International Business Development

International Business Development

TABLE OF CONTENTS
2. Market analysis........................................................................................................................1
3. Marketing significance............................................................................................................6
4. Rationale for channel development.........................................................................................6
5. Universities that are actively engaging with UK universities.................................................6

2. Market analysis
STP Approach
This approach includes segmentation, targeting and positioning aspect which in turn
helps college institution in realizing the objectives. Moreover, all such three elements clearly
indicate the target market and basis on the basis educational institute can position itself:
 Segmentation: Demographic, geographic, psychographic and behavioural are the main
four bases that can be undertaken to segment the customer base. In this, educational
institution will segment its customer base on the basis of demographic and geographical
aspect. On the basis of geographical aspect concerned educational institute will recruit
students from the colleges of Mumbai, India. Hence, it can be said that target market of
college institution will be International institute for population and Mumbai University.
Hence, by building relationship with both such institutions higher management team can
encourage them to send their students directly over here.
Further, college institution will segment its customer base on the basis of demographical
aspects such as education and profession. Hence, concerned authority will target the employees
of British Petroleum and Tesco. Both such are the leading organization of UK which in turn
places high level of emphasis on appointing highly skilled and talented personnel. In this, by
offering the courses in relation to retail and other business management concerned authority can
encourage employees of the selected companies. Thus, by making focuses on UK business units
and Educational institutes of India firm educational institution would become able to attain the
goals and objectives.
 Targeting: XYZ college institution will employ differentiated targeting strategy for
meeting the goals and objectives. The rationale behind this, target market of an
educational institution is different, one is from Indian colleges and other belongs to UK
companies such as Tesco and BP. In this, college institution would become able to
attract potential candidates when varied marketing mix is prepared. Thus, by developing
varied strategies regarding pricing and promotional aspects XYZ college institution can
attract candidates more effectually. Thus, it can be stated that differentiated strategy will
prove to be more beneficial for XYZ college institution.