How ERCI Would Survive in the Educational Market of Singapore - Essay Example

School Competitors ERCI Conclusion The report focused on the competitive sustainability of ERCI among other schools like PSB, Kaplan, MDIS and Informatics. The study discussed that how ERCI would survive in the educational market of Singapore by gaining a competitive advantage over its competitor mentioned above. It determined the efficient and effective strategies for the school to attract international student to study in ERCI. It analyzed the competitive market by determining the strengths, weaknesses, threats and opportunities of the education market of Singapore where these schools are established. By comparing the positive and negative attributes, a comparative estimation was done which highlighted on the competitive strategies, objectives of the individual schools as well as the efficiency and defensive moves which can help ERCI to gain market share by attracting more students internationally. ERCI on understanding its competitors’ strategies would restructure and implement their own strategies which would work as an advantage to them (ERC Institute, 2015). A survey was executed where the students of ERCI sampled 100 odd students from varied background to fill in a questionnaire which they analyzed to determine the student’s demand for educational school and what were the features they are more reluctant on while selecting a particular school to study in. The sample group had individuals from countries like Singapore, Vietnam, Korea and China who are students in Singaporean school. The main focus was on the survey method where the students were questioned on their decision making on selecting the specific schools they study in. The focus of the descriptive analysis was on the fees structure, the satisfactory attributes of the schools as well as the educational programs and certificates provided by them. Most of the students surveyed were males and were interested in further studies. 68.5% of the students were aware of the educational programs and attributes of the schools through the agents. Further, the sales manager of ERCI was interviewed to judge the recruiting and managing procedures for the international students. It was found that those students from India and China show greater interest in further studies internationally. They tend to seek information about the global schools through educational agencies in their respective countries and hence the Singaporean schools contact these agents to promote themselves and attract greater number of candidates. On the other hand, there are part time educational facilities in Singapore which are generally availed by the locals as opposed to students coming from different countries who prefer full-time courses. Through the findings, it was estimated that Kaplan was popular among the students though their fee structure was the highest. The report evaluated the other methods of attracting international students like through school websites, student referrals. Importance was given to the education environmental aspects of the schools as well as the motives of the students for international education. Many students gave importance to the social aspects like meeting new people, making friends and even experiencing independent lifestyle. Other aspects were also estimated as the reason to join schools in Singapore. These factors were that the certificates provided were recognized by universities of the U.K and USA even though the schools are established in Singapore. Also, the professors are communicative and helpful in these schools which are of high preference for the Chinese students. The school preferences were also on the basis of the courses and programs they offered and the value of the degree in the global market for seeking jobs. The location proximity, the school fee structure and the cost of living were of high priority for the students as the standard of living in Singapore is high. From the findings we can also conclude that it is an importance strategy for school to plan their course structures as many students avoid difficult courses as they want to fulfill their social needs. Recommendations From the critical analysis of the report and based on the finding, there are certain recommendation for ERCI to strengthen its strategies in order to succeed in the education market of Singapore among schools like PSB, Kaplan, MDIS and Informatics (PSD Academy, 2015). ERCI concentrated more on student acquisition through educational agents. It should also focus on strengthening its college website and student referencing techniques to attract more international candidates. Word of mouth is a very important way of promotion for educational institutions. Therefore, ERCI should introduce student referral sites for greater interaction and promotion of their school. ERCI must give importance in making their educational environment suitable for the international students by introducing student friendly activities, helping them to socialize and interact with professors and other students as lot of candidates join the school to satisfy their social motives. It should plan interactive sessions, finance student parties to encourage socializing so that they are attracted to join ERCI and further refer friends to apply here. They should introduce students to activity clubs that would solve their purpose. It should incorporate informational programs for their students who further want to do higher studies in the U.K or USA. This would encourage them to be part of the school as they would feel motivated by the authorities who are helping in their future prospects. ERCI should include foreign language programs in their courses to help students from China, Vietnam and Korea to apply for future education in countries speaking other languages like English or Spanish. ERCI should provide accommodation facilities to their international students as many come from developing countries where the cost of living is low and the income per household is lesser than Singapore. Therefore, availing their own accommodation becomes a difficulty after paying high educational fees which restrict them from coming to Singapore to study. The school must initiate in providing international certificates from reputed universities like the Bradford or Oxford University. They should affiliate their school through these universities as students studying in Singapore give high importance to graduation certificates. Hence, schools providing a degree from these universities would have higher importance among students as these certificates are acknowledged globally and the students would gain greater exposure as well as recognition while seeking for jobs (MDIS, 2015). Though ERCI is popular for the Hotel management programs and the industrial programs they offer, it should also initiate in strengthening its Information Technology programs to give greater competition to the market leader in this field which is Informatics (Informatics Academy, 2015). The school should also concentrate on its promotional activities through social media. It must introduce blogging to market their institution and attract students by providing benefits to them like educational loans, 100% scholarship, accommodation facilities etc. they should also target Google for marketing their school. They must contract SEO companies to help them advertise their website during internet searches and make sure that they appear in the first three web searches. ERCI should emphasize on student satisfaction and take care of their preferences. It should encourage greater communication among students of different nationality. Also, it should upgrade their team of professors to help student learn and acquire knowledge in a better way. They should be friendly to the students so that they can discuss their problem with their mentor. The higher the student satisfaction the greater would be the popularity of the college among the global students. The school must reduce their fee structure to attract students from Korea, Indonesia and Vietnam. The value of money is quite low in these countries hence; these candidates face difficulty in joining schools like ERCI as it is based in Singapore where the per capita income and standard of living is very high. The educational programs including the examinations and report submissions should be scheduled in such a way that it does not suppress a student’s ability but motivates them to perform better and score high marks (Kaplan, 2015). Reference List ERC Institute, 2015. About Us. [online] Available at: [Accessed 2 July 2015]. Informatics Academy, 2015. Vision, Mission, Core Values. [online] Available at: [Accessed 2 July 2015]. Kaplan., 2015. Kaplan Singapore. [online] Available at: < http://www.kaplan.com.sg/about/ > [Accessed 2 July 2015]. MDIS, 2015. Management Development Institute of Singapore (MDIS). [online] Available at: [Accessed 2 July 2015]. PSD Academy, 2015. Overview. [online] Available at: [Accessed 2 July 2015]. Read More