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The Australian Red Cross Society is a non-profit organization committed to providing e people of humanitarian and community services to the people of Australia (Australian Red Cross, n.d.). The Red Cross Society is one of the oldest and most efficiently operating organizations all across the globe, and the Australian Red Cross is a part of this Red Cross organization catering to the region of Australia (Australian Red Cross, n.d.).
The success of any business depends on the understanding of the organizations about the external and internal factors of the business environment. Similarly, analysing these factors will help the Australian Red Cross to realize the trends in the market and formulate the strategies accordingly. Along with the understanding of these factors, it is also essential for the businesses to evaluate its competitive position in the marketing (Gurel, 2017). For this purpose, SWOT analysis is used. The SWOT analysis is a technique to analyse the strengths, weaknesses, opportunities and threats of an organization. SWOT for the Australian Red Cross is as follows:
Strengths- One of the most important strengths of this organization is the strong brand name and brand equity it has with a long history. Red Cross is one of the oldest non-profit organization and the most famous one all across the globe. Most of the people are aware of this organization, and prefer the Red Cross as a brand to make donations and contribute. With its brand and high level of accountability, this organization has gained the trust of many people all across the globe. This company has a strong vision, mission and values to serve the humanity. This organization is also known to be experts in first aid and having a strong team of volunteers.
Weaknesses- the major weakness of this organization is a limited amount of funds. Since the Australian Red Cross is a non-profit organization, most of its operating funds depend on voluntary donations and funds. Thus, the organization is compelled to operate with a minimum and limited amount of expenditure. It also has to rely on the parent organization, the Red Cross Society for its funding and projects. The organization has also acquired some negative image from some people to the use and mismanagement of funds. Another weakness of this organization is that this company lacks in its presence on online platforms. Also, the lack of innovation can create hindrances in the development of this organization.
Opportunities- The opportunities available to this organization is expanding its reach by enhancing its communications and public relations. As this organization has a strong team of volunteers, and also a strong brand name, it has the opportunity to support innovation and venture into new fields of community services. The organization can expand its products and services and thus come up with new projects and campaigns. The organization also has an opportunity to form strong strategic alliances with other non-profit organizations in Australia and governments to expand its operations.
Threats- One of the major threat faced by this organization, is the threat of competition. Though the Australian Red Cross and the Red Cross Society is a brand itself, this company is facing severe competition from the other such organizations coming up in the market. This organization was popular for expert first aid and blood donation drives, however, with the changing time, even small and mid-size organizations have now come up with such campaigns. Another major threat that this organization has to face, is due to the prevailing government regulations and policies. The government policies and taxation concerns create a major obstacle in the functioning of this organization.
The Australian Red cross remains a strong brand in Australia, and thus should implement the necessary strategies to retain its position and gain a competitive advantage. One of the recommendations for this company is that it should increase its online presence. As most of the people nowadays spend their active times on online platforms and social media, this company should the methods of digital marketing and increase its social media presence and public relations. It is also recommended for the company to enhance and increase its relations with its employees and volunteers, as these are the people directly responsible for the growth of the organization.
Australian Red Cross (n.d). What we stand for: About us. Retrieved from: https://www.redcross.org.au/about/what-we-stand-for
Gurel, E. (2017). SWOT analysis: A theoretical review. The Journal of International Social Research, 10(51), 995-1006.
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