The paper "Marketing Strategy and Management: Case of Invercargill Licensing Trust" is a delightful example of a term paper on marketing. Licensing Trusts have a long-standing history in New Zealand starting in the mid-1900s when the government of the time declared drinking a public menace in the country. Invercargill Licensing Trust (ILT) was among the pioneering licensing trusts founded with the aim of reviving Invercargill city through the reintroduction of liquor sales. The trust was proposed and implemented in 1944 and operates under the Sale of Liquor Act 1989.
The mission of the trust is to ensure the liquor is sold with care, moderately and responsibly. ILT operates as a not-for-profit organization, that is, it directs all returns obtained from the sale of liquor as well as other entertainment activities it offers, to community projects. Its vision is to enhance the wellbeing of every person in Invercargill. The strategic approach of supporting the community has earned ILT outstanding success. The people of Invercargill trust ILT and this is demonstrated in their readiness to support the organization through sponsorships, donations, and voluntary work.
The unique position of ILT can also be pointed to its exceptional kind of leadership that is mostly dominated by highly influential government figures including the city mayor and councilor. Owing to the special privileges offered to ILT, its rivals have continually contended that trust is a monopoly a factor which has earned it a monopoly and competitive advantages. This case study analysis seeks to discuss pertinent issues within ILT that have earned it an exemplary position among other licensing trusts as well as liquor retailers in Invercargill. 2.0 Success Factors of ILT Supportive leadership Good management is important for any organization that pursues the achievement of its goals Kelly et al (2011) states that management, like a brain, is the main function of the entire organization which therefore implies that it makes all other functions in the organization run smoothly.
Management is particularly fundamental in a not-for-profit organization as the organization is usually held accountable to a lot of stakeholders with the general community forming the largest percentage. Basic roles underlying managerial positions include systematic and careful planning and organization of projects, their effective execution, precise monitoring and fine-tuning of contingencies.
In this regard, a highly professional and competent management team is required. ILT demonstrates a properly managed organization that directly points to its success. The people of Invercargill do appraise ILT for its proper management which greatly contradicts other not-for-profit organizations and monopolies having special privileges.