This assignment requires students to analyze a marketing strategy using two key frameworks: McKinsey's 7S Model and PESTLE analysis. It involves applying these models to real-world case studies, demonstrating an understanding of their components and how they contribute to effective strategic planning in the field of marketing.
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Marketing Plan
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Table of Contents INTRODUCTION...........................................................................................................................1 Purpose........................................................................................................................................1 Internal and external analysis......................................................................................................1 SWOT Analysis..........................................................................................................................4 Marketing Mix............................................................................................................................6 CONCLUSION................................................................................................................................7 REFERENCES................................................................................................................................8
INTRODUCTION A marketing plan is the comprehensive dossier or blueprint that outlines a business advertisingandmarketingeffortsforthecomingyear(Armstrongandet.al.,2015).In accordance with this context, this report will aid in formulating the marketing plan for University of Hertfordshire business school whose management desired to open their branch in South Africa. In this context, the marketing plan will analyse the internal and external environment of organisation as well as South Africa in order to analyse the factors of influences. The target market will be analysed and action plan will be prepared in on the basis of which the management can promote their business school efficiently. Further, with the help of marketing mix, the marketing strategy will be prepared. This will aid the management of university in order to increase their market share and growth in the market economy of South Africa. Purpose The purpose of this report is to prepare the marketing plan for the management of University of Hertfordshire business school so that they can expand their courses another country (South Africa). The marketing plan will help the management to promote their courses and learnings in South Africa efficiently (Brennan, 2014). This will aid in promulgating the customer base and also helps the university to drive forwards towards growth and development. Further, the management of University of Hertfordshire will able to gain adequately the competitive advantage in South Africa. Thus, the marketing plan will help the organisation to improve their performance and aid in increasing their profitability. Internal and external analysis The internal analysis of University of Hertfordshire will be made with the help of McKinsey 7S model which is provided below: 1
ď‚·Strategy: The key strategies of the university is to provide expert teaching, offering workplaceengagement,creatinganddevelopinginnovativeideas,fosteringand strengthening research with global partners (Santacroce and et.al., 2015). These strategies aid the management to sustain in the competitive environment.ď‚·Structure:The Board of Governors are accountable for running the responsibility. University follows traditional hierarchy structure where communication flows from top to bottom and vice versa.ď‚·Systems: The system of the university is governed by the Board of Governors who formulate effective polices that benefits both the students and staff members in order to accomplish desired goals and objectives of University (Engelland, 2014).ď‚·Shared Values:The culture of University is positive, where both management and employees collectively and collaboratively work so that benefits can be provided to the students efficiently.ď‚·Style:The leadership style at the college is democratic, where every employee have right to give suggestion and ideas for improvement. They work cooperatively in order to increase the effectiveness in learning in the University. 2 Illustration1: McKinsey 7s Model (Source: Jurevicius, 2013)
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Staff:There are about 2700 staff members who currently give lectures in the university out of which 812 are academic staff members (Smith, 2017). They are highly efficient and provide precise knowledge to the students. Skills:University of Hertfordshire is one of the best university in United Kingdom which ranked in top two university in east England (Li, Song and Collins, 2014). This is due to the effective skills of management and employees who work collectively in order to accomplish the set goals and targets. The external analysis ofUniversity of Hertfordshire will be made with the help of PESTLE model which helps in analysing the environment of South Africa. Political:South Africa is democratic country whose polices and legislations proposed by the ruling political party (Rees and Smith, 2017). From the analysis of political factor, it was identified that the current political environment is stable and is effective for 3 Illustration2: PESTLE Analysis (Source: Marketing Theories – PESTLE Analysis, 2017)
University of Hertfordshire. They can open up their college without any issues and problems.ď‚·Economic:The economic conditions of South Africa is good as compared to other African countries. The government fully support the need of education and prepare budgets accordingly (Joshi and et.al., 2017). The University of Hertfordshire will able to grow their college effectively and efficiently.ď‚·Social:The depleted rand currency and unemployment in South Africa being25%affects the buying power of the people. It will influence the University of Hertfordshire as local natives will not able to afford the high cost education.ď‚·Technological:There are immense opportunities in South Africa regarding technological advancements. Further, the University of Hertfordshire is equipped with high technology that will aid in providing quality education to the students of South Africa (Schifano and et.al., 2016).ď‚·Legal:Many laws of South Africa is identical to the laws of United Kingdom. Though, management of the university must consider the other laws in order to avoid any legal consequence. ď‚·Environmental Factors:It is the responsibility of management of University to work for sustainable growth and development. They must contribute in order to protect the environment and natural resources of South Africa (Brennan, 2014). This will promulgate the reputation of University and they will able to sustain in the competitive environment. SWOT Analysis In respect to entering into a new market it is essential for the University of Hertfordshire business school to identify its strength and weakness, so that company can overcome its weakness and use opportunities while entering into a new market (Bull, Jobstvogt and Carter- Silk, 2016). Strengthen: ď‚·Strengthen of the University of Hertfordshire business school is that it has highly experienced teachers that work hard for increasing the knowledge of students. Teacher care about students and their futures (Bohari, Hin and Fuad, 2017). 4
ď‚·Further, school management used advanced technological with respect to providing quality services to students. Further, they provide excellent support to students in their studies so that students can learn new things every day. ď‚·Group collaborative spirit among various staff members is one of strengthen of the University of Hertfordshire business school. Further, the school has created the good image in the market due to which people from different place come to take admission. Weakness: ď‚·There are lots of new technologies but teacher avoids using them from teaching the students. Further professional development is still required with respect to integration learning. There is no increase in the voluntary activities and management team do not provide time to staff for planning more events. ď‚·Staff is not clear about their role related to parent relationship. Along with this, no additional activities are there for students with respect to develop their knowledge regarding different fields (Niederwieser, Baldomero,and Iida, 2015). Opportunities ď‚·Active volunteer can help in planning and organising the events. ď‚·Training facilities can be provided to teacher so that they use advanced technology for teaching the students. Further use of parents so that they contribute to curriculum delivery. ď‚·Different types of activity can be planned for the development of skill and knowledge of students such as sports activity, debate competition etc. Threats ď‚·Competitors are one of threat of University of Hertfordshire business school. ď‚·Confidentially is at risk which is one of the other threat for the school. From the above SWOT analysis, it can be stated thatUniversity of Hertfordshire business school can easily overcome its weakness and grab the opportunities for successfully enter into aSouth Africa higher education. Through organising different types of activities and provide the chance to students and teacher to show their skill help in grabbing their attention. Marketing Mix University of Hertfordshire business school can use marketing mix elements with respect to increasing the awareness of their services for grabbing the attention of students and teachers of 5
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South Africa higher education”. Here below are provided elements of the marketing mix that can be used as the strategy by University of Hertfordshire business school. Product/ services: University of Hertfordshire business school can focus on delivering quality services so that more students can be attracted to take admission in their school (Korgaonkar and Parameswaran, 2015). It provides some additional services then student prefer to take admission instead of going to other schools. Promotion: To promote the new school in South, Africa University of Hertfordshire business school can use social media networking. It helps in targeting a large number of people in less time and cost (Smith, 2013). Further, it can provide detail information on Facebook, Twitter related to their products and services with respect to increasing admissions. Price: There are different types of pricing strategies can be used by University of Hertfordshire business school in respect to attracting students (Hussain, Ismail and Nisar, 2016). Further, with the use of penetration pricing school can easily make position in the market and increase profit. If the price of its services are below the other competitor then company can easily attract large number of people Place: To open new university it is important for the Hertfordshire business school select such place where students can easily visit and they do not face any type of trouble. It is important for the University of Hertfordshire business school to ensure that students can easily take admission through online website if they face issues in visiting to the school (Korgaonkar and Parameswaran, 2015). People: University of Hertfordshire business school can hire highly skilled teacher who can teach students effectively with the use of new. Skilled teacher focus on students and their work which help in making good image in the market and increase the profit (Lovelock and Patterson, 2015). Physical evidence: Physical evidence play significant role and it helps to attract clients and students. The school building should be appropriate and like educational so that students can like to visit. Further websites should be attractive and all information related to school facilities and services should be provided in it, So that students do not need to search enough (Hamid, Ab Talib and Mohamad, 2016). 6
ď‚·Process: The process of admission should be systematic and simple so that students do face any trouble while taking admission (Jain, 2013). Further, fee deposit process should be online so that students can pay their school fees in less time without facing any issues. Therefore, process need to be simple and appropriate. ď‚·TheabovementionedmarketingstrategyiseffectiveenoughforUniversityof Hertfordshire business school in respect to enter into a new market and make good position. Further it focuses on different types of pricing techniques so that it can survive in new market (Samani, F.S., Hashemi, Shahbazi and Sarhadi, 2017). Physical evidence play significant role the interior of any service environment is important and it help in making feel students appropriate. It shows that this all elements of marketing mixplay significant role within the expansion of new school in new market. CONCLUSION From the present report, it can be concluded that marketing plan is very essential for the organisation in order to promote the business operations effectively and efficiently. In this context,thepresentstudyhelpsinevaluatingthemarketingplanoftheUniversityof Hertfordshire whose management desired to make entry in South Africa. In this context, the marketing plan has analysed the internal and external environment of organisation as well as South Africa in order to analyse the factors of influences. The target market has been analysed and action plan has been prepared on the basis of which the management can promote their business school efficiently. Further, with the help of marketing mix, the marketing strategy has been prepared. This aid the management of university in order to increase their market share and growth in the market economy of South Africa. 7
REFERENCES Books and Journals Academic Bohari, A.M., Hin, C.W. and Fuad, N., 2017. The competitiveness of halal food industry in Malaysia: A SWOT-ICT analysis.Geografia-Malaysian Journal of Society and Space, 9(1). Brennan, R., 2014. Reflecting on experiential learning in marketing education.The Marketing Review,14(1), pp.97-108. Bull,J.W.,Jobstvogt,N.,Böhnke-Henrichs,A.,andCarter-Silk,E.,2016.Strengths, weaknesses, opportunities and threats: A SWOT analysis of the ecosystem services framework.Ecosystem services,17, pp.99-111. Engelland,B.T.,2014.Religion,humanism,marketing,andtheconsumptionofsocially responsible products, services, and ideas: Introduction to a special topic section.Journal of Business Research,67(2), pp.1-4. Hamid,A.B.A.,andMohamad,N.,2014.Halallogistics:Amarketingmixperspective. Intellectual Discourse,22(2), p.191. Hussain, G., and Nisar, F., 2016. Substitutes for leadership among the faculty of institutions of highereducationandtheirmoderatingeffectsonleadershipstylesandindividual outcomes.International Journal of Management in Education,10(3), pp.250-277. Jain, M.K., 2013. An analysis of marketing mix: 7Ps or more.Asian Journal of Multidisciplinary Studies,1(4). Joshi, S., and et.al., 2017. Customer experience and associated customer behaviour in end user devicesandtechnologies(smartphones,mobileinternet,mobilefinancial services).International Journal of High Performance Computing and Networking,10(1- 2), pp.118-126. Korgaonkar, P.K. and Parameswaran, R., 2015. Product Involvement, Cognitive Dissonance and Product Satisfaction: An Experimental Study. InProceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference(pp. 87-91). Springer, Cham. Li, H., Song, W. and Collins, R., 2014. Post-event visits as the sources of marketing strategy sustainability:aconceptualmodelapproach.JournalofBusinessEconomicsand Management,15(1), pp.74-95. 8
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Niederwieser, D., Baldomero, H.,and Iida, M., 2016. Hematopoietic stem cell transplantation activity worldwide in 2012 and a SWOT analysis of the Worldwide Network for Blood and Marrow Transplantation Group including the global survey.Bone marrow transplantation. Samani, F.S., and Sarhadi, H., 2017. Investigating the relationship between marketing mix elements (7ps) and iranian efl learners’choice of langugae institutions.European Journal of Foreign Language Teaching. Santacroce,R.,andet.al.,2015.Psyclones:arollercoasteroflife?Hiddensynthetic cannabinoidsandstimulantsinapparentlyharmlessproducts.Human Psychopharmacology: Clinical and Experimental,30(4), pp.265-271. Schifano, F., and et.al., 2016. The consequences of drug misuse on post-marketing surveillance. Smith, B.D., 2017. Between saying and doing is the ocean: an empirical exploration of the gap betweenstrategicmarketingplansandtheirimplementationinthelifesciences industry.Journal of Strategic Marketing, pp.1-12.' Books Armstrong, G., and et.al., 2015.Marketing: an introduction. Pearson Education. Brennan, R., 2014.Business-to-business Marketing(pp. 83-86). Springer New York. Lovelock, C. and Patterson, P., 2015.Services marketing. Pearson Australia. Rees, G. and Smith, P. eds., 2017.Strategic human resource management: An international perspective. Sage. Smith, P.J., 2013. Commercial Revitalization Plan and Marketig Strategy for the South Park Avenue & Perry Street Corridors. Online Jurevicius,O.,2013.McKinsey7sModel.[Online].Available through:<https://www.strategicmanagementinsight.com/tools/mckinsey-7s-model- framework.html> MarketingTheories–PESTLEAnalysis.2017.[Online].Available through:<https://www.professionalacademy.com/blogs-and-advice/marketing-theories--- pestel-analysis> 9