MBS651 Exam Case Study – Footy for All Footy for All is a nonprofit organisation established to help children from lower socio-economic backgrounds participate in team sport. The organisation was...

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MBS651 Exam Case Study – Footy for All Footy for All is a nonprofit organisation established to help children from lower socio-economic backgrounds participate in team sport. The organisation was founded in Perth in 1991 by Ron Glen, a well-known local football player. Footy for All soon became widely known and by the end of the 1990’s had five different branches around Perth. Footy for All was a pioneering organisation and established a model for many similar nonprofit organisations founded in the following years, including some whose focus was on education rather than sport. Over the next ten years Footy for All expanded its operations to regional cities including Geraldton and Bunbury and increased its services to include support for immigrants in all locations. In its early years, Footy for All was supported primarily by private funds raised by a group of volunteers including Ron Glen. Ron Glen used his sporting profile to promote fundraising events and support applications for funding. As the organisation grew, they became more reliant on government grants and by 2015 85% of the organisation’s funding was government grants. Expansion of the organisation had led to paid employment in a variety of roles, including a Chief Executive Officer (CEO) and senior managers, as well as staff employed in Human Resources, Marketing, and Finance. By 2017 Footy for All employed 75 paid staff and 150 volunteers. Expanded programs in some locations included breakfast club as part of their operations. (Breakfast clubs operate on school grounds before school to provide a healthy breakfast for any child who comes to school not having eaten). As part of the expansion, Ron Glen stepped back from the organisation and a new skills based board took over. A review of the programs led to decisions about expansion of the breakfast club programs; to increased involvement of more sporting “heroes” in order to raise the profile of the organisation; and increased fundraising to ensure that there was not an over-reliance on government grants. In 2017, the decision was made to bring a similar existing program Ball for fun into Footy for All as part of its operations. The program is in an area which would be considered to be part of the target group identified in the mission statement for Footy for All. Ball for fun involved Australian cricketer Steve Marsh as its “hero” and in keeping with the Footy for All involvement of sporting heroes, Steve Marsh had been invited to stay on as one of the “heroes” in the program. Steve Marsh and his staff and volunteers have become part of the main organisation, Footy for All, and some of the elements of Steve Marsh’s program, such as homework club, have been set up in other Footy for All locations – although it was determined that these were to run for two years and then be reviewed. This program is also known to struggle for money. Homework clubs offer a supervised location for students to complete homework, and some staff have expressed concern that this is outside the mission of Footy for All. In July 2020, Steve Marsh was charged by an international doping tribunal for use of performance enhancing drugs. Steve Marsh has been suspended from the Australian cricket team as he awaits the findings of the tribunal, which could take up to 12 months. This issue has been covered extensively in the press and on social media, both domestically and internationally. The commentary has not been positive about Steve Marsh.
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Answered Same DayOct 25, 2021MBS651Murdoch University

Answer To: MBS651 Exam Case Study – Footy for All Footy for All is a nonprofit organisation established to help...

Abhishek answered on Nov 18 2021
139 Votes
Running Head: BRIEFING                                 
BRIEFING             
BRIEFING
Table of Contents
Part A    3
Contact for Briefing Note    3
Subject or issue    3
Background    4
Current status    4
Key information    6
Mcmillan’s framework    6
Options or recommendations    8
Part B    9
Question 2    9
For the term 'Context'    9
Question 3    10
For the term 'Brand'    10
Answer to Question 5    11
For the term “MISSION”    11
Answer to Question 6    12
For the term “CEO”    12
References    14
Part A
Name: Patrick Bell
Date of preparation 18/11/2020
Contact for Briefing Note
Contact Information:
Phone:
Email:
Subject or issue
One of the main issues of the Foot for All is the issue of reputation. With Steve Marsh being arrested on charges of doping, the company is facing a serious issue of protecting its reputation. Since the organisation is non-profitable, the charges against Steve Marsh can tarnish the reputation. Another important issue that has been identified is that the company does not have proper leadership. With Steve Marsh being caught on the charge of doping, there has been a vacant place for leadership. Another important issue identified is the lack of market strategies. Although the Footy for All is a non-profitable organisation, the companies try to gather money for self-funding. This is becoming a hectic thing without a proper strategy of marketing.
The briefing is important because it highlights certain flaws and draws attention to the mitigation of the current loopholes. The briefing would help in identifying the actual work and areas where operations are mostly needed. Through this briefing, the problem areas will be highlighted within Footy for All.
Background
Ron Glen started the organisation in the year 1991. The purpose of this organisation was to ensure that it provides scopes of sports to the underprivileged students free of cats. The funding of the organisation was initially provided by the government grants and independent funding from the volunteers. After the 1990s the organisation started to grow and expand its operations. Expansion of operations required the necessity of human resources, finances and administrative authorities. Gradually, Ron Glen decided to step back. The new Chief Executive was hired. The organisation started to promote “heroes” to attract more children. Steve Marsh, one of the famous Australian cricketers, was allowed to direct this organisation as a “hero”. Previously, the major decisions about the company were undertaken by Ron Glen. However, with the increase in the expansion, the various strategies, implementation and policies were undertaken by a new board of members along with Steve Marsh.
Current status
Currently, the company is working with a new board of members. After Ron Glen stepped down, the company has expanded its areas of operations and programs. In collaboration with Steve Marsh, the company opened another programme, named as, Ball for Fun. With the expansion process, the organisation has been faced with Crisis Communication. Crisis communication refers to the maintenance of public relations to protect the dignity and reputation of an organisation (Van der Meer, 2016). The company has been facing the challenge of reputation while Steve Marsh was arrested for the doping charges. The company is trying to build crisis communication with its current stakeholders to overcome the challenges of its reputation. Crisis communication helps in protecting the dignity of an organisation through public relations by defending the charges (Lin, Spence, Sellnow & Lachlan, 2016). Footy for All is trying to protect the company’s reputation through practise Crisis Communication.
Key information
Mcmillan’s framework
Figure 1: Mcmillan’s framework
Link: https://www.google.com/imgres
Market penetration
Based on the overview of the overall case study of Footy For all, it is noticed that the management team of this non-profit organisation is not focusing on the use process of the products. On this note, the delivery of the products faced issues as it did not meet the requirements of the students. Therefore, the management team of this organisation does not measure the needs of foods in their breakfast for all projects. It offers hindrance in the easy and efficient delivery of foods to those students to go to school without having any meal. That signifies that the market penetration strategy of this organisation is not performed in the proper ways.
Market development
This organisation involves heroes for the adoption of leadership in their bruises, and it serves failure in the market development of this organisation. For the development of its market, the Footy for all is involving Steve Mash. With the involvement of Steve in a drug case, he was suspended from the cricket team of Australia (Appannah et al. 2017). That creates an issue in the leadership operations of Footy for all to extend their...
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