Marketing Plan for Orbis International

Marketing Plan for Orbis International Student’s Name Institutional Affiliation Executive Summary For more than 35 years, Orbis International has cared for people who require eye treatment worldwide by ensuring that individuals have access to good quality eye care irrespective of their social status. Through their activities, Orbis has managed to change the lives of millions of people. The company depends on partners and donors to fund their projects. Partners such as hospitals, ministries, and government agencies help the organization to deliver quality care by providing skilled personnel, equipment, and monetary support. Having established a huge network of partners, Orbis mentors, trains, and inspires local groups to help in treating individuals in their communities with sight problems. The company’s headquarters is located in the U.S and has reached individuals in over 90 countries. For the past years that the company has been in operation, Orbis has managed to build a strong customer base. However, much effort needs to be put into attracting more customers, especially across Africa and Asia. A focus on networking, influencer marketing, and media marketing can be an effective marketing strategy for the organization. These initiatives need to attract women and elderly since they make up the majority of the market segment. Marketing Plan for Orbis International Orbis International is a non-profit organization that aims at preventing and treating avoidable blindness in an effort to improve the lives of individuals. With offices located in various parts of the globe as well, Orbis has made great efforts in trying to extend its outreach. Nonetheless, the organization fails to fully achieve its vision of transforming lives through treating and preventing blindness because of the lack of an effective marketing plan. Despite its efforts, Orbis international has not managed to fully exploit the market in Africa and Asia, where it is estimated to constitute a majority of the global market share. The company needs to focus more on strategies to create brand awareness in these areas by making use of media marketing, influencers, and networking to attract both sponsors and customers. Current Market Situation Blindness is a major issue across the globe, with more than 285 million individuals struggling with blindness and poor vision. For most individuals, blindness does not only result in loss of sight, but also leads to a loss of dignity, jobs, equal education, and social standing (Jo, Cheng, & Kosciulek, 2010). Developing countries report the highest number of individuals who are struggling with poor eyesight and blindness. Close to 90 percent of the world’s visually impaired population reside in developing nations. The high number provides a unique opportunity for Orbis International to attend to patients across these nations. Currently, the organization has set up 15 major offices around the globe and has reached over 99 countries. In India, a country that is widely recognized as having the most significant number of visually impaired individuals, the organization has set up more than 33 centers in 18 states (Orbis International, 2019). The organization’s market segment mainly comprises of individuals who have little to no ac...