Annual Hawaii International Conference on System Sciences

RUNNING HEAD: MARKETING PLAN
Name of Student:
Name of University:
Author Note:

1Marketing plan
Introduction:
The Hertfordshire business School is one of the most reputed institutions under the Hertfordshire
University. The college has been offering business degrees since 1965 and has an outstanding
reputation in business and management education that attracts leading academics and students all
over the world. A part of the reputed Hertfordshire University, this business school has its
campus in Hatfield.
Business and management studies allow individual in obtaining the required knowledge
and skills that is required to assume a position in wide range of businesses. Studies in business
provide students with a deft knowledge regarding organizational behaviour, human resource
management, organizational development and marketing strategies. Students across the world
thus, have interests in studying business as their discipline in order to have a flourishing career
(Gerhard and Mayr 2012,). Thus, it is beneficial for the Hertfordshire University to expand their
business and discovering a global position for themselves. Already students from various
countries can attend the school by qualifying certain exams rendering the school a global
reputation. However, it is not always possible for many students to come abroad and pursue the
education. The business school has to discover a suitable global market where they can situate
themselves as a process of global expansion. It has to discover individuals who can bear the cost
of training promoting advances for the business school and a suitable market where students are
interested in business education and have the economic stability of pursuing education in the
institution.

2Marketing plan
Market analysis:
Internal market analysis.
The analysis of the internal market or the internal resources of the Hertfordshire Business
School will help to analyse its strengths and weakness, which in turn will be the opportunities
and threats that may be faced by them in their expansion activity. The report will look after the
condition of the internal resources of the university.
Strength
The main strength of the university is its brand reputation. The university has a strong brand
image as a leading institution offering business degrees. The extent of courses and their quality is
a matter of global renowned (Goff Patino and Jackson 2014.). Thus, it will earn the company the
desirable brand reputation that will help them in setting up an effective business in a new land.
The Hertfordshire University has global alumni over 1650 and is one of the Hertfordshire’s
largest employers. This helps the university in gaining a worldwide reputation and fame. The
connection the institution has, in this process will help the university in gaining the confidence of
the land they are expanding at and also an added competitive advantage regarding their
marketing strategies (Hemsley‐Brown and Oplatka 2016).
Weakness
The main weakness of the institution is the inability of students from different background both
economically and academically in accessing the service of this institution. Without any
scholarship, it is next to impossible for students hailing from middle economic class in pursuing
studies from this university. Another potential weakness of this university is its global strategy,

3Marketing plan
which means their education styles well as syllabuses are concentrated only on the business
models of UK.
VRIO Analysis of the Hertfordshire Business School:
Valuable- the internal resources of the institution is valuable since it is one of the most important
and reputed University in UK. The reputation has been because of its valuable resources of
professors, Library facilities etc. The university has been ranked among the top ten universities
across UK. The employees that range from the academicians who are the professors, staffs and
other employees are also valuable because of their considerable expertise in their field.
Rare- the internal resources of the university is rare since these are the product of the researchers
and the talented educationist and they specialize in particular fields of study.
Imitability- the resources of the university, though rare are however, imitable since any one can
acquire the expertise in those fields of studies (Sedra 2011). The university is highly organised
with their different wings and organizational structure that creates a strong brand value for the
institution.
External market analysis
At present, the university is keen on expanding themselves globally and having area of
operations in Egypt. In order to know their potential opportunities and threats the company needs
to know about the external environment of the area they are aiming to set their business.
Political-
Politically Egypt is instable and turmoil has been one of the rising problems of the country since
long. The military rules are the major decision making force in the country that does not allow