Company description

Create an understanding of the Logan Together Company marketing plan.

Logan Together is situated in the Logan area of Australia. It is a community-based movement which is made up by the individuals and institution across the society. This particular community organization works to develop the children of the community from the very early age of their lives. It thinks out of the box and realizes the shred goals to work together aiming to offer benefits to the children so that they can understand their own potential and reach a successful destination (Logantogether.org.au, 2018). This organization is mainly led by the community members where the citizens of this area are empowered and play the leadership role in all the decision-making process of the institution. There are many stakeholders who are associated with this organization both directly as well as indirectly include health professionals, teachers, sports coaches, policy makers, politicians, CEOs of various organizations, volunteers, spiritual leaders from churches, social workers, young people, government workers, researchers, Elderly people of the community, childhood professionals, Council workers and business people.

Strengths        

• This organization follows collective framework that facilitates to achieve a long term social change and bring the organizations together across the sectors for focusing on a common agenda.
• The basic goal of this organisation is to serve the children of the community residing in the territory of Logan and make them more competitive than other children in Queensland.
• Logan together follows Harwood Institute Framework for starting the community engagement process though serving children which leads to follow empowerment approaches towards the community members (Cameron et al., 2014).

Weaknesses:

• The financial situation has fluctuating nature as the organisation depends on fundraising.
• The promotional strategy that this company follows is weak as this does not show its presence in the social networking sites which has become one of the most important actors of online promotion.
• The company focuses on serving child and family, education and employment and training chapters which need to be expanded to survive the strong competition.

Market overview:

The organisation only caters the needs of the community children and families residing in Logan. Therefore, the organisation only operates within this small marketplace where the competition level is not so strong like other concentrated markets. This is the reason why the organisation is the first choice of the existing or new clients for the betterment of their children. However, the awareness among the residents has been growing regarding all inclusive development of their children hence the market for this particular organisation has been growing so also the demand for service.

Macro environment analysis:

Political analysis: The legislation of Australia has always been less corruptive and more stable than the other nations of the world. Therefore, investing in this country provides high degree of certainty and confidence. Logan is a place situated in Queensland where the policies are more effective to serve the communities hence the social care organisations can get huge support from the government.

Economic analysis: Australia is a safe destination for investment in service sector as it is a prosperous and developed country. It is the world’s 13^th largest economy hence doing business is profitable in this region. The stable government of this country effectively respond the economic challenges hence direct policies to support the investors. Currency exchange rates in Australia are more favourable than other states and low cost commercial property helps the investors greatly (Flew et al., 2017).

Company analysis

Social analysis: The differences among the social classes are not very prominent and constantly growing middle class are the chief targets of most of the business owners. The population of Queensland like all other territories are growing providing scope for any type of organisation potential market to flourish. Moreover, socialisation is also strong among the aboriginal and non-aboriginal people making service sector to operate effectively (Logg-Scarvell, Navis & Patrick, 2015).

Technological analysis: High technical support to the service sector has helped the organisation to expand from one particular place. Technological advancement has been widely used to promote products and to reach the target customers (Hellwig& McAllister, 2016).

Legal analysis: The legislation and policies of the government are supportive for the profit organisations to operate. There are several laws to secure the interests of the aboriginal and other community people. Moreover, laws for educating children and train the adults to secure their future are present in the Australian legislation.

Competitor Analysis

Logan Together has many competitors within Australia and most of them are direct competitors. Direct competitors are the ones who are involved in offering more or less the same products or services. Community Child Care Association, Foster Care Association of Western Australia, Barnardos Australia and International Social Service Australia are the four major competitors of Logan Together.

Points of Similarity – The competitors have some points of similarities with Logan Together that include

• They all operate within Australia
• All have children as their primary target market
• All are service providing companies

Points of Differentiation – With similarities, the competitors have certain differences as well.

• Logan Together operates in south Brisbane locality of Queensland whereas Foster Care Association of Western Australia, Barnardos Australia, Community Child Care Association and International Social Service Australia operate in, West Australia, NSW and Victoria respectively.
• Logan Together provides services to children belonging to different ethnic and cultural backgrounds and it focuses on overall development of the children
• It works mostly for improving the lives of children of the Logan community where such services were previously not available
• It employs members from within the community to provide services to the children thus empowering the community as a whole
• Logan Together provides services that aim at child development by using The Nest as the Australian standard where the company each child receives the love, care and support

The competitive market summary is explained in the table below:

Competitor	Target Market	Positioning	Product	Promotional	Distribution	Strength/ Weakness
Community Child Care Association	Children, 3-5 years	Within Victoria, Australia (Cccinc.org.au, 2018)	Education and Care services	Social Media	Membership	Main Strength – Leading childcare service provider in Victoria Main Weakness/s – Concentrated
Foster Care Association of West Australia	Children and Foster families	West Australia	Foster care, emergency care to children (Fcawa.com.au, 2018)	Social media, word of mouth	Membership	Main Strength – Unique target market Main Weakness/s- Limited scope
Barnardos Australia	Foster children	NSW	Foster Care, Kinship Care, Adoption (Barnardos.org.au, 2018)	Social media	Getting Involved	Main Strength – Provides adolescent services Main Weakness/s – Limited area
International Social Service Australia	Children and families (Iss.org, 2018)	Victoria	Social work, legal and mediation services	Social media, mainstream media	Getting involved	Main Strength – Legal services Main Weakness/s – Scattered target

Consumers refer to those who buy the product or service of a company. Analyzing consumer behavior is essential for any company to achieve continuous success. It is done through extensive market research. Consumer analysis also involves

• Needs of the consumer
• Affect and cognition
• Environment
• Buying behavior

The primary consumers of Logan Together are the people of Logan who wish to provide a better life to their children. The Aboriginal and Torres Strait Islander people, who constitute a majority of Logan’s population, are the primary consumers of the organization. Logan Together pays significant emphasis on the growth, development and participation of Aboriginal people. The consumers mostly invest on the overall growth of the children from 0 to 8 years of age. They mostly invest on the services like education to children of 3 to 5 years of age, early development services, maternity services, child health hubs and so on.

The reason behind people’s trust in Logan Together is the organization’s all-encompassing approach towards child and community development. Apart from that, it also encourages social innovation that provides a huge assurance to the consumers regarding its credibility and effectiveness. Consumers further opt for Logan Together because of its consistent performance. According to its data, 70% of Logan children are on track for development.

Market situation

Collaborators play a significant role in increasing the benefits of any business. Collaborator analysis is performed under the ‘5C Analysis’, which is conducted under situational analysis. Collaborators constitute the external stakeholders of a company. The Queensland Government and City Council are the collaborators of Logan Together. To Logan Together, the government and the city council have been a huge source of support both in terms of finance and human resources. Collaborators reduce the added pressure of the organization regarding the budget, promotions and maintenance of services. In addition, their association provides an assurance to the consumers that the organization is authentic and effective, thus adding value to it.

A SWOT of Logan Together thus can be shown in the figure below:

For a business to be effective, it is important to understand the elements involved in the promotion of the offers a company makes in terms of its products or services. Marketing initiative is actually the effort of the marketing team to promote the business. Marketing initiative depends as per different companies and might include goals and objectives that the company has to achieve in order to sustain in the competitive market. Logan Together marketing initiative may thus involve several goals and objectives but the most important goal is to expand its business.

As evident from the PESTEL and SWOT analysis in the previous sections, Logan Together has market expansion as its primary goal. The increasing competition and reliance on technology has made it compulsory for the organization to move beyond Logan City and expand its business to other parts of Australia.

The expansion strategy explores the opportunity of the young population within the city as it would aid in the expansion of the organization. With a young workforce, new and innovative ideas and relentless energy could be provided to the company. It would, in turn, help in overcoming the threat of increasing competitors in the business.

References:

Barnardos.org.au. (2018). What we do. Retrieved from https://www.barnardos.org.au/what-we-do/

Cameron, A., Lart, R., Bostock, L., &Coomber, C. (2014). Factors that promote and hinder joint and integrated working between health and social care services: a review of research literature. Health & social care in the community, 22(3), 225-233.

Cccinc.org.au. (2018). Community Child Care. Retrieved from https://www.cccinc.org.au/

Fcawa.com.au. (2018). Services of the Association – Foster Care Association of WA (Inc). Retrieved from https://www.fcawa.com.au/about-us/services-of-the-association/

Flew, T., Harrington, S., Swift, A., & McNair, B. (2017). Politics, Media and Democracy in Australia: Public and Producer Perceptions of the Political Public Sphere. Routledge.

Hellwig, T., & McAllister, I. (2016). Does the economy matter? Economic perceptions and the vote in Australia. Australian Journal of Political Science, 51(2), 236-254.

Iss.org. (2018). International Social Service Australia – Welcome!. Retrieved from https://www.iss.org.au/

Logantogether.org.au. (2018). Home – Logan Together. Retrieved from https://logantogether.org.au/

Logg-Scarvell, J., Navis, R., & Patrick, K. (2015). Scenarios for Australia in 2050: a synthesis and proposed survey. Journal of Futures Studies, 19(3), 49-76.

Theearlyyears.com.au. (2018). The Early Years – Just another WordPress site. Retrieved from https://theearlyyears.com.au/