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Oxfam Marketing Analysis

The charitable organisation chosen in this task is Oxfam international company. Oxfam standing up for Oxford Committee for Famine Pain relief was founded in Britain in 1942 by an organization who ran promotions for food materials to send for starving women and children in. . . . . (Oxfam, 2012)

In 1955, the Oxfam international charitable company was shaped by several 17 indie non- administration organisations in 94 countries with desire to to reduce the poverty and injustice.

This task will discuss various activities of what Oxfam does and how this organisation raise money including fundraising plan, the awareness programs, arranging inspirational events, etc. running shops which Oxfam has been doing to get money and implement 2 important targets of the organisations including fighting poverty and preventing for right. Also, this project will describe various market and environmental factors which influence the company present and future course. These factors include micro environment and macro environment. In an organization, marketing section is often considered as one of primely important departments to contribute to an organisation's success. So, the functions and tasks of marketing staffs can't be refused to success of the division and the business. This task will also discuss about the role play by the marketing staffs from the Oxfam international charity.


The organisation's activities

Oxfam's objectives is preventing poverty and for human rights, in more specific term, injustice in all around the world. The organization spent some time working world-wide to permit people to respond for their privileges and manage for his or her own lives. They think that everyone gets the right to access the requirements of life such as food, clean water, shelter, healthcare, sanitation, education, and livelihood to aid themselves, their own families and the contemporary society. Also, everyone has the right to live clear of injustice such as gender injustice, oppression, individual violence.

So, how can Oxfam attain its aims ? The organization has been run many activities including jogging fundraising campaign, entertainment event, to get money from the donors as well as run many outlets retailing donated items from donors or products from companies. They will use all the amount of money to support poor and needy people and victims of injustice, so that, these people can eliminate their issues and also have better life. Firstly, Oxfam is convinced that poverty is not unavoidable, however, it is a genuine challenge to conquer (Oxfam). To take on this problem, Oxfam has been concentrating on 2 important areas which are monetary justice and Essential services. With economical justice, Oxfam Charitable organization aim is the fact more women and men will realize their right to secure and durable livelihoods (OXFAM INTERNATIONAL STRATEGIC PLAN 2007-2012). To achieve this aim, Oxfam charitable organization works together with many allies and associates in all over the world to accomplish 3 things that are making agriculture work, achieving fairer trade rules, and lessening the effects of weather change. They make more agriculture help poor farmers and labors moving into susceptible circumstances to reduce the economic differences among people. In addition they work to make certain farmers in poor countries have good trade in world trade. By this activity, farmers in poor countries can access to the big reasonable trade area such as EU agricultural marketplaces. For instance, Oxfam urges European union to permit Arab countries to totally access to EU agricultural markets while keeping a certain level of protection to their rural development needs (Euro-Med: Seed products of a organic offer?). Oxfam, in addition, supports vulnerable people, especially in agriculture, to conform local climate change. With essential services, the mark of Oxfam is that individuals in poor condition, especially women and young girls realize their privileges to accessible and affordable necessities of life such as food, clean normal water, shelter, healthcare, sanitation, education. This activity of Oxfam is focusing on demanding national government authorities to execute their responsibilities as well as their commitments in delivery of these essentials, promoting civil contemporary society organizations to force these governments to consider their tasks in providing these basics, and making sure that wealthy countries and international organizations will donate more cash as well as commit their promises on aid and debt decrease.

Secondly, besides struggling poverty, Oxfam is also struggling injustice, especially gender injustice. Oxfam believes that Poverty often happen when people's basic rights are violated. In order that, preventing injustice is among the many ways to fight poverty (Oxfam, 2012).

In more specific area, Oxfam combat gender injustice. The goal of Oxfam in this activity is to help more women attain electricity in their lives, live their lives without violence, and also have the right to make decisions. This activity aims to change women attitudes, thinking and values about connection of men and women in order to lessen the rate of violence to women as well as eliminate the gender distinctions in the work place. This activity facilitates women to engage more activities, usage of leadership in any way levels and also have the protection under the law to make decisions, so that, they can gain their vitality over and take care of their own lives.

Oxfam is known as one of the top charitable organizations in UK as well as around the world. Like other charitable organizations, Oxfam want to do fundraising to get money for activities that they are doing for folks and it has to comply to UK legal key points and international laws and regulations for charitable organizations as well.

There a wide range of activities which Oxfam have been conducting to raise money for the business. A couple of 2 types of activities that the business, specifically people of the organization, perform to improve money, and they are immediate and indirect activities. To begin with, indirect activities of the charity would include activities such as. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Influences of Market and Environment Factors to the business.

In the 21st century, Income organizations and Non-for-profit or charitable organizations have to handle many problems. The swift changes of the overall economy environment in national and international sphere require these organizations re-formulate and put into practice new strategies, objectives to meet new obstacles. As well as formulate the strategies, objective, the organizations themselves need to make changes to enjoy the competitive edge from other opponents. As a charitable organization, Oxfam has to face with some changes and difficulties that they never confronted in the past which can be climate change and its own results, famines and crises of the prices, global financial crises, restriction of energy, proliferation of weapons, urbanization, shortages of natural resources, etc (Oxfam, 2012). http://www. oxfam. org/en/about/what/purpose-and-beliefs

To conform these changes, Oxfam must find out what market and environment factors and pushes may influence on the strategies, objective and future course. There forces can be grouped into 2 types which can be micro environment and macro environment (Jobber, 2001).

The micro environment comprising factors such as suppliers, customers, distributions and competition may directly affect the organisation's potential to manage to provide their products and services to their selected marketplaces. The macro environment includes various broader forces which not only affect the organization itself but also all factors in the micro environment. These factors in macro environment are made up 6 key groupings under demographic environment, monetary environment, scientific, political-legal, and social-cultural environment ( Kotler, . . . ). While the micro environment factors can be been able and managed by the organisation, the macro environment factors are uncontrollable. (Kotler, ). You can find 2 types of approaches which are carried out by Oxfam to analysis the micro or interior environment and macro or exterior environment market environment. They may be PEST research and SWOT evaluation.


To analyse the macro environment, it is effective to indentify all the factors which may affect the organisation's demand level, supply level, and cost (Kotter and Schlesinger, 1991??). kotler (1998) cases that PEST examination is an instrument which is very useful for a business to understand their position in the market, the stage of their business like expansion or decline. Together with SWOT analysis, an organization can identify their advantages, weakness, potential opportunities or threads. In order that, the organization can develop plan, strategy and direction for operation properly.

The marketing of the charitable organization is quite not the same as marketing of another profit organizations. As the profit business can earn the gains by their business by selecting and paying their staffs to achieve the target, the charitable organization keeps their careers heading by getting the donations from donors and works with from volunteers. The Oxfam charitable organization run their all activities not for income maximization, but more on collecting the money that they get and helps folks who are in poverty and need help such as poor farmers, children, women, illiterate, etc. Like other income and not-for-profit firm, Oxfam charity is damaged by market and environment forces. Firstly, economical factor could be the first factor which affects the Oxfam's income specifically period naturally because the salary and income of common donors may be damaged by the economical conditions such as inflation, higher rate of unemployment. The changes of economic condition also affect the selling of products of several of Oxfam's outlets (Oxfam, 2004?). Second of all, Oxfam charitable organization is affected by the legal-political environment which differs from country to country. Being a international business, Oxfam affiliates are over the world. All their activities have to adhere to each country's laws, regulations, legal platform to enough time illegitimate form in collecting donations which could have an effect on their image in the future. For example, in UK, all the activities and businesses of charitable organizations have to check out the regulations of the Charities Work, 2006 (???) which requires the business keep the total annual records, prepare total annual account and publish to public on submission. So, the Oxfam firm in UK has to follow this legislation totally in keeping all record about the income, expenses from fundraising plan as well as shop offering activities.


Known as you of significant charitable companies on the planet, Oxfam's marketing concept can be considered as Societal marketing concept. The firm with societial marketing theory manages their marketing strategy in the way that emphasizes on identifying and gratifying the needs, wishes and interests of marketplace more efficiently and effectively than competition. of the indegent and people surviving in poverty and


When an organization knows about their market, they know everything which is much easier to allow them to able to talk to their market. There are numerous factors that an organization should know about target audience, which can be years, gender, income, types of products they use, programs they watch, etc. The target market of Oxfam charitable organization is individuals in poor condition and needs assistances from all areas, locations, religions, etc in every around the world. The prospective market of the organization also emphasizes on people who are residing in condition of injustice, specially women and females.

http://www. oxfamtrailwalker. org. nz/about/oxfam

http://www. oxfam. org/en/about/what/purpose-and-beliefs

http://www. oxfam. org/en/about/why

http://www. oxfam. org/en/about/accountability/strategic-plan

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