Beruflich Dokumente
Kultur Dokumente
Plan
Executive Summary
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Table of Contents
1.0 Introduction.......................................................................................................... 3
2.0 Situation Analysis................................................................................................. 3
3.0 External Analysis (Opportunities and Threats).....................................................3
Industry Analysis..................................................................................................... 3
Competition Analysis............................................................................................... 4
Industry Trend......................................................................................................... 4
Customer Analysis................................................................................................... 5
PESTLE Analysis...................................................................................................... 5
Political................................................................................................................. 5
Economic.............................................................................................................. 6
Social................................................................................................................... 6
Technological........................................................................................................ 6
Legal.................................................................................................................... 7
Environmental...................................................................................................... 7
Internal Analysis (Strengths & Weakness)..................................................................8
Ansoff Analysis........................................................................................................ 8
SWOT Analysis............................................................................................................ 9
TOWS Analysis.......................................................................................................... 10
Objective.................................................................................................................. 11
Smart Objective..................................................................................................... 11
Strategic Marketing Plan........................................................................................... 13
Segmentation/Target Segments............................................................................ 13
Target Segments................................................................................................... 13
Empathy Map........................................................................................................ 13
Customer Journey Map.......................................................................................... 14
Perceptual Map...................................................................................................... 15
TOWS Analysis...................................................................................................... 16
Recommendation..................................................................................................... 17
Reference................................................................................................................. 17
Appendix.................................................................................................................. 18
Questionnaire: Australia Education for International Student................................18
Survey Result........................................................................................................ 19
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1.0 Introduction
2.0 Situation Analysis
3.0 External Analysis (Opportunities and Threats)
Industry Analysis
Acquiring the services of an international education service is considered as an investment as this
is seen as a pathway to create a value in human capital in the global village. Most international
students use education agents to gain knowledge on how to permanently migrate through
education. For instance by enrolling in a program that awards them the skills required by
Australia (Kahanec and Kralikova 2011; Azarias et al. 2014; Gregory 2014). In this sense, if
Australia wants to retain skilled international students as permanent residents, the system should
find ways to attract genuine best quality students enrolled in the relevant program skills
required by Australia. Outcome life intends to provide international students the power to make
informed decisions that are based on their values. Albeit, circumstantial evidence indicates
immoral trends in the education agents industry in relation to providing misleading information
to international students, which in the end causes frustrations to the international students who
make half informed decisions as well as providing universities with students that do not meet the
quality requirements. Outcome life seeks to identify genuine students and assist them to make
informed decisions on their choice of study and geographical location and based on their
intentions, in terms of migration. Unlike other education services that have focus on commission
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as opposed to quality of students and students priorities. For example, outcome life will create
an online platform that interviews students, by recording themselves answering random
questions that pop up on the screen to ensure that they meet the desired English requirements.
Competition Analysis
The international education services industry is highly competitive as there are many onshore
and offshore agents in operation. The industry is commission based and some agents have been
pointed as being dishonest, favouring commission as opposed to the international students life
values as well as the universities quality requirements. A survey conducted in 2012 indicated that
quality and reputation were major influential factors in students decision making (Victorian
Government 2013). This may work as an advantage for outcome life if it successfully builds up
its brand and becomes well known for its vision and mission, which encompasses empowering
international students to make decisions based on their values. It is also essential for Australia to
maintain a positive reputation as a quality provider therefore Outcome lifes vision and mission,
if implemented and achieved will build a good reputation for Australia as a country.
Industry Trend
There has been an increase in the global demand for international education services. According
to www.pc.gov.au the demand for international educational services is high and growing in Asian
countries, precisely China and India. Despite the developments in modern technologies, a
relative number of students still depend on education agents when deciding what to study and
where this has significantly increased the demand in international education services. DeVoretz
(2006) observes that much of such demand transpires due to factors such as quality and
reputation of educational opportunities, economic factors language barriers among others.
Consequently, a significant increase in competition among international education services has
been noted globally. Over the past years the Australian international education sector has had a
stable growth (OECD 2014). Subsequently, a reflection of the global patterns indicates that most
of Australias international students between the years 2002 and 2013 were from China followed
by India and Vietnam. Comparatively the growth of offshore international education services has
been slower than that of onshore.
Customer Analysis
Australia universities rely heavily on agents to recruit students. An estimation of 63% of university
enrolments in 2012 was said to be through agents (Olsen 2013). Certain variations apply to the extent
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in which agents are involved, this is because the industry is commission based and most agents will
work more for universities that pay a higher commission. Outcome life specifically targets genuine
students who need information on where to study and what to study based on their life values and
intentions. Outcome life, also targets international students who require a professional year as well as
international students who are looking to acquire permanent residency through studying in Australia.
PESTLE Analysis
PESTLE Analysis is use to analysis and monitor Outcome Life macro-environmental
factors that have an impact on their company. This tool gives a birds eye view of
the whole environment from many different angles to check and keep track on their
operation.
Political
-
Internation
al student
are
encourage
s to come
to
Australia
Job &
education
opportunit
ies.
Economic
-
High
deman
ds for
Australi
a
educati
on
provide
rs
Social
-
Technolo
gy
Leg
al
Environme
ntal
Australia
is a
multicult
ural
country
Political
There is a trend in the education policy encourages international student to
come to Australia for the promise of better education and job opportunities.
However, there is a change in the government policy that encourages
international student to complete their studies and return to their country.
The pathway to permanent migration through international education are
desirable. While student visa policy setting should be favour short-term and
long-term immigration mix, the government can come under pressure from
the international education sector to take their businesses into account.
Instead for governments to ensure a reliable supply of international students
into Australia, according to the Australian international education services,
providing Australian standard policy and regulation framework should
support behaviour responses by education providers & international
students. Hence international peoples intention on applying Permanent
Resident (PR) are challenging
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Economic
There is high demand for Australian education providers delivers courses
abroad. The global market for education services is expanding as incomes
and participation in education in emerging economies continue to rise.
Australia is an attractive destination for international students at all levels of
education.
-
Inflation rate
Economic rate
Social
In 2014, over 450,000 international students on student visa in Australia.
University students are from abroad, including China, India, Korea, Vietnam
and Malaysia.
Cultural trends
Demographic
Teigan Margetts
According to universities, the biggest problem is graduate employers themselves.
Employers
expect too much, they say, in that they often want students to have local work
experience, which
is hard for international students to obtain, and they also have unnecessarily high
expectations of
English language proficiency (IELTS 8 or equivalent), which is far above what is
required to
converse effectively in the workplace. And then theres the issue of racism
something that
research shows still pervades Australian workplaces to this very day.
Technological
Social media plays a major role of the technological trend. As social media is
a platform for everyone to be involved and managed for promotion and
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Legal
The Australian Government has a role in providing a policy and regulatory
framework that encourages behaviors by education providers, international
students and other stakeholders that support its immigration and education
policy objectives, and enables the market for international education services
to function well within these policy settings.
The sustainability of international education exports is more closely linked
to regulatory settings than in many other sectors. Regulatory settings around
student visas and education quality are crucial.
The lack of a synchronised and coherent strategy for these two interacting
policy levers has the potential to undermine the sectors ability to take
advantage of the opportunities offered by growth in the global education
market.
-
Welfare legislation
Consumer protection
Environmental
Australia is a leading global education powerhouse with some of the worlds
best facilities and educators, providing local and internationals with a range
of quality study options. Australia has some of the top cities in the world for
university study and for students to live in. Offering the combination of
excellent universities and high living standards. 8 out of 100 top universities
in the world are Australian.
-
Climate change
Weather influence
Ansoff Analysis
At the moment Outcome Life is moving to Product Development from Market
Penetration in a product direction. This is because of Outcome Lifes intention of
moving forward to deliver such as Professional Year Program. Changing their
business model to created good benefit for the international students.
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SWOT Analysis
TOWS Analysis
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Objective
Smart Objective
After completing TOWS Analysis, we come up with three objectives.
-
Specific
Objective 1
Objective 2
Objective 3
Leader of
Professional Year
provider in
Most diversity of
product portfolio in
education market
Building a Community
for International
Students
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Australia
Measurab
10 % of the total
market share
10 % increase on sales
revenue
Sales turnover
increase
Undergraduate
degrees, Postgraduate
degrees and
Professional Year
Realistic
Strong relevant to
high demand of
international
student on
professional year
program
Product expansion on
business and
educational provider in
Australia
le
Achievabl
Timed
By 2021
By 2021
By 2021
Based on the TOWS analysis and the Smart Objective model, we have concluded
that Objective 1 is the preferable short-term strategy for this marketing plan.
Leader of Professional Year in Australia by increasing 35% of the total share market
by 2017
Weighting Table to determine preferred short-term strategy
Objective 1
Specific
Objective 2
Objective 3
20%
20%
70%
30%
20%
60%
40%
20%
40%
Realistic
30%
30%
40%
Measura
ble
Achievabl
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Timed
15%
15%
70%
International Student
Living in Australia
Better Education Provider
Professional Year Program
Perusing Permanent Residence
Empathy Map
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Hear?
Internet
Advertising
Friends & Family
Employment Agency
Professional Year
Pain
Stability Life
Family Expectation
Untrusting Agency
VISA Requirement
Job Requirement
Permanent Residence Requirement
See?
Careers Fair
Job Advertisement
Migration Officer
VISA
Study Course Advertise
SEEK
Gain
Geographical Advantage
Culture Diversity
Employment Opportunity
Education Opportunity
Migration Rewarding
Networking / Industry Connection
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Perceptual Map
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TOWS Analysis
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Recommendation
In order to build a community for international student
How do we enhance
How do express their passion through the internet
Build trust using digitial
Be like trip Advisor, Seek & linked
Building a Community for International Students
1. Social media campaign Awareness Program, live Chat, WeChat
2. Reward system peer to peer
3. Enhance website platform provide more user friendly website
Reference
Margetts, T 2016, Why Dont More International Students on 483 Visa Get
Jobs?, Medium, 13 March, viewed 31 August 2016,
<https://medium.com/@Outcome.Life/why-don-t-more-internationalstudents-on-485-visas-get-jobs-f1339be328f3#.a91exbxcv>.
DeVoretz, D. J. 2006, The education, immigration and emigration of Canadas
highly skilled workers in the 21st
century.http://boards.amssa.org/research/members/viewPost/post_id:3033
Kahanec, M. and Kralikova, R. 2011, Pulls of International Student Mobility,
Institute for Labor Studies (IZA) Discussion Paper Series, no. 6233.
OECD (Organisation for Economic Cooperation and Development) 2014,
Education at a Glance: OECD Indicators, OECD, Paris.
Victorian Government 2013, International Education Strategy for Victoria
20132018.
Wright, P 2016, Melbourne ranked world's most liveable city for sixth
consecutive year by EIU, ABC, August 18, viewed 27 August 2016,
<http://mobile.abc.net.au/news/2016-08-18/melbourne-ranked-worlds-mostliveable-city-for-sixth-year/7761642>.
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Appendix
Questionnaire: Australia Education for International Student
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Survey Result
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