Product analysis -SSU. High quality/design Low quality/design. High Price Low Price. PREMIUM STRATEGY. GOOD VALUE STRATEGY. Masters courses – Non EU students Specialist courses e.g. Maritime Professional courses – CIMA PhD.
High Price Low Price
GOOD VALUE STRATEGY
Masters courses – Non EU students
Specialist courses e.g. Maritime
Professional courses – CIMA
OVER CHARGING STRATEGY
Market share (relative to largest competitor)
PG and UG
U.K. Market International Market
Product attractiveness High Medium Low High Medium Low
Open and transparent culture. Maintains ethical stance in its approach to community at large.
Can assume a staff grouping of variable quality and commitment
Can assume that IT department functions well and services the needs of staff and students in a timely fashion.
Strong buying power – SUPC. Sources ethically produced products.
Assume effective systems in place as ops, outbound logistics/service run smoothly.
Can assume that the supply chain is functioning well. No problems encountered with overseas recruitment fairs.
Brand mgt – need to measure awareness and position the products more memorably in a crowded marketplace
Customer service levels are variable,
Estates, Library and I.T. department services the needs of students and staff
1 =Specialist courses – maritime.
2 = Masters courses for non EU
3= Masters courses for EU
4 = Consultancy
5 = Funded research
7= Foundation degrees
Threat of new entrants - High
Crowded marketplace. Barriers to entry are low. Could expect private universities to be established in the near future. French and German universities now teaching in English. Scandinavian countries could follow suit.
Buyer power – High
Students today have so much choice in which university they wish to attend. Provided that UK students achieve reasonable A level results they can take their pick. The more prestigious universities can demand higher grades.
As for overseas non EU students they are sought after by most universities who sometimes compromise high entry levels to secure large numbers of top fee paying students.
Suppliers will always try to drive up prices but equally they need to sell their products and membership of the SUPC negates problems.
Industry rivalry - Intense Competition in all product commodities is increasing. More established universities have immense pulling power and appeal..
Threat of substitutes – Low
Although India and China are trying to set up their own institutions, quality levels lag far behind the UK for the foreseeable future
International Decision making model Business Portfolio Model – Harrell & Kiefer. Selection of Markets and Product/Market development - SSU