The paper "Marketing Strategy and Management of Invercargill Licensing Trust" is a perfect example of a case study on marketing. Invercargill Licensing Trust (ILT) was established in 1944 to end the prohibition era in Invercargill which went on for 38 years and was considered the best method for reinstating alcohol licenses in the area. ILT has grown to be a famous organization in Southland and the rest of New Zealand. The organization is community-owned and focuses on giving financial support to initiatives and needy youths around its area of operation. The success of ILT has come as a result of good management, effective financial control, and good tactical decisions.
ILT aims at making profits in order to benefit the community but, its mission differs from that of an ordinary profit-oriented commercial organization. ILT has been criticized for being anti-competitive and thus this paper will seek to analyze the validity of that claim. It will also address the social responsibility of an organization to its customers and community as well as the contradictions in ILT’ s mode of operation in providing a public good.
Moreover, it will analyze the sustainability likelihood between an organization with the ILT model and a profit-centered commercial organization. The paper will also talk about having an organization similar to ILT or using a private profit-making organization to develop the local economy and the replication of ILT experiences in my locality. Invercargill Licensing Trust Introduction A prohibition-era began in 1906 and hotels that were operating in Invercargill were closed down. After 38 years, the prohibition ended and a debate was raised regarding the best way of reinstating alcohol licenses. Invercargill Licensing Trust (ILT) got a directive to retail liquor and offer catering and accommodation facilities in 1944 with a requirement of distributing the earned revenue for charitable, recreational, philanthropic and cultural purposes in the community.
ILT is now a renowned organization both in its area of operation in Southland as well as all over New Zealand. It is owned by the community and aims at providing an efficient and effective corporate structure, ensuring it provides quality products, facilities and services, and maintaining profitability so as to give continuous benefits back to the community (Walker, 2008).
This paper will analyze ILT in terms of its success, mission, competition, social responsibility, sustainability, and replication. Success of ILT ILT has been successful because of several reasons. The main reason for its success is good management. The organization has operated under the drive of skilled executives as well as trustees. ILT’ s management team provided it with the best management skills through the setting of achievable goals and applying the best strategies in achieving those goals.