International Business Development: Market Analysis & Development

This report provides a comprehensive analysis of international business development, focusing on market analysis through the STP approach (Segmentation, Targeting, and Positioning) and employing Porter's Five Forces and PESTLE analysis to evaluate the external environment of the UK educational sector. It discusses the significance of marketing in attracting students and the rationale for channel development, highlighting the importance of UK colleges in offering high-standard education. The report also examines universities actively engaging with UK institutions and uses McKinsey's 7S framework to assess the college's strategic alignment, structure, systems, shared values, style, staff, and skills, emphasizing the need for competent personnel and effective communication. Ultimately, the report aims to provide a strategic framework for XYZ college institution to attain a competitive position in the international education market.

International Business Development

TABLE OF CONTENTS
2. Market analysis........................................................................................................................1
3. Marketing significance............................................................................................................6
4. Rationale for channel development.........................................................................................6
5. Universities that are actively engaging with UK universities.................................................6

2. Market analysis
STP Approach
This approach includes segmentation, targeting and positioning aspect which in turn
helps college institution in realizing the objectives. Moreover, all such three elements clearly
indicate the target market and basis on the basis educational institute can position itself:
 Segmentation: Demographic, geographic, psychographic and behavioural are the main
four bases that can be undertaken to segment the customer base. In this, educational
institution will segment its customer base on the basis of demographic and geographical
aspect. On the basis of geographical aspect concerned educational institute will recruit
students from the colleges of Mumbai, India. Hence, it can be said that target market of
college institution will be International institute for population and Mumbai University.
Hence, by building relationship with both such institutions higher management team can
encourage them to send their students directly over here.
Further, college institution will segment its customer base on the basis of demographical
aspects such as education and profession. Hence, concerned authority will target the employees
of British Petroleum and Tesco. Both such are the leading organization of UK which in turn
places high level of emphasis on appointing highly skilled and talented personnel. In this, by
offering the courses in relation to retail and other business management concerned authority can
encourage employees of the selected companies. Thus, by making focuses on UK business units
and Educational institutes of India firm educational institution would become able to attain the
goals and objectives.
 Targeting: XYZ college institution will employ differentiated targeting strategy for
meeting the goals and objectives. The rationale behind this, target market of an
educational institution is different, one is from Indian colleges and other belongs to UK
companies such as Tesco and BP. In this, college institution would become able to
attract potential candidates when varied marketing mix is prepared. Thus, by developing
varied strategies regarding pricing and promotional aspects XYZ college institution can
attract candidates more effectually. Thus, it can be stated that differentiated strategy will
prove to be more beneficial for XYZ college institution.

 Positioning: XYZ will develop distinct image in the mind of target market such as
educational units of Mumbai and leading companies of UK on the basis of services
offered, educational courses etc. Thus, it can be stated that educational institute will
highlight the benefits of proposed courses that how it contributes in building successful
career in the field of retail and petroleum. Along with this, for encouraging students from
India XYZ will make more focus on highlighting educational courses, price and
associated benefits. Hence, by focusing on all such aspects XYZ college institution can
encourage employees of BP and Tesco as well as Indian students.
Porter five force analysis
Educational sectors needed a great change in the policies. There should be various
surveys done on the students of schools and colleges in the UK. Students must be provided the
free education and awarded with the practical knowledge. There are many reputed colleges and
schools throughout in UK. Students from various countries pay their interest in the educational
sector of UK. There was several analysis done on the educational sector to improve and make
innovative changes in this sector. Porter's 5 factor analysis on the educational sector of UK as
follows:
Threat of new entrants:
The competition in the educational sectors is regularly increasing. There are many new
colleges, schools and educational institutions are introduced. The impact of social media is also
affecting the traditional method of educating a student. This is somehow good or sometimes it
provides the wrong information’s regarding any topic. Students preferred to take the help of the
social media because it is very helpful and quick in finding the answers. This easy way of finding
answers may lead to the wrong information that the students were getting less knowledge about
their subjects. There will be favourable or unfavourable impact on the invention of new theories
or techniques in educational sectors. Many new authors are giving their theories or researches on
previously existed research, which is totally changing the definition of the educational system in
UK.
Threat from the substitutes:

In educational sectors there will be threats from the various sources of generating
knowledge. There are the duplicates of various books and notes of the authors. The duplicates
replace the proper theory made by the authors in their book which is the real threatening for the
students. They are getting wrong information about the theory made by the authors. UK has the
best educational policies it allows a student to fetch the knowledge by the practical aspects and
compile them in his notes. The students search various information through the books, social
media and various search engines. There were several differences in the educational pattern of
the different colleges and schools. This all denotes the quality of their educational techniques.
The online examinations are to be conducted by the colleges and the assignments to the students
are to given on their mail ID as they can bring the project at their home and complete it within
the appropriate time.
Bargaining power of buyers:
The attraction of the students towards this sector is now getting low day by day as they
do not want to waste their time in the lectures in spite of that they used to fetch the information
from various alternative sources. UK has the good image related with the education. There were
students from the various countries who are interested in taking education from several
institutions. The educational fees were also higher as the institutions cannot give seats to all the
students. Many students cannot afford the fees and they go for the other institutions. The books
of the reputed authors have the high demand in the market in compared with the other new
authors. Parents of the students took loans from the banks to purchase a seat in the colleges as to
give their child a better education. This should taken on the mark as to solve the problem cause
every student has the equal rights to get education.
Bargaining power of the suppliers:
Teachers or the trainers of various educational sectors are to be very good in knowledge
as they are providing knowledge to the various students from various countries. The teachers
from various reputed colleges in UK demanded to get awarded with the best salary as according
to the efforts made by them. There should be proper educational laws as to control the several
issues in the education. The educational institutions, colleges or schools have the great
bargaining power which is offering the higher fees as per the goodwill generated by these
institutions. There must be reforms in the educational policies thus the institutions should have

the percentage of seats for the students who are owns the scholarship, students from the poor
family this things need to be adopted by the educational sectors.
PESTLE analysis
In order to assess the external environmental factors that are associated with an
educational sector of UK PESTLE analysis has been conducted. It is the most effectual tool
which in turn in assessing the extent to which external factors have an impact on educational
aspects. It includes wide range of factors such as political, economic, social, technological, legal
and environmental which in turn provides deeper insight about the proposed market. Hence, by
making evaluation of all such environmental factors business unit can develop wide framework
for further aspects.
 Political factors: In the recent times, political aspects lay high level of emphasis on the
privatization of schools. In addition to this, now government authority also takes
initiative regarding making changes in curriculum which in turn contributes in the growth
and educational aspect of students to a great extent. Besides this, for providing students
with better teaching facilities changes are taken place by political authorities in terms of
skills required to become a tutor. In this way, by enhancing the level of teacher’s
educational aspects political authorities have taken initiatives regarding making
improvement in the educational aspects.
 Economical factors: There are several economic factors that have greater impact on the
educational sector of UK. In the case of stable economic condition, college institutions
are encouraged to implement unique ideas as they have more money to invest.
 Social factors: Income level is one of the main factors that have greater impact on the
decision making aspect of the students.
 Technological factors: Now, high level of growth and advancement can be seen in the
technological aspect. In the recent times, college institution provides students with e-
notes and makes more focus on developing their understanding about the concepts. In
addition to this, now teachers give power point presentation regarding the concerned
topic with the aim to make the learning highly interesting.
 Legal factors: In accordance with the legal aspects, college institutions of UK are
required to comply with the aspect of data protection system. Hence, concerned authority

has no right to disclose the personal information of students in front of others. Besides
this, in the case of offering international educational opportunities college authorities also
have requirement to comply with visa and other requirements.
 Environmental factors: Today, each and every sector makes high level of focus on the
aspect of environment sustainability. Thus, build distinct image in the mind of target
market college is required to perform all the activities in a eco-friendly manner.
Mc Kinsey 7’s framework
 Strategy: XYZ college institution will employ competent strategic framework to attain
competitive position over others. Hence, college will provide students with both
theoretical and practical knowledge that contributes in their bright future.
 Structure: Concerned college institution follows flat structure which in turn facilitates
effective communication. In XYZ, lecturers directly report to the principal about the
students and other aspects.
 System: College unit lays high level of emphasis on circulating E-guideline or routines
regarding lectures and other co-activities. This in turn provides deeper insight to the
personnel about the activities which they need to be performed.
 Shared values: XYZ focuses on teamwork and shares goals as well as objectives with the
employees by indulging sound communication system.
 Style: From assessment, it has been identified that XYZ college institution follows
participative leadership style. On the basis of such aspect, it can be said that higher
management team of college involves personnel in decision making. Moreover,
professors have better idea about the performance and ability of students so they are in
position to give suitable input for decision making.
 Staff: College institution has employed highly skilled and competent personnel with the
motive to offer quality educational services to the students. Moreover, if personnel do not
have ability in relation to explain the concepts then it directly places negative impact on
the grades and thereby satisfaction level of students.
 Skills: College institution lays high level of emphasis on appointing experience
personnel. Moreover, such kind of personnel \have better ability in relation to dealing
with the students.

3. Marketing significance
In the present era, student’s attention towards studies is increased as compared to the
former times. Moreover, for building bright future and career students must have degree of
master course. Besides this, for getting expertise in the interested field or area now individuals
take resort of International education services. Amongst the international institutions, UK
colleges have attained high level of significance. From assessment, it has been identified that UK
institutions offer higher standard and recognized qualification to the students. UK colleges have
offered remarkable opportunities to the students over the globe. Further, it has been found that
degrees and master qualification pertaining to UK has enjoyed worldwide recognition. In
addition to this, educational institutes of UK are known for the high quality and world class
services offered by them.
4. Rationale for channel development
5. Universities that are actively engaging with UK universities
Literacy is an essential skill which should be owned by all the individuals, it is helpful in
creating the memory of the incidents or to develop the discoveries. UK is best known for its
educational policies, many students from different countries have shown their preference for
studying in various schools, colleges, universities of this country. Sponsorship should be
provided to the students as to fulfil their dream such as KASP and Bolashak. These both
scholarship sponsors helps the students belongs to low income group and those who cannot
afford the charges or fees from the various universities. They provide help in choosing the right
career path to students at various fields of education including medical, engineering, commerce,
arts and literature. Mission of these organisations is to sponsor maximum numbers of students
who can take advantage of studying in different reputed colleges or universities.
Higher Education: Universities, academics and professional activities are the
educational fields which are to be done after the completion of schools. Students get enrolled for
gaining the academic qualification and study the subjects in which they are interested for career
development. UK has the educational policies in higher education is that the universities
provides under graduation for 2 years and masters of 1 years. In these 2 years a student can
explore or learn the subjects of his interest and improve his knowledge, talent and skills. Nay
great or reputed universities are providing education and they have reserved seats in the

scholarship quotas. This helps the students belongs to any category of the economy levels. KASP
and Blashak institutions help the students in building their career. They provide guidance to them
as to choose courses, colleges and universities. With the help of these sponsors graduates will be
able to learn new ideas and ethical values which eventually positive changes in them. Students
from different nations have applied through it which are in thousands in numbers annually.
Students with interested fields will apply in various courses available by these institutions:
 Medical education: Dentistry, Pharmacy, Nursing, Medical health and Science,
Medicines etc.
 Engineering: Natural science, Architecture, Civil engineering, Mechanical engineering,
Computer sciences etc.
 Commerce: Accounting, Finance, Insurance, Banking, Marketing, E-Commerce, Law,
Business administration, Economic studies etc.
 Art and literature: Education, Linguistics, Psychology, Hospitality and Tourism.
These are the courses which are organised by these institutions that provide help to students
in getting best course as according to their talent. Students at UK who cannot afford the charges
levied by the universities are being helped by these organisations which provide them the
scholarships so they can easily take courses of their desire. These administration institutions are
operating in various nations and send the students in appropriate course. They facilitate students
in learning the language and fluency in language which can help them in easy learning of their
preferred course. provides medical or health insurance, pay the travelling charges and the
coaching and tuition fees of the batch. They were also awarded funds for their monthly expenses
on food, living and further necessities. Institution organises many workshops, conference,
seminars as to implement the new ideas and helps in data collection and updating students with
the new methods in the courses, innovative technologies and introduction of various courses.
Scholars gain experiences while participating in such symposium.