Marketing Across Culture: Educational research into the Macro environments of Kenya and Chile

Running head: MARKETING ACROSS CULTURE
Marketing Across Culture: Educational research into the Macro environments of Kenya
and Chile
Name of the Student:
Name of the University:
Author note:

1MARKETING ACROSS CULTURE
Table of Contents
Introduction...................................................................................................................... 2
Market analysis................................................................................................................ 2
SWOT analysis and findings............................................................................................3
Outline of a marketing plan..............................................................................................5
Conclusion....................................................................................................................... 9
References.....................................................................................................................11
Appendix........................................................................................................................ 12

2MARKETING ACROSS CULTURE
Introduction
Educational sector of Chile is quite developed and continuously growing. There
are scopes in the country for expanding the education and educational institutions. The
country not only has a stable economic condition among other countries in Latin
America and it also has improved technological infrastructures, which also helped in the
growth of the educational sector (Guzmán-Valenzuela and Barnett 2013). University of
Hertfordshire wants to expand its business school branch in Chile and wants to provide
the best possible international standard university business degrees to the students of
Chile. A marketing plan for the University of Hertfordshire and its Business School will
be presented in this report for the organization to expand its branches to Chile. The
paper will commence with the findings from the environment analysis of the country and
the findings, which will illustrate the opportunities and threats in the country that could
help the University while expanding its business in the education sector of Chile. It also
presents a marketing plan for the University of Hertfordshire and its business school to
open its branch in Chile.
Market analysis
According to a report by OECD (2016), the modern government places high
importance on growing the education sector. Initially, the public education was left
behind, however, in the past decades, the mindset changed and the opportunities and
infrastructures for the public education have grown substantially. With stable economy
and political scenario, Chile has become one of the most competitive, developed and
internationalized nations of Latin America (Ei.britishcouncil.org 2019). The government

3MARKETING ACROSS CULTURE
of Chile has focused on improving the skills and productivity of the younger population
to drive future growth of the economy, and thus, has been introducing many wide
ranging, international standard educational and economic reforms. However, the slower
pace of growth and dominance of private institutions in the education sector are driving
the interests of the students to go to abroad for higher studies.
It has been found that there are many reform actions undertaken for the growth
of the education sector in Chile. The government expenditure on the education sector is
increasing. In 2012-13, the Chilean government spent around USD 13billion, which is
around 6% of the total GDP and higher than 5.3% which is the OECD average
(Espinoza and Eduardo González 2013). The average spending per student is also
higher in Chile, around 56% from 2005 to 2012, which is much more than the OECD
average of 21% (Ei.britishcouncil.org 2019). Thus, it can be said that, there is scope for
investment in the education sector of Chile, which has the opportunity of greater
development.
SWOT analysis and findings
SWOT analysis has been performed to find out the internal environment of he
Chilean education system. External environment analysis for Chile and its education
sector has been conducted in the earlier research report. PEST analysis and Porter’s
five forces analyses have been conducted to find out the business condition in the
country and also in Kenya. The findings showed that Chile has better business
opportunities than in Kenya. It has been found from the macro environment analysis
that the education sector is more developed in Chile than in Kenya and the society puts