Product Introduction by Oxfam

Question: Discuss about the Product Introduction by Oxfam. Answer: Company Analysis: The Oxfam is a not-for-profit, self-controlled, and secular company. To analyse the company, the following analysis has been done. Goals: Oxfam mainly focuses on poverty eradication, disaster relief, researching policy, and advocacy. In Australia, Oxfams activities are funded by community donations. Helping the poor nations to come out of the poverty line and making a sustainable income source is the Oxfams primary goal (Australia 2015). Market Share: The organization is currently working in eighty-five countries, reaching more than 22 million people. This wide range of market grasp has been possible due to the support of more than three hundred ten thousand campaigners and donors. According to the ideas given by Mel and Cox (2015), the organization has one hundred thirty-six producer partners. Service Quality: The company advocates of products with high quality, which is good for the environment. The service provided by the organization not only triggers awareness regarding social issues like climate changing and inclusion of indigenous people, but also helps those people who are not able to earn their basic income (Australia 2017). Financial Status: The organization currently has net assets of 17,918 thousand dollars. It uses more than seventy percent of the donations for advocacy programs. The rest is used for fund raising, promotion, and administration. The financial status of the company is not complicated due to its non-profit operations. Organizational Strategies: The primary strategy that has been adapted by the company is to make a sustainable organizational system. The products sold by the company are environment friendly and the products are there to aware people about the diversity and societal requirements. Competitor Analysis: Major Competitors: The competition in the market where Oxfam operates is minimal as the companys focus is not on profit earning. The similar organizations operating in the same market are Greenpeace Australia, Wilderness Society, Their Goals and Objectives: The primary goals and objectives of these competing organizations are improving the concepts of environmentalism and bringing peace to the societies. Marketplace Behaviour: The competitors of Oxfam try to capture the better share of the market by using the methods of nonviolence, lobbying, research regarding the products and their production process, and innovating new products and productions processes. The urge of being at the top of the list makes the equilibrium price low. Growth: Growth in this industry is mainly based on the strategies implemented by the organizations. The mostly followed strategy by the organizations is adapting a sustainable approach. The growth in the industry is high. Oxfam Australia reached more than seventeen million people in the last seven years. As stated by Cousins (2014), the growth of these organizations is also highly supported by the government of Australia. Positioning: The following positioning map shows the place where Oxfam Australia is currently operating in the market. Figure 1: Positioning map of the not for profit organizations in Australia. Source: As created by the author. Service Quality: The service quality in this industry is high as the quality guidelines are created following the ethical boundaries. As stated by Deen (2014), the service quality of Oxfam Australia is determined by comparing the perceived expectations and the perceived performance. The high sustainability and quality of the products add value to the service quality of the organization. Customer Analysis: Customer Profile: The customers of the organization belong to every consumer group irrespective of their gender and age. The products are suitable for using in both indoor and outdoor events. Target market: The target market of Oxfam Australia for the new product Nakshi Katha belongs to all income groups. The multiple use of the product increases the size of the target market. People of all age group and sex from the households of the economy belong to this target market. The target market excludes the corporate sector of the economy. Market Segmentation Based on Customer Behaviour: Based on the customer behaviour, the market can be segmented in four different ways namely geographic, demographic, psychographic, and behavioural. The geographic segmentation incorporates regions, cities, states, and neighbourhoods. The customers belonging in the cold areas like Brisbane and Canberra and their peripheries will get high utility from using the Nakshi Katha. The demographic segment divides the market according to the gender, age, sex, family, and income. Those families staying in hilly areas can use this product. The stylish bed sheets and slim blankets are useable for all age groups irrespective of gender. The low price rate of the products makes Nakshi Katha easy available to all income groups. The psychographic segment deals with the lifestyle, social class, and personality. The blankets of Nakshi Katha are suitable for people from all the social classes. The products variation supports their lifestyle (McLeod 2014). The behavioural segment of the market deals with the user status, usage rate, and benefits from using the products. The quality of the products is high. It supports high usage rate, as the wear and tear of the products are minimum. According to the views given by Islam (2013), the products of Nakshi Katha are cheap with high utility value. It makes the use of these products very benefiting for the consumers. SWOT Analysis: Internal factors Strengths: Highly established. Strong and positive reputation within and outside the country. Strong performance increasing strategies. High service quality. High product quality. Nakshi Katha is a cheap product. with high quality. User-friendly. Weaknesses: No specific sponsors for the organizations projects. Entirely depending on donations. Nakshi Katha is not well known to the consumers. The supply of Nakshi Katha is relatively low as the product comes from Bangladesh (Ali 2014). External factors Opportunity: Huge youth audience. More than 130 producer partners. Highly maintained supply chain. Low price of Nakshi Katha. High benefit possibility for the Bangladeshi producer partner as well. Threats: Many organizations existing in the same industry. Similar messages and campaigns are run by many organizations. Maintaining enthusiasm among the well-wishers becomes hard in long run. Nakshi Katha being delivered from Bangladesh takes time to enter the Australian market (Lawrence 2013). Shortage of supply can create negativity among the consumers of the product. Table 1: SWOT analysis for Oxfam Australia. Source: As created by the author. Objectives: The primary objective of Oxfam Australia will be increasing the sales of Nakshi Katha by creating awareness in the population about the products. The secondary objective of the organization is to generate revenue for the makers of Nakshi Katha in Bangladesh, who struggling in poverty (Khan 2014). References: Ali, S.M., 2014. Museum and research center for the traditional textiles of Bangladesh (Doctoral dissertation, BRAC University). Australia, O. (2017). The Power of People Against Poverty. Oxfam Australia. Available at: https://www.oxfam.org.au/ [Accessed 18 Jan. 2017]. Australia, O., 2015. Oxfam Australia Strategic Plan Outcomes Report of three Strategic Plan goals. Cousins, S., 2014. On the Home Stretch: Why Australia must use its final months on the UN Security Council to advance the rights and safety of civilians. De Mel, A. and Cox, M., 2015. The new global goals-the world's biggest challenge. Ethos, 23(4), p.15. Deen, N., 2014. Oxfamsupported networks in Vanuatu Review Report. Oxfam Australia, September. Islam, M., 2013. Taaga and its brand challenge: a perspective of consumer view. Khan, A., 2014. Employee Engagement Programs Designed by Aarong for different levels of employees. Lawrence, K., 2013. Stitched in the Margins. Architectural Theory Review, 18(2), pp.164-174. McLeod, J., 2014. A peaceful pedagogy: Teaching human rights across the curriculum. Procedia-Social and Behavioral Sciences, 152, pp.1225-1232.