Principles of Marketing

MC4061QA
Principles of Marketing
Assignment 1
Seminar Lecturer: Julian Barnes

Student Name: Sergiu Popescu
Due date: 28/06/2022

Table of Contents
Introduction to AgeUK 1
SWOT Analysis of AgeUK2
Key Service Marketing Challenges in the Not for profit industry 3
Recommendations 4
Bibliography…………………………………………………………………………………………………5
Introduction
This report focuses on the not-for-profit industry and its performance in the past,
present and future, as well as an analysis on AgeUK, a British charity that serves the
elderly and people in need. Established in 2009, Age Concern England and Help the
Aged, merged in creating one of the most dedicated, largest and ambitious charitable
organisations that serves and assists the elderly in ensuring they enjoy their
retirement as they should. They assist their customers with any household activities
as well as financial aid with bills, food, and toiletries, banking and social care. Since
2009, the organisation has seen a memorable share of success thou not without
challenges that has altered the approach in which AgeUk has operated. Their
professional and assistive aid offered to the people in need, has been welcomed,
appreciated, and even celebrated in some parts of England. The report will highlight
the marketing challenges AgeUk face in their industry and offer adequate
recommendations to prevent a colossal marketing failure.
SWOT Analysis
Strength’s
AgeUk has ensured a stable and continuous relationship with its clients. The
mutual exchange between customer and organisation represents a clear and very
well-defined marketing concept which in terms aids the organisations awareness and
can assist in acquiring and retaining new clients. The charitable shops placed around
the UK are an important aspect of the organisation. They ensure many locals visit
and donate as many items as required, thus generating an important share of their
quarterly income while also spreading awareness about their cause. Their local fleet
of volunteers, which AgeUk has employed, allow a friendlier and harmonious
atmosphere which serves its customers in the most pleasant and accustomed way.
Their well-known local reputation allows the mutual exchange between AgeUk and
their customers, to run as smooth as possible with very little to non-existing issues
being reported by customers.
Weaknesses
Currently, AgeUk has over 200 volunteers working a sheer 19,000 hours yearly to aid
the organisations performance and achieve their goals. (Storer, A. 2022) This should
allow them to adapt to the present number of cases, (currently soaring) through
recruiting more staff and training them effectively to meet the needs of their clients.
Reducing the number of buildings leased would free more financial efforts which in
terms could be focused on delivering other services and developing a sustainable
marketing campaign. Yet one of the most important aspects of their business is
improving public perception and publicity towards the local organisations, following
a series of public concerns over charitable fundraising.
Opportunities
Being one of the largest charitable organisations, AgeUk could lead their industry by
creating effective and positive training programs that would allow its customers to
cooperate with the friendly staff. Another notable change since 2009, has been the
developing digital world, which seems AgeUk should digitalise their fundraising
campaign as more people are connected online, now more than ever. Offering their
customers and volunteers the possibility to learn to use the internet, would make a
substantial difference in how they communicate and reach their customers. Having
being established in 2009 from the combining of two charitable organisations, AgeUk
could partner with other service providers to increase their potential and extend
their services.
Threats
It has been estimated, by AgeUk, that 40% of over-75s do not use the internet. (Daily
Mail 2020). This is a prominent issue for AgeUk, as a vast number of their activities
are moving online, and so forty percent of over 75s cannot currently access their
online materials. As more people need help, following the Coronavirus pandemic,
AgeUk will require more volunteers as their services do not currently reach
everyone. The high number of daily enquiries puts an enormous pressure on the
volunteers having to deal with the calls. Additionally, Roper, M. (2022) stated that
the charity is currently experiencing an increasing number of desperate enquiries
from younger callers who need help themselves. AgeUk should attempt to control
their publicity as some charitable organisations have acquired some adverse publicity
in the past, regarding their fundraising and trading. AgeUk should carefully avoid any
inconspicuous trading and ensure a clear and transparent fundraising campaign.
Lastly, AgeUk could extend their premises, through the acquisition of new offices and
workspaces for the effective management of their general activities and ensuring all
enquiries are answered.
Key Marketing Challenges

AgeUk has had a few challenges in their marketing activities, from difficulty reaching
more people to a bad publicity on their trading. They do not apply a Marketing
Concept to their organisation which can have drastic effects on customer retention,
as customers’ needs are not met.
Societal Marketing Concept has altered the function of businesses around the world,
seeking to define and satisfy the needs and wants of targeted markets. AgeUk has
adopted a Societal Marketing Concept to ensure their work is efficient. They ensure
customers are cared for while clients can purchase their wanted items from their
local charitable shops. However, without a solid strategic plan, this could result in an
ineffective marketing strategy and could damage their reputation.
Corporate Social Responsibility is always adhered to by AgeUk. They ensure their
waste is disposed of responsibly and correctly, bearing in mind future generations.
This has been a challenge as their finances and volunteers have been pushed to the
limits in ensuring that CSR is adopted and implemented in their organisation. On the
other hand, Harward Business Review has stated that a majority of businesses
engage in a diverse form of CSR that ranges from straightforward altruism to
aggressive pursuit of shared benefit. (Rangan, V. Chase, L. and Karim, S. 2015)
Cost of living and inflation rate rising, has affected all businesses across United
Kingdom. Less donations and not enough volunteers have pushed AgeUk to limit
their marketing campaigns. The result will be devasting for the organisation.
Recommendations
AgeUk currently uses marketing as a business philosophy, putting customers’ needs
and wants first place. This has allowed them to acquire and retain customers while
ensuring their products satisfy their customers. On the other hand, they could
integrate the Marketing Concept into their organisations to ensure an effective
marketing campaign. This could be met by involving every employee in the marketing
od the organisation.
AgeUk should create a sustainable and solid strategic plan around Societal Marketing
Concept, ensuring customers’ needs are put first while some efforts are
concentrated on generating great products on their charitable shops shelves.
To assist with CSR, the organisation should employ more volunteers to ensure all
aspects of their daily objectives are met in the most safely and professional manner.
This would allow a more effective delegation of objectives as well as limiting the
pressure put on their currently employed volunteers, ensuring their physical and
physical wellbeing.
Bibliography
Roper, M. (2020) “Age UK's inundated helpline reveals heartbreaking log of calls in coronavirus
lockdown” 14:24, 30 Apr 2020UPDATED14:41, 30 Apr 2020. Mirror. Accessed at:
https://www.mirror.co.uk/news/uk-news/age-uks-inundated-helpline-reveals-21952539?
utm_source=whatsapp&utm_medium=social&utm_campaign=sharebar. (Accessed on 20 June 2022.
Sorer, A. (2022). “Strategic Plan 2019-2022”. Lindsey AgeUk. Accessed at: ttps:
//www.ageuk.org.uk/bp-assets/globalassets/lindsey/aukl-document-uploads/strat-plan/
aukl_strat_plan19_intprint.pdf. (Accessed on: 20 June 2022).
Rangan, V. Chase, L. and Karim, S. (2015) “The Truth About CSR”. Harward Business Review.
Accessed at: https://hbr.org/2015/01/the-truth-about-csr. (Accessed on: 15 June 2022).
Baker, M. (2000) Marketing Management and Strategy, 3rd edition, Macmillan Business.
Kotler, P., Armstrong, G., Saunders, J. and Wong, V. (1999) Principles of Marketing, 2nd Edition, New
Jersey: Prentice Hall
Amar, Z. (2014) “How to write a charity marketing strategy”. Charity Comms. Accessed at:
https://www.charitycomms.org.uk/how-to-write-a-charity-marketing-strategy. (Accessed on: 18
June 2022).

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MC4061QA

Seminar Lecturer: Julian Barnes

Due date: 28/06/2022

Key Marketing Challenges

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