Samenvatting

This research was conducted to be able to advise THE ORGANISATION on how to strategise its communications to accomplish its goals of creating more awareness for the problems and the solutions in the ocean. The starting questions of THE ORGANISATION were as follows:
• Whom should we target and how should we communicate towards them?
• What similar initiatives are out there too, and could they provide important learnings?
• Are we relevant to current and future users, and are we headed in the right direction?
Based on these three questions, the research question was concluded to be: How can THE ORGANISATION strategically position itself concerning the needs of the market, the functional strengths of THE ORGANISATION and a differentiated position towards its competitors?
Based on the elements of the starting questions and how they each relate to either customer, corporation or competition, the conceptual framework used for this research is the three C model by Ohmae (1982). This model is initially a model for a positioning based on customer, corporation and competition in more commercial settings in which cost-benefit structures and modes of distribution are applicable. However, it still proved to be useful to offer THE ORGANISATION valuable insights in its positioning and communication. The external, international research audience consisted of the Nature Minded. 25 interviews are the basis of the results of this research. Though the research was sometimes challenging because of language-barriers and connection problems, the outcomes are very useful and applicable.