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The ICEF Berlin Workshop 2017

Market Snapshots: Brazil, Argentina and Mexico

Berlin • October 29, 2017

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Panelists

Mrs Maura Leão, President, BELTABrazilian Educational & Language Travel Association , Brazil

Mrs Gabriela Ardito, President, ARSAAArgentine Study Abroad Association, Argentina

Mr Gustavo Viale, Board Member & Head PR, ARSAAArgentine Study Abroad Association, Argentina

Mr Joshua Tripp, President, AMTEAsociación Mexicana Turismo Educativo . Mexico

Moderator:Ms Karin Florez, Business Development Manager Latin America , ICEF


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LATIN AMERICA


• Population: 639,048,639 (2016 est.)• Language: Spanish and Portuguese • Largest cities:

City Country Metrop. population(2014)

1 Mexico City Mexico 20,976,7002 São Paulo Brazil 20,847,5003 Buenos Aires Argentina 13,381,800

• Be aware of regional differences within Latin American and within countries themselves!

• Latin American students / parents value the personal contact.

https://en.wikipedia.org/wiki/Greater_Mexico_Cityhttps://en.wikipedia.org/wiki/Mexicohttps://en.wikipedia.org/wiki/Greater_S%C3%A3o_Paulohttps://en.wikipedia.org/wiki/Brazilhttps://en.wikipedia.org/wiki/Greater_Buenos_Aireshttps://en.wikipedia.org/wiki/Argentina

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How best to promote your institution in Latin America?• Latin American students are looking for

• school to be affordable, • with an uncomplicated application process.• clear visa process

• Option to pay and book in installments.• Latin Americans purchase their courses with different

motives than e.g. Asian students.• Ranking is less important than the

experience/lifestyle.• Destination is important• If you are not based in a desirable location – be ready

to promote other value propositions clearly!

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BRAZIL - Brazilian Economy


• The Brazilian scenario still requires caution but is improving

• GDP increased by 1% in the first quarter and 0,2% in the second quarter of 2017 after eight semesters going down

• Inflation will decrease and will be on the basis of 3% in 2017

• From January to July more than 102,000 registered jobs were created.

• But, unemployment in Brazil hit a record, never seen before, and reached 14.2 million Brazilians in 2017

• Nowadays with the creation of jobs and the condition of Brazil improving, unemployment fell to 13.3 million

• The average investment per student increased 82% in 2017

Source: G1.com | Valor Econômico | Portal Brasil | Estadão | Belta Seal Research 2017

http://g1.globo.com/economia/mercados/noticia/apos-alta-de-combustiveis-mercado-sobe-pela-3-semana-seguida-estimativa-de-inflacao.ghtml

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BRAZIL – Main programs / Products sold


Language course1Language course with temporary work2Vacation teen programme (summer/winter)3High School4Professional course, certificate or diploma

5

Travel health insurance

Air tickets

Assistance for visas

Money exchange operations

Accommodation

12345

Programs Products

Q2. Classify, by order of importance, the main products sold by your agency in 2016

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BRAZIL – Main Destinations


Position2016

Position2015 Country

Score2016

1st 1st Canada 19382nd 2nd United States of America 16843rd 3rd Australia 16044th 4th Ireland 13865th 5th United Kingdom 13096th 6th New Zealand 9227th 7th Malta 9028th 8th South Africa 7329th 10th Spain 607

10th 9th France 49111th 11th Germany 46912th 12th Italy 31113th 13th Argentina 22914th 14th Chile 17015th 15th Mexico 10516th 19th Switzerland 9717th 20th Austria 7018th Netherlands 6519th 16th Japan 5220th 17th Belgium 5221st 18th Colombia 5222nd China 47

In total, 40 countries were mentioned

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BRAZIL - Main motivations for the country choice


Favorable exchange

rate

Life quality

Policies that allow

international students to combine

study and work

activities

Offer good structure to

host international

students

Ease in the visa process

54213

Q5. Classify, by order of importance, the FIVE main aspects that influence your clients’ choice for these countries:

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BRAZIL – Total of products commercialized in 2016 ( compared to 2015)


Growth63%

Decline22%

Stabilization15%

Average: +12%Q11. Compared to 2015, the total number of products commercialized in 2016 represented:

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Argentina in the World

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ARGENTINA


Tucumán

Córdoba

Mendoza

Santa Fe

Entre Ríos

Buenos Aires

Buenos Aires Federal District

Provinces + 1 million

inhabitants

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ARGENTINA – Economical Context


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ARGENTINA – Market Analysis


Growing population

People´s attitude

Short term ESL coursesPost grads

Interpersonal Branding

Cost of living

Visa Issue

Cultural Background

Strong Public Sector

Interpersonal Branding

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ARGENTINA – Opportunities & Challenges


• Assistance is required

• Agents and staff support

• Develop a marketing strategy

• Argentina is not only Buenos Aires

• Market is growing steady

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MEXICO – Mexican Economy


• GDP increased by 0.5% in the first trimester but decreased 1% in the second trimester of 2017 after being increasing consistently over the previous year.

• Inflation has increased 6.35% in 2017.

• Up to July 2017 the number of people with formal jobs is 52,198,611.

• Unemployment rates increased 3.5% on the second trimester of 2017.

• During the first semester of 2017 the Mexican government granted a total of 2,004 scholarships for English Language Training: 1,204 at academic institutions in the USA and 800 at institutions in Canada.

• Despite inflation and disparities between pesos and U.S. dollars the Mexican scenario remains steady.

Sources: INEGI, National Institute for Statistics and Geography. SEP, Ministry of Education.

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MEXICO – Main programs / Products Sold


Programs Products

1. Group Programs /

Summer Camps

2. Language courses

3. High school

4. Au Pair

5. Higher Education

1. Travel health insurance

2. Assistance for Visas /

Migration Services

3. Air Tickets

4. Accommodation

5. Financial AidQ2. Classify, by order of importance, the main products sold by your agency in 2016

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MEXICO – Top Destinations


2015 2016Canada 5,142 6,092

UK 2,909 4,909USA 2,581 1,753

Ireland 551 521Australia 440 169

France 373 254Germany 228 327

New Zealand 70 55

Gráf1

CanadaCanada

UKUK

USAUSA

IrelandIreland

AustraliaAustralia

FranceFrance

GermanyGermany

New ZealandNew Zealand

2015

2016

5142

6092

2909

4909

2581

1753

551

521

440

169

373

254

228

327

70

55

Hoja1

Columna1201520162017*

Canada5,1426,0923,198

UK2,9094,9092,498

USA2,5811,753376

Ireland551521106

Australia44016953

France37325495

Germany228327138

New Zealand705518

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MEXICO – Motivations for the country choice


Distance from home

Cost of life / Life quality

54321

Educational System / Cultural

immersion

Exchange rates

Visa / visa

process

Q5. Classify, by order of importance, the FIVE main aspects that influence your clients’ choice for these countries:

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MEXICO – Total of products commercialized in 2016 (compared to 2015)


Overall market: 12% growth

Products with commercialization growth increased at an average of

175%

Gráf1

Growth

Stabilization

Decline

Ventas

0.25

0.214285

0.54

Hoja1

Ventas

Growth25%

Stabilization21%

Decline54%

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Market Snapshots: Brazil, Argentina and Mexico

Questions ??


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Thank you!



Please feel free to contact us with further questions

The ICEF Berlin Workshop 2017PanelistsLATIN AMERICA The ICEF Berlin Workshop 2017BRAZIL - Brazilian Economy BRAZIL – Main programs / Products sold BRAZIL – Main DestinationsBRAZIL - Main motivations for the country choice BRAZIL – Total of products commercialized in 2016 ( compared to 2015) Foliennummer 10ARGENTINAARGENTINA – Economical ContextARGENTINA – Market AnalysisARGENTINA – Opportunities & ChallengesMEXICO – Mexican EconomyMEXICO – Main programs / Products SoldMEXICO – Top DestinationsMEXICO – Motivations for the country choiceMEXICO – Total of products commercialized in 2016 (compared to 2015)Market Snapshots: Brazil, Argentina and MexicoFoliennummer 21

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