Marketing Strategy For Logan Together – Children’s ABC Picture Book

Company Description

The main aim of this report is to elaborate the marketing strategy in which the Logan Together community will be considered. The company description, macro environmental analysis, company analysis, customer and collaborative analysis will be done. The main focus of the report will be on a children’s ABC picture book for children aged between 3-5 years old.

Company Description

Logan Together is a community campaign to generate the best life prospects for every child in Logan. This community has a better understanding that all children and parents are different. The Early Years are vital for the life of a child. The Early Years website is here to provide information and resources to help parents and families from beginning to end the early years and get future of every child off to a flying start (Logan Together, 2015). It is a diverse group of people from during the community who allocate a zeal for the future of kids. 

History of the company

Logan Together grew out of the Logan: city of choice summit and Logan: city of choice two-year action plan 2013-2015, which recognized the requirement for a more included and effective response to the requirements of Logon Children.  Logan has around 200 various ethnic groups and is an inducement for a number of people flooding to Queensland in a finding of a job and an effective life (Haxton, 2015).

Company Analysis

The major three strengths of the company are mentioned below:

• The company is working on four pillars such as collaborative action, evidence-based decision making, and shared community vision and cross-sector engagement and investment and sustainability.
• Effective roadmap strategy
• Project design meeting and brief

The major three weaknesses of the company are mentioned below:

• Lack of efficient staff to guide parents
• The improper social marketing program
• Lack of digital technology to mobilize the community

Logan Together makes the vision for the purpose of making healthy and full of potential as any other group of Queensland kids by 2025 (Logan Together, 2015). The company has effective four pillars of collaborative action, evidence-based decision making, and shared community vision and cross sector engagement and investment and sustainability. The key capabilities of the company are effective communication, knowledge and understanding, professional confidence and competences and values and ethical practices. It is required for the Logan Together to focus on social marketing program and efficient staff to guide parents so that they can treat their child in a well efficient manner (Boweret. Al., 2008).

Macro Environment Analysis

Political Analysis

The political factor can impact the strategies of Logan Together significantly. These are mentioned below:

• The Australian Children’s Education and Care Quality Authority is responsible for managing the national system.
• The involvement of the government in the education of the children (Gonzalez-Mena, 2009).
• Government change

Economical Analysis

The national and global economy factor can affect the Logan Together Company. These are demonstrated below:

• Strong GDP with a per capita on par with the four dominants West European economies
• Large services sector
• The strong Australian dollar and the emergence of low-cost carriers (Duch and Stevenson, 2008).

Social Analysis

History of the Company

It is required for the company to keep more focused towards providing a high level of services to the child for improving nation.

• Australia is more focused towards bringing change within the country
• Childcare costs
• Lone Parents

Technological Analysis

Technology has become more advanced and lack of awareness can lead the company into the adverse situation.

• Social networking is of primary importance, specifically Facebook.
• Australia is more advanced in technology and that is why it is required for the company to keep updated according to amendments in the technology factor of the country (Cheung, Chan and Kajewski, 2012).

Legal Analysis

The legal factors like laws and policies of the government can impact the entire community and their vision. Some of them are mentioned below:

• Strict and complex fundraising laws apply
• The child protection and welfare system
• Child Care Services Regulation 2006
• Investing in the Early Years–A National Early Childhood Development Strategy

The direct competitions are considered as the situation where the similarity of the product can be seen in two or more businesses; as such, the businesses are rivals for the same potential market. The direct competitors of Logan Togethers product of ABC Picture book are Our Community, Early Childhood Australia and Community Childcare Associations (CCIN, 2018). The similarity with the competitors of the community is that all have same focus in the development of the childcare. The point of differentiation shows that competitors of the community have different goals and aim in the development of the childcare (ECA, 2018).

Competitive market Summary

Consumer Analysis

• The main customers of the organization are 3 to 5 age group of children.
• The company has an effective roadmap that makes effective strategy because starting school is a key milestone for all kids, so families, early learning services and schools all require to collaborate together to ensure the transition to school is a good time. The starting age of learning of children is 3 to 5 years and the product of ABC’s Picture book helped children to grab better understanding by seeing the images.
• The community has direct bonding between how continuously kid focuses on school and how well they perform. These kids get support from Logan Together in engaging with social activities and learning in which the community provide book with images for the purpose of quick learning. The parents of them connect with this community for making their child ready for the future.
• They connect with this community because of the effective services and roadmap for the purpose of developing the child for their future (Gomez-Feliciano, et. al., 2009).

Collaborator Analysis

A foundation principle for Logan Together is that it entails citizens in the leadership and design of all components of its campaign. That entails children, parents, community member and carers. The member of the Logan Families could facilitate in making designs, involve in the governance of its campaign and get included in making change by advocacy, local action and volunteering (Vandell, et. al., 2010). The community has two kinds of projects such as strategies project and chapter-based project in which the partners of the community work to implement the strategies of the community.

SWOT Analysis

Marketing Initiative

The marketing initiative for the company would be product expansion in which Logan Together can expand the excitement into every household with the help of social networking. This would be helpful for the company to improve the performance and develop learning skills in the children. The product expansion of the company would be included in the sports activity.

1- Expanding total market demand

a- New customers:

i- Market penetration strategy

The market penetration strategy of the company would be attractive in which the community will provide services to the 3 to 5 years age group in low prices (Arkolakis, 2010).

ii- a New market strategy

The new market strategy of the company would increase sales, improve customer loyalty and better establish the brand.

iii- Geographical expansion strategy

Company Analysis

Geographical expansion strategy can help gain access to new markets in which the community would expand its business to Victoria.

b- More usage: getting current consumers to consumer more

i – Increasing frequency of usage

The company will create special offers or limited time coupons which will help in increasing the frequency of usage.

2- Protecting market share

Proactive marketing

The change and demand of the customer will be anticipated by implanting the marketing plan in which the entire information will be entailed regarding their choices.

The community will react as per the demand of the customer and change policy according to them in which they will initiate sports activity for the children.

b – Defensive marketing

In the context of the defensive marketing, the community will occupy the best place in the customer mind by providing the sports activity in the learning program of the children. The weaker strategy such as lack of social involvement would be focused by the community in the development of new service. Pre-emptive defence is necessary for the marketing in which the community will use guerrilla tactics to attack first. To attain the competitive advantage the company would focus on Counteroffensive defence to frontal attack on competition. The diversity would be included in the new product implementation. The contraction defence would be focused on the strategic withdrawal by giving up weaker markets.

The goal of the Logan Together in implementing new service is to make active children not only mentally but physically. This concept is entirely different from the old one as it would give focus on sports activity. The major threat of the company is competitors, limited products and services and lack of promotional strategy. The new initiative would be helpful for the company to attain the competitive advantages by expanding the business into other products and services such as sports activity and it is sustainable.

References

Arkolakis, C., 2010. Market penetration costs and the new consumers margin in international trade. Journal of political economy, 118(6), pp.1151-1199.

Bower, J.K., Hales, D.P., Tate, D.F., Rubin, D.A., Benjamin, S.E. and Ward, D.S., 2008. The childcare environment and children’s physical activity. American journal of preventive medicine, 34(1), pp.23-29.

Cheung, E., Chan, A.P. and Kajewski, S., 2012. Factors contributing to successful public private partnership projects: Comparing Hong Kong with Australia and the United Kingdom. Journal of Facilities Management, 10(1), pp.45-58.

Duch, R.M. and Stevenson, R.T., 2008. The economic vote: How political and economic institutions condition election results. Cambridge University Press.

ECA, 2018. Early Childhood Australia. Available

Gomez-Feliciano, L., McCreary, L.L., Sadowsky, R., Peterson, S., Hernandez, A., McElmurry, B.J. and Park, C.G., 2009. Active living Logan Square: joining together to create opportunities for physical activity. American journal of preventive medicine, 37(6), pp.S361-S367.

Gonzalez-Mena, J., 2009. Child, family, and community: Family-centered early care and education. Upper Saddle River, NJ: Merrill Pearson.

Haxton, N. 2015. Logan community unites in Australia-first project to help next generation. 

Logan Together, 2015. Logan Together. 

Logan Together, 2015. On Track at 8: Actions. 

Our Community, 2018. Join In Joun Up.

Vandell, D.L., Belsky, J., Burchinal, M., Steinberg, L., Vandergrift, N. and NICHD Early Child Care Research Network, 2010. Do effects of early child care extend to age 15 years Results from the NICHD study of early child care and youth development. Child development, 81(3), pp.737-756.

Order an Essay Now & Get These Features For Free:

Turnitin Report

Formatting

Title Page

Citation

Outline

Place an Order