Forecast international market and business

needs
 TASK 1 – COLLECT MARKET INTELLIGENCE

This report aims to present an analysis of market intelligence for AAMC (Australasian
Academy of Mentoring and Coaching) Training Group.

AAMC delivers accredited and non-accredited training across a number of industries.

AAMC Training has associated companies within Australia and across the globe to offer
flexible options for your learning, to suit busy lifestyles and preferred individual
learning styles. We support the learning objectives, planning and principles of our
Australian and international corporate clients, industry and students.
Target Market: After realizing a Target Market analysis it was identified the following
target group:

Students in: India / Indonesia / Philippines

Want to Study an Australian Qualification
Secure a good job
Obtain a good education
Middle to upper Income
Good education
Aged 18-25
May already be working

Source of Market Intelligence: In order to perform and effective and accurate Market
Intelligence AAMC must obtain trustable source of information for market intelligence
in order to:

Use it for decision-making

Use it to complete reports + analysis

It has been identified the following sources of market intelligence:

Business Advisory Services

PwC
Deloitte’s
 Boston Consulting Group
Financial Institutions
- Banks
Government Organizations Advisory Committees
- Austrade
- DFAT
- Australian Trade Missions with Countries
Official Statics
- Australian Bureau of Statistics (ABS)
Commercial source of information:
- C. Nielsen

Evaluation of commercial services: In order to perform and effective and accurate

Market Intelligence it is important to perform a Commercial Intelligence analysis, the
reasons why this report suggests this are:

They are more specific than governmental statistics

Usually it is focused on what you need
If you plan properly is value for make profit
Usually high quality

Sources for Commercial Intelligence include, but are not restricted to:

Banks
Financial Advisors – KPMG, PwC, EY, Deloitte’s
Research companies: Roy Morgan, IBIS World

Gather, assess and document market intelligence: In order to check if the Market
Intelligence previously done is effective and accurate it is important to gather, assess
and document market intelligence from different sources, so they can be compared.
This report suggests the following sources for this task:

www.ibisworld.com.au
www2.deloitte.com
www.dfat.gov.au
Austrade
Career Expos
Department of Education and Training
Embassy of Australia / Indonesia / Philippines
Collate and analyze relevant market data: Since AAMC is an international business it is
very important to collate and analyze relevant data about this international market. It
is presented below the most relevant items according to this report to be collated and
analyzed:

Market Size:

International education is the Australian largest service in exportation

Market Profitability:

In 2014/2015 earnings were $18.8 billion

Market Growth Rate and Trends:

Globally prediction:
o Aged: 15-29 years old
o placed in urban areas
o 2015 – 960 million
o 2025 – 1.1 billion
Average incomes will grow, GDP will increase 3% over 10 years
o As GDP increases, so more money will be used in education
Other colleges and universities are entering in these market
As countries changes and grow demand for education increases too,
particularly with technology
According to Deloitte the market of international education in Australia is able
to grow from the current $650,000 to $940,000 in 2025

Going deeply than the information presented previously this report will present next
some Sheet studies based on ABS catalogue 5368.0.55.003/4:
 EDUCATION RELATED

2011 2012 2013 2014 2015

INDIA 1956 1411 1248 1704 2148

INDONESIA 522 546 552 572 608
PHILIPPINES 180 211 267 332 349
 Market Growth Sheet Study - The study below presents the growth of the market
in the last 5 years:

Market Trends Sheet Study: - The study below took into account the growth of the
market in the last 5 years to present a forecast for the next years:
Distribution Channels:

Agencies
Schools
Internet
Social Medias
Events / exposal
Physical presence / Campus / Office

Evaluate the Marketing Performance: In order to evaluate the

marketing performance this report will divide this topic in two item.

Product Portfolio: It is possible to see in the sheet below a comparison between the
Products range, which are the courses of AAMC offered to different countries:
 Availability in:
Courses
Australia India Indonesia Philippines

Accounting / Bookkeeping Y Y Y Y
Anti-Money Laundering Y Y Y Y

Banking / Fiance Y Y Y Y
Business & Management Y Y Y Y

Cultural English Y Y Y Y
Economics Y Y Y Y
Finance Broking Y Y Y Y

Financial Planning Y Y Y Y

Information Technology Y Y Y Y
Mentoring & Coaching Y Y Y Y
Professional Development Y Y Y Y
Property Service Y Y Y Y
Retail Y Y Y Y

Sales & Marketing Y Y Y Y

Tourism Travel & Hospitality Y Y Y Y

Training & Assessment Y Y Y Y

Transport & Logistics Y Y Y Y

Work Health & Safety Y Y Y Y

Competitive Analysis: For the competitive analysis this report has considered two
competitor of AAMC and has checked for what courses they are able to offer equal or
similar courses:

Curtin University of Technology - Sarawak, Malaysia

 West Coast Institute of Training - International Business
AAMC
Accounting / Bookkeeping
Anti-Money Laundering
Banking / Fiance
Business & Management
Cultural English
Economics
Finance Broking
Financial Planning
Information Technology
Mentoring & Coaching
Professional Development
Property Service
Retail
Sales & Marketing
Tourism Travel & Hospitality
Training & Assessment
Transport & Logistics
Work Health & Safety
Courses
West Coast Institute of Training Curtin University of Technology
Y -
- -
- -
Y Y
Y Y
- -
- -
- -
Y -
- -
- -
- -
- -
- -
Y -
Y -
- -
Y -
SWOT Analysis: As a relevant for any business this report has conducted a SWOT
Analysis presented next:

SWOT ANALYSIS

Strengths
Different courses for each countries
They have tested this courses in Australia before
they start selling overseas
Experienced Staff
Relevant for the market of that country
Weakness
Minimal support for overseas operation
No person in the staff dedicated for developing the
international students market

Opportunities Threats
Improve the support for overseas operation Government change rules / laws
Allocate staff dedicated for developing the Currency variation
international students market Cultural / Religious harassment
 TASK 2 – REVIEW CURRENT BUSINESS PERFORMANCE AND EVALUATE
MARKETING OPPORTUNITIES

This report has reviewed the current performance and international position of AAMC
Training in order to identify the direction of the business and analyze the business
market strength and capabilities.

Evaluate opportunities: In order to evaluate opportunities in a international market

like the one which AAMC belongs to it is relevant to:

Identify trends and development that impact international business activity, such as:

Changes in technology
o Move fast
o Maintain up-to-date and friendly platforms courses delivered on line.
o Ensure that the information available is relevant
o Social media
Demographic trends
o In 20 years’ time:
 Professions will disappear
 Professions will come to existence.
o Changes in families
o Be open to students suggestions
ecological/environmental trends
o Put effort on procedures and attitudes that respect environment
o be responsible to the environment and make points with ecologically
correct customers
economic trends (local, regional, national or international)
o stable political situation
o rate policy
o fair tax system
 o transparent and efficient legal system
Social and cultural factors
o Be aware of cultural sensitivities and local customs
o Including and understanding local language and religious aspects of the
culture

Analyzing the international market performance:

trademarks (logo), patents and

standards accreditation:
AAMC:
 o reports to government to meet rules to be registered as a training
organization
o Follow legal framework
 Amount of $$ to be invested
 Staff expertise
 Staff qualified
 Resources for course delivery
 Actual courses offered
changes to competitors business operations
o Technology
o Consumer tastes change
o Celebrity impact with their endorsement
o AAMC:
 Competitors:
All lecture notes, reference materials: Online
All lectures: Podcast format
Franchising
o AAMC: Franchising is not a good idea because It would be hard to keep
the quality doing this for a training organization
 Market too fragmented
 Contrast: On the other hand we can see Kumon as an example of
educational method franchising
o Maintain service quality
Join ventures and strategic alliances
o That is common when business create a common company to improve
their performance and make better profit.
o AAMC:
 Could make alliances:
Educational Agent
Schools
Colleges
Universities
Overseas Student Agency
 It would be good for:
 Improve:
o Presence in the market
o Profits
o Income
Accelerates the growth
Stop competition of setting-up

How to identify sources of Marketing Intelligences

Find out information about competitors activity and plans:

o Government records
o Trade contacts
o Customers
o Company Reports
o Advertising Agencies and Bookings
 TASK 3 – FORECAST INTERNATIONAL MARKET AND BUSINESS NEEDS

In order to support AAMC in its mission of meeting the current and emerging needs of
the target market this report has considered two forecast techniques:

Bottom-up forecasting

Senior manager asks everyone for inputting ideas

Positives:
o everyone contributes
o Ownership
o Help the team building
o Good for employees morale relationship
Negatives:
o Time consuming
o Costly
o Special interests might affect real business interests
Challenge:
o Needs to be managed properly to be successfully effective

Top-down forecasting

Senior manager provide the Big Picture

o Plans and budgets
o Sets out target, growth, new Products or Services, New Market, Number
of Employees, Advertising, CAPEX etc.
Positive:
o Efficient
o Based on fact
o Business-oriented
Negative:
o Alienate employees
 o Input not from everyone
o Ownership issues
Challenge:
o Leak of Engagement

Best approach:

A combo of Top-Down + Bottom-Up

Challenge:
o There is no prescriptions