Australian Tutoring Association Case

IMC Plan of Master Tuition Mitchelton

1. Situation analysis

1.1 Overview of Master Tuition Mitchelton

Master Tuition Mitchelton is a small-sized tutoring enterprise based in Brisbane, Australia. It has been established over 35 years and it is a member of the Australian Tutoring Association (ATA). The motto of Master Tuition is "Private tuition to build self- esteem and help students achieve their best". Tutors are trained to follow the unique Master Tuition philosophy and educational techniques that "all students can learn all subjects to a high level; they only have to believe they can do it". (Master Tuition website, 2013)

Master Tuition Mitchelton offers a full range of after-school and weekend academic tuition including at all levels. During school holidays and at weekends Master Tuition often runs special one-off courses including study skills, speech writing and presentation, get ready for university and so on. Tutors at Master Tuition do not use computers as a teaching tool; they keep in constant contact with the students during their sessions as they undertake their work and improve their skills and knowledge. Classes are generally one hour in length and in small groups. (Master Tuition website, 2013)

1.2 List of assumption

Learning centre (scale, transportation, photos or videos about the teaching environment at Master Tuition)

Business scale (tutor, staff, student number)

More information about Alpha Learning posted on the official website

More information about 'small groups' teaching (how many students could form a small group;

Through which way to make them into a small group)

Payment methods

1.3 Potential competitors

Competitors within the same industry could be not ignored because they have close relationship about interest. Any action of an enterprise would have impacts on its competitors; sometimes the impacts could be very huge. The education training industry in Australia has very intense competition, the education market has gradually got into the saturated state, many similar education training enterprises get good development in Australia as well, such as Grace Simpkins Personal Tutors and Aim High Tuition, and both of them are the strong competitors of Master Tuition. In terms of the competitors' advanced marketing concept, we should actively learn, digest, and transform into our own characteristics.

1.3.1. Primary competitor-Grace Simpkins Personal Tutors

Grace Simpkins Personal Tutors is a medium-sized tuition enterprise. As the same as Master Tuition, it also offers a full range of academic tuition at all levels, however it has some advantages. Firstly, it is obvious that the enterprise has made much effort into online marketing. The official website of Personal Tutors is well-designed and updated. It has much more information than Master Tuition; meanwhile the information is well-organized so that users could have nice experience. Secondly, Personal Tutors aims at providing more convenience to students and parents. For example, it offers multiple choices of personal tuition services including in-centre, in-home and online almost across the whole country. It also accepts multiple payment methods including EFT, major credit cards and direct debit. (Personal tutors website, 2013)

1.3.2. Secondary competitor-Aim High Tuition

Aim High Tuition has been providing private in-home tutoring for over 6 years. Providing specialist subject tuition across high school and primary school subjects, together with the proprietary in house learning system, Aim