Analysis of Fronditha Care Submitted by: Ayaz Ahmad Gondal Student ID:1036847 Tutor Name: Alan Dymond Table of Contents Executive Summary ....................................................................................................................................... 3 ABOUT THE COMPANY: ................................................................................................................................. 4 MARKET SIZE & TRENDS ................................................................................................................................ 4 FINANCIAL AND CORPORATE PERFORMANCE............................................................................................... 5 SWOT & COMPETITIVE ADVANTAGE ............................................................................................................. 5 COMPETITIVE ADVANTAGE ........................................................................................................................... 7 STRATEGIC OPTIONS ...................................................................................................................................... 7 POSSIBLE RECOMMENDATIONS .................................................................................................................... 8 References ................................................................................................................................................... 10 Executive Summary The present report aims to do the Situational Analysis of Fronditha Care, a well-known Aged Care Company based in Australia. Extensive research has been carried out in order to do the detailed analysis of the company selected, and its market in Australia. It is well known that any company is affected by both the external and internal factors. The same has been focused in the report. The analysis covers the market structure, distribution channels, segmentation, competitors and trends of the market (Ansoff, 2014). Further, an internal analysis of the chosen company, Fronditha Care, has been done to identify its core capabilities as well as competencies together with the competitive advantage it possesses. The analysis also highlights the key issues faced by the industry, and the company in particular. At last, the report puts forward the potential future strategies which the company may consider. The analysis is based on extensive research and gathering the relevant materials from the various sources. The researcher, apart from to referring the study materials based on the subject related to marketing analysis, has referred various journals, websites and periodical to accomplish this report. ABOUT THE COMPANY: Fronditha Care is one of the renowned companies involved in aged care in Australia. Formerly it was known as Australian Greek Society for Care of the Elderly(Fronditha Care, 2017). It was established in the year 1976. It is involved in providing a wide range of residential as well as support services to the elderly in and around Victoria.Fronditha aims to maintain the cultural identity of the Greek speaking people. The wide range of services provided by Fronditha includes residential facility, care at home, food, etc. Being a non-profit and community based company, looks after more than 2000 elderly people and has record of everlasting growth and sustainability. All levels of the government has recognized it and it has continued the journey of its success towards social cause. MARKET SIZE & TRENDS The market research report released by IBISWorld reflects that various factors influence the companies in this field. These factors may be named as new product developments, demographic reasons, economic, distribution, supply chain factors and pricing issues. Fronditha care,in the last five years, has been providing various kinds of lifestyle accommodation options as well as the aged care services(Fronditha Care, 2017). It has resulted in increase of product offerings together with flexible pricing strategies, government funding, etc. The research about the company reveals that the company had entered in partnership with Hippocrates Aged Persons Association for making a 66 bed’ age- care residential facility in Newcastle New South Wales (Taylor and Walley, 2002). Thus, the market trend has facilitated the associations and collaborations too. It has been found that timely planning and implementation of projects, transparency in decisions and financial accountability, continuity, independence and support from the government as well as from the common people has been the key factors leading to success (Fronditha Care, 2017). FINANCIAL AND CORPORATE PERFORMANCE The elders have been the past assets of the society and nations; they can give many lessons for the new generations because of their experience. In the old age, if they are allowed to live the independent life. The same has been the basic aim of Fronditha Care. A few home care packages are funded by the government, but the proper management of funds is also a major factor that leads to success of a company dealing in community based services (Jones and Hill, 2012). In the areas of corporate governance, the company is known for aiding in home care packages, planned activity groups, host home programs, and educational seminars on health as well as ageing (Taylor and Walley, 2002). The Volunteer Visitation Program has been offering companionship and comfort to isolated people. In this program, the volunteers visit and share the interests of people while conversation on a cup of tea. This leads to a great sense of comfort to needy persons. SWOT & COMPETITIVE ADVANTAGE All the companies, and all the industries face challenges of one or the other types. Fronditha care is no exception. Following are its SWOT: • STRENGTH: (i) Age care is one of most important issues for the society and the government. Fronditha care is involved in it(Composites industry gets SWOT analysis, 2001). (ii) It emphasizes the cultural uniqueness and cultural identity of the Greek aged People. (iii) It provides identity and strength to the elderly people and thus making them emotionally strong (Oke, Walumbwa and Myers, 2012). (iv) It has been strengthening the dignity of citizenship and life of the aged people. (v) Being involved in social cause it has been receiving government and fundings. (vi) There is strong coordination among the staff and clear idea of goal among the complete staff (Taylor and Walley, 2002). • WEAKNESSES (i) The company is totally dependent of volunteers who are devoting their time and funds (to some extents) for the social cause of elderly people. (ii) There is a lack of government control and proper hierarchy in the company and the volunteers are working due to their free will (Ansoff, 2014). • OPPORTUNITIES (i) There are ample chances of development in the field and it is gaining more and importance in the coming times. (ii) There are not many companies involved in this field and thus there are chances of growth (Oke, Walumbwa and Myers, 2012). (iii) The company may adopt proper procedure and employ workers on salary basis. They will be fully dedicated towards the company and the elderly people. • THREATS (i) The population of ageing people is ever increasing. It has been observed that the population of Greek speaking people is increasing at faster rate than that of other Australian born counterparts. (ii) The capacity of Fronditha Care in providing care as well as the services for increasing population will be a great challenge. (iii) There will be more burden on financial management and its arrangements coupled with budgetary constraints, costs, invoicing charges, increasing cost of living, etc. (iv) There will be a need to refurbish and build new resources or infrastructure. COMPETITIVE ADVANTAGE It is good to note that though there are some companies involved in age care facility in Australia, still Fronditha care is the oldest and unique for the Greek People. It has more than 37 years of existence and has seen many ups and downs in these many years(Fronditha Care, 2017). It knows how to stand in a tough-competitive environment and motivate its employees or volunteers to keep serving the people (Sethi and Sama, 1998). The other companies involved in the sector are not that old and their receipt of government funds is much lesser than the Fronditha care. If spoken about the faith of people, the credibility and impression and timely service, Fronditha care is always ahead of its competitors (Ansoff, 2014). STRATEGIC OPTIONS All the companies all over the world have been active in its expansion and growth, and the same is seen in case of Fronditha care. It has been found that the company is in continuous phases of development (Ansoff, 2014). It is committed to meet the demands of residential care at various locations in the country. A close study of the year-book of the company reveals that that the company at the most appropriate time has acquired 60-bed nursing home in Victoria. The company will have to acquire more residential units inter-state in or around Victoria in coming times. The company has to remain active for increasing demands in all the sectors including Home Care packages (Oke, Walumbwa and Myers, 2012). The management of funds, budget and all other finances are quite necessary and proper projections are to be done to the government agencies so that they may receive the government funds in time (Burley, 1949). Further, the company has to think on some more lines such as acquiring of land for retirement villages, residential aged care facilities, etc. The employees have been the biggest assets of any organization and Fronditha care needs to give some look in this direction also(Olson, 2013). Apart from having volunteers the company has to consider having permanent employees on salary basis. Further, continuous training to volunteers and the staff is required at all the levels. In brief the strategic options for the Fronditha care in coming future may be enumerated as follows: (a). Exceling in the provisions for residents and clients with culturally appropriate care services (Carlson, 1970). (b). Leading as an employer and training the support-staff for leading in various provisions including professional care as well as job satisfaction. (c). Encouraging and procuring partnerships with various communities for promoting quality care, support as well as lifestyles for aged people (Olson, 2013). (d). Maintaining a sustainable future for clients, services, finances as well as physical resources. POSSIBLE RECOMMENDATIONS The long existence of the company and its expansion on various fields aged care for the elderly person of Greek community is the direct proof that Fronditha care has a strong management and a team of committed people. From various studies, it has become evident that the population of Greek speaking elderly people is increasing at much faster rate than their other counterparts. In this scenario, it is recommended that Fronditha care must expand it resources in all fields (Sethi and Sama, 1998). The success is to be measured and introspections are to be carried out for doing the needful. The priorities as enumerated in strategic options are to be taken care of at all the levels. References: Ansoff, H. (2014). Strategic management. 1st ed. [Place of publication not identified]: Palgrave Macmillan. Burley, O. (1949). Marketing Research, Operating Surveys and Analysis. Journal of Marketing, 14(2), p.218. Carlson, W. (1970). ACM forum: announcement: ACM forum in the communications. Communications of the ACM, 13(10), p.590. Composites industry gets SWOT analysis. (2001). Materials Today, 4(3), p.21. Fronditha Care. (2017). Fronditha Care - Community Services & Residential Care. 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