Marketing Strategy and Plan

This report focuses on marketing concepts such as segmentation techniques and target market profiling. It discusses the current consumer buyer characteristics and stages of the customer decision-making process. The report also includes a positioning statement and positioning map for Student World Pty Ltd, a company offering consulting services for students studying abroad.

Marketing Strategy and Plan
5/27/2019
Student World

Marketing 1
Contents
Introduction......................................................................................................................................2
Current consumer buyer characteristics...........................................................................................3
Stages of the customer decision-making process........................................................................3
Target market profile.......................................................................................................................4
Positioning statement.......................................................................................................................5
Positioning map...........................................................................................................................6
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

Marketing 2
Introduction
The purpose of report is to focus on marketing concepts that include techniques of segmentation
in order to select the appropriate target audience for company. This assessment is in the
continuation of the previous assessment that consists of the situational analysis of Student World
Pty Ltd present in Sydney, Australia.

Marketing 3
Current consumer buyer characteristics
The purchasing behaviour of the consumers consists of the preferences, attention, decision-
making, attention, and many others that can affect the purchase of products by consumer in the
market (Frynas & Mellahi, 2015). It has been found that there are different characteristics that
are considered by the student while selecting the enterprise that they want to select for their
career. The major influence on the student has been witnessed from the social factors that can
affect international students in order to select the institute or country in which they like to work.
Currently, the student behaviour includes different thoughts that they consider while making the
final decision. These students also consider location, prestige of the university, employment rates
after the graduation and the opportunities related to the study of high degree. The company major
service is that it offers the impartial, informed as well as the professional consulting service to
their students that want to study in the overseas market. It has been found that thousands of the
students from the world with the diverse cultural background want to meet their academic goals.
The company can offer the institutional facilities at areas include Australia, Brazil, Bangladesh,
Lebanon, Malaysia, Nepal, Sri Lanka, Turkey & USA and many others. Thus, for making the
correct decision it becomes essential for the student to take right step by getting engage in the
work provided by the company.
Stages of the customer decision-making process
The decision taken by the customers in the market include the set process through which they
can make the final purchase of product (Hollensen, 2015). The below given is the set process: -

Marketing 4
At the initial stage, the customer decides their needs from the product that they want to purchase.
Similarly, the students decide the location they want to go for study, institute they want to select,
the course they want to opt for and many others. Considering all the needs, they fetch for the
information for the institute that offers them these services. Thus, these details will help them in
fetching the student agency who can offer such service (Grant, 2016). The alternatives are
evaluated by the student so that they can make the final step for purchasing the product. Once the
student is linked with the agency then they get the admission in the college, university where
they want.
Target market profile
This section includes the group of customers to whom the Student world agency likes to offer the
products as well as its services. The target market of the company is based on the different
segments that are discussed below –
Identification
of the problem
Searching the
information
Evaluating the
alternatives
Purchase
Post purchase

Marketing 5
Market segmentation Attitudes
Demographic segmentation Age, race, income and many other factors
Geographic segmentation It include different specific area, region, and many others
Psychographics segmentation Beliefs, values, lifestyle, and many others
Behavioural segmentation Customers pattern, needs, loyalty, benefits, and many others
(Camilleri, 2018).
The company make use of the multi-segment target strategy so that they can target the different
segments in order to achieve the success and gain in the market (Rothaermel, 2015). This has
been found that it include students with the different age group who want to pursue for their
career. This includes the diverse students who want to take the admission at the different
locations. It has been found that many students who want to enrol in Australian institutes from
which they can get the additional career opportunities. The below given is the target market
profile of student to whom they want to offer their services.
Name- Patrick
Demographic-
Pursue MBA
Age - 22 years
Behaviours
Student who want to do
overseas study
Need professional study
Geographic-
Want to go in USA
institute
Belongs to Australia
Psychographics
Understand the value of
study in their career
High-class lifestyle

Marketing 6
Positioning statement
It is every essential for the companies to make the good brand image in the market of Australia.
Student World Pty Ltd needs to form the good image in the mind of students so that they get in
contact with the maximum students in order to offer those remarkable experiences (Student
World, 2019). The position of the company in the market is an agency that offers the informed,
professional as well as the impartial consulting services to the students who are willing to study
in the abroad. Thus, this statement shows the Student world offer the guidance to the students in
the marketplace related to the professional, impartial as well as the informed manner so that they
can select the right path for their business operations.
Positioning map
The map of position of the company reflects the perception of the clients present in the market
towards the reliability, price, quality and many other factors depending on the operations of the
company (Student World, 2019). In the market, there is presence of wide number of agencies
that compete with other and the major competitors of the company include Studyco and Edugate
Gateway. Both the companies have their main offices in Melbourne and Sydney, Australia
respectively. These agencies are in the direct and major competitors with the fact they offer the
same sort of services visa assistance and COE issuing. The reason due to which these companies
are considered as their big competitors is because they have their offices in the market of
Lebanon and compete in the Lebanese market like a leader.

Marketing 7
It has been found that company is considered as most reliable as well as high expertise service
provider in the market.
Low Expertise High Expertise
Reliable
Unreliable
Student world
Edugate
Gateway
Studyco

Marketing 8
Conclusion
In the end of the above analysis, this has been found that Student World Company understands
the different segments of the market and according to it; they do the targeting in the market. The
targeting has been done considering the changes in the preference of the customers present in the
market. The process is undertaken which shows the consumer behaviour process while availing
the services in the market. At the end, the positioning statement is determined and the map shows
the position of company.

Marketing 9
References
Frynas, J.G. & Mellahi, K. (2015). Global strategic management. USA: Oxford University Press.
Grant, R.M. (2016). Contemporary strategy analysis: Text and cases edition. New Jersey: John
Wiley & Sons.
Hollensen, S. (2015). Marketing management: A relationship approach. India: Pearson
Education Limited.
Rothaermel, F.T. (2015). Strategic management. UK: McGraw-Hill Education.
Student World. (2019). Our Services. Retrieved from: http://studentworldedu.com/services/
Student World. (2019). Study, Work & Live. Retrieved from: http://studentworldedu.com/