Harvard Case - Scouts Australia (New South Wales): Adventures Ahead
"Scouts Australia (New South Wales): Adventures Ahead" Harvard business case study is written by Wallace Fan. It deals with the challenges in the field of Strategy. The case study is 21 page(s) long and it was first published on : Jan 21, 2020
At Fern Fort University, we recommend Scouts Australia (New South Wales) embark on a strategic transformation focused on digital innovation, enhanced program offerings, and a strengthened brand presence. This will involve a multi-pronged approach, including:
- Digital Transformation: Implementing a comprehensive digital strategy to leverage technology and enhance the scouting experience.
- Program Innovation: Developing new and engaging programs that cater to diverse interests and address contemporary challenges.
- Brand Revitalization: Repositioning Scouts Australia as a modern, inclusive, and relevant organization through targeted marketing and communication strategies.
2. Background
Scouts Australia (New South Wales) is facing declining membership and struggles to attract new members, particularly young adults. The organization's traditional scouting model, while valuable, is perceived as outdated by some and fails to resonate with the interests and needs of modern youth. The case study highlights the organization's need to adapt and innovate to ensure its future success.
The main protagonists of the case study are:
- The Board of Directors: Responsible for setting the strategic direction of the organization.
- The Chief Commissioner: The leader responsible for the day-to-day operations of the organization.
- The State Leadership Team: A group of experienced volunteers responsible for supporting the organization's mission.
3. Analysis of the Case Study
SWOT Analysis:
Strengths:
- Strong Brand Recognition: Scouts Australia enjoys a strong brand reputation built on a long history of positive values and community engagement.
- Extensive Network: The organization has a vast network of volunteers, leaders, and members across the state.
- Proven Programs: Scouts Australia offers a range of well-established programs that promote leadership, teamwork, and outdoor skills.
Weaknesses:
- Declining Membership: Scouts Australia is experiencing a decline in membership, particularly among young adults.
- Outdated Image: The organization's traditional image may not resonate with modern youth who seek more diverse and engaging experiences.
- Limited Digital Presence: Scouts Australia has a limited online presence and lacks a comprehensive digital strategy.
Opportunities:
- Digital Innovation: Leveraging technology to enhance program offerings, improve communication, and reach new audiences.
- Program Diversification: Developing new programs that cater to diverse interests and address contemporary challenges, such as environmental sustainability and social justice.
- Brand Revitalization: Repositioning Scouts Australia as a modern, inclusive, and relevant organization through targeted marketing and communication strategies.
Threats:
- Competition from other youth organizations: Scouts Australia faces competition from a variety of other youth organizations, including those focused on STEM education, sports, and the arts.
- Changing demographics: The changing demographics of the Australian population present challenges for attracting and retaining members.
- Economic downturn: An economic downturn could impact the organization's ability to fund its programs and operations.
Porter's Five Forces:
- Threat of New Entrants: The threat of new entrants is moderate due to the established nature of the youth organization industry and the need for significant resources to build a network and develop programs.
- Bargaining Power of Buyers: The bargaining power of buyers (members) is moderate. While members have some choice in selecting organizations, Scouts Australia offers a unique value proposition that differentiates it from competitors.
- Bargaining Power of Suppliers: The bargaining power of suppliers (volunteers, program providers) is moderate. Scouts Australia relies on a network of volunteers and program providers, but there is a degree of competition for their services.
- Threat of Substitutes: The threat of substitutes is high, as there are many alternative youth organizations and activities that compete for young people's time and attention.
- Rivalry Among Existing Competitors: The rivalry among existing competitors is high, as the youth organization industry is fragmented and organizations are constantly seeking to attract new members.
Value Chain Analysis:
Scouts Australia's value chain can be analyzed through the following primary activities:
- Inbound Logistics: Recruiting and training volunteers, sourcing program materials, and managing resources.
- Operations: Developing and delivering scouting programs, managing group meetings, and organizing events.
- Outbound Logistics: Communicating with members, promoting programs, and managing membership records.
- Marketing and Sales: Attracting new members, promoting the organization's brand, and engaging with the community.
- Service: Providing support to members, leaders, and groups, and resolving issues.
Key Areas for Improvement:
- Digital Transformation: Scouts Australia needs to invest in technology and develop a comprehensive digital strategy to enhance program offerings, improve communication, and reach new audiences. This includes creating a user-friendly website, developing mobile applications, and utilizing social media platforms effectively.
- Program Innovation: The organization should develop new and engaging programs that cater to diverse interests and address contemporary challenges. This could include programs focused on STEM education, environmental sustainability, social justice, and entrepreneurship.
- Brand Revitalization: Scouts Australia needs to reposition itself as a modern, inclusive, and relevant organization. This can be achieved through targeted marketing and communication strategies that highlight the organization's values, programs, and impact.
4. Recommendations
1. Digital Transformation:
- Develop a comprehensive digital strategy: This strategy should outline the organization's goals for using technology, identify target audiences, and define key performance indicators (KPIs).
- Invest in a user-friendly website and mobile application: These platforms should provide information about programs, events, membership, and volunteer opportunities.
- Utilize social media platforms effectively: Engage with potential members, share stories of scouting experiences, and promote upcoming events.
- Implement online learning platforms: Offer online training modules for volunteers and members, providing flexibility and accessibility.
2. Program Innovation:
- Develop new programs that cater to diverse interests: This could include programs focused on STEM education, environmental sustainability, social justice, and entrepreneurship.
- Partner with other organizations to offer specialized programs: This could include collaborations with universities, businesses, and community groups.
- Offer flexible program formats: Provide options for online learning, weekend activities, and short-term programs to cater to busy schedules.
3. Brand Revitalization:
- Reposition Scouts Australia as a modern, inclusive, and relevant organization: This can be achieved through targeted marketing and communication strategies that highlight the organization's values, programs, and impact.
- Develop a new brand identity: This could include a refreshed logo, updated website design, and new marketing materials.
- Engage with influencers and media outlets: Partner with individuals and organizations that align with Scouts Australia's values and can help reach new audiences.
- Tell compelling stories of scouting experiences: Share stories of how scouting has impacted the lives of members and volunteers.
4. Strategic Alliances:
- Form strategic alliances with other organizations: This could include partnerships with schools, businesses, and community groups.
- Collaborate with other youth organizations: Explore opportunities for joint programs and events.
- Seek funding from corporate sponsors: Partner with businesses that align with Scouts Australia's values and can provide financial support.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Scouts Australia's core values of leadership, teamwork, and community service.
- External customers and internal clients: The recommendations address the needs of both external customers (potential members) and internal clients (volunteers and leaders).
- Competitors: The recommendations are designed to differentiate Scouts Australia from its competitors and attract new members.
- Attractiveness ' quantitative measures if applicable: The recommendations are expected to increase membership, revenue, and brand awareness, leading to improved financial performance.
Assumptions:
- Technology adoption: The recommendations assume that Scouts Australia will be able to effectively adopt and utilize technology to enhance program offerings and reach new audiences.
- Volunteer engagement: The recommendations assume that Scouts Australia will be able to maintain and enhance the engagement of its volunteer network.
- Community support: The recommendations assume that Scouts Australia will continue to enjoy the support of the community and local partners.
6. Conclusion
Scouts Australia (New South Wales) faces a critical juncture in its history. By embracing digital innovation, developing engaging programs, and revitalizing its brand, the organization can attract new members, retain existing members, and ensure its long-term sustainability. The recommendations outlined in this case study solution provide a roadmap for achieving these goals.
7. Discussion
Alternatives not selected:
- Mergers and acquisitions: While mergers and acquisitions could potentially expand the organization's reach, they would also present significant challenges in terms of integration and cultural alignment.
- Outsourcing: Outsourcing certain functions, such as program development or marketing, could save costs but could also compromise the organization's control over its programs and brand.
Risks and key assumptions:
- Technology adoption: The success of the digital transformation strategy depends on the organization's ability to effectively adopt and utilize technology.
- Volunteer engagement: Maintaining and enhancing the engagement of volunteers is crucial for the organization's success.
- Community support: Continued community support is essential for attracting new members and securing funding.
8. Next Steps
Timeline:
- Year 1: Implement digital transformation strategy, develop new programs, and launch brand revitalization campaign.
- Year 2: Evaluate the effectiveness of the new programs and digital initiatives, adjust strategies as needed, and expand partnerships.
- Year 3: Continue to innovate and adapt to changing market conditions, solidify the organization's position as a leader in youth development.
Key Milestones:
- Launch a new website and mobile application: Within 6 months.
- Develop and launch 3 new programs: Within 12 months.
- Increase membership by 10%: Within 2 years.
- Secure 3 new corporate sponsors: Within 2 years.
By implementing these recommendations and monitoring progress closely, Scouts Australia (New South Wales) can position itself for a successful and sustainable future.
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Case Description
The chief commissioner of the New South Wales branch of the Scout Association of Australia (Scouts NSW) was appointed in mid-2016, and the last couple of years had presented many challenges. The strategic plan inherited from the last chief commissioner had effected some positive changes across the organization, but the membership numbers were still in a declining trend. While the organization was not in dire financial straits, current operations were not only unsustainable but also affecting the organization's ability to deliver the quality values-based programs that Scouts had once been well known for. For the next three years (2019-2021), Scouts NSW would need an innovative strategic plan that addressed marketing, revenue generation, and capital repositioning while respecting the organization's not-for-profit, youth-focused, and values-based structure.
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