Marketing and strategic roadmap for CTC: (Comprehensive Trauma Consortium)

Abstract

Based on the situation assessment done by us, we feel that the following are positives about CTC:1. Using the framework proposed by Peter Drucker in Theory of Business , we analyzed and found that the mission, vision and values of CTC are aligned with one another and with reality.2. CTC has good infrastructure in place to deliver on their mission. We also found some problem areas:1. Gap between core values and organization design Core values say that organization should be owned by people, but there is no volunteerism at the grass root level which can make this happen.2. Vision is not articulated well most of it lies in the minds of founders and hence not communicated well to the stakeholders.3. Pricing issue Founders believe that charging people will compromise their mission/vision and also they are not sure as to how to implement the pricingstrategy.4. Business model is not concrete They are not able to able to document a comprehensive business model resulting in a few gaps in the model. We came up with a framework to analyze the life cycle stages of successful NPOs by studying other NPOs and applied it to CTC. Based on the analysis, we identified the stage in which CTC is and tried to apply strategies used by other NPOs in that stage. The following are the recommendations for CTC:1. A separate marketing department should be created as it becomes one of the important functions in the organization considering the stage in which CTC is.2. Volunteers should be strategically used as an integral part of the organization to reduce cost and to make it a people s organization.3. Fee for service is a mind-set that CTC should adopt and it can be implemented without compromising on their vision/mission.4. Come up with a donor portfolio strategy apply segmentation, target and positioning concepts to donors.5. Effectively use marketing communications for legitimization strategy. Based on the current business model as understood by us along with above recommendations we have come up with a business model template adapted for CTC based on Gary Hamel s Business Concept Innovation framework.