Marketing Management Assessment Report: Charity Marketing Strategies

This report offers a comprehensive marketing management assessment focusing on a charity business, specifically Arts Council England. It begins with an introduction to marketing concepts and the chosen organization. The core of the report involves a detailed analysis of the external marketing environment using the PESTLE framework, evaluating the impact of political, economic, social, technological, legal, and environmental factors on the charity's operations. The report explores key dynamics and trends, such as economic factors, social shifts, and technological advancements, and their influence on the charity's ability to achieve its objectives. It also delves into the application of marketing concepts and theories, assessing activities that demonstrate value for target customers. Furthermore, the report covers segmentation, targeting, and positioning strategies relevant to the charity. Finally, the report concludes with a set of recommendations aimed at enhancing the charity's market share and overall effectiveness, supported by a comprehensive reference list.

Marketing management
assessment
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Table of Contents
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Research, analyse and evaluate the key dynamics and trends within the external marketing
environment that are likely to impact on your chosen brand.................................................1
Marketing concept and theory to evaluate activity that demonstrate value for target customers
..............................................................................................................................................10
Segmentation, targeting and positioning..............................................................................11
RECOMMENDATIONS...............................................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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Executive summary
In the present report, marketing management assessment describes on the charity
business with cater different aspect in enterprise. In this way, key dynamics assists to develop in
systematic way. Therefore, it will be helpful to make sure profitable results that also enhance
customer satisfaction at workplace. Further, charity enterprise also assess PESTLE impact on
their functions to enhance results that provide opportunity to make sure external environment
analysis can be ascertain in effective aspect. Further, different model also describes to assess
effective results in business unit. Report also summarized about the recommendations that
provide to assess impact of marketing management on charity business.
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INTRODUCTION
Marketing is the effective organisational functions that carry different set of activities. It
also consists creation, communicating and delivery the value towards customer. Main aim of
each organisation is follows functions and operations of marketing that identify target
marketplace and satisfaction of customers (Armstrong, Kotler and Brennan, 2015). In this
context, effective analysis of market assists to designed program within the processes. In other
words, marketing management is the art and science of chosen place that getting, keeping and
enhancing customer base through developing strategy with communication and value for buyers.
In this context, present report is based on Arts Council England which is the divided into three
different parts. This is working as non –departmental public body of the public body of
department of culture, media, sports, etc. They are working for different types of investment
programs that dedicated to promote, perform, visual and literacy arts.
It demonstrates functions and operations as government funded body which dedicated
since 1994. Mainly it is responsible for supporting and developing of museum and functions and
inherited from now defunct archives’ councils in England. There are mainly 15 members made
up as representatives of the art communities in major five areas such as North, Midland, London,
South East and South West. In this context, present report analysis and evaluates trends of
external marketing that impact on the selected enterprise. Furthermore, it includes current
marketing concepts and theory to evaluate activities that included in it. It also used in analysis of
value of target customer and consumers of the charity. At last, report provide detail about
recommendations that enhance market share of the charity business in significant manner.
TASK
Research, analyse and evaluate the key dynamics and trends within the external marketing
environment that are likely to impact on your chosen brand
In order to make successful operations and functions, charity business need to
concentrate on their sustainability. Therefore, Arts Council England needs to aware about trends
that comes from external environment and affect directly to business activities. There are several
types of forces that come in external environment and fully impact on short and long term
strategies (Armstrong, Kotler and Brennan, 2015). It is also helpful to concern other players and
competitors who working in same type of operations and functions. In this context, long term
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sustainability comes through ability and balancing of two elements such as ability to anticipate
likely future and deal with day to day activities of emerging market (Miquel-Romero, Caplliure-
Giner and Adame-Sánchez, 2014). It includes following factors that can be impact on the chosen
enterprise:
 Political factors: In respect to considered impact of political factors, industry profitability
need to be analysis by Arts Council England. In political government stability, taxation
policy, foreign trade policies, etc. These all elements contribute major contribution in
developing nations. Taxation policy is only factor which can be impact positively and
negatively in both manners (Miquel-Romero, Caplliure-Giner and Adame-Sánchez, 2014).
Therefore, the chosen business need to pay taxes on time which impact on the performance
objectives. In the enterprise, it can be provide positive impact due to the company deals in
charity sector. Hence, it can be stated that political factors highly influence and good for the
cited firm (The socio-economic trends affecting charities today, 2017). In 2010, review is
done in which reduction of public spending around over the five year. Government has
promise to done some welfare around pound 470 in voluntary and community sector. In
addition to this, government also initiate several programs that create risk in charity
businesses and fail to deliver policy. It can also diverse away from different priorities that
required changes in Arts Council England. Prior to the election, conservative party pledged
to charities that share income from public sector and continue growth under a Tory
government. David Cameron speeches on the big society since election have re-affirmed of
the coalition government commitment to the voluntary sector. It can be also expected to
become bigger part of the governance.
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Illustration 1: Decline voter turnout

Figure 1 Budget Deficit
 Economic factors: In respect to develop effective functions and operations, economy
factors also creates major impact on Arts Council England. In this context, unemployment
trends, disposable income and many other elements impact on non-profit organizations.
Increasing cost of products and services also enhance rental payment, bank fee and utility
bills as well. Therefore, it can be impact on the country results and outcomes (Eteokleous,
Leonidou and Katsikeas, 2016). For human services and welfare organization, increase need
for assistance and fund also required that reduce profitability of the country. Economic
factor create impact in different way as per product and services that serve by the business.
It negatively impacts due to employment decrease within the country. On the other hand,
welfare program for the people can determines effective results and positive results at
workplace. With the help of carry elements in economic factors, the organization develops
their results in successful manner. Economic crises crucial factor for charities but it effects
very complex and still it in the progress. Due to changes in emerging market, unanticipated
consequence determines in public. In respect to concrete the evidence from the charity
account side has been slower due to time lag. With the help of survey, it has been find that in
May 2009 expectations not determines for income generation since previous December.
However, 45% of charity respondents already experienced in declining of income and its
growth in same period. In charities it has been experienced that almost 60% to the top 5000
charities experienced decline up to the 25%. Despite of media talk about the green shoots in
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the economy. Therefore, job security and disposable income re establish and become
widespread enough.
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Illustration 2: Interest rate

Figure 2 Monthly Consumer confidence index
 Social factors: In order to develop effective results and outcomes, social factors are also
creates impact on Arts Council England. It includes several elements such as population
demographic, social mobility, attitude, lifestyle, etc. which is differs from person to person.
In addition to this, impact of this factor is also differs from each organization as negatively
and positively in both contexts (Armstrong, Kotler and Brennan, 2015). Growth in interest
in new business can also increase traditional outcomes. Society welfare is the main motive
of the selected enterprise. Therefore, this factor creates positive impact and outcomes within
the industry in respect to considered successful operations. Due to positive impact of social
factors, the organization has effectively enhanced their results at workplace (Arends, 2014).
Due to changes in public structure, great deal has been done over last years. Gender roles
determine crucial element which assists to gather effective results. Charities determines
some structural social shifts in fundraising and communication work. For instance, donor
trends have long shown women to give more regularly and average than the men. In UK
country, average life expectancy is 77 years for men and for women 82 years. Over the last
25 years, number of people increase by age of 65 around 1.7 million.
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Cultural diversity high net immigration from last several decades in EU which means
British society continue evolve with broader mix of culture, faiths and language.
 Charities also determines some structural social shifts in particular market. It can be seen in
the following image:
Figure 3 Type of household
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Illustration 3: Age structure

Figure 4 PESTLE analysis
 Technological factors: Technology factors determines as the spending that done by
government on research and development programs (Miquel-Romero, Caplliure-Giner and
Adame-Sánchez, 2014). Focus of the new technology factors will be demonstrate on efforts,
new discoveries, speed of transfer and many other aspects. In Arts Council England it can be
develops as the new method of reaching donors, volunteers, which can be done through
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social media such as Twitter, Facebook, Instagram, etc. (Renz, 2016). Internet is the best
technological sources that enhance effective results within the selected market. Social media
is the effective platform where the business can easily enhance market share and society
welfare as well. In UK market, there is highly technology updates and it creates impact on
the performances and outcomes of the organization. Portion of public in respect to visit
charity website in six months just doubled. Over the last 8 years, in broader sense, internet
explosion of the means of seismic change in way of charities. However, it has been ensured
that major search engine assists to gain and maintain presence in public mind. Social
network of public assists to make active media participant to use social networking sites up
to 4 %.
Figure 5 Proportion who have internet access
 Legal factors: Legal framework determines as the element in which firm operates in
significant manner (Staton, 2016). It includes competition laws, employment laws, safety
and health requirements that protect employee and other people of Arts Council England. In
England, proposed model of health and safety make certain changes for occupational
practices. Legal factors assist to protect employees and their welfare within the organization.
Therefore, it makes successful operations and outcomes for certain changes (McDonagh and
Prothero, 2014). This factor creates positive impact on the employees who are working
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within the enterprise. They feel safe to work in the organization. When equality act is passed
within the organization, it creates positive impact on the firm and its operations. Therefore,
after 2010 April, equality act passed and it generates profitable outcomes and results within
the enterprise. This law increasing protective for both individual and corporate privacy as
well. New equality legislation also likely challenges to many charities. Since the
organization serves specific beneficiaries, to demonstrate exclusive for certain age group or
ethnicity. Act also define to cater discrimination against changes and avoid it in the business
environment.
 Environmental factors: Environmental factors are also creating impact in term of
protection laws, waste disposal, energy consumptions, etc. (Eteokleous, Leonidou and
Katsikeas, 2016). Environment protection laws assist to investigate cost for transferring fleet
of cars that make significant impact on potential saving on carbon dioxide and oil for trees.
Fuel may also create high costs of transfer in short term period. In Arts Council England,
environment factor create positive impact due to protection of green environment. In this
aspect, profitable results can be made at workplace to develop positive functions (Miquel-
Romero, Caplliure-Giner and Adame-Sánchez, 2014). Increasing concern over the
greengage, environment has positive impact. Therefore, more suitable working practices are
likely that can be influence to business in successful aspect. From the above image it can be
show that there are 85% companies who penalised due to not care for surrounding
environment. Aside from the moral roles and responsibilities, working practices adapting to
make sustainability agenda. There are number of environmental effects also impact on
charity services and outcomes that accomplish in term of income. These changes consist
from likelihood that rises energy price into the future.
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742
Figure 6 Environment attitude
Key factor from PESTLE analysis on chosen brand
From the above analysis, it can be stated that economic factor highly influence to Arts
Council England operations and functions. This is because, it makes impact in term of positive
and negative both aspect. It assists to make profitable results at workplace through concentrate
on taxation policies, inflation rate and many other aspects as well. On the other hand, it can be
negatively impact due to changes in currency exchange and other elements as well (Armstrong,
Kotler and Brennan, 2015).
Economic factor create impact on the Arts Council England in the following aspects:
The impact of recession: In the economic crises, economic factor create crucial impact on
charity business but it impacts complex still in the progress. There are different range of
phenomenon from the fewer donor income and stiffer competition for decline government fund
to enhance demand and services. Continuous recession creates major impact on Arts Council
England.
Low interest rates: In the charity sector, there is low interest rates charge on borrowing.
Therefore, struggling to deliver the services required low rates which found almost half of
charities that being forced with these low rates. Saving also hamper to deliver essential
outcomes.
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Slump in house prices: The steep price drop in the housing market witnessed in the 2008
and 2009. In the January, price fell by 17% to the low point in March 2009. However, in 2010
there are improvement comes in effective aspect.
From the above analysis, it can be stated that in Arts Council England, charities also
exposed to the market volatility with pension funds. Large proportion of many funds held in
equities and it declines in market value in recent years. Long term nature of this fund allow for
the time in market to recover deficits.
MARKETING MANAGEMENT ANALYSIS
Marketing concept and theory to evaluate activity that demonstrate value for target customers
Marketing social and managerial procedures in which individual and group demonstrate
their desire and want by creating, offering and exchange goods of value with many other people.
In Arts Council England, human need state as the deprivation of some basic satisfaction such as
food, clothing, shelter, safety, belonging and esteem. These elements exist in the texture of
human biology and human condition. In addition to this, marketing concept defines as the key to
achieve organisational goals that are more effective to integrate several activities to fulfil
demand of target market (Mason, Chakrabarti and Singh, 2013). This concept reveals in four
pillars such as target market, customer needs, marketing of integrity and profitability outcomes.
Marketing theory states to maximize sales so that company position can be develop in
effective aspect through selling products and services. Within the Arts Council England, recent
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Illustration 4: Planned spending cutbacks

development in marketing theory centres with effects of technology on their services. Social
marketing relatively with new form of communication through Facebook, Twitter, email, etc.
This theory known as viral marketing because different networking sites assists to accomplish
goods and services. In the chosen enterprise following marketing theory followed to create value
for target customer:
 Market orientation: This marketing theory design for company philosophy that focused
to discover and meet the need and desire of customer through develop product mix. In
this way, marketing orientation work in reverse and attempting to tailor products so that
charity business can meet with demand (Reid, de Brentani and Kleinschmidt, 2014).
 Social marketing: Social marketing is effective approach that used to develop activities
that aimed at changing and maintaining customer behaviour to create benefits for society.
It is demonstrates as approach that used to enhance activities that change and maintain
individual and society. It combines ideas from several commercial marketing and science
of social (Davis, Lockwood and Alcott, 2013). Therefore, it helps to determine people to
do work, assess behaviour of individual that influence to Arts Council England.
 Holistic marketing: Holistic marketing is the idea that pool market that based on the
goals which can shared in better manner. In the selected charity business, holistic
marketing includes four elements such as relationship, integrated, internal and socially
marketing.
 Marketing mix approaches: Marketing mix approach determines 4 elements such as
product, price, place and promotion. Within the Arts Council England, product
demonstrate as customer benefits, price charge according to customer, place develop as
convenience and promotion take through communication activities (Reynolds, 2016).
 Relationship marketing: Relationship marketing facet with CRM that stand for
customer relationship management. It focuses on customer loyalty and long term
engagement instead of short term goals to find customer acquisition and sales for each
individual.
 Performances marketing: Performance marketing is develops as comprehensive term
that define online marketing and advertisement programs with taking specific actions like
sales, leading, etc. (Davis, Lockwood and Alcott, 2013).
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 Internet marketing: Internet marketing defines as the advertisement and efforts that are
used and email drive to sales through via electronic commerce. In the Arts Council
England, internet marketing build authority with using content to inform and making trust
with customers.
Segmentation, targeting and positioning
STP criteria is familiar strategy that used in the modern marketing and commonly applied
in Arts Council England. This is useful to create marketing communication plan and also helps to
develop and delivers relevant message through business can engage with customer (Mason,
Chakrabarti and Singh, 2013).
Segmentation
In order to make effective results, segmentation is the criteria in which the chosen firm
segment existing market that are based on different variables such as demographic, psycho
graphic, behavioural and geographic. In this way, Arts Council England demonstrate their
functions and operations on the basis of demographic in which age is main element that used to
engage customer (Davis, Lockwood and Alcott, 2013).
Targeting
Targeting refers as needed that evaluates potential and commercial attractiveness towards
each segment. With this aspect, the chosen enterprise perceive new target market for customers
through focuses on different benefits. Therefore, it will be beneficial to attain overall profits with
developing outcomes.
Positioning
Positioning element refers in the last aspect of STP criteria that assists to make effective
business in market (Davis, Lockwood and Alcott, 2013). In this way, Arts Council England
identify opportunity through they can indicate one segment to develop detailed product
positioned.
RECOMMENDATIONS
Main mission of Arts Council England is to develop great art and culture for each person.
In this way, the charity enterprise need to achieve to make commitment and promote diversity
throughout the work in which we fund and supoort can be develop. It is known as the creative
case for diversity. Diversity and equality crucial aspect that need to be sustain, replenish and
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release for artistic collaboration and innovations (Mason, Chakrabarti and Singh, 2013). In
england, diverse nature offers unique opportunities for artistic collaborations and innovations.
In order to develop effective results charity business needed support to develop plan in
Arts Council England. Following recommendations can be demonstrate to develop business plan
in process of the organisation:
 Corporate planning bone of the business activities in which all process can be relate
effectively. In this aspect, charity enterprise need to follow all activities that required to
make profitable results in it. With the help of different activities, process will be ascertain
to create welfare of public.
 Firstly in the corporate planning also need to be identified in Arts Council England to
accomplish wants and desire of people. This assists to accomplish positive results
through customer loyalty. This is because, target market design with core business
activities to create public welfare in industry (Reid, de Brentani and Kleinschmidt, 2014).
 Further, staff requirements need to be clear in business and its objectives that involves to
identifying different things. In addition to this, the selected charity unit need to
concentrate on range of activities which can be apply for funding, running and
developing audience with educational resources (Davis, Lockwood and Alcott, 2013).
 With the help of clarifying aims, process, discussion and performances, corporate
planning must be done in positive manner. It will lead to develop coherent and
comprehensive approach that includes in chosen charity business. Advertisement is the
best element which used to make proper fund for art and culture development to commit
information, marketing and publicity material (Johnson, 2015).
 Further, identifying of output and impact also difficult to make effective functioning. In
other words, Arts Council England needs to assess difficulties through enterprise can
focuses on inputs and particular activities which need to be undertake. It would be
required to secure widespread agreement to them. Advise and guidance required for new
online application portal. Therefore, it is useful to assess specific area to access extensive
information sheets (Mason, Chakrabarti and Singh, 2013).
 In the planning process, staff also required to focuses on doing things rights instead of
doing right things. In this aspect, information also cater for develop report on the business
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activity and more. Hence, guidance and support will be done for successful applicants
and projects (Kitchen and Burgmann, 2015).
 In the selected charity business, plan includes costs of different activities such as time,
efforts and methodology to assess actual expenditure in Arts Council England. It includes
investing in projects that need to be delivered through public libraries authorities in
partnership and artists for cultural consideration (Ruvio, Shoham and Schwabsky, 2014).
 Implementing the plan, the chosen business need to focus on the target market to assess
needs that based on change management plan. Implementation of plan can be done
through funding updates in which each person need to involved for art and cultural
development. Further, brand identity need to be developed that is made up with different
elements such as logo, imagery and colours, etc. All designers and web developers
working for the Arts councils which need to be applied according to the guidance (Reid,
de Brentani and Kleinschmidt, 2014).
 Plan should be clear so that it can be impact effectively and target also accomplished in
effective manner. In other words, individual also required to understand activities that
could be support to business target and goals. Therefore, each individual will understand
their roles and responsibilities towards business so that plan will be develops in
successful aspect (Erevelles, Fukawa and Swayne, 2016).
CONCLUSION
From the above report, it can be concluded that in Arts Council England, different
individual participate to accomplish goals and objectives. This will be develops to create welfare
of public and their development in effective way. In this aspect, report summarized about
PESTLE analysis which cater to asses its impact on the business performances. Furthermore, it
concluded about different aspects of political factors that create impact on the business
performances. In this way, the selected charity enterprise need to follow all regulations and rules
that made by government of the nation. In this aspect, public welfare also made to create loyalty
towards customers in business unit.
Moreover, it articulated about segmentation, targeting and positioning in which
recommendations made for public welfare in business. With the help of different activities and
actions, Arts Council England can develop their performances to make sure effective brand
performances in business unit. Through focuses on customer satisfaction, it is the greatest
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opportunity to the company to develop their performances to make effective functions. In
addition to this, report also discussed about recommendations which provide on STP criteria of
the organisation to enhance effective results at workplace.
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REFERENCES
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Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
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visioning competence: An early front-end radical innovation success typology. Industrial
Marketing Management. 43(8). pp.1351-1361.
Renz, D.O., 2016. The Jossey-Bass handbook of nonprofit leadership and management. John
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Ruvio, A. A., Shoham, A. and Schwabsky, N., 2014. Organizational innovativeness: Construct
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Appendix
Illustration 1: Decline voter turnout.................................................................................................4
Illustration 2: Interest rate................................................................................................................6
Illustration 3: Age structure.............................................................................................................8
3