International Business Plan
Description
Research Brief: International Market Entry Strategy for English Learning Therapy
Introduction:
English Learning Therapy (ELT) is a UK-based company offering online English courses and is exploring opportunities for international expansion. However, as a small business with limited resources, strategic market selection and focused entry strategies are critical for success.
Research Objective:
This research project aims to identify and evaluate potential international markets for ELT's online English courses. The research should provide data-driven recommendations for prioritising target markets and suggest suitable market entry strategies.
Key Research Questions:
- Market Potential:
- Which international markets demonstrate the highest demand for online English language learning?
- What are the key market drivers and growth trends in these markets?
- What is the competitive landscape in each potential market, including key players and pricing strategies?
- Target Audience:
- What are the demographics, needs, and preferences of potential customers in each market?
- What are their preferred learning styles and online behavior?
- How can ELT effectively reach and engage these target audiences?
- Market Entry Strategies:
- What are the most suitable market entry strategies for ELT, considering the company's resources and the characteristics of each target market?
- Evaluate options such as:
- Digital Marketing: SEO, SEM, social media marketing, content marketing, and online advertising.
- Partnerships: Collaborations with educational institutions, businesses, or online platforms in target markets.
- Localisation: Adapting website and course content to suit local language and cultural preferences.
- Market Prioritisation:
- Based on the research findings, which 2-3 international markets offer the most promising opportunities for ELT?
- What are the key factors influencing this prioritization (e.g., market size, growth potential, competitive intensity, ease of entry)?
InnoMinds' Insights
The client would be happy to collaborate with you on the whole project or parts of it. Feel free to submit your proposal by clicking on the Apply button. We have a few suggestions that could be helpful for this project:
- Visit the ELT Website: Thoroughly explore the website (https://englishtherapy.co.uk) to understand the company's offerings, brand identity, and current marketing efforts
- Present a Professional Plan: The final deliverable should be a well-structured, professional document with clear recommendations and supporting data
The following academic frameworks and data sources might help in conducting the research:
Academic Frameworks
- CAGE Distance Framework: Analyse the cultural, administrative, geographic, and economic distances between the UK and potential target markets
- PESTLE Analysis: Evaluate the political, economic, social, technological, legal, and environmental factors in each market to understand the macro-environment
- Porter's Five Forces: Analyse the competitive intensity in each market by examining the threat of new entrants, bargaining power of buyers and suppliers, threat of substitutes, and rivalry among existing competitors.
- Hofstede's Cultural Dimensions: Understand cultural values and preferences in each target market, which can influence learning styles and marketing approaches
- Customer Segmentation: Segment potential customers based on demographics, learning goals, online behaviour, and other relevant factors
- Coarse-Grained and Fine-Grained Screening: This can help you to compare the potential target markets based on the available data
Data Sources
- Market research databases:
- Government websites: Department for International Trade (UK), and similar resources for other countries
- World Bank data: Provides economic and demographic data for various countries.
Interested in this case study?
50 days left to apply