Market Strategy Iim Singapore

Marketing Plan

For setting up

Indian Institute of Management

In Singapore

Course Instructor: Dr Christopher Clott

Student Name: Kaushik Rana

Roll Number: 2005128

Executive Summary

IIM-Asia Inc, the Alumni chapter of IIM in Asia intends to set up an IIM outside India. The idea is to make IIM a global Indian brand and cater to the demand for high quality Indian education at affordable rates. IIM-Asia Inc, has hence chosen to set up a satellite campus of IIM in Singapore.

The global education services market is estimated at 2.2 trillion dollars of which the market in Asia is about 37 billion dollars. Singapore is known to be a safe, modern city with good infrastructure, communication networks. The Government of Singapore is keen on promoting Singapore as an Educational hub and Global Schoolhouse so as to attract well-known institutions, skilled migrants and world-class corporations to Singapore, who all in turn will contribute towards the betterment of the Singapore economy.

Singapore also has a large group of English speaking, professionally qualified people. 32% of the people living in Singapore prefer to do a business education and there is a growing demand of foreign students (apprx 45%) for management education in Singapore. 32% of the people in the age group of 25 to 29 has upgraded theirs skills in the last 5 years. Thus this represents a very attractive market for providing management education.

Already there are more than 50 foreign institutions who are offering courses in management, some even in alliance with local institutes. Brand analysis shows that the main competitors of IIM are Insead, GSB Chicago, NUS and S.P. Jain. However, the courses offered by the institutes are ostly and catering more towards the executive population. Going by the huge interest in India, IIM would offer an Indian MBA at affordable rates to people between 2 to 8 years work...