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Market Briefing for - PowerPoint Presentation

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  • pg 1
									      Thailand
Education Exhibition
             Briefing



 6 February 2009
Briefing Agenda


Briefing Agenda

1.   STEP Analysis
2.   SWOT Analysis
3.   Government’s Education Policy
4.   Market Trends & The Competition
5.   Transnational Education
6.   British Council Thailand Education UK Strategy
7.   Thailand Education UK Team
8.   Education UK exhibition 2009 - Logistics
1. Thailand STEP Analysis



Social
• Population (2007): 65.74 Million: 0.7% growth from 2006 (Economist Intelligence Unit)
• In 2007, age group under 15 = 14.7M-----22.4% of total population
• In 2007, age group above 15 = 51.04M
• Literacy rate of population at aged above 15 accounted for around 96% (Bank of
    Thailand)
•   English proficiency viewed as competitive advantage and parents strongly
    emphasize education & willing to pay premium
•   Master‟s degree is increasingly considered an entry-level job requirement;
    overseas qualifications viewed as leading to better career path
•   Increased number of international programmes in Thailand - opportunity for
    links and collaborations vs students’ choice to study in country
•   Increase in international school students results in growing undergraduate
    market
Technological


Technological
•   Internet Users : 13.416 (Million) Users as of January 2008 (NECTEC)
•   The number of people using the internet has grown (around 14.9%) from 11.4
    million in the year 2007
•   70% of people in Thailand using the internet are between the age of 15-34 (National
    Statistical Office 2003-2004)
•   60% of 20-29 year old, upper-middle income people living in Bangkok and urban
    area are online (Mindshare)
•   Thai people judge that the Internet is most effective in „delivering information‟
    and „supporting decision making‟ (Synovate)
•   Increasing policy emphasis on ICT in education e.g. Satellite technology delivery
    of distance learning in higher education
Economic


Economic
• The significantly weaker outlook for the world economy, the forecasts for
   Thailand's growth. In 2009 real GDP will contract by 1%, the economy's first
   contraction since the 1997-98 Asian financial crisis. Positive growth will resume in
   2010 (The Economist Intelligence Unit)

•   Decelerated private consumption estimated to grow at 1% in 2009, the lowest
    since the 1997 crisis but expected to pick up slightly in 2010 to 1.3%\

•   The baht dropped to a 23-month low against the US currency on December 1st of
    Bt35.8:US$1. Although the baht has since appreciated, it will revert back to a downward
    trend against the dollar, falling in value to an annual average of Bt36.6:US$1 in 2009
    and Bt37.2:US$1 in 2010.

•   Unemployment rate is forecasted at 2.4% in 2009 and 2.2% in 2010

(Source: EIU, Economist Intelligence Unit)
Political


Political

•    The leader of the Democrat Party (DP), Abhisit Vejjajiva, has become the
     country’s third prime minister in less than a year, with his party forming a coalition
     government in late December.

•    Remain unstable political situation even the Democratic Party won the election
     and the government is in place

•    Economic recovery is the key government priority. The government have
     launched 13 key economic recovery strategies to implement the plan but this still
     unclear for people in terms of the effectiveness.



    (Source: EIU, Economist Intelligence Unit)
2. Thailand SWOT Analysis


Strengths

•   High reputation - quality
•   Safe place to study & live
•   One year Masters’ program & course varieties
•   Gateway to Europe
•   Great culture, history & scenery
•   Expanded TH-UK Alumni network
•   Job placement programme after graduation
•   Flexible provision - TNE
Weaknesses

•   UK is expensive (high cost of education and living) and offers few
    scholarships
•   Student perceptions of work restrictions during & after study
•   A long way from Thailand
•   Incompatible education system i.e. M6 vs A-Levels
•   Research based PhD programmes do not appeal to the market
•   Perception that UK institutions not as active in seeking links/ provide
    less financial and other support/ less flexible regarding entry criteria
Opportunities

•   Increasing provision and demand for international programmes in
    Thailand for secondary school and university students, leading to
    growing opportunity for trans-national education
•   Education is a priority investment for government (future leaders) as
    well as individuals (career focus)
•   Thai institutions are due to become „autonomous‟ – high potential for
    links and collaborations
•   Government support in Development of academic staff and
    personnel, thus more funding for PhD or research collaborations
•   New visa policy allowing students to work in the UK for 1-2 years after
    graduation
Threats

•   Increasingly good local provision of secondary, degree and
    postgraduate programmes including joint delivery with overseas
    partners which are well marketed i.e. Thailand PhD student numbers in
    2006 were 108% of those from 2005
•   Competitors especially EU countries offering courses with no tuition
    fees
•   Increase in competitors, including non-English speaking countries
    like China or Japan
•   Mandarin is rising; MOE has introduced a 5 year plan „Chinese as a
    foreign/ third language‟ to nearly 500 schools across Thailand –
    English is still a second language
•   Global economic slow down
•   New visa system to be introduced in April 2009
      Thailand
Education Exhibition
             Briefing



 6 February 2009

    Government‟s
  Education Policy
3. Government’s Education Policy


•  Reform the entire education system by reforming its
structure and management
• Encourage the private sector to participate in the
development of the educational system as a whole
• Develop teachers, professors and education sector
personnel to ensure that there are good, capable, and more highly-
   educated teachers
• Ensure that everyone is provided with access to 15
years’ cost-free education
• Raise vocational and tertiary education standards
• Improve the management of the student loan fund to
provide for debt negotiation and arbitration
Government’s Education Policy


•   Encourage children, youth and the people generally to
    make constructive and intelligent use of information technology
    so as to enhance learning
•   Accelerate investment in education and integrated
    learning at all levels and in each community
Key implementation in Higher Education


•   Raising HE standards by grouping universities into 4 clusters;
    Research and Post Graduate Universities Cluster, Specialised
    Universities Cluster, Degree Universities Cluster, and Community
    Colleges.

•   Setting up body that will take care of funding allocation of
    HE(equivalent to HEFCE)

•   Announced to Thai universities a guideline for academic
    collaboration with oversea universities
Key implementation in vocational education


•   Setting up Professional Qualification Institute to support skills
    development for 31 professional business clusters.

•   Increasing percentage of students choosing to study vocational
    education and HE from 37:63 to 50:50.

•   Change the management system by merging fifteen colleges into
    one Vocational Institution and allowing that institution to offer
    degrees that specialise in technical skills.
Market Trends & The Competition


Market Trends

•   English Language – fluctuated in recent year, representing over 50% of
    the market share
•   Master‟s – grows at a steady rate, quite mature
•   PhD – declining over the past two years
•   UG – grown significantly over the past years
•   Independent schools – small market - remains steady
•   Foundation – little demand
•   Professional – growing market – high demand in Business
    administration, IT, Cooking/ Bakery, Art and design
•   Vocational – very marginal
Thai students in the UK (HE) by level of study


3000


2500


2000
                                                             Postgraduate research
                                                             Postgraduate taught
1500
                                                             First degree
                                                             Other undergraduate
1000


500


  0
          2002/03    2003/04   2004/05   2005/06   2006/07

       Source: HESA Student Record
Thai students in the UK (HE) by level of study



                 5.0%




            16.4%                  Postgraduate taught
                                   Postgraduate research
                           53.4%   First degree
            25.2%
                                   Other undergraduate




 Source: HESA Student Record
    Thai students in the UK (HE) by level of study




   Level of Study          2002/03 2003/04   2004/05   2005/06 2006/07 02-06 %Growth

Postgraduate research          840     920       950     1035    1155           37.5
Postgraduate taught          1760     1940      2050     2235    2450           39.2
First degree                   650     705       710      730     755           16.2
Other undergraduate            195     230       265      230     230           17.9
Total                        3440     3795      3970     4235    4590           33.4




        Source: HESA Student Record
Thailand Share of UK HE market


 4000

 3500

 3000

 2500

 2000

 1500

 1000

  500

    0
        19

         19 95

         19 96

         19 97

         19 98

         19 99

         20 0

         20 01

         20 02

         20 03

         20 04

         20 05

         20 06
           94

           95

           96

           97

           98

           99

           00

           01

           02

           03

           04

           05

           06
             /

             /

             /

             /

             /

             /0

             /

             /

             /

             /

             /

             /

             /0
               7
Thailand Share of UK HE market

  2002/03    2003/04   2004/05   2005/06   2006/07   Source: HESA
                                                     Student Record
    1.14%      1.16%     1.15%     1.19%     1.22%
2006/07 Thai students in the UK (HE) by level of study and gender




    1600                          1450

    1400
                                                        Male
    1200
                                                        Female
                            785
    1000
    800             585
    600       450                           405
                                                   330
    400
                                                                 90   140
    200
      0
           Postgraduate   Postgraduate   First degree         Other
             research        taught                       undergraduate
2006/07 Thai students in the UK (HE) by age and gender
2006/07 Thai students in the UK (HE) by subject area
Thai students in the UK : Further Education



 800
 700
                            740
 600          685                                                           585
                                          680
 500
                                                         560
 400
 300
 200
 100
   0
         2002/03        2003/04        2004/05        2005/06         2006/07


  Sources: LSC (2008); Scottish Further Education Funding Council (SFEFC)
  (2007); DELNI (2008); LLWR (Lifelong Learning Wales Record) March 2008.
Thai students attending independent schools in UK


Number of new students from Thailand attending independent schools in UK



 2000/01   2001/02    2002/03   2003/04    2004/05   2005/26**   2006/07**    2007/08**
   155        165       165       155        115        135         120          130


Sources: LSC (2008); Scottish Further Education Funding Council (SFEFC)
(2008); DELNI (2008); LLWR (Lifelong Learning Wales Record) March 2008 (Note
that data for Wales are only 'provisional').


These are numbers for pupils who have entered the schools between January of the
current year and January of the previous year. Figures exclude expatriate UK nationals
and relate to number of students entering schools between January and January, not
current school population.
** the 2004-05 census, 1,270 were covered in 2005-06, 1,276 were covered in 2006-
07 and 1,271 were covered in 2007-08 see other worksheet for adjusted figures
Main Competitor: Thai students in Australia



8000

7000                                                          HE
6000

5000
                                                              Vocational

4000
                                                              ELICOS (English
3000                                                          language)
2000                                                          School
1000

   0
       2002/03   2003/4   2004/05   2005/06 2006/07 2007/08


Source: AEI International Student Data
Main Competitor : Thai HE Student Enrolment in Australia and UK




 7000

 6000

 5000

 4000

 3000
                                                    Australia
 2000
                                                    UK
 1000

    0
           2002/03        2003/4        2004/05          2005/06   2006/07


Source: AEI International Student Data, HESA Student Record
 Competition : Student from Thailand in Major competitors 07-08




                      1,858              1,631

                   1,201


                                                              Australia
                        5,309                                 US
                                                              UK
                                                 19,987
                                                              Canada
                                                              NZ

                              9,004                           Japan




Source: IIE Network 07/08, AEI International Student Data 07/08, UNESCO, UK, NZ and Canada
student visas 07/08
Education UK strategy


Education UK Strategy 2009-2010
•   Conduct the “Insight Customer” research in order to know the market trend and share the information with
    partners.
•   Marketing and communications programme to establish the Education UK product range and Brand
    Values with Thai teenagers and their parents i.e. Media Familiarisation Trip, promotional activities across
    nation (outreach), specific campaigns focus (ELT & FE, Summer School, UG)
•   On-line marketing strategy: blog, advertisement on website, e-newsletter
•   Investment for the Future campaign will be continued (scholarship, successful alumni profile, one-year
    course, work placement)
•   Expansion of the relationship with Thai Education Agents from service provision and support business
    relationship development
•   Activities to build long term relationships with International Schools
•   Expansion of the Thai-UK Alumni and Professional Network‟s programmes of professional development
    and networking activities as well as leveraging Alumni in the marketing of UK Education
•   Promotional events and counselling sessions promoting Master‟s studies and key subject areas within the
    master’s products to coincide with the British Council showcasing events and activities
•   Market research and match-making activities supporting the establishment of links and collaborations
    between Thai and UK institutions i.e. Thai institutions’ demand on links and collaborations research, on-line
    search tool and workshop (for CP only), Business-to-business meeting, visit programme (upon request)
•   Working more strategically with scholarship providers
•   Working more closely with business partners such as BCCT and the Thai Federation ??? to re implement the
    Placement scheme and work placement
  Transnational
     Education



6 February 2009
Transnational Education in Thailand


•    361 international education institutes nationwide under MOE; 110
    international schools, 53 universities, 187 English-based schools and 11
    vocational schools – all point to growth of international education market in
    Thailand

•   7 pairs of TH-UK partners currently offer 16 TNE programmes in Thailand

•   Opportunities in Engineering, Business & Management and Language Studies
    but some concerns over set-up cost and language issue

•   Demand for links and collaborations: UK (10%) remains the 3rd dominant
    player after USA (12%) and Australia (11%)

•   Overseas institutions must collaborate with HE partner in Thailand in order to
    gain qualification accreditation by Commission on Higher Education
TNE Pilot Scheme



•   Market Intelligence – research on market opportunities, profiles of
    local institutions, database of existing provision

•   Student facing offer – TNE presence at Exhibitions, building local
    awareness of UK TNE, printed/online marketing materials

•   Brokering – matching/finding partners, local information for UK
    institutions, "Collaborate”- a regional newsletter on opportunities,
    developing regulatory guides and FAQs.

•   Supporting local institutions – local partner subscription package,
    building key partnerships with local partners, partner access to
    promotional opportunities, workshop for new market entrants
Education UK team


Thailand Education UK Team

Peredur Evans – Director of Education
Uraiwan Samolee – Education Promotion Manager
Dollaporn Intr-Roong – Education TNE Manager
Isara Sukgrarongka – Education Market Research Officer
Ornwimon Noreewong – Education Officer
Prompen Wattanabud - Education Promotion Officer

educationuk@britishcouncil.or.th
firstname.lastname@britishcouncil.or.th
 Education UK
exhibition 2009
 Programme &
        logistics
Theme


•   Investment for the future

•   Strapline: A brighter future
The new venue – Centara Grand at Central World
Education UK exhibition 2009 – programme


Friday 6th February 2009
The Novotel Hotel Siam Square

1300 – 1345   Market briefing for all exhibitors

1400 – 1530   Links and collaboration workshop or Workshop on
              working with agents

1545 – 1700   Thailand partnership members meeting
Education UK exhibition 2009 – programme


7th February 2009
Centara Grand at Central World

1030 – 1100    Interpreter briefing (At the booth)

1100 – 1800    Education UK exhibition 2009

1000 – 1800    UG seminar, IELTS pre-test, British Council English
               test, and Learn UK seminar

1900 – 2100   UK Alumni Grand Reunion 2009, the Residence,
              Grand Hyatt Erawan Hotel
Education UK exhibition 2009 – programme


8th February 2009
Bangkok Convention Centre, Centara Grand at Central World

1100 – 1800    Education UK exhibition 2009

1000 – 1800    IELTS pre-test, British Council English
               test, Learn UK seminar, and PhD seminar

1815 – 1845    Exhibitors’ debriefing (Lotus 7)
Floorplan
Services, facilities, and others


•   1 lunch coupon/ booth/ day Lotus 5-6 from Anna
•   Coffee break at exhibitor’s room from Anna
•   Photocopy – Secretariat room, free of charge
•   Stationary – Secretariat room, free of charge
•   Mystery shopping
Meet the Thai Prime Minister at the exhibition



                     “Education for Future Global Citizens and
                     Leaders”
                     8 February 2009, 1330 – 1400 hrs.
Advertisement



• Primary target group: university students and young professional:
20-24
• Secondary target group: parents: 40+
• Integrated promotion with other products of British Council
• e-marketing
Advertisement


•   TV Channel 9, channel 3

•   Newspaper and magazine
Advertisement


•   Radio
•   Website
Education UK exhibition 2009 website
On-line registration
Press conference
Promotions- direct invitation



• Potential PhD students: Thai universities, the Golden Jubilee
• Almost 100 audience: Chula, Kasetsart, Thammasat, SWU, Bangkok
• Ecotourism, Fine Art, Law, Biochemistry, Engineering, Languages

• Potential UG students – direct invitation to International schools
• Almost 150 students: The Regent’s, Harrow, Pattana, Modern

• Posters, postcards, e-mail to over 30,000 database
• SMS
Thank you.

								
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