Marketing Project: Common Unity Project Aotearoa Case Analysis

This marketing assignment analyzes the Common Unity Project Aotearoa, a social enterprise incubator in New Zealand. It begins with a SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats. The assignment then delves into the impact of micro and macro environmental factors on the organization's operations, considering internal resources, finances, government policies, and technological changes. It examines how the project practices sustainable marketing through its initiatives, such as providing food, homes, and training. Furthermore, the assignment outlines growth strategies and explores marketing analytics, including qualitative research approaches and the pros and cons of data collection methods like face-to-face and telephonic interviews for expanding into new markets. The document also includes references and an appendix with the SWOT analysis.

Running head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

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Table of Contents
Question 1:.......................................................................................................................................2
Question 2:.......................................................................................................................................4
Question 3........................................................................................................................................5
Question 4:.......................................................................................................................................6
Question 5:.......................................................................................................................................6
Appendix 1.....................................................................................................................................11

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Question 1:
SWOT analysis
(Refer to Appendix 1)
The “Common Unity Project Aotearoa”, has established itself from scratch as a small
operating company and was initiated by “Julia Milne”, in the year 2012 in Waiwetu Road, New
Zealand. It is referred to as a company, which acts as a “Social enterprise Incubator”, that helps
struggling poor families with food that is grown in their farms, provide jobs, support people who
are unemployed especially women. The strengths of the company is that it has now acquired
many donors to provide them with funds to help people from poverty and homelessness. They
have even launched an “end to end campaign” to create profitability for the “Kai Farms”, along
with their self-grown organic farms which have helped them in providing foods to the poor and
homeless people. The initiation of skill exchange and developing the “Sewing community” as
well as training the fathers and employing in bee hiving activities have engaged people in
working to develop living standards. Reaching other communities like “Salvation Army”, has
developed their resources as they provide more than 600 meals a week by making partnerships
with five schools, “a marae”, women refugee center. In case of weakness, the growing
population shift, increased prices of goods, unemployment, lack of resources and donations, as
well government polices can result in the company struggling to provide enough facilities.
According to recent statistics, there were people whose house were on waiting list in the year
2019, and government had taken measures by creating 234 spaces in local hotels and motels for
giving shelter. Another essential element that “Common Unity Project Aotearoa”, adapting
effective sustainable strategies to sustain in the market and help in standardizing the community.

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This situation can threaten the normal operations of the community if population keep on
increasing and government is reluctant to take measures. In this case, apart from the present
partnerships they are acquiring resources from, a joint venture with reputed NGO will provide
like “Salvation Army”, can increase their outreach and provide more volunteers who can come
forward and help during increased crises.

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Question 2:
Part A
Impact of Micro environmental factors on “Common Unity Project Aotearea”
Micro Environmental factors generally refers to the internal operations of an
organization, and its main component revolves around resources, finances and technology, which
acts as a main factor on determining the sustainability of an organization (el.b-ok2.org, 2020).
“Common Unity Project Aotearoa”, has various departments that helps in developing the
community, and increasing the standard of living of the poor and the homeless people at
reasonable costs. They have developed their own organic garden called “Kai farms “by which
they provide foods to 600 peoples per week, partnership with five schools, and creating a women
refugee, which have provided education to the homeless children as well as given ways of
employment to women(commonunityproject.org.nz, 2020). These measures taken by the
community have served well to their goal of acquiring sustainability, and developing a diverse
community with enough food and supplies. They even aim to reduce wastes, for which they
distribute remaining foods to even surrounding families who does not have enough food. This
has created their legacy and helped them to develop in an increasing rate. On the other hand,
their strategy to utilize even the poor and homeless people in developing the organization, they
are also employing people in their Sewing community and bee hiving which are engaging them
in employment. Although, there has been increasing population shift, which is creating constant
barrier in operating their businesses, and can cause the lack of resources which can downgrade

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the community’s operation. Therefore, the lack of strategy in handling the forthcoming situations
can have adverse effect on the community and on the people of Lower Hutt.
Part B
Impact of Macro Environmental factors on “Common Unity Project Aotearea”
The macro environmental factors that affect the “Common Unity Project Aotearea”,
are the environmental factors, politics, technological changes, competition which can make
positive and negative changes as well. In case of Common Unity Community managing
resources has become a troublesome matter at the time of rapid population shift. In the
year,2019, the community had to get a request of $1.5 million granted from “Lower Hutt City
Council”, for the reduction of homeless people in the forthcoming three years(Kennedy,
2016,p354-365). The increased scarcity in homes and lack of employment are the problems that
they are facing while operating the organizations. The government policies have not modified till
date to make any drastic changes in helping the homeless people. The company is only
dependent on human labor, and there is lack of technology, which have slowed down the
process, and increased their costs as well.
Question 3
Specific ways by which “Common Unity Project Aotearea” practices “Sustainable
marketing”
Sustainable marketing refers in promotional activities of environmental products, and
portraying socially responsible brand value (Aarseth et al., 2017). The various ways in which
“Common Unity Project Aotearea”, practices sustainable marketing are by helping struggling
people who are poor and homeless, by providing them homes, food and resources as well the

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community even takes further step forward in developing and training people to make them
unemployed (Katrandjiev,2016, p72-81). It has collaborated with five schools, and establishing a
local refuge for women. Nevertheless, providing facilities like food, clothes, and blankets from
their own organic garden as well as establishing a Sewing Community were women can learn
sewing, fathers can learn bee hiving, and initiating skill exchange, which have engaged them as
well, created employment.
Question 4:
Strategies for growth
The strategy that is adapted by “Common Unity Project Aotearea” is the sustainable
marketing strategy that proliferates the company’s investments in social and environmental
activities that is Governed by organizations. The Sustainable marketing is also referred as green
marketing. Therefore, in that case “Common Unity Project Aotearea” organic gardens, Kai
Farms, the “Re makery” are enough to portray that the company thrives for green marketing
strategies(Simon, 2019). They have also joined charitable organizations like “Salvation Army”,
so that they can increase their volunteer and workers number so that they can standardize the
lifestyle of the poor and the homeless people.
Question 5:
Marketing Analytics for Customer Insights
Part A:
Research Approach

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“Common Unity Project Aotearea” desires to sell their products to other consumers in
Melbourne, Australia to acquire more customers, as by this money there will be development of
the community. The marketing approach that is adapted by the community is Qualitative
Research, which will compel in gathering primary data, by deriving through the process of
telephonic interviews or selling products by randomly reaching homes of Melbourne residents
(Brannen, 2017). By reaching their homes, they can show samples of the jam, which is much
more effective as there is interaction between the seller and customer, through the process of
telephonic conversation, they can directly ask for their preference and bring them to the
customers. This kind of research gives an accurate, structural data, by which the community can
compare the majority of preferences in jam among the Melbourne residents from a sample itself
(Miller & Cassady, 2015, p207-216). The mandatory factor the company must adhere to before
selling their foods in Australia, is being registered under the “Food Act 1984”, and even agree
the “Australia New Zealand Food Standards Code”( Food Standards Australia New Zealand,
2017). The registration will increase the authenticity of the food products, and customers will be
attracted to the products and there is more inclination towards verified and authenticated
products.
Part B:
Pros and Cons of Data Collection Method
Face to face Interviews
Advantages
Face to face, interview helps in getting the accurate information, as the interviewer can
analyses the feelings , behavioral patterns of the interviewee, an understand its

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preferences(Sutton & Austin, 2015).The level of enthusiasm or reluctant in buying the product is
much more evident in case of face-to-face interviews or surveys.
Disadvantages
Face to face, interviews also involve lot of investment, as it includes investment in staffs
and resources as well to conduct the interview (Rosenthal, 2016). The quality of the data can be
hampered as every interviewer does not provide or hold that certain kind of knowledge, which
can hamper the total process.
Telephonic Interviews
Advantages
Through telephonic interviews wide demographic area can be covered, by which the
organization can reach many customers and target various locations. Therefore, it is quite
effective as it reduces the cost and less time consuming.
Disadvantages
In case of telephonic interviews there are various types of customers, some are interested
and some are reluctant, therefore, there is a tendency to refuse the calls and not incline in further
participation. The correct observations of customers and behavioral patterns are not analyzed,
which makes the survey incomprehensible and unstructured.

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References
el.b-ok2.org, 2020. Principles of Marketing (Australian 7th Edition 2017) | Gary Armstrong,
Stewart Adam, Sara Denize, Michael Volkov, Philip Kotler | download. El.b-
ok2.org. Retrieved 17 March 2020, from
https://el.b-ok2.org/book/5227023/e98f2e.
Kennedy, A. M. (2016). Macro-social marketing. Journal of Macromarketing, 36(3), 354-365.
Katrandjiev, H. (2016). Ecological marketing, green marketing, sustainable marketing:
synonyms оr аn evolution оf ideas. Economic Alternatives, 1(7), 71-82.
Simon, K. (2019). ‘Strengthening community from the inside out’: Transformative possibility for
climate change resilience and adaptation in Te Awa Kairangi-Hutt City.
Brannen, J. (Ed.). (2017). Mixing methods: Qualitative and quantitative research. Routledge.
Miller, L. M. S., & Cassady, D. L. (2015). The effects of nutrition knowledge on food label use.
A review of the literature. Appetite, 92, 207-216.
Food Standards Australia New Zealand. (2017). Australia New Zealand Food Standards Code:
Standard 1.2. 7‐Nutrition, Health and Related Claims.
Sutton, J., & Austin, Z. (2015). Qualitative research: Data collection, analysis, and
management. The Canadian journal of hospital pharmacy, 68(3),
226.https://dx.doi.org/10.4212%2Fcjhp.v68i3.1456
Rosenthal, M. (2016). Qualitative research methods: Why, when, and how to conduct interviews
and focus groups in pharmacy research. Currents in pharmacy teaching and
learning, 8(4), 509-516.

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Aarseth, W., Ahola, T., Aaltonen, K., Økland, A., & Andersen, B. (2017). Project sustainability
strategies: A systematic literature review. International Journal of Project
Management, 35(6), 1071-1083 (https://doi.org/10.1016/j.ijproman.2016.11.006).
commonunityproject.org.nz (2020). Retrieved 17 March 2020, from
https://www.commonunityproject.org.nz/

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.
Appendix 1
Strengths
 It has created its legacy in social
works donating food, providing
package free reasonably priced
groceries, providing employment
 Acquired success in a limited period
of time
 Developed partnerships and
collaborations
 Self-organic gardens
 Less capital charges
Weaknesses
 Financial instability
 Lack of donors, or fund-raising
companies
 Lack of marketing strategies
 Absence of advanced technological
implementation
Threats
 Monetary imbalance
 The increased housing costs and
shortage of houses, can pose a serious
threat in managing the poverty and
homeless people in Lower Hutt
 Changing Government policies, can
also alter the company’s strategies
 Lack of volunteers/ social workers
Opportunities
 Increased social network through
continuous employment and skill
exchange
 More people involving in social works
 Joint venture with any reputed NGO’s

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 Increased population from other
places