Opportunity Analysis for ARACY (Australian Research Alliance for Children and Youth)

This opportunity analysis explores the marketing plan for ARACY (Australian Research Alliance for Children and Youth) to raise awareness and funds for improving the wellbeing of children and young people in Australia. It includes an environmental analysis, company background, situation analysis, market analysis, macro and micro environment analysis, competitor analysis, consumer analysis, and SWOT analysis. The analysis also suggests a marketing initiative of storytelling to engage and inspire the public.

Opportunity Analysis for
ARACY (Australian Research Alliance
for Children and Youth)
Author XXXXXXXXXXXXXXXXX
SID XXXXXXXXXXXXXX
MKT1003 – Introduction to Marketing
Tutor: XXXXXXXXXXXXXXXX
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Table of Contents
Table of Contents............................................................................................................... 2
Introduction and Company Background.............................................................................3
Introduction.................................................................................................................... 3
Company Background..................................................................................................... 3
Situation Analysis............................................................................................................... 4
Market Analysis............................................................................................................... 4
Macro Environment Analysis........................................................................................... 4
Political Analysis.......................................................................................................... 4
Economic Analysis....................................................................................................... 4
Social Analysis............................................................................................................. 4
Technological Analysis................................................................................................. 4
Legal Analysis.............................................................................................................. 5
Micro Environment Analysis............................................................................................ 5
Company Analysis....................................................................................................... 5
Competitor Analysis..................................................................................................... 5
Competitive market Summary.....................................................................................6
Consumer Analysis...................................................................................................... 6
SWOT Analysis............................................................................................................. 7
Initiative............................................................................................................................. 8
Marketing Initiative......................................................................................................... 8
Reference List.................................................................................................................... 9
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Introduction and Company Background
Introduction
ARACY seeks for support in order to improve the wellbeing of the children and is
in a constant need for funding and prevention. For this purpose, it has decided to prepare
a marketing plan in order to let more number of people aware of this social organisation
and raise more funds. Hence, this paper has been elaborated on presenting an
environmental analysis for ARACY in order to help them promote their corporate brand in
systematic and secure manner. The main idea here is to develop a simple branded
mascot to market to the publics associated with the age range of 6 to 9 years.
Company Background
ARACY (Australian Research Alliance for Children and Youth) is an organisation
that is assessing the wellbeing of Australian people belonging from the age range of 0 to
24 years (Fox et al., 2015). The main purpose of this company is to improve the
wellbeing of the children and the young people by means of collaboratively transforming
the evidences into policies and practices. The core values of this company are
collaboration, courage, inclusion, integrity and quality. The company is committed
towards improving the wellbeing of the Australians.
In the year 2002, the Prime Minister of Australia, John Howard founded ARACY
(Australian Research Alliance for Children and Youth) and in the year 2004, he instigated
the Australian Government funding of about 1 million dollars every year for two years
(Grant et al., 2017). This social organisation brings together the researchers,
practitioners and the policy makers for developing knowledge and delivering better
results for the children and the young people.
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Situation Analysis
Market Analysis
There is a rising level of higher psychological distress every year among the
people belonging from the age group of 18-24 years and also, the suicidal rates have
also increased among the 15 to 25 years old Australians to about 10.3% (Henning-Smith
& Gonzales, 2019). Due to this there is a growing concern among the social organisations
in Australia on how to prevent this from happening.
Macro Environment Analysis
Political Analysis
 Australia is a member of Commonwealth of Nations, G20, OECD and WTO (Kellow & Carroll,
2017)
 It has a very close link with United States
 Stable and safe political environment
 The deportation laws of Australia has been criticised by the Justice Minister of New Zealand
 UN have criticised Australia for being failed in areas like indigenous rights, protection of
human rights and treatment of refugees
Economic Analysis
 The present company tax rate of Australia is 30% but the base rate entity company having an
average turnover for less than 25 million dollars can apply for lower tax rate of company that
is 27.5%
 In Australia, higher rates are applied for higher individual incomes.
 Mineral fuels, machinery, vehicles, including the electrical machinery and medical apparatus
are some of the key imports of Australia (Biswas, 2018).
Social Analysis
 As compared to the other major economies, Australia has small population of 22.8 million
only.
 The life expectancy of men is 80 years in Australia and that of women is 84 year
 There are more number of retirees and very few working age people in Australia
 Australia adopted a policy of mass immigration after the Second World War
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Technological Analysis
 The industry is using new technologies at faster rate than ever before
 Australia has witnessed huge growth in the field of technology in recent years
 The technological purchases has grown to 4% in the year 2018 from 63 billion dollars to 65
billion dollars in the year 2019
Legal Analysis
 For ensuring fair trading for the consumers and businesses in Australia, it has fair trading
laws, consumer laws and competition laws.
 Fair Work Act of 2009 is the key piece of Australian legislation which governs employment in
Australia (Buchanan & Oliver, 2016).
 The Privacy laws deal with how the businesses handle their customers’ personal information
Micro Environment Analysis
Company Analysis
Strengths
 The company value working with others for building capacity and achieving actionable
outcomes
 The company is trustworthy
 The company value diversity
Weaknesses
 Issues emerging in developing mental health problems among the adolescence population
 The wellbeing of the children have been degraded and therefore, there has been a high need
of funding
<One-two sentence summary of the company> The Company is undoubtedly doing its business
productivity. It values working with other people and ensures that these is a sense of collaboration for
building capacity and for attaining actionable results. It also value diversity of the opinions and people
and at the same time, they also listen the voice of children and the young people and seek for equity.
The company is highly reputed and is trustworthy for many (Holmes et al., 2017). It is highly
committed towards its mission of improving the wellbeing of the children and the young people by
means of collaboratively transforming the evidences into policies and practices. However, it is to note
that they are facing issues as there is high developing mental health problems among the
adolescence population. Also, the wellbeing of the children have been degraded and therefore, there
has been a high need of funding.
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Competitor Analysis
Direct competition refers to the situation in which two or more businesses that offer services and
products which are essentially the same, the businesses that are competing for the same potential
market (Baker, 2016). It is to note that direct competitors of a business are the businesses that sell
same products and services. The four major direct competitors of ARACY are: ANCP, NEST, Bupa
Health Foundation and DEEWR.
Competitive market Summary
Competitor Target
Market
Positionin
g
Product Price Promotional Distribution Strength/
Weakness
ANCP Australian
population
Being the
annual
grants
program
supporting
Australian
NGO
community
Monetary help
and economic
growth
- Newspapers,
campaigns,
social media,
TV
advertisement
Australian
market
S- Contribute
to the efforts of
Australia in
sustaining
economic
growth and
reduction of
poverty
S- No
targeting of a
specific
demographic
NEST Action
Agenda
Children and
Youths
First
evidence-
based
framework
for national
child and
youth
wellbeing,
(0-24
years)
(Kilby,
2015)
Children and
Youth well being
- Newspapers,
campaigns,
social media,
TV
advertisement
Campaigns
and NGO
office
S- Focused on
loved and
safe, healthy,
participating,
learning,
material
basics,
positive sense
of identity and
culture
Bupa Health
Foundation
Australian
community
Leading
charitable
foundations
dedicated
to health in
Australia.
Health of the
Australians
- Newspapers,
campaigns,
social media,
TV
advertisement,
Billboards
Campaigns
and Programs
in different
areas
S- leading
Australian
charitable
foundation
(Scuffham et
al., 2019)
W- Weak
competitive
constraints on
the private
hospitals of
Australia
Consumer Analysis
As stated above, ARACY is aimed at improving the well-being of children and young people of
Australia. Hence, the main customers of the company are the common Australian public and
professionals and the ones- belonging from the age group of zero to twenty four years. These
customers are the primary purchasers of the products in their marketplace and they basically seek for
accommodation, food and monetary and educational help. The company operates through several
campaigns and shows and have their own websites where anyone can contact with the company in
order to purchase their products (take their services). People can even contact verbally through their
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phone number provided at the website or may even visit their offices and outlets present in different
part of Australia. The company also has membership programs through which individuals who want to
support the vision of the company of- “All young people are loved and safe, have material basics, are
healthy, learning, participating, and have a positive sense of culture and identity”. It also has its
specialist networks where anyone can take the membership. The company also its own newsletters.
The company also provides discounts and promotion. It has its own automatically accessed discounts
to the webinars conference, events and for the publications when they book online. With the same, it
promotes the events of thousands of sectors’ professionals. Also, the main advantages of it are
mentioned below:
 The company is inclusive and have supportive workplace
 Communication and active listening
 The company is agile and work across borders
 It is dedicated towards personal wellbeing
SWOT Analysis
<Complete the table; ensure that you provide detail in the bullet points being made>
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Strengths
The company value working with
others for building capacity and
achieving actionable outcomes
The company is trustworthy
The company value diversity
Weaknesses
Issues emerging in developing mental
health problems among the
adolescence population
The wellbeing of the children have
been degraded and therefore, there
has been a high need of funding
Opportunities
Opportunities to shape and enhance
the built environment and promoting
the wellbeing of the young people
and children in the remote areas
Building places and spaces for young
people and children who seeks for
practical information
Facilitating active participation of the
children in the planning process
Threats
Ignoring kids on climate change is a
threat to their welfare, both now and
into the future.
Vaping

Initiative
Marketing Initiative
 Storytelling
<Explanation> Storytelling is very essential for the NGO campaigns like that for ARACY. Many of the
campaigns that we see about today have been able to present stories that are really captivating, such
as this one from Fundación Arrels. ARACY can make a short film in order to remind the people of
Australia that there are still many homeless, unhealthy and poor people and it must be focused at
stressing more on the needs of all the people in order to take into account. It is really captivating.
Human beings are emotional creatures and it is likely that would be moved from seeing the condition
and would definitely give their best in supporting the initiative and fund raising.
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Reference List
Baker, M. J. (2016). What is marketing?. In The Marketing Book (pp. 25-42). Routledge.
Biswas, A. (2018). The Marshall Islands, the Federated States of Micronesia and
Palau. The Asia-Pacific Trade Agreement, 139-207.
Buchanan, J., & Oliver, D. (2016). ‘Fair Work’and the Modernization of Australian Labour
Standards: A Case of Institutional Plasticity Entrenching Deepening Wage
Inequality. British Journal of Industrial Relations, 54(4), 790-814.
Fox, S., Southwell, A., Stafford, N., Goodhue, R., Jackson, D., & Smith, C. (2015). Better
Chances: A Review of Research and Practice for Prevention and Early Intervention.
Canberra: Australian Research Alliance for Children and Youth (ARACY).
Grant, J., Gregoric, C., Sumsion, J., Walsh, K. M., Brinkman, S., Jovanovic, J., ... & Gibson,
C. (2017). Developing a national interdisciplinary educational framework for
professionals working with children in the early years. Flinders University.
Henning-Smith, C., & Gonzales, G. (2019). The Relationship Between Living Alone and
Self-Rated Health Varies by Age: Evidence From the National Health Interview
Survey. Journal of Applied Gerontology, 0733464819835113.
Holmes, J., Rawsthorne, M., Paxton, K., Luscombe, G., Hawke, C., Ivers, R., ... &
Steinbeck, K. (2017). Risk-taking behaviours among younger adolescents in rural
and regional New South Wales: preventing adverse health outcomes. Rural
Society, 26(2), 143-160.
Kellow, A., & Carroll, P. (2017). Middle powers and international organisations: Australia
and the OECD. Edward Elgar Publishing.
Kilby, P. (2015). NGOs and political change: A history of the Australian Council for
International development. ANU Press.
Scuffham, P. A., Byrnes, J. M., Pollicino, C., Cross, D., Goldstein, S., & Ng, S. K. (2019). The
impact of population-based disease management services on health care
utilisation and costs: results of the CAPICHe trial. Journal of general internal
medicine, 34(1), 41-48.
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