Analysis of DMU's Distance Learning Program: SWOT and Porter's Model

This report provides a strategic analysis of De Montfort University's (DMU) distance learning program. It begins with a SWOT analysis, examining the strengths, weaknesses, opportunities, and threats within the distance learning marketplace, considering both DMU's offerings and those of its competitors. The report then applies Michael Porter's Five Forces model to the e-commerce industry as it relates to DMU's distance learning program, assessing competitive rivalry, the threat of substitutes, and the bargaining power of suppliers and buyers. Key objectives are identified, along with critical success factors and key performance indicators, including strategies for enrollment, profitability, and course offerings. The report concludes with recommendations on ensuring trust and promoting the university's brand through professional web design, brand humanization, and effective communication tools like email and social media marketing. The report also includes several references to support its findings.

Running head: DMU
DMU
Name of the Author
Name of the University
Author Note

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Table of Contents
Part 1:...............................................................................................................................................2
Part 2:...............................................................................................................................................5
Part 3:...............................................................................................................................................8

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Part 1:
The given SWOT Analysis has been conducted based on the distance learning market
place environment and the courses offered by DMU, along with the courses offered by its
competitors.
Figure 1: SWOT Analysis (As created by the author)
Analysis
The SWOT Analysis is a strategic management tool which helps in the analysis of the
strengths and analysis of a certain project to be implemented, a product or a particular service
which has been launched recently. It will also help in analysis of the opportunities that the
product might face in the external environment of the business (Hill, Jones and Schilling 2014).
The threats that exist in the environment are also stated.
Opportunities:IncreasingdemandEnhancedcapabilityTechnologicalinnovationIncreasingpopulationThreatsHighstudentexpectatBetterqualityfromserLackoftrainedstaffOtheruniversitieslikeLiverpool,AngliaRuskin,AshridgeUniversiyaothers.SWO
T

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For the given analysis, the SWOT Analysis has been performed with respect to the
strategy of DMU where it plans to expand its distance learning program by offering a wide
number of courses. From the SWOT Analysis the following could be found:
 The university is a leading established university in the United Kingdom, which has a
wide range of experienced teachers who have been highly trained (Barney 2014). The
university has an international presence that has the experience of providing various
courses in the campus.
 However, when the video is uploaded, it may not be of the optimum quality. There may
also develop a situation where the student undertaking the course, is unable to
comprehend the teachings.
 Furthermore, the given distance learning program, lacks flexibility with respect to the
timings of the class specifically when the lecture is a live one. Adding to this, there is
hardly any doubt clearing sessions for the students in a personal format, this may lead to
problems in the future.
 However, as the demand for learning from the foreign universities has increased
considerably which has lead to an increased demand and the university can see to it that
they are able to harness this demand (Eden and Ackermann 2013).
 Various technological innovations like Live chats and video chatting has further
increased the success opportunities for the university.
 The major threats are the competition present like Liverpool University, Ruskin Anglia
and others.
Recommendations for the university are as follows:

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 The University can arrange for personal doubt clearing sessions so that reach distant
leaner can clear their doubts and easily connect themselves to the tutors.
 Offer courses at competitive prices. If DMU offers various courses at competitive prices
then it will be able to gain advantage over its competitor universities (Moutinho and
Vargas-Sanchez 2018).
 Lastly, for videos on different chapters, the quality and language option should be
enabled.

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Part 2:
The given Porter`s five forces model analysis the external environment of the e-
commerce industry with respect to the distance learning program offered by the DMU
Figure 2: The Michael Porter`s Five Forces Analysis (As created b the author)

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Findings:
 From the application of the Porter`s Five Forces Model to the e-commerce industry
pertaining to the distance based learning program offered by DMU, the following could
be witnessed:
 The industry has the presence of a large number of competitors with respect to the
different universities (Wheelen et al. 2017). There are many universities who are better
than DMU and are providing larger opportunities for distance based programs. High
intensity of rivalry.
 The threat of substitutes is also high as there are various online websites who are
providing the students with free courses. The courses offered by them are generally free
which saves huge costs of the students.
 The bargaining power of the suppliers who are the teachers is low as they are generally
the tutors teaching in the university or the ones who are appointed specially.
 The bargaining power of the buyers which refers to as the students is high as they have
various other options at their disposal (Slack 2015).
 The threat of new entrants is also high as online presence these days is very easy.
Objectives identified for the university:
1. Achieve enrollment of 5000 each year.
2. Earning a profit of $100000 in the first year
3. Offering more than 50 specialized courses

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Table 1:
Objectives Critical
Success
Factors
Key
Performance
Indicators
Resources
and
Competencies
required
Achieve
enrollment of
5000 each
year.
Increase
market share
through
advertisement
New Leads
Student
satisfaction
A good
advertisement
strategy
A good sales
team
Earning a
profit of
$100000 in
the first year
Offer courses
at moderate
prices
Competitor
pricing
Sales volume
A good
strategy for
marketing
Offering more
than 50
specialized
courses
Offering
variety to the
students
Client
acquisition
Rate
Student
engagement
A good
product
planning and
advertising
team

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Organizational change required
If DMU decides to invest more in the distance education based technique then it will be
required to see to it that it is able to bring about a change in the structure of the organization. A
separate distance learning department needs to be set up who will be required to see to it that the
student grievances and management is done in a clear and concise manner (Moriarty et al. 2014)
Competition present
Presently, there exists vast competition with various other universities offering the same
program.
Demand
However, as education forms and integral part of life, the demand for learning programs
is very high.
Part 3:
Ensuring promotion of culture and trust in the website:
In order to ensure that there develops trust among the students with respect to the course
offered the DMU webpage needs to ensure the following:
 Professional Web design: The design of the website should be done in a professional
manner to ensure that it looks like it belongs to a professional institute

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 Brand Humanization page- There should be a section `About us` in order to ensure that
the website viewers feel as if they can relate to the university and its offerings.
 Privacy Policy: The privacy policy of the university should also be given.
 Contact Us Section-This section should provide detailed information on how to reach out
to the university.
 Certified seal- The registration number and certified seal of the university should be
given (Andrews and Shimp 2017).
The given communication tools can be used by the University:
 Email marketing : Sending out email in form of a brochure to the potential students
 Search engine marketing
 Social media marketing- As the primary target market of the University is the students;
social media marketing would be the perfect method to contact them.
 Educational magazines can also be a method to target the audience.

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References
Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of integrated
marketing communications. Nelson Education.
Barney, J.B., 2014. Gaining and sustaining competitive advantage. Pearson higher ed.
Eden, C. and Ackermann, F., 2013. Making strategy: The journey of strategic management.
Sage.
Hill, C.W., Jones, G.R. and Schilling, M.A., 2014. Strategic management: theory: an integrated
approach. Cengage Learning.
Moriarty, S., Mitchell, N.D., Wells, W.D., Crawford, R., Brennan, L. and Spence-Stone, R.,
2014. Advertising: Principles and practice. Pearson Australia.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Slack, N., 2015. Operations strategy. John Wiley & Sons, Ltd.
Wheelen, T.L., Hunger, J.D., Hoffman, A.N. and Bamford, C.E., 2017. Strategic management
and business policy. pearson.