NIROSHAN ASHOKUMAR|INTERNATIONAL MARKETINGEDP OF NORTHWOOD UNIVERSITY

Project Proposal

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

Company History and OverviewColumbia University was founded in 1754 as King's College byroyal charter of King George II of England. It is the oldestinstitution of higher learning in the state of New York and thefifth oldest in theUnited States.

MISSION STATEMENT

Columbia University is one of the world's most importantcenters of research (DEVELOP CORE COMPETENCE) and atthe same time a distinctive and distinguished learningenvironment for undergraduates and graduate students (CUSSATISFACTION) in many scholarly and professional fields. TheUniversity recognizes the importance of its location in New YorkCity and seeks to link its research and teaching to the vastresources of a great metropolis. It seeks to attract a diverse andinternational faculty and student body (EXPANSION), tosupport research and teaching on global issues (CSR), and tocreate academic relationships with many countries and regions.It expects all areas of the university to advance knowledge andlearning at the highest level and to convey the products of itsefforts to the world.

KING'S COLLEGE (1754–1784)[

COLUMBIA COLLEGE (1784–1896))[

COLUMBIA UNIVERSITY (1896–PRESENT)[

Company History and Overview

Our Product Range

COLLEGE/SCHOOLYEAR

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

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 7Forbes 5U.S. News & World Report 4Washington Monthly 36

ARWU 8QS 11Times 13

UNIVERSITYRANKINGSNational

Global

03 PRESIDENTS OF UNITED STATES 

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, 

External Environment Analysis -PEST

Political Environment EconomicalEnvironment

SocialEnvironment

TechnologicalEnvironment

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 HOLIDAYNEGATIVES

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

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)

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

• 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

Method of Entry

• Licensing (Affiliations such as ANC for Northwood)

• Joint Venture

• Establish Local Branch (Universities)

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

• 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 ?

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

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

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, .. 

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

Thank you.