Strategic Marketing Plan for Silver Lining Creation Ry
Poudel, Dinesh (2011)
Arcada - Nylands svenska yrkeshögskola
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The Aim of this study was to develop a strategic marketing plan for case organization, Silver Lining Creation Ry (SLC) which is a not-for-profit social media organization based in Finland but works in global prospects. It seems that practicing strategic marketing planning enhances the ability of NPOs to sustain, reach the resources and achieve the objectives. Thus, this study helps SLC for a long run and improves the performance to reach the resources. The study literatures were based on the marketing theories which precisely focus in strategic marketing planning process in detail. The qualitative research method was used by interviewing SLC’s board of directors (BODs) to gather the data and the information required to analyze the SLC’s situation. Additionally, as the solid background information, case study was reviewed as well as SLC reports were consulted. Thereby, the final analysis was summarized to develop final strategic marketing Plan in same structure as theoretical part and SLC internal analysis part. Based on this study results, it is concluded that SLC has not yet performed strategic planning elements literally. Moreover, the basic strategic plan guide was developed to road-map the SLC’s future achievements and better performance. The final guide basically will help SLC to widen the volunteer network, brand image and reach the financial resources by segmenting donors, branding SLC image, positioning the SLC brand and delivering promotion and fundraising activities through marketing mixes.