BSB 105 A1 Oto Dunbar

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School

Queensland University of Technology *

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Course

105

Subject

Business

Date

May 23, 2024

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docx

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14

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BSB 105 A1: SCENARIO REPORT
1
CONTENTS Introdcution .............................................................................................................................................................. 2 Scenario Planning Method ....................................................................................................................................... 2 Scenarios .................................................................................................................................................................. 4 Scenario 1 ............................................................................................................................................................. 4 Scenario 2 ............................................................................................................................................................. 5 Scenario 3 ............................................................................................................................................................. 5 Scenario 4 ............................................................................................................................................................. 5 Conclusion ................................................................................................................................................................ 5 References ................................................................................................................................................................ 6 Appendix .................................................................................................................................................................. 7 Business Trends .................................................................................................................................................... 7 Technology Trends ............................................................................................................................................... 8 Social Trends ...................................................................................................................................................... 10 2
INTRODCUTION Queensland cricket is the governing body of cricket in Queensland, Australia. They help police, run and in some instances, fund programs and clubs that give athletes of all ages the ability to participate in the game of cricket. They are looking at expanding their influence and participation among junior cricketers in Queensland. The purpose of this report is to identify trends in the industry and use these to help forecast future scenarios to allow for proper preparation and development of framework to resolve these issues. To accomplish this the use of the scenario planning method will be carried out. SCENARIO PLANNING METHOD Scenario planning is a three-step process that many companies and firms employ to identify trends in their industry and predict future scenarios that may arise. An example of this is covid-19, if all companies had utilised scenario planning, they would have identified the risk of an event such as this and put in place a framework to find a solution. The first step involves establishing and breaking down the key question. In this situation the key question is, how might QLD Cricket use intelligent digital, technological, and other innovative solutions to grow junior participation across QLD? With the question established, two key business, social and technology trends have been found that relate the most to the issue and have the biggest impact on the client. These are then put into the prioritization matrix that can be seen below in accordance with their business impact and the level of uncertainty. Busines s Impact - Due to low funding for junior sports clubs, they are increasing their promotion of unhealthy products in junior programs. (Business Trend) - Revenue in Australian e-sports is expected to show an annual growth rate of 7.79%. (Business Trend) - Young females tend to move away from competitive and organized sports to more casual, non- competitive forms due to study pressures and lack of energy time. (Social Trend) - 3D printing is increasing its hold on the equipment market in sports with strides being taken in the development of headgear, shoes, etc. (Technology Trend) - Use of technology, mainly phones, is set to increase with just 19% of youth aged 5 – 17 getting the recommended 60 hours of physical activity while also spending 2 – 3 hours on various electronic devices. (Technology Trend) - The rise of dual-income families has reduced leisure time and increased transport barriers for children. (Social Trend) Level of Uncertainty Table 1: Prioritization Matrix Through this matrix two trends have been chosen that are seen as the most uncertain and to have the highest impact on the business and can be identified as the ones in red. 3
Young women Participation in organised sport The first uncertainty relates to young women and their participation in organised sport. In 2021 42% of Australian girls aged 0 – 14 participated in organised sport outside of school once a week while 45% of boys did the same. Problems arise once the athletes hit the age of 15 as participation in males rose to 49% while the women dropped to 32% (Clearinghouse for sport, 2021) . This shows that although youth participation is high the ability for coaches and programs to keep a hold of the young athletes is proving difficult. Further, cricket is not even part of the top ten most played sports for young women below 15 with sports such as Karate and AFL outranking it. 3D printed equipment Many sporting goods companies such as Adidas have shifted their attention from conventional methods of equipment production to experimenting and, in some instances, mass-producing equipment. A report from SmarTech analysis predicts that the global market of 3D printed sporting equipment and goods will reach $184 million USD by 2025 at a compound annual growth rate of 26.5% (SmarTech Analysis, 2020) . Further this technology has been present for years as adidas have reportedly been experimenting with 3D printers and software for over 10 years (Gregurić, 2022) . 4 Excess Minimal High Low
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