Marketing Case

Kamloops Seniors Outreach Society

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INTRODUCTION

The Kamloops City is positioned within the Thompson-Nicola area of the British Columbia and at the central part of the Province. Various activities such as industry, tourism, proletarian trades, and diminutive business describe the city and its environs. The city is rich in culture and opportunity that has enable it to capitalize on its strategic location giving British Columbian a place to set up honest, hardworking and long-term lives. The City's population is approximately 90,000 with diverse population in both age and culture. As the city continues to grow, public services have been vital in the general expansion of the city. In essence, the services have largely contributed to the stability of citizens' lives by increasing the quality of life for a considerable number of its residents. One of the organizations that offer such services is the Kamloops Seniors Outreach Society, a non-profit seniors agency providing a variety of solutions in the Kamloops City for seniors through collaborative approach and has been outstanding in the organization and presentation of resolutions and resources to numerous needs and necessities of seniors. Kamloops Seniors Outreach Society's fundamental mission to helping seniors with needs or issues linked to their day to day lives, enhancing their well-being, and be a supporting organization fostering social freedom and healthy lifestyle to the seniors (Senior Outreach Society, 2010). Kamloops Seniors Outreach Society is conscious of the fact that in the contemporary society, both social and information environment has been speedily changing and overblown by technology. These alterations affect this population who are slow in adapting to the capricious environment and are at a greater risk of losing control over vital parts of their lives such as cordiality, communication, and funds.

The paper analyses Kamloops Seniors Outreach Society's current strategy following through with an extensive analysis, which will describe significant facets that need to be capitalized on and offer insightful ideas on possible future course. The project aims at outlining various potentials and resources that are still incubating in the Kamloops Seniors Outreach Society and bringing concord to the existing policy that will allow the organization to make use of its limited resources and strengths. To realize the intended outcome, past historical events will have to be analyzed so as to comprehend the offered strategic course that will therefore, enable us to neutrally conclude its efficacy. Through this, we will assume the opportunity of increasing and engaging the resources, the management preferences, and the organizational capabilities of the organization, to build up a strategy that has value, provides direction and has strength.

BASE CASE ANALYSIS

Past Performance

Since its inception in 1980s, Kamloops Seniors Outreach Society has been able to accommodate a considerable number of seniors that make use of programs and services offered by the organization. Formally developed to help seniors with housing, the agency has expanded its scope becoming an activity organizer putting much effort on seniors social needs, community comfort and outreach programs. One of the recent achievements was provision of housing to 20 seniors. The agency has been able to connect effectively with seniors in their centers, oral advertisement, and referrals from current members. However, the company has not achieved much in relation to advertisement due to lack of adequate funds and other gaps in marketing capacity. This impedes the agency's capacity to create augmented interests in its programs and services limiting the funds obtained through grants from the government and donations from other stakeholders that is crucial to the continual functioning of Kamloops Seniors Outreach Society's services. Housing program and grocery shopping has been marvelous since its inception and many seniors and community members have shown signs of appreciation for these endeavors. Inadequate funding has been a key challenge to the agency forcing the management to cancel certain events and programs and certain extent not expanding their services and facilities. The board encompasses a group of qualified personnel with peculiar skills attained through precedent experiences, self-motivation, and professional lines. Self-motivation and collaboration among members has enabled the agency to utilize its limited resources in realizing its goals and objectives. As the agency develops, its approach needs to conglomerate and identify lessons from the past, reassess its goals and focus on its strengths.

Current Strategy

In this part, we start by describing Kamloops Seniors Outreach Society's existing strategy using the Diamond-E format. Through this, we will be able to identify various organizational or managerial goals, describe core activities, and target markets. Nevertheless, we will build up several concepts to join the activities with the agency's exceptional value proposition. After this, the paper will examine tangential activities working in succession to facilitate strategy. Organizational resources, management preferences, environment and capabilities will be scrutinized for continuity towards approach.

Goals

Kamloops Seniors Outreach Society's goal composition includes both soft and hard goals with the former concerned mainly with the internal affairs of the agency such as its health and preparedness. On the contrary, hard goals consist of profitability, sustainability, internal growth, and securing funding. Sustainability purposely amplifies for seniors outreach and grows to be a place seniors can turn to for pertinent, qualified, and unequivocal information services. Internal growth denotes expansion of programs and services to providing shifting needs and wants for these seniors. Securing funding helps in ensuring the smooth running of the agency since it is the core engine of the agency running all programs and capabilities. This goal is crucial in ensuring the general operations of the agency are in conformity with its mission. Profitability emanates from the efficacy of the programs and substantive membership retention.

Soft goals include: Connecting Seniors through realized programs, provision of various information services, and social interaction;