Environmental Analysis Report: Aracy Marketing Initiative Plan

This report provides an environmental analysis of the Australian Research Alliance for Children and Youth (ARACY), a not-for-profit organization focused on addressing issues concerning Australian children and youths. It includes a market analysis, macro and micro environmental analyses (political, economic, social, technological, legal, and ecological factors), company and competitor analyses, and consumer analysis. The report identifies a potential marketing initiative involving public relations and mass media campaigns to raise awareness and gather feedback. A SWOT analysis is included to get an overview of the strengths, weaknesses, opportunities, and threats to the organization. The report concludes by justifying the proposed marketing initiative based on its potential to enhance awareness and improve the lives of children and youths.

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Environmental Analysis of Aracy

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Table of Contents
Introduction and Company Background..........................................................................................4
Introduction..................................................................................................................................4
Background..............................................................................................................................4
Purpose and Scope...................................................................................................................4
Nature of the Marketing Initiative...........................................................................................4
Company Background.................................................................................................................4
About Aracy.............................................................................................................................4
History of Aracy......................................................................................................................5
Situation Analysis............................................................................................................................5
Market Analysis...........................................................................................................................5
Macro Environment Analysis......................................................................................................5
Political Analysis.....................................................................................................................6
Economic Analysis..................................................................................................................6
Social Analysis........................................................................................................................6
Technological Analysis...........................................................................................................7
Legal Analysis.........................................................................................................................7
Ecological Analysis.................................................................................................................8
Micro Environment Analysis.......................................................................................................9

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Company Analysis...................................................................................................................9
Competitor Analysis..............................................................................................................10
Competitive Market Summary..............................................................................................10
Consumer Analysis................................................................................................................12
SWOT Analysis.....................................................................................................................13
Initiative.........................................................................................................................................14
Marketing Initiative...................................................................................................................14
Justification about the initiative.................................................................................................14
References......................................................................................................................................15

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Introduction and Company Background
Introduction
Background
The marketing plan is being designed to help ARACY in generating greater amount of awareness
about its services and programs among Australian communities and thereby in gaining access to
potential feedbacks and suggestions aimed at development of children.
Purpose and Scope
The marketing plan focuses on carrying out a macro and micro environmental analysis for
understanding the situation and needs of the Australian consumers associated to not-for-profit
sector and thereby in strategising the programs and activities.
Nature of the Marketing Initiative
The marketing initiative would essentially focus on the organising of public relation events and
campaigns for generating mass scale awareness about the organisation and in gaining of needful
suggestions and recommendations in solving the social problems concerning children.
Company Background
About Aracy
Australian Research Alliance for Children and Youth (ARACY) operates as an organization
based in Australia that works in identifying problems concerning Australian children and youths
(0-24 years. It focuses on prioritizing the nature of the problems identified and thereby in

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collecting evidence associated to the policies in solving the problems identified. Aracy further
focuses on encouraging close collaboration with a team of researchers, policy makers and also
service providers for helping in the gaining of new ideas for solving the problems. The evidences
associated to the use of specific policies for solving associated problems are identified as set of
best practices to be used by the stakeholders. Finally, the organization also focuses on effectively
measuring the nature of the progress made regarding generation of quality solutions to the social
issues (ARACY, 2019).
History of Aracy
ARACY came into presence during 2002 based on the joint efforts of diverse stakeholders
essentially pertaining to three different sectors associated to research, government and regulatory
policy and also professional practice (Head & Stanley, 2007, p. 255).
Situation Analysis
Market Analysis
The three year period ranging from 2014 to 2016 reflected the amount of bequests and also that
of donations helped in increasing the charity income from $110 billion to around $121 billion
(Onyx, Cham, & Dalton, 2016, p. 176). Further, the monetary charities gained an increase by
around 12 percent over the given three year period (Williams, 2018).
Macro Environment Analysis

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Political Analysis
 Aracy belonging to the NFP sector in Australia is observed to face growing challenges
owing to the unfair and ineptitude nature of the national government.
 The sluggishness of the Australian government regarding the development and
implementation of evidence based policies affects the confidence of the people on the
government. It thereby leads to the growth of underprivileged Australians and also affects
the advocacy of the NFP organisations like Aracy (Cooper, 2017).
 Regional NGOs receiving foreign aid and expertise are required to get duly registered
under a new act passed by the government and are also required in submitting their
expenditure reports to the government bodies (Cornish, 2018).
Economic Analysis
 The Federal Budget duly announced for 2018-19 reflected lesser concern for the NFP
sector which in turn affects the performance of institutions like Aracy.
 NGOs operating for addressing issues concerning mental health and also for caring of
aged people only benefitted from the budget.
 The NGOs focusing on the well being of youths and children communities and other
disabled population were observed to be the most ignored in the current budget (Neilson,
2018).
Social Analysis
 In Australia, the NFPs like Aracy earn significance in developing programs and in
designing quality interventions that contribute in the development of the Australian

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societies. The programs are designed to address social issues associated to the cultural,
sports, health and safety and like paradigms.
 It is observed by ACNC (Australian Charities and Not-for-Profits Commission) that
majority of the Australians potentially depend on organisations like Aracy for the greater
well being of the social communities compared to other nations.
 Aracy encourages large number of volunteers like students, part-time workers, parents
and other researchers and practitioners in addition to their staffs to work for the social
cause (UTS Newsroom , 2018).
Technological Analysis
 Aracy uses its website for helping in generation of needed awareness regarding the
organisation and its services for both the Australian and international population. The
website is also constructed for encouraging the target population in accessing and reading
the publications and in connecting with the institution.
 Aracy focuses on receiving donations through the use of mobile internet based secured
platforms and apps developed (Infoxchange, 2018).
 Social media platforms like Facebook and Twitter are also being used for generation of
increased awareness about the organisations and also in fund raising activities
(Queensland University of Technology, 2017).
Legal Analysis
 The Australian Law permits a NFP organisation like Aracy to collaborate and work with
another organisation for the undertaking of a project activity. The NFP organisations

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aiming to collaborate with each other are required to arrive at a written agreement or
memorandum of understanding.
 The activities of Aracy and the use of its website are governed by the legislations
pertaining to the Victoria region of Australia. Thus, disputes arising if any strictly fall
under the jurisdiction of Victoria (Lyons, 2017).
 Again, in cases where Aracy focuses on receiving any type of tax deductible donation
amounts or any other type of funding aimed at for meeting of philanthropic activities the
same is required to be endorsed by the Taxation Office based in Australia (Lyons, 2017).
Ecological Analysis
 The Department of the Australian Government managing environmental affairs is
authorised for both adding and also in removing NFP organisations focused on
addressing of environmental issues. The same is carried out based on a joint direction
issued by the Environment Ministry and that of the Assistant Treasurer.
 To get duly registered under the Environment Department of the Australian Government
the organisation is required to highly focus on both protecting and in also enhancing the
natural environment and also in supporting education programs meant at increasing
environmental awareness.
 A rule is to be implemented from 1st July 2019 where deductible gift recipients or DGRs
obtained by environmental organisations would be treated as charities (Commonwealth of
Australia, 2019).

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Micro Environment Analysis
Company Analysis
Three Major Positives
 ARACY works in promoting enhanced future for the children and youths in Australia.
Further, ARACY encourages open membership to diverse organisations and other
individuals to work for the common good of looking after welfare of youths and children.
 ARACY also works based on a relationship based model that uses nursing expertise for
development of children and their families such that it focuses on enhancing the capacity
of the latter in promoting a safer, carer and responsive environment that would help the
children in meeting their learning needs.
 Further, the engagement network carried out by ARACY with the parent communities
based on the use of social networking and webinar applications ideally helps in
enhancing the level of readiness of the stakeholders to deal with emerging needs of the
students associated to education and other developmental areas (ARACY, 2019).
Three Major Negatives
 Growth in the level of suicide rates among youths belonging to the age bracket of 15 to
25 years with increased levels of mental distress for people belonging to age group
ranging from 18 to 24 years counters potential challenge for ARACY.

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 The Board of Experts in ARACY further reflected that the cause for increase in suicide
rates among children and youths is not clear and also there is lack of investment for
carrying out needed research.
 Further, the growth of use of social media, cyber crimes and also school based stress arre
needed to be controlled for reducing the event of suicides (Chang, 2019).
Summary of Aracy
It is observed that though ARACY contributes in the development of different types of programs
for enhancing child and youth health yet growth in the rates of child and youth suicides
considerably affect the organisation’s success in their social programs.
Competitor Analysis
The direct competitors are firms that essentially compete in the same target market and focus on
rendering like product or services to customers.
Direct competitors of ARACY are CARE Australia, ChildFund Australia, Philanthropy Australia
and Save the Children Australia (BoardSource, 2018).
Competitive Market Summary
Competit
or
Target
Market
Positionin
g
Product Price Promotio
n
Distributio
n
Strengths/
Weakness
CARE
Australia
Emerging
markets
associated
to Asia-
Pacific,
CARE
operates to
bring
about a
sense of
The CARE
2020
Program
aims at
helping the
$35 to
$65
monthl
y
Use of
website
and
social
networki
Staffs and
volunteers
collaborate
with
governmen
Strengths: Wider
coverage
Weakness:
Absence of

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Middle
East and
African
regions.
equality
and social
justice.
social
communiti
es to gain
equal
opportuniti
es for
growth and
developme
nt.
ng
platforms
t bodies for
distribution
of services
(CARE
Australia,
2019).
focused effort
linked to a
specific region.
ChildFun
d
Australia
Emerging
economie
s along
Asia and
Africa
and also
along
United
States.
To free
social
communiti
es from
impact of
poverty
and help
children
reach their
full
potential.
Different
ranges of
gifts are
readied for
purchase
by
customers.
$30 to
$400
Use of
website
and
social
networki
ng
platforms
.
Distributio
ns of gifts
are done
online with
also
collection
and
appropriati
on of funds
(ChildFund
Australia ,
2019).
Strengths:
Focused care
regarding
children
communities
with large
network base.
Weakness:
Lesser focus on
Australian
regions.
Save the
Children
Australia
The
organisati
on
It focuses
on
generating
Different
types of
merchandis
$4 to
$20
Website
and
social
Online
purchases
of
Strengths:
Programs for
national and

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operates
along
Australia
and other
Pacific,
Middle
East and
Asian
regions.
quality
healthcare
and
education
for
children.
e for
children
and adults.
media
platforms
.
merchandis
es (Save
the
Children
Australia,
2019).
international
markets.
Weakness:
Programs limited
to needs of
children.
Consumer Analysis
Identification of the consumers
Parents, Care Groups, Schools and educational institutions for children are the readers of the
publications.
Items purchased
Research papers, presentations, webinars and other reports are purchased by readers.
Time of purchase
Annual publications are issued.
Place of purchase
Online and digital libraries are created for accessing the publications.