Sales Strategy for products of an NPO
Developing a sales strategy for products of a non-profit organisation is a major challenge. Future for Children aims at doubling their sales by 2019 in order to continue to create sustainble jobs in Bali.
Priyanthiny Balasingam & Lisa Eggler, 2018
Bachelor Thesis, Verein Zukunft für Kinder
Betreuende Dozierende: Felix Strebel
Keywords: Sales Strategy, NPO, Swiss Market, Fairtrade, Sustainability, Online Marketing
The association is active in the disadvantaged region of Muntigunung in Bali since 2004. Four strategic objectives have been set to create the necessary conditions for self-sustainability. The second objective called project Livelihood is lacking in development and has not met with their target of creating one job per family. To meet the target approximately 770 jobs need to be created. The aim of this thesis is to support this second objective by increasing sales channels in Switzerland.
Besides a literature review, this thesis consists of an extended situation analysis and a target concept. The situation analysis includes examining the organisation by contacting the relevant people of the organisation, studying information from their website and carrying out a questionnaire at the members meeting. Futhermore, the situation analysis studies the product portfolio and the customer segmentation. An extended investigation of the competitors was made based on online resources and a set of interviews was conducted.
The thesis resulted in seven specific marketing strategy recommendations and six specific product development strategies. These were condensed into an action plan. The marketing recommendations involve focusing on competitive advantage, increasing the target market, a set of ten possible distribution channels, ensuring cross-channel promotion,inspiring with the story, appointing an ambassador and showing presence. The product development strategies involve including the story on the product, engaging school children, how to motivate consumers, creating a recognisable brand, tracing products and generating social media content.
Adressing these recommendations, the client will build the basis for more strategic positioning and has a greater chance to increase the sales in a highly competitive environment.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: Andere