Strategic Market Analysis and Targeting for Supported Independent Living (SIL) Services SMA301

Marketing Management

Assessment 1

Strategic Market Analysis and Targeting for Supported Independent Living (SIL) Services Scope Australia

Table of Contents

1. Introduction
2. Market Situation Analysis
3. Company
4. Customers
5. Competitors
6. Collaborators
7. Context (External/Macro)
8. SWOT Summary
9. Market Segmentation Analysis

Segmentation Bases (B2C)

Effectiveness Criteria Justification

4. Target Market Recommendation
5. Recommended Positioning
6. Conclusion
7. References

1.Introduction

This report critically evaluates the current market situation ofScope Australiawith a strategic focus on itsSupported Independent Living (SIL)services. The aim is to analyse the external and internal environment using the Five Cs framework and provide evidence-based recommendations on segmentation, targeting, and positioning (STP) to enhance Scopes competitiveness in the disability services sector.

Scope Australia is a not-for-profit organisation that has supported individuals with disabilities for over 75 years. Its mission is to enable people with disability to live fulfilling lives through accessible services, dignity, and inclusion (SCOPE, 2024). This report specifically focuses on SILa personalised housing service that enables individuals to live independently with tailored support.

As a B2C organisation, Scope provides services to people who access NDIS funding arrangements directly. It is exclusively based on secondary data collected from the public domain, which may reduce the understanding of internal data. However, the report fills a current gap in identifying person-centred care in a expanding and developing disability services sector (NDS, 2023).

2.Market Situation Analysis

a. Company

Scope Australia is a non-profit organization of disability services that has been in existence for over 75 years and it has its services in more than 425 sites. Its values include; respect, inclusion, collaboration, and excellence, which make it provide quality support services (Scope, 2025). One of its core services is Supported Independent Living (SIL) that offers accommodation and assistance to people with a disability. Scopes service delivery is optimized to work well with the NDIS because the clients who can qualify for the service will receive funding that will correspond to the required level of support. This way, Scope enhances its financial stability and becomes one of the essential players of the person-centered care system in Australia (UDICT, 2024).

b. Customers

The target customers for SIL are individuals aged18 to 65with complex physical, intellectual, or psychosocial disabilities. They seek independence, security, and inclusion, while also requiring varying levels of daily support. Decision-making is often collaborative, involving the participant, family members, plan managers, and NDIS planners. The consumer-centric nature of the NDIS has empowered clients to choose services that best align with their personal goals, increasing demand for highly individualised care models (Malbon et al., 2019).

c. Competitors

Key competitors includeLife Without Barriers,Aruma, andThe Salvation Armyall of which offer SIL services. While Life Without Barriers has a strong brand reputation and extensive reach, Scope differentiates through a deeper focus on customisation and allied health integration (Life Without Barriers, 2025). Aruma leads in promoting social integration and independence, while The Salvation Army maintains a traditional, faith-based care approach. Scopes strength lies in its breadth of services and consistent emphasis on inclusive design and community engagement.

d. Collaborators

Scope works closely with various collaborators including theNDIS, allied health professionals, informal carers, and community partners. These collaborators play a crucial role in service delivery, plan execution, and participant well-being. Referral pathways from healthcare providers and local networks are vital to client acquisition and continuity of care (NDIS, 2023).

e. Context (External/Macro)

The broader disability sector is heavily influenced by political and economic factors. The Australian government currently invests over$45 billionannually in the NDIS, which is forecasted to deliver a$2.25 returnfor every dollar spent (Young, 2025). Socio-political momentum favours inclusive, rights-based service models. Technological innovation, particularly in assistive devices and digital health, is transforming how SIL services are designed and delivered, enabling greater client autonomy (Wai et al., 2023).

f. SWOT Summary

3.Market Segmentation Analysis

Scope AustraliasSupported Independent Living (SIL)service operates in a complex and evolving B2C market. To reach its most viable customers effectively, segmentation must be grounded in identifiable, actionable, and value-aligned bases.

Segmentation Bases (B2C)

Consumer segmentation is very important in the case of Scopes Supported Independent Living (SIL) services in order to identify the target market consumers that will benefit from the service most. In this regard, three major forms of segmentation variables, namely demographic, psychographic, and behavioural, are used in the business-to-consumer (B2C) context.

The demographic targeting will be customers who are from the age of 18 to 35 years and has a physical disability who resides in urban areas of Victoria and New South Wales. This segment is considered as a vulnerable group of people who are often transferring from family or institutional settings to more independent living situations. Due to their NDIS funding, they financially qualify for SIL services and are also reachable as a consumer group (Waller et al., 2021). It is also significant in terms of numbers, while the share of the younger NDIS participants is growing, particularly in the metropolitan area where the density of services is higher (NDS, 2024).

Psychographic segmentation focuses on this target markets beliefs, opinions, and other aspects of their life. Young people with disability want to live a more independent and fulfilling lives, have personal relationships, and control their lives. This is a shift in culture toward independence and emancipation that makes them very receptive to the Scopes person-centred care. This is perfectly in tune with the Scope vision of helping those with disabilities to live the life they choose; enhancing brand familiarity and engagement (Scope, 2025).

Behavioural segmentation focuses on the usage rate and the customer needs which are met by the service. The reasons are as follows: autonomy, emotional security, social relations, and the ability to develop skills. However, this segment is long-term oriented, and once the positive, trust-based relationships are built through the provision of high-quality care, it will be beneficial. High loyalty potential is achieved when the service delivery is on a higher level and the satisfaction is constantly being met or even exceeded (Armstrong et al., 2021).

Incorporation of demographic, psychographic and behavioral variables in the model means that Scope can achieve a multi-attribute segmentation strategy that will give a clear understanding of the needs of the clients hence increasing the precision of the targeting process as well as the effectiveness of service delivery.

Effectiveness Criteria Justification

• Measurable: Demographic and disability prevalence data are well-documented through the ABS and NDIS reports.
• Accessible: Urban-based participants are reachable via digital platforms, partnerships with allied health providers, and community outreach.
• Substantial: The 1835 demographic represents a growing cohort of NDIS participants, many of whom express unmet needs in housing and independent living support (Commonwealth of Australia et al., 2023).
• Differentiable: Their expectations for autonomy and inclusion differ markedly from older participants, necessitating specialised support models.
• Actionable: Scope has the operational capacity, allied health workforce, and urban presence to serve this segment effectively.

Applying amulti-attribute segmentationstrategycombining geographic (urban areas), demographic (young adults), and psychographic (independence-focused)offers Scope a refined and insight-driven market profile, enabling deeper alignment of services to customer values.

4.Target Market Recommendation

Based on the segmentation analysis, the recommended target market for Scopes Supported Independent Living (SIL) services isyoung adults aged 1835 with physical disabilitiesresiding inmetropolitan areas of Victoria and New South Wales, who aspire to live independently with appropriate support structures.

This segment is well aligned with Scopes operational capabilities such as a wide reach in urban areas, a diverse staff pool, and the organizations focus on co-designed, person-centred services. When moving out of family or institutional care, they look for supported living arrangements where they are still able to be independent but also have the necessary support and practice a key aspect of Scopes SIL model (Scope Australia, 2025).

These are factors such as; access to health care, transport, education, and employment which are the key factors that can lead to positive long term effects of youth in urban areas. In addition, young people are more active in digital platforms and connected with their peers hence enabling Scope to easily convey the value proposition to them (Kreuter et al., 2020).

This segment is established to be both high need and high potential, making it a good market to target. Newer generations of people with a disability participating in the NDIS are demanding not only competent and effective support but also culturally competent support that acknowledges their autonomy and aspirations. The market is highly suitable for Scope due to the companys well-established brand image, strategic partnerships, and successful service delivery system.

Thus, by dedicating more resources to this segment, Scope can advance social change, client satisfaction, and long-term service consumption, and strengthen its stance as an organization that supports the independence of persons with disabilities.

5.Recommended Positioning

Positioning Statement:
For young adults with physical disabilities in metropolitan Victoria and New South Wales, Scopes Supported Independent Living provides tailored, empowering care solutions that foster independence and community belonging.

This positioning reflects Scopes commitment to person-centred care that extends beyond meeting physical support needs. While many competitors such asLife Without BarriersandArumaoffer standardised disability accommodation services, Scope differentiates through itsindividualised, aspirational, and high-engagement approach. It focuses not just on care, but onenabling clients to lead autonomous, socially connected livesa growing expectation in the post-NDIS landscape (McKenzie & Smith-Merry, 2022).

This positioning is underpinned by theElements of Value pyramid (B2C)as developed by Almquist et al. (2016):

• Functional Value:Scope offers reliable daily assistance with personal care, meal preparation, medication, and housing arrangements, fulfilling fundamental needs.
• Emotional Value:Clients experience comfort and trust through consistent, respectful staff-client relationships and clear communication.
• Life-Changing Value:Through skill development programs and goal-focused support plans, clients gain greater independence and confidence.
• Social Impact:Scope promotes meaningful community engagementthrough volunteering, employment preparation, and inclusion programswhich strengthens social identity and self-worth.

Perceptual Mapping (Conceptual Overview):

A perceptual map visually supports Scopes positioning relative to competitors using two key axes:

• X-axis:Personalisation of Care (Low ? High)
• Y-axis:Community Integration (Low ? High)

This map shows that Scope can effectively meet the expectations of young adults with physical disabilities, which is not offered by other organizations. The high touch model addresses a market that has shifted towards values of empowering, individualism and independence, thus positioning Scope not only as a service delivery organization but as an organization that enhances the lives of its clients.

6.Conclusion

SIL services provided by Scope Australia are very relevant to the current and future development of disability support services especially in the post NDIS setting. The organisation has the scale, customisation capability and a community focused care model that makes it well placed to deliver effective person-centred housing solutions.

Using the Five Cs analysis in this report, the following forces of change were observed; competition, advancement in technologies, and demand for independence. The segmentation analysis showed that potential clients who are young adults aged 18-35 with physical disability from metropolitan Victoria and New South Wales are a large and untapped market. It is worth noting that they appreciate self-governance, diversity, and individualized assistance, which is where Scope stands out.

Positioning frames suggested to depict Scope as an individualised, enabling, and diverse organisation, which is not only a care organisation, but also an organisation that changes lives. Thus, by extending high-touch, aspirational support to this target segment, Scope can not only cement its market dominance but also bring about a positive social change.

7.References

Almquist, E., Senior, J., & Bloch, N. (2016, September 1). The elements of value. Harvard Business Review. https://hbr.org/2016/09/the-elements-of-value

Commonwealth of Australia, Brewer, J., Deane, K., OAM, Herd, D., Cocks, K., AM, King, S., Hazlehurst, D., & Kelly, J. (2023). Working together to deliver the NDIS Independent Review into the National Disability Insurance Scheme Final Report. https://www.ndisreview.gov.au/sites/default/files/resource/download/working-together-ndis-review-final-report.pdf

Kreuter, M. W., Thompson, T., McQueen, A., & Garg, R. (2020). Addressing social needs in health care settings: evidence, challenges, and opportunities for public health. Annual Review of Public Health, 42(1), 329344. https://doi.org/10.1146/annurev-publhealth-090419-102204

Life Without Barriers. (2025). About us. Life without Barriers. https://www.lwb.org.au/about-us/

Malbon, E., Carey, G., & Meltzer, A. (2019). Personalisation schemes in social care: are they growing social and health inequalities? BMC Public Health, 19(1). https://doi.org/10.1186/s12889-019-7168-4

McKenzie, K., & Smith-Merry, J. (2022). Responding to complexity in the context of the National Disability Insurance Scheme. Social Policy and Society, 22(1), 139154. https://doi.org/10.1017/s1474746422000562

NDIS. (2023). Working together to deliver the NDIS Independent Review into the National Disability Insurance Scheme Final Report Supporting Analysis. https://www.ndisreview.gov.au/sites/default/files/resource/download/NDIS-Review-Supporting-Analysis.pdf

NDS. (2023). State of the Disability Sector Report 2023. https://nds.org.au/images/State_of_the_Disability_Sector_Reports/State_of_the_Disability_Sector_Report_2023.pdf

SCOPE. (2024). Disability Support Services | NDIS Registered Provider | Scope Aust. Scope Australia. https://www.scopeaust.org.au/

Scope. (2025). About Us. Scope Australia. https://www.scopeaust.org.au/about-us

UDICT. (2024, July 16). What Is SIL (Supported Independent Living)? A Beginners Guide. United Disability. https://www.uniteddisability.com.au/what-is-sil-supported-independent-living-a-beginners-guide/

Wai, A., Torkamani, A., Butte, A. J., Glicksberg, B. S., Schuller, B. W., Rodrguez, B., Shu, D., Bates, D. W., Schaden, E., Peng, H., Harald Willschke, van, Car, J., Rahimi, K., Leo Anthony Celi, Banach, M., Klete?ka-Pulker, M., Kimberger, O., Eils, R., & Shariful, M. (2023). The promise of digital healthcare technologies. Frontiers in Public Health, 11(1196596). https://doi.org/10.3389/fpubh.2023.1196596

Waller, D., Brooks, F., Perry, L., Kang, M., & Steinbeck, K. (2021). Australian federal, state and territory policy on the health and wellbeing of young people: A scoping review. Health Policy, 125(8), 10651076. https://doi.org/10.1016/j.healthpol.2021.05.017

Young, E. (2025, March 26). The NDISs wider reputation is at an all-time low. How did we get here? Abc.net.au; ABC News. https://www.abc.net.au/news/2025-03-27/budget-2025-shows-ndis-has-a-pr-problem/105095724