MKT103 Marketing: Situational Analysis of Logan Together, Griffith

This report provides a situational analysis of Logan Together, a community-based organization in Logan, Australia, focusing on early childhood development. It utilizes marketing tools like SWOT analysis to assess the company's strengths, weaknesses, opportunities, and threats. The report examines the market overview, macro and micro environments, competitor analysis (including Community Child Care Association and Barnardos Australia), and consumer behavior. It highlights Logan Together's strengths in community engagement and weaknesses in promotional strategies and financial stability. The analysis identifies opportunities for market expansion and the need to address technological influences and increasing competition. The report concludes by proposing marketing initiatives to expand the business and leverage the young population within the city.

Running head: SITUATIONAL ANALYSIS OF LOGAN TOGETHER
SITUATIONAL ANALYSIS OF LOGAN TOGETHER
Name of the student:
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Author's note:

1SITUATIONAL ANALYSIS OF LOGAN TOGETHER
Executive summary
The purpose of this report is to create an understanding of the Logan Together Company
marketing plan. For creating a good marketing plan the report is going to analyze different
marketing tools such as SWOT analysis. Besides this, the report also deals with market
overview and the macro and micro environment that can influence the market orientation of
the organization. In a conclusion, it can be stated that the report rightly pointed out
opportunities and the threats to introduce new marketing experiences of Logan Together
Company.

2SITUATIONAL ANALYSIS OF LOGAN TOGETHER
Table of Contents
Company description.................................................................................................................3
Company analysis:.................................................................................................................3
Market situation:........................................................................................................................4
Market overview:...................................................................................................................4
Macro environment analysis:.....................................................................................................4
Micro Environment Analysis.....................................................................................................6
Competitor Analysis...............................................................................................................6
Consumer Analysis..............................................................................................................10
Collaborator Analysis...........................................................................................................10
SWOT Analysis...................................................................................................................11
Marketing Initiative..................................................................................................................12
References:...............................................................................................................................13

3SITUATIONAL ANALYSIS OF LOGAN TOGETHER
Company description
Logan Together is situated in the Logan area of Australia. It is a community-based
movement which is made up by the individuals and institution across the society. This
particular community organization works to develop the children of the community from the
very early age of their lives. It thinks out of the box and realizes the shred goals to work
together aiming to offer benefits to the children so that they can understand their own
potential and reach a successful destination (Logantogether.org.au, 2018). This organization
is mainly led by the community members where the citizens of this area are empowered and
play the leadership role in all the decision-making process of the institution. There are many
stakeholders who are associated with this organization both directly as well as indirectly
include health professionals, teachers, sports coaches, policy makers, politicians, CEOs of
various organizations, volunteers, spiritual leaders from churches, social workers, young
people, government workers, researchers, Elderly people of the community, childhood
professionals, Council workers and business people.
Company analysis:
Strengths
 This organization follows collective framework that facilitates to achieve a long term
social change and bring the organizations together across the sectors for focusing on a
common agenda.
 The basic goal of this organisation is to serve the children of the community residing
in the territory of Logan and make them more competitive than other children in
Queensland.

4SITUATIONAL ANALYSIS OF LOGAN TOGETHER
 Logan together follows Harwood Institute Framework for starting the community
engagement process though serving children which leads to follow empowerment
approaches towards the community members (Cameron et al., 2014).
Weaknesses:
 The financial situation has fluctuating nature as the organisation depends on
fundraising.
 The promotional strategy that this company follows is weak as this does not show its
presence in the social networking sites which has become one of the most important
actors of online promotion.
 The company focuses on serving child and family, education and employment and
training chapters which need to be expanded to survive the strong competition.
Market situation:
Market overview:
The organisation only caters the needs of the community children and families
residing in Logan. Therefore, the organisation only operates within this small marketplace
where the competition level is not so strong like other concentrated markets. This is the
reason why the organisation is the first choice of the existing or new clients for the betterment
of their children. However, the awareness among the residents has been growing regarding all
inclusive development of their children hence the market for this particular organisation has
been growing so also the demand for service.
Macro environment analysis:
Political analysis: The legislation of Australia has always been less corruptive and
more stable than the other nations of the world. Therefore, investing in this country provides
high degree of certainty and confidence. Logan is a place situated in Queensland where the

5SITUATIONAL ANALYSIS OF LOGAN TOGETHER
policies are more effective to serve the communities hence the social care organisations can
get huge support from the government.
Economic analysis: Australia is a safe destination for investment in service sector as
it is a prosperous and developed country. It is the world’s 13th largest economy hence doing
business is profitable in this region. The stable government of this country effectively
respond the economic challenges hence direct policies to support the investors. Currency
exchange rates in Australia are more favourable than other states and low cost commercial
property helps the investors greatly (Flew et al., 2017).
Social analysis: The differences among the social classes are not very prominent and
constantly growing middle class are the chief targets of most of the business owners. The
population of Queensland like all other territories are growing providing scope for any type
of organisation potential market to flourish. Moreover, socialisation is also strong among the
aboriginal and non-aboriginal people making service sector to operate effectively (Logg-
Scarvell, Navis & Patrick, 2015).
Technological analysis: High technical support to the service sector has helped the
organisation to expand from one particular place. Technological advancement has been
widely used to promote products and to reach the target customers (Hellwig& McAllister,
2016).
Legal analysis: The legislation and policies of the government are supportive for the
profit organisations to operate. There are several laws to secure the interests of the aboriginal
and other community people. Moreover, laws for educating children and train the adults to
secure their future are present in the Australian legislation.

6SITUATIONAL ANALYSIS OF LOGAN TOGETHER
Micro Environment Analysis
Competitor Analysis
Logan Together has many competitors within Australia and most of them are direct
competitors. Direct competitors are the ones who are involved in offering more or less the
same products or services. Community Child Care Association, Foster Care Association of
Western Australia, Barnardos Australia and International Social Service Australia are the four
major competitors of Logan Together.
Points of Similarity – The competitors have some points of similarities with Logan
Together that include
 They all operate within Australia
 All have children as their primary target market
 All are service providing companies
Points of Differentiation – With similarities, the competitors have certain differences
as well.
 Logan Together operates in south Brisbane locality of Queensland whereas Foster
Care Association of Western Australia, Barnardos Australia, Community Child Care
Association and International Social Service Australia operate in, West Australia,
NSW and Victoria respectively.
 Logan Together provides services to children belonging to different ethnic and
cultural backgrounds and it focuses on overall development of the children
 It works mostly for improving the lives of children of the Logan community where
such services were previously not available
 It employs members from within the community to provide services to the children
thus empowering the community as a whole

7SITUATIONAL ANALYSIS OF LOGAN TOGETHER
 Logan Together provides services that aim at child development by using The Nest as
the Australian standard where the company each child receives the love, care and
support
The competitive market summary is explained in the table below:
Competitor Target
Market
Positioning Product Promotional Distribution Strength/
Weakness
Community
Child Care
Association
Children, 3-
5 years
Within
Victoria,
Australia
(Cccinc.org
.au, 2018)
Education
and Care
services
Social Media Membership Main
Strength –
Leading
childcare
service
provider
in Victoria
Main
Weakness/
s -
Concentra
ted
Foster Care
Association
of West
Australia
Children
and Foster
families
West
Australia
Foster care,
emergency
care to
children
Social media,
word of
mouth
Membership Main
Strength –
Unique
target

8SITUATIONAL ANALYSIS OF LOGAN TOGETHER
(Fcawa.com
.au, 2018)
market
Main
Weakness/
s- Limited
scope
Barnardos
Australia
Foster
children
NSW Foster Care,
Kinship
Care,
Adoption
(Barnardos.
org.au,
2018)
Social media Getting
Involved
Main
Strength –
Provides
adolescent
services
Main
Weakness/
s –
Limited
area
Internation
al Social
Service
Australia
Children
and
families
(Iss.org,
Victoria Social
work, legal
and
mediation
services
Social media,
mainstream
media
Getting
involved
Main
Strength –
Legal
services
Main

9SITUATIONAL ANALYSIS OF LOGAN TOGETHER
2018) Weakness/
s –
Scattered
target

10SITUATIONAL ANALYSIS OF LOGAN TOGETHER
Consumer Analysis
Consumers refer to those who buy the product or service of a company. Analyzing
consumer behavior is essential for any company to achieve continuous success. It is done
through extensive market research. Consumer analysis also involves
 Needs of the consumer
 Affect and cognition
 Environment
 Buying behavior
The primary consumers of Logan Together are the people of Logan who wish to provide
a better life to their children. The Aboriginal and Torres Strait Islander people, who constitute
a majority of Logan’s population, are the primary consumers of the organization. Logan
Together pays significant emphasis on the growth, development and participation of
Aboriginal people. The consumers mostly invest on the overall growth of the children from 0
to 8 years of age. They mostly invest on the services like education to children of 3 to 5 years
of age, early development services, maternity services, child health hubs and so on.
The reason behind people’s trust in Logan Together is the organization’s all-
encompassing approach towards child and community development. Apart from that, it also
encourages social innovation that provides a huge assurance to the consumers regarding its
credibility and effectiveness. Consumers further opt for Logan Together because of its
consistent performance. According to its data, 70% of Logan children are on track for
development.
Collaborator Analysis
Collaborators play a significant role in increasing the benefits of any business.
Collaborator analysis is performed under the ‘5C Analysis’, which is conducted under

11SITUATIONAL ANALYSIS OF LOGAN TOGETHER
situational analysis. Collaborators constitute the external stakeholders of a company. The
Queensland Government and City Council are the collaborators of Logan Together. To
Logan Together, the government and the city council have been a huge source of support
both in terms of finance and human resources. Collaborators reduce the added pressure of the
organization regarding the budget, promotions and maintenance of services. In addition, their
association provides an assurance to the consumers that the organization is authentic and
effective, thus adding value to it.
SWOT Analysis
A SWOT of Logan Together thus can be shown in the figure below: