MKT103 Marketing Foundations Assignment - Scaffolding Report

This marketing plan analyzes Scaffolding, a tutoring organization aimed at supporting first-year Australian university students. The plan begins with a company description, outlining Scaffolding's mission to enhance academic results and student well-being. A company analysis follows, highlighting its vision and focus on student personality. The market situation is then examined, emphasizing the higher education industry's significance in Australia. Macro-environmental factors, including political, economic, social, technological, and legal aspects, are assessed, alongside a micro-environmental analysis that includes competitor and consumer analysis. A SWOT analysis is presented, identifying the company's strengths, weaknesses, opportunities, and threats. The report concludes with a marketing initiative, detailing specific tutoring services and outlining SMART goals to increase subscriptions and brand awareness within the target market.

Marketing Foundation

MARKETING 1
Contents
Introduction.................................................................................................................................................2
Company Description..............................................................................................................................2
Company Analysis...................................................................................................................................2
Market Situation..........................................................................................................................................3
Market Overview.....................................................................................................................................3
Macro Environmental Analysis...............................................................................................................3
Political Analysis.................................................................................................................................3
Economic Analysis..............................................................................................................................3
Social Analysis....................................................................................................................................4
Technology Analysis...........................................................................................................................4
Legal Analysis.....................................................................................................................................4
Micro Environmental Analysis................................................................................................................5
Competitor Analysis............................................................................................................................5
Consumer Analysis..............................................................................................................................9
Collaborator Analysis..........................................................................................................................9
SWOT Analysis.................................................................................................................................10
Marketing Initiative...............................................................................................................................10
Reference...................................................................................................................................................13

MARKETING 2
Introduction
Company Description
Scaffolding is tutoring organization that provides the tutoring services to consumers. The
meaning of Scaffolding is a temporary structure which is used to support the crew or materials in
the same way; this organization also support the first year students by transition them into their
higher degree studies. The main mission of the firm is to enhance the academic results and
personal wellbeing for 1st year students of university in the Australia.
It has been found that Australian students face the difficulties in their first year of studies.
The main marketing problem is that the lack of academic skills, lack of information of university
process and lack of personal and family support. The organization helps to solve the marketing
problem as it can provide the tutoring services to students to enhance their knowledge that is
why; it can be said that this marketing plan as it solve the education issue for students.
Company Analysis
Scaffolding is a new business that provides the tutoring services to 1st year students for
their bright future. The main vision of the company is to “enhance academic outcomes and
become the leader in academic organization”. The mission of the company is “ to share the
knowledge with each other”. The company is mainly focuses on the personality of students
which is different from others as the other universities do not focus on it.

MARKETING 3
Market Situation
Market Overview
Scaffolding drives the business in higher education industry. The higher education sector
is a key contributor in the economy of Australian. It generates over $25 billion as revenue by
delivering the education to over one million students. The government of Australia also funding
in this sector such as in 2017, the government financing for bachelor courses was capped at 2017
levels (IBIS World, 2019). It can be said that this market is beneficial for the organization to
establish their new business as it is a key contributor of Australian economy and government
also support this sectors.
Macro Environmental Analysis
Political Analysis
 Australian government assists the higher education through developing funding, policies
and programs.
 Government support the industry by funding this sector such as Common Grant Scheme
(CGS) gives money to higher education to assist students in order to provide the subsidies
for tuition costs.
 The government also arranges Higher Education Loan Program (HELP) that gives
income contingent loans to assist students in meeting their education costs (Australian
Government, 2019).
Economic Analysis
 The economy of Australia is highly developed as its GDP was estimated at a$1.89 trillion
in the year 2019 (Hertiage, 2020).

MARKETING 4
 Australia became the nation with the largest median wealth per adult.
 High GDP states that the people have high power of willingness to take the services. The
government also supports the Australian people by funding in education system
(Hertiage, 2020).
Social Analysis
 It has been found that Australia is one of the best nations in the OECD in terms of
education.
 In Australia, 80% of the people with the age of 25- to 64-year-olds have degree of
secondary education, and 43% have degree of higher education.
 The people are highly focused towards the education which is beneficial for the company.
Technology Analysis
 Internet and digital technology is a key part of the Australian curriculum.
 Existing universities uses the technology for the students to make the tech-savvy
personality of students. Internet and computer technology in schools is earning benefit for
schools.
 It is a fact that Australian schools have less level of boundaries on screen time as
compare to the other countries (Australia, 2017).
Legal Analysis
 The Australian Education Act 2013 (the Act) is the principal regulation which states the
provision which is developed by Australian Government for funding to the schools
whether it is government and non-government (Education gov., 2013).

MARKETING 5
 The Australian Education Regulation 2013 (the Regulation) is also announced by the
government to support the education as this act contains financial accountability and
other conditions that are required in order to receive funding. It is necessary for the
schools and universities to meet the requirements to receive the funds.
Micro Environmental Analysis
Competitor Analysis
Competitor
s
Target
Market
Positioning Product Price Promotiona
l
Distributio
n
Strength
and
weaknesses
University
of
Melbourne
Students
comes
the
country
for
educatio
n
Excellence
services
with high
fee
structure
Share
knowledg
e with the
campus
facilities
Premiu
m price
strategy
Social sites
and
international
broadcast
Campus Strength
It is ranked
as 32 in all
over the
world in
education
services
(Master
Portal,
2018).
High and
unequal
workloads

MARKETING 6
faculty &
staff.
Weaknesse
s
High Fee
structure
Lack of
cloud
services
University
of New
England
Students
comes
for
higher
studies in
the
country
Premium
services
with high
fee
subscriptio
n
Online
Tutor
services
Premiu
m price
strategy
Online
methods
Online Strength
It is top
online
university
of Australia.
Best in Arts,
Business,
and Science
education.
Get high
satisfaction

MARKETING 7
rate.
Weaknesse
s
High fee
structure
Lack to
encourage
or motivate
the students
Deakin
University
Students
studies
through
online
Excellence
services
with high
amount of
subscriptio
n
Online
education
services
Premiu
m price
strategy
Online
methods
Online Strength
Strong in
engineering
educations,
health and
information
technology
(Online
Study
Australia,

MARKETING 8
2019).
Provide
cloud study
to students
who does
not attend
classes
regularly
Students are
not able to
clear their
doubts and
queries
Weakness
Lack of face
to face
interaction.
properly
Point of Differences
 Price strategy is different as the company implements the cheap price strategy.

MARKETING 9
 Tutoring services in Arts, designing, cookery and financial and accounting as these
universities does not more focuses on these areas.
Point of Similarity
 Tutoring services is the similarity in all organization as all operates in similar industry
(Jin, Ji, & Gu, 2016).
Consumer Analysis
International students are the main target consumers of the organization especially first
year student. The students can take the education services from the company through campuses
and clouding. After the schooling, students can get the education services as they entered the first
year of university (Merga, 2019). International students can install the company application in all
languages and get the services of every course after getting the subscription. International
students can also take services through real life classes those are organizes in the campus form
(Santander, 2019).
Collaborator Analysis
The company can do partnership with the local universities of Australia as they also
target the international students for their education services. The company could partnership with
the University of Melbourne, and the other local university as these have high brand image in the
higher education sector. These universities can help the company to attract the more or more
students to get the education services. These universities encourage the students to get the
education services online whenever they want and in any type. These universities can also help
the company by financing in its internet and computer technology department to operate
smoothly in the market.

MARKETING 10
SWOT Analysis
Strength
 Online education services provided by
the company
 Availability of the courses all the time
 Cloud services
Weaknesses
Difficulty in designing operational structure
High and Unequal workload on faculty and
staff
Highly competitive market
Opportunities
 Extended possibilities for the
workforce as its demand has been
increases with the help of partnership
 Growth potential
 Enlarged its interest in global
initiatives (Gürel, & Tat, 2017).
Threat
 Budget crisis
 Negative public opinion
 Large number of competitors
Marketing Initiative
Cookery, Designers (jeweler and clothes), Arts, Financial and Accounting services are
the main kind of tutoring services those are provided by the company. Apart from it, it can also
provide the science and engineering kind of services to students for as an extra help to students.
As per the above analysis, it is observed that the competitors of the company are not more
focused on Arts, cookery, designing and financial and accounting courses due to which student
of these subjects requires the extra help that’s why; these courses are selected. It is also required

MARKETING 11
to encourage the people to learn these courses as well as to achieve their goals those are designed
by them in their life.
The target market of Scaffolding is online education sector as it provides the tutoring
services to higher classes. Higher education market has high scope to attain the success in
Australian market. In this market, International students are the main target consumers of the
company from which they can attain the goals.
SMART Goals of the company are:
S. No. What Why
1 Increasing subscription by 3000 students in 1 year and
6 months
1 subscribed student can
attract the other 5 students so
subscribing by 3000 can
attract 15000 students which
directly help to spread the use
of Application.
2 Increasing brand awareness by 5% It is difficult for new entrants
to gain the high brand image
quickly. It is required to
spread the awareness by 5%
by promoting services
3 Grasp the education sector of Australia by 10% in 1
year
10% is a small market share in
the market. But the company