As Philip Kotler wrote in his Principles of Marketing no book is the work only of the author,
it is also not only my thesis. Of course it was me who read the books, who asked the
questions, and who wrote the lines. But without the Friedrich Naumann Foundation, which
supported me right from the beginning in October 2001 when my scholarship started, with the
opportunities to do these marvellous internships in the Regional Offices of New Delhi, India,
and Johannesburg, RSA, I might have written about another subject or in another way with
other arguments.
Thanks to the pleasant and kind employees of the Friedrich Naumann Foundation, the liberal
partners of the Friedrich Naumann Foundation such as the Liberal Institute of India, the Free
Market Foundation of South Africa, the International Policy Network, and the members of the
Mont Pelerin Society. I wish to thank all of you for incredible talks, visions and the permanent
interchange of ideas. Finally, I would also like to thank Miss Demirtas and Miss Olayinka, Mr
Otto and Mr Knipping who helped correcting this thesis.
Table of Contents
Part One – Preface
1. Contents
2. Index of Tables
3. Acknowledgements
4. Explanations
5. Personal Motivation
Part Two – Organisations
1. Differences between Non-Governmental and Non-Profit Organisations
1.1 What are Non-Profit Organisations?
1.2 Problems with and Changes in Non-Profit Organisations
1.3 What are Non-Governmental Organisations?
1.4 Where are the Differences?
Part Three – Political Foundations
1. Political Foundations in Germany
1.1 Development and Function of Political Parties in Germany
1.2 The Idea of Political Foundations
1.3 Financing Situation
1.4 Political Foundations Abroad
1.5 Foundations in General
2. Tasks and Objectives of Political Foundations in General
2.1 In General
2.2 More Specifically
2.2.1 Konrad-Adenauer-Stiftung
2.2.2 Friedrich-Ebert-Stiftung
2.2.3 Hanns-Seidel-Stiftung
2.2.4 Heinrich-Böll-Stiftung
2.2.5 Rosa-Luxemburg-Stiftung
2.2.6 Friedrich Naumann Stiftung
3. Friedrich Naumann Foundation
3.1 The Liberal Idea and its Philosophy
3.1.1 Historical Development
3.1.2 Today’s Situation
3.2 Tasks and Objectives of the FNF in General
3.3 Tasks and Objectives of the FNF in Johannesburg, RSA
3.3.1 Tasks
3.3.2 Objectives
Part Four – Marketing
1. Overview
1.1 Introduction
1.2 Historical South Africa
1.3 Basic Target Groups in Johannesburg
1.4 The New Target Group
1.5 Questionnaires
1.5.1 Personal
1.5.2 Technical
2. Segmentation of Target Groups
2.1 In General
2.2 International Segmentation
2.3 In Johannesburg
2.3.1 Recent Problem
2.3.2 Recent Solution
3. Targeting Target Groups
3.1 Target Groups in General
3.2 Target Groups in Johannesburg
3.3 Possibilities
4. Positioning the Product or Service
4.1 In General
4.2 In Johannesburg
5. Porter’s 5 Factor Model
5.1 The Model
5.2 The Application
5.3 Competitors
6. Success Factors
6.1 SWOT Analysis
6.2 Confrontation Matrix
7. A New Marketing Tool
7.1 The Egghead
7.2 The Player
8. Reflections
8.1 Summary
8.2 Forecast
Part Five – Attachments
1. Questionnaires
1.1. Personal Questionnaire
1.2. Technical Questionnaire
1.3. Entry-Exit Questionnaire
1.4. Evaluation Personal Questionnaire
2. Bibliography
2.1. Authors
2.2. Thesis
3. Addresses
3.1. Friedrich Naumann Foundation and its Partners in Germany
3.2. Friedrich Naumann Foundation Abroad
3.3. Friedrich Naumann Foundation’s Partners Abroad
3.4. Other Liberal Organisations and Partners
Research Objectives and Themes
The work aims to develop a structured marketing concept for the Friedrich Naumann Foundation, specifically focusing on the Regional Office in Johannesburg, Republic of South Africa. The primary research objective is to bridge the gap between traditional non-profit organizational structures and modern marketing strategies to better address the needs of diverse target groups in South Africa.
- Analysis of non-profit vs. non-governmental organizational frameworks.
- Evaluation of political foundations, their tasks, and their liberal philosophy.
- Application of marketing tools (segmentation, targeting, positioning) to non-profit environments.
- Strategic analysis using Porter’s 5 Factor Model and SWOT/Confrontation Matrix.
- Development of innovative communication and educational tools for township residents.
Excerpt from the Book
1.2. Problems with and Changes in Non-Profit Organisations
Most NPO’s are service organisations. That can be problematical because services can not be stored. Service organisations are also labour intensive which makes it difficult to control them. It is difficult to measure service quantities because services are not inspectable in advance and quality. Service judgements suffer as well because they are subjective and measuring instruments and objective quality standards did not exist in 1988. Another problem is the fact that NPO’s face competition with just some smaller FPO’s. Their big disadvantage: non profits are also non tax payers. Therefore, a Business Coalition for Fair Competition has been formed after some business people took part at the White House Conference on Small Businesses in summer 1986. Their main argument: non-profit revenues rose from $ 114 bln in 1975 to $ 314 bln. in 1983.
Summary of Chapters
Differences between Non-Governmental and Non-Profit Organisations: This chapter defines and distinguishes between NPO and NGO structures, highlighting their operational and functional differences.
Political Foundations in Germany: Provides an overview of the development, financing, and legal status of political foundations within the German political landscape.
Tasks and Objectives of Political Foundations in General: Outlines the shared mandates of German foundations and offers a comparative look at the specific goals of major foundations like the Konrad-Adenauer-Stiftung and the Friedrich Naumann Foundation.
Friedrich Naumann Foundation: Details the liberal philosophy and the historical and current mission of the FNF, both in Germany and at the Johannesburg Regional Office.
Overview: Introduces the marketing subject, historical context of South Africa, and the target groups identified for the marketing approach.
Segmentation of Target Groups: Discusses the theoretical approaches to market segmentation and their practical application to the Foundation’s target groups in Johannesburg.
Targeting Target Groups: Explores the focus strategy, the identification of optimal segments, and the recruitment of future mentors.
Positioning the Product or Service: Explains the necessity of clear brand positioning to avoid being treated as a commodity in the competitive or social landscape.
Porter’s 5 Factor Model: Applies Porter’s competitive framework to the FNF’s educational seminars to assess market attractiveness and competitive pressures.
Success Factors: Utilizes SWOT and Confrontation Matrix analyses to evaluate the Foundation’s strengths, weaknesses, and strategic opportunities.
A New Marketing Tool: Introduces innovative educational storytelling techniques ("The Egghead" and "The Player") to communicate complex economic concepts to new audiences.
Reflections: Summarizes the project findings and provides a forecast for the role of marketing in promoting liberal values.
Key Words
Friedrich Naumann Foundation, Marketing Concept, Non-Profit Organization, Liberalism, South Africa, Johannesburg, Target Group Segmentation, SWOT Analysis, Positioning, Political Foundations, Educational Seminar, Market Analysis, Civil Society.
Frequently Asked Questions
What is the core focus of this thesis?
The work focuses on creating a sustainable marketing concept for the Friedrich Naumann Foundation's Regional Office in Johannesburg to better promote liberal values and reach new target groups in South African townships.
What are the primary thematic areas covered?
Key themes include the distinction between non-profit and non-governmental organizations, the strategic role of political foundations, and the application of corporate marketing tools to social and educational projects.
What is the primary objective of the marketing approach?
The goal is to increase the transparency and reach of the foundation's liberal educational message by using targeted seminar modules that better align with the needs and behaviors of the local population.
Which scientific methods are employed?
The author uses standard marketing management theories, including Aaker’s customer analysis, Porter’s 5 Factor Model, and strategic auditing tools like the SWOT and Confrontation Matrix.
What does the main body address?
The main body examines the structural differences of organizations, the philosophical roots of liberalism, detailed market segmentation, and the development of creative "marketing tools" like narrative educational stories.
Which keywords characterize the work?
The central concepts are Liberalism, Non-profit Marketing, Segmentation, Positioning, and Educational Capacity-building.
How does the author analyze the township context?
The author conducted empirical research through seminars (BEP seminars) in Alexandra, utilizing personal and technical questionnaires to gauge participants' understanding and interests.
What is the unique contribution of the "Egghead" and "Player" stories?
These narrative tools translate abstract economic theories into simple, relatable scenarios, making complex concepts accessible to township participants, which effectively addresses the challenge of traditional, text-heavy pedagogical methods.
- Quote paper
- Michael Henschke (Author), 2003, Marketing Concept for the Friedrich Naumann Foundation on the Example of the Regional Office in Johannesburg, RSA, Munich, GRIN Verlag, https://www.grin.com/document/15478
