Opportunity Analysis for The AussieMate Group Assignment
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Added on 2021-01-25
Opportunity Analysis for The AussieMate Group Assignment
Added on 2021-01-25
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Opportunity Analysis forThe AussieMate Group7003MKT Marketing Foundations
A. INTRODUCTION TO THE COMPANY5A.1 INTRODUCTION5A.2 COMPANY BACKGROUND5B. MARKET SITUATION6B.1 MARKET OVERVIEW6B.2 MARKET ANALYSIS8POLITICAL ANALYSIS8ECONOMIC ANALYSIS9SOCIAL ANALYSIS10TECHNOLOGICAL ANALYSIS11LEGAL ANALYSIS12B.3 MICRO-ENVIRONMENT ANALYSIS13B.3.1 CONSUMER ANALYSIS13B.3.2 COMPETITOR ANALYSIS13B.3.3 COMPETITIVE MARKET SUMMARY15B.3.4 COLLABORATOR ANALYSIS16B.3.5 SWOT ANALYSIS17C. MARKETING INITIATIVE AND GOALS18D. REFERENCE LIST19
A. Introduction to the Company A.1 Introduction It is undeniable that Australia has become a popular destination for international studentswho wish to do overseas education; it is a crowd’s favourite for various reasons such as thequality of education, diversity in culture, and the amicable residents (International Students,n.d.).The thought of living in a new country is exciting, however, the transition of studentsfrom all over the world to the land down under is a crucial phase and an importantdeterminant of the quality of life they are about to have in Australia. For internationalstudents to succeed in a foreign environment, one has to learn how to be independent andmay require a lot of support from the university, friends, and family (Ong, 2009). In thesurvey conducted by Sarah Kuhne (2019) on random international students, only 10.5% ofthe respondents were fully prepared before coming to Australia and majority wereintimidated by a lot of things such as accommodation, language, meeting people, andtransportation. It creates hardship for international students and will continue to be anadaptation problem if not acted upon. Hence, this paper will provide an opportunity analysisfor the start-up organization called The AussieMate Group which aims to provide a transitionservice platform to prospective overseas students planning to study in Queensland Australia. A.2 Company Background The AussieMate Group is a new organization aiming to provide assistance to incominginternational students before, during, and after their transition to Australia for theirconvenience and reduction of unexpected cost due to poor planning. It also aims to provide aplatform where thousands of overseas students across Brisbane can connect and engage witheach other through meaningful activities (i.e. workshops, social gatherings) to learn aboutAustralia and the culture of other countries.The service to be provided to each new student who joins the organization will be tailored tohis or her specific needs and will be closely monitored by the group advisor. A three-phaseservice program will be offered to the student. Phase 1: Pre-arrival Preparation focuses on thebasics such as accommodation, phone set-up, bank set-up, and Australia rules andregulations. Phase 2: Transition stage focuses on the arrival of the student; picking them upfrom the airport, settling in their accommodation, and picking up the basics (e.g. ATM card,phone, etc). Phase 3: Post arrival focuses on the social engagement and adaptation of thestudent with the other members through activities, seminars, and trips conducted by theorganization.
B. Market SituationB.1 Market Overview There is an increasing trend of international student enrolments in Australia since 2012wherein higher education can be seen as being the consistent major player (see figure 1.0). In2018, there were 482,521 commencements (new enrolments) of international students whichis 6.6% higher than 2017; and which higher education was a major contributor accounting for34.5% of the total commencements (Australian Department of Education, 2019). It isundoubtful that the international education sector contributes greatly to the economy ofAustralia, as evidenced by the $34 billion contribution in 2018 which is 15.3% highercompared to 2017 (Tehan, 2019) and will continue to be a major part of the economy due tothe continuous pursuit of the Australian government to improve international educationthrough its Australian International Education 2025 roadmap or the AIE2025 (AustraliaTrade and Investment Commission, n.d.). Figure 1.0
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