new ib report final.docx

NEW INTERNATIONAL ENGLISH SCHOOL

CONTENTS1.EXECUTIVE SUMMARY32.INTRODUCTION43. GLOBALIZATION54.MARKET ENTRY STRATEGIES75.FINANCING86.STAFFING97.WHY CHINA108.WHERE TO CHINA 139.IMPLEMENTATION PLAN 1510.CONCLUSION1811.REFERNCES19

EXECUTIVE SUMMARYS.A.M.S Sri Aurobindo Memorial School is one of the famous Private institutions situated in Bangalore, India established in the year 1962. They have a vision of excellence in English learning. Now the school is in ahead to globalize their services. As the name is not suited in the environment in global wide, suggested to change the name to NIES NEW INTERNATIONAL SCHOOL OF ENGLISH. As it was English based service school China is the best place to startup their school. So this following report is a plan of globalizing Sri Auribindo Memorial School. It explains how to enter into the China, how to choose the marketing, financing and how to hire the staff. Overall this is an implementation plan for NIES in china.

INTRODUCTION

Education in India is provided by public sector and private sector with all their funding coming from Central level, state level and local. Only free education is a fundamental right to children between ages 6 and 14. Education has been a very primary thing all over the world these days. Furthermore, to qualify for any job, or any business an individual has go through a basic level which is knowledge and knowledge comes from education. This is the main reason why education is very much compulsory for everyone these days. SAMS- Sri Auribindo Memorial School has a good brand reputation, established in the year 1962, which is situated at Bangalore, India. It is an English medium school; it has a vision in excellence in English learning. It offers CBSE- Central Board of Secondary Education and SSLC Karnataka State Syllabus Curriculums. Now group of SAMS institutions trying to globalize their educational services. In a part of that its recommended to enter into the China market to have a good scope of improvement. China is the one of the developing countries in the world and their language is Chinese and their second language is English. The culture of the Chinese is, the parents tries to provide good education to their children. As per the survey in the year 2014 china is in first place that overseas students flew to different parts of the world for their education. This shows how the educational market is in china. At present there are many international schools already being serving their services in china. Now SAMS wants to enter into the market of china. The present name of the school SRI AURBINDO MEMORIAL SCHOOL is not a comfortable name because of the local tradition and language concerns and it is good to change the name and it would be good if it was NIES NEW INTERNATIONAL ENGLISH SCHOOL to start. As its not an easy process to enter into the world market with any business, they need a proper research and business plan. So now this paper gives complete research of the china educational market, where to startup and also proper steps to move forward in each and every aspect of process. A complete implementation plan is advised for the SAMS in this report.

GLOBALIZATIONGLOBALISATION- GLOBALISATION OF EDUCATIONAL SERVICESThe trade and FDI can have a positive effect on the education and training as well. This can be viewed as direct and indirect process. Furthermore, the after effects can be positive in the who have started to gain abundance knowledge in education sector.Education going globalized can help a developing economy but at the same time there can be issues related to access and accreditation.If education going global what can be the outcome:- It provides the basic skills on which a firm can build and train further IT provides CSR to have a good quality education in future Develop own university laws, rules and regulations to keep the students on-going Joint venture with a already developed and well-known firm can be a great success. It can b a emerging trend of the developing countries to go global and provide the best education to the students as significant students from these 2 countries seek education abroad.

MARKET OF EDUCATIONAL SERVICES IN THE INTERNATIONAL MARKETThe international education is at a very high growth from 2008 onwards to other developed countries like Australia, USA, Canada, New Zealand, and Europe etc. At least 37% of all international students are Indians and Chinese. The rapidly growing demand for international education in Asia has grown the demand for English at a very high level. Almost 74% of students according to report in 2012 stated that student are more focusing on the English language rather than their own native language. Today, Indiasfirst language is considered as English. To go to a foreign country to study every one from Asian countries have a pass an IELTS test, which is the first step to qualify for a foreign university. Thats it why many schools have taken step forward to provide their students a better platform of English level.DEMAND OF ENGLISH IN THE WORLDEnglish is proudly been called as the first language in the world. Every business, university, schools, local colleges are known with one language in common and that it English. Many regional international organizations such as European free trade association, Association of Southeast Asian Nations and Asia-pacific Economic cooperation have set their English as their organizations first language to communicate. Many business have started to follow the trend of doing business in the English language. Every western country you take these days like Canada, USA, Australia, New Zealand, UK, India etc. have their first language as English.

GROWTH OF EDUCATIONAL SERVICESThe education contributes to economic performance is more corporate in findings based on earnings. The growth of education in our world is expanding day by day. The more the western world is expanding the more the students as well as teachers are getting formulated in that process. Mostly people from developing countries want to pursue their studies abroad to have a good quality command over the English language as well as to adopt the new trends in the. The rate of return in developing countries has gone to 23% over the last few years.

MARKET ENTRY STRATEGY

JOINT VENTURETwo or more firms mutually possess a Joint venture. This is one of the best possible ways for the organizations to go into the overseas market where they have limitations on straight foreign investments. Launching of joint venture with host country is the common method used to enter into a foreign market. The advantage of joint venture is that they get detailed info about the market and cultural values of the country.There are several types of entry methods to get into the market such as direct investment, join venture, indirect approach and strategic alliances. Out of these, the top conceivable solution for the school is to enter through a Cooperative joint venture with a reputed organization. Sri Aurobindo Memorial School entered into the china market by a joint venture with BIBS (Beanstalk International Bilingual School). They have to implement the name of the school from SAMS to THE NEW INTERNATIONAL SCHOOL (NIES) for the convenience of Chinese customers.

MARKETING MIXIt is a business tool used for marketing to determine a service or Product by the Price, Product Promotion and Place. Marketers should consider how to exploit, position configures their product and strategies to develop the product.The SAMSs marketing mix is primary education, Higher education, Secondary education and Adult education and Vocational education. In China primary education is compulsory for all students. As they are expanding their firm to china they have to mix up their teaching practice especially in primary schools and secondary schools with BIBS (Beanstalk International Bilingual School) one of the well reputed institutions providing high quality of education). It concludes with ideas as how a school business can move internationally and expanding their growth especially in china by implementing a special curriculum in their joint venture.CUSTOMER EXPECTATIONThe institution should be well reputed among customers to fulfill the customer expectations especially in terms of excellent service and organizational values. BISS is a very well reputed international educational institution in Beijing with international students so its become a successful strategy of SAMS to collaborate with BIBS to expand their business in future. The teaching staff should be friendly, knowledgeable and also give vital support in their studies. They should understand the knowledge of cultural backgrounds and values of students in order to develop strong fostering relationships. The institution should improve their infrastructure from latest technologies and eco-friendly initiatives through school maintenance Audit. A good school, which offers a well-structured environment, which suits for learning, a clean and tidy setting helps in enhancing the learning and teaching practices. And also they have consistent service sources to meet the requirements of students to deliver excellent performance by providing sports equipments and library supplies.FINANCINGFinancing is a process of providing capital for commercial activities, investing to help them to succeed their goals. Financing is the most important thing in the establishment of a new firm especially in overseas. It will help the business to employ the staffs, payment of taxes, acquiring licenses and also it helps to enlarge their firm value. There are three types of financing 1) Bank loans- Business loans are available from many banks as short term and long term. These loans are popular for enterprises for expanding refinancing and for acquisition. 2) Self assets- In this type of financing the owner's tangible and intangible assets is being possessed by investor is counted as anAsset. It includes inventory, buildings, cash and equipments. 3)Partnership Financing- It is the financing of two or more firms to runa business by sharing its profit and risks. In partnership financingBoth firms have to invest equally by means of money, time and theConcepts. In order to run a business smoothly honesty theCommunication is necessary in between partners.

As an Indian institute establishes its firm in China it's a bitChallenging for financing for the organization. First of all, IndianBanks denies giving loans for foreign business investments. But atthe same time BISS can get loan easily from Chinese bank for inventoryPurchase and utilities for launching their service. Because they areInvesting the money and infrastructure in their economy. Because mostlynative banks only provide loans for establishing the business or firmin their home. Self assets is one of the better way to investEspecially in foreign markets. Business owners investing the capital sothat they have full control and flexibility in bank deposits andproperty. Partnership financing or joint venture financing is alsoanother option for SBMS for their foreign investment because whichhelps in reducing the risk of loss, reduce legal obligations andconsequences of taxes.

STAFFINGStaffing is a process of allocating qualified personals into different positions to fill the organizational needs (Donald, 1997). In the school industry especially in China they need mentors fromcountries like Australia, UK, US & New Zealand Cross cultural competency is the challenging factor for Indians because Chinese people believe that native English speakers can only teach them well. In administrative staffing polycentric staffing is a better option, which means employee, recruits locally to reduce the communication and cultural barriers (Doinska, N et.al 2005). Hiring professional advisors from host country is necessary to understand the rules and regulations, contracts and complex regional paperworks and which helps to reduce the risk factors which affecting externally. The advisor, which includes insurance team, Business and legal advisers auditor and bankers.

WHY CHINA

EDUCATION IN CHINAAs we know, China has a huge population in the world, also its education system is the largest one all over the world. The Ministry of Education (2014) estimates that 99.7% of the population in China has achieve universal nine-year basic education. There is a long history of education that China provided to international students since 1976 (China education center, 2015). Now, higher education sector in China seeks the way to improve the education quality, international school is one of the suitable methods. Therefore, China is a potential market for this school.1. With the rapid development of economy in China, there appears to be a substantial increase in the population of foreigners across major cities such as Shanghai and Beijing. This has led to a higher demand in establishing more international schools with a wide range of language diversities. Furthermore, the development of major language school is observed to spread to smaller cities in China, in which has been proven very successful as government has gathered valuable experiences in recent decades in developing these special language school in major cities. In the meal while, local Chinese schools have realized the importance in recognizing the increase in foreigners population and have made considerable progress towards internationalization process. This combination of expansion in number of international school and local Chinese schools undergoing internationalization have provided more opportunities for local Chinese student to study in a very unique studying environment. Globally speaking, the number of international schools has doubled in the last ten years, which has provided convenience for foreign personnels children in accepting quality education. Its advantages in offering English teaching courses with high quality teaching curriculum and its direct pathway to major international universities have attracted a growing number of local Chinese studentsAs the population of foreigners has increased dramatically across all major cities in China, these foreigners have limited options but to send their children to international schools. Rich families in China, in which the parents would consider to send their children to international schools because of its English teaching courses, high tech facilities and high quality teaching team, also follow this trend. These rich Chinese parents think that by providing their children with early-internationalized education, it would prepare their children better for any overseas work opportunity in the future. As this high demand in high end education is getting more and more obvious with the rapid economic development in China, this will inevitably lead to more competition between international schools. Although the number of international school is still relatively small compared to mainstream local schools, but they provide all level of education from kindergarten to high school; and its rather expensive tuition fee has not prevented parents from sending their children into these international schools.Despite of unprecedented increase in economic strength for the past 30 years, but the influence of Chinese language is relatively small if it is to be used as a global scale communication tool. One the major reason is the Chineses ability to speak foreign language is very low in average Chinese population. Unfortunately, the percentage of Chinese population who can master foreign language is very low in terms of both quality and quantity, which simply cannot meet the demand of national development. This urgent need of high end foreign language talents is a critical task for the entire population considering that the average middle and primary school cannot make their English courses too difficult. This challenging task needs another way of approach to solve this problem, which has led to the rapid development in a variety of special international schools across China.According to the data report, China education industry market demand is big with the whole Chinese education training market in 2010 estimated about 760 billion Yuan. The total cost of the expected by 2013 that figure will be 960 billion Yuan and the annual compound growth rate will reach 12% (Ministry of Education, 2014). Therefore, an investor must pay close attention to many elements when establishing the school; and its location is considered to be the most important elements among many others. If the school site is chosen at a very remote area, then the school definitely cannot success. 2013 the international school in ChinaNo. of international schoolNo. of students

Worldwide5,9732,929,342

China285144,636

%4.68%4.96%

Data sources: China's ministry of education

WHERE CHINA

SCOPE OF EXPANSION PLANFirstly, focus on the first-tier city, like Beijing, Shanghai, Guangzhou and Shenzhen. Then, based on the market survey to expand to the second- tier cities, like Nanjing, Chengdu, Wuhan and Hangzhou. Not only as a traditional school but also a English language training school for adults over the age of 18, with different interests in learning needs, such as professional work, traveling or study abroad.A lot of people ignored when choosing schools or city, actually a city's cultural characteristics, diversification, internationalization, is also a key to students' parents to choose international school. International education experts believe that Shanghai and Beijing is the most suitable place for students in China international course. Reasons for the following:1. The teachers' internationalization. International high school courses, the need to attract international education talent, really very good sea turtles or foreigner all like working and living in international metropolis, smaller cities will be more stable, so choose Shanghai international metropolis such as Beijing study also is to choose the home of the best teachers in the field of international education.2. International peer groups. If students read in Hangzhou international high school, his classmates are basically or Zhejiang Hangzhou. But in metropolis like Beijing and Shanghai to study, students from all over the world, so that more help to the students' internationalization and diversification. Because our students through three years after high school, is going to study abroad life, their classmates from all over the world, so how to adapt to different cultures and communicate with people of different cultural background is very important, it also has been plagued many of the students. And for the big cities in high school is an important step in university to make the transition to international students.3. The international surroundings. Because in the metropolis, Shanghai Beijing students can become more widely contact with many new things, to see and feel things are much more second-tier cities. These, for them to study abroad in the future, to adapt to the foreign environment to lay the solid foundation.The data show that the level of English third tier cities are generally lower than first-tier cities, which allow people demand to improve their English in second - tier cities feel more urgent than big city. China's English learning population estimated to have reached 2.5-3.5 million champion training in language classes. With good English skills raises potential than the north of Guangzhou-Shenzhen-tier cities these cities even more. Compared with first-tier cities, have good English skills are more scarce in second-tier cities, therefore, raise the potential will be greater.

IMPLEMENTATION STRATEGY

RESEARCHBy regularly evaluating, the process the came to be on the positive side as collaboration with one of the most reputed schools in Chinas capital state can be a great success if formulated accordingly. Research can be done accordingly with the use of the already developed educational industry magazines, websites and books to collect ample data for taking the school at a global.CONSULTSri Aurobindo Memorial School can consult with the various other firms in the developed countries who had already setup the joint venture with other big institutions and how are they running the business now. Contact other accountants and other business owners to ask advice to join other firm in a different country.DECIDEMrs. Pearson was the founding principal of the school and Mr. Pearson was its director of studies. The school has decided to have their school going abroad and to a developing country, which has high, demand in English. They choose BIBS (Beanstalk International Bilingual School) as their joint partner in China, which was, minimize the risk of failure to a very much low level.PLANNING FOR THE BUSINESSSri Aurobindo Memorial School is seeking to setup their global footprints and exploit opportunities for their students. In the very beginning it was originated as a primary school till 7th standard. Indeed, this was until 1970s when both of them left for Australia from Bangalore. The main focus and principal objective of the school became to have the school with English medium as a tagline. Both of them had a vision for excellence in English learning and teaching as well. The school has to have some start up cost with the other firm and framework for Management

FINANCINGThe financing for the school to start as a joint venture in China will be at a very much high risk. For implementation of high English standards to the students lots of faculty has to be hired from China, India as well as from other developed countries like Australia, USA, Canada etc. which can be very much cost effective for the institution and for which both the institutions should have a good finance with them. BIBS (Beanstalk International Bilingual School) is already a highly reputed school in China, which also focuses on English as one of their primary language. Financing at a low risk can be done by collaborating the self-assets of both the schools, bank loans from Chinese banks as well as partnerships with big sponsors etc.

HIRINGHiring the staff should have to be in a very much effective way as the aim of the school is to provide best English program to their existing students as well as students who can get inspired from the institution. Their present focus is to expand the school internationally for which they can put the best teachers from home and host country as well as from other high institutions all around the world to give a better education, which is also good for the future expansion of the joint venture.START THE INSTITUTIONSri Aurobindo Memorial School in Bangalore, India is a profound school with great cultural ethics and BIBS (Beanstalk International Bilingual School) is a very highly reputed school teaching students from last 21 years and they have 8 campuses all around china with aim of becoming multicultural and bilingual and have students with a global mind who are equipped with integrity and knowledge to function successfully.

MARKETINGGlobal marketing is a new phenomenon. Global marketing is all-together a richer cocktail now. The marketing skills for the Indian school is best to have joint venture with BIBS (Beanstalk International Bilingual School) as its already one of the most highly reputed school of China. By this process the school in Bangalore can have a good competence in the future. Joint venture is the best marketing strategy for the institution to go global in the start. Going with already developed countries will not at all work, as there is less demand of English in those countries, which can be a big failure for this school.

TRY TO REACH OBJECTIVESSri Aurobindo Memorial Schools main objective is to provide competent level of English to their students. As we know many students from India and China are going abroad for their higher studies and so for that level of studies a student must have a good command over the English to sustain in the market.

CONCLUSION

It is good time globalize the New International English School as well as its a good time to enter into the China educational market as the present market is very good to start the school and also it is the best place for their entry to globalize. Its not an easy to enter into the international market in every business need to step forward in each end every single step in the process. So it is very much recommended to follow the SLEPT concept. The given implementation plan is suited to enter into China. NIES must go forward with the prescribed implementation plan to enter and as well as to improve the reputation and to reach its objectives.

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