Plan de marketing Social Oxfam Intermón
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Plan de marketing Social Oxfam IntermónAutoria
Tutor/Supervisor; Universitat.Departament
Tortosa-Edo, Vicent; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingData de publicació
2017-07-12Editor
Universitat Jaume IResum
Oxfam Intermón is a non
-
governmental organisation of co
-
operation for Spanish development,
with headquarters in Barcelona and is acti
ve in more than 90 countries, which concentrates ... [+]
Oxfam Intermón is a non
-
governmental organisation of co
-
operation for Spanish development,
with headquarters in Barcelona and is acti
ve in more than 90 countries, which concentrates its
activities to offer a comprehensive solution in respect to combating poverty and injustices so that
all of humanity can fully exercise their rights.
The current plan for marketing has as its principal ob
jective the increase in t
he number of young
volunteers.
For this they have firstly carried out an internal and external analysis of Oxfam
Intermón
,
a competitor analysis, as a brief analysis of the sector to later do a DAFO analysis
(SWOT analysis). Second
ly they have analysed the segmentation criteria and the objective
public of the NGO, the objectives of the marketing plan a
nd the strategies to continue.
Lastly
they have proposed ten marketing actions, following the consequent timing, budget and control
a
vailable.
In the internal analysis it has commenced by briefly explaining Oxfam Intermón ́s history, its
mission and vision, such as t
he values of the organisation.
Immediately after it carried out an
analysis of the resources of the company
,
analysing both
its financial and human resources,
emphasising the importance
of its private contributions.
Continuing it went on to analyse the 4Ps
of its marketing mix; in respect to the product it has analysed the five big core areas, regards the
price it has explaine
d the strategy of the price fixing method followed and different options of
making a donation; the distribution is selectively carri
ed out through a short channel;
and
promotion is based on communication, social networks, publicity and interactive marketin
g.
In respect to the external a
nalysis it carried out a PESTEL, in which it has analysed
how it
affects the environment of the NGO, where it has seen that the political
-
legal factors are very
important in this sector,
as much as economical factors.
It has
also briefly analysed three of its
competitors, which are S
ave the Children, Manos Unidas,
and Acción contra el Hambre
observing the components of their marketing mix, so as a brief analysis of the NGO sector in
which the stress is the relevance of private
contributions.
Then, it has carried out a diagnosis of Oxfam Intermón ́s situation using a DAFO analysis in
which we can emphasise a very important strength of spirit such as to be a referent in the
sector, a weakness such as the lack of voluntary service,
a threat such as the reduction of public
support and an opportunity which could be a major emphasis in social networks and b
etter use
of public relations.
Secondly, it has defined the segmentation criteria as much as the volunteers
as the beneficiaries an
d the description of the public
objective of Oxfam Intermón.
With all of
this, they have written their plan of marketing object
ives stressing the increase of
5% for young
volunteers in respect to the previous year and they have defined the strategies to co
ntinue
obtaining this which will be according to invested resources, the competitive advantage and the
objective public ́s behaviour and attitude.
4
Next they proposed ten actions to fulfill the objectives of the plan emphasising collaboration as a
reflection
of Keylor Navas, YouTubers and infl
uencers EIRubius and Dulceida.
Next it has
created a timeframe to visualise the distribution of the different acts throughout the year better,
just as its necessary relevant budget to be able to carry t
his out.
To finali
se it has prepared a
plan of control including these measures for each aim and in this way it can evaluate the impact
of it’s carried out actions. [-]
Paraules clau / Matèries
Descripció
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs: 2016/2017
Tipus de document
info:eu-repo/semantics/bachelorThesisDrets d'accés
http://rightsstatements.org/vocab/CNE/1.0/
info:eu-repo/semantics/restrictedAccess
info:eu-repo/semantics/restrictedAccess