Care USA Case Analysis
Executive Summary:
Care USA has been suffering from a lack of a brand identity amongst its primary donor group, this has lead to Care USA to restructure its marketing communications to increase support from the private sector. Reduction of Care USA's humanitarian relief projects, merging of all Care International groups, and collaboration with other relief organizations are three possible solutions that may be employed to achieve further private support. A possible prioritized implementation plan is also included to achieve the primary objective of Care USA.
Situations Analysis:
Care USA is dedicated to eradicate poverty through out the world through health care, education, agriculture, farming, safe water, basic sanitation and most importantly providing food to the underprivileged. By 2002 Care USA had become one of the largest humanitarian relief organizations in the world. Care USA received the majority of their funding through government with private donations being minimal. So they have tried various approaches in international fund raising and marketing communications to reach their target group of donors which consists primarily of adults 35 and up, college educated, with an average salary above $75,000. To reach this demographic Care USA is trying to develop a brand strategy to make them a relevant global brand on the humanitarian relief front on par with the likes of UNICEF, and the Red Cross whom they have been competing with to acquire donors.
Main Problem:
In 2002 Care USA had an income of $427 million, of which roughly 67% was received from government funding. Through this $427 million Care USA was able to directly improve the lives of over 31 million people in impoverished n ...