Marketing Systems Theory: OzHarvest and Community Engagement

This report analyzes OzHarvest, an Australian food rescue charity, through the lens of marketing systems theory. It explores the organization's role in addressing hunger and food waste, its strategies for community engagement, and opportunities to increase its impact. The report highlights OzHarvest's efforts to create awareness, leverage technology, and collaborate with volunteers and other organizations to improve the quality of life for vulnerable populations. It recommends seeking additional investment, expanding operations, and collaborating with organizations like the World Health Organization to enhance its reach and effectiveness. The analysis provides valuable insights into how marketing systems theory can be applied to understand and improve the operations of social enterprises like OzHarvest. Desklib provides access to similar assignments and past papers for students.

Running head: MARKETING SYSTEMS
MARKETING SYSTEMS
Name of the Student
Name of the University
Author note

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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:..........................................................................................................................7
References:..........................................................................................................................8

MARKETING SYSTEMS
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 rescues the leftover food from any function, party or any
other community programmes and they distribute that food to the needy and hunger affected
people of Australia. The assignment will aim at finding some of the key aspects of the company.

MARKETING SYSTEMS
Discussion:
Company overview:
Ozharvest is an Australian charity organization that helps to tackle the hunger crisis in the
regional and remote communities (Gudic, Rosenbloom and Parkes 2017). Ronni Kahn, an
Australian social entrepreneur came up with this idea of food rescue charity named OzHarvest.
OzHarvest rescues the leftover food from any function, party or any other community
programmes and they distribute that food to the needy and hunger affected people of Australia.
OzHarvest made a record recently by rescuing 180 tonnes of surplus food each week and then
delivers those foods directly to 1300 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 mobile technology helps
OzHarvest to reach out to those people (Martin and Ertzberger 2013). The CEO of the
organization thinks that the impact challenge is the most perfect way of start a new innovative
solution o 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 that
they are providing to the society. The organization is helping the society by saving the wastage
of the food and then by distributing those excess foods to the hunger crisis region. The initiative
is taken by an Australian entrepreneur Ronni Kahn, to reduce the hunger crisis in the remote
places of Australia. OzHarvest needs to create awareness in the market so that they can get help

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from the other communities (Strauss 2016). Spreading awareness can help the organization in
getting lots of volunteers for their service and can also increase the chance of getting more
tonnes of food. The organization can spread their awareness with the help of different advertising
channel such as television advertisement, door to door marketing and etc (Moriarty et al. 2014).
Tie up with the government can also help the organization to spread awareness and the
government can also help them by providing them vans by which they will be able to deliver the
foods to the remote areas. The organization can also use the social media campaign to attract the
young generation (Ashley and Tuten 2015).
Key opportunity for the Organization to increase their impact:
To increase the impact of the organization the organization needs to increase the
awareness among the people of Australia (Bruhn, Schoenmueller and Schafer 2012). They need
to organize campaign that will discuss the hunger crisis of Australia and will also showcase how
the people are getting affected due to this reason. The organization has the opportunity to show
the people the whole scenario by using social media platform. The organization also has the
advantage of using the technology to easily deliver free foods to the remote areas for example air
facility or drone facility. OzHarvest have organized a devoted team, comprising of likeminded
people and they have a team of volunteers named “Yellow Army “, they ensures that operations
and services of OzHarvest are aligned with the theory of Quality of life (Sirgy, Rahtz and Samli
2013). The quality of life theory aims at providing a good life to the people. OzHarvest aims at
providing a better lifestyle to the community by providing foods so that they don’t die of hunger.
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,

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Chisholm and oberklaid 2014). The organization also has the opportunity to grab the attention of
the youths who can help the organization be more effective and functional. They can also help
the organization by creating awareness in their schools and colleges. The organization can also
contact with the event management group to spread the awareness in any programmes that
people should not waste the excess amount of food rather they should call OzHarvest so that they
can help the people who are affected by the hunger crisis.
Recommendation:
OzHarvest needs a great amount of investors or volunteers who will provide them
monetary support for the service that they are providing. The organization needs a lot of
refrigerated delivery vans that will provide foods instantly to the people of the remote areas. The
delivery vans costs a lot and it is not possible for a new and nonprofit organization to acquire
those vans, therefore they need money. The organization can take help form the world health
organization in order to get monetary support. Joining hands with WHO will gather 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. For example, LoveBangla a Bangladesh based organization that
operates its business in Australia have been successful when they came into collaboration with
WHO.

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Conclusion:
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 that they are providing. The organization can also take help from the World Health
Organization to spread the awareness which will help them to earn volunteers from around the
world and this will also help the organization to expand their operation outside
Australia.

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References:
Arouri, M.E.H., Youssef, A.B., M'henni, H. and Rault, C., 2012. Energy consumption, economic
growth and CO2 emissions in Middle East and North African countries. Energy policy, 45,
pp.342-349.
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., & 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.
OzHarvest. (2018). Home - OzHarvest. [online] Available at: https://www.ozharvest.org/
[Accessed 25 Oct. 2018].

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Sirgy, M.J., Rahtz, D. and Samli, A.C. eds., 2013. Advances in Quality-of-life Theory and
Research (Vol. 20). Springer Science & Business Media.
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.