Habitat for Humanity Client Landscape

SUBJECT: Habitat for Humanity Client Landscape
As a team, write in memo format the secondary research that is important when considering the
client landscape, essentially a small situation analysis in regards to your client and their
goals/objectives. This would include the current market, products/product changes, competitors,
target market and consumer segments, SWOT.
Introduction
Our team has collaborated on the client landscape through Google Docs. Raina contributed to the
introduction and service sections.
Honolulu Habitat for Humanity was founded in 1988 as an independent affiliate of Habitat for
Humanity International. This organization dedicates itself to helping families in need of
affordable and safe housing. Habitat for Humanity International currently has locations
worldwide; itʻs presence is in local communities in 70 countries including the US. Honolulu
Habitat for Humanity is having a difficult time in understanding their impact within the
community. The company wants to gain insight on the demographic and socioeconomic
conditions of the Honolulu community. In addition, the company would like to learn more of the
impacts of owning a Habitat home as well as how communities are affected by increased
homeownership and the current COVID-19 situation in regards to safe, stable housing.
Current Market
https://www.honoluluhabitat.org/wp-content/uploads/HM-Flier-updated-9.2020.pdf
https://www.honoluluhabitat.org/wp-content/uploads/2020-HHH-Homeowner-Applicant-
Qualifications-1-updated-9.2020.pdf
Services
The Habitat for Humanity offers two types of services in addition to volunteering. Individuals
are able to volunteer their time and donate items to help families in need. Donations are
significant in helping the organization allocate resources for building materials. The main service
provided by Habitat for Humanity is building homes. Honolulu Habitat for Humanity and
volunteers help build an affordable house. Partnering with the organization allows families to
gain access to safe, affordable housing in return for putting in sweat equity to build the house and
homes of other families. During the process of building houses, the Habitat partners also are able
to take financial courses to help with understanding homeownership and financial stability.
Another service provided by the organization is restoration. Honolulu Habitat for Humanity
offers families the option to improve and restore their current house. The company understands
that improvements and restoration are valuable in a healthy community. This service includes
altering housing conditions to accommodate for the ADA and eldery.

Competitors
Habitat for Humanity is not the only non profit housing organization here in Hawaii. The top
competitors on the island working for the same objectives are: United Way Aloha, American
Red Cross, Make-A-Wish. Those are just some of the similar establishments that specialize in
helping those who are in need. All across 50 states and 70 countries, Habitat for Humanity has
built affordable housing for over 30 years. This foundation has been an advocate for affordable
housing since 1976. Most of the organizations that help to build a community are primarily
located in Honolulu. Habitat for Humanity along with multiple competitors also uses social
media platforms such as Facebook, Instagram, Twitter, and Yelp.
Aloha United Way has been serving the community of Hawaii since 1919. Aloha United Way
has 324 agencies and has invested a total amount of $695 million since 1919. This foundation
provides support for the local community by caring for people’s medical needs, housing and
shelter needs, rent/utility access, food insecurities, disaster/ crisis response, and childcare and
eldercare. During COVID-19, Aloha United Way has become a part of the Hawaii State
Department of Health by becoming the primary community call center. To respond to people’s
needs, Aloha United Way has created change by organizing a community care fund. Aloha
United Way can be found on Facebook, Instagram, and Twitter.
American Red Cross is another organization that helps others who have been affected by
disasters. American Red Cross in Hawaii is located on four different military bases on Oahu
(Kaneohe, Tripler, Schofield and Joint Base Pearl Harbor/ Hickam). Hawaii Red Cross also has
other offices in Hilo, Kauai, and Maui. Hawaii Red Cross offers training and certifications that
are simple, fast and easy for services like CPR, First Aid, CNA testing and training, and ALS.
“Climate Change- Disaster Preparedness & Response in Hawaii” was an event held by the
Hawaii Red Cross to provide help, hope, and heal people. Hawaii Red Cross also provides
people places to sleep, clothing, and emotional support. Hawaii American Red Cross can be
found on multiple platforms, but Facebook, Twitter, Pinterest, LinkedIn, are the top platform
services.
Make-A-Wish is also a nonogranization that inspires change in the community. With a staff of
30 and more than 700 statewide volunteers, Make-A-Wish Hawaii is located in Downtown
Honolulu. Make-A-Wish Hawaii engages in fulfilling families’ needs. Also, this organization is
fully known for specializing in bringing happiness and magic to keiki’s that have critical
illnesses. Make-A-Wish can be differentiated from other non-profit organizations by being 100%
privately funded. Volunteers make wishes for a family in need of a wish. These wishes are to
help children fight their sickness, improve the quality of life of a family, and improve the
community’s physical, emotional, and spiritual health. Make-A-Wish Hawaii can be found on
Facebook, Twitter, Pinterest and YouTube.

Target Market
Habitat for Humanity is targeted for low-income families on Oahu. During special times like this
pandemic, low-income families are much more likely to be living in unsafe conditions. Habitat
for Humanity will be able to repair homes through kinds of donations and volunteer work. Not
only low-income families are affected but homeless families on Oahu as well. Since COVID-19
has impacted the islands, many families are experiencing disruptions with being able to keep
their homes. Minimum wage in Hawaii is $10.10. According to the U.S Department of Housing
and Urban Development, making $67,500 or less in Hawaii would categorize an individual as
low-income. Living in Hawaii becomes more impossible as the cost of living gets higher. To
help families in crucial needs, Habitat for Humanity is there as a foundation to provide support
and keep families out of poverty.
Consumer Segment
SWOT Analysis
Strengths
● Strong online presence
● Strong financial position and health
● Competent and committed human
capital
● Geographic presence all around Oahu

Weaknesses
●

Opportunities
● Business growth
● Customer lifestyle improvement

Threats
● Direct / indirect competitors
●

Conclusion