Softball Australia: National Softball League Feasibility Report

This report provides a comprehensive situational and feasibility analysis for Softball Australia, focusing on the potential launch of a National Softball League. The report begins with an introduction to Softball Australia, its organizational background, and its current strategies, including the 2014-17 Strategic Plan. A SWOT analysis is conducted, evaluating the organization's strengths, weaknesses, opportunities, and threats. The report then moves into strategic management, including an analysis of the sports industry in Australia, applying Porter’s Five Forces Model and PESTEL environment analysis. The analysis considers participation statistics, age groups, and the number of adult participants. The final section provides key learnings and recommendations based on the analysis, aiming to determine the feasibility of the women’s softball league. The report references figures and tables to support the analysis and provides a detailed overview of the Australian softball landscape.

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Contents
Part 1: Situational Analysis.............................................................................................................2
Situational analysis of the Softball Australia...................................................................................2
Introduction:....................................................................................................................................2
Organisational Background:........................................................................................................2
Current strategy and way it works...............................................................................................3
Part 2: Concept and Feasibility........................................................................................................8
Strategic Management:................................................................................................................8
Strategic Analysis of the sports industry in Australia..................................................................8
Application of Porter’s Five Forces Model:.............................................................................8
PESTEL environment analysis.................................................................................................9
Part 3..............................................................................................................................................13
Key learning and recommendations...........................................................................................14
References......................................................................................................................................16
Table of Figures
Figure 1:2014-17 Strategic Plan......................................................................................................4
Figure 2: Participation statistics in softball.....................................................................................7
Figure 3: Participants as per age group............................................................................................8
Figure 4: Number of adult participatns............................................................................................9
Figure 5:Porters' Five Forces Model..............................................................................................10
Figure 6: PESTEL Model..............................................................................................................12
Figure 7: Structure of the field.......................................................................................................15
Figure 8: Structure of the league of softball Australia..................................................................16
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Part 1: Situational Analysis
Situational analysis of the Softball Australia
Introduction:
Softball Australia is the national governing body for softball in Australia. There are members
from 8 different states and territories who enjoy playing and also participate in various sports
oriented activities. Australian Government has also supported the softball activities and has
contributed in its growth and success. Now, in order to plan the National softball league for
women the following evaluation is essential and hence presented to understand the feasibility of
the tournament in Australian background (Mehndiratta, 2008).
Softball is recognised as an international game, today there are more than 100 countries
participating in the game. The popularity of the sport worldwide is often compared with Olympic
status. The Australian Softball Federation was however formed in 1947 by softball associations
in Queensland, Victoria and New South Wales. The Softball Australia since inception aimed at
proving scopes to people in participating at different levels of sports and also in various forms of
softball by innovating, promoting as well as managing the game in a proper way in Australia.
There are two forms of the game, a more relaxed and competitive in nature (Swayne and Dodds,
2011). The Slowpitch offers recreational scope while Fastpitch is competitive and aggressive that
is played at the competition level. The Softball games was popular till 1995/1996 and
experienced huge participation in the same year, however membership declined suddenly since
1997. Hence, to reconnect with aspiring players and encourage games and sports participation
among the new generation, the Softball Australia has decided to launch National Softball League
for women. Indigenous programmes developed since 2005to encourage participation under the
Project CONNECT that was designed to create greater scopes for individuals both with disability
and general players (Rojek, 2014).
The report below focuses on conduction of feasibility analysis to identify if the Softball Australia
could organise the event National Softball League in future or not. The report is divided into
three distinct parts beginning with conduction of situation analysis, followed by strategic
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analysis of the industry and finally identifying if the women’s softball league would be
appropriate to launch or not. New projects are considered to encourage women participation and
launch National Women league for women in a planned manner.
Organisational Background:
Softball Australia had its inception in 1939 with promotion of games and physical education in
schools and colleges by Gordon Young the Director of Physical Education in NSW. Softball has
a long history. As early as in World War II softball was organised as a recreation for US nurses
stationed in Victoria. Later the Australian Softball Federation was formed in 1947 and today
championship trophies are played each year. Participants include both men and women in three
categories. Softball has evolved as a major sport in schools and many children participates each
year (Softball Australia, 2017). Reports confirm that students were given exposure of different
types of games.
Current strategy and way it works
With an aim to thrive, innovate and enhance sports and activity in Australia by 2017, the unique
plan or strategy was developed in 2013. The plan is known as 2014-17 Strategic plan. The
mission of the plan is to “to grow, for all, for life, together”. The values of the Softball plan
include “inclusive, innovative, collaborative, professional and act with integrity” (Goyal, 2010).
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Figure 1:2014-17 Strategic Plan
(Softball Australia, 2017)
The main approaches include the following;
i. Encourage participation in the sports domain so as to nurture active and fit population
in future
ii. Develop new sports clubs
iii. Ensure organisation’s long term sustenance
Growth participation: this emphasises on participation, participation marketing and promotion
of the softball through communication and various events. Thus the plans have already
encouraged participation of general aspirants, indigenous women and even disable players based
in Australia (Softball Australia, 2017).
SWOT analysis
The SWOT analysis below distinctly outlines the most significant internal analysis by evaluating
strengths and weaknesses of Softball Australia. The opportunities as well as threats that exist in
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the sports and business environment is also discussed. The main aim of this discussion is to
influence the inherent strengths so as to take advantage of the opportunities available in the
market and also improve weaknesses, and devise contingency plans to address threats if any.
Strength
The strengths of the organisation Softball Australia is discussed below:
Program Reputation – softball sports is one of the most popular games and it encourages youth
participation. Present generation encourage their children to participate in the program. They
have special team categorised as per age groups.
Donor Base – the activities are usually funded by the government and senior player and also
from both private and corporate sources.
Facilities Relationships – generally Softball unit depends on various athletic facilities such as
gyms, fields, and softball as well as baseball fields. Close relationships as well as reciprocal
conservation settlements with both public and private schools are an invaluable asset to the
organization (Harichandan and Musgrave, 2010).
The Internet - the website, (Softball Australia, 2017), clearly informs about the upcoming
decisions regarding the game and also informs about membership and participation in a proper
way. The website offers technological solution to those who wish to register. Communication is
now adequate under digital platform.
Weakness
Capital investment: every sport unit expects investment and encouragement or else it is difficult
for survival. Softball has enhanced activities over the years and for this it need additional
investment and fund from Government and support organisations. Funds are essential in order to
maintain the quality of the game and also encourage additional improvement in the game and
carry out innovative endeavours. Thus fund-raising activities are important as lack of investment
impacts on the overall process (Whitford et al. 2013).
Facilities: need for facilities at Softball are increasing steadily. The key component however is
threatened by various aspects. Increasing needs combined with certain restrictions further impact
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on the quality of the game and performance. Insufficient support and lack of flexible approach,
in appropriate outdoor facilities also affect the sport. Hence, new and innovative approaches may
be considered for overcoming the situation and elimination of weaknesses through alternative
support.
Opportunity
Introducing innovative tournaments such as new events like all women indigenous team for
playing softball. Introducing new nature of tournaments not only impact over all image of the
brand and also enhances scope of sustainability amidst steep competition in the sports sector.
Growth opportunities are immense in the domain, planning and execution is essential to maintain
participants in order. Programme expansion, community education, school sports are some of the
areas where they could plan to introduce the game and encourage players from different
background and from any gender to participate and play (Tibballs and Newport, 2011).
Threats
Some of the main threats that impact of the sports management are, changes in property tax,
introduction of alternative forms of recreation in school and in the society, legal and liability
issues and sports dilemma.
Tax challenges impacts negatively as the sports management is forced to pay huge taxes for
introducing the games and also use areas for practice. Health and safety as well as physical abuse
of any form and also apprehensions related to health impact of sports management. Besides this
since sports activities often lead to injuries and health oriented problems and hence are often not
considered as a proper form of recreation by most parents these days. Besides sports families
very few these days encourage their children in active participation as injuries could often lead to
life long suffering. Other lighter forms of recreation are encouraged instead that does not impact
on bones or tissues or cause damages. Pleasure events are organised instead while games like
Olympics and active tournament has limited to sports club or schools (Howell, 2011).
Structure, Culture, Leadership
Softball Australia provides with finest team as well as long term social experience to encourage
people from different background, school or colleges. The Softball has a defined history of
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supporting sports and also offering opportunity to new aspirants. They organise sports and this
has evolved as one of the most popular games of the time. Besides health and fitness training
they also offers immense experience in sportsmanship, teamwork, cooperation, leadership and
fair play. Increase in self-confidence is also encouraged with team games.
Softball Australia follows a tall structure at the top positions there are the Board of Directors
followed by staffs working at respective position in their level. Executives and senior managers
are present to manage departments and guide the staff activities. They have different committees,
namely Finance Committee, National Scoring Committee, Governance Committee, etc
(Scarborough, 2014).
Industry and Competitive Analysis
In Australia the clubs and associations jointly aim at making Australia sports stronger. From a
market survey conducted by the AusPlaySurvey it has been underpinned that Australians prefer
participating in organised sports. The associations are helping the active sports to survive amidst
the rapidly changing environment. There is a steep change in sports participation since the past
decade. Both adults and children are keen on sports activities in Australia.
Figure 2: Participation statistics in softball
(Softball Australia, 2017)
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The figure above clearly shows the involvement and activities of Australians. The graph is about
how far Australians are active or not. This however captures a complete data on sports related
activities and not about a distinct sports activity. The chart shows involvement difference
between sport-related activities with the non-sport related physical activities. Since sports is an
important form of activity in an individual’s life it has been studied that 87% of the population
has participated in physical sports. About 69% children participate in active sports during their
school hours. Girls between the age group of 9 and 11 years generally include most participants
in the sports in comparison to boys of same age group (Longenecker, 2007).
Figure 3: Participants as per age group
(Softball Australia, 2017)
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Figure 4: Number of adult participatns
(Softball Australia, 2017)
The above charts clearly suggest that in Australia adults prefer indulging into sports activities
than any other form of physical activities. They rarely participate in non-sport oriented physical
activities. Survey pointed out that women are keener on sports and other physical activities to
ensure apt maintenance of physical and mental health. They are also active and focussed on
maintaining weight; hence sports help in shedding extra pounds. On the other hand men are
motivated by fun and recreational reasons associated with sports and game (Softball Australia,
2017).
Part 2: Concept and Feasibility
Strategic Management:
Softball sports are a popular activity that encourages both men and women to participate and
enjoy. Several clubs and associations organise the game and in most cases the softball games are
free. For example the UNC Softball games are free and these games offer immense scope to
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players and families to enjoy games and activities jointly. Games and associations focus on
creating memories and people joins to play softball (Dźwigoł, 2015).
Irrespective of the size or nature of business strategic management plays a significant role in
identification of internal and external business environment and application of models help in
underpinning the condition of the business environment and how far the present scenario
supports the venture. It is a unique process that assists in identification of strategy and
incorporating decisions on allocating the available resources for perusing the strategy.
Strategic Analysis of the sports industry in Australia
Application of Porter’s Five Forces Model:
The Porter’s model helps in identifying key threats and opportunities at the industry level.
Figure 5:Porters' Five Forces Model
(Justin, 2016).
Threats of new entrants:
Sports activities are popular is Australia. Market research clearly highlights several aspects such
as the competition that is present in the society regarding the games and outdoor sports. At
present the involvement in softball has reduced since 1999. People are showing less interest.
Hence, threats are present while introducing a new women league in softball in Australia. New
entrants here are new ways of activity sports and entertainment or recreation options that
encourage young people to avoid physical sports and join safe and secured ways of enjoyment
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(Justin, 2016). Thus unlike any product development firm that identifies ways of promoting
product and evaluates for any threat from new entrant, in the sports sector and specifically in the
softball Australia the threat is from new and innovative recreational and entertaining activities
available in the society as these reduces participation in sports. Thus, threat from new entrant is
high.
Bargaining power of buyers: the bargaining power of buyers is moderate to high as players or
aspiring participants today has scopes of exploring several alternatives and enjoying other forms
of recreational events or entertainment for fun and relaxation. Several parents even discourage
children from joining sports oriented activities that impact negatively on body and physical parts.
It injures bones or in some cases tissues are damaged. Women or girls are thus often discouraged
from joining these active physical sports. Hence the bargaining power is high as women often
consider other form of recreation for fun and enjoyment without affecting their health.
Bargaining power of suppliers: suppliers or sports associations in Australia coordinate to
encourage different types of activities. Hence, in order to manage the bargaining power of
suppliers which is moderate in Australian Softball, they could be specifically involved and a tie
up with one association. Such a plan will help in improving business by encouraging players in
the respective field (Scarborough, 2014).
Threats of substitute: threats from substitute is also high as players and young target customers
are often lured by other forms of recreations or entertainment forms present in the society.
Threats from substitute firms or products impacts on a new business or an idea, hence as far as
the National women softball league is concerned threats from substitute is high.
Rivalry from existing competitors: rivalry from competitors is low as most associations
encourage sports activities.
PESTEL environment analysis
Sports environment analysis in Australia has been carried out with the help of PESTEL model.
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