NGO AND MANAGEMENT

NGO and NHS Analysis

Executive Summary

In this paper, two components have been discussed. In the first component, a detailed analysis of an NGO named 'The London Centre for Children with Cerebral Palsy' has been discussed. its external and internal factors, the marketing operations and recommendations for further improvements are also included in the paper. In the second component, an analysis on Central London Community Healthcare NHS Trust is given, along with an analysis on its recent promotional campaign.

Table of Contents

Component 1: The London Centre for Children with Cerebral Palsy4

Introduction4

External Analysis4

PESTEL Analysis4

Porter's 5 Forces6

Key Success Factors7

USP/ Competences7

Internal Analysis, McKinsey's 7S8

1.Strategy8

2.Structure8

3.Systems8

4.Skills9

5.Staff9

6.Style9

7.Shared Value9

Marketing Operations10

Structure & Philosophy10

Critical Evaluation10

Traditional Marketing Models11

Critically Evaluate Third Sector Up11

Entrepreneurship and Entrepreneurial Activity12

Describe13

Importance13

Change: How it can be more effective13

Conclusion14

Recommendations14

Introduction16

Culture16

Company16

Society17

Political17

Government17

Organizational18

Marketing Operation20

Recent Campaign20

Customer Focus21

Conclusion23

Recommendations23

References25

Component 1: The London Centre for Children with Cerebral Palsy

Introduction

The NGO or Charity selected for this assignment is The London Centre for Children with Cerebral Palsy. This charity is the operating name for a registered charity company named The Peter Rigby Trust. This charity was first founded in 1963 as 'The Hornsey Trust for Handicapped Children by Peter Rigby. Initially the charity dealt with the activities, education and training of people who had learning difficulties. Eventually, the charity started providing a variety of services to younger people with some difficulties and gradually became more focused on helping the children suffering from cerebral palsy. After that, the charity added a nursery for 3 to 5 year old children and a school group for 5 to 7 year old children. Gradually, they extended to children aged up to 11 years.

External Analysis

PESTEL Analysis

Political Factors

Overall, political situation is not a significant trend of charities and NGOs. This may include political stability, reform, tariffs, trade restrictions, environmental regulations, employment laws and tax policy.

Economical Factors

The factor of the economy is so closely and strongly related to the smooth and profitable functioning of the charity. As the world is facing recession, due to which the rate donations have decreased (DataMonitor 2010, 14).

Social Factors

Social factors include attitude, culture and values that may cause an impact on the overall performance of the organization. The charity needs to spread more awareness about the cerebral palsy, so that people donate and volunteer more.

Technological Factors

Various changes and advancements in technology can either slump or elevate the running of the business. Similarly, in charities, they must adopt suitable technologies as per their needs and requirements.

Legal Factors

This includes any law which has an impact on the operations of the charity, including NGO terrorist, criminal and regulation legislations.

Environmental Factors

Environmental factors include the climate changes or terrain or seasonal variation which can have an impact on the methods of service deliveries of the charities.

Porter's 5 Forces

Bargaining Power of Buyers

In case of the charities or NGOs, they set up festivals and sales to collect money for their charities. Mostly the stuff being sold is a charged a little above than the actual price so that more money goes to the charity (DataMonitor 2010, 89).

Bargaining Power of Suppliers

The suppliers for the charities are furniture providers, ...