Marketing Analysis for Brotherhood Books- myassignmenthelp.com

Question: Write about theMarketing Analysis for Brotherhood Book. Answer: Introduction Marketing is a management process of an organisation that exchanges relationship with the desired customers. Marketing is an activity of an organisation for communication and creating offers for the consumers, partners and clients at large. This study aims to analyse the marketing activities and opportunities of selected organisation Brotherhood Books. Moreover, in the first section of the assignment, this study will focus on market segmentation and target market of the organisation. The objectives of the organisation will be discussed. In the next section, Marketing Mix of the organisation will be analysed light of Brotherhood Books. Lastly, appropriateness of partnership business model for the chosen organisation will be justified. Overview of Organisation Brotherhood Books is a famous social enterprise under Brotherhood of St. Lawrence. This organisation encourages people to donate their used books for recycling or to the poor people. This organisation asks people to contribute funds for charitable purposes. Brotherhood Books organisation has been working for last 10 years and the organisation received more than 45 tonnes of books that have been donated to them (Brotherhoodbooks.org.au, 2017). The organisation sorted and cleaned those donated books and sell through their website. This organisation is in Sydney and one can get the desired books on their doorstep also. This organisation has its community stores and one can browse these books around Victoria. Target Market Main bases of segmentation can be done in four categories. The first segment is geographic segmentation and this includes customer, location, region, urban and classification. Brotherhood Books organisation can target people who live near the community stores around Victoria or they can target the people all over the Australia. The second segment is demographic segmentation and this segmentation is done based on age, gender, occupation, socioeconomic group of customers (Huang Sarigll, 2014). In this respect, Brotherhood Books organisation can target people who are aged and belong from high social class. The people who belong to niche class surely have the habit of reading books and they can purchase and donate books. The third segment is based on behavioural and this is based on the rate and usage, loyalty status of the customers, readiness to purchase products and benefits from the organisation. Moreover, Brotherhood Books organisation can target to the loyalty of the customers who have sympathetic heart towards the poor people and can donate books. Lastly, psychographic segmentation is all about personality, lifestyles, attitudes and class of the customers. Basically, Brotherhood Books can target the upper-class people who have a tendency to read books and socially aware. Upper aged people can be targeted as they can purchase and donate the books accordingly. Higher income level people buy books in most of the time and attitudes towards society can influence to donate books. Objectives of the company To increase the donators of book by 3% within one year To increase the financial profitability of the organisation by 5% within two years To open new community stores in Melbourne and Perth To set up a customer base in Australia using the website and social networking sites Products There are three levels of products that an organisation can offer to the customers. In the first place, there is the core product' and it is an intangible product. The core product cannot be touched and it is benefits one can get from a product (Solomon, 2014). It makes the product valuable. The second level is actual' product and it is tangible. Customers can touch products and can use the products. Lastly, the third level is about augmented product'. This product is non-physical and it has added-value. In case of Brotherhood Books, the organisation's products are used and second-hand books. In this sense, the actual products are second-hand books that can be touched by the customers. The core product is feelings one can have while buying or donating the books for greater purposes. Augmented product in this sense is the membership one can have when donating a book for bigger purposes. The customers can have second-hand books and it is minimal prices from community stores. Price The organisation is a social enterprise and they take pricing decision sensibly. In this case, the organisation needs to determine low-pricing strategy. It can help the organisation to have a large number of customers. In case of donation, the organisation can sell donated books at low price. A Greater percentage of poor people can have these books. Through low-pricing, customers can buy quality books and can contribute to the charitable trust. The organisation does not look for profit and they reinvest the profit 100% to the bigger cause. Place Putting the right products in right place is necessary for marketing (Mintz Currim, 2013). Moreover, place signifies the stores and outlets from where one customer can purchase the products. It also means distribution channels that the organisation used in delivering or supplying the products. Setting at the right place for selling the products is important, in case of Brotherhood Books, the organisation evaluates location for community stores and they chose Victoria for it. Around Victoria, this organisation has many stores, at City HG, Burnside Eltham and other places. The organisation has a head office in Sydney and they have their website, one can buy from there also. Potential clients can be made actual clients by setting community stores at right place. Promotion Promotional activities are important to sell any product to the customers. Second-hand books are sold through marketing agencies or through websites. New customers or donators must know about the organisation and its new stores. Moreover, the organisation can promote their activities through social media, organising social events and banners. As it is a social enterprise, their social cause can be promoted in a cost-effective way through social media pages. Organising events can be beneficial as it may help the organisation to have donors. Brotherhood Books can organise fundraising events where they can ask people to donate charity and books for noble purposes. Partners Business model Partnership in business is important as it shares the responsibilities in a business (Dibb, 2017). Moreover, it is important for a partner to make a valid partnership. In flexible partnership, an organisation makes a partnership with the community in most of the time. Making partnership is not necessary; the organisation needs to make key activities with sharing their resources accordingly (Brown Churchill, 2014). The value proposition is important in this respect with making customer relationship. Customers are important as well as donors for Brotherhood Books store. Utilising the channels of marketing, the organisation can share cost and revenue. Develop flexible plan is necessary for dynamic business plan. Now, Brotherhood Books makes partnership with Victoria based community and opens many stores. In cases, partners need to pivot when plans are not working. Brotherhood Books need to make an association with the community and a community-based group will provide benefits to the o rganisation in evolving business model and access donors. Brotherhood Books needs to adapt quickly. Brotherhood books can make partnership agreements that must define expectation and this may create a win-win situation for the organisation. Conclusion Brotherhood Books sell the old books to the disadvantaged people and one can donate the books to the organisation. The firm is mainly present in the website and they have their stores in Victoria. Moreover, they make the target to the upper-class people with aged people who can donate books. Pricing option is kept as low and they need to promote through social media in meeting the objectives to achieve the customer base and making new stores at different places. Marketing well can create lasting relationship with the customers that can provide benefits to Brotherhood Books to improve brand image and recognition. Reference List About Brotherhood Books | Brotherhood Books. (2017). Brotherhoodbooks.org.au. Retrieved 25 August 2017, from https://www.brotherhoodbooks.org.au/about/ Brown, T. J., Churchill, G. A. (2014).Basic marketing research: Customer insights and managerial action. London: Cengage Learning. Dibb, S. (2017). Changing Times for Social Marketing Segmentation. 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