1. Definition of Enterprise
The charity known as Fairtrade is an international global campaign that has a strong presence represented by the Fair-trade Foundation in the UK. Fair-trade works with businesses and consumers to help farmers and workers in trade and secure better deals for the farmers and workers.
2. A profile of target market and stakeholder analysis
2.1 Target Market
Target Markets for charities are usually hard to define as overall charities would want donations from almost everyone. To go into specifics Fairtrade would be looking at the type of people buying Fair-trade products as a target market.
From a study done in The Development Education Journal using a town as a small sample size (O'Sullivan, 2006) we can start to examine some of the identifiers from a typical Fairtrade buyer, the article declares that a large majority of participants were left leaning on the political spectrum and 70% of the sample was of a religious faith. The report also tells us that 25% of participants are vegetarian and over 80% preferred to buy organic. This research reasonably tells us that Fairtrade buyers are usually of the eco conscious/green living way of buying and have a preference for fairly sourced foods.
2.2 Stakeholder Analysis
The Stakeholders that have been identified for Fair-trade are as follows. The businesses that work with Fair-trade are one of the stakeholders because they have a direct effect on the charity through donations and through the sales mad with fair-trade products and spreading word about the charity and in turn can be affected by how well the charity does to help the people they want to help.
Another one of the stakeholders for the charity is the farmers and workers of Fairtrade as they can affect the charity as their performance in work can affect how well the charity provides the goods it does. The quality of goods is how the charity is represented. If the quality of goods isn't of the usual quality, it could reflect that on how the charity is treating the farmers and workers. The workers have great stake in the charity as it could be a large part of their income and be the only opportunity unity they have to improve their community.
Finally, the UK media is a stakeholder of Fairtrade as they can affect how much coverage they are willing to give the charity in their respective media types and can be affected by the charity as covering a charity might give a better image to its readers.
3. Executive Summary
The purpose of this essay is to show the business outline of Fair-trade and the market it currently operates in order to properly illustrate how the market plan will be used in the market. The Marketing objectives of the charity will be outlined and the methods to which they will be achieved.
4. Marketing Objectives
" To be perceived as one of the UK's most trustworthy and reliable charities, or at the very least be considered an honest charity.
" To move forward into he 20th centaury in regard to technology, To find new ways in order to best service both the people they help and the consumers who donate to the cause.
" To find new ways of working with their partners to support producer organisations and their networks,
" To raise awareness of the need for Fairtrade to the public and the significant role of Fair-trade in making trade fair through the use of showing what life is like for beneficiaries of fair trade after being helped by the Fairtrade programme.
5. Key Business Objectives
" To set the standards for the companies and farmers part of their organisation
" To certify all their products and ingredients to ensure quality
" To work with companies, own schemes
" To lobby the government to supply better trade deals for the farmers and workers who supply large resources for our country
" To make the public aware of the Fairtrade option and the injustices currently faced by the practise of unfair trade
" To work with producers of their products to help specific problems in their communities, such as helping Bolivian coffee farmers with the plant disease linked to climate change (Foundation, 2018).
6. PESTE analysis of the third sector 'market'
6.1 Political and legal factors
With the recent Brexit vote changing a lot of the face of British politics it's important to look at how this large political change will affect charities and charitable organisations. With Brexit being the main feature of most political talks it will be harder for charities to bring their causes forward to parliament and when the current spending budget within the EU ends and a new budget is put forward outside of the EU charities may find their spending reduced (Charlotte Ravenscroft, March 2017).
6.2 Economic factors
In regard to the economy and charities spending on charities around 61% of the UK Public give money to charity per year with the peak being 41% saying they gave money away during the last 4 weeks of the year around November time (Foundation, April 2017). From this we could argue that charities in the UK are in a good place in terms of individual funding from donators, but this report does not detail how much each person is donating each time and if they are donating multiple times.
6.3 Social factors
With the controversy surrounding charities such as Oxfam public opinion of charities has not been at an all-time high. With many members of the UK public now wondering about the effectiveness of charities and how their money is being used (Fiennes, March 2018). This could have a negative affect going forward into the future for many charities as if the public does not feel their money is doing any good they may just not bother to donate.
6.4 Technological factors
Historically charities have been slow to adopt to new technology with many charities using just their websites to put forward information about the charity as opposed to giving visitors an opportunity to donate online (Anna K. Goatman, February 2007). However, as we move forward into the future charities are slowly starting to integrate themselves into the technological world. Recently Barclaycard introduced a 4-month trial to attempt to encourage the public to donate more using contactless payment. The trail was successful in the sense that people tended to donate up to 3 times more with the contactless option (Everett, June 2017). From this information we can understand that by embracing new technologies charities can see a significant improvement in how the interact with their publics and get them to donate.
6.5 Environmental factors
With more focus being put on how charities operate consumers are now looking at how charities not only affect their causes but how they affect the environment around them. Charities have begun to have to focus on their supply chain management (Ethical Consumer, 2013), charities need to focus on how they manage themselves and that their values and conduct match up with regulation human rights standards. Basically, companies need their actions to represent themselves and their beliefs, especially for a charity such as Fairtrade, who need to protect and nurture their own workers and environment like they intend to do with the third world countries.
7. SWOT analysis (Internal and External)
" Recognisable Logo and brand
" Trusted Brand
" Strong relationships in the public and private sector
" Relationships within the third-party sector
" Previous knowledge of practise from farm workers and volunteers
" Uncertain for the future funding with the impending Brexit consequences
" Uncertain for future support from the British Government
" No guarantee of products arriving on time that may come from countries where the social and political climate is in turmoil or workers may not deliver
" Can't be certain the money is entirely going to the farmers
" Public trust in charities has dropped making the publics wary of investing funds in charities as much as they used to
" Potential for trying to gain back public trust and integrate online donations better by introducing a "Clear Path" initiative that lets consumers who donate online essentially "follow" their money through monthly email updates to the people the charity is helping at each step.
" Potential for increased collaborations with other charities in the sector in order to raise awareness to the government about the money the charity's need from them
" Potential for being at the forefront of embracing new technologies in the industry by introducing more online donation options and considering more one touch donation options
" Potential for people who the charity have helped to be interviewed and share their experiences to the publics and using these interviews to encourage more farmers to sign up to become part of the Fairtrade scheme.
" Increased competition from similar charities in the same sector
" Potential loss of major funding if Brexit consequences do damage the third-party sector in a harsh way.
" Potential loss of major donations if public trust cannot be regained
8. Strategy for Achieving those Objectives (Marketing Mix)
" Interviews with the people the charities have helped
" Emails following the "Clear Path" initiative
" One touch donation options at donation points
" More online donation options on the website
" Comprehensive proposals for collaborations with other charities in the same sector
" Within the United Kingdom, preferably in similar locations to current operating locations with the possibility to expand outwards at a later date.
" Preferably free or at least at the lowest cost possible to Fairtrade or any other members of the voluntary sector.
" See also Section 9 Proposed Marketing Plan (Gaant Chart)
" Through Fairtrade's own internal created media
o "Clear Path" Emails
o Interviews with people helped by the charity
o Emails updating publics about new technologies the charity will be using in the future
o The new webpages with more donation options for consumers
" Through coverage in local and national media
o Preferably during positive opinion pieces since we are trying to raise public opinion of charities
" Through coverage with our collaborations with other charities in the sector
" At events held by others for UK charities
o Examples of events such as;
o UK Charity Awards
o Edinburgh St Patricks Day Charity Ball
o Macmillan Cancer Hopes and Dreams Charity Ball 2018
" At events held by Fairtrade
o Fairtrade Supporter Conference 2018
o Fairtrade Fortnight
" Through taking part in market Research surveys from both internal and external sources in order to show that we are being completely clear with our practises
" Staff and volunteers for Fairtrade have an influence on how the marketing is portrayed and represented to the publics. Staff and volunteers get to participate and engage with Fairtrade's Internal and external communications.
" Certain staff will have responsibilities such as
o Staff in charge of conducting interviews with people the charities have helped
o Staff in charge of planning and executing the "Clear Path" Initiative
o Staff in charge of planning and attending events created by and attended by the Fairtrade organisation.
o Staff in charge of implementing the one touch pay donation option
o Staff in charge of managing and implementing the new changes to donations on the website
8.5 Physical Evidence
" Data collected from ongoing market research done on internal and external levels at regular operations and done at social events
o Staff: As listed under the section titled People, certain staff members, to be decided at a later date, shall be in charge of areas of implementing the new practises into the charity. At the charity events some staff will be politely required to attend those events even if they are outside of office hours or certain staff will be allowed to volunteer to attend the events.
o Infrastructure: The marketing plan must be supported by a dedicated and fully realised infrastructure service that can be maintained and upheld by almost all members of staff
o Promotional Materials: Promotional materials such as the Clear Path initiative and the interviews with the people the charity has helped should be obtained and approved by senior staff at the earliest possible date.
o Advertising: The interviews with the people the charity has helped should be distributed by the charity and reporters should be added to the mailing list of recipients for the Clear Path Initiative as well as the interviews in order to potentially garner interest and promotion for Fairtrade.
o All materials need to be proof read and approved by a senior member of staff outside the marketing team before distribution
o Comments on our websites should be moderated by a dedicated team in charge of managing the website
o Comments and speeches made at any of the charitable events attended by Fairtrade representatives need to be pre-approved by the charity before they are presented to the general public.
10. Proposed Marketing Plan 2018 (Gaant Chart)
January February March April May June
Begin Conducting Interviews Begin Fairtrade Fortnight End Fairtrade Fortnight Continue Clear Path Initiative email update Continue Clear Path Initiative email update Charity Awards Ball
Announce Clear Path Initiative Begin publishing Interviews on our website and sending to journalists Edinburgh St Patricks Day Charity Ball Maintain New Donation Options Maintain New Donation Options Macmillan Hopes And Dreams Charity Ball
Announce One Touch Donations Begin work on new donation options on website Begin Clear Path Initiative
Include in first updated about the new donation options Send journalists information on Clear Path Initiative Continue Clear Path Initiative email update
Maintain New Donation Options
July August September October November December
Continue Clear Path Initiative email update Continue Clear Path Initiative email update Continue Clear Path Initiative email update Fairtrade Supporter Conference Gather Data on response to Clear Path Initiative Review the years marketing plan and make changes/make new plan for the next business year
Maintain New Donation Options Maintain New Donation Options Maintain New Donation Options Final First year round of Clear Path Initiative Gather data on response to new donation procedures Review Data on Clear Path Initiative
Maintain New Donation Options Maintain New Donation Options Review data on new donation procedures option
Anna K. Goatman, B. R. L., February 2007. Charity E-volution? An evaluation of the attitudes of UK charities towards website adoption and use. International Journal of Nonprofit and Volentary Sector Marketing , 12(1), pp. 33-46.
Charlotte Ravenscroft, E. C., March 2017. Facing Forward, England and Wales : Llyods Bank Foundation .
Ethical Consumer, 2013. Charities in the ethical spotlight. [Online]
Available at: http://www.ethicalconsumer.org/commentanalysis/factsvgreenwash/charitiesandtheirsocialandenvironmentalperformance.aspx
[Accessed 11th March 2018].
Everett, C., June 2017. How apps and tech are transforming the way charities raise money. [Online]
Available at: https://www.theguardian.com/society/2017/jun/28/digital-technology-apps-charity-sector-fundraising
[Accessed 10th March 2018].
Fiennes, C., March 2018. Donors left empty-handed on charity data questions. [Online]
Available at: https://www.ft.com/content/ae6e7f36-25e6-11e8-9274-2b13fccdc744
[Accessed 10th March 2018].
Foundation, C. A., April 2017. CAF UK Giving 2017: An overview of charitable giving in the UK, s.l.: Charities Aid Foundation .
Foundation, F., 2018. What Fairtrade Does. [Online]
Available at: https://www.fairtrade.org.uk/What-is-Fairtrade/What-Fairtrade-does
[Accessed 12th March 2018].
O'Sullivan, S., 2006. Who buys fairtrade products and why? Characteristics of consumers of fairtrade in Colchester, UK. The Development Education Journal, 13(1), pp. 31-33.
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