The Analysis of marketing and competitive environment of University brands in Australia Name: Rinku Prashanth. Koyye Roll number:12022182 Date:11.04.2017 Executive Summary Universities in contemporary societies are increasing in its competitive and marketing environments to build its corporate image. The universities have therefore focused directly on articulating and enhancing their brands to grow and develop conducive conditions within the brand architecture. The report focuses on Universities in Australia, an example being CQ University that employs branding as a strategy to enhance its marketing and competitive standards. The aim of this report, therefore, is to give a summary of the market review and demand assessment for instance what clients expect from the universities. It will also explore the current marketing mix analysis, swot analysis and value and brand positioning studies will be covered in the report. Table of Contents Executive Summary 2 Introduction 4 Background of the Study 5 Segmentation and Target Market 6 Market Research 7 Current Marketing Mix Analysis 7 Internal Analysis 8 The External Analysis 8 PEST Analysis 8 Political Factors 8 Economic Factors 9 Social Factors 9 Technological Factors 9 SWOT Analysis 9 Strengths 9 Weaknesses 10 Opportunities 10 Threats 10 Value and Brand Positioning Analysis 10 Conclusion 10 Recommendations 11 Introduction Branding is a crucial competitive and marketing approach employed by various Australian Universities such as CQ University utilized to distinguish them from others. It is therefore launched to enhance aesthetics in the individual college. Branded environments extend the experience of an organization, for instance, that of a university. The brands are witnessed in distinguishing characteristics for example names, symbols, and design. In branding environments, crucial aspects such as landscape, lighting, graphics which are uniquely designed to improve the marketing and competitive of such organizations (Howarth, 2017). The unique character is regarded internally, for instance, the decoration of university buildings, the arrangement of structures, their logo as an organization, particular color embraced by the organization which gives an identity to the organization and service delivery aspect which improves the corporate identity of the organization. Regarding service delivery, the team to boost its image has embraced modern technologies for instance in the access of library, results and even access to accommodation using the internet. Programs are well managed, and University calendar is properly adhered to making many to trust the institution. In addition to that, the welfare of the workers has given priority which has motivated them to deliver efficiently and also a good relationship that exists among the employees due to clear roles assigned to them and a clear pattern of communication utilized by them. Background of the Study Many University has looked at how to emerge the best among others. It is due to this that they have launched programs that target to improve its competitiveness and marketing capacity. As the number of universities continues to grow, so does the competition for market survival intensifies. Competition for survival has been the driving force for existence, and it has been associated with being the best and also the creation of wealth by such organizations. With the development and progress of civilization, competition has become more diverse. The teams are involved in some activities to cut down their costs and increase their profits. Therefore, the core competencies of the firms are reflected in their income generating activities, and the favorable one is a critical attracting market to such organization and leads the industry Programs meant to improve both the service provision and the environmental outlook of such Universities are Utilized. CQ University in Australia is among many Universities employing these branding strategies. Many aspects such as the location of buildings in the school, the color used (Adam & Alison, 2016). Segmentation and Target Market The marketing directorate of the University as an activity is shared by all the departments in CQ University. With the hardworking staff, working on all the campuses of CQ, the management has a mandate in controlling fundamental activities for instance branding. As an institution, the University gives advice and support to all of its faculties in carrying out activities like the selection of students, making publications, branding, and advertisements (Roger, 2015). The University targets are getting students from all parts of the world. Its aim is to ensure it is amongst the best Universities globally. Satisfaction of customers in the market is a difficult since few products and services meet their standards. It is, therefore, important for the University to launch their goal, identify potential customers for their services and their needs established to initiate an approach that will ensure these requirements are met at the end of the exercise. The method is utilized by most of the Universities in Australia to attract significant markets worldwide, an example being CQ University (Richard, Fionna, & john, 2016). Market Research CQ University laid down strategies that target at ensuring that they are market oriented as an institution. The needs of the clients are prioritized by the organization making the school more competitive in comparison to others. It has also identified the environment in which its competitors operate, their weaknesses so as to perfect them attracting more customers to the institution. Studies show that Universities to be more competitive, they have a mechanized system for instance online access to the library which has attracted many clients to the institution. It is because most successful universities in Australia have surveyed the needs of the customers of which majority of them consider online access to studies that has been embraced by the institution (Robert, 2014). Current Marketing Mix Analysis In doing marketing mix analysis or audit, the organization approach to this issue using two methods; analyzing the external and internal environment of the body. The internal environmental analysis is responsible for the activities that the marketing management has a lot of control while the external analysis the management has little or no control (Kristiina & Jenni, 2015). Internal Analysis The University embraces this aspect by focusing on crucial factors, for instance, the background of the company, its objectives, financial expenditure, and many significant roles that give the institution strength in dealing with its shortcomings to achieve its goal. Any other audit made by the university forces should target its customers or the market of the services given by the University. As an institution, meeting the set target is the only way of realizing success and indeed showing the strength it has in comparison to others. Hence, able to stand from others (Brandi & William, 2013). The external analysis, on the other hand, deals with the chances available in the environment that can lead to success when acted upon correctly and also the challenges that can result in failure in the same environment (Kimberly, 2016). The external Analysis In this aspect, crucial factors for example distributors, suppliers, competitors, and customers are regarded. Other key elements considered are grouped under economic, social, political, ecological and technological forces. They ensure that the opportunities and threats an organization encounters are dealt with accordingly targeting success at the end (Ruby & Linda, 2014).All these categories of factors are well considered in the CQ University. PEST Analysis Political Factors Political factors to profound extent affect Universities in some ways, for instance, the government is responsible for the funding of these higher learning institutions, failing to respond to this responsibility in time impact negatively the systems. The government also decides the tuition charges to be charged for every course at the University hence, has a bigger role to play so as to ensure the success of Universities. Economic Factors Economic factors, for instance, the challenge of finances which are inadequate hence forcing the institution to depend on external sources for its survival. For example funds from the government, tuition payments by the students, research and training grants and the contacts from various external organizations. Social Factors Social factors have also impacted the institutions, for example, they have moved fast in adjusting the curriculum of institutions so as to fit the societal needs of the people. Pressure from the society has made academic in the school be tuned according to the demands raised by the community. Technological Factors Technical factors, for instance, some high learning institutions were launched by various technological or initiated reasons. Technology leads to innovation and creativeness of new ideas, in this regard is a major motivation for the expansion of many universities (Muhammad & Allan, 2014). SWOT Analysis Strengths Advantages for instance grants and contract funding through submission of proposals that are well-paying by the institution, ability to enhance transfer of students controlling population that can be managed easily. Weaknesses Weaknesses for example state funding such that the funds given out are inadequate and also the assets for recruiting recent high school graduates are inadequate too, hence, a weakness to the institution. Also, the absence of well –based and standardized academic measures is a weakness of many institutions. Opportunities Opportunities such as the location of institution geographically close to cities give ease access to transportation, medicines and health care and communications crucial for the success of such organizations. Threats Threats such as increased competition for students from Universities which are many is a significant threat (Malewar, 2015). Plans of the institution, strengths it has, barriers that may hinder its Value and Brand Positioning Analysis The clients including customers and suppliers are the one which regarding their consideration on the brand gives a precise position of the company regarding service delivery. When they are satisfied with the enterprise, is an indication that the organization is doing best and therefore the position of the brand is to the required standards that suit many. Conclusion Market orientation is a key factor that every organization should focus at. In management, planning is so essential in ensuring that the goals set by every organization are achieved. In the study ,it’s important to conclude that product differentiation, cost leadership, customer focus, use of internet to market, online registration, offering e-learning and release of results, strategic alliances, horizontal integration such as acquiring other colleges to ease competition, product development such as introduction of new courses, concentrated growth, diversification, market development, and vertical integration determine the relevance and competitiveness of many Universities in Australia and globally at large(Lesley & Steven, 2017). Recommendations The University should regard the utilization of modern technology in handling most of its activities so as to remain efficient, competitive and relevant in the society. Besides the organization embracing service delivery, the physical outlook of the team is also paramount, regarding the organization's building brands, a color that identifies it as well as the logo of the University is essential. 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