Marketing Inventory for the World Wildlife Fund Essay

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Marketing Inventory for the World Wildlife Fund

The World Wildlife Fund for Nature, formerly known as the World Wildlife Fund, (WWF) is a global, non-profit making organization. The organization is a foundation, made up of a number of different organizations set up in numerous countries with individual country registrations. For example, when the foundation was formed in 1961 it was set up in Geneva, followed by incorporation in United States as the second national organization to join the foundation, while the Australian office was initially set up in 1963 under the auspices of the London Office, subsequently incorporating in Sydney in 1978 (WWF, 2011). The organization, as a non-profit making foundation, does not have shareholders or owners. The organization is run by a board in each country and the operations are overseen by a board of trustees on behalf of the 5 million global members (WWF, 2012).

The founding of the brand dates back to 1961 following the Morges Manifesto, in a document which was signed by 16 of the world's leading conservationists, including Sir Peter Scott the vice president of the International Union for the Conservation of Nature and Natural Resources (IUCN), EM Nicholson the director-general of the British Nature Conservancy and the well-known biologist and African wildlife experts said Julian Huxley (WWF, 2012).

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The manifesto stated that it was necessary for an international organization to be created to facilitate collaborative work conservation. The key driver being the recognition that expertise to achieve this aim existed but it existed without sufficient financial support. The development of the WWF was a direct response to this manifesto, and became reality on 29 April 1961, with the first WWF opening at the Switzerland headquarters of the IUCN (WWF, 2012).

The organization has been highly active in undertaking conservation work in protecting nature and endangered species since its foundation. Examples of work include in 1973 purchase of 37,000 acres next to Lake Nekuru in Kenya, which is home to 30 different bird species, and the principal feeding ground of more than 1 million flamingos (WWF, 2012). In the same year the WWF was an influential party in the development of the Convention on International Trade in….....

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