Elements of a Marketing Plan: Oxfam Australia's Strategy

This report presents a comprehensive marketing plan for Oxfam Australia, a charitable organization focused on alleviating poverty. It begins with an executive summary and an introduction outlining the plan's structure and objectives. Part A delves into situational analysis, including descriptions of consumers and the market, a PESTLE analysis assessing political, economic, social, technological, legal, and environmental factors, industry analysis, and a SWOT analysis of Oxfam's strengths, weaknesses, opportunities, and threats. Part B outlines marketing objectives and strategies, addressing critical issues such as product quality and competition, and includes marketing mix decisions and an action plan. The report concludes with recommendations and a reflective statement. The report provides a detailed analysis and strategic recommendations for Oxfam Australia's marketing efforts.

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Elements of Market Plan
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Elements of Market Plan
Executive summary
The below presented report is the marketing plan for Oxfam Australia which is a charitable
organization engaged in solving the issues with poor individuals. The business entity is totally
engaged in solving the issues and the problems which are faced by the poor individuals within
Australia and other regions too. Moreover, the marketing plan has been segmented into various
sections which are summarized as follows. The first part consists of the approach of situational
analysis which further comprises of analysis of the market and also the various segments such as
the industry, consumer’s and the company and for explaining these approaches the tools such as
pestle and SWOT is used. The next is the part b which comprises of the marketing objectives and
the strategies. The objectives and strategies are further divided in targeting and positioning
strategy and Ansoff matrix is also described at the end. The further report consists of the
marketing mixes which are presented for determining the current position of the company and
also of the products. By making use of the marketing mix the entity can enhance the current
position of the products in the market and also the action plan is developed at the end so as to
solve the problems or the issues which have been raised while establishing the marketing plan.
And at last reflection over the below developed marketing plan has been presented.

Elements of Market Plan
Contents
Introduction.................................................................................................................................................4
Part A..........................................................................................................................................................4
Situational analysis..................................................................................................................................4
Description of consumers and market..................................................................................................4
Market analysis: Pestle analysis...........................................................................................................5
Industry analysis..................................................................................................................................6
Competitors analysis: SWOT analysis.................................................................................................6
Critical issues......................................................................................................................................7
Part B...........................................................................................................................................................7
Marketing objectives and Strategies........................................................................................................7
Critical issues......................................................................................................................................7
Products...............................................................................................................................................8
Marketing objectives...........................................................................................................................8
Marketing strategies............................................................................................................................8
Marketing mix Decisions and Actions...................................................................................................10
Action plan........................................................................................................................................11
Conclusion.................................................................................................................................................11
Recommendations.....................................................................................................................................11
Reflective statement..................................................................................................................................12
References.................................................................................................................................................13

Elements of Market Plan
Introduction
A business document which can be utilized by any of the business corporation for
outlining the marketing tactics and the strategies can be termed as a marketing plan. The above
mentioned concept is a broader term and involves a varied range significant approaches and
models which are liable in impacting the business environment of the business organization. The
document also describes the advertising and marketing efforts which are required to be
implemented by the corporation for attaining the long term results. The marketing plan is not a
static document like a business plan, it requires timely modifications and changes, as the
business grows and also as per the changing trends of marketing (Anheier, 2014). A marketing
plan is a detailed description of the activities which are involved in attaining some specific
marketing objectives for a time being. It also aids in determining the current position of the
business corporation in the market place, targets segmented, marketing mix used and also the
marketing goals which are to be accomplished. The marketing plan is a formal document but can
also be used as an informal one and this makes it very flexible. The main purpose of developing
a marketing plan is to set the entity on a specific path in terms of marketing. This document has
also been considered as general responsibility from the leaders and the marketing team to lead
the entity towards a winning direction. The below executed analysis has been made focus on the
marketing plan of Oxfam Australia is an Australian, autonomous, not-revenue driven, common,
group based guide and advancement association, and a member of Oxfam International. The
business entity believes that all human being and their lives are equal and no individual should
live in poverty. Moreover the entity believes that they are on the grounds of empowering the
society for tackling the issue of poverty. The below mentioned are the main components on
which the marketing plan has been developed.
Part A
Situational analysis
Description of consumers and market
The business corporation's target market offers focus to individuals who need help from various
worldwide parts that basically depend on the beneficent association's division (Hollensen and
Opresnik, 2015). Moreover, Oxfam Australia also concentrates on neediness, education family,
and well-being. The association's demands get impacted by different determinants like world's
financial conditions and different political events and happenings on the planet like infection
flare-up and psychological warfare. In addition, it is likewise vital to stress on the different
showcasing arrangements being used by Oxfam in advancing their backings over the world.
In the 21st century, both profit and non-profit organizations confront various difficulties. The
quick economy condition changes in global and national circle require these organizations to
recreate and actualize new destinations, procedures to address the new difficulties. The

Elements of Market Plan
objectives and systems are valuable for the organization to appreciate an upper-hand. As a non-
profit corporation, Oxfam faces different difficulties and changes concerning atmosphere
changes alongside its results, financial crises and famines, vitality confinement, worldwide
monetary emergencies, weapons multiplication, common assets deficiencies, and urbanization.
Market analysis: Pestle analysis
For adoption of the above-discussed challenges, the business organization requires to
determine the environment and the market factors along with the variable which are liable in
impacting the objectives, business directions and tactics (Judd, 2013). These factors are
segmented into two major categories .i.e. macro and micro environment which is as follows:
Political: There are different political elements that impact OXFAM in assorted ways. Initially,
Oxfam has a tendency to take after the Disability Discrimination Act 1995 as they have impaired
people who work for the firm. The corporation does not look after who has been working for the
firm as it is a charity. Furthermore, the firm ought to likewise withstand the Sex Discrimination
Act as the firm is based on charity and they need to acknowledge each individual who needs to
be a volunteer (Jungbok, 2015). The law additionally requires the firm to give money to any
person who needs both female and male. Finally, the National Minimum Wage Law does not
commit the workers who are volunteers to get paid.
Economic: The primary factors that influence Oxfam financially are the compensation levels,
energy price, and labor demand and supply. Pay levels impact Oxfam in both awful and great
ways. It is because workforce within Oxfam are volunteers and the main staff as the manager
gets paid for the work done by them. In this way, therefore, there is a need of saving money by
keeping the wages as low as conceivable in order to spare the money for the people who are in
poverty and suffering. Energy prices affect Oxfam negatively as the firm needs to pay for power
and energy which is utilized by them; consequently, this implies that this will lessen their
donations.
Social: It has been observed that there are no factors which impose effects on the organization as
it is totally dependent on charity and also there are no requirements of any kinds of hosting done
by celebrities and sports events, as there is no need of advertising or promotion on such a big
platform. The corporation can be promoted through T.V and also small scale advertisers can be
approached for doing the same. Aging population ha has been considered as one of the factors
which stimulate Oxfam and it has also been observed that population has various positive effects
of the charitable organizations, as it has been experienced that the old age individuals are found
kinder in giving of donations to the charities like Oxfam.
Technological: Internet, T.V, and radio are considered as the technological components which
are liable in stimulating the business organization (Kotler, 2012). The Internet is used as the
platform for making advertisements of the charity events and all other events which are made by
Oxfam. Moreover, the official website of the business entity is also made available for the

Elements of Market Plan
donations, whoever is interested in making charity; they can make use of the online portal and
make the transactions. The other products and the services are made available to the consumers
through an internet. On the other hand radio and TV is used by the business organizations for
promoting the products to the local audience
Industry analysis
Oxfam is a multinational confederation that includes 17 firms which are operating in 94
economies over the globe for finding solutions to poverty and injustice if any. The main
objective of the firm is to aid the individuals in attaining their rights along with managing their
lives. The business entity is directly associated with the communities and has been focusing in
stimulating them (Lune, 2014). The business entity is focusing on increasing the standard of
living of the poor individuals. Moreover, the business corporation is also recognized a significant
part of the worldwide developmental organization which is assisting in mobilizing the power of
individuals so as to minimize global poverty. The business entity is majorly engaged in
equipping the individuals and needed ones with practical and innovative skills as well as
resources.
Competitors analysis: SWOT analysis
SWOT analysis is one of the model’s which can be utilized by Oxfam for determining the
strength and weakness of the organization. This approach proves beneficial in developing the
business strategies and plans for tackling with the competitors and sustaining in the business
environment. Moreover, this analysis also enables the firm in developing the future plans against
the threats and grabbing the relevant and appropriate opportunities. The below presented is a
detailed description of the strength, weakness, opportunities and the threats of Oxfam Australia:
Strength:
 Global supporters are considered as one of the biggest strength of the business entity and
also the affiliate’s networks.
 The goals and values of the business organization are clearly defined and which makes
the entity more strong.
 The organization also has a long and successful program history.
Weaknesses
 The business entity should try to focus more on the safety and security of the employees
and the volunteers (Businesscasestudies 2017).
 Moreover, the corporation is lacking in sense of consistency and accountability
throughout the partners and the firm.
 Competition from the other organizations can also be considered as one of the weakness
for the business entity.
Opportunities:

Elements of Market Plan
 The business is more into providing commitments to the customers, regarding the
services and products. This develops a trust among the clients and the customers and
which will increase the goodwill of the corporation.
 A commitment should be focused towards the missions and the goals of the business
entity.
Threats:
 The business entity has been facing problems due to the lack of support of the
communities.
 As the business entity has been working on the charity basis, s there are very fewer
employees and volunteers which are committed towards the work.
Critical issues
 The business corporation has been facing some issues due to the failure of the product
launch, for instance, the product launch was not as good as expected of the exact loktha
paper produced by the mulberry paper.
 The business organization has been following infringement policy and also the cost
structure is also not clear which has been developed as the serious concern for the entity.
 Oxfam has been facing serious issues from the Bhaktapur craft papers and mulberry
papers.
 Availability of the labor is also one of the main concern for the entity (Beneke and
Trappler, 2015).
Part B
Marketing objectives and Strategies
Critical issues
 Bad quality of products
 Intense competition due to the competitors like Bhaktapur craft papers
 Cost structure is unclear
 Excessive labor cost
 Untrained labors
The below mentioned are the strategies and the plans which should be implemented by the
organization in order to provide the solution to the above-presented issues:
 Improved and better methodologies can be utilized by Oxfam Australia so as to bring
enhancements in the quality of the products (Ghiassi, Skinner & Zimbra, 2013). This all
can be done by adopting contemporary tools and technological mechanisms so ass to
implement this strategy.

Elements of Market Plan
 Developing the products and quality and services will automatically enhance the value of
the company which develops ways of sustaining in the competitive environment.
 Provision of proper training sessions for the labors and the workforce so as to develop
their efficiency and potential.
 Adoption of better and improved techniques will enhance the productivity and efficiency
of the labors and in-turn the company will be capable of retaining the employees and this
will minimize labor cost.
Products
Oxfam has been referred as a charity brand name and is majorly involved in offering the
services to the poor individuals in the economies. The business entity has launched a product by
name the name of Ox-lokta paper and the same will be available in the market in the form of
bundle or copies (Anheier, 2014). This paper is manufactured from the bark of the trees like
evergreen shrubs etc. This paper is of fine quality and can be utilized for various printing and
writing purposes and also for producing drawing sheets. The paper is eco-friendly and can is also
not harmful to the environment.
Marketing objectives
Marketing goals and the objectives are the standards which are been prescribed by the
management and marketing heads. These objectives are required to be accomplished by the
marketing team that too with an effectiveness and efficiency (Berman, 2015). The below
presented are the marketing objectives which are required to be attained by the marketing team
of Oxfam Australia:
 The business entity needs to plan for adoption of the contemporary means and mediums
of promotions and advertising so as to increase the brand awareness and which will also
enhance the market share.
 To promote the products and services on global platforms so as to maximize the
international charities through a partnership with various community associations.
Marketing strategies
Targeting:
The targeting strategies of Oxfam have been developed on the basis of two major segmentation
and which are behavioral and cultural segmentation.
Behavioral segmentation:
 The item will be purchased by people who are profoundly proficient (Upson et al., 2012)
 Medium level use associations basically will utilize this item
Cultural segmentation

Elements of Market Plan
 Religion is likewise essential. Essentially utilized by religious individuals in composing
otherworldly considerations
Targeting alludes to making a gathering or things an objective to be followed up on. At the
point when a firm comprehends its objective market, correspondence ends up noticeably less
demanding among the firm and the intended interest group. Oxfam magnanimous association
target advertise incorporates the people living in poor conditions and requires help from each
religion, districts, range, and so on around the globe (Yu, Wang and Brouthers, 2015). The
association's objective market additionally focuses on people living bad form particularly young
ladies and ladies.
Positioning:
Situating alludes to a marketing strategy that spotlights on making a brand involve the
particular position about the competing brands and clients mind. The traits that get attributed by
the customers incorporate its standing quality, the sort of individuals utilizing the items, the
strength and weakness alongside any paramount or unordinary attributes represented, the cost
and spoke to esteem Oxfam key situating depends on what the firm does, offer and what
characterizes Oxfam. The firm fundamental target is to help the destitute individuals, and that
treated with shameful acts (Pavlou and Stewart, 2015). The firm offers philanthropies to the
needy individuals and helps the individuals who are dealt with unfairness to battle for their
rights. Hence, Oxfam is a magnanimous association.
Ansoff matrix
The business model suggests four major marketing strategies which hinge on the new r the
existing products and the services of the business organization. This approach also provides
focus on the markets whether it is new or an existing one. All the four strategies are having
differing levels of risks and are explained below for Oxfam Australia:
Market penetration – According to this strategy, the Oxfam will be involved in expanding the
market share inside existing business sector portions (Oxfam 2017). This can be accomplished
by offering more products and services to the well-established clients or by finding new clients
inside existing markets. In this strategy, the business entity will have to adopt a low pricing
strategy so as to develop the market share in a new region.
Product development – In this concept, Oxfam will be making modifications and development
of existing products and introduction of new products for existing markets. Product development
includes thinking or developing an idea about the requirements of the customers and how they
can be addressed so as to provide customer satisfaction.

Elements of Market Plan
Market development – This strategy will require the business entity to adapt better and
improved mechanisms for finding new markets and regions for existing products. Marketing
segmentation and further segmentation of business sectors distinguish new gatherings of clients.
Diversification–This strategy will be aiding the business entity by moving new products into
new markets and regions (Jennifer, Isely & Fidel, 2009). It has been considered as one of the
most hazardous methodologies. The more the business entity will move far from what it has done
in the past the more vulnerability are made. Nonetheless, if existing exercises are undermined,
broadening spreads chance.
Marketing mix Decisions and Actions
Product:
Oxfam has been introduced as a charity brand name and is significantly associated with offering
the administrations to the poor people in the economies. The business corporation has introduced
a new product by name of Ox-lokta paper and a similar will be available in the market as
package or copies. This paper is produced from the bark of the trees like evergreen bushes and so
on. This paper is of fine quality and can be used for different printing and composing purposes
and furthermore to produce drawing sheets. The paper is eco-accommodating and can is likewise
not destructive for the earth.
Price:
Price is the value for the products and the services offered by the corporation and also the
success and failure of the product depends on the same (Smith, 2014). The prices of the products
in Oxfam Australia differ on the basis of the materials used in manufacturing. For instance, a
minimum price of the paper is 5 Australian dollars and a maximum is 25 Australian dollars.
Market penetration strategy is the initial strategy adopted by the firm.
Place:
The major focus of the entity is diversifying the business all over Australia and various strategies
are being utilized for attaining this objective (Kaufmann, 2012). Distribution channels like
wholesalers, retailers, and outlets are utilized by the corporation to spread its item. The
association has additionally reached schools and universities to appropriate its services and
products.
Promotion:
The business entity has been making use of the internet as a major medium of promotion and
additionally radio and T.V has been used by the entity for advertising the products and the
services (Reich, 2017). Moreover, for making the availability of the products in international
markets, contemporary mediums should be adopted.

Elements of Market Plan
People:
The business entity has a limited availability of labor and workforce which are engaged in the
processes and operations.
Process:
The organization is involved in providing services to the poor individuals through the various
affiliates spread all over the region. The services are offered on the basis of the issues faced by
the individual.
Physical evidence:
The online portal and the websites are the online means of executing business and it aids in
providing relevant information about the firm.
Action plan
Marketing program Expected outcomes Implementation period
Advertisement and promotion
through media
This will develop
awareness through
successful media
advertisements (Hollensen,
2015)
Work In Progress
Social media events This will develop and
enhance the partnerships
and also brand awareness
will also be created.
Work In Progress
Conclusion
In the limelight of the above-executed analysis, it has been inferred that the Oxfam has
been planning to expand the business which is a non-profit organization and hence the marketing
plan for the same has been developed. The marketing plan comprises of various strategies and
approaches which are required to be adopted by the business entity in order to attain the desired
objectives. This marketing plan will also be aiding in determining the current position of the
business entity in the market place.
Recommendations
 Oxfam Australia should make use of effective marketing and promotional strategies in
order to create awareness for the services and products in new and global regions.
 As the organization is facing issues in cost structure, so the entity should develop a clear,
better and improved cost structure.
 Training sessions should be offered to the existing workforce so as to enhance their skills
and capabilities.

Elements of Market Plan
Reflective statement
From the above carried out analysis, it has been concluded that the Oxfam has been
planning for expansion and hence the above-mentioned marketing plan has been designed and
developed. The marketing plan has been segmented in various stages which are described
respectively. The first is Part A, which consists of the analysis of the market which is sub-
divided into consumers segments, the likes, and perception of the consumers, the purchasing
patterns and the trends in the market. The next part includes analysis over the three main factors
which are significant for the marketing plan and .i.e. the industry, competitors and company
analysis. For describing these factors use of the approaches such as Pest and SWOT has been
adopted by the entity. And at last of this part, the critical issues faced by the organization have
been discussed. The below mentioned are some of the issues which are presented in the
marketing plan are considered as significant one:
 Bad quality of products
 Intense competition due to the competitors like Bhaktapur craft papers
 Cost structure is unclear
 Excessive labor cost
 Untrained labor
The next is Part B, which comprises of the marketing strategies and the objectives which
are essentially required to be attained by the business corporation. This part is subdivided into
several parts respectively. First, the critical issues are linked with the strategies and then the
recommendations over the same are presented. The further analysis consists of the description of
the products offered by the entity, the marketing objectives which are pre-determined are
required significantly attained. Next, the marketing strategies are mentioned which includes
targeting strategy through which the business entity will be attaining the consumers and further
the positioning strategy has been described through which the firm will establish the products
and services in markets and new regions. The next is the Ansoff matrix which has been described
for the marketing strategies which can be adopted by the organization while entering new
markets. The further report comprises of marketing mixes which include the 7 Ps. This approach
will enable the business entity to develop the product and establish the market for the same in the
new regions and all over Australia. And at last, an action plan has been developed for
overcoming the issues and the difficulties which are being faced by the business organization.

Elements of Market Plan
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