Situation Analysis for

Pink Ribbon Cup Day

Author: Emma-Louise Teichmann

SID: s5072262

1003MKT Introduction to Marketing

Tutor:
Celeste Alcaraz

Word count: 2,107

(clipart kid, 2016)

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Table of Contents
Introduction and Company Background .......................................................................................... 3
Introduction .............................................................................................................................. 3
Company Background ................................................................................................................ 3
Situation Analysis .......................................................................................................................... 5
Market Analysis ......................................................................................................................... 5
Macro Environment Analysis ....................................................................................................... 6
Political Analysis ..................................................................................................................... 6
Economic Analysis .................................................................................................................. 6
Social Analysis........................................................................................................................ 6
Technological Analysis ............................................................................................................ 7
Legal Analysis ........................................................................................................................ 7
Environmental Analysis ........................................................................................................... 7
Micro Environment Analysis ........................................................................................................ 8
Company Analysis .................................................................................................................. 8
Competitor Analysis ................................................................................................................ 9
Competitive market Summary ................................................................................................. 9
Consumer Analysis ............................................................................................................... 12
SWOT Analysis ..................................................................................................................... 12
Objectives .................................................................................................................................. 14
Marketing Objectives ............................................................................................................... 14
Reference List ............................................................................................................................. 15

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Introduction and Company Background

Introduction

This situation analysis is founded around the National Breast Cancer Foundation (NBCF),
and their fund-raising events. The primary fund-raising event that will be investigated in this
analysis is 'Pink Ribbon Cup Race Day (PRCRD)', alongside; the Not-for-Profit sector.
Throughout this situation analysis a PESTLE and SWOT analysis will be used to

(changefactory, 2014)
investigate various components of the marketplace, and what affect it has. The final task in
this situation analysis is to set SMART objectives for the organisers of PRCRD to achieve in
the next twelve months.

Company Background
Since its foundation in 1994, the National Breast Cancer Foundation has become a leading
community funded organisation currently in Australia (National Breast Cancer Foundation,
2016). The foundations tireless fundraising and research has seen them launch events such
as the Pink Ribbon Breakfast and NBCF Triathlon events. In addition, fund-raising from the
NBCF has raised $20 million since 2003 and seeing all time high survival rates because of
their work (National Breast Cancer Foundation, 2016).

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Another major fundraising event where all proceeds go to the NBCF, is PRCRD, held at the
Gold Coast turf club annually since it was established in 2007 (Dr Robyn Cameron, 2017).
Pink Ribbon Cup Race Day is Queenslands largest community fundraiser, which has gone
from raising between $20,000 to $27,000, to in 2016 raising just short of $91,000. The event
is organised by a team, including Robyn Cameron, and many volunteers who give up their
time. To increase sponsorship for the day the naming rights for the seven races are sold
and the naming rights for the event are sold. In 2016, the day was Birkbeck Jewellers Pink
Ribbon Cup Race Day, which on the day increased the fundraising. In previous years
attendance has been between 450 to 500, due to venue size, in 2017 however; a new venue
with a capacity of 1200 will be used. This will bring more people to the fundraiser and
increase the amount made as tickets for the event that is held in September sell out in April
with many missing out (Dr. Robyn Cameron, 2017).

(Silk Oil From Morocco, 2016)

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Situation Analysis
Market Analysis
In Australia, there are around 600,000 not-for-profit organisations, with a bulk of these being
small non-employing organisations that rely on volunteers. As at July 1st 2014, there was
60,755 charities that were registered with the ACNC, with the figure growing by 10 percent
(5,700) since October 2011 (Professor Myles McGregor-Lowndes, 2014). The Australian not
for profit employment made up a total of 9.3 percent of the Australian workforce as of June,
2013, with millions of people each year working as volunteers.

In the year of 2016, 80.8% of Australian adults (14.9 million) gave a total of $12.5 billion
dollars to charities and non-profit organisations in twelve months, with most donations being
monetary, and a small percentage being raffles and other events. With an average donation
for an Australian adult being $200, some of the main reasons for contributing to charities
were:
Being a worthy cause
Respecting the work the organisation does, and its purpose
Sympathy
Benefitting from the charities services

The most common ways for charities and NFP organisations to approach people about
donating is telephone calls, street fundraising and mail or letterbox drop. Regardless of this
trend, the most generic form of donations was made by door knock appeals, with over half of
funds being made via this method (Australian Charities and Not For Profit Commission,
2016). Although there are many people who give donations to charities, there are some
factors that affect peoples reasons for not donating to NFP organisations. Some reasons
people dont offer donations is due to them being financially unstable, or prefer giving their
time as volunteer instead of offering money (Australian charities and not for profit
commission, 2016).

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Macro Environment Analysis

Political Analysis

Political factors are about how a government intervenes in the economy, including
factors such as policies, stability and instability in the market, tax policies,
environmental laws and restrictions within the political segment (scribd, 2015).
A major influence on the NFP market is tax arrangements for philanthropy that are
outdated. NFPs are at time eligible for tax concessions offered by the Australian
government. Due to an outdated eligibility criteria, there is a disadvantage to some
NFPs and trouble understanding the criteria (Australian Government Productivity
Commission, 2010).
Many organisations are eligible to become tax exempt, this can be checked by
assessing the flowchart on the Australian Taxation Office website, or contacting them
(Australian Taxation Office, 2016).

Economic Analysis

The unemployment rate in Australia as of February 2017, has increased to 738,900,

and is continually fluctuating.
As of past years, 6.1 million Australians, participated in volunteer work. With the
continuation of the unemployment rate fluctuating, NFP organisations are seeing
volunteers coming and going (Australian Bureau of Statistics, 2017).
This affects NFP organisations, as volunteers may start working in the lead up to an
event, and potentially must leave due to further work commitments.

Social Analysis

Having a NFP organisation hold an event in your local community, will see the
community come together.

Holding events in a heavier populated will see more crowds come to the event.

Fewer people are giving to charities, however; people are giving more. This will be
beneficial and see NFP organisations benefit as the years progress, as there will be
more people to donate money and offer additional services to the NFP organisation
(Australian Bureau of Statistics, 2017).

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Technological Analysis

Mobile devices Essential part of how NFP organisations engage with supporters.
Mobile devices are becoming more advance, therefore; having a mobile friendly
approach to contact and communicate with donors about events is crucial.
Social media Major communication channel for emerging generations. Organisations
who utilize the benefits will see success, and more revenue at their events. (
npEngage, 2014)

Legal Analysis

Charities that are registered with the ACNC (Australian Charities and not-for-profit
commissions) can become tax exempt (as stated in the political analysis, above)
(dApice, 2017)
Penalties occur to businesses or organisation when they dont confine to the
Workplace health and safety act, 2011. (Queensland Government, 2017)
Under section 42 of the Liquor Licensing Act 1997, it is a condition of every licence
that the licensee complies with the Commissioners codes of practice (Government of
South Australia, 2016). This therefore means, NFP organisations must be aware of the
licenses required if using a licensed venue.

Environmental Analysis

Reducing carbon footprint - Organisations will benefit by using digital forms of

advertising as there is a perception that digital products (websites, blogs and mobile
apps) are typically viewed as being carbon light or low impact, especially compared
with paper products (the guardian, 2012).

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(McCrindle, 2017)

Micro Environment Analysis

Company Analysis

Positive:

Raises awareness for a deadly disease that takes lives of men and women all around Australia

Due to PRCRD growing, more money is being raised due to more people attending the event

Due to being held in a heavily populated part of Queensland, for people living in South East
Queensland it would be easy to commute to the Gold Coast, therefore boosting attendance.

Negative:

There is other not for profit organisations that people may choose to donate to, as there is a
large quantity of charities around Australia

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 A lot of fundraising for breast cancer is done in the second half of the year, therefore people
may not be willing to give as much to one event (being PRCRD), and spread it evenly between
all other breast cancer events.

There isnt a huge amount of advertising put in place for the event, therefore a lack of
knowledge around Australia for the day.

Whilst PRCRC has many benefits such as the event size growing and being in a heavily populated area
of Queensland, there is still challenges which stand in the way of the event, such as other NFP
organisations all raising money and a lack of advertising for the event.

Competitor Analysis

The NBCF is an organisation which raises money for breast cancer through holding events such as
PRCRD. Direct competition is a situation in which two or more businesses offer products or services
that are essentially the same; as such, the business is competing for the same potential market
(Margaret Rouse, 2014). There are many organisations in Australia which all raise money for cancer,
which is where competition arises, and direct competitors can be identified. Many other NFP
organisations such as the Cancer Council Australia, The McGrath foundation, and Redkite, along with
many others offer support, for those suffering with cancer and their families. Differences between these
organisations are that each hold different fundraising events, and have slight differentiation in the
services that they provide to the public. Fewer Australians are giving to charities, however; those who
are giving, are giving more (Probono Australia, 2014). People who donate money, are more likely to
give to charities that have some significance in their life, or have helped them/their families. Indirect
competition is the conflict between vendors whore products or services are not the same but that could
satisfy the same consumer need (Margaret Rouse, 2014). The NRL finals are a major indirect
competitor as they will be held around the same time as PRCRD, which could potentially draw crowds
from the event, to the finals.

Competitive market Summary

Competitor Target Positioning Product Price Promotional Distribution Strength/
Market Weakness

Cancer Sufferers Leading Up to date research, No Events Having STRENGHTS:

Council and independent doctors and other necessary such as fundraisers A leading NFP
Australia family of funders of health professionals fees are Australias right across organisation in
those cancer and information to required. biggest Australia, Australia, that
affected research in over 50,000 morning and having has a highly
Australia. tea, daffodil products credible

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 by Australians every day, girls that support reputation,
cancer. year. night in and the resulting in
relay for life company good feedback.
are all that are WEAKNESSES:
major available for There are other
fundraising purchase NFP
events run online. organisations in
by the Australia that
cancer also raise
council money for
Australia cancer research
that is more
specific.

McGrath Suffers of To offer breast No fees Events Fundraisers STRENGHTS:

Foundation breast cancer nurses to are such as are held all Being closely
cancer individuals, required Pink over the linked with
and the regardless of your to have a Stumps country, and Cricket
family of financial status, due breast Day, and just by Australia, the
those to the service being cancer High Tea registering McGrath
whom free. The nurse, the are held in online you foundation is
have organisation also service is attempts to can hold well known all
been raises money for free to the raise your own around Australia
affected breast cancer public. money for event. All WEAKNESSES:
awareness. the cause, McGrath Large
and Foundations competition,
increase products are and a high
breast available demand for
cancer online. breast cancer
awareness nurses.
in young
people.

Red Kite Children Primary Information/support, All By having a Online STRENGHTS:

and positioning professional services wide variety donations By using
young strategy counselling, group are free of and supermarket
people support, financial donations donations Coles, the
(0-24 assistance, such as through company is
years) education and online donation becoming a
with career support, book donations, boxes at household
cancer, club, free interpreter donating in supermarket name.
and the service and lieu, giant Coles. WEAKNESSES:
family bereavement donating in There are many
and support memory other
support and as a organisations

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 network part of your that support
who care will. As well cancer suffers.
for them. donation
boxes at
Coles.

Ronald To keep Primary Offer housing for ill Free By having You can STRENGHTS:
McDonald families positioning children, learning service events such donate at Due to being
House close strategy programs, house as Ronald any associated with
Charities when families of sick McDonald McDonalds a fast food
Australia their child children around day, it is an store in giant, it is a
is Australia Australia Australia, well-known
seriously wide event through restaurant.
ill bringing their WEAKNESSES:
crowds. fundraising There are other
events, and charities that
online support families
donations. and sick
children through
housing options.

National Australian Primary Finals football that Ticket The NRL is The event STRENGHTS:
Rugby Rugby positioning will be broadcasted prices held over date isnt A very popular
League League strategy all around Australia, vary the months announced event that will
Semi fans and a very popular between of March to at the end attract crowds,
Finals event that attracts $145- October, of the and potentially
large crowds $485 with 26 football (depending on
rounds and season, the year, a
the finals, however; game may be
ending the tickets are held in
season available Queensland)
during the weeks in WEAKNESSES:
first advance The semi-finals
weekend of will be held the
October. same weekend
as PRCRD,
depending on
where the event
will be held, it
may detract
crowds from
PRCRD.

(Cancer council Australia, 2016) (McGrath Foundation, 2017) (Redkite, 2016) (National
Rugby League, 2017) (Ronald McDonald House Australia Charities, 2017)

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Consumer Analysis
Due to there being roughly 60,000 NFP charities in Australia, people who donate to charities,
are likely to strongly believe in the cause, or have a personal connection. People who attend
PRCRD are likely to strongly believe and support the work that the organisation provides, or
have had someone in their family affected by breast cancer, or another form of the disease.
People who attend PRCRD alongside purchasing their ticket, on the day there are raffles,
lucky dips and other prizes which all proceeds are then forwarded onto the NBCF, in aims to
have no deaths from the disease by 2030 (Dr Robyn Cameron, 2017). PRCRD in 2017, is
being held on September 23, therefore tickets will be available for purchase by the middle of
the year. Tickets for the event can be purchased online, and through the Gold coast turf club.
Research has shown that personal connection to a charity, and evidence that supports the
impact that donations make, are big influences to giving to charity (Young-Powel, 2013).
Sponsorship plays a large role in the event, not only does it provide more money, it also
attracts more crowds. Sponsors can buy the naming rights for the event, as seen at the 2016
event, and naming rights for each individual race can also be purchased (Dr Robyn Cameron,
2017).

In summary, the event attracts people who have a passion for the cause the charity is
supporting, or similarly, people who have a person connection to the charity. People purchase
raffles and lucky dips, while business purchase the naming rights to different element of the
event, bringing in more money.

SWOT Analysis

STRENGHTS:
Is held in a large venue, which will attract more crowds
Breast cancer affects many Australians, which will provide the event with more
support from the public.
Queenslands largest community fundraisers for the NBCF. By having races, which
is a social event, it will see more people, as it is an opportunity to catch up.

WEAKNESSES:

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 Being at the end of the year, which is close to 'Breast Cancer Awareness Month',
sales could be lost due to attending other Breast cancer events.
Improvement on advertising could potentially be helpful to event, as it will bring more
people

OPPORTUNITIES:
Social media is becoming more and more popular as the years go on, thererfore;
more online fundraising could be done.
The event is always held around the same time as the NRL finals series, this could
see less males at the event due to attending the NRL. The event could potentially
change dates, attracting more people
Could aim for more numbers, and potentially be 'Australias largest breast cancer
fundraising event'.

THREATHS:
In 2017, having a larger venue, there will be more costs for extra tables, chairs and
decorations to make the area look nice.
Due to the event being run mainly by volunteers, they may not put in 100% effort as
they don't get pain and potentially threaten the events stability

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Objectives
Marketing Objectives
Objective 1: To increase the attendance at PRCRD, by 25% among the target market, within
the next year, in attempts to become Australias largest Breast Cancer awareness
fundraiser.

Objective 2: Increase the advertising for the event by 30% in the next two years, by using
social media and communicating with the target market, this will help increase attendance
and find future sponsors.

By increasing the advertising for the event, not only are you benefitting by potentially having
more people attend the event, you are putting the word of the event out into the community,
which could lead to more sponsors. Once you have increased the attendance, more money
for the event will be raised, benefitting the events reputation.

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