Marketing

The report discusses the marketing of New Zealand education in Japan, including market feasibility, economic benefits, and marketing strategies. It analyzes the market size, trends, and competitive analysis. The report also explores the application of marketing in education and the marketing mix. The conclusion highlights the importance of marketing in promoting better learning and educational experiences in Japan.

Running head: MARKETING
Marketing
Name of student
Name of University
Author note

1
MARKETING
1. Executive summary
The report demonstrated how the New Zealand education sector managed to establish
its presence in Japan with the help of marketing the educational goods and services in Japan.
This was done for promoting betterment of New Zealand education among the customers,
i.e., the students present there and who have interest in New Zealand education. The various
external factors were considered, which affected the business functioning in the foreign
marketplace while the SWOT analysis demonstrated the various strengths, weaknesses,
opportunities and threats, which helped in the assessment of market conditions in Japan and
allowed for making an entry into the market for delivering the educational services
effectively and meet the needs of customers. The pricing strategy was implemented, i.e., the
psychological pricing while the use of an Integrated marketing and communications plan
further allowed to enhance the marketing efficiency and communication process management
to ensure successful selling of educational services in Japan by the New Zealand education.

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MARKETING
Table of Contents
1. Executive summary.......................................................................................................................1
2. Introduction.......................................................................................................................................3
3. Situational Analysis...........................................................................................................................4
Market Feasibility Analyses..............................................................................................................4
4. Economic benefit analysis.................................................................................................................8
Macro analysis (PESTLE).................................................................................................................9
5. Competitive analysis........................................................................................................................11
Micro analysis (SWOT analysis).....................................................................................................11
6. Application of marketing in education.............................................................................................14
7. Marketing mix 7 Ps.........................................................................................................................14
New Zealand’s selling proposition..................................................................................................19
Pricing Strategy...............................................................................................................................20
Distribution Channels......................................................................................................................21
Integrated marketing and communications plan..................................................................................22
8. Evaluation and control.....................................................................................................................24
9. Conclusion.......................................................................................................................................25

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MARKETING
2. Introduction
The report is presented to discuss about the various aspects of marketing considering
the product or service, which is the New Zealand education. The topic centres on the
marketing of this kind of service, i.e., the New Zealand education to Japan and ensure
management of marketing activities globally along with meeting the educational
requirements of people all over Japan as well. The education system and associated services
in New Zealand consists of multiple primary, secondary and intermediate educational
institutions that provide primary, secondary and tertiary education services for meeting the
needs of people and make them educated through enhancement of learning and knowledge
acqusitions (Lovelock & Patterso, 2015). The academic year of New Zealand often change
according to the nature of the institutions, though the main academic time period starts from
the beginning of February month till the end of December for the primary schools, while in
case of the secondary schools, the academic time period starts from January to the end of
November. For the colleges and Universities, the academics start from the end of February
until the middle of November month (Ali et al., 2016).
New Zealand possess good systems of higher education in the whole world, which
presents greater prospects and thus consists of multiple colleges, schools, universities
managed by the Higher Education department that offers a wide range of diploma and degree
programs that can cater the educational needs of people. It has also been found that the gaps
between demand and supply, growth of IT sector and demand for skilled workforce along
with disruptive innovative have contributed to the higher growth within the education sector
and also enables marketing the education services to Japan, which has been the focus of this
report. The topic will also present an idea about the market feasibility while selling the
education services of NZ to Japan and also determine the economic benefits associated with it
(Woodall, Hiller & Resnick, 2014). The unique selling proposition along with the pricing

4
MARKETING
strategies and channels for distribution of education services will further improve the
marketing efficiency and allow for improving the education system in Japan with much ease
and effectiveness.
Statement of problem
The statement of problem highlights the various issues that are faced while
transferring or selling the New Zealand education in Japan. As it represents international or
global business management, so there could be multiple barriers to market entry into the
global market while the trade laws, rules and regulations could also affect the business’
ability to manage business globally in a successful manner. The rationale also demonstrates
how lack of selling New Zealand education in Japan could create adverse effects on the
employment growth and educational improvement aspects because of not fulfilling the
interests of the Japanese students who wanted to pursue New Zealand education services.
With their needs and preferences left unfulfilled, the employment growth scopes and
opportunities would tend to reduce, hereby create significant negative impact on the growth
in economy of the nation as well.
3. Situational Analysis
Market Feasibility Analyses
Market size
The size of market is good enough, which has helped in continuous growth of
international education revenues, furthermore, resulting in increasing the educational exports
in double numbers as well. Japan and other Asian markets have been considered as the major
source markets for New Zealand education. The New Zealand education showed growth with
the management of post study work rights and with the implementation of an international
education strategy that has been introduced as well.

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MARKETING
Figure: Research and development expenses on NZ education (Woodall, Hiller &
Resnick, 2014)
The export revenues for the international education sector of New Zealand has grown
consistently, which resulted in managing exports of NZ$5.1 billion for the calendar year
(Mark, 2013). A large amount of money has been attributed to the spending by the onshore
students who have visit New Zealand while the remaining amount has been used for selling
the education products and services globally and here the targeted nation has been Japan. The
education system and related services has thus been considered as the one of the largest
export sector in New Zealand, which has also supported more than 50000 jobs all over the
world.

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MARKETING
Figure: NZ education attainment (Mark, 2013)
According to the Yano Research Institute, the New Zealand education market in
Japan account for nearly $3000 million and it has been categorized into different sections
such as the professional New Zealand education, child care education and pre-school NZ
education. The market size is huge and it can create great scopes and opportunities for the
New Zealand education to make a mark within the industry and at the same time, promote
good quality education services to facilitate the learning and educational experience in Japan
effectively too. The professional market has been estimate to be nearly $2000 million while
the Child Education market accounts for about $1000 million and the Pre-school market at

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MARKETING
$250 million (Baker & Saren, 2016). The professional market in Japan has accounted for 2/3
of the entire market size, which ensured pursuing various English courses by the students of
the schools and Universities. The students have wanted to take lessons to improve their
TOEIC scores and to manage business presentations along with making discussions about
achieving the business goals and objectives with ease and efficiency. The interest in New
Zealand education, being quite high, allows for managing sales of education goods and
services for the purpose of keeping people engaged all over Japan and influence their
behaviors regarding purchase of good quality education services too (Van Den Berg & Braun,
2017). The saturated market has enabled multiple players within the concerned sector and
also created scopes for the external educational products and services from New Zealand to
gain a place in the market.
Figure: Enrolment of Japanese students in New Zealand education services
provided (Van Den Berg & Braun, 2017)

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MARKETING
The targeted market consisting of the customers are basically the students of schools,
colleges and Universities, who have interest in New Zealand education and shall be benefited
with the delivery of education goods and services from the New Zealand education.
Trends
The recent trends in the educations sector of Japan could be to make the students
acquire relevant skills, knowledge and expertise to customize the English language education
experience and at the same time, ensure that the consumers in Japan do not get restricted to
selection made between individual lessons and while managing group lessons. The New
Zealand education, aims at selling the education services to Japan by providing education
services in the form of packages that the consumers can purchase while the other one allows
for the lessons that are needed to be learned every week or even every day (Wilkins &
Stephens Balakrishnan, 2013). There are online options too that can facilitate the education
system and services, which would also create ease and convenience for the students to
understand the various options available, furthermore, seek ways and approaches to remain
educated and learn the English concepts properly. The online education services and trends of
education exports have further influenced the ability of the education sector of New Zealand
to sell the education services to Japan with the aim of promoting better learning along with
enhancing the knowledge acqusitions by the students preset there (Carter & Yeo, 2016). The
trend of getting accustomed with English lessons and language has further resulted in making
the NZ education sector to export the education services to Japan as well.
Average number of international
fee-paying students per provider
2003-2018
Educati
on
sector Provider type
2
0
0
3
2
0
0
4
2
0
0
5
2
0
0
6
2
0
0
7
2
0
0
8
2
0
0
9
2
0
1
0
2
0
1
1
2
0
1
2
2
0
1
3
2
0
1
4
2
0
1
5
2
0
1
6
2
0
1
7
2
0
1
8
School
s
Primary/
Intermediate
1
2
1
0 8 9
1
0
1
0 8 9 9 9 8 9 9
1
0
1
2
1
5

9
MARKETING
Secondary/
Composite/
Special
4
7
4
1
3
4
3
2
3
6
4
0
4
0
4
2
4
1
4
2
4
3
4
7
4
7
4
7
5
3
5
5
Total
schools
2
6
2
3
2
0
1
9
2
2
2
4
2
3
2
5
2
5
2
6
2
7
2
9
2
9
3
0
3
3
3
5
Tertiary
educati
on
organis
ations
SDR
providers
Universitie
s
2,
8
9
0
3,
3
1
4
3,
2
3
5
2,
8
2
2
2,
4
2
0
2,
1
5
5
2,
1
5
7
2,
2
0
1
2,
2
0
1
2,
1
8
4
2,
2
2
1
2,
2
6
4
2,
3
9
3
2,
5
2
8
2,
8
6
1
3,
0
9
5
Polytechni
cs
6
0
9
5
8
0
5
2
9
4
4
8
4
3
0
4
3
8
4
7
0
5
1
7
5
8
8
6
0
6
5
8
7
6
8
7
8
6
5
1,
0
4
1
1,
2
1
0
1,
1
7
1
Wānanga 0
1
0
1
0 0 0 0 0 0 0 0 0 0 0 0 0
Private
training
establishm
ents
9
2
8
0
6
7
6
2
6
9
7
8
9
1
9
9
1
2
8
1
1
3
1
1
3
1
4
3
1
8
5
1
9
0
1
7
5
1
5
2
Total SDR
providers
3
0
9
3
1
1
2
7
8
2
5
1
2
5
1
2
5
2
2
6
7
2
8
0
3
2
0
3
0
6
3
0
7
3
4
9
4
3
0
4
7
9
5
4
4
5
2
8
Non-SDR
providers
Private
training
establishm
ents
2
7
4
2
5
3
2
2
8
2
8
1
3
0
5
2
5
3
2
8
8
2
8
8
2
8
6
2
7
7
2
7
3
3
8
9
4
8
0
6
7
3
4
6
4
4
0
7
Subsidiary
providers
6
3
1
2
7
7
2
0
3
3
6
5
5
1
7
5
7
5
6
0
8
5
7
8
7
0
1
6
8
2
4
8
1
4
1
0
4
1
5
5
8
6
5
1
7
5
2
4
Total non-
SDR
providers
2
8
7
2
5
4
2
2
7
2
8
5
3
1
4
2
6
5
3
0
2
3
0
0
3
0
6
2
9
8
2
9
0
3
9
1
4
7
3
6
6
5
4
6
8
4
1
3
Total tertiary education
organisations
2
9
1
2
7
3
2
4
8
2
6
0
2
7
2
2
5
7
2
7
9
2
8
8
3
0
4
2
9
6
2
9
5
3
6
1
4
3
9
6
3
7
5
0
8
5
4
7
Total students
1
0
6
9
7
8
9
9
0
9
2
9
2
9
8
1
0
4
1
0
8
1
0
6
1
0
4
1
2
4
1
4
2
1
6
3
1
4
7
1
4
2
Figure: Average number of international fee-paying students per provider
(Carter & Yeo, 2016)
Growth capacity
The emergence of online players within the education sector of Japan has changed the
market and could allow the New Zealand education sector to impart good quality English

10
MARKETING
lessons through online media. The NZ education sector must assess the market growth scopes
and opportunities, furthermore, ensure capturing the Japanese market by delivering the
education goods and services at affordable prices (Ndubisi et al., 2014). Though the export
costs are quite higher, still the concerned sector would be able to offer flexible lesson options
and ensure targeting the students all over Japan along with the corporate members such as
Crocs, Yahoo Japan, etc. for marketing the education services with much ease and
efficiency1. The interest in New Zealand education is quite high among the students in Japan
and due to this, they are even willing to pay about 100 yen to 8000 yen every year for the
English lessons that are being offered in the marketplace. Considering the fact that education
export serves as a good source of income and also the Asian markets are considered as main
sources, New Zealand education would be able to gain consistent growth while selling the
education goods and services abroad (Morrison, 2013).
Number of
international fee-
paying students
2003-2018
Educa
tion
sector
Provider
type
20
03
20
04
2
0
0
5
2
0
0
6
2
0
0
7
2
0
0
8
2
0
0
9
2
0
1
0
2
0
1
1
2
0
1
2
2
0
1
3
20
14
20
15
20
16
20
17
20
18
Schoo
ls Primary/
Intermediat
e
5,
27
5
4,
75
5
3,
4
6
5
3,
6
1
0
3,
5
2
5
3,
4
8
0
2,
9
0
5
2,
9
8
0
2,
6
4
0
2,
5
1
0
2,
3
4
5
2,
40
5
2,
52
0
2,
90
5
3,
64
0
4,
45
5
Secondary/
Composite/
Special
15
,6
60
13
,5
55
1
0,
9
8
0
1
0,
3
2
5
1
1,
6
8
0
1
2,
1
8
0
1
2,
5
5
0
1
3,
1
1
5
1
3,
0
8
5
1
2,
9
6
0
1
3,
4
2
0
14
,1
15
14
,4
35
16
,3
25
16
,6
80
17
,2
45
Total
school
s
20
,9
35
18
,3
10
1
4,
4
4
5
1
3,
9
3
5
1
5,
2
0
5
1
5,
6
6
0
1
5,
4
5
5
1
6,
0
6
5
1
5,
6
9
0
1
5,
4
5
0
1
5,
7
5
0
16
,5
10
16
,9
50
19
,2
00
20
,2
40
21
,6
70
1 Sjostrom Jr, William K. "Teaching Business Organizations from a Transactional
Perspetive." . Louis ULJ 59 (2014): 777.

11
MARKETING
Tertiar
y
educa
tion
organi
sation
s
SDR
providers
Universit
ies
24
,9
50
28
,3
70
2
7,
2
8
5
2
4,
0
5
0
2
0,
8
9
0
1
8,
9
4
0
1
8,
7
9
5
1
9,
0
3
0
1
8,
6
2
5
1
8,
3
5
5
1
8,
6
6
0
18
,9
95
20
,2
20
21
,3
10
22
,8
90
24
,7
60
Polytech
nics
13
,1
90
13
,2
50
1
2,
4
8
5
1
0,
5
6
0
1
0,
3
3
0
1
0,
4
7
0
1
0,
8
5
5
1
1,
5
7
0
1
1,
6
6
5
1
2,
1
5
0
1
1,
7
1
5
14
,0
10
17
,6
35
19
,3
90
19
,3
55
18
,7
30
Wānang
a 0 10
1
0 0 0 0 0 0 0 0 0 0 0 0 0 0
Private
training
establish
ments
10
,8
05
9,
71
5
8,
6
4
0
7,
7
7
0
7,
7
2
5
8,
3
2
0
9,
7
0
0
1
0,
7
0
0
1
2,
7
2
5
1
1,
6
9
0
1
1,
2
7
0
14
,0
85
17
,1
10
16
,4
20
13
,4
85
12
,1
55
Total SDR
providers
47
,2
10
49
,6
80
4
6,
8
4
5
4
1,
4
0
5
3
8,
1
8
0
3
7,
1
1
5
3
8,
6
6
5
4
0,
6
6
0
4
2,
3
6
5
4
1,
5
5
0
4
0,
9
5
5
46
,3
20
54
,1
60
56
,3
55
54
,9
70
54
,8
65
Non-SDR
providers
Private
training
establish
ments
50
,0
65
42
,7
05
3
3,
5
7
5
3
7,
3
7
0
3
5,
7
2
0
3
3,
8
8
5
3
7,
1
5
5
3
7,
6
9
0
3
4,
8
9
5
3
0,
5
0
5
2
8,
1
0
5
34
,6
00
41
,7
70
45
,7
65
39
,4
75
32
,1
70
Subsidia
ry
provider
s
4,
41
5
2,
49
0
1,
8
3
0
2,
1
9
0
2,
5
8
5
2,
8
7
5
3,
6
4
5
3,
4
6
5
4,
2
0
5
4,
0
9
0
4,
3
3
0
4,
51
0
4,
15
0
4,
10
5
3,
62
0
2,
09
5
Total Non-
SDR
providers
54
,4
80
45
,1
95
3
5,
4
0
5
3
9,
5
6
0
3
8,
3
0
5
3
6,
7
6
0
4
0,
8
0
0
4
1,
1
5
5
3
9,
1
0
0
3
4,
5
9
5
3
2,
4
3
5
39
,1
10
45
,9
20
49
,8
70
43
,0
95
34
,2
55
Total tertiary
education
organisations
1,
01
,6
90
94
,8
75
8
2,
2
5
5
8
0,
9
6
5
7
6,
4
8
5
7
3,
8
7
5
7
9,
4
6
5
8
1,
8
1
5
8
1,
4
6
5
7
6,
1
4
5
7
3,
3
9
0
85
,4
35
1,
00
,0
85
1,
06
,2
25
98
,0
60
89
,1
20
Total students
1,
22
,6
25
1,
13
,1
85
9
6,
7
0
0
9
4,
9
0
0
9
1,
6
9
0
8
9,
5
3
5
9
4,
9
2
0
9
7,
8
8
0
9
7,
1
5
5
9
1,
5
9
5
8
9,
1
4
0
1,
01
,9
45
1,
17
,0
35
1,
25
,4
25
1,
18
,3
00
1,
10
,7
90
Figure: Fees paid by students of Japan to pursue New Zealand Education
(Morrison, 2013)

12
MARKETING
Based on the perceptions of individuals of New Zealand regarding the international
education, there has been immense growth, especially in Japan and in the other Asian
countries, which has allowed the New Zealand education to gain wider recognition among the
people of the social, cultural as well as economic benefits that have been brought with the
management of these educational goods and services offered (Smith & Wong, 2016). The
presence of a new entrant would often require enough financial resources so as to make a
place in the Japanese market and so the education goods and services have to be offered in an
unique way such as online promotions of New Zealand education. The educational goods and
services must be marketed with the management of a Japanese website so as to deal with the
customers and resolve their queries, concerns and problems as a whole. The transitions are
made by offering the educational services online, which can be unique and differentiable
considering the English language education when compared to the other forms of education
related aspects available at present in Japan (Sultan & Yin Wong, 2013). This would also
enhance the growth capacity and allow for creation of various opportunities for the service
providers to cater the needs of people in Japan in a cost effective manner and innovatively
too.
Marketing stimuli

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MARKETING
The marketing stimuli represents the various factors that are considered by the
marketers and associated with the influence on consumer buying behaviors and choices made
by them. There could be various factors including the political factors, economic factors,
social, technological, legal and environmental factors that influence the consumption choices
made by the customers (Wirtz & Lovelock, 2016).
4. Economic benefit analysis
Benefits of selling education in Japan
The major benefits or advantages that could be achieved with the help of exporting or
by selling the educational goods and services in Japan by the New Zealand education sector
including rapid growth in economy of both the nations, reduction of unemployment rate and
also influencing the purchasing power of the individuals in Japan. With the business
expansion done globally, the NZ education sector would be able to generate higher revenue
and at the same time, facilitate entry into the emerging markets to draw in enough clients and
make them understand about the benefits of pursuing the educational services delivered or
imported from the foreign countries (Jung & Horta, 2013). The educational services imported
to Japan must consider various legal obligations, laws, rules and regulations and also the rate
of inflation, which can help in increasing the Consumer price index or CPI and at the same
time, facilitate the management of right pricing for the educational services delivered to
ensure influencing the buying behaviors of people all over Japan2.
2 Fonseca, Susana, and Alberto Baptista. "Market orientation, organizational learning,
innovation and performance: Keys to the sustainability of non-profits." European Scientific
Journal 1.Special (2013): 531-537.

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MARKETING
With the selling of educational goods and services that could be marketed with the
help of introducing new educational institutions imparting New Zealand education facilities.
This would also reduce the rate of unemployment and create greater scopes and opportunities
for people to teach and learn the students of Japan about the New Zealand education aspects.
The educational institutions of New Zealand could also help in attracting new teachers locally
as well as from the foreign nations , which could enhance the learning prospects and ensure
gaining a surge of students through effective online marketing techniques too (Francks,
2015).
PESTLE analysis
These major factors that stimulate the marketing activities have been assessed and
reviewed with the use of PESTLE analysis framework. Japan, being a constitutional
monarchy, has managed to overcome the political issues largely, which also ensured unity
among people. Due to its close relationship with US and New Zealand, the nation has made
way for Japan to develop the skills of people who are capable of remaining competent with
the creation of various scopes and opportunities all throughout. The education sector in Japan
has been open for export and because of the lesser political influences, the New Zealand
education can sell the education goods and services in the Japanese marketplace quite
effectively (Štefko et al., 2015).
Japan holds the three place in the ranking of largest economy in the world and has a
total GDP of $5trillionand the economy has managed to grow consistently too. The mixed
economy system has favored the Government to work loosely with the different industries,
furthermore resulted in making the Government and regulatory bodies work closely with the
aim of creating new employment scopes and opportunities to the people too. Though, a large
numbers of import activities are managed, the export activities contribute to a large portion of
the growth and development of the marketplace along with creation of more opportunities for

15
MARKETING
the NZ educational sector to sell the services in the Japanese marketplace (Oberer & Erkollar,
2013). One such economic factor that can create barriers while exporting services in Japan
has been the increase on value of the Japanese currency, i.e., yen. A major advantage of the
NZ education business selling the education goods and services in Japan is that the tax has to
be paid only for the generated income.
The country has been one of the most populated nations in the whole world and due to
this, there are few challenges and issues experienced including the decreasing birth rate and
ageing population. Due to this, the politicians in Japan have implemented an integrated
immigration policy to ensure that the more individuals from the foreign nations are attracted
and the gaps in skills are overcome with much ease and effectiveness (Williams Jr & Omar,
2014). It is also a major fact that the foreign companies that export its products and services
to Japan have been quite successful, though a proper environmental scanning should be done
by the New Zealand education sector prior to making any entry into the Japanese
marketplace.
The technological factors include the use of modern technological equipment for
facilitating the innovation and manage creativity too with the help of managing automation
processes too. Japan has been one of the most technologically advanced nations in the whole
world and this has helped in managing automation systems along with the robotics, which are
critical for greater scopes and opportunities for the foreign education business to create a
sustainable place in the market segments of Japan (Altbach, 2015).
The nation is known for its clean environment and also being socially responsible,
which has helped in meeting the environmental needs and ensured sustainability too. Though
the waste management practices have been managed properly along with focus on controlling
the pollution level, still the nation has often been affected by natural disasters and calamities,

16
MARKETING
which has prevented the management of tourism activities and also foreign businesses to
enter the marketplace easily. The language barriers and high cost of resources and
management of functions have further created complexities and it could affect the New
Zealand education business too (Ballantine et al., 2017).
The legal factors are the various legal obligations, laws, rules and regulations that
provide employee rights and also assist in making the employees enjoy the rights of
employment. Considering the focus of the topic on the selling of education goods and
services in Japan, the employees would be able to enjoy the employment rights and benefits
such as health insurance, pension insurance, unemployment insurance, compensation and
other benefits regardless of the citizenship hold by them (Choe et al., 2014).
5. Competitive analysis
Micro analysis (SWOT analysis)
Strengths
 One of the major strengths is that the
education system in Japan is quite
unique and has been based on the
holistic education perspective
 The educational institutions have not
only facilitated the academic
knowledge acquisition, but also has
focused on the development of
social, emotional and physical health
of the students
 The international standardized
Weaknesses
 The ageing population and lower
birth rate could be major weaknesses
 The occurrence of natural disasters
could also affect the foreign
businesses to make an entry into the
market and also hinder the
management of export and import
activities
 The public debt has been quite high,
which can affect the economic and
social development activities in

17
MARKETING
assessments further ensured
educational excellence along with
higher equity level in Japan (Barnett
et al., 2016)
 The interest in New Zealand
education has favored the foreign
nations to sell the educational goods
and services in Japan
 The policy making is strong and
skilled workforce also contributes to
the management of business and
delivery of positive outcomes quite
conveniently
Japan as well (Lechevalier 2014)
 High level of anxiety and lower level
of life satisfaction are also
considered as major weaknesses that
can make the students unable to
pursue the desired level of education
services notably
Opportunities
 The need for paying tax only on the
basis of income generated has
created good scopes and
opportunities for the NZ education
business to export its services and
goods in Japan
 Japan’s reformed education system
has also helped in adapting to the
Threats
 The major threats could be the
presence of new entrants and
competitors such as the presence of
numerous educational institutions in
Japan
 The threat of substitute products and
services could also affect the
economy of the nation and also the

18
MARKETING
globalized business environment,
thereby, created opportunities for the
educational services to improve the
wellbeing of students and enhance
their skills and competency level
too.
 NZ education system could also
allow for extending the marketing
efforts and ensure management of
business globally to generate higher
revenue within the concerned
education sector, furthermore
improve the economy of both
nations (Maddison, 2013)
 The growth of e-commerce should
also facilitate online education
system and management of
education services online
society
 The occurrence of natural disasters
frequently, over population and high
pollution level could also be major
threats faced while expanding the
education business in Japan (Rear &
Jones, 2013)
6. Application of marketing in education
The main aim of managing the marketing activities for selling and promoting higher
education in Japan has always been to define high quality education and ensure being market
oriented, furthermore, deliver specific kinds of services for bringing social benefits. Though

19
MARKETING
the marketing activities and strategies are limited to a certain extent, with the influence of
various rules, regulations and laws, the educational system has been marketed with various
control mechanisms by involving the accreditation bodies along with the management of
quality control system too3. The marketing mix strategy has combined the various elements
of marketing and even mixed the skills, competences and various strategies of the educational
system of New Zealand to deal with the issues and challenges of the environment and at the
same time, understand the vision and mission statement too (McLaren, 2018). To formulate
and market the education institution marketing strategy for entering the educational sector in
Japan, it is important to make decisions regarding the assessment of global market conditions
and evaluate the new programs and market opportunities required to position the products
and services to the competitors as well as enter the targeted market segments much more
comprehensively (Ichilov, 2013).
7. Marketing mix 7 Ps
The marketing mix strategy would also enable the New Zealand education system to
prevail in the foreign market and establish a synergy between the marketing activities,
process management activities and the practices of human resource management too. The
marketing mix strategy should also highlight the importance of segmenting the market,
manage positioning, differentiation and also create a good image on the targeted market
segment for surviving in the competitive business environment with ease and effectiveness
(Priestley & Biesta, 2013).
3 Judson, Kimberly M., and Steven A. Taylor. "Moving from marketization to marketing of
higher education: The co-creation of value in higher education." Higher Education
Studies 4.1 (2014): 51-67.

20
MARKETING
Product- Being a service oriented sector, the education sector of New Zealand mainly
focuses on the management of educational goods and services that have been aimed at
targeting the market segments of Japan. The educational institutions are also regarded as the
products that can be set up in Japan to impart New Zealand education and at the same time,
create learning opportunities for the students there to learn, educate and become successful in
the future as well. Considering the analysis of market conditions, the educational market has
grown consistently in Japan and the students all over have been interested in learning New
Zealand education (Davis, Eickelmann & Zaka, 2013). Due to this, the NZ educational sector
has understood the market mechanisms wisely to ensure creation of right scopes and
opportunities and also determined the market forces that shape the buying behaviors to meet
the needs of customers effectively. Considering the fact that the educational goods consist of
various features and characteristics of the services including the variability intangibility,
inseparability, and perishability, the most suitable area of marketing would be the services
marketing (Schuetze & Slowey, 2013). This would allow the New Zealand education sector
to ensure that various scopes and opportunities to work have been offered along with the
various marketing strategies to ensure focusing the major product component. As the
education is vital for the students of Japan where the NZ education sector wants to set up its
business, the product strategy would depend upon the people based strategy and ensure
creation of educational services for the purpose of attracting more customers and also deliver
the product or service properly to the targeted market. With the introduction of new
educational institutions in Japan, the students would be customers and their needs and
preferences must be fulfilled by providing them various sources and degrees that should suit
the labor market conditions (Selvaraj, 2015). This would also reduce the perception gaps
between the students and at the same time, develop a program that could help in meeting the
market needs and thereby increase the level of satisfaction among the students, i.e., the

21
MARKETING
customers, furthermore, determine the best step for managing the educational marketing mix
too4.
Price- The pricing component is another major marketing mix component that has influenced
the incomes of educational institutions that are required to be set up by the NZ education
industry while starting its operations in Japan. The prices should be set for the New Zealand
educational services according to the costs and demands along with the prices set by
competitors within the marketplace. There must be a string connection between the pricing
strategy and the funding strategy to make sure that while managing sales of education
services in Japan, proper funding is generated for increasing the financial resources and
ensure that the global business functions are managed within the allocated budget (Arrow et
al., 2013). When the educational program has a strong demand in the marketplace, the
tuitions for that specific program would also increase, thereby, improve the chances of
creating more opportunities and survive in the competitive business environment with ease as
well.
Place – The place, also referred to the placement component, which represents the fact that
the educational goods or services must be placed in such a manner, that it can be easily
accessible to the clients, i.e., the students. The place component of the marketing mix strategy
should enable determining the most suitable methods and techniques for the purpose of
sharing and transferring information and knowledge to the students of Japan, furthermore
implement a placement policy for the aim of presenting the students in the labor market. With
the evolvement of technologies and communication processes, the information transfer and
4 Ali, Faizan, et al. "Does higher education service quality effect student satisfaction, image
and loyalty? A study of international students in Malaysian public universities." Quality
Assurance in Education 24.1 (2016): 70-94.

22
MARKETING
sharing have become much more easier, which also raises the chances of distributing the
educational goods and services provided by NZ Education through the Universities and
colleges present in Japan (Oliveira, Thomas & Espadanal, 2014). The communication
managed through extensive distribution of education services via television, radio and other
communication media to broadcast the knowledge and information about the education
services, furthermore, reduce the work load managed by the administrative staffs. The portals
could be used to facilitate the learning and development facilities and even communicate the
feedbacks, for the betterment of services to be delivered to the students of Japan (Bowen,
2018).
Promotions- Though there are different types of communication media and channels that are
responsible for managing the promotions and enhance the marketing effectiveness, there
could also be challenges associated with the ability to information the students about the
educational goods and services. The management of social media marketing and use of a
website could boost the marketing efficiency with the help of promotions and also with the
use of social media channels required to share or transfer messages and information about the
educational services easily to the students targeted in the Japanese marketplace. The design of
the education goods or services to be sold in Japan must be based on the necessity of
economy and at the same time, allow for the placement strategy to be successful in terms of
wider reach to the customers, i.e., the students present in the different market segments of
Japan (Yang et al., 2015). Therefore, all these marketing mix strategy components combine
the essentialities of marketing the educational goods and services of the NZ education sector
to the Japanese international market much conveniently and draw the attention of customers
to influence their purchasing behaviors as a whole5.
5 Woodall, Tony, Alex Hiller, and Sheilagh Resnick. "Making sense of higher education:
students as consumers and the value of the university experience." Studies in Higher

23
MARKETING
People – Education is for everyone and thus it is inseparable from the students, due to which,
the educational goods or services have also been strongly connected to the students. The
teaching staffs and administrative staffs to be appointed as part of the workforce indulged in
the management of New Zealand education services all over Japan must be recruited by the
New Zealand education authority (Huang & Sarigöllü, 2014). This should be possible with
the generating of funds and thus it would hold special importance for dealing with the
requests made by the students on behalf of the educational scopes and opportunities that they
want to pursue. The teaching staffs included in the educational services are also essential
components of the marketing mix strategy, which could not only promote the management of
educational services, but would also keep the educated professors and teachers to remain
motivated, encouraged and influenced to deliver better educational goods and services,
furthermore keep the students satisfied and encourage healthy living within the society
(Mintz & Currim, 2013).
Process – The management of process strategy is critical to the successful delivery of
education services and the educational services or goods should imply with the bureaucracy
and other documented paperwork to ensure greater satisfaction among the clients present in
Japan. The process strategy has played a major role in controlling the process of enrolment,
which has improved the image of the New Zealand education and ensured attracting more
individuals towards the availing of educational services, thereby, creating a major positive
impact on the quality of educational goods and services delivered (Khan, 2014).
Physical evidence – With the consideration of various evidences and facts, it has been
believed that the educational goods or services are not tangible, because of which, the
enrolment process must be adjourned with the knowledge acqusitions to prove that the New
Education 39.1 (2014): 48-67.

24
MARKETING
Zealand educational services to be provided by NZ education in Japan remain consistent and
fruitful for the people who pursue the degrees and diplomas. The enrolment process would
also allow the educational services to introduce new infrastructures for promoting better
educational facilities and reflect the quality of services that must be delivered to the students
(Hanssens et al., 2014). This could surely influence the positive mind sets of people and
ensure that the physical evidence strategy remain noteworthy for bringing the tangible
benefits through the delivery of educational offers provided at Japan.
New Zealand’s selling proposition
The selling propositions are the various benefits that could be attained by selling the
educational goods and services of New Zealand education sector to Japan and promote global
business management too. The NZ education sector has made sure to remain connected with
the suppliers of Japan and also with the educational institutions by partnership with them to
ensure that greater accessibility to information is possible and the students can understand the
benefits of gaining the education facilities quite comprehensively. The selling propositions
are also based on the identification of the targeted market segments consisting of the students
who are interested in understanding the New Zealand education and at the same time,

25
MARKETING
facilitate communication to strengthen the relationships with various stakeholders associated
with it (Davari & Strutton, 2014). The demands of employers in Japan have put greater
emphasis on the New Zealand education based on the real world applications while the
students in Japan have also been ranked quite below in terms of New Zealand education
when compared to the other nations worldwide. The New Zealand education sector must
export its educational goods and services and even create a more globalized learning
environment for people to rake in. The NZ education should also combine the multicultural
society of NZ and thereby provide the students of Japan with innumerable scopes and
opportunities to strengthen their skills of cross cultural communication, who do not have
much skills and knowledge to communicate in English language (Nagle & Müller, 2017). To
create greater business opportunities in Japan and present a good reputation and image, the
education sector of NZ must also priorities on the improvement of commercial acumen and
response times too. The English suite of educational programs managed by the NZ education
sector should further boost the integration of educational components with the actual goal of
imparting New Zealand education in Japan with the help of managing internships, academic
study tools usage and by managing volunteering activities required to create a positive image
among the mind sets of the students (Hinterhuber & Liozu, 2017). The unique selling
propositions also include the use of online platforms and through usage of social media
channels to deliver educational services online such as through video conferencing where the
teachers and students can talk face to face with the use of computer systems or smart phones
by using internet technology6.
6 Baker, Michael J., and Michael Saren, eds. Marketing theory: a student text. Sage, 2016.

26
MARKETING
Pricing Strategy
There are multiple pricing strategies that could be adopted by the NZ education sector
to set the right prices while exporting the educational services to Japan. Based on the ENZ
memorandum, it has been found that the affiliated schools, colleges and universities have
influenced the development of exchange of international education between New Zealand
and Japan at both the primary, secondary and tertiary levels. Due to the management of these
various educational programs linked with the relationship between NZ and Japan, the
strategic partnerships incurred a lot of money, which must be taken into consideration while
setting the right prices of educational goods and services (Hanna & Dodge, 2017). The
pricing strategies must be inclined with the overall goals and objectives of the organizations,
which could further allow for maximization of profit and for the purpose of attaining
competitive edge over its competitors too. The psychological pricing strategy could be
beneficial in case of price quality relationship, where the customers believed that with the
higher prices of products and services, there would be higher quality of those. Thus, the fact
is that higher charge for education would be taken for higher education services, when it is
availed from a reputed and high status educational institution (Baker, 2014). The
psychological pricing strategy should allow the NZ educational sector to set different prices
for the different education goods and services while at the same time, make distinction or
differentiation between the graduation and under graduate education services. The cost
leadership pricing strategy could also be effective though for comparing the prices of
competitors that are associated with the delivery of educational services and then set prices
accordingly to influence the clients to avail the educational services provided by New
Zealand education in Japan. The psychological pricing strategy would be more effective than
the other pricing strategies to ensure influencing the buying behaviors and mind sets of the

27
MARKETING
customers all over Japan, furthermore, meet their demands and expectations regarding their
interest for New Zealand education as a whole (Ahmetoglu, Furnham & Fagan, 2014).
Distribution Channels
The distribution channels have been supported with the implementation of New
Zealand education policy in japan. When compared to the New Zealand’s channels for
distribution of products and services, the Japanese channels for distribution are open, margin
driven and independent, which has been categorized in terms of complicated networks and
thus relationships with the brokers, manufacturers, retailers, wholesalers and importers as
well. These kinds of distribution channels have often been influenced by the Japanese culture
and on the basis of socio-economic conditions, based on which, the organizational structures
have been favored (Liozu & Hinterhuber, 2013). In spite of the very little contribution by the
wholesalers, for the transfer of educational services from NZ to Japan, it is important to
strengthen the relationship with them for assisting in the management of distribution,
furthermore, deliver the right products and services for meeting the needs of the students
perfectly. Often while making an entry into the foreign market, the education services of New
Zealand might face trade laws, legal trade obligations and rules. The other channels for
distribution could be the retail chains where the educational goods like books and articles
about New Zealand education could be sold while the most important channel for distribution
would be the online channels. The management of online website would allow the students of
Japan to take part in the enrolment process and present their interests about the pursuing of
higher education and degrees (Andrews & Shimp, 2017). The introduction of new
educational institutions offering a wide range of educational services along with both
bachelor and master’s degrees could also benefit the clients by providing them better
accessibility to the services sold in Japan, thereby, result in higher level of client satisfaction
and enhanced level of global business performance efficiency.

28
MARKETING
Integrated marketing and communications plan
The Integrated marketing and communications plan is developed to market the
educational products and services to the potential services as well as influence their buying
behaviors to generate higher sales and attain competitive advantage in business too. The IMC
plan should facilitate the strategic, collaborative and promotional marketing approaches and
functions for the purpose of targeting the right audiences and ensure that the brand messages
and information are transferred properly to the audiences, which have been targeted, the
Targeted audiences here are the students of Japan who are interested in New Zealand
education and thus the development and implementation of a proper IMC plan should allow
for gaining success within both the education sector of New Zealand and Japan (Luxton, Reid
& Mavondo, 2015).
At first, the marketing communication methods should include content marketing
where a website should be developed to present the information and knowledge about the
education services with the help of blog content and by marketing automation, which could
ensure attracting the potential customers, furthermore, facilitate the process of decision
making effectively too. The email marketing should enable engagement of audiences with the
help of developing powerful and creative content on the website and thereby, make impactful
marketing efforts that should drive customers towards purchase of educational services. The
social media marketing could enable the NZ education department to reach wider groups of
audiences and connect with the audiences much more comprehensively (Blakeman, 2018).
Nowadays, as most of the people are involved with the social media networks usage,
the determining of audiences and their needs is critical to market the products and services
and to make sure that the channels of distribution are managed wisely too. The consumer
decision making process must be understood as well for the purpose of delivering services

29
MARKETING
according to their needs and preferences, furthermore, keep consistent feedbacks monitored
to ensure management of changes for better satisfaction among the clients.
Lastly, the IMC plan should be supported by implementing a customer focused
marketing mix strategy combining all the elements of product, price, place and promotions to
differentiate the educational services from the other services available in Japan. This should
help in attracting more potential clients and establish a sense of trust and loyalty among them
to influence their purchasing decisions too.
Marketing budget
8. Evaluation and control
The evaluation and control aspects are managed to set the standards based on the
plans and programs and achieve the marketing goals and objectives easily too. The marketing
audit is an effective tool that allows for including various marketing activities and ensure
management of sales force and pricing to ensure that the marketing objectives are met. The

30
MARKETING
marketing audit would also benefit the NZ education sector to estimate the excessive sales
force turnover and identify the needs for sales force training and compensation required to
improve the skills and knowledge of workers associated with the marketing actions (Barger
& Labrecque, 2013). The ratio analysis is another effective marketing control tool or
technique that can identify the financials strengths and weaknesses of the concerned sector
while selling the educational services to Japan. This would allow for calculating the
profitability ratios and take into account the data and information required to present an
effective financial statement for improving the return on capital employed ratio, increase the
return on shareholders’ equity ratio along with improvement of profit margin and inventory
management efficiency too. The SWOT analysis could also enable identifying the strengths,
weaknesses, opportunities and threats required to manage better evaluation and control of the
marketing activities. The annual plan control could also be effective though considering the
marketing objectives.
9. Conclusion
The report was presented to discuss about the marketing activities adopted by the
New Zealand education sector to sell the educational goods and services to Japan.

31
MARKETING
Considering the fact that Japanese students were interested in New Zealand education and
language, the NZ educator sector made sure to strengthen the trade relationships as well as
improved the import and export activities to transfer the educational services to Japan for the
betterment of their lives and wellbeing in the future too.
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