7BSP1085 Marketing Across Cultures: Developing a Kenya & Chile Plan

This report presents a marketing plan for Hertfordshire Business School's potential entry into Kenya and Chile, considering the impact of Brexit. It analyzes the macro environments of both countries using secondary research and SWOT analysis. The plan addresses product and market-related issues, internal environmental factors, and formulates marketing mix strategies tailored to the education systems of Kenya and Chile. Cultural differences are taken into account in the proposed action plan, which aims to enhance educational quality and generate additional funds for the institutions. The report concludes with key insights on market entry strategies and potential challenges.

Running head: DEVELOPING AND PRESENTING MARKETING PLAN
MARKETING ACROSS CULTURES
7BSP1085
DEVELOPING AND PRESENTING MARKETING PLAN OUTLINE IN KENYA & CHILE
17073877
WORD COUNT - 2015

1DEVELOPING AND PRESENTING MARKETING PLAN
Table of Contents
Introduction......................................................................................................................................3
Product and Market Related Issues..................................................................................................3
Internal Environment Analysis........................................................................................................5
Internal Environment Analysis of Kenya....................................................................................5
Internal Environment Analysis of Chile......................................................................................6
Action Plan......................................................................................................................................7
The Marketing Mix Strategies and Action Plan of Kenya Education System............................7
The Marketing Mix Strategies and Action Plan of Chile Education System..............................8
Conclusion.....................................................................................................................................10
References......................................................................................................................................11
Appendix........................................................................................................................................13
SWOT Analysis of Kenya.........................................................................................................13
SWOT Analysis of Chile...........................................................................................................14

2DEVELOPING AND PRESENTING MARKETING PLAN
Table of Contents
Introduction......................................................................................................................................2
Product and Market Related Issues..................................................................................................2
SWOT Analysis...............................................................................................................................4
SWOT Analysis of Kenya...........................................................................................................4
SWOT Analysis of Chile.............................................................................................................5
Action Plan......................................................................................................................................7
The Marketing Mix Strategies and Action Plan of Kenya Education System............................7
Product:........................................................................................................................................7
The Marketing Mix Strategies and Action Plan of Chile Education System..............................9
Conclusion.....................................................................................................................................10
References......................................................................................................................................12

3DEVELOPING AND PRESENTING MARKETING PLAN
Introduction
Hertfordshire Business School plans to enter into Kenya or Chile market through its
business related programs of the study. Considering such marketing objective, an effective
marketing pan will be developed for the business school to enter either of the countries
(Abrahamsen et al. 2016). This business school is observed to offer several undergraduate and
post graduate courses in several educational fields including economics, accounts, management,
human resource development and digital marketing. The university also has collaboration with
placements, leading busineses and practical projects.
The objective of the paper is to analyze the effectiveness and factors affecting market
entry in two emerging economies such as Kenya and Chile. The education system in Kenya is
segmented into primary, secondary and tertiary education. Primaryandsecondary education is
offered free in Kenya with compulsory primary education (Alden, Chen and Zhao 2017). The
education system of Chile is divided into pre-primary, primary and secondary education among
which primaryand secondary education is a compulsion. Moreover, it will also focus on
evaluating the product andmarket based issues through conducting secondary research and
SWOT analysis. In addition, an action plan will also be developed through developing adaptive
andstandardized strategies by implementingamarketing theory. Culture differences will also be
considered while developing the marketing strategies based action plan.
Product and Market Related Issues
Product and market related issues while taking decision to enter Kenya or Chile market
can be analyzed through evaluating Hertfordshire Business School and universities strategic

4DEVELOPING AND PRESENTING MARKETING PLAN
capabilities (Anton 2015). Moreover, data gathered from the external analysis also revealed the
marketand product based concerns of the business school. It has been analyzed that the business
school has strategic capabilities of having good placement record and enthusiastic faculty.
However, the university is dealing with issues of decreasing European students due to visa
restrictions or tax needs that is levied on the European students by the government (Bell and
Rochford 2016). Several product substitutesare also available in Kenya and Chile education
industry because of which the educational courses offered by Hertfordshire Business School
might get affected. Kenya and Chile market also present issues regarding official language of
Chile as Spanish is the official language of the nation most of the nation’s students is observed to
migrate to countries such as Spain and Argentina.
As per the marketanalysis of Kenya and Chile it has been observed that productinstitutes’
of the business school are in the form of online degree along with several course alternatives
available (Brannen, Piekkari and Tietze 2017). The market analysis also revealed that the
university might face issues in the form of cultural and communication barrier that can present
concerns in making sure that the business school is a success.In dealing with such issues existent
in the education market of both the market, Hertfordshire Business School has the strategic
capability of offering elaborate course content in its gradation and post-graduation course (Coffie
and Blankson 2018). This business school is observed to offer several undergraduate and post
graduate courses in several educational fields including economics, accounts, management,
human resource development and digital marketing. The university also has collaboration with
placements, leading busineses and practical projects. Moreover, the university also has the
capabilities of attaining competitive advantages in these two nations as it offers exceptional
placement facilities and business collaborations with other companies (De Mooij 2018).

5DEVELOPING AND PRESENTING MARKETING PLAN
Internal Environment Analysis
Internal Environment Analysis of Kenya
Strengths- Highly skilled teachers in Kenya
 The business schools have strong ethos of sharing, openness and commitment in order to
increase parental confidence
 Parents are highly involved in educating their children in primary and secondary levels
(Grant 2016)
Weaknesses- Teachers are available to meet their parents more often
 Staff are not clear of their role in the parent relationship
 Less focus on the open events and not on the partnership activities (Leiber, Stensaker and
Harvey 2018)
 Educational curriculum are extremely stretched for certain additional activity
Opportunities- Active volunteer committee those are willing to plan and organize educational
courses (Luxton, Reid and Mavondo 2015)
 Students are highly active in schools
 Student Participation Project can be asked for their suggestions and opinions on desired
educational courses
Threats- Confidentiality is observed to be at risk
 There are increased chances that student coercion to do things they do not desire to do so
(McDONALD2016)

6DEVELOPING AND PRESENTING MARKETING PLAN
Internal Environment Analysis of Chile
Strengths- Better student education system that facilitates them to observe their future choices
 Application of advanced methods in educational processes (Schmidt 2017)
 Students desire for acquiring knowledge
 Existence of large number of tenured teachers (Taghavifard et al. 2018)
Weaknesses- Lack of support from some departments for extracurricular activities
 Overlapping testing, requirements that leads to uneven distribution of student effort
 Lack of legislation that is aligned with students needs
 Non-existence of sufficient performance indicators(Sancha, Longoni and Giménez 2015)
 Lack of responsibility in offering modified educational courses
Opportunities- Services and agriculture are the priority along with growing at a regional and
local level
 Autonomy in managing the extra-budgetary resources(Taghavifard et al. 2018)
 Training programs development along with participation in international training courses
 Likability to change the mentality of the teachers along with parents in the interest of the
students
 Decentralization education along with increasing the degree of the institutional autonomy
 Carrying out training courses by the Teaching Body Department along with the
universities(Leiber, Stensaker and Harvey 2018)
 Educational courses in the educational engineering seems to be highly attractive
Threats- Insufficient budget resources

7DEVELOPING AND PRESENTING MARKETING PLAN
 Decreased motivation of the teachers
 Lack of respect along with consideration of certain responsible factors for the teacher
profession (Sancha, Longoni and Giménez 2015)
 The disinterest of certain teachers for the development of the school along with for their
own managerial and professional training
 Less funds for development(Leiber, Stensaker and Harvey 2018)
Action Plan
The Marketing Mix Strategies and Action Plan of Kenya Education System
Product:
At the time of deciding on the education packages to be provided to the Kenyan
population, the initiation point has to be the consumers. In the Kenyan educational institutions,
the faculty expertise and the accumulated experience at the institutes denote the core resources in
order to supply this benefit. However, additional services are required for the students. Such
services include admission and registration service, counseling service and class schedules for
making pertinent choices of specialization for the students along with library facilities.
Moreover, other requirements include course materials such as books and course notes, computer
and instruction manuals need to be provided to the students as well (Abrahamsen et al. 2016).
Price:
The educational institutions in Kenya need to work hard for drawing international
students. Even though the government of Kenya would minimize its funding on the universities,
the institutions need to look for other sources for financial assistance. Therefore, having effective

8DEVELOPING AND PRESENTING MARKETING PLAN
online presence is crucial. It is probable that the students already search internet as their primary
information source for seeking admissions in foreign universities. Hence, providing a detailed
structure of the fees for different educational courses would prove to be fruitful (Alden, Chenand
Zhao2017).
Place:
For the Kenyan education system, it needs to keep pace with the increasing globalization
of society over the recent decades along with quick flows of ideas, people, information and
technology. Therefore, the leaders of the nation need to analyze their existing international
engagement along with formulating strategic agenda for future. Therefore, it is necessary for the
Kenyan government to send more students abroad in order to prepare them for effective
communication with people belonging to various cultures and backgrounds (Anton2015).
Promotion:
For the Kenyan education system, the government needs to appoint attractive and
articulate spokespersons that travel the nation for attempting to convince the high school students
that a specific institution is best fitted for them. There are certain colleges and universities in
Kenya having comprehensive programs. Therefore, these institutions could think of using
recruiters and brochures along with other promotional tools like videos, slide shows, personal
letters, advertisements, telemarketing and slide shows for attracting the students (Deresky2017).
The Marketing Mix Strategies and Action Plan of Chile Education System
Product-

9DEVELOPING AND PRESENTING MARKETING PLAN
In case of Chile education system, the main services required within the institutions
include effective placement cells, better quality residential facilities and strong network of
exchange relationship with business organizations. This is because these services add value to
the educational services offered by adding to the utility obtained from the overall offer.
Therefore, the marketing strategy that could be applied for service products like education, the
above-stated services need to achieve a level of quality that allows them in becoming
competitive strength (Brannen, Piekkariand Tietze2017).
Price:
As Chile is a small nation with limited number of educational institutions, the choices of
programs are much limited compared to the other developed and bigger nations. This is because
smaller population implies that there is absence of adequate local students to support different
educational courses and therefore, it needs to look for overseas students, as in the case of Chile.
Hence, in terms of pricing strategy, it is advised to include additional educational courses at
affordable rates for the foreign students for raising funds (Coffieand Blankson2018).
Place:
The competitiveness of the educational system of Chile relies on attracting some brightest
and best minds of the world. The international students bring academic, economic as well as
cultural benefits to communities and campuses (De Mooij2018). These students would provide
global insight to the students of Chile not having the opportunities of studying abroad. Hence,
the government needs to attract students from foreign nations for making its students accustomed
with different cultures and religions.
Promotion:

10DEVELOPING AND PRESENTING MARKETING PLAN
In case of Chile education system, the institutions could think of utilizing the computer
technology for employing a vast number of students, parent, alumni and donor volunteers for
assisting in recruiting undergraduates in order to raise funds. Therefore, the promotional
packages need to portray a correct picture of the college or the university (Hitt, Liand Xu2016).
Finally, they could think of using brochures, internet-based advertisements and word of mouth as
communication tools for reaching out to the students.
Conclusion
The objective of the paper was to analyze the effectiveness and factors affecting market
entry in two emerging economies such as Kenya and Chile. Moreover, it also focused on
evaluating the product andmarket based issues through conducting secondary research and
SWOT analysis. It was gathered from the paper that the university might face issues in the form
of cultural and communication barrier that can present concerns in making sure that the business
school is a success. Based on such analysis, marketing strategies have been formulated by using
the marketing mix for both the Kenyan and Chile education systems. The intention is to enhance
the quality of education, which would result in generation of additional funds for the institutions.

11DEVELOPING AND PRESENTING MARKETING PLAN
References
Abrahamsen, M.H., Henneberg, S.C., Huemer, L. and Naude, P., 2016. Network picturing: An
action research study of strategizing in business networks. Industrial Marketing
Management, 59, pp.107-119.
Alden, D.L., Chen, Q. and Zhao, X., 2017.Building Global Brand Communities: Consumer
Practices and Creolization. In The Customer is NOT Always Right? Marketing Orientationsin a
Dynamic Business World (pp. 136-139).Springer, Cham.
Anton, R., 2015. An Integrated Strategy Framework (ISF) for Combining Porter's 5-Forces,
Diamond, PESTEL, and SWOT Analysis.
Bell, G.G. and Rochford, L., 2016. Rediscovering SWOT’s integrative nature: A new
understanding of an old framework. The International Journal of Management Education, 14(3),
pp.310-326.
Brannen, M.Y., Piekkari, R. and Tietze, S., 2017. The multifaceted role of language in
international business: Unpacking the forms, functions and features of a critical challenge to
MNC theory and performance. In Language in International Business (pp. 139-162). Palgrave
Macmillan, Cham.
Coffie, S. and Blankson, C., 2018.Strategic prescriptive theories in the business context of an
emerging economy. Journal of Strategic Marketing, 26(5), pp.373-384.
De Mooij, M., 2018. Global marketing and advertising: Understanding cultural paradoxes.
SAGE Publications Limited.

12DEVELOPING AND PRESENTING MARKETING PLAN
Deresky, H., 2017. International management: Managing across borders and cultures. Pearson
Education India.
Grant, R.M., 2016. Contemporary strategy analysis: Text and cases edition. John Wiley & Sons.
Hitt, M.A., Li, D. and Xu, K., 2016. International strategy: From local to global and
beyond. Journal of World Business, 51(1), pp.58-73.
Leiber, T., Stensaker, B. and Harvey, L.C., 2018.Bridging theory and practice of impact
evaluation of quality management in higher education institutions: a SWOT analysis. European
Journal of Higher Education, pp.1-15.
Luxton, S., Reid, M. and Mavondo, F., 2015.Integrated marketing communication capability and
brand performance. Journal of Advertising, 44(1), pp.37-46.
McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice. In The
marketing book (pp. 108-142).Routledge.
Sancha, C., Longoni, A. and Giménez, C., 2015. Sustainable supplier development practices:
Drivers and enablers in a global context. Journal of Purchasing and Supply Management, 21(2),
pp.95-102.
Schmidt, C.R., 2017. Technology’s Impact on the Marketing Function. STRATEGIC
MANAGEMENT, 22(3), pp.19-28.
Taghavifard, M.T., AmoozadMahdiraji, H., Alibakhshi, A.M., Zavadskas, E.K. and Bausys, R.,
2018. An Extension of Fuzzy SWOT Analysis: An Application to Information
Technology. Information, 9(3), p.46.

13DEVELOPING AND PRESENTING MARKETING PLAN
Appendix
SWOT Analysis of Kenya
Strengths
 Highly skilled teachers in Kenya
 There is a history of successful open
day events (Deresky 2017)
 The business schools have strong ethos
of sharing, openness and commitment
in order to increase parental confidence
 Parents are highly involved in
educating their children in primary and
secondary levels (Grant 2016)
 Increased willingness of PTA to
participate
Weaknesses
 Teachers are available to meet their
parents more often
 Current open day’s events are not
increasing voluntary activities (Hitt, Li
and Xu 2016)
 Less existence of staff time in planning
more events
 Staff are not clear of their role in the
parent relationship
 Less focus on the open events and not
on the partnership activities (Leiber,
Stensaker and Harvey 2018)
 Educational curriculum are extremely
stretched for certainadditional activity
Opportunities
 Active volunteer committee those are
willing to plan and organize
educational courses (Luxton, Reid and
Mavondo 2015)
 Students arehighly active in schools
Threats
 Confidentiality is observed to be at risk
 There are increased chances that
student coercion to do things they do
not desire to do so (McDONALD2016)

14DEVELOPING AND PRESENTING MARKETING PLAN
 Student Participation Project can be
asked for their suggestions and
opinions on desired educational courses
 Use of parents in contributing to
curriculum activity
 Head teacher is willing flex curriculum
in order to free up teacher time
(Sancha, Longoni and Giménez 2015)
SWOT Analysis of Chile
Strengths
 Better student education system that
facilitates them to observe their future
choices
 Application of advanced methods in
educational processes (Schmidt 2017)
 Students desire for acquiring
knowledge
 The profile of class is developed in
accordance with needs of labor market
 Existence of large number of tenured
teachers (Taghavifard et al. 2018)
Weaknesses
 Lack of support from some departments
for extracurricular activities
 Conservatism of few teachers in the use
of advanced strategies
 Formalism existence in some activities
 Lack of responsibility in the
educational and decisional act(Sancha,
Longoni and Giménez 2015)
 Overlapping testing, requirements that
leads to uneven distribution of student
effort
 Lack of legislation that is aligned with

15DEVELOPING AND PRESENTING MARKETING PLAN
students needs
 Non-existence of sufficient
performance indicators(Sancha,
Longoni and Giménez 2015)
 Lack of responsibility in offering
modified educational courses
Opportunities
 Services and agriculture are the priority
along with growing at a regional and
local level
 Autonomy in managing the extra-
budgetary resources(Taghavifard et al.
2018)
 Training programs development along
with participation in international
training courses
 Autonomy in managing extra-
budgetary sources
 Collaboration with local council along
with city hall for the realization of
investment projects(Sancha,
Longoniand Giménez 2015)
 Likability to change the mentality of
Threats
 Insufficient budget resources
 Decreased motivation of the teachers
 Increased computerized distribution of
the graduate students based on students
school results along with lack of
relation to their skills(Taghavifard et al.
2018)
 The precarious material situation of
certain rural families
 Lack of respect along with
consideration of certain responsible
factors for the teacher
profession(Sancha, Longoni and
Giménez 2015)
 The disinterest of certain teachers for
the development of the school along

16DEVELOPING AND PRESENTING MARKETING PLAN
the teachers along with parents in the
interest of the students
 Decentralization education along with
increasing the degree of the
institutional autonomy
 Carrying out training courses by the
Teaching Body Department along with
the universities(Leiber, Stensaker and
Harvey 2018)
 Educational courses in the educational
engineering seems to be highly
attractive
with for their own managerialand
professional training
 Less funds for development(Leiber,
Stensaker and Harvey 2018)
 Legislative instability along with the
curriculum in the educational system
 Teacher mobility in certain disciplines
 Decreasing the number of hours in
certain educational disciplines