Marketing Across Culture | Business Expansion in Singapore

Running Head: Marketing
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Marketing across Cultures
Expansion of Hertfordshire business school into Singapore
12/20/2019

Marketing
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Contents
Introduction........................................................................................................................2
Market-related issues (Finding and evaluations)...............................................................2
An action plan that includes standardized and adaptive strategies..................................3
PESTEL.............................................................................................................................5
Cultural differences............................................................................................................6
Conclusion.........................................................................................................................8
References.......................................................................................................................10
Appendix..........................................................................................................................13
SWOT..............................................................................................................................13

Marketing
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Introduction
Hertfordshire's business school is the leading university of the United Kingdom whose
goal is to provide transformational education to the student. The main goals of this
university are to changer the person from the learner to an employed professional. The
university has started to expand its business school in Singapore so that they can teach
more students and do more welfare (Alrashidi and Phan, 2015). In this report, the
marketing strategy of the Hertfordshire business will be elaborated which will open their
university in Singapore. As there will be different cultures so the action plan will be
made which helps in establishing the university in Singapore. The report will also
elaborate on the SWOT, PESTEL and marketing mix elements to evaluate the
marketing strategy.
Market-related issues (Finding and evaluations)
There are certain issues which the Hertfordshire business school has to face while
expanding their business in the foreign country Singapore. The major issues have been
facing regarding analyzing the culture of the Singapore people. The people over there
are very focused on their values and beliefs so to change their perception regarding the
education university was quite challenging (Catherine Henderson, 2014). Even the
Hertfordshire School was offering free education to the primary students still the people
over there send to their students to the trusted schools only. As this university is new for
Singapore people so it will tool the time to earn the trust and value of their parents. The
norms and ethics in Singapore are different from the United Kingdom so it is also the
basic reason behind the market issues.

Marketing
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An action plan that includes standardized and adaptive strategies
Marketing strategy and theory: The marketing strategy of the Hertfordshire business
school is to expand its business in Singapore by analyzing their market structure so that
more students over there can be captured. As Singapore is the highest in the literacy
rate and people over there are very much concerned about the education system so
their strategy is to open the university in Singapore to attain more profits and valuable
students (FitzPatrick, 2015). 7P’s marketing theory is used to analyses the market
which is stated below:
Product
The university needs to expand the business in Singapore so the product of the
university relates to the degrees of the university and various studies of universities are
included (Bailey, et al., 2015). The university needs to manage its products as per the
customers so the customers of Singapore attract the product of universities The
University needs to manage the overall services in the market of Singapore.
Price
The price is also an important factor as this decides the business of the university in
Singapore as the students need to prefer the reliable prices related to the studies as the
price greatly affects the students of Singapore (Holtbrügge and Baron, 2013). So, the
university needs to maintain the prices of the degrees.
Promotion