The Potential Market Segments for the Regional State University
– Assume that you work at the Regional State University (this a hypothetical university) whose
traditional target market, high school students within your region, is shrinking. This segment is
projected to decrease over the next ten years. Recommend other potential market segments and
discuss the criteria you should consider to ensure that the identified segments are useful.
Explain in details and give full examples to illustrate your thoughts.
Each potential target segment must have a name that reflects the content of the target
segment.
Each potential target segment has to be profiled in terms of demographic, geographic,
psychographic, and behavioral characteristics.
Then each potential target segment should be DIRECTLY FOLLOWED by the targeting
evaluation criteria:
– The segment size and potential growth
– The segment attractiveness structure (i.e., competition)
– The company resources, objectives, and values
Conclusion and recommendation
This assignment is an individual assignment and the due date is 25/11/2018.
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Solution
Introduction
Market segmentation involves a series of activities that aim at subdividing a wide target
market into portions and groups with similarities in terms of wants and traits. Dividing markets
into segments is done to cater for consumer needs which, are diverse and can only be fulfilled
through grouping. Segmentation is based on four basic elements that include demographic,
geographic, psychographic and behavioral traits. Institutions of higher learning always target
high school students as their consumer base, which is reducing due to high competition arising
from the increased numbers of institutions. Various marketing strategies are required to enable
more students to enroll into institution of higher learning. Regional State University plans a
probable market segmentation through this paper in order to, entice more students due to the
estimated reduction of current target population in the next decade.
Target segments
Technology directed Student
Technology directed segment involves targeting a wide range of people who are
influenced by technology such as online learning with an interest of enticing them into higher
learning institution.
Geographic characteristics – Currently Regional State University has been focusing only on the
regional high school for its clients therefore, it will adopt and utilize new technology enabled
education methods.
The university will establish e-learning in order to, open up the school’s clients to be
from all over the world. Technological resources such as E-Learning gadgets provided by the
institution will enable this process. Opening up the institution into a global platform will, aid in
marketing it to many people hence creating more opportunities. One of the institution’s value is
provision of convenient learning which, will be enabled by opening branches around the country
hence bringing convenience to students.
Demographic characteristics – According to (Hemsley-Brown.J., 2016) , demographic
segmentation involves grouping of people based on their gender, economic status, education and
age.
Generally in this present generation people have no age limit in using technology and
therefore, the university will advocate for technology enabled education since this consumer base
is increasing.
Behavioral characteristics – Individuals are increasingly tending to pursue higher education
through use of online application hence creating an opportunity for potential consumer growth.
Our institution will be structured to facilitate a wide range of education through online
platform thus satisfying diverse needs of general population as well as competing for enrollment
of more students.
Psychosocial characteristics – Our institution has a competitive advantage due to its versatile
disciplines offered through technology enabled education which provide a broad option for the
general population.
The ability to fulfill variety of interests entices more clients from this segment since it has
potential to grow as a result of the increasing population.
Socio-improvement student
Demographic characteristics – Gender is less used as a segmentation for entry into the higher
learning institutions but is utilized in course choices. Complexity of some courses are used to
keep people away from certain courses through dictating which gender would undertake it.
Regional State University will cease to classifying certain courses such as education to be
a line for a specific gender and will therefore empower students to undertake courses that
improve the community leading to an increased market size while providing competitive
advantage.
Geographical characteristics – Exchange programs with other universities from different
regions will be started to provide learning opportunities of other cultures and values that help in
bettering the society.
Community empowerment is our institutions objective which will be fulfilled through
exchange program and this provides potential growth opportunity since most students are
focusing on community improvement.
Behavioral characteristics – Students’ behavior of wanting to improve their level of knowledge
and awareness has increased thus broadening this consumer base.
Our institution will provide curriculum that not only focuses on career but also on
increasing general knowledge thus attracting more of this segment. Fulfilling this will be in
accordance with institution’s aim of empowering self-improvement.
Psychosocial characteristics – Psychosocial segmentation caters for lifestyle, individuals’
characteristics and intellectual curiosity (Yu-Fen Chen, 2009) .
Regional State University has a well-equipped library hence it will provide diverse
resources that cater for this segment. Provision of diversity is one of our objective and it will be
achieved through the above, hence creating a stronger attraction to students.
Leisure based student
Involves learners who study because of enjoyment opportunities like peer interaction
provided by an institution.
Demographic characteristics – Majority of millennials perceive education as a leisure activity
and therefore creating a potential opportunity worth exploring as a result of their large number.
Our institution will establish courses such as music, art among others in order to attract
this target group since the institution has a competitive advantage of being well equipped.
Geographical characteristics – Our institution’s high quality buildings and infrastructure is a
benefit providing a competitive advantage.
The above aspect will be used to attract a broad consumer base as millennials want
structures facilitating leisure.
Behavioral characteristics – Present times regard higher learning institutions to be a place of
freedom with a lot of pleasant activities therefore enticing the youth (IEAB, 21st Century) .
This target group is expected to rise since people want to have an experience of campus
life hence, Regional University will create a conducive environment through inclusion of co-
curriculum activities such as beauty pageants that will satisfy consumers as this is one of our
values.
Psychosocial characteristics – Our institution’s establishment of diverse services facilitate
satisfaction to this cohort thus increasing its growth.
Fulfilling consumer needs will give the institution an upper hand in comparison to others
while accomplishing its goal of providing a holistic approach to education.
Validation seeking student
Validation seeking students is a group of learners who pursue higher education in order to
please others (Lewison & Hawes, 2007) .
Demographic characteristics – Some students tend to undertake courses such as Engineering in
order to please their parents therefore limiting them from pursuing what interests them.
Regional State University will set up a campaign which will encourage everyone to
follow a discipline of their choice. Special programs will be implemented to create awareness
among parents in order to help them encourage their children to pursue own interest hence
providing an advantage to our school since this strategy entices parents.
Geographical characteristics – Serene Location of Regional State University is one competitive
advantage that attracts a potentially growing group of students, who want to attend higher
education in suburban region in order to please parents who perceive urban regions to be
unconducive.
Following the above element our school has potential to increase its consumer base due
to competitive advantage provided by serene environment and locality.
Behavioral characteristics – Disciplines like medicine are highly valued by other people and
thus students tend to pursue them.
Our institution will provide this courses so as to satisfy the high consumer base since it is
well resourced compared to other institutions.
Psychosocial characteristics – Regional State University has a competitive strength because of
its flexible educational system hence, it will attract vast majority of this consumer base while
fulfilling the objective of facilitating an all-inclusive educational structure.
Career oriented and enhancer student
Demographic characteristics – Regional University only target has been high school students
which has started experiencing decrease in number.
Our institution will focus on college students who want to upgrade their studies as
potential segment. A high number of professions who are interested in upgrading their career
creates a wide consumer market which will be fulfilled by our competent human resource
(Warwicker.M, 2011) .
Geographical characteristics – Majority of career oriented students are attracted by structures
which aid in their studies and this is one beneficial quality that Regional State University
possess.
Establishment of high quality structures such as labs is a strategy which will be utilized to
entice students interested in science and technology. Possession of advanced study equipment
will be a competitive strength utilized to promote Regional University among career based
learners.
Behavioral characteristics – Profession upgrading has become a current trend therefore
impacting people to go back to school which creates a potential segment.
Career oriented education is an objective of the institution which will attract students who
want to establish their profession.
Psychosocial characteristics – Working class students have limited time for them to attend class
in its physical location thus Regional State University will provide solutions for this hence
enticing the segment.
The institution will create strategies which will enable distant learning therefore enticing
segment of working class population who have restricted time. Availability of professional
internship programs will be a competitive strategy, facilitated by corporate interaction in order to
entice this group
Conclusion
Higher education has different market segments that need to be explored rather than
traditional reliance on regional high schools. Different segments have diverse wants which will
be fulfilled through enabling of the above strategies. Technological advancement has provided
an advantageous opportunity which will enhance provision of education to the various market
segments. Traditionally market segmentation was mainly based on level of education,
affordability and age but, in this present times the factors have changed. Regional State
University will implement various strategies among the potential segments in order to secure
itself from low enrollment.
References
Works Cited
Hemsley-Brown.J. (2016, January). Higher Education Market Segmentation. Retrieved from
researchgate:
https://www.researchgate.net/publication/312652311_Higher_Education_Market_Segme
ntation
IEAB. (21st Century). INTERNATIONAL EDUCATION ADVISORY BOARD. Retrieved from
http://www.certiport.com:
http://www.certiport.com/portal/common/documentlibrary/ieab_whitepaper040808.pdf
Lewison, D. M., & Hawes, J. M. (2007). Student Target Marketing Strategies for Universities.
Retrieved from https://eric.ed.gov:
https://eric.ed.gov/?q=Student+Target+Marketing+Strategies+for+Universities.+%09Jour
nal+of+College+Admission.&ff1=souJournal+of+College+Admission&id=EJ783948
Warwicker.M. (2011, july 25). Education for life, or for work? . Retrieved from
https://www.theguardian.com/education/universities:
www.theguardian.com/education/2011/jul/25/white-paper-universities-training- jobs
Yu-Fen Chen, C.-H. H. (2009, October 2). Applying market segmentation theory to student
behavior in selecting a school or department. Retrieved from files.eric.ed.gov:
https://files.eric.ed.gov/fulltext/EJ860823.pdf
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