International Business Strategy: Attracting Chinese Students to ABC

This essay examines the strategies for attracting Chinese students to Australian universities, focusing on the case of ABC University. It highlights that Australia is a popular destination for international students, particularly from China, due to perceived better job opportunities and high-quality education. The essay identifies China as a significant target market, noting that Chinese students comprise a substantial portion of international students in Australia. To enhance its appeal, ABC University should prioritize improving safety measures and the quality of education, which has faced recent challenges due to funding constraints. The essay concludes by recommending that the university invest in digital safety equipment and educational resources to attract and retain more Chinese students, thereby strengthening its competitive position in the global education market. Desklib provides access to similar solved assignments and study tools.

Running head: INTERNATIONAL BUSINESS
International Business
Name of the student
Name if the University
Author note

1INTERNATIONAL BUSINESS
International students can be defined as students who travel to a country different from
their country of origin for gaining education qualification. Australia is regarded as one of the best
destinations for studying abroad (Morel 2012). Being a highly developed country, the mentioned
nation provides numerous facilities to the international students which are not provided by other
nation. For instance, according to a majority of students, job facility after completing study in
Australia higher compared to that of Asia and USA (Clayton 2013). Moreover, students who
have scholarship and who have their origin in New Zealand does not require any visa for
studying in Australia.
According to the Department of Education and training, Australia, China can be
considered as one of the largest sources of students who come to Australia for studying purposes.
According to survey, in the past six month of the year 2018, approximately 170,547 Chinese
students have enrolled themselves for studying in different sectors of education present in
Australia (Morel 2012). Not only that, the number of Chinese students who resides in Australia
for educational purpose is as high as 410,348. Recent survey has found out that 23 percent of the
total number of international students who are studying in Australia, comprised of Chinese
students (Clayton 2013). Therefore, China can be considered as the target market for the ABC
University.
In order to gain a competitive advantage, both in the local as well as the global
environment, it is crucial to assess the chief reasons behind the preference of Australia by the
Chinese students. One of the chief reasons behind the attraction of the students towards the
Australian universities is the job facilities provided by the Australian government (Martin, Yu
and Hau 2014). According to a majority of the Chinese students, the job facilities offered to them
in Australia after the completion of their degree is much better than that of China or any other

2INTERNATIONAL BUSINESS
competitor of Australia (Vassallo 2003). Another benefit of studying in the Australian university,
as stated by students, is the high quality of education provided by them. Apart from that, it has
been found that Australian University has a much safer and peaceful environment compared to
that of the other countries.
For attracting Students from China, the mentioned university should follow the bellow
mentioned recommendations.
1. The university must enhance its safety level by implementing digital safety equipments.
2. The quality of education in Australian universities has recently deteriorated due to lack of
educational funding (Martin, Yu and Hau 2014). In order to attract students from China,
the Australian university must enhance their quality of education.

3INTERNATIONAL BUSINESS
Reference List
Clayton, J., 2013. Writing an executive summary that means business. Harv Manage Commun
Lett, 6(8), pp.3-4.
Martin, A.J., Yu, K. and Hau, K.T., 2014. Motivation and engagement in the ‘Asian Century’: A
comparison of Chinese students in Australia, Hong Kong, and Mainland China. Educational
Psychology, 34(4), pp.417-439.
Morel, M., 2012. Writing recommendations and executive summaries. Keeping Good
Companies, 64(5), p.274.
Vassallo, P., 2003. Executive summaries: Where less really is more. ETC: A Review of General
Semantics, 60(1), pp.83-90.