BUS7341 Marketing Strategy Report: Top Tier Product Claims Analysis

This report, submitted by a student, analyzes the effectiveness of 'top tier' promotional claims in numerical and percentage formats within a marketing strategy context. The research is based on a survey conducted for the BUS7341 Marketing Strategy course at Whitireia, with the aim of determining which format is more persuasive. The report includes a literature review discussing factors influencing higher education choices, demographic and psychographic segmentation, and the impact of university rankings. The methodology involves questionnaire-based data collection from students, parents, and stakeholders, followed by an analysis of the data. The findings reveal how degree programs, school rankings, and available resources influence student decisions, emphasizing that ranking strategies serve as key marketing tools. The report re-evaluates initial competitive dynamics, explores the market mix, and concludes that ranking significantly impacts student choices. It provides recommendations for a marketing plan, including timing, communication channels, and performance assessment methods for educational institutions.

MARKETING STRATEGY
Top Tier’ Product Claims in Numerical and Percentage Formats
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MARKETING STRATEGY
Introduction
Based on the research and findings drafted about the varsities, illustrates that the majority of the
universities in twenty-one century have improved a lot as compared to previous decades. Most of
the best-ranked universities such as Whitireia technology of Auckland are characterized by
computers, highly based on the research facilities as well as telecommunication framework
(Jabnoun, 2009). This acts of the research will be based on how ranking has affected the
Whitireia technology of Auckland in New Zealand.
Literature review
Ecoggins (2014) illustrates that New Zealand higher education is affected by various factors
which range from the internal as well as external factors. The top-tier of the universities of New
Zealand based on the illustration information obtained from the Ecoginss characterized by the
overall performance of the students within the universities.
With reference to the information which is obtained in the research data. The Economist (2015)
indicates that top tier classification in twenty-one century have improved a lot as compared to
previous decades The data researched explained that education at all stages as well as
organization, with inclusion orientation entities of the majority of the companies and levels, are
actually facing unparalleled steeplechases in higher numbers as specified in the twenty-one
century.
Psychographic segment
Based on the statistics which was carried out in New Zealand regarding the higher education
system, indicate that there is a high influx of the number of students who are joining the
universities basically to the top-tier universities. The government should find out the best

MARKETING STRATEGY
mechanism to funds the majority of the students who are needy but who cannot further their
education to higher levels.
Demographic segment
Based on the research, there is a gradual increase in the number of students within New Zealand
who are joining the public institutions (Ecoggins, 2014). The research also stipulates that in the
new generation that is the face of the universities of New Zealand would constitute of different
ethnic groups due to diversity. Therefore, the researchers suggest that population trends based on
the population of the students will eventually become more diverse with regards to ethnically
(Lynch, 2018).
Top-tier ranking strategy in New Zealand
The New Zealand higher education board has provided a highly competitive enterprise to venture
in which majority of the students within the universities persistently views how their universities
ranked according to the world reports. The research stipulates that ranking is one of the ways
which helps the majority of the universities to be on toes thus enables them to deliver the best
services to the individuals within the institution (The Economist, 2015). Therefore, such ranking
is regarded as the critical, pivotal point within the institution of New Zealand.
The world governments also want top tier universities due to the facts that daily activities
constituted with human capital that is defined by education (Economist, 2015). The research
indicates that a top tier university majorly constituted the highest excellent in the study and
constituted with the students who obtained high grades in their secondary levels. Therefore, most
of the top-tier universities within New Zealand produces students with top grades as compared to
other universities.
Methodology

MARKETING STRATEGY
The research findings of the education system of New Zealand established the structure of the
data, which is to be used in the collection as well as analysis of the data (Thornhill, Saunders, &
Lewis, 2009). Methods of the data collection were entirely based on the questionnaire,
interviews, as well as information obtained from the world organization based on the
performances of the best varsities of New Zealand. The result of the methodology for this study
was embedded in the analytical techniques, which were crucial in highlighting the critical
organization of the parameters used. Therefore, the research design techniques were domineering
for the development of the research discourse. The questionnaire which was used was conducted
between the learners, parents, as well as some of the stakeholders and the performances of the
varsities alumni in the respective fields.
Summary
Target market in New Zealand
Generally, the targeted market in New Zealand comprises students in the three education system
levels. The education system in New Zealand consists of the three main sections that are the
primary and secondary education level, the early childhood education level and lastly the tertiary
education level. Mostly the question is how ranking on tertiary level of the education system in
the nation affects the student's choices.
Findings from research data
In the section, the paper indicates the close relationship between the research variables and the
results obtained in the research.
How the degree program influences students

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The undergraduate education level in nation influences students, and this is also based on the
school ranking as observed in the research. The degree program, as revealed by the study
articulates on the available resources and services which are always available in different
schools. For instance, most of the schools offering degree program have enough teachers and
also enough resources and services which supports the learners while in school.
Figure 1 .Ranking on some of Universities in New Zealand
What is essential when choosing the school?
From the results, it is clear that different attributes make up a school. From the data, the ranking
in Whitireia technology of Auckland is determined by various services offered by the institution.
Most of the times, the ranking strategies serve as the marketing strategy for institutions, and that
is why most of the learners associate themselves with the highest ranked universities in the
country. The high expectations students have for most ranked universities is that they anticipate
getting adequate knowledge that will aid in achieving their dreams. The ranking, as seen in the
results, influences the performance of students, and at the same time, it shapes the ability and

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esteem of learners in universities. The highly ranked universities have teachers who are in a
position to educate students in level of expectations through the aspect of professional
development.
Figure 1. Why learners go to school
It is clear that from the results, the degree program influences a significant number of students.
Besides, the ranking level in the nation also plays a crucial role in shaping learner's performance
and even learner's morale to join tertiary education level.
Re-evaluation of initial competitive dynamics
The section tries to compare the initial assumptions raised in the research. The idea was how
ranking plays a crucial role in influencing learners in joining universities. The competition
strategy for each institution will determine the learner's choice (Fowler, Carlson & Chaudhuri,
2019). The research data indicates how social amenities, availability of stationary, and
availability of teaching services influences the school ranking. Mostly, 60% of the highly ranked

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universities tend to have sophisticated instruments and other teaching services, and this
encourages learners to join. The demand for these critical services determines the competition
level (Ade & Rehm, 2019).The overall segmentation is based on customer's choices whereby
learners are the one to decide which university to join based on ranking position.
Market mix
The section reveals my point of view on how ranking determines the choice for learners. The
ranking strategy is the key strategy which will influence students. Coming up with the ambitious
plan as a school will improve the ranking position and at the same time increasing the product in
the market. The overall argument is that the availability of resources and education services
induces learner's motive to be associated with a particular education level.
Conclusion
To sum up, the top-tier ranking strategy in the country forms the foundation for the education
system. This shows that the marketing strategy for most of the schools is based on improving the
ranking position in the marketplace. The idea is that school ranking helps in identifying the best
universities, and that is why most of the learners love joining the highly ranked universities (Kim
& KC, 2019). My findings 100% conforms to the other outcomes as stipulated in the literature
review section of the research. Most of the arguments show that learners prefer to learn in the
most ranked institutions.
The market plan should include key concepts in education. First, the marketing plan needs to
identify the time when to reveal the school position in the marketplace. Also, universities ought
to check on the right channel to communicate to the public on the services provided by the
institutions. This can either be a social media platform or any available channel so long as a large

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number of consumers can get the information about the institution (Haggerty & Loveridge,
2019). The idea here is that the Whitireia technology of Auckland should evaluate how
consistency it is offering education in the market. Lastly, the plan should induce methods for
assessing school performance. Therefore, one can conclude that ranking in Whitireia technology
of Auckland determines learner's choice, as shown in the results.

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References
Ade, R., & Rehm, M. (2019). Buying limes but getting lemons: Cost-benefit analysis of
residential green buildings-A New Zealand case study. Energy and Buildings, 186, 284-
296.
Ecoggins. (2014, June 24). External Factors That Could Impact American Higher Education.
Journal of busines,5(67),67.
Fowler, J. G., Carlson, L., & Chaudhuri, H. R. (2019). Assessing Scientific Claims In Print Ads
that Promote Cosmetics: How Consumers Perceive Cosmeticeutical Claims. Journal of
Advertising Research, JAR-2018.
Haggerty, M., & Loveridge, J. (2019). Strengthening early childhood and school sector
continuities in producing the lifelong learner in Aotearoa New Zealand. Journal of
Education Policy, 34(1), 83-100.
Jabnoun, N. (2009). Economic and Cultural Factors Affecting University Excellence. ERIC, 416-
429.
Kim, T., & KC, D. S. (2019). Direct-to-Consumer Advertising on Public Health Outcomes: Can
Viagra Advertising Make More Babies?. Diwas Singh, Direct-to-Consumer Advertising
on Public Health Outcomes: Can Viagra Advertising Make More Babies, 8(67), 123.

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The Economist. (2015, March 26). Top of the class. Learning the marketing strategies ,7(67),90-
123.
Thornhill, A., Saunders, M., & Lewis, P. (2009). Research Methods for Business Students (5th
ed.). Pearson Education Limited.