Development of Marketing Plan for A Non-Profit Serving the Disabled Community

[ABSTRACT ONLY; NO FULL TEXT] Abstract A Marketing Plan for A Non-Profit Serving the Disabled Community By Apryl Pechickjian Master of Business Administration The marketing plan development for a Non-Profit Serving the Disabled Community provided the team with awareness and fulfilling educational experience. It exposed us to the business of a non-profit organization serving the disabled community, which aims to enhance the lives of those functionally living with mental and physical disabilities. The project began with an in-depth interview with our client to assess the current state of the organization, as well as the opportunities for growth and expansion due to changing regulations in the industry. Analyzing the company provided materials, research, and information enabled us to develop objectives for the consulting project in agreement with the client. The objective of this project was to understand the mechanisms of the choice of a provider of services for clients and to develop a marketing plan that focused on marketing and business activities with the goal of changing perceptions, meeting expectations, and increasing client retention for the business. To achieve the project objective, the group collected primary information through client interviews and a formal market research survey. In-depth secondary investigation included research on the business and industry analysis. Applying common tools used in strategy such as the frameworks of the Pestel analysis, the Four P Marketing Mix, the SWOT analysis, and a series of comprehensive interviews with analysis, the team identified the gaps and opportunities in the business' product assortment, the intake process and lifespan tracking, and areas of brand engagement. My personal contribution to the project included attending the initial client meetings, communicating directly with the client, and attending the client's company event. I developed the SWOT analysis as well as the financial analysis and created a comprehensive list of recommendations for the business to implement. The recommendations were comprised of a comprehensive integrated marketing strategy to improve the product assortment, intake process and lifespan tracking, promotional strategy and areas of brand engagement. My contribution also included managing team writing deadlines on a weekly basis. I am pleased with my contribution to the group's overall success in delivering the strategic marketing plan for the client's business. The strategic implementation plan was presented to the client to achieve their goal of identifying ways to meet the needs of the community, select the best product assortment and increase customer retention. It was a gratifying experience to have this opportunity to learn more about the non-profit serving the intellectually and physically disabled community. The team applied their knowledge and skills to help the organization assimilate disabled persons into the general population while assisting the business in reaching its objective. The results of the research and recommendations are proprietary to the client and will stay confidential.