- Use the prescribed book and the relevant articles as information sources for your
assignment. Other sources may also be consulted.
You are approached by the general manager of an organisation who solicits
donations from the public and the corporate sector for the protection of wildlife. She
wants you to develop a marketing strategy for the following very specific segments.
The first segment is business. She realizes that corporate and big businesses are
flooded with requests from competing organisations that all want a share of their
donation budget. She is not sure whether approaching them will be productive and
asks you to look into targeting medium sized business concerns.
The next segment is in the consumer space. Research suggests that there is a
growing middleclass in the country, but that they do not necessarily spend money on
donations for wildlife preservation. The reasons are not quite clear. Maybe the
marketing strategy will need some understanding of this market segment in order to
inform it about the kind of communication (the message and media that should be
used) that will persuade this market to start donating – and keep on doing so.
The marketing strategy should explain how you will grow and develop contributions
from these segments. The idea is that businesses/consumers should not donate
once only to get rid of you. The strategy should thus not be a sales pitch, but rather
an exercise in relationship building and the creation of mutually beneficial and
strategic alliances.
In your assignment, you can decide how to segment the broad market. For instance,
you may decide to target a specific industry (such as businesses in the IT industry)
and a selected demographic group in the broad consumer segment. Please take
care to explain and motivate your segmentation decisions.
The assignment should have a detailed marketing strategy and a financial budget for
the implementation/execution of your strategies. Follow the format suggested in
prescribed books for the marketing strategy as illustrated in figure 1 of this module
overview. It should also include an implementation plan and program.
Keep in mind the business-to- business and services marketing principles that
will apply for this environment. Elements of not-for- profit marketing should
also be incorporated.
Your report should be written in such a way that stakeholders would be persuaded to support the cause.
