Situational analysis of the Softball Australia

Added on -2020-02-19

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ContentsPart 1: Situational Analysis.............................................................................................................2Situational analysis of the Softball Australia...................................................................................2Introduction:....................................................................................................................................2Organisational Background:........................................................................................................2Current strategy and way it works...............................................................................................3Part 2: Concept and Feasibility........................................................................................................8Strategic Management:................................................................................................................8Strategic Analysis of the sports industry in Australia..................................................................8Application of Porter’s Five Forces Model:.............................................................................8PESTEL environment analysis.................................................................................................9Part 3..............................................................................................................................................13Key learning and recommendations...........................................................................................14References......................................................................................................................................16Table of FiguresFigure 1:2014-17 Strategic Plan......................................................................................................4Figure 2: Participation statistics in softball.....................................................................................7Figure 3: Participants as per age group............................................................................................8Figure 4: Number of adult participatns............................................................................................9Figure 5:Porters' Five Forces Model..............................................................................................10Figure 6: PESTEL Model..............................................................................................................12Figure 7: Structure of the field.......................................................................................................15Figure 8: Structure of the league of softball Australia..................................................................161 | Page
Part 1: Situational Analysis Situational analysis of the Softball AustraliaIntroduction:Softball Australia is the national governing body for softball in Australia. There are membersfrom 8 different states and territories who enjoy playing and also participate in various sportsoriented activities. Australian Government has also supported the softball activities and hascontributed in its growth and success. Now, in order to plan the National softball league forwomen the following evaluation is essential and hence presented to understand the feasibility ofthe tournament in Australian background (Mehndiratta, 2008).Softball is recognised as an international game, today there are more than 100 countriesparticipating in the game. The popularity of the sport worldwide is often compared with Olympicstatus. The Australian Softball Federation was however formed in 1947 by softball associationsin Queensland, Victoria and New South Wales. The Softball Australia since inception aimed atproving scopes to people in participating at different levels of sports and also in various forms ofsoftball by innovating, promoting as well as managing the game in a proper way in Australia.There are two forms of the game, a more relaxed and competitive in nature (Swayne and Dodds,2011). The Slowpitch offers recreational scope while Fastpitch is competitive and aggressive thatis played at the competition level. The Softball games was popular till 1995/1996 andexperienced huge participation in the same year, however membership declined suddenly since1997. Hence, to reconnect with aspiring players and encourage games and sports participationamong the new generation, the Softball Australia has decided to launch National Softball Leaguefor women. Indigenous programmes developed since 2005to encourage participation under theProject CONNECT that was designed to create greater scopes for individuals both with disabilityand general players (Rojek, 2014).The report below focuses on conduction of feasibility analysis to identify if the Softball Australiacould organise the event National Softball League in future or not. The report is divided intothree distinct parts beginning with conduction of situation analysis, followed by strategic2 | Page
analysis of the industry and finally identifying if the women’s softball league would beappropriate to launch or not. New projects are considered to encourage women participation andlaunch National Women league for women in a planned manner.Organisational Background:Softball Australia had its inception in 1939 with promotion of games and physical education inschools and colleges by Gordon Young the Director of Physical Education in NSW. Softball hasa long history. As early as in World War II softball was organised as a recreation for US nursesstationed in Victoria. Later the Australian Softball Federation was formed in 1947 and todaychampionship trophies are played each year. Participants include both men and women in threecategories. Softball has evolved as a major sport in schools and many children participates eachyear (Softball Australia, 2017). Reports confirm that students were given exposure of differenttypes of games.Current strategy and way it worksWith an aim to thrive, innovate and enhance sports and activity in Australia by 2017, the uniqueplan or strategy was developed in 2013. The plan is known as 2014-17 Strategic plan. Themission of the plan is to “to grow, for all, for life, together”. The values of the Softball planinclude “inclusive, innovative, collaborative, professional and act with integrity” (Goyal, 2010). 3 | Page
Figure 1:2014-17 Strategic Plan(Softball Australia, 2017)The main approaches include the following;i.Encourage participation in the sports domain so as to nurture active and fit populationin futureii.Develop new sports clubsiii.Ensure organisation’s long term sustenanceGrowth participation: this emphasises on participation, participation marketing and promotionof the softball through communication and various events. Thus the plans have alreadyencouraged participation of general aspirants, indigenous women and even disable players basedin Australia (Softball Australia, 2017).SWOT analysisThe SWOT analysis below distinctly outlines the most significant internal analysis by evaluatingstrengths and weaknesses of Softball Australia. The opportunities as well as threats that exist in4 | Page
the sports and business environment is also discussed. The main aim of this discussion is toinfluence the inherent strengths so as to take advantage of the opportunities available in themarket and also improve weaknesses, and devise contingency plans to address threats if any.StrengthThe strengths of the organisation Softball Australia is discussed below:Program Reputation – softball sports is one of the most popular games and it encourages youthparticipation. Present generation encourage their children to participate in the program. Theyhave special team categorised as per age groups.Donor Base – the activities are usually funded by the government and senior player and alsofrom both private and corporate sources.Facilities Relationships – generally Softball unit depends on various athletic facilities such asgyms, fields, and softball as well as baseball fields. Close relationships as well as reciprocalconservation settlements with both public and private schools are an invaluable asset to theorganization (Harichandan and Musgrave, 2010).The Internet - the website, (Softball Australia, 2017), clearly informs about the upcomingdecisions regarding the game and also informs about membership and participation in a properway. The website offers technological solution to those who wish to register. Communication isnow adequate under digital platform.WeaknessCapital investment: every sport unit expects investment and encouragement or else it is difficultfor survival. Softball has enhanced activities over the years and for this it need additionalinvestment and fund from Government and support organisations. Funds are essential in order tomaintain the quality of the game and also encourage additional improvement in the game andcarry out innovative endeavours. Thus fund-raising activities are important as lack of investmentimpacts on the overall process (Whitford et al. 2013).Facilities: need for facilities at Softball are increasing steadily. The key component however isthreatened by various aspects. Increasing needs combined with certain restrictions further impact5 | Page

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