|Type of paper:||Case study|
|Categories:||Slavery Literature review Human trafficking Social issue|
Polaris Project is an organization formed for the purpose of eradicating or reducing modern-day human slavery in the World. It also manages and ensures that there is no human trafficking and therefore it runs human trafficking hotlines (Kempadoo, 2015). It does this through the creation of a building data set to help it analyze and examine issues related to human trafficking in the USA. Polaris work round the clock to advocate for the establishment of stronger human traffic policies and also to engage various communities to participate in decision-making about human trafficking. The Polaris Project was formed in 2002 to end human trafficking and also to end modern-day slavery. The organization supports survivors of modern slavery. It is an international organization working both in the USA and other foreign countries across the globe.
Kempadoo, K. (2015). The Modern-Day White (Wo)Man's Burden: Trends in Anti-Trafficking and Anti-Slavery Campaigns. Journal Of Human Trafficking, 1(1), 8-20. doi: 10.1080/23322705.2015.1006120
This article is important in highlighting key issues relating to the Polaris project. It provides the year it was formed, its mission statement, and its founder. According to the article Polaris Project was formed in 2002 as a nongovernmental organization for helping the general public to eradicate human traffic and reduce modern-day slavery.
Mebane, F., Temin, S., & Parvanta, C. F. (2003). Communicating Anthrax in 2001: A Comparison of Polaris Project Information and Print Media Accounts. Journal of Health Communication, 8(sup1), 50-82. doi:10.1080/713851970
This is also a very important article that focuses on the communication strategies of the Polaris project. It provides a discussion on the ways the organization employs to communicate with the patients, the general public and donors. It states that communication that it uses includes both traditional media and social media such as Facebook, Twitter and histogram to reach its audiences who are interested in the programs it implements to help in the prevention and control of various diseases. It further highlights that it depends on digital media because it is more cost effective than other means of communication.
Rajagopal. (2019). Branding Strategy. Competitive Branding Strategies, 107-141. doi:10.1007/978-3-030-24933-5_4
In this article, the overview of branding strategies that Polaris project employs is highlighted here. These include individual and name branding. Polaris Project uses these kinds of branding strategies to improve its reputation and differentiate itself from other organizations that offer the same medical services. The article explains how these strategies are being used by the organization and the benefits it receives.
Novatorov, E. (2013). Critical Issues of Methodological Pluralism in Marketing Science: The Case of Development Non-Profit Marketing Concept. SSRN Electronic Journal. doi: 10.2139/ssrn.2279799
The Article significantly shows how the Polaris project implements various programs that reduce child mistreatment in the World. This is a significant way of determining its strengths and weakness. From this article, it can be extracted that it is an international organization. Furthermore, it also focuses on the kind of relationship Polaris Project develops with other organizations such as WHO, UN, and others which are responsible for ensuring that the World is free from disease and other noncommunicable diseases.
Walters, D. (2002). Managing Customer Value and the Value Proposition. Operations Strategy, 176-199. doi:10.1007/978-1-4039-1446-0_9
In this article, the term value proposition is clearly defined to make it easy for understanding. Its focus and discussion are on how the business organization can create value for its customers. Also, it explains ways in which the organization such as Polaris Project can facilitate the exchange of value proposition with the target audience. It highlights that the use of technology, educating staffs and employing staff with high professionalism is key in achieving these objectives.
Marketing Situation and Target Audiences
CDC targets various audiences such as Victims of human trafficking, doctors, nurses, public health officers, the public, researchers and donors. The main audience that Polaris intends to communicate to is the general public who experience human trafficking and modern-day slavery. In analyzing the marketing situation of Polaris, it is important to consider four PS which is a model used in showing how the organization offers services to its target audience (Kempadoo, 2015). It is essential in helping in defining marketing options regarding price, product, place, and promotion. The victims of human trafficking and the general public want quality service from Polaris as this will ensure that they receive protection from negative forms of treatment. The kind of services that the Polaris Project provide is of high quality and it is done by medical professionals who are able and capable to carry out development strategies that can be used to help victims of human trafficking. Although the kind of services that the Polaris Project offer is of high quality, there are other features that it does not have and they include being able to offer counseling to the to victims of human trafficking and the inability to reach every Conner of the world to satisfy the general public needs in relation to public trafficking and slavery. Within the services Polaris provides, there are no costly features that it provides to the general public. It offers counseling and evacuation of victims of human trafficking at no cost aimed at improving the health condition of members of the general public. The general public will use the information that Polaris provides in ensuring that they stay safe from human trafficking and exposure to conditions that encourage modern-day slavery.
The general public receives eradication and educational services from of Polaris Project in local communities. These services can only be received in the local communities but not in supermarkets or specialized stores across the country. Polaris does not have competitors because it is not doing business for profit-making purpose but it is aimed at helping the general public in staying in a state that does not have human trafficking. All the services that Polaris provides have no cost although they are of higher value (Life, Le Masson & Weil, 2016). The services it provides have no established price point in all the places it serves. Since the general public and patients are price sensitive they are attracted to health services that Polaris provides to the public for that matter, any decrease in the price of health services it offers is likely to increase its market share. The marketing messages can be received from social media platforms and in local channels such as TV on daily basis and therefore it can reach most of its audience (general public) by making an online advertisement and in local media.
Value Proposition of Selected Target Audience
Value promotion is a promise that Polaris will deliver value to the people it serves. It communicates using various platforms on how best it can provide quality services. It uses social media, newsletters, and local media to show the customers or members of the public the benefits of the services it provides to customers. Besides, the customers of Polaris also develop a strong belief in it through the experience they get from its staff. The employees offer quality education to patients with different ailments. The kind of teaching, coaching, and demonstrations given to members of the general public ensure that there is no modern-day slavery and human trafficking. Polaris also ensures that it offers some kind of services that allow the general public perceives human trafficking negatively. This shows the general public that the organization has the desire and mission to meet its objectives.
Facilitation of the Exchange of Value propositions with the Target Audience
Polaris facilitates value proposition by ensuring that it offers bonuses and allowances to its employees so that they can offer quality health services to its patients and members of the public. The organization also encourages the staff to ensure that they are accountable to their actions while handling patient and any other person that receive their services. This makes sure that the staff handles the patient and the general public and fellow staff with at most good care. Furthermore, the staff is educated and trained in the best way they respond to customer requests and how to meet the need of every customer. This allows for the efficient exchange of value propositions to patients. It also employs workers with a proper medical background to ensure that the Polaris organization delivers quality service to its clients and this increases the value of the services that it provides. Also, it uses technology when delivering its services such as computers while collecting demographic information. The benefits that its use increases work efficiency, accountability, transparency, and help in cost minimization. When doing its marketing and sales promotion of its services, it employs digital media and social media which consume low cost and this also ensures that the organization has cost differentiation as compared to other organizations that offer the same medical services.
Competitive Position of Polaris
SWOT analysis is a tool used in establishing the organization's strengths, weaknesses, threats, and opportunities (Binney & Brennan, 2011). Polaris Project organization has various strengths that make it compete with other similar organizations that offer the same medical services. Although the determination of Polaris Project strengths, weaknesses, opportunities and threats are difficult, it is essential to carry out an indirect analysis where information is derived from the published documentation on its global strategies of improving health conditions.
It provides great leadership. Polaris project provides internal and external donations for people that experience human trafficking and modern-day slavery (Altman & Nemmers, 2001). It also provides strong messages that make various groups of people develop a willingness to support people involved in human trafficking.
Polaris Project also has a long-standing partnership as it has developed stronger relationships with other medical organizations, universities, research institutes, United Nations, and world health organizations. The stronger relationship that it has is an indication that it has a strong reputation for achieving its objectives. This makes it a highly competitive position in the health sector.
Polaris Project also has international involvement in advocating for the eradication of human trafficking and this makes it share its expertise with other countries across the globe to ensure that the world enjoys quality health conditions and ensure that there is no human trafficking and modern-day slavery. As a result, it becomes an international organization that eradicates human trafficking.
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