Assessment 1 Marketing

Plan

Report presented by:

Audrey Revai Munemo Mhandu - S3459407
Vung Binh Nguyen (Vincent) - S3480933
Brendan Ho Han Yung- S3598686
Lehua Liu (Annie) - S3482398
Meng Su (Momo) - S3508953

Ola Alkaff - S3550196

Executive Summary

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Table of Contents
1.0 Introduction.......................................................................................................... 3
2.0 Situation Analysis................................................................................................. 3
3.0 External Analysis (Opportunities and Threats).....................................................3
Industry Analysis..................................................................................................... 3
Competition Analysis............................................................................................... 4
Industry Trend......................................................................................................... 4
Customer Analysis................................................................................................... 5
PESTLE Analysis...................................................................................................... 5
Political................................................................................................................. 5
Economic.............................................................................................................. 6
Social................................................................................................................... 6
Technological........................................................................................................ 6
Legal.................................................................................................................... 7
Environmental...................................................................................................... 7
Internal Analysis (Strengths & Weakness)..................................................................8
Ansoff Analysis........................................................................................................ 8
SWOT Analysis............................................................................................................ 9
TOWS Analysis.......................................................................................................... 10
Objective.................................................................................................................. 11
Smart Objective..................................................................................................... 11
Strategic Marketing Plan........................................................................................... 13
Segmentation/Target Segments............................................................................ 13
Target Segments................................................................................................... 13
Empathy Map........................................................................................................ 13
Customer Journey Map.......................................................................................... 14
Perceptual Map...................................................................................................... 15
TOWS Analysis...................................................................................................... 16
Recommendation..................................................................................................... 17
Reference................................................................................................................. 17
Appendix.................................................................................................................. 18
Questionnaire: Australia Education for International Student................................18
Survey Result........................................................................................................ 19

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1.0 Introduction
2.0 Situation Analysis
3.0 External Analysis (Opportunities and Threats)
Industry Analysis
Acquiring the services of an international education service is considered as an investment as this
is seen as a pathway to create a value in human capital in the global village. Most international
students use education agents to gain knowledge on how to permanently migrate through
education. For instance by enrolling in a program that awards them the skills required by
Australia (Kahanec and Kralikova 2011; Azarias et al. 2014; Gregory 2014). In this sense, if
Australia wants to retain skilled international students as permanent residents, the system should
find ways to attract genuine best quality students enrolled in the relevant program skills
required by Australia. Outcome life intends to provide international students the power to make
informed decisions that are based on their values. Albeit, circumstantial evidence indicates
immoral trends in the education agents industry in relation to providing misleading information
to international students, which in the end causes frustrations to the international students who
make half informed decisions as well as providing universities with students that do not meet the
quality requirements. Outcome life seeks to identify genuine students and assist them to make
informed decisions on their choice of study and geographical location and based on their
intentions, in terms of migration. Unlike other education services that have focus on commission
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as opposed to quality of students and students priorities. For example, outcome life will create
an online platform that interviews students, by recording themselves answering random
questions that pop up on the screen to ensure that they meet the desired English requirements.

Competition Analysis
The international education services industry is highly competitive as there are many onshore
and offshore agents in operation. The industry is commission based and some agents have been
pointed as being dishonest, favouring commission as opposed to the international students life
values as well as the universities quality requirements. A survey conducted in 2012 indicated that
quality and reputation were major influential factors in students decision making (Victorian
Government 2013). This may work as an advantage for outcome life if it successfully builds up
its brand and becomes well known for its vision and mission, which encompasses empowering
international students to make decisions based on their values. It is also essential for Australia to
maintain a positive reputation as a quality provider therefore Outcome lifes vision and mission,
if implemented and achieved will build a good reputation for Australia as a country.

Industry Trend
There has been an increase in the global demand for international education services. According
to www.pc.gov.au the demand for international educational services is high and growing in Asian
countries, precisely China and India. Despite the developments in modern technologies, a
relative number of students still depend on education agents when deciding what to study and
where this has significantly increased the demand in international education services. DeVoretz
(2006) observes that much of such demand transpires due to factors such as quality and
reputation of educational opportunities, economic factors language barriers among others.
Consequently, a significant increase in competition among international education services has
been noted globally. Over the past years the Australian international education sector has had a
stable growth (OECD 2014). Subsequently, a reflection of the global patterns indicates that most
of Australias international students between the years 2002 and 2013 were from China followed
by India and Vietnam. Comparatively the growth of offshore international education services has
been slower than that of onshore.

Customer Analysis
Australia universities rely heavily on agents to recruit students. An estimation of 63% of university
enrolments in 2012 was said to be through agents (Olsen 2013). Certain variations apply to the extent
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in which agents are involved, this is because the industry is commission based and most agents will
work more for universities that pay a higher commission. Outcome life specifically targets genuine
students who need information on where to study and what to study based on their life values and
intentions. Outcome life, also targets international students who require a professional year as well as
international students who are looking to acquire permanent residency through studying in Australia.

PESTLE Analysis
PESTLE Analysis is use to analysis and monitor Outcome Life macro-environmental
factors that have an impact on their company. This tool gives a birds eye view of
the whole environment from many different angles to check and keep track on their
operation.

Political
-

Internation
al student
are
encourage
s to come
to
Australia
Job &
education
opportunit
ies.

Economic
-

High
deman
ds for
Australi
a
educati
on
provide
rs

Social
-

Technolo
gy

Leg
al

Environme
ntal

Australia
is a
multicult
ural
country

Political
There is a trend in the education policy encourages international student to
come to Australia for the promise of better education and job opportunities.
However, there is a change in the government policy that encourages
international student to complete their studies and return to their country.
The pathway to permanent migration through international education are
desirable. While student visa policy setting should be favour short-term and
long-term immigration mix, the government can come under pressure from
the international education sector to take their businesses into account.
Instead for governments to ensure a reliable supply of international students
into Australia, according to the Australian international education services,
providing Australian standard policy and regulation framework should
support behaviour responses by education providers & international
students. Hence international peoples intention on applying Permanent
Resident (PR) are challenging
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Economic
There is high demand for Australian education providers delivers courses
abroad. The global market for education services is expanding as incomes
and participation in education in emerging economies continue to rise.
Australia is an attractive destination for international students at all levels of
education.
-

Foreign exchange rates

Inflation rate

Economic rate

Social
In 2014, over 450,000 international students on student visa in Australia.
University students are from abroad, including China, India, Korea, Vietnam
and Malaysia.

Cultural trends

Demographic

Attitudes towards oversea education

Teigan Margetts
According to universities, the biggest problem is graduate employers themselves.
Employers
expect too much, they say, in that they often want students to have local work
experience, which
is hard for international students to obtain, and they also have unnecessarily high
expectations of
English language proficiency (IELTS 8 or equivalent), which is far above what is
required to
converse effectively in the workplace. And then theres the issue of racism
something that
research shows still pervades Australian workplaces to this very day.

Technological
Social media plays a major role of the technological trend. As social media is
a platform for everyone to be involved and managed for promotion and

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interactions. Facebook, job employment website is increasing notice e.g

seek.com.au linkedin, Wechat
Outcome Life models are to help the student to save time on finding
university without going through provider. Website such as Seek & Indeed. A
job service provider for people to seek employment. Outcome life modifies
their model to be fully utilize tool for international student.
-

Social media usage rate

Spending on Research & Development

Legal
The Australian Government has a role in providing a policy and regulatory
framework that encourages behaviors by education providers, international
students and other stakeholders that support its immigration and education
policy objectives, and enables the market for international education services
to function well within these policy settings.
The sustainability of international education exports is more closely linked
to regulatory settings than in many other sectors. Regulatory settings around
student visas and education quality are crucial.
The lack of a synchronised and coherent strategy for these two interacting
policy levers has the potential to undermine the sectors ability to take
advantage of the opportunities offered by growth in the global education
market.
-

Health and safety law paying insurance ( international rate)

Welfare legislation

Employment law VISA 485 , (work max 20hrs per week)

Consumer protection

Environmental
Australia is a leading global education powerhouse with some of the worlds
best facilities and educators, providing local and internationals with a range
of quality study options. Australia has some of the top cities in the world for
university study and for students to live in. Offering the combination of
excellent universities and high living standards. 8 out of 100 top universities
in the world are Australian.
-

Reason coming to Australia (Multicultural, education, job opportunities)

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Climate change

Weather influence

Attitudes toward livable country - What makes Australia livable?

Internal Analysis (Strengths & Weakness)

While outcome.life provide for international students the tools to help them make the best diction
for their education and future . Their current vision is helping students choose the best suitable
Professional Year provider for them, and they will have a lot of different choices to pick from .
Resources
Professional Year is 44 weeks + 12 weeks internship long program for international students.
The aim of it is to secure for the international students a job by choosing the right studies for
them which will help them easily transition from being a student to an employee .
Strength
It will help students in the future .
developing skills demanded in the workplace like communication and presentation skills .
60% of the students receive offers for employment
5 migration points granted towards getting the permanent residency in Australia
Weakness
only available in 3 streams . (Australian Computer Society + Engineers Australia Professional
Year Program + SMIPA (Accounting) Professional Year Program)
40% of students doesn't have any offers .
Long duration (44 weeks ) without financial support .

Ansoff Analysis
At the moment Outcome Life is moving to Product Development from Market
Penetration in a product direction. This is because of Outcome Lifes intention of
moving forward to deliver such as Professional Year Program. Changing their
business model to created good benefit for the international students.

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SWOT Analysis

TOWS Analysis

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Objective
Smart Objective
After completing TOWS Analysis, we come up with three objectives.
-

Leader of Professional Year Providers. This objective is based on the idea of

Strength-Opportunities Strategies.
Most diversity of product portfolio in education market. These objectives is based on
the idea of Weakness-Opportunities Strategies.
Utilising SEEKs business model for Outcome life to be an education provider for
international Students. These objectives are based on the ideas of WeaknessThreats Strategies.

Specific

Objective 1

Objective 2

Objective 3

Leader of
Professional Year
provider in

Most diversity of
product portfolio in
education market

Building a Community
for International
Students
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Australia

Measurab

10 % of the total
market share

10 % increase on sales
revenue

Increase total page

likes by 35,000

Sales turnover
increase

Undergraduate
degrees, Postgraduate
degrees and
Professional Year

Get 17 people to like

their Facebook page
each day

Realistic

Strong relevant to
high demand of
international
student on
professional year
program

Product expansion on
business and
educational provider in
Australia

Gain attraction from

social media
Building connection
oversea and Australia

le

Achievabl

Timed

By 2021

By 2021

By 2021

Based on the TOWS analysis and the Smart Objective model, we have concluded
that Objective 1 is the preferable short-term strategy for this marketing plan.
Leader of Professional Year in Australia by increasing 35% of the total share market
by 2017
Weighting Table to determine preferred short-term strategy
Objective 1

Specific

Objective 2

Objective 3

20%

20%

70%

30%

20%

60%

40%

20%

40%

Realistic

30%

30%

40%

Measura
ble

Achievabl

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Timed

15%

15%

70%

Strategic Marketing Plan

Segmentation/Target Segments
Target Segments
-

International Student
Living in Australia
Better Education Provider
Professional Year Program
Perusing Permanent Residence

Empathy Map

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Think & Feel?

Happy
Confident
Anxious
Stable Life
Will my parents be proud of me?
Should I go back be after my
studies?
Agency will look after me
Have to pass university

Hear?
Internet
Advertising
Friends & Family
Employment Agency
Professional Year

Pain
Stability Life
Family Expectation
Untrusting Agency
VISA Requirement
Job Requirement
Permanent Residence Requirement

See?
Careers Fair
Job Advertisement
Migration Officer
VISA
Study Course Advertise
SEEK

Say & Do?

Australia Culture
Get Permanent Residence
I want the best Job
Networking
Looking for Opportunity

Gain
Geographical Advantage
Culture Diversity
Employment Opportunity
Education Opportunity
Migration Rewarding
Networking / Industry Connection

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Customer Journey Map

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Perceptual Map

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TOWS Analysis

Having narrowed your consumer focus it may be relevant to revisit your

TOWS
analysis to establish how best to ideate for your chosen target segments.
Strategic Ideas
Develop a number of strategic alternatives (they may be complimentary
or
alternatives)
Choose your preferred strategy(ies)
Develop a detailed marketing mix for your chosen strategy or
complimentary
strategies
Implementation
Provide an implementation program of timing and budget (estimation is
fine or
relative size such as percentage of marketing budget for each item).
Controls
Contingency plan and measurement (state as a process, keep this section
brief).

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Recommendation
In order to build a community for international student
How do we enhance
How do express their passion through the internet
Build trust using digitial
Be like trip Advisor, Seek & linked
Building a Community for International Students
1. Social media campaign Awareness Program, live Chat, WeChat
2. Reward system peer to peer
3. Enhance website platform provide more user friendly website

Reference
Margetts, T 2016, Why Dont More International Students on 483 Visa Get
Jobs?, Medium, 13 March, viewed 31 August 2016,
<https://medium.com/@Outcome.Life/why-don-t-more-internationalstudents-on-485-visas-get-jobs-f1339be328f3#.a91exbxcv>.
DeVoretz, D. J. 2006, The education, immigration and emigration of Canadas
highly skilled workers in the 21st
century.http://boards.amssa.org/research/members/viewPost/post_id:3033
Kahanec, M. and Kralikova, R. 2011, Pulls of International Student Mobility,
Institute for Labor Studies (IZA) Discussion Paper Series, no. 6233.
OECD (Organisation for Economic Cooperation and Development) 2014,
Education at a Glance: OECD Indicators, OECD, Paris.
Victorian Government 2013, International Education Strategy for Victoria
20132018.
Wright, P 2016, Melbourne ranked world's most liveable city for sixth
consecutive year by EIU, ABC, August 18, viewed 27 August 2016,
<http://mobile.abc.net.au/news/2016-08-18/melbourne-ranked-worlds-mostliveable-city-for-sixth-year/7761642>.
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Australia 2015, International Education Service: Commission Research

Paper, Australian Government: Productivity Commission, April 30, viewed 20
July 2016, <http://www.pc.gov.au/research/completed/internationaleducation/international-education.pdf>.

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Appendix
Questionnaire: Australia Education for International Student

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Survey Result

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