HI6008 Business Research: Addressing Business Expansion in Canberra

This report, prepared for HI6008 Business Research, investigates the potential impact of expanding Holmes Campus to Canberra, Australia. The introduction outlines the rationale for choosing Canberra, highlighting its high proportion of degree holders and the education service industry. A literature review explores consumer buying behavior, market segmentation, targeting strategies (undifferentiated, differentiated, concentrated, and customized), and positioning approaches. The marketing mix, including program, pricing, place, and promotion, is analyzed within the context of higher education. The research design employs a quantitative approach, using a descriptive and analytical technique. Primary data collection involves a survey with a 5-point Likert scale administered to prospective students. Data analysis is planned using SPSS, focusing on correlation and regression to assess relationships between variables such as business expansion and consumer behavior. The report concludes with a list of cited references.

Running head: HI6008 Business Research
A study on addressing the impact of
business expansion on Holmes campus in
Canberra city of Australia

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Table of Contents
Introduction............................................................................................................... 3
Literature review......................................................................................................... 4
Consumer buying behaviour....................................................................................... 4
Market segmentation................................................................................................. 4
Targeting............................................................................................................... 5
Positioning............................................................................................................. 6
Marketing mix........................................................................................................ 6
Research design.......................................................................................................... 7
References.............................................................................................................. 10
Appendix................................................................................................................ 13

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Introduction
State which city you are currently in i.e. which Holmes Campus you are studying at
I am currently in Brisbane, Australia in which, Holmes Campus is studying at.
Chose and state the other city that you will consider expanding to (With valid reason)
I will consider Canberra city to expand the Holmes Campus. Because it is the capital city of
Australia and 47% of residents have bachelor's and higher degrees. Hence, I can attract more
students to my Holmes Campus.
Chose an industry in which your business operates (and explain whether retail,
manufacturing or services)
My business operates in the education service industry. This industry is composed of
developments that offer instruction and training on a wider category of subjects.
Explain some basic facts about the company and its brand positioning (this could be an
existing brand or hypothetical one)
Holmes campus is developed in the year of 1963. It is a multi-sectoral provider related to
education. It has faculties of higher education, vocational training, and secondary education.
Holmes Institute is engaged in offering premium quality education that makes competent as
well as, empowers its scholars to seek self-enhancement, gender, and belief, and regardless of
nationality (Holmes Institute, 2020).
This institute has a quality provider related to vocational, secondary, and higher education. It
emphasizes on international and domestic scholars. Through dedicated pursuit about the best
use of teaching and provision related to dynamic, student-cantered learning atmosphere of
Holmes enhances in its scholar coherent thought, social accountability, as well as, intellectual
integrity (Holmes Institute, 2020).

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Literature review
Consumer buying behaviour
As per the opinion of Mahajan (2017), the investigation of consumer behavior supports
marketers to predict and recognize the buying behaviour of consumers when they are buying
products and services. The investigation of consumer behaviour supports the marketers not
only to comprehend regarding purchases of consumers but also, supports to comprehend why
they buy it. Some significant personal factors can affect the buying behaviours such as
occupation, personality, economic situation, lifestyle, age, and self-concept. Along with this,
life-cycle and age have a potential effect on the purchasing behaviour of the consumer.
Market segmentation
On the other hand, Sisodiya and Sharma (2018) stated that market segmentation is the
procedure for categorizing the market about possible consumers into groups, and segments
according to several characteristics. The segments developed are the integration of consumers
who would responses similarly to marketing approaches and who share traits like similar
needs, locations, and interests.
Types of Market Segmentation
Following are kinds of market segmentation:
 Demographic segmentation
 Behavioural segmentation
 Psychographic segmentation
 Geographic segmentation
Andy-Wali and Wali (2018) opined that one of key advantageous about market segmentation
for business is its competency for supporting in identification regarding optimum distribution
approaches for new products and services. For example, it supports a firm to address feasible

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distribution platforms and outlets for products, which are targeted at several consumer
segments.
Targeting
As per the opinion of Prabowo Bramulya and Yuniarty (2020), targeting marketing is an
approach that can break a larger market into smaller segments for focusing on a particular set
of consumers within those customers. It illustrates a customer segment as per their unique
features as well as, emphasizes only on serving them. Following are different generic target
marketing approaches:
1. Undifferentiated marketing
Stukalina (2019) evaluated that this kind of targeting marketing approach emphasizes on
entire market as compared to segmenting it. This approach can employ single marketing mix
such as one product, one price, one placement as well as, one promotional effort to arrive at a
larger number of customers in that target environment.
2. Differentiated marketing or multi-segment targeting
On the other hand, Yildiz and Kara (2017) asserted that a differentiated marketing approach
is while a firm develops the campaigns that demand to at least two market segments and
targeted groups.
3. Focus or concentrated targeting
In the view of Dennis et al. (2016), a firm that uses a concentration approach selects to
emphasize on its marketing efforts on only in the specific and defined market segment. It
could offer differential benefits over other firms that market to this segment, however, it does
not focus on all of their exertions on it.
4. Customized marketing
In contrast to this, Stukalina (2019) stated that a kind of marketing technique in which, the
advertiser is making efforts to personalize the message to distinct requirements of a particular

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customer and specific subset of consumers. This kind of marketing generally targets
concerning the high net worth niche.
Positioning
As per the opinion of Prabowo Bramulya and Yuniarty (2020), the company can use pricing
and quality as a positioning strategy. This is a kind of marketing strategy where a company
can make efforts to develop a position for the brand in the mind of the target consumer. In
this case, the company set a consistent price for making positioning. It is addressed that the
Holmes campus focuses on quality providers of vocational, secondary, and higher education
as well as, emphasizes on both global and domestic scholars.
Marketing mix
As per the opinion of Andy-Wali and Wali (2018), the marketing mix is a technique to
consider the several elements that focus on promoting the brand and its products. It provides
wider instructions to put the right guidelines to consider the right products in feasible
position, at right time as well as, price.
Program
On other hand, Dennis et al. (2016) stated that the initial component in the marketing mix is
the program. It is a key decision that higher education sector should develop. Along with this,
developing initiatives that satisfy the wants and requirements of consumers are critical
marketing practices for education organizations. Under higher education, different activities
are considered in services such as research and community services, and teaching.
Pricing
In contrast to this, Sisodiya and Sharma (2018) evaluated that price is extent of money (some
other element that could be swapped) that purchaser interactions for service offered by seller.
Under higher education, price is associated with offered tuition fees and any monetary
associated concerns.

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Place
As per the opinion of Mahajan (2017), the third component of the marketing mix in higher
education services is distribution. Under higher education, the place is illustrated as
convenience of education to possible scholars in highly appropriate as well as, accessible
manner. A distinctive delivery method for education services is related to the institution to
demonstrate the courses at one location with scholars collecting for classroom education.
Promotion
According to Dennis et al. (2016), the education institute should communicate with its
services to target market by promotional approach. It is identified that promotional strategy is
associated with the plan for optimal application of elements of promotion such as sales
promotion, personal selling, publicity as well as, advertising.
Research design
Under this research, a quantitative research design is chosen to attain the research objectives.
This design focuses on statistics as per the customer experience about Holmes campus.
Moreover, this research design supports research to develop the numeric information
concerning the expansion of the Holmes campus in Canberra city of Australia.
To comprehend the data on the subject of investigation, the descriptive and analytical
technique of investigation layout is always preferable (Quinlan, et. al., 2019). It would enable
an investigator to develop thorough insight regarding different theories and other information.
When investigating the Holmes campus, a descriptive research design would support in
assessing the concerns and non-quantified topics. This kind of research design would support
an investigator for addressing the association among variables of research (Gray, 2019).
Primary Data collection method
In case of investigation, primary data is demonstrated as data that are highly collected via
investigators themselves. This kind of fact is data-oriented that facilitates in terms of deriving

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the favourable outcomes. Different close-ended questions would be created for particular
quantitative research in terms of addressing the particular investigation issue (Reilly and
Jones III, 2017).
Sources of primary data
For collecting the primary data, a survey through questionnaires would be used for capturing
first-hand information. In the case of the survey through a questionnaire, a close-ended
questionnaire structure would be executed concerning conducting research. This kind of
source would take minimum effort and time. It would also improve the research quality.
Moreover, 5- point Likert scale tool is used by research with the purpose of this research It
would be coded as 1-5. Along with this, codes are termed as strongly agree to strongly
disagree (Snyder, 2019). This survey would be conducted on 50 students of Canberra city
who wants to make the admission in Holmes Campus.
Data analysis and interpretation
In the context of this research, the whole result is illustrated in SPSS format that is evaluated
through the use of correlation and regression. Along with this, correlation is illustrated as a
statistical tool concerning evaluating the association available between two variables. These
two variables would be independent (Holmes campus) and dependent (business expansion).
The value of the correlation coefficient can be distinct from the value (-1) to (+1). It is
evaluated that (-1) value indicates the ideal negative correlation (Reilly and Jones III, 2017).
Moreover, (+1) evaluates the ideal positive correlation. However, a correlation value i.e. 0
indicates that there is no association among two variables. Moreover, unfavourable
correlation asserts that when value of one variable increase then worth of another variable
would tend for declining (Vissak, 2020).
In contrast to this, the negative correlation value indicates the evidence that while value of
one variable increase then value of other variables would also increase accordingly.

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Moreover, regression assessment supports increasing the comprehensive attitude that can be
executed for the improvement of products and services (Reilly and Jones III, 2017). Under
this context of given research, this evaluation creates competent to understand and identify
the strengths related to the association that exists between different variables. In addition to
this, regression assessment is chosen to understand the performance of the Holmes campus to
identify the extent where, specific independent variable influences the dependent variables
(Taherdoost, 2017).

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References
Holmes Institute. 2020. About us. [Online]. Available at: https://www.holmes.edu.au/
(Accessed: 25 March 2020).
Mahajan, P., 2017. Incorporating 11 p's of service marketing mix and its impact on the
development of technical education. Journal of Entrepreneurship Education, 20(2). pp. 1-16.
https://files.eric.ed.gov/fulltext/ED586037.pdf
Sisodiya, P. and Sharma, D.G., 2018. The Impact of Marketing Mix Model/Elements On
Consumer Buying Behaviour: A Study Of Fmcg Products In Jaipur City. International
Journal of Technical Research & Science, Paper Id: IJTRS-V3-I1-016 Volume, 3. pp. 29-33.
https://www.ijtrs.com/uploaded_paper/The%20Impact%20of%20Marketing%20Mix
%20Model%20Elements%20on%20Consumer%20Buying%20Behaviour%20A%20Study
%20of%20FMCG%20Products%20in%20Jaipur%20City.pdf
Andy-Wali, H.A., and Wali, A.F., 2018. Lecturers’ Leadership Practices and Their Impact
On Students’ Experiences of Participation with Implications for Marketing Higher Education
Services. Higher Education for the Future, 5(1), pp.40-60.
https://journals.sagepub.com/doi/pdf/10.1177/2347631117738640
Prabowo, H., Bramulya, R. and Yuniarty, Y., 2020. Student purchase intention in the higher
education sector: The role of social network marketing and student
engagement. Management Science Letters, 10(1), pp.103-110.
http://m.growingscience.com/msl/Vol10/msl_2019_225.pdf
Yildiz, S.M. and Kara, A., 2017. A unidimensional instrument for measuring internal
marketing concept in the higher education sector. Quality Assurance in Education. 25(3), pp.
343-361. https://www.researchgate.net/profile/Suleyman_M_Yildiz/publication/
317055795_A_unidimensional_instrument_for_measuring_internal_marketing_concept_in_t
he_higher_education_sector_IM-11_scale/links/5e419afd92851c7f7f2f1a8c/A-

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unidimensional-instrument-for-measuring-internal-marketing-concept-in-the-higher-
education-sector-IM-11-scale.pdf
Dennis, C., Papagiannidis, S., Alamanos, E. and Bourlakis, M., 2016. The role of brand
attachment strength in higher education. Journal of Business Research, 69(8), pp.3049-3057.
https://www.sciencedirect.com/science/article/pii/S0148296316000333
Quinlan, C., Babin, B., Carr, J. and Griffin, M., 2019. Business research methods. South-
Western Cengage.
Gray, D.E., 2019. Doing research in the business world. Sage Publications Limited.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of Business Research, 104, pp.333-339.
Reilly, T.M. and Jones III, R., 2017. Mixed methodology in family business research: Past
accomplishments and perspectives for the future. Journal of Family Business Strategy, 8(3),
pp.185-195.
Vissak, T., 2020. A Reviewer’s Perspective: Which Mistakes Do Authors Often Make in
Qualitative International Business Research?. In Research Methodology in Management and
Industrial Engineering (pp. 1-21). Springer, Cham.
Taherdoost, H., 2017. Measurement and Scaling Techniques in Research Methodology;
Survey/Questionnaire Development. International Journal of Academic Research in
Management., 6(1), pp.1-5.
Stukalina, Y., 2019, May. Marketing in higher education: promoting educational services and
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mes/links/5dbfe9f2a6fdcc212800afc6/Marketing-in-higher-education-promoting-educational-
services-and-programmes.pdf