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Marketing Management: Greenpeace - Essay Example
Author : kbergnaum
Pages 10 (2510 words)
This research aims to evaluate and present marketing management in charitable organizations. In particular, the researcher will focus on Greenpeace organization. Greenpeace UK is anon-governmental and not-for-profit organization that has branches all over the world…
It is evidently clear from the discussion that there is a myriad of voluntary non-profit organizations (VNOPs) in the UK. Just like in the normal business environment, the organizations have the need to distinguish themselves in the ever competitive world. They therefore adopt different positioning strategies that are unique to their specific conditions and that best exemplify what they stand for. There is limited literature that comprehensively examines the different strategies adopted. However, in examining individual charities, one can uncover elaborate efforts that are aimed at positioning a charity in a particular environment. Charities also do market themselves using planned tactics, elaborate management and positioning techniques. In order to determine how best to market a given charity, a number of factors are considered. Most are pegged on the external environmental forces, the mission that the charity chooses, the resources at the disposal of the charity, increased competition from similar and different charities and the needs of the particular stakeholders including the people who are considered as the most dominant contributors to the charity’s cause. Most of the stakeholders are oblivious of the need for charity marketing and thus managers are challenged to be continuously in sync with their needs and review the strategy regularly to ensure that they are not alienated. ...
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