Essays on Marketing Management and Marketing Controlling Case Study

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  The paper "Marketing Management and Marketing Controlling" is a great example of a Business Case Study. The Australian economy has witnessed phenomenal growth in the past decade from different industries with specific growth coming from the mining industry. However, the recent analysis outlines an economic boom in other sectors of the Australian economy with a focus on agribusiness, tourism, healthcare and education sectors in the next 25 years. As a result, more skilled, temp and semi-skilled employees will be required to support the growth of these sectors. This marketing plan will assist Emilia Moneypenny and Alan Silver in setting up a temp and semi-skilled work recruitment firm in Canberra with a specific focus on these economic sectors.

According to Deloitte, agribusiness, tourism, healthcare, and education sectors will contribute around 70% of Australian economic growth in the next 25 years. This report will give insights into the industry, situational, competitor and SWOT analyses with the aim of an implementation strategy for the recruitment firm. The recruitment industry in Australia is estimated to be worth over $ 11 billion in annual returns to recruiting firms.

There are over 3,000 recruiting firms in the country which are represented by the Recruitment and Consulting Services Association (RCSA) raging from huge firms to specialist firms and individual consultants. However, more than 90% of these firms undertake general recruiting from all sectors of the economy with few firms focusing on temp work and semi-skilled sectors (McFarland 2010, p. 97). The industry is dominated by huge global firms such as Manpower Services, Randstad and Hays Specialist's recruitment competing with other local recruitment firms. Consequently, there are other specialist firms that undertaken temp work recruitment services such as PCA People, SOS Recruitment and Templar, especially in the Australian Capital Territory.

Due to the growing Australian economy from the global recession and there has been a growing need for temp workers to support various industries such as the agribusiness and tourism sectors (Holder 2012, p. 113). It is estimated that the temp workspace will grow by around 8% annually in the next 20 years. The temp work industry is currently worth around $ 3.4 billion in Australia and this is expected to grow in the coming years.

Temp work presents the best growth segment in the recruitment industry due to the fact the different economic sectors in Australia will need temp workers in the agribusiness, tourism and healthcare industries (McDonald 2009). Most of these sectors require temp workers due to the seasonal nature of their businesses and the high turnover of employees in these industries. Situational & Environmental Analysis The recruitment business in Australia is dominated by large players with huge operations and partnerships with large corporations such as Westpac, Qantas and BHP Billiton in the process of recruitment.

Several factors affect and shape the recruitment industry in the country such as technology, economic size, political and social factors affect on the recruitment industry. Nascent recruitment firms in Australia should register with the Recruitment and Consulting Services Association in order to get recognition within the industry especially in relation to regulation of recruitment best practices. This association works closely with the Australian Ministry of Labour and Human Resources in the regulation of employment practices in the country (Schweizer 2009, p. 134).

Economic growth affects the recruitment industry based on the fact that more employees are absorbed into the workforce and thus the recruitment industry is set to grow by around 12.1% in the next 10 years with the reduction of recruiting firms due to the consolidation due to increased competition. As a result, major recruitment firms are set to grow by around 18.6% while more people especially foreigners will join the Australian workforce. The growth of technology within the recruitment industry is a major trend that has shaped the recruitment industry in Australia.

Recruitment companies utilize technology in the process of advertising, sourcing and interviewing in the process of sourcing for talent and workforce (Caragher 2008, p. 92). There are major specialized sites which are utilized by potential workers in sourcing recruitment information such as seek. com. au, careerone. com. au, jobsearch. gov. au, and jobs. com. au. The majority of recruitment firms employ modern technology since it provides a platform for reducing costs, increasing reliability and fast response times (Ogunmokun 2012, p. 72).

References

Caragher, J 2008, “Expand Your Horizons: Niche Marketing Success Stories”, Journal of Accountancy, vol. 205, no. 4, 86-93.

Glynn, M and Woodside, G 2012, Business-to-business Marketing Management: Strategies, Cases and Solutions. Emerald Group Publishing, Sydney.

Havaldar, B 2010, Business Marketing: Text & Cases, Pelshiver, New York.

Havlicek, K 2011, “Marketing Management and Marketing Controlling of SMEs”, European Research Studies, vol. 14, no. 4, pp. 56-67.

Holder, B 2012, “First, Build a Marketing Plan”, ABA Banking Journal, vol. 88, no. 10, pp. 112-119.

Luther, W 2011, The Marketing Plan: How to Prepare and Implement It, John Wiley and Sons. Boston, MA.

McDonald, M and Keegan, W 2009, Marketing Plans that Work, Palgrave MacMillan, London.

McDonald, M, Payne, A and Frow P 2011, Marketing Plans for Services: A Complete Guide, Thompson Learning. Melbourne.

McFarland, A 2010, “Developing a Strategic Marketing Plan for a Start-Up”, Business Educator, vol. 58, no. 4, pp. 97-103.

Ogunmokun, G, Tang, E and Chen, H 2012, “The Effect of Strategic Marketing Planning Behaviour on the Performance of Small- to Medium-Sized Firms”, International Journal of Management, vol. 29, no. 1, pp. 69-75.

Schweizer, B 2009, “First Form a Plan: Keep Your Goals and Strategy Up Front to Help Focus Marketing and Development Efforts”, Journal of Accountancy, vol. 202, no. 4, pp. 132-137.

Zumwalt, W 2011, “A Marketing Success Story”, Journal of International Business Management, vol. 177, no. 5, pp. 34-41.

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