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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Figure 6: PESTEL Model
Political:
As far as the political environment of Australia is concerned it is peaceful and supports business
enhancement of different forms. After the participation in Softball reduced in past decade, the
government has been taking special initiative to encourage sports membership. New associations
were formed and softball was even compared with Olympics sports to encourage participation.
Investment and fund has been further engaged to help in overall improvement in the sports so
that people could play happily and in a hassle free-way. Since women population in Australia is
inclined towards active physical sports for maintaining fitness and right shape, the government
should further introduce a special sports body to plan out softball promotion and create passion
towards the game (Mehndiratta, 2008).
Economic:
Economic condition of the entire world underwent a sea change since the great recession in
1998. Import and export business was affected. Australia mainly earns revenue from tourism
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PESTEL
Political
Economic
Social
Technological
Environmental
Legal

business. Unfortunately people from Asia or other countries have reduced their vacation plan
owing to financial crunch. Besides this, general public has also focussed on enhancing their skill
so as to improve their scope of earning. Hence, amidst such an economically depressing
environment, people are less keen on spending and joining clubs to play for fitness only. Thus,
only when government or associations encourage sports from their fund players are motivated to
join.
Social:
Australia is a huge country. People from different background throng the bay side happily.
Australia has a mixed population. Hence targeting the indigenous group might help in enhancing
the acceptance of softball among the wider section of the society. Society is flexible and includes
a large number of population. Women enjoy participating and playing games as it helps them to
maintain shape and remain fit. In a society that accepts and encourages women sports, will
automatically support the new softball league (Rojek, 2014).
Technological:
Technological innovation over the past decade has undergone a sea change. Companies now use
a variety of technological innovation, such as online digital platform and simplify their regular
job. Thus technological innovation could be used in a variety of way. Social networking platform
may help in promotion and generating awareness about the softball league. Launch of the
website will help in informing participants and aspiring individuals about the game. Discussion
on facebook and twitter page shall enable the associations to directly carry out engaging
conversation and involve the target customers (Gitlin, 2012).
Environmental:
As far as the environment is concerned, the project team should focus on implementing social
responsible behaviour and adopt ethical approaches. They should adhere to the environmental
laws and legislation as put forward by the environmental department of the Government of the
state. In short, adopting community development approaches and emphasising on the idea that
the sole aim of the venture is not to earn huge profit, instead a social responsibility to help people
lead a happy and healthy life by adopting sports activities in daily life (Goyal, 2010).
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Legal:
The sports department shall adhere to the policies and regulations implemented by the
government. Implementation of Human resource law, employment act and also Duty of care are
of special importance. Thus adhering to legal approaches will help in conducting the sports
activity in a defined way (Mehndiratta, 2008).
Proposed concept for National Softball League for women and underpinning feasibility of
the business.
The sports event: National Softball league for women
The event will help communities to play and enjoy together. They would be also able to enjoy
activities in a defined way and serve the community.
Aim and objectives of National Softball league for women
i. To encourage development of all women softball team and play league at the national
level
ii. To ensure that indigenous women are included in the team
iii. To attract women players and encourage girl play at national level
iv. To encourage acceptance of softball beyond recreation but as a national sport in the
society
Competition is the principle purpose behind the training and preparation of the tournament.
Idea generation:
Plan the event National Softball league for women in the March and May of 2018 and encourage
sports in community development by creating value. After underpinning the idea of the event
and identifying aim and objectives, here the feasibility is to be explored;
As far as the event strategy is concerned in relation to the execution of the National Softball
league for women in the March and May of 2018, it needs to create a new customer focussed
strategy as an alternative business developing process.
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Figure 7: Structure of the field
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Figure 8: Structure of the league of softball Australia
The league shall be planned during the month of March and May of 2018 and women between
the age group of 19 and 30 years shall participate in the tournament. Besides other tournament as
organised by other clubs this game will consider the approach of baseball gaming and make it
unique and involving so that both participants and audience enjoy the game. The structure of
baseball is compact and entertaining. It tastes skill of the player in a unique way. Such an
approach shall be included to improve the quality and experience of the softball tournament.
New service enhancement: as far as the scenario of softball sports is concerned it has been
studied that since women are already interested in softball and they play vigorously for
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maintaining fitness and body shape, it would be not very difficult to encourage and motivate
them to play at the national levels beyond recreation sports. In this area to evolve as one of the
preferred association Softball Australia should further incorporate key approaches and business
management strategies. The sports will also help in branding and business enhancement in the
sports sector (Softball Australia, 2017).
After developing the idea National Softball league for women in the March and May of 2018, a
budget and entire event process shall be discussed. For example, approval for budget,
identification of event area, people and administration are of key importance.
Market penetration: sports market penetration though tough at present yet could be managed by
discussing with the players. Hence the initial plan will include information sharing about the
event National Softball league for women in the March and May of 2018. In this regard,
involving both traditional and new age promotional and marketing approaches shall be
implemented to inform target participants. In accordance with the market strategies market
penetration is one of the key aspects of the business and helps in promotion of the idea (Softball
Australia, 2017).
Once the concept of National Softball league for women in the March and May of 2018 has been
promoted through advertisement and digital media it would automatically help in creating a buzz
in the market. Promoting and discussion on knowledge advancement and entrepreneurship and
breakthrough have been discussed with special focus on role of migrants in overall economic
advancement
Opinion of people will be collected from the social networking platform. Social thinkers, school
teachers about the mind of parents and how sports is important in a girls child’s life shall be
discussed and also conveyed through responsible and informative advertisement.
Some of the key elements that are considered here within the communications strategy are both
internal and external stakeholders and then an effective plan is structured.
As far as the internal stakeholder of Softball Australia is concerned, the makers are the
stakeholders and specially including all employees who contributed in manufacturing the
product. The business of the company has expanded over the years. Softball Australia today
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expanded its activities to the national level. The success or failure of the product impacts
positively or negatively on its employees (Gitlin, 2012).
As far as external stakeholders are concerned sponsors and investors are to be considered
primarily. This is a competitive product in the market which enhances competition for Softball
Australia. The health insurers are also important stakeholders and they support the physical
activities like sports. Health Promotion Boards under the government that emphasises on
adapting approaches to improve quality of life, prevent illness and disability and also enhance
life expectancy.
Thus promotion of the concept will help in enhancing sports activity and attract women to make
the event a successful one.
Suitability: after facing slowdown in participation in softball games since 2000 the game is still
facing difficulty in attracting sports personalities and players. The sudden recession has impacted
on the overall human psychology and engaged their mind in revenue generation for household
chores. Hence though the sports market is constantly growing around the world and even
Olympics is being played the plan for the launch of National Softball league for women in the
March and May of 2018 is positive and if marketed properly would help in attracting participants
from different background (Softball Australia, 2017).
Acceptability: at present the women players are extremely conscious about their expectation and
games they select to play. Most play to maintain fitness and remain slim. They play softball in
order to reduce extra weight and maintain physical fitness and look. It would take time and
planning to encourage them to participate and play at the national level and not for recreational
purposes.
Feasibility: there are tremendous scopes of growth and prosperity in the softball sports sector.
However, scope demands right initiation and adequate market analysis. Therefore, in order to
grow at the national level, the finest way is to incorporate the online technology and employ
innovative techniques to connect consumers on the virtual platform through social networking
(Sharma, 2008).
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Part 3
Key learning and recommendations
After conducting the review on the entire sports management approaches and event launch along
with feasibility analysis, the following discussion may be carried out. As far as the learning from
the respective project is concerned, it is to be mentioned here, that the first thing this project
taught here is about researching and event planning. Sports are a unique domain, which is
challenging and dynamic, yet generally ignored by people. Students usually join companies that
sell different types of FMCG products or automobile sector; very few explore other areas
available in the market. Hence, in a scope on sports management is has primarily enlightened
about the uniqueness of the softball game and how it has encouraged women players in Australia
to embrace the sports for fitness and health related purposes. Thus, planning a national league,
though challenging yet encourages the team so as to encourage women from various
backgrounds to play. It has been also studied from various market analysis model implemented
such as PESTEL, SWOT and Porter’s Five Forces that the business environment support new
ventures in spite of economic challenges like recession or shift in preference in recreational
activities (Emery, 2011). It has been underpinned that taking the right step such as promoting the
sport in an involving way and creating value will automatically help in attracting participants.
Raising fund is another concern hence sponsor should be included to emphasise on investment.
Permission from the Government is also important. It has been further learnt that organising an
event should be carried out steps, such as planning phase, execution, and wrap up so that it is
completed in a significant way.
From the respective annual reports as published by Softball Australia it is evident that in order to
enhance membership in the game several development oriented steps were considered. Strategies
were implemented focussing on improving National Membership Plan. Such approaches here
automatically emphasises on steps taken by the association for encouraging participation and
membership in the game. The plan focuses on developing better relation with the stakeholders
and also underpins key priorities that will help in improving community development. Several
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clubs are associated with the game and consider steps to encourage women involvement in the
game.
Softball Australia aims at offering scopes for women from indigenous background and from
different age group. The sports activity assists in improving social connection within the
community. It also enables individual in developing specific skills and management quality
needed for sustaining in the respective domain. Thus, an attempt taken to encourage women from
different background and also from rural and urban areas so as to ensure that they join the
National League and paly efficiently.
Recommendations:
Firstly, to promote the game one should involve famous players from recognised sports in
Australia. Recommending for participation from popular celebrity face helps in grabbing
attention of the viewers and encourages them to participate.
Secondly, motivation is important for players. Hence, prize money and other gifts are to be
decided and promoted along with the advertisement for the sports. Promotion is important and
should be planned strategically so that people are involved and engaged in a defined way
(Freedman, 2013).
Thirdly, training and practice session should be organised prior three to six months of the game
so that apprehensions about the game eliminates from the mind of the players (Damm, 2012).
Social media allows scope for maintaining one-on-one conversation in a unique way. Customers
could also share feedback on products or service experience in a defined way. Along with
respective discussion a thorough case evaluation is mentioned to understand ways of enhancing
business in a significant way.
Successfully application of sports management approaches will assist the brand Softball
Australia in overcoming issues in the competitive sports domain and grows seamlessly in the
chosen sector.
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