2006 1st Place Thammasat University

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  • 2006 1st Place Thammasat University

    1. 2. The Rainforest Action Network Manita Sirunya Tarin Chananun T HE H IGH T IMES
    2. 3. Company Profile Market Analysis Issues & Objectives Recommendations Time Line Financial Justifications Key Success Factors Conclusion T HE H IGH T IMES
    3. 4. Company Profile RAN: The Rainforest Action Network Mission: to protect the Earth’s rainforests and the rights of their inhabitants. Previous Success: Home Depot stop exploiting wood from old forest Citigroup deny funding extractive industries Member: 10,000 Annual Budget: $ 2.4 million Currently Old Growth Campaign Global Finance Campaign Jumpstart Ford Campaign Corporation to change Private policy Target
    4. 5. Market Analysis Source : http://billie.lib.duke.edu/pubdocs/ngo/environment.asp I. NGO`s Focus Comparison <ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul><ul><li>. </li></ul>
    5. 6. Market Analysis Most Promising Target III. Critical Environmental Issues Source: Compas for Health, Canada (March 2002) Trend towards Climate Change II. US Demographics Source: US Census Bureau 2002 Age Group Population (in thousand) Annual Income 15-24 6,611 27,828 25-34 19,055 45,330 35-44 24,069 53,521 45-54 22,623 59,021 55-64 16,260 47,203 65> 22,659 23,152
    6. 7. Current Position & Ultimate Objective Focusing on the Rainforest related campaign with the annual budget of US$2.4Million in 2004 Broaden the Campaign Scope ranging from Rainforest to Climate Changes with the total annual budget of over US$5Million in 2009 Current Position Ultimate Goal in 5 years
    7. 8. Issues to be solved… ISSUES OBJECTIVES Financial Limitations on Project Funding Increasing Difficulty in Targeting Company Dependence on Key Personnel and High turnover rate Increase membership base by CAGR 15% per year over the next 5 years Identify the highest probability of success and most Influential Target available Develop proper Training program and value enhancement for employee
    8. 9. The Triple-EX Approach Triple-EX Strategy OBJECTIVES Financial Limitations on Project Funding Increasing Difficulty in Targeting Company Dependence on Key Personnel and High turnover rate Increase membership base by CAGR 15% per year over the next 5 years Identify the highest probability of success and most Influential Target available Develop proper Training program and value enhancement for employee
    9. 10. Expand Membership Base NETWORK SUPPORT Members <ul><li>Key Elements </li></ul><ul><li>Negotiation Power </li></ul><ul><li>Expertise </li></ul>WINNER The Potential Rainforest Network
    10. 11. Expand Membership Base Media: Magazine Direct Marketing <ul><li>Direct Mail </li></ul><ul><li>Personal Contact </li></ul><ul><li>Telephone & Fax </li></ul>Target Market <ul><li>Target Magazine </li></ul><ul><li>Audubon </li></ul><ul><li>Nature Conservancy </li></ul>Event Marketing RAN FOR LIFE MARKETING SUPPORT Awareness Action
    11. 12. Expose Exxon Triple-EX Strategy OBJECTIVES EXPAND Membership Base Increasing Difficulty in Targeting Company Dependence on Key Personnel and High turnover rate Increase membership base by CAGR 15% per year over the next 5 years Develop proper Training program and value enhancement for employee Identify the highest probability of success and most Influential Target available
    12. 13. Expose Exxon Focus: The Climate Changer Fact & Figure <ul><li>EXXON’s Emission </li></ul><ul><li>Over 5% of total CO2 in the world </li></ul><ul><li>Contributed 3.7% of Global Temperature Change </li></ul><ul><li>Created 3.6% of Sea Level Rise </li></ul><ul><li>Expected Annual Loss in the next decade of $150Billion </li></ul><ul><li>Exxon Effect </li></ul><ul><li>Impact on Oil Industry practice </li></ul><ul><li>2. Impact on “Most Profitable” Companies practice </li></ul>
    13. 14. Expose Exxon: Alliance Support Exxon’s Damages to Environment Finding Strategic Alliance ? Potential Strategic Alliance
    14. 15. Excel Human Resources Triple-EX Strategy OBJECTIVES EXPAND Membership Base EXPOSE Exxon Dependence on Key Personnel and High turnover rate Increase membership base by CAGR 15% per year over the next 5 years Develop proper Training program and value enhancement for employee Identify the highest probability of success and most Influential Target available
    15. 16. Excel Human Resources Resolutions Career at RAN <ul><li>“ Ladder to Leader” Program </li></ul><ul><li>Participation in Decision Making process </li></ul><ul><li>Leadership skills enhancement </li></ul><ul><li>2 . “ RAN Together” Program </li></ul><ul><li>Increase Welfare: Salary + Education </li></ul><ul><li>Supplementary part-time job thru Educational Institution </li></ul>Problems <ul><li>Dependence on key executives </li></ul><ul><li>High Turnover </li></ul><ul><li>Minimal Compensation Returns </li></ul><ul><li>Employees Demographics </li></ul><ul><li>- 20 – 30 yrs old: college + Marriage </li></ul>
    16. 17. Timeline Expand Magazines Direct Mailing Event Marketing Expose ExposeExxon Excel Welfare Training Program Value Enhancement Network Expansion
    17. 18. Membership Base 20,038 members
    18. 19. Budget (figures in $) Revenue $5,163,433 Budget $5,128,544
    19. 20. Cost Estimation (figures in $) Total Cost in 5 Years $5,357,947 Financed by: Member Support and Public Donation NPV $778,787
    20. 21. Key Success Factors Strategic Alliance Human Resource Financial Support
    21. 22. Issues are solve.. Increase membership base by CAGR 15% per year over the next 5 years Identify the highest probability of success and most Influential Target available Develop proper Training program and value enhancement for employee Triple-EX Strategy OBJECTIVES <ul><li>Expand Member Base </li></ul><ul><ul><li>Rainforest Networking </li></ul></ul><ul><ul><li>Marketing Efforts </li></ul></ul><ul><ul><li>Magazine  Direct Mkt  Ran for Life </li></ul></ul><ul><li>Expose EXXON </li></ul><ul><ul><li>Climate Changes Focus </li></ul></ul><ul><ul><li>Strategic Alliance  OilSpillConcern </li></ul></ul><ul><li>Excel Human Resources </li></ul><ul><ul><li>Ladder to Leader program </li></ul></ul><ul><ul><li>RAN Together Program </li></ul></ul><ul><ul><ul><li>Extra Income chance </li></ul></ul></ul><ul><ul><ul><li>Education support </li></ul></ul></ul><ul><ul><ul><li>Salary support </li></ul></ul></ul>
    22. 23. Thank You
    23. 24. Slide Navigator <ul><li>Company Profile </li></ul><ul><li>Market Analysis </li></ul><ul><li>Current Position and Ultimate Objective </li></ul><ul><li>Issues to be Solved </li></ul><ul><li>Expand </li></ul><ul><li>Expose </li></ul><ul><li>Excel </li></ul><ul><li>Timeline </li></ul><ul><li>Financial Justification </li></ul><ul><li>Cost Estimation </li></ul><ul><li>Key Success Factors </li></ul><ul><li>Issues are Solved </li></ul>
    24. 25. Slide Navigator <ul><li>Pro Forma Income Statement (figures in $) </li></ul><ul><li>Assumptions on Income Statement </li></ul><ul><li>NPV Analysis </li></ul><ul><li>Cost Assumption </li></ul><ul><li>Market Share </li></ul><ul><li>Membership Growth Rate </li></ul><ul><li>Exxon does not rank top in brand value </li></ul><ul><li>Why Exxon has to follow RAN? </li></ul><ul><li>Why Event Marketing? </li></ul><ul><li>Why should other NGOs join the alliance? </li></ul><ul><li>Marketing Strategy </li></ul>
    25. 26. Pro Forma Income Statement (figures in $)
    26. 27. Assumptions on Income Statement
    27. 28. NPV Analysis
    28. 29. Cost Assumption
    29. 30. Market Share
    30. 31. Membership Growth Rate
    31. 32. Exxon does not rank top in brand value <ul><li>Oil industry create huge impacts on environment </li></ul><ul><li>Exxon has just post the highest profit in the world history </li></ul><ul><li>Although others have higher brand value but Exxon create the most problem among all </li></ul><ul><li>Once Exxon has changed, will create pressure for others to change </li></ul>
    32. 33. Why Exxon has to follow RAN? <ul><li>Although oil is necessity good, but there are many providers as alternative to Exxon </li></ul><ul><li>Oil industry is very competitive </li></ul><ul><li>For Exxon, image is very important </li></ul>
    33. 34. Why Event Marketing? <ul><li>Objectives: </li></ul><ul><li>To raise fund </li></ul><ul><li>To encourage actions </li></ul><ul><li>To attract public attention </li></ul><ul><li>Get potential member database </li></ul>
    34. 35. Why should other NGOs join the alliance? <ul><li>Leverage each party </li></ul><ul><li>Share expertise (RAN: Days of action) </li></ul><ul><li>Win-Win situation </li></ul><ul><li>Expand support groups </li></ul><ul><li>Attract more public interest </li></ul><ul><li>Connection with Ruckus (training group) </li></ul>
    35. 36. Marketing Strategy <ul><li>Why uses Magazine </li></ul><ul><li>Very segmented – able to target to the right target market </li></ul><ul><li>Cost efficiency </li></ul><ul><li>Stay for a long time = Low cost /reader </li></ul><ul><li>Direct Mail </li></ul><ul><li>Cheap and direct to the Customer </li></ul>

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