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Conquering the unknown territories

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Conquering the unknown territories

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Samenvatting

The Hogeschool Zeeland (HZ) wants to increase the amount of Indian students in their international study directions.
The goal for the HZ is to develop a continuous annual inflow of at least five Indian students per full program in a period of two to five years.
Firstly, the macro environment was analyzed with use of the PESTEL framework. From this can be seen that, though the environment of India for studying is very different, it creates hardly any barriers and gives lots of opportunities for the HZ.
From the outcomes of the Theory of Geert Hofstede used in the cultural analysis, can be seen that Indian students who are going to study in the Netherlands, will face many difficulties in adjusting. Most problems are related to the large power distance and collectivistic society of India. Recommended is better consultancy prior to departure, a better information brief and adjusted guidance in the shape of a trust person upon arrival in the Netherlands.
After analyzing the education system, the most interesting age range to target is from 16 to 25 years old.
Qualitative and quantitative research was used to find out the wants and needs of the Indian students. There can be concluded that there is a definite want to study abroad, especially for Canada, Australia, USA, UK and New Zeeland. Moreover, the results showed poor awareness about the Netherlands. Furthermore, the importance of family and the lack of guidance in the Netherlands were reaffirmed. A foreign education institute needs an adjusted marketing budget and strategy in order to have success in India.
The competitive analysis, with use of the Five Forces Framework, indicated that on industry level the market seems difficult to penetrate. However, students are eager to find out about their options in Europe and there are many students ready to go abroad. Therefore, the opportunities in this industry are ample. By looking at the competition there can be seen that the HZ needs to position the college and create awareness.
Finally, there can be concluded that the HZ can position itself in Punjab with the strong points of personal approach, the van Schengen Visa, the high quality and paid work placements. It is expected that by using the acquired knowledge of the target group, the possible position of the HZ and the marketing mix, chances for success in the Punjab are increased severely.

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OrganisatieHZ University of Applied Sciences
OpleidingInternational Business & Management Studies
InstituutAcademie voor Economie & Management
PartnersHogeschool Zeeland, Vlissingen
Gepubliceerd in
Datum2009-06-24
TypeBachelorscriptie
TaalEngels

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