PGBM127 Faculty of Business and Law Assignment Sample
Module code and Title: PGBM127 Faculty of Business and Law Assignment Sample
Part 1- Case Study- Kidscape Charity
Overview of Company and Mission Statement
Kidscape is a charitable organisation which is built by social activists coming together in fighting the ill effects of bullying on young children and adults in the UK. The organisation has been established to provide advice for parents and caregivers along with programs and training facilities to deal with the bullying of children in school or social environments.
The mission and vision of Kidscape are to provide all children in the UK to grow up in a supportive community safely without enduring any bullying or harm and the mission is to provide practical advice, training and support young lives to fight back against bullying and protect young lives (Kidscape.org.uk. 2022).
Evaluation of the core offering of the job needs to be conducted through the marketing mix
The management of Kidscape increases its brand value by adopting and implementing a proper marketing strategy which is done under the guidance of expert leaders and experienced managers for generating awareness among the members of Gen Z. On the other hand, marketing approaches and strategies always provide an added advantage in establishing a good personal relationship with consumers which directly impacts the growth of businesses to a significant extent in the long run (Park, 2020).
Figure 1: 4Ps of marketing (Source: Park, 2020)
The management of Kidscape needs to focus on the four aspects of marketing which include place, product, price and promotion to generate desired outcomes by targeting Gen Z. However, focusing on customer engagement and relationship management also play a vital role in the entire marketing process which helps in retaining satisfied customers by creating value.
Moreover, focusing on digital transformation in the field of marketing has become extremely necessary where using technologies such as Industry 4.0 has become a common phenomenon (Kartajaya et al., 2021). Relying on digital technologies will prove beneficial for Kidscape in improving market research and analysis for generating better outcomes in the future.
Identification of the use of MarTech and 4.0 technologies in delivering value to digital marketing approaches
Marketing technologies and approaches play a vital role in creating a significant difference in the overall marketing practice of an organisation in today’s highly competitive business landscape and Kidscape is no exception to it. On a broader note, the implementation of Industry 4.0 technologies enhances the entire marketing process where improvements in the field of the supply chain are an integral part of it (Arditoet al., 2018). Marketing Technology is also known as MarTech which is used by marketing executives for collecting data and analysing it.
Figure 2: Different aspects associated with Industry 4.0 (Source: Arditoet al., 2018)
The marketing team of Kidscape is required to use various MarTech technologies which may include making sales calls from software and indulging in live chat with customers which increases the levels o customer engagement. Additionally, identifying the customers who have top priorities and carrying out personalised campaigns along with paying attention to automated marketing processes also becomes vital for Kidscape. It may be implied that widespread evolution in the field of technology has made a profound impact on marketing practices (Brock, 2021).
Kidscape is also required to use advertising technologies which may include refining messages for changing leads into fruitful business outcomes. The management also needs to post blogs and create pages for attracting Gen Z along with using additive manufacturing. Social media management, data optimisation, Internet of People (IoP), Internet of Things (IoT), Big data and blockchain technology need to be used for providing better service to customers. In a concluding remark, MarTech tools are to be used by Kidscape for streamlining marketing processes and establishing a strong communicatory bond with the targeted audience.
Part 2- Individual Business Report
Executive Summary
Marketing technologies have undergone an immense change in the past few years and it needs to be mentioned that these changes have directly impacted business activities and operations to a significant extent. Marketing strategies and approaches have become dependent on increasing technologies and the use of social media has gained immense popularity among youths and adults.
Kidscape charity has been targeting Gen Z for the expansion of its charity and carrying out a market trend analysis has turned out to be extremely necessary. The report has included a detailed discussion on market positioning, segmentation and targeting, customer persona, and customer journey map along with providing suitable recommendations.
Introduction
Marketing approaches and strategies are closely associated with the growth and development of any business and the modern business landscape uses various modern technologies including Industry 4.0 and Big data. In this report, a detailed discussion will be made on the market trend analysis, recommendations on market segmentation, targeting and position, creating a customer persona along with providing a detailed analysis of the customer journey map. The report will also provide suitable recommendations on marketing mix strategy for engaging Generation Z in the marketing campaign to generate desired outcomes in the future.
Analysing market trends
The market trends have changed quickly in terms of high-growth enterprise software companies leveraging the impact of technologies and social media in managing the philanthropic world with the needs of millennial and Gen Z groups. According to Home.givepenny.com, (2022), the Gen Z groups have donated nearly 8 million pounds to UK charitable organisations. The market trends in charitable organisations such as Kidscape may have to be developed based on the needs of the GenZ population in the UK in developing tech facilities which are through swipe-away platforms such as GoFundMe.
A charitable organisation such as Kidscape may have to develop the website by including innovative payment technology that may be used to transform the manner of the transaction, increasing convenience and bridging speed to meet the market trends in meeting Gen Z requirements in charitable giving. According to Vivaldigroup.com, (2022), the Gen Z generation has high expectations in gaining access to ownership, personalised content and seamless experience which has led to influence from other populations as 40% of the population is expected to be Gen Z by 2020.
Thus, Kidscape may have to develop the fundraising system of the organisation to meet the market trends and interests of Gen Z and focus heavily on personalization to gather funds for charitable causes such as developing training programs for bullied kids in the UK.
Market Opportunity
Generation Z contributes significantly for c charitable organisations such as Kidscape and the management of charitable organisations such as Kidscape is required to conduct a thorough market analysis for optimising the overall outcomes. Apart from this, the implementation of advanced technologies in the field of marketing is responsible for generating desired outcomes whereas technologies such as blockchain assist in market opportunity analysis (Stallone et al., 2021). Maintaining profitable marketing relationships with Generation Z increases the value of an organisation which assists in gaining popularity as well as prominence in the global context.
Figure 3: Importance of market opportunity analysis (Source: Stallone et al., 2021)
Carrying out a detailed analysis of the needs and requirements of the customers along with remaining focussed on Generation Z becomes challenging, yet the presence of advanced technologies such as the Internet of Things (IoT), Digital Reality and Internet of Everything (IoE) have made it easy for marketing managers. Focusing on analysing and evaluating market opportunities becomes necessary for remaining ahead of the competition in the market and also helps in ensuring business expansion.
It may be opined that preparing annual reports impacts the reputation of a charity along with overcoming issues related to financial challenges (McConville and Cordery, 2018). Kidscape needs to use the Internet of People (IoP), a technology which ensures the digitalisation of people-to-people (P2P) relationships with the help of IoT. The marketing team of Kidscape is also required to use big data for analysing the market opportunity in a strategic as well as error-free way.
Characteristics of Generation Z and their disposition
The characteristics of Generation Z and their disposition will be discussed in this section of the report for a better understanding of its relationship with market trends and utilising various business opportunities. On a contradictory note, generation Z possess excellent communication skills and they are expert in using new technologies (Schroth, 2019).
Generation Z is well-educated, tech-savvy, realistic, social and argumentative, they do not easily subscribe to imaginative ideas lacking solid evidence and it may be asserted that Generation Z prefers making logical decisions based on scientific data.
Figure 4: Different characteristics associated with Generation Z (Source: Schroth, 2019)
The management or marketing team of Kidscape need to emphasise social media marketing as Generation Z remains highly active on different social media platforms which will ensure better marketing scope. However, Generation Z is considered to be young and enthusiastic and they are the youngest contributors as well as consumers (Seemiller and Grace, 2018). There is no denying the fact that Gen Z is collaborative, pragmatic, self-reliant, politically progressive and open-minded and for this reason, they are targeted for generating funds and assistance.
It needs to be mentioned that Gen Z is tech-savvy which enables the marketing team to connect with them easily and provide detailed information about donations associated with a charity. Another major disposition of Gen Z is their ability to establish strong communication and the ability to express assent or dissent on a specific issue which impacts their overall decision-making process.
Key trends in the sector
Sustainability has emerged as an essential aspect in today’s modern world and various efforts have been made to improve the levels of sustainability for achieving a good reputation and impression. In addition to this, managing and influencing stakeholders becomes truly necessary for achieving sustainability and busines development (Werner et al., 2021). Furthermore, issues related to cyber security and online fraud have increased which has impacted the activities of charity organisations such as Kidscape where people have become more aware of data privacy and data protection.
Kidscape is required to ensure its customers about data privacy and security which will attract more donations from Generation Z in the upcoming years. Moreover, using the latest technologies and computer software also becomes necessary for Kidscape for protecting online activities which will ensure better customer interaction.
Trust issues have also become an important aspect in today’s world where several fake organisations have created fear and suspicion among people eventually impacting the amount of fund collection for authentic organisations such as Kidscape. However, technology and its widespread adoption have generated impressive outcomes where awareness programs are organised for keeping the audience informed.
Summary
From the above discussion, it may be concluded that analysing the available market opportunities and evaluating the opportunities play a major role in generating impressive outcomes. Additionally, using various technologies such as Big data, IoT, IoP and blockchain technology plays a vital role in dealing with the existing challenges, threats and risks along with mitigating them. The characteristics and dispositions of Generation Z are other important aspects which need to be taken into consideration for carrying out a successful market analysis process. Paying attention to the key trends in the charity sector also becomes essential in understanding the dynamic aspects related to it.
Critically recommending based on STP
Segmentation
The segmentation is required to be based on three main aspects namely, geographical, demography and behavioural segmentation (Camilleri, 2018). The Kidscape charity is required to segment its potential target market by ensuring they are living within a geographic region in which the majority of residents are known to make high-living with a substantial amount of income.
Apart from that, their behaviour is also required to be ethical meaning they need to be empathetic toward people who might be underprivileged and they have been previously known to make considerable donations to charities. The charity is also required to select their demography quite meticulously and segment the people based on the fact that they have a substantial amount of income and that they should target people irrespective of their genders.
Targeting
The targeted audience of the charity will be most individuals who are regarded as Gen Z and the charity is required to target individuals falling within that age range throughout the UK as that will help them to bring more donations and revenue for the given charitable organisation. However, the targeted audience needs to be reachable both through online and offline means to ensure that they get to contribute their donations through the means of online payments for more flexibility (Piatykop and Pronin, 2020).
Positioning
The charity needs to position itself within the market as an organisation that is extremely ethical and shows significant proof to the individuals who have donated to ensure that their target market is satisfied in knowing that their financial resources are being utilised for the right causes.
Furthermore, Kidscape is required to position itself within the market in a way that its cause will resonate with people of Gen Z, which is to eliminate bullying of children in school and for that they are required to provide relevant data to the potential donors to make their business operations relatively flexible.
Creation of customer persona
| Name | Alice Cooper |
| Age, gender | 15, female |
| Marital status | Unmarried |
| Goals or motivation | I want to ensure that I am contributing to a cause that would make a safe environment for children similar to me who were also bullied in school |
| Problems that will be solved | I feel that the Kidscape charitable organisation will help in building a significantly safe environment for children and also through the means of counselling they might lead children to get rid of the trauma that they might have gained by being bullied at school |
Table 1: Customer persona creation (Source: Self-Created)
From the above-mentioned table, it is evident that Gen Z customers are more likely to donate to charity as the cause of the same has resonated with them and they also have gone through the same scenarios in schools. They want to further donate to the charity since the individual feels that the same might solve a social problem as it has been proven that Gen Z customers are significantly more interested in solving social problems.
Recommendations
Discussing how to engage with Gen Z customers by critical applications of all marketing mix elements
Products
Product is regarded as the most imperative aspect of a marketing mix strategy since without offering the best product in the market a business fails to become compelling toward its potential target audience (Thabit and Raewf, 2018). However, in this context, the organisation is a service-based company meaning they are offering a service to a certain group of people and for that, they are looking for customers who are mostly regarded as Gen Z for substantial donations to have their cause become successful.
On a broader note, to ensure that they are acquiring a substantial amount of revenue from their targeted audience the Kidscape organisation is required to attempt to make their service appear as compelling as possible (Hitschet al., 2019). They might go to various universities in which they might interact with people of the given generation and also demonstrate how their charity is trying to create a better living place for children who have been either bullied in school or subjected to any kind of social injustice.
Place
The place of organisation is required to be at a place that is considered to be a prime location of any given city so that it is mostly close to several universities, colleges and offices as that will ensure that the majority of donors get to visit the same without any challenges. Through that, they will get to see how ethically the Kidscape organisation is conducting their jobs and how well the children are being treated there and the same will also further motivate them to keep donating toward the charitable cause.
On the other hand, the organisation might select a place in which the most influential people and families live as that would further make it easier for them to acquire the substantial amount of financial resources they require since people with high incomes are more likely to donate to charities.
Price
In the context of price, the organisation might integrate the price-skimming strategy within their marketing mix (Lahtinenet al., 2020). On a broader note, the charity must ask for donations from potential donors to sustain itself in the market and through the price-skimming strategy the charity needs to ask for a relatively lesser amount of money from the donors and gradually increase the amount they are asking from them.
By doing that the management will ensure that the charity is not being forceful toward the donors as that might create a significantly negative impression on them about the business. However, after a certain time when donors have evaluated the kind of service the organisation is providing they might ask for higher prices gradually since the donors might be more likely to pay more once they are relatively satisfied with the kinds of services provided by the charity (Deshpande, 2018).
Apart from that, the business might also promote the aspect of the fair price which will give their donators the chance to decide what the prices of their operations cost which is protecting children from bullying and harassment. Therefore, by implementing the fair pricing policy the donors will not feel that the charity is asking for any kind of high prices, rather the individuals will get to decide the kind of contribution they want to make based on the services provided by the charity (Zallot et al., 2020).
The fair pricing policy adopted by the charity will also enable them to adopt the strategy of good-value pricing the fundamental idea behind the good value pricing is that the quality of the services will be good and also the price set by the organisation will be extremely fair. In that context, the donors will further not feel that they are being duped into paying an extreme amount which the services provided by the charity do not deserve. Research has also confirmed that one of the main duties of marketers is to ensure that they are required to fairly allocate pricing strategies in the market as that helps them to bring more consumers toward the business and also gain competitive advantages against potential rivals (Zallot et al., 2020).
Promotion
The promotional aspect of a business is also one of the most fundamental prospects that determine whether or not a given business venture is reaching its potential target market and in the contemporary age, various types of promotional activities are adopted by business ventures. One of the most effective ways to do that is by ensuring that they are implementing and adapting digital technologies to a great extent since the majority of their consumers are of generation Z and they are more likely to connect with a brand through the means of the internet and technology.
One of the most relevant technological innovations that the charity might integrate within its business practices is the implementation of social media platforms such as Facebook, Instagram and Twitter as people belonging to generation Z are more likely to be using these social media platforms. Research has confirmed that the majority of individuals belonging to this generation have grown up with global connectivity and technical devices such as smartphones, computers and tablets have become a daily part of their lives for that reason, social media has also become an integral part of their lives (Viţelar, 2019).
In that context, the organisation might create compelling social media advertisements to ensure that their target audiences are watching how efficiently Kidscape is performing its duties and that might allure them more to invest in the business. Research has also proven that the concept of social media advertisements has emerged to be one of the most effective means of ensuring that a business is successfully communicating with their target audience and the majority of brands are integrating the same within their business practices (Arora et al., 2020).
Apart from that, they might also include the practice of email marketing within their promotional activities since through the means of the same they will get to directly promote their business venture to their targeted audience. Research has also established that the aspect of personalised messages through the means of email marketing is one of the most effective marketing and promotional activities in the contemporary age (Sahniet al., 2018). The organisation might also use digital technology such as Artificial Intelligence (AI) to gather consumer data from their online purchase behaviour and target the individuals who have previously donated to such charitable causes (Verma et al., 2021).
People
People of the company meaning their representatives are required to be extremely competent in convincing people and making them aware of the social cause they are working toward (Dally et al., 2021). On a broader note, people who will be more convincing to potential donors may bring substantially more revenue to the organisation. Therefore, the organisation is required to recruit people who might have had previous experience in such jobs that demanded them to have effective communication skills.
Process
The charity is also required to ensure that the complete process from taking donations to ensuring that the donors are accustomed to all the knowledge concerning how Kidscape is utilising the money for their cause. It needs to be mentioned that without that the individuals might feel reluctant to donate money to the given organisation and the business will fail to sustain itself in the competitive environment.
According to research, the concept of process within the marketing mix is perceived as a mechanism and also a flow of activity that needs to remain constant from start to finish and the element of process fundamentally refers to creating value and satisfaction for consumers (Siripipatthanakul and Chana, 2021).
Physical evidence
Physical evidence further refers to the physical facade of the business meaning the kind of infrastructure they have along with various physical evidence of a company such as their logo, equipment and also uniforms the employees wear. In that context, Kidscape is required to have a significantly robust infrastructure that will convince Gen Z customers that the organisation has a substantial amount of space and equipment that will enable them to treat and take care of the children adequately. According to research, physical evidence of a business has a significantly great and direct impact on the decisions made by consumers to purchase any product or service (Siripipatthanakul and Chana, 2021).
Analysing customer journey map
| Consider | Explore | Compare | Test | Support | Renewal |
| The consumers will watch a commercial either on social media platforms that will further encourage them to explore more about the business | Explore the sites of the company, even more, to find out the business practices they conduct and the way it is being utilised to cater to children who have been subjected to bullying in schools and have developed traumas that need to be eliminated from their minds | The consumers will compare the cause and their business activities toward the same with other similar charities and try to find out justified reasons for investing either in Kidscape or any other charity of a similar type. They will fundamentally try to evaluate which organisation would provide more value if they donate money to them | They might test the activities of the business by initially donating a significantly lesser amount of money to see whether or not their donation is being used for the betterment of the children and the evaluation might further lead them to encourage donate in the future | After deriving favourable results from their evaluation the consumers might begin to support the organisation relatively more efficiently | After being associated with the organisation for a certain time and watching how their financial resources are being utilised for a positive cause they might keep donating in the future as well |
Table 2: Customer journey mapping (Source: Self-Created)
Evaluate findings from the customer journey map
The above-mentioned table and information explicitly illustrate that a consumer might go through several phases before finally contributing their financial resources to the organisation and the charity might ensure the implementation of relevant touchpoints to ensure that they are creating a positive customer journey. One of the primary touchpoints that the organisation might use is social media and along with that social media advertisements through which they might share relevant information with the potential customers in a manner that might compel them to take interest in the business of Kidscape.
It has already been mentioned that social media marketing has emerged as one of the crucial marketing tools that are being integrated into business practices and marketers are relying on it extensively to obtain fruitful results (Hamouda, 2018).
On the other hand, they might also use their website as a relevant touchpoint in the customer journey that the customers might utilise to acquire significantly more information about the organisation and their services which will create a positive consumer journey for them (Fill and Turnbull, 2019). Through the cognitive journey of the consumers, they might ask relevant questions about the business such as how the charity is planning to utilise the financial resources for the betterment of the children.
It is imperative to keep in mind that the charity is required to answer the questions quite mindfully as that would ensure whether or not the consumers are convinced that their donation is being used in a favourable way and for that they need to share relevant information through various touchpoints (Grewal and Roggeveen, 2020).
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