Marketing Plan Report: UNICEF's Strategies and Planning Analysis

This report provides a detailed analysis of UNICEF's marketing plan, covering various aspects crucial for its success. It begins with an introduction to marketing planning, emphasizing its importance for non-profit organizations like UNICEF. The report explores the changing perspectives in marketing planning, highlighting the use of social media, a focus on children, and the evolving needs of children. It then delves into UNICEF's organizational capabilities, including financial, technological, and loyalty aspects. A SWOT analysis is conducted to assess strengths, weaknesses, opportunities, and threats. The report also examines external factors affecting marketing planning, such as political, economic, social, and technological factors. Furthermore, it identifies barriers in marketing planning, including environmental, cultural, behavioral, and resource barriers, and suggests techniques to overcome them. Ethical issues influencing marketing planning, such as health and safety, technology, and transparency, are also discussed. Finally, the report concludes with a summary of key findings and recommendations for improving UNICEF's marketing strategies.

Marketing Planning

Table of Contents
Introduction.........................................................................................................................................3
1.1 Changing prospective in marketing planning.........................................................................3
1.2 Organization capabilities for marketing planning..................................................................4
1.3 Organizational Audit for marketing planning........................................................................4
1.4 Analyzing of external factors effects on marketing planning.................................................5
Task 2...................................................................................................................................................6
2.1 Barriers in marketing planning..............................................................................................6
2.2 Techniques for overcome barriers in marketing planning......................................................6
Task 3...................................................................................................................................................7
3.1 Covered in PPT......................................................................................................................7
3.2 Covered in PPT......................................................................................................................7
3.3 Covered in PPT......................................................................................................................7
3.4 Covered in PPT......................................................................................................................7
3.5 Covered in PPT......................................................................................................................7
Task 4...................................................................................................................................................7
4.1 Ethical issues influencing marketing planning.......................................................................7
4.2 Organization response in ethical issues..................................................................................8
4.3 Consumer ethics and its effects in marketing planning..........................................................9
Conclusion............................................................................................................................................9

Introduction
Marketing planning is a systematic approach of proposed market plan, strategies and tactics
for a given period of time. It is essential for a business organization is to maintain their
market share and profitability in the market. There are various strategies and tactics which
can be used by the cited firm in order to meet its long term targets. The present report based
on Unicef which is non-profit organization and operate across their operation across the
world. (Desai, 2013). They provide food and health-care to children and protect their right in
to various counties in an effective manner. the main purpose of this report is to make an
appropriate market plan which helps to goals and objectives. The report will explain about
the changing prospective of marketing plan, different factors affecting such plan and make
various decision accordingly.
Task 1
1.1 Changing prospective in marketing planning
Marketing planning: This is very important for marketing and introduce any product in
market. Planning is essential for marketing of goods and services of the organisation. It is
also to identify effectiveness of internal and external factors on marketing planning (Clow,
and James, 2013). Without planning there is no benefit of marketing of products of the
company. Today there is changing in perspective in marketing planning it includes some
important points which are given below:
 Use of social media: Now days mostly organizations are use social media for
promoting right of children. For this purpose, they can use many kinds of social media
such as Facebook, twitter, Instagram and you tube. So the Unicef has to focus on
social media for increase their awareness at the higher level and deliver best services
to their clients.
 2. Focus on child: It is essential for any non-profit organisation to focuses on society
welfare because they are play key role for success their business (Cua, Reames and
Chai, 2013). It includes getting information of different customers about their choices
and preferences so non-profit firm agency can deliver their best services to their child.
 Change in child needs: One another component is that change in child choices.
Today choices and preferences of different clients and visitors are changed. Some
people are want to protect the right of children and provide a healthy life to them. So

organisation have to consider different choices of child so they give full satisfaction to
their visitors.
1.2 Organization capabilities for marketing planning
Capacity planning includes identify current and future needs of the market. It involves
determine total capability of the non-organisation to produce better goods and deliver best
services to child. Unicef its contributing to increases the capacity of non-profit corporation
industry so they can have satisfied their child.
There is some kind of capability which are mentioned below:
1. Financial capability: According to this identify financial capability of the company.
It includes determine the resources by which an organisation can raise the funds for
implementing their projects (Desai, 2013).
2. Technological capability: This kind of capability includes technological
development in non-profit organization industry. Technology has to be developed in
communication and transport facilities of non-profit entity so that child can easily
communicate with the such unit and develop a sound atmosphere. education facilities
have to be enhanced so child can learn various things and develop their skills.
3. Loyalty: This is another component which have to be consider when an organisations
assess its capability. Company have to be loyal towards their child when they deliver
their products and services to various firm in an effective manner.
1.3 Organizational Audit for marketing planning
Swot analysis: Thus analysis is stands for strength, weakness, opportunity and threats. These
are directly and indirectly affect the operations of the company. It will also to increases
business opportunities to increasing profits and revenue (Dioko, 2016). It can also use for
strategy formulation. Strength and weakness are internal and opportunity and threats external
factors.
Strength: This component includes positive features of a company which helps to increase
profits of an organisation. It includes some other important things such as advantages does a
company have, resources, and right which a company used to increase awareness regarding
child protection. Unicef have to consider their internal and external strength by they can
deliver better services to their child.

Weaknesses: According to this factor negative points of an organisation is identified.
For example, Unicef has more contributing to promote non-profit organization so such
company can increase their revenue for sustain in the activity for long time period. It also
considers some important points such as what a company could improve in their operation,
thins which has to be avoid by the organisation and factors affecting their operations.
Opportunity: This include some important factors which can be adopted by an enterprise to
increase its revenue, provide different facility such as education, health etc. For example, a
non-profit company can adopt technological development to increase their child and also
adopt interesting trends and government policies which can be useful for any organisation
(El-Gharry, 2010). If organisation catch opportunities in market than it will helps to sustain
for long time period in the market.
Threats: It includes any problem which are faced by any enterprises in conducting their
operations. It reflects many kind of threats such as threat of new entry in market, threats from
other organisations which produce same products and services. It directly affects the
operations of an enterprises.
1.4 Analyzing of external factors effects on marketing planning
Pest analysis: is affecting operations of non-profit agency. The main problems in company is
that supervisors are not able to focus on long term strategy and the reason behind that is
continue sly changing political environment. Because political party will be changed and
their different rules and regulations are affecting the activities of organisation.
2. Economic factors: These factors are including change in interest rate, foreign
exchange rate and inflation rate which are directly affecting revenue of non-profit
organization industry. If there is inflation in the country than price of products is
increased and people don't want go for destinations and it affects operations of
enterprises.
3. Social factors: These factors are focuses on choices and preferences of the visitors
and clients (Fox and Wareham, 2010.). The factors include change in population size,
education level of people from one place to another which are also influence activities
of non-profit organization.
4. Technological factors: Technology is improved day by day an organisation has to
adopt this development to increases their operations in to different countries. Unicef
has be changed in terms of technology. They can improve their technology in terms of

communication and transportation. If customer can better communicate with various
business organization and easily reach at destination so they can more attract towards
the place which is very important for non-profit corporation by delivering best
services to child. Adoption of technology will also help in marketing planning of
organisation.
Task 2
2.1 Barriers in marketing planning
Marketing planning is used to define marketing objectives of the organization which is very
important to increase the customers of company.
There are some barriers are mentioned below:
1. Environmental barriers: The legal, economic, technological and ethical factors are all
together make external factors of environment which may influence directly and indirectly to
operations of the enterprises. It includes rules and regulations which opposed to company and
effect future and present needs of the enterprises.
2. Cultural barriers: These barriers include different culture, values, beliefs, customs and
attitudes which affect the organizational revenue because different people are from different
culture and society so company have to consider all kinds of cultures when they prepare their
marketing planning (El-Gharry, 2010). Company fall to understand cultural sensitiveness of
target customers which leads to defective marketing plans.
3. Behavioral barriers: These kind of barriers are affecting marketing planning in big way.
It focuses on different behaviors of the employees of the organization. Behavioral issues such
as miss communication between host and visitors for tourist agency is also a barrier to make
marketing plans. Because host can't properly understand needs and preferences of visitors so
he cannot make proper marketing plans for the company.
4. Resources barriers: This is the biggest barriers in marketing planning of the company. In
the non profit organization industry arranging funds is very major problem (Draelos, 2010).
Marketing planning is required lots of funds to understand the future and present needs of the
organization.

2.2 Techniques for overcome barriers in marketing planning
Organization have to overcome barriers which is arises when a company make its marketing
planning. A company can overcome barriers by using some factors which are given below:
 Demographic factors: It includes that first organization conduct a research for identified
choices and preferences of different customers and visitors. After that provide products and
services according to needs and wants of the different visitors so that company can earn more
profits and revenue and get funds for the developments in different destinations.
 Political factors: In this factor organization have adopt different policies which are
favorable for the company. It includes rules, regulations and laws which are affect the
business of tourist industry (Dioko, 2016). The Unicef have to follow these such kinds of
policies by which they can increase their contribution and better delivery services to various
visitors which is very important for marketing planning of enterprises.
 Cultural factors: According to this factor a non profit organization company can attract
their customer by giving them cultural information of different places. The destinations have
to give cultural values to the visitors so they take more interest to come more than one time.
It will also help to increase revenue by attracting different customers. This factor is very
important for marketing planning to understand future and present needs of different clients.
Task 3
3.1 Covered in PPT
3.2 Covered in PPT
3.3 Covered in PPT
3.4 Covered in PPT
3.5 Covered in PPT
Task 4
4.1 Ethical issues influencing marketing planning
Ethical issues are considering moral principles of operations and regulations of marketing.
These issues are same for all kinds of companies but it is important to handle ethical issues in
small companies (Banerjee, 2013). If such issues are not handle properly than company face
many problems.

There are many kinds of ethical issues mentioned below:
 Health and safety issue: This kind of issue is very common in any organization.
Employees are worried for their health and safety when working in company. It also
influenced marketing planning to identify needs and wants of different consumers.
 Technology: Technology is changed day by day in the organization and it is difficult to
cope up with technological competencies by the organization. Some visitors face problem to
coordinate with the technology which is used by enterprises. For example, in non profit
organization industry people faced problem in online booking of hotels and restaurants which
is directly affect the marketing of different services given by tourist industry.
 Transparency: This is another ethical issue which is come when a company conduct its
marketing planning. Organization have to be transparent in terms of their policies when they
deal with their customers or tourists. If talk about non profit organization industry people
faces some problem when they booking hotels and restaurants and find price differentiation
of one hotel at different social media.
 Fair working conditions: It is also an ethical issue which is arises when an organization
prepare its marketing planning (Wu, Kirkole and Huang, 2016). Working conditions of any
non profit organization organization is very important which attract the visitors and company
can create better plans for marketing.
4.2 Organization response in ethical issues
Every kind of organizational want to remove their ethical issues so they can effectively
operate their activities. It includes some key points which are given below:
Prepare guidelines: First organization have to prepare guidelines which have to be followed
by all tourist industries (Whitlow, 2012). In this kind of guidelines Unicef create set of rules
and regulations which is important for overcome ethical issues.
Promote non profit organization sustainability: Unicef has to promote non profit organization
sustainability by overcome from environmental, economic and social culture factors. It
includes to attract various visitors towards destinations to remove all barriers such as
communication between host and visitors or climate conditions and economic conditions
such as rising in the prices of different commodities and other economic conditions. By
removing all these barriers, a tourist industry can attract the customers.

Follow nonprofit organization standards: There is some nonprofit entity standards which
have to be followed by the nonprofit organization (Shepherd, 2015). For this purpose, Unicef
is propounded some set of rules and standards and tourist agency can adopt these standards
for overcome from ethical issues and it will help in prepare marketing planning to identify
future and present needs of the organization.
4.3 Consumer ethics and its effects in marketing planning
Market research: This is the first ethic which are directly related to the customer’s
preferences and choices which has to be consider by nonprofit organization industry.
Business entity are facing some issues such as creating stereo typing. If organization is
fail to done in a systematical manner than it results to an undesirable or unfavorable
results. Market researcher is all about research about consumer’s behavior which is
directly affecting marketing planning because needs of an organization is based on
choices and preferences of the visitors.
Market audience: Market audience means consumers and visitors of a tourist agency. This
includes behavior of different consumers which affect the operations of travel agencies.
It is another ethical issue which is related with consumers or audience. For any kind of
tourist organization to attract the visitors towards different places. The main problem is
that travel agencies cannot handle rush and lots of people in de destinations so they face
problems and cannot earn more revenue from visitors.
Using ethics as a marketing tactic: Company have fear of the damages of image in front of
their customers because of unethical policies. This having affect brand name off the
company as well revenue of the organization. The company have to follow appropriate
market plan so they became successful by delivering better services to their customers.
Company has to follow morality when they communicate with the customers. When a
company uses market ethics they can increase their visitors by attracting them to give
them better services and transport facility. Policies and rules should not be illegal and un
lawful if it is so than it directly impacts on profits and revenue of the visiting company.
Conclusion
As per the above mentioned report it has been concluded that role of marketing plan is too
significant for every business unit. The report discussed about the changing role of marketing
plan, organizations capabilities in order to attain its target, external and internal factors of
Visit Britain. There are various issues in marketing planning and provide different tools and

techniques to minimize such problems. The report also explained about the new product
development plan which provide competitive superiority in the market. Further, various
ethical issues affecting marketing plan in the context of nonprofit organization and how they
can attain its short and long term goals and objectives in an effective manner.

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