Comprehensive Marketing Analysis Report: Oxfam Australia

This report offers a comprehensive marketing analysis of Oxfam Australia, a non-profit organization dedicated to alleviating global poverty. It begins with an executive summary and an introduction to Oxfam Australia, detailing its mission, history, and global presence. The report then delves into a market situation analysis, including Oxfam's brand motto and a PESTLE analysis, examining political, economic, social, technological, legal, and environmental factors. It also includes a SWOT analysis to assess the organization's strengths, weaknesses, opportunities, and threats. The report further explores Oxfam's commercial and financial objectives, marketing strategies, market segmentation, and the marketing mix (7Ps). Financial action plans for 2015-17 and a financial audit report for 2015-16 are presented. The analysis concludes that Oxfam employs a defensive marketing strategy, effectively allocating resources to generate revenue for its humanitarian operations. References are provided at the end of the report.

Running head: OXFAM AUSTRALIA- MARKETING ANALYSIS
OXFAM Australia- Marketing Analysis
Name of Student:
Name of University:
Author’s Note.

1OXFAM AUSTRALIA- MARKETING ANALYSIS
Executive Summary
The following report aims to create a comprehensive evaluation of the various elements
of marketing of OXFAM Australia, a non-Governmental non-profitable organization that works
on campaigns and projects across the globe to alleviate poverty and aid the victims of natural and
man-made disasters. To that effect, an analysis of the marketing situation at present in Australia
has been provided in relation with Oxfam Australia. These include facts and trends regarding the
company’s appeal and position in the market. The report conducts a macro environment study of
Oxfam Australia; whereby the political, economic, social, technical and other factors are
identified and discussed. The report presents an ‘opportunities vs. threats’ analysis of the
organization to help understand the immediate issues it is faced with, regarding its campaigns
and business activities. The financial objectives of the brand have been discussed, along with a
detailed marketing mix involving the 7Ps of marketing. A financial action plan of Oxfam
Australia for the 2015-16 and 2016-17 financial season has been provided. The brand’s financial
statement and audit report for the 2015-16 year has also been presented. It has been inferred that
the company has a relatively defensive marketing strategy, owing to the fact that it is essentially
a charity organization. Since it allocates about 20% of its annual proceeds to marketing and
publicity, the brand is undeniably doing well to generate enough revenues to carry its
humanitarian operations forward.

2OXFAM AUSTRALIA- MARKETING ANALYSIS
Table of contents
Introduction......................................................................................................................................4
About OXFAM Australia............................................................................................................4
Discussion........................................................................................................................................5
Market Situation Analysis...........................................................................................................5
Brand Motto.............................................................................................................................5
Macro environment Evaluation...............................................................................................5
Products and Customers..........................................................................................................9
Opportunities and Threats Analysis...........................................................................................10
Issues of SWOT Matrix in Detail..............................................................................................11
Commercial Objectives of OXFAM Australia..........................................................................13
Financial Objectives:.............................................................................................................14
Marketing objectives:............................................................................................................14
Marketing Strategies..................................................................................................................15
Market Segmentation and Targeting.....................................................................................15
Marketing Mix.......................................................................................................................17
Financial Action Plans...............................................................................................................18
Financial Audit Report..........................................................................................................19
Conclusion.....................................................................................................................................20

3OXFAM AUSTRALIA- MARKETING ANALYSIS
References:....................................................................................................................................21

4OXFAM AUSTRALIA- MARKETING ANALYSIS
Introduction
About OXFAM Australia
Oxfam International is a global fraternity of charity organisations which has a goal to
alleviate global poverty. Founded in 1942 in Oxfordshire under the name ‘Oxford Committee for
Famine Relief’, OXFAM started spreading in 1963 (beginning with Canada), and now operates
in 90 countries across the world. Oxfam Australia is a separate, non-profit community-service
based body, and a direct subsidiary of Oxfam International. Oxfam Australia deals in emergency
response services, developmental projects, and activities to emancipate poor people throughout
the world. Oxfam’s objective is to empower the poor and needy with improved access to equal
social status and rights, social services, a prominent voice in the process of decision-making, and
relief from disasters and warfare (oxfam.org.au 2017).
Oxfam Australia’s works date back to the activities of Father Gerard Kennedy Tucker,
who worked towards alleviating poverty in Asia post World War II. Local groups were formed
throughout the nation, with the first one in Hawthorn, Melbourne in 1953. It was called the
‘Food for Peace Campaign’. All campaigns were collectively renamed to Community Aid
Abroad (CAA) and after working on various projects, in 1995, the organisation became ‘Oxfam
Community Aid Abroad’ and later in 2005, ‘Oxfam Australia’ to mark its alliance with Oxfam
International.

5OXFAM AUSTRALIA- MARKETING ANALYSIS
Discussion
Market Situation Analysis
Brand Motto
In 2004, Oxfam adopted the approach of preserving rights as the guideline for the global
community and its associates. Oxfam acknowledges the intangible and invisible nature of human
rights and has set the following targets to uphold such rights as the right to:
 a viable livelihood
 fundamental social services
 life and safety
 to be heard
 to have a dignified identity. (oxfam.org 2017)
Oxfam suggests that poverty and economic exploitation can be done away with by human effort
and political benevolence. According to Oxfam, international peace and disarmament are the
primary requisites for progress and the state of inequity can be resolved between both
international and financial frameworks.
Macro environment Evaluation
In the present century, marketing is a primary requisite for any organisation to ensure
synergy between the services offered and the customers catered to. It involves a set of processes
which are guided by the organisation’s policies in each respective department of operation. Even
non-profit charitable organisation like Oxfam Australia needs to indulge in marketing operations
in order to keep pace with the growing needs of the world and the progress of other organisations

6OXFAM AUSTRALIA- MARKETING ANALYSIS
that might be compared as competitors, although rivalry is quite uncalled for, when it comes to
helping the poor (Tesar 2013).
Oxfam Australia operates on a rather international scale, mostly in developing countries,
as Australia is a nation with high GDP and a steadfast economy. As of 2009, Oxfam Australia’s
activities served 4.64 million people in more than twenty-eight nations. Such figures in the field
of charity were enabled by the dedication and perseverance of over 310,000 activists and donors
(oxfam.org.au 2017). Achievement of such standards requires constantly analysing and
enhancing the brand’s macro environmental factors. To that effect, a PESTLE analysis of
Oxfam Australia has been provided.
PESTLE Analysis
Political Factors  The Australian Government is stable and has a sound position.
 The laws regarding trade, transit and duties are favourable.
Economic Factors  Australia is one of the largest heterogeneous economies of the
world.
 Australia has a significantly high GDP.
 The citizens have high purchasing power.
Social Factors  Works to improve the social life of citizens, especially the needy
ones.
 Local residents can find employment Oxfam shops and
campaigns.
Technological Factors  Makes use of latest machinery and equipments.
 Uses the internet to spread awareness and advertise their
facilities and products.

7OXFAM AUSTRALIA- MARKETING ANALYSIS
Legal Factors  Prevention of sexual harassment of women staff.
 Government laws safeguarding employees and also the
employers.
Environmental
Factors
 Eco-friendly means of production.
 Proper disposal of waste.
Table 1: PESTLE analysis of Oxfam Australia
PESTLE Analysis Elaborated:
Political – Both local and national politics significantly affect the running of an organisation, be
it a profitable or non-profit one. Australia has relatively low political problems, as the national
Government (at present, with the Liberal Party of Australia in power) exercises a stern and
effective control over political issues. Political unrests are rare and immediately subdued if they
occur. Land is provided at relatively lower prices and tax rebates are granted for new commercial
and non-commercial ventures (Cornell 2016). In view of such conditions, favourable policies and
political measures are ensured to Oxfam.
Economic – Australia is already a developed economy which is still enhancing itself, courtesy
its heterogeneous population. It ranks third among the most developed mixed economies of the
world (Huang and Sarigöllü 2014). It has a soaring GDP, with a current growth of GDP
estimated at A$ 1.62 trillion. The Australian population is always open to change and bear a
fancy towards new facilities and products, providing an added boost to Oxfam. The purchasing

8OXFAM AUSTRALIA- MARKETING ANALYSIS
power of the average Australian is also significantly high, due to the booming economy
(Martinez and Perales 2017).
Social – Basically a non-profit charity organisation, Oxfam conducts various social campaigns
like building anti-racism rallies, education of victims in crime and drug afflicted
neighbourhoods, women empowerment programmes and so on (McCaul 2016). Such
undertakings have an effect on the respective communities who feel included in Oxfam’s plans.
An added opportunity is thus opened up for both Australian citizens and locals in the target
communities outside Australia to work for the company and earn a decent living, while serving
the society (Aston 2013).
Technological – Advanced technology is a key necessity for the growth and development of a
company. Oxfam utilises modern technology and sophisticated equipment for the manufacture of
the products sold though the Oxfam Shop. Like any modern brand, they conduct business
through the internet; products of the Oxfam shop can be purchased through their online store
(Oxfam shop 2017). They have also made optimal use of the internet for publicising and
advertising their products.
Legal – The Government of Australia has passed a number of bills to protect the interest of
growing companies; especially non-profit charity-based ones like Oxfam. These have resulted in
the enforcement of laws that safeguard both the worker and the management. Re-enforced
sentences for harassment of female employees, and steps to alleviate racism in the workplace and
sites of operations have greatly aided Oxfam (Islam and Jain 2013). Legal backup is a
prerogative to building a secure place of work, where each employee or in this case, also
activists, would look forward to working.

9OXFAM AUSTRALIA- MARKETING ANALYSIS
Environmental – It is part of Oxfam Australia’s motto to protect the environment along with
their yearly campaigns against poverty and social issues. All the merchandise sold in the Oxfam
Shop are made from 100% eco friendly products; for instance, they manufacture the lokta paper
from actual lokta bushes. The waste disposal process is an elaborate one as well, as all effluents
are treated before release, and the sewage is gotten rid of through underground chambers,
without polluting the environment. (Shaw 2012).
Products and Customers
Being a non-profit company, there are not exactly a long line of ‘products’ that Oxfam
Australia benefits from selling. Their two most viable forms of income are donations and the sale
of the Oxfam Shop products, which will be discussed in detail in the Marketing Mix. Hence,
there are two types of people the company caters to: customers who purchase products from the
Oxfam Shop, and the victims of poverty and disasters in the regions Oxfam Australia functions
in. Oxfam Australia has served over 2.5 million persons in the 2015-16 financial year: 1.2
million victims of natural calamities, and over 1.3 million people by their social and
developmental projects (Oxfam.org.au 2017). All this is made possible by the support of the
eighteen Oxfam associates.
Oxfam has a well-defined and quantised manner of handling the funds they acquire
owing to their international renown and goodwill. Regarding the spending of funds, Oxfam has a
three-fold spending policy. For each dollar of Oxfam allocates:
 70 cents to fund charity and humanitarian campaigns throughout the world.
 20 cents for marketing, advertising and publicity.
 10 cents on internal and external administrative purposes.(Oxfam.org.au 2017 )

10OXFAM AUSTRALIA- MARKETING ANALYSIS
Graph1: Oxfam annual fund handling.
Opportunities and Threats Analysis
In order to better understand Oxfam Australia’s market positioning, there needs be a
detailed study of the organisation’s external opportunities and threats, along with its internal
weaknesses and strengths. To that effect, a SWOT Analysis of the products of Oxfam Australia
has been provided.
Strengths Weaknesses
 Global network
 Stable financial state
 People open to change
 Pragmatic outlook of national
government
 Not as premium quality like Mulberry
papers
 Bhhaktapur Craft papers have wider
appeal
 Financial structure is rather vague
 Fashion accessories not up to the mark
External Opportunities External Threats
Net Income
Campaigns - 70%
Marketing - 20%
Administration - 10%

11OXFAM AUSTRALIA- MARKETING ANALYSIS
 Enhanced economy of the nation
 Up-to-date lifestyle
 Demand for new products
 Manufacturing facilities at Mahaguthi
in Nepal
 Ever-hiking cost of labour
 Trained and technically adept workers
are not available
 Changing laws and acts regarding non-
government organisations
Table 2 : SWOT Analysis of Oxfam Australia.
Issues of SWOT Matrix in Detail
Strength- Oxfam has a well-elaborate global network that caters to 90 countries. Oxfam
Australia alone operates in 20 countries across the world. New products are easy to be
manufactured with such an organised grid. The Australian public is open to change and look
forward to new objects and new designs. The Australian government has favourable tax and duty
policies which help the growth and running of organisations like Oxfam. These along with the
sheer nobility of Oxfam’s cause of helping the unprivileged and unfortunate, have enabled
Oxfam Australia to strike its roots deep into the Australian market and the community as well.
Weakness: Oxfam Australia is essentially a charitable organisation. Therefore they can
expend only a small portion of their revenue to the publicity and launch of their papers. The cost-
structure in Oxfam is rather backdated and they often end up charging significantly higher or
lower than market value for certain products. This might seem to balance out the revenue sheet
in the end, however, it detriments the efficiency of marketing in the long run (Bennett and
Kottasz 2015). This aids competitors to gain an edge over Oxfam Australia in many cases.

12OXFAM AUSTRALIA- MARKETING ANALYSIS
Opportunities- The Australian economy is a well-enhanced one and that adds up to a very
high GDP of 1.62 billion. Hence the population has got an elevated purchasing potential which
augments the growth of business. The humanitarian cause of Oxfam has endeared them to the
higher and middle classes of the society.
Issue 1- A good percentage of their products is manufactured in the countries Oxfam Australia
operates in, by the people they cater to; thus providing them a financial platform. For instance
the lokta paper that is sold on the Oxfam Australia Store is made by the poor villagers in
Mahaguti Nepal where Oxfam is campaigning against poverty and providing earthquake relief
(Paudel and Sthapit 2013). Since such causes have become known, demand for them has been on
the rise, with the Australian taxpayer knowing that his money is destined for charitable purposes
(Shop.oxfam.org.au 2017). The brand wants to go deeper into the Nepalese community and
make Mahaguti the yardstick to manufacture products.
Threats- As already stated, Oxfam Australia has a vague costing structure that whereby they miss
out on their vying edge in business. However, this is no threat considering the nobleness of their
purpose of stretching out a helping hand for the unfoertunate.
Issue 2- Mullberry Paper, for instance, produces much superior quality of the same lokta paper
that Oxfam Australia sells. Moreover, Bhaktapur Papers and Mullberry Paper have priced their
respective products at a much cheaper rate, which results in potential loss of customers of
Oxfam. However, their aim is to serve humanity, and a little reduction of profits is acceptable
(Kanel and Niraula 2017).
Issue 3- The rising cost of labour is another threat Oxfam Australia faces. It is obvious that in a
developed economy like Australia, people would demand more wages and this results in a

13OXFAM AUSTRALIA- MARKETING ANALYSIS
reduction in revenue. Skilled labour is also hard to obtain, with stringent measures being
undertaken to check the process of outsourcing in order to preserve the economy (Palmer and
Warren 2013).
Commercial Objectives of OXFAM Australia
Being a non-government charity organisation, Oxfam Australia are not exactly a
business-house that should be indulging in cut-throat competition with other companies. Their
objectives are more of a humanitarian nature than a commercial one. Their only substantial
means of generating revenue besides donations is the sale of the products from the Oxfam Shop,
which also operates through the internet. In order to understand Oxfam Australia’s business
objectives, a comprehension of the company’s targets regarding its charity operations is
necessary. In their Annual Report for the year 2014, Oxfam Australia set out their goals up to the
financial year 2019. Oxfam Australia has stated that their singular most important propose is to
improve the lives of the people living in poverty. To attain this, the company has formulated
their strategic plan in effect from 2014 to 2019 which is called ‘The Power of People Against
Poverty’ (Oxfam.org.au 2014). The plan has been devised by consulting all levels of the Oxfam
Australia hierarchy; from the supporters, volunteers, regional committees, members, employees,
management to the Board. It provides a distinct guideline as to how the organisation needs to
function by giving six objectives to change the world, and six targets to alter the way it works.
The latter set of goals seeks to innovate Oxfam Australia’s internal functioning and improve the
reach of their activities. They intend to effect:
1. A potent global network
2. Enhancement of the reach of activities
3. Organisation goodwill

14OXFAM AUSTRALIA- MARKETING ANALYSIS
4. Endue on needy people
5. Cost efficiency
6. Growth of revenue and funds. (Oxfam.org.au 2014)
Financial Objectives:
The last three objectives in the list formulated by ‘The Power of People Against Poverty’
are bordering on the financial side of operations.
Income Growth- Oxfam Australia intends to increase their annual revenue in order to enhance
the effectiveness and reach of their projects. In today’s market, the competition in fundraising
has grown to aggressive extents, and in order to survive, Oxfam plans to: develop and foster new
methods of spawning revenues, especially in the form of unenforced incomes. It wishes to
segregate and classify its income and incorporate fundraising into the campaign strategies (Roper
et al. 2015). Endorse and publicise the optimum stature of Oxfam shops across the nation’s
economy, not only through the retail market but also through online business. They wish to draw
the community into their fundraising activities, spreading awareness about global issues in the
process. Closer interrelation and sharing of resources with other Oxfam networks worldwide is
also a prerogative for Oxfam Australia (Bateman 2012).
Marketing objectives:
Any business needs a sustained position in the market in order to survive the sharp rises
and pitfalls of the economy. With their USP of eco-friendly products and charitable causes,
Oxfam Australia plan to become the top dealer in handmade papers and tapestry in Australia. It
intends to be the preeminent producer of organic decorative products in the nation. However,
with significantly less funds at disposal for marketing and publicity, Oxfam often has to depend

15OXFAM AUSTRALIA- MARKETING ANALYSIS
on its goodwill and popularity. It aims to increase the marketing budget in 2016 by at least 15%
in order to increase revenue generation as already stated (Oxfam.org.au 2017). It intends to
endorse its products through their campaigns in the print and mass media. Already, most of the
Australian news media give considerable footage to Oxfam because of its noble objectives. The
brand, which is already a strong force on social media, intends to strengthen its position by
appointing special digital marketing managers and executives. It wants to strike deeper roots into
the Australian market, but in a cost-effective manner which does not hinder their principal
humanitarian goals (Maple 2013).
Marketing Strategies
As its principal strategy of marketing, Oxfam Australia intends to utilise its elaborate
global network in order to leave its imprint not only on the Australian but also on the overseas
market. However, it is essentially a charitable organisation and hence, cannot dedicate huge
funds for marketing. With service as their motto, they can spend only 20% of their revenue for
advertising. Therefore, Oxfam Australia’s marketing strategy is quite a defensive one, just as it is
supposed to be for an organisation of its kind (Hollensen 2015). For the financial year 2016-17, it
intends to sell its products in Australia through a sustained trade-alliance by pricing the goods
complying with the principle of fair payment (Brand and Davenport 2012). Oxfam also makes it
a point to stick to the World Fair Trade Organisation guidelines while pricing and publicising
(Reynolds 2012).
Market Segmentation and Targeting
The various forms of segmenting the market of Australia in relevance to Oxfam’s
products and operations is provided as follows:

16OXFAM AUSTRALIA- MARKETING ANALYSIS
Segmentation
Psychographic grouping:
 Monetary- average and high earnings group
 Ages – 10 to 50 years
 Lifestyle- both normal and luxurious lifestyle
Behavioural grouping:
 Level of knowledge- Intelligent and mediocre in terms of intellect
 Rate of use- medium to high
Cultural grouping:
 Culture of community- religion and humanitarian activities
 Education- basic school level to higher education
Targeting
Target customers of Oxfam products:
 Oxfam Australia sells a wide array of products ranging from gift
wraps to fashion accessories.
 School and college goers are the main clients of the Lokat Paper.
 Working women and house wives alike constitute the major
customers of the ethnic jewellery and artefacts.
 The new kitchenware range has gained popularity among middle-
aged women as well.
 Sale of the fair price coffee is increasing steadily among the affluent
clientele as well.
Market
Positioning
Oxfam Australia gas definitely created a niche for itself within the Australian
market of decorative items and kitchenware made from eco-friendly raw materials.
However, it cannot compete in the department of fashion accessories with the

17OXFAM AUSTRALIA- MARKETING ANALYSIS
leading fashion companies as the latter are dedicated to generate funds whereas
Oxfam’s calling is to help the poor (Hume and Hume 2015).
Table 3- Market segmentation of Oxfam Australia
Marketing Mix
Marketing is an ever-recurring process which needs to evolve continually, such that, the
company can stand the tests of time, varying tastes and the aggressive competition from rivals.
(Gordon 2012). The Marketing Mix is a framework developed by E Jerome McCarthy in 1960; it
helps evaluate a product or a brand’s services. The initial model of 4Ps can now be updated to a
model of 7Ps (Jain 2013).
Product OxFam Australia shop sells a wide range of products from tapestry to fashion
accessories, essentially made from eco-friendly sources. The ‘Ox-Lokat Paper’ and
Oxfam Fair Price Coffee are the most popular among the lot.
Price The Lokat paper is priced at $6.5 per sheet of 50x70 cm, while a set of five is sold
for $29.95. The fiar price coffee, available in over 4 flavours, is priced at $29.95 per
1kg bag. Discounts are applicable for higher quantities (Shop.oxfam.org.au 2017).
Place There is no fixed place of manufacture. Most products are manufactured in their
respective campaign-zones to cut expenses. Lokat paper is made in Mahaguti Nepal
while the coffees are produced in their indigenous regions.
Promotion Oxfam invests in various game shows on TV and also in popular sports matches like
cricket, rugby and football, in order to properly publicise their products. They are
also a growing force on social media, attracting customers on Facebook and Twitter.
People Oxfam Australia has a quantised hierarchy of workers, from the lay social activist to
the Board of Directors. The other set of ‘people’ are the victims whom it serves

18OXFAM AUSTRALIA- MARKETING ANALYSIS
through campaigns.
Processes The shop operates through over 30 exclusive and some combined stores across
Australia. The delivery through the online shop is also fairly efficient and now
exports to other countries (McArthur 2013).
Physical Evidence A fair-price shop that donates 70% of proceeds to charity, Oxfam Australia
provides legally taxed bills for each item sold. Authentic tax invoices are provided
for online transactions too (Shop.oxfam.org,au 2017).
Table 4- 7ps of marketing- Oxfam Australia
Financial Action Plans
Oxfam Australia’s Annual report of 2016 certifies that a collective sum of $38.5 million
has been donated by over 160,000 supporters that year. Over $46.6 million have been expended
for Oxfam’s charity projects globally. Most importantly in this case, the Oxfam shop has
recorded a turnover of $9.7 million in Oxfam shops across the nation (Annual Report 2016).
Financial Particulars
Till March 31, 2016, a surplus of $4.9m1 of donations was carried over to 2016-17 along
with $3.1m of Nepal earthquake funds, $1.2m of Vanuatu Cyclone relief, and $400,000 for
cyclone relief in Fiji (Annual report 2016).
Other major financial activities of the financial season involve:
 $2.5m on Mekong Water Issue
 $2m on women empowerment in Papua New Guinea
 $1.8 m on gender equality campaigns in Indonesia
 $1.3m on disaster management and women-emancipation programs in Sri Lanka
1 m=millions

19OXFAM AUSTRALIA- MARKETING ANALYSIS
 $1.1m on food-shortage and resistance campaigns in Bangladesh
The main disaster-response programs undertaken were;
 $4.4m for Nepal earthquake relief
 $2.8m on Cyclone Pam victims in Vanuatu
 $800,000 on the Syrian refugee crisis
 $200,000 for Cyclone Winston relief in Fiji (Annual report 2016).
Financial Audit Report
Up to March 2016, Oxfam Australia’s record of total revenue and expenditure statements are as
follows:
Particulars 9 months to 31March
2016 ($ *,000)
12 months to 30 June
2015 ($ *,000)
Total revenue 70,053 110,715
Total expenditure 77,284 104,194
Total Supplies for the year (7,233) 6,522
Total Assets 31,646 44,882
Total Liabilities 13,728 19,731
Total equity 17,918 25,151 (Annual report
2017)
Table 5- Financial audit report of Oxfam Australia
As of 31st March 2016, Oxfam Australia has recorded a total fund of $28.9m at the beginning of
the year, and look soundly poised with a net cash and cash equivalent of $16,524,000 at the end
of the 2015-16 financial year (Annual report 2016).

20OXFAM AUSTRALIA- MARKETING ANALYSIS
Conclusion
To conclude the ongoing evaluation of the marketing elements of Oxfam Australia, it is
fair to say that the brand looks steadily poised to carry on its humanitarian activities unhindered
in the next financial year and the years to follow. Unlike other organisations which are primarily
bent on generating revenues and making huge profits, Oxfam’s goal is to stick to operations that
help the society get rid of vices like poverty, gender-bias, racism, inequality and so on. To that
effect, they allocate 20% of their annual funds to the promotion and advertising of their products.
Considering the relatively small amount of funds that go in to marketing, Oxfam Australia is
undoubtedly performing well. It has successfully balanced its noble cause of helping the
unfortunate, and enhancing incomes to sustain their activities.
Statement of reflection
I felt elated upon receiving a topic on marketing elements. Through this project, I
emerged successful in enhancing the preconceived notions of the readers regarding marketing.
Taking Oxfam company as an example, helped me to make the businessmen aware of the basic
concepts, which they need to adhere for carrying out effective marketing. When I searched the
basic functionalities of Oxfam, I felt relieved that there is at someone, who is taking care of the
neglected people in the society. It gave me immense pleasure to make a marketing plan for a
company like this.
The job profile of Oxfam grabbed my attention. I think being non-profit organization in
the 21st century helps in attaining a competitive edge over the contemporary non-profit
organizations. Moreover, accepting donations and charities from the people makes me comment
that the company is reputable. I can say that upliftment of the status of the below poverty level

21OXFAM AUSTRALIA- MARKETING ANALYSIS
people enhances the corporate social responsibility of Oxfam. Reading the micro environment of
the company, I came to know that development of strategies towards preservation of the
individual rights of the “looked down upon” people, results in the development of infrastructure.
I feel that frequent evaluation of the internal performance helps the personnel in
searching out effective ways and means for entering into the threshold of external environment.
Herein, I think maintenance of balance is very important for enhancing the productivity of the
business. I can relate the PESTLE analysis into the discussion. Projecting this analysis in a
tabular format has enhanced my clarity in terms of the factors, which contribute towards the
penetration of Oxfam into the external environment. Effective and judicious use of technologies
results in the expansion of business. With the adjective “judicious”, I can relate the compliance
and adherence to the legal factors for safeguarding Oxfam from the illegal activities.
Reviewing the wide variety of the products offered by the company, I was awestruck. As
a matter of specification, the company has a Oxfam shop, where products like apparel, interior
décor items, jewellery among others, are the popular attraction among the customers. I,
personally salute the efforts of the craftsmen in designing the items. However, it gives me pain to
think about the negligence in terms of the hard efforts of the tribal people. Here, I think
marketing of the handicrafts would bestow proper placement on the people, who are giving their
all for the happiness of the customers. Here, the aspect “non-profit” attains nullification.
Commercialization of the handicrafts prepared by the tribal women omits the prefix “non” and
adds value to the profit margin of Oxfam.
With Marketing objectives and strategies, I can relate the approach of the company
personnel in terms of expanding the current business scenario. I think consideration of SWOT

22OXFAM AUSTRALIA- MARKETING ANALYSIS
analysis would prove beneficial in developing the objectives for making noticeable advances
with the proposed plans. I think adoption of social media would act as a wise step in terms of
expanding the business by just a click. Positioning the brand reflects the aspect of confidence of
the personnel regarding the capability to do the allocated tasks in an efficient and effective
manner.
Proposing all these points generates within me self organizational skills, which helps me
to adopt a systematic approach towards the execution of the basic tasks in my personal life.
References:
Alston, M., 2013. Environmental social work: Accounting for gender in climate
disasters. Australian Social Work, 66(2), pp.218-233.

23OXFAM AUSTRALIA- MARKETING ANALYSIS
Annual report, O. 2017. Annual report. [online] Oxfam Australia. Available at:
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