Marketing Across Cultures: Hertfordshire Business School Singapore

This report examines the marketing strategies for the expansion of Hertfordshire Business School into Singapore, considering cultural differences and market-related issues. It includes a SWOT analysis, PESTEL analysis, and Porter's Five Forces model to assess the market environment. The report outlines an action plan with standardized and adaptive strategies, focusing on the 7Ps marketing mix. It also discusses cultural differences between the UK and Singapore, and details the chosen mode of market entry (direct exporting). The assignment aims to evaluate global markets and cultures to effectively manage marketing operations, providing insights into the challenges and opportunities of international market expansion.

Running Head: Marketing
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Marketing across Cultures
Expansion of Hertfordshire business school into Singapore
12/22/2019

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Contents
Introduction........................................................................................................................2
Market-related issues (Finding and evaluations)...............................................................2
SWOT................................................................................................................................3
An action plan that includes standardized and adaptive strategies..................................4
PESTEL.............................................................................................................................6
Porter’s 5 Model.................................................................................................................7
Cultural differences............................................................................................................8
Conclusion.......................................................................................................................10
References.......................................................................................................................11

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Introduction
The assignment is prepared in regards to marketing across the cultures of two different
countries. The one in the United Kingdom where is the university Hertfordshire business
school is already situated and the country Singapore is the one where the university will
be open. So the cultures and marketing strategy of both the countries will be identified
in this assignment (Mullen, et al., 2013). The main purpose of this assessment is to
evaluate those global markets and cultures so that marketing operations can be
managed. The mode of marketing entry will be elaborated in this report and an action
plan will be outlined to understand the global corporation in an effective manner. The
cultural differences will be evaluated so that the strategies can be prepared to deal with
the new market which will also be stated in this assignment.
Market-related issues (Finding and evaluations)
Singapore is an advanced country with a technology hob so there are many market-
related issues that the university has to face. Hertfordshire business school has to be
updated with the new processes and the technologies to stray in connection with their
targeted people. The excise taxes are very high and even the competition level is also
higher. It was found that Singapore is the country with the highest literacy rate so
people over there are very much concerned about the education system (Skoric and
Poor, 2013). To open the university over there the well skilled and qualified staff and
teachers are required which is the biggest issue. Even the universities are very much
which are providing the high-quality education system so this is the market issue that
how to compete for the universities.

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SWOT
Strength: Hertfordshire business school provides eth quality education to the students
so it attracts many students. The tuition fees charged by this university are affordable.
The faculty members in the university are well qualified and experienced so the positive
reputation of the university has maintained (Finlan, 2013). Even the parents can be
confident while sending their students to this university as Hertfordshire business school
has gained parental confidence and there is the PTA willing to participate.
Weakness: The University has a small campus and there was a lack of space that
creates the ibises in the university. In university, there were no strong alumni and even
there was no counseling and it results in week students in the university. If there are
some additional actions happen in the university then the curriculum which is given to
the students is too stretched (Mele, et al., 2015).
Opportunity: The students have many opportunities while studying in this university
such as they provide career-oriented programs and seminars and even arrange the job
fairs which attract the students more. The university has also built up a good
relationship with the other universities so it helps in finding the new source of income
(Chia, 2015). The opportunity is to flex the curriculum freely by the headteacher of the
university to expand the growth.
Threat: In Singapore, there are many universities that are famous for their studies. The
studies of Singapore are considered as the best and the students over there are also
active in taking admissions in the best one so by opening the university in Singapore
there are many threats as the competitions are very tough (Mele, et al., 2015). The

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competition in the education sector is high in Singapore and there are many well-known
universities situated.
An action plan that includes standardized and adaptive strategies
Marketing strategy and theory: The marketing strategy of the University is to gather
the many students so that they can provide education to the maximum students. Their
main motive is not to make the profits but to educate the people as much as they can.
Even they are providing free education for the preprimary students and for those who
can’t afford it. So their marketing strategy is to increase the admission of the students in
their university by providing them the efficient staff and a free educations system. The
7Ps marketing theory has used which has explained below:
Program: The universities have to choose the best programs so that they can provide a
higher level of educations to their students. The critical marketing activity for the
Hertfordshire business school is that they have developed the program which will satisfy
the needs and wants of the students (Powell, et al., 2014).
Pricing: The pricing issues have seemed in the universities. So in Hertfordshire
business school, the prices will be affordable and there is also a free education system
for the students who can afford it. Even the tuition fees are reasonable so the major
students are getting attracted to it.
Place: The University has decided to open the university in the mid place of the market
so that it becomes easy and convenient for every student to come (Finlan, 2013). The
availability of education and programs for the higher education people is the major

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factor so the convenient place is selected so the best education service can be
delivered.
Promotion: The promotion is done to target market through sales promotion,
advertising, personal selling and through social media sites. Social media plays a major
role in promoting educational institutions and also understand the primary concerns of
the students.
People: The employees, staffs, well-qualified professors and the students are the
people of the Hertfordshire business school. The administrative staffs and the teaching
faculty are the major people who deliver the best services. The attitudes and behavior of
teaching staff only attract the students in the university (Chia, 2015).
Process: The ethical and legal process has been chosen by the Hertfordshire business
school which relates to the administrative system of the university. The process-related
to learning, enrolment, sports activities, etc. refers to the things happen in the institution.
Physical evidence: As the university is providing a higher level of education so it is
needed as it offers the intangible nature of services (Akaka, et al., 2013). From
infrastructure services to broachers the evidence is needed to attain the level of
satisfaction among the students and the potential customers.
Mode of entry in the market: The University has entered the Singapore market
through the mode of direct exporting as this method is convenient to enter the foreign
market. This method is easy to enter in the international market and also provides the
fast enter with the lower cost and risk. In this marketing there is no role of the
middleman, the universities itself promotes their education system to the students

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through the mail, newspapers, etc. (Brown, 2015). In this mode of marketing, the
intermediaries are eliminated and the profits are generally higher. The universities direct
target to the students and through the distribution channels profits attained in the
international market.
PESTEL
Political: The government of Singapore is very supportive of business development
and especially in terms of opening the universities. The government over there wants a
higher level of literacy rates so they always promote the education level (Laufs and
Schwens, 2014). The political risk is lower in Singapore as it is a democratic country.
Social: The students of Singapore not only give importance to the education system but
for them, the values and beliefs, tradition, norms are also valued so the students over
there are active in social culture things also. The younger generation follows family
values with western culture (Belk, et al., 2013).
Economical: The economic growth and the GDP rate of Singapore are increasing and
they have a good employment rate as the literacy rate over there is high. The inflation
rate is not high and the purchasing power of the people in Singapore is good. The
development in Singapore has been done at a rapid rate as the economy is a free
market.
Technological: In terms of technology Singapore is considered the best country and
they are also known as the technology hub as they are very much advanced and

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updated in terms of technology. The technology is the strongest in Singapore so the
universities have to be updated in terms of any updating (Wills, et al., 2018).
Environmental: The environment over there is not that much worst but still it is not
predicted. In any fluctuation environment, the students have to face many issues. In
Singapore, the pollution level is less which is the best factor for the students as they
want to study in the environment where the fresh air can be taken.
Legal: The legal system of Singapore is strict as there are many rules and regulations
that are created which are related to cross border and e-commerce policies (Holtbrügge
and Baron, 2013). The legal system over there promoted the education system so the
rules are favorable for universities and schools.
Porter’s 5 Model
The threat of New Entrants: In Singapore, the literacy rate is higher so the number of
the threat of universities is higher. There are many universities and school which are
serving the best services.
Supplier power: There is a large number of the supplier in the market so the supplier
power is low. Although in Singapore the universities are very expensive so this
university Hertfordshire business is offering the services at a lower cost.
Buyer Power: The buyer power is higher as there many students who come from a
different places to take the education from Singapore. Better quality education is
demanded by the students and the university capture more value by cutting their prices
from the other universities.

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The Threat of Substitutes: The Hertfordshire business has a large number of the
threat of the Substitutes as there are many universities and schools which have the
best-qualified teachers and they are offering better services. The profitability of the
university suffers due to the high level of substitution.
Industry rivalry: The rivalry is high which limits the profitability of the university
Hertfordshire business. The teaching courses and the advertising campaigns of the
universities are the same which affects the profits.
Cultural differences
Culture of the United Kingdom: In the UK, most of the people belong to Christianity
and the major language spoken over there Is English. The people over there follow the
culture of the British and the nation’s history is influenced by the people. The education
system of the UK is the second-highest in the country as there are many universities
that are affordable and provides an effective education system. The students in the UK
not only complete their high-level education but also prepares for the A level
examinations. The people from different countries come in the UK to tool education as it
is cheapest with the best-qualified teachers (Alexander, 2016).
The universities in England are well established and properly structured and there are
many famous authors also which people like to read. Football the famous sports game
is originated in the UK so the universities over there also took the participation in the
social-cultural activities and not just influenced the major focus on the education system
(Cubric and Jefferies, 2014). The major festival which is celebrated in the UK is
Christmas as major people are Christians.

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The education system for the age of 16years is compulsory over there so that the
students can know their basic rights (Falk, et al., 2015). There are many government
schools also in the UK which provide free educations so that students over there study
higher-level education. The British culture and literature are esteemed in the UK and
their popular traditions are the Guy Fawkes Night, Christmas, New Year eve, etc.
Culture of Singapore: Singapore belongs to the young nation country so their culture
is very interesting. The two cultures are combined in Singapore one is European and
the other is Asian. English is generally spoken by the people over there but many other
languages are also spoken such as Tamil, Malay, Mandarin, etc. (Loh, 2015). Different
ethnic groups are situated over there and the food culture over there is Seafood, rice,
and the Noodles. Singapore is an island country and it is best known for its updated
technology and also considered as the wired country in the region.
The traditional dress of Singapore is the Hugging sarong kebaya which is made up of
lights. The main religion is the Buddhism of Singapore people as 33% population
adhere the Buddhism. The basic values of Singapore people are that they give
importance to the family, consensus, harmony and gives respect and support to
anyone. Pongal is celebrated in Singapore and it is self-absorbed and the centered
country (Sidhu, et al., 2014). Singapore has the best education system in the world
because the teachers over there focus on the problem solving of the students and also
focuses on their skills rather than just studying them.
The universities and intuitions are very costly in Singapore but their education system is
that much capable that they win the international exams too. There are many

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universities which are providing the best education system and focuses on the grades
and tests so the competition is high in the market (Dixon-Woods et al., 2014). The
primary students get free education and even their parents also play a major role in
teaching the students.
Conclusion
From the above assignment, it is evaluated that in both the countries there are many
cultural differences and this helps in entering the new market. When the university was
aware of the needs, wants and preferences of the students of Singapore they are
providing the best services to them as per their expectations. The Hertfordshire
business school has chosen the direct exporting way to enter the Singapore market as it
is an easy and convenient way. In this assignment, the internal and the external market
of Singapore is also analyzed and through which it is evaluated that the literacy rate is
high in the country so competition is high to sustain in the market but the legal policies
and stability of government is good in Singapore so it helps in expanding the education
system. The education system of the UK is the second-highest in the country as there
are many universities that are affordable and provides an effective education system.
Singapore has the best education system in the world because the teachers over there
focus on the problem solving of the students and also focuses on their skills rather than
just studying them.

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References
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