Plan de marketing Social Oxfam Intermón

Abstract

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.