(Solved) international Business- Assignment

Running head: INTERNATIONAL BUSINESS 1
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INTERNATIONAL BUSINESS 2
Executive Summary
The increased international demand is a market opportunity for Australian National University
to expand to Japan. The management uses the market analysis in having an insight of the nation
towards a successful entry into a new country. The market analysis considers qualitative and
quantitative assessment for a proper flow of the business in the targeted market. It is essential
for Australian National University the management consider market segmentation, targeting,
market need, competition, barriers, and regulations. The analysis of Japan market components
will provide the administration to develop proper expansion strategy. The international business
entry is successful through considering the consumer needs of the targeted market. Marketing is
performed to make the services and products well known to the consumers for a substantial sales
volume. Digital marketing strategy requires the management to use the technological innovations
in acquiring an increased sales volume. Japan is a nation with suitable IT infrastructures which
makes it possible for a business to acquire an increased market share through the digital
marketing. Australia is a nation which is focused on using technology in education which will
make it possible for the Japanese students to study in the ANU. Due to the different education
systems implemented when a student study abroad it will be an opportunity for Japanese students
to extend their skills and knowledge by studying in ANU. The international marketing is
required to focus on the social-cultural factors of the potential consumers for development of
products that are widely accepted in the market.
Market analysis
Market analysis is an essential aspect for companies intended to enter the foreign market.
Proper evaluation of the business environment provides the management with an insight of the
appropriate business entry strategies. Australian National University is an institution willing to
enter the international education market by offering studies in Japan. The management of the
institution is expected to identify the educational environment of the nation for a successful entry
in the country. According to Manganelli (2014) market analysis is performed by a company with
the aim of adequately handling the risks of investment. The evaluation of risks and return of
international business entry will assist Australian National University in identifying the strategic
location to expand internationally. An effective market analysis is expected to consider market
segmentation, targeting, market need, competition, barriers and regulations (Grant 2016). The

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market analysis provides a qualitative and quantitative evaluation which is necessary for a
successful international business entry. The market analysis shows that there is a possibility of an
increased number of Japanese students willing to study in ANU.
Segmentation
The market segmentation requires Australian National University to identify a strategic
location to situate the institution. Proper market segmentation requires considering the potential
consumers in the market for sustainable performance in the market (Hatheway, Kwan & Zheng
2017). Australian National University is supposed to be located in a place where there are a large
number of people willing to study in the university. The focus on the area in Japan where there is
a large number of people aged 15-25 makes it likely to be prospective for an education
institution. Japan is a place where there is a high literacy level due to a large number of people
willing to study. Therefore, a proper demographic location of Australian National University will
assist the institution to acquire a large number of students in Japan.
Target market
The market targeting is performed by evaluating the market segment in the education
sector. Proper evaluation of student's educational needs makes it possible for Australian National
University to develop an appropriate market of target that will be willing to use the services. The
market targeting is supposed to consider the products and services offered by an organization for
a sustainable flow in the targeted market (Pasandideh, Niaki & Keshavarzi 2017). It becomes
possible to clear the unnecessary market segment to develop a targeted market to focus on for a
sustainable flow in the industry. It is vital for an institution to forecast the demand level in the
targeted market to develop a proper strategy for international business entry. It is possible for
ANU to reach a large number of Japanese students by using an application, website and social
media platforms. The application and website will assist the Japanese students to acquire the
needed information of services offered by ANU. Social media will be a platform for marketing to
enhance the number of students willing to use the ANU education services.
Market need

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The knowledge about the educational market in Japan will assist Australian National
University to develop products and services that will be widely accepted in the market. The
evaluation of consumer needs helps a company to acquire a local and international competitive
edge in the targeted market. The management is required to focus on the market needs in the
targeted market for a steady flow of operations of the company in the targeted market. There has
been a continuous increase in the number of students willing to study in Japan. According to
JASSO (2018), the international students in Japan were 267,042 in 2017 which is 11.6% increase
from 2016. The focus on local and international students will make Australian National
University acquire a high number of students through expansion of operations to Japan. The high
number of students will lead to some people willing to study in Australian National University
towards the achievement of the desired educational goals.
Source: (JASSO 2018)
Competition
It is essential for an organization to analyse the competition in the market for a
sustainable business entry. Competitor analysis assists a business in developing a production
strategy that is aimed at developing unique products and services that are widely accepted in the
market. The differentiation strategy is used in the international business entry to make the
products and services widely accepted in the targeted market. Australian National University is
required to analyse the top universities in Japan to develop a plan that will assist the institution to

INTERNATIONAL BUSINESS 5
acquire a sustainable market share in the nation. According to Unirank (2018), the top
universities in Japan are The University of Tokyo, Kyoto University, Keio University, Waseda
University, Tohoku University, Osaka University, University of Tsukuba, Nagoya University,
Hokkaido University and Kyushu University.
Barriers
The Japanese government is focused on promoting international trade through favourable
rules and regulations. Trade rules in Japan are aimed at increasing foreign investment for a
sustainable flow of the nation. Australian National University is supposed to identify the barriers
in the nation towards a successful business entry in the market. According to Chen and Zhang
(2018), it is essential for the management to analyse the entry cost in the market for the
achievement of the desired production level.
Regulation
An organization that is compliant with the set laws in the nation can acquire the desired
market share. The analysis of the legal factor in business environment assists the organization to
develop a proper plan to guarantee that there is a proper flow in the market. The management is
required to develop an effective strategy by considering the external business environment in the
nation (Moutinho& Vargas-Sanchez 2018). Australian National University analysing the legal
aspect in Japan will provide a proper flow through complying with the higher education laws in
the nation. There are a high number of Japanese students using e-learning technique making it
possible for ANU to acquire a significant market share in the international education sector
(Mext.go.jp, 2018). ANU will use the availability of e-learning platforms in increasing the
performance in the education industry.
Evaluation and recommendations
Australian National University is required to focus on ensuring that there is an expansion
of the institution in Japan. Proper marketing is necessary for a successful business entry in the
foreign market through making the services know to the targeted market (Chernev 2018). The
popularity of the products and services is used in increasing the sales volume and productivity in
the market. Japan is a nation which has proper technological platforms which can be used by

INTERNATIONAL BUSINESS 6
companies to increase the market share in the nation. The digital marketing strategies are aimed
at capturing a large number of people using the internet towards a sustainable performance in the
industry (Jarvinen & Karjaluoto 2015). The international marketing activities are supposed to
evaluate the needs of the consumers for a smooth flow of operations. The management uses the
analysis of the external business environment in developing a proper marketing strategy that will
enhance the market share. The international marketing plans implemented are required to
consider the factors evaluated in the market analysis for increased cooperation in the nation. The
market analysis is necessary for a business to acquire a proper plan to develop appropriate
strategies in the industry.
The digital marketing strategy used by an organization is expected to provide a strong
online brand that will be accepted in a targeted region. Australian National University is
expected to offer online services and online marketing to develop a strong online brand in the
education sector. The ability to deal with the issues in the market assists the management in
developing a plan that will assist to increase the number of people willing to use the products and
services from the company (Chang 2016). In Japan, there has been an increase in the number of
students talking online course which is an opportunity for Australian National University to enter
the foreign market. The online courses require an institution to focus on a proper online marking
strategy that will be widely accepted by the students in the region. The online university courses
are highly favourable to the institution and the students as it is cost-efficient. People are willing
to take the online courses to save time and money used while visiting classes to acquire
university certificate. The quality of services makes it possible for the business to acquire the
desired production level in the market. Australian National University focuses on courses that are
highly acceptable in the local and international job markets. The courses from Australian
National University are unique making it possible to acquire a high number of students in a
foreign nation.
Australian National University focuses on social media marketing will assist to acquire a
high number of people willing to use the institution. In Japan, the electronic and internet is
highly accessible making it likely for a business to acquire an increased sales volume while using
the social media marketing. The social media marketing plan is supposed to consider the targeted
market in the market where the posts are supposed to capture the attention of the potential clients

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(Stelzner 2014). The ability to develop a proper social media marketing strategy is through the
evaluation of the market needs. The productivity of an institution is enhanced through an
increased number of followers in the social media. Australian National University is required to
open social media handles for Japanese market towards a successful market entry. The social
media handles of the company are expected to be active and interactive to offer required
information about the institution. The posts by the company are required to focus on the
uniqueness of the products and services provided by the company for an increased market share
(Tiago & Verissimo 2014). The online platforms are used to capture a large number of audiences
through to the high accessibility of the social media platforms. The ANU application and website
will be used to increase the number of Japanese students using the institution. The application,
website and social media platforms used by ANU will focus on providing detailed information to
the targeted Japanese students. The high level of e-learning in Japan will assist in acquiring a
significant market share from quality education services. The students in Japan are able to
acquire desired technology to facilitate education due to the developed IT systems used in the
education sector.
The evaluation of the consumer need and behaviour by Australian National University
will assist to come up with a strong brand in the education sector. The positioning is used in
ensuring that there are a large number of people willing to use the products and services offered
by the company (Sheth & Sisodia 2015). The international marketing strategy is required to
evaluate the cultural context of the nation for a sustainable flow in the market. According to
Chernev (2018), the focus on the market mix is used by the management in coming up with a
proper marketing strategy that will enhance productivity. The market mix components are
products, price, place, and promotion. The products of Australian National University are
required to satisfy the educational needs of the students in Japan. The price implemented is
required to consider the cost of business entry and competitors' prices. The place requires
Australian National University to focus on a strategic positioning and online operations that will
increase the number of students using the services. The promotion channels implemented are
required to be mass media or digital media for a high production level (Parente & Strausbaugh-
Hutchinson 2014). Australian National University focuses on marketing and proper positioning
in Japan will assist in acquiring the desired students in the foreign nation.

INTERNATIONAL BUSINESS 8
References
Chang, J.F. (2016). Business process management systems: strategy and implementation. CRC
Press.
Chen, Y. and Zhang, T. (2018). Entry and welfare in search markets. The Economic
Journal, 128(608), pp.55-80.
Chernev, A. (2018). Strategic marketing management. Cerebellum Press.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Hatheway, F., Kwan, A., and Zheng, H. (2017). An Empirical Analysis of Market Segmentation
on US Equity Markets. Journal of Financial and Quantitative Analysis, 52(6), pp.2399-
2427.
Jarvinen, J. and Karjaluoto, H. (2015). The use of Web analytics for digital marketing
performance measurement. Industrial Marketing Management, 50, pp.117-127.
JASSO. (2018). Result of an Annual Survey of International Students in Japan 2017. Retrieved
from https://www.jasso.go.jp/en/about/statistics/intl_student_e/2017/index.html
Manganelli, B. (2014). Real Estate Investing: Market Analysis, Valuation Techniques, and Risk
Management. London. Springer.
Mext.go.jp. (2018). MEXT : "Higher Education in Japan." Retrieved from
http://www.mext.go.jp/en/policy/education/highered/title03/detail03/1374111.htm
Moutinho, L. and Vargas-Sanchez, A. eds. (2018). Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Parente, D. and Strausbaugh-Hutchinson, K. (2014). Advertising campaign strategy: A guide to
marketing communication plans. Cengage Learning.

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Pasandideh, S.H.R., Niaki, S.T.A. and Keshavarzi, A.(2017). A two-echelon single-period
inventory control problem with market strategies and customer satisfaction. Journal of
Uncertain Systems, 11(1), pp.18-34.
Sheth, J.N., and Sisodia, R.S. (2015). Does marketing need reform? Fresh perspectives on the
future. Routledge.
Stelzner, M. (2014). 2014 Social Media Marketing Industry Report. Social media examiner,
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Tiago, M.T.P.M.B. and Veríssimo, J.M.C.(2014). Digital marketing and social media: Why
bother? Business Horizons, 57(6), pp.703-708.
Unirank. (2018). Top Universities in Japan | 2018 Japanese University Ranking. Retrieved from
https://www.4icu.org/jp/