15 Edwaurdo King Young Kings and Queens International Marketing plan Professor Linda Anderson November 11, 2019 PART A Executive summary Young Kings and Queens International is a non-profit making organization that gives hope and growth environment to children between the age of 11-18 years old, who are underprivileged teenagers needing assistance with furthering their studies and also being equipped with technical skills throughout life. The organization was established in 2019 to cater to the growing urgency to curb the rising crime rates among young adults in Dallas, USA. Young Kings and Queen's international, which was named by its founder, Edwaurdo King. The organizations mission is “To help underprivileged teenagers who are living in low-income urban areas to have a better life and future” The organization is an all-inclusive where it integrates equality in race, color, and religion. This marketing plan aims to assist in the growth of the organization, secure more funding from investors, and well-wishers, and finally, for the prosperity of the organization. Young Kings and Queens International aims at restoring hope among teenagers and also ensuring that they can secure a good life in the future. In the course of achieving the goal, the organization faces numerous challenges, including a lack of funds to feed and to finance the children's education, among other needs. It, therefore, aims at improving its ability to secure more funds through this marketing plan by analyzing its strengths, weaknesses, opportunities, and threats that either favor or disorient the organization in achieving its noble goal. An environmental analysis is also conducted to help in the determination of the organization's competitive edge in securing more funds and also analyzing the factors that hinder the organization from achieving its goals efficiently. Introduction The society in Dallas suffered from increased crime rates in late 2000s, which involved many youths who, the research by the local government on crime and its causes, showed that they were from unprivileged social backgrounds. The young people ended in crime to make ends meet; it was heartbreaking to see the young people lose their lives, which most of the time, we're out of their will. It took the mercies of Edwaurdo King to establish Young Kings and Queens International center. The center is located in the Southern part of Dallas but had expanded to other parts of the country and wants to advance into the global arena. The organization aims to divert the high number of teenagers getting into crime due to poor social backgrounds. The organization seeks to give teenagers hope by providing an alternative way of making a living and also instilling parental care and love to them, especially those who have lost one or both of their parents. Young Kings and Queens International center has helped more than fifty thousand teenagers to get a good living so far, the organization has produced ...

1. 15
Edwaurdo King
Young Kings and Queens International
Marketing plan
Professor Linda Anderson
November 11, 2019
PART A
Executive summary
Young Kings and Queens International is a non-profit making
organization that gives hope and growth environment to
children between the age of 11-18 years old, who are
underprivileged teenagers needing assistance with furthering
their studies and also being equipped with technical skills
throughout life. The organization was established in 2019 to
cater to the growing urgency to curb the rising crime rates
among young adults in Dallas, USA. Young Kings and Queen's
international, which was named by its founder, Edwaurdo King.
The organizations mission is “To help underprivileged teenagers
who are living in low-income urban areas to have a better life
and future” The organization is an all-inclusive where it
integrates equality in race, color, and religion. This marketing

2. plan aims to assist in the growth of the organization, secure
more funding from investors, and well-wishers, and finally, for
the prosperity of the organization. Young Kings and Queens
International aims at restoring hope among teenagers and also
ensuring that they can secure a good life in the future. In the
course of achieving the goal, the organization faces numerous
challenges, including a lack of funds to feed and to finance the
children's education, among other needs. It, therefore, aims at
improving its ability to secure more funds through this
marketing plan by analyzing its strengths, weaknesses,
opportunities, and threats that either favor or disorient the
organization in achieving its noble goal. An environmental
analysis is also conducted to help in the determination of the
organization's competitive edge in securing more funds and also
analyzing the factors that hinder the organization from
achieving its goals efficiently.
Introduction
The society in Dallas suffered from increased crime rates in late
2000s, which involved many youths who, the research by the
local government on crime and its causes, showed that they
were from unprivileged social backgrounds. The young people
ended in crime to make ends meet; it was heartbreaking to see
the young people lose their lives, which most of the time, we're
out of their will. It took the mercies of Edwaurdo King to
establish Young Kings and Queens International center. The
center is located in the Southern part of Dallas but had
expanded to other parts of the country and wants to advance
into the global arena. The organization aims to divert the high
number of teenagers getting into crime due to poor social
backgrounds. The organization seeks to give teenagers hope by
providing an alternative way of making a living and also
instilling parental care and love to them, especially those who
have lost one or both of their parents.
Young Kings and Queens International center has helped more
than fifty thousand teenagers to get a good living so far, the

3. organization has produced great people in the society through
the program and aims at furthering the goodwill to other
cultures in the country and all over the world. The organization
has a single mission that is to better the lives of our young
teenagers for a better community. The organization has molded
young teenagers to great men of value who have helped in
shaping the society to make it more habitable and friendly; the
organization is also in the frontline in pursuing equality and
providing alternative parental care to the unprivileged teenagers
in the society. It, therefore, aims at securing more funds from
corporates, well-wishers, and the government to further the
noble idea.
Short Term and Long Term Goals
The organization aims at securing funds for the growth of
the children’s home. The goal will be achieved through
aggressive marketing to outdo the other organizations seeking
the same funds. It also aims at reaching out to more youths in
the near future where plans to open another center in Ft. Worth,
Texas are underway, this forms part of its short-term goals. On
the other hand, the organization aims at reaching out to the
whole world where it aims at operating more than 50 centers in
which will be in different locations over the globe and it forms
the long-term goals of the organization.
Environmental Analysis
The environmental analysis will help in finding the
organization's position in society and identifying ways of
making the organization better in improving the teenager's
lives. The environmental review will include the legal, political,
social, and competitive analysis of the organization. It will help
in identifying the strengths, weaknesses, opportunities, and
threats to the organization.
Competitive environment
There is a rise in charitable organizations which constitute of
well-wishers and have an excellent mission just like Young
Kings and Queens international, but there is has also been a rise

4. in non-profit organizations that aim at securing funds for their
owner’s personal gains, they have ended up neglecting the noble
idea of taking care of the young people and children to enrich
themselves, they disguise to take care of the young people but
end up mistreating them or taking their advantage, a good
example is the Dovine hope institution. It is for this reason that
Young Kings and Queen's international seeks to tap into the
funding that goes to the rogue charitable organizations to
enhance the lives of the unprivileged teenagers in the society
(Chernev, 2015). The organization also aims at expanding its
services and, therefore, the need to be more presentable to the
investors.
Apart from the rogue organizations, there are other genuine
organizations, and therefore competition for investor funds have
increased, the case has been different there before where there
were countable charitable organizations and consequently little
or no competition for funding. With the increased number of
philanthropic organizations that have similar aims, standing out
in terms of service delivery and marketing is significant, it is
essential in acquiring more funds for the organization. The
unavailability of funds threatens the existence of the
organization and also affects the level of service delivery to the
young children who the organization aims at bettering their
lives, it takes more than a faith that people will notice the
excellent work and contribute towards it. The organization,
therefore, faces competition from rogue and genuine charitable
organizations which limit its securing of funds, growth, and
prosperity.
Economic analysis
Young Kings and Queens International being a non-profit
organization, has no economic model that generates income to
further the noble goals of giving the unprivileged teenagers a
better life. The running of the organization had been
manageable from the charitable activities of the society towards
the organization, and this catered for the organization's needs.
Now there is a need to rethink the ways used to secure funds

5. given that the organization faces more competition for funds,
and also its activities and size has grown in the recent past. It
can be noted that the organization has more than ten times the
number of teenagers in the organization compared to when it
was being established. The organization has been operating
through either full boarding for the teenagers whose parents are
deceased or through education financing for the less privileged
in the society, those with poor backgrounds. There is, therefore,
a need to increase the income and financial aid acquiring model
to finance the Nobel idea of making a better society.
In getting more finances, the organization aims at establishing
counseling services for teenagers in Dallas and surrounding
areas where the parent will be paying a small token, which will
cater to their children's advisory sessions, and some will be for
charitable purposes for the unprivileged teenagers. The
organization has maintained a culture of inviting teenagers
when they are out of school to come into the organization
premises to have quality time with their peers and to be
motivated and also to motivate the young teenagers. The parents
can also help in making a contribution to the course by
contributing a small amount of income to finance the operations
of the organization.
Legal analysis
Every organization has the legal framework that governs its
operations, so far, Young Kings and Queens international has
had minimal altercations with the government and only a few
incidences which have been solved amicably. One of the
instances included the guardian of a young man seeking legal
address after the boy chose to stay at the center rather than at
home where he said the guardian subjected him to harsh
treatment, the court rule in favor of the center. There has been
increased regulation of non-profit organizations in the recent
past due to an increase in rogue organizations whose aim is to
mint funds from the well-wishers and also have been associated
with the financing of illegal activities. The government has
been hard on non-profit organizations due to the increased

6. crimes related to most of these organizations. It can be noted
that some of the organizations have been engaging in children
trafficking, drug trafficking, among other social evils (Basil,
Mitchell, Madill, & Chreim, 2015). The regulations have
affected the organization in some ways, especially on the use of
funds to finance the students. Since the business operates within
the legal framework, it can be noted that the organization has
been able to work smoothly with the local and national
governments. The social work service employees have been
working closely with the organization to make sure that all the
legal requirements are fulfilled.
SWOT Analysis
SWOT analysis involves analyzing the company in terms of its
internal structure that gives it an added advantage against
others, internal factors that limit is functionality, external
factors that make it stand out among others, and finally,
external factors that affect its business operations. Being a non-
profit organization, the company faces different challenges and
threats that are a bit different from the profit-making
organizations whose primary goal is to maximize profit. It can
be noted that Young Kings and Queens international is after
changing our society through modeling our young children by
giving them hope and guidance that will help in making the
community better. The SWOT analysis for Young Kings and
Queen's international involves examining the strengths,
weaknesses, opportunities, and threats facing the organization.
Strengths
The organization's strengths include the internal factors that
boost its operations. Being a non-profit organization, Young
Kings and Queen's international was developed basically for the
pursuit of social interests and for a humane course. The
organization aims towards helping teenagers who are
unprivileged and come from low-income backgrounds to have
skills and education that helps them cope with their adult lives.
The major strength the organization has is able management; the
management has maintained honesty, trust, and creativity as

7. core values to better its beneficiaries' lives. The organization
has been offering quality services that make it stand out among
others. Finally, the organization has been able to employ skilled
workers who help in the professional management and running
of the organization.
Weaknesses
The organization has some internal factors that have been
limiting its operations and its goals; these are the weaknesses
that the company experiences. For instance, the organization
has been suffering from rapid growth in the number of potential
beneficiaries due to the changing economic conditions in the
society; the growth has not been matched with the
organization's ability to secure funds to finance the increasing
needs. It can, therefore, be noted that financial constraints are
the major weaknesses the company experiences. Other flaws
include a lack of skilled human resources to reach the
organization's expected level of service delivery and, finally,
lack of growth avenues due to limitations in resources such as
land for expansion.
Opportunities
The organization can boast of a good track record that places it
in good books with the society around; the organization has
been able to help quite a significant number of teenagers, which
has boosted the organization's ability to secure funds. Young
Kings and Queens international has been able to engage in
various social constructive activities such a tree planting,
advisory services for youths and teenagers, which makes its
activities being appreciated by the society of Dallas. Due to the
excellent management, the organization has been able to have
legal and financial networks that help the organization to work
within the legal framework and also secure funds from the
government to further the excellent course.
Threats
Competition can be named as a necessary evil in the Young
Kings and Queens internationals context. Increased competition
from other charitable organizations competing for donor funds

8. and aids has helped the organization to increase its level of
service delivery. The organization strives to stay ahead of the
park to help in bettering the teenagers for a better society for
everyone. In the course of doing the great work of social
service, funds are required to assist in the running of the
organization operations. With increased competition, it has
become tough for the organization to secure funds from donors
although it gets a good number of donations, the funds are not
enough for the growth and expansion that the management aims
to establish (Renz, & Herman, 2016). Increase legal cases from
parents who have neglected their children who later run to the
organization for help have also been draining the right
proportion of the funds in court cases.
Financial appeal
The organization has been pursuing the noble course of giving
teenagers a good life, which helps in alienating them from
participation in social evils such as crime, among others. The
number of teenagers requiring the organization's help has been
rising every day; this makes the organization fall short of its
budget affecting its service delivery. There has also been
increased competition for funds which makes the securing of
new donors to be a significant challenge; this has also reduced
the availability of resources for a better service delivery
framework.
The organization is making a financial appeal to eligible donors
to assist with funding of the organization's goals and objectives
to enhance the social status and giving hope to our young
teenagers. Young Kings and Queens international requires an
estimated budget of $15,000 to run its operations on a monthly
basis. The organization is able to raise funds without much
struggle through various economic models such as farming,
doing minor janitors. The funds raised help in running the
organization, but the need for an expansion of the services to
help young teenagers in the country and eventually in other
parts of the world possess a significant challenge to the
organization. The organization has been able to secure funds to

9. start a new facility in Dallas County, Texas which aims at
offering similar services to those provided at Dallas to the
society around, with an amount close to $500,000 the
organization will be able to pursue the growth strategy, this is
the amount is aims to raise through well-wishers.
PART B
Part A response
The response from the previous section was generally good,
with highlights on some areas of improvement. Stating and
explaining of the short-term and long-term goals is one of the
areas that I averagely scored since the goals needed to be noted
in a SMART way. The feedback will help in being more
straightforward in my marketing plan goals, which will help in
making them more specific, measurable, attainable, and more so
within a particular time frame. The response will help in
creating a more effective marketing plan that will see the
organization perform better to attain more funds from the
sponsors and grow to international levels.
Branding strategy
Young Kings and Queens International is a name that represents
a company that is in the frontline to fight poverty and crime
rates in our country and globally by addressing their significant
causes, which is negligence on our youths. The organization is
more concerned with the betterment of society by helping the
underprivileged kids to have a good life in their childhood and
also in the future. The name Young Kings and Queens
International was developed from its founder named Edwaurdo
King, and it expresses the noble life that the organization aims
at providing to the young children who can't get the experience
in their homes due to different reasons (De Jong, & van der
Meer, 2017). The logo is developed in such a way that it
explains the organization's goals in one word; it has a big hand
holding young children's hands who wear royal crowns on their
heads. The organization has a simple slogan that states that

10. "shaping the future of the young adults to shape the future of
the country.
Markets
The organization targets the well-wishers to contribute towards
making the country celebrated by helping shape the lives of the
young adults who are the future of the country. The primary
target is the wealthy and philanthropic organizations and
individuals to stream their funds towards the excellent course of
helping the young adults. The market is extensive and doesn't
have any geographical limitations, which means that the
marketing plan will be global (Anheier, & Seibel, 2013). There
will be more emphasis on the people and organizations within
the organization's vicinity due to the easiness of reach and
address them; this means more focus on people and
organizations in the country who want to better the future of our
great nation. There is no specific gender, ethnicity,
psychographic, or any other segmentation in the target market.
The only people other than sponsors for the organization are
people with specialized skills who can teach the children.
People with extraordinary abilities are highly recommended to
render their time and knowledge to the kids as this will help in
nurturing the talents of these young kids, which they can benefit
from in the future.
Organization positioning
The organization has been able to position itself better to the
society, given that it is known for its accountability and
transparency in the usage of funds that are availed to them. The
organization has its doors open so that any person willing to
check on the daily activities given to the children, and the kind
of treatment they receive can attest to it anytime. The
organization is well known for its able management that has
been able to integrate creativity and innovation in establishing
ways of cutting the running and operating costs; therefore,
meeting the efficiency targets.

11. In the current competitive society, efficiency has become the
day to day agenda of most organizations. Productivity is a broad
term, and it includes getting the right sponsors with the right
skills and resources, cutting the organizations running costs to
save on the limited resources available to them and finally,
having a quality output if children who grow to benefit the
society in one way or the other. The organization has been able
to reduce its running and operating costs by almost 20% through
the use of technology to run some of the operations. The
organization has also been able to tap the skills and on-job
training from the kids to help in some activities and chores that
would otherwise have required expert of an employee to
perform, this has helped in cutting wages and operational costs.
in terms of the products from the organization, most employers
who have engaged with the beneficiaries of the organization
have attested to the great mastery of skills and high discipline
form the students, this has made most of the companies to
appreciate the existence of the organization by contributing
towards reduction its management and running costs through
contribution of funds and tutors to the kids.
As a matter of fact, many organizations competing with young
king and queens international are lagging in terms of efficacy
and transparency which makes the organization to be ranked
higher by sponsors and, therefore, more funds availed. The
organization is better positioned than its competitors through
the efficiency, transparency, and quality output parameters. It
can be stated that the organization is the leader using the
limited resources to mold and better the lives of young
unprivileged kids in the most efficient and transparent way.
Consumer behavior
Consumer behavior is simply the way the people who consume
the product or service buy, use, and dispose to satisfy their
needs and wants. The kind of services offered by the Young
King and Queens International is different from the profit-
making organization's point of view, it merely represents
service to humanity, and the service is not affected by forces of

12. demand or supply. But it is also a unique service where people
are not just willing to spend their money on sponsoring young
kids without seeing positive results in society (Rao, 2018). The
people who are expected to provide more income are wealthy
and philanthropic. These are the people who want to change
society through their amassed wealth by sponsoring such
organizations as Young king and queens international to change
the future of underprivileged kids and, therefore, to change the
culture. There is also the moderately wealthy individuals who
wish to see the society being in a better position; they
contribute the little they have towards excellent courses like the
one undertaken by Young King and Queens International.
Therefore in influencing the potential sponsors of the
organization to contribute towards building a better society, the
organization must operate within the parameters of efficiency,
transparency, and accountability. The more the organization
operates within the specified standards and also has a
significant impact on the society, the sponsors and volunteers
will continue to support the activities of the organization.
Increasing donor funding by 40% within the next year is the
primary goal of Young King and Queens international.
References
Anheier, H. K., & Seibel, W. (Eds.). (2013). The third sector:
Comparative studies of nonprofit organizations (Vol. 21).
Walter de Gruyter.
Basil, M., Mitchell, A., Madill, J., & Chreim, S. (2015).
Marketing and social enterprises: implications for social
marketing. Journal of Social Marketing.

13. Chernev, A. (2015). The marketing plan handbook. Cerebellum
Press.
De Jong, M. D., & van der Meer, M. (2017). How does it fit?
Exploring the congruence between organizations and their
corporate social responsibility (CSR) activities. Journal of
Business Ethics, 143(1), 71-83.
Rao, H. (2018). Caveat emptor: The construction of nonprofit
consumer watchdog organizations. American journal of
sociology, 103(4), 912-961.
Renz, D. O., & Herman, R. D. (Eds.). (2016). The Jossey-Bass
handbook of non-profit leadership and management. John Wiley
& Sons.