Marketing Across Cultures: UH Business School Singapore Expansion Plan

This report presents a marketing plan for the University of Hertfordshire (UH) Business School's entry into the Singapore market, aiming to demonstrate an understanding of global marketing strategies across cultures. It analyzes the educational sector in Singapore, conducts SWOT and PESTLE analyses, and utilizes the 7Ps of marketing to formulate a comprehensive plan. The report also addresses cultural differences, proposes an action plan, and provides a conclusion summarizing the findings. The analysis evaluates the educational industry in both Singapore and the United Kingdom, offering insights into market opportunities and challenges. The report uses the provided assignment brief to guide the structure and ensure the inclusion of the required elements. Finally, the report aims to develop the marketing strategy for entry of the UH Business School into the emerging market of Singapore, with providing proper justifications related to the market expansion for the given business school.

Running head: MARKETING ACROSS CULTURES
MARKETING ACROSS CULTURES
Name of the Student
Name of the University
Author Note

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Executive Summary
The aim or objective of this report will be to outline marketing plan for entry of the UH
Business School into the emerging market of Singapore, with providing proper justifications
related to the market expansion for the given business school. The aim of this assignment will
be to demonstrate the understanding of the process of a global corporation that strategically
manages its marketing operations across global markets and cultures. A report needs to be
prepared where the outline marketing plan for the Hertfordshire Business School, who are
planning to expand their educational services in the region of Singapore with business related
programmes of study. Analysis will be done by using SWOT as well as PESTLE analysis,
along with the 7P’s of marketing. The action plan will also be there in this report, apart from
evaluation and analysis of the educational industry in both the regions of Singapore and the
United Kingdom. A brief conclusion will end this report, where the overall analysis and
findings will be laid.

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Table of Contents
Introduction................................................................................................................................4
About the Business School.........................................................................................................4
Findings about the Educational Sector in Singapore.................................................................5
SWOT Analysis.........................................................................................................................5
PESTLE Analysis.......................................................................................................................6
Political..................................................................................................................................6
Economic................................................................................................................................6
Social......................................................................................................................................6
Technological.........................................................................................................................7
Legal.......................................................................................................................................7
Environmental........................................................................................................................7
7P’s Analysis..............................................................................................................................8
Product...................................................................................................................................8
Price........................................................................................................................................8
Place.......................................................................................................................................8
Promotion...............................................................................................................................9
People.....................................................................................................................................9
Physical Evidence..................................................................................................................9
Process..................................................................................................................................10
Cultural Differences.................................................................................................................10
Action Plan...............................................................................................................................10

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Conclusion................................................................................................................................11
References................................................................................................................................12
Appendix..................................................................................................................................13

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Introduction
The main purpose of this report will be to outline marketing plan for entry of the UH
Business School into the emerging market of Singapore, with providing proper justifications
related to the market expansion for the given business school. The aim of this assignment will
be to demonstrate the understanding of the process of a global corporation that strategically
manages its marketing operations across global markets and cultures. A report needs to be
prepared where the outline marketing plan for the Hertfordshire Business School, who are
planning to expand their educational services in the region of Singapore with business related
programmes of study. Analysis will be done by using SWOT as well as PESTLE analysis,
along with the 7P’s of marketing. The action plan will also be there in this report, apart from
evaluation and analysis of the educational industry in both the regions of Singapore and the
United Kingdom. A brief conclusion will end this report, where the overall analysis and
findings will be laid.
About the Business School
In this context, it can be said that Hertfordshire Business School or The University of
Hertfordshire (UOH) is a public university located mostly in Hatfield, which is in
Hertfordshire. The college was founded in the year of 1948 but then the name was Hatfield
Technical College. The university was identified as one of the 25 educational institutes of
technology in the region of the United Kingdom in the year 1959. The name was changed
from Hatfield technical college to Hatfield College of technology in 1960. The educational
institute was recognised as one of the 25 Regional colleges in the region of Wales and
England. The degree of BA Honours Business Studies was approved in this educational
institute in the year of 1966. There were almost 9,000 students who were present during the

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time of 1992, and Hatfield Polytechnic change its name into The University of Hertfordshire,
with 5,000 students with them approximately. It can be said in this context that the university
possess business related courses which helps to secure admission in this university from
different parts of the world and helps them to secure jobs from different sector around the
world (Herts.ac.uk 2019).
Findings about the Educational Sector in Singapore
The overall educational sector in the region of Singapore is managed by the Ministry
of Education, which possess the power to control the administration as well as development
of the schools, colleges and universities that are present in the region of Singapore. The
overall budget of this sector in the year of 2018 was S$12.8 billion. 20% of the annual
national budget is allotted for this sector in Singapore, thus making a good opportunity for the
international educational institute like The University of Hertfordshire to expand in this
market and provide the courses that are studied in the United Kingdom to the students of
Singapore (Mathew and Balachandran 2018). It can be said in this context that many
universities from abroad have set up their own campuses in Singapore, like University of
Adelaide, Chicago Business School, Temple University, James Cook University and other
reputed universities have set up their offshore campuses in this region, which has actually
helped the students of Singapore to study different courses. This will help to save the cost as
well as the time for the students from this region, who will be able to receive the foreign
courses from their homeland only (Toh 2014).
SWOT Analysis
Given below in the Appendix Section (Mehta 2013).

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PESTLE Analysis
Political
The political scenario of Singapore does not have a lot of risk factors. The country is
democratic and cherishes political stability. But there are some problems for the opposition
parties regarding free speech. For opening a new campus in Singapore, the University of
Hertfordshire may face a few risks. For instance, an initiative by the government may create
the risk where the university may fail to exercise the policy or can be diverted away from
regional policies. The university must be prepared to be self-financing and self-managing as
and when required.
Economic
Singapore has a very rapid developing economic market with one of the highest per
capita income. Although it has some drawbacks in economic performance, several industries
are flourishing recently due the government’s investment in diversifying of the economy. In
spite of these, the university may face funding problems from the local or central government
which in turn will affect the establishment finances of the institution (Subramanian et al
2016). There can be shortage of resources and materials on global markets and risk about
over-valued, chief staff moving out for better career and financial options. Moreover, the over
provision of areas for educational institution may result in competition from neighbouring
universities.
Social
There is a presence of mix cultural values in the society of Singapore. The residents of
the country are hard-working which has helped to develop the nation’s productivity. The
literacy rate is quite high and good command over multiple languages prevail which helps in
attracting global trade and foreign investment (Huang, Sampson and Chen 2013). Changes in

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the demography or local population may affect the number of students taking admission in
the newly opened campus. Other factors like inadequate and insufficient staff can become a
risk factor, due to which the students may feel like looking for better options. Traditional
people may also have the tendency to send their wards to local and traditional educational
institutions rather than taking admissions in foreign based universities.
Technological
Advancement in the technology is one of the chief reasons for a change in the lifestyle
of people in a country like Singapore. It not only helped to simplify the communication
process but also increased connectivity. Social networking was developed, e-commerce had
flourished and global companies have set up their regional centres in Singapore just as the
University of Hertfordshire has done. Keeping in pace with this advancement of technology,
the educational institution must introduce technology based education system. This may also
include risk factors such as relying more on online operations, selection of inappropriate
technology, threat from new computer viruses, illegal use of technology in the campus and
many more (Chew 2014).
Legal
For the growth and success of any industry or educational institution in a nation, it is
very important to have a favourable and transparent legislative system. Some business and
regulatory settings are required for proper development of any business. The new university
campus may face the risk from new legislation if there is absence compliance or if it becomes
a burden. The institution must also cater to the changes related to students’ protection law,
health and safety laws etc.

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Environmental
The main environmental problem in Singapore is the increasing amount of toxic gases
in the air causing pollution. The nation also suffers from shortage of clean and safe water
supply. These risk factors and difficulties should be taken into consideration by an
educational institution. The campus should be free from all kinds of pollution and ample
green space should be provided for a sustainable environment inside. There should also be
proper waste disposal system to keep the campus area clean and green. A scholar can benefit
only when there is a suitable study environment apart from infrastructure and efficient staff
(Tsai and Hwang 2013).
7P’s Analysis
Product
The product in this case is the different courses that will be offered to the people of
Singapore. It can be stated in this context that business related programmes of study will be
offered to the students who are present in the region of Singapore. This will help them to
study all the business related courses from their homeland only. This will save both the time
from going abroad as well as saving the cost from going abroad and getting the facilities
within the region of Singapore only.
Price
The price of the courses need to be set according to the pricing factor that is followed
in the educational sector of Singapore. It has been discussed earlier that educational sector
possess a healthy impact on the overall economy of the nation, and the government of
Singapore provides 20% of the annual national budget in the educational sector of this region.
The prices of the various courses that will be offered by the University of Hertfordshire need

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to be set by keeping in mind the spending capacity of the people towards educational services
that are provided in the region of Singapore.
Place
The University of Hertfordshire needs to be set in the urban or semi-urban area, so
that people from all over the region can visit the place and avail the educational courses that
will be offered to the students not only from Singapore, but for other parts of the South Asia
or South-East Asia, who do not need to travel to the United Kingdom, which is located in a
distant place and in a separate continent.
Promotion
The promotion need to be done on mainly the social media platforms. In this context,
it can be said that the popular social media platforms that are used by the people of this
region. Platforms like Facebook, Twitter, Instagram, Tumblr, YouTube and other platforms
are used in Singapore (Yang and Cheng 2018). Apart from all this, LinkedIn will be an
appropriate medium where details of the educational services that will be provided by this
university will be provided and at the same time, online registration by the interested students
can also be done.
People
Students need to be identified who will be interested to avail the business related
educational services that will be provided by the University of Hertfordshire. Students who
are looking to avail these courses and are planning to go abroad need to be targeted and make
their students, so that they can successfully penetrate the market and increase the number of
students, so that to will help the management of the university to include more courses, which
will totally depend on the number of students who will take admission on the courses that
will be offered to the students of Singapore (Bhati, Lee and Kairon 2014).

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Physical Evidence
Physical evidence in the educational service will include the classrooms, projectors,
desks, chairs, smart boards and other things related to provide educational services in the
form of different courses that will be offered by the University of Hertfordshire in Singapore.
It can be noted that educational courses that will be offered are services and not any kind of
product, so physical evidences will only be the items that can be touched and felt, and by the
usage of which the students will be able to learn various courses offered by the University of
Hertfordshire (Lo 2014).
Process
The overall process will involve all the steps that will begin from doing promotional
activities and offering the courses to different students within the region of Singapore. The
process will end when there will be sufficient number of students available to start the
various courses offered by the University of Hertfordshire (Assegaf 2015).
Cultural Differences
The cultures from these 2 regions differs a lot, as the regions are from 2 different
continents. The United Kingdom is treated as one of the economic powerhouse globally,
whereas the economic position of Singapore is mostly confined within the region of Asia.
Though the economy may face adverse effects in the market place in the context of Brexit,
still the region of the United Kingdom will possess a commendable position in the overall
market place of educational sector (Mallick, Das and Pradhan 2016). Singapore was once
under the British rule, but with their inner skills and capability they positioned themselves
from the Third World nation to a First World Country successfully. The culture in the region
of the United Kingdom mainly consists of British people, whereas the culture in Singapore
consists of European, Asian and Middle Eastern. Thus, it can be stated that the region of

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Singapore possess a mixture of different cultures, which has helped them to successfully
position themselves as one of the powerhouse globally (Walker 2012).
Action Plan
The action plan that need to be followed by the management of the University of
Hertfordshire in the region of Singapore efficiently, so that a successful launch of their
campus in the following region will help to possess a healthy number if students base, so that
the courses can be taught efficiently to the interested students.
The first and foremost step that the management need to take is the identification of
the proper segment in the educational market place of this region. Students who want to
pursue business related courses need to be identified and make them the students of this
university, so that a successful penetration can be performed.
The identified students need to be provided with proper and ethical information
related to the course, so that the interested students will be able to choose the exact course
according to their requirement and avail the same from the University of Hertfordshire.
The prices related to the courses need to be structured according to the spending
capacity of the people of Singapore, so that more students can be targeted and offered the
various business related courses to them effectively and help to succeed in their educational
as well as professional life (Kent 2017).
Conclusion
From the overall discussion, it can be concluded that the University of Hertfordshire
possess a favourable position along with a good opportunity to expand their university in the
region of Singapore and help them to study various business related courses that will be
offered by this university to the students of Singapore.