Abstract
Centurion Community Services (CCS), a social service agency situated in Lyttelton,Pretoria, was founded in February 1999. The geographical area where services were rendered over the past four years has been transformed from a once quiet rural scene to a densely populated urban area. The founding of CCS testifies to a pro-active step to address anticipated social problems associated with urbanisation.A qualitative study was launched with the aim to assess the community’s perception concerning CCS and whether this service is able to fulfil the needs and wants of the community with a view of development of guidelines for a consumer-based marketing strategy.A schedule covering the seven critical areas of decision-making in a marketing strategy had been developed and utilised as a data collection instrument to collect data from respondents, who have all been beneficiaries in one way or another of this service.It was found that a strategic planning process should be implemented in order to obtain clarity regarding the vision and mission of the organization; a marketing plan (which includes the strategic analysis, the SWOT analysis, marketing objectives and marketing strategy) should be applied extensively. A number of recommendations regarding critical decision making areas were also formulated.
Highlights
Centurion Community Services (CCS), a social service agency situated in Lyttelton,Pretoria, was founded in February 1999
It was found that a strategic planning process should be implemented in order to obtain clarity regarding the vision and mission of the organization; a marketing plan should be applied extensively
Diensleweringsorganisasies moet hul dienste so goed as moontlik aan die teikenpopulasie bekend stel, op dieselfde wyse as wat winsgerigte organisasies dit doen
Summary
Centurion Gemeenskapsdiens is ’n nie-staatsgesubsidieerde, nie-winsgerigte maatskaplikewerkdiens wat sedert 1 Februarie 1999 onder beskerming van die NG Gemeente Lyttelton funksioneer. In hierdie verband konstateer Weyers (1999:124) dat die aard van dienslewering dikwels nie verstaan word deur of bekend is aan diegene wat dit die nodigste het nie. Die beeld wat verbruikers van ’n instelling het, word beïnvloed deur vorige ervarings en sal bepaal of hulle bereid is om met die organisasie te identifiseer en van die dienste gebruik te maak. Diensleweringsorganisasies moet hul dienste so goed as moontlik aan die teikenpopulasie bekend stel, op dieselfde wyse as wat winsgerigte organisasies dit doen. Dienste (produkte van die organisasies) beskik oor unieke eienskappe wat in die bemarking daarvan verreken moet word. Personeel moet daarom kundig wees en volgens hul vaardighede en belangstellings in die organisasie aangewend word
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
