The Analysis of Repak Essay Assignment.
Concern for the environment has gained considerable popularity in recent years. Thanks to the efforts of a number of environmentalist groups, the level of awareness among citizens all over the world has risen to the highest level ever.However, awareness is but half of the equation.The Analysis of Repak Essay Assignment. How can people translate environmental awareness to action? In this regard, Repak is helping Irish people do the actual caring for the environment through recycling.This paper seeks to outline a marketing plan that will help inform the Irish public what Repak is and what it does. It explains how to implement an online multimedia communications campaign with emphasis on how to create a positive brand that will impact the minds of consumers.This essay begins with a description of what Repak is and what its present external environment is like. Secondly, it identifies the internal situation at Repak by looking at its strengths, weaknesses, opportunities, and threats (SWOT). It then looks at the target market as well as the marketing mix. Finally, it will present several recommendations. Repak and Its External Environment: A PEST Analysis The Irish industry founded Repak in 1997, with the purpose of promoting recycling. Repak is a non-profit organization funded by the contributions of the members of the industry. Repak helps businesses comply with the requirements of the law with regard to the recovery and recycling of the items used for packaging the goods and services they sell. Repak does not do the recycling directly. Rather, it pays contractors and local authorities to facilitate the actual collection and recycling of the packaging materials used by Irish businesses. The Analysis of Repak Essay Assignment.
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The following presents a brief political, economic, social, and technological(PEST) analysis of Repak.Political Repak is in a unique position to maximize its relationships with local and national authorities. After all, it is helping businesses comply with the Waste Management (Packaging) Regulations of 2007 (Repak, n.d.). Local authorities are also bound to benefit from a relationship with Repak because they are being contracted to deal with the collection and actual recycling of the packaging of business products and services. The economic outlook for Repak is also good. Businesses need to comply with the Waste Management Regulations 2007. As such, they will need to communicate with Repak so that they can meet such regulations. This means that Repak is assured of clients that will use its services.Social The awareness of the importance of recycling is gaining more popular support amongst the citizens of Ireland and other countries. The Analysis of Repak Essay Assignment.As such, companies that decide to become members of Repak will enjoy popularity, too.Technological Although Repak does not directly engage in collecting and recycling packaging, the technology involved is continuously being developed, and Repak stands to gain from such innovations. One more thing, the Internet and the World Wide Web are also gaining popularity all over the world. Repak can also develop and use this technology to promote its message and its services.
SWOT Analysis of Repak’s Online Media Repak is using online media extensively. It has a website, which contains very useful information for people who visit the site. In addition to articles, it has videos,audio resources, as well as a blog. The following looks at the SWOT analysis of Repak’s online media. Toward the end, some recommendations will also be given forsome improvement.Strengths Repak’s website looks inviting, and it utilizes earth colors thus givingcredence to its pro-Earth advocacy and services. The website can be easily navigatedeven by a young user. The Analysis of Repak Essay Assignment.In addition to text articles, the website contains videos that willcapture the attention of its visitors. A quick check at www.PRChecker.info alsoreveals that the Repak website, www.recyclemore.ie, has a high Google Pagerank of5/10, which means that it has high authority based on Google’s algorithm.WeaknessesPerhaps one of the weaknesses is that Repak is maintaining a separate websitefor the promotion of awareness about the importance of recycling atwww.recyclemore.ie.Another weakness is that the Facebook page of Repak relatively does not havea lot of fans. The purpose of Facebook, and any social networking site for that matter,is interaction. The Facebook page of Repak, however, is full of updates from Repak,but there are not a lot of comments from other Facebook users. That is certainly aweakness in Repak’s online presence. The Analysis of Repak Essay Assignment.
4OpportunitiesThe world of online social networking is an underdeveloped area in Repak’s online media strategy. However, it can be maximized by the organization. It should identify the sites where it can maximize its impact.Another opportunity for Repak is to monitor news and blogs dealing with environmental awareness and recycling, and forge some form of online collaboration with them so as to maximize the impact of its online presence.Threats If the Waste Management (Packaging) Regulations 2007 is removed,dissolved, or changed, then Repak might lose some of its possible client base in the market. The Analysis of Repak Essay Assignment.Another threat is the presence of competitors, which could lure away other members of Repak.Target Market Analysis Repak has two kinds of online audience—one is the businesses that use packaging for their products and services and the other is common Irish folks at homes and schools. The previous kind of audiences can go to http://www.repak.ie to learn about the services offered by Repak. The latter kind of audiences has to go tohttp://www.recyclemore.ie.The kinds of action expected from each type of audience are also different. For businesses, the website intends for them to sign up with Repak to use its services. For the Recycle More website, the apparent intention is promotion of awareness amongst kids, parents, and other members of the populace. Even households and schools,however, need to be educated about the importance of recycling (RecycleMore, n.d.). The Analysis of Repak Essay Assignment.
Marketing Mix Analysis The online platform of Repak could be further improved so that it will attract more members and generate better awareness of the importance of recycling.The Analysis of Repak Essay Assignment.Product The product is, of course, the services offered by Repak to facilitate and expand the packaging recycling in Ireland.Price Repak is a paid membership organization. The cost ranges from€980 to€1,300. However, for its online awareness campaign, there are no associated costs tothe end users.Place This communication proposal is concerned mainly with online communications. As such, the place for this marketing campaign is through theInternet and the World Wide Web.PromotionThe promotion will be done by building more traffic to the Recycle more and Repak websites. This can be done through three major strategies. First is to engage bloggers and webmasters who are concerned with the environment to link to the Recycle more website. The Analysis of Repak Essay Assignment. Second is to use Facebook more effectively by actively promoting and recruiting Facebook users to join the Facebook Page of Repak. This will help generate buzz and higher levels of awareness. Lastly, Repak should also use Twitter because of its potential to generate traffic and buzz in the online world. A number of influential bloggers and webmasters are present in Twitter and will certainly help make the Recycle more and Repak websites more popular.
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Conclusion
Repak, through its website www.Recycle more.ie, is doing a great job ofpromoting awareness through articles in its blog, videos, and other information thatcould be found in the site. The Analysis of Repak Essay Assignment. Repak could further refine its online marketing strategy byunderstanding its present internal and external situations, leverage its competencies,and improve on areas where it is presently weak. Although Repak has two websites,www.repak.ie and www.recyclemore.ie, they target different sets of audience and,hand in hand, both websites can help drive better awareness of who Repak is and whatit does to help the environment. The Analysis of Repak Essay Assignment.
Reference
ListRepak, n.d.About Repak. [online] Available at:<http://www.repak.ie/about_repak.html> [Accessed 1 September 2010].RecycleMore, 2010.About Recyclemore. [online] Available at:<http://www.recyclemore.ie/about_repak> [Accessed 1 September 2010]. The Analysis of Repak Essay Assignment.