Ultimately, the organization is looking to see if they should be offering different courses, more courses, or fewer courses, charging more, charging less, etc. The next step for the team would be to do a similar analysis for the other areas and offerings of the Red Cross. The Red Cross would like a broad marketing plan created for all aspects of the organization. Many people know what the Red Cross is and have a vague understanding of the services it offers. However, management is aware that many people in the community who would use and could benefit from the Red Cross do not know enough about the organization.
Management needs help in getting their message out to the community.
The YMCA offers a variety of programs for both children and adults in the Ann Arbor community. After assessing the above programs and determining the YMCA's strengths and weaknesses in this area, the next step will be develop a marketing plan to better target the program offerings of the Y with the needs of the community. The Y needs to know where they are competitive in the area for programs and activities. What is successful, what is not.