The paper "Marketing Plan for Australian College Information Centre" is an outstanding example of a marketing case study. The external environment brings into consideration factors that are beyond the organisation control. To understand the better external environment, it is better to analyse it from the angel of SLEPT analysis (McDonald, 1992). SLEPT analysis includes social, legal, economic, political, and technology factors affect operations in an organisation. Social Social factors bring into consideration tastes, behaviour and lifestyles of the consumers. Society appreciates important of quality education, and they frequent request and look for information that will help them better understand educational preferences and options.
Thus, Australian College Information Centre (ACIC) is in a better position to benefit from this opportunity (Steuernagel, 1998). Laws (Legal) Laws frequently change, and it is a requirement for an organisation to be updated on new changes in the legal fraternity. Some of the common areas that laws change include environmental legislation, consumer protection legislation, employment law, and health and safety law. Laws that are in place favours operation of the organisation activities. Economic Changes in the economy change the way organisations operate and so far, ACIC can operate smoothly since wage rates, interest rate, and inflation is stable.
No changes have been reported, and moreover, most of the tasks are accomplished online. Political Australia is a stable country and government influences are minimal because of democratic space. This means that ACIC can operate and achieve its vision and mission requirements easily. Technology Technology changes at a faster rate, which means that ACIC should be ready to embrace these changes into ensuring the organisation is modernised. ACIC appreciates the importance of technological changes and thus they update their operations to suit the way the business operates.
Some of the important features that the organisation utilises include financial payments infrastructure e. g. credit cards and wire transfer, and other components that make up technological advancement. Internal Environment The strengths and weaknesses of an organisation may determine the success of the organisation and may help in the formulation of strategies that could aid the organisation towards success. Strengths It has enough resources through collaboration with other players in the market It has reliable and hardworking staff who are versed with most organisation requirements Weakness High employee turn over because of wages and salaries Partners quality may be questionable and they are losing customers to competitors Service-goods continuum The service itself is picking students from the airport, informing them about the availability of educational facilities and factors that support education.
On the other hand, goods refer to the visa, pamphlets, accommodation facilities, and application and enrolment forms. Service Characteristics Intangibility This means that services cannot be handled, touched, tasted, heard or any other physical activity towards it. Moreover, services cannot be stored, transported, owned, (re)sold or can it be returned. ACIC offers services that are intangible and they facilitate the accomplishment of tasks based on fundamentals of services (Steuernagel, 1998). Perishability Service is perishable ion two ways, which are after providing a given service, the entire process is irreversible and thus vanishes.
The other way is that the relevant processes, resources and systems that are assigned last for a definite period (Baker, 2003).
Australian College Information Centre (ACIC) (2010). Our Services. Available at http://www.acic.com.au/
Allred, A., Addams, H.L., and Chakraborty, G., 2007. ‘Is informal planning the key to success of the inc. 500?’ Journal of Small Business Strategy, 18(1): 95-104.
Baker, M., 2003. The Marketing Book, 5th Ed. London: Butterworth-Heinemann Publishers.
Davids, M., and Newcomb, K., 2006. ‘Planning for marketing success: Turning the “Wheel,” Debt 3, 21(4): 22-25.
English, J., 2006. How to Organise & Operate a Small Business in Australia: How to Turn Ideas Into Success, 10th Ed. Sydney: Allen & Unwin Publishers.
McDonald, M.H.B., 1992. ‘Ten barriers to marketing planning,’ The journal of Business and Industrial Marketing, 7(1): 5-18.
Ruskin-Brown, I. & Clarke, G., 2000. Marketing a Service for profit: A Practical Guide to Key Service Marketing Concepts. London: Kogan Page Publishers.
Steuernagel, R., 1998. Cellular Marketing, New York: John Wiley and Sons Publishers.
Wedel, M. & Kamakura, W., 1999. Market Segmentation: Conceptual and Methodological Foundation, 2nd Ed. New York: Springer Publishers.
Weinstein, A., 2004. Handbook of Market Segmentation: Strategic Targeting for Business and Technology Firms, 3rd Ed. London: Haworth Publishers.