Queensland Youth Families Support Services Marketing Audit

This strategic marketing audit report examines Queensland Youth Families Support Services (QYFSS), focusing on its market position and strategic options. The report begins with an executive summary and an overview of QYFSS's mission to empower youth and foster community. It then delves into customer analysis, including segmentation (demographic, geographic, behavioral, and psychographic), targeting at-risk youth, single-parent families, and those separated from education or family. The report analyzes the competitive landscape using Porter's Five Forces, highlighting threats from new entrants, substitute services, and existing competitors like St Vincent de Paul and the Salvation Army. Environmental analysis considers political and economic factors, particularly unemployment rates in Ipswich. Finally, the report proposes strategic options of market development, and product development for QYFSS to improve its market position and achieve its goals, alongside marketing the services of government agencies. The report is based on the assignment brief provided, and offers comprehensive analysis, including references to support the findings.

Running head: STRATEGIC MARKETING
Queensland youth families support services
Strategic Marketing
3-22-2020

STRATEGIC MARKETING 1
Executive Summary
The intent of this paper is to present a strategic marketing report for Queensland youth
families support services that operate to service young people by offering their housing and
education facilities. From the analysis of the report, it has been identified that the company is
involved in empowering the youth, fostering supportive communities, and building family
harmony. In order to identify its target market, the company makes use of different types of
segmentation that are discussed below. However, the support service deals with challenges in
the market such as competitors from different players like St Vincent de Paul, the Salvation
Army, Community Centers who are also offering similar services in the market. In the end,
the report has suggested two strategic options for the company to deal with the competition
that is market development and product development.

STRATEGIC MARKETING 2
Table of Contents
Executive Summary...................................................................................................................1
Overview of Business or product...............................................................................................3
Customer Analysis..................................................................................................................3
Segmentation, Targeting, and Positioning..........................................................................3
Competitor Analysis and Market Analysis.............................................................................4
Porter Five Force Framework.............................................................................................4
Environmental Analysis.........................................................................................................6
Preliminary Strategic Options................................................................................................7
References..................................................................................................................................8

STRATEGIC MARKETING 3
Overview of Business or product
Queensland youth families support services that hold a long history of 30 years in the
Ipswich area by engaging with families and young people. It focuses on creating the
opportunities that can contribute to empowering the youth, fostering supportive communities,
and building family harmony such that young people can attain their aim through full
potential. The services that are offered by the company are youth support, training programs
for youth, and housing Queensland Government. (2020). In order to achieve this, the
company has 4 volunteers, CEO and staff of 6 people, and a management committee of 4
people.
Customer Analysis
Segmentation, Targeting, and Positioning
Segmentation is all about dividing the population into a different group according to
similar traits and characteristics (Venter, Wright & Dibb, 2015). The segmentation is
comprised of four categories that are also followed by Queensland youth families' support
services.
Under demographic segmentation, the company divides the market based on age,
income, gender, and nationality.
Under geographic segmentation, the company divides the market depending on the
region where people live.
Under behavioral segmentation, the company divides the population based on the
behavior and decision-making pattern of the user (Weinstein, 2013).
Under psychographic segmentation, the business divides the market based on
activities, interests, and lifestyle variables.

STRATEGIC MARKETING 4
The target market of Queensland youth families supports services are young people
who are at risk or experiencing homelessness. It also serves young single-parent families that
lie under the age group of 16 to 25 years and low-income earners. The company is also
working with youth who have been separated from education, family, or local community
includes those who lie under the age group of 12 to 21 years.
Positioning is considered to be a place that is occupied by a brand or product in the
mind of its target market. Unique positioning helps a business in standing out in the crowd in
comparison to its competitors. Queensland youth families support services has placed itself in
the market as the service that encounters the requirement of young people.
Competitor Analysis and Market Analysis
Porter Five Force Framework
Porter's five forces are a framework that recognizes and analyze the five market and
competitive forces that shape all the industries and support in defining the weakness and
strength of the industry (Perera, 2020).
The threat of New Entrant – The power of the business is influenced when a new
player enters the market. Considering the market of Queensland youth families support
services, it has been identified that there are no such entry barriers for the new player to offer
the services for the development of youth or any other category. To enter this industry, a
business just requires permission from the concerned authority and needs to have a strong
motive along with resources that can aid a specific group. Hence, the threat of a new player in
this market is moderate to high.
The threat of Substitute Product – Substitute service or good can be used in place of
the product offered by the business which poses a threat. Considering the case of Queensland
youth families support services, there is a number of players that raise a threat that are Robyn

STRATEGIC MARKETING 5
Taylor Child Development Centre, Child Australia Early Learning Center, etc. These centers
offer services for the development of a child by offering education and food for free.
Competition among existing players – Under this factor of the porter framework, the
capability of the competitors is analyzed. If there is an increased number of competitors, there
will be low profitability for the business in the market. In the case of Queensland, youth
families support services, there is a number of competitors who are also offering similar
services to the clients such as St Vincent de Paul, the Salvation Army, Community Centres,
Church organizations (that is Uniting Care, Sisters of Mercy, etc.), and Regional
Organizations such as Ipswich Community Youth Services (Harrison, 2002). This reveals
that the threat of competitors in the market is high for Queensland youth families' support
services.
Bargaining power of buyers – The power that is held by the customer to drive the
prices lower of the product or service. This is impacted by the number of buyers a business
has, how important every customer is, and how much it cost for a company to find a new
consumer. In the case of Queensland youth families' support service, the organization is
focusing on providing services to the youth population who are under the crisis of education
and housing. The company is involved in offering better living to them which shows that the
company is not working to earn the profit but to enhance the living of the society.
Bargaining power of suppliers – This is one of the important factors of this framework
as it discusses the power of the supplier to impact the cost of inputs. This is influenced by the
availability of a number of suppliers of key input in the market, the quality of the input, and
the cost of switching to another supplier for the business. In the case of Queensland youth
families support services, it is involved in a number of partnerships with a different
organization to offer better services to the target market. Some of the partners of the company

STRATEGIC MARKETING 6
are Tenancy Skills Institute, IPS Training, OzHarvest, GIVIT, Ray’s Patisserie, Jace & Lee
Butchers, Woolworths Group, and Share the Dignity (Queensland Government, 2020). All
these partners or suppliers are very precious for the company as they deliver the best services
to the customers.
Environmental Analysis
The political environment of Queensland is stable which offers a number of
opportunities to different businesses to operate smoothly. The government of the country is
working towards the development of infrastructure in the Ipswich region which can allow the
citizens to get better facilities. Besides this, the economic condition of the country is growing
which can increase the job opportunities for the citizens because the unemployment rate in
Ipswich in 2019 was 7.2% which is higher in comparison to other places in Queensland (ID
Community, 2019). This shows that Queensland youth families support services need to
focus on contributing to increase the number of job opportunities for the people through its
training services. In addition to this, in the Ipswich region of Queensland there is availability
of better services like education, health, and quality of life. These facilities are easily
available in the country because the population of Australia is around 25.4 million which is
comparatively low in comparison to other major economies (Worldometer, 2020).
The above environmental analysis of the Queensland and Ipswich reveals that there is
the availability of better environment and facilities in the market which enable Queensland
youth families to support services to provide training to youth. However, the higher rate of
unemployment in the Ipswich region is an issue that company has to focus by targeting
maximum number of clients to offer them better employment opportunities.
Preliminary Strategic Options
The strategic option that is accessible to Queensland youth families support services is
to expand the business operations at different places in the Ipswich in order to offer number

STRATEGIC MARKETING 7
of job opportunities for the youth in the region such that the problem of unemployment can
be reduced.
Apart from above option, Queensland youth families support services can work on the
marketing of the government agency, such as Department of child safety, youth, and women.
This department is focused on attaining a transformational change for the vulnerable young
people and children (The State of Queensland, 2020). Queensland youth families support
service can working on the marketing of this department in order to ensure that the right
services at right time are provided to the families and keep the safety of the children at home.
By marketing the services of this department, Queensland youth families support service will
be able to make people aware of the facilities available and also improve its brand image in
the market.

STRATEGIC MARKETING 8
References
Harrison, J. (2002). Excel Senior High School: Community and Family Studies 1st ed.
Australia: Pascal Press.
ID Community. (2019). City of Ipswich. Retrieved from
https://economy.id.com.au/ipswich/unemployment
Perera, R. (2020). Understanding Porter’s Five Forces Analysis 1st ed. U.K: Nerdynaut.
Queensland Government. (2020). Family Support Services. Retrieved from
https://www.csyw.qld.gov.au/child-family/our-performance/family-support-services
The State of Queensland. (2020). Department of Child Safety, Youth, and Women. Retrieved
from https://www.csyw.qld.gov.au/about-us/careers/career-opportunities/child-
protection-careers
Venter, P., Wright, A., & Dibb, S. (2015). Performing market segmentation: a performative
perspective. Journal of Marketing Management, 31(1-2), 62-83.
Weinstein, A. (2013). Handbook of Market Segmentation: Strategic Targeting for Business
and Technology Firms 3rd ed. U.S: Routledge.
Worldometer. (2020). Australia Population. Retrieved from
https://www.worldometers.info/world-population/australia-population/