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How best to work with Brazilian agents to meet their needs. Market Research 2013 Segment of International Education and Exchange Programs in Brazil. SUPPORT:. MARCH 2013. Metodology and sample. METHODOLOGY. QUANTITATIVE Telephone Call. SAMPLE. 80 cases. PERIOD OF DATA COLLECTION. - PowerPoint PPT Presentation
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How best to work with Brazilian agents to meet their needs
Market Research 2013
Segment of International Education and Exchange Programs in Brazil
SUPPORT:
MARCH 2013
Metodology and sample
METHODOLOGY
SAMPLE
PERIOD OF DATACOLLECTION
QUANTITATIVETelephone Call
80 cases
08 to 21 January 2013
Profile of the respondent
62,0%
38,0%
66,3%
33,8%
Feminino
Masculino
2013 2011
62,6%
37,5%
67,6%
32,4%
Graduação
Pós Graduação
2013 2011
6,3%
35,0%
22,5%
15,0%
21,3%
2,8%
32,4%
22,5%
19,7%
22,5%
Menos de 1 ano
Entre 1 e 5 anos
Entre 6 e 10 anos
Entre 11 e 15 anos
Mais de 15 anos
2013 2011
Work at the agency since
36,3%
28,8%
15,0%
7,5%
12,6%
50,7%
32,4%
12,7%
4%
Sócio/Proprietário
Diretor
Gerente
Coordenador
Outros
2013 2011
Position at the agencyEducation Level
Sex
Male
Female
Graduation
Postgraduation
Less than 1 year
Between 1 and 5 years
Between 6 and 10 years
Over than 15 years
Between 11 and 15 years
Shareholder / Owner
Director
Manager
Coordinator
Other
Base 2013: 80
Base 2011: 71
Sample includes associate and non-associate
Q. Is your agency a Belta member? (SPONTANEOUS AND UNIQUE)Q. In what year did your agency become associated with Belta?
11,3%ALREADY
BEEN ASSOCIATED WITH, BUT ARE NOT
MORE
43,8% NEVER BEEN
ASSOCIATED
Base:80
45,0% ASSOCIATES
There is a balance between associate and non associate agencies. However the number of agencies becoming a Belta members was low last year . Among the 80 agencies contacted, there were only two new
members associated in 2012.
In 2011, 71 agencies were counted, with 56.3% (associate) and 43.7% (not associate).
Agency profile
Base 2013: 80
Base 2011: 71Q. In what city is your agency located? (SPONTANEOUS AND UNIQUE)
67,7%
17,6%
7,6%
7,5%
74,7%
9,9%
7,0%
5,6%
2,9%
Sudeste
Sul
Nordeste
Centro Oeste
Norte
2013 2011
23,8%
21,3%
21,3%
33,8%
21,1%
18,3%
18,3%
42,3%
Até 5 anos
De 6 a 10 anos
De 11 a 15 anos
Mais de 15 anos
2013 2011
Location Tempo de mercado
Up to 5 years
From 6 to 10 years
From 11 to 15 years
Over 15 years
Southeast
South
Northeast
North
Midwest
Agencies works with small team
Base 2013: 80
Base 2011: 71Q. Currently how many employees work at the agency? (SPONTANEOUS AND UNIQUE)
45%71,8%*
32,5%
Up to 5 employees
From 6 to 10 employees
2013 2011
13,8% 14,1%From 11 to 30 employees
8,8% 14,1%More than 30 employees
* In the research of 2011, the average of employees was up to 10 employees. In 2013, this average was dismembered.
All agencies work with languages course
Q. In general, what are the activities of your company? More than anything else? (Spontaneous and multiple)
COURSES
Language Course 100% 97,2%High School Abroad 77,5% 84,5%Vocation Course 81,3% 76,1%Postgraduate 47,5% 33,8%Graduate 33,8% 29,6%Specialization 40,1% 19,7%Language Course with the possibility of working 10% 14,1%Combined Courses 1,3% 8,5%Professional Courses 17,5% 5,6%Courses for people over 50 years 10% 2,8%Master's degree 2,6% 2,8%Courses for Executives 6,3%Educational Couseling 1,4%
WORK
Working Abroad 40,1% 36,6%Internship 10% 22,5%Au pair 8,8% 15,5%Voluntary Program 11,3% 2,8%Business Travel 1,4%Corporate Events 1,4%
CULTURAL TRAVELS
Vocation Packages 36,3% 49,3%Summer Camp/Holiday 2,8%Cultural Exchange in Brazil (High School) 1,4%
TRAVEL SERVICES
Health Insurance for Travel 43,8% 22,5%Purchase and Sale of Foreign Currency 2,6%Issuing of Tickets 41,3% 21,1%Reservation of Acomodation 30% 18,3%Assistance for Visa 27,5% 8,5%Exchange 4,2%
2013 2011
Base 2013: 80Base 2011: 71
Other with 1 mention: Car rental / College preparation course / Sports / Food / Dance / Music /:
Course language is the main activity of the agencies
Base 2013: 80
Base 2011: 71Q. And which of these is the main activity of the agency? (SPONTANEOUS AND UNIQUE)
63,4%
13,4%
7,3%
7,3%
8,6%
63,4%
22,5%
11,3%
5,6%
4,2%
2,8%
9,8%
Curso de idiomas
Highschool
Curso de férias
Pacotes turísticos
Programas de trabalho
Pós graduação
Outros
2013 2011
Languages Course
High School
Vocation Course
Vocation Package
Work Programs
Postgraduation
Other
Increases average time in the period between 4 and 6 months
Base 2013: 80
Base 2011: 71Q. In general, how long, on average, students stay abroad? (STIMULATED AND UNIQUE)
27,5%
37,5%
26,3%
6,3%
2,5%
21,1%
49,3%
15,5%
12,6%
1,4%
Até 1 mês
Entre 1 e 3 meses
Entre 4 e 6 meses
Mais de 6 meses
Não sabe/Não respondeu
2013 2011
There was an increase of 11 percent for students who stay abroad between 4 and 6 months, whereas the percentage has fallen to the same degree, those who stay between 1 and 3 months abroad.
Up to 1 month
From 1 to 3 months
From 4 to 6 months
More than 6 months
Did not know / Did not answer
Most students are aged 18 to 30 years
Q. And which age range represents the largest share of students? (STIMULATED AND UNIQUE))
The agencies continue sending more students who are the range of 18 to 30 years abroad. Note that the research of 2011, the survey predicted a higher number of age groups (7), which were shorter. Therefore,
the respondent could not choose a single range and the response that was originally single, became multiple.
Base:80 Base:71
20,0%
73,8%
6,3%
Até 17 anos
Entre 18 e 30 anos
Entre 31 e 50 anos
2013
33,8%
87,3%
19,7%
Até 17 anos
Entre 18 e 30 anos
Entre 31 e 50 anos
2011
Up 17 years old
From 18 to 30 years old
From 31 to 50 years old
Up 17 years old
From 18 to 30 years old
From 31 to 50 years old
Ranking of destinations remain
Q. Currently, what are the 3 main countries that have attracted more interest from students looking for courses abroad? (AND MULTIPLE SPONTANEOUS)
The Countries USA, Canada and UK remain among the most favorite of the students. Note that both in 2011 and 2013, the significant interest in the UK is exclusively for England.
Main countries of destination for students
Base: 80
2013 2011
Base: 71
91,3%
75,0%
68,8%
18,8%
16,3%
7,5%
6,3%
14,0%
Canadá
Estados Unidos
Reino Unido
Irlanda
Austrália
Espanha
Nova Zelândia
Outros
90,1%
69,0%
59,2%
25,4%
23,9%
14,1%
9,8%
Canadá
Estados Unidos
Reino Unido
Austrália
Irlanda
Nova Zelândia
Outros
Canada
USA
UK
Ireland
Australia
Spain
New Zealand
Other
Canada
USA
UK
Australia
Ireland
New Zealand
Other
Malta, South Africa and China: new destinations in 2012
Q. Compared with 2012 the previous years, you identify the development of new countries to the destinations? (MULTIPLE and SPONTANEOUS) Base :80
New Zealand: object of desire of students
Approximately 90% of the contacted agencies offer New Zealand as a destination for students. The greatest demand is for languages course, with almost 70%.
There is one feature in particular that this country stands for students. The cost / benefit ratio comes in 1st place, closely followed by the issue of security and easy visa.
Q. What is the most popular course looked by the students traveling to New Zealand? (STIMULATED AND UNIQUE)Q. From the situations which I will quote, which you associate New Zealand in first? And second place? And thirdly? (STIMULATED AND ONE PER LINE)
Base: 69
1st place
2nd place
3rd place
33,8% - Cost / benefit
25,0% - Security
23,0% - Easy visa
68,1%
27,5%
4,5%
Curso de Idiomas
Highscool
Outros
Languages Course
High School
Other
Investment varies according to the course
The average investment of the students varies with the course. The language courses and vocation courses, as well work and travel, are those that cost less on average compared to the others. The courses with a
longer duration, such as High School, Graduation and Postgraduation are therefore more expensive.
Q. Could you tell me what is the average investment per student in VALUES (dollars)? (STIMULATED AND MULTIPLE)
Investment of the students (dollar)
Minimum value Maximum value Average
Language courses $ 1500,00 $ 16000,00 $ 4868,30
High School $ 4000,00 $ 78000,00 $ 14975,40
Graduation $ 3100,00 $ 70000,00 $ 21764,20
Postgraduation $ 6000,00 $ 120000,00 $ 25238,00
Vocation courses $ 2000,00 $ 50000,00 $ 5823,50
Work programs $ 1500,00 $ 15500,00 $ 6235,80
Most agencies send up to 300 studentsIt is noted stability in the amount of students. From the year 2008 until 2012, remains an approximate
average of 70% in sending up to 300 students. When analyzed by associates agencies and not associates there is no difference in the volume of students.
Q. On average, how many students were sent abroad in 2011? And in 2012?
2008 2009 2010 2011 2012
Base 61 Base 61 Base 62 Base 70 Base 73
Up to 100 41,0% 34,4% 30,7% 34,3% 30,1%
101 to 200 24,0% 26,2% 22,6% 20,0% 23,3%
201 to 300 6,6% 13,1% 17,7% 8,6% 11,0%
301 to 500 13,1% 9,8% 11,3% 17,1% 16,4%
501 to 1000 4,9% 8,2% 8,1% 10,0% 9,6%
1001 to 2000 4,9% 3,3% 4,8% 4,3% 2,7%
3001 to 5500 3,3% 3,3% 3,2% 4,3% 5,5%
5. 500 or more
1,6% 1,6% 1,6% 1,4% 1,4%
167.432 U$ 1.159.516.829
Number of students sent InvestmentYEAR
2010
2012
BASE
96(UNIVERSE)
85.890 U$ 594.814.74871(SAMPLE)
78.852 U$ 546.074.42762
(PROVIDED DATA)
175.763 U$ 1.027.775.06595(UNIVERSE)
116.565 U$ 681.614.44981(SAMPLE)
98.617 U$ 576.663.42574
(PROVIDED DATA)
1.775
Average of students sent
1.209
1.271
1.870
1.439
1.332
Canada wins with languages course, high school, vocation course and work programs
Q. Thinking in the last decade, which country won more students (read each modality type)? (SPONTANEOUS AND ONLY ONE PER LINE)
WORK RELATED PROGRAMS
WIN LOST
CanadaUSAIrelandAustraliaSouth AfricaDo not applyDo not know
UKUSAAustraliaCanadaIrelandGermanyDo not applyDo not know
22,5%18,8%21,3%7,5%1,3%6,3%22,5%
26,3%20,0%6,3%5,0%5,0%1,3%6,3%29,6%
VOCATION COURSE
WIN LOST
CanadaUKUSASouth AfricaIrelandDo not applyDo not know
USAUKAustraliaNew ZealandCanadaSouth AfricaGermanySpainNo countryDo not applyDo not know
37,5%26,3%25,0%2,5%1,3%2,6%6,3%
32,5%16,3%6,3%5,0%2,5%1,3%1,3%1,3%18,8%1,3%13,8%
LANGUAGES COURSE
WIN LOST
CanadaUSAUKIrelandAustraliaSouth AfricaNew ZelandDo not know
USAUKAustraliaNew ZealandCanadaSouth AfricaSpainIrelandItalyDo not applyDo not know
60,0%11,3%10,0%8,8%6,3%1,3%1,3%1,3%
38,8%25,1%8,8%6,3%5,0%2,5%2,5%1,3%1,3%2,5%8,5%
HIGH SCHOOL
WIN LOST
CanadaUSANew ZealandAustraliaUKDo not applyDo not know
USAAustraliaUKNew ZealandCanadaGermanySpainSwitzerlandDo not applyDo not know
42,5%25,0%11,3%5,0%2,5%3,8%8,8%
46,3%11,3%8,8%5,0%2,5%1,3%1,3%1,3%3,8%18,8%
Base: 80
USA wins with graduation and postgraduation
Q. Thinking in the last decade, which country won more students (read each modality type)? (SPONTANEOUS AND ONLY ONE PER LINE)
GRADUATION
WIN LOST
USACanadaUKAustraliaSpainSwitzerlandDo not applyDo not know
USAUKCanadaAustraliaNew ZealandNo countryDo not applyDo not know
32,6%11,3%6,3%3,8%1,3%1,3%6,6%36,3%
13,8%13,8%3,8%2,5%2,5%10,0%6,3%47,5%
POSTGRADUATION
WIN LOST
USAUKCanadaAustraliaSpainSwitzerlandDo not applyDo not know
USAUKCanadaAustraliaFranceIrelandNo countryDo not applyDo not know
27,5%15,0%8,8%3,8%3,8%2,5%6,3%32,6%
18,8%15,0%2,5%2,5%1,3%1,3%10,0%6,3%42,5%
Base: 80
Canada, France and Spain still being the preference for learning languages
Q. Today, what is the main destination for students who want to study English? / Q. And what is the main destination for those who want to learn French? / Q. And who wants to learn Spanish? (SPONTANEOUS AND UNIQUE)
Comparing the data from 2011 and 2013, the three countries most wanted to learn English, French and Spanish, remain the
same.
65,0%
23,8%
1,3%
8,8%
1,3%
71,8%
19,7%
2,8%
Espanha
Argentina
Chile
Não Sabe/Não trabalha
Peru
2013 2011
82,5%
13,8%
3,8%
76,1%
16,9%
7,0%
França
Canadá
Não sabe
2013 2011
66,3%
17,5%
15,0%
1,3%
60,6%
21,1%
15,5%
2,8%
Canadá
Estados Unidos
Reino Unido
Austrália
Irlanda
2013 2011
France
Canada
Do not know
Canada
USAUK
Australia
Ireland
SpainArgentina
ChileDo not know / Do not work
Chile
Class C: new market opportunity
Q. To finish I will read a few sentences and I would like you say if you agree or disagree with each one. (STIMULATED AND ONLY IN LINE)
76,3%
16,3%
2,5%
3,8%
1,3%
Concorda totalmente
Concorda parcialmente
Discorda parcialmente
Discorda totalmente
Não sabe
Hoje a classe C procura programas de educação no exterior
70,0%
18,8%
8,8%
2,5%
Concorda totalmente
Concorda parcialmente
Discorda parcialmente
Discorda totalmente
Hoje os programas de intercâmbio esão mais acessíveis para a classe C
92,0%
88,8%
Today the class C looking for education programs abroad
Totally agree
Partially agree
Partially disagree
Disagree
Do not knowToday the exchange programs are more accessible to class C
Totally agree
Partially agree
Partially disagree
Disagree
Base:80
Internet expands the access
Base:80
70,0%
26,3%
1,3%
2,5%
Concorda totalmente
Concorda parcialmente
Discorda parcialmente
Discorda totalmente
A internet facilitou o acesso direto dos estudantes para realizar intercâmbio
When asked about the easy offer by the internet to the students interested in planning an exchange program, over
95% of the respondents realized this scenario (strongly agree + partially
agree).
The internet has facilitated the direct access of students to perform an exchange program
Totally agree
Partially agree
Partially disagree
Disagree
The business for the next years will be successful
Base:80Q. Thinking about the future, how is the development of business in the international education market? (MULTIPLE AND SPONTANEOUS)
75,0%POSITIVEASPECTS
31,3%NEGATIVEASPECTS
7,5%NEUTRALASPECTS
Positive and negative aspects
Base:80Q. Thinking about the future, how it is the development of business in the international education market? (MULTIPLE AND SPONTANEOUS)
Investment in professional career
Increase in demand for language courses
Popularization of the exchange programs
Economic stability
Purchasing power of the class C
The internet can disrupt the market
Market stability
Conclusions• The market of the educational and cultural travel organizers in Brazil remains
concentrated , a limited number of agencies are responsible in a large part of sending students abroad.
• With the information collected is estimated that the market moved U$1,027,775,065 in 2012.
• Most exchange agencies are formed by micro and small companies, with up to 10 employees.
• The class C has a growing market share, is the new public of the exchange agencies.
• The predominant age range of the exchange students is 18 to 30 years old.
• Canada appears as the most preferred destination of students and as the country that won in various types of courses
Conclusions• There is a traditional choice when the student choose a country to learn a
language. Canada, France and Spain dominate in preference
• Malta, South Africa and China were the new countries of destination of students in 2012
• Course language is the most popular, and according to the data collected, it can expand its market share
• The internet can be combined as a way to publicize the agencies, but can also threatens the services offered by the companies due to facilitate the access of students to conduct their own travels.
• The perspectives for the market are positive and promise an increase in business for the exchange agencies.
BELTA
BELTA
• Non-profit civil society, founded in 1992
• 1st association into the International Education field in Latin America
• Congregates 72 members
• Covered by Regional Coordinators all over Brazil
• New members admission: upon demonstration of integrity before the market and a conduct in accordance to the Social Statute and association’s Code of Ethics
• Associated companies are committed to acquainting, promoting, intermediating and executing education and exchange program services in Brazil and overseas
• Partnership with Embratur and Ministry of Tourism
BELTA
STM Language Star AwardsWinner for five time the Agency
Association by STM (Study Travel Magazine) Language
Star Awards and had enter to Hall of Fame
SÃO PAULO (21)SÃO PAULO (21)ABC InternationalBILBOSCICultural GlobalEducation AbroadEFExperimentoFriends in the WorldIntercâmbio ConnexionIntercâmbio GlobalJust IntercâmbiosLondon ConnexionMoinho TravellerMundial IntercâmbioSISSTBStudy N’TravelThis WayUpwardYázigi Travel
RIO DE JANEIRO (4)RIO DE JANEIRO (4)AFSCP4ICCEInternational Schools
ESPÍRITO SANTO (1)ESPÍRITO SANTO (1)IE
MINAS GERAIS (10)MINAS GERAIS (10)Beth CoutinhoCentral do EstudanteDMPETCFITIEPIntervipMaster ExchangeNumber OneUpgrade
SALVADOR (1)SALVADOR (1)BEX
SANTA CATARINA (3)SANTA CATARINA (3)Cultural AdventureInterculturalTravelmate
CURITIBA (2)CURITIBA (2)ImprovementWorld Study
GOIÁS (2)GOIÁS (2)Aiusa/Inter-BrasilHigh Connections
RIO GRANDE DO NORTE (1)RIO GRANDE DO NORTE (1)Cia do Intercâmbio
CEARÁ (1)CEARÁ (1)International Center
PIAUÍ (1)PIAUÍ (1)Embarque Educacional
MARANHÃO (1)MARANHÃO (1)Via Mundo
48 Belta associatesAround 600 agencies in Brazil90% of the Brazilian market
BELTA
Belta Magazine (EI! Magazine)Belta Magazine (EI! Magazine)
•Associate’s Profiles and Information
•30,000 copies distributed for free plus online version
•Targeted for final clients and students all over Brazil
BELTA
Belta Online – www.belta.org.br Belta Online – www.belta.org.br
•35,000 visits per month
•31,000 registered users
BELTA Feira do Intercambista - 2013 Feira do Intercambista - 2013 March 02, 03 - 14th edition
São Paulo - Brazil