Introduction to Marketing- Term 1, 2016
Group Case Study for Assessment, Report and Presentation
You are a marketing team member in OXFAM SHOP
You are now employed as a team of 3 - 4 (max.) marketing consultants to help design a Marketing Plan to launch a new product for Oxfam Shop. You will need to firstly understand the brand by performing a Situation analysis (Macro/Micro/Internal environment Analysis) and set up objectives & Goals, then designing the Marketing Mix (4P's). It is very important that you are able to foresee or predict potential problems you might have with making or launching the product. As a team, you are required to pitch your marketing plan to your Marketing Managers. (Your classmates will pretend to be the marketing mangers). Oxfam Shop is looking for a creative, practical and fun marketing plan! A successful plan will won $100,000.00 budget for a marketing promotion
Objective of the Marketing Plan: To launch a new product for Oxfam Shop
The brief of Oxfam Shop
Oxfam Shop is a wholly owned subsidiary of Oxfam Australia, operating in the highly competitive Australian retail environment as a non-profit organisation. Oxfam Australia began as Community Aid Abroad more than 50 years ago. Today Oxfam participates in the Fair-trade Labelling Organisation (FLO) recognised around the world. The Oxfam Shop is a multi-channel retail business comprised of an e-commerce website, direct mail program and retail outlets. It is registered as a Fair Trade Organisation by the World Fair Trade Association (WFTO). Fair trade empowers disadvantaged communities in developing countries by paying them fair and stable prices for their work, helping them to gain the skills they need to develop their business, and giving them access to world markets.
The foods and handicrafts on the Oxfam Shop website are sourced from individual workers, craft bodies and fair trade organisations. Oxfam Shop buys these goods at a fair price and sells them in Australia so that communities may be helped in their struggle for a better life. But working in the non-profit sector and the highly competitive online retail space, is not without its challenges and tensions - how do you go about driving sales through strategic and tactical thinking and gain insight from the mass of available data? (Panalysis, 2014)
Oxfam Shop operates under an organization, Oxfam Australia. The following are Oxfam Australia (2015) vision, values and goals. Your new product should be fitted in the organization's philosophy.
Our vision, values and goals
We believe that poverty is unjustifiable and preventable, that the present state of inequality and injustice must be challenged, and that with the right help, poor people can change their lives for the better.
Our vision
Oxfam's vision is a just world without poverty. We envisage a world in which people can influence decisions that affect their lives, enjoy their rights, and assume their responsibilities-a world in which everyone is valued and treated equally.
Our purpose
Oxfam strives to help create lasting solutions to the injustice of poverty. We are part of a global movement for change, one that empowers people to create a future that is secure, just, and free from poverty.
Our goals
We have one main goal: to bring about positive change in the lives of people living in poverty
For more information about Oxfam Shop, visit http://www.oxfamshop.org.au/.