Marketing Systems Theory in Action: OzHarvest Community Impact

This case study analyses OzHarvest, an Australian food rescue charity founded by Ronni Kahn, through the lens of marketing systems theory. The study explores OzHarvest's role in addressing hunger and food waste, highlighting its operations in rescuing surplus food and distributing it to those in need. It examines the organization's marketing strategies, including awareness campaigns and the use of technology to reach remote communities. The case study identifies opportunities for OzHarvest to increase its impact, such as enhancing awareness, leveraging technology, and expanding partnerships. Recommendations include securing more investment, increasing delivery capacity, and exploring international expansion. The analysis concludes that by focusing on strategic marketing and collaboration, OzHarvest can further its mission of reducing hunger and food waste while creating a positive impact on communities.

MARKETING SYSTEMS
MILLIE LEE
19241597
Analyse marketing systems theory at work in the “real world”.

Table of Contents
Introduction:............................................................................................................3
Discussion:..............................................................................................................4
Company overview:.............................................................................................4
Organizational role in the marketing system:......................................................4
Key opportunity for the Organization to increase their impact:...........................5
Recommendation:...............................................................................................6
Conclusion:.............................................................................................................8
References:.............................................................................................................9
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Introduction:
The aim of this assignment is to analyse an organization that is engaged in a
community engagement programme. The Chosen organization for this assignment is
OzHarvest (OzHarvest, 2018). Ronni Kahn, an Australian social entrepreneur came up
with this idea of food rescue charity named OzHarvest. OzHarvest utilizes the leftover
food from any function, party or any other community programmes distribute the same
to the destitute and hungry individuals of Australia. The assignment will aim at finding
some of the key aspects of the company which have been utilized by them in managing
the respective issue in an effective manner.
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Discussion:
Company overview:
OzHarvest is an Australian charity organization that helps to tackle the hunger
crisis in the regional and remote communities (Gudic, Rosenbloom & Parkes, 2017).
Ronni Kahn, an Australian social entrepreneur came up with the idea of saving leftover
food from functions, parties and other community programmes. Furthermore, they
distribute the food to the needy and hunger affected people of Australia. OzHarvest
made a record recently by rescuing 180 tonnes of surplus food each week whereby the
food was delivered directly to 1,300 charities using the refrigerated vans. The demand
for the food rescue is on the higher sides and especially among the people of regional
and remote communities where the food relied is very tough to access. The new and
emerging mobile technology assists OzHarvest to reach out to those people (Martin &
Ertzberger, 2013). The CEO of the organization thinks that the Google impact challenge
is the most perfect way to start a new innovative solution to help control the rising
hunger crisis in the country. The Google Impact challenge allowed rescue of additional
1.8 million kilos of food which provides an extra 5.6 million means in the initial year.
Organizational role in the marketing system:
The organization is quite new in the market and people are unaware of their
services which are being provided by them to the individuals in the society of Australia.
The organization is helping the society by saving the wastage of food and through
distributing excess foods to the hunger calamitous region. The initiative is taken by an
Australian entrepreneur Ronni Kahn, to reduce the hunger crisis in the remote places of
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Australia. OzHarvest needs to create awareness in the market so that they can receive
proper assistance from the other communities (Strauss, 2016). Spreading awareness
can help the organization in receiving enormous number of volunteers for their service
and can increase the chance of getting tonnes of food. The organization can spread
their awareness with the help of different advertising networks which is inclusive of
television advertisement, door to door marketing along with usage of social media
channels (Moriarty et al., 2014).
As per Donegan, Chisholm and Oberklaid (2014), proper linkage with the
different authorities of government can assist the organization to spread awareness and
the government can assist by donating vans with the help of which they will be able to
deliver the foods to various remote areas. The organization can also use the social
media campaigns to attract the young generation (Ashley & Tuten, 2015).
Key opportunity for the Organization to increase their impact:
To increase the impact of the organization, it needs to increase the awareness
among the people of Australia (Bruhn, Schoenmueller & Schafer, 2012). They need to
organize campaign which will be helpful in analyzing the reasons for the hunger crisis of
Australia and will also showcase how the people are affected due to the respective kind
of reason. The respective organization has the opportunity to showcase the entire
scenario to the different individuals through the proper usage of the different social
media channels which will be effective in nature in managing the overall scenario in an
appropriate manner. With the proper usage of the technological advancements, this will
help in easily delivering the different food items to the different remote areas through air
or drone kind of facility which will be beneficial for the overall success of the firm.
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OzHarvest have organized a devoted team, comprising of like-minded people
and they have a team of volunteers named “Yellow Army”, that ensures the operations
and services of OzHarvest are aligned with the theory of Quality of life
(wearethenest.com.au 2018). Ashley and Tuten (2015), has commented that the
respective theory aims in providing the different individuals with general well-being
which helped in outlining the different negative along with positive features of the life.
On the other hand, Donegan, Chisholm and Oberklaid (2014), has commented that the
main aim of the OzHarvest is to provide a better lifestyle to the community along with
the different individuals by providing food so that they don’t die of hunger and this will be
beneficial for the overall well-being of the society in an apt manner.
Australia’s economy can help the organization to gain more volunteers as they
have stable economy and thus people will be focused on contributing to the social
cause (Donegan, Chisholm & Oberklaid 2014). Furthermore, the organization has the
opportunity to grab the attention of the youths who can help the organization in order to
become more effective and functional. They can help the organization by creating
awareness in their schools and colleges. The organization can try to communicate with
the event management group to spread the awareness in different types of programmes
wherein the different kinds of people should not waste the excess amount of food rather
they should call OzHarvest as this will be helpful for the company to collect the food
from such occasions and help the ones who need food for their growth and survival.
Recommendation:
OzHarvest needs a great number of investors or volunteers who will provide
them financial support for the service that they are providing. The organization needs a
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lot of refrigerated delivery vans that will provide foods instantly to the people of the
remote areas.
For instance- OzHarvest can tie up with different kinds of five-star hotels in the entire
Australian country which will be beneficial for the company to increase their service in
different parts of Australia as well. Furthermore, it can be seen and analyzed that there
is huge wastage of foods in the five-star hotels which can be beneficial for the company
to help and expand their operations in various countries effectively as well.
Moreover, OzHarvest can try to consult with the different grocery stores in Australia
which will be helpful for them in increasing their effectiveness in the various parts of the
world. There are different grocery stores such as Woolworths which can help OzHarvest
in managing their business through helping the poor and hungry individuals which will
be beneficial for the overall success of the business.
The delivery vans cost a lot and it is not possible for a new and nonprofit organization to
acquire those vans, therefore they need money. The organization can get help form the
World Health Organization (WHO) in order to get monetary support. Joining hands with
WHO will entice the attention of the whole world and in this way the organization will be
able to make a mark in the society (World Health Organization, 2014). World health
organization can help OzHarvest by providing better solutions about how they can
manage their operation more effectively. OzHarvest needs to expand their business
outside Australia in order to help people of different countries who are also suffering
from lack of foods.
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Conclusion:
Therefore, from the above scenario, this can be concluded that Ronni Kahn, an
Australian social entrepreneur came up with this idea of food rescue charity named
OzHarvest. The organization aims at providing food in the remote places of Australia.
To be more effective in the environment the organization needs to spread awareness of
about the service which is being provided by them to the needy individuals in various
locations. The organization can try in taking assistance from the World Health
Organization to spread the awareness which will help them to gain volunteers from
around the world which will definitely help the organization to expand their operations
outside Australia.
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References:
Wearethenest.com.au, T. 2018. Volunteers - OzHarvest. [online] OzHarvest. Available
at: https://www.ozharvest.org/our-family/volunteers/ [Accessed 27 Oct. 2018].
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An
exploratory study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), pp.15-27.
Bruhn, M., Schoenmueller, V. and Schäfer, D.B., 2012. Are social media replacing
traditional media in terms of brand equity creation?. Management Research
Review, 35(9), pp.770-790.
Donegan, P., Chisholm, C., and Oberklaid, M. 2014. Mapping Australia's economy:
Cities as engines of prosperity.
Gudić, M., Rosenbloom, A. and Parkes, C., 2017. Case study 6 A co-operative
approach to caring for those who can’t afford to care for themselves: OzHarvest.
In Socially Responsive Organizations & the Challenge of Poverty (pp. 196-204).
Routledge.
Martin, F. and Ertzberger, J., 2013. Here and now mobile learning: An experimental
study on the use of mobile technology. Computers & Education, 68, pp.76-85.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone,
R., 2014. Advertising: Principles and practice. Pearson Australia.
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OzHarvest. (2018). Home - OzHarvest. [online] Available at: https://www.ozharvest.org/
[Accessed 25 Oct. 2018].
Strauss, A.L., 2016. Creating sociological awareness: Collective images and symbolic
representations. Transaction Publishers.
World Health Organization, 2014. WHO: Ebola response roadmap situation report 15
October 2014.
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