Analyse this section of brief of campaign for the company Thread Together and come up with other SWOT analysis and key threats and weaknesses. Also come up with key opportunities for the company that differ to that of the client brief below so that the company can still build brand awareness. Find the faults in the client brief below and capitalise on the strengths and find new opportunities to grow.

 

Brief:

2. Situational Analysis A SWOT analysis has been created to provide a well-rounded situational analysis. The key strengths of Thread Together are: i. Its recognition of fashion excess (Mitchell, 2020). ii. Its infrastructure of 11 Clothing Hubs, Online Wardrobe, Mobile Wardrobes, and partner Built-in Wardrobes across Australia (Thread Together, 2022) iii. Its existing brand partnerships with reputable brands such as RM Williams and Sass & Bide. The key weaknesses are: i. People can be sceptical of charities (Sneddon, et al., 2020) ii. People tend to donate to charities to which they have a personal connection (Sneddon, et al., 2020) iii. Thread Together is financed primarily by third parties iv. The lack of transparency regarding how Thread Together uses its donations v. The lack of Thread Together operations in Northern Territory, or Western Australia. The key opportunities are: 1 i. To leverage social media to its full potential (e.g., Thread Together's Instagram is not verified, and there is little engagement on their Tik Tok videos) ii. To expand internationally to broaden the scope of its mission iii. To streamline the way in which they gain brand partnerships, to encourage more fashion brands to donate product iv. To seek financial support from Commonwealth and State Governments. The key threats are: i. The contested environment that comprises approximately 60,000 not-for-profits in Australia, growing at an annual rate of 7.7% since 2000. Competition for donations will constantly be increasing (Productivity Commission, 2010) ii. The unpredictability in the Australian economy, with the possibility of a recession in 2023 (Murphy, 2022). Recissions are tough on charities; donations, will significantly decline (Department of Social Services, 2009) iii. The need to seek permission to gain permission from the owner of the material prior to posting (Justice Connect, 2022) iv. Thread Together's competitors have far greater brand engagement and are fostering more positive relations with the target public. v. That the primary competitor, Fashion Revolution, has a greater online presence with a verified Instagram account, more likes on Facebook, and more followers on Tik Tok. Overall, the reputation of a charity is vital in both gaining the confidence of donors, and in persuading potential donors to support the organisation (Hsu et al., 2005). Research indicates donors prefer to support large, well-known charities (Hsu et al., 2005). In the mind of the typical consumer, larger charities are more effective in their work, are better at communicating with donors, and have a greater dollar-for-dollar impact, compared to smaller charitable organisations (Jones & Posnett, 1991). Additionally, research indicates established charities with strong brand recognition, such as Cancer Council and RSPCA, provide consumers with confidence, and peace of mind (Sneddon, et al., 2020).