Market Diversification Strategies and Market Diversification Strategies and Risks Pamela Barrett CEO

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Text of Market Diversification Strategies and Market Diversification Strategies and Risks Pamela Barrett CEO

  • Market Diversification Strategies and Risks

    Pamela Barrett

    CEO & Director, Barton Carlyle

    Interim Director, Global Engagement

    University of London International Programmes

    ©All material strictly copyright Barton Carlyle 2015

  • What’s the Problem?1

  • 3

    Source: Parthenon Group 2014, using UNESCO data http://www.parthenon.com/parthenon_proj/

    Global Student Mobility Student Flows: SouthEast Asia Student Flows: China

    GLOBAL STUDENT MOBILITY

  • GLOBAL STUDENT MOBILITY

    Source: British Council (2015) Infographic at: http://mobility.britishcouncil.kiln.it/

    China → UK 84,790 students in 2013

    Student Mobility into the UK

  • GLOBAL STUDENT MOBILITY

    274,439 students from China in the USA account for 31% of total international students in that country

    5

    1

    International Education contributes $16.3 billion to the Australian economy (2013-14). It is the country’s largest services export. South East Asia remains the largest single source market (TNE and direct student recruitment)

    2

    UK market share has declined, dependence on China remains a feature3

    Consider: China as competitor (TNE and inflow recruitment from region) as well as largest single source of supply 4

  • Why it matters

    2

  • https://www.insidehighered.com/news/2015 /09/11/will-china-slowdown-stall-growth-

    international-students

    https: //ww w.insi ehigh ered. com/ news /201 5/09 /11/ will- china

    - slowd own- stall- growt

    h- inter natio nal-

    stude nts

    See: www.economist.com Also: https://www.insidehighered.com/news/2015/09/11/will-china-slowdown-stall-growth-international-students

    http://www.economist.com/

  • Market Dependence: Issues

    Over-reliance on single sources creates concerns

     Financial dependence a major issue

     Competition intensifying can have a disproportionate impact

     Need to calculate market share and cost of recruitment carefully

     Reputation/branding perceptions important

     Understanding student choice (gauging response in market)

     Retention takes on more significance

     Student satisfaction and student outcomes increasingly important

     Measuring effectiveness of recruitment essential

     Monitoring impact of change through ongoing market research

     Manage and maintain positive agent/mediator/govt relationships well

  • I m p a c t

    Adapted from KPMG sources © Barton Carlyle 2015

  • What can we do?

    3

  • INTERNAL DYNAMICS Need for coherence with institutional strategy, effort

    12/09/2015

    11

    ICEF Glasgow

    1

    Diverse and relevant programme portfolio and delivery modes 2

    Faculty/Academic Staff Engagement 3

    Appropriate budget/resourcing

    4

    5 Focus on delivering excellent processes for retention throughout the student lifecycle

  • 12

  • MARKET SCANNING

  • GOOD Practice

    Use effective market research, market intelligence and scanning 1

    Use student choice research 2

    Consider scaleability vs niche activity 3

    Use insight as well as data 4

  • So what?

    4

  • Market Development

    Market Penetration

    Product Development

    Market Development

    Diversification

    Present

    Present

    New

    New M

    ar ke

    ts

  • 17

    Questions?

  • Pamela Barrett, Director Barton Carlyle E: pamela@bartoncarlyle.com T: (44) 7788 600 388 www.bartoncarlyle.com

    THANKS

    For your participation!

    mailto:pamela@bartoncarlyle.com