Assignment 3

15

Edwaurdo King

Young Kings and Queens International

Marketing plan

Professor Linda Anderson

November 11, 2019

PART A

Executive summary

Young Kings and Queens International is a non-profit making organization that gives hope and growth environment to children between the age of 11-18 years old, who are underprivileged teenagers needing assistance with furthering their studies and also being equipped with technical skills throughout life. The organization was established in 2019 to cater to the growing urgency to curb the rising crime rates among young adults in Dallas, USA. Young Kings and Queen's international, which was named by its founder, Edwaurdo King. The organizations mission is “To help underprivileged teenagers who are living in low-income urban areas to have a better life and future” The organization is an all-inclusive where it integrates equality in race, color, and religion. This marketing plan aims to assist in the growth of the organization, secure more funding from investors, and well-wishers, and finally, for the prosperity of the organization. Young Kings and Queens International aims at restoring hope among teenagers and also ensuring that they can secure a good life in the future. In the course of achieving the goal, the organization faces numerous challenges, including a lack of funds to feed and to finance the children's education, among other needs. It, therefore, aims at improving its ability to secure more funds through this marketing plan by analyzing its strengths, weaknesses, opportunities, and threats that either favor or disorient the organization in achieving its noble goal. An environmental analysis is also conducted to help in the determination of the organization's competitive edge in securing more funds and also analyzing the factors that hinder the organization from achieving its goals efficiently.

Introduction

The society in Dallas suffered from increased crime rates in late 2000s, which involved many youths who, the research by the local government on crime and its causes, showed that they were from unprivileged social backgrounds. The young people ended in crime to make ends meet; it was heartbreaking to see the young people lose their lives, which most of the time, we're out of their will. It took the mercies of Edwaurdo King to establish Young Kings and Queens International center. The center is located in the Southern part of Dallas but had expanded to other parts of the country and wants to advance into the global arena. The organization aims to divert the high number of teenagers getting into crime due to poor social backgrounds. The organization seeks to give teenagers hope by providing an alternative way of making a living and also instilling parental care and love to them, especially those who have lost one or both of their parents.

Young Kings and Queens International center has helped more than fifty thousand teenagers to get a good living so far, the organization has produced great people in the society through the program and aims at furthering the goodwill to other cultures in the country and all over the world. The organization has a single mission that is to better the lives of our young teenagers for a better community. The organization has molded young teenagers to great men of value who have helped in shaping the society to make it more habitable and friendly; the organization is also in the frontline in pursuing equality and providing alternative parental care to the unprivileged teenagers in the society. It, therefore, aims at securing more funds from corporates, well-wishers, and the government to further the noble idea.

Short Term and Long Term Goals

The organization aims at securing funds for the growth of the children’s home. The goal will be achieved through aggressive marketing to outdo the other organizations seeking the same funds. It also aims at reaching out to more youths in the near future where plans to open another center in Ft. Worth, Texas are underway, this forms part of its short-term goals. On the other hand, the organization aims at reaching out to the whole world where it aims at operating more than 50 centers in which will be in different locations over the globe and it forms the long-term goals of the organization.

Environmental Analysis

The environmental analysis will help in finding the organization's position in society and identifying ways of making the organization better in improving the teenager's lives. The environmental review will include the legal, political, social, and competitive analysis of the organization. It will help in identifying the strengths, weaknesses, opportunities, and threats to the organization.

Competitive environment

There is a rise in charitable organizations which constitute of well-wishers and have an excellent mission just like Young Kings and Queens international, but there is has also been a rise in non-profit organizations that aim at securing funds for their owner’s personal gains, they have ended up neglecting the noble idea of taking care of the young people and children to enrich themselves, they disguise to take care of the young people but end up mistreating them or taking their advantage, a good example is the Dovine hope institution. It is for this reason that Young Kings and Queen's international seeks to tap into the funding that goes to the rogue charitable organizations to enhance the lives of the unprivileged teenagers in the society (Chernev, 2015). The organization also aims at expanding its services and, therefore, the need to be more presentable to the investors.

Apart from the rogue organizations, there are other genuine organizations, and therefore competition for investor funds have increased, the case has been different there before where there were countable charitable organizations and consequently little or no competition for funding. With the increased number of philanthropic organizations that have similar aims, standing out in terms of service delivery and marketing is significant, it is essential in acquiring more funds for the organization. The unavailability of funds threatens the existence of the organization and also affects the level of service delivery to the young children who the organization aims at bettering their lives, it takes more than a faith that people will notice the excellent work and contribute towards it. The organization, therefore, faces competition from rogue and genuine charitable organizations which limit its securing of funds, growth, and prosperity.

Economic analysis

Young Kings and Queens International being a non-profit organization, has no economic model that generates income to further the noble goals of giving the unprivileged teenagers a better life. The running of the organization had been manageable from the charitable activities of the society towards the organization, and this catered for the organization's needs. Now there is a need to rethink the ways used to secure funds given that the organization faces more competition for funds, and also its activities and size has grown in the recent past. It can be noted that the organization has more than ten times the number of teenagers in the organization compared to when it was being established. The organization has been operating through either full boarding for the teenagers whose parents are deceased or through education financing for the less privileged in the society, those with poor backgrounds. There is, therefore, a need to increase the income and financial aid acquiring model to finance the Nobel idea of making a better society.

In getting more finances, the organization aims at establishing counseling services for teenagers in Dallas and surrounding areas where the parent will be paying a small token, which will cater to their children's advisory sessions, and some will be for charitable purposes for the unprivileged teenagers. The organization has maintained a culture of inviting teenagers when they are out of school to come into the organization premises to have quality time with their peers and to be motivated and also to motivate the young teenagers. The parents can also help in making a contribution to the course by contributing a small amount of income to finance the operations of the organization.

Legal analysis

Every organization has the legal framework that governs its operations, so far, Young Kings and Queens international has had minimal altercations with the government and only a few incidences which have been solved amicably. One of the instances included the guardian of a young man seeking legal address after the boy chose to stay at the center rather than at home where he said the guardian subjected him to harsh treatment, the court rule in favor of the center. There has been increased regulation of non-profit organizations in the recent past due to an increase in rogue organizations whose aim is to mint funds from the well-wishers and also have been associated with the financing of illegal activities. The government has been hard on non-profit organizations due to the increased crimes related to most of these organizations. It can be noted that some of the organizations have been engaging in children trafficking, drug trafficking, among other social evils (Basil, Mitchell, Madill, & Chreim, 2015). The regulations have affected the organization in some ways, especially on the use of funds to finance the students. Since the business operates within the legal framework, it can be noted that the organization has been able to work smoothly with the local and national governments. The social work service employees have been working closely with the organization to make sure that all the legal requirements are fulfilled.

SWOT Analysis

SWOT analysis involves analyzing the company in terms of its internal structure that gives it an added advantage against others, internal factors that limit is functionality, external factors that make it stand out among others, and finally, external factors that affect its business operations. Being a non-profit organization, the company faces different challenges and threats that are a bit different from the profit-making organizations whose primary goal is to maximize profit. It can be noted that Young Kings and Queens international is after changing our society through modeling our young children by giving them hope and guidance that will help in making the community better. The SWOT analysis for Young Kings and Queen's international involves examining the strengths, weaknesses, opportunities, and threats facing the organization.

Strengths

The organization's strengths include the internal factors that boost its operations. Being a non-profit organization, Young Kings and Queen's international was developed basically for the pursuit of social interests and for a humane course. The organization aims towards helping teenagers who are unprivileged and come from low-income backgrounds to have skills and education that helps them cope with their adult lives. The major strength the organization has is able management; the management has maintained honesty, trust, and creativity as core values to better its beneficiaries' lives. The organization has been offering quality services that make it stand out among others. Finally, the organization has been able to employ skilled workers who help in the professional management and running of the organization.

Weaknesses

The organization has some internal factors that have been limiting its operations and its goals; these are the weaknesses that the company experiences. For instance, the organization has been suffering from rapid growth in the number of potential beneficiaries due to the changing economic conditions in the society; the growth has not been matched with the organization's ability to secure funds to finance the increasing needs. It can, therefore, be noted that financial constraints are the major weaknesses the company experiences. Other flaws include a lack of skilled human resources to reach the organization's expected level of service delivery and, finally, lack of growth avenues due to limitations in resources such as land for expansion.

Opportunities

The organization can boast of a good track record that places it in good books with the society around; the organization has been able to help quite a significant number of teenagers, which has boosted the organization's ability to secure funds. Young Kings and Queens international has been able to engage in various social constructive activities such a tree planting, advisory services for youths and teenagers, which makes its activities being appreciated by the society of Dallas. Due to the excellent management, the organization has been able to have legal and financial networks that help the organization to work within the legal framework and also secure funds from the government to further the excellent course.

Threats

Competition can be named as a necessary evil in the Young Kings and Queens internationals context. Increased competition from other charitable organizations competing for donor funds and aids has helped the organization to increase its level of service delivery. The organization strives to stay ahead of the park to help in bettering the teenagers for a better society for everyone. In the course of doing the great work of social service, funds are required to assist in the running of the organization operations. With increased competition, it has become tough for the organization to secure funds from donors although it gets a good number of donations, the funds are not enough for the growth and expansion that the management aims to establish (Renz, & Herman, 2016). Increase legal cases from parents who have neglected their children who later run to the organization for help have also been draining the right proportion of the funds in court cases.

Financial appeal

The organization has been pursuing the noble course of giving teenagers a good life, which helps in alienating them from participation in social evils such as crime, among others. The number of teenagers requiring the organization's help has been rising every day; this makes the organization fall short of its budget affecting its service delivery. There has also been increased competition for funds which makes the securing of new donors to be a significant challenge; this has also reduced the availability of resources for a better service delivery framework.

The organization is making a financial appeal to eligible donors to assist with funding of the organization's goals and objectives to enhance the social status and giving hope to our young teenagers. Young Kings and Queens international requires an estimated budget of $15,000 to run its operations on a monthly basis. The organization is able to raise funds without much struggle through various economic models such as farming, doing minor janitors. The funds raised help in running the organization, but the need for an expansion of the services to help young teenagers in the country and eventually in other parts of the world possess a significant challenge to the organization. The organization has been able to secure funds to start a new facility in Dallas County, Texas which aims at offering similar services to those provided at Dallas to the society around, with an amount close to $500,000 the organization will be able to pursue the growth strategy, this is the amount is aims to raise through well-wishers.

PART B

Part A response

The response from the previous section was generally good, with highlights on some areas of improvement. Stating and explaining of the short-term and long-term goals is one of the areas that I averagely scored since the goals needed to be noted in a SMART way. The feedback will help in being more straightforward in my marketing plan goals, which will help in making them more specific, measurable, attainable, and more so within a particular time frame. The response will help in creating a more effective marketing plan that will see the organization perform better to attain more funds from the sponsors and grow to international levels.

Branding strategy

Young Kings and Queens International is a name that represents a company that is in the frontline to fight poverty and crime rates in our country and globally by addressing their significant causes, which is negligence on our youths. The organization is more concerned with the betterment of society by helping the underprivileged kids to have a good life in their childhood and also in the future. The name Young Kings and Queens International was developed from its founder named Edwaurdo King, and it expresses the noble life that the organization aims at providing to the young children who can't get the experience in their homes due to different reasons (De Jong, & van der Meer, 2017). The logo is developed in such a way that it explains the organization's goals in one word; it has a big hand holding young children's hands who wear royal crowns on their heads. The organization has a simple slogan that states that "shaping the future of the young adults to shape the future of the country. 

  

Markets

The organization targets the well-wishers to contribute towards making the country celebrated by helping shape the lives of the young adults who are the future of the country. The primary target is the wealthy and philanthropic organizations and individuals to stream their funds towards the excellent course of helping the young adults. The market is extensive and doesn't have any geographical limitations, which means that the marketing plan will be global (Anheier, & Seibel, 2013). There will be more emphasis on the people and organizations within the organization's vicinity due to the easiness of reach and address them; this means more focus on people and organizations in the country who want to better the future of our great nation. There is no specific gender, ethnicity, psychographic, or any other segmentation in the target market. The only people other than sponsors for the organization are people with specialized skills who can teach the children. People with extraordinary abilities are highly recommended to render their time and knowledge to the kids as this will help in nurturing the talents of these young kids, which they can benefit from in the future.

Organization positioning

The organization has been able to position itself better to the society, given that it is known for its accountability and transparency in the usage of funds that are availed to them. The organization has its doors open so that any person willing to check on the daily activities given to the children, and the kind of treatment they receive can attest to it anytime. The organization is well known for its able management that has been able to integrate creativity and innovation in establishing ways of cutting the running and operating costs; therefore, meeting the efficiency targets. 

In the current competitive society, efficiency has become the day to day agenda of most organizations. Productivity is a broad term, and it includes getting the right sponsors with the right skills and resources, cutting the organizations running costs to save on the limited resources available to them and finally, having a quality output if children who grow to benefit the society in one way or the other. The organization has been able to reduce its running and operating costs by almost 20% through the use of technology to run some of the operations. The organization has also been able to tap the skills and on-job training from the kids to help in some activities and chores that would otherwise have required expert of an employee to perform, this has helped in cutting wages and operational costs. in terms of the products from the organization, most employers who have engaged with the beneficiaries of the organization have attested to the great mastery of skills and high discipline form the students, this has made most of the companies to appreciate the existence of the organization by contributing towards reduction its management and running costs through contribution of funds and tutors to the kids.

As a matter of fact, many organizations competing with young king and queens international are lagging in terms of efficacy and transparency which makes the organization to be ranked higher by sponsors and, therefore, more funds availed. The organization is better positioned than its competitors through the efficiency, transparency, and quality output parameters. It can be stated that the organization is the leader using the limited resources to mold and better the lives of young unprivileged kids in the most efficient and transparent way.

Consumer behavior

Consumer behavior is simply the way the people who consume the product or service buy, use, and dispose to satisfy their needs and wants. The kind of services offered by the Young King and Queens International is different from the profit-making organization's point of view, it merely represents service to humanity, and the service is not affected by forces of demand or supply. But it is also a unique service where people are not just willing to spend their money on sponsoring young kids without seeing positive results in society (Rao, 2018). The people who are expected to provide more income are wealthy and philanthropic. These are the people who want to change society through their amassed wealth by sponsoring such organizations as Young king and queens international to change the future of underprivileged kids and, therefore, to change the culture. There is also the moderately wealthy individuals who wish to see the society being in a better position; they contribute the little they have towards excellent courses like the one undertaken by Young King and Queens International.

Therefore in influencing the potential sponsors of the organization to contribute towards building a better society, the organization must operate within the parameters of efficiency, transparency, and accountability. The more the organization operates within the specified standards and also has a significant impact on the society, the sponsors and volunteers will continue to support the activities of the organization. Increasing donor funding by 40% within the next year is the primary goal of Young King and Queens international.

  

References

Anheier, H. K., & Seibel, W. (Eds.). (2013). The third sector: Comparative studies of nonprofit organizations (Vol. 21). Walter de Gruyter.

Basil, M., Mitchell, A., Madill, J., & Chreim, S. (2015). Marketing and social enterprises: implications for social marketing. Journal of Social Marketing.

Chernev, A. (2015). The marketing plan handbook. Cerebellum Press.

De Jong, M. D., & van der Meer, M. (2017). How does it fit? Exploring the congruence between organizations and their corporate social responsibility (CSR) activities. Journal of Business Ethics, 143(1), 71-83.

Rao, H. (2018). Caveat emptor: The construction of nonprofit consumer watchdog organizations. American journal of sociology, 103(4), 912-961.

Renz, D. O., & Herman, R. D. (Eds.). (2016). The Jossey-Bass handbook of non-profit leadership and management. John Wiley & Sons.