Opportunity Analysis for

Tutor-me

7003MKT Marketing Foundations

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Table of Contents

Table of Contents.......................................................................................................................2
Introduction................................................................................................................................3
Company Description and Problem Statement....................................................................3
Company Analysis...............................................................................................................3
Market Situation.........................................................................................................................5
Market Overview....................................................................................................................5
Macro Environment Analysis.................................................................................................5
Political Analysis.................................................................................................................5
Economic Analysis..............................................................................................................5
Social Analysis....................................................................................................................6
Technological Analysis.......................................................................................................6
Legal Analysis.....................................................................................................................6
Micro Environment Analysis..................................................................................................7
Competitor Analysis............................................................................................................7
Competitive market Summary.............................................................................................8
Consumer Analysis..............................................................................................................9
Collaborator Analysis........................................................................................................10
SWOT Analysis.................................................................................................................10
Marketing Initiative and Goals.................................................................................................11
Reference List..........................................................................................................................12

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Introduction

Company Description and Problem Statement

When one can communicate properly, everything around you starts to be more enjoyable and
easier. Understanding and embracing the language of the place you are at is one of the
quickest ways to become more comfortable around the place. This is especially the case for
international students, who have just come to a foreign nation and are not that confident and
comfortable with their English. So, Tutor-me is an institution that provides English tuition to
international students who want to improve their English language and get used to the
Australian environment. Initiated by, Jenny Shrestha, who herself was an international
student at Griffith University, she came to experience the problems faced by her and her
fellow students during the initial phase of her study, in both communication in Australian
English and in getting used to the surrounding area. To help students like herself, she opened
this institution.

Moreover, it’s not just her that felt this way, in Australia, communicating in English is a
widely acknowledged area in which international students need some additional assistance to
do better in their studies and to gain the maximum advantage from their Australian study
experience (Denise, 2017). Evidences from studies suggests that employers in Australia don’t
usually employ international students upon graduation due to trepidations with their
communication skills in English, cultural differences and a lack of understanding of
Australian Laws, in comparison to a domestic student (Kinash, 2015) Communication is also
one of the most highly sought skills among new graduates and without proper English
knowledge, it can hamper the placement opportunities of international students in Australia.
(Denise, 2017)

Company Analysis
Member of the Australian Tutoring Association, Tutor-me, primarily focuses on giving
English language tuitions to international students through either a classroom system, one on
one sessions or computer based as per the convenience of the student. The mission of the
institution is to reach out and give high quality English language training to the international
students who are in need to improve their communication skill in English. And the vision of

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the company is to empower the international students to develop the practical and academic
English language skills needed in their day-to-day life as a student and a graduate in Australia
within a safe and supportive environment. To reach this goal, we will be hiring a team of
professional teachers and support staff who are well qualified and motivated to fulfill our
cause.

Our programs consists of, first, a Beginner English Class that focus in the basic English
writing and speaking skills that is needed in our daily life. Second is the Advance English
Class where the students learn how to converse with other in most of the aspects of the
practical, social, and professional concerns of interest to the student upon exit from the
program. These classes will be held in a classroom environment as well as in online setting,
as if required by the student, they can also apply for a one on one class to further improve
their language skill. This will be delivered by both professional tutor and a native speaker of
Australia and when possible, of the student’s own native country.

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Market Situation

Market Overview

Tutor-me will be situated in the gold-coast region, the reason being that currently, there are
32,000 international students from over 130 countries studying on the Gold Coast. Australia
as a whole is a very international student friendly country but Gold Coast take it a step ahead
with more affordable living expenses, beautiful and fun paces, quality education and a really
diverse community (Study Gold Coast, n.d.). Moreover, due to the recent change in the
legislation, Gold Coast has been made a regional area so now will now be able to receive
25,000 international students under the new classification, which is predicted to significantly
grow the Gold Coast over the coming years (Monique, 2019).

Macro Environment Analysis

Political Analysis
According to Will (2018), “this aspect focuses on the area in which government policies
affect the economy, the specific industry, and the organization in question” (para 5).
 Gold coast has been announced as a regional area as stated, which would bring in an
influx of international students as international students who graduate from a regional
university will be able to work for an extra year in Australia and will have chances to
get 1,000 scholarships worth $15,000 available every year to international students in
regional areas (Rosemary, 2019).

Economic Analysis
The Economic aspect analyses the key factors of economic growth, supply and demand,
inflation and recession of the market (Will, 2018).
 Major infrastructure projects such as expansion of the G: Link Light Rail network, the
development of the Health and Knowledge Precinct, the $300 million upgrade of
Gold Coast Airport, sporting infrastructure and the development of an Arts and
Cultural Precinct (Gold coast., n.d.).
 The Gold Coast economy is valued at close to $25 billion (Gold coast., n.d.).
 The employment base of Goldcoast will almost reach 300,000 people in the next
decade (Gold coast., n.d.).

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  There are more than 200 international and domestic education providers, including
three world-class universities and specialist institutions, the Gold Coast offers a range
of innovative courses and globally recognised qualifications (Gold coast., n.d.).

Social Analysis
The Social factors include the demographics and age distribution, cultural attitudes, and
lifestyle trends of the market (Will, 2018).
 The City of  Gold Coast is  Australia's sixth largest city, with a population of 687,460
people as of 2019 (world population review, 2019).
 Nearly two-thirds of foreign-born residents of the city come from English-speaking
countries. However, there are increasing numbers of people moving to the city
from  Asia, including China,  Japan, the Philippines,  South Korea, and  India (world
population review, 2019).
 The population of the Gold Coast is 51.4% female, according to the 2016 Census
(world population review, 2019).
 With an assortment of natural experiences in close proximity to the city's business
hubs, the Gold Coast has an attractive work-life balance (Goldcoast., n.d.).

Technological Analysis
The Technological aspect consists of the specific role and development of technologies
within the sector and organization, as well as the wider uses, trends and changes in
technology (Will, 2018). 

 The computer technology is an integral part of the learning activity of English

language, through which skills are transferred to learners (Mohammad, R. A., 2018).
 A network has been established implement free Wi-Fi to boost visitor experience,
strengthen connectivity and entice trade to more than 50,000 small businesses
(Goldcoast., n.d.).

Legal Analysis
Legal factors are those that affect business such as consumer law, copyright law, and
corporate law (Will, 2018).
 Australia has a competitive Corporate Tax Rate of 30 per cent and has corporate tax
breaks available for small to medium sized businesses (Goldcoast., n.d.).

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  The City of Gold Coast is open for business and provides business incentives
including the City of Gold Coast’s Investment Attraction program, which is focused
on supporting new businesses and investors to the city (Goldcoast., n.d.).
 The Australian government is boosting their entrepreneurial culture by improving
access to finance, new business opportunities, and management support for startups
and small to medium enterprises (Queensland Government, n.d.).

Micro Environment Analysis

Competitor Analysis

There are many competitors to the Tutor-me as they provide English language training to
individuals as well but in terms of direct competitors, that are specifically addressing the
needs of international students specifically, they are very few in number.

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 Competitive market Summary

Competitor Target Product Price Promotional Distribution Strength/

Market Weakness

Tutoroo Any Language $20- Web World wide Strengths:

individual tuitions by the $30/hour advertisements web, face  Taught by the
who wants native speaker , social media book, native speaker so
to lean an posts Instagram more deeper
extra understanding of how
language the native people
speak.
 Reasonable
prices
 access to many
tutors in the same
region.
 Flexible places
and timings
Weakness:
 No formal
trainings are required for
any teachers so the
delivery of the classes
may be affected
 no set standard of
the course

The Internationa English $220 Web World wide Strengths:

language l students, language enrolment advertisement, web, face  highly organized
academy ILETS and courses, surfing fee, social media book, courses
Cambridge and scuba general Instagram  various other
Exam diving lessons, English and Twitter services needed for an
students, accommodatio classes $ international student
People n search, 285/week Weakness/s:
interested in airport pickup  Expensive course
Surfing services, with non-refundable
lessons, enrollment fees.
 No flexible places
and timings for the
students

Sources: Tutoroo and The Language Academy websites

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 Point of similarity Point of difference
Tutoroo  Language tuitions to  Tutor-me focuses on
people international students
 Online classes make specifically.
it possible for a  Qualified and
flexible timing certified teachers
 Native speaker  Online classes
teacher and support
staff
Language Acadamy  Fixed course for the  Tutor-me has the
students flexibility of timings
 No enrolment fees
 Native teaches as
well as professional
teachers
 Online classes

Consumer Analysis

 International students
 Aged 18+ college or university students who need help with Australian English
WHO
language and getting acclimatization in the Australian environment.

  Basic English course

WHAT  Advance English course
 Introduction to Gold coast, Queensland

Delivery methods:
WHERE
 Classroom
/HOW
 Online

 One-on-one tutoring (if required)

WHEN Every course runs for 2 months, depending on the arrival and the level of the student

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 and preferred study mode of the student, the classes will commence.

 To be able to converse properly in English with other people and make connections
with them

 To better understand the lectures and workshops in their college/universities

WHY
 To easily get around the Australia with confidence in their speech

 To make themselves comfortable in their surrounding

Collaborator Analysis

The primary target group for tutor-me are the international students incoming to the Gold
Coast, similarly, one of the target group of the universities and colleges in Gold Coast are
international students as well. If we could collaborate with these institutions, like Griffith
University, Southern Cross University and so on, then the enrollment number Tutor-me could
significant go up. As there are students in these institutions that take English language classes
before commencing the official course of the university/ College.

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SWOT Analysis

Strengths Weaknesses
Focuses on international
Focuses on international students
students New business in
New business in the
the market
market
Qualified and certified
Qualified and certified teachers
teachers as well
as well Similar products already
Similar products already in
in the
the market
market
as native speakers
as native speakers of of Australian
Australian with long established
with long established history
history
English
English No extra cirricular
No extra cirricular activities
activities
Safe environment to
Safe environment to conduct
conduct online
online limited finances
limited finances
classes
classes
limited start up
limited start up risk
risk with
with facilities
facilities
provided
provided byby the
the government
government to to
starting business in
starting business in regional
regional areas
areas

Opportunities Threats
Collaboration with universities
Collaboration with universities and
and
colleges in the
colleges in the area
area Entrance of new
Entrance of new businesses is highly
businesses is highly
Gold coast being
Gold coast being regional
regional area,
area, possible as there
possible as there are
are low
low bariers
bariers to
to
chances of high
chances of high incomming
incomming ofof entry.
entry.
international students inthe
international students inthe future
future Insurance costs are
Insurance costs are continually
continually
Australian Tutoring Association
Australian Tutoring Association (ATA)
(ATA) increasing
increasing
menbership gives us
menbership gives us wider
wider connection
connection
and recommendation to
and recommendation to students
students whowho
need our services
need our services and
and they
they give
give usus
additional resources as
additional resources as well.
well.

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Marketing Initiative and Goals

Tutor-me will be providing basic and advance English courses, primarily targeting 18+
international students of the universities and colleges. The mode of delivery for these courses
will be in a small sized classroom with maximum 10 students or they can attend the online
classes if their timings do not match with the class session or they can have a one-on-one
session with the teacher. We will try to separate the classes as per the student’s nationality for
the basic classes as they will be given by the native speaker of the student’s country. And for
the Advance classes, an ATA certified teacher will be taking the intensive class. Students will
then be introduced to native Australian speakers and be encouraged to converse with them.

Marketing goals

 To enroll 200 students by June 2020

To be self-sufficient, the organization must earn its own money other than the capital
invested by the owner and grants given by the government. And with added cash inflow and
stable number of customers, the company can then venture out to other extra-curricular
activities to further entice the target market.

 To get the ATA accreditation for tutor-me by march 2020 and a premium
accreditation by June 2021.
Being a member of ATA lands tutor-me with a lot of benefits, which includes access to free
accreditation, discounted insurance, and discounted web design. Accredited ATA members
represent the highest standards of tutoring in the nation, and arguably globally as well and
this will be a major promotion material for tutor-me if achieved (Australian Tutoring
Association, n.d.).

Furthermore, with a premium accreditation, the business will be known as the one with the
highest professional standards in the industry and are ranked first on any search. Tutor-me
will be promoted and given prime placement as a premium accreditation business on the
ATA website (Australian Tutoring Association, n.d.).

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Reference List

Australian Tutoring Association, (n.d.). Join the ATA.

https://www.ata.edu.au/membership/tutor-membership/join-the-ata/

Denise, J. (2017) Exploring the challenges experienced by international students during

work-integrated learning in Australia, Asia Pacific Journal of Education, 37:3, 344-359,

DOI: 10.1080/02188791.2017.1298515

Goldcoast. (n.d.). Why Gold Coast. https://wearegc.com.au/invest/why-gold-coast/

Goldcoast. (n.d.). Doing Business. https://wearegc.com.au/invest/business/

Kinash, S. (2015). International education won’t remain key Australian export industry if we

don’t solve graduate employability problems. Retrieved from

https://www.criterionconferences.com/blog/tertiary-education/international-education-

wont- remain-key-australian-export-industry-dont-solve-graduate-employability-problems/

Mohammad, R.A. (2018). The use of technology in engish language learning: A literature

review, International Journal of Research in English Education 3:2, 115-125, DOI:

10.29252/ijree.3.2.115

Monique, S. (2019, October 26). International students to continue boosting ‘regional’ Gold

Coast [Press release]. Retrieved from http://www.mygc.com.au/international-students-to-

continue-boosting-regional-gold-coast/

Queensland Governmnet. (n.d.). Entrepreneurs and startups. Retrieved from Queensland

Government: https://advance.qld.gov.au/entrepreneurs-and-startups

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Rosemary, B. (2019, October 16. The Gold Coast wants to be classified as 'regional' to bring

in more migrants. https://www.sbs.com.au/news/the-gold-coast-wants-to-be-classified-as-

regional-to-bring-in-more-migrants

Study Gold Coast (n.d.). Why study on the Gold Coast.

https://www.studygoldcoast.org.au/why-study-on-the-gold-coast/

Will. K, (2018, July 23). PEST Analysis. https://www.investopedia.com/terms/p/pest-

analysis.asp

World population review (2019). Gold Coast Population 2019.

http://worldpopulationreview.com/world-cities/gold-coast-population/

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