The paper "Creating a Strategic Marketing for Long-Term Growth-Centralian College" is a perfect example of a marketing case study. Centralian College is part of Charles Darwin University, located in Alice Springs and is 1500 kilometres south of Darwin and north of Adelaide within the heart of Central Australia. It is also located near Australia’ s most famous landmarks known as “ Uluru” or Ayers Rock. The college is a multi-sector Quality Endorsed Training Organization that offers educational and training services ranging from year II to a tertiary graduate level. Basically, Centralian College serves a diverse group which also includes remote communities from Ali Curung, Mutitjulu, Ntaria, Papunya, Santa Teresa and Yulara in an area of over 1 million square kilometres. QUESTION 1 Discuss the micro and macro environmental factors affecting Centralian College. Micro and macro are two kinds of external marketing environments.
Although the factors of these environments seem to be beyond the full control of marketers, they have a big influence on the decisions made by marketers when creating their strategic marketing plans or developing a strategy as illustrated in the diagram below; The microenvironment factors include; the suppliers, resellers, customers, the competition and the general public (Ahmed 2014).
On the other hand, macro-environment factors are the demographic forces, economic factors, natural or physical factors, technological factors, political and legal forces, social and cultural forces (Samnani 2014). Both micro and macro environments pose a significant impact on the success of all marketing campaigns, and thus the factors of these environments need to be analysed in-depth when the marketer is making strategic decisions. It should be noted that taking these factors into consideration will ensure the success of an organization’ s marketing campaign as well as improve the reputation of its brand in the long-term (Charlton 2014). Centralian College owns several campuses which are strategically placed across the region, with various business-to-business relationships with great organizations such as; the Australian International Safari, Nestle, Green Corps, Toyota and local establishments.
In addition, the college has hosted different guests from all over the world such as car-racing legend Peter Brock, Duke of Edinburgh, film star Ernie Dingo as well as world champion swimmer Shelly Taylor Smith. Therefore, from an external stakeholder looking point of view, Centralian College seemed to be the host of activity.
In actual sense and marketing point of view, however, the college was not delivering the needed value to its local community. Based on the government funding and revenue perspective, it was established that the college was operating in the risk of losing its funding stream. For example, the student contact hours had significantly been reduced to the required levels and the college could not deliver enough programs to attract more students to its campuses. Generally, lack of a market culture or inability to focus on its market was causing internal and external problems to Centralian College by limiting its growth as well as financial opportunities (Perrone 2013, p. 85).
It was apparent that the college was in a situation of the high market, and thus had the interest to invest in capturing the market. However, the biggest issue was that the college had a diminishing and low share of the marketplace caused by the limited-service options it offered to the community.
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