For Zeek the Geek - Marketing

Introduction to Marketing- Term 1, 2016

Group Case Study for Assessment 2, 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/

An example of current products

The following product is one of current products available at Oxfam Shop Fair Trade online shop. This product description comes with an introduction video of producer, WAKAMI.

Visit http://www.oxfamshop.org.au/products/13993370/18250468

Poly Thread, Silver Plated Brass Beads, Zamak Metal Charms, L24cm

This bold and bright neon bracelet represents peace. Set of seven individual wristlets with metal charms.

Let this bracelet remind you to have peace within yourself and with others. The beautiful little metal beads are made from Zamak (or Zamac) metal, which is made from the elements of zinc, aluminium, magnesium and copper. They are hand made in Guatemala using ancestral artisan techniques. This bracelet comes with beautiful booklet telling you a story of connection and your purchase will transform the life of a Guatemalan rural woman.(Oxfam shop,2015)

Producer Partner

Wakami

Wakami is a brand developed by Kiej de los Bosques, a social enterprise that markets products from rural communities in Guatemala. Kiej is a company that aims to create ‘inclusive businesses’- i.e. ones that help recover ecosystems, value ancestral cultures and incorporate new people into supply chains. A rural business incubator, Kiej has worked with 50 rural groups in Guatemala, (1300 people, mostly women), where most have become part of a new supply chain or market, at both national and international levels.

Wakami is a Mayan word which means “it already is”. Wakami incorporates the idea that this world is already ideal, we just have to find a way to connect to make it come to life. One of the aims of the Wakami artisans is to connect the world with the Guatemala experience - linking people through products that enrich the lives of those who buy them while improving the lives of those who produce them.

The products are made by rural Guatemalan women who all share a common dream: to have sources of income to improve the livelihoods of their families and communities. (Oxfam shop,2015)

Reference

Oxfam Shop Fair Trading, [online] Available at: http://www.oxfamshop.org.au/viewproduct/18250468 [Accessed 14 February 2015]

Oxfam Australia, [online] Available at: https://www.oxfam.org.au/about-us/our-vision-values-and-goals/ [Accessed 14 February 2015]

Panalysis, 2014, [online] Available at: http://www.panalysis.com/case-studies/oxfam-sho [Accessed 14 February 2015]

Your team can decide on the marketing mix strategy by looking at the various marketing theories taught this term. The challenge is to think outside the box and create a product that is feasible for the brand!

Your report MUST prove why your product is the best potential from a environmental analysis. You need to bring a sample(s) for the presentation. ( the samples can be your products or/and your potential competitors products)

Word count: 2000 (+/- 10%) words. Not including Cover Page, Table of contents, Reference, and Appendix

Mandatory

1) Application of theory: You will need to apply marketing theories for this assignment. You can refer to your textbook, lecture slides to help you to write the Marketing Plan. For specific guides on writing the marketing plan please refer to Appendix, Marketing Plan of your textbook.

2) Presentation: You are required to present your Marketing Plan in your tutorial class to your tutor and peers.

3) Template: A report template has been provided on Moodle for this assignment. See in a directory “Assessment 2”. You will need to follow the template and discuss your marketing plan accordingly. If you need to add additional information, you can put it in Appendix.

4) Referencing: You are expected to refer to external resources for theories, ideas or current trends. However, you will need to apply theories to your statements/claims. These will need to be justified and supported by theory. Therefore, you will NEED to have at least 5 academic references for this assignment. Textbooks are not considered an academic reference, and it is expected that you would refer to it. You will need to reference it if you use your textbook. You should use resources from databases such as EBSCO, ProQuest, Emerald Insight, Google Scholar and so on.

5) Formatting: 12pt, 1.0 spacing.

6) Images, diagrams, tables: You can use images of the product. You can also include diagrams and table to help you illustrate your ideas. If there is insufficient space in the report, you can include in your Appendix. Use in-text references appropriately.

7) Appendix: You may include detailed information such as competitors SWOT analysis, Survey information, Promotional brochures etc,.

Submission

A softcopy MUST be uploaded via Moodle by a leader or only one member of group with a list of group member details on KOI official cover page. (It is available at the Library)

Deadline

Progress Report Due – Week 7

Report & Presentation slides Due - Week 10

Presentation Due– Week 10 or 11