Consumer Psychology Report: Marketing Analysis of the British Council

This marketing report provides a detailed analysis of the British Council, focusing on consumer psychology and marketing strategies. It begins with a brief background of the organization, its mission, and its presence across various countries. A PESTLE analysis is conducted to assess the political, economic, social, technological, environmental, and legal factors impacting the British Council's operations. The report identifies the UN Sustainable Development Goal of 'Decent Work and Economic Growth' as relevant to the brand, justifying its selection based on the target market's needs and the brand's positioning. The marketing objective is defined as increasing the average customer lifetime value, with strategies for achieving this objective, such as enhancing educational services and marketing communications. The target market analysis explores the issue of youth unemployment and the role of educational brands in addressing it. A competitive analysis examines key competitors in the educational industry. The report then offers recommendations for achieving marketing objectives and implementing the UN Sustainable Development Goal, based on consumer behavior theories. References are also provided.

RUNNING HEAD: MARKETING 0
CONSUMER PSYCHOLOGY: BRITISH COUNCIL

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Contents
Consumer psychology: British council...............................................................................3
Brief background............................................................................................................3
UN sustainable Development goals –............................................................................5
Marketing objectives.......................................................................................................5
Target market analysis...................................................................................................6
Competitive Analysis and Trends in External Environment...........................................7
Recommendations for achieving marketing objective and implementing the UN
Sustainable Development Goal based on frameworks and theories of consumer
behavior..........................................................................................................................8
Concluding remarks...........................................................................................................8
Info graphic........................................................................................................................8
References.......................................................................................................................10

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Consumer psychology: British council
Brief background
British council is the organization based in United Kingdom that specializing in creating
educational opportunities to the target segment. The company is headqurteed in
London, United kingdom. It was founded in 1934 for with the objective to educate the
target population about the language English and the British culture across the nation
and in other countries. The CEO of the British council company is Sir Ciaren Devanee
(British Council, 2019). It is considered one of the most profitable organizations in the
education industry. The British council is considered one of the renowned educational
organization which has established its presence in seven countries that include
Argentina, Canada, Brazil, Chile, Colombia, Mexico, Peru, United states, Uruguay,
Venezuela, and various other parts of Africa (Ahn, 2017). The organization is the non-
profit organization governed by Royal Charter that is public corporation sponsored by
foreign and commonwealth office. The education organization has worked in more than
100 countries that promoted higher level of English language and other cultural,
technological, scientific areas.
British council is the company that operates in UK. Various factors that include political,
social, cultural and environmental affect the company in various ways. The following is
the pestle analysis
Political-
Various political factors affect the British council workings. The UK is governed by the
Monarch rule currently Queen Elizabeth but the role of the monarch is ceremonial in
nature (Amanchukwu, 2015). Besides this, the democratic procedure is used for
electing the prime minister who is there for five years rule in the country. The name of
the four parties that govern the country are Labor, Conservative, Liberal democrats and
Scottish Nationalist party. The recent political move of Brexit where the England left the
European Union affected the UK in major ways. The moves lead to the high level of

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political instability in Britain thus affecting the business environment of the educational
organizational British council.
Economic-
United Kingdom enjoys the profitable GDP across the nations. The GDP value of the
country ranks at fifth position. In 2008, the recession has affected the economy of the
country in the bad manner thus leading to high level of losses in the British
organizations (Anderson, 2017). After a point of time, the situation of the country
improved thus leading to the improved purchasing power among the consumers. It has
also become the favorite destination for various companies to invest in the country.
Social-
Various social factors affect the companies operating in UK. According to certain
statics, the population in the country is getting older as couples are less inclined to plan
families in pursuit of higher career or educational goals. The youth are comprising the
population of the country so the British council has the disadvantage as it has the large
share of its target segment who are youths are declining (Anacleto, 2014).
Technology-
UK is considered one of the most technologically updated countries as it has allowed
higher degree of FDI in the technological sector. The high investment in technology has
impacted the country in the positive way thus helping the educational organization to
achieve the great heights by using technology in the productive manner (Angelini,
2015).
Environmental-
Various environmental activities affect the company in the best manner possible. It had
affected the organizational that include the climate change initiatives by the UK. These
initiatives had affected in various manner leading to inability in the organization (Anwar,
2017).
Legal-

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British council is located in many parts of the globe. In every country it has to follow the
set rules and regulations of the country. In past, there has been various issues that led
to the trouble with the company where it was not able to protect its resources and rights
in the effective manner (Afsar & Masood, 2018).
UN sustainable Development goals –
The focal target segment are the youths and the target segment were arrived at by
researching about various campaigns launched by the company and understanding its
ways of doing things in the best possible manner. The sources used to convince that
target market cares about the chosen goal of SDG is by researching about various
articles in the newspaper such as guardians and economic times where youths are in
need for the decent work and care about the economic growth of the country
(Amanchukwu, 2015). The UN sustainable development goal selected is the decent
work and economic growth. This is the eighth most important goals of the UN
Sustainable Development goals. It is concerned with the providing the best and suitable
environment for the target working population to work.
It is concerned with the objective of ensuring the effective development of the
employees in the organization. It ensures that employees in the organization have the
best working environment where they are able to balance their work and personal life in
the best manner (Banks, 2016). The goal is concerned with the balancing the employee
satisfaction with the overall economic growth of the country and the organization. it
ensures that employees in the organization works in the productive manner in a way
that secures the highest economic growth of the country and the organization. Under
the goal, the target selected by the British Council is to reduce the proportion of the
unemployed youth and those who are not in education and training by 2020 (Anwar,
2017).
The chosen goal is considered relevant to the brand because, the brand is in the
educational sector and is focused on empowering the youths by providing them
effective educational training and employment through right measures. The educational
organization that is British council is into providing the best education to the youths. The
goal will be helpful in directing the efforts of the organization towards the efforts of

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providing the best working environment and ensuring the economic growth of the
country or organization.
Marketing objectives
The marketing objective of the Educational organization that is chosen is increasing the
average customer lifetime value. The average customer lifetime value can be increased
by providing them the best educational services and training to the proposed target
audience (Asarnow, 2017). These marketing objectives will be helpful in achieving the
goals of the organization in the best possible manner. The average costumer lifetime
value can be increased by providing the best hospitality and treatment to the target
population. It can also be achieved by selecting the right ways of educating the target
population.
Marketing is all about attracting the target population towards the brand. Right tools of
marketing can be used such as public campaign and ads. These campaigns and ads
can start a positive issue of educating the target population about the positive impact
delivered by the brand. Various other important promotional activities can also be used
where the attractive discounts and incentives could be provided to the target audience
(William,, 2019). These incentives can also be used in achieving the right ways of
getting things done. The effective marketing communication to the audience will result in
increased customer satisfaction resulting in better achievement of the marketing
objectives.
Target market analysis-
Homelessness is on the rise in United Kingdom. The main reason behind the rise of
homelessness in UK is the non- availability of the jobs including skilled and non-skilled
jobs in the UK for youths. In the recent study, it was found that there has been rise in
the college dropouts among the youths (Anacleto, 2014). The various reasons behind
the rise in the college dropouts among youths are increasing level of addiction including
smoke and alcohol. The youth are getting into various illicit activities during their high
school time. Some of the other reasons include is the political instability, low economic
growth and non- availability of skilled jobs. In the study, it was found that there has

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been decrease in the unemployment rate but the decrease is not that satisfactory (l
Jihan, et al., 2019). It has become essential that the youths learn the certain skills to
achieve the stated goals of the nation. Some other reasons that were found behind the
unemployment is the growing parental pressure on the youths to follow certain career to
become successful. The pressure makes the youths to leave education and that
indulges them into illicit activities.
It is the responsibility of the Educational brands like British council to analyze their
target market by providing them the various workshops on development of the skills.
The right skills developed in the youths will promote better qualifications in the areas
and they will be able to get the right jobs in time. The British council can advertise their
workshops in the creative manner so that the youths get attracted towards it to join it.
the company should also organize various recreational programs for youths as it would
help them in reviving them from the depths of misery thus giving them the chance to
achieve their stated goals in the career (Kemakorn,, 2014).
Competitive Analysis and Trends in External Environment
British council is one of the renowned companies in the educational industry of the
globe. The organization had achieved various UN sustainable goals. The company is
not alone in the sector. There are various competitors of the company that are idp,
Cambridge, inlingua, and simple learn (Brigham, 2012). These competitors are equally
good in terms of providing services, revenue and economic growth. Every company
has its own competitive advantage that keeps its target market of education intact. In
recent times, simple learn has come up with innovative ways of teaching the target
audience by conducting various online seminars and sessions online. The British
council has been in a tough position, as it has to fight with the new ways brought down
by its competitors in the market. It has to fight aggressively to maintain its market share
in the UK market (Baş & Beyhab, 2017).
In the educational industry, due to the increasing technology various changes have
been brought in the sector. There have been dynamic trends in the sector. These trends
include changing style of consumer preferences, rapidly evolving technology, and
increasing career avenues (Kemakorn,, 2014). The first trend that is the changing

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pattern of the consumer preferences that deals in the change in the innovative ways of
doing things where new patterns are used to deliver the information to the target
consumers.
In today ‘s world, the target consumer more used to receiving the information in the
form of e books and online materials. The second important trend include rapidly
evolving technology where new ways of delivering information are used. In a study
published, there has been change in the technology in every three seconds. The
changing technology puts pressure in the educational platform to evolve according to
the needs of the population in the best possible manner (Mountain Gear Blog, 2019).
Recommendations for achieving marketing objective and implementing the UN
Sustainable Development Goal based on frameworks and theories of consumer
behavior
The stated marketing objective and the development goals can be achieving by
organizing various youth workshops on the development of the skills and attributes. The
right development of the skills and attributes will improve the rate of employment in UK,
as youth will be capable of getting the jobs according to their needs and expectations
(Asarnow, 2017). The organization of the workshops will be helpful in getting the
achievement of the goals of decent work and economic growth as youths will be able to
decide them about the type of the work that they find decent. One of the most important
consumer behavior theory used in the context is the Pavlovian theory as in the
consumer initiative organized by the British council, it will be helpful for the youths to
achieve the highest possible needs by working on the job they love to do as the council
will be developing the skills of their interest (Amanchukwu, 2015).
Concluding remarks
The objective of reducing the unemployment rate can be achieved with the coordinated
efforts of the education industry. One of the most important ways of achieving these
objectives is by studying about the costumer psychology and bringing in those methods
that appeal to them in long run. it becomes essential to understand the youths as they

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can develop the skills by developing it. The right set skills developed will improve the
working conditions of the youths thus improving the economic growth of the employees.
Info graphic

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References
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uncertainty avoidance, and innovative work behavior of nurses. The Journal of Applied Behavioral
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context of Business Simulation Game. Journal of Service Research and Studies, 7(4), pp. 151-164..
Amanchukwu, R. S. G., 2015. A review of leadership theories, principles and styles and their relevance to
educational management. Management, 5(1), pp. .6-14..
Anacleto, S., 2014. External Factors Influencing Change. [Online]
Available at: https://prezi.com/ciyxf0zwnxj9/external-factors-influencing-change/
[Accessed 26 July 2019].
Anderson, M., 2017. Reviewing leadership styles: Overlaps and the need for a new ‘full range’theory.‐
International Journal of Management Reviews, pp. 76-96..
Angelini, M., 2015. Percepciones sobre la integración de modelos pedagógicos en la formación del
profesorado: la simulación y juego y el flipped classroom.. Education in the Knowledge Society, 16(2), pp.
16-30..
Anwar, S. T., 2017. Zara vs. Uniqlo: Leadership strategies in the competitive textile and apparel industry.
Global Business and Organizational Excellence,, 36(5), pp. 26-35..
Asarnow, J. R. H. J. L. B. K. N., 2017. Cognitive-behavioral family treatment for suicide attempt
prevention: a randomized controlled trial. Journal of the American Academy of Child & Adolescent
Psychiatry, pp. 506-514.
B., 2012. Fundamentals of Financial Management. United States: Cengage.
Banks, G., 2016. A meta-analytic review of authentic and transformational leadership: A test for
redundancy.. The Leadership Quarterl, pp. 634-652..
Baş, G. & Beyhab, Ö., 2017. Effects of multiple intelligences. International Electronic Journal of
Elementary Education, pp. 365-386.
British Council, 2019. British council. [Online]
Available at: https://www.britishcouncil.org/english
K. C., 2014. Happiness at work of employees in small and medium-sized enterprises, Thailand. Procedia-
Social and Behavioral Sciences 25 (2011), pp. 189-200.