個案資料

The chief commissioner of the New South Wales branch of the Scout Association of Australia (Scouts NSW) was appointed in mid-2016, and the last couple of years had presented many challenges. The strategic plan inherited from the last chief commissioner had effected some positive changes across the organization, but the membership numbers were still in a declining trend. While the organization was not in dire financial straits, current operations were not only unsustainable but also affecting the organization’s ability to deliver the quality values-based programs that Scouts had once been well known for. For the next three years (2019–2021), Scouts NSW would need an innovative strategic plan that addressed marketing, revenue generation, and capital repositioning while respecting the organization’s not-for-profit, youth-focused, and values-based structure.

This case is suitable for undergraduate students in their advanced year of study or graduate students in a course in strategic management, marketing analysis, organizational behaviour, or general management, especially in the not-for-profit (NFP) sector. The case highlights the difficulties faced by a legendary NFP organization in an increasingly competitive industry. After working through the case and assignment questions, students will be able to<ul><li>identify and analyze the core problems and opportunities facing Scouts NSW;</li><li>evaluate the effectiveness of Scouts NSW’s organizational structure, strategic management, marketing, and financial management;</li><li>learn to balance legacy, traditional values, financials, and innovation in an NFP organization that is losing relevance;</li><li>evaluate competitive advantages and value propositions for an NFP organization competing against other NFP and for-profit organizations; and</li><li>evaluate strategic options, including repositioning capital to align with areas of growth.</li></ul>

• General Management
• Strategic Management
• Not for profit
• Strategy