Marketing for Managers ReportOn Marketing and Competitive Environment of Monash University Executive Summary The purpose of this report is to examine the marketing and competitive environment of Monash University, Australia. The findings of this study suggests that Monash University is one of the leading universities in field of research and innovation and it is attracting more international students as compared to its close competitors. Further outcomes suggest that political and economic factors are in the favor Monash University. Now, it is a great opportunity for Monash University to grow more.   Table of Contents Executive Summary 1 1.Background 3 2.Market summary 3 3.Segmentation and target market 3 4.Current marketing mix analyses 4 5.PEST analysis 5 6.Competitor analysis 6 7.SWOT analysis 7 8.Value Brand Proposition 7 9.Conclusion 8 10.References 9 1.Background Monash University is an Australian public research university based in Melbourne. It was established in 1958. It is the second oldest university in the state of victoria. It is a member of Australia’s eight leading research universities known as Group of Eight. It enrolls about 46,264 undergraduate students, 17,613 postgrad students, and overall more than 64,479 students (Australian Education Network, 2017). Monash is currently ranked 65 overall in the QS World Ranking and 74 overall in the Times Higher Education. The University of New South Wales is a close competitor of Monash University. It is branded as UNSW Sydney. It was founded in 1949. It is also a member of the Group of Eight.It enrolls approximately 32,140 undergrad students, 18,788 postgrad students, and overall more than 52,326 students (Australian Education Network, 2017). UNSW is currently ranked 49 overall in the QS World Ranking and 78 overall in the Times Higher Education. 2. Market Summary and Demand Assessment Australia’s law upholds quality education. Australia offers a wide range of study options. It offers more than 22,000 courses to international and domestic students. The Education Services for Overseas Student Act 2000, or ECOS Act, finds parliamentary requirements and standards for the quality assurance. This legislative framework transformed Australia to a hot destination for oversea students. Monash University is ranked on the 5th position in the research excellence. Therefore, itis one of the attractive places for international and domestic students who interested in research work. Monash University is dynamically concentrated on industrial engagement and commercialization of intellectual property that will finally help society. Partnerships and enterprisesofferfunds and amenities to the students and researchers to helpthem reach their potential. This university also provides more 200 different scholarships (Monash University, 2017). 3. Segmentation and Target Marketing Marketing segmentation helps target marketing to become more specific. It mainly divides the broad market into smaller segments in which customers are grouped by similar needs, wants and demand characteristics. Targeting or target marketing always comes after marketing segmentation, which helps a firm be choosierabout whom they are marketing their goods/services to. Monash University is attracting the studentsfrom over 170 countries (Monash University, 2017). This university operates five campuses in Melbourne, Australia. It also has one campus in Malaysia and a presence in India, China, South Africa, and Italy.It means this university does not use psychographic and behavioral segmentation to target their market, in which factors such as attitudes, beliefs, and behavioral patterns and benefits sought are considered. Therefore, students from different cultural backgrounds having different attitudes, lifestyle and behavioral patterns are studying in this university. However, this university uses geographic segmentation based on location variable to target their market. That is why Monash University is interested in Malaysia India, China, South Africa and Italy. This university also uses demographic segmentation based on age variable to target their market because this university is interested in young adults who has passed the high school, but not in school-age children. 4. Current Marketing mix analysis Marketing mix is referred as a strategic tool which will helps any organization in differentiating from that of its competitors (Wood, 2008). The products/services that are offered by the Monash University are the courses that they offer, and further, they are being selected and pursued by the students on the basis of their interests and needs. It offers a diverse range of courses within 10 faculties: Design, Art, and Architecture; Economics and Business; Engineering; Education; Information Technology; Nursing and Health Services; Medicine; Law; Science; Pharmacy and Pharmaceutical Sciences. Distribution is the method of making services available for the consumers that needs it. Further, the three Ps are people, process, and physical evidence applies to the services industry. People refer to those who deliver the services to the customers. In this case, the customers are the students and the people will be the lecturers, administrative staff, and non-teaching staff. Processes are the mechanisms which help in the delivery of the services. Processes are the ways which teaches the students use the equipment of the labs and classes. Physical evidence is the infrastructure of the university. The price of the university is affordable which does not deprive students from education. Moreover, the university also offers scholarships and allowances to the students in need. International student fees for various branches are given below (Australian Education Network, 2017). Business $111900 Education $99900 Arts $80600 Science $118500 The promotion mix of the university is the methods through which the students will get attracted. There are a number of websites, online sources, magazines, newspapers and rankings given by education networks of Australia will be helpful in the promotional techniques (Belz & Peattie, 2009). 5. PEST Analysis The PEST analysis comprises of political, economic, social and technological factors which are the external factors. The political factors include the laws that are made by the Australian government in relation to the students coming from other countries for admission in Australian Universities. Only institutes registered under ECOS Act and registered on Commonwealth Register of Institutions and Courses for Oversea Students (CRICOS) can enroll oversea students. Australiangovernmentprovides insurance of quality education for the protection of international students. Monash University CRICOS provider number is 00008C. This political factor assures the quality education provided by Monash University and helps to attract more international students toward this university. The Economic factor consists of economic growth, exchange rates, interest rates and inflation rates. International education sector is continuously growing. In 2016, this sector contributed $19.7 billion to the Australian economy. Decrease in value of the Australian dollar also helps to grow this sector. Moreover, Federal Government provides funds to public universities to improve their infrastructure, equipment and education standards so as to encourage more international students to study in Australia. This factor also helps Monash University to grow more. The social factors are the changing culture of countries when it comes to education. As these days, people are interested in studying abroad in international universities which will give them an international exposure. Also, they will get to learn about a country’s culture and people. Social factor also helps to grow international education sector. The technological factors include how well the university is developed or not. The infrastructure of the university and its various campuses, how well they are equipped, do they use latest technology and are their teachers and staff who are well verse in using such devices (Cadle, Paul & Turner, 2010). Monash University has world-class labs. It is equipped with latest devices and machines. 6. Competitor Analysis The University of New South Wales is a close competitor of Monash University. World Rankings Monash UNSW QS Ranking 65 49 THE Ranking 74 78 ARWU Ranking 79 101+ US News Ranking 79 80 Research Excellence 5 4 Monash University and UNSW has very close completion in the field of research and development.UNSW is older university than Monash University; however, Monash University is attracting more number of students as compared to USNW. Monash University is also attracting more number of oversea students as compared to UNSW.Overseas students constitute 34.3% of total students in Monash University, but overseas students constitute 25.1% of total students in UNSW (Australian Education Network, 2017). Total number of distance education online students of Monash University is 5,856;however, UNSW only has 1,996 online students (Australian Education Network, 2017). It means Monash University is promoting online education more as compared to UNSW. Broad target marketing of Monash University is the reason why it is attracting more oversea students as compared to UNSW. This is because Monash is targeting 42 countries more as compared to USNW. 7. SWOT Analysis Strength:Monash University Library’s collection is one of the largest in Australia. It has 2.1 million books, 85,000 print and electronic journals, 420,000 electronic books (Monash University, 2017). Weakness: Monash has total six campuses, five of which are in Victoria, Australia, one in Malaysia. It is out of reach from other domestic students who belong to other provinces such as Queensland and Tasmania. Opportunity:Government policies related to education are in the favor of Monash University. Also, government is providing sufficient funds to the University. It is the great time for the Monash University to excel and grow in the field of research and innovation. Threat: Monash University’s main competitor UNSW is the threat for the university. There can be fraudulent cases also with respect to the privileges that are being offered by the university to students in need (Katz & Green, 2009). 8. Value and Brand Positioning Analysis The value proposition consists of the whole cluster of benefits the company promises to deliver; it is more than the core positioning of the offering.The brand must represent a promise about the total experience customers can expect.The aim of Monash University is “Ancora Imparo” (Italian), which means “I am still learning.”. This motto depicts that Monash University is continuously upgrading its education system and it is updated with latest innovation and technology. Monash is also known for its quality of teaching and world class facilities. There is also a career advantage for the students who study in Monash. Monash University promises to build communication, analytical skills in the students, no matter what course they study (Monash University, 2017). On the other hand,the motto of UNSW is “Scientia Manu et Mente”(Latin), which means “knowledge by hand and mind.”.It depicts mixture of theoretical knowledge and practical experience. UNSW say that rise to the top. This university shows that it has strong industrial links. It also shows that their teaching gains strength from their research activities (UNSW, 2017). 9. Conclusion From the above the discussion it can be concluded that the Monash University is high on its vision and values which constantly drive them in achieving the its idea of diversity and inclusiveness. The strength of the university is its infrastructure, library collection and the huge number of courses that they offer. The university should work on their research facilities more and more so that they make a step forward in the field of research work that is done in the universities in Australia.   Reference List Australian Education Network. (2017). Compare Monash and UNSW. Viewed on 13 April 2017 from http://www.australianuniversities.com.au/compare-universities.php?uni%5B%5D=monash&uni%5B%5D=unsw&submit=SUBMIT Belz, F. M., & Peattie, K. (2009). Sustainability marketing: A global perspective. Chichester: Wiley. Cadle, J., Paul, D., & Turner, P. (2010). Business analysis techniques: 72 essential tools for success. BCS, The Chartered Institute. Goi, C. L. (2009). A review of marketing mix: 4Ps or more?. International journal of marketing studies, 1(1), 2. Hollensen, S. (2015). Marketing management: A relationship approach. Pearson Education. Katz, J. A., & Green, R. P. (2009). Entrepreneurial small business (Vol. 200). McGraw-Hill/Irwin.\ Monah University. (2017). University History. Viewed on 15 April 2017 from https://www.monash.edu/ Nijssen, E.J., & Frambach, R.T. (2013). Creating Customer Value Through Strategic Marketing Planning: A Management Approach. Springer Science & Business Media. UNSW. (2017). About us. Viewed on 15 April 2017 from https://www.unsw.edu.au/about-us Wood, M. B. (2008). The marketing plan handbook. Pearson Prentice Hall.