This report will focus on the adult palliative care provided by SAH proposing a marketing strategy to take the organisation forward. The report will outline a situational analysis

... MARKETING FOR NON-PROFIT ORGANISATIONS BP3356 Candidate No: 232521 Word Count: 2,749 St Ann's Hospice 22/03/2006 Contents 1.0 Key terms 5 2.0 Introduction 6 3.0 Data Collection 8 3.1 Research objectives 8 4.0 External Environment Analysis 10 4.1 Macro Environmental Analysis 11 4.1.1 Political 11 4.1.2 Economical 11 4.1.3 Social/Cultural 12 4.1.4 Technological 12 4.2 Specific External Environmental Analysis 13 4.2.1 Key Publics 13 4.2.2 Competition 14 4.2.2.1 Competition for Resources 14 4.2.2.2 Competition for provision of non-profit services 14 4.2.2.3 Organisations with competing missions 15 4.3 Operations 16 4.3.1 Structure 16 5.0 Internal Organisation Analysis 17 5.1 Mission Statement 17 5.2 Organisation Objectives/Goals 17 5.3 Resources and Capabilities 18 5.4 Current Marketing Activity 19 5.5 Organisation Culture (ethos) 20 6.0 SWOT Analysis 21 6.1 Strengths 22 6.2 Weaknesses 22 6.3 Opportunities 22 6.4 Threats 22 7.0 Identify Key Problems To Be Addressed 23 8.0 Set marketing Goals and Objectives 24 8.1 Short Term Objective (0-12 Months) 24 8.2 Medium Term Objective (12-18 Months) 24 8.3 Long Term Objective (18 Months -) 24 9.0 Set Core Marketing Strategy 25 9.1 Segmentation and targeting 25 9.2 Positioning 27 10.0 Marketing Mix 28 10.1 Product/Service 28 10.2 Price 28 10.3 Place 29 10.4 Promotion 29 10.5 People 31 10.6 Process 32 10.7 Physical

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