DIE ONTWIKKELING VAN ’N BEMARKINGSTRATEGIE VIR CENTURION GEMEENSKAPSDIENS

• Main Authors: C Naudé, L.S. Terblanche
• Format: Article
• Language: Afrikaans
• Published: Stellenbosch University 2004-06-01
• Series: Social Work/Maatskaplike Werk
• Subjects: centurion community services; urbanisation; social service; community service
• Online Access: https://socialwork.journals.ac.za/pub/article/view/339

Centurion Community Services (CCS), a social service agency situated in Lyttelton,Pretoria, was founded in February 1999. The geographical area where services were rendered over the past four years has been transformed from a once quiet rural scene to a densely populated urban area. The founding of CCS testifies to a pro-active step to address anticipated social problems associated with urbanisation. A qualitative study was launched with the aim to assess the community’s perception concerning CCS and whether this service is able to fulfil the needs and wants of the community with a view of development of guidelines for a consumer-based marketing strategy. A schedule covering the seven critical areas of decision-making in a marketing strategy had been developed and utilised as a data collection instrument to collect data from respondents, who have all been beneficiaries in one way or another of this service. It was found that a strategic planning process should be implemented in order to obtain clarity regarding the vision and mission of the organization; a marketing plan (which includes the strategic analysis, the SWOT analysis, marketing objectives and marketing strategy) should be applied extensively. A number of recommendations regarding critical decision making areas were also formulated.