Competitor Analysis

In the target preschool industry in Australia, there are four major players that pose competitive threat. These include Camberwell Kindergarten and Childcare Center, Tiggers Childcare Center and Kindergarten, Starfish Early Learning Center and Kurboroo Kindergarten. In addition, there is a high threat posed by competition from new entrants especially given that there is an increase in the establishment of high risk independent kindergartens. Despite this small number of major competitors, there are many other competitors in the preschool industry in Australia (Klenowski, 2011).

Camberwell Kindergarten and Childcare Center offers preschool education services in Canterbury, Hawthorn East, Camberwell, and Glen Iris among other areas around Melbourne region. Tiggers Childcare Center and Kindergarten is also a competitor with establishment in Camberwell. Starfish kindergarten markets its image as:

“a community of learners where the voices of families, children and educators are respected where the main aim is to develop a sense of belonging Being and Becoming, as reflected in the Early Years Learning Framework (2009) for all our families, children and educators”

Starfish Kindergarten focuses on education of children aged between 6 weeks to kindergarten. The kindergarten has locations in Blackburn South, Camberwell, and Nunawading. Kurboroo Kindergarten focuses on development of positive relationships with parents, staff and children. The center markets itself as a community based kindergarten surrounded by natural settings. Therefore, in order for the business to survive in the preschool market, it should be prepared for high competitive rivalry considering that most competitors are undertaking similar efforts to face the new market opportunities and expand their market share while at the same time expanding their target market clientele to only cover ages from six weeks but also pre-primary and nursery. Camberwell Baptist Church Kindergarten is in direct competition with several local and country-wide preschool entities.

The fact that competitors are offering integrated alternative packages of diverse nature makes the force of competition from kindergartens form all the regions and provinces of the country. In addition, Camberwell Baptist Church Kindergarten should be prepared to face considerable threat from new entrants, which is expected to be high considering that coming up with high risk kindergartens is not capital intensive business and the existing competitors are already established in the market, with each having its own market niche. For instance, among the four major players in the Camberwell preschool business, Camberwell Kindergarten and Childcare center is well established in offering integrated educational services for kindergartens as well as childcare services. Moreover, Tiggers Childcare Center and Kindergarten, Starfish Early Learning Center and Kurboroo Kindergarten are also not only offering such integrated services to a varying degree but are also offering these services on a wider regional perspective, which means a larger market share. Lastly, there is a high threat expected from competition from new entrants especially given that there is an increase in the establishment of high risk independent kindergartens (Klenowski, 2011). Despite this small number of major competitors, there are many other competitors in the preschool industry in Australia that cover regions across the provinces of the country.

Kinder Name Tiggers Camberwell Starfish Kurboroo

Services/

times

Offered Kinder, pre-kinder, nursery, toddler, childcare Services Kindergarten, childcare Services Kindergarten, childcare Services Kindergarten, childcare Services

Pricing Between $ 265 – 450 Between $ 200 – 450 Between $ 200 – 500 Between $ 265 – 450

Promotion Social media, Internet, traditional media Social media, Internet, traditional media Social media, Internet, traditional media Social media, Internet, traditional media

Location Camberwell, Canterbury, Camberwell, Blackburn South, Camberwell, and Nunawading Canterbury, Camberwell,

People/

Staff Qualified Early-Childhood educators Qualified Early-Childhood educators Qualified Early-Childhood educators Qualified Early-Childhood educators

Physical

Environment Camberwell, Canterbury, Hawthorn East, Camberwell, Glen Iris Canterbury, Camberwell, Canterbury, Camberwell,

Process Registration, change of application Registration, change of application Registration, change of application Registration, change of application

References

Camberwell Kindergarten and Child Care Centre (2014) Camberwell Childcare Index. http://www.echildcare.com.au/camberwell-1/

Klenowski, V. (2011). Assessment reform and educational change in Australia. Springer, 63–74.

Starfish Early Learning Center (2014) Starfish Early Learning Centre Philosophy. http://www.starfishelc.com.au/

Tiggers Childcare Centre and Kindergarten (2014) Tiggers Childcare Centre and Kindergarten in Camberwell, http://www.careforkids.com.au/child-care/tiggers-childcare-centre-and-kindergarten/3124