1. ACADEMIC PARTNERSHIP UNIT SAKINAH MOHD SHUKRI MSc International Business ( First Class Hons)

2. Content 1.Background & Objective 2.Literature review 3.Research plan 4.Analysis and Discussion 5.Conclusion 6.Recommendation 3. Background What is TNE? Education in which the learner are located in a country that is different from the institution award is based in (UNESCO,2000) Which Market? Kazakhstan Uzbekistan Azerbaijan Burma 4. Research Objective To analyze the UK TNE activity demand in the potential market To develop an in - depth analysis To illustrate the strength of the market To make recommendation on strategy To create warm leads for Coventry University To predict the best TNE activity To improve Coventry University brand 5. Literature Review TNE definition & objective The future of globalization in higher education Main issue in TNE development Market summary & Market Entry condition Market situation analysis PEST market analysis Main risk of doingTNE Entry mode Strategy 6. Impact of globalization in TNE activity in HE New demand for quality education in home country Demand of English education increased Political & Economical development in Central Asia and Burma had created society demand Raised concern on national education security Global human resource in HE Cultural diversity Culture of life long learning 7. Market Summary & Market Entry Condition CountryCapital CityPopulationGrowth rateHousehold income(GDP)LanguageAge structure (18-24)KazakhstanAstana (650k)17,552,0101.235%$216.4billionKazakh, RussianUzbekistanTashkent (2.201m)28,394,1800.93%$94.04 billionUzbek, Russia, 15.2 million Tajik36%AzerbaijanBaku (1.95m)9,493,6001.017%$93.02 billionAzerbaijan, Lezgi, Russian6.3million52%BurmaRangoon (4.259m)54,584,6501.07%58.72 billionBurma, English46million34%12millionUrban vs. Rural59% 8. PEST (Kazakhstan, Uzbekistan & Azerbaijan)PESRepublican DemocracyGetting stableTrade restriction & Tariff LowLow Masculinity unemployme Hierarchy nt rateImproving infrastructur eVery poor on human rightOil, goldFree Trade EconomyIntellectualit y law is lowNot a WTO memberIncreasing inflationRussianSlow Government access90% MuslimEthical agreementUN & Exchange Commonwea rate lth of convertible Independent StatesHierarchy MasculinityT Lack of Ecommerce 9. PEST(BURMA) PESTPolitical riskUnstable54million BuddhistUndeveloped infrastructureCommon LawPoorest CountryEducation level is lowUndeveloped TechnologyMilitary governmentLow in taxationHierarchy & Masculinity styleIntellectuality law is lowCountry ConflictExchange rate is convertibleDemocracySlow government access 10. The risk of doing TNE in this market? Stealing intellectual property Quality assurance Lack of consumer protection Government intervention Contractual agreement Culture clash Lack of country development ( technology) 11. Main issues in TNE development a) Cultural difference b) Home country HE system c) E-commerce d) Technologicale) Export regulation f) Code of practice g) Quality assuranceh) Language barrier i) Government intervention 12. Choice of mode for TNE activity Franchising Programme articulation Branch campus Off shore institution International programme Corporate university Distance Learning Virtual university 13. 3.Research Plan Triangulation approach Hybrid case study approach Secondary data International office APU history Country data Contact Journal Primary Data Questionnaire 14. Limitation a) Replication b) Reliability c) Validity d) Dependabilitye) Generalisability 15. Project Barrier Language (respondent, contact & secondary data) Lack of good resource Time consuming Lack of corporation from respondent Logistic of the research 16. 4.Analysis and Discussion SWOT analysis STRENGTH ABUNDANCE OF OPPORTUNITYWEAKNESS LACK OF INFRASTRUCTURELOW NUMBER OF COMPETITOR LOW IN TECHNOLOGY LANGUAGE OPPORTUNITY INCREASE INCOMETHREAT CHANGES IN THE GOVERNMENTFIRST MOVER ADVANTAGE LOCAL INSTITUTION INTERNATIONALIZATION QUALITY CONTROL 17. Competitive Analysis CountryInstitutionStudent Total Number (2009/10)AdvantageKazakhstanOxford Brookes University280-build long term relationship -student support -Twinning programmeUzbekistanUniversity of Westminster785Branch Campus Summer School GovernmentAzerbaijanOxford Brookes University110Local institution & agentBurmaLondon Metropolitan Uni25-Decreasing -Scholarship 18. Internal Secondary Data in target market 2007-2012 CU KazakhstanUzbekistanAzerbaijanBurma2007 to 20083NoneNoneNone2008 to 20094NoneNoneNone2009 to 20101NoneNoneNone2010 to 2011NoneNone1None2011 to 20126None1None 19. Porters 5 forcesThreat of new entrant Threat of substitute Power of supplier High Developing industry Government intervention Low Low number of UK HE in the region Difficult to replicate Moderate Depend on the contact 20. Power of buyer Competitive rivalry Threat of competitor Average Lack of choices Low Low cost with the right partner Low New industry 21. SURVEY FINDING The demand for English education in targeted countries are growing Four TNE mode identified 1) International programmes 2) Programme recognition 3) Off shore institution 4) Branch campuses 22. SURVEY FINDINGSURVEY FINDING(Figure 1 : Respond to Question 4) 23. SURVEY FINDING(Figure 2: Respond to Question 5) 24. SURVEY FINDING(Figure 3: Respond to Question 14) 25. SURVEY FINDING(Figure 4 : Respond to Question 12) 26. SURVEY FINDING(Figure 5 : Respond to Question 16) 27. SURVEY FINDINGSURVEY FINDING(Figure 6 : Respond to Question 17) 28. 5.Conclusion The targeted countries are strong potential The opportunity for TNE in the market The number of TNE participation is rising(OBHE,2012) Warm lead with potential contact is done Coventry University Key Element for brand image 29. CONTRIBUTION TO APU, CU First market- Kazakhstan Why? Demand, bigger potential Partnership & Internalization programme exchange Build promotion- E expo , partner with local agent &institution Promote on the UK Higher Education Branding Aware on Country Law Build relationship with government 30. Potential contact (KAZAKHSTAN) International Academy of business +7(3272) 423545 52, Abai ave Almaty 480008 Kazakhstan info@iab.kz www.iab.kz7TH August 2012 31. Coventry University Key Element for brand image Emphasize on the student services to live up the UKeducation branding perception Clear overview of the potential contact, how to make the agreement fair (long term partnership agreement) Protect intellectual property Innovation subjects to suit market 32. 6.Recommendation Further Research - in -depth analysis Build better promotion awareness Competitor analysis Appointment of agents +partner institutions Aware on the political & legal situation Steps in building partnership Strategic alignment 33. Country ChoicesEvaluate Country ConditionMarket Education AnalysisPotential Partner searchCreate warm leadPartnership AgreementPerformance evaluation with partnerSearch for more partner 34. Coventry University Benefits Internal growth Export market Internationalization Financial gainThank You 35. Reference McBurnie.G., Ziguras,C(2007) TransnationalEducation Issues and trends in offshore higher education.1st edn.New York: Routledge University World News (2012) Higher education trends, challenges and recommendation [online] available from http://www.universityworldnews.com/article.php?stor y=20120609110849181 UNESCO/Council of Europe (2000) Code of Good Practice in the provision of transnational education:Bucharest:UNESCO-CEPES