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Oxfarm Case Study

Oxfam Shop is a non-profit retail organization that sells fair trade products to support disadvantaged communities. It is launching a new product and has tasked marketing consultants with developing a marketing plan. The plan must include a situation analysis, objectives and goals, and marketing mix strategies. It must also propose an innovative product design and address any potential challenges. The consultants will present their plan to their class to help Oxfam Shop drive sales and gain insights in its competitive online retail space.

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100 views4 pages

Oxfarm Case Study

Oxfam Shop is a non-profit retail organization that sells fair trade products to support disadvantaged communities. It is launching a new product and has tasked marketing consultants with developing a marketing plan. The plan must include a situation analysis, objectives and goals, and marketing mix strategies. It must also propose an innovative product design and address any potential challenges. The consultants will present their plan to their class to help Oxfam Shop drive sales and gain insights in its competitive online retail space.

Uploaded by

handyjohn123
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Introduction to Marketing- Term 1, 2015

Group Case Study


OXFAM SHOP
You are now employed as a team of marketing consultant to help design a Marketing Plan for
Oxfam Shop. However you will need to firstly understand the brand by performing a
Situation analysis (Macro/Micro/Internal environment Analysis) and set up objectives &
Goals, then designing the Marketing Mix (4Ps). It is very important that you are able to
foresee or predict potential problems you might have with making or launching the product.
As a team, you are required to pitch your marketing plan to your class. Oxfam Shop is
looking for a creative, practical and fun marketing plan!
Objective of the Marketing Plan:

To launch a new product for Oxfam Shop


The brief
Oxfam Shop is a wholly owned subsidiary of Oxfam Australia, operating in the highly
competitive Australian retail environment as a non-profit organisation. Oxfam Australia
began as Community Aid Abroad more than 50 years ago. Today Oxfam participates in the
Fair-trade Labelling Organisation (FLO) recognised around the world. The Oxfam Shop is a
multi-channel retail business comprised of an e-commerce website, direct mail program and
retail outlets. It is registered as a Fair Trade Organisation by the World Fair Trade Association
(WFTO). Fair trade empowers disadvantaged communities in developing countries by
paying them fair and stable prices for their work, helping them to gain the skills they need to
develop their business, and giving them access to world markets.

The foods and handicrafts on the Oxfam Shop website are sourced from individual workers,
craft bodies and fair trade organisations. Oxfam Shop buys these goods at a fair price and
sells them in Australia so that communities may be helped in their struggle for a better life.
But working in the non-profit sector and the highly competitive online retail space, is not
without its challenges and tensions - how do you go about driving sales through strategic and
tactical thinking and gain insight from the mass of available data? (Panalysis, 2014)

Oxfam Shop operates under an organization, Oxfam Australia. The following are Oxfam
Australia (2015) vision, values and goals. Your new product should be fitted in the
organizations philosophy.

Our vision, values and goals

We believe that poverty is unjustifiable and preventable, that the present state of inequality
and injustice must be challenged, and that with the right help, poor people can change their
lives for the better.

Our vision
Oxfams vision is a just world without poverty. We envisage a world in which people can
influence decisions that affect their lives, enjoy their rights, and assume their responsibilities
a world in which everyone is valued and treated equally.
Our purpose
Oxfam strives to help create lasting solutions to the injustice of poverty. We are part of a
global movement for change, one that empowers people to create a future that is secure, just,
and free from poverty.
Our goals
We have one main goal: to bring about positive change in the lives of people living in poverty
For more information about Oxfam Shop, visit http://www.oxfamshop.org.au/

A Current Product
The following product is one of current products available at Oxfam Shop Fair Trade online
shop. This product description comes with an introduction video of producer, WAKAMI.
Visit http://www.oxfamshop.org.au/products/13993370/18250468

Poly Thread, Silver Plated Brass Beads, Zamak Metal Charms, L24cm

This bold and bright neon bracelet represents peace. Set of seven individual wristlets with
metal charms.
Let this bracelet remind you to have peace within yourself and with others. The beautiful
little metal beads are made from Zamak (or Zamac) metal, which is made from the
elements of zinc, aluminium, magnesium and copper. They are hand made in Guatemala
using ancestral artisan techniques. This bracelet comes with beautiful booklet telling you
a story of connection and your purchase will transform the life of a Guatemalan rural
woman.(Oxfam shop,2015)

Producer Partner
Wakami

Wakami is a brand developed by Kiej de los Bosques, a social enterprise that markets
products from rural communities in Guatemala. Kiej is a company that aims to create
inclusive businesses- i.e. ones that help recover ecosystems, value ancestral cultures and
incorporate new people into supply chains. A rural business incubator, Kiej has worked with
50 rural groups in Guatemala, (1300 people, mostly women), where most have become part
of a new supply chain or market, at both national and international levels.
FWakami is a Mayan word which means it already is. Wakami incorporates the idea that
this world is already ideal, we just have to find a way to connect to make it come to life. One
of the aims of the Wakami artisans is to connect the world with the Guatemala experience linking people through products that enrich the lives of those who buy them while improving
the lives of those who produce them.
The products are made by rural Guatemalan women who all share a common dream: to have
sources of income to improve the livelihoods of their families and communities. (Oxfam
shop,2015)

Reference
Oxfam Shop Fair Trading, [online] Available at:
http://www.oxfamshop.org.au/viewproduct/18250468 [Accessed 14 February 2015]
Oxfam Australia, [online] Available at: https://www.oxfam.org.au/about-us/our-vision-valuesand-goals/ [Accessed 14 February 2015]
Panalysis, 2014, [online] Available at: http://www.panalysis.com/case-studies/oxfam-sho
[Accessed 14 February 2015]

You can decide on the marketing mix strategy by looking at the various marketing
theories taught this term. The challenge is to think outside the box and create a product
that is feasible for the brand!
Your report MUST also entail a product design.
You can also bring a prototype to your class for presentation.
Word count: 2000 (+/- 10%) words. Not including Cover Page, Table of contents, Reference,
Appendix
Mandatory
1) Application of theory: You will need to apply marketing theories for this assignment.
You can refer to your textbook, lecture slides to help you to write the Marketing Plan.
For specific guides on writing the marketing plan please refer to Appendix, Marketing
Plan of your textbook.
2) Presentation: You are required to present your Marketing Plan within your tutorial
class to your tutor.
3) Template: A report template has been provided on Moodle for this assignment.
Please refer to Project Progress Report in a directory Assessment 2. You will need
to follow the template and discuss your marketing plan accordingly. However, if you
need to add additional information, you can put it in Appendix. Do download and use
accordingly.
4) Referencing: You are expected to refer to external resources for theories, ideas or
current trends. However, you will need to apply theories to your statements/claims.
These will need to be justified and supported by theory. Therefore, you will NEED to
have at least 5 academic references for this assignment. Textbooks are not considered
an academic reference, and it is expected that you would refer to it. You will need to
reference it if you use your textbook. You should use resources from databases such as
EBSCO, ProQuest, Emerald Insight, and so on.
5) Formatting: 12pt, 1.0 spacing.
6) Images: You are allowed to design posters or images of the product (if applicable).
You can also include images to help you illustrate your ideas. If there is insufficient
space in the report, you can include in your Appendix.
Optional
1) Appendix: You may choose to include an Appendix section. However it is not
mandatory.
Submission
A softcopy MUST be submitted via Moodle
Deadline
Progress Report Due Week 7
Report Due - Week 10 or Week 11. Penalties apply for late submissions

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