Using the same organization, you selected in Week 1, AT
Using the same organization, you selected in Week 1, ATTACHED
imagine that you will be making a Microsoft Power Point presentation to the organization's board of directors or other decision-making leaders (depending upon the type of organization you are using). Your work this week will consist of two parts for the presentation.
- First, you will synthesize the key insights you have learned during the past five weeks.
- Second, you will present an Integrated Marketing Communications (IMC) strategy, a pricing objective, and a pricing strategy to the board of directors. Because this second part involves new material in the project, it will probably require the most research and analysis to complete this week's presentation.
The following sections provide greater detail about the two pieces of your presentation.
Note: The expectation for this project is a scholarly presentation. A scholarly presentation has two main distinctions:
- The notes sections of slides contain research citations, evaluation, and conclusions—just like in a good scholarly paper. In other words, a reader should be able to read your notes section as if he or she is reading an academic paper. The grading rubric suggests a level of critical thinking for the presentation (in the notes section particularly) that is on the level of a good academic paper.
- Key points and information on the slides are highlighted. A good slide contains no more than six lines of text. The slide should just contain the "big ideas" to help guide your reader through the main points.
In addition, for this project in particular, the first several sections of your presentation will use material you composed in the previous weeks of the project. However, use the slides and notes sections to show that you can do more than just copy from the previous weeks' papers. Show that you can summarize the material and present the most important points to your audience.
Part 1: Summary of Key Insights from the Course Project to Date
Using course work (and feedback!) you have completed so far in the course project, summarize key points regarding the organizational mission and how the new product/service and your proposed service delivery enhancements contribute to the organization's ability to complete the mission.
- New Mission; New Product/Service (2 slides)
- Provide a brief overview of the new/improved mission statement and the new/improved product or service you are proposing.
- Provide the board of directors with supported rationale for how the new product/service contributes to achieving the new/improved organizational mission.
- Service Delivery Enhancements (2 slides)
- Provide a brief overview of service delivery enhancements to improve efficiency and effectiveness.
- Provide the board of directors with supported rationale for how the service delivery enhancements contribute to achieving organizational mission.
Part 2: Communication Strategy
As new material for this week, you need to communicate to your "organization's" market segment the key benefits that make the organization distinct from the competitors. In addition, you need to announce the improvements in the delivery of the services by the company. Justify an Integrated Marketing Communications (IMC) strategy that includes the following:
- Advertisement (5–7 slides)
- Propose an advertisement featuring the new (improved) services and containing the following elements:
- A headline
- A subhead line
- A brand–positioning statement
- An artwork
- A layout
- Justify traditional and nontraditional channels to carry the advertisement.
- In the notes section, justify your channel selection. Use research to support your work.
- Propose an advertisement featuring the new (improved) services and containing the following elements:
- Pricing (2–3 slides)
- Justify both a pricing objective and a pricing strategy for the company on the basis of the information gathered from the case study, an understanding of the competition, and the likely attitude of current customers.
- In the notes section, justify why the organization should adopt the pricing objective and follow your pricing strategy, using appropriate examples, research, and reasoning.
- Conclusion (1 slide)
- Conclude with a statement positioning the brand around the new service delivery.
- In the notes section, defend the statement. Support your work with research.
Submissions Details:
- The presentation should be 12 to 15 slides in length.
- Place any references on the last slide, using APA style.
5
Introduction of the Organization
The National Association for the Advancement of Colored People is an American civil rights organization that deals in advancing justice for people of color. The organization was formed in 1909 to ensure social, political and educational rights equality for all people and eliminate racial discrimination and hatred for people of color. The organization’s headquarters is at Baltimore, Maryland in the United States. Its chairman is Leon Russell and the CEO is Derrick Johnson. The organization has a membership of 500000 and operates under a budget of $24828336 (Delgado & Stefancic, 2020). In the United States, the NAACP has a board of 64 members which elects the president. Since its formation, the organization has never had a woman president. The departments of the NAACP are governed by the branch and field services and the youth and college department. The organization’s non-current records are stored at the library of congress since 1964 (Delgado & Stefancic, 2020). The NAACP is among the most trusted organizations in the fight for equality in the United States. This paper will analyze the organization, its activities, the industry it operates in and the future prospects of performance.
SWOT Analysis
The SWOT analysis is used by organizations to understand the market they operate in. this analysis shows the strengths, weaknesses, threats and opportunities. The NAACP SWOT analysis is conducted to help in decision making so as to accomplish business objectives and goals. The following is the NAACP SWOT analysis.
Strengths
· The organization’s geographic presence in different countries. This position ensures that the business easily reaches its customers and target market (Teoli et al., 2019).
· The organization has a strong online presence. The company operates in different social media platforms which create a platform for growth and developing strong relationships with its customers.
· The organization has a wide product portfolio. This allows the organization to grow as its diversity attracts customers.
· Competent and committed human capital. This acts as the company’s competitive advantage.
· Brand loyalty and popularity. NAACP is a known brand that most people seek services from (Teoli et al., 2019). This has led to attracting new customers into the organization.
Weaknesses
· Criticism from environmentalists. NAACP has been criticized for its poor waste management and inability to integrate sustainability (Vlados, 2019). This has led to poor performance as customers focus on working with companies that maintain and conserve the environment.
· Insufficient budget. The organization mostly acts as a charitable organization, offering services for free for most of its customers. Being a civil rights organization, the organization faces challenges in funding and staffing. This has resulted ton poor performance thus less profitability.
· Poor inventory management (Vlados, 2019). This has led to the organization loosing important data fo0r both the company and its customers.
· Inability to understand customers’ needs. The organization has a difficulty in understanding the expectations of its customers. This has resulted into poor performance hence poor rating.
Opportunities
· The exponentially growing population. The rapid growth in population annually presents NAACP with an opportunity to grow. This is because many people will need to seek legal services from the organization hence increasing the organization’s customer base (Teoli et al., 2019).
· The changing needs of the customers. This presents an opportunity to focus on the customers’ expectations and demands, thus presenting a good market for NAACP.
· Increase in customers’ disposable income is an opportunity for NAACP to grow (Teoli et al., 2019). This is because with enough income, people will seek services from the organization.
· Government subsidies and support is an opportunity to grow as it ensures the working conditions of the organization are favorable.
Threats
· Strict regulations. Government regulations have hindered business activities for NAACP thus leading to a lower performance (Vlados, 2019).
· Deteriorating economic conditions. This means that people will not have enough money to seek services from NAACP thus losing in business.
· Shortage of skilled labor in the market makes it difficult for the organization to get the right skills and talent for job performance (Vlados, 2019).
Mission Statement
NAACP’s mission statement is to secure the social, educational and political rights equality for all citizens despite their affiliations based on race, color and ethnicity. The mission statement focuses on upholding individual human rights and improving communities (Bragg, 2020). It shows its target customers are people that require human rights services. The statement also depicts its products to be human rights services. The statement discusses its core competencies, by showing that it delivers its products and services through direct contact with its customers. The statement provides assurance for successful process of the organization’s services.
However, the mission statement is not clear to a new customer and needs revision. For a mission statement to be clear, it should elaborate on the customers, products, market, core competencies and measurability. For instance, the mission statement could be “to secure social, educational and political equality rights for all people of color in the united states through providing legal services to fight for these rights.”
References
Bragg, S. (2020). Race Women, Crisis Maids, and NAACP Sweethearts: Gender and the Visual Culture of the NAACP in the Early Twentieth Century. American Studies, 59(3), 77-98.
Delgado, R., & Stefancic, J. (2020). Against Equality: A Critical Essay for the NAACP and Others. Hastings Const. LQ, 48, 235.
Teoli, D., Sanvictores, T., & An, J. (2019). SWOT analysis.
Vlados, C. (2019). On a correlative and evolutionary SWOT analysis. Journal of Strategy and Management.
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