1. 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

2.  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

3. 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:
2011 2012 2013 2014 2015
INDIA 1956 1411 1248 1704 2148
INDONESIA 522 546 552 572 608
PHILIPPINES 180 211 267 332 349
EDUCATION RELATED

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

5. Distribution Channels:
 Agencies
 Schools
 Internet
 Social Medias
 Events / exposal
 Physical presence / Campus / Office
Evaluate the Marketing Performance:
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 off
Physical presence / Campus / Office
he Marketing Performance: In order to evaluate the marketing
performance this report will divide this topic in two item.
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:
In order to evaluate the marketing
It is possible to see in the sheet below a comparison between the
ered to different countries:

6. 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
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
Courses
Availability in:
AAMC West Coast Institute of Training Curtin University of Technology
Accounting / Bookkeeping Y -
Anti-Money Laundering - -
Banking / Fiance - -
Business & Management Y Y
Cultural English Y Y
Economics - -
Finance Broking - -
Financial Planning - -
Information Technology Y -
Mentoring & Coaching - -
Professional Development - -
Property Service - -
Retail - -
Sales & Marketing - -
Tourism Travel & Hospitality Y -
Training & Assessment Y -
Transport & Logistics - -
Work Health & Safety Y -
Courses

7. SWOT Analysis: As a relevant for any business this report has conducted a SWOT
Analysis presented next:
Strengths Weakness
Different courses for each countries Minimal support for overseas operation
They have tested this courses in Australia before
they start selling overseas
No person in the staff dedicated for developing the
international students market
Experienced Staff
Relevant for the market of that country
Opportunities Threats
Improve the support for overseas operation Government change rules / laws
Allocate staff dedicated for developing the
international students market
Currency variation
Cultural / Religious harassment
SWOT ANALYSIS

8. 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:

9. 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

10. o Trade contacts
o Customers
o Company Reports
o Advertising Agencies and Bookings

11. 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