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Ymca Research Journal

In: Business and Management

Submitted By nathanolewis
Words 1857
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Marketing Research Journal for YMCA

Jonathan Lewis nathanolewis@gmail.com

Abstract

YMCA as commonly known is the acronym for Young Men Christian Association. This nonprofit organization is a worldwide organization in with more than 57 million beneficiaries all over the world. As the marketing manager, the purpose of this research journal to evaluate the internal and external marketing environments of the organization, this will give us a broader perspective into the success of the organization and the next level of growth for the organization. Although this is a nonprofit organization, but like for profit organization, there are different marketing factors and strategies such as the competitive environment, target audience, and many more that contributes to the success of the business. The observations and findings in this journal will be the groundwork upon with the business manager’s plan for this organization will be built. Keywords: competitive environment, target market, stakeholders, marketing mix, value proposition Introduction to YMCA
Young Men's Christian Association is commonly known as YMCA or simply the Y. The organization comprises of over 125 national associations worldwide with more than 57 million beneficiaries from different walks of life. This nonprofit organization was founded on 6 June 1844 by George Williams in London. The main reason why he created the organization was to put Christian principles into practice by helping Christians to develop a healthy “body, mind, and spirit. These three angles are reflected by the different sides of the (red) triangle, which is part of all YMCA logos. The organization’s drive to meet social need in the community was compelling, and its openness to members crossed the rigid lines separating English social classes.
Years later, retired Boston sea captain Thomas Valentine Sullivan, working as a marine missionary, noticed a similar need to create a safe “home away from home” for sailors and merchants. Inspired by the stories of the Y in England, he led the formation of the first U.S. YMCA at the Old South Church in Boston on December 29, 1851.The different local YMCAs are voluntarily affiliated through their national organizations. The national organizations in turn are part of both an Area Alliance and the World Alliance of YMCAs. The World Alliance’s main motto is “empowering young people,” and it is headquartered in Geneva, Switzerland. The mission statement of YMCA is “To put Christian principles into practice through programs that build healthy spirit, mind and body for all”. This mission statement compels the organization to address and serve the community's needs by offering programs that foster hope and growth in spirit, mind and body. Competitive Environment
Nonprofit organization uses Porter’s Five Forces model to reveal the competitive environment and situation in their market, then analyzes its competitive intensity, which has important significance to guide nonprofits to compete effectively and avoid the inefficiency of competition. The competition environment for nonprofit organization is completely different from that of the for profit organization. For YMCA, just like every other nonprofit organization, the competition involves other charitable organizations that are clamoring for donors just like them. There are many nonprofit organizations like Red Cross, United Way, etc that depends on donations and they are reaching out to the same people that YMCA will reach out to.

In the marketing mix of YMCA, the services provided also allow them to compete with some of the for-profit businesses that provides the same services. For example, some of the services provided in YMCA includes sporting and wellness activities. Although they offer these services at a very low affordable prices for members, there wellness centers and gyms that competes for the same consumers in that market.
The Marketing Mix for YMCA is summarized below:
Products and services: Memberships, Swimming lessons, Yoga classes, Childcare, Team Sports, Biking, Hills and Drills, Weight Lifting Training, Basketball Lessons, Gymnastic Lessons.
Place: One can sign up for YMCA memberships at the YMCA locations during the specified hours. Membership can also be applied for on the YMCA website, and over the phone. The childcare for YMCA is located at the YMCA centers and they allow childcare at some special schools. The child care at the schools are called Prime-Time. All lessons and sporting classes take place at the YMCA center during YMCA’s hours.
Price: The prices for monthly rates for the youth (15 and under) is $21.00, Young adults (16-25) is $34.00, adults is $47.00, Senior (65 and over) $42.50. For all sporting lessons, the monthly price for members is $38.00 and non-members $58.00.
Promotion: YMCA have theme songs and they place their commercial on TV, and radio. Sometimes there are talks about local YMCA’s special programs on radio. There are also billboard signs of YMCA on some highways.
Target Market includes: people that enjoys working out, people who like to play basketball or would want to learn how to play, parents the would want to enroll their kids in sporting activities, People that enjoys or would like to learn swimming, people that are in need of childcare while using the YMCA facilities or parent that wants after school activities for their children. Also included are those that enjoys Zumba, yoga or just love recreational sports.
The stakeholders for YMCA comprises of internal and external sponsors. The internal stakeholders are the board of directors, staff, the volunteers, the board, and the members. The eternal stakeholders are the community they serve, and the local government. The overall governance, responsibility and accountability for YMCA lies with the YMCA Board of Directors and the stakeholders. This group of community volunteers provides vision, strategic leadership and stewardship for the Association. YMCA Value proposition
The value proposition for the primary market of the YMCA (kids and young adults) is to provide a safe, clean environment that facilitates learning, recreation and a positive lifestyle. The “Y” is a local and regional asset that provides a place for diversity, and community involvement. It encourages improving the quality of life of the surrounding community members by providing health and wellness programs as well as resources that are meant to boost and foster community relationships. These include recreational sports, nutrition awareness programs, as well as afterschool care and daycare. These are important to the primary market of the YMCA (youth) because what they are seeking is a place to play, learn, feel safe, and make new friends.
Recognizing that a diverse and inclusive organization is foundational to developing and engaging everyone across the entire Y spectrum. The volunteers, members, program participants, families, leaders, staff, vendors, suppliers, donors, collaborators and the community at large all contribute to the organization’s efforts to make positive, lasting personal and social change. The YMCA provides a place where cross cultural values and tolerance are a key component of its value proposition and kids are drawn to the fact that they feel like they will be accepted and fit in no matter what their socio-economic status is.
The YMCA has a unique cost strategy that is cost leadership based. The reason that it is unique is because their membership is means tested meaning that how much you pay (or whether you pay at all) is based on your income. Kids from low income homes and communities whose parents make at or below the poverty level do not have to pay membership fees. This makes the YMCA’s cost strategy unique because it is based on cost leadership (affordable, low cost) but goes even further to offer free membership to those who can’t afford to pay.

YMCA in the news
WASHINGTON (Nov. 18, 2014) – YMCA of the USA applauds Congress for passing final legislation to reauthorize the Child Care and Development Block Grant (CCDBG), a program that provides federal funds to states to support child care subsidies for economically-disadvantaged families.
CHICAGO (November 13, 2014) – November is National Diabetes Awareness Month, and the YMCA is encouraging all Americans to learn their risk for pre-diabetes and type 2 diabetes, and to take preventive steps to help reduce their chances of developing the disease.
CHICAGO & WASHINGTON, D.C., (August 26, 2014) – YMCA of the USA (Y-USA) and The Trust Powered by the National Football League Players Association (NFLPA) today announced a new partnership to help former NFL players improve their health by providing memberships at YMCAs throughout the nation. The Trust, a set of resources available through the NFLPA that provides players with access to benefits and services that assist in their success beyond the game of football, will underwrite membership fees for eligible former players. Social Media Marketing impact on YMCA
The YMCA uses social media marketing to build relations with volunteers, community and the media. Social media's marketing two-way dialogue creates faster service, media coverage, and feedback from members. The YMCA social media exhibits dialogic principles, communality and control mutuality. Barriers to use social media are staff, time, managing content and publics’ abilities. For YMCA public relations through social media marketing has been effective and necessary in the emerging digital age. The use of social media marketing has been accomplished primarily through Twitter and Facebook, and this has created the opportunities to improve insights to the mission shared by the organization and helped to build strong, lasting relationships with the community they serve. Community impact of YMCA
Unlike the Red Cross, YMCA does not only get involved in the community when there is a disaster or situation that greatly impact the youths. For YMCA, community involvement is an ongoing thing that see to the health and wellness of the children and youth of the community. YMCA’s Healthier Communities Initiatives (HCI) are built on the concept that local communities can work together to provide healthy choices and support the pursuit of healthy lifestyles. Ys across the country work in collaboration with community leaders to change policies and physical surroundings to bring healthy living within reach of all people. These initiatives also helps families to put nutritious food on the table by bringing farmers markets with fresh fruits and vegetables to neighborhoods where healthy food options are scarce; giving parents peace of mind when they let their kids walk to school by creating safer routes; and keeping a generation of kids healthier by working with schools to increase physical education and physical activity during the school day.
They also created Community Transformation Grant (CTG) program, which expands its efforts to make healthy living easier and more affordable where people work, live, learn, and play. The program is a Centers for Disease Control and Prevention (CDC) initiative to support public health efforts to reduce chronic diseases, promote healthier lifestyles, reduce health disparities and lower health care costs. Y-USA is working with 10 local Ys to implement programs that support the health and well-being of individuals in their communities, with a specific focus on African American and Hispanic individuals

References
Retrieved from http://www.ymca.net/news-releases
Retrieved from http://www.ymcatriangle.org/about-y/our-mission
Retrieved from https://prezi.com/5vsqcxvsicdv/ymca-marketing-mix/
Retrieved from http://www.newsjournalonline.com/article/20150113/NEWS/150119760/1040?p=2&c=pg&tc=ar Retrieved fomhttp://www.ymca.net/healthier-communities/

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