Marketing for Managers Individual written task: 2 Marketing and Competitive Environment of a University Brand Central Queensland University Melbourne Afsar Ghori Mohammad 12029659 TABLE OF CONTENTS Background 4 Market summary: 4 Demand Assessment: 4 SWOT Analysis: 5 MARKET SEGMENTATION: 6 Marketing mix analysis: 7 PEST Analysis: 7 COMPETITOR ANALYSIS: 8 Value and Brand positioning Analysis: 9 Conclusion 9 Introduction: Marketing and competitive analysis are key factors before setting up any organization. Market analysis is validation of penetration of organization in to the market to make the organization stand out. Competitive analysis enables the organization to check organization’s place in the market. For this assessment CQ University has been chosen. The market for CQ university is been analyzed by using SWOT and PEST analysis. Also, competitive analysis is done by close examination of its peer universities such as Deakin. Background Central Queensland University, head quartered in North Rock Hampton began in 1967. Later in 2010. CQ University became dual sector university offering higher education and vocational training. The university is run by CQ University council headed by Vice-Chancellor. CQ University runs wide range of programs including engineering, humanities, health, and community services. In addition the university gained 81.1% of employment rate by Graduate Career Australia. Also, ranked 21 in Excellence of Research for Australia. Market summary: It is the essence of a marketing plan. This mainly describes the outlines or highlights important points of own brand to comparative brand. Summary of university market is a brief description of a plan. Demand Assessment: Demographic Analysis: CQU Melbourne campus is located at 120 Spencer Street adjacent to Southern Cross station. The student community is strong and wide-ranging and offers a good learning environment. It is truly international city with world renowned land marks. It is easily manageable by a number of tram routes. Geographic Analysis: It consists of latest presentation and audio visual equipment and high technology of multimedia labs. Mainly, it has photocopying, scanning and color printing facilities. A student lounge area with TV and seating. Indoor open space for cultural activities. Catchment analysis: The university is surrounded with boutiques, café-filled laneways, film and food festivals, sporting events, art exhibitions and performing art productions. The Melbourne city is one of the most livable cities. The city was also voted the second best city for students. It is responsible for student recruitment including branding,, publications, advertising and marketing policies. Target market: CQ University is primarily charged with interest, an activity and goal which is shared by all departments. Achieve 50,000 students by 2020. Offer 70 percent of courses face to face in the growth targets. Increases market share on the regional campuses by 33 percent. While in sustainable targets, $50 million unencumbered funds by 2020. A net operating margin of 10 percent and 50 percent for asset utilization. Demand assessment in Australia market about education: (Total international students + total domestic students)X Average cost per unit X number of units per year. = 1313776 X 3000 X 12 = 47295928k$ Total market of our own brand CQ University: = 18849 X 3000 X 12 = 678564k$ CQ University share in Australia = (total market in Australia / CQ university Market) X 100 = (47295928000/678564000) X 100 = 1.4% Total market of our Deakin University: = 45900X 3300 X 12 =1817640k$ Deakin share in Australia = (total market in Australia / Deakin Market) X 100 = (47295928000/1817640000) X 100 = 2.6% SWOT Analysis: University strengths, weaknesses, oppurtunities and threats were identified by members of university strategic goals and priorities committee. This information can be useful in considering strategic issues. Strengths: Reputation in the external community. Interacting with campuses. Staff and student support. Developing to enhance learning and student interaction. Facilities include new and well maintained with growth potential, friendly and safe. Dedicated with expert faculty. Healthy shared governance. Artistic and cultural performances. Weaknesses: Operational structures, identifying qualities. Absence of pride about internal group. Match between research expectation and support. Limited resources for faculty and staff development. Growth of pressure increases by adjustments. Opportunities: Partnerships in support of university. Diversity of region. Community and university relationships such as services and cultural activities. Growth potential. Societal trends with growing demand for graduates. Threats: State budget crisis. Increase in reporting expected by government and society. Development of another university in the area. Reporting requirements absorb a large percentage of resources. Historical public perceptions about higher education. Negative public perception. Private, online universities responsiveness to program and student scheduling demands. MARKET SEGMENTATION: It is defined as subgroup of people or organization sharing one or more characteristics that cause them to have similar product needs. It is a customer oriented process. Management can respond to meet changing market demand. Develop strong positions in specialized market segment. Process of segmentation: Identify the current and potential wants that exist in the market and findings the characteristic that distinguish among the segments. Finally, each segment represents to estimate demand and potential sales. Target market strategies: Focus on one segment from within the total market in the single segment strategy. Two or more additional groups of potential customer are identified as target market in the different segment strategy. Market positioning: A company must decide to position itself in relation to the competitors for that segment. This position could be on the basis of the product unique selling proposition, price, design characteristic, method of distribution. Market Repositioning: Repositioning is changing consumer’s perception of a branding relation to competing brands. Product and companies repositioned in order to sustain in slow growth or to correct positioning mistake. Marketing mix analysis: Marketing mix has both communicative and operative functions. Operative function aims to remove boundaries in transactions or exchange can enter the exchange process with minimal effort. Service: Student support Counseling Quality level Student monitoring program. Price: Flexibility Terms Depends on course level Scholarships Distribution: Student awareness Transportation Managing courses Understanding statistical concepts. Promotion: Advertising Publicity Reputation worldwide Academics PEST Analysis: PEST analysis can be used as part of identifying the oppurtunities and threats for SWOT operations with in educational environments and analyzes the market plan. Political: Schools being privatized. A government initiative creates the risk that fails to deliver the policy. Changes to curriculum with short lead times. Requirement to be self-managing. Requirement to self-financing. Economic: Government funding decisions may affect finances. Ability to invest savings. Area results in competition from other institutions. Cost of providing resources for teaching and support, books and technology solutions. Social: Local population changes. Closure of local firms providing employment. Integration of students with special needs. Information is accessible to staff anywhere in the world via the internet. Technological: Changes to standard/equipment required Risk of selecting the wrong technology at times of change. Move from paper based book to e-book readers. Time to manage IT systems. COMPETITOR ANALYSIS: It is a framework for evaluating current or potential competitors of a firm. While, competitive analysis is an indispensable tool in the strategist tool kit. One of the competitors with CQ University is Deakin University. CQ University 1. Established in 1967. 2. CQ University has 35,000 which is less than Deakin University. 3. World ranking is 601. 4. There are 16 campuses all over Australia which is more than the Deakin. Deakin University Established in 1974. Deakin has 50,644 which is more than CQ University. World ranking is 355. There are 4 campuses and three learning centers in Melbourne at Dandenong, Cragieburn and werribie. Value and Brand positioning Analysis: A value of CQ University connects with stakeholders by having strong relationships and partnership outcomes from 2 decades. When it comes under leadership it is excellence at research engagement and governance. University think big and focus on achieve goals. Seek full participation with staff and students without any problems. Brand of CQ University entails acting ethically, professionally and fairly. The main aim is to understand what you want to be and help you achieve those goals. Both operational name and logo are critical components of our identity. Conclusion Thus upon evaluation of the CQ university brand and market, CQ University has standout features such as multiple campuses across Australia, large international student intake and wide range of courses. Also, CQ University has strong brand value that makes it different its competition. Upon complete evaluation of CQ University, its strong relation with stake holders, integrity processes and high quality standards enable it to get good market. References: Saliba, S. J., & Turner, R. E. (1989). Marketing Management: Analysis, Planning, Implementation and Control, Canadian Sixth Edition, Kotler, Philip and Ronald Turner. 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