Youth Focus Case Study: Marketing Mix Revamp and Competitor Analysis

This case study examines Youth Focus, an Australian youth charity trust, and its competitive landscape. It identifies key competitors such as Richmond Wellbeing, Mental Illness Fellowship, and Lifeline, highlighting their differentiated services and target audiences. The analysis emphasizes the importance of niche marketing and service differentiation in a competitive market. Key issues are pinpointed including the need for broader points of contact and diversified revenue streams. Recommendations include creating anonymous blogs, conducting market surveys, and exploring avenues like ebooks and private counseling. The study further suggests revamping the marketing mix with short-term and long-term strategies, ultimately aiming to enhance Youth Focus's reach and impact. Desklib provides access to this and many other solved assignments.

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Global Marketing Management
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Competitor analysis
Youth focus faces major competition from other companies such as Richmond
Wellbeing, mental illness fellowship, woman health and family services, helping minds and
lifeline. All these organizations offer mental health services to the Australian people. In
marketing when a market has a lot of competitors, it is advisable that the firms offer services that
differentiate themselves from the other competitors. Richmond wellbeing is a company that
offers therapy and mental health services to Australians (Armstrong, Gary, Philip Kotler,
Michael Harker, and Ross Brennan). Woman health and family services on the other hand
specializes in women’s health issues by providing mental health, drug and alcohol support,
counseling and other health services for women and their families( Kotabe, Masaaki, and
Kristiaan Helsen). The services offered by helping minds include a range of free counseling and
support programs to adults who have a family member or friend that is at risk of developing
mental illness or is affected by mental illness themselves.
Mental illness fellowship assists families and individuals in their journey to recovery
from mental illness, physical illness, social connectedness and equal opportunity in all aspect.
This company works wholesomely with all the people in the circle of the patient from the family,
friends and carers. Lifeline is a charity organization in Australia that provides access to suicide
prevention services and 24 hours crisis support to people experiencing a personal crisis.As we
can above, all these organizations have cut their own niche in the line of work they are involved
in . This is what a firm does when the market has a lot of competitors targeting a specific group
of people (Canel, Cem, David Bejou, and Basheer M. Khumawala). The competitors have all
used different strategies, planning , branding, product and services, business location ,

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positioning, business models, communication, pricing , goals and objectives among many others.
Marketing encapsulates everything that influences the choices of the clients.
For example, lifeline being an organization that provides suicide prevention and 24 hours
support for patients, we can already tell that the main consumer or target of this company is the
group that is dealing with suicidal thoughts. Therefore, Lifeline has already curved a niche for
itself in the market as the best organization to go for when a depressed patient dealing with
suicidal thoughts is involved (Gillespie, Kate, and Liesl Riddle. Global marketing). This is one
of the best method to reduce competition and create a market for the organization.
Unlike Youth focus that mainly focuses on the youth, Woman health and family services
specializes in women’s health issues by providing mental health, drug and alcohol support,
counseling and other health services for women and their families. This differentiation of product
has helped this organization to solely focus on women dealing with mental health and curve its
niche in the market. The company has specialized further to offering services to women who are
dealing with alcohol and drug abuse which are quite common in Australia.

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References
Armstrong, Gary, Philip Kotler, Michael Harker, and Ross Brennan. Marketing: an introduction.
Pearson Education, 2015.
Canel, Cem, David Bejou, and Basheer M. Khumawala. "An Application of Global Marketing
Via International Locations." In Proceedings of the 1993 World Marketing Congress, pp. 203-
207. Springer, Cham, 2015.
Gillespie, Kate, and Liesl Riddle. Global marketing. Routledge, 2015.
Kotabe, Masaaki, and Kristiaan Helsen. Global marketing management. 2014.