Project Proposal of Columbia University Possible entry strategies Sri Lankan Market

1. NIROSHAN ASHOKUMAR|
INTERNATIONAL MARKETING
EDP OF NORTHWOOD UNIVERSITY
Project Proposal

2. COMPANY HISTORY AND OVERVIEW
OUR PRODUCT RANGE
CONTENTS
EXTERNAL ENVIRONMENT ANALYSIS OF SRI LANKAN MARKET
OUR ACHIEVEMENTS
RATIONAL BEHIND CHOOSING SL MARKET
METHOD OF ENTRY
CHALLENGES WE EXPECT
MARKETING MIX

4. Company History and Overview
Columbia University was founded in 1754 as King's College by
royal charter of King George II of England. It is the oldest
institution of higher learning in the state of New York and the
fifth oldest in the United States.
MISSION STATEMENT
Columbia University is one of the world's most important
centers of research (DEVELOP CORE COMPETENCE) and at
the same time a distinctive and distinguished learning
environment for undergraduates and graduate students (CUS
SATISFACTION) in many scholarly and professional fields. The
University recognizes the importance of its location in New York
City and seeks to link its research and teaching to the vast
resources of a great metropolis. It seeks to attract a diverse and
international faculty and student body (EXPANSION), to
support research and teaching on global issues (CSR), and to
create academic relationships with many countries and regions.
It expects all areas of the university to advance knowledge and
learning at the highest level and to convey the products of its
efforts to the world.
KING'S COLLEGE (1754–1784)[
COLUMBIA COLLEGE (1784–1896))[
COLUMBIA UNIVERSITY (1896–PRESENT)[

5. Company History and
Overview

6. Our Product Range
COLLEGE/SCHOOL
YEAR
FOUNDED
COLLEGE OF PHYSICIANS AND SURGEONS 1767
COLLEGE OF DENTAL MEDICINE 1852
COLUMBIA LAW SCHOOL 1858
SCHOOL OF ENGINEERING AND APPLIED SCIENCE 1864
GRADUATE SCHOOL OF ARTS AND SCIENCES 1880
GRADUATE SCHOOL OF ARCHITECTURE, PLANNING AND PRESERVATION 1881
TEACHERS COLLEGE, COLUMBIA UNIVERSITY 1889
COLUMBIA UNIVERSITY SCHOOL OF NURSING 1892
COLUMBIA UNIVERSITY SCHOOL OF SOCIAL WORK 1898
GRADUATE SCHOOL OF JOURNALISM 1912
COLUMBIA BUSINESS SCHOOL 1916
MAILMAN SCHOOL OF PUBLIC HEALTH 1922
SCHOOL OF INTERNATIONAL AND PUBLIC AFFAIRS 1946
THE SCHOOL OF THE ARTS 1948
COLUMBIA UNIVERSITY'S SCHOOL OF CONTINUING EDUCATION 1995
COLUMBIA GRADUATE/PROFESSIONAL STUDIES

7. Our Achievements
MORE ALUMNI OF NOBEL PRIZE WINNERS THAN ANY
OTHER ACADEMIC INSTITUTION IN THE WORLD.
THE UNIVERSITY IS ONE OF THE FOURTEEN FOUNDING
MEMBERS OF THE ASSOCIATION OF AMERICAN
UNIVERSITIES
FIRST SCHOOL IN THE UNITED STATES TO GRANT THE
M.D. DEGREE
COLUMBIA UNIVERSITY HAVE PRODUCED
26 ACADEMY AWARD WINNERS
20 LIVING BILLIONAIRES
29 HEADS OF STATES
ARWU 7
Forbes 5
U.S. News & World Report 4
Washington Monthly 36
ARWU 8
QS 11
Times 13
UNIVERSITY RANKINGS
National
Global
03 PRESIDENTS OF UNITED STATES

8. Our Achievements
Alexander
Hamilton,
Founding
Father of the
United States,
the first
United States
Secretary of
the Treasury,
Theodore
Roosevelt,
President of
the United
States and
Nobel
Laureate,
Columbia Law
School
Ruth Bader
Ginsburg,
Associate
Justice of the
Supreme
Court of the
United States,
Columbia Law
School
Franklin D.
Roosevelt,
President of
the United
States,
Columbia Law
School,
Warren
Buffett, CEO
of Berkshire
Hathaway and
one of the
world's
wealthiest
people,
Columbia
Business
School
Barack
Obama,
President of
the United
States and
Nobel
Laureate,
Class of 1983,
Columbia
College,

9. External Environment Analysis -
PEST
Political Environment Economical
Environment
Social
Environment
Technological
Environment
POSITIVES
POLITICAL STABILITY
RECENT GOVERNMENT POLICY
TO OPEN EDUCATION FOR
PRIVATE UNIVERSITIES
LAWS AFFECTING INVESTMENT
‐ INCENTIVES FOR STRATEGIC
DEVELOPMENT PROJECTS
EXAMPLE
‐ MINIMUM INVESTMENT OF $3
MILLION; 5 YEAR TAX HOLIDAY
‐ MINIMUM INVESTMENT OF $5
MILLION: 6 YEAR TAX HOLIDAY
‐ MINIMUM INVESTMENT OF $7
MILLION: 7 YEAR TAX HOLIDAY
NEGATIVES
EXPROPRIATION OF COMPANY
ASSETS (POLITICAL RISK)
PRIVATIZATION HALTED
POSITIVES
STRONG ECONOMIC
GROWTH ( POST WAR)
‐ 8% ‐ 2010 & 2011
‐ 7% ‐ 2012 ‐ 2013
PER CAPITA INCOME OF
ABOUT $2,800
‐ AMONG THE HIGHEST IN
THE REGION
‐ LOWER‐MIDDLE INCOME
DEVELOPING NATION
GDP $59 BILLION
NEGATIVES
LARGE TRADE DEFICIT
‐ $9 BILLION
PUBLIC DEBT
‐ ALMOST 100 % OF
GDP
POSITIVES
HIGHER LITERACY RATE
AMONG THE REGION
INCREASING DEMAND
FOR QUALITY HIGHER
EDUCATION
NEGATIVES
INCREASING UPRISNG
AGAINST INTRODUCTION
OF PRIVATE UNIVERSITIES
POSITIVES
WIDE USE OF IT
INCREASE IN THE USE OF
INTERNET
NEGATIVES
LACK OF USE OF IT IN
EDUCATION
SRI LANKAN
MARKET

10. SWOT Analysis
Strengths Weaknesses
 WORLD CLASS REPUTATION
 260 YEARS OF EXPERIENCE
• ABILITY TO MAINTAIN HIGHER
RANKING AMONG WORLD’S BEST
UNIVERSITIES
 HIGHER EMPLOYAPITITY (100 %)
• GREAT ABILITY TO PRODUCE &
OFFER HIGHEST NO.OF..LEADERS
COMPARED TO OTHER UNIVERSITIES
 OWN HOSPITALS
 TIME TAKEN TO ADOPT CHANGE
 MORE CONCENTRATION ON SPECIFIC
LOCATIONS SUCH (NEW YORK)

11. SWOT Analysis
Opportunities Threats
• RECENT GOVERNMENT POLICY TO
OPEN EDUCATION FOR PRIVATE
UNIVERSITIES
• INCREASING DEMAND OF QUALITY
HIGHER EDUCATION
• SHORTAGE OF UNIVERSITY
EDUCATED PEOPLE IN SRI LANKA
COMPARED TO OTHER REGIONAL
COUNTRIES.
• STRATEGIC POSITION OF SRI LANKA
TO PENETRATE TO ASIAN MARKETS
• INCREASING UPRISNG AGAINST
INTRODUCTION OF PRIVATE
UNIVERSITIES
• POLITICAL RISKS EXISTS IN SRI
LANKAN MARKET
• HUMANITARIAN & WAR CRIME
ALLEGATIONS AGAINST SL
• GOVT. ENCOURAGEMENT ON HOME
BUSINESS

12. • STRATEGIC POSITION OF SRI LANKA TO PENETRATE INTO ASIAN MARKETS
• RECENT GOVERNMENT POLICY TO OPEN EDUCATION FOR PRIVATE UNIVERSITIES
• THE UNNECESSARY EXPENDITURE ON GCE (AL) PRIVATE TUITION AND STIFF COMPETITION
TO ENTER THE UNIVERSITIES HAVE PRODUCED AN IMBALANCE IN SRI LANKAN SOCIETY
AND DISTURBED THE CONVENTIONAL SOCIAL AND FAMILY LIFE OF PARENTS AND THEIR
CHILDREN.
• SHORTAGE OF UNIVERSITY EDUCATED PEOPLE IN SRI LANKA COMPARED TO OTHER
REGIONAL COUNTRIES.
• FRUSTRATED AND MISGUIDED YOUTHS TO VARIOUS UNORGANIZED AND UNACCREDITED
SO-CALLED HIGHER EDUCATIONAL COURSES
• OVER AS MANY AS 10,000 STUDENTS WHO WERE NOT ENROLLED FOR FREE UNIVERSITY
EDUCATION WOULD GO TO FOREIGN COUNTRIES FOR UNIVERSITY EDUCATION OR
FOLLOW FOREIGN UNIVERSITY DEGREES WITHIN SRI LANKA ANNUALLY.
• LESS COMPETITIONS WITH SIMILAR QUALITY EDUCATION
Rational Behind Choosing SL Market

13. Method of Entry
• Licensing (Affiliations such as ANC for
Northwood)
• Joint Venture
• Establish Local Branch (Universities)

14. The suitable strategy Establishing a Local SBU
– Higher control Over Quality
– Higher Long-term Potential
– Strategic Location of Sri Lanka
– Incentives for strategic development projects

15. • How do we handle the Local Culture?
• How to Manage & Tolerate Political Risk?
• How this would affect the demand in US?
• Method of Sourcing Staffs (Specially Lecturers
& Professors ) ?
• Acceptability of Pricing Strategy ?

16. Marketing Mix
Product
IN THE SHORT RUN OFFERING LIMITED NO.OF.COURSES
IN THE LONG RUN OFFERING ALL RANGE OF COURSES OFFERED IN US
PRODUCT RANGE TO BE OFFERED IN S‐R
COLUMBIA BUSINESS SCHOOL
COLUMBIA LAW SCHOOL
SCHOOL OF ENGINEERING & APPLIED SCIENCE
COLLEGE FOR PHYSICIANS & CONSULTANTS

17. Marketing Mix
Pricing
FOCUS ON STUDENTS SEEKING FOR QUALITY EDUCATION
FOCUS ON LOCAL URBAN POPULATION
STUDENTS WHO HAVE EXCEPTIONAL SKILLS
PRICING STRATEGIES
PREMIUM PRICING FOR INTERNATIONAL STUDENTS (BUT LOWER THAN US
RELATIVELY LOWER PRICES FOR LOCAL STUDENTS
SPECIAL SCHOLARSHIPS FOR OUTSTANDING STUDENTS

18. Marketing Mix
Promotion
PROMOTION TARGETING
MAINLY TARGETING ASIAN STUDENT SEEKING QUALITY EDUCATION
AND URBAN COMMUNITY WITHIN THE COUNTRY
POSSIBLE PROMOTIONAL MEDIA’S
DIGITAL MEDIA’S ( BLOOMBERG , CNN , DISCOVERY CHANNEL .)
NEWS JOURNEL’S (FT , PROFESSIONAL MAGAZINES SUCH AS CIMA/CIM/BCS ..)
INTERNET & SOCIAL NETWORKS (OWN WEBSITE , FB OTHER FINANCIAL WEBSITES, ..

19. Marketing Mix
Place
FOCUS ON PRIME LOCATIONS IN THE COUNTRY
FOCUS ON URBAN POPULATED AREAS
AREAS WHICH HAVE GOOD INFRASTRUTURE FACILITIES
POSSIBLE TARGET AREAS IDENTIFIED
COLOMBO 3
KANDY
JAFFNA

20. Thank you.