Oxfam Marketing Report
Introduction
Oxfam is a charity dedicated to the alleviation and permanent solution to poverty and injustice. With operations in 98 countries it is truly multinational. This plan is a continuation of a marketing audit based on a charity shop by Chu (2011)
The charity shop is located on the Scarborough high street. It operates mostly off donations from the public, selling second hand goods, third party gifts and the occasional new item. Its target markets include, the religious, those aged over 56, the high income earners and the university students. The store operates amidst many of its competitors with numerous charity shops in and around the area.
Situational Analysis
Oxfam is in the third sector which refers to charities and voluntary organisations, a growing sector seeing increases everywhere from a 23% increase in the amount of employees from 1999 to 2008, (AGCAS, 2010) and an increase of about 10,000 charities a year. (Hankinson, 2000)
Scarborough is a quiet seaside town that turns into a buzzing tourist resort during the summer months; with two quiet, safe beaches, a plethora of shops and arcades, tourism is the second biggest industry in Scarborough generating about £380 million a year. (Scarborough Borough Council, 2004)
The population has seen a massive increase in the amount of age eligible higher education students, registering an increase of around 49.8 percent from 2001-2009 (North Yorkshire County Council). Scarborough is also considered an old people’s town because it plays home to about 6% more people aged over 60 than the national average.
Source: North Yorkshire county council
Politically Oxfam is having mixed success with the current hung parliament of the UK with the Liberal Democrats and the Conservatives sharing power. Neither party has any direct agenda that would hinder Oxfam, but the projected public spending cuts would affect the grants given to charities like Oxfam meaning they have less money at their disposal and would
Oxfam is a charity dedicated to the alleviation and permanent solution to poverty and injustice. With operations in 98 countries it is truly multinational. This plan is a continuation of a marketing audit based on a charity shop by Chu (2011)
The charity shop is located on the Scarborough high street. It operates mostly off donations from the public, selling second hand goods, third party gifts and the occasional new item. Its target markets include, the religious, those aged over 56, the high income earners and the university students. The store operates amidst many of its competitors with numerous charity shops in and around the area.
Situational Analysis
Oxfam is in the third sector which refers to charities and voluntary organisations, a growing sector seeing increases everywhere from a 23% increase in the amount of employees from 1999 to 2008, (AGCAS, 2010) and an increase of about 10,000 charities a year. (Hankinson, 2000)
Scarborough is a quiet seaside town that turns into a buzzing tourist resort during the summer months; with two quiet, safe beaches, a plethora of shops and arcades, tourism is the second biggest industry in Scarborough generating about £380 million a year. (Scarborough Borough Council, 2004)
The population has seen a massive increase in the amount of age eligible higher education students, registering an increase of around 49.8 percent from 2001-2009 (North Yorkshire County Council). Scarborough is also considered an old people’s town because it plays home to about 6% more people aged over 60 than the national average.
Source: North Yorkshire county council
Politically Oxfam is having mixed success with the current hung parliament of the UK with the Liberal Democrats and the Conservatives sharing power. Neither party has any direct agenda that would hinder Oxfam, but the projected public spending cuts would affect the grants given to charities like Oxfam meaning they have less money at their disposal and would