Marketing plan of Greenpeace Spain
Metadatos
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Título
Marketing plan of Greenpeace SpainAutoría
Tutor/Supervisor; Universidad.Departamento
Tortosa Edo, Vicente; Universitat Jaume I. Departament d'Administració d'Empreses i MàrquetingFecha de publicación
2020-07-14Editor
Universitat Jaume IResumen
Greenpeace is one of the most important environmental NGOs, both internationally and
nationally. Greenpeace Spain was legally founded in 1984, and, according to the latest
data, it has 124,248 members and fights to ... [+]
Greenpeace is one of the most important environmental NGOs, both internationally and
nationally. Greenpeace Spain was legally founded in 1984, and, according to the latest
data, it has 124,248 members and fights to save and preserve the planet and all living
beings on it. The relevance of this NGO is the reason why this marketing plan has been
developed.
In the internal analysis of this plan, it must be pointed out that Greenpeace Spain is an
utterly independent organisation, both economically and politically, that follows a
donation policy whereby money from many groups is not accepted in order to keep its
independence. In the external analysis, the main focus is on Covid-19, which has
caused more than 125,000 infections and more than 28,000 deaths in Spain. Due to
the severity of this pandemic, lockdown was imposed during the state of alarm, and, as
a consecuence, an economic, social, and sanitary crisis has appeared in all countries,
and Spain has been one of the most affected ones.
Greenspeace Spain is not the only environmental NGO in Spain, its main competitors
are WWF Spain and Ecologistas en Acción. The three NGO fight to preserve and
protect the environment, although each of them has got its own strategy.
Both internal and external analysis have made it possible to consider key elements of
the SWOT analysis the threat that is Covid-19, the increase of the unemployement tax,
the opportunity of the new agreements to curb climate change and increase
environmental awareness, the strength that is the organisation’s economic and political
independence and its effective communication tools, and the weakness that lies in their
dependence on private donations and the fact that some citizens do not sympathize
with the NGO.
The target audience of this plan will be the whole Spanish society, public university
students, post-compulsory education students, university deans and teachers, and
directors of post-compulsory educational centres. The main objectives to be reached
for these target groups are increasing environmental awareness and increasing the
number of volunteer students. The strategies followed to achieve these goals are the
strategy of differentiation and undifferentiated segmentation for society in general and
the strategy of differentiated niche and selective specialization for the rest of the target
public. Amont the propsed actions, some of them should be highlighted: two guerrilla
marketing actions, an online contest and environmental awareness sessions.
Finally, the schedule for the 2020/2021 school year, the control mechanisms and an
estimate that amounts to 53,500 euros are proposed. [-]
Palabras clave / Materias
Descripción
Treball Final de Grau en Administració d'Empreses. Codi: AE1049. Curs 2019/2020
Tipo de documento
info:eu-repo/semantics/bachelorThesisDerechos de acceso
info:eu-repo/semantics/openAccess