Marketing Strategy for Hertfordshire Business School for International Expansion in Singapore

Module title:
Code:
Marketing across cultures
SRN:
Word Count: 2200

1
Executive summary
The report aims to develop a marketing strategy for Hertfordshire Business School for
international expansion in Singapore. The report incorporates a SWOT analysis that maps the
internal factors of strengths and weaknesses and an external analysis that shows the external
opportunities offered to the higher education market in Singapore. The detailed marketing plan
that could be implemented by Hertfordshire Business School is discussed in relation to the
marketing theories and the cross culture.

2
Table of Contents
Introduction....................................................................................................................................3
First: SWOT analysis of Singaporean higher education study of business..............................3
Second: Hertfordshire Business School marketing plan............................................................6
Step 1: Know your business........................................................................................................6
Step 2: Determine target market..................................................................................................7
Step 3: Analyze competitors........................................................................................................8
Step 4: Setting goals....................................................................................................................9
Step 5: Outline strategies.............................................................................................................9
Step 6: Set a budget...................................................................................................................10
Conclusions...................................................................................................................................11
References.....................................................................................................................................12

3
Introduction
Singapore is an attractive market for doing business for its modern economy; it was founded by
Britain in 1918, then it gained its full independence in 1965. The country has achieved a high
level of growth and development with a GDP growth of 7.7%. Education used to act as a key
driver to its economic development due to the governmental efforts that made education a
priority. Higher education witnessed speed growth over the last two decades and higher
education institutes were increased in number over the same period. The government encouraged
the involvement of world-class universities through its “Global Schoolhouse Initiative”; this
program aimed to attract 150 thousand students from foreign countries and increasing the
contribution of higher education to the GDP to 5% in 2015 (Alfaro & Ketels, 2016).
Singapore’s strategic planning aims to sustain its economic growth by developing its people’s
higher skills and innovation. The governmental SkillsFuture Programme invests more than £477
million per year during 2016 and 2020 on education and training. This creates a great
opportunity for Hertfordshire Business School to expand its educational services overseas in the
area of degree partnerships and collaborations with private educational institutes (UK
Government, 2016). The following section provides a SWOT analysis and a marketing plan for
Hertfordshire Business School in the Singaporean market.
First: SWOT analysis of Singaporean higher education study of business
SWOT analysis is important to help the Business School to map the internal factors of strengths
and weaknesses and an external analysis that shows the external opportunities offered to the