Marketing Plan Proposal: A Situation Analysis for Logan Together

This document presents a marketing plan proposal centered around Logan Together, a community campaign aimed at improving life opportunities for children in Logan, Australia. The proposal includes a comprehensive situation analysis, beginning with a PESTLE analysis that examines the political, economic, social, technological, legal, and environmental factors impacting the social care industry in Australia. It then delves into micro-elements using the 3Cs (Company, Customers, Competitors) framework and a SWOT analysis to identify the strengths, weaknesses, opportunities, and threats facing Logan Together. The analysis considers factors such as government subsidies, economic conditions, social trends, technological advancements, legal regulations, and environmental concerns. The document also discusses marketing initiatives that Logan Together could implement, such as leveraging social media and online channels to increase customer demand, revenue, and goodwill. This student-contributed assignment is available on Desklib, a platform providing study tools and resources for students.

Running head: MARKETING PLAN PROPOSAL

MARKETING PLAN PROPOSAL 2
Table of Contents
Company background and industry overview.................................................................................3
Situation Analysis............................................................................................................................3
PESTLE (Macro analysis)...........................................................................................................3
Micro elements being 3Cs, and SWOT.......................................................................................6
SWOT analysis................................................................................................................................7
Marketing Initiative.........................................................................................................................8
Reference.........................................................................................................................................9

MARKETING PLAN PROPOSAL 3
Company background and industry overview
Logan together is a long-term community campaign. It may generate the best life opportunities
for every child in the Logan. It engages the diverse set of individuals from throughout the
societies share a passion regarding future of their kids. Over 40,000 children in Logan come
between zero to eight years old (Logan Together, 2018).
Industry overview
In Australia, social care industry provides the different category of choices to attain the several
care needs of each kid and family. The desire for social care is to educate the people for making
their bright future. This industry also deals in different sectors such as education and health and
well-being of family and their kids (Gronroos, 2016).
Situation Analysis
PESTLE (Macro analysis)
Political Factors: Government Subsidies
The social care industry can be impacted by different factors such as tax legislation changes,
insurance mandates, and protection of consumers. Government spending on community care
could be influenced by the changing tax policy. But, at the same time, Australian government
also provides the benefits in terms of offering the subsidies. The governmental alteration can
impact on the community care facilities and the public in terms of changing the community care
bills and plans (Armstrong, Kotler, Harker, and Brennan, 2015). Thus, the government can
support the Logan together for launching their new brand in Australia.
Economic Factors:
Community care organizations may be affected by different economic factors such as interest
rates, unemployment, and inflation. Any of these alterations can modify how the public is

MARKETING PLAN PROPOSAL 4
competent to spend their money and impacting the policy spending. For example, Logan
company deals in community care as it could not be able to pay a higher rate to their existing
employees and recruit new employees in case of the higher unemployment rate. It is also
evaluated that if fewer people are competent to work then they cannot get work benefits such as
health and wellbeing facilities. In Australia, the unemployment rate is high hence company
recruit fewer employees because people spend less on the community care activities (Chaffey,
and Ellis-Chadwick, 2016). Thus, the economic factor can unfavorably impact on the service of
Logan Together in Australia.
Social Factors: Changes in Beliefs
Community care is depending on understanding the change in public values and demographics.
There are some communities who can share their beliefs, fears as well as cultural norms. If social
care company has lack of understanding regarding ethical values then they can cause the issue
for people. Hence, Logan Company needs to focus on the new trends for protecting and
educating the family for their kid’s future (Babin, and Zikmund, 2015).
For instance, the implementation of high-quality early education networks may provide the
social and health supports to people. In Australia, the social trend of people is to focus on
educating himself and their kids for making their career. People focus on investing a huge
amount of capital in the child health hub and community maternity services for their wellbeing
(Malhotra, and Peterson, 2014).
Australian society also emphasizes on improving the parental skill to enhance the literacy skills
amongst their children. For producing the healthy life, people move towards the community and
health organizations, Government partners, schools and early learning centers, charities, local
business, community leaders, families, and kids. Thus, Logan together can get benefits to launch

MARKETING PLAN PROPOSAL 5
their new brand in Australian market due to social trends for making bright future (Strauss, and
Frost, 2016).
Technological Factors:
The community care industry is seeing the favorable alteration in dealing due to technological
advancement. Development in community campaign permits the families to receive better care.
For instance, early education service and employment projects for families provide a premium
option to family and sound employment opportunity to the family. It is also evaluated that
development in child health hub app, permitting the families to get care faster. There is a large
number of organizations which connects Community Care Company to family (Scott, 2015). The
competency to ask questions regarding social care involves the live-chat and emails on websites.
Legal Factors
The legal factor is associated with the legal atmosphere in which company operates. The
introduction of disability discrimination legislation and age discrimination and increases in the
minimum wage may affect the business performance of Logan Together. The legal alteration
may influence the expenses of a company such as the development of new system and procedure
and demand of customer as the law may affect the preference of customer’s buying decision
(Baker, 2016).
The Australian legal system relies on primary belief in the rule of justice, law and the
independence of magistrates. Each individual is treated equally before the edict. The Australian
constitution of 1901 developed a federal system of government, under which rights are
distributed amid the state and the federal government. Thus, this legal system may affect the day
to day practices of Logan Together in Australia (Ottman, 2017).

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Environmental factors:
Environmental factor involve all non-living and living things around which people work and
live. It also entails the changes in climate and weather. Australia has a large number of natural
resources but it may highly impact on the global climate change. It is assessed that the market is
not only feasible for temperate weather of Australia but also modifying the climatic and weather
conditions. The market should find capital for unforeseen losses such as rainfall and bad weather
days (Sridhar, Sachithanandam, Mageswaran, Purvaja, Ramesh, Senthil Vel, and
Thirunavukkarasu, 2016).
Microelements being 3Cs, and SWOT
Competitors
It is assessed that there are different competitors of Logan Together in Australia such as QLD
kids and AUS Kids. These competitors provide services at the affordable price to pull the
attention of customers towards their brand.
Customers
Customers are an essential element for the company as it may impact on its revenue. Hence,
Logan together targeted the customers from zero to eight years. In this way, it is assessed that
Zero to a one-year baby makes effort to interact and attach with others. As a result, the company
ensures baby feel safe and loved, which can be a significant mode to set the life of little one. It is
also evaluated that one to three-year babies learn all the sounds as the company needs to develop
the competency by one year of age. Logan together will also focus on the growing,
comprehension, speaking and co-ordination of babies (Morris, and Metternicht, 2016).
It is also evaluated that three to five years babies have chatty chipmunk on their hands. Hence,
the company should focus on a basic sentence of kid and respond to their questions. Along with

MARKETING PLAN PROPOSAL 7
this, five to eight-year babies go to school and want to learn lots of new and build lifelong skills
at big school. Hence, Logan together should focus on effective marketing strategy to influence
the targeted customers (Ottman, 2017).
Company
Logan together is a community campaign, which ensures Logan kids for growing healthy as any
other set of Australian children. Logan people provide support in terms of leading work via co-
design and co-leadership procedures. It also produces real insight to support alteration and make
feasible judgments. There are six priority projects such as community maternity and child health
hubs strategy, Engagement and early development strategies for kids 0-4, High-quality early
education networks with health and social supports, A community education and mobilization
campaign, Employment projects for families, and Social investment and service integration
reforms. It is a lucrative strategy for providing social care (Malhotra, and Peterson, 2014).
SWOT analysis
Strength
 Graphics and color theme kept from the
site via social media as it could be
easily express and reliable branding.
 Site navigation is easy to use and
simple
 Navigation links are repetitive and
cyclical
 Content is multi-modal and attractive
 The target audience can access the
WEAKNESSES
 Lack of links on Instagram
 Failure to update frequently Facebook
and Instagram and Twitter as unable to
catch the attention of people and easy
to remember and inconsistent name
may result in loss of followers
 Content with the level of literacy is
questionable for the target audience
 A small number of social media

MARKETING PLAN PROPOSAL 8
media for obtaining the information
regarding company (Chaffey and Ellis-
Chadwick, 2016).
followers (Baker, 2016).
OPPORTUNITIES
 Make a partnership with domestic pre-
schools as it can be a way to advertise
initiatives for increasing popularity
 Kids and parents hub can be expanded
(Morris, and Metternicht, 2016).
THREATS
 Rapid use of social media technology
will cause loss of followers
 Complex for net profit organization for
competing for the audience attention
 Big company brand names require
more resources (Scott, 2015).
Marketing Initiative
There is different marketing initiative that could be used by Logan together. These marketing
initiatives are using social media for promotion and implementing online channels for
distribution. Marketing initiatives will be used to increase the demand of customers, gaining
revenues, and improving goodwill of the company (Scott, 2015).

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Reference
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. UK:
Pearson Education.
Babin, B. J., & Zikmund, W. G. (2015). Exploring marketing research. USA: Cengage Learning.
Baker, M. J. (2016). What is marketing?. In The Marketing Book (pp. 25-42). UK: Routledge.
Chaffey, D., & Ellis-Chadwick, F. (2016). Digital marketing. UK: Prentice Hall.
Gronroos, C. (2016). Service Management and Marketing: Managing the Service-Profit Logic.
USA: John Wiley & Sons Incorporated.
Logan Together (2018). About us. Retrieved from: logantogether.org.au
Malhotra, N. K., & Peterson, M. (2014). Basic marketing research. UK: Pearson.
McDonald, M., & Wilson, H. (2016). Marketing Plans: How to prepare them, how to profit from
them. USA: John Wiley & Sons.
Morris, A., & Metternicht, G. (2016). Assessing the effectiveness of WEEE management policy
in Australia. Journal of environmental management, 181, 218-230.
Ottman, J. (2017). The new rules of green marketing: Strategies, tools, and inspiration for
sustainable branding. UK: Routledge.
Scott, D. M. (2015). The new rules of marketing and PR: How to use social media, online video,
mobile applications, blogs, news releases, and viral marketing to reach buyers directly.
USA: John Wiley & Sons.
Sridhar, R., Sachithanandam, V., Mageswaran, T., Purvaja, R., Ramesh, R., Senthil Vel, A., &
Thirunavukkarasu, E. (2016). A Political, Economic, Social, Technological, Legal and
Environmental (PESTLE) approach for assessment of coastal zone management practice
in India. International Review of Public Administration, 21(3), 216-232.

MARKETING PLAN PROPOSAL 10
Strauss, J., & Frost, R. D. (2016). E-marketing: Instructor's Review Copy. UK: Routledge.
The early years (2018). About us. Retrieved from: theearlyyears.com.au