Gap Analysis for a University Abroad

North Carolina State University is a public, coeducational research school. Their objective is to analyze the market conditions for opening a campus for a US university within China.  This would allow for the development of a strategic roadmap for the university to utilize. The market conditions and nature of the key players have been utilized as a comparative measure.

The market potential regarding a US University in China was analyzed by:

• Gap analysis
• Comparative SWOT
• Radar Chart
• Best in Class Marketing Approach

At least one analytical tool per segment was used to generate the data.  The following 8 parameters were set for qualitative and quantitative data:

• Cost effectiveness
• Course Offering
• Student Profile
• International Partnerships
• Faculty
• Reputation
• Marketing Campaigns
• Physical Location

• Low market potential for US school due to preference of local students for local institutions
• Local students prefer to study abroad rather than at an extension university for a US university in China
• Majority of respondents of the research prefer to study in Beijing and Shanghai.
• Local key players rarely use advertising campaigns to attract students. The reputation of the schools is considered as the advertising campaign used by local universities.
• Only 30% of students desired to attend China based US Universities; of those students from international schools, those who failed the entrance exams, and the middle class are the most likely to go.
• Implementation will require a substantial dedication of top resources
• Partnership with local players (businesses and other colleges)
• A strong marketing campaign including the use of the yearly education expo
• Limited use of scholarships because they are viewed as a negative in terms of quality
• Curriculum focus needs to be at industry standards per subject; English is an area of focus that would be very useful
• SWOT analysis reveals major weaknesses in 5 major universities.  US universities should take advantage of their strengths: e.g., highly regarded standards/curriculum and more relaxed and holistic student development