The American Red Cross, a humanitarian organization led by volunteers and guided by its Congressional Charter and the Fundamental Principles of the International Red Cross Movement, will provide relief to victims of disasters and help people prevent, prepare for, and respond to emergencies.
Great assumption that it is a government project Poor connection with the primary target A low transparency level Not effective in marketing to its primary market Opportunities A great reach in the global community Use of current technology to make its activities effective Ever increasing ways to connect including blood drive activities Millennials have a great passion to make a change Threats Uncertain global economy affecting donations The young professionals are a busier target Budgetary constrains The brand positioning American Red Cross ARC is a well known firm in the industry.
This is due to its great focus on its objectives and its effectiveness in delivering its services. In order to strengthen its brand position, the firm operates under 5Cs of collaboration, compassion, creativity, credibility and commitment.
In its everyday activities, ARC works hard to ensure that it becomes better each day. The brand position is one of the areas where the firm achieves a great marketing of itself. The simple positioning statement generally encourages people to help save lives by offering their assistance during disasters.
This is quite a simple statement but it is quite encouraging American red cross strategic case makes one to feel the urge to be part of the change and to help in assisting to save a life. However, the current brand positioning statement fails to encourage the primary target market effectively.
Encouraging people to help save the lives of others is quite appealing more to the old people but less to the younger professionals. This means that ARC should change its brand positioning statement to be more appealing to its primary target market. This statement can encourage them to be more encouraged to offer their donations and views on the kind of assistance they would like to be given to the different people in need of help.
However, this is a quality which may be a source of controversy with its stakeholders. Although it is true that the firm did not have any ill-motive by using this as one of its core values, it may indicate that it is open to some errors since human beings are open to a number of errors.
Being human can make some volunteers question the trustworthiness of the organization and thus reduce their funding.
In order to have a better picture and preserve its current image if not to make it better, the firm should change this core value to another value such as personality. This will create a better picture of the firm and thus serve to market it better.
Thus, it would be important for the firm to adopt more personality characters as this would market it better to the millennials which is the primary target market of the firm. Purpose of the marketing plan Given all these issues in the current internal and external environment, it is evident that ARC needs a good marketing plan.
Communication plan It is quite evident from the above analysis that American Red Cross needs to have a strong communication plan which can help it reach its target market. The success of any market plan used by a firm depends quite much on the communication plan adopted by the firm.
It should also pass the message in a clear manner which generally appeals to this target market. The young professionals have thinking that ARC is a governmental project with the aim of offering relief to disaster victims and also to collect blood.
In this case, the firm should convey the message that it is there to help in different situations and not just disasters and blood donation activities. This is an appropriate communication tool to this population given that these young professionals are quite active in the social media.
They interact quite much through sites each day. Social media has a number of platforms and each can be used to achieve a given goal or to communicate a certain point. For instance, the firm should open a Facebook page with the aim of interacting with this group in order to know their views towards the firm and hence strategize better on how to focus them.
It should also have an instagram account through which it would post pictures of disaster victims in order to touch a heart of a donor. Instagram and the YouTube can also be usedn where the firm should post a number of pictures of its workforce in action.
The need to train the volunteers and to be prepared for disasters should also be part of the message as this would help substantiate how the firm uses its resources. All in, it would be important to always create a picture of an ethical and an accountable firm at all times.
Social media aside, the firm should incorporate its websites as a medium of communicating to its target market. The young working generation has a great proficiency in surfing through the web.
This is made possible by the great advancement in technology and the fact that this group of people use own the latest mobile tablets which can access the internet in just a click of a mouse. This clearly means that ARC can use its website to communicate to its target market.
Moreover, the firm should use emails of this target market to communicate to it. This means that sending a personalized message may be more effective to reach them.
This is quite possible given the fact that this group has quite active email accounts which they long in almost each day. In this case, the firm should ask each of these members whenever they engage to offer their emails to be receiving messages from the firm.National Mass Care Strategy Subsequent to the signing of the Memorandum of Agreement between the Federal Emergency Management Agency and the American Red Cross on October 22, , emerged the formation of the National Mass Care Council (Council).
Teaching Note: Case 9 – American Red Cross Case Objectives 1. To apply the concepts of strategic management to a non-profit organization. 2.
To examine the importance of vision and mission statements, goals and objectives to managing non-profits. %(1). A classic case of whistleblowing such as the Ford Pinto involves bodily harm.
More recent cases such as Enron involve financial harm and illegality. What these and other recent whistleblowing cases have in understand the organization’s strategic functions. An employee must fully understand the big ETHICS AND THE AMERICAN RED CROSS. Jul 07, · The American Red Cross (also known as the American National Red Cross) is a volunteer-led, humanitarian organization that provides emergency assistance, disaster relief and education inside the United States.
The American Red Cross (ARC), also known as The American National Red Cross, is a humanitarian organization that provides emergency assistance, disaster relief, and disaster preparedness education in the United States.
Every 8 minutes the American Red Cross responds to an emergency.
Support the Red Cross. Join us today by making a donation.