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CONSUMER BEHAVIOR REPORT MKTG 4150 | ROBINSON FALL 2013 SIMON BLOCK | TYLER DOCKERY DAVID HU | BECCA MORROW J.C. SHEETZ


Group Golf  

Habitat  For  Humanity   By:   Simon  Block   Tyler  Dockery   David  Hu   Becca  Morrow   J.C.  Sheetz  

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Table of  Contents   I.

Executive Summary……………………………………………………………………………....  Pg.  G4  

II.

Introduction…………………………………………………………………………………………. Pg.  G5  

III.

Market Analysis……………………………………………………………………………………    Pg.  G5  

IV.

Company………………………………………………………………………………………….…... Pg.  G5     i.

Strengths……………………………………………………………………………………….. Pg.  G6    

ii. Weaknesses…………………………………………………………………………………… Pg.  G6   iii. Opportunities…………………………………………………………………………………  Pg.  G6   iv. Threats…………………………………………………………………………………………..  Pg.  G7     V.

Competition…………………………………………………………………………………………. Pg.  G7   i.

Strengths……………………………………………………………………………………….. Pg.  G7  

ii. Weaknesses…………………………………………………………………………………… Pg.  G7   iii. Opportunities…………………………………………………………………………………  Pg.  G8   iv. Threats…………………………………………………………………………………………..  Pg.  G8   VI.

Consumer…………………………………………………………………………………………….. Pg.  G8   i.

Strengths……………………………………………………………………………………….  Pg.  G9  

ii. Weaknesses…………………………………………………………………………………… Pg.  G9   iii. Opportunities…………………………………………………………………………………  Pg.  G9   iv. Threats…………………………………………………………………………………….......  Pg.  G10   VII.

Conditions………………………………………………………………………………………….. Pg.  G10   i.

Strengths……………………………………………………………………………………... Pg.  G10  

ii. Weaknesses…………………………………………………………………………………. Pg.  G11   iii. Opportunities……………………………………………………………………………….  Pg.  G11   iv. Threats………………………………………………………………………………………...  Pg.  G11   VIII.

Market Analysis  Summary…………………………………………………………………...  Pg.  G12  

IX.

Market Segmentation………………………………………………………………………….    Pg.  G12  

X.

Needs Sets…………………………………………………………………………………………..  Pg.  G12  

XI.

Group IdentiWication  ……………………………………………………………………………  Pg.  G13   i.

XII.

Volunteers…………………………………………………………………………………… Pg.  G13    

Pairing Groups  with  Needs  ………………………………………………………………….  Pg.  G14     G2  


XIII.

Targeting Groups……………………………………………………………………………...…  Pg.  G16   i.

Students………………………………………………………………………………………. Pg.  G17  

ii. Lawbreakers………………………………………………………………………………... Pg.  G17   XIV.

Target Market  Selection………………………………………………………………………  Pg.  G18  

XV.

Market Segmentation  Summary…………………………………………………………...  Pg.  G19  

XVI.

Market Strategy…………………………………………………………………………………..  Pg.  G19  

XVII. Product………………………………………………………………………………………………. Pg.  G19   XVIII. Promotion…………………………………………………………………………………………..  Pg.  G20   i.

Personal Selling……………………………………………………………………………  Pg.  G20  

ii. Advertising………………………………………………………………………………….. Pg.  G21   iii. Sales  Promotion…………………………………………………………………………...  Pg.  G23   XIX.

Price…………………………………………………………………………………………………... Pg.  G24    

XX.

Place…………………………………………………………………………………………………... Pg.  G25  

XXI.

Service……………………………………………………………………………………………….. Pg.  G25  

XXII.

Market Strategy  Summary…………………………………………………………………...  Pg.  G26  

XXIII. Conclusion………………………………………………………………………………………….. Pg.  G26   XXIV. Appendix…………………………………………………………………………………………….  Pg.  G27  

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Executive Summary   Market  Analysis   • Company:  Americus,  Georgia  based  International  nonproWit  organization  that   started  in  1976  building  sustainable,  energy  efWicient,  healthy  housing  for  low-­‐ income  families   o SWOT  Analysis   • Competition:  Any  organization  that  seeks  out  volunteers  or  donations  that  will  take   away  from  Habitat.  Examples:  Red  Cross,  Atlanta  Food  Bank,  Must  Ministries.   o SWOT  Analysis   • Consumer:  Donors  and  volunteers  sustain  our  organization  by  giving  their  time  and   money     o SWOT  Analysis   • Conditions:  Internal  and  external  factors  affect  conditions   o SWOT  Analysis   Market  Segmentation   • Vision:  “A  world  where  everyone  has  a  decent  place  to  live.”  Non-­‐proWit  organization   with  a  unique  agenda  that  needs  to  be  satisWied  in  order  to  maximize  opportunities   within  the  company.  Two  categories:  volunteers  and  donators.   • Habitat  can  help  all  of  society     o Corporations,  Students,  Law-­‐breakers,  Everyday  person     • BeneDits  of  working  for  Habitat   o Tax  breaks,  Better  public  image,  Moral  Incentives,  Character  building,   Physically  active,  Gift  incentives  for  donating  or  volunteering.   • Sub  groups  who  can  beneDit  the  most   o Students,  Lawbreakers   • Group  who  should  be  targeted   o Lawbreakers   Market  Strategy   • Target  Market:  Lawbreakers  –  Primary,  Parole  OfWicers  –  Secondary   • Product:  Core  Product:  Community  Service  hours.  Augmented  BeneWits:  Learning   new  skills  and  building  character.   • Promotion:  Personal  Selling:  sales  team  aimed  at  parole  ofWicers,  Advertising:   billboards  and  Wliers  distributed.  Promotion  Strategy:  offering  sponsorships   • Price:  $22,521  budget.  $22,061  spent  on  promotion.  Break-­‐even  Analysis.   • Place:  North  Georgia  market.  31  Counties.  Jasper  &  Cleveland  County.  Corrections   facilities,  probation/parole  ofWices,  attorney’s  ofWices   • Service:  Implement  customer  relationship  management  techniques.  

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Introduction   This  Winal  report  comprises  the  steps  taken  to  develop  a  unique  and  strategic   marketing  plan  for  Habitat  for  Humanity.  We  have  analyzed  our  market  through  a  series  of   different  S.W.O.T  analyses,  focusing  on  the  company,  competition,  consumer  and  conditions.   We  have  then  brainstormed  possible  target  markets,  analyzed  their  needs,  and  narrowed   down  our  options  until  we  chose  a  thoroughly  researched  market  to  target.  After  doing  this,   we  developed  a  marketing  strategy,  setting  up  guidelines  of  our  product,  pricing  strategy,   distribution  tactics  and  promotion  tactics.  This  researched  has  enabled  us  to  create  a   strategic  marketing  plan  for  Habitat  for  Humanity.  All  of  these  steps  combined  have   resulted  in  a  thorough  marketing  plan  that,  when  implemented,  will  improve  Habitat  for   Humanity  as  a  company.  

Market Analysis   Company   Millard  Fuller  and  his  wife  Linda  founded  Habitat  for  Humanity  International  in   1976.  Millard  was  very  wealthy  man  and  became  a  millionaire  by  age  twenty-­‐nine.  The   foundation  of  Habitat  for  Humanity  was  a  result  of  a  downward  turn  in  their  marriage.   They  planned  to  save  their  marriage  by  giving  their  fortune  to  help  the  poor.  They  wanted   to  do  work  for  the  lord  by  helping  ones  in  need.1   Habitat  for  Humanity  International  is  a  non-­‐proWit  organization  and  is  commonly   referred  to  as  Habitat  for  Humanity,  or  Habitat  for  short.  Their  international  operational   headquarters  are  located  in  Americus,  Georgia  and  their  administrative  headquarters  are   located  in  Atlanta.  Habitat’s  mission  statement  is  "Seeking  to  put  God’s  love  into  action,   Habitat  for  Humanity  brings  people  together  to  build  homes,  communities  and  hope."   Habitat  for  Humanity  builds  decent  homes  at  affordable  prices  for  those  in  need.  The  labor   used  to  build  the  houses  comes  from  volunteers  and  the  houses  are  sold  to  families  in  need   for  no  proWit  to  Habitat  for  Humanity.       Potential  homeowners  are  chosen  based  on  a  few  different  qualiWications  and  go   through  extensive  background  checks.  Potential  homeowners  are  usually  expected  to  put  in   around  500  hours  of  “sweat  equity”  into  their  home.  Habitat  for  Humanity  is  looking  for   homeowners  that  are  going  to  want  to  be  part  of  their  cause.  The  home  that  is  being  built  is   locked  under  the  right  of  Wirst  refusal.  This  means  that  the  home  attains  no  equity  until  the   house  mortgage  is  paid  in  full.  If  the  homeowner  wants  to  sell  the  house  they  can  only  sell  it   back  to  Habitat  and  only  receive  the  amount  of  money  that  they  have  paid  for  the  mortgage   so  far.  To  date,  Habitat  for  Humanity  has  built  or  renovated  400,000  homes  around  the   world  for  over  2  million  people.  

1 http://www.habitat.org/how/historytext.aspx

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Strengths Habitat  for  Humanity  is  a  very  strong  and  successful  non-­‐proWit  organization  that   has  been  supporting  communities  worldwide  since  1976.  One  particular  strength  that   Habitat  has  is  their  exposure  levels.  They  are  a  well-­‐known  organization,  in  fact  92%  of   survey  takers  have  heard  of  Habitat  for  Humanity’s  volunteer  projects.2  This  is  an   overwhelmingly  positive  statistic  because  people  are  more  likely  to  donate  and  volunteer   for  an  organization  that  they  have  a  prior  knowledge  about.  In  addition,  Habitat  has  a   positive  public  image,  in  that  they  support  local  communities  and  offer  solutions  to  people   in  need.  This  is  a  quality  that  most  non-­‐proWit  organizations  possess.  Habitat  for  Humanity   is  a  globally  recognized  foundation  that  provides  their  services  in  many  different  continents   across  the  world.  Together,  Habitat  for  Humanity  has  helped  to  build  or  repair  over  600,000   houses  and  serve  more  than  3  million  people  worldwide.   Weaknesses   Due  to  the  nature  of  the  organization,  Habitat  for  Humanity  does  not  measure   success  of  the  company  based  on  proWit.  Because  of  this,  their  level  of  success  is  harder  to   identify,  making  it  a  weakness  of  the  organization.  Another  weakness  is  that  they  rely   almost  entirely  on  volunteers  and  donations.  If  either  of  these  resources  were  to  deplete  for   economic,  personal  or  political  reasons,  Habitat  would  Wind  itself  scrambling  to  stay  aWloat.   Volunteers  are  a  crucial  factor  that  affects  the  success  of  Habitat’s  projects.  The  economy  is   a  substantial  factor  affecting  the  success  of  Habitat.  If  people  or  companies  are  lacking  in   disposable  income,  they  may  be  more  frugal  and  refrain  from  spending  unnecessary  money,   such  as  donating  to  charity.  Our  biggest  weakness  is  our  dependency  on  other  people.     Opportunities   A  major  opportunity  for  Habitat  for  Humanity  is  to  take  advantage  of  fundraising   options.  It  shows  a  lot  of  potential  for  the  company  to  gain  support  and  donations.  Without   the  proper  funding,  the  organization  will  not  thrive,  so  it  is  important  to  explore  this   opportunity.  Luckily,  according  to  our  survey,  75%  of  responders  would  consider  donating   money  to  Habitat.3    Habitat’s  great  reputation  among  businesses  is  also  an  opportunity  that   is  presented.  We  can  beneWit  from  this  reputation  in  terms  of  donations  that  we  may  receive.   One  of  the  largest  ones  was  a,  “bank’s  recent  investments  of  nearly  $19  million.”4  We  also   have  many  opportunities  to  gain  new  volunteers  who  are  not  aware  of  Habitat’s  efforts  and  

2 Survey  Results 3  Survey  Results 4  http://www.businesswire.com/news/home/20121219006068/en/U.S.-­‐Bank%E2%80%99s-­‐Latest-­‐

Partnerships-­‐Habitat-­‐Humanity-­‐Finance

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how they  can  beneWit  from  our  non-­‐proWit  organization.  We  have  many  unexplored   demographics  that  could  be  targeted  to  get  involved  in  their  own  community.     Threats   There  are  also  threats  that  Habitat  for  Humanity  may  face,  and  we  should  be   prepared  to  evade  them.  One  potential  threat  is  other  non-­‐proWit  organizations  that  could   win  out  over  us  in  the  battle  for  scarce  resources  such  as  volunteer  hours  and  donations.   We  are  threatened  by  lack  of  interest  in  Habitat’s  cause,  as  well.  Luckily,  84%  of  people  who   responded  to  our  survey  would  volunteer  their  time  to  Habitat’s  efforts.5    In  addition,   Habitat  may  not  have  the  substantial  funds  to  perform  their  service.  Habitat  for  Humanity   is  one  of  many  non-­‐proWit  organizations.  This  means  that  they  have  Wierce  competition.   Habitat's  goal  is  to  have  as  many  volunteers  and  as  much  donation  money  as  possible.  That   being  said,  there  are  plenty  of  organizations  that  people  could  potentially  donate  to  before   even  considering  Habitat.  It  is  crucial  to  evaluate  the  competition  in  order  to  best  know   how  to  combat  it  as  a  threat.  Also,  our  projects  are  completed  outdoors.  If  the  weather  is   severe,  we  cannot  complete  our  projects.  This  is  a  large  threat  because  it  is  completely  out   of  our  control.   Competition   The  competition,  in  this  case,  includes  any  organization  that  is  chasing  the  same   donation  amount  or  volunteer  hours  that  we  are.  Some  examples  in  the  Atlanta  area  include   the  Red  Cross,  Must  Ministries  and  the  Atlanta  Community  Food  bank.  We  are  aware  of   these  organizations  and  plan  on  analyzing  them,  as  to  better  combat  their  need  for  the   same  resources  that  we  need.   Strengths   These  organizations  all  have  different  strengths,  most  obviously  being  their   individual  purposes.  People  may  more  strongly  identify  with  giving  blood  as  a  good  cause   rather  than  building  a  house.  In  this  case,  the  Red  Cross  wins  out  over  us  based  on  purpose   alone.  Some  organizations  offer  a  lower  involvement  level  than  Habitat.  This  characteristic   appeals  to  the  market  of  people  who  have  an  interest  in  volunteering  but  have  little  time  to   do  so,  or  are  only  physically  capable  of  doing  so  much.  Volunteering  at  the  food  bank  may   require  much  less  manual  labor  than  building  a  home.  Habitat  also  requires  volunteers  to   travel  out  to  various  locations  where  houses  are  being  built.  In  this  case,  non-­‐proWits  who   require  little  to  no  travel  would  win  out  over  Habitat.  For  example,  the  Red  Cross  will  set  up   blood-­‐drives  at  local  schools  and  other  locations,  which  makes  it  easy  to  get  volunteers.  

5 Survey  Results

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Weaknesses Habitat's  competition  also  has  weaknesses,  which  we  should  attempt  to  capitalize   on.  Some  organizations  don't  offer  a  lot  of  information  on  their  websites,  while  Habitat’s  is   very  thorough  and  easily  accessed.  This  alone  could  deter  people  from  volunteering  with   other  organizations.  Some  organizations  also  are  not  as  credible  as  Habitat,  which  puts  us   at  an  advantage  as  well.  Some  of  our  competitors'  websites  may  not  have  the  option  of   donating  money  online.  Because  of  this,  people  may  be  more  inclined  to  donate  on  our   website  instead.  Habitat  is  unique  in  that  volunteers  who  qualify  may  build  a  new  home  for   themselves  through  the  organization.  This  is  a  huge  beneWit  that  our  competition  is  lacking,   making  their  organization  weaker  than  Habitat.     Opportunities   Our  competitors  do  have  opportunities  as  well,  including  adding  on  features  that   Habitat  has  but  they  don't.  For  instance,  we  allow  volunteers  to  set-­‐up  when  they  would   like  to  participate  in  projects  online  to  make  the  process  easier.  Our  competitors  could   notice  our  strengths  and  try  to  take  them  as  their  own.  They  could  also  develop  innovative   ideas  that  we  don't  have  and  utilize  them,  giving  them  a  huge  advantage  over  us.  In  2011,   people  in  the  United  States  volunteered  a  total  of  almost  8  billion  service  hours.6  This  is  an   exorbitant  amount  of  time,  and  a  massive  opportunity  for  the  competition  to  take   advantage  of.  Habitat  is  severely  outnumbered  by  the  competition,  as  there  are  over  1.5   million  non-­‐proWit  organizations  in  the  United  States.7  There  is  an  overwhelming  amount  of   competition  and  their  vast  opportunities  are  a  threat  to  Habitat  for  Humanity.   Threats   Habitat's  competitors  also  have  threats.  Any  opportunity  that  we  have  as  an   organization  is  a  threat  to  everyone  we  compete  against.  If  we  launched  a  successful   fundraising  and  awareness  campaign,  it  would  threaten  their  success  in  the  same  area.  By   studying  these  areas  we  as  a  company  can  better  understand  our  competition  and  use  that   information  to  our  advantage.  Non-­‐proWit  organizations  that  do  not  have  a  religious   following  may  be  a  threat  to  the  competition.  Religious  organizations  account  for  the   majority,  40%,  of  types  of  locations  where  people  in  Georgia  volunteer.  8  This  is  a  massive   threat  to  our  competition,  because  44-­‐50%  of  the  total  population  of  Georgia  identify  with   Christianity.  9  This  statistic  greatly  threatens  our  competition  because  certain  people  are  

6 h,p://www.volunteeringinamerica.gov/ 7  h,p://foundaAoncenter.org/getstarted/faqs/html/howmany.html 8  h,p://www.volunteeringinamerica.gov/GA 9  h,p://www.huffingtonpost.com/2012/05/29/most-­‐and-­‐least-­‐chrisAan-­‐states_n_1547045.html

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more likely  to  volunteer  with  a  cause  that  identiWies  with  their  religion  than  organizations   that  do  not.   Consumer   Alongside  competition,  the  consumer  also  plays  a  key  role  to  the  organization.  Our   ‘consumers’  consist  of  volunteers  and  donors.  This  is  a  unique  market  that  is  comprised  of   many  characteristics  and  factors  that  we  should  be  aware  of  as  we  target  and  research   them.  Knowing  this  information  will  aid  in  our  market  research  and  segmentation   variables.  Consumers  can  range  from  the  people  whom  Habitat  builds  homes  for  to   celebrity  or  political  Wigures  who  donate  large  amounts  of  money  to  an  organization.   Philanthropy  and  donations  play  a  key  role  in  Habitat’s  success.  In  addition,  our  volunteers   are  priceless  as  well.  We  must  know  how  these  markets  can  help  and  potentially  hurt   Habitat  for  Humanity  so  that  we  can  better  anticipate  their  behavior.     Strengths   The  ideal  volunteers  and  donors  that  we’d  like  to  target  have  a  variety  of  strengths  that   have  a  lot  of  potential  to  aid  Habitat  tremendously.  The  strengths  of  our  ideal  consumers   would  be  having  a  large  disposable  income  and  ample  time  to  volunteer  to  our  projects.   Habitat  for  Humanity  is  a  Christian  organization,  so  if  our  consumers  also  hold  these   beliefs,  that  would  be  a  strength.  In  fact,  75%  of  our  survey  responders  identify  with   Christianity  as  their  religion.10  In  addition,  our  volunteers  are  individuals  who  bring  their   own  unique  skills,  resources  and  assets  to  our  organization.  Often  people  who  choose  to   volunteer  are  very  eager  and  passionate  about  the  cause.  This  is  a  strength  because  it  is   reWlected  in  the  work  that  they  do  as  a  volunteer.  Habitat  for  Humanity  is  able  to  provide   their  volunteers  with  an  opportunity  to  volunteer  and  give  back  to  those  who  need  it  most   in  the  community.     Weaknesses   However,  our  consumers  do  have  weaknesses  to  overcome.  The  Wirst  to  consider  is  that   our  potential  volunteers  may  be  limited  by  schedule  conWlicts.  Our  projects  mainly  take   place  over  the  weekend  and  are  set  up  to  accommodate  people  who  work  the  regular  week,   but  that  does  not  cover  all  of  our  potential  target  market.  Also,  some  volunteers  may  be   limited  by  their  skill  sets.  Not  everybody  has  been  educated  in  the  process  of  building  a   house.  Habitat  has  thought  of  ways  to  overcome  this  through  training  programs  and  hiring   supervisors  who  can  assure  the  tasks  are  being  carried  out  properly.  Companies  such  as   Lowes  “volunteer  to  support  local  community  projects  and  our  national  nonproWit  

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partners.”11 This  can  be  extremely  helpful  when  addressing  this  weakness  because  the   people  at  Lowes  are  much  more  knowledgeable  on  how  to  build  homes,  making  them   invaluable  to  the  Habitat  for  Humanity  team.     Opportunities   Our  volunteers  have  many  opportunities  around  the  community  to  give  back.  Many   times  a  year  people  are  plagued  by  natural  disasters  and  misfortunes.  Different  geographic   areas  fall  subject  to  weather  disasters  such  as  wildWires,  hurricanes,  Wloods,  tornados,   tsunamis,  and  earthquakes  throughout  the  year  that  can  destroy  people’s  homes  and  lives.   One  of  the  most  recent  examples  of  this  occurred  a  couple  months  ago  when  Habitat  went   to  Oklahoma  to  help  the  people  affected  by  the  tornadoes.  As  stated  by  Kip  Scheidler,  senior   director  of  Global  Disaster  Response  at  Habitat  for  Humanity  the  organization  main  goal  is   to  not  only  build  houses.  They  are  also  there  to,  “help  families  return  home  as  soon  as   possible  and  to  help  the  community  recover.”12  While  no  one  wishes  for  natural  disasters  to   occur,  they  open  up  an  opportunity  for  Habitat  for  Humanity  and  its  volunteers  and  donors   to  step  in  and  assist  those  in  the  community  who  need  it  most.   Habitat  only  works  on   projects  on  Saturdays.  This  could  be  seen  as  a  weakness,  however,  our  initial  analysis  of   potential  markets  prove  that  it  is  more  of  an  opportunity.  According  to  our  survey,  70%  of   our  responders  would  be  available  to  do  volunteer  work  on  a  Saturday.13  This  is  a  very   promising  statistic  for  Habitat  and  a  strong  opportunity  to  expand  their  customer  base.     Threats   There  are  several  threats  to  the  Habitat  for  Humanity  program.  Entities  such  as   insurance  companies,  local  and  state  government,  and  contracting  agencies  can  all  delay   projects  and  construction  of  homes  that  Habitat  for  Humanity  sponsors.  Threats  like  these   will  continue  to  be  problematic  for  Habitat  for  Humanity  volunteers.  If  the  home  owner   had/has  insurance  then  those  companies  can  step  in  and  dictate  a  contractor  and  a  builder   to  build  them  a  new  home.  Some  homeowners  can  also  be  so  Winancially  stricken  that  they   are  unable  to  afford  the  payments  to  Habitat  for  Humanity  for  their  homes.  Not  only  are   these  threats  problematic,  the  conditions  also  lead  to  a  clear  and  visible  path  of  success  or   demise.  There  is  also  the  concern  of  lack  of  interest  on  the  part  of  our  target  market.  Our   competition  may  offer  a  more  attractive  type  of  volunteer  service  and  therefore  take  our   volunteers  away  from  us.    

11 http://www.prnewswire.com/news-­‐releases/holly-­‐robinson-­‐peete-­‐joins-­‐habitat-­‐for-­‐humanity-­‐of-­‐greater-­‐

los-­‐angeles-­‐and-­‐lowes-­‐volunteers-­‐to-­‐rehabilitate-­‐a-­‐home-­‐in-­‐recognition-­‐of-­‐national-­‐women-­‐build-­‐ week-­‐206976721.html 12 http://www.habitat.org/newsroom/2013archive/05_16_2013_Texas_Tornadoes.aspx 13  Survey  Results

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Conditions Habitat  for  Humanity  is  a  very  large  organization  with  many  different  factors  that  go   into  making  it  a  successful.  The  nature  of  the  business  offers  some  interesting  conditions.   Being  aware  of  the  conditions  for  which  Habitat  conducts  business  aids  in  our  market   analysis  and  helps  us  foresee  what  types  of  challenges  we  may  encounter.   Strengths   Habitat  for  Humanity  is  already  in  a  great  position  to  acquire  new  business  because   they  have  an  established  reputation  as  a  credible  non-­‐proWit  organization.  This  great   reputation  can  give  Habitat  an  advantage  over  other  community  service  organizations.   Another  strength  of  Habitat  for  Humanity  is  its  size.  Habitat  not  only  helps  people  in  the   United  States,  but  they  also  provide  aid  in  many  countries  across  the  world.  By  having  these   strengths,  Habitat  is  able  to  gain  more  support  than  other  non-­‐proWit  organizations.   Because  Habitat  for  Humanity  is  a  non-­‐proWit  organization,  they  rely  heavily  on  donations   from  people  and  companies.  This  puts  them  at  the  will  of  the  population,  and  is  the  main   reason  they  need  to  keep  a  good  public  image.  Also,  being  such  a  large  company,  they  have   access  to  many  more  resources  and  people  than  most  other  non-­‐proWit  companies.  By   having  such  a  large  exposure  around  the  world,  Habitat  for  Humanity  is  able  to  increases   the  likelihood  of  Winding  more  donators  and  supporters  for  their  company.   Weaknesses   There  are  many  different  problems  that  are  affecting  the  market  that  Habitat  for   Humanity  is  in.  One  of  the  largest  factors  is  the  economic  crisis  that  the  United  States  has   been  experiencing  recently.  This  economic  situation  is  creating  an  environment  where   people  are  less  likely  to  donate  their  time  and  money  to  charities.  The  organization  is  also   affected  heavily  by  the  weather.  Since  Habitat  for  Humanity  only  builds  on  Saturdays,  the   weather  can  play  a  critical  role  in  how  long  each  how  it  takes  for  each  house  to  be  built.   These  weather  delays  can  not  only  cause  problems  for  that  project,  but  can  also  hold  up  the   future  projects  that  the  organization  is  trying  to  take  part  in.  Weather  delays  can  also  waste   the  scarce  funds  and  minimal  resources  that  the  company  has  to  work  with.    Anticipating   these  weaknesses  will  help  Habitat  combat  possible  setbacks.     Opportunities   Even  through  all  of  the  difWiculties  that  have  hit  the  United  States  recently,  Habitat  is  still   doing  very  well.  One  of  the  ways  for  Habitat  to  continue  its  growth  is  to  invest  in   advertising.  Currently  the  company  does  very  little  in  terms  of  internet,  television,  or  print   advertising  to  raise  awareness  for  what  the  organization  does  and  the  goals  that  they  are   trying  to  achieve.  If  the  organization  took  part  in  even  minimal  amounts  of  advertising,  they   would  increase  the  amount  of  donation  and  physical  support  that  they  currently  receive.   This  is  because  it  will  allow  the  population  to  be  more  aware  of  the  amazing  services  the   G11  


organization is  performing  for  the  community.  Also,  by  portraying  a  good  organizational   image,  companies  will  want  to  go  out  of  their  way  to  donate  products  and  their  employees’   time  to  help  out  Habitat  for  Humanity.     Threats   With  all  the  opportunities  the  organization  has,  they  also  face  many  threats  to  their   overall  success.  As  stated  before,  one  of  the  major  threats  to  non-­‐proWit  organizations  is  the   economy.  Because  most  of  their  working  capital  comes  from  donation  and  other  forms  of   charity,  there  is  a  fragile  balance  to  keeping  Habitat  successful.  Another  threat  that  the   organization  faces  is  competition  with  other  non-­‐proWit  and  charitable  groups.  If  people   begin  to  donate  their  money  and  time  to  other  organizations  instead  of  Habitat  for   Humanity,  the  company  will  begin  to  struggle.  Without  the  proper  funding  and  support,  a   non-­‐proWit  organization  cannot  succeed.  Because  Habitat  for  Humanity  has  such  a  large   following,  this  threat  is  not  as  much  of  a  concern  as  others.   Market  Analysis  Summary   After  analyzing  the  company,  competition,  consumer  and  conditions  that  Habitat  for   Humanity  operates  in,  it  is  very  clear  why  they  are  such  a  successful  non-­‐proWit   organization.  Because  they  are  such  a  well-­‐run  and  recognizable  organization,  they  will   continue  to  be  a  successful  non-­‐proWit  organization.  This  leaves  us  with  a  great  outlook  in   regards  to  expanding  our  customer  base  through  various  techniques.  Habitat  for  Humanity   has  many  unexplored  markets  that  this  analysis  has  shed  light  on.  All  companies  have   different  ways  that  they  fulWill  the  needs  and  desires  of  their  customers.  Habitat  for   Humanity  is  no  exception.  This  organization  has  the  ability  to  aid  the  community,  and  has   been  excelling  at  it  for  over  30  years.  By  understanding  the  various  segmentations  in   Habitat’s  target  market,  we  can  better  evaluate  these  groups  from  a  marketing  approach.    

Market Segmentation   Need  Sets:   Being  a  non-­‐proWit  organization,  Habitat  for  Humanity  has  a  unique  need  set  that  we   want  to  better  understand  in  order  to  maximize  our  opportunities.  In  order  to  market  these   needs,  we  must  Wirst  identify  and  understand  them.  The  best  way  to  do  this  is  to  brainstorm   all  potential  needs  that  Habitat  for  Humanity  can  fulWill.  There  are  two  different  categories   in  which  our  need  fulWillment  falls  into;  needs  fulWilled  by  donating  and  needs  fulWilled  by   volunteering  service.   The  Wirst  need  that  Habitat  can  sustain  is  providing  community  service  hours,  which   can  be  fulWilled  through  our  volunteer  programs.  Community  service  is  highly  sought  out  by   many  types  of  people  for  various  reasons.  We  have  many  projects  that  take  place  in   numerous  geographic  areas  each  week  which  offers  plenty  of  opportunities  for  people  to   G12  


become involved.  This  also  threatens  that  we  may  not  have  enough  volunteers,  which  is  a   cause  for  concern  in  an  organization  like  ours.     Another  need  that  Habitat  can  fulWill  is  character  building.  Building  houses  and  doing   hard  manual  labor  through  our  volunteering  program  is  a  great  opportunity  for  volunteers   to  learn  to  work  with  a  team  to  accomplish  a  goal.  There  are  many  things  to  be  learned  from   working  on  a  job  site  that  can  beneWit  all  types  of  people.  All  of  these  things  can  add  to  a   person’s  overall  character  and  help  them  gain  life  lessons  through  the  experience.   Even  further,  Habitat  can  fulWill  the  need  to  be  physically  active.  Volunteers  often   spend  many  hours  carrying  heavy  lumber  and  other  supplies  around  a  building  site.  Our   organization  can  be  a  fun  place  to  get  into  better  shape  and  stay  physically  Wit.   Habitat  can  also  sustain  the  possible  need  of  some  to  gain  a  public  image  boost.   There  are  many  out  there  who  could  gain  from  this  beneWit  that  we  offer.  The  public  likes  to   see  others  acting  to  help  people,  and  it  could  help  form  a  positive  public  opinion  about   people  who  donate  to  our  organization.     There  are  also  personal  needs  that  Habitat  can  fulWill.  These  needs  are  more  vague   and  subjective  from  person  to  person  but  they  include  things  such  as  the  feeling  that  you   are  helping  others,  the  feeling  that  you  are  doing  good  in  the  world  or  the  feeling  that  you   are  paying  it  forward.   Other  needs  include  things  such  as  monetary  incentives,  the  need  or  desire  to  learn   new  skills  and  the  need  to  belong  to  a  group.  In  addition,  people  also  Wind  that  volunteering   their  time  can  makes  them  feel  better  about  themselves.  This  is  an  extremely  important   motive  behind  why  most  people  volunteer,  and  Habitat  for  Humanity  is  one  of  the  most   rewarding  of  all  charitable  organization  for  people  to  give  their  time  at.  When  you  are   volunteering  there  you  are  actually  working  with  the  people  who  are  going  to  be  living  in   the  house  that  you  are  helping  to  build.  This  could  be  why  eighty  four  percent  of  the  people   who  took  our  survey  said  that  they  would  donate  their  time  to  Habitat  for  Humanity.  14  By   volunteering  their  time  and  making  themselves  feel  better  people  can  get  over  depressions   or  gain  a  new  sense  of  conWidence  that  they  did  not  have  before.   Group  IdentiDication   Now  that  we  have  identiWied  the  needs  that  our  company  is  capable  of  fulWilling,  we   can  Wigure  out  what  types  of  people  may  have  those  needs.  This  is  an  important  step  in   market  segmentation  because  it  allows  us  to  better  understand  what  is  meaningful  to  our   target  market.  There  are  two  main  types  of  customers  of  Habitat  for  Humanity  since  they   are  a  nonproWit  charitable  organization.  They  are  volunteers  and  donators.  There  are  many   types  of  people  who  volunteer  and  donate  with  many  reasons  behind  why  they  choose  to.   Volunteers  are  people  who  spend  their  time  working  on  our  projects  or  in  our  ofWices  for  no  

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pay and  help  to  reach  Habitat’s  goal  of  providing  housing  for  others.  Donators  are  people  or   organizations  who  provide  Habitat  with  monetary  funding  or  supplies  for  our  projects.     Volunteers   When  we  look  for  volunteers,  we  are  trying  to  Wind  people  who  have  plenty  of  free   time  to  commit  to  our  organization.  Habitat  for  Humanity  is  a  huge  organization  that   involves  volunteers  from  all  over  the  world  and  of  different  genders,  race,  and  cultures.   Volunteers  are  crucial  for  a  nonproWit  to  survive  in  order  for  them  to  continue  what  they  do.   Finding  people  with  extra  time  in  this  day  and  age  is  hard  to  come  by.  Our  projects  are  time-­‐ intensive  and  it  helps  to  have  volunteers  who  are  willing  and  able  to  endure  the  long  hours   that  we  need.  There  are  many  reasons  people  volunteer  and  the  reasons  for  it  can  strongly   inWluence  which  organizations  they  volunteer  for.  One  of  the  most  cliché  reasons  people   volunteer  is  to  make  themselves  feel  better  about  themselves  or  to  build  esteem.  This   probably  stems  from  the  idea  that  they  are  giving  back  to  society.  Another  reason  to   volunteer  is  to  build  experience  in  a  Wield.  People  can  gain  knowledge  or  new  skills  while   volunteering  and  can  also  network  with  people  of  similar  interests.     Donors   When  looking  for  donors,  we  want  to  target  groups  that  have  an  excess  of  money   that  they  are  willing  to  share  with  other  organizations,  or  own  the  supplies  that  we  need  for   our  projects.  According  to  the  article  ‘Philanthropic  identity  at  work:  Employer  InWluences   on  the  Charitable  Giving  Attitudes  and  Behaviors  of  Employees’  Philanthropy  has  always   been  common  in  the  business  world,  but  is  constantly  growing.  The  article  says,  “The  idea   of  ‘giving  at  the  ofWice’  has  been  around  for  quite  awhile,  but  in  recent  decades,  corporate   philanthropy  in  the  United  States  has  grown  into  a  multibillion  dollar  enterprise,  from  $40   million  given  in  1940  to  $14.1  billion  in  2009.15  Philanthropic  activity  within  the   corporation  relates  heavily  to  how  the  corporation  and  its  employees  identify  with  each   other.  Part  of  the  goal  of  many  philanthropic  activities  within  corporations  is  to  help   employees  identify  with  themselves  and  the  corporation  that  they  work  for.   Pair  Groups  with  Needs   So  now  that  we  have  identiWied  these  two  sections,  we  are  able  to  pair  the  needs  that   we  are  able  to  fulWill  as  an  organization  along  with  the  people  who  are  potentially  looking  to   Will  those  needs.  This  step  is  important  in  market  segmentation  because  it  allows  us  to  get  a   better  feel  for  why  the  consumer  is  actively  seeking  out  our  organization  or  our   competition.    

15http://ehis.ebscohost.com.proxy.kennesaw.edu/eds/pdfviewer/pdfviewer?sid=906a2f39-­‐9017-­‐4076-­‐a86c-­‐

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People such  as  celebrities  and  political  Wigures  can  beneWit  from  a  positive  public   image  in  many  different  ways.  A  good  public  image  can  lead  to  a  politician  or  celebrity   become  more  popular  and  in  turn  can  create  higher  proWits  for  themselves  or  their  business.   For  instance  a  company  that  donates  to  women’s  rights  organizations  might  begin  to  see   increased  sales  in  their  company  from  demographics  that  support  that  organization  as  well.       Individuals  are  not  the  only  ones  who  can  beneWit  from  making  donations  to   charities.  When  it  comes  to  getting  tax  breaks  many  different  aspects  of  society  beneWit.  The   average  person  can  beneWit  from  donating  to  charities  by  deducting  the  donation  on  their   taxes.  The  ones  who  really  beneWit  from  making  donations  are  in  the  people  and   corporations  that  fall  into  the  upper  tax  brackets.  As  an  article  from  the  charity  navigator   website  states  that,  “As  your  income  tax  bracket  increases,  the  real  cost  of  your  charitable   gift  decreases,  making  contributions  more  attractive  for  those  in  higher  brackets.”16  So  not   only  do  the  more  wealthy  and  larger  companies  beneWit  from  donating  by  receiving  tax   breaks  but  they  also  gain  a  more  favorable  public  image  in  the  process.  A  better  public   image  within  the  community  is  extremely  important  to  businesses.  It  can  bring  in  more   business  and  promote  future  growth  and  opportunities.   Large  corporations  are  an  interesting  group.  This  group  of  people  is  unique  in  that  it   falls  into  the  donor  and  volunteer  subcategories.  There  are  many  beneWits  for  corporations   that  do  volunteer  work.  Corporations  have  to  keep  up  an  image  of  corporate  responsibility   so  it  is  great  for  a  company’s  public  image  and  can  have  intrinsic  rewards  for  the  volunteers   participating.    According  to  the  article  ‘Giving  Time,  Time  After  Time:  Work  Design  and   sustained  employee  participation  in  corporate  volunteering’  over  90  percent  of  Fortune   500  companies  run  employee  volunteering  programs  formally  sponsoring  and  subsidizing   employees’  efforts  to  perform  community  service  and  outreach  activities  on  company   time.”17  They  can  provide  a  huge  help  to  nonproWit  organizations  because  they  provide  such   a  massive  amount  of  volunteer  hours  through  large  pools  of  employee  volunteers.  Overall,   corporate  volunteering  programs  have  been  described  as  "one  of  the  fastest-­‐growing  areas   of  voluntary  activity"  in  both  North  America  and  Western  Europe.”   Donations  to  charity  are  another  way  to  keep  up  a  good  image  for  corporate   responsibility.  According  to  the  article  ‘Philanthropic  identity  at  work:  Employer  InWluences   on  the  Charitable  Giving  Attitudes  and  Behaviors  of  Employees’  Philanthropy  has  always   been  common  in  the  business  world,  but  is  constantly  growing.  The  article  says,  “The  idea   of  “giving  at  the  ofWice”  has  been  around  for  quite  awhile,  but  in  recent  decades,  corporate   philanthropy  in  the  United  States  has  grown  into  a  multibillion  dollar  enterprise,  from  $40  

16http://www.charitynavigator.org/index.cfm?bay=content.view&cpid=31#.UlQLmGTXiJM 17http://ehis.ebscohost.com.proxy.kennesaw.edu/eds/pdfviewer/pdfviewer?

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million given  in  1940  to  $14.1  billion  in  2009.18  Philanthropic  activity  within  the   corporation  relates  heavily  to  how  the  corporation  and  its  employees  identify  with  each   other.  Part  of  the  goal  of  many  philanthropic  activities  within  corporations  is  to  help   employees  identify  with  themselves  and  the  corporation  that  they  work  for.   Students  make  up  a  large  and  diverse  group  that  has  similar  yet  subjective  needs.   Students  are  people  who  have  a  ton  to  gain  from  volunteering  their  time  to  charitable   organization.  One  of  the  main  reasons  students  will  volunteer  their  time  is  because  their   schools  require  it  of  them.  Some  students  do  it  because  the  school  clubs  they  are  members   of  require  it  of  them,  and  others  do  it  because  they  feel  it  is  right  and  moral.  Some  students   are  looking  to  better  their  resume,  whether  it  is  to  aid  in  getting  in  to  a  prominent   university,  or  building  experiences  and  craftsmanship  knowledge.  Participating  in   community  service  corporations,  speciWically,  Habitat  for  Humanity,  participants  can  enable   students  to  gain  experience  that  will  help  better  their  future.  Having  community  service   hours  on  a  resume  never  hurts.  Service  hours  have  the  potential  to  help  a  student  get  into  a   university  over  another  student  who  didn’t  have  any  community  service  hours.  It  is  not   really  important  why  these  kids  volunteer  their  time,  but  by  doing  so  they  have  made  it   more  likely  for  themselves  to  get  into  the  college  they  want  to.  As  an  article  from   mycollegeguide.org  says  is  that  applying  for  college  is  very  competitive,  and  that  “One  way   that  you  can  stand  out  is  through  volunteering  work.”19     Students  can  also  beneWit  from  volunteering  by  learning  skills  and  responsibilities   that  they  would  not  be  able  to  any  other  way.  In  America  it  is  illegal  for  young  kids  to  work.   This  leaves  open  the  possibility  for  children  to  be  uneducated  about  how  to  be  an  effective   worker  in  the  future  due  to  the  fact  that  they  had  never  experienced  it  before.  By   volunteering  their  time,  kids  will  learn  what  it  is  like  to  put  in  a  hard  day  of  work  and  may   begin  to  appreciate  their  parent’s  work  ethic  and  strive  to  have  one  of  their  own.  Students   can  also  learn  many  new  skills  from  volunteering  for  Habitat  such  as  contracting,   architecture  or  construction.  Some  students  could  even  develop  a  passion  for  the  work  they   are  doing  and  may  begin  planning  for  their  future.     Our  group’s  survey  consisted  of  107  people,  81  or  which  were  in  the  18-­‐25  age   range.  84%  of  those  surveyed  said  they  would  volunteer  for  habitat  for  humanity.20  We   would  categorize  these  people  as  young  volunteers.  This  could  cover  a  number  of  different   volunteers  such  as  students,  young  professionals  and  young  people  with  court  ordered   community  service.  According  to  the  article  ‘Motivations  for  Youth  Volunteer  Participation:   Types  and  Structure-­‐  An  Analysis  of  interviews  with  twenty  four  young  volunteers’  “Some   18http://ehis.ebscohost.com.proxy.kennesaw.edu/eds/pdfviewer/pdfviewer?sid=906a2f39-­‐9017-­‐4076-­‐a86c-­‐

ab2042693af5%40sessionmgr10&vid=7&hid=106 19 http://mycollegeguide.org/blog/11/2011/volunteer-­‐work-­‐college/ 20  Survey  Results

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of the  reasons  young  people  volunteer  are  sense  of  responsibility,  helping  or  serving  other   people,  doing  something  beneWicial  or  meaningful  for  society,  specialization  practice,   building  up  capabilities,  expanding  my  circle  of  contacts,  enriching  my  life,  seeking   opportunities  and  a  concurrent  occupation,  curiosity,  novelty,  interests,  freedom,  leisure,   having  fun,  entertaining,  amusing,  and  pleasure.”  These  ideas  are  then  broken  down  into   three  categories:  Sense  of  responsibility  (traditional  motivation),  Advancement  (modern   motivation),  and  Happiness  (postmodern  motivation).  Students  have  the  most  to  gain  from   being  involved  with  a  nonproWit  organization,  from  resume  building  to  life-­‐skill  learning.  As   an  organization,  we  plan  on  creating  awareness  of  this  in  order  to  tap  into  the  great   resource  of  volunteer  work  that  the  student  body  is.     Targeting  Groups   After  doing  the  market  analysis  for  Habitat  for  Humanity  our  group  decided  that  the   organization  should  focus  on  getting  a  larger  percentage  of  students  and  the  lawbreakers  to   volunteer  their  time  and  donate  their  money  to  them.  These  social  groups  were  chosen   because  we  felt  that  Habitat  could  gain  a  lot  of  volunteers  if  these  two  groups  were   targeted.     Students   Students  are  people  who  have  a  ton  to  gain  from  volunteering  their  time  to   charitable  organization.  One  of  the  main  reasons  students  volunteer  their  time  is  because   their  schools  require  it  of  them.  Some  students  do  it  because  the  school  clubs  they  are  in   require  it  of  them,  and  others  do  it  because  they  feel  it  is  right  and  moral.  It  is  not  really   important  why  these  kids  volunteer  their  time,  but  by  doing  so  they  have  made  it  more   likely  for  them  selves  to  get  into  the  college  they  want  to.  As  an  article  from   mycollegeguide.org  says  is  that  applying  for  college  is  very  competitive,  and  that  “One  way   that  you  can  stand  out  is  through  volunteering  work.”21  Students  can  also  beneWit  from   volunteering  by  learning  skills  and  responsibilities  that  they  would  not  be  able  to  any  other   way.     In  America  it  is  illegal  for  kids  to  work  and  sometimes  when  they  grow  up  they  do   not  know  exactly  how  to  be  a  effective  worker  since  they  had  never  experienced  it  before.   By  volunteering  there  time  kids  will  learn  what  it  is  like  to  put  in  a  hard  day  of  work  and   may  begin  to  appreciate  what  it  takes  for  their  parents  to  give  them  what  they  want.   Students  can  also  learn  many  new  skills  from  volunteering.  A  person  who  gives  their  time   to  help  Habitat  for  humanity  can  learn  many  new  skills  that  can  help  them  out  later  in  life.   Some  students  could  even  fall  in  love  with  what  they  are  doing  or  seeing  others  do  and  can   decide  that  is  what  they  want  to  do  with  their  lives.    

21 h,p://mycollegeguide.org/blog/11/2011/volunteer-­‐work-­‐college/

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Lawbreakers Many  volunteers  are  required  to  do  community  service  based  on  a  court  order.  This   has  been  increasingly  prevalent  recently.  According  to  the  article  ‘Community  Service  Help   Launches  a  New  and  Innovative  Charity  Fundraising  Program”  many  of  these  individuals   choose  to  do  their  work  at  nonproWit  organizations  which  has  been  causing  problems  with   scheduling,  insurance,  and  required  supervision.22  This  shows  that  there  is  a  high  demand   for  volunteer  hours  for  this  set  of  individuals.  The  demand  is  so  high  that  the  organizations   can  barely  keep  up  with  it.  This  has  caused  some  organizations  to  stop  working  with  court   ordered  volunteers.  This  makes  them  a  very  good  source  of  volunteer  labor  for  habitat  for   humanity.  Habitat  for  humanity  stands  behind  Christian  Values  so  helping  these  individuals   get  there  service  hours  and  enriching  their  lives  would  be  a  good  direction  to  go  in  for   promoting  volunteer  work.   These  violators  may  not  have  had  the  best  past.  A  positive  direction  may  be  what  is   needed  for  this  demographic.  Here,  at  Habitat  for  Humanity,  these  violators  can  learn  a   trade  through  their  community  service  hours,  to  better  themselves  in  the  future.    A  job  can   turn  anybody’s  outlook  on  life,  to  a  positive  direction,  by  doing  community  service  hours   here,  whether  it  be  court  mandated,  or  simply  wanting  to  change  the  future  of  a  law   breaker.  For  example,  they  can  choose  a  trade,  along  the  lines  of  building  houses,  a  plumber,   electrician,  construction,  etc..  The  participants  can  shadow  and  get  involved  with   volunteers  that  have  these  trades,  by  picking  up  common  trades  to  build  a  house,  they  can   get  certiWied  through  our  program  if  they  so  choose  to  pursue  a  career  in  an  interest  we   cater  to.23     After  doing  the  market  analysis  for  Habitat  for  Humanity  our  group  decided  that  the   organization  should  focus  on  getting  a  larger  percentage  of  lawbreakers  to  volunteer  their   time  to  our  organization.  This  group  was  chosen  because  we  felt  that  Habitat  could  gain  a   lot  of  volunteers  if  it  were  targeted.   People  that  Wit  into  the  lawbreaker  category  generally  fall  between  the  age  of  15  and   30.  Court  ordered  community  service  generally  comes  from  a  misdemeanor  or  series  of   misdemeanors  instead  of  or  along  with  Wines,  loss  of  driving  privileges  or  jail  time.  They  can   be  from  all  social  classes  and  economic  standings,  of  any  gender,  race,  education  level,  etc.   the  15-­‐30  demographic,  deWined  as  the  description  of  a  population  in  terms  of  size,   structure  and  distribution,  typically  spend  considerable  time  with  digital  media  and  are   generally  difWicult  to  connect  and  sell  to.24  Typically  this  demographic  is  very  skeptical  and  

22 http://ehis.ebscohost.com.proxy.kennesaw.edu/eds/detail?sid=906a2f39-­‐9017-­‐4076-­‐a86c-­‐

ab2042693af5%40sessionmgr10&vid=3&hid=106&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ %3d%3d#db=bwh&AN=201303260809PR.NEWS.USPR.CG83494 23 http://www.cca.com/facility-­‐operations/facility-­‐operations/inmate-­‐programs/ 24  Consumer  Behavior:  Building  Marketing  Strategy  11th  edition

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they do  research  before  making  many  decisions.  Product  placement  and  online  advertising   have  proven  to  be  the  most  effective.       Target  Market  Selection   Our  Winal  target  market  for  gaining  volunteers  is  lawbreakers.  Lawbreakers  is  a  very   loosely  deWined  segment  and  can  range  anywhere  from  people  with  trafWic  violations  to   convicts  and  inmates.  The  reason  we  chose  lawbreakers  is  because  it  is  a  group  that   consists  of  many  people  that  are  mandated  to  do  community  service  hours.  So,  this   provides  a  concentrated  source  of  people  who  will  be  forced  to  do  volunteer  work  at  one   point  or  another.  SpeciWically,  we  will  be  looking  more  closely  at  the  population  of  prisoners,   parolees,  and  people  on  probation  in  North  Georgia.  This  group  of  people  is  often   overlooked  as  a  potential  market  and  should  be  seen  as  a  great  opportunity  for  growth.   On  the  other  hand,  because  a  chunk  of  our  target  market  does  not  have  as  many  freedoms   as  a  non-­‐lawbreaking  citizen,  we  must  also  consider  marketing  our  product  to  people  who   have  the  authority  to  choose  Habitat  for  Humanity  as  a  community  service  option.  These   people  are  the  parole  ofWicers  and  sheriffs  of  prisons  around  the  U.S.  This  is  similar  to  how   toy  companies  will  target  the  parents  because  they  have  the  ultimate  purchasing  authority.   Many  parole  ofWicers  today  have  caseloads  of  nearly  70  parolees.25  This  is  a  vast   opportunity  for  Habitat  to  take  advantage  of.  It  is  our  hope  that  by  also  targeting  these   people  of  authority,  our  reach  to  our  initial  target  market  will  increase  substantially.   Market  Segmentation  Summary   After  thorough  research  and  analysis,  we  feel  conWident  in  our  choice  of  target   segments.  An  important  component  to  volunteering  and  donating  to  an  organization  is  how   the  set  of  values  that  an  organization  holds  and  demonstrates  reWlects  on  a  potential   volunteer  and  how  they  identify  with  these  values.  People  are  more  likely  to  volunteer  for   or  donate  to  an  organization  with  a  set  of  values  similar  to  theirs.  Because  of  this,  we  hope   to  inWluence  law  breakers  in  a  positive  way  that  will  ensure  they  choose  Habitat  for  all  of   their  volunteer  work  needs.  After  compiling  a  market  analysis  and  analyzing  market   segmentation,  it  is  now  time  to  move  to  comprising  a  market  strategy.  Creating  a  market   strategy  is  the  most  important  step  to  the  overall  marketing  plan.  Habitat  for  Humanity’s   market  strategy  will  encompass  how  and  where  we  will  implement  our  product,  price,   place  and  promotion  tactics,  and  how  they  affect  the  organization.  This  particular  strategy   will  allow  us  to  reach  our  researched  target  market  through  the  use  of  various  promotion   channels  and  will  result  in  a  positive  impact  on  our  organization.  In  the  market   segmentation  our  group  looked  at  all  the  different  ways  that  habitat  can  help  the  people   who  donate  and  volunteer  to  their  organization.  After  looking  at  all  the  groups  that  can  

25 www.cdc.gov/idu/facts/cj-­‐transition.pdf

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beneWit, we  decided  to  target  one  market  in  particular  that  looked  the  most  promising  in   terms  of  exposure  and  increase  in  volunteer  numbers.    

Market Strategy   Product     Our  core  product  is  our  offering  of  community  service  hours.  This  is  a  high-­‐need   product  within  our  target  market,  because  it  is  often  used  as  alternative  sentencing  within   the  criminal  justice  system.  The  population  of  Georgia  is  about  9.92  million.26  Of  that   population,  about  435,631  people  are  on  probation  in  the  state  of  Georgia,  which  is  more   than  any  other  state  in  the  country.27  Our  product  is  important  to  people  recently  being   released  from  jail  as  well  as  to  people  who  have  committed  trafWic  violations  or  other  minor   offenses.  Most  people  who  commit  crimes  and  break  the  law  will  be  forced  to  do  some  form   of  community  service  for  the  laws  they  have  broken,  and  Habitat  is  a  very  good   organization  for  them  to  be  involved  in.  Our  core  product  is  being  targeted  towards  our   lawbreaking  target  market.  Inmates  and  parolees  will  be  able  to  beneWit  from  our  product   by  avoiding  the  alternative  to  doing  community  service,  usually  going  back  to  jail  or  paying   exorbitant  Wines.  However,  community  service  hours  are  not  the  only  product  that  Habitat   can  offer  to  the  public.     There  are  many  augmented  beneWits  associated  with  our  product.  Some  of  these   features  will  beneWit  our  second  target  market,  the  parole  ofWicers.  These  ofWicers  will  be   able  to  beneWit  from  having  a  reliable  organization  to  refer  their  parolees  to  which  will  lead   to  peace  of  mind.  The  counties  that  see  more  success  with  alternative  sentencing  in   community  service  will  beneWit  from  a  more  positive  public  image  and  the  lowering  of   criminals  being  sent  back  into  the  prisons  due  to  incompletion  of  community  service.   Lawbreakers  will  see  augmented  beneWits  as  well.  They  will  gain  valuable  experience  while   doing  their  community  service  through  Habitat  that  other  non-­‐proWit  organizations  cannot   offer.  Habitat’s  projects  can  teach  the  people  new  skills,  which  can  help  them  further  their   lives.  This  is  important  for  people  who  have  just  been  released  from  jail  because  it  common   knowledge  that  ex-­‐convicts  have  an  extremely  tough  time  Winding  jobs.  In  an  article  from   NBC  news  it  states  that  there  are,  “unemployment  rates  sometimes  as  high  as  75  percent   for  those  one  year  out  of  prison.”28  By  learning  new  skills  with  Habitat  these  people  will   differentiate  themselves  from  other  ex-­‐convicts  and  give  themselves  a  better  chance  at   Winding  a  job.  Experiencing  community  service  through  Habitat  for  Humanity  can  result  in   26  http://quickfacts.census.gov/qfd/states/13000.html 27  http://clatl.com/freshloaf/archives/2009/03/03/report-­‐georgia-­‐leads-­‐country-­‐in-­‐most-­‐people-­‐on-­‐

probation 28 http://www.nbcnews.com/id/32208419/#.UoTgqZSxM-­‐Y

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future beneWits  that  can  help  parolees  and  other  ex-­‐convicts  assimilate  into  a  normal   societal  routine.  For  instance,  they  could  learn  valuable  job  skills  that  could  motivate  them   to  get  back  into  the  work  force  instead  of  returning  to  a  life  of  crime.     Promotion       Each  of  our  target  markets  is  exposed  to  different  media  and  channels  of   information.  We  plan  to  reach  these  two  different  audiences  through  unique  promotion   tactics.  Each  tactic  will  serve  its  own  purpose,  which  means  that  they  will  all  have  their  own   means  of  distribution  and  pricing  strategy.  Promotion  is  communication  by  marketers  with   the  target  market  that  informs,  persuades  and  reminds  potential  buyers  of  a  product  order   to  inWluence  an  opinion  or  elicit  a  response.  The  message  that  Habitat  wishes  to  send  is  that   goal  is  to  bring  people  together  to  build  homes,  communities  and  hope.29  This  is  the  exact   idea  that  our  promotions  are  going  to  try  to  portray.   Personal  Selling   The  Wirst  promotion  strategy  that  we  are  going  to  implement  is  personal  selling.   Personal  selling  is  face  to  face  selling  in  which  a  seller  attempts  to  persuade  a  buyer  to   make  a  purchase.30  In  the  case  of  Habitat,  we  are  promoting  the  use  of  our  service  rather   than  the  purchase  of  a  product.  This  type  of  promotion  will  consist  of  a  representative  of   Habitat  to  visit  our  two  types  of  locations  and  interact  with  our  target  market  in  order  to   sway  them  to  choose  our  service  over  others.  The  personal  selling  process  consists  of   planning  the  presentation,  pitching  the  sales  presentation  and  then  closing  the  sale.    We   want  to  hire  skilled  individuals  in  this  area  to  carry  out  our  personal  selling  tactics.    A   professional  sales  team  will  be  hired  part  time  for  50  days  at  a  cost  of  $80  a  day  each  and  a   yearly  cost  of  $7,357.  Their  main  goal  will  be  to  assist  in  getting  information  to  jail   personnel  and  parole  ofWicers  so  that  they  can  properly  inform  others  about  the   opportunities  at  Habitat  for  Humanity.    This  promotional  tactic  must  be  implemented  in  the   proper  place  in  order  to  be  effective.  The  two  locations  that  Habitat  will  implement  our   personal  selling  techniques  are  county  and  state  jails  and  parole  ofWices.  This  promotion   tactic  is  meant  to  target  our  second  market  of  sheriffs  and  parole  ofWicers.  In  order  for  us  to   be  allowed  to  implement  our  personal  selling  techniques  at  the  correctional  facilities,   Habitat  would  Wirst  have  to  get  permissions  from  the  proper  authorities.    and  convince  him/ her  that  his  the  and  inmates  would  beneWit  from  allowing  our  organization  to  work  with   them.  We  believe  that  through  a  strong  presentation  of  the  beneWits  received  from   volunteering  through  Habitat,  we  will  persuade  parole  ofWicers  and  sheriffs  to  recommend   or  require  inmates  or  parolees  to  be  involved  with  or  organization.    

29 http://www.habitat.org/how/mission_statement.aspx 30  http://www.businessdictionary.com/deWinition/personal-­‐selling.html

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Advertising There  are  plenty  of  advertising  methods  which  we  considered  to  implement  as  a   part  of  our  promotional  strategy.  After  much  debate,  we  decided  that  there  are  two  main   methods  of  advertising  we’d  like  to  use.  These  two  methods  will  provide  us  with  the   necessary  reach  to  accomplish  our  goals.The  Wirst  type  of  advertising  we  will  purchase  is   buying  space  on  billboards.  The  placement  of  these  billboards  will  need  to  be  very  strategic   to  ensure  that  we  will  reach  our  target  audience.  If  someone  who  has  recently  been  issued   court  ordered  community  service  hours  and  they  see  a  billboard  for  Habitat  for  Humanity   they  are  more  likely  to  include  them  in  their  set  of  organizations  they  can  get  their   volunteer  hours  with.  It  is  important  that  we  advertise  in  this  manor  because  not  all  people   who  break  the  law  end  up  in  jail  or  are  forced  to  go  to  parole  ofWicers.  A  lot  of  them  are  only   caught  for  minor  trafWic  violation  and  other  smaller  crimes.  So  they  only  way  Habitat  is  able   to  market  to  them  would  be  through  advertisements.  By  having  the  billboard  near  the  court   houses  these  people  will  be  able  to  understand  the  beneWits  that  Habitat  offers  which  can   lead  to  them  doing  their  community  service  hours  with  our  organization.  Billboards  should   be  placed  in  close  proximity  to  court  houses,  parole  ofWices,  half-­‐way  houses  and   correctional  facilities.  This  will  ensure  that  Habitat  for  Humanity’s  message  reaches  to   those  needing  community  service  hours.  We  decided  on  buying  two  billboards  to  advertise   on  and  place  near  the  two  most  heavily  used  court  houses  in  North  Georgia.  Two  of  the   larger  counties  in  north  Georgia  are  Cleveland  and  Jasper.  The  average  price  for  a  billboard   within  north  Georgia  is  $486  per  month.31  By  placing  a  billboard  in  each  of  the  mentioned   counties  that  brings  us  to  $972  in  advertising  costs  each  month.  Annually,  Habitat  will   spend  $11,664  in  billboard  advertising  costs.  Billboards  are  an  effective  way  to  reach  mass   audiences  in  eye-­‐catching  manners.  This  billboard  is  designed  with  the  intent  to  appeal  to   our  target  market’s  emotions.  It  features  photographs  of  actual  Habitat  houses  that  have   been  built  and  uses  a  calming  color  scheme  to  communicate  our  message.  Blue  is  a  color   that  exempliWies   trustworthiness   and  honesty.  We   want  our  customers   to  trust  that  we   have  their  best   interest  in  mind.   Green   communicates   nature,  community   and  balance.  The   use  of  this  color   31  http://www.outdoorbillboard.com/billboards-­‐for-­‐rent/georgia/all

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suggests that  Habitat  is  eco-­‐friendly  and  a  community-­‐oriented  company.  By  using   appealing  typography,  emotion  evoking  photos  and  a  strong  effective  message,  we  believe   that  our  billboard  will  bring  in  more  volunteers.  We  also  provided  information  as  to  where   volunteers  could  Wind  more  information  out  about  Habitat  for  Humanity  through  the   company  website.   Another  advertising  tactic  we  would  like  to  implement  is  distributing  Wliers  to  areas   where  high  concentration  of  law-­‐breakers  are.  Flyers  are  a  low-­‐cost  option  that  can  very   effectively  communicate  a  message.  Our  goal  here  is  to  better  inform  lawbreakers  of  what   type  of  difference  they  can  make  throughout  the  community.  Our  Wlyer  will  include  the   different  trades  that  could  be  learned  as  an  individual,  as  well  as  learn  a  little  about  our   organization  and  what  our  mission  is  about.  These  Wlyers  are  a  cheap,  cost-­‐effective  plan  to   better  inform  our  target  market.  The  more  we  inform  lawbreakers  about  our  company,  the   better  the  chance  there  will  be  of  them  choosing  our  organization.  These  Wlyers  can  be   distributed  in  many  places  where  our  target  market  may  be  found,  such  as  halfway  houses,   parole  ofWices,  bus  stations,  lower  income  areas  and  attorney’s  ofWices.  We  decided  that  we   would  buy  20,000  Wlyers  for  our  company  and  then  higher  an  employee  to  be  distributed  a   few  times  a  month  to  predestinated  areas.  By  using  this  method,  the  people  receiving  the   Wlyers  will  be  able  to  gain  extra  information  about  Habitat  and  all  that  they  offer.  We  can   hire  an  individual  to  disperse  Wliers  within  halfway  houses  for  $200  for  one  day  each  month.   This  person  will  drive  around  to  the  north  Georgia  courthouses,  jails,  and  parole  ofWices   among  other  locations  to  distribute  our  Wlyers.  A  total  of  $2400  in  employee  costs  would  be   incurred  for  the  year.  20,000  Wliers  will  be  made  for  the  entire  year  at  a  total  cost  of  $640.32       The  design  elements  used  in  the  Wlier  are  consistent  with  the  design  of  our  billboard  and   other  publications  that  Habitat  for  Humanity  already  distributes.  The  colors  are  all  shades  

32 "Start  Here."  Rush  Flyers.  N.p.,  n.d.  Web.  14  Nov.  2013.

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that come  from  our  universal  and  standardize  logo  and  color  palette.  This  photograph  was   chosen  to  show  how  our  volunteers  are  involved  with  the  process  and  demonstrates  our   teamwork  atmosphere.  This  message  will   be  appealing  to  our  target  market  in   getting  them  to  choose  Habitat.  The   headline  and  subhead  are  the  same  as  the   billboard  so  that  we  will  create  a  sense  of   brand  recognition.  This  is  also  the   reasoning  for  using  the  Habitat  logo  on  all   of  our  advertising.  We  want  our  target   audience  to  recognize  all  of  our  messages.   This  is  a  very  contemporary  design  that   appeals  to  many  different  audiences.   Sales  Promotion     Sales  promotions  are  an   excellent  strategy  to  implement.  These  

tactics include  tools  such  as  coupons/rebates,  loyalty  programs,  sampling,  or  premiums.   These  tools  act  as  a  supplement  to  advertising  and  other  promotional  strategies,  and   stimulate  consumer  purchasing  and  dealer  effectiveness.  Because  of  Habitat’s  unique   circumstances,  we  must  get  creative  with  our  sales  promotion  tactics.  We  can  use  a   different  strategy  aimed  at  our  parole  ofWicer  market  by  offering  their  organizations  free  or   discounted  sponsorship  at  Habitat  events.  Habitat  throws  many  events  throughout  the  year   that  often  includes  sponsors.33  This  type  of  sponsorship  is  mutually  beneWicial  because  it   offers  exposure  for  the  sponsor  and  in  our  case,  greater  exposure  to  our  target  market.  We   can  offer  different  levels  of  sponsorship  as  a  reward/incentive  program  to  the  parole   ofWicers.  The  more  volunteers  that  each  ofWice  brings  to  our  organization,  the  more  exposure   they  can  receive  through  Habitat’s  various  resources  and  connections.  These  tactics  would   again  be  carried  out  at  parole  ofWices  and  correctional  facilities.  There  is  relatively  no  cost,   as  we  can  tie  this  promotion  tactic  into  the  work  that  our  personal  selling  team  will  be   33  http://www.habitat.org/getinv/events.aspx

G24


doing. This  innovative  tactic  will  prove  to  be  a  worthy  strategy  because  it  will  offer   incentives  that  we  have  not  offered  beforehand.     Price   We  have  already  discussed  price  in  terms  of  how  our  promotion  tactics  will  be  paid   for,  but  we  must  also  look  at  these  costs  in  terms  of  our  annual  budget.  Habitat  for   Humanity  has  a  total  advertising  budget  of  $5,775,554.34  Each  US  state  is  allotted  $115,511   for  advertising  and  of  the  159  counties  in  Georgia,  31  are  counted  as  the  north  Georgia   market.  For  these  31  north  Georgia  counties,  there  is  an  allotted  advertising  budget  of   $22,521.  As  discussed  in  our  promotional  strategy,  we  have  planned  to  spend  $22,061  on   advertising  thus  far,  which  is  under  budget.  However,  price  accounts  for  more  than  just  the   money  that  Habitat  for  Humanity  spends  on  promoting  our  product.  Price  refers  to  that   which  is  given  up  in  an  exchange  to  acquire  a  good  or  service.  Our  product  falls  into  the   service  category,  and  it  is  unique  in  that  there  is  no  monetary  price  charged  to  our   customers  in  the  exchange.  Instead,  it  can  be  viewed  as  an  intangible  price,  much  how   opportunity  cost  is  viewed.  In  our  exchange,  convicts  will  earn  their  community  service   hours  by  participating  in  our  organization’s  many  projects  and  activities.  This  means  that   they  must  give  up  their  time  and,  usually,  manual  labor  in  order  to  earn  Habitat  for   Humanity’s  community  service  hours.  This  is  a  fair  price  that  is  set  for  our  product  and  we   feel  that  our  target  market  will  be  willing  to  pay  it.     Our  budget  is  $22,521.  The  typical  laborer  working  for  a  construction  company   would  earn  around  $8.00/hour.  This  means  each  hour  of  volunteer  time  we  receive  is  worth   about  $8.00.  To  Wind  our  break-­‐even  point  in  dollars  we  would  divide  22,521/8  to  Wind  the   amount  of  hours  we  would  have  to  earn  from  our  budget.  22,521/8=2,815.125.  This  means   we  would  need  about  2,815  volunteer  hours  from  the  lawbreakers  we  targeted  to  break   even  on  our  advertising  budget.  Another  way  to  look  at  this  is  in  terms  of  volunteers   working  entire  days.  A  typical  laborer  would  work  an  8  hour  day.  So,  to  Wind  the  amount  of   volunteer  days  needed  to  break  even  we  divide  2,815/8.  2,815/8=351.875.  This  means  we   would  need  352  North  Georgia  lawbreakers  to  volunteer  at  least  one  full  day  to  break  even   with  the  amount  we  have  invested  in  advertising  to  law  breakers  in  North  Georgia.   Place     We  have  also  discussed  sporadically  throughout  our  strategy  as  to  where  we   will  be  reaching  our  target  market.  Since  we  are  targeting  lawbreakers  and  parole  ofWicers  it   is  important  to  consider  where  these  people  would  be  concentrated.  There  are  many  places   where  we  can  reach  this  audience.  One  place  is  simple  enough;  corrections  facilities.  Jails   and  prisons  are  one  of  our  main  sources  of  concentration  for  reaching  our  target  market.   34  http://www.habitat.org/sites/default/Wiles/Winancial_statements_2012.pdf  

G25


Another place  that  could  possibly  be  even  more  affective  for  reaching  law  breakers  is   courthouses.  If  Habitat  for  Humanity  could  reach  lawbreakers  as  soon  as  they  are   sentenced  to  doing  community  service  hours,  then  it  would  very  likely  that  we  would  be   one  of  the  Wirst  volunteer  organizations  they  considered.  One  other  very  effective  location   would  be  probation  ofWices.  If  probation  and  parole  ofWicers  informed  their  cases  about   Habitat  for  Humanity,  they  would  be  more  likely  to  choose  them  as  a  source  for  their   volunteer  work.  By  purchasing  billboard  space  near  courthouses,  jails,  probation  ofWices   and  half-­‐way  houses  will  get  the  Habitat  for  Humanity  name  and  mission  out  to  the  target   market  of  citizens  on  probation.  These  groups  of  people  generally  need  community  service   hours  which  need  to  be  performed  on  a  deadline.  Parole  ofWices  and  half-­‐way  houses  are   generally  required  places  that  parolees  or  people  on  probation  have  to  visit.  Within  these   locations  informational  packets  and  Wlyers  can  be  posted  on  bulletin  boards  and  dispersed   to  those  in  need  of  community  service  hours.  This  gets  the  Habitat  for  Humanity  name  and   goal  directly  into  the  hands  of  the  people  on  probation.  These  are  the  places  that  seem  most   likely  to  recruit  lawbreaking  volunteers  for  Habitat  for  Humanity.  They  are  places  where   both  our  primary  and  secondary  target  markets  can  be  reached.       Service   Service  is  a  widely  important  component  of  an  effective  marketing  strategy.   Relationship  building  is  the  most  important  element  of  marketing.  Because  of  this,  we  must   keep  in  mind  that  our  customer  is  the  most  important  piece.  Habitat  for  Humanity  will  take   customer  service  very  seriously.  We  plan  to  train  our  personal  selling  teams  so  that  they   excel  in  customer  service.  We  will  have  Habitat  invest  in  starting  up  customer  relationship   management  tactics.  Customer  relationship  management  is  a  company-­‐wide  process  that   focuses  on  three  strategies  (learning,  managing,  and  empowerment)  that  lead  to  customer   satisfaction.  Learning  your  target  market’s  buying  habits,  demographics,  income,  etc.,  is   important  because  it  will  allow  you  to  better  relate  to  your  target  market,  meet  their  needs,   solve  their  problems  and  meet  their  goals.  This  is  done  through  market  research,   information  collection,  social  media  and  feedback.  Once  we  have  this  information,  we  must   be  able  to  manage  it  efWiciently  in  order  to  recall  information  about  our  clients  and   customers.  Habitat  will  build  a  database  in  order  to  manage  what  we  learn  while   interacting  with  our  customers.  Empowerment  is  a  tactic  that  involves  giving  the  employees   authority  to  Wix  a  problem  or  issue  a  customer  runs  into,  without  needing  upper   management  involvement.  If  the  employee  can  take  care  of  it  without  having  to  jump   through  hoops  and  involve  a  manager,  you  can  keep  the  customer  and  enhance  the   relationship.  It  is  Wive  times  more  expensive  to  get  a  new  customer  than  to  keep  the  existing   ones.  And,  most  importantly,  we  will  educate  our  sales  team  on  how  to  send  follow  up   letters  or  emails  after  meeting  with  clients.  This  will  instill  a  positive  image  in  the  minds  of   our  clients  and  they  may  consider  our  sales  proposal  more  seriously  if  we  show  our   concern  for  building  personal  relationships.  Through  the  use  of  all  of  these  tactics,  we  will   G26  


ensure that  our  clients  have  a  positive  experience  with  Habitat  which  will  build  on  existing   relationships  and  provide  large  opportunities  for  repeat  business  in  the  future.   Market  Strategy  Summary     Our  marketing  strategy  has  been  thoroughly  thought  out  and  will  be  a  success  once   is  it  implemented.    Our  core  product  has  many  augmented  beneWits  that  our  target  market   of  law  breakers  will  beneWit  from.  We  have  researched  various  methods  of  promotion  and   have  three  strategies  which  will  put  our  product  on  the  map  and  reach  our  target  market.   We  have  considered  pricing  and  placement  strategies  and  implemented  customer  service   tactics.  The  combination  of  these  things  in  our  market  strategy  will  result  in  an  increase  of   volunteers  at  Habitat  for  Humanity’s  many  projects  throughout  the  north  Georgia  area.   Conclusion     Habitat  for  Humanity  is  a  company  that  will  continue  to  grow  in  the  future.  It  is   important  for  Habitat  as  a  company  to  continually  brainstorm  new  ways  to  reach  further   markets.  The  point  of  this  marketing  plan  was  to  accomplish  just  that.  By  targeting  the   unique  market  of  lawbreakers  in  North  Georgia,  we  believe  that  Habitat  for  Humanity  will   see  positive  results  and  an  increase  in  the  amount  of  volunteers  that  they  receive  for  their   various  home  improvement  projects.  

G27


Appendix

Ini$al Report   Last  Modified:  09/24/2013  

1.  I  understand  par$cipa$on  in  this  survey  is  voluntary  and  my   iden$ty  will  remain  anonymous  and  I  consent  to  the  use  of  my   answers  for  the  purpose  of  developing  a  market  analysis    for  the   Consumer  Behavior  (MKTG  4150)  course  at  Coles  College  of  Business,   Kennesaw  State  University.   #

Answer

1

Yes

2

No (Stop   Survey)

Total

StaAsAc

Response

%

107

100%

0

0%

107

100%

Value

Min Value

1

Max Value

1

Mean

1.00

Variance

0.00

Standard DeviaAon

0.00

Total Responses

107

G28


2.  I  cer$fy  that  I  am  at  least  18  years  old.   #

Answer

1

Yes

2

No (Stop   Survey)

Total

Response

%

107

100%

0

0%

107

100%

StaAsAc

Value

Min Value

1

Max Value

1

Mean

1.00

Variance

0.00

Standard DeviaAon

0.00

Total Responses

107

3.  What  age  group  do  you  fall  into?   #

Answer

1

18-­‐25

2

26-­‐32

3

33-­‐45

4

46-­‐60

5

60+

Total

G29

Response

%

81

76%

7

7%

13

12%

4

4%

2

2%

107

100%


StaAsAc

Value

Min Value

1

Max Value

5

Mean

1.50

Variance

0.95

Standard DeviaAon

0.97

Total Responses

107

4.  What  is  your  gender?   #

Answer

1

Male

2

Female

Total

StaAsAc

Response

%

70

66%

36

34%

106

100%

Value

Min Value

1

Max Value

2

Mean

1.34

Variance

0.23

Standard DeviaAon

0.48

Total Responses

106

G30


5.  What  best  describes  your  ethnicity?   #

Answer

1

African American

2

Hispanic

3

White/Caucasian

4

Asian

5

Indian

6

Other

Total

StaAsAc

Response

%

11

10%

5

5%

85

79%

2

2%

1

1%

3

3%

107

100%

Value

Min Value

1

Max Value

6

Mean

2.87

Variance

0.76

Standard DeviaAon

0.87

Total Responses

107

G31


6.  What  best  describes  your  individual  income  level?   #

Answer

1

$0-­‐15,000/year

2

$15-­‐30,000/year

3

$30-­‐50,000/year

4

$50-­‐75,000/year

5

$75,000+/year

Total

StaAsAc

Response

%

66

63%

12

11%

5

5%

7

7%

15

14%

105

100%

Value

Min Value

1

Max Value

5

Mean

1.98

Variance

2.25

Standard DeviaAon

1.50

Total Responses

105

G32


7.  What  best  describes  your  religious  following?   #

Answer

1

ChrisAan

2

Jewish

3

Hindu

4

Other

5

None

Total

Response

%

79

75%

3

3%

1

1%

7

7%

16

15%

106

100%

StaAsAc

Value

Min Value

1

Max Value

5

Mean

1.85

Variance

2.38

Standard DeviaAon

1.54

Total Responses

106

8.  Have  you  ever  par$cipated  in  volunteer  work  before?   #

Answer

1

Yes

2

No

Total

G33

Response

%

100

94%

6

6%

106

100%


StaAsAc

Value

Min Value

1

Max Value

2

Mean

1.06

Variance

0.05

Standard DeviaAon

0.23

Total Responses

106

9.  Have  you  heard  of  Habitat  for  Humanity  volunteer  projects?   #

Answer

1

Yes

2

No

Total

StaAsAc

Response

%

97

92%

9

8%

106

100%

Value

Min Value

1

Max Value

2

Mean

1.08

Variance

0.08

Standard DeviaAon

0.28

Total Responses

106

G34


10.  How  far  would  you  be  willing  to  travel  if  you  were  to  par$cipate  in   Habitat  for  Humanity?   #

Answer

1

5-­‐15 miles

2

15-­‐20 miles

3

30-­‐50 miles

4

50+ miles

Total

StaAsAc

Response

%

38

36%

33

31%

23

21%

13

12%

107

100%

Value

Min Value

1

Max Value

4

Mean

2.10

Variance

1.06

Standard DeviaAon

1.03

Total Responses

107

G35


11.  How  many  hours  of  volunteer  work  a  month  would  you  be  willing   to  offer  to  Habitat  for  Humanity?   #

Answer

1

0-­‐10 hours

2

10-­‐20 hours

3

20-­‐30 hours

4

30+

Total

StaAsAc

Response

%

67

63%

34

32%

3

3%

3

3%

107

100%

Value

Min Value

1

Max Value

4

Mean

1.46

Variance

0.48

Standard DeviaAon

0.69

Total Responses

107

G36


12.  Have  you  ever  contributed  money  to  a  volunteer  organiza$on?   #

Answer

1

Yes

2

No

Total StaAsAc

Response

%

86

80%

21

20%

107

100% Value

Min Value

1

Max Value

2

Mean

1.20

Variance

0.16

Standard DeviaAon

0.40

Total Responses

107

G37


13.  Would  you  consider  dona$ng  money  to  Habitat  for  Humanity?   #

Answer

1

Yes

2

No

Total

Response

%

80

75%

27

25%

107

100%

StaAsAc

Value

Min Value

1

Max Value

2

Mean

1.25

Variance

0.19

Standard DeviaAon

0.44

Total Responses

107

14.  What  days  of  the  week  would  you  be  most  available  to  do   volunteer  work?  (Check  all  that  apply)  

G38


#

Answer

1

Sunday

2

Monday

3

Tuesday

4

Wednesday

5

Thursday

6

Friday

7

Saturday

8

None

Response

%

54

51%

7

7%

7

7%

13

12%

10

9%

40

38%

74

70%

11

10%

StaAsAc

Value

Min Value

1

Max Value

8

Total Responses

106

15.  Would  you  volunteer  for  Habitat  for  Humanity?  

G39


#

Answer

1

Yes

2

No

Total StaAsAc

Response

%

90

84%

17

16%

107

100% Value

Min Value

1

Max Value

2

Mean

1.16

Variance

0.13

Standard DeviaAon

0.37

Total Responses

107

G40

Profile for Becca Morrow

Consumer Behavior | Habitat for Humanity  

This report was created for a Consumer Behavior class at Kennesaw State University.

Consumer Behavior | Habitat for Humanity  

This report was created for a Consumer Behavior class at Kennesaw State University.

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