University of Hertfordshire: Marketing Plan Across Cultures-7BSP1085

This report provides a comprehensive marketing plan for the University of Hertfordshire's expansion into the Chilean market. It includes an analysis of institutionalized inequality, language differences, and the cost of education in Chile. The external environment is assessed using PEST and Porter's Five Forces frameworks, followed by a SWOT analysis to identify the university's strengths, weaknesses, opportunities, and threats. The action plan outlines the marketing mix, a new market development strategy, and a market entry strategy, considering cultural differences and competition. The report emphasizes the importance of quality education, skilled management, and adapting to local values to ensure successful market penetration. Desklib offers similar marketing plans and solved assignments for students.

Running head: MARKETING ACROSS CULTURES
Marketing Across Culture
January 8
2019

MARKETING ACROSS CULTURES 1
Table of Contents
Introduction................................................................................................................................3
Findings and Analysis................................................................................................................3
Institutionalized Inequality.....................................................................................................3
Language Differences............................................................................................................3
Costly Education if Chile.......................................................................................................4
Demand for Public Education................................................................................................4
Analysis of External Environment.............................................................................................4
PEST Analysis.......................................................................................................................4
Political Forces...................................................................................................................5
Economic Forces................................................................................................................5
Social Forces......................................................................................................................5
Technological Forces.........................................................................................................5
Porter 5 Force Framework.....................................................................................................6
Bargaining Power of Customer..........................................................................................6
Bargaining Power of Supplier............................................................................................6
Threat of Substitute Products.............................................................................................6
Threat of New Entrants......................................................................................................7
Competition among existing players..................................................................................7
SWOT Analysis.....................................................................................................................7
Strength of Hertfordshire...................................................................................................7
Weaknesses of Hertfordshire.............................................................................................8
Opportunities for Hertfordshire..........................................................................................8
Threats for Hertfordshire....................................................................................................9
Action Plan.............................................................................................................................9
Marketing Mix of University of Hertfordshire..................................................................9
New Market Development Strategy.................................................................................11
New Market Entry Strategy.............................................................................................12
Conclusion................................................................................................................................12
References................................................................................................................................14
Appendix..................................................................................................................................17
Appendix 1 PESTLE Analysis.............................................................................................17

MARKETING ACROSS CULTURES 2
Appendix 2 Porter 5 Force Framework................................................................................17
Appendix 3 SWOT Analysis................................................................................................17

MARKETING ACROSS CULTURES 3
Introduction
The viable action of the organizations at the worldwide ground must be headed through
careful strategies of marketing because it carries numerous types of challenges such as
competition, government regulations, economic stability or instability, etc. (Mainela,
Puhakka and Servais, 2014). The “science” behind these activities and their inferences are
called as worldwide marketing, which is a procedure that is focused towards enhancing
resources and directs the objectives of an organization by the global market opportunities
(Ferrell and Hartline, 2013). The aim of this report is to create an understanding regarding
adopting marketing strategies in order to take entry in the new market to expand the business
operations. It will be comprised of a brief analysis of the external environment of the selected
country that is Chile, which will assist the University of Hertfordshire to adopt different
strategies such that challenges can be avoided at the highest level.
Findings and Analysis
Institutionalized Inequality
The education system of Chile offer integrally unequal opportunities to the students who
belongs to the low-income families, who reliably acknowledge sub-standard educational
attainments as an outcome of an ongoing prejudice in favor of privatization actions (Council
of Hemispheric Affairs, 2008). This is one of the key challenges for University of
Hertfordshire to establish its operations in Chile, as it has to deal with different political
pressures.

MARKETING ACROSS CULTURES 4
Language Differences
In Chile, Spanish is the official language, which is spoken by nearly 99.5% of the residents
whereas only 10.2% of the residents speak in English (Cultural Atlas, 2019). This appears to
be the greater challenge and issue for the University of Hertfordshire to establish its
operations in the Chile market. In order to cover the market, the university needs to establish
itself as an English university or have to hire different professionals with expertise in Spanish
language to teach different courses of the university.
Costly Education of Chile
In Chile, tertiary education is very expensive. The average of around $5,900 as a tuition fees
has to be paid at the best private universities of Chile (Figueroa, 2016). Consequently, many
of the students require loans from the bank. On the other side, cheaper education is provided
by the Public universities but in the Chile market, they do not offer quality education. Being a
public university, Hertfordshire can convert this issue into an opportunity by offering quality
education to the students of Chile as affordable fees.
Demand for Public Education
The education ministry of Chile claims that they are working towards offering free of cost
quality education, providing access to all the residents, and endorsing social inclusion and
equality. However, the real side it that it is not meeting its promises. The reality is that the
inferior quality public schools are being subsidized with tax money, while only wealthy
people are able to have enough money to let their children get an education from higher-
quality private schools (Figueroa, 2016).

MARKETING ACROSS CULTURES 5
Analysis of External Environment
PEST Analysis
The full form of PEST is Political, Economic, Social, and Technological forces that have a
major influence on the operations of an organization (Doherty, Steel and Parrish, 2012). Both
new business and veterans must involve PEST framework in their marketing plan. It can
assist in recognizing the important alterations in the social, technological, economic, and
political landscape (Davenport, Bensoussan and Fleisher, 2012). Some of the forces that can
influence the performance of University of Hertfordshire in the Chile market are as follows:
(Refer to Appendix 1)
Political Forces
Chile is placed in South America with the republican, democratic, and representative political
scenario. The political stability reflects that the University of Hertfordshire can introduce its
business operations in the Chile education industry (Thisis Chile, 2009). Considering its
democratic stability Chile is capable enough to become the regional leader by active
cooperation with its neighbours like Argentina, Peru, Bolivia, and different states of South
America.
Economic Forces
The GDP per capita of Chile by 2006 was highest among all the states of South America.
Besides this, it has been estimated that Chile attained a $300 billion GDP in 2018, which
reflects the country has strong economic stability (The World Bank, 2018). Considering the
economic stability, the University of Hertfordshire can expand its operations in Chile,
because it will allow it to contribute towards the growth and GDP of the country.

MARKETING ACROSS CULTURES 6
Social Forces
According to the research of the World Bank, Chile is categorized as upper middle economy,
with economic stability, and low level of corruption (World Bank, 2019). The enhancing
living standard of the residents of the country is allowing them to avail quality education.
However, the inequality in the education system and increasing fees of the institutions are
forcing students to protest against the education system of the nation.
Technological Forces
The economic development and globalization are allowing technological progress in Chile.
For example, the transportation system has been strengthening in recent times. The
automation trend in the country is resulting in the development of every industry. The
developing segments reflect that the University of Hertfordshire can establish its distance
learning courses and offer online practice papers to support students to grab quality
education.
Porter 5 Force Framework
(Refer to Appendix 2)
Bargaining Power of Customer
The bargaining power of student and their parents in the education industry of Chile is high.
As students are the one who avails the services of the university in the industry and their
parents, only decide which university will be best suit for their children. According to the
analysis, it has been identified that the key factor that affects the decision of children's parents
is the distance between the school and university from their residence (Fern Fort University,
2018). Therefore, it could be said that the University of Hertfordshire should place its
institution near to the city area.

MARKETING ACROSS CULTURES 7
Bargaining Power of Supplier
The bargaining power of the suppliers in the education industry of Chile is low due to
presence of a number of educational institutions in the market.
Threat of Substitute Products
The threat of substitute products in the industry is high. As public schools and university deal
with high competition from the private schools and university, because students perceive they
get good knowledge and quality of education from the private schools (Fern Fort University,
2018). In order to compete with the private high schools, the University of Hertfordshire
needs to employ experienced staff members that can offer quality education to the students at
affordable fees.
Threat of New Entrants
As University of Hertfordshire is itself a new entrant in the Chile market, it needs to establish
itself as a quality educational public institute such that people can avail education at
affordable rates.
Competition among existing players
The competition among existing companies in the Chile education industry is high. Tuition
based school do not normally give competition as compared to state-funded schools.
However, non-public school is likely to offer some kind of challenges to the universities in
the Chile market (Fern Fort University, 2018). The University of Hertfordshire has to deal
with intense competition in the market from the private schools therefore in order to survive
in the market, company needs to properly analyze the market demand and accordingly offer
its courses.
SWOT Analysis
(Refer to Appendix 3)

MARKETING ACROSS CULTURES 8
Strength of Hertfordshire
Quality Education
The University of Hertfordshire is one of the famous universities of the United Kingdom,
which offer the quality of education to its students. The Agency of Quality Assurance for
Higher Education has established the standards and quality of provision in the University of
Hertfordshire. This agency is a self-governing body, which is focused on monitoring and
advising regarding quality and standards in higher education (University of Hertfordshire,
2018b).
Skilled Management Team
The University of Hertfordshire has a skilled and talented management team, which is
responsible to manage all the operations of the university in different countries and states
(University of Hertfordshire, 2018e). Considering the cultural difference in Chile that is
language barriers and values of residents, the management team will hire different language
and cultural experts while planning marketing strategies to enter Chile market.
Weaknesses of Hertfordshire
Lack of Capital
The University of Hertfordshire is a public university due to which it has a lack of capital that
can be used to expand the business operations in different countries.
Opportunities for Hertfordshire
Market expansion
The expansion of business is very important for every business after achieving a certain level
of success in order to attain market growth and increased customer base. The University of
Hertfordshire can expand its operations in different nations in order to promote its mission of
spreading education around the world (University of Hertfordshire, 2018a).

MARKETING ACROSS CULTURES 9
Adopting new values and culture
Expanding business operations in foreign market offer opportunity to the business to expose
itself towards host country’s values and cultures. It is known that there are cultural
differences in the Chile market; this will offer opportunity to University of Hertfordshire to
get familiar and respect different culture’s values and belief (Andes Property, 2015).
Threats for Hertfordshire
Competition
The University of Hertfordshire has to deal with intense competition in the education industry
of Chile.
Cultural difference
Cultural difference is one of the greater threats for University of Hertfordshire in the Chile
market. For example, in Chile, personal relationships are given major priority. People of
Chile take a genuine interest in others and spend their most of time socializing with each
other (Communicaid, 2018).
Action Plan
Marketing Mix of University of Hertfordshire
Product
The University of Hertfordshire offers wide choices of postgraduate, online distance learning,
undergraduate, short courses, and continuing professional development courses. Besides this,
it also offers preparatory courses, foundation degrees, and research degrees (University of
Hertfordshire, 2018c). Considering the language barriers in Chile Market, the University of
Hertfordshire will introduce different English learning courses that will support students to
learn English language such that they feel comfortable while communication with foreign
students.

MARKETING ACROSS CULTURES 10
Place
The University of Hertfordshire is presently offering its services in England, Hertfordshire,
and United Kingdom. The university is planning to expand its operations in the Chile market
by placing its institute at prime locations of the country such that it can target maximum of its
segment.
Promotion
The University of Hertfordshire makes use of mass marketing strategies in order to attract its
target market. It plans different promotional campaigns to announce its mission of spreading
quality education across the world. Similarly, the company will cover the Chile market with
the help of television advertisement, radio, billboard, hoardings, etc.
Price
The government of Chile has introduced a reform in 2018, according to which poor students
will be provided with free education (Vegas, 2018). Besides this, this reform also encourages
equality in the country. The University of Hertfordshire will follow this reform and continue
to offer free and low fee education to the students of Chile.
Physical Evidence
The physical evidence provided by the University to its customers is brochures, application
forms, confirmation letters, etc.
People
The University of Hertfordshire offers different opportunities to its employees such as
training, skills development, and growth opportunities. The university possesses numerous
numbers of skilled and competent workforces that is focused on offering quality services to
its customers.

MARKETING ACROSS CULTURES 11
Process
Application Guide in University of Hertfordshire
There are numerous ways to apply for different courses at the university:
Undergraduate Courses
Source [(University of Hertfordshire, 2018d)]
Students can apply for admission at the university by UCAS extra. It provides an opportunity
for the student to apply for any of the course between 25 February and Early July (University
of Hertfordshire, 2018d).
Postgraduate Courses
Source [(University of Hertfordshire, 2018d)]
New Market Development Strategy
Market development is said to be a growth strategy that recognizes and create new market
segments for existing offerings (Solberg, 2017). A strategy of market development is aimed