Habitat for Humanity
The Habitat for Humanity seeks to help low-income families gain dignity, hope, and security by building them affordable homes. Therefore, it is a global organization that seeks to provide an important social need of decent housing for all people (Small & Loewenstein, 2003). By building homes for low-income families, the organization restores hope and changes lives since it breaks the cycles of need. The Habitat for Humanity should explore new business ideas in order to remain competitive in the provision of quality and affordable houses for the homeless.
Major Players and Industry Level Analysis
In order to look at the major players in this industry and conduct an industry level analysis, it is necessary to consider the criteria that will be used for analysis. The criteria will include:
- Industry- all the organizations in question are under the nonprofit banner. They include nongovernmental organizations.
- Product class- all these organizations have another similarity in that their product class is community-based.
- Product type -organizations that offer competition to habitat for humanity have another similarity since they offer in-kind donations.
- Product variant- although all these organizations may have numerous similarities, product variant explores the differences in product or service delivery.
Based on this selection criterion, the major players in this industry include Charity Water, Starlight Children’s Foundation, Un Techo Para Mi Pias, and Live Strong. After selecting the organizations, it is prudent to conduct an analysis of all the competitors. The analysis is detailed in the table below.
|Charity Water||Advocates on global issues through the social media.||Educated youths who pay attention to global events.||Use of imagery to tell stories of its cause and how it operates.||http://www.charitywater.org/|
|Starlight Children’s Foundation||Providing financial aid to children with serious illnesses like chronic diseases.||Donors, partners, and nonprofit organizations||It is linked to numerous activities with organizations, partners, and donors that help it improve the life of children with serious illnesses.||http://www.starlight-washington.org/|
|Un Techo Para Mi Pias||Constructs transitional homes for low-income earners.||High school and college students.
Individuals and organizations that want to solve the problem of housing shortage in Latin America.
|Inclusion of college and high school students to help construct homes for persons living in poverty. Implementing social inclusion programs to empower slum residence||· http://www.untechoparamipais.org/
|Live Strong||Cancer patients and survivors.
Friends and families of those affected by cancer.
|Provide with financial and emotional support to those diagnosed with the disease.||Strong recognition and brand awareness.||http://www.livestrong.com|
Product and Service Positioning
The Habitat for Humanity majors in ensuring everybody in the world has a decent place to call home. It seeks to put God’s love into action by appealing to humanity and bringing persons together by not only build homes for low-income families but also increasing hope in communities (Rahmani et al., 2015). From the section above, it is clear that there are numerous nonprofit organizations that act as competitors in the field of “giving back to society.” It is for this reason that Habitat for Humanity should adopt a sound product and service positioning strategy in order to stay ahead of the competition (Small & Loewenstein, 2003).
The Habitat for Humanity partners with individual and families from the onset until when construction of the homes is completed. It then issues these individuals with keys to their homes so as to achieve the vision of enabling low-income families to have houses (Rahmani et al., 2015). In particular, the organization believes that everyone is entitled to a safe and affordable place to live. What makes the Habitat for Humanity organization unique is the fact that it works together with prospective customers in order to help them prepare for various responsibilities of home ownership such as mortgages, personal finances, upkeep and maintenance of this property. Habitat for Humanity’s process to homeownership is a significant and complex process that requires personal commitment and hard work. Eventually, the company’s process ensures that clients are successful in achieving their dream of owning a home.
Habitat for Humanity is more than an organization that simply builds homes for low-income families since it also enables families by break the cycle of dependence (Small & Loewenstein, 2003). The organization also educates potential homeowners with the responsibilities that come with owning a home. In fact, this outlook training enables Habitat for Humanity sell its product and services. This factor also separates it from competition since prospective homeowners are part of the housing development process from the onset to completion. Habitat for Humanity has also been successful in tapping into socio-cultural and psychological influences to create a marketing strategy (Baggett, 2000). From its title to its mission statement, the Habitat for Humanity appeals to humanity. It speaks of God’s love and appeals to humanity to volunteer in constructing affordable houses for low-income persons (Baggett, 2000).
In order to reach a larger customer base, Habitat for Humanity can use the 4p marketing mix, which is made up of price, promotion, place and product, to promote its product and services and also gain an advantage over competitors. To begin with, the company can employ lower prices of housing by reaching out to a wider audience and thus gain more donors and human resource. Also, the company can strive to provide quality housing for low-income groups and this will help attract more families to apply and thus increase its customer base. Finally, the company can carry out mass advertisements that will enable it to reach more potential customers.
To sum up, Habitat for Humanity can conduct attractive advertisements that appeal to humanity, especially in religious, economic and political fronts. These advertisements may entice potential donors to contribute to its noble projects that aim at improving the lives of low-income families. The appropriate tool for advertisements will be the media and social media since it has a broader audience. The organization can also work to including educated youths into the program to help in work power to help construct decent housing. By exploring new ideas, the company will be able to maintain a competitive advantage over competitors and at the same time increase its organization and subsequently the customer base.
Baggett, J. P. (2000). Habitat for humanity: Building private homes, building public religion. Philadelphia, PA: Temple University Press.
Rahmani, K., Emamisaleh, K., & Yadegari, R. (2015). Quality Function Deployment and New Product Development with a focus on Marketing Mix 4P model. Asian Journal of Research in Marketing, 4(2), 98-108.
Small, D. A., & Loewenstein, G. (2003). Helping a victim or helping the victim: Altruism and identifiability. Journal of Risk and uncertainty, 26(1), 5-16.