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Promoting Hong Kong's higher education to Asian markets: Market segmentations and strategies

Alan C.K. Cheung (Johns Hopkins University, Baltimore, Maryland, USA)
Timothy W.W. Yuen (Department of Educational Policy and Administration, Hong Kong Institute of Education, Taipo, Hong Kong)
Celeste Y.M. Yuen (Department of Educational Policy and Administration, Hong Kong Institute of Education, Taipo, Hong Kong)
Yin Cheong Cheng (Department of Educational Policy and Administration, Hong Kong Institute of Education, Taipo, Hong Kong)

International Journal of Educational Management

ISSN: 0951-354X

Article publication date: 22 June 2010

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Abstract

Purpose

The main purpose of this study is threefold: to analyze the current conditions of higher education services offered in the three target markets; to conduct market segmentation analysis of these markets; and to recommend the most appropriate market entry strategies for Hong Kong's education service providers.

Design/methodology/approach

The data for this project were obtained primarily by questionnaire survey and interviews. The research team collected 1,370 questionnaires and conducted a total of 121 individual and focus group interviews in the four studied cities – Mumbai, New Delhi, Jakarta, and Kuala Lumpur.

Findings

The study found that there was a high unmet demand for higher education overseas and that the visibility of Hong Kong's higher education was relatively weak in these Asian markets. In order to capture the continued rise of students in Asia, higher education institutions and the Hong Kong government need to work together to analyze the potential markets critically and employ marketing strategies sensibly. Several key recommendations have been provided based on the findings.

Research limitations/implications

The study was undertaken in a few key cities in these three target markets. However, findings from the study may generate insights into other cities with similar characteristics in these countries and the Asian regions.

Practical implications

The paper suggests that decision makers at the institutional level and government level seeking to enter these markets must pay attention to the importance of market segmentation and the 4P variables in formulating their marketing strategies.

Originality/value

Few studies have examined the current condition of higher education services in these three emerging Asian markets. The study provides some useful marketing information to education decision makers in Hong Kong and elsewhere who may be interested in formulating marketing strategies in these markets.

Keywords

Citation

Cheung, A.C.K., Yuen, T.W.W., Yuen, C.Y.M. and Cheong Cheng, Y. (2010), "Promoting Hong Kong's higher education to Asian markets: Market segmentations and strategies", International Journal of Educational Management, Vol. 24 No. 5, pp. 427-447. https://doi.org/10.1108/09513541011055992

Publisher

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Emerald Group Publishing Limited

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