Marketing Across Cultures

Running head: MARKETING ACROSS CULTURES
University of Hertfordshire
Marketing Across Cultures
1/8/2019

MARKETING ACROSS CULTURES 1
Table of Contents
Introduction................................................................................................................................2
Overview of University of Hertfordshire...............................................................................2
Findings and Analysis............................................................................................................3
Issues of Higher education in Chile...................................................................................3
External Analysis...............................................................................................................4
SWOT Analysis.....................................................................................................................7
The strength of University of Hertfordshire.......................................................................7
Weaknesses of University of Hertfordshire.......................................................................8
Opportunities for University of Hertfordshire...................................................................8
Threats for University of Hertfordshire.............................................................................8
Action Plan.............................................................................................................................8
Marketing mix of University of Hertfordshire...................................................................8
Market Entry Strategy......................................................................................................11
Greenfield Investments....................................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13
Appendix..................................................................................................................................16
Appendix 1 PEST Analysis..................................................................................................16
Appendix 2 Porter 5 Force Framework................................................................................16
Appendix 3 SWOT Analysis................................................................................................17

MARKETING ACROSS CULTURES 2
Introduction
Organizations that are developing always search for the growth opportunities in the existing
as well as potential markets. Growth and product diversification may ask a new product
introduction on an international level. In order to create a successful strategy of marketing, a
business should consider the cultural influences on the community where the product will be
introduced (Kaynak and Herbig, 2014). The aim of this study is to recognize the different
cultural influence present in Chile that can affect the development of the University of
Hertfordshire in the market. Besides this, it will provide a complete action plan with brief
information regarding the steps that will be taken to make successful expansion of the
university in the market of Chile.
Overview of University of Hertfordshire
The University of Hertfordshire is based in the UK and is a public university. Its precursor
organization, i.e. Hatfield Technical College, was established in 1948 and was recognized as
the part of 25 Technology Colleges in 1959 in the UK (University of Hertfordshire, 2018e).
The University status was provided to Hatfield Polytechnic in 1992, by the British
administration as afterward retitled as University of Hertfordshire. The university is included
in the list of leading 50 United Kingdom universities selected by the key employers for
graduates. Hertfordshire has also received an award regarding European Commission HR
Excellence in Research badge. Besides this, it is also ranked in the east of England as the
leading university in regards to employability (University of Hertfordshire, 2018f).

MARKETING ACROSS CULTURES 3
Findings and Analysis
Issues of Higher education in Chile
Quality
There are around three major issues in relation to the quality of the education: information,
supervision, and accreditation. Considering the case of Chile, which has always been in the
crisis related to the education for some time, numerous things need to be improved.
The national accreditation system should be enhanced, powers convened to accreditation
agencies must be explained, better panels for resolving conflicts in the nation bust be
strengthened (Sanchez, 2013).
Considering the topic supervision, the system must introduce new rules that specify and
establish better supplies and offer establishments with the amenities they require to confirm
legal conditions are observed. In order to have productive supervision there should be an
official structure and the essential resources to assist their type of supervision.
An essential tool is required to confirm whether every student is being provided with the
superior information required to make good decisions. Quality assurance must comprise the
obligatory information publication discussing questions like an assessment by students and
the quality of teaching, student experience surveys and next destination statistics (Sanchez,
2013).
Access
Access is equally important as quality and in the education system of Chile, where access is
exceptionally partial. It is very important for the society to move and work towards a more
equitable environment. Adding the Admission Test of the University or PSU with different
elements like high school ranking of the students will surely support in this direction.