Project Assignment #1
1) Identify the organization's mission.
Young Men Christian Organization (YMCA)
Mission Statement - This is a non-profit organization that aims at putting Christian values into practice through the use of programs that develop a holistic growth for all.
2) Describe their stakeholders.
The key stakeholders are External and internal
The Staff, charity groups/ volunteers, board members, the members. They are involved internal governance, by ensuring that the mission statement is followed to the latter.
The community and local government
3) Describe their primary beneficiaries (the people who receive their services).
The immediate beneficiaries include, your spouse incase one is married, children and also the rest of the family members. It depends on the person designated as the beneficiary. Non – family are also inclusive, for instance, boy/girlfriends, friends or any other person designated to be a beneficiary.
4) Is this primarily B2B or B2C?
YMCA is classified as one of the earliest and biggest Non-profit organization. The organization works closely with both governmental and non-governmental agencies, and partners with a similar mission. This is an international organization and related agencies support each other with a view of building a strong community. For this reason, it falls under a B2B category, since; very many related organizations are involved in reaching the community.
5) What is the organization's positioning?
YMCA is deemed as something unusual and exceptional. The organization is above all significant in the current society because it fills a void in the society. The Christian values are put into real practice. It is for the best interest of this movement to socially and financially support young people and families and help develop the ethics of compassionate, integrity and accountability. YMAC position is for everyone, regardless of age, tribe, race, religion and ability. Its aim is to build community.
6) Describe the organization's marketing mix in detail.
a) List all products/services.
Offers Christian services to young children and youth
Provides health, fitness and recreational services
Child care services are also availed
Youth outreach ministries
Family growth and development services
In order to be more practical, the organization manufactures clothes with their mission statement in order to reach out to the entire community. They
b) Describe the channels of distribution
Print Media e.g. Young Christian magazines, newspapers
c) Describe the promotional strategy in detail.
YMCA uses the push strategy in promoting its services and products to the community. From the objectives and aims, the organization promises very many benefits to those who may wish to join and also to their customers. For instance, joiners benefit from youth development programs, a health standard of living and an enhanced social responsibility.
d) In addition to identifying pricing, discuss how funds are raised. Is it strictly fee for service?
Products are low-priced so that every person can afford them, since; this is one way of advertising. The sales collected from the sale of the products are used in running the movement and also supporting the community. YMCA is also funded by the state or the federal funding. It is not strictly a free for service movement, but, there are some contributions made by the members for their own welfare.
YMCA of the USA. Principles of YMCA family, 2nd Ed. Human Kinetics, 2001.