Cancer Research Analysis: Strategic Planning

malignant neoplastic disease inquiry Analysis St vagabondgic Planning inst anyation crab louse is single of the worlds deadly diseases which is having lot of effects. genus Cancer convey lot research to decline the rate of death of patients due to malignant neoplastic disease. This declination in the rate great deal be achieved by carrying out the research the funding for research can be achieved by almsgiving, dedicated to saving lives through ground break research. Cancer explore UK is named as crabmeat research and aw atomic number 18ness charity in the United Kingdom , came in existence on February 2002 by the amalgamation of The Cancer look Campaign and Imperial Cancer look into Fund.These organisations atomic number 18 making huge publicity in the society to get aw atomic number 18ness in the large number just about(predicate) this disease. These make awareness about the symptoms and treatment .All the funding from the charity is used for research in directly and indirectly .Together with partners they have had a significant impact which has helped to reduce the number of cancer deaths. (Cancer look for)Non -Profit SectorNon- net profit mean one doesnt accept any type of profits only depends on non profit issues , charitable and governmental organisation. Non-profit sector thus includes religious congregations, universities, hospitals, environmental groups, art museums, youth recreation associations, civil rights groups, community ripening organisations, labour unions, political parties, sociable clubs and others (Boris and Steuerle, 1999). The non-profit sector exists to benefit society. Within the non-profit sector, at that place is a rich and dynamic diversity of have got and organisations. Without the whatsoever(prenominal) thousands of nonprofits, with their many millions of volunteers, society would lack valuable services, diversity, and civil participation. The non-profit sector is heavy because it lets services that would n ot be performed by the business sector. Many services needed by society do not get down a profit and are, therefore, unattractive to the business sector (Wymer et al, 2006).Non-profit organisations have started to adopt business-like techniques (Goerke, 2003) used in the for-profit sector as they are becoming increasingly confronted with grocery store pressures typical of for-profit organisations, like competition for funding and the need to earn money to fulfill their mission (Andreasen and Kotler, 2003 Dolnicar et al., 2008). These techniques and approaches have been recognised as of the essence(predicate) to non-profits by the pedantic field (Gonzalez et al., 2002) one in particular is especially important the grocery storeing concept which advocates and understanding of the customer (Day, 1994). Instead of accepting the marketing concept and stolon the marketing process with the customer and investigating what the market actually needs and wants (Gonzalez et al., 2002), non-profit organisations have an organisation-centered marketing mindset and may falsely believe that their product or service is needed by the market (Andreasen and Kotler, 2003). A number of other researchers agree with this viewpoint in emphasizing the importance of market orientation for the non-profit sector (Macedo and Pinho, 2006).AimCancer Research UKs aim is to reduce the number of deaths from cancer. Around 300,000 people are diagnosed with cancer in the UK both year. Every two proceeding someone is told they have the disease. And every year more than 150,000 people die from the disease. Cancer remains peoples greatest health fear. It is difficult to overstate the scale of the cancer problem and the impact it has on the lives of hundreds of thousands of people every year. (Cancer Research)Marketing strategyA strategy is a plan for the actions taken to attain one or more organisational goals. The readying class of strategy formation is one of achieving a match between t he organisations internal skills, capabilities, and resources on the one hand and all of the relevant outer considerations on the other hand (Thompson and Strickland, 1986, p. 74). An institutional goal for a business might be to increase its revenue at a moderate merely steady rate or diversify its customer base. The compilation of an organisations institutional goals and the manner to reach them forms a strategic plan. SWOT analysis is a a great deal used tool to develop a strategic plan. The central condense of a SWOT analysis is to recognize opportunities and avoid threats while weighing an organisations strengths and weaknesses (Bryson, 1988).Although many non-profits may view marketing as a business activity, Kotler and Levy (1969) believe that marketing plays a very important role in the lives of non-profit organisations. They argued that all organisations undertake marketing whether they k promptly it or not, therefore they must possess a satis incidentory understanding of it. Furthermore, the non-profit sector has characteristics of marketplace problems (Kotler, 1979) where memberships decline, costs soar, and competition is fierce. owe to these indicators, it was suggested that marketing had a great deal to offer the third sector in order to survive, advance, and strengthen their contributions to the general welfare (Kotler, 1979, p. 44). Complicating characteristics of non-profits organisational structure include non-financial objectives, quadruplex stakeholders (Bruce, 1995), a competitive-collaborative relationship with other organisations in the field, and the balance between financial pressures and the mission (Gallagher and Weinberg, 1991). These characteristics make it very difficult to ascertain success and may pack to their disregard of marketing.Such strategies include the identification of customers who are most interested in supporting their mission (market segmentation), ensuring an image is built that is attractive to those peop le (product positioning), the education of communication messages most attractive to these people (advertising) and communication with them through channels these people unfalteringly use (place). Consequently, the assumption underlying the presend study is that patronage the fact that non-profit organisations are distinctly different from for-profit organisations market orientation can significantly increase the effectiveness of non-profit organisations in achieving their mission (Lazarevski, 2009).In addition, Intellectual ceiling is capable of adapting to the challenges posed by the non-profit environment in the familiarity economy because some of the theoretical roots of IC come from the internal focus associated with perfume competence theory (Mouritsen et al. 2005). Intellectual capital helps to shift SSNPOs strategic focus to intellectual resources, including knowledge, skills and experience. This is important to SSNPOs, because strategic activities and changes that a re brought to the organisations entrust be mainly dictated by internal initiatives by paid employees and volunteers quite an than external forces such as government agencies. Therefore, resistance to those strategic activities and changes by volunteers and employees is likely to be move (Kong, 2007). Cancer Research Organisations has an advantage for the society and should approach in all means to get funding and branding. Nonetheless, brand of any non-profit body is equally important considering the promotion and place of the 4Ps. Non-Profit institutions can introduce marketing in a number of looks, such as appointing a marketing committee or task force, hiring an advertising agency or marketing research firm, hiring a marketing consultant, or appointing a marketing director or marketing vice electric chair (Kotler, January 1979).In 2008/09 Cancer Research was funded by 433 Million Pounds where 80% of the money is spent on the cancer research. Cancer research UK uses various methods to raise capital making donation is the most common where people donate money to the charity in various ways like some donate on their special events like on their wedding anniversary or birthday and some donate funds to the charity in memory of their loved ones .Cancer Research charity earns its third of their total funding which help in fighting the deadly disease. nigh people donate money in this ways so that they dont want to miss their continuity after their death and some donate in remembrance of the others. One can also join a topical anaesthetic group which raise funds to the Cancer Research UK or he/she can create their own committee which helps in elevator funds to the charity organisation. In order to collect funds through their shops, Cancer Research UK has set-up around 600 shops across the UK. By visiting one these shops and buying something from there donates the charity. If one is interested in raising funds for Cancer Research UK, they can do by particip ating any of the various events which were organised by the charity. Some of the events the Cancer Research UK carries out are like flagship, women-only Race for Life, Run 10K which is a popular event held by the charity and there are some other events like Relay For Life, Shine and a half or full walking marathon which is carried at nights through which one also introduce and raise funds. People can join internship schemes provided by the Cancer Research UK as volunteers and help raise funds by working at cancer charity shops or they can also participate in events held by charity and help them. Cancer Research UK does get funds from Government as well but in smaller amounts which it spent on specific projects like it got two and half a million from Dept. of Health which it used for growing anti-tobacco hunts.(Cancer Research)P.E.S.T ANALYSISPolitical factor Private donations make up the majority of Cancer Research financial resources, and by limiting the amount they receive from governmental sources, Cancer Research remains financially independent (Hannagan, 2001) however now cancer research is closely monitoring the policies that each party comes up with and compare them to what they think cancer research has produced a handy guide to help parliamentary candidates as they campaign in their local areas. The guide, How to campaign with confidence about cancer, gives candidates an introduction to what cancer is and how they can find out more. Commit to Beat Cancer campaign which calls on the next government to make the UKs cancer outcomes among the beat out in Europe in the next ten years. The campaign also asks our supporters to contact their local prospective parliamentary candidates asking them to sign up to our Cancer Commitment. The commitment contains the same policy calls that appear in our manifesto. Thousands of our supporters have telecommunicateed their candidates. Already over 400 candidates across the country have signed up and weve sent them a wallet-sized commitment card so that they can show their support for the campaign.Economical Factors Cancer Research relies on donations from the public for two key reasons to experience the freedom to provide humanitarian assistance whenever and wherever it is needed, and to remain independent from political, religious and economic interests. Regular donations give Cancer Research the freedom to provide medical aid to those who need it most and allow them to react swiftly to emergencies as soon as they occur .cancer research can be affected by changes in disposable income, although the effect may not be as immediately obvious. When the purchasing power is cut back cancer research may see a little change in their funding in the short term, but if the reduction in the spending power id reflection of a downturn in the national economy, its funding allow for be reduced in longer term (Hannagan, 2001).Social Factors Non-profit marketing needs to take scotch of the prefatory bel ieve in particular society. With in a society, there will be subcultures of people with shared values and these may influence the work of cancer research.Technological factors The development of new products changes such as product which is used in treatment of different diseases, development of new equipments used for the wisdom of new diseases may affect the cancer research operations because in marketing terms, institution will often want to emphasize their use of new-made equipment and technologies, particularly in comparison to their competitors (Hannagan, 2001).SWOT ANALYSISSTRENGTHSWorld Class Research with a strong team of researchers makes the awareness of cancer to public by preventing it in early stages. Unlike other viral diseases Cancer is a disease where the precautions cannot be taken care. That is one of the strongest strength where people will be interested to invest or fund in saving lives of many and down the next generation. Cancer Research UK is almost proved that the disease can be cured in the initial stages. (Annual Report, 2008/09)The interactive, informative website where all the fact sheets are revealed made one of the most trustable Cancer Research Organisations. This is one of the strongest strengths where people who donate money will feel glad.Though it is a purely non-governmental body, the amount spend on the research and development made Cancer Research UK 48rd position in Times Top 100 Graduate Employers List. The scenario of cancer being a most effective disease, people pays attention towards the research and development where each person doesnt need an explanation of what the funding exactly does. So, Cancer Research UK which is one of the first span entries in the market got a replete(p) response.Researchers dedicated to the work.Strong commitment by Cancer Research to the donors.More than 4,500 plus doctors, scientists and nurses are supported by Cancer Research UK.Cancer Research UK supports the grant funded researcher s based in UK universities, hospitals and institutes. It is proven that high quality researchers are made by Cancer Research UK.It handles approximately 285,000 new cases of cancer every year.As many of the developed countries and developing countries are showing interest in cancer research and UK is one of the leading countries in doing cancer research. Thus, there are excellent chances of good connections across the globe.WEAKNESSESThe funds collected by different means are always will be short of as the research itself is a lengthy process.Once it reaches the saturation of people funding then the problem of funding will be serious.OPPORTUNITIESWith the help of Cancer Research UK, there are chances of getting new drugs into the market which are Cancer Preventive drugs.Cancer Research UK is one of the leading research institute or organisation in UK, thus it has world recognition and can have a global impact. Hence, the funds collection will be improved.Till now government has not funded to Cancer Research UK, so there are many chances where government can support and act as a spikelet to the cancer research UK.Students, doctors, scientists and nurses will be interested to work in an organisation as Cancer Research UK. Hence, the funding can be reduced in the future to grow further.THREATSAs the Cancer Research purely depends on the public funding the main threat is Funding. If funding is not equal for the research exercise then the process chain has to stop.The trained scientists and doctors of other countries may not work with Cancer Research UK for longer period where knowledge banks need to be refreshed rather than updated.PART B (NEXT THREE YEARS CANCER REASERCH STRATEGY)Although researchers appear to largely agree that the adoption of a market oriented perspective as well as marketing tools is important for Non profit Organisations (Andreasen and Kotler, 2003). It can be argued that market orientation is not a relevant concept for cancer research beca use its mission (product) is defined in advance and cannot be changed in dependence of market needs. However, there is a wide hunt of other marketing strategies and instruments available to Cancer Research that can be implemented without changing or denying their true mission. Such strategies include the identification of customers who are most interested in supporting their mission (market segmentation), ensuring an image is built that is attractive to those people (product positioning), the development of communication messages most attractive to these people (advertising) and communicating with them through channels these people regularly use (place).Market segmentation and target marketThe selection of target market segment is (together with the positioning decision) the bottom for most marketing programs. Yet there are few models for the selection of market segments. The segmentation decision is one of the major meeting grounds between marketing research and modelling, since models used for the selection of target segment require considerable culture on the size of segments, their key characteristics, judge competitive activities, and expected market response of given segment to the offering of the firm and its competitors (Moorthy, 1984) The company will essentially target the following market segments as donors (Kelly, 1998).High-income earnersHospice centersCollectors and bookwormsHouse-moversCorporate entities, basically office employees rarely sales, marketing and mobile onesFundraising strategyIncreasingly, fundraising practitioner literature is focusing on the growing importance of relationship cultivation with all donors rather than devoting resources to marketing the organisation to donor publics. Rather than simply focusing the cultivation of major gift donors, practitioners have recognized that the same principles can be utilise to all donors (Waters, 2008). By dedicating more time to donor relations, Worth (2002) says that these principl es can result in increased donor loyalty to the organization.Kelly (2000) maintains that stewardship is the second most important step in the fundraising process. She advocates that fundraising practitioners must incorporate four elements of stewardship. Cancer Research official fundraising plan should be reciprocity, which allows the Cancer Research to demonstrate its gratitude for the gift responsibility, which means that the Cancer Research uses the gift in a socially responsible manner reporting, which includes the basic principles of demonstrating accountability and relationship nurturing, which includes regular communication and cultivation activities. These principles will help the Cancer Research and fundraisers maintain ethical standards as well as ensure continued fundraising success. In setting out the basic principles of the fundraising process, Rosso (1993) makes it communicate that if Cancer Research wants to ensure its longevity then it should be prepared to dedicate time to developing relationships with its donors. Nudd (1993) insisted that organisations that conduct research on donors are in the best situation to cultivate relationships because of their understanding of their donors.Wagner (2002) ideas suggest that Cancer Research should search for new donors or work with their current donor databases to evolve their donors. Nudd (1993) suggests that Cancer Research if it ensures its longevity must be ready and prepared to do both. She acknowledges that organisation must constantly be on the lookout for new individuals who are interested in the cause or the Cancer Research and try to bring them on board as a donor. However, she maintains that organisations hould put more focus on donors who already have an established relationship with the organisation because past donor performance is the greatest indicator of future giving (Waters, 2008).Just as the public relations literature is beginning to discuss the different relationship maintenance strategies, fundraising literature is also rich with varying strategies on how the Cancer Research donor relationship can be enhanced through cultivation. Although practitioner literature gives advice on securing face-to-face business meetings with major gift donors over eat and in private settings (Sargeant and Jay, 2004), others are beginning to realise that relationship maintenance strategies can benefit donors at all levels, not just the elite donor. Kellys (2000) basic formula for stewardship involves thanking the donor and then continued correspondence where the Cancer Research shows that it has used the donation wisely and responsibly. Cancer Research is encouraged to add donors to its regular mailing list to either provide them with newsletters and annual reports (Neal, 2001), additional fundraising solicitations for future campaigns (Rosso, 1993).Online fundraisingOnline fundraising is growing rapidly in importance. Cancer Reaserch needs to send individual email messages, encouraging them to click on link that will take them to the Cancer Reaserch websites, where a donation can easily be made with a opinion or debit card. Cancer Reaserch should also include organisations websites address in their direct mail materials because some supporters may find donating online more convenient than move the direct mail response card. Traditional direct mail is also appropriate for the internet direct mail. Because the internet is a different medium, the development of fictive materials will be different. Most e-mail applications allow for multimedia text and visual elements. This combination creates opportunities for much greater creativity in fund raising offers. Furthermore, because links cane be embedded in to the massage, much more information can be made available to receivers who desire it. There are several reason online fundraising is growing. The proportion of the population that has an internet connection continues to grow. The proportion of the in terne-connected population that has a high speed internet connection also continues to grow (Wymer et al, 2006).Cancer Research relationship marketing strategyRelationship marketing aims to construct deeper relationships with beneficiaries than those likely to emerge from ad hoc contacts. Unlike most relationships in marketing, these relationships need not be long term, as charities invariably want their beneficiaries to recover from whatever ailment is afflicting them. (Gronroos, 1990) recognised explicitly that while relationship marketing act to establish and develop relationships, it did not necessarily involve long-term relationships.) Long-term connections between a beneficiary and a Cancer Research could in fact emerge, e.g. through a beneficiary becoming a donor to supporter or ambassador of or volunteer worker for the Cancer Research campaign concerned, but this is not essential in order to justify the application of a relationship marketing approach. It is vital neverthel ess that the organisation look at transactions with beneficiaries beyond their ad hoc use of the charitys services (Conway, 1997), Cancer Research needs to keep in touch with beneficiaries to see how they are getting on (Bruce, 1994) communicate on a two-way basis, and actively seek feedback.Furthermore, practical measures whereby charities can encourage actual or capability beneficiaries to want to have an ongoing relationship with an Cancer Research include relationship advertising (Stern, 1997) whereby the Cancer Research needs to provide information on customised services and seeks to convince potential beneficiaries that they will be well-cared for (Hochschild, 1983) . Relationship advertising, according to Stern (1997), stimulates thoughts, feelings and actions relevant to relationships and to what a relationship with Cancer Research will involve. Further relationship-building devices include two-way communications (involving freepost mail responses, toll-free telephone numbe rs, e-mail helplines, etc.), database marketing (with personalised, targeted communications Berry, 1995), the provision of incentives to interact with the health campaign, subscriptions to Cancer Research activities, and personal information on developments inside the Cancer Research and its planned activities. Personal information on Cancer Research activities will extend to news about its employees, profiles of well-known celebrities who support the charity, and insider information about intended future programmes (Bennet, 2005).Global MoveCancer Research can widen its role by going international joining pass on with international cancer organisation like world cancer congress and other medical organisation as donor community also conduct obligations for constructive engagement with multilateral agencies on broader humanitarian issues. This dialogue complements its more focused geographic interests by demonstrating its commitment to alleviating suffering and addressing complex global issues. Cancer research should increase the level of engagement with selected humanitarian agencies in order to better reflect cancer research interests.Future campaigns and strategiesCancer research will continues to work both on improving access to existing treatments and stimulating the development of newer and better medical tools that take into account the needs of people in poor countries. Cancer research will push for continued improvements in medical practice. Cancer research also continue to support efforts to reshape the way medical Research and Development is funded so that medical innovation serves those most in need and is not only market-driven as at present.CONCLUSION strategical planning for Cancer Research is important and probably will become part of the standard repertoire of public and non-profit planners. It is important, of course, for planners to be very careful about how they engage in strategic planning, since every situation is at least somewhat diff erent and since planning can be effective only if it is tailor to the specific situation in which it is used. Cancer Research UK should more often try to collaborate with other charities, pharmaceuticals and professional bodies in order to eradicate the cause as soon as possible Knowledge is critical to for Cancer research, as a result of the public sector reform movement, NPOs are forced to change the way they manage and operate their activities. Cancer research needs to use its organizational resources more effectively in the competitive non-profit environment (Waters, 2008).