Consulting Project

Cologne Business SchoolSupport for market development concepts

BA 13 IB MCO WS 14

International – Competition19.11.2014

1

1. Introduction 2

2. Overview 3-5

3. Competitor Mapping 6-9

4. Competitor Profiles 10-15

5. Rankings 16

6. Conclusions 17

7. Executive Summary 18

8. Sources 19-20

9. Appendix 22-28

Table of Contents

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Situation: Cologne Business School is a German private university of applied sciences offering future oriented English- and German-speaking Bachelor and Master studies in the field of business to a growing

number of German and International students.

Complication: CBS can not keep up with its competition.

Question: Why does CBS not have a competitive advantage?

Hypothesis: CBS has a lower competitive advantage because it is not as well established as their competitors.

The following presentation contains the research results in terms of CBS’ competitive environment.

The overall aim was to find and analyse CBS’ main competitors in Germany and Western Europe

through secondary research.

Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking Conclusions Executive Summary

3

• The conducted research for direct and

indirect competitors of CBS is focused on

the named 11 countries in Western Europe.

• Excluded are the Nordic countries

(Denmark, Norway, Sweden, Finland)

because they were internally considered as

Northern Europe.

The competitor analysis focuses on Germany, the Netherlands, Belgium, Luxembourg,

Austria, Switzerland, France, Italy, Spain, UK and Portugal in Western Europe.

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Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

4

Number of Bachelor Degrees

Offered

One

37 Universities

Two

21 Universities

Three or more

15 Universities

• Most competitors only offer one program.

• CBS is offering 6 programs and therefore

belongs to the “Three or more” group.

• CBS is part of the smallest group.

The possible competitors in Western Europe are grouped according to the

number of Bachelor Degrees offered.

19/11/2014Introduction Overview

Competitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

CBS Cologne Business School

HSBA Hamburg School of

Business Administration

IUBH Bad Honnef

HS Fresenius

European University

Marbella International University

Centre

IMC University of Applied

Sciences Krems

SKEMA Business School

KU LEUVEN

International University of

Belgium

Hanze University of Applied Sciences

Rottendam Business School

The Hague University of Applied

Sciences

CBS is therefore part of a group of 15 competitors in 7 different countries in

Western Europe.

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West London University

University of Bath

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Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

6

CBS is among the best in providing language courses, but is weaker than its

competitors in offering accommodation.

• CBS is among the market

leaders in providing

accommodation and language

courses.

• However, CBS only offers a

small amount of rooms in the

dormitory and only provides

little advice in finding other

accommodation.

19/11/2014Introduction Overview

Competitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

7

CBS cannot match up to the competitors’ offering of extracurricular activities

but excels in the effort to integrate international students.

• CBS’s international office is

well established and is

offering various ways of help

for international students.

• CBS is offering only traditional

extracurricular activities unlike

HSBA, IUBH, MIUC and

University of Bath.

19/11/2014Introduction Overview

Competitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

8

CBS’ competitive advantage is the high amount of Bachelor Degrees and

specialization options offered.

• CBS is the market leader in

terms of the number of

Bachelor Degrees in

combination with the amount

of specializations.

• CBS combines 6 Bachelor

Degrees with many

specializations in each of the

programs.

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Specialization

Options offered

Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

9

The weakness of CBS is its online presence.

• CBS’ weakness is the layout

and contents of its web page.

• The web page does not

provide with enough

information for international

students.

• The information on the web

page is not easily accessible.

19/11/2014Introduction Overview

Competitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

10

CBS is a state recognized and internationally oriented private business school

located in Cologne which focuses greatly on improving the students’ employability.

CBS

6 Bachelor Degrees

International Business, International Culture and Management, International Tourism Management, International Media Management,

Business Psychology and General Management.

Extracurricular Activities

Sports

Associations

AccommodationAdditional help for

finding Accommodation

Dormitory

Integration of International

Students

Trips and events

Study-Buddy

program

Language courses

German, Spanish, French, Chinese, English,

Japanese and different

additional languages

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Source : www.cbs.de/de/

Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

11

Marbella International University Centre located in the heart of the Spanish port city Marbella is a global

academic institution providing a new kind of learning experience.

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MIUC

5 Bachelor Degrees

Bachelor International Business, BA Marketing & Advertising, BA International Relations, BA Media & Communications, BA International

Hotel & Tourism Management

Extracurricular Activities Sports

AccommodationBudget student accommocation

Customised student

accommodation

Integration of International

StudentsStudent

Visa Guidelines

Language courses

Spanish, English, French, German,

Italian, Russia, Arabic and Chinese

Source : http://www.miuc.org

Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

12

IUBH is an international and practice-orientated university located in Bad Honnef, Germany.

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IUBH

6 Bachelor Degrees

International Management, Tourism Management, International Marketing

Management, Aviation Management, Event Management,

Hospitality Management

Extracurricular Activities

Social clubs

Sports Clubs

Accommodation

6 Apartment houses

Integration of International

StudentsVisa and

Immigration advice

Language courses

German, Chinese, French, Italian, Russian and Spanish

Source : www.iubh.de/en/

Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

13

HSBA is located in center of Hamburg and offers high quality and practice-oriented education.

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HSBA

5 Bachelor Degrees

Bachelor of Administration, Business Informatics, Logistic Management, Media Management and Maritime Management

Extracurricular Activities

Sports teams

Associations

AccommodationCooperation with the Student Association

International Office for Accommodation

Integration of International

Students

Buddy Program

International Committee : Special Events

Language Courses

No Language Courses

Source : www.hsba.de/hsba/

Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

14

Ku Leuven is an autonomous university offering an academic education based on high-level research.

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KU LEUVEN

3 Bachelor Degrees

Business Information Management, International Business Management and International Relations

Extracurricular Activities

Culture Card

Sports

Accommodation

Dormitory

Integration of International

Students

Welcome Activities

Study-Buddy

Program

Language courses

Tandem Project (German-Dutch, English-Dutch, Italian-Dutch)

Source : http://www.kuleuven.be/English/

Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

15

University of Bath is among the top ten UK universities with a reputation for excellent

research and teaching.

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University of Bath

6 Bachelor Degrees

BSc Business Administration, BSc International Management, BSc Management, BSc Accounting & Finance, BSc International

Management & Modern Languages and BSc Management with Marketing

Extracurricular Activities

Sports

Culture

AccommodationGuaranteed

Accommodation

Additional Help

Integration of International

Students

Tours

Pre-Arrival and Visa Advice

Language courses

English

Source : http://www.bath.ac.uk/management/

Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

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Final Ranking

1. MIUC

2. IUBH

3. CBS

4. HSBA

4. University of Bath

5. Ku Leuven

CBS is ranked 3rd place in the overall ranking outperformed by the market

leader MIUC and by IUBH

0

5

10

15

20

25

30

MIUC IUBH CBS HSBA University of Bath Ku Leuven

Final Ranking

Accommodation Language Extracurricular Integration Webpage Bachelor Degrees & Specialization

Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

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• CBS has 15 direct and indirect competitors in 7 Western European country

• CBS’ strenghts are the versatility in language courses offered and the effort to integrate international students

• The main competitive advantage of CBS is the high amount of Bachelor Degrees and specialization options offered

• CBS’ weaknesses are the accommodation & extracurricular activities offered and the layout of the web page Therefore CBS has a lower competitive advantage

• The comparison of all direct competitors shows that CBS is outperformed by MIUC and IUBH, but is still ranked 3rd place among the 6 directcompetitors

Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

Coming to the conclusions CBS has a lower competitive advantage than it’s

competitors, since it is not as well established.

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• The overall aim of this research is to find and analyze CBS’ main competitors in Western Europe and Germany. The

competitor analysis focuses on Germany, the Netherlands, Belgium, Luxembourg, Austria, Switzerland, France, Italy, Spain,

UK and Portugal. The possible competitors in Western Europe are grouped according to the number of Bachelor Degrees

offered. CBS is offering 6 programs and is part of the smallest group: 3 or more programs. In the group 3 or more programs,

CBS has 15 possible direct competitors in UK, the Netherlands, Spain, Germany, Austria, France and Belgium.

• The results of the competitor mapping showed that CBS is among the best in providing language courses, but is weaker

than it’s competitors in offering accommodation. CBS cannot match up to the competitor’s offering of extracurricular

activities but excels in the effort to integrate international students. CBS’ competitive advantage is the high amount of

Bachelor Degrees and specialization options offered. The weakness of CBS is on the other hand it’s online presence.

• As an outcome from the competitor mapping, CBS’ direct competitors are: Marbella International University Centre (MIUC),

International University of Applied Sciences in Bad Honnef (IUBH), Hampburg School of Business Administration (HSBA),

Ku Leuven and University of Bath. In the comparison of direct competitors the following factors were considered:

accommodation, language courses, integration of international students, extracurricular activities, layout of the web page

and Bachelor Degrees & specialization options offered. CBS is ranked 3rd place in the overall ranking outperformed by the

market leader MIUC and by IUBH.

Introduction OverviewCompetitor Mapping

Competitor Profiles

Ranking ConclusionsExecutive Summary

Executive Summary

1919/11/2014

Sources

2019/11/2014

Spain

• http://www.euruni.edu

• http://en.eserp.com/degrees/bachelor-in-

business-administration/

• http://www.global-business-school.org

• http://www.esade.edu/web/eng

• http://www.ie.edu/university/home/

• http://www.eseibusinessschool.com

• http://www.barcelona.uibs.org/index.php

• http://www.madrid.uibs.org/index.php

• http://www.miuc.org

• http://www.marbellauniversity.com

• http://www.uc3m.es/Home

• http://www.upf.edu/estudiants/en/preus/

• http://www.uic.es/en/business-management

Portugal

• http://portal3.ipb.pt/index.php/en/ipben/home

• http://www.novasbe.unl.pt/en/

• http://www.clsbe.lisboa.ucp.pt/site/custom/te

mplate/fceetplhome.asp?sspageID=1&lang=2

• http://www.iade.pt/en/homepage.aspx

• http://www.ipam.pt/en/ipam-the-marketing-

school.aspx

• https://aquila4.iseg.ulisboa.pt/aquila/instituica

o/ISEG

• http://ibs.iscte.pt/en/

• http://www.uc.pt/en

France

• http://www.neoma-bs.com/en/

• http://www.icn-groupe.fr/fr

• http://www.skema.edu/

• http://www.studialisedu.net/

• http://www.ieseg.fr/en/home/

• http://www.psbedu.com/

• http://www.2iparis.com/

Switzerland

• http://www.ubis-geneva.ch/

• http://www.sumas.ch/

• http://www.iun.ch/iun/en/EN-EN/index.cfm

• http://www.sbs.edu/

Luxembourg

• http://www.cass-edu.eu/

Austria

• http://www.fh-

krems.ac.at/en/international/incoming-

outgoing-academic-mobility/

• http://www.modul.ac.at/

• http://www.megatrend-

edu.net/upis.php?bs=mww&language=1

Italy

• http://www.unive.it/nqcontent.cfm?a_id=758

95

• http://www.eselondon.ac.uk/

• http://www.mhmk-

international.org/contact.html

• http://www.johncabot.edu/

• http://www.gmuonline.org/

• http://www.ssmrome.com/

Germany

• www.whu.edu/ueber-die-whu/daten-und-

fakten/

• www.cbs.de/de/

• www.ebz-business-school.de/startseite.html

• www.munich-business-

school.de/en/experience-mbs.html

• www.hsba.de/hsba/

• www.bits-

hochschule.de/en/international/welcome/

• www.mannheim-business-

school.com/programs.html

• www.hdwm.eu/en/home.html

• www.iubh.de/en/

• www.touroberlin.com/

• www.hs-fresenius.de/en/study/

• www.en.ism.de/

• www.en.hs-

furtwangen.de/students/faculties/hfu-

business-school.html

Netherlands• https://www.hanze.nl/eng• http://www.rotterdamuas.com/• http://www.windesheimhonourscollege.nl/• http://www.thehagueuniversity.com/• http://www.tio.nl/• http://www.wittenborg.eu/• http://www.nyenrode.nl/

Belgium• http://www.kuleuven.be/• http://www.ugent.be/• http://www.solvay.edu• http://www.iubelgium.be/• http://www.kuleuven.be/english

U.K

• http://www.westlondoncollege.com/

• http://www.bath.ac.uk/management/• http://www.lse.ac.uk/home.aspx/

Map

• http://cnx.org/contents/1f63fe3d-9c85-4516-

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394c471c618b@2/Just_how_large_is_a_64-

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2119/11/2014

Thank you for your attention!

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Appendix

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Accommodation

1. Marbella International University Centre (MIUC)

2. University of Bath

3. International University of Applied Science (IUBH)

4. Hamburg School of Business Administration (HSBA)

5. Ku Leuven

6. Cologne Business School (CBS)

Ranking Accommodation

19/11/2014 24

Language Courses

1. Marbella International University Centre

2. Cologne Business School (CBS)

3. International University of Applied Science (IUBH)

4. University of Bath

5. Ku Leuven

6. Hamburg School of Business Administration (HSBA)

Ranking Language Courses

19/11/2014 25

Integration of International Students

1. Cologne Business School (CBS)

2. Hamburg School of Business Administration (HSBA)

3. Ku Leuven

4. University of Bath

5. International University of Applied Sciences (IUBH)

6. Marbella International Universtiy Centre (MIUC)

Ranking Integration of International Students

19/11/2014 26

Extracurricular Activities

1. Hamburg School of Business Administration (HSBA)

1. International University of Applied Science (IUBH)

2. Marbella International Universtiy Centre (MIUC)

3. University of Bath

4. Cologne Business School (CBS)

5. Ku Leuven

Ranking Extracurricular Activities

19/11/2014 27

Number of Bachelor Degrees and Specialization Options

1. Cologne Business School (CBS)

2. International University of Applied Sciences (IUBH)

3. Hamburg School of Business Administration (HSBA)

4. Marbella International University Centre (MIUC)

5. University of Bath

6. Ku leuven

Ranking Number of Bachelor Degrees and Specialization Options

19/11/2014 28

Layout of Web page

1. Ku Leuven

2. Marbella International University Centre (MIUC)

3. International University of Applied Science (IUBH)

4. University of Bath

5. Cologne Business School (CBS)

6. Hamburg School of Business Administration (HSBA)

Ranking Layout of Web page