DIE ONTWIKKELING VAN ’N BEMARKINGSTRATEGIE VIR CENTURION GEMEENSKAPSDIENS

Authors

  • C Naudé Departement Maatskaplike Werk, Universiteit van Pretoria.
  • L.S. Terblanche Departement Maatskaplike Werk, Universiteit van Pretoria.

DOI:

https://doi.org/10.15270/40-2-339

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.

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Published

2014-07-31

How to Cite

Naudé, C., & Terblanche, L. (2014). DIE ONTWIKKELING VAN ’N BEMARKINGSTRATEGIE VIR CENTURION GEMEENSKAPSDIENS. Social Work/Maatskaplike Werk, 40(2). https://doi.org/10.15270/40-2-339

Issue

Vol. 40 No. 2 (2004)

Section

Articles

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