The paper "Marketing Plan for Non-Profit Organization SecondBite" is a perfect example of a marketing case study. SecondBite is a non-profit non-governmental organization that identifies sources of surplus food and produce, which may otherwise have gone to waste, and facilitates its timely and safe distribution to people agencies in need. The organization helps increase access to good quality food among underprivileged and homeless Australian families and individuals in order to alleviate the negative impacts of social exclusion. SecondBite specializes in the distribution of fresh food and produces that needs special handling and which has a limited shelf life.
The food that is collected is delivered to about 150 community organizations and relief food agencies of various levels of complexity. The organizations supplied are those that have no capacity, resources and/or skills to handle these foods and produce themselves. In 2009, the organization uses generously donated large cool rooms, refrigerated vans and warehouse premises and 326 volunteers in order to prevent about 700 tonnes of fresh food from being thrown away in Tasmania and Victoria. Instead, the food was redistributed to thousands of homeless people, some of them living under disadvantaged circumstances. In February 2009, Victoria suffered tragic bushfires.
SecondBite’ s mobilization efforts led to the donation of fresh foods being made. The donations, which would definitely have gone to waste, were distributed to various relief centers. This is the only organization that operates in Tasmania and Victoria, with the focus being put on the collection of fresh food and delivery to homeless people. The organization’ s simplicity of model enables it to be flexible in order to maintain a high quality of perishable foods. The food that is salvaged is distributed in an impartial manner, to both large and small organizations, in order to ensure the sustainability of its programs, in the best interest of malnourished groups and individuals. situation analysis SecondBite’ s future lies in the success of its food management projects, all of which are aimed at bridging the gap between need and surplus.
All projects undertaken by SecondBite are regularly evaluated in order to ensure they are in line with the organizations' missions and goals. The aim of the organization’ s activities is to ensure that there is food security for everyone.
The organization hopes to be able to fulfill this mission through the constant supply of volunteer labor from all over Australia. The main restriction is the availability of funds. Market Summary SecondBite possesses all the facts and information that is needed in order to be able to serve food-insecure agencies and organizations better. Through this understanding, SecondBite is able to manage the tasks of food collection and delivery in an economical way. Depending on the prevailing circumstance, the food is heavily subsidized or donated. Target Markets The main target market for SecondBite include agencies, retail outlets, and disadvantaged, food-insecure individuals in Tasmania and Melbourne.
In several areas in Melbourne, the target is always to put in place logistics, programs and practices that reduce energy consumption and food miles. Local volunteers are depended on in the task of collecting fresh food supplies from donors, through the “ Community Connect initiative” .
Grönroos, C, 1995, ‘Relationship marketing: The strategy continuum’ Journal of the Academy of Marketing Science, Vol. 23, No. 4, pp. 252-254.
Jackson, S, 2003, ‘Recent Research on Team and Organizational Diversity: SWOT Analysis and Implications’, Journal of Management, Vol. 29, No. 6, pp. 801-830.
Jain, S, 2008, Marketing Planning and Strategy, Souther-Western College Publishing, London.
Jennifer, Z, 2009, Break-Even Analysis, American Nurseryman, New York.
Kotler, P, 2008, Armstrong, G, Principles of marketing, Routledge, London.
Luther, W, 2001, The marketing plan: how to prepare and implement it, MacMillan, New York.
McDonald, M, 2008, Marketing plans: how to prepare them, how to use them, Oxford University Press, Oxford.
Smith, D, 1990, ‘Beyond contingency planning: towards a model of crisis management’ Organization & Environment, Vol. 4, No. 4, pp. 263-275.
Zeitham, V, 1985, ‘The New Demographics and Market Fragmentation,’ The Journal of Marketing, Vol. 49, No. 3, pp. 64-75.