report 2 print copy

Upload: caterina-de-filippo

Post on 12-Oct-2015

51 views

Category:

Documents


0 download

DESCRIPTION

marketing report

TRANSCRIPT

  • !ILSC Business College

    !!!INTERPRET MARKET TRENDS !!!Project !Research to identify the trends in Australia education

    !A market research trends

    !June 2014

    !Prepared for: Samuelson Worldwide Education Prepared by:

    !!SLIC Market Research Company

    213 Adelaide St 4000

    BRISBANE

    QLD

    Australia

    !Contact: Dott.ssa Caterina De Filippo

    !!!!!!!!

    1

  • !TABLE OF CONTENT

    !!!

    2

  • !!!!!!!!!!!!!!!!

    3

  • !1.0 Introduction !1.1 Background !! Education in Australia is forth largest export. In 2012 generated $14.5

    billion in export income and predicted to grow into $19.9 billion by 2020 by

    a report for the federal Government by a committee (International

    Education Advisory Council) chaired by NAB chairman Michael Chaney.

    Education in Australia is the fastest growing export sector in Australia.

    International students make a significant contribution to Australian society,

    diversifying and enriching communities, and strengthening Australias

    global networks. The decision to study in Australia also offers many

    benefits to international students, allowing them to gain a high quality,

    internationally recognized education, as well as the opportunity to

    experience life in Australia.

    The international education sector is important not only to Australian

    society, but also the countrys economy. International education activity

    contributed $16.3 billion in export income to the Australian economy in

    201011. Furthermore, many educational institutions rely on the income

    from full-fee paying international students to assist in the provision of

    quality education to all students, both international and domestic.

    In 2009, over one in five (22%) tertiary students studying in Australia

    were international students.

    While the size of the international student population is considerable

    both in tertiary and other sectors, Australias international education sector

    is undergoing a period of change. This change is driven by adjustments to

    Australias migration policy, as well as changing perceptions of the

    Australian education market, the increased value of the Australian dollar,

    and the growth of Australias overseas competitors.

    !!!!

    4

  • !! The Programme for International Student Assessment (PISA) 2006

    evaluation ranked the Australian education system as sixth for reading,

    eighth for science and thirteenth for mathematics, on a worldwide scale

    including 56 countries.

    The PISA 2009 evaluation ranked the Australian education system as

    sixth for reading, seventh for science and ninth for mathematics, an

    improvement relative to the 2006 rankings.

    In 2012, education firm Pearson ranked Australian education as

    thirteenth in the world. The Education Index, published with the UN's

    Human Development Index in 2008, based on data from 2006, lists

    Australia as 0.993, amongst the highest in the world, tied for first with

    Denmark and Finland.

    !1.2 Aim of the report ! This report was commissioned by Samuelson Worldwide Education

    with the aim of gaining an understanding of the Australian education

    export industry. They are thinking about opening up a college in Australia.

    This report will focus on the 4 sectors being secondary schools,

    ELICOS, VET and Higher Education.

    The purpose of this report is to look at export trends of education and

    the future this sector holds. Based on this investigation an appropriate

    sector will be recommended for an ideal investment opportunity.

    !!!!!!!!!

    5

  • !2.0 Interpret market trends and developments !2.1 Ten-year trend for international student enrollments by sector YTD March 20052014 !

    ! There has been a significant drop in commencements from 2011. This

    might have to do with the Australian Dollar reaching record levels making it

    stronger than American Dollar hence making it extremely unaffordable to

    live in Australia. Also there were significant changes to the Visa

    arrangement.

    However there is an increase in numbers since then.

    The sectors that are performing well are ELICOS (positive growth of

    4.2%), followed by secondary schooling, Other (foundation programs).

    Higher education is still not performing well and this could be because of

    the Dollar and competitors NZ, USA and UK.

    !!!!!

    6

  • !2.2 Analysis of the 2011 change of trend ! AEIs International Student Data for 2011 show there were 557,425

    enrollments by full-fee paying international students in Australia on a

    student visa. This is 59,039 fewer enrollments than in the same period in

    2010, and represents a decline of 9.6 per cent. This compares with an

    average growth rate of 8.2 per cent for enrollments since 2002.

    There were 298,842 commencements recorded in 2011, a decrease of

    28,064 commencements on 2010 figures, representing an 8.6 per cent

    decline. This contrasts with an average growth rate of 7.1 per cent for

    commencements since 2002.

    ! In 2011, the Higher Education sector was the only sector to record

    growth in enrollments. Enrollments in the sector were up 0.1 per cent on

    2010. All sectors in 2011, recorded declines in commencements on 2010.

    !7

  • 2.3 Rank 3 over performing and under performing for the last 5 years ! The sectors that are performing well are Higher Education which has

    a positive growth, followed by ELICOS which have maintain a high level of

    productivity over the years, and VET.

    Secondary school and other (foundation programs) are still not

    performing well. !!2.3.1 Higher Education

    ! Higher Education ranked first by volume of enrollments and second

    by volume of commencements. Enrollments in the sector for 2011 were

    0.1 per cent higher than in 2010. This contrasts with the average 2011

    growth rate of 7.7 per cent per year since 2002. Commencements

    declined by 4.6 per cent in 2011, compared with an average annual growth

    rate of 5.0 per cent per year since 2002.

    In 2011, enrollments at the under-graduate level of study were up by

    3.1% but commencements were down by 2.6% on 2010 figures. Post-

    graduate research enrollments and commencements were up by 13.0%

    and 5.9% respectively over the same period. In contrast, other post-

    8

  • graduate enrollments and commencements declined 8.0% and 8.9%

    respectively.

    China had the largest share of total enrollments (40.2%) and of total

    commencements (42.0%) in 2011. Malaysia was the second largest

    source country by enrollments with 7.4 per cent, followed by India and

    Vietnam with 6.4 per cent and 4.5 per cent respectively.

    In 2011, enrollments from China grew by 5.3 per cent. However,

    commencements declined by 4.7% on 2010 figures. In the same period,

    enrollments from Malaysia declined by 2.2 per cent and commencements

    by 4.5 per cent. India, the third largest market in the sector also recorded a

    decline in enrollments and in commencements (down 29.3 per cent and

    13.2 per cent respectively). Enrollments from Vietnam grew 13.0 per cent

    however; commencements declined by 0.1 per cent over the same period.

    Asian countries collectively contributed 83.3 per cent of enrollments and

    83.2 per cent of commencements. Compared with 2010, enrollments from

    this region increased by 0.2 per cent however; commencements declined

    by 3.7 per cent in 2011. Enrollments from all other regions combined

    declined by 0.4 per cent and commencements declined by 8.6 per cent

    over the same reference periods.

    Management and Commerce was the most popular broad field of

    education with 51.1 per cent of enrollments and 53.6 per cent of

    commencements. The next most popular field was Engineering and

    Related Technologies with 8.8 per cent enrollments.

    Information Technology and Society and Culture accounted for a

    further 7.5 per cent and 7.4 per cent of enrollments respectively.

    !!!!

    9

  • 2.3.2 English Language Intensive Courses for Overseas Students (ELICOS)

    ! ELICOS ranked third by volume of enrollments and of

    commencements. Enrollments and commencements in the sector in 2011

    have declined 16.3 per cent and 13.5 per cent respectively on the same

    period in 2010. This compares with average growth rates of 5.8 per cent

    for enrollments and 6.2 per cent for commencements since 2002.

    The Asian region contributed 63.3 per cent of enrollments and 62.8 per

    cent of commencements in ELICOS. Those measures declined by 19.6

    per cent and 16.4 per cent respectively on 2010 figures. Enrollments and

    commencements from all other regions combined also declined, by 10.1

    per cent and 8.1 per cent respectively.

    Enrollments and commencements from all of the top twelve ELICOS

    source countries in 2011 declined on figures from 2010. China was the

    largest market with a 29.1 per cent share of enrollments and 28.0 per cent

    of commencements. Chinese enrollments and commencements declined,

    by 21.5 per cent and 19.1 per cent respectively.

    Enrollments and commencements from Brazil, the second largest ELICOS

    market, also declined. Brazilian enrollments declined by 5.1 per cent and

    commencements by 5.4 per cent. The Republic of Korea was the third

    largest market. Korean enrollments and commencements declined 19.9

    per cent and 19.7 per cent respectively.

    10

  • The ELICOS market from India has declined markedly in the last three

    years. In 2009, Indian enrollments and commencements were ranked

    second however by 2011, India was ranked 11th in both enrollments and

    commencements. Indian enrollments in the sector declined 28.2 per cent

    and commencements declined 16.8 per cent between 2010 and 2011.

    !!2.3.3 Vocational Education and Training (VET)

    ! VET ranked second by volume of enrollments and first by volume of

    commencements. Enrollments for 2011 fell by 16.6 per cent on 2010

    figures. This contrasts with an average growth rate of 16.1 per cent per

    year since 2002. Commencements for the same period declined by 7.3

    per cent on 2010 figures and contrasts with an average growth rate of 16.9

    per cent per year since 2002.

    Enrollments at the diploma and advanced diploma levels of study in

    2011 declined by 13.4 per cent on previous years figures and

    commencements at those levels also decreased 3.7 per cent over the

    same period. Enrollments from the five largest source nationalities all recorded

    declines. The declines from each of the top three nationalities were: India 11

  • by 26.0 per cent, China by 16.4 per cent and Thailand by 6.9 per cent.

    Commencements from the three top source nationalities have also

    declined: India by 17.3 per cent, China by 5.5 per cent and Thailand by 6.3

    per cent.

    Asian countries contributed 81.5 per cent of enrollments and 79.5 per

    cent of commencements. India had the largest share of total enrollments

    (32.4%) and of total commencements (28.7%) in 2011. China was the next

    largest source country by enrollments with 10.8 per cent, followed by

    Thailand with 6.6 per cent.

    Management and Commerce was the largest broad field of education in

    VET with 51.5 per cent of enrollments and 57.7 per cent of

    commencements in 2011. Enrollments and commencements in this field

    grew 7.3 per cent and 12.2 per cent respectively. Food, Hospitality and

    Personal Services ranked second however, enrollments in this field

    declined by 47.3 per cent and commencements by 44.7 per cent. Society

    and Culture was the third largest broad field of education and recorded a

    23.5 per cent decline in enrollments and a 4.5 per cent decline in

    commencements.

    !!2.3.4 Secondary Schools

    !12

  • The schools sector ranked fifth by volume of enrollments and of

    commencements, contributing 3.7 per cent of enrollments and 3.1 per cent

    of commencements. Compared with 2010, enrollments for 2011 declined

    by 13.6 per cent while commencements decreased by 14.9 per cent.

    The Asian region contributed 86.0 per cent of enrollments and 78.2

    per cent of commencements. China was the largest market with 44.3 per

    cent of enrollments and 41.9 per cent of commencements. Enrollments

    and commencements from this market declined, by 14.2 per cent and 13.0

    per cent respectively. The Republic of Korea was the second largest

    market with 13.9 per cent of enrollments and 11.6 per cent of

    commencements, and recorded declines of 20.9 per cent and 22.9 per

    cent respectively. Vietnam was the third largest schools market with a

    share of 10.5 per cent of enrollments and 7.7 per cent share of

    commencements. Enrollments and commencements from Vietnam

    declined 9.2 per cent and 20.0 per cent respectively.

    !!2.3.5 Three over- performing courses !In conclusion from the analyzed data, the over performing courses are:

    1. Higher education

    2. ELICOS

    3. VET

    !2.3.6 Three under-performing courses !As shown by the graph, the under performing courses:

    1. Other education

    2. Secondary school

    3. VET

    !!!!!

    13

  • 2.4 Market Growth

    !! As shown in the table, 80% of International students come from Asia.

    Top 5 countries are China, India, Republic of Korea, Vietnam and Brazil.

    The main reason for this are:

    Asias rapid expanding middle class seek educational opportunities

    overseas

    Collaborative arrangements / joint venture are expanding especially in

    China

    Looking for English based education !!!

    14

  • 2.5 PESTEL ! PESTLE analysis is a concept used as a tool by companies to track the

    environment theyre operating in or are planning to launch a new project/

    product/service etc.

    PESTLE is a mnemonic which in its expanded form denotes P for Political,

    E for Economic, S for Social, T for Technological, L for Legal and E for

    Environmental. It gives a birds eye view of the whole environment from

    many different angles that one wants to check and keep a track of while

    contemplating on a certain idea/plan.

    The framework has undergone certain alterations, as gurus of

    Marketing have added certain things like an E for Ethics to instill the

    element of demographics while utilizing the framework while researching

    the market.

    There are certain questions that one needs to ask while conducting

    this analysis, which give them an idea of what things to keep in mind. They

    are:

    What is the political situation of the country and how can it affect the

    industry?

    What are the prevalent economic factors?

    How much importance does culture has in the market and what are its

    determinants?

    What technological innovations are likely to pop up and affect the market

    structure?

    Are there any current legislations that regulate the industry or can there

    be any change in the legislations for the industry?

    What are the environmental concerns for the industry?

    All the aspects of this technique are crucial for any industry a

    business might be in. More than just understanding the market, this

    framework represents one of the vertebras of the backbone of strategic

    management that not only defines what a company should do, but also

    accounts for an organizations goals and the strategies stringed to them.

    15

  • P Australia has a stable government which is based on freedom of

    speech, religious tolerance and the rule of low.

    Visas in Australia for most of foreign countries are fairly easy to

    get. The most common are Student Visa and Work and Holiday

    Visa. The former is suitable for people who attend a long

    educational journey and it allows the student to work 20 hours per

    week. The latter is suitable for people between 18-30 years old,

    and it allows to study up to 4 months and work 38 hours per week

    for a maximum of 6 months for the same company.

    E Australia is considered the most expensive country for overseas

    students. The main reason is the average cost of university fees

    and living costs which are more than US $38,000 per year.

    Australia is anyway one of the most common destinations for

    international students thanks to the drop of the Australian dollar

    which make it more affordable.

    The unemployment rate is low and it is fairly easy for student to

    find a part time occupation.

    S Australia social value has been increasing during the last couple

    of years. The government is very supportive of festival and social

    events.

    Having English as the native language, Australia is seen as a very

    good opportunity for young people to acquire or improve their

    knowledge of english while living in one of the most beautiful

    country in the world.

    Australia is a very cosmopolitan country. In one city people have

    the opportunity to meet people from different nationality and learn

    about different cultures.

    T Technology is a valuable tool in the educational sector. It

    improves the facilities and gives student extra support.

    In modern times online distance learning has become very

    popular. It allows student to follow lecture from their home/country

    without the commitment of moving to the school place, which

    makes it very affordable for student who wish to study abroad.

    16

  • !!!2.6 SWOT Analysis ! A SWOT analysis is a simple tool to help work out the internal and

    external factors affecting the business. It is one of the most commonly

    used business analysis and decision-making tools. A SWOT analysis

    helps:

    build on strengths (S)

    minimise weakness (W)

    seize opportunities (O)

    counteract threats (T)

    A SWOT analysis is often part of strategic planning. It can understand

    your business and work out what areas need improving. It can also help

    understand the market, including the competitors, and predict changes.

    E Environmental factors include the weather and the climate

    change.

    Australia is a continent that experiences a variety of climates due

    to its size. There is not one single seasonal calendar for the entire

    continent. Instead there are six climatic zones and this translates

    as two main seasonal patterns.

    L In the past year they have been some changes implemented by

    the Australian Government to streamline international student visa

    processing, introduced in 2012, should also help increase the

    influx of international students to Australia.

    17

  • STRENGTHS

    ! English language. In the last

    years has been a growing

    demand to learn the english

    language by big foreign countries

    like Japan and Russia.

    Fair ly low costs and fees c o m p a r e d t o e u r o p e a n

    destination like UK.

    Proximity to the Asian country which is a constant market.

    Part-time job opportunities.

    Pathways with university and higher education.

    The good quality of Australian education. Australia offers a diverse range of study options for

    international students, with more

    than 1,200 institutions and over

    22,000 courses to choose from.

    WEAKNESS

    ! The strengths of the AUD

    Dollar.

    Lack of involvement and rules f r o m t h e A u s t r a l i a n Government.

    Lack of skilled teacher and schools staff.

    18

  • !!!!!!!!!!!!!!!

    OPPORTUNITIES

    ! Twinning programs which a

    degrees where international

    students can do their first 2 years

    of the program in their home

    coun t ry and comple te the

    remaining year in the Partner

    University in Australia.

    In the last 5 years the airlines flying to Australia have increased fairly with a decreasing in the cost

    of the ticket.

    Growing demand from the asian countries to study english.

    New student visa policy which allows graduates to work in

    Australian for the following 2-4

    years.

    THREATS

    ! Distance: Australia is very far

    away from Europe and South

    America, so the travel cost are

    very hight and the psychological

    impact is significant.

    G r o w i n g o f t h e o n l i n e educational offers.

    Global financial crisis.

    Growing competition from Europe and the United States.

    19

  • 3.0 Qualitative Analysis !3.1 Approach !Explain here that the 3 sectors that are performing well ! Based on the data, Higher education and VET are the best

    performing sector because the have been growing over the years,

    although the ELICOS sector is chosen for further investigation because it

    is the only sector which was consistent over the years. Therefore a

    qualitative analysis on this sector is done.

    The ELICOS sector is a sector that will continue to see growth. It

    is recommended that an organization like ILSC could be seen as an ideal

    opportunity for Investment. ILSC is a language school who offers a wide

    range of programs and courses. Subject taught at ILSC include General

    English, IELTS Preparation, Cambridge Preparation, VET and TESOL.

    In order to understand ILSC market position we will do a qualitative

    analysis in which we will:

    Research the sector

    Develop survey

    Survey 20 people

    Develop a competitor analysis !!!!!!!!!!!!!

    20

  • 3.2 Survey !Question Answers

    1. How old are

    you?

    15-20 21-29 30-50

    2. Which college

    are you

    attending?

    ILSC VIVA Other

    3. Which course

    are you

    attending?

    VET Eliscos Other

    4. Are you

    currently working

    part-time?

    YES NO

    5. Why did you

    choose

    Australia?

    easy Visa work permission overseas

    experience

    6. How did you

    hear about

    Australia?

    relative/

    friends

    internet agency

    7. How do you

    evaluate your

    college?

    average good excellent

    7.1 Teachers

    7.2 Facilieties

    7.3 Class size

    7.4 Location

    7.5 Fees

    21

  • !!!

    8. Has your

    experience in

    Australia has

    been positive so

    far?

    YES NO

    9. Would you

    consider to stay

    in Australia if you

    have the

    chance?

    YES NO

    10. Do you

    consider an

    education in

    Australia will

    benefit you?

    YES NO

    11. If you have

    another chance

    will you enroll for

    another course

    in Australia?

    YES NO

    12. What are the

    advantages of

    studying in

    Australia?

    13. Would you

    pick a different

    country if you

    had to do this

    again?

    YES NO If YES which,

    22

  • 4.0 Results of the survey ! On June 7th and June 8th we had run a survey among some

    international students who are currently studying in Brisbane.

    The population sample is 20 people whole from Italy, and the

    chosen sampling method is random.

    !4.1 Age ! Most respondence (55%) came from the age 21-29 years old which is

    for this reason the mode. 30% from 15-20 and a fairly 15% from 30-50.

    !!

    !!!!!!!

    Item Frequency Mode

    15-20 6 21-29

    21-29 11

    20-50 3

    23

    15-20 21-29 30-50

  • 4.2 College ! From the survey, it is clear that the most popular colleges in Brisbane

    are: ILSC, VIVA College, Shafton College and NAVITAS. !!4.3 Courses ! The most popular course is ELICOS which was assumable for the

    reason that most of those courses and general english. VET and IELTS

    are also very request but just a few respondence came from the

    Cambridge course.

    !

    !4.4 Part-time jobs ! The majority of the international students interview have part time jobs

    to help them financially support their staying and studying.

    Item Frequency

    VET 4

    ELICOS 8

    IELTS

    (other)

    6

    CAMBRIDGE

    (other)

    2

    24

    VET ELICOSIELTS (other) CAMBRIDGE (other)

    Part-time Job

  • !!!4.5 The reason why the students interviewed came to Australia ! Most of the international student interviewed choose Australia thanks

    to the VISA availability. Most of them agreed in saying that Australia has

    the most valuable VISA for international students.

    !

    !!!!!4.6 How the student interviewed discover Australia !! The majority of the students interviewed heard about Australia by

    searching the Internet. Just a few where oriented by agencies and the rest

    where advised by their family and friends.

    Item Frequency Mode

    Easy VISA 8 Easy

    VISAWork

    permission

    5

    Overseas

    experience

    7

    25

    Easy VISA Work permissionOverseas experience

    Internet Agency Family/Friends

  • !!4.7 College evaluation ! The students interview were asked to evaluate their college in the

    following aspects:

    teachers

    facilities

    class size

    location

    fees

    Item Frequency

    AVERAGE GOOD EXCELLENT

    1. Teachers 2 15 3

    2. Facilities 2 13 5

    3.Class size 2 4 14

    4. Location 0 3 17

    5. Fees 17 3 0

    26

    College

  • !!

    The chart proved that:

    Teachers had a very positive evaluation

    The facilities are very well structured

    The class size are perfect for the number of students

    The locations where the school are set are very amusing

    The fees are considered normal nor to high nor convenient !!!!!!!!!!!!

    27

    Average Good Excellent

  • 4.8 Australia has been a positive experience so far ! It is clear that most students felts that being in Australia was a very

    good experience for them so far.

    4.9 Preference to stay in Australia in the future ! Surprisingly when the people where asked if they would like to stay in

    Australia if they had a change, most of them said NO. The majority stayed

    that they are here to study and to acquire or developed their english

    knowledge in order to get a better job position in their on country.

    !!!!!

    28

    Positive experience in Australia

    Staying in Australia

  • 4.10 Australian education benefits on the candidate ! Most student agreed that they were benefit by Australian education.

    Most of them felt that there is no better place to study english.

    4.11 Prospective of doing another course in Australia ! The majority of the students interviewed felt that if they had a

    chance they would gladly enroll for another course in Australia.

    !!!!!!

    29

    Good Australian education

    Another course in Australia

  • 4.12 Advantages of studying in Australia ! When we asked the candidates what are the advantages of studying

    in Australia, we collected the following answers:

    ! great environment

    cheaper english courses

    chance to meet new people

    chance to learn new skills

    chance to learn how to surf

    Brisbane is close to the beach

    change to start a new life

    engage new cultures

    live in a city

    learn the Australian accent

    improve english

    get a part time job !4.13 With the data from this experience would the candidate have chosen another country instead ! During the survey we asked if now that they have knowledge

    Australia, would they pick a different country to do this experience? With a

    positive answers we also demand the name of the preferred country.

    Gladly, just a few people responded YES.

    !30

    Another country instead Australia

  • ! As it was assumable, the survey confirmed that Australia most

    dangerous competitors are The United States and The United Kingdom. !!!5.0 Review of ILSC ! As previously mentioned, ILSC is a global, educational community

    that delivers dynamic and inspirational English and French language

    training programs, and is comprised of a vibrant, friendly, respectful,

    multicultural student body and teaching faculty. ILSC is considered one of the finest language learning institutes in the

    world. Since 1991, they have been developing and refining the teaching

    methods. They currently run eight campuses at locations in Vancouver, Toronto

    and Montreal (Canada), New York, San Francisco (USA), New Delhi

    (India), Sydney and Brisbane (Australia).

    For this report we will focus at the Australian location see in Brisbane.

    !!!!!!!!!!

    YES ANSWERS COUNTRIES CHOICE

    Item Frequency

    USA 2

    UK 2

    Canada 1

    New Zeland 1

    31

  • 5.1 Course performance at ILSC ! In order to understand the performance of the college ILSC we

    gathered the following datas:

    !Session 1!4 Jan - 28 Jan

    Session 2!31 Jan - 25 Feb

    Session 3!28 Feb- 25 Mar

    Session 4!28 Mar - 21 Apr

    Total Median

    ECP 158 181 177 177 693 177

    IELTS Intensive

    64 58 68 67 271 68

    Upper Int IELTS

    61 67 68 66 262 66.5

    FCE 59 59 59 56 257 65.5

    Business Program

    68 57 56 66 247 61.5

    Power Speaking

    68 68 68 67 233 59

    Adv Power Speaking

    56 66 50 57 229 56.5

    Total 534 556 546 556 2192

    Median 64 66 68 66

    Total 554

    32

  • ! From the chart we can establish that ECP which is the General English

    course is the most popular in every session. There is constancy among

    the other courses fro the all year which gives us a good general situation.

    !!!!!!!!!!!!!!!33

    ECP IELTS Int Upp Int IELTS FCEBusiness Power Speaking Adv Power Speaking

  • 5.2 Courses contribution

    As previously mentioned, this pie charts confirms that the General

    English course are the ones who most contributes to the school profit.

    Also exams preparations like IELTS AND Cambridge are very

    popular, we can assume that the reason for it is that either one of those

    exams are from migration or academic purposes.

    !!5.3 Central Tendency ! The following is an analysis in order to show the central tendency for

    the data above:

    34

    ECP IELTS IntUpper Int IELTS FCEBusiness Power SpeakingAdv Power Speaking

    Courses

  • This chart demonstrates the median for the following courses:

    !!!!!!!!!!!!!!!!!!!!!!!!!!!!!

    35

    0

    45

    90

    135

    180

    ECP Upp Int IELTS Business Adv Power Speaking

    courses

  • !6. Competitor Analysis ! The competitor analysis is an assessment of the strengths and

    weaknesses of current and potential competitors. This analysis provides

    both an offensive and defensive strategic context to identify opportunities

    and threats. Profiling coalesces all of the relevant sources of competitor

    analysis into one framework in the support of efficient and effective

    strategy formulation, implementation, monitoring and adjustment.

    The most relevant competitors for ILSC are the following:

    !

    ! As showed in the table, ILSC has a very good position compared to

    the competitor, thanks to the following factors:

    central location: ILSC is located into Brisbane CBD which is very easy to

    find, next to Anzac Square which has a big park and ned to a food court

    average fees: the fees are acceptable compared to the highly education

    program which ILSC offers

    fun environment: ILSC offers to all its students a wide range of free after

    class activities such as sports, trips and movies night .

    FEES FACILITIES TEACHERS OTHER

    NAVITAS 357 p/w central

    location

    average -

    VIVA 360 p/w central

    location

    not

    satisfactory

    fun

    eviroment

    ILSC 350 p/w central

    location

    highly

    educated /

    prepared

    fun

    eviroment

    ALS 335 p/w central

    location

    highly

    educated /

    prepared

    different

    activities to

    join

    SHAFTON 370 p/w historical

    building

    average hospitality

    course and

    training

    36

  • 7. Recommendations ! Stating the fact that from the gathered datas education in Australia

    is a highly competitive industry. For this reason it is necessary that

    Australian teaching institutes look at multi campus or collaborative options

    closely because that could open more possibilities.

    Furthermore the company could be open to the possibility of online

    delivery which can assist with retaining numbers enrolled while managing

    the companys financial state (which is high).

    In addition, increasing working holiday study programs could be a

    smart way to proceed because, as was previously mention, student visa

    and work and holiday visa have been increasing a lot over the part years.

    This would mean considering shorter courses with flexibility to pursue

    employment.

    For all those reasons, investing in an existing organization like ILSC

    during this period of time would be a very profitable choice. !!!!

    !!!

    37

    COURSE TYPE MEDIAN

    ECP 177

    IELTS Intensive 68

    Upper Int IELTS 66.5

    FCE 65.5

    Business Program 61.5

    Power Speaking 59

    Adv Power Speaking 56.5

  • !8. Conclusion ! As previously mentioned, there is a wide range of positive events that

    are making the education sector growing in Australia. Students VISA law

    are changing in a way that give more option to international students to

    live and study in Australia allowing them to work and support themselves.

    New university pathways programs are available for international students

    which helps them first with their english, secondly with a specialization

    (VET) and last entering to a local university.

    In conclusion, from all those gathered datas it is advisable that the

    company considers an investment in the Australian education system.

    !!

    38