Voyager Study Abroad
X-Culture: Market Expansion Challenge
Preliminary Draft
Kathleen McDonald, Christen Harris, Marlon Horsford,
Antoine Legrand, Jingya Zhu(Nina)
Team: 36
Due: November 25th, 2016
1Table of Conte
...
Voyager Study Abroad
X-Culture: Market Expansion Challenge
Preliminary Draft
Kathleen McDonald, Christen Harris, Marlon Horsford,
Antoine Legrand, Jingya Zhu(Nina)
Team: 36
Due: November 25th, 2016
1Table of Contents:
Section 1
Industry Overview
Service Providers
Consumers and Decision Makers
VSA Main Products
VSA Prices
Section 2
Research Method
Sample Size and Characteristics
Characteristics: Students
Characteristics: Administrator
Summary of the Results
Appendices
Student’s survey
Student: results
Administrator survey
Administrators: Result
Section 3
Comparison with Competition
Section 4
Market Selection and Analysis
Section 5 Ways to Reach the Customers or Distributors in the Suggested Market
Advertising Online
2YouTube
Website Awareness
Social Media
Professional Mailing list
Advertising in Television
Reaching Administrators:
Section 6
Pricing
Section 7
Promotion and Marketing
3SECTION 1
Industry Overview
According to the Student Travel Planning Guide, “Student travel is quickly becoming a
$320 billion dollar industry by 2020” (The Dean, 2015), which leaves opportunity for VSA
growth. To meet the challenges of this growing industry, there are some areas to focus on to keep
up with the demand and to be a real competitor in the industry. For starters, we all know that the
main spotlight for students, and/or their parents, is going to be on cost, which is where the main
focus has been up until now. As an industry the main goal and selling point has to be able to
highlight why their programs are better than others, no matter what the cost is. Performing a
SWOT analysis will be crucial in determining where Voyager can grow and become a real threat
to other competitors.
4Service Providers
Universities & Colleges: Many Post-secondary institutions offer their own study abroad
program or they partner with other providers.
Program Service Providers: There are many Study Abroad programs available to students,
including;
Voyager Study Abroad: They offer 3 main services, Voyager Europe, Voyager Spain and
Voyager Cruise, with multiple different classes to choose from. The classes range from:
o New Europe
o Art in Society
o Intercultural Communication
o International Business
o Global Marketing Management
o Spanish for the Professions
o Culture of Spain
CIEE- Study Abroad (CIEE, 2016): is a non-profit, non-governmental organization that
offers 260 study abroad programs in 65 cities and 45 different countries. Their programs
are divided up by Summer Programs, Global Institutions, Regions, and by Discipline,
giving students more tailored options to fit their requirements and needs. They also
provide multiple scholarships to their students.
StudyAbroad.com (CIS, 2016): They offer multiple areas for students to study abroad,
such as:
o Volunteering Abroad
o Study Abroad
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