Established in January 2020, Australia International University is a 21^st C college concentrating majorly on applied STEM research and education. It is a higher education institution committed to the motto that innovations occur when creativity and research are applied to real-world opportunities and challenges. Australia International University contends that a college focused on creating close industry and business partnerships, innovations, and research shall be more than an academic organization: it shall be a robust economic engine. Australia International University shall be dedicated to placing scholars in high-tech and problem-solving research. Besides, the curriculum shall focus on leadership, business application, and finance to ensure graduates are ready to face real-world challenges. The recruitments of Australia International University shall concentrate on members with sector experiences. Faculty shall involve in integrated teaching approaches to reinforce real-world problem solving and interdisciplinary learning.

One of the best ways to advance economically is by attending higher education institutions such as colleges and universities. Many students are deprived of the opportunities to advance in life without guidance and information to apply to colleges. In their first year of studies, Australian University students usually get it hard. This is because of a variety of aspects such as lack of family and personal supports, lack of academic skills, and lack of college procedures. This paper will create tutoring services that shall help first-year college scholars as they transition into their higher education studies. Overall, the purposes of the Australia International University are to improve academic outcomes and personal welfare of first-year scholars across Australia.

Company Analysis

Mission

The mission of Australia International University is to educate scholars in interdisciplinary learning, innovative and technology-rich environments. The college cooperates with partners of the industry to provide learners with business leadership, applied research, work experiences, and real-world problem-solving. Australia International University prepares learners to take leadership ranks in the ever-changing technological landscape in Australia.

Vision

Australia International University aspires to a domestically and globally recognized higher education institution serving Australia by preparing learning to lead high-tech industries in Australia. The learning experiences of students shall concentrate on hands-on leadership prospects, applied and practical research, and internships with industry partners delivered by eminent faculties who succeed in their fields.

Market Situation

Market Overview

Macro Environment Analysis

Political Analysis

The political themes relate widely to management, process, policy, and strategy matters that are influencing on higher learning in Australia (Tounés, Lassas-Clerc, & Fayolle, 2014). The matter can take place at institutional and governmental levels. The recent Australian government approaches symbolize and show demands to cater to learners from a higher diversity of backgrounds and increase the student numbers. There is a specific focus on enrolling students from families that have customarily been under-represented in higher learning institutions. Australia has enjoyed great benefits of financing and related activities by the creation of the Australian Teaching and Learning Council. Education Department has continued to fund similar projects (Bridge & Hegarty, 2012). Through the National Networking Initiatives (NNIs), the government aimed to establish cooperative networks of professional societies to improve educational practices in higher learning institutions. This type of plan increased opportunities for professional associations to co-host professional education activities domestically via webinars and positively impacted conferences (Ekanem, 2017). In Australia, almost all higher learning institutions get some kind of public financing. The state can partly subsidize the education cost for the end students using this public financing (Barrow, Barrow, & Brown, 2018). Presently, the Australian administration is cutting down on its education budgets that might prove a grave challenge for higher learning institutions in the future.

Economic Analysis

Employability factors, money value, and sector-broad financing are essential issues in the present economic climate (Berbegal-Mirabent, Gil-Doménech, & Alegre, 2016). Across the higher education industry, financing is competitive and tight. This has consequences for Australia International University that depend on grant or institution money to access specialized services, pay for members of professional associations, and attendance at conferences. Many learners in Australia are compelled to take vast quantities of student debts to pay for their education. Because many graduates begin off their careers with severe financial setbacks, this was becoming something of a challenge (Sutton, 2013). An increasing number of graduates are just not able to pay off their loans. This makes the prospects of higher education less attractive.

Social Analysis

The expectation and needs of learners are changing. There have been shifts to a more student-oriented focus as student fees have increased where students are more astute about the values they are acquiring from their learning investments (Haag, 2013). Higher learning institutions have been viewed to be obsolete with outdated technologies, rigid structures, and traditional styles of teaching that learners utilize in their social life and shall utilize in their future professional practices.

Technological Analysis

The online education resources’ quality is quickly improving (Sutton, 2013). The future of higher education is likely to be characterized by large quantities of learning resources being available online and perhaps even for free. I previously explained how high school graduates could be moving away from the ideas of straight into colleges instead of selecting to purses careers directly. Also, it can be possible that high school graduates pursue online learning by preceding further learning that would drastically influence the traditional higher education sector in Australia. Technologies are not merely overtaking higher learning(Tounés, Lassas-Clerc, & Fayolle, 2014). They are rather enabling us to enhance higher education experiences. Virtual reality and artificial intelligence have enabled universities to offer online lecturers.

Legal Analysis

Depending on the industry demands and scale, global investors can establish universities to offer education services because Australia has an open-market in the higher education industry.

Environmental Analysis

The environmental legislation is affecting how the university is sustainably offering its courses (Sutton, 2013). The university is integrating environmental courses in its curriculum to train its students to take of the environment.

Micro Environment Analysis

Competitor Analysis

Australia International University operates in the fiercely competitive education industry. The type of competition is intra-competition because it involves various universities in Australia. Intra-company competitions refer to competitions among businesses or firms with similar products or substitutable goods. The competitions happen because the significant universities compete for the available students in the education industry (Berbegal-Mirabent, Gil-Doménech, & Alegre, 2016). The competitiveness or competition of Australia International University pertains to its abilities and performances to offer its services in global markets concerning its performances and abilities in the same markets. The company thrives suitably in the industry and extremely competitive segments of services like technology courses (Barrow, Barrow, & Brown, 2018). The competition of every service is stiff in all categories of the services. The university acknowledges that stiff competition in the education industry significantly affects its profitability and sustainability. The company confronts fierce competition in all its line of services.

Competitive market Summary

Company	Products	Markets	Target group	Competitive advantage
Australian National University	Certificate courses Diploma courses Degree courses Short-courses Bridging courses	The company is majorly in the Australian markets where it started, but its services are currently available worldwide	The university targets all students both online and locally in need of quality courses	The university has a premium range of technological courses.
The University of New South Wales	The University of New offers Certificate courses, Diploma courses, Degree courses, Short-courses and Bridging courses.	The university is majorly dominant in Australia. This is because it was first established and marketed in the Australian markets. However, its courses are now present online in the whole world.	The university targets students internationally who are interested in technological, business, leadership, and other courses.	As far as technological courses are concerned, The University of New South Wales is rated as the leading university.
The University of Queensland	The University of Queensland offers Certificate courses, Diploma courses, Degree courses, Short-courses and Bridging courses to its students globally.	It is famous for playing unique courses globally.	The University of Queensland targets all students both online, locally and internationally in need of quality courses	Globally, the university is a leader in the business and leadership courses.

Consumer Analysis

The mission of Australia International University is to provide quality tutoring services as first-years are seeking high quality and affordable courses in Australia (Barrow, Barrow, & Brown, 2018). The vision of the University is to become an acknowledged and distinguishable leader in the market. It serves via outstanding integrity, quality, and knowledge for its activities. The marketing strategy of Australia International University is to provide quality tutoring services for their students. The selling and marketing points of inventions of Australia International University is to offer quality courses. The critical edge of Australia International University is convenience (Berbegal-Mirabent, Gil-Doménech, & Alegre, 2016). This is a very novel idea, and I love the concept.

Australia International University develops and customizes its courses to fit the budgets and needs of their students (Bridge & Hegarty, 2012). This makes Australia International University special since it indicates that the university values its students. This leads to the need to redesign the courses of Australia International University regularly. The university frequently redesigns its courses to enhance its quality and, in a way, make a statement and fit its unique identity (Sutton, 2013). The courses of Australia International University do provide consumers with a progressive and innovative impression that could be achieved with a simple change in status. The aim is to establish loyalty and create awareness for the university. The personal tutoring services tell the story of the university in a manner that develops excitement, commitment, and knowledge (Barrow, Barrow, & Brown, 2018). The tutoring services provide a brand identity for how the university wants its students and potential students to perceive its courses.

Collaborator Analysis

Australia International University is a student-oriented university (Ekanem, 2017). The university is majorly concentrated in studying their students and therefore offering courses that satisfy the needs of their learners. The university focuses on the analysis of the students, competitors, and the corporation. By evaluating these three components, the company can establish significant success factors and develop a viable strategy for marketing that is student-centered. Focusing on providing tutoring services, the company is cooperating with other stakeholders in the higher education sector (Sutton, 2013). With this purpose in mind, the university is on a mission to continuously innovate to enhance the students’ experiences better than the competitors in the same industry and dedicated to establishing methods of accelerating the corporation growth.

SWOT Analysis

Strengths

Australia International University has a very robust industry position due to the reliabilities of its board of management (Tounés, Lassas-Clerc, & Fayolle, 2014). This dependence establishes fewer bottlenecks and fewer problems within the administration processes. Also, Australia International University has skilled employees and automated processes that have both enhanced processes and operations of the university.

Weaknesses

In the core of their operations, lack of managerial supports is one of the weaknesses of the university. This has pulled each element of the college downward. The company also has challenges ranging from a poor cost structure that slows down business growth.

Opportunities

For Australia International University, there are various opportunities. New leadership by their new board chair is one of the opportunities (Sutton, 2013). The University can also introduce innovation in their research and development department. This is a significant driver for the business. Innovations can assist the business to expand and establish more opportunities. Australia International University is an example since there are new strategies in the firm that is likely to improve the growth of the business. The development of new technology enables financial stability in the market (Tounés, Lassas-Clerc, & Fayolle, 2014). The availability of land where the company can expand and develop its activities improves company growth.

Threats

There is high competition among higher learning institutions in the higher education sector. Lack of managerial direction and cooperation are some of the threats the university is facing.

Marketing Initiative and Goals

Australia University intends to create a student-centric culture and processes (Barrow, Barrow, & Brown, 2018). Student-centric culture looks for new needs to fulfill. Student-centric processes offer new solutions development. In simpler terms, tutoring services are those services that are uniquely designed according to student specifications. As a student-focused university, Australia International University gives the students the courses they want. The college is after a relationship between them and their students (Bridge & Hegarty, 2012). The university researches and learn everything about their students. It focuses on developing courses that will solve a student’s need in a way that even the learner has not imagined before. It is always researching and always innovating. The college knows their students (Berbegal-Mirabent, Gil-Doménech, & Alegre, 2016). The University visualizes the whole student experience as a smooth, enjoyable journey that starts when they join the university.

Reference List

Barrow, C., Barrow, P., & Brown, R. (2018). The Business Plan Workbook: A Step-By-Step Guide to Creating and Developing a Successful Business. Kogan Page Publishers.

Berbegal-Mirabent, J., Gil-Doménech, D., & Alegre, I. (2016). Improving business plan development and entrepreneurial skills through a project-based activity. Journal of Entrepreneurship Education, 19(2), 89.

Bridge, S., & Hegarty, C. (2012). An alternative to a business plan based advice for start-ups?. Industry and Higher Education, 26(6), 443-452.

Ekanem, I. (2017). Writing a business plan: a practical guide. Taylor & Francis.

Fichter, K., & Tiemann, I. (2020). Impacts of promoting sustainable entrepreneurship in generic business plan competitions. Journal of Cleaner Production, 122076.

Grit, R. (2019). Making a business plan. Routledge.

Haag, A. B. (2013). Writing a successful business plan: An overview. Workplace health & safety, 61(1), 19-29.

McKeever, M. (2016). How to write a business plan? Nolo.

Sutton, G. (2013). Writing winning business plans: how to prepare a business plan that investors will want to read and invest in. RDA Press, LLC.

Tounés, A., Lassas-Clerc, N., & Fayolle, A. (2014). Perceived entrepreneurial competencies tested by business plan pedagogies. International Journal of Entrepreneurship and Small Business, 21(4), 541-557.