IBS210 International Business: Target Market Recommendation Report

This report recommends China as a target market for an Australian university aiming to recruit international students. It highlights the reasons why Chinese students choose Australia for higher education, including job opportunities, quality education, safety, and proximity to their home country. The r...Read More

Running head: PRINCIPLES OF INTERNATIONAL BUSINESS
Principles of International Business
Name of the student
Name of the University
Author note

1PRINCIPLES OF INTERNATIONAL BUSINESS
Recommendation of the target market
International or foreign students can be defined as the students who travel to a country
different from their country of origin for the purpose of the tertiary study. When it comes to
distance education, Australia is considered to be one of the top destinations for international
students. In Australia, international students need Visa for studying in an Australian university.
However, students who have Scholarship sponsored by Australia and students whose origin is in
New Zealand do not require Visa for studying in Australia.
The Department of Education and training states that China is one of the biggest sources
of International students in Australia. More than 170,547 have been enrolled in different sectors
of education in the first six months of the year 2018. Moreover, the number of Chinese students
residing in Australia on a student visa is approximately 410,348 (Vassallo 2003). Additionally,
students from China comprise more than 23 percent of the total number of International students
in Australia. Therefore it can be clearly understood that China can be considered as the target
market for the mentioned university.
Before selecting China, as the target country to recruit 600 students, it is crucial to
understand why Chinese students prefer Australia for completing their educational course.
According to a good number of students, Australian Government provides lots of lucrative job
opportunities once the students complete their education (Clayton 2003). The job offered by the
Australian government is much better compared to that of China and the competitors of Australia
in the Global Market. According to other students who have arrived from China, the universities
of Australia provide high-quality education. They also consider Australia to be much safer and
peaceful compared to its competitors. Apart from that, another crucial reason stated by the

2PRINCIPLES OF INTERNATIONAL BUSINESS
Chinese students for selecting Australian universities for educational purposes is that Australia is
closer to their home country.
In order to attract students from China, the University needs to follow the below mentioned
recommendation:
 The university should increase its perceived level of safety in order to promote itself as a
safe higher education sector to the Chinese students (Morel 2012).
 Considering the fact that educational funding cut in the recent years, has imposed a
negative impact on the quality of education provided by the Australian University to the
international students, the university must assure high quality of education to gain a
competitive advantage in both Global and Australian Market of education.

3PRINCIPLES OF INTERNATIONAL BUSINESS
Reference List
Clayton, J., 2003. Writing an executive summary that means business. Harv Manage Commun
Lett, 6(8), pp.3-4.
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.