OpportunityAnalysisfor

‘Social Study Support’

Empowering students through choice

7003MKT Marketing Foundations

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019 1

Table of Contents

Table of Contents...............................................................................................................2
INTRODUCTION TO THE COMPANY....................................................................................3
Company Description and Problem Statement..............................................................................3
Company Analysis...........................................................................................................................4

MARKET SITUATION...........................................................................................................4
Market Overview..........................................................................................................................4
Macro Environment Analysis.........................................................................................................5
Micro Environment Analysis..........................................................................................................6
Competitor Analysis.......................................................................................................................6
Competitive Market Summary.......................................................................................................7
Consumer Analysis.........................................................................................................................8
Collaborator Analysis......................................................................................................................9
SWOT Analysis..............................................................................................................................10

MARKETING INITIATIVE AND GOALS.................................................................................11

REFERENCE LIST................................................................................................................12

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019 2

INTRODUCTION TO THE COMPANY

Company Description and Problem Statement

This marketing plan aims to address the struggle of student retention, satisfaction, and academic success in the
Australian International Higher Education Sector, by introducing a new product to the market; Social Study
Support. Social Study Support is a website and mobile device application designed to support international
students travelling from overseas to study in Australia, in areas such as; mentoring, study, social, housing and
accommodation, employment, and other essential services. It connects international students with a
consolidated list of free and low cost services, such as;

- Mentoring: connects new international students with an existing and experienced international
student who is paid by the university to offer support; Mentor Matchmaker

- Study: connects students with free and low cost services such as tutoring, study groups, free wifi
locater, revision helper, exam mark calculator

- Social: connects international students with other international students, information on different
clubs, events, and social outings

- Housing and accommodation: short term, long term, and emergency accommodation

- Employment: support, resume checks, online seminars to improve interview skills, job board for
international students, access to information on legal rights as an international student

- Other essential services: mental and physical health services, visa support, budget planner,
emergency contact in Australia

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019 3

Company Analysis

While Social Study Support offers access to many existing and free services, its main feature is the Mentor
Matchmaker service, which allows international students to make valuable connections with existing
international students who have had a similar experience previously and can offer guidance and support. The
Australian Government pays participating universities a grant, and the university interviews and selects
participants who will receive financial compensation at the end of each trimester for their contribution to the
program. This company differentiates itself from competitors as it allows international students to choose their
mentor based off their online profile; empowering international students through giving them choice.

As it is an online platform and connects students to primarily existing services, a small number of employees
(3-4 employees) will be required to run Social Study Support, in order to maintain the application, ensure
information is up to date, offer technical support, and assist students with any queries. However, for it’s
Mentor Matchmaker service, a larger number of staff members (8-10) will be required in order to recruit
participating mentors, facilitate in any potential discrepancies between mentors and mentees, monitor
content on mentor and mentee profiles, and ensure a positive and valuable experience for all stakeholders.

MARKET SITUATION

Market Overview

Tinto (2006) identified that maintaining a high level of international student retention has been difficult to
achieve, and McInnis (2013) found that there is a considerable challenge in “bridging the gaps between
academic, administrative, and support programs” in the higher education sector. Furthermore, Kift (2009)
established that it is essential for commencing first year students to be engaged, supported, and for them to
“feel a sense of belonging” in order to maintain retention and aid in transitioning to Australian student life.
This is supported by research conducted in a survey establishing that 84.7% of surveyed international students
reported wanting more help, 37.9% reported difficulties in finding and maintaining friendships, 51.6%
responded that they would consider using a service to help make connections with other students, 87.1%
reported wanting access to someone they could refer their questions to at all times, and 62.1% expressed
difficulties studying in Australia (7003MKT Survey Responses, 2019).

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019 4

Macro Environment Analysis

POLITICAL

Budget cuts In 2017, Australia’s former Minister for Education, Simon Birmingham, cut $2.2 billion from higher education
funding (McGowan, 2017)
Quality of higher The Department of Education Employment and Workplace Relations (2011) is constantly aiming to monitor
education and improve the quality of teaching and learning practices in the higher education sector

Demand for under- A recent study (Doherty, Steel and Parrish, 2012) found that there is a strong focus from government bodies
represented students recruiting higher education students from backgrounds that are typically under-represented

ECONOMIC

Percentage of In 2015, international education was made up of; 43% higher education, 26% VET, 23% English Language
international students Intensive Courses for Overseas Students (ELICOS), 3% schooling, and 6% Non Award programs (Deloitte
Access Economics, 2015)

Growth 10.1% growth in international student enrolments in Australia from 2017 – 2018 (876,399 students in 2018)
(Australian Trade and Investment Commission, 2019)

Top 8 countries enrolling Top eight countries expected for onshore higher education enrolments by 2025 are China, India, Vietnam,
Thailand, Nepal, Malaysia, Brazil, Sough Korea (Deloitte Access Economics, 2015)

Global popularity Currently, Australia ranks third place in the most popular countries for international students to study in,
after the USA and the UK (Study in Australia |International Student, 2019)

SOCIAL

Cultural differences International students will experience culture shock on one level or another when first arriving in Australia
to study (Studies in Australia, 2019)

Student fees Increases in student fees results in an increase in students’ expectations of the value they are receiving in
their education (Hughes, 2009)

Friends and Family Many international students travel to Australia and leave their friends and family behind (Bupa, 2019)

TECHNOLOGICAL

Technology Despite technological advancements, recent studies show that pen and paper based study results in higher
information retention compared to online study (Jonsdottir, Bjornsdottir, and Stefansson, 2017)

Evolving job market Employment opportunities are constantly evolving due to the digitalisation of the workforce (Digital
Marketing Institute, 2019)

Technological While the digitalisation of education can offer flexible study options for students, it can also present
advancements challenges with out-dated curriculum (Digital Marketing Institute, 2019)

Demand for convenience The Deloitte Global Millennial Survey (2019) found that Millennials and Gen Z’s take preference to online
products and services due to convenience

LEGAL

Working rights International students on an Australian Student Visa can only work a maximum of 20 hours a week during
study periods (Study Options, 2019), making it difficult to survive financially for those who do not have
support from home.

Insurance and healthcare International students are not entitled to free healthcare, meaning they have to purchase insurances before
they enter Australia (Study in Australia, 2019)

Student visa Australia offers many types of visas, including a Temporary Graduate Visa (subclass 458) that permits some
international students to work after their studies in Australia have finished (Bupa, 2019)

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019 5

ENVIRONMENTAL

Environmentally The Deloitte Global Millennial Survey (2019) found that climate change and environmental sustainability is
conscious society one of the top concerns for Millennials and Gen Zs

Consumer preference Australia has a unique environment, especially compared to the top eight countries that are enrolling in
higher education in Australia. The natural wonders of Australia could have an affect on the university and
location that students choose to study in (Bupa, 2019)

Natural disaster Natural disasters such as the recent bushfires could have an effect on the appeal of Australia to potential
international students

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019 6

Micro Environment Analysis

Competitor Analysis
A direct competitor can be defined as two or more companies, businesses, or brands offering similar products
or services that essentially have the same potential target market and consumer. The table below identifies
four different direct competitors of Social Study Support; BumbleBFF, StudyBlue, Cohort Go, and the Griffith
App.

A few points of similarity exist between Social Study Support and it’s four main competitors. Aspects of the
Bumble BFF application are similar such as swiping through potential matches and connecting socially through
developing platonic relationships (Bumble, 2019). StudyBlue is comparable to Social Study Support in that it
offers a study/tutoring service for students (StudyBlue, 2019), while Cohort go is alike as connects
international students with various services such as accommodation, health insurance, airport transfers, and a
secure payment platform (CohortGo, 2019). The Griffith App is the most comparable as it offers many of the
same services as the Social Study Support on the one consolidated platform (GriffithApp, 2019).

Social Study Support varies from its four main competitors as it is a government funded company which
promotes trust and reliability in the brand, it is offered to all Australian International University Students
instead of limited to just one university, it focuses on the unique Australian Higher Education Market opposed
to being available in all countries, and it’s most predominant and exclusive feature is the Mentor Matchmaker
service which is available to all international students, allowing valuable connections to be made between new
intentional students and experienced international students. While Social Study Support offers many similar
services as the Griffith App, it focuses purely on international students travelling to Australia, and helps them
connect with someone before they have arrived in the country. This aids in new students making valuable
connections early to combat loneliness and have someone to turn to with those “where do I start” questions.

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019 7

Competitive Market Summary
COMPETITOR TARGET MARKET POSITIONING PRODUCT PRICE PROMOTIONAL DISTRIBUTION STRENGTH/WEAKNESS
Bumble BFF 18 – 34 year olds, Empowering Location based social Free; Promotion through Only available as a Strengths: women message first, supporting safeness and promoting respect for
seeking social women networking application for Can pay for empowering women downloadable women, three different modes (Dating, BFF, Bizz), encouraging social connections
connections through friendships (Bumble BFF), upgrades (Rogers, 2018) application on a
promoting professional networking mobile phone or Weaknesses: first impressions based on looks, can encourage judgement, the
mutual (Bumble Bizz), and dating Television, billboards, tablet application can be perceived as “another dating app” even though it offers so
respect while (Bumble Date) (Bumble, celebrity endorsement, much more
creating 2019) online advertisements,
connections social media marketing
(Facebook, Instagram,
Snapchat)
StudyBlue University Holding a Crowd sourced study and $3 per month Partnership with Chegg, Online, available Strengths: automatic flash cards and revision notes based on your course
Students positioning revision application, allows with a 1 year online advertising on mobile phone, information, crowd sourced offering variety of different study noted
strategy that the automatic creation of contract; or (StudyBlue, 2019) tablet, and
represents flash cards based on $9 a month computers. Can Weakness: Relies on others uploading content, so information may not be
community, course information with no download content available for every subject/course that a student is seeking
collaboration, (StudyBlue, 2019) contract and print it
and (EdSurge,
teamwork 2019)

CohortGo International Convenience Website connecting Free to use Partnerships with Online, available Strengths: international payments, offers a streamline service to international
Students, positioning international students with the website, companies and on mobile phone, students, agents, and education providers, partnerships with various universities
International strategy services such as only pay for universities, social tablet, and and accommodation providers
Educaiton Agents, accommodation, services (eg: media, events, computers
International insurance, airport hotel, flights, partnerships with Weakness: Has a wide audience by servicing multiple countries which can lead to
Education transfers, and secure insurance, accommodation a lack of concentration and penetration in the Australian market
Providers international payments. school providers and
(CohortGo, 2019) payment) throughout the world
(CohortGo, 2019)
Griffith App Griffith University Convenience Application for Griffith Free Promotion on Griffith Online, available Strengths: offers many free and low cost services for Griffith university students
Students positioning University students University website, on mobile phone,
strategy; one offering students access to adverting in the library tablet, and Weakness: the application is unique to Griffith university students, making it miss
stop shop for services such as: email, and other student computers an opportunity in the market
all things emergency, events, common areas (Griffith
Griffith international, maps, food, App, 2019)
parking, timetables,
transport, alumni, social
media, and student
services (Griffith App,
2019)

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019 8

Consumer Analysis

The below consumer analysis gives an overview of the characteristics of the target consumer for this
marketplace. First year International University Students generally fall into the Millennial and Gen Z
generations, and tend to be study oriented, travelling overseas independently (sometimes for the first time),
and placing a high value on experiences. They primarily utilise popular social media applications, and purchase
products and services in relation to travel and study. The target consumer tends to conduct research online,
and are generally very technologically advanced compared to older generations. Consumers within this market
tend to experience culture chock, loneliness, and homesickness when first arriving in Australia, which is a
strong motivation for using Social Study Support and Mentor Matchmaker.

WHO: Who are the primary purchasers of the product/service in this marketplace?

- International University Students

- Millenials and Gen Z, aged 18 – 24 years, as the product is designed for first year higher education students
- Study oriented, organised or seeking to be organised, lacking information and guidance
- Generally have not travelled overseas before or have not travelled by themselves before
- Most likely travelling and studying in Australia on their own
- May be experiencing nervousness or stress
- Time poor, busy, price conscious
- Generally have not lived outside the family home before
- Value experiences (Deloitte, 2019)
WHAT: What products/services are primarily purchased in this marketplace?

- Primary products and services initially purchased before arriving in Australia: payment for course/degree, flights, visa,
accommodation, health and travel insurance, immigration lawyers, education agents, sim card
- Products and services purchased after arrival in Australia: accommodation, groceries, public transport, vehicle, textbooks,
laptops, tablets, sim card
- Mobile applications that the target consumers generally use: Instagram, Facebook, Snapchat, Whatsapp, Spotify, apple Music,
Google Translate, DuoLingo (Study International, 2019)

WHEN: When are customers most likely to purchase the product/service in this marketplace?

Consumers are most likely to use this product:

- When they begin looking at studying in Australian universities

- After they have decided on their university/course/city but before they leave their home country
- Shortly after they arrive in Australia

WHERE/HOW: Where and how do consumers purchase in this marketplace?

- Consumers in this marketplace primarily purchase products and services online.

- Typically, consumers in this market conduct online research before making a large purchase in order to ensure they are making
the correct decision
- The application itself can be downloaded onto Apple and Android devices, as well as being available as a general webpage on
any internet browser
- Students can search an application store, be sent a link, or scan a QR code to find the application
- Social Study Support is a free application, however there are in-app purchases that can be made to enhance the user
experience

WHY: Why do customers purchase the product/service in this marketplace?

Motivations to use Social Study Support:

- International students seeking social connections: The first few months of living and studying abroad are crucial for
international students to make connections to combat homesickness, loneliness, and isolation (International Education

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019

 Association of Australia, 2019)
- International Students seeking support and guidance: International students typically experience culture shock while they
begin to establish their student life in Australia, and may experience academic difficulties, accommodation struggles, financial
hardship, depression, anxiety, and stress (Studies in Australia, 2019). Social Study Support not only will connect students to a
real life mentor, but will also offer a consolidated list of trusted services and information in an easy to interpret manner
- Oversaturation of information online: Countless services and information pages exist for International students. Social Study
Support consolidates the many options and only presents trusted, factual, and up to date material to ensure that students are
receiving correct information and advise
- Choice: international students can read up about their potential mentor on their Mentor Matchmaker profile before they
connect with them, providing a greater success rate as users can ensure they are suited to each other before meeting, instead
of another governing body assigning mentors and mentees to each other

Collaborator Analysis

The top two businesses that would provide value through collaboration and also target similar consumers to
Social Study Support include; Bumble and WhatsApp. While it is a direct competitor, Bumble and Social Study
Support would be a beneficial collaboration, as it could act as an interface for the Mentor Matchmaker
platform. It could be an exclusive feature of the Bumble application, where access can be granted through a
verification process on the Social Study Support platform. This would also alleviate some direct competition
between the two companies, and would also assist new students making friends, as it would introduce
students to the Bumble platform where they could make use of Bumble BFF. WhatsApp would add enormous
value through collaboration as it could be used as a safe and secure communication method between Mentors
and Mentees after they have matched, especially in the early stages before the new international students
have left their home country. It also would be beneficial as it is already one of the most used applications of
the target consumers.

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019 10

 SWOT Analysis

STRENGTHS WEAKNESSES

Mentor Matchmaker: The Mentor Matchmaker program is unique by allowing students the opportunity to Similar to Griffith App: Social Study Support connects students to s
choose their mentor themselves; as opposed to automatically assigning a mentor without any student which could be problematic when trying to establish and differentiate
input. could be combatted through collaboration with the Griffith App.

Government funded: Government funding and support promotes a sense of consistency, credibility, and
trust to the program and application which can be beneficial to international students who may be
overwhelmed with information and can experience difficulties sourcing reliable information. The
involvement of the government also creates incentives for students to participate in mentor programs, as
mentors receive a grant at the end of each trimester.
Convenient, niche information: One stop shop for everything. The convenience of a consolidated list of
trusted and reliable resources and services is beneficial to the target market. Unlike other competitors,
Social Study Support only focuses on the Australian Higher Education Industry, and is designed for
Australian International University Students. This is quite a niche marketplace therefore the quality of the
information, resources, and services within the application are tailored to the target consumer’s specific
needs.
Low cost and efficient: a majority of the information is secondary information sourced from existing,
trusted, and reliable webpages, as well as all of the services (except for Mentor Matchmaker) are pre-
existing. This ensures that the application is cost effective to run and increases efficiency in sourcing
information.
OPPORTUNITIES
Partnership and collaboration: Opportunity to partner and collaborate with universities, and potentially
customise the application to create a unique user experience to different universities.
Promotion through collaboration: Collaborating with other existing companies and services can provide a
mutually beneficial relationship for both parties
Student ambassador: A student ambassador program would be a cost effective and reliable method not
only to promote the new product, but to build trust and creditability around Social Study Support and
Mentor Matchmaker amongst new international university students
Requires present student participation: Mentor Matchmaker could ex
students into the program; however, the involvement of the governm
compensation would aid in alleviating this challenge.
New product to the marketplace: It can be difficult to establish a new
especially if there are many competing businesses and companies with
Study Support would not only need to break into the Australian Higher
but it would also need to establish itself in other countries to target t
before they have arrived in Australia.
Communication, cultural, and language barriers: Although internationa
competent English speaking skills, there is a strong chance that thei
country to them. Difficulties could arise with communication, cultur
students from different nationalities.
THREATS
Imposters: Non-genuine students may attempt to participate in the Me
Social Study Support application to take advantage of students or receiv
selection and validation process would assist in overcoming this threat.
Not taken seriously: Some consumers may not view the application in a
perceive it as ‘another dating application’. A comprehensive marketing
developed to brand Social Study Support and it’s Mentor Matchmaker s
as distinguished, professional, and educational.
Chance of government funding being cut: In 2017, $2.2 billion was cut
(McGowan, 2017), which could have a detrimental effect on Social Stud
maintaining Social Study Support, but servicing the Mentor Matchmake

Competing products: Once Social study Support and Mentor Matchmak

international higher education marketplace, there is always the threat o
concept and using it for themselves.

MARKETING INITIATIVE AND GOALS

Social Study Support will offer a mentoring service that connects new international university students to
existing international university students through a platform called Mentor Matchmaker, where students can
choose their Mentors based off their profiles through a ‘swiping motion’; some students may already be
accustomed to this method of profile selection depending on which mobile applications they frequently use.
As previously identified, the target market for this service is international university students in their first year
of study in Australia. Their general characteristics are; aged 18 – 24 years, have little to no previous experience
of travelling overseas individually, most likely travelling on their own, generally have not lived out of home
before, study oriented, organised or seeking to be organised, and may experience feelings of homesickness,
loneliness, and isolation.

As Social Study Support is a new product to the marketplace, a promotion strategy will be implemented with a
focus on market penetration. This may be achieved through collaboration with existing well known companies

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019

such as Bumble, and promotion and sponsorship via the Australian Government. The following marketing goals
have been identified:

1. Generate a 5% increase in brand awareness by the end of June 2020

In the market analysis it was identified that there were many competing brands offering similar
products and services. As this is a new product and service in the marketplace the brand awareness is
currently 0%. Promoting brand awareness can increase participation rates for Mentors and Mentees
as well as increasing the appeal for potential collaboration with other businesses. Promoting brand
awareness will facilitate in aligning Social Study Support and Mentor Matchmaker in the forefront of
the minds of the first year international university students studying in Australia.

2. Achieve a participation rate of Mentors and Mentees by 400 students (200 Mentors and 200
Mentees) by the end of June 2020
Continuing with the theme of a promotion and market penetration strategy, as Social Study Support and
Mentor Matchmaker is a new product and service in the marketplace, achieving participation rates of
200 Mentors and 200 Mentees would not only support the first marketing goal of ‘Generating a 5%
increase in brand awareness by the end of June 2020’, it would also facilitate in creating a larger profit
for the company through Government kickbacks.

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019 12

REFERENCE LIST

6 Obstacles Faced by Australia’s Higher Education Sector. (2019). Retrieved from

https://digitalmarketinginstitute.com/en-au/blog/6-obstacles-faced-by-australias-higher-education-sector

10 reasons why international students choose Australia to study. (2019). Retrieved from
https://www.bupa.com.au/health-insurance/oshc/members-help-guide/10-reasons-students-choose-
australia-to-study

13 must-have apps for international students - Study International. (2019). Retrieved from
https://www.studyinternational.com/news/13-must-apps-international-students/

2018 full year student data released, enrolments increase 10% - Austrade. (2019). Retrieved 2019, from
https://www.austrade.gov.au/Australian/Education/News/Data/2018-full-year-student-data-released-
enrolments-increase-10

Blog - International Education Association of Australia (IEAA). (2019). Retrieved from

https://www.ieaa.org.au/blog/a-fresh-start-helping-international-students-integrate

Bumble - Date, Meet, Network Better. (2019). Retrieved from https://bumble.com/

Doherty, I., Steel, C., & Parrish, D. (2012). The challenges and opportunities for professional societies in higher
education in Australasia: A PEST analysis. Australasian Journal Of Educational Technology, 28(1).

Griffith App. (2019). Retrieved from https://www.griffith.edu.au/mobile/griffith-app

Growth and opportunity in Australian International Education; A report prepared for Austrade. (2015).
Melbourne.

Hughes, A. (2009). Higher education in a Web 2.0 world. Bristol: University Of Bristol..

Insurance | Overseas Student Health Cover (OSHC). (2019). Retrieved from

https://www.studyinaustralia.gov.au/english/live-in-australia/insurance

Jonsdottir, A., Bjornsdottir, A., & Stefansson, G. (2017). Difference in Learning Among Students Doing Pen-and-
Paper Homework Compared to Web-Based Homework in an Introductory Statistics Course. Journal Of
Statistics Education, 25(1), 12-20. doi: 10.1080/10691898.2017.1291289

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019

Kift, S. (2009). Articulating a transition pedagogy to scaffold and to enhance the first year student learning
experience in Australian higher education. Queensland University of Education.

McGowan, M. (2017). Coalition's $2.2bn education cut unfairly targets the poor, universities say. Retrieved
from https://www.theguardian.com/australia-news/2017/dec/19/coalitions-22bn-education-cut-unfairly-
targets-the-poor-universities-say

Rogers, C. (2018). How Bumble is trying to democratise networking. Retrieved from

https://www.marketingweek.com/bumble-bizz-networking-ad-campaign/

Seven cultural quirks international students need to know about Australia | Study in Australia. (2019).
Retrieved from https://www.studiesinaustralia.com/Blog/about-australia/seven-cultural-quirks-international-
students-need-to-know-about-australia

StudyBlue - Product Reviews - EdSurge. (2019). Retrieved from https://www.edsurge.com/product-

reviews/studyblue

Support services for international students | Study in Australia. (2019). Retrieved from
https://www.studiesinaustralia.com/studying-in-australia/why-study-in-australia/support-services

Welcome to Cohort Go | Cohort Go. (2019). Retrieved from https://cohortgo.com/en

Why Study in Australia | Study in Australia. (2019). Retrieved 2019, from

https://www.internationalstudent.com/study_australia/why_study_australia/

Working on a student visa | Study Options. (2019). Retrieved from https://www.studyoptions.com/working-

student-visa

Nardia Morton, s2842851, Opportunity Analysis 7003MKT, Trimester 3, 2019 14