Whether you are a teen needing a place to be after school, a single parent needing babysitting while at work, or a senior wanting to work out to stay healthy - The Boys and Girls Clubs of America can serve you. The Boys and Girls Clubs of America are constantly tailoring their marketing mix to adopt to the ever changing external market environment. Some external market environment factors include: Social, Demographic, Economic, Technological, Political and Legal, and Competitive. Not all companies explore some of those factors in their marketing mix and those are the companies that find them selves in trouble. The BGCA makes sure that every external marketing environment factor is taken into account and implemented their marketing mix, here's how:
Social
The BGCA knows the common values such as hard work, family, and success that youths should develop as they turn into adults. That is why they provide workshops and counseling in order to appeal to individuals in the market that may need that assistance. Not enough time? No problem, club facilities are open every day throughout the year to be of assistance when the customer is available.
Demographic
Age, race, ethnicity, or where you live doesn't matter when you enter the doors of a Boys and Girls Club. The BGCA does not discriminate, but instead offers a helping hand. The BGCA even offers help to individuals charged with a crime by allowing them to complete community service hours and getting them off the streets. People are in need everywhere you go; so you can see a club facility from the richest to the poorest parts of the nation.
Economic
Although prices of a membership may very upon location, the BGCA does an outstanding job at setting prices according to the community's ability to buy. For an example, there are two Boys and Girls Clubs in my hometown of Bristol, Connecticut. One is located in the downtown business district, and the other in a housing project that has been plagued with a bad reputation for years. The club downtown set memberships for $20.00 while the other club set their prices at only $2.00. As you can see, the purchasing power among those communities have a big affect on price. So, BGCA must operate under those circumstances to complete company objectives as well as help those who are really in need.
Technological
Although the BGCA is not known for their products, a lot of research and development goes into creating new and innovative services. About a year ago, the original Boys and Girls Club facility in Hartford, Connecticut teamed up with Pizza Hut to build a Pizza Hut inside their club. The cooperative effort between both companies became an innovative smash because Boys and Girls Club members were taught how to work, develop a positive work ethic, serve food to other members that may not be fed at home, and rewards them with a paycheck for their hard work. Pizza Hut benefits from this by the publicity for their great social responsibility, and possibly having future trained and ethical workers from the Boys and Girls Club.
Political and Legal
The US government knows the BGCA very well and gives support for the outstanding job they do on developing our youth. The BGCA also maintains strong ties with their local representatives and state senators to speak to the youths in their communities and possibly build relationships.
Competitive
The Boys and Girls Clubs of America currently do not have any foreign competitors, but they do face competition for market share, profits, and public funding in America. As explained in my previous blog Chapter 3 - Strategic Planning for the Competitive Advantage, the BGCA is in competition with every non-profit organization that believes they deserve public funding. The biggest competition for the BGCA though, is the YMCA, because both organizations are in the same market. Both organizations must implement the best strategies in order to earn a profitable share in the market as well as withstanding the low economic growth America faces.
In conclusion, the BGCA knows it's environment well and any neglect of their marketing mix will lead to a downfall. So as long as their marketing mixes reflect the changing marketing environment, they will remain in business for a very long time.
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