Macmillan Cancer Support: Company Report, Strategy and Reflection

This report provides a comprehensive analysis of Macmillan Cancer Support, a prominent British charity dedicated to supporting individuals affected by cancer. The report is divided into two main parts: a company report and a personal employability reflection. The company report delves into Macmillan's operations, including its introduction, macro and micro environmental factors within the UK, target audiences, and brand positioning. It also outlines the charity's marketing strategy, including segmentation and the marketing mix (product, price, place, promotion). The second part of the report focuses on personal development, including a personal analysis of strengths, areas for improvement, and goal setting. The report concludes with a summary of the charity's impact and the importance of the personal development plan.

Charity

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Part 1- Company report....................................................................................................................1
Introduction to company.........................................................................................................1
What macro factors need to considered in UK.......................................................................1
What micro factors need to considered in UK.......................................................................1
Three main target audiences of the brand...............................................................................2
How is the brand positioned...................................................................................................2
Develop the marketing strategy..............................................................................................2
Part 2- Personal employability reflection........................................................................................3
Personal Development Plan....................................................................................................3
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6
APPENDICES.................................................................................................................................7
Pestle analysis.........................................................................................................................7
Micro environmental analysis................................................................................................7

INTRODUCTION
Charity is basically a non profit organisation that has worked for the people and by the
people as per consideration of societal benefits and advancement. It is processed as per collection
of funding that is collected from public as per their welfare (Abdullahi, 2019). The report below
is based on Macmillan Cancer Support as it is a charity that works for people who are affected
from cancer. The report below dependent over two parts, part 1 consists of company report
which include introduction, macro and micro environment that has potential impact on firm.
Furthermore target audience and brand position is developed in terms of marketing strategy.
Moreover, personal development plan is considered.
MAIN BODY
Part 1- Company report
Introduction to company
Macmillan Cancer Support is one of the most largest British charities that has provide
adequate specialist in health care, financial support and information that provide care to people
those are affected by cancer. It usually looks like emotional, social and practical impact as for
that charity conduct various challenges with have a revenue generation of
£218.4 million.
What macro factors need to considered in UK
The current situation of Macmillan Cancer Support conduct Virgin money London
marathon 2021 that helps other people to get over from diagnosis as with this better level of
involvement is processed (Dickey, 2020). In addition charity gets worked with support of
healthcare professionalism that provides more opportunities to patients.
What micro factors need to considered in UK
Macmillan Cancer Support also gets supported with the services of breast cancer in which
nurses as make adequate support as from screening to diagnosis. In this informed decision is
taken within the charity as in order to offer effectual care and treatment to patients. The charity
also offer practical and emotional support that assist women in terms of mastectomy paediatric
nurses that also help children to get over from cancer and to its family as well. It includes
1

supplier, customer, distributor and competitors and as per consideration of these nuances
working aspects of society is controlled as with this more of fund is collected adequately.
Three main target audiences of the brand
Macmillan Cancer Support has targeted the young audience and for that night fundraising
campaign is conducted as an initiative (Fairchilds, 2019). In this sustained focus is maintained
about to make effectual usage of social media as in this event host and its awareness is spread at
home and with friends by which money donation is usually get attained with support of charity.
In this different target is maintained and it is as illustrate below as:
 To maintain a clear target about to provision suitable delivery of services that also offers
clear direction for brand advertising.
 In order to make better awareness urgent need and adequate support is offered that whilst
and maintains warmth, empathy, trust and support.
 To target cancer patients and for that soften boundaries is created that offer adequate
insight in terms of creative approach.
How is the brand positioned
The strategic positioning of Macmillan Cancer Support is processed as by revamps the
brand that helps cancer patient to live their life as by getting believe towards “Poignant but
hopeful”. Fort this overhauling is progressed as by looking forward for repositioning of charity
in which family of cancer patient also provide adequate support in terms of psychological and
financial. The brand campaign is positioned with the favour that is created in order to suffer live
of normal people life’s. To get conduct appropriate diagnose series of television and its
advertisement is processed despite of maintenance of living standards.
Develop the marketing strategy
The Macmillan Cancer Support make uses of segmentation strategy as with this only
maintain target towards cancer patients and their family along with this all the amount of fund is
speeded over recovery of cancer patients and for diagnose (Menning, 2019). The marketing mix
is a strategic framework that provides adequate information about to improvise organisation
growth and its share that is explained below as:
Product: Macmillan Cancer Support make adequate services for cancer patients and for
that offer all the treatment along with medicine and diagnose.
2

Price: The charity didn’t take any price from patient and get worked and processed its
working with support of funding and its raise amounts.
Place: Macmillan Cancer Support offer services all across UK and many other places as
well by which wider patients are covered that belong from different places and locations.
Promotion: Macmillan Cancer Support conduct campaign and social media support in
order promote its service and to generate better awareness in society.
Part 2- Personal employability reflection
Personal Development Plan
Part 1 – Personal Analysis
Strengths Areas for further development
The charity working also provide adequate amount of
wage and employment that make even easier to work
in charities.
The working in charity promotes potential learning and
promotion that assist long term working and success over
continuous period of instance.
Opportunities Threats
The wider acceptance of charity and its wider
involvement brings a lot of opportunity to get better
employability.
There is a lot of charity in this working force and in this it is
hard for business to get link with people and collect
adequate funding.
Part 2 - Setting Goals
What do I want to
learn?
What do I have to do? How will I measure success? Target date for
review?
Time management It is required to work on time management
and for that I have worked for to segment
overall working into different slots through
which better productivity is developed in
better manner.
It will be measure on the basis
of task achievement and its
result that is achieved in timely
frame
22/12/20
Conflict resolution It is an essential aspect as with this it is
required to get resolve working conflicts by
rate of productiveness is increases. In this I
will try to maintain clear interaction with
others and try to analyse every situation
with adequateness.
I will measure that as per my
working and a professional
relation with others is
developed in effective manner.
26/12/20
Decision making In order to maintain decision making I have
start making clear analysis and
interpretation about different conditions as
I will measure this as per
accomplishment of specified
task in clear manner as with
30/12/20
3

with this I am able to manage decision
making in successful manner.
this long term success and
growth is achieved as in perfect
mode.
Part 3 – Personal Objectives
Short-term goals (next 12 months)
In this I have make improvised level of education that assist me to maintain clear lead in terms of personal and
professional advancement. For this I am able to achieve sustained opportunities in which I will make effective
decision about working of relevant course by which personal growth get advanced in better way.
Medium term goals (next 2-3 years)
For a concern of medium term goal I have take adequate certificate and degree that is related to biological
advancement as it helps to make better understanding about the different ways through which better treatment is
offered to patients. It assists to develop adequate performance metric as with this better knowledge is attained
systematically.
Longer term goals (beyond 3 years)
In this I have worked for to develop strong network and a larger communication channel in which individual and
funds generation from different channel is collected in adequate mode. In this professional growth is achieved in
balanced mode as with this cordial relation and suitable coordination is maintain with team members and other
workers in prominent manner.
4

CONCLUSION
It has been concluded from the above report that charity working is dependent over the
favours so as to promote and resolve society issues and complexities. In this both macro and
micro environmental factors is analysed that has direct impact over firm working as with this
current working standards get affected. In addition to this adequate target is specialise along with
brand positioning as with this overall performance is advanced and it is processed with support
of marketing strategy with support of marketing mix. Moreover, personal employability
reflection is considered that consist of personal development plan, setting goal and objectives.
5

REFERENCES
Books and Journals
Abdullahi, S.I., 2019. Zakah as tool for social cause marketing and corporate charity: a
conceptual study. Journal of Islamic Marketing.
Dickey, B., 2020. No charity there: A short history of social welfare in Australia. Routledge.
Exley, C.L., 2020. Using charity performance metrics as an excuse not to give. Management
Science, 66(2), pp.553-563.
Fairchilds, C.C., 2019. Poverty and charity in Aix-en-Provence, 1640-1789. JHU Press.
Hutchinson, J., 2018. Champions of charity: war and the rise of the Red Cross. Routledge.
Menning, C.B., 2019. Charity and state in late Renaissance italy: the Monte di Pieta of
Florence. Cornell University Press.
Ocampo, L. and et. al., 2018. A historical review of the development of organizational
citizenship behavior (OCB) and its implications for the twenty-first century. Personnel
Review.
6

APPENDICES
Pestle analysis
Political The charity and its working affected by government adjustments that also get pre exist with
support of taxation laws. It also get reduced retract federal funding as it play essential role in
survival. The working of charity is processed as funding and that get engaged with political
activities.
Economic The economic recession has direct impact over non profit organisation as in this people get
worried about job security thus they get donate less amount. On the other hand Macmillan
Cancer Support provides employment as well that assist contribution towards economic
growth.
Social The work of charity has direct impact over society as they have maintain focus about bringing
goods and resources to assist other life in balanced mode.
Technological It is potential aspect for success as Macmillan Cancer Support also adopt various technology as
in this they get manage all the task, documentation and communication is improvised manner.
Legal Macmillan Cancer Support manages legal susceptible that include balanced technology in
which employee share adequate marketing as with this manage “Healthy workplace bill” as
well.
Environmental In this charity help for environment welfare as by improvising overall condition and in this
cancer patients and its treatment get managed by charity.
Micro environmental analysis
Customers: The customers of Macmillan Cancer Support are those who have suffered from
cancer as with this not only provide adequate treatment and diagnosis.
Competitors: There are many other charities those are worked for the welfare of society as
with this it is required for Macmillan Cancer Support to develop adequate strategies and with this
productive working is processed in systematic manner.
Suppliers: Macmillan Cancer Support offer medical information that is processed with
support of experts as with aspect or cancer. For this fund is collected from different individual as
per voluntary basis.
Distributors: Macmillan Cancer Support has a lot of staff who has worked for them as with
this overall emotional of society is managed that effect cancer patients.
7