Foodbank Australia Business Report
Background
In Australia, Foodbank NSW was established in 1994 and has now become Australia’s largest hunger-relief organization – servicing more than 2,400 charities in every territory and state to enable then to provide food to over 815,000 people every month (Foodbank, 2020). As a non-profit, charitable organization, Foodbank operates in the food donations and welfare industry. Hunger is a major problem in Australia, with at least one in five Australians experiencing food insecurity. According to (Foodbank.org, 2020), Foodbank works on natural disaster relief, nutrition, advocacy, research and reports, and on reducing food waste. The main activity of Foodbank is picking and packing food orders for distribution to the vulnerable communities. However, due to the Covid-19 pandemic, the volunteer organizations that support Foodbank NSW meet this role have closed. This report, therefore, will identify a suitable target market of potential individual volunteers who Foodbank NSW can use to expand their food relief operations across Australia.
Market Segmentation
The three suitable target market volunteers to consider for Foodbank NSW operations include:
- College students
- Faith-based group members
- Community youth groups, e.g., social group
For successful targeting purposes, Foodbank NSW should consider the four (4) bases of market segmentation: demographic, psychographic, behavioral, and geographic.
| Variable | Typical breakdown |
| Geographical | |
| Region | South Australia, Victoria, North Queensland, Tasmania, and Northern Territory |
| Density | Regional, suburban, rural, and urban |
| Demographic | |
| Age | 18 years and older |
| Sex | Male and female |
| Psychographic | |
| Values, attitude, and lifestyle groupings | Young optimism, basic needs, visible achievement, social awareness |
| Personality and status | Ambitious, committed to serving humanity, and able to understand service to humanity |
| Behavioral | |
| Loyalty status | Resolute virtue and ability to exhibit loyalty in charity work |
| Volunteer habits
|
Exemplary respect, quality to service, and reliability to the organization on regular occasions, especially in times of an epidemic. |
Geographical: Foodbank NSW should consider volunteer individuals from different regions across the country. For example, volunteers from South Australia, Victoria, North Queensland, Tasmania, Northern Territory, and other cities in the country (Andaleeb, 2016). Such diversity will enable the organization to attract enough volunteers: students, youths, and social groups positioning themselves in a top position to pick and pack the food orders to distribute to the vulnerable communities experiencing food insecurity in this period of Coronavirus outbreak….End of Preview….