Opportunity Analysis for ARACY: MKT1003 Marketing Plan (Australia)

This report presents a marketing opportunity analysis for the Australian Research Alliance for Children and Youth (ARACY), a non-profit organization focused on improving the mental health and well-being of young individuals. The report begins with an executive summary outlining the market environment and ARACY's initiative, the "Mental Health Week Programme." It then delves into a detailed analysis of the market, including macro and micro environmental factors. The macro-environment analysis examines political, economic, social, technological, and legal influences. The micro-environment analysis focuses on company and competitor analysis. The company analysis highlights ARACY's strengths and weaknesses, while the competitor analysis identifies direct competitors and compares their services. The report concludes with a SWOT analysis, summarizing the key findings and strategic implications for ARACY's marketing efforts. The aim is to create a marketing plan to effectively communicate its services and reduce suicide rates in Australia.

Opportunity Analysis for
XXXXX
Author XXXXXXXXXXXXXXXXX
SID XXXXXXXXXXXXXX
MKT1003 – Introduction to Marketing
Place footer here Page 1

Executive Summary
Australian Research Alliance for Children and Youth (ARACY) is an organisation working
improving and supporting mental health and wellness of young individuals. The firm is aiming at
formulating a marketing plan to effectively communicate its service to reduce suicide rates in the
country and adequately reduce stress and psychological disturbances in children and young
individuals.
The market environment of Australia is quite effective for companies providing mental well
being services to young individuals and children. Its political, economical, social, technological and
legal environment provides adequate support to organisations like ARACY to effectively help provide
their services to the people.
The initiative used by ARACY is “MENTAL HEALTH WEEK PROGRAMME” which would be
providing children and their peers wiith services and techniques to reduce disturbance, promote
mental well being and reduce stress. Moreover, awareness about the problem and its potential
reduction through ARACY's services would also be a part of this programme.
The benefit to the company from this initiative would be that it effectively would enhance the
customers who acquire their services and it would help them market these services in the market. In
addition, this would help them spread awareness about mental health problems and why it is
important for parents and individuals to seek psychological consultation and treatments from ARACY.
Place footer here Page 2

Table of Contents
Executive Summary........................................................................................................... 2
Table of Contents............................................................................................................... 3
Introduction and Company Background.............................................................................4
Introduction.................................................................................................................... 4
Company Background..................................................................................................... 4
Situation Analysis............................................................................................................... 5
Market Analysis............................................................................................................... 5
Macro Environment Analysis........................................................................................... 5
Political Analysis.......................................................................................................... 5
Economic Analysis....................................................................................................... 5
Social Analysis............................................................................................................. 6
Technological Analysis................................................................................................. 6
Legal Analysis.............................................................................................................. 6
Micro Environment Analysis............................................................................................ 6
Company Analysis........................................................................................................ 6
Competitor Analysis..................................................................................................... 7
Competitive market Summary.....................................................................................7
Consumer Analysis....................................................................................................... 8
SWOT Analysis............................................................................................................. 8
Initiative............................................................................................................................. 8
Marketing Initiative......................................................................................................... 8
Reference List.................................................................................................................. 10
Place footer here Page 3

Introduction and Company Background
Introduction
There are various analysis performed on the mental health and well being in Australia and
surveys for the year 2014-15 have revealed that out of all the people belonging to age group 18-24,
more than 15% suffer from high levels of psychological distress. Within children and adolescents,
there are various reasons have been witnessed as a result to which they experience such mental
distress. These reasons are stress at school, work, cyber bullying, affording a body or home image,
etc. Thus, a marketing plan is important to communicate children and their peers about services
provided by ARACY.
Company Background
ARACY is a non profit organisation which is focussed on helping children to achieve a better
life. This is done by bringing together researchers, policy maker and people so that they can
collectively collaborate with each other in order to solve problems faced by these children and youth.
It was established in the year 2001 with an aim of developing innovative solution in order to
solve a range of complex problems which are being faced by Australia's young people. It basically
focussed on providing and promoting evidence based programs and strategies that re-focussed on
improving the well-being of the children as well as young people (Bennett & Chorley, 2015). The
company has various capabilities, as the firm, since its incorporation, worked with diverse members
who ensured flow of effective ideas to accomplish its agenda of providing support to children with
mental and psychological distress and provide them emotional as well as material support. Moreover,
ARACY brings researchers, service providers, policy makers as well as youth and children to work
together effectively and learn from one another. However, poor network and lack of funding are
weaknesses of the organisation which is essential to be worked upon.
Place footer here Page 4

Situation Analysis
Market Analysis
There are various organisations as well as mental institutions in Australia which are taking
effective initiative against mental distress in children. All the factors in the environment are
appropriately linked and supportive towards encouraging initiatives by these organisations to prevent
suicidal practices as well as reducing distress in individuals. This has resulted after increased market
awareness. Moreover, all the factors of market environment influence such initiatives and success of
the same heavily depends on the factors of these environment. Hence, it is crucial for ARACY to
appropriately analyse the market and its factors to determine their influence on its initiative, which is
“Mental Health Week Programme”.
Macro Environment Analysis
Political Analysis
 The biggest political influence on the marketplace are the policies that have been initiated by
the government. For instance, Aboriginal Policies by the government protect the right of
mental health and welfare of children belonging to indigenous groups (BMC Public Health,
2018). This could be an opportunity for ARACY to market itself to these people.
 In addition to this, the government has also formed a framework to protect children. It is called
“National Framework for Protecting Australia's Children (2009-2020)“. It lays down several
approaches of and arrangement of promotion of mental health initiatives through which, the
company could effectively ensure government support (National Framework for Protecting
Australia's Children 2009-2020, 2019).
Economic Analysis
 The economic environment of Australia has encouraged various institutions and organisations
to invest protecting and bettering mental health of children. The government has invested
more than $98 million to a school based program for managing mental health of students
(New school-based program to support children's mental health, 2017). This factor could
ensure various market opportunities for ARACY to generate fund for its initiative.
 However, economy of Australia has recently entered recession and there is an economic
decline of almost 0.2% in 2019, thus far (Australia's economy just entered recession on a per
capita basis, 2019). This could be a threat for ARACY to encourage individuals in joining their
initiative. Moreover, this could also impact on generation of funding from various other
resources, thus, creating a critical situation for the organisation.
Place footer here Page 5

Social Analysis
 Mental health awareness for children is increasing within the country and initiatives are being
taken in schools to avoid the culture of shame. National schools in Australia are conducting
seminars and various programs which would address stress management, depression and
other psychological factors like mood swings and would be teaching the same to children as
young as 5 years (Mental health lessons to stop culture of shame in schools, 2019). This
enhances the scope of attention that ARACY could obtain from the market.
 However, exposure of poor mental health of children often creates a stigma and as a fear to
which, parents are hesitant in approaching organisations like ARACY for providing guidance
to their disturb children. Thus, stigma is a threat for the organisation and its initiative.
Technological Analysis
 With advancements of technology, treatment techniques have seen drastic growth and
appropriate enhancement. Almost every aspect of treatment uses enhanced technologies,
from data gathering to executing the actual treatment. Such, adoption of effective
technologies like Virtual Reality could help ARACY in providing effective support to children
suffering from mental distress.
 However, one of the most prominent reasons, as discovered by various analysis, is social
media. With rise of various media portals and digitalisation, there has also been an increase
in activities like cyber bullying. Therefore, digitalisation is also a threat to mental health of
children (Is technology affecting your child's mental health?, 2019).
Legal Analysis
 There are various laws governing mental health and rights of children within Australia. For
instance, Disability Discrimination Act (1992) and Human Rights Commission Act (1986)
makes it crucial and compulsory to protect children from any sort of discrimination, as well
approach organisations and institutions to assure medical assistance related to mental health
(MHCC Mental Health Rights Manual, 2019), Thus, it is an opportunity for the organisation to
appropriately and adequately market its services.
 In addition to this, adherence to laws like Privacy Act (1988) would allow ARACY to provide
its services appropriately by assuring utmost privacy to parents approaching them for services
(Meredith & et. al., 2016).
Place footer here Page 6

Micro Environment Analysis
Company Analysis
Positives:
 Strong Presence in Australia.
 Evidence-Based Framework.
 Support of effective professionals.
Negatives:
 Poor Network.
 Lack of Funding. .
 High Integration on Social Media,
Summary of the company
Despite its effective services, the firm needs to appropriately market its services and set up
new initiatives to attract more customers, build effective networks as well as appropriately acquire
more funding for its operations.
Competitor Analysis
A direct competitor means an individual or organisation which provides similar services to the
customers and could potentially effect the company in effectively providing its offerings to the public
(Giacchetta, Leporini & Marchetti, 2015). The competitors listed below as well as ARACY provide
mental health services to their patients. Moreover, all the organisations provide their services at
minimum or low cost. However, target markets of each organisation differ and so does their
promotional strategies.
Competitive market Summary
Competitor Target
Market
Positionin
g
Product Price Promotional Distribution Strength/
Weakness
Women's
Health and
Education
Center
Primary target
market of the
company are
women of age
more than 16
years.
The
company
has an
effective
presence
online and
has its own
website for
its services
The organisation
adopts
diversification as
a product strategy
and provides a
range of services
such as
supporting mental
health,
The
organi
sation
adopt
s
price
penet
ration
strate
Company
website is the
main source of
its promotion
in the country.
Organisation
has its own
centres which
are
approachable
to women to
acquire
services.
The biggest
strength of the
company is
the kind of
vast services
provided to
women that
enhances
scope of their
Place footer here Page 7

(Women's
Health and
Education
Center,
2019)
gynaecology,preg
nancy, etc.
gy for
its
servic
es.
mental and
physical well-
being.
However, the
firm has poor
promotional
strategy as it
has limited
online
presence.
SANE Australia The primary
target of the
organisation is
young
individuals,
aged 18 to 30
years.
Major
online
presence
and
integration
from
suppliers
like Lithium
to acquire
community
technology
for its
services
(How online
communitie
s are
helping
services
deliver for
SANE
Australia,
2019).
Diagnoses and
treatment related
to mental
illnesses like
Anxiety, Bipolar
disorder, etc. and
psychological
disturbances
(Factsheets &
Guides, 2018).
The
comp
any is
a
charit
able
organi
sation
and
provid
es its
servic
es at
minim
um or
no
pricin
g.
Online
marketing
using
Facebook,
Twitter,
Instagram
Provides its
services at
organisational
institutes along
with online
counselling.
Strength of the
firm is online
marketing and
free services.
However,
organisation is
yet to acquire
members to
handle finance
effectively.
Mental Health
Foundation,
Australia
General
individuals of
age more than
16 years are
target markets
of the
company.
Online
services as
well as
offline
treatments
to its
patients
(MHFA:
Our
History,
2019).
Services,
counselling and
treatments
regarding mental
health of patients
along with
organising
educational
programs and
support groups.
Prima
rily
opera
tes at
charit
able
level
with
no
cost
of
servic
es
Social media
and print
media are
primary
promotional
strategies of
MHFA.
Services and
Treatments at
organisational
foundations
and online
counselling
sessions.
Ensured
government
support is a
vital strength
of the
company.
However,
small
volunteering
base of the
organisation is
a weakness
for MHFA.
Consumer Analysis
 The primary purchasers of the company are individuals from newborns to 24 years of age.
Organisation provides its services to ensure mental well being in these individuals.
 These individuals seek services like therapies, counselling and treatments which assist them
in distressing themselves and ensure a better mental peace.
 They seek services of the organisation when they suffer from various mental problems like
depression, suicidal motives, stress, etc.
 They acquire these services at the organisational facility as well as online sessions provided
by the company.
Place footer here Page 8

 There are various professionals who are working with the company in provision of these
services through which the patients acquire treatments, therapies and counselling.
 Reason for which these services are required is to obtain mental peace and prevent
psychological distress effectively.Summary of the customer in this marketplace
Service users of ARACY are young individuals who are psychologically disturbed and require
mental well being to effectively lead their lives happily. Thus, it is essential for ARACY to market its
services in the country to achieve this agenda.
SWOT Analysis
Strengths:
The biggest strength of ARACY is its strong presence in the country. As it operates at a national level,
individuals and groups are aware of its services.
It uses The Nest Action Agenda, which is first Evidence-based framework in Australia ( What We Do, 2019).
This gives ARACY imperative strength and strong competitive advantages.
The organisation works with various health and research professionals which makes each of their activity very
much effective and allows them to appropriately provide care and support to children.
Weaknesses:
ARACY has a poor network and to effectively market its services and initiatives, the organisation needs a
strong internal as well as external network to support and promote their activities.
Since there is an economic crisis in the country, the firm is suffering from lack of funding for its operations.
The company has high integration on social media for promotions which limits its coverage on areas where
there is still lack of digitalisation.
Opportunities:
There is a high awareness in case of suicide prevention initiatives which enhances scope of success of
marketing of ARACY.
There are various technologies that could help the company in achieving effective mental health of its
patients (Keith, 2017).
Place footer here Page 9

Australian policies support initiatives taken by these organisations to provide these services.
Threats:
Economical Recession is one of the biggest threat for ARACY as it might hinder its fund acquisitions.
Stigma related to acquisition of mental health services is a potential threat for marketing of ARACY.
Existing competitors in the market could be a threat for ARACY in providing its services to children to
effectively enhance their mental health.
Marketing Initiative
“MENTAL HEALTH WEEK PROGRAMME” is the most effective marketing initiative for ARACY.
This initiative was chosen because it is essential to enhance familiarity of the
organisation and its services (Gilar and et. al., 2014). It would target customer group of
9-14 years age group. In addition, it is based on opportunity of expanding total market
demand as it is aiming at more usage of its services. Moreover, awareness regarding
mental problem is also very necessary. Its initiative would help the company in acquiring
more customers who will be aware about mental health and services provided by the
company. Moreover, this would be beneficial for the organisation in the long run.
Place footer here Page 10

Reference List
Books and Journals
Bennett, R. J., & Chorley, R. J. (2015). Environmental systems: philosophy, analysis and control (Vol.
1448). Princeton University Press.
Giacchetta, G., Leporini, M., & Marchetti, B. (2015). Economic and environmental analysis of a Steam
Assisted Gravity Drainage (SAGD) facility for oil recovery from Canadian oil sands. Applied
Energy. 142. 1-9.
Keith, L. (2017). Environmental sampling and analysis: a practical guide. Routledge.
Meredith, N. A., & et. al. (2016). based analytical devices for environmental analysis. Analyst. 141(6).
1874-1887.
Online
Australia's economy just entered recession on a per capita basis. 2019. [Online] Available Through:
<https://www.abc.net.au/news/2019-03-06/gdp-q4-2018/10874592>
BMC Public Health. 2018. [Online] Available Through:
<https://bmcpublichealth.biomedcentral.com/articles/10.1186/s12889-016-3187-6>
Factsheets & Guides. 2018. [Online] Available Through: <https://www.sane.org/mental-health-and-
illness/facts-and-guides>
How online communities are helping services deliver for SANE Australia. 2019. [Online] Available
Through: <https://www.cmo.com.au/article/566388/how-online-communities-helping-
services-those-mental-illness/>
Is technology affecting your child's mental health?. 2019. [Online] Available Through:
<https://www.childrens.com/health-wellness/is-technology-affecting-your-childs-mental-
health>
Mental health lessons to stop culture of shame in schools. 2019. [Online] Available Through:
<https://www.news.com.au/national/nsw-act/mental-health-lessons-to-stop-culture-of-
shame-in-schools/news-story/21afb807cd71ca63829e504e82c3b108>
MHCC Mental Health Rights Manual. 2019. [Online] Available Through:
<http://mhrm.mhcc.org.au/chapter-2/2c.aspx>
MHFA: Our History. 2019. [Online] Available Through: <https://mhfa.org.au/CMS/OurHistory>
National Framework for Protecting Australia's Children 2009-2020. 2019. [Online] Available Through:
<https://www.dss.gov.au/our-responsibilities/families-and-children/publications-articles/
protecting-children-is-everyones-business?HTML>
New school-based program to support children's mental health. 2017. [Online] Available Through:
<https://ministers.education.gov.au/hunt/new-school-based-program-support-childrens-
mental-health>
What We Do. 2019. [Online] Available Through: <https://www.aracy.org.au/about-us/what-we-do>
Women's Health and Education Center. 2019. [Online] Available Through:
<http://www.womenshealthsection.com/content/whec/practices.php3>
Place footer here Page 11