Australian Education Services - Main Opportunities and Challenges for the Firm in China - Example

International Marketing Student’s Name Institutional Affiliation International Marketing 1. Executive Summary International marketing focuses on the foreign market environment and how to penetrate coping with available challenges. Australian Education Services ensure the provision of high-quality services in the Chinese market in terms or workforce. The opportunities available in China are based on technology development and industrialization. These opportunities are essential in opening industrial production and manufacturing technology. Australian Education Services identifies these opportunities to enhance its services to align with Chinese market demand. The challenges associated with international market include a competition of limited opportunities and some opportunities demanding specialized workforce. The Australian Education Services has embarked in ensuring industrial systems and programs used in industrial context especially in China are incorporated into the curriculum. The Australian Education Services have a major role in ensuring both Australian and international students relates to industrial technology in China. This ensures competitive advantage in acquiring higher chances in the Chinese market. Furthermore, the Australian Education Services focuses on engaging with the international organization using online marketing approach. Therefore, the paper focuses in Australian Education Services realigning itself in meeting Chinese market demand and identifying the clients’ behavior to compete effectively. 2. Analysis 2.1 What are the main opportunities for the firm in China/region in China? 2.1.1 Advanced Technology China has advanced technology in different sectors and hence creating greater opportunities for new entry in employment. The Australian Education Services has greater chance to take advantage of these varieties of opportunities in exporting qualified workforce in China. The need for exploring the nature of technologies in China industries would enhance the education quality (Mathews, Bianchi, Perks, & Healy, 2016). Incorporation of the industrial technology in Australian education setting would help in achieving international growth (Mathews, Healy, & Wickramasekera, 2012). Through the technology, the Australian Education Services would communicate and connect effectively with the China industrial managements. This would enhance the connection of the qualified workforce with right industries. Furthermore, it would be easier in designing an appropriate industrial course to offer to students to meet the industrial requirement regarding technology applied to China. Therefore, Australian Education Services has to understand the industrial technology in the determination of opportunities available for the students in China. 2.1.2 Industrialization China is an industrialized country in different aspects and productions. Technology development has contributed to the development of different industries in the country. Industrialization provides a greater chance for Australian Education Service in engaging with China industrial players to expand their services. The changing industrial environment influences the international workforce. As the marketing manager in Australian Education Services, it is important to consider international market activities and experience. This would determine the nature of education quality and attributes to meets the international market demand. The environmental changes in industrial production in China would also have an impact on the curriculum of programs and courses offered in Australia (Yang, Su, & Fam, 2012). Therefore, the understanding industrial framework in China would essentially provide the foundation of Australian education. This would help in meeting the required skills to local and international students seeking education in Australian to fit China industrial requirements. 2.2 What are the challenges for the firm in China? 2.2.1 Competition Competition of workforce in China is the great threat of Australian Education Services in meeting the required skills for their students. The workforce in China has wider exposure to technology and industrial operation locally. On the other hand, the imported workforce in China cannot compete effectively with the locals. The industrial technology requirement cannot be taught theoretically as the student requires exposure and practical skills (Katsikeas, Samiee, & Theodosiou, 2006). The approach is a challenge to students in Australia as they lack proper exposure and practical classes as the students in China. Different aspects are considered during the employment of industrial employees. The approach might not favor Australian workforce seeking an opportunity in China industrial market. There are other firms in different countries that offer similar services as Australian Education Services targeting the same market in China. Stiff competitions as the limited opportunities are available in China. The business and service provider in China depends on technology to execute some services. Automation of different systems limits the number of employees that gets chances to control and programs the systems. This has reduced the number of the employees to be employed in certain sectors. The high number of the workforce has also contributed to low wages and remunerations. Low compensations regarding remunerations and wages influence the willing workforce to compete for few better-paid opportunities. Therefore, high demand for the few chances increases competition for Australian Education Services to enter and penetrate into the Chinese market. 2.2.2. Specialization Skills and competence of employees define the positions and ranking in the organization. Acquiring the required skills helps the workers to specialize in the appropriate field in the certain industrial field. International workforce and especially in Australia lack capacity of specialization required in the Chinese market (Katsikeas, Samiee, & Theodosiou, 2006). The approach by Australian Education Services in ensuring the students meets the required specialization; it has established specific business services in China. This has restricted the Australian Education Services to focus on a specific channel or systems that are determined by the specific employer. Therefore, the Australian Education Service confine student in the specific field instead of exploring the entire Chinese market. 3. Evaluate and Recommendations 3.1 International Market Strategy High-quality education Australian Education Services has a greater role to play in ensuring they provide high-quality education and skills. The international market requires highly skilled employees who would endure high competition to secure opportunities in the Chinese market. The Australian Education Services should formulate education curriculum, programs, and systems that are compatible with Chinese market operating systems. This would enhance and improve their competitiveness in available industrial chances. In reality, the Australian Education Services has to ensure a high quality education that would meet international market demand. High-quality education defines the capability of students in providing services to the employers (Yang, Su, & Fam, 2012). The Australian Education Services would benefit with direct access to international market through having an employable workforce. The Australian Education Services has to consider improving the quality of its programs and courses to meet international standards. Understanding client demand and behavior The Australian Education Services has to understand the clients’ demand and market behavior. In Australian education system, it is essential to identify a possible market to study their behavior and market operation. The Australian Education Services should focus on providing the required skills that would meet the demand of potential clients. Realizing the client demand and behavior would help Australian Education Services as well as the students in seeking appropriate knowledge to understand the Chinese market. Having full information regarding the client, the Australian Education Services would strategize appropriate approaches that would enhance its competitiveness (Mathews, Bianchi, Perks, & Healy, 2016). The services offered by Australian Education Services have to utilize the knowledge of client to standardize its workforce. The need of relating what clients want to services offered by Australian Education Services would provide direct access to international market. 3.2 Internet marketing activities Advertisement and Promotions Using internet marketing strategy, Australian Education Services should focus on advertising and promote it services to potential clients. The Australian Education Services has to consider the channels and programs that relate to the clients’ systems. The achievement of the Australian Education Services would depend on how it portrays its capabilities in supporting students to acquire the knowledge and skills. The approach by the Australian Education Services to attract more clients from Chinese market would be possible through advertisement and promotion (Yang, Su, & Fam, 2012). The Australian Education Services has to ensure branding and position of the Australian education aligns with the Chinese market. Direct contact with business owners Establishing direct contact with Australian Education Services with industries and Chinese business owner creates a good business relationship. Internet connectivity would enhance good communication whereby the business owners and investors would demand specific skills. This would be made possible through studying appropriate programs and systems that are technologically applied in the Chinese market. Having a direct connection between Australian Education Services and investors would enhance easy exploitation of the workforce with little competition. Furthermore, the Australian Education Services manager should focus on signing international treaties with various industrial firms to provide employment for specific skills (Mathews, Bianchi, Perks, & Healy, 2016). The management of Australian Education Services would focus on improving in identifying field regarding technology with the aim of meeting the set requirements. The constant communication would ensure the Australian Education Services gets priority in various sectors in the Chinese market. Improving Education Technology The Australian Education Services are required in improving the education technology that would fit the Chinese market demand. The industries in Chinese employ diverse technology in manufacturing and production. The Australian Education Services is supposed to be compatible with the programs and technologies that are used in these industries. The management should consider the development being realized by the China in technology (Mathews, Healy, & Wickramasekera, The Internalization of information, knowledge, and interaction components of the firm's internationalization process, 2012). Similar technology should be incorporated especially in industrial production. The Australian Education Services is also mandated to ensure the students understand the application part of the programs and systems. Through the Australian Education Services, the students should engage in practical classes that tend to implement the learned technology with the aim of being well-equipped to face the Chinese market demand. Effective online marketing strategy Having an effective online marketing strategy would assist Australian Education Services in seeking a market for its workforce. Through the online platform, the Australian Education Services would showcase the expertise and knowledge of students in different industrial technology and innovations. The interested market would seek to engage the institution in obtaining the workforce. Furthermore, the online marketing strategy would also attract more Chinese investors to acquire high-quality workforce. Therefore, it is advisable for Australian Education Services to use effective online marketing strategy in targeting the Chinese market. Email marketing Under the technological marketing strategy, the Australian Education Services should focus using email marketing approach. The Australian Education Services should ensure the contacts of any organization they encountered in China are retained. Australian Education Services should develop a weekly newsletter that would be automatically forwarded to these Chinese firms. The newsletter should provide the progress the Australian Education Services has achieved lately. The information contained in the newsletter should show how Australian Education Services has improved especially in technological skills. Different testimonies should also be included, especially from the latest Chinese investors. A positive image of the Australian Education Services would help in branding its capability in providing more productive workforce (Yang, Su, & Fam, 2012). Therefore, the weekly newsletter would ensure the Chinese investor are continuously engaged and informed. References Katsikeas, C., Samiee, S., & Theodosiou, M. (2006). Strategy fit and performance consequences of international marketing standardization. Strategic Management Journal. 27(9), 867-890. Mathews, S., Bianchi, C., Perks, K., & Healy, M. &. (2016). Internet marketing capabilities and international market growth. International Business Review, 25(4). 820-830. Mathews, S., Healy, M., & Wickramasekera, R. (2012). The Internalisation of information, knowledge, and interaction components of the firm's internationalization process. Journal of Marketing Management. 28(5-6), 733-754. Yang, Z., Su, C., & Fam, K.-S. (2012). Dealing with Institutional Distances in International Marketing Channels: Governance Strategies That Engender Legitimacy and Efficiency. Journal of Marketing. 76(3), 41-55. Read More