holds the capacity double the amount of the
meals produced.
193 words.
Answer 5:
Part A:
CUPA should use both qualitative and quantitative approach to gather data about the
preferences of the Melbourne customers for homemade jams. This would involve collecting of
data through surveys and questionnaires about the preferences of Australian people (Gray, 2019).
The data gathered through these approaches can then be used to set out the market segmentation
that can help capture the attitudes, the behaviours and the needs of the people according to their
demographics. If CUPA fails to do a proper marketing segmentation then the target market
would be missed and CUPA’s aim to sell homemade jams in the grocery stores of Melbourne
would be a failure. In order to make this business a profitable organisation, CUPA should then

6SWOT ANALYSIS AND MARKETING ANALYTICS OF CUPA
follow it up by product testing. For proper development of marketing, it would be a good option
to test the products in the market (Talanquer, 2014).
Part B:
The pros of gathering data through in-person surveys in grocery stores in Melbourne and
calling people on telephones for interview is that the preferences of the people can be known in a
better way. When people are asked about their personal preferences about any products, they do
tend to give an honest opinion (Kozlenkova, Samaha, & Palmatier, 2014). This can help CUPA
to gather data that would be true and more accurate in the sense that it would be able to create a
market segmentation more accurately. Another pro that CUPA can get through this kind of
collecting data is that this will expand the reach of the organisation. People will talk more and
more about the organisation and discuss among themselves about the organisation. This will lead
the customers to research about the organisation and thus more and more people will get to know
about the work of the company. This will spread the word and make the organisation more
popular, which will in turn benefit the company. The cons of this method of collecting data is
that people often get annoyed when strangers try to approach them and ask questions about
products. People can become rude on the telephone and not answer the specific questions. This
can then damage the reputation of CUPA and would ultimately lead to a failure in collection if
authentic data.
373 words.

7SWOT ANALYSIS AND MARKETING ANALYTICS OF CUPA
References
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