Group+Two

= Group Two = MONIQUE BROWN SARAH MALLETT TIMOTHY WRATHALL FIONA KATH

Ok guys, so when you log onto this for the first time you need write everything in your assigned colour so we can clearly see whose work is whose and so can Mrs Baird. You can change them if you want just make sure they all look different :)

Product/Business/Issue Decision: Our group has decided to complete our marketing assignment on the transition of Yr 7 to high school in 2015.

We decided on this after constructing a SWOT analysis for two other ideas and finally due to the convenience of having a captured target market at the school and a wealth of knowledge on the school system and the change of Yr 7 to high school itself we came to the conclusion of marketing the school to parents to send their children for high school in Yr 7 beginning 2015.

SWOT Analysis for Idea 1 (Decided Against)

- Easy to understand (simple concept) - || Weaknesses: - Doesn’t resolve an inconvenience common to everyone || - Can pitch to the Australian Navy (specific target market) - Also target to people who store their boats on water || Threats: - Could be costly technology to market - Once purchase (may not be a large enough market to be feasible) ||
 * Strengths:
 * Opportunities:

My Individual PEST for Yr 7 at Marymount College in 2015:
 * To Be Completed - Mrs Baird said not to upload anything (like this) that is INDIVIDUAL because they all need to be different **

** Monique's SWOT Analysis for Idea 2 (Decided against) **
- Simple concept - New, innovative product on the market so will attract attention - People in need of hearing aids will be able to swim and partake in more outdoor activities with a durable hearing aid || Weaknesses: - Limited target market || - Waterproof hearing aid will encourage more hearing aid users to participate in physical activity || Threats: - Potential to be more expensive than regular hearing airs because of relative newness || I am going to construct a timeline/calendar which I will post on here in the next couple of days to show due dates and other important aspects such as meetings, etc.
 * Waterproof hearing aid **
 * Strengths:
 * Opportunities:

** 20 February 2013 - **
Hey guys, here is the timeline/calendar:

Today was such a productive group meeting! shame Fiona was unwell but I am posting the notes here so everyone can access them and to prove that we held a meeting about Competitor Analysis and Customer Analysis today, Tim and Monique could you guys post on here the lists of schools you find that fit under each category of direct competitors so we can decide who the top 3 will be to research :) Please and thank-you :)

SWOT Analysis: If you guys could copy and paste your stuff into this table that way we have it all together :) I hope I put the colours in the right place!!

WILL TRY AND ADD MORE LATER :) || > Funding could become limited I found this table which will be helpful for competitor analysis :) These are the 20 closest schools to Marymount :) Now we just have to separate them into state, independent and other Religious/Catholic schools to do the competitor analysis :) ^ Great! But maybe we could exclude primary schools like Marymount Primary as they are not our competition for students - are any others in the list that are purely Primary Schools?
 * Strengths || Weaknesses ||
 * * Coeducational and non-selective entry mean that any student who wishes to may apply for Marymount College, therefore a greater number of students are eligible than some competing schools.
 * Easy enrollment process
 * Within walking distance of public transport and shopping centers
 * Teaching staff are dedicated to putting in extra effort above and beyond what is required of them to ensure students excel
 * New facilities built or currently being built to benefit the new groups coming through the school
 * Average or above average QCS results – a long term strength relating to final grades and ability to gain entry into a high quality university or tafe course for further study.
 * Parents well informed with the sms system that sends a message if a child is absent and also provide major updates such as cancellation of swimming or athletics carnivals || * Only ranked 83rd of bigger schools, based on percentage of OP 1-5s - there are competitors in the area that are higher ranked (http://bettereducation.com.au/results/qce_op.aspx - this is based on 2011 results)
 * Reputation with crime, a question of safety: the damage to the Mary statue (let's not forget this has happened in previous years as well), intruders who threatened to stab a student a few weeks ago, a student arrested under drug trafficking charges a few days ago, the senior prank of 2011, about six years ago the school also attracted a lot of media attention when some students from another school intruded and were able to hold a teacher at knifepoint (Tell me if you think these would be threats, i'm not sure whether you would consider reputation to be internal or external)
 * Subject cuts: in 2013, school does not offer Economics or English Extension (Literature) to this year's grade 12s, nor Ancient History and Economics to the Grade 11s
 * Opportunities || Threats ||
 * * With the year sevens moving into high school from 2015, this will bring Queensland into line with all other Australian states. This an opportunity for Marymount for interstates year sevens because it will offer a standardized education with the other Australian States
 * Year sevens moving into high school will create growth for the secondary school market.
 * With the year sevens being integrated into high school in 2015 will create a higher demand for Marymount College.
 * With Marymount being a catholic school, this can offer point of difference in comparisons to mainly state schools.
 * New buildings to be constructed for year sevens can perhaps lead to a competitive advantage. || * Potential for there to be a shortage of teachers in the high school as result of more students. On the other hand, old primary school (year 7) teachers might be without a job if they are not qualified to teach high school
 * Some teachers are also concerned about the potential bullying that the transitioning students could face from the older high school grades
 * High school fees are more expensive compared to primary school, and will continue to rise at Marymount College due to cost of text books, excursions, new facilities, specialist teachers, laptops? etc
 * Bad weather could deter the building of the new facilities ||
 * [[file://localhost/javascript/__doPostBack('ctl00$CPH1$LS1$LocalSchoolsGridView','Sort$SchoolName')|Name]] ||  [[file://localhost/javascript/__doPostBack('ctl00$CPH1$LS1$LocalSchoolsGridView','Sort$LocationSuburb')|Suburb]]  ||  [[file://localhost/javascript/__doPostBack('ctl00$CPH1$LS1$LocalSchoolsGridView','Sort$LocationState')|State]]  ||  [[file://localhost/javascript/__doPostBack('ctl00$CPH1$LS1$LocalSchoolsGridView','Sort$LocationPostcode')|Postcode]]  ||  [[file://localhost/javascript/__doPostBack('ctl00$CPH1$LS1$LocalSchoolsGridView','Sort$DistanceKm')|Distance (km)]]  ||
 * [|Marymount Primary School] || Burleigh Waters || QLD  ||  4220  ||  < 1  ||
 * [|Caningeraba State School] || Burleigh Waters || QLD  ||  4220  ||  1.5  ||
 * [|Burleigh Heads State School] || Burleigh Heads || QLD  ||  4220  ||  2.2  ||
 * [|St Andrews Lutheran College] || Tallebudgera || QLD  ||  4228  ||  2.7  ||
 * [|Australian Industry Trade College] || Robina || QLD  ||  4226  ||  2.8  ||
 * [|Varsity College] || Varsity Lakes || QLD  ||  4227  ||  2.8  ||
 * [|Hillcrest Christian College] || Reedy Creek || QLD  ||  4227  ||  3.2  ||
 * [|King's Christian College] || Reedy Creek || QLD  ||  4227  ||  3.2  ||
 * [|Palm Beach State School] || Palm Beach || QLD  ||  4221  ||  3.3  ||
 * [|Miami State High School] || Miami || QLD  ||  4220  ||  3.4  ||
 * [|Gold Coast Christian College] || Reedy Creek || QLD  ||  4228  ||  3.5  ||
 * [|Elanora State High School] || Elanora || QLD  ||  4221  ||  4.2  ||
 * [|Robina State School] || Robina || QLD  ||  4226  ||  4.2  ||
 * [|Miami State School] || Mermaid Waters || QLD  ||  4218  ||  4.5  ||
 * [|Tallebudgera State School] || Tallebudgera || QLD  ||  4228  ||  4.8  ||
 * [|Elanora State School] || Elanora || QLD  ||  4221  ||  4.8  ||
 * [|Clover Hill State School] || Mudgeeraba || QLD  ||  4213  ||  5.3  ||
 * [|Somerset College] || Mudgeeraba || QLD  ||  4213  ||  5.6  ||
 * [|Palm Beach-Currumbin State High School] || Palm Beach || QLD  ||  4221  ||  5.8  ||
 * [|Robina State High School] || Robina || QLD  ||  4226  ||  6  ||

I'm not entirely sure because I didn't make this table, I found it on a website, but other schools like the Trade College only accept for grade 10-12 so they are also not competition - only in later years, so they slot into indirect competition.

Tim has messaged me about an event tomorrow night where we could define our target market, if anyone can go I will give you more details in person, hoping that everybody is checking this wiki regularly, we really need to show constant work being done for this assignment :)

Here are the schools listed above in groups (direct/indirect competition, state/religious/independent) so we can start our competitor analysis. I wasn't sure whether to class the state high schools as direct or indirect competition, since most of the people who send their children to Marymount are Catholic and therefore they might prefer to send them to a Catholic high school? What do you guys think? You guys can also edit this table and add any other schools that you think of. As you can see, there are several more state schools than there are Catholic/independent, so I'm going to try and find some more to make it more balanced. Market Analysis Research: Where the business sits in the market, what is the market, what share of the market does the business have and want etc.
 * ====** Catholic/Religious **==== || ====** State **==== || ====** Independent **==== || ====** Other **==== ||
 * * Marymount Primary (Indirect)
 * St Andrew Lutheran College (Direct)
 * Gold Coast Christian College (Indirect)
 * St Michael’s College (Direct)
 * || * Caningeraba State School (Indirect)
 * Burleigh Heads State School (Indirect)
 * Varsity College (Direct/Indirect)
 * Palm Beach State School (Direct/Indirect)
 * Miami State High School (Direct/Indirect)
 * Elanora State High School (Direct/Indirect)
 * Robina State High School (Direct/Indirect)
 * Tallebudgera State School (Indirect)
 * Robina State High School (Direct/Indirect) || * Hillcrest Christian College (Direct)
 * King’s Christian College (Direct)
 * Somerset School (Direct)
 * All Saints (Direct) || * Australian Industry Trade College (Indirect) ||

Everyone must complete this tonight and post to the wiki before tomorrow night, we will then pick the best and use that for our assignment :) Discuss and explain your chosen market research techniques Investigate your competitors Determine your target market Justify your choice of target market using marketresearch Develop a marketing mix Propose suitable marketing strategies Justify your strategies

Develop an overview for an introduction Describe the importance of the marketing function 