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TMA01 - B324 (Background (300 Words) (What is the Problem (Stats needed),…
TMA01 - B324
The OneLessStraw pledge campaign strives to educate the public about the dangers of single use plastic straws, its effects on our health, our environment, and our oceans.
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- Situation Analysis (300 Words
(i) Collect relevant information about the external environment which impacts on the social marketing problem you are addressing. This might include government policy, consumption trends or previous campaigns. Organise the information under the headings of ‘PEST’ and ‘competition’. Analyse the information to highlight the threats and opportunities which the organisation must address.
(ii) Organise the information you have collected earlier about the organisation under the headings of strengths/competences and weaknesses. For example – if the organisation has staff with substantial experience of dealing with social marketing problems, this would be a strength.
- Market Segmentation and Targeting (300 Words)
(i) First, identify the target market for the planned behavioural change. Be clear about the segmentation criteria which you will use and also that you have considered the criteria for effective segmentation.
(ii) Second, identify any upstream organisations (or individuals) for example policy makers or service organisations who/which you also need to target.
- Stakeholder Analysis (200 words)
Identify the range of stakeholders who will have an interest in the social marketing problem that you have highlighted. You might find it useful to use Mendelow’s matrix to analyse and categorise the information.
- Marketing Objectives (100 Words)
Establish objectives for what you will try to achieve by your marketing activities/intervention. These should relate to the above target groups and be specific about the nature of change which you hope to achieve.
- Marketing Mix/Relationship Marketing Plans (800 Words)
In this section describe the marketing mix/relationship marketing activities which you will develop in order to achieve the objectives above. This will require different plans for each of the target markets described in Part D.
- Implementation (100 Words)
Briefly indicate any implementation issues, e.g. with respect to resource availability.
Finally, outline how you would evaluate the intervention post implementation. Highlight any problems that you may expect to have to deal with.