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Executive SummaryThe following report has as objective to present resourceful data able to analysethe factors which are positive and negative for opening a new branch of Academies Australasia in Perth.The report starts by describing the proposed Business Idea, then defining the Services based on which Academies Australasia is proposing to expand their business at Perth.An analysis of the Macro Environment is then conducted through many points ofview contained in a PESTEL matrix, along with an analysis about the market attractiveness by using the Porter’s Five Forces model.The internal factors from the Marketing Mix matrix are discussed towards the target market and key customers, and the promotional activities the company is likely to undertake are also analysed.With all the data raised from the topics above, a SWOT matrix will report a summary of all internal and external characteristics to be used as reference for the strategies.An organisational structure and operational plan will be elaborated, citing key decision makers, departments and their respective duties, and then data about management levels, critical departments, information management, facilities and infrastructure.HR strategies and an HR plan will also be provided with the key HRM policies ofthe Academies Australasia regarding recruitment of staffs, performance appraisal, salary and compensations structure.A financial plan will outline the possible sources of financing the business and how the group has planned to procure the necessary funds. Projected Revenue analyses will be conducted and expenses for the start up as well; projected income statement, Projected Balance Sheet and Projected Cash Flow Statement for 1 year will also be provided.At the end, recommendations will highlight solutions of problems and critical aspects of inaugurating a new unit of Academies Australasia in Perth.1
Table of ContentIntroduction41. Marketing Plan41.1. PESTEL Analysis41.2. Porter’s Five Forces51.3. Marketing Mix51.4. Target Market61.5. Promotional Activities61.6. SWOT Analysis62. Organisational structure & Operational Plan62.1. Organisational structure62.2. Information Management73. HR Strategies & Plan74. Financial Plan84.1. Projected income statement94.2. Projected Balance Sheet105. Recommendations10Conclusion10References112
IntroductionAcademies Australasia is a leading education provider offering English language, Senior High School, Singapore Government School Preparatory Certificate, Diploma, Advanced Diploma, Bachelor and Master degree courses. They offer more than 100 qualifications to about 5,000 students across campuses in Sydney, Melbourne, Brisbane, Gold Coast, Dubbo and Singapore. Currently, the company is planning for expansion and therefore exploring the viability of opening a branch at Perth.