Marketing Strategy for Logan Together Community

This report elaborates the marketing strategy for Logan Together community, including company analysis, macro environment analysis, competitor analysis, consumer analysis, collaborator analysis, SWOT analysis, and marketing initiative.

Running Head: Marketing 1
Introduction to Marketing

Marketing 2
Contents
Overview......................................................................................................................................................3
Company Description..................................................................................................................................3
Company background..............................................................................................................................3
History of the company...........................................................................................................................3
Company Analysis................................................................................................................................3
Macro Environment Analysis...................................................................................................................3
Competitor Analysis.............................................................................................................................5
Competitive market Summary.............................................................................................................5
Consumer Analysis...............................................................................................................................5
Collaborator Analysis...........................................................................................................................6
SWOT Analysis.....................................................................................................................................6
Marketing Initiative.....................................................................................................................................6
References...................................................................................................................................................8

Marketing 3
Overview
The main aim of this report is to elaborate the marketing strategy in which the Logan Together
community will be considered. The company description, macro environmental analysis,
company analysis, customer and collaborative analysis will be done. The main focus of the
report will be on a children's ABC picture book for children aged between 3-5 years old.
Company Description
Company background
Logan Together is a community campaign to generate the best life prospects for every child in
Logan. This community has a better understanding that all children and parents are different. The
Early Years are vital for the life of a child. The Early Years website is here to provide
information and resources to help parents and families from beginning to end the early years and
get future of every child off to a flying start (Logan Together, 2015). It is a diverse group of
people from during the community who allocate a zeal for the future of kids.
History of the company
Logan Together grew out of the Logan: city of choice summit and Logan: city of choice two-
year action plan 2013-2015, which recognized the requirement for a more included and effective
response to the requirements of Logon Children. Logan has around 200 various ethnic groups
and is an inducement for a number of people flooding to Queensland in a finding of a job and an
effective life (Haxton, 2015).

Marketing 4
Company Analysis
The major three strengths of the company are mentioned below:
 The company is working on four pillars such as collaborative action, evidence-based
decision making, and shared community vision and cross-sector engagement and
investment and sustainability.
 Effective roadmap strategy
 Project design meeting and brief
The major three weaknesses of the company are mentioned below:
 Lack of efficient staff to guide parents
 The improper social marketing program
 Lack of digital technology to mobilize the community
Logan Together makes the vision for the purpose of making healthy and full of potential as any
other group of Queensland kids by 2025 (Logan Together, 2015). The company has effective
four pillars of collaborative action, evidence-based decision making, and shared community
vision and cross sector engagement and investment and sustainability. The key capabilities of the
company are effective communication, knowledge and understanding, professional confidence
and competences and values and ethical practices. It is required for the Logan Together to focus
on social marketing program and efficient staff to guide parents so that they can treat their child
in a well efficient manner (Boweret. Al., 2008).
Macro Environment Analysis
Political Analysis

Marketing 5
The political factor can impact the strategies of Logan Together significantly. These are
mentioned below:
 The Australian Children’s Education and Care Quality Authority is responsible for
managing the national system.
 The involvement of the government in the education of the children (Gonzalez-Mena,
2009).
 Government change
Economical Analysis
The national and global economy factor can affect the Logan Together Company. These are
demonstrated below:
 Strong GDP with a per capita on par with the four dominants West European economies
 Large services sector
 The strong Australian dollar and the emergence of low-cost carriers (Duch and
Stevenson, 2008).
Social Analysis
It is required for the company to keep more focused towards providing a high level of services to
the child for improving nation.
 Australia is more focused towards bringing change within the country
 Childcare costs
 Lone Parents

Marketing 6
Technological Analysis
Technology has become more advanced and lack of awareness can lead the company into the
adverse situation.
 Social networking is of primary importance, specifically Facebook.
 Australia is more advanced in technology and that is why it is required for the company
to keep updated according to amendments in the technology factor of the country
(Cheung, Chan and Kajewski, 2012).
Legal Analysis
The legal factors like laws and policies of the government can impact the entire community and
their vision. Some of them are mentioned below:
 Strict and complex fundraising laws apply
 The child protection and welfare system
 Child Care Services Regulation 2006
 Investing in the Early Years–A National Early Childhood Development Strategy
Competitor Analysis
The direct competitions are considered as the situation where the similarity of the product can be
seen in two or more businesses; as such, the businesses are rivals for the same potential market.
The direct competitors of Logan Togethers product of ABC Picture book are Our Community,
Early Childhood Australia and Community Childcare Associations (CCIN, 2018). The similarity
with the competitors of the community is that all have same focus in the development of the

Marketing 7
childcare. The point of differentiation shows that competitors of the community have different
goals and aim in the development of the childcare (ECA, 2018).
Competitive market Summary
Competitor Target
Market
Positionin
g
Product Price Promotion
al
Distributio
n
Strength/
Weakness
Our
Communit
y
Children Target
customers
Books-
of-
choice
- Social
media and
celebrity
ambassado
rs
Emphasis
is online,
entailing
the
support
network
Strength
Provide
various
books for
the purpose
of
increasing
the
education
Weakness
Limited
services

Marketing 8
Early
Childhood
Australia
Kids 3 to
5 years
Target
customers
Books
regardin
g
playing
and
health
$42.4
5
Social
media and
celebrity
ambassado
rs
Online,
and at the
event
across
Australia
Strength
The values
of this
community
are
effective
that help in
making
developed
and
educated
environmen
t.
Weakness
Less well
known in
comparison
of other
competitors
Communit
y Childcare
Associatio
ns
Financiall
y weak
children
Target
customers
Books
with
images
- Survey and
celebrity
ambassado
rs
Online,
and at the
event
across
Australia
Strength
The main
focus of
this is on
education.
Weakness
Limited
range of
products
Consumer Analysis
 The main customers of the organization are 3 to 5 age group of children.

Marketing 9
 The company has an effective roadmap that makes effective strategy because starting
school is a key milestone for all kids, so families, early learning services and schools all
require to collaborate together to ensure the transition to school is a good time. The
starting age of learning of children is 3 to 5 years and the product of ABC’s Picture book
helped children to grab better understanding by seeing the images.
 The community has direct bonding between how continuously kid focuses on school and
how well they perform. These kids get support from Logan Together in engaging with
social activities and learning in which the community provide book with images for the
purpose of quick learning. The parents of them connect with this community for making
their child ready for the future.
 They connect with this community because of the effective services and roadmap for the
purpose of developing the child for their future (Gomez-Feliciano, et. al., 2009).
Collaborator Analysis
A foundation principle for Logan Together is that it entails citizens in the leadership and design
of all components of its campaign. That entails children, parents, community member and carers.
The member of the Logan Families could facilitate in making designs, involve in the governance
of its campaign and get included in making change by advocacy, local action and volunteering
(Vandell, et. al., 2010). The community has two kinds of projects such as strategies project and
chapter-based project in which the partners of the community work to implement the strategies
of the community.

Marketing 10
SWOT Analysis
Strength  Effective governance arrangements
 Ready to have kids
 Help in learning of children
 Effective roadmap strategy
 Effective products
Weakness  Lack of social marketing program
 Lack of digital technology
 Improper citizen engagement and
empowerment program
Opportunity  Can expand the excitement into every
household with the help of social
networking
 Mobilise the business community to get
involved
 Convene more reform projects for the
purpose of bringing partners together
Threats  Competitors can be the major threat for
this community
 Limited products and services
 Lack of promotional strategy

Marketing 11
Marketing Initiative
The marketing initiative for the company would be product expansion in which Logan Together
can expand the excitement into every household with the help of social networking. This would
be helpful for the company to improve the performance and develop learning skills in the
children. The product expansion of the company would be included in the sports activity.
1- Expanding total market demand
a- New customers:
i- Market penetration strategy
The market penetration strategy of the company would be attractive in which the community will
provide services to the 3 to 5 years age group in low prices (Arkolakis, 2010).
ii- a New market strategy
The new market strategy of the company would increase sales, improve customer loyalty and
better establish the brand.
iii- Geographical expansion strategy
Geographical expansion strategy can help gain access to new markets in which the community
would expand its business to Victoria.
b- More usage: getting current consumers to consumer more
i - Increasing frequency of usage
The company will create special offers or limited time coupons which will help in increasing the
frequency of usage.
2- Protecting market share
Proactive marketing

Marketing 12
The change and demand of the customer will be anticipated by implanting the marketing plan in
which the entire information will be entailed regarding their choices.
The community will react as per the demand of the customer and change policy according to
them in which they will initiate sports activity for the children.
b - Defensive marketing
In the context of the defensive marketing, the community will occupy the best place in the
customer mind by providing the sports activity in the learning program of the children. The
weaker strategy such as lack of social involvement would be focused by the community in the
development of new service. Pre-emptive defence is necessary for the marketing in which the
community will use guerrilla tactics to attack first. To attain the competitive advantage the
company would focus on Counteroffensive defence to frontal attack on competition. The
diversity would be included in the new product implementation. The contraction defence would
be focused on the strategic withdrawal by giving up weaker markets.
The goal of the Logan Together in implementing new service is to make active children not only
mentally but physically. This concept is entirely different from the old one as it would give focus
on sports activity. The major threat of the company is competitors, limited products and services
and lack of promotional strategy. The new initiative would be helpful for the company to attain
the competitive advantages by expanding the business into other products and services such as
sports activity and it is sustainable.

Marketing 13
References
Arkolakis, C., 2010. Market penetration costs and the new consumers margin in international
trade. Journal of political economy, 118(6), pp.1151-1199.
Bower, J.K., Hales, D.P., Tate, D.F., Rubin, D.A., Benjamin, S.E. and Ward, D.S., 2008. The
childcare environment and children’s physical activity. American journal of preventive
medicine, 34(1), pp.23-29.
CCIN, 2018. About Us. Available (Online): https://www.cccinc.org.au/. Accessed on 6th April
2018.
Cheung, E., Chan, A.P. and Kajewski, S., 2012. Factors contributing to successful public private
partnership projects: Comparing Hong Kong with Australia and the United Kingdom. Journal of
Facilities Management, 10(1), pp.45-58.
Duch, R.M. and Stevenson, R.T., 2008. The economic vote: How political and economic
institutions condition election results. Cambridge University Press.
ECA, 2018. Early Childhood Australia. Available [online]:
http://www.earlychildhoodaustralia.org.au/shop/products/page/2/ Accessed on 6th July 2018.
Gomez-Feliciano, L., McCreary, L.L., Sadowsky, R., Peterson, S., Hernandez, A., McElmurry,
B.J. and Park, C.G., 2009. Active living Logan Square: joining together to create opportunities
for physical activity. American journal of preventive medicine, 37(6), pp.S361-S367.
Gonzalez-Mena, J., 2009. Child, family, and community: Family-centered early care and
education. Upper Saddle River, NJ: Merrill Pearson.

Marketing 14
Haxton, N. 2015. Logan community unites in Australia-first project to help next generation.
Available [online]: http://www.abc.net.au/news/2015-08-06/logan-unites-in-australian-first-
project-to-help-next-gen/6678924. Accessed on 6th July 2018.
Logan Together, 2015. Logan Together. Available [online]:
http://www.logan.qld.gov.au/__data/assets/pdf_file/0010/342568/Logan_Together_Prospectus_-
_June_2015_pdf.pdf. Accessed on 6th July 2018.
Logan Together, 2015. On Track at 8: Actions. Available [online]:
http://logantogether.org.au/the-roadmap/track-8-years/actions/. Accessed on 6th July 2018.
Our Community, 2018. Join In Joun Up. Available [online]:
https://www.ourcommunity.com.au/directories/listing?id=13941 Accessed on 6th July 2018.
Vandell, D.L., Belsky, J., Burchinal, M., Steinberg, L., Vandergrift, N. and NICHD Early Child
Care Research Network, 2010. Do effects of early child care extend to age 15 years? Results
from the NICHD study of early child care and youth development. Child development, 81(3),
pp.737-756.

Marketing 15