Situation Analysis for

National Breast Cancer Foundation

Author: Brittany Stimson

SID S5099282

1003MKT Introduction to Marketing

Tutor: Graeme Hughes

Trimester 1 2017

Word Count: 1929

Brittany Stimson S5099282 Page 1

Table of Contents

Table of Contents ........................................................................................................................ 2

Introduction and Company Background ........................................................................................ 3
Introduction ............................................................................................................................. 3
Company Background .............................................................................................................. 3
Situation Analysis ........................................................................................................................ 4
Market Analysis ....................................................................................................................... 4
Macro Environment Analysis .................................................................................................... 5
Political Analysis .................................................................................................................. 5
Economic Analysis ............................................................................................................... 5
Social Analysis ..................................................................................................................... 6
Technological Analysis ......................................................................................................... 6
Legal Analysis ...................................................................................................................... 7
Micro Environment Analysis ...................................................................................................... 8
Company Analysis ................................................................................................................ 8
Competitor Analysis ............................................................................................................. 10
Competitive Market Summary............................................................................................... 11
Consumer Analysis .............................................................................................................. 13
SWOT Analysis ................................................................................................................... 14
Objectives ................................................................................................................................. 15
Marketing Objectives............................................................................................................... 15
Reference List ........................................................................................................................... 16

Brittany Stimson S5099282 Page 2

Introduction and Company Background

Introduction
The National Breast Cancer Foundation is an aspiring organisation focusing on life changing
breast cancer research. The following situation analysis will outline both Macro and Micro
environments. It will comprise of a PESTLE (political, economical, social, technological, legal
and environmental) analysis as well as a company, competitor, consumer and SWOT
(Strengths, Weaknesses, Opportunities and Threats) analysis. Overall, the analysis will
provide the marketing objectives to help further improve the overall organisational goals and
assist with the one-day event, Pink Ribbon Cup Race Day.

Company Background
The National Breast Cancer Foundation (NBCF) was founded in 1994 in order to improve
the health and wellbeing of those affected by the most common life-threatening disease in
women, breast cancer. At this time, David Jones and Estee Lauder joined as corporate
partners to help the not-for-profit organisation grow and meet organisational goals. As
believed research is the most efficient and effective way to cure breast cancer and improve
the health and wellbeing of those affected, the NBCF have raised more than $140 million
which has since been awarded to fund over 470 Australian-based research projects across
every state and territory. Without 100 per cent support from the Australian public, these
remarkable research opportunities could not be achieved. By funding only world class
research, the National Breast Cancer Foundations aspirational goal of zero deaths from
breast cancer by 2030 will see more women and men living longer with breast cancer, and
empowering them with a greater quality of life (National Breast Cancer Foundation, 2017).

http://nbcf.org.au/about-national-breast-cancer-foundation/about-us/mission-and-goals/

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Situation Analysis

Market Analysis
Australia is internationally competitive and at the forefront of research, cancer breakthrough,
treatment and care for those diagnosed according to the Australian Government. (Cancer
Australia, 2006). Over the past 20 years, there has been a significant amount of
improvements in the outcome for those with breast cancer. Although there is an increasing
rise of diagnosis, the amount of deaths caused by breast cancer is decreasing (Breast
Cancer Network Australia, 2017). Research from the team at NBCF has seen a rise in the
five-year survival rate of those diagnosed with breast cancer. When first established, 76 per
cent of Australians were still alive five years after diagnosis. In 2016, the survival rate rose to
90 per cent, one of the best out comes among cancers in Australia. However, there remain
challenges in diagnosing and treating breast cancer (National Breast Cancer Foundation,
2017). An estimated 17,586 women and 144 men will be diagnosed with breast cancer in
2017, an average 48 people per day (Breast Cancer Network Australia, 2017). NBCF and
other competing organisations are committed to continually ensure patients, family and
friends receive the best care, treatment and information whist persistently fighting to find a
cure.

Whilst there are many not-for-profit organisations within Australia all fighting for the health
and well being of those affected with breast cancer, NBCF is the only organisation in which
specifically focuses on high quality research. In 2017, NBCF plans to partake in more than
30 research projects with over $12 million worth of funds that will contribute towards their
goal of zero deaths from breast cancer by 2030 (National Breast Cancer Foundation, 2017).
Surrounded with significant competition, all focusing on a good cause, NBCF remains the
leading community-funded organisation within Australia (National Breast Cancer Foundation,
2017).

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Macro Environment Analysis

Political Analysis
Government funding. Not all not-for-profits receive government funding, therefore,
organisations rely on the public for support. Organisations must maintain trust and
accountability entirely from the community.

Tax. Donating to a not-for-profit organisation can roughly reduce tax bills by a

quarter, therefore, donors are more willing to donate (Hamm, 2013).

Not available for all. Depending on an organisations charitable status, tax

exemptions and other associated advantages are not available for all not-for-profit
organisations (Belair-Gagnon, Picard, Ranchordas, 2016).

Economic Analysis
Economic growth. An increase in cash flow inevitably means higher aggregate
spending (Koukoulas, 2015). Depending on where the economy sits, people are able
to support and donate more or less to not-for-profit organisations.

Economic downturn. A result of economic down turn reduces donations and

increases competition for available income (Australian Government Department of
Social Services, 2009).

Increased demand of service. A significant increase in the demand of services that

not-for-profit organisations offer is a result of economic down turn (Australian
Government Department of Social Services, 2009). This can be seen as a positive or
negative to the organisation.

Raising awareness. Economic downturn is an opportunity for not-for-profit

organisations to raise awareness of an issue.

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Social Analysis
Knowing people affected. People who are diagnosed or know someone who is
diagnosed, are generally more willing to get behind the organisations and help those
who are affected by donating funds.

Organisation interest. A rise in positive treatment and research initially interests the
public and therefore, attracts new and continuing donors as results are being seen.

Women are more generous. A study at the Womans Philanthropy Institute, found
that women are more likely to give than men. In one study, older woman gave 89%
more to charity than men in the baby-boomer age group (Mesch, 2016). Breast
cancer is much more common within women, therefore, breast cancer organisations
are attracting a much larger scale of women than men.

Technological Analysis
Testings can be made to a better standard of quality using new technology. A
rise in improving technology will help drive the public into donating money for new
technology.

Testings can be made more cost effectively using new technology.

Mammogram screenings are available for women aged between 50 and 74 for free
(Australian Government Department of Health, 2016). People are more likely to get
behind an organisation when results are clear at no available cost.

Technology can be used to innovate. Marketing innovative technology for breast

cancer to the public will influence cash flow. When people see results, there is
immediate reaction. This is a benefit to NBCF as donations received from the public
are used to help find a cure using new and improving technology.

Using technology to reach out to donors. Online donations are a quick and easy
way for donors to provide assistance for organisations.

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Legal Analysis
Managing volunteers. The law states that an organisation can be liable for the
actions of volunteers. It is crucial for not-for-profit organisations to have suitable
volunteer program, policies and insurance in place (Justice Connect, 2016).

Funding and events. As part of the law, permits and/or licenses are often required
when fundraising or holding events. Each state has different legal requirements for
fundraising and events, therefore, not-for-profit organisations must consider and fulfil
all requirements in each state in order to host nation wide fundraising events (Justice
Connect, 2016).

Change or winding up. Depending on the type and size of a not-for-profit, legal
issues arise at each stage in the life cycle of the organisation. Whether it include
changing or winding up the organisation, there are many legal requirements to
consider within in each state before doing so (Justice Connect, 2016).

Working together. Not-for-profit organisations working together is a strength,

however, many legal issues can arise. These include governance, tax and charity
status, real intellectual property, individuals and safety as well as privacy (Justice
Connect, 2016).

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Micro Environment Analysis

Company Analysis
Positive Aspects of NBCF

Australia wide reputation and recognition. For 23 years, the NBCF has become a
growing organisation Australia wide. It is now recognised as Australias leading
community-funded organisation for raising money into the cure and prevention of
breast cancer (National Breast Cancer Foundation, 2017). NBCF have established a
proud reputation through constant research and results.

High quality and life changing research. To provide and improve quality treatment
and results for those with breast cancer, NBCF fund innovative projects that
investigate these avenues annually. The organisation is continually working towards
their goal of zero deaths by the year 2030 (National Breast Cancer Foundation,
2017).

Australias leading community funded organisation. With donations made

entirely by the public, NBCF has raised over $140 million to more than 470 Australian
based research projects to improve the health and treatment of those affected
(National Breast Cancer Foundation, 2017). Their commitment to continuous world-
class research places NBCF in the leading position of breast cancer research.

Negative Aspects of NBCF

NBCF do not provide on the spot support. NBCF has all of their focus on
innovative projects and applications for new and existing treatments in order to
improve the outcome for those diagnosed with breast cancer (National Breast Cancer
Foundation, 2017). There is no on the spot support for patients, rather just ongoing
research.

No government funding. As NBCF receive no government funding, the not-for-

profit must rely heavily on the Australian public to support their research. Funding is
not 100 per cent guaranteed in this instance.

Focuses on one type of cancer. Other cancer patients would love to receive the
same amount of support and research that NBCF provide to their followers.

Brittany Stimson S5099282 Page 8

NBCF has put in a significant amount of effort in order to become a leading breast cancer
research organisation within Australia. Their nation wide reputation as well as high quality
and life changing research is an outstanding achievement recognised and appreciated by
all. While its difficult to fault NBCF as they currently play a crucial role in the cure of breast
cancer, they are slowly but surely achieving their goal of zero deaths from breast cancer.

http://nbcf.org.au/about-national-breast-cancer-foundation/

http://nbcf.org.au/research/our-research/research-themes/

http://nbcf.org.au/research/our-research/why-donate-to-research/

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Competitor Analysis
Five of the most common breast cancer organisations within Australia providing support for
diagnosis include, the National Breast Cancer Foundation, Breast Cancer Network Australia,
McGrath Foundation, Breast Cancer Institute of Australia and Cancer Australia. These
competitors are direct competition with each other as similar products and services are
central. However, indirect competition is also seen as slightly different products and services
are offered to assist in bounding these markets (Oman, 2015). In one way or another, all are
committed to funding breast cancer research and/or helping to provide the best treatment
possible for those affected.

Table 1: POS and POD analysis

Competitor Points of Similarity to Points of Difference to
NBCF (POS) NBCF (POD)
Breast Cancer Network - BCNA targets Australians - BCNA cares for those
Australia (BCNA) affected by breast cancer affected by breast cancer
with the best information. appropriate to their individual
needs.
- BCNA focuses on a large
portion of research. - Patients suffering from
breast cancer receive
support, information,
representation and
connection from the BCNA.
McGrath Foundation - McGrath Foundation - McGrath Foundation
targets those with breast ensures that a breast cancer
cancer. nurse is available for those
experiencing breast cancer.
- McGrath Foundation
Generates donations events. - Raises breast cancer
awareness among young
women.
Breast Cancer Institute of - BCIA seeks public support - BCIA trials clinical research
Australia (BCIA) for research. in Australia and New
Zealand.
- Generates donations
through national activities - BCIA globally and
and programs. nationally works with
researches.

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 Competitor Target Market Positioning Product Price Promotion Distribution Strength/Weakness

National Breast Australian public National World-class Total Ambassadors, National Strengths:
Cancer including, leaders for research, revenue Partners, fundraising - Broad target audience.
Foundation mothers, sisters community Pink products for 2016: Social media events and - Australias leading community
wives, daughters funded breast $27,531,0 activities, funded organisation.
(National Breast and friends cancer 00 Speakers, - Highly respected organisation.
Cancer research (National Volunteer Weaknesses:

Brittany Stimson S5099282

Foundation, 2016) Breast
Cancer work - Only provides research.
Foundation, - No on the spot support.
2016)

Breast Cancer Australians with Peak national Support, Total Partners, National Strengths:
Competitive Market Summary

Network breast cancer organisation information, revenue Supporters, fundraising - Focus not only on women with
Australia and those who for those treatment and for 2014: Social media programs breast cancer but also those
have had affected by care for $6,995,00 and activities around them.
(Breast Cancer personal breast cancer individual 0 - Helps women every step of the
Network Australia, experience within needs. way from the of their breast
2017) through family Australia. (Breast cancer for as long as needed.
and friends. Cancer - Gives both women and men
Network information and help.
Australia,
Weaknesses:
2014)
- Limited social media advertising.
- Less breast cancer research
than other competitors.

McGrath Individuals and Most Offers Total Partners, National Strengths:

Foundation families recognised support of a revenue Social media fundraising - Only charity raising money for
experiencing and respected breast cancer for 2016: programs breast cancer nurse help.
(McGrath breast cancer. charity within nurses. $16,327,8 and activities - Offers support to both men and
Table 2: Competitive Market Summary

Foundation, 2017) Australia. Breast cancer 54 women through a nurse.

awareness in - No matter where people affected
young people.(McGrath live, McGrath offer their support

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Foundation for free.
, 2016) Weaknesses:
- Less breast cancer research
than other competitors.
 Breast Cancer Corporate sector, Australias Research and Total Brochures, Open clinical Strengths:
Institute of communities leading breast education revenue for Social media, trials, - Respected and successful
Australia throughout cancer charity 2016: Community Mothers Day research group.
Australia and New clinical trials $10,948,92 and corporate appeal, - Involves national and
(Breast Cancer Zealand research 8 supporters, Christmas international trials.
Institute of Members, appeal, - Leading charity for clinical trials.
Australia, 2017) (Breast National and Workplace Weaknesses:
Cancer international giving - Focuses mostly on women,
Institute of collaborations instead of both men and women.
Australia,

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-
2016)

Cancer Australians National Healthy living, Total own- Partnership, Publications, Strengths:
Australia affected by all leaders of clinical source Social media resources, - Works closely with a wide range
types of cancer, cancer control practice, revenue for podcasts, of those affected, stakeholders
(Cancer Australia, seeking healthy research and 2015: newsletters and service providers.
2006) living and data $2,307,338 - Clear vision and mission.
treatment. Revenue - Supports all types of cancer.
Families and cares from Weaknesses:
of those affected. governmen - No annual events or activities.
t for 2015: - Limited social media
$12,032,00 advertising.
0.
(Australian
Government
Cancer
Australia, 2015)

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Consumer Analysis
Table 3: NBCF Consumer Analysis

National Breast Cancer Foundation Consumer Analysis

Who Mostly women aged between 25-70 who have been affected or are surrounded
by someone diagnosed with breast cancer. Males are also targeted as a breast
cancer sufferer as well as the partner or husband of their diagnosed loved ones.

What Purchase tickets for events, activities and merchandise out of their own good will
to help support the research of breast cancer. Donations can also be made at
these events as well as online to raise funds for life changing research.

When Events and activities are held annually through out each year. Donations can be
made online at any time either on a daily, monthly, annually or one off period.

Where Purchases take place at venues, events and online.

How Purchases are made out of compassion and kind-heartedness to serve a long-
term goal.

Why NBCF followers purchase products and services because they are willing to
support the research of breast cancer. They know the long-term goals of what
donations and purchases can do for themselves and the people around them.

Supporters of NBCF are confident in knowing their donations are helping towards world-
class research. They are simply willing to help and support the life-threatening disease and
those affected around them. The donations NBCF receive by supporters are greatly
appreciated by the organisation and those consuming the high quality research that is
provided.

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 Strengths Weaknesses
- National leaders for breast cancer research and - Liabilities have increased dramatically.
prevention. - NBCF does not offer instant support like other
- Highly respected organisation for its constant competitors.
research and results. - Focuses on one type of cancer.
- Excellent executive team with strong knowledge and
many years of expertise.
SWOT Analysis

- Since the beginning, $140 million has been awarded

Table 4: SWOT Analysis

Brittany Stimson S5099282

to 470 research projects.
- The five-year survival rate for breast cancer has
improved from 76% to 90%.
- Many iconic national fundraising events.
- Excellent research team and research facilities
across Australia.

Opportunities
- Growth in supporters, volunteers and donors.
- New and improving technology emerges with the
organisation.
- Growth in sponsorship and partnership.
- Government funding to enhance income.
Threats
- NBCF relies purely on the Australian public. With
no government funding, it is crucial that NBCF
trust their volunteers and donors.
- Many competitors with a similar product/service,
mission and goals.
- Downturn in the economy can cause a decrease
in donations.

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Objectives

Marketing Objectives

To fill a larger venue capacity by increasing the Pink Ribbon Cup Race
One Day clientele by 45%, through marketing methods among new guests to
ultimately attend the event in 5 months time.

Why? NBCF aspirational goal of zero deaths can only be achieved by

research. In order to succeed in high quality research, it is essential that
the Australian public attend events like the Pink Ribbon Cup Race Day
to increase fundraising dollars. With a larger race day venue for 2017,
the capacity size has almost doubled, therefore, NBCF and Pink Ribbon
should focus on attracting new customers.

To increase funds by 20% to ensure the Pink Ribbon Cup Race Day
Two event is Australias largest community fundraiser in 2017 for NBCF,
through a new product or service to be offered to guests at the event in 5
months time.

Why? Pink Ribbon Cup Race Day is currently Queenslands largest

community fundraiser for NBCF. With continual clientele and fundraiser
growth over the past 10 years, the objective for 2017 is to become
Australias largest community fundraiser for NBCF. NBCF and Ribbon
would benefit from having a nation wide title, as funds would
dramatically increase.

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Reference List

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https://canceraustralia.gov.au/research-data/research

Australian Government Cancer Australia. (2015). Annual report 2014-2015. Strawberry Hills,
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Australian Government Department of Health. (2016). BreastScreen Australia. Retrieved

from http://cancerscreening.gov.au/internet/screening/publishing.nsf/Content/breast-
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https://www.nfplaw.org.au/changingorending
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Justice Connect. (2016). Seeking funds and holding events. Retrieved from
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Justice Connect. (2016). The people involved. Retrieved from

https://www.nfplaw.org.au/volunteers

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https://www.nfplaw.org.au/workingwithothers

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https://www.mcgrathfoundation.com.au/AboutUs.aspx

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http://nbcf.org.au/about-national-breast-cancer-foundation/

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http://nbcf.org.au/about-national-breast-cancer-foundation/about-us/

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http://nbcf.org.au/about-national-breast-cancer-foundation/about-us/milestones/

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