Situation Analysis for

Pink Ribbon Cup Race Day

Author: Sarah Anderson
SID: 5069488

1003MKT - Introduction to Marketing

Tutor: Dr Keith Weaven

Trimester 1 2017

Word Count: 1836

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Table of Contents
Table of Contents 2
Introduction and Company Background 3
Introduction 3
Company Background 3
Situation Analysis 3
Market Analysis 4
Macro Environment Analysis 4-5
Political Analysis 4
Economic Analysis 4
Social Analysis 4
Technological Analysis 4
Legal Analysis 4
Environmental Analysis 5
Micro Environment Analysis 5-7
Company Analysis 5
Competitor Analysis 5
Competitive Market Summary 6-7
Consumer Analysis 6
SWOT Analysis 7
Objectives 7
Marketing Objectives 7
Reference List 8

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Introduction and Company Background

Introduction
This situational analysis is for the Pink Ribbon Cup Race Day, as part of a marketing plan offer to
help raise money, awareness and attendance for the event. The event is a fantastic opportunity to
raise funds for the National Breast Cancer Foundation, with a target market of those affected by
breast cancer, whether it was themselves or someone they know personally. The main focus in this
situational analysis will be to increase attendance and social media interaction, which will then
appeal to a younger target market. These objectives are hopefully to be reached by the time of the
event or within 6 months.

Company Background - National Breast Cancer Foundation (NBCF)

The National Breast Cancer Foundation was founded in 1994, with a goal to achieve no death from
breast cancer in 2030. Money that is donated to this foundation are used for the research of breast
cancer, and for the treatment of those that have the cancer. NBCF is a well known brand with a
large amount of donations since its been founded, raising over $140 million for their cause (About
NBCF - National Breast Cancer Foundation, 2017). The foundation is aimed solely at women
within Australia, and so has a mainly female target market. In the entirety of its existence, the
foundation has been able to fund over 470 research projects, which also looks after the women
who have been able to survive the cancer, helping their recovery process run smoothly.

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Situation Analysis

Market Analysis
According to the Australian Charities and Not-for-profits Commission (ACNC), there are 50,908
charities registered in Australia, with the data recorded in 2015. When looking at the statistics of
charities that fall under Education and Research and Health, which the National Breast Cancer
Foundation falls under, there are 13,726 registered within Australia (Explore Sector Detail -
ACNC, 2017). By furthering the search down to apply to charities that help women, all ages and
people with chronic or terminal illness, the number of charities registered in Australia that apply
decrease to 1,177. Looking at how large the amount of charities available to donate to in Australia
ensures that NBCF has a lot of competition, even when the competition is narrowed down. With
the total income of all 50,908 charities in Australia being over $13 billion, it is obvious that the
charities of Australia are an effective market. Charities provide donators with an ego boost,
ensuring the donor that they are doing something for the benefit of someone who needs it. This is
a fantastic marketing ploy that can be used when marketing a charity within Australia.

Macro Environment Analysis

POLITICAL ANALYSIS
- Government grants may be decreased if there is clashes between political views.
- Charities may be stopped by the ACNC if theyre proving to be interfering too much with politics
(Bingham, 2017), which may be the case with the health department.
- Politicians being pushed to ban horse racing from lobbyists.
ECONOMIC ANALYSIS
- There is proof of an economic growth of 2.4%, meaning that the Australian economy is currently
stable (Australian Economy Snapshot - RBA, 2017).
- The disposable income in Australia has risen to more than $280 million in 2016. This is an all
time high (Australian Disposable Personal Income - 1959-2017 - Data - Chart - Calendar,
2017).
- The Westpac-Melbourne Institute Consumer Sentiment Index shows that as of the end of
January in 2017, the consumer confidence is at 99.7% (Australia Consumer Confidence -
1974-2017 - Data - Chart - Calendar, 2017).
SOCIAL ANALYSIS
- Around 80% of the Australian population donated to charities and not-for-profits organisations in
2016 (Fast facts and statistics on giving in Australia >> Philanthropy Australia, 2017).
- Those most charitable in Australia money wise reside in suburbs in Melbourne and Sydney,
those with higher employment rates, with average donation rates being around $300 (Yeates,
2017).
- Australian charities are seen as trustworthy, with 9 out of 10 Australians donating to charity every
year.
TECHNOLOGICAL ANALYSIS
- Pink Ribbon Cup Race Day is advertised on social media with their own accounts, opening up to
a wider set of viewers.
- Donations are able to be made online, making the process easier for some.
- Possible technological glitches or break downs on the Pink Ribbon Cup Race Day.
LEGAL ANALYSIS
- Charity Commission requires the submission of annual reports and accounts (Charity law -
Knowhow Nonprofit, 2017).
- Following all WHS and OHS procedures.
- Adhering to regulations set by the ACNC.

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ENVIRONMENTAL ANALYSIS
- Any extreme weather near the time of the event could cause the consumers to not attend or for
the event to be cancelled.
- Extreme weather prior to the event may make attendees wary of the event, causing damage to
the venue and perhaps a smaller attendance than predicted.
- If there is excellent weather conditions on the day and prior, attendance may be higher.

Micro Environment Analysis

COMPANY ANALYSIS
Positives
- Well known by Australians.
- Provides money for research for those affected.
- The cause is affects a large amount of women in Australia, making the charity well needed.
Negatives
- Plenty of competitors raising money for similar causes.
- Relies solely on donations or government grants.
- Can be easily mistaken for other charities raising money for the same or similar causes.
Summary
NBCFs company analysis has more positives than negatives, being a well known brand for not
only helping raise money for research, but for helping those recover from breast cancer. The main
downside is the amount of charities available in the market, as consumers may favour other
charities if they feel closer to a different cause than breast cancer.
COMPETITOR ANALYSIS
As a direct competitor to NBCF, there is the McGrath Foundation, which is a direct competitor due
to their same cause. The McGrath Foundation is a charity for breast cancer, and therefore has a
similar target market as NBCF. The indirect competitors to NBCF are Jeans for Genes and The
Heart Foundation. These competitors are indirect due to their different cause yet are still a
competitor as they are raising money for health and research causes, just as the NBCF is.
COMPETITIVE MARKET SUMMARY
McGrath Foundation - direct
Table 1 - Competitive Market Summary of the McGrath Foundation
Target Market Predominantly female, middle aged, higher income.

Positioning Elitist breast cancer foundation.

Product Reliable donations going towards placing Breast Care Nurses.

Price $2-$850 for Pink products, donations are also welcome online.

Promotional Website advertisements, television appearances by sponsors, mentions in the news

and in newspapers.

Distribution Products and donations are available online and at particular events held by the
charity.

Strength/Weakness Strength: Associated with well known Australians

Weakness: Doesnt raise money for the research of breast cancer.

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Jeans for Genes - indirect
Table 2 - Competitive Market Summary of Jeans for Genes
Target Market Youth and middle ages, both sexes, mid to high income.

Positioning A yearly fundraiser event held to raise money for Childhood Disease.

Product Reliable donations going towards the research of childhood diseases.

Price Donations of all sizes are welcomed.

Promotional Ads around the date of Jeans for Genes Day, in newspapers, schools and local
businesses.

Distribution Products available at Point of Sale at supermarkets, donations available online and
at the charities events.

Strength/Weakness Strength: Supports the work of the Children Medical Research Institute
Weakness: Remains quiet before and after their yearly event Jeans for Genes Day.

The Heart Foundation - indirect

Table 3 - Competitive Market Summary of the Heart Foundation
Target Market From late teens to later ages, both sexes, mid to high income.

Positioning Uses healthy ventures to prevent heart disease and to create awareness of the
cause.

Product Reliable donations going towards the research and prevention of heart disease.

Price Donations of all sizes are welcomed.

Promotional Jump Rope for Heart, fun runs, health information service, heart foundation recipes,
advertisements on Facebook.

Distribution Donations can be made online and at events.

Strength/Weakness Strength: Well known within Australia and has a lot of push from the Australian
Government.
Weakness: Lack of physical products to help raise awareness once purchased by the
consumer.
CONSUMER ANALYSIS
The consumers of NBCF are generally female, middle aged, and have been affected one way or
another by breast cancer, whether it be themselves, someone they know, or a loved one.
Consumers can either donate money or can buy charity products with all proceeds collected by the
charity. They purchase these items because it gives self worth for the consumers and if its a
physical item theyre purchasing, its advertisement for the charity itself.

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SWOT ANALYSIS
Table 4 - SWOT Analysis of NBCF
Strengths Weaknesses Opportunities Threats

The Pink Ribbon A local event, only
Foundation is a very well available at the Gold
known organisation. Coast (people in other
areas may not be able to
attend, and therefore not
able to donate.
The event could be There could be another
aimed ore towards men, popular fundraiser on the
which could get the other same time, meaning
50% of the population people have to choose
involved. between the two.

Everyone has been There are limited tickets Social media can be The weather could affect
affected by this cancer and seats, which mean used to greatly improve attendance, as some of
either themselves, or not everyone that wants the local knowledge of the day is spent outside.
know someone who has to, can attend the event. the event.
or had it.

Pink Ribbon Foundation The event is aimed There could be an event The economy could
is associated with the mainly towards women, in each state, either on change, meaning people
Breast Cancer which is only 50% of the the same day, or a week are less likely to spend
Foundation, which population. or so apart, to gain more money on the day, or not
means there is more money and awareness. even come at all.
likelihood of gathering
better sponsorships.

Well known to have The event it also aimed For the regular The change of venue
brought in a lot of money mostly towards those attendees, a VIP area may not be a popular
over the years for breast over the age of 30, which would bring in more move by some of the
cancer research, and leaves those under 30 money and more well regular attendees, some
has helped many untouched. known guests. may feel as though itll
survivors with their be a less intimate event.
recovery.

Objectives
Marketing Objectives
The marketing objectives for the Pink Ribbon Cup Race Day would be aimed at the attendance
and social media interaction of the event. The first objective is to increase attendance by 50% from
the target market within the time of the event. The second objective is to increase social media
interaction by 40% from a younger target market within 6 months. With the second objective,
aiming the cause and the target market at a younger audience will not only increase the knowledge
of the disease, it should then increase the amount of younger attendees at the event, which will
overall help the success in reaching the first objective of increased attendance.

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Reference List
About NBCF - National Breast Cancer Foundation. (2017). National Breast Cancer Foundation.
Retrieved 7 April 2017, from http://nbcf.org.au/about-national-breast-cancer-foundation/
about-us/

Australia Consumer Confidence | 1974-2017 | Data | Chart | Calendar. (2017).

Tradingeconomics.com. Retrieved 7 April 2017, from
http://www.tradingeconomics.com/australia/consumer-confidence

Australia Disposable Personal Income | 1959-2017 | Data | Chart | Calendar. (2017).

Tradingeconomics.com. Retrieved 7 April 2017, from http://www.tradingeconomics.com/
australia/disposable-personal-income

Australian Economy Snapshot | RBA. (2017). Reserve Bank of Australia. Retrieved 7 April 2017,
from http://www.rba.gov.au/snapshots/economy-snapshot/

Bingham, J. (2017). Charities warned to stop interfering in politics by new watchdog chief.
Telegraph.co.uk. Retrieved 7 April 2017, from http://www.telegraph.co.uk/news/politics/
9711825/Charities-warned-to-stop-interfering-in-politics-by-new-watchdog-chief.html

Charity law Knowhow Nonprofit. (2017). Knowhownonprofit.org. Retrieved 7 April 2017, from
https://knowhownonprofit.org/organisation/operations/legal/charitylaw

Explore Sector Detail ACNC. (2017). Australiancharities.acnc.gov.au. Retrieved 7 April 2017,

from http://australiancharities.acnc.gov.au/visualisations/explore-sector-detail/

Fast facts and statistics on giving in Australia Philanthropy Australia. (2017). Philanthropy.org.au.
Retrieved 7 April 2017, from http://www.philanthropy.org.au/tools-resources/fast-facts-and-
stats/

Yeates, C. (2017). Where are Australia's most charitable suburbs?. The Sydney Morning Herald.
Retrieved 7 April 2017, from http://www.smh.com.au/business/the-economy/australias-
charitable-giving-jumps-65-per-cent-national-australia-bank-20160426-gof5vs.html