INTRODUCTION TO MARKETING

SITUATION ANALYSIS FOR THE NATIONAL

BREAST CANCER FOUNDATION
NEVE TUFUGA
S5099959

TUTOR: SARA QUACH

TRIMESTER 2 – 2017
Word Count: 2061 words

Neve Tufuga – s5099959 Page 1

TABLE OF CONTENTS

Table of Contents ................................................................................................................................................. 2

Introduction and Company Background ........................................................................................................... 3
Introduction ....................................................................................................................................................... 3
Company Background ..................................................................................................................................... 4
Situation Analysis ................................................................................................................................................. 5
Market Analysis ................................................................................................................................................ 5
Macro Environment Analysis .......................................................................................................................... 7
Political Analysis .......................................................................................................................................... 8
Economic Analysis ....................................................................................................................................... 8
Social Analysis ............................................................................................................................................. 9
Technological Analysis .............................................................................................................................. 10
Legal Analysis ............................................................................................................................................ 11
Environmental Analysis ............................................................................................................................. 11
Micro Environment Analysis ......................................................................................................................... 12
Company Analysis ..................................................................................................................................... 12
Competitor Analysis ................................................................................................................................... 14
Competitive market Summary .................................................................................................................. 15
Consumer Analysis .................................................................................................................................... 18
SWOT Analysis .......................................................................................................................................... 19
Objectives ........................................................................................................................................................... 21
Marketing Objectives ..................................................................................................................................... 21
Reference List .................................................................................................................................................... 22

Neve Tufuga – s5099959 Page 2

INTRODUCTION AND COMPANY BACKGROUND

INTRODUCTION

The non-profit sector within the Australian society is positioned as the ninth largest contributor to
economy in 2017 throughout Australia. (Probono Australia, 2017). They are organisations that consist
of various groups of committed individuals to provide a service to eventually advance a cause,
furthermore it is pertinent that they address their attention to improving the overall quality of life of
individuals in Australia, which is precisely what the National Breast Cancer Foundation (NBCF) hopes
to ultimately achieve. The non-for profit industry is experiencing a significant increase in the overall
growth rate in charitable giving, as statistics show that 14.9 million Australians gave $12.5 billion to
charities and not-for-profit organisations over 12 months in 2015-
16. To show the significant increase, we can compare this to the only $10.1 billion that was given to
the non-profit sector and charity sector in the year of 2005 (Philanthropy Australia, 2017). The
success of this sector is critical as it impacts the performance and success of major Non-for Profit
organisations such as the National Breast Cancer Foundation. For the NBCF to achieve this goal,
they must utilise this increase as an opportunity to invite more prospects as well as generate further
charitable giving. Hence, the development of the Pink Ribbon Cup Race Day, in the Gold Coast,
which aims to develop a pivotal product, to further generate charitable giving. To achieve this, it is
pertinent they utilise the continual growth in the market. To understand the role of NBCF I aim to
critically analyse both the Macro and Micro Environments of the Company through PESTLE, SWOT
and through Company, Competitor, Competitive market and Consumer analysis. This will offer
relevant objectives that will develop guide the Pink Ribbon Cup Race Day event.

Neve Tufuga – s5099959 Page 3

COMPANY BACKGROUND

The National Breast Cancer Foundation (NBCF) founded in 1994, was the beginning of a not for
profit organisation, that aimed to promote awareness (as well as enhancing the understanding of
the risk factors) and support research for the prevention, and furthermore cure for Breast Cancer.
(National Breast Cancer Foundation, Australia Website). During the year of 2002, the NBCF
soon established itself to be the leading charity in cause related marketing within Australia,
despite being 100% entirely funded by the population of Australia, with 0% government funding.

As an organisation, the NCBF offers, social media events, brand awareness initiatives and
fundraising events for example the ‘Pink Ribbon Cup Race Day’ that further aim to improve
detection, treatment and prevention of Breast Cancer. The performance of the National Breast
Cancer has only ever so increased since establishment and this can be conveyed through
events such as The Pink Ribbon Breakfast campaign, which since the commencement in 2003,
has raised more than $20 million in donations. It is through these events that they offer advice,
and support for those who have suffered of or been affected by this disease, to re-connect and
revolt against Breast Cancer, and with such donations, it creates an opportunity for them to fund
extensive breast cancer research Since the establishment, the NCBF have allocated more than
$140 million that contribute to the funding of 479 Australian based cancer research projects that
have improved both, the quality of life for those who suffer from Breast Cancer as well as the
effectiveness of therapies. In Collaboration with professional researchers, a continual growing
population of enthusiastic volunteers, corporate sponsors and speakers, and amazing support
from more than 88,000 Australians, the NBCF hope to achieve their goal of zero deaths from
Breast cancer by the year of 2030.

Neve Tufuga – s5099959 Page 4

SITUATION ANALYSIS
MARKET ANALYSIS

Today an extraordinary 600,000 Non-for-Profit Organisations (NFP’s) exist within Australia, and
as of July 1, 2014, there were 60,755 charities registered with the Australian Charities and Non-
for-Profits Commission. To show the vastly increasing population of Charities, we can compare
this to an increase of 10% (7500 charities) that currently existed in October 2011. (Professor
Myles McGregor-Lowndes, 2014: page 1). Figure A below, demonstrates that in the epoch of 20
years, the growth of Charity organisations doubled every 2 decades since the beginning of
1850. In conjunction with the sector growth, the staff and volunteer numbers also experienced
an extreme increase, growing from just over 1 million volunteers in 2013, to 1.2million staff.
(Australian Charity Summary Report,2015). Throughout the existing 600,00 Non-for-profit
organisations, 3 million workers are unpaid volunteers, which also provided over $17.3 billion
worth of unpaid labour in 2015.

In the year of 2015, 50,908 charities generated an extraordinary $134.5 billion worth of income,
in comparison to a very little $107,840 million income during the years of 2012 & 2013. “The
sector makes a significant contribution to the Australian economy. In 2012–13 it accounted for
$54,796 million or3.9percent of GVA, which is more than twice as large as the entire economic
contribution of the state of Tasmania; and larger than the agricultural, forestry and fishing
industries (2.4 per cent) and the information, media and telecommunications and media
industries (3 per cent)”. (Professor Myles McGregor-Lowndes, 2014: page 1) This shows us just
how significant the NPF industry contributes to the Australian Economy. The current trends in the Not-
for Profit Industry, consist of an overall growing sector income, increasing 20% from 2014 to 2015. This
also produces a 11%, higher than Canada, who had a growth of 6.4%.

Figure A: (growth of charities) Figure B: Growth in Charitable

giving on one year

(The Conversation 2016)

Neve Tufuga – s5099959 Page 5

Trends in Charitable giving also experienced a severe increase throughout Australia in the
previous decade or so. In 2005, an estimated $10.1 billion worth of Charitable Giving was
received, but was slowly outdone by a $12.5 billion Charitable Giving income, donated by 14.9
in 100 Australians and an overall 81% of the Australian population in 2015 and 2016. To
emphasis the extreme accumulation, we can compare this to a decade ago, where in Australia
the Charitable giving sector, reached a total of $4.7 Billion worth of donations. (Australian
Charity Report 2015). Twelve months into February 2016, the rate of growth in the NAB
Charitable Giving Index increased up to 6.5%, from only 2.4% in the year of February 2015.
That's a total difference of 4.1% over a 12-month period, which is also represented in Figure B.

Neve Tufuga – s5099959 Page 6

MACRO ENVIRONMENT ANALYSIS

Effective marketing demonstrates an analysis of a company’s macro environment. The

outlook on the not-for-profit sectors environment that encompasses outside, uncontrollable
factors. Although they are beyond the company’s control, by continually monitoring the
dynamic environment and adapting to these changes pertinent, it will allow the NBCF, to
advance with patterns and regulations in the industry.

A political analysis accumulates the influential decisions of politics on the marketing

environment. For example, the regulations, determined by the government such as taxation
and government rebate policies, subsides and government funding/grants.

The Economic analysis consists of an indication to a company of the monetary status within a
society for example currency fluctuations, interest rates, to the extent of the confidence in a
consumer, which outlines the willingness of the consumer to spend.

The identification of Sociocultural influences is critical as it investigates the social behaviours,

and preference patterns that are evident and characterise our society. Using demographic
trends and patterns will assist the transmission of data to companies to help them recognise,
adapt and support these trends.

The Technology analysis if vital for a successful competitive advantage as it identifies the new
emerging technologies that should be embraced and furthermore incorporated into practice
throughout the Companies. Firstly, they must convey a willingness to adapt methods to increase
commercialisation through online social media avenues which could potentially generate income.

Furthermore, the Legal Analysis, provides the framework and importance for the non-for-profit
sector to abide by the laws and regulations in place. Companies must alter practices to address
the continually changing nature of legal standard, essential for company success.

The Environmental analysis addresses the protective urge towards sustaining the
environment, while also being mindful of the environment and ecological aspects such as
climate change, weather, pollution and waste disposal.

Neve Tufuga – s5099959 Page 7

POLITICAL ANALYSIS
The Australian Act established as a regulatory system responsible for the registering of
Non-for-profit Act entities in Australia. It aims to protect, and enhance the public relationship
2012 with the not-for-profit industry. If fail to register, and follow regulations, it
neglects the access to certain Commonwealth taxation concession.

Australian The opportunity to seek deductions in tax payments, and exemptions

Taxation Office including Fringe Benefit Tax (FBT) are available if you are a valid
(ATO) Deductible Gift Recipient (DGR) that predominantly donates to the Not-
For-Profit sector. These benefits, encourage more donations from
dominant donators.

Not-for-Profit This bill was introduced to ensure that the NFP sector was not prevented
sector Freedom from the opportunity to advocate on Commonwealth law. It eliminates the
to Advocate Bill question if it is appropriate for the NFP sector to operate as advocates,
2013 (Parliament and provides this sector with equality in the Commonwealth law, policy and
of Australia) practice.

ECONOMIC ANALYSIS
Average Weekly Earnings (2017) –
(Australian Bureau of Statistics)
The ABS states that a total of Full Time Average
weekly ordinary time Earnings to increase a total
of 2.2% in 12 months. Revealing an opportunity for
more charitable giving. The ABS also show the
increasing of the national weekly median income
(for those above 15) increasing from $557 (during
2011) to $662 (in 2016).

(Australian Bureau of Statistics, 2016)

Neve Tufuga – s5099959 Page 8

 Inclining Australian Inflation Rate Value (2016/17) The overall consumer price in Australia faced an
and Gross Domestic Product (GDP) Value.
extreme incline from 1.5 percent in the fourth
quarter of 2016, to 2.1 in March 2017, claiming to
be one of the highest inflation rates since the
beginning of 2014. This prompts an issue, as the
inflation rates increase, the willingness of
consumers to donate, will most likely by re directed
to necessities.

(Trading Economics, 2017) Similarly, the GDP is used

to indicate the overall status of the Australian
economy. It provides an indication of the level of
spending individuals will meet.

Incline in Australian Consumer Spending Forecast.
Estimated rises of Australian consumer spending
suggested a stable economy. It is also claimed that
the Non-for-profit sector will face beneficial news,
as they predict more probable donations (Trading
Economics, 2017)

SOCIAL ANALYSIS
Ageing Australia has one of the highest life expectancy in the world, and are now currently facing a
population
Incline in population that has never been this old. In 2014, the number of people over 65 and over
Australia tripled to 3.4 million, accounting for over 15% of Australia’s population. Although older
people are trying to achieve a high standard of overall health, the incline of population also
resembles an increase in chronic diseases in Australia, including Breast Cancer. (Australian
institute of Health and Welfare, 2017)

Increasing An overall lifestyle trend of being health conscious has risen immensely, forcing individuals to
Interest
towards be conscious of the risk factors, and at the same time educated thoroughly enough on the
healthy early detection and prevention strategies. This is done through the initiatives employed in
living.
events such as the Pink Ribbon Cup Race Day as well as through the creative advertisement
and promotional materials, that also respect the strong ethical behaviours and culture in
society. Diminishing the deception in advertising and providing true statistics and facts.

Neve Tufuga – s5099959 Page 9

 Donations Non-for-profit organisations must control funds ethically, due to a risk of reducing or even
are being
yet erasing the public’s trust and confidence that is withheld in the Non-for-Profit sector
used
ethically. within Australia. (Australia Charities and Not-for-profits Commission, n.d)

TECHNOLOGICAL ANALYSIS
Accessibility to online donations and This movement became an important platform
Charitable income.
to receive direct public donations from the
Australian Public, due to advance
developments in technology and web
formatting. This is beneficial as
NBCF.ORG.AU has had 340,000 visits. 40% of
the viewers were from mobile devices, offering
a critical opportunity to receive donations.

Use of Social Media as an advertisement
platform and communication avenue.
Social media is a critical vehicle for the Non-
for-profit Industry and their customers to
communicate the up and coming events, and
give them the opportunity to utilise it as a
marketing tool, for advertisements.

Opportunity for jobs as well as flexibility for
volunteers.
Due to the extreme development of
databases, the opportunity for employees and
volunteers to complete work from home, even
when off the premises of the organisation has
erupted

Neve Tufuga – s5099959 Page 10

LEGAL ANALYSIS
Australian Charities and Not-for-profits The Australian Charities and Not-for-profits
Commission Act 2012. Commission act, 2012, is an act to establish
an over-arching framework, that identifies the
responsibilities, entitlements and other
regulations they need to follow. Its objective is
to maintain and enhance the public’s trust and
relationship in the Not-for-profit sector, to
support and sustain the industry.

Not-for-profits organisation must be aware of Each state obtains differing laws, which the
individual state laws when operating Not-for-profit sector must be aware of, to
nationally. implement guidelines in order to comply with
these laws.

ENVIRONMENTAL ANALYSIS
Pressure for fundraising events and products There is an increasing interest in the
to be sustainable. sustainability of products and everyday
lifestyle. If the not-for-profit sector do not aim
to approach fundraisers and products with a
sustainable approach, they will lose interest
from consumers.

Neve Tufuga – s5099959 Page 11

M ICRO ENVIRONMENT ANALYSIS

COMPANY ANALYSIS
The National Breast Cancer Foundation, continues to achieve outstanding results in both their
clinical research, as well as the fundraising events, and charitable giving. Through this success,
they have achieved great milestones, such as having a 90% chance survival rate once
diagnosed. It is also by utilising such extensive research to continue to strive towards the Zero
Deaths from Breast Cancer by 2030. However, by predominantly focusing their research on one
type of cancer, within one type of subgroup, they seem to also be decreasing the opportunities
for further donations and support.

Three major positives regarding the National Breast Cancer Foundation:

National The NBCF is Australia’s leading not-for-profit organisation,

Acknowledgement/Recognition: and has been since 2002. Due to such great contribution to
research, and so much community giving, they have gained
a reputation. This has created a relationship between the
organisation, patients, families and the local community,
which has developed loyalty and a certain trust between all
parties.

Fundraising: A major positive of the National Breast Cancer Foundation,

is that it provides fundraising events, which further contribute
to the success of research into Breast Cancer cure and
prevention. These fundraising events, are 100% community
funded, which do not provide the company with any profit.
Since 1994, an increasing $97 million worth of fundraising
money was generated and furthermore, funded 340 Breast
Cancer research projects. (National Breast Cancer
Foundation, n.d) With such donations, they can expand their
research limits, in hopes to find the final cure.

Research : A major positive regarding the National Breast Cancer

Foundation, is their ongoing commitment and contribution to
funding the research into the cure and prevention of Breast
Cancer, to ultimately achieve their 2030 goal of zero deaths

Neve Tufuga – s5099959 Page 12

 caused by Breast Cancer. Through conducted research
themes including early detection, family genes,
personalised treatment and prevention techniques, the
NBCF continue to examine the nature of Breast Cancer.
The psychosocial developments, also explored by the
NBCF through this research, aim to support and provide
beneficial information on the after treatment of past
sufferers, which with improve their quality of life.

Three major negatives regarding the National Breast Cancer Foundation:

One Priority: The NBCF place a primary emphasis on Breast Cancer research and solely
Breast Cancer. This eliminates any opportunity for other individuals who suffer
with alternative forms of cancer, but who still seek support from such an
influential and well-known organisation.

Involvement The NBCF unfortunately focuses predominantly on women patients with

of other Breast Cancer. Although, women do have a significantly higher incidence and
subgroups mortality rates of Breast Cancer, there is also the exist ence of Men with
(apart from Breast Cancer. To maintain a strong relationship, with all groups in society, the
women): NBCF should aim to invite a greater audience of men, not only to support and
enhance their wellbeing, but to encourage fundraising and raising awareness
through their society. By having a greater proportion of the Men population
who understand and have great knowledge on Breast Cancer, will help them
support the rest of the population who are affected by this disease

Work Due to the NBCF being a not-for-profit organisation (not to mention with no
opportunities: government support), this large organisation does not create the opportunity
for jobs within this sector, because all workers are volunteers. This means that
for some individuals, working such long hard hours, will not generate any
income.

Neve Tufuga – s5099959 Page 13

COMPETITOR ANALYSIS
The competitor analysis demonstrates how the company is performing against its competitors in the
sector. Companies need to seek to understand their competitor’s offerings, to further look beyond
those offerings and demonstrate it ‘better’. The competition structure within the Not-for-profit sector is
a ‘Monopolistic Competition” as the competitors in the NFP sector offer similar products that are like
other company’s products. This nature of competition will force company’s such as NBCF to strive for
different unique approaches and products to appeal to their consumers. Competitors for the NBCF
include both direct and indirect organisations such as McGrath Foundation, Starlight Children’s
Foundation, Leukaemia Foundation, Australian Red Cross and Cancer Council. The direct
competitors offer services and research regarding a similar topic to NBCF, while indirect competitors
provide different services and research concerning alternative issues. This analysis will allow NBCF to
recognise their position in the market.

Competitor Similarities Differences

-Target Market consists of those who have or are
McGrath
currently suffering from breast cancer.
Foundation
- Conduct multiple fundraising events to support
(Direct)
research into Breast Cancer.
- Utilise Breast Care nurses
- Uses a sporting approach to
implement better lifestyle
choices/decisions to enhance
-Specifically, oriented around Remote
and Rural locations within Australia.

Cancer Council -Focuses on Cancer prevention, and helps
(Direct) individuals recognise lifestyle choices that are both
protective and risk factors.
-Supports Cancer patients and families.
-Holds fundraising events for research.
-Supports more than one type of
cancer as opposed to one focus.
-Operates based on a state situation,
but contributes as one organisation.

Leukaemia -Aims to support families and sufferers of Cancer -Provides accommodation and
Foundation related illnesses. transport to medical facilities
(Indirect) -Blood Cancer illnesses.
-
Starlight -Supports families and sufferers of Cancer patients. - Aimed at providing children with the
Children’s best experience while ongoing
-Strong trust and relationship with public.
Foundation medical procedures.
(Indirect) -Target market focuses on specific demographic. -Aim to create positive hospital
environment.

Australian Red -High promotion awareness through advertisement. - Focuses on health issues,
Cross (indirect) supporting individuals facing natural
- Fundraising aims to enhance quality of life.
disasters, and unfortunate situations.

Neve Tufuga – s5099959 Page 14

 COMPETITIVE MARKET SUMMARY
Competitor Target Positionin Product Price Promotion Distribution Strength/
Market g al Weakness

STRENGTHS:
McGrath Australian Nationwide Pink Stumps The Phone Shipping of
- Modern approach
Foundation women and focus, once Day McGrath application merchandise
to advertising
men aged again Breast Care available to
- Provision of
between 20- placing an Merchandise Nurses are Television Australian
Breast Care
80, People emphasis (hats, shirts etc.) free of Advertiseme Residents
Nurses
suffering on the charge, nts
- Empowering
from breast importance McGrath Active Allocation of
cancer. of access to Donations Social Media Breast care through events
such as high tea
Also, placing information High Tea accepted awareness nurses to
- Focuses on Rural
a focus on and (from $32 families and
those living research Patient support and more) Products communities and Remote
in regional from available for (specifically located individuals
areas, to individuals Application: purchase in rural and
assist in in rural allowing sporting remote WEAKNESSES:
accessing areas, to audience to be stores areas)
- High exposure to
information. help breast aware.
direct competition
They also decrease
- Limited target
aim to likeliness of
market, as
appeal to Breast
sometimes can
individual Cancer. ` focus primarily on
pursuing a
sporting events.
nursing
career.

• Individuals
Cancer who are Nationwide Merchandise $3.95 - Television Providing Strengths:
Council personally recognition, $69.95 advertiseme information on
influenced online and Protective nts the types of Addresses and supports
or affected face to face accessories Donations cancer, individuals with any type
or have fundraising against the sun accepted Supermarket protective and of cancer, as opposed to
experience events. One (sunscreen etc.) s, such as risk factors as focusing primarily on
d any form Merchandise Woolworths
of the well as how to one type of cancer.
of cancer. (pink maintain
• Those who leading Relay for Life ribbons) Newsletters healthy body Provides sources to
have lost funders of and lifestyles professional help, to
loved ones Cancer Biggest Morning Signage
to cancer, Research in Tea to further assist in early detection.
(billboards) reduce the
or are Australia
currently Daffodil Day risk of being Range of different
Fundraising diagnosed fundraising events to
fighting a
battle Events with cancer. cater to all types of
Quit smoking
themselve interests.
s. support
Delivery of
• Everyone
Girls night in merchandise Weakness/s:
•
- Merchandise, focuses
on sun protection
supplies.

Neve Tufuga – s5099959 Page 15

Leukaemia -Although -This -World’s All services Online - The World’s Strengths:
Foundation more Foundation Greatest shave are Advertiseme Greatest
common in is openly provided at nt, TV Shave - The Leukaemia
children and available to - Merchandise no charge to Advertising, Foundation provides
more males not just the patients and -Social Media personalised and
than metropolitan families. Foundation practical support for
females, this but also to Events, - Television people affected by blood
organisation the, regional Donations cancers and related
aims to and rural -Health blood disorders and
appeal to all areas Centres their loved ones.
individuals across
who are Australia. - Top 10 Australian
either charities
confronted It is
with this Nationwide
type of
cancer, or to Online Weakness/s:
their families
and friends. Face to
Face
fundraisers

• Australian • Educational
Starlight children -Nationwide, - Merchandise -$10-$50 - Wish and Strengths:
who are including such as (food usually. granting supportive
suffering face to face recipes, cards, programs -They focus on primarily
serious, fundraising Starlight wishing -Hospital - Social offered kids, giving extensive
but after events/progr stars) entries are Media within the support for those
hospitalisa ams as well free of hospitals suffering from serious
tion. as within the -Starlight: Day, charge, also -TV, News, across illnesses. Focusing on
• The Australia.
families community. Christmas, Ball, the Documentari Access to their basic wellbeing,
and friends Movie month, opportunity es online through the importance
that are Smile project to donate programs is of psychological health.
being etc. (online - Foundation also
affected by donations Events, available. -The implication of
the -Live wire online are also starlight express rooms-
children accepted) - Donations medical free space for
who are
suffering sick kids to embrace
serious inner kid life and take a
illnesses. break from the cycle of

Neve Tufuga – s5099959 Page 16

 medical treatment
procedures.

-They are able to visit

kids in rural and remote
environments as well as
focus on the indigenous
kids.

Weakness/s

- Focused on sick kids.

• Worldwide • World
Red Cross -Physical second -Donations -Social -Volunteer Strengths:
diverse recognised
and active hand stores are Media support to
target accepted communities -World Wide recognition
market. -Online and face -Television and
and focus.
worldwide,
• Those who to face donations -Free commercial
who need
require in fundraising Volunteer s assistance. - Focuses on all
health and individuals, who are in
assistance events. assistance -Blood
Donation need of assistance,
during
world -Red Cross -$5-$100 vans rather than one
disasters. Calling primary group.

-Door knocking Weaknesses:

-Merchandise -limited
(cards, artworks fundraising events
etc.)
Limited advertising
available, for further
donations.

Neve Tufuga – s5099959 Page 17

CONSUMER ANALYSIS
The consumer demographic of the Not-for-profit sector consists of wide variety of individuals and
groups in society, who are willing to set aside part of their income as a monetary contribution to
organisations and charities that seek to enhance the quality of life for individuals in Australia.
Consumers play a key role in the development of Not-for-profit organisations, so to support their
company, it is important for organisations to acquire new users, while maintaining and alternating
existing user patterns to keep interest and consumer use. Generally, the consumers in the not-
for-profit sector often willingly donate to those organizations that support and assist others who
are facing serious illness or injury, as a part of their Social Responsibility. These individuals or
groups consist of men and women, with particularly financially stable situations, that can donate
additional money. Typically purchasing within this sector, will consist of donations, or
merchandise that advertise awareness for the certain message they are conveying.

For the National Breast Cancer Foundation, consumers contribute to a massive percentage of
customers within their marketplace. Additionally, it is commonly known that individuals who
have recently suffered, or are currently suffering from breast cancer are involved as consumers
within the NBCF. This will also include people who are closely affected by their illness, such as
family and friends.

For example, The Pink Ribbon Cup Day will encompass several women between the ages of 20-
65. Women that are financially stable enough to participate in charitable events and fundraisers.
It will also incorporate women who live on the Gold Coast and who have personally been
victimized by Breast Cancer in some form. They will purchase merchandise such as hats,
ribbons and wine glasses to help contribute to the cause and show further support towards the
NBCF.

Neve Tufuga – s5099959 Page 18

 Consumer Analysis: National Breast Cancer Foundation (emphasis on the Pink Ribbon Cup Day)

Who are Patrons of the NBCF and Pink Ribbon Cup Race Day consist of young to middle aged men and
they? women between 20-65 (narrow focus on 30-45-year-old women). Main consumers include those
individuals who have experienced Breast Cancer or have been impacted by the presence of Breast
Cancer. Due to this experience, they will be influenced to support the fundraiser and socialise
with fellow sufferers/survivors. To expand consumer existence, the NBCF should aim to invite and
attract a higher attendance of Men.
What do They can purchase tangible products such as hats, and ribbons, as well as intangible products
they such as support and relationships.
purchase?
How do they During the Pink Ribbon Cup Race Day, the purchasing products will be available on display. They
approach are a donation, that is then donated to support the research.
purchasing?
When? Consumers can purchase at Fundraising events, as well as online and within stores in the
marketplace such Woolworths. During Pink Ribbon Cup Race Day, all the purchasing items
available will be sold within the event.
Where? These products are purchased online, at events such as The Pink Ribbon Cup Race Day and at
retail stores.
Why? The consumer demographic contributes by donations and purchasing of products to support and
assist the extensive high quality research into Breast Cancer, in hopes to end it and find a cure.
Majority of the time they have either been directly or indirectly affected by the chronic disease,
and aim to give back to a company who consistently provided support.

SWOT ANALYSIS
A SWOT Analysis of a company recognises the internal strengths and weaknesses of NBCF and
the opportunities and threats to be considered from the external environment. The strengths
highlight areas of successful practices, from NBCF which include such aspects such as
reputation, the relationship with the public and the amount of funding received through this
relationship. Weaknesses are those areas that need further attention and improvement to further
benefit the Company. This may include elements such as only having a limited source of funding,
as they do not receive Government funding, limited merchandise or the limited advertisement
within society about both NBCF and their fundraisers. Due to the rise of Social Media, NBCF
should utilise opportunities for increasing social media awareness and advertising, as well as
using this as a direct communication channel for their consumers and customers. In the external
environment, there are also threats that may pose potential risks to the company such as an
extreme increase on Cancer funding not-for-profit organisations. This analysis will overall
determine the current performance of the business, and potential opportunities for further
success in the not-for-profit industry.

Neve Tufuga – s5099959 Page 19

 STRENGTHS
-NBCF have developed a
stable relationship
between the public and
society. This relationship
has further assisted the
NBCF in gaining a strong
reputation in the Not -
for-profit industry as well
as the Australian Nation.
-This strong company
reputation in society has
also been built due to the
intense relationship
between NBCF and well
recognized corporate
sponsors.
-Nationwide
fundraising events that
are 100% community
funded - which conveys
the strength on public
contribution.
-Up-to -date online social
media – that enables
online donations and
further awareness
through platforms such
as Facebook.
-Encourages Male
participation through
“real men wear pink”
fundraiser.
-Wide range of products
and collaborations with
corporate partners,
identifiable in public
society.
Neve Tufuga – s5099959
WEAKNESSES
-Although NBCF has
such significant OPPORTUNITIES:
community funding, THREATS:
it is the only form of -To utilise the “Real
financial support, Men Wear Pink”
-Rise of
apart from donations campaign and put
competitors in the
from corporate pressure on those to
sponsors. Not-for-profit
promote and advertise
sector, may mean
- Unlike other the company more for
that consumers
organisations, greater awareness.
are looking for a
(McGrath
different
Foundation-Breast -Opportunity for new
Care Nurses), NBCF cause/illness to
products, ones that are
does not personalize support, as there
sustainable to address
experiences or are already so
the increased interest in
address individuals many Cancer
sustainability.
face to face, but Charities in
rather works towards
- Utilise Social corporate existence.
research.
and celebrity
- Interest increase
-It has updated online endorsements, to use
media advertisement in sustainability
social media as a direct
sources, but has may cause dislike
platform for
limited promotional to products such
communication about
strategies in the as straighteners
the company and its
physical world. &toys which
aim, which will help
-only acquire a limited
demonstrate
create a stronger
amount of men to help other practices.
support base.
support and promote
the NBCF. -Create personalized
experiences for
-Fundraisers such as
patients and suffers,
Pink Ribbon Cup Race
Day exclude audiences such as one on one
such as kids from Breast Care Nursing
participating. Are not appointments- to
consistent through increase trust and
year. comfortability.
Page 20
O B JE C T IV E S

M A R K E T I N G OBJECTIVES

Marketing objectives are encouraged to help a company Grow and utilise all opportunities for
further success. The SWOT analysis should be considered when creating objectives, and these
should also be focused on expanding both awareness of the company and participation of the
public in fundraising events, throughout a 12month time within Australia. My objectives today
will aim to target an incline in sales as well as an increase in participation to create stronger
relationships with the company and public to gain a new market on consumers.

MARKETING OBJECTIVE

Objective: Justification:

To increase the level of Although they have attracted an already existing consumer
involvement and market, a great proportion of this market consists of 30-50-year-
participation at National old women. In order to gain additional awareness in the
Breast Cancer Foundation community, it should be encouraged within the NBCF to attract
Fundraisers within Australia more attention from Male consumers to further help support and
by 5% over a 12-month promote the brand, through the male population and overall
period. gain a new market for further donations and awareness. This is
attainable within a 12-month period, if they utilise the increasing
social media platforms available as well as their fundraisers,
which already attract a large audience.

SALES OBJECTIVE

To increase National Breast As NBCF gain more donations, they are given an opportunity to
Cancer Foundation’s further support the research into Breast Cancer Cure and
donations by 5% over a 12- Prevention. By aiming to achieve this objective, it will generate a
month period in Australian greater amount of funding to help assist the development of the
Fundraisers. Breast Cancer cure. This goal is vital as it creates a sense of
hope for sufferers and helps the NBCF get closer to their goal of

0 Deaths (caused by Breast Cancer) by 3030.

Neve Tufuga – s5099959 Page 21

REFERENCE LIST

About NBCF - National Breast Cancer Foundation. (2017). National Breast

Cancer Foundation. Retrieved
5 August 2017, from http://nbcf.org.au/about-national-breast-cancer-foundation/about-us/

Annual Report. (2017). National Breast Cancer Foundation. Retrieved 25 March 2017, from
http://nbcf.org.au/wp-content/uploads/2015/12/NBCF-2014-15-Annual-Report.pdf

Australia, C. (2017). Cancer Council Shop - Cancer Council Australia.

Cancer.org.au. Retrieved 6 August 2017

Australian Charities and Not-for-profits Commission Act 2012. (2012). Legislation.gov.au.

Retrieved 5 August 2017, from https://www.legislation.gov.au/Details/C2016C00306

Australia Consumer Spending Forecast 2016-2020. (2017). Tradingeconomics.com.

Retrieved 3 August from 2017, from
http://www.tradingeconomics.com/australia/consumer-spending/forecast

Australia Inflation Rate | 1951-2017 | Data | Chart | Calendar | Forecast. (2017).

Tradingeconomics.com. Retrieved 4 August 2017, from
http://www.tradingeconomics.com/australia/inflation-cpi

Breast cancer statistics | Cancer Australia. (2017). Canceraustralia.gov.au. Retrieved 1

August 2017, from https://canceraustralia.gov.au/affected-cancer/cancer-types/breast-
cancer/breast-cancer-statistics

Neve Tufuga – s5099959 Page 22

Fast facts and statistics on giving in Australia ›› Philanthropy Australia. (2017).
Philanthropy.org.au.
Retrieved 3 August 2017, from http://www.philanthropy.org.au/tools-resources/fast-
facts-and-stats/

Humanitarian Aid - Donate or Join Us | Australian Red Cross. (2017). Redcross.org.au.

Retrieved 6 August 2017, from http://www.redcross.org.au]

Infographic: a snapshot of charities and giving in Australia. (2016). The Conversation.

Retrieved 8 of August 2017 from https://theconversation.com/infographic-a-snapshot-
of-charities-and-giving-in-australia-66672

Initiatives ›› Philanthropy Australia. (2017). Philanthropy.org.au. Retrieved 3 August 2017,

from http://www.philanthropy.org.au/giving-australia/

Milestones. (2017). National Breast Cancer Foundation. Retrieved 31 July 2017,

from http://nbcf.org.au/about-national-breast-cancer-foundation/about-us/milestones/

NAB Charitable Giving Report. (2016). Business NAB. Retrieved 3 August 2017, from
http://business.nab.com.au/wp-content/uploads/2016/04/NAB-Charitable-Giving-
Report-Feb2016.pdf

National Breast Cancer Foundation – Annual Report 2015-2016 Research for Longer Better
Lives (2017). Nbcf.org.au. Retrieved 31 July 2017, from http://nbcf.org.au/wp-
content/uploads/2015/11/NBCFAnnual-

Papers & reports ›› Philanthropy Australia. (2017). Philanthropy.org.au. Retrieved 1

August 2017, from http://www.philanthropy.org.au/tools-resources/papers-and-reports/

Neve Tufuga – s5099959 Page 23

Population - Australian Bureau of Statistics. (2017). Abs.gov.au. Retrieved 1 August 2017,
from http://www.abs.gov.au/population

Privacy Act | Privacy law| Office of the Australian Information Commissioner - OAIC. (2017).
Oaic.gov.au. Retrieved 3 August 2017, from https://www.oaic.gov.au/privacy-law/privacy-act/

Report-2015-16.pdf? AR-Download-CTA IT Trends for Not for Profit Organisations | PBA.

(2017). Pro Bono Australia. Retrieved 5 August, from
https://probonoaustralia.com.au/news/2014/03/it-trends-for-not-for-profit-organisations/

Starlight Shop – Starlight Children's Foundation. (2017). Starlight Children's Foundation.

Retrieved 6 August 2017, from https://shop.starlight.org.au

The Not for Profit Sector in Australia: Fact Sheet (2014). Queensland University
of Technology. Retrieved 3 August 2017 from
https://eprints.qut.edu.au/75397/4/75397%28updated%29.pdf

Us, A. (2017). About Us. Mcgrathfoundation.com.au. Retrieved 6 August 2017, from

https://www.mcgrathfoundation.com.au/AboutUs.aspx

About Us. (2017). Leukaemia Foundation. Retrieved 6 August 2017,

from http://www.leukaemia.org.au/about-us

Neve Tufuga – s5099959 Page 24

CITATIONS

“The sector makes a significant contribution to the Australian economy. In 2012–13 it accounted
for $54,796 million or3.9percent of GVA, which is more than twice as large as the entire
economic contribution of the state of Tasmania; and larger than the agricultural, forestry and
fishing industries (2.4 per cent) and the information, media and telecommunications and media
industries (3 per cent)”. (Professor Myles McGregor-Lowndes, 2014: page 1)

The Not for Profit Sector in Australia: Fact Sheet (2014). Queensland University
of Technology. Retrieved 3 August 2017 from
https://eprints.qut.edu.au/75397/4/75397%28updated%29.pdf

Neve Tufuga – s5099959 Page 25