This report will focus on the adult palliative care provided by SAH proposing a marketing strategy to take the organisation forward. The report will outline a situational analysis

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MARKETING FOR NON-PROFIT ORGANISATIONS

BP3356

Candidate No: 232521

Word Count: 2,749

St Ann’s Hospice

22/03/2006


Contents

1.0 Key terms        

2.0 Introduction        

3.0 Data Collection        

   3.1 Research objectives        

4.0 External Environment Analysis        

   4.1 Macro Environmental Analysis        

      4.1.1 Political        

      4.1.2 Economical        

      4.1.3 Social/Cultural        

      4.1.4 Technological        

   4.2 Specific External Environmental Analysis        

      4.2.1 Key Publics        

      4.2.2 Competition        

         4.2.2.1 Competition for Resources        

         4.2.2.2 Competition for provision of non-profit services        

         4.2.2.3 Organisations with competing missions        

   4.3 Operations        

      4.3.1 Structure        

5.0 Internal Organisation Analysis        

   5.1 Mission Statement        

   5.2 Organisation Objectives/Goals        

   5.3 Resources and Capabilities        

   5.4 Current Marketing Activity        

   5.5 Organisation Culture (ethos)        

6.0 SWOT Analysis        

   6.1 Strengths        

   6.2 Weaknesses        

   6.3 Opportunities        

   6.4 Threats        

7.0 Identify Key Problems To Be Addressed        

8.0 Set marketing Goals and Objectives        

   8.1 Short Term Objective (0-12 Months)        

   8.2 Medium Term Objective (12-18 Months)        

   8.3 Long Term Objective (18 Months -)        

9.0 Set Core Marketing Strategy        

   9.1 Segmentation and targeting        

   9.2 Positioning        

10.0 Marketing Mix        

   10.1 Product/Service        

   10.2 Price        

   10.3 Place        

   10.4 Promotion        

   10.5 People        

   10.6 Process        

   10.7 Physical Evidence        

11.0 Relationship Marketing        

12.0 Implication and limitations        

   12.1 Implement Strategy        

      12.1.1 Website Re-launch        

      12.1.2 Design Organisation        

      12.1.3 Gantt Chart        

   12.2 Determine Performance benchmarks        

   12.3 Costs        

   12.4 Limitations/Challenges        

13.0 Conclusion        

14.0 Appendices        

   Appendix 1        

   Appendix 2        

15.0 Bibliography        


Figures

Figure 1 - Adapted: Model of strategic marketing for Non-Profit Organisations

Figure 2 – Data collection method

Figure 3 – Secondary Data Collection Methods

Figure 4 – External Environmental Analysis

Figure 5 - PEST Analysis

Figure 6 - PEST Analysis (continued)

Figure 7 - The Main Publics of an Organisation

Figure 8 - Key Public’s Relationship to SAH

Figure 9 - In-Patient Units

Figure 10 - Hospice and palliative care provision in the UK 2005

Figure 11 - Population Statistics

Figure 12 – The Current Marketing Structure SAH

Figure 13 – Organisational Objectives

Figure 14 – Marketing Objectives

Figure 15 – Resource Attraction

Figure 16 – Resource Allocation

Figure 17 – Health expectancy table

Figure 18 – The Current Marketing Mix

Figure 19 – The SWOT analysis

Figure 20 - Organisational Specific Problem

Figure 21 - Marketing Specific Problem

Figure 22 – Segmenting and Targeting

Figure 23 – Evaluating the viability of marketing segments

Figure 24 – A Typical Hospice Volunteer

Figure 25 – The Services Marketing Mix

Figure 26 – Location Resource

Figure 27 – DRIPS Model

Figure 28 – The Communications Mix

Figure 29 – Services Marketing Triangle

Figure 30 – Interactive Marketing “Enabling the Promise”

Figure 31 – Cause related marketing

Figure 32 – Website Re-launch outline

Figure 33 – Marketing Team Re-structure

Figure 34 – Gantt Chart

Figure 35 – Costs

Figure 36 – Limitations and Challenges of the proposed strategy/marketing

1.0 Key terms


2.0 Introduction

Hospice care is provided free of charge and is open to all. Each year around 250,000 patients benefit from hospice care (helpthehospices.com). The great majority of hospices are independent or local charities, however the NHS and large charities like Marie Curie Cancer Care and Sue Ryder also provide hospice care. SAH is the largest adult hospice in the UK with 66 Inpatient beds (sah.org.uk).

This report will focus on the adult palliative care provided by SAH proposing a marketing strategy to take the organisation forward. The report will outline a situational analysis of SAH looking into the external and internal factors affecting the organisation. Both primary and secondary research will be used to support this analysis. This plan will then identify problem areas within the current organisations and proposed a marketing strategy to tackle these areas fro the organisation. The report will consider the elements off the service marketing mix before highlighting the implications of the proposed strategy.


The structure of this marketing plan is based on Andreasen and Kotler (2003: 66) model of strategic marketing for Non-Profit Organisations (See Figure 1). This report will first consider the data collection techniques used.

Figure 1 - Adapted: Model of strategic marketing for Non-Profit Organisations (Source) Andreasen and Kotler (2003: 66)


3.0 Data Collection

3.1 Research objectives

The objectives of the research will be to highlight a situational analysis for SAH.

With regards to the collection of data this report has taken a funnel approach (See Figure 2). This method will allow for potential gaps in the research to be identified and as a result further research can be conducted

Figure 2 – Data collection method

This report will initially target secondary data using the mediums highlighted in Figure 3. The mediums have been selected as they will identify a wide field of research material with which to present a complete analysis

Figure 3 – Secondary Data Collection Methods

Primary data in the form of a telephone interview (See Appendix 1) will be used to provide qualitative data on the organisation. This research will focus on the internal aspects of the organisation, giving insights into areas such organisational culture/ethos, structure, key publics and the current marketing techniques being used. This research will be backed up by a small scale survey (See Appendix 2) to answer any subsequent questions following the interview.

The data collected will be used to support and justify the proposed marketing strategy.


4.0 External Environment Analysis

This analysis will allow for synergies to be developed that will lay the foundations for the proposed strategy. The external environment will be broken down into two areas covering the macro environment and the organisational specific environmental factors (See Figure 4).

Figure 4 – External Environmental Analysis (Source) Chew, 2005-2006) Tutorial Week 2


4.1 Macro Environmental Analysis

A Pest analysis has been used to analysis the macro environmental factors affecting SAH (See Figure 5 and 6). A summary for each element is provided below.

Figure 5 - PEST Analysis

4.1.1 Political  

Government legislation over the last 5 years has impacted the hospice movement in terms of both financial and regulatory issues. Contributions from the Govt have increased, however the ‘Payment By Results’ proposals must be taken into account for any proposed strategic plans taking SAH forward.

4.1.2 Economical

The 28% tax reclaim on every £1spent by UK tax payers will mean a boosts in income that will increase the potential spending of SAH. Inflation, unemployment and interests figures represent no major significant changes however one area of issue is the VAT that non-profit charities are currently paying. This issue is currently being lobbied by a number of MP’s and again if successful will free up some much needed resources for SAH

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Figure 6 - PEST Analysis (continued)

4.1.3 Social/Cultural

The ageing population will increase demand for SAH and the current pension issues may well have long term implications with regards to supply of key resources, such as volunteers and donations, as people are working longer to support pensions. Corporate donations will represent a major opportunity for long term financial resources whilst the subject of palliative care is still viewed very much as a ‘taboo’ subject and any proposed plan will need to take this into consideration.

4.1.4 Technological

With regards to technology the ...

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