Sight Service Organization: Marketing Strategy Evaluation Report

This report provides a comprehensive analysis of the marketing strategies employed by Sight Service, a voluntary organization established in 1996. The report begins with an introduction to marketing strategies and their importance for achieving organizational goals. It then delves into an audit of Sight Service's marketing strategies, emphasizing the need for non-profit organizations to effectively promote their causes. The report includes a SWOT analysis, identifying the organization's strengths, weaknesses, opportunities, and threats. A PESTLE analysis examines the political, economic, social, technological, environmental, and legal factors impacting Sight Service. The marketing mix, including product, price, place, promotion, process, physical evidence, and people, is then discussed. The report also presents a BCG matrix to classify the organization's offerings. Finally, it provides statistics on the UK voluntary sector and concludes with a summary of the findings, highlighting Sight Service's role in providing services for the visually impaired.

SIGHT SERVICE
VOLUNTARY ORGANIZATION

TABLE OF CONTENT
• Introduction
• Marketing strategies of sight service
• UK voluntary sector
• Recommendation

INTRODUCTION
• Marketing strategies refer to long term planning approach
that can be utilised by organisation through which they can
attain their organisational goals as well as objectives i an
appropriate manner. This assignment is dependent on Sight
Service organisation that was established in the year 1996.

AUDIT OF MARKETING STRATEGIES OF
SIGHT SERVICES
• Marketing strategies are liable for combining marketing goals
of organisation into single comprehensive plan. Each firm
have certain marketing strategies to deliver their
functionalities within the marketplace. It becomes important
for this that they conduct relevant audit in order to ensure
that their strategies are appropriate for dealing with different
situations.

CONT…
• It is important that non-profit organisation must effectively
promote their causes along with objectives to probable
volunteers or donors. There is a need for having well
formulated planning as this will aid in developing awareness
as well as ignite the passion among public. Furthermore, this
will enable them to outline the ways in which Sight Services
can transform mission along with goals within their actions
on their behalf. The marketing strategies that are opted by
Sight service firm are mentioned below:

• Positioning: Differentiation is being utilised via Sight
Service within positioning each day sufferings of the people
who are visually impaired by helping them to have a normal
lifestyle. The Sight Service firm has developed their name like
a brand within the market that makes use of professional
care services. By addressing issues that are being faced by
individuals firm formulate services so that they can have best
practices by delivering their services in an appropriate
manner.

SWOT ANALYSIS OF SIGHT SERVICE
Strengths Weakness
 It is well known brand who satisfy the
requirements of their potential customers in an
appropriate manner.
 They are well-established in South Tyne Side
and North-east Gateshead
 Sight services have restricted marketing
sources along with ineffectual usage of online
services.
 It is not easy to access their services because
of their location.
Opportunities Threats
 They have opportunity for promotion of their
services by making use of terms like My Future,
My Sight, Low vision clinic and My Sight
 They need to build long term relationship with
their users by incorporating feedbacks of their
customers in order to improvise overall
services.
 Well experienced and trained employees are
leaving Sight Service organization
 The high competition prevails across Nort-east
which can impact their offerings.

PESTLE ANALYSIS
• Political: Brexit is one of the key factors that place impact on the working of organisations
within the bounds of the United Kingdom. Sight Service will be affected by the onset of Brexit
as this has caused political downturn.
• Economic: The global economy is affected by the outspread of COVID-19 across the globe.
This has resulted into controlled working of businesses, resulting into downfall of their
revenues. The shift in the donation mode from traditional to cashless has affected the
national economy.
• Social: It is concerned with consumer patterns, attitudes and so on. Sight Service provides its
employees with the option of flexible working that highlights its initiative towards the
empowerment of youth.
• c

CONTINUE…
• Technological: The passage of time results into the emergence of several
technological advancements. The company has recently added a button on
the website by way of which donations can be directly made through the
card details.
• Environment: Sight Service carries out its operations in an eco-friendly
manner. It adopts sustainable practices like reduction in carbon footprints.
• Legal: The voluntary sector has to abide by several laws stipulated by the
UK Government. Sight Service complies with all these to avoid any legal
complications.

MARKETING MIX
• Product: The offerings of Sight Service include aids and
facilities for the visually-impaired persons.
• Price: The pricing of the services varies in accordance with
the acuteness of sight problem. Discounts are provided to the
loyal customers.
• Place: Services are offered by Sight Service within the United
Kingdom in Gateshead and South Tyne-side.

CONTINUE…
• Promotion: The marketing and promotion of the company is done with the help of
website and social media marketing. They help the organisation in augmenting its
donations in the long run.
• Process: Voluntary sector organisations mainly work for the public welfare. The same
is the case with Sight Service that works to cure the visually-impaired people.
• Physical evidence: The company has its physical evidence in the form of its office in
the United Kingdom.
• People: The employees of Sight Service that mainly consist of volunteers and
supporters are provided with guidance so that they can work towards the public
welfare.

BCG MATRIX
• The different quadrants are illustrated below:
• Dogs: This involves that Sight Service is authorised voluntary shop that
is liable for selling sight accessories to public.
• Cash Cow: It comprises of mentorship and counselling associated with
visually impairment.
• Stars: Medicare and treatment for Blinds is delivered.
• Question Marks: This involves specialised services like My Future, My
Sight and providing relevant training for development.

UK VOLUNTARY SECTOR STATISTICS
• Pay parity – there is staff employees within this sector for
managing the work and considering all conditions for staff
and fulfilling their requirements.
• Consultation and feedback – there are several agencies and
organisations that have to use services of voluntary
organisations and community groups. In return of this,
voluntary organisations are making the areas of policy and
service development properly. Several methods of the
working are involved in effective manner for managing the
work and controlling the facilities properly.

CONCLUSION
• From above it can be concluded that, the voluntary
organisations works with an intent to provide welfare to the
society through which they can lead a normal life. Sight
Service is a voluntary organisation that provides public with
services associated with visual impairment. Furthermore, this
sector is further working to provide people with welfare
services.