Gsusa Case Study

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Girls Scouts of America Case Study I. Executive Summary Although the times and the social climate have changed from the night Juliette Gordon Low and a group of her friends and relatives first gathered in 1912, the foundation of empowerment, self-reliance and courage on which the American Girl Guides was built is still relevant today in what has become the Girl Scouts of America. From a small home gathering to a non-profit organization of over 400 employees that helps service a worldwide group of 10 million girls in 140 countries, the Girl Scouts of America has seen its ability to attract new members and its ability to retain existing members through its product lifecycle fluctuate with the times. As social values changed and the US population became more ethnically diverse, GSUSA faced many new and unexpected challenges that made it question its very purpose and mission. Through the use of marketing tools and techniques, the Girl Scouts of America were able to evolve with the times while keeping their core values in place. With further refinement of their marketing approach they will be able to continue to provide their unique, valuable brand of service to even more young women all over the world. II. Situational Analysis A. Environment 1. Economic conditions and trends i. Because GSUSA is a not for profit organization, economic conditions and trends will not have a large impact on its meeting its organizational objectives as long as its current fundraising methods remain effective. 2. Cultural and social values and trends i. Social climate is very different from when GSUSA was established in 1912. Since GSUSA is essentially a service industry trying to meet the current needs of its customers, remaining relevant to today’s society is of paramount importance to GSUSA. 3. Political and Legal Issues i. Aside

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