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 "The route of diversification has a lot of potential with - long-term – benefits for Australian institutions. . ." Marcelo for hire Would your institution like a consultation with leading international xidp commentator and analyst, Marcelo Follari? Either way find out what your competition now has access to.
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Beyond India and ChinaLatest AEI June data indicated what we have been expecting for a while: that the pace of growth has dramatically slowed down. According to AEI, YTD enrolments are up 6.5% and commencements are up 3.8% compared to same period last year. As they indicated, growth in enrolments and commencements, excluding India and China, are in both cases at 0%. At this stage, there are two clear paths to follow: The first one is to focus on those key markets that are sustaining the growth: Mainly India, China, and probably South Korea. In simple words, put the eggs in one or two baskets. The second option is the most difficult path: Diversification. Pros and Cons of DiversificationThe route of diversification has a lot of potential with - long-term – benefits for Australian institutions. At this stage, the major benefit is the establishment of new institutional links, the reduction of market risks due to potential declines in key markets and diversified cultural and economic student base. This path also has major constraints: high cost of recruitment, potential lack of recognition of qualifications, different education systems, students’ costs, stronger visa requirements and regulations, lack of awareness of Australian education system implying increased cost of marketing, just to name a few. Looking FurtherHowever, not all those roads for diversification are gearing negative results. Middle East is an example of successful marketing for Australia. There are better government, economic and institutional links with the region. As a result, numbers are increasing and they are clearly now emerging markets. The focus on Africa has been put on development and scholarship programs. However, there is a market out there for full-fee paying students. Countries such as United States and United Kingdom have done well there and there is no reason why Australia shouldn’t do better there too. Latin America is another interesting potential market. Brazil, Chile and Mexico are amongst the fastest growing markets. There are strong education systems there and there are strong possibilities for capitalising on postgraduate business education in a wide range of areas. The increasing number of flights coming and going to the region, and more relaxed visa assessment levels also contributes to the growth from this region. How can you do it?If your plan is to focus on just two markets, that’s OK . If your plan is to widen your student base, reduce your risk and think long term, then diversification is for you. Being strategic means to think long-term, and to be focused. It is not about generic marketing or mass-marketing campaigns. Be aware that results will not come overnight. Some initial steps: Step 1: Know your market. 18 August 05 Marcelo Follari |
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Marcelo's ArchivesDownsides Losers and Winners Nowadays, the industry is evaluating the possibilities for expansion into the same emerging markets that IDP left behind (Europe, the Americas and Africa), in the face of increased competition in the Asian region. Postcards from South
America From Australia and the rest of the Asia Pacific region,
there will be an increasing need to understand how to do business in
South America, and to analyse different market segments.
Market research and international
education 2005: The Challenges Ahead
The 'happy years' of growth are over and they will seriously impact
on the university business. What now? Blame it on the dollar? "...If you want to stay in the international education field,
this website is becoming a mandatory reference for the industry."
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