Application of the six forces model by Porter on a non-profit industry, Rahma International: A Case Study (original) (raw)

Rahma International Organisation is a non-profit organisation located in Kuwait with a global reach into a wide range of countries. Faced with resource limitations and a focus on operational issues, Rahma International has overlooked the importance of building relational capital. This paper analysed the organisation's structure and policy with the Six Forces Chart in order to understand industry by gives and identifies the structural underlining drivers of profitability and competition, Rahma International was facing increasing competition and was in need for a set of resources evidencing minimum growth by using sex forces method. The ever expanding number of non-profit organisations makes it difficult to develop brand image in the market place in order to attract the important donor funds. The organisation needs to develop a clear understanding of their target customer and the nature of the relationship that it is seeking to build with these target consumers. Recognising that the organisation not only has a responsibility to servicing their needs but that the organisation must build its reputation in the marketplace is important. This is because non-profit organisations with a higher level of market awareness are able to attract a larger supply of funds. Building a coherent and consistent global brand image and the promotion of this brand image is important for Rahma International.