Marketing Plan for Hertfordshire University Business School in Chile

This report details a comprehensive marketing plan for establishing a business school in Chile, focusing on attracting students from Chile and other countries. It begins with an introduction to the University of Hertfordshire and the rationale for expanding its educational services to Chile. The report includes an internal and external situational analysis, examining the UK higher education system and the Chilean economic and political landscape. A SWOT analysis is conducted to identify strengths, weaknesses, opportunities, and threats related to the business school's establishment. The report then outlines various marketing strategies, including offering free classes, joining local business organizations, utilizing media, organizing events, and implementing a multi-channel approach with a focus on social media marketing. A marketing plan budget is proposed, emphasizing financial organization and allocation of funds based on marketing strategies and data assessment. An action plan incorporating Porter's five forces is also provided to analyze the competitive environment. The conclusion summarizes the need for the university to implement various programs in order to reach their university to other country.

Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
1.Finding and Analysis:..............................................................................................................1
1.1 Internal situational Analysis:.................................................................................................1
1.2 External situational analysis:.................................................................................................1
2. SWOT Analysis:.....................................................................................................................2
3. Marketing strategies:...............................................................................................................3
4. Marketing Plan budget:...........................................................................................................4
5. Action Plan..............................................................................................................................4
5.1 Porter's five forces:................................................................................................................4
CONCLUSION................................................................................................................................5

INTRODUCTION
Education plays an important role developing growth and personality of an individual.
The university of Hertfordshire has been recognized among top 20% of the world's most
international universities in the times higher education world university ranking 2016. This
university has provide their educational services to more than 24600 students including
3800international students. The countries such as Chile or South Africa have completely
different cultural, economic and political systems so the university should need to implement
new strategies to attract attention of students in these countries and adapt new marketing
strategies. This report is about setting up new business school in Chile. The main aim of this
report is to formulate marketing plan and structure for business school in Chile.
1.Finding and Analysis:
1.1 Internal situational Analysis:
The number of students increases rapidly in UK higher education system. It increases
from 400.000 in the 1960s to 2000,000 in 2003. UK is considered as one of the best universities
in terms of higher education in the world (Ezekiel, Eze and Anyadighibe,2013). It comes under
top 50modern universities in UK as per Times Higher Education World University Rankings,
2015. Hertfordshire University also helps their students in providing special lessons for mental
health and well being in the society. University of Hertfordshire provides a best support in forms
of:  Counselling services: There are different services are provided such as liquor and alcohol
related issues, tension or depression, problems with relationship, food issues etc. Financial service: University offer many scholarship up to $5000 and provide many
other financial help to the students. Disability service: Providing better services to disable students and funding through
universities for disable students and also offers scholarships. Career guidance: They also provide career guidance to their students so that they an
achieve success in future. Medical support: The university also offer medical services to their students in form og
providing good doctors for health check up.
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 Student union: The information of university also provided by the student union which
helps them in attracting students towards the services of university. It helps in spreading
news about the benefit of services so that it create good brand image.
Hertfordshire University offers different business related courses for students whether they are
under-graduates or post-graduates (Musibau, Oluyinka and Long,2011). It also provides campus
accommodation facilities to national and international student.
1.2 External situational analysis:
The government has vision to implement focused leadership in order to provide stability
and comprehension the roles of business. This will be beneficial for university to promote their
services through supporting the government vision.
 The GDP per capita was $7,504.30 in 2016 and it is assumed to increased by 0.6% in
2017 which helps the students to increase their capability to spend. As Chile still faces many problems such as financial inequality therefore the HBS should
need to take advantage of this as there are large number of students who are in capable to
afford the higher education therefore the university can offer them home 2 year graduate
and 1 year post graduate course.
Competitor analysis: As Chile has many universities which are funded by government and
public but still HBS has opportunity to built the customers base in Chile as:
 They can built relationship between those universities and send the students for exchange
programs.
 They can also provide distance learning program for the students.
 They can also provide free study for the student sin order to compete with their
competitors.
 Chile has maximum number of internet users therefore the university have also chance to
provide online course which will help them in reaching to the maximum number of
population of Chile ( Withey and Panitz, 2015) . Through providing online courses they
can provide pocket friendly environment for the students and helps to capture better
market in Chile.
2. SWOT Analysis:
Following are the strengths, weaknesses and opportunities and threats which direct the
decision to open business school or not.
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Strengths:
 It ranks 21st out of 125 universities in the UK and provide sandwich placement program.
 Hertfordshire University has advanced and latest technology and great infrastructure.
 The students can afford the fees to take admission in Hertfordshire University as the fees
is affordable. Hertfordshire University provides the best scholarships to deserved students.
Weaknesses:
 Language problem may occur as As only 10.2% of Chile population are comfortable in
speaking English. Hertfordshire University faces high competition as there are large numbers of universities
are located in Chile which provides best business courses.
Opportunities:
 The students prefer private universities as it helps them in providing quality education
which improves their practical knowledge and skills of business uncertainties.
 There are large number of students of Chile who attracted towards scholarships and
grants therefore Hertfordshire University has opportunity to get benefit of inviting large
number of students of Chile (Negi,2010). The government of Chile provides their support for abroad education. They invite and
encourage other countries to come in their country for the purpose of improving
education.
Threats:
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 Mostly Chilean students prefer to study in united states' universities so it may face
difficulties to attract Chilean students towards Hertfordshire University.
 As there are many universities who provides business courses and same facilities
therefore they may face high competition with them.
 Students who speak English are less therefore it may be a chance that they are not
attracted towards Hertfordshire University.
3. Marketing strategies:
Offer some free classes/workshops: The university need to offer some free classes to the
students in Chile in order to attract them towards their educational as well as curriculum
activities. IT help them to get large number of students as the financial stability of students in
Chile is low.
Join local business organisation and networking groups: The university should need to
join local business organisation and networking groups of Chile so that they can provide the
information about their business school and their educational service. This method of
marketing s inexpensive and effective.
MEDIA: The university can also provide to Chileans about the features of their
university through advertising, print media etc. as it made a huge impact on the business school
to attract the students towards them (Shiu and Yu, 2010). They should invite journalists into
business school and send a regular flow of high quality articles.
Events: The university should need to conduct an event and invite Chileans to attend
their events in order to get knowledge about their educational services and under-graduates and
post-graduates course along with their fees. The events are easily attracted the large number of
students to move towards the university.
Take a multi- channel approach but join it up: Prospectuses is the key element and
considered as the best place to communicate information about university relating to the
educational course and extra curricular activities. The prospectus is also mentioned on digital,
social and email communication as well as any promotional items which attract large number of
customers.
Social media marketing: The university should need to advertise through using social
media such as implementing ads on Facebook, Instagram, twitter etc. which helps in attracting
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large number of students to consider their educational services and took participate in events or
programs so that they can get proper knowledge about their services and scholarship offered.
4. Marketing Plan budget:
Organize financial information: In order to create a sold marketing budget then the
university should need to organize about their financial situation. They should need to focus on
important factors and allocate their fund according to the outcome received in future. If they rely
on the marketing strategies to promote their university and attract students then they should need
to allocate funds in such a manner that brings positive results. Therefore stable financial position
is required of educational industry to adopt various marketing strategies.
Determine where the university want to spend marketing funds: There are different
marketing strategies such as digital marketing, media marketing, print media etc. Therefore if the
university has limited marketing budget then they should need to consider small print ads, online
ads, social media and email advertising to bring large number of students (Dudzevičiūtė, and
Peleckienė, 2010). The university should need to consider first that which type of media mostly
students consumes and then need to allocate funds accordingly.
Assess data and make appropriate changes: The final step of building a better marketing
budget is the analysis of the plans and procedures that helps them in improving revenue
production. Marketing is designed to attract large number of students as well as obtain benefits
through applying different marketing strategies.
5. Action Plan
5.1 Porter's five forces:
Porter helps in identifying rivals and their strategies which helps the industry to survive
in competitive environment. He identifies five forces which make competitive environment as
well as improve profitability of business. Which enable the university to survive for long term
These are:
Threat of new entrants: The new entrant in education industry brings new capacity and
desire to gain market share of country. It has many disadvantages also such as entry of new
educational institute diminishes the profit of all educational universities in Chile which bring
dissatisfaction among various rival industry.
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Threats of substitutes: As there are large number of universities situated in Chile which
provide similar educational services to the students therefore the Hertfordshire University should
ready to face challenges and implement certain strategies in order to compete with their
competitors (Baker, and et. al., 2016). They should need to follow advanced technology that
their competitors doesn't have which help them to sustain in the educational industry for long
term.
Industry rivalry: There are large number of competitors of Hertfordshire University in
Chile therefore in order to compete with their rivals the Hertfordshire University should need to
charge less fees, developing advertising campaigns, and brings improvement in their educational
services. High rivalry indicate limit profitability of industry.
Supplier power: If the educational universities are less in Chile country then it will
benefit the Hertfordshire University to grab the opportunity by inviting large number of students.
They don't need to put more efforts to attract students as the provider of educational services are
limited.
Buyer power: If the financial stability of students are good then they prefer those
universities who can provide highly educational services with better quality. Therefore the
Hertfordshire University should need to influence their behaviour by communicating to them
about the educational courses they provide at less price than their competitors (Lee, 2017). They
also need to communicate about the scholarship and rewards they offered to intelligent students.
This can easily attract large number of customers towards their services.
CONCLUSION
As per the given report it has been concluded that is is necessarily required for university
to implement various programs in order to reach their university to other country. The targeted
countries will be having a world class education which can provided or offered by Hertfordshire
University. As the Hertfordshire University belongs to UK which is well known for its
established education system, the implementation of programs plays an important role in
becoming famous and growth of business school in Chile. Such programs also helps the students
to get highly paid job in job market which indirectly helps in improving better economy of the
country. It helps the students to achieve their personal job goals in every country as they are
efficient to get job in foreign countries as well.
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REFERENCES
Books and Journals
Ezekiel, M. S., Eze, J. F. and Anyadighibe, J. A., 2013. A Study of Marketing Information
System (MIS) As a Contributory Factor in the Performance of Selected Transport
Companies in Calabar Metropolis. American Journal of Tourism Research. 2(2).
pp.154-159.
Musibau, A. A., Oluyinka, S. and Long, C. S., 2011. The relationship between strategic planning
and the effectiveness of marketing operations. International Journal of Innovation,
Management and Technology. 2(5). p.390.
Withey, J. J. and Panitz, E., 2015. Finding Appropriate Content for Training in Marketing
Management: Implications for Business School Curricula. Journal of the Academy of
Business Education. 16. p.192.
Negi, R., 2010. Factorial and regression analyses of relationship marketing antecedents and
customer loyalty: The Ethiopian telecommunications perspective. International Journal
of Electronic Customer Relationship Management. 4(3). pp.252-263.
Shiu, Y. M. and Yu, T. W., 2010. Internal marketing, organisational culture, job satisfaction, and
organisational performance in non-life insurance. The Service Industries Journal. 30(6).
pp.793-809.
Dudzevičiūtė, G. and Peleckienė, V., 2010. Marketing strategy process: quantitative analysis of
the customers’ satisfaction. Business: Theory and Practice/Verslas: Teorija ir Praktika.
11(4). pp.345-352.
Baker, M.A., and et. al., 2016. The evolution of services marketing, hospitality marketing and
building the constituency model for hospitality marketing. International Journal of
Contemporary Hospitality Management. 28(8). pp.1510-1534.
Online
Lee, M., 2017, How to Create a Social Media Marketing Plan from Scratch. [Online]. Available
through: <https://blog.bufferapp.com/social-media-marketing-plan >. [Accessed on 12
December, 2017]
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