Assignment Task
Executive Summary
- Established in 2010, King Edward VII College is a Registered Training Organisation (RTO) that provides training to students in business and management.
- Our principal purpose is to provide high-quality training services to satisfy students’ needs.
- Our training is nationally recognized and accredited to meet vocational and educational standards. Courses are designed by highly qualified staff with extensive industry and training experience to achieve teaching and learning excellence, flexibility, and personal satisfaction.
- We draw on our established relationships with industry and other stakeholders to ensure that our courses are appropriate to the demands of our clients and consistently meet their expectations.
- Quality is maintained in compliance with the national VET Quality Framework and through our continuous improvement system.
- A key objective is to develop the required knowledge and skills for clients to be job-ready and competently undertake their chosen role in a wide range of business areas.
Mission
King Edward VII College provides high-quality industry training that engenders participation and achievement.
Strategic Objectives
- To be a leader in vocational education and training
- To establish and maintain high-quality infrastructure supporting clients and staff
- To be well-led, high performing, profitable and accountable
- To develop our people and resources
Values
The core values underpinning our activities are:
- Sustain excellence in training and assessment
- Promote innovation across all of our business operations
- Be a collaborative and caring community
- Embrace difference and diversity
- Demonstrate integrity and equality of opportunity in all activities
- Operate with openness and accountability
Target Market
King Edward VII College has two broad segments to its target market, consisting of people wishing to gain entry to the industry, as well as people already working in business and management who want to formalize or develop their skills. Building effective leadership and management skills of managers has been identified as particularly important. We also intend to capitalize on market needs for delivery of blended (classroom and online), as well as online courses. There are many training providers in our sector and King Edward VII seeks to offer a point of difference through our competitive pricing structure, innovative teaching methods, and state-of-the-art facilities.
Marketing Strategies
- Students make their RTO selection decisions based on the reputation of the organization, quality of courses, pricing, employment options, and personal recommendations, amongst other factors.
- Our strong vocational emphasis and continual industry consultation will ensure our courses are appropriate to develop the skills and knowledge currently demanded by employers and students.
- Our market decisions are based on extensive and continuous market research, targeting market segments and clients within the industry. We collect our data from a variety of sources, including current and potential clients, VET and business sectors, competitors, media, and government along with many others.
Market share development
We plan to increase our market share by:
- Establishing two new campuses
- Offering online blended learning
- Providing face to face information sessions
- Improving our web site
- Continually improving the quality of service given to clients’ pre-enrolment, during course delivery, and through the provision of support services while remaining price competitive
- Focusing on the provision of courses required by industry
- Maintaining effective communication channels with all stakeholders to ascertain industry requirements and then develop products and manage services accordingly
- Continually improving communication channels with all our stakeholders, ensuring a flow of timely and accurate information to facilitate effective planning and decision making
- Consistently satisfying individual client needs and demands at the same time as developing the knowledge and skills required by industry
- Targeting identified growth markets with planned, market appropriate campaigns, employing a variety of promotional strategies and advertising media
- Offering attractive fee structures
- Continually improving the skills, knowledge and effectiveness of King Edward VII College management and staff through our commitment to training and development
- Regularly reviewing the effectiveness of all our operations and making improvements when and where necessary.
Situation Analysis
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Strengths
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Weaknesses
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- Price, value and quality
- Clear understanding of student requirements
- Delivery mode suitable for client requirements
- High quality learning and assessment materials
- Committed to quality ethical practice
- Ability to adapt to changing market conditions
- Effective and practical policies and procedures
- Competitive pricing
- Friendly organisational culture
- Level of available finance for investment
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- Focus on business and management courses only
- Substantial investment in Sydney and Brisbane meaning a large financial outlay
- Ageing workforce for senior management positions
- High staff turnover of trainers
- Difficulty in finding skilled trainers and assessors
- Lack of leadership and management skills of existing workforce
- Lack of diversity in workforce
- Human resources policies still in their infancy, for example, recruitment process not making full use of technology advances e.g. social media, no formal performance management system in place, no employer branding/employer of choice initiatives.
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Opportunities
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Threats
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- Potential for offshore delivery
- Target market experiencing growth
- To target other States and Territories
- Current portfolio of courses popular in target markets
- Potential to apply for Government funding
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- Changes in Industry legislation affecting students
- Possible adverse effects of government policy changes
- High level of competition from other training providers in relation to target market plus competition for staff
- Instances of other RTO’s bad practice creating poor perception of training providers to clients
- Predicted uncertainties in the world economy impacting level of demand for training
- Low price courses offered by competitors
- Failing to satisfy clients’ demands
- Unskilled trainers
- Ageing workforce
Situation Analysis
|
Strengths
|
Weaknesses
|
- Price, value and quality
- Clear understanding of student requirements
- Delivery mode suitable for client requirements
- High quality learning and assessment materials
- Committed to quality ethical practice
- Ability to adapt to changing market conditions
- Effective and practical policies and procedures
- Competitive pricing
- Friendly organisational culture
- Level of available finance for investment
|
- Focus on business and management courses only
- Substantial investment in Sydney and Brisbane meaning large financial outlay
- Ageing workforce for senior management positions
- High staff turnover of trainers
- Difficulty in finding skilled trainers and assessors
- Lack of leadership and management skills of existing workforce
- Lack of diversity in workforce
- Human resources policies still in their infancy, for example, recruitment process not making full use of technology advances e.g. social media, no formal performance management system in place, no employer branding/employer of choice initiatives.
|
|
Opportunities
|
Threats
|
- Potential for offshore delivery
- Target market experiencing growth
- To target other States and Territories
- Current portfolio of courses popular in target markets
- Potential to apply for Government funding
|
- Changes in Industry legislation affecting students
- Possible adverse effects of government policy changes
- High level of competition from other training providers in relation to target market plus competition for staff
- Instances of other RTO’s bad practice creating poor perception of training providers to clients
- Predicted uncertainties in the world economy impacting level of demand for training
- Low price courses offered by competitors
- Failing to satisfy clients’ demands
- Unskilled trainers
- Ageing workforce
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Risk ManagementThe following section identifies the associated risks in pursuit of our strategic objectives and how we will deal with them.
Strategic Objectives
- To be a leader in vocational education and training
- To establish and maintain high-quality infrastructure supporting clients and staff
- To be well-led, high performing, profitable and accountable
- To develop our people and resources
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Risk
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Australian government changing policy in relation to industry
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- Accepting policy change will be a constant factor to manage
- An understanding of this should be instilled in all staff
- Develop the ability to foresee and react quickly to change
- Maintain effective communication channels with stakeholders
- Diversification of source markets
- Develop product range
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Related to Strategic Objectives: All
Responsibility: CEO & Administration Manager
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Risk
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The significant drop in cash flow
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- Identify operating costs as per future plans and past performance
- < style="font-family:Arial,sans-serif">Identify available finance
- Efficient invoicing and debt recovery
- Accurate income projections
- Close monitoring of expenditure
- Arrange overdraft facilities
- Scenario planning
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