Environment analysis.doc

1 Summary This planning book we will analysis HUMBER enter China market. First, we will understand history of HUMBER College. HUMBER College in Toronto, Ontario. School construction in 1967, preciseness, excellent academic atmosphere makes the Humber College in Ontario has a good reputation. According to official surveys show that students generally agreed that Humber College courses and services as well as facilities in Toronto, second to none, and are among the best in Canadian. Humber College is a famous part of the college system in Ontario. Opened more than 150 full-time courses, many of which are in Canada is unique. In addition, the school is a United States Community College League of revolutionary new only in Canada members. Second, we will analysis environment of market. To begin with, we analysis study abroad in China market, we easily find that 2011 number of Chinese studying abroad 339,700 people, per cent of total global 14%, ranked first in the world. China study abroad market environment is very good, and with different levels of economic development in different parts of China, study abroad is also different. Next is Canadas study abroad market, Canada in order to attract more Chinese students, they launched a new policy for study abroad, a SPP and GIC visa policy. And Canada in economic, socio-cultural and legal has certain advantages. Finally the Humber College student in China market advantages, weaknesses, opportunities and threats. Third is competition analysis that Humber College and the Colombia Institute of competitive analysis. The biggest difference between the two of them is that Colombia is private, and Humber College is public. This increases the confidence of many Chinese students. Humber Colleges target customer is analysis IV. Through several market surveys, we find that Humber Colleges target customers are high school graduates. They know through intermediaries and the Internet of Humber College. Next is its market position, because studying in China market, with different levels of economic development, different number of study abroad. Therefore, Humber Colleges good points should be primarily concerned with economic development, such as Beijing, Shanghai, Jiangsu and so on. In addition, Humber College study abroad into China market have different channels, such as through an intermediary, cooperation with the international high school, and overseas agencies, and so on. Further, we analyzed the Humber Colleges brand and message. We are to be changed by Chinese to Canada errors, implementing features professional and employment after graduating from Humber to create the brand of the Humber. Last is the promotion and publicity of Humber College. Through different channels analysis under what circumstances concern to Humber College. For example, television, the Internet, magazines, brokering advertising, print media and charities, and so on.2 main body 2.1 history of HUMBERHUMBER was established in 1967.Under its founding President, Gordon Wragg. The first new element Humber College opened on Monday Sept, 11, 1967 at James S. Bell Elementary School, public school on Lake Shore Boulevard West. The Lakeshore Campus began with the addition of the manpower retraining programs on Queen Elizabeth Way in Etobicoke. In November 1968, North Campus was officially opened by Mayor E. A. Horton of Etobicoke and Mayor Jack Moulton of York. In the early 1970s, student enrollment was rapidly increasing which led Humber to expand its business and technology programs at both the North and Lakeshore Campuses. Humber College had the largest group of Business students in the province. Three year co-op programs were developed in the early 1970s in a range of technology and business programs. After such relation with industry growing together, it was likely companies offer jobs for fresh students. Humber became Canadas largest Community College with over 10,000 full-time and 100,000 part-time learners.By the early 1980s Humber was developing new programs to respond to business and industry and focusing on flexibility in timetabling including weekend College. Its skills training courses included self-paced programming and, along with Holland College in Prince Edward Island, became the National Centers for industry driven DACUM curriculum. Humber introduced flexible manufacturing and was a pioneer in introducing computer applications in technology programs. Lakeshore Campus at its new permanent location on the lakeshore was the first College to introduce a Solar technology program to respond to the needs of that growing industry. Humber had a very large international outreach program, working in over 20 countries and with the assistance of ADB, the Government of Canada (CIDA) and latterly the ACCC (Association of Canadian Community Colleges), it developed the largest international program of all of the Canadian Colleges by 1987. Introducing the concept of responsive tertiary education to countries throughout Africa and Asia (ACCC Journal).After the mid 1980s, the College concentrated more on arts and applied arts programs and refocused its energy on internal processes rather than program innovation and on local rather than national or international activities. In this way it became more of a community college. It is an Ontario Institute of Technology and Advanced Learning.2.2Environment analysis 2.2 .1 Market in ChinaWith the development and progress of China and abroad have continued expanding. After entering the 21st century, with Chinas accession to the WTO and international growing number, many people regarded abroad as a necessary process to enhance competitiveness, the sharp rise in the number of students studying in China. The end of 2006, personnel abroad, China broke the million mark. 2011 19.32% per cent over the previous year the number of Chinese studying abroad, studying abroad the number reached 339,700, achieved the largest in history. From 1978 to the end of 2011, China sent a total of 2.2451 million students, students from China became the worlds largest exporters. According to UNESCOs statistics, total number of Chinese going abroad to study of global 14%. Primary students studying abroad in the sending countries, and topped the high number of foreign students in China in 2010, surpassing India become the countries with the highest number of students in America. And now gradually evolved into popular education from elite education for study abroad, study abroad at their own expense is the most typical manifestation of the increasing size and increasing numbers of working-class students. Beginning in 2001, the proportion not less than 89% for study abroad at their own expense, 2009 annual study abroad at their own expense ratio of 91.63%, per cent in 2010 and 2011 to 92.67%. Currently studying in abroad rendered several major features. First of all, study in abroad become more popular. The biggest feature is that increasing the size and number of working-class students studying abroad at their own expense increase. Furthermore is study in abroad increasingly younger age. For example, 2007 Shanghai Education Commission has a statistics, students abroad in Shanghai, students aged 15 to 19 years to 27%, almost one-third, this is a very new phenomenon, studying an increasingly younger age. Next, Study professional choice diversification. Previously studied engineering professional, technology-based learning, but now 76% studied engineering in school, but the middle 27% of Business Administration, as well as 12% of the study of law other professional. And now, the distribution of overseas students in China presents a large centralized widely dispersed pattern. Finally, we are looking a graphic that several Chinese provinces of the countrys population in 2011. Beijing has 72,171 students to study in abroad, shanghai has 47,403 students in abroad to study, Shandong has 12,032 students to study in abroad and shanxi has 5,804 students in abroad to study. We can easily find that leave some linked to the number and level of economic development. So, as for study in abroad, China is a large market.2.2.2 Analysis Canada marketThis part we will use PESTEL method to analysis. Firstly, is political. Canada Government stability, and the students have a certain relaxation of policy. In 2012, Canada government publish some new policy of study in abroad. There are SPP and GIC. Original SPP policy requiring students must have been enrolled in school to pay tuition and provide adequate funding secured during the learning. As of March 1, 2012, applicants from SPP partner universities for admission, IELTS 5.5 or above from Canada security for financial institutions in the amount of $ 10,000, an application is submitted through the Visa Center visa SPP channel. And GIC is means that request for admission in addition to direct admission of the new deal, a dual admissions is also known as a conditional offer is accepted. Applicants from Canada accredited college or university admission, IELTS 6 or above, from Canada of financial institutions in the amount of $ 10,000 secured through Visa Visa application centre GIC channel. Canada has introduced a series of policies in recent years have attracted a number of excellent international students, Canada Sunshine City of Manitoba in this respect is to be at the forefront of other provinces. According to the German province regulations, since the beginning of 2007, a graduate of Canada public and private college college, get a degree, diploma or certificate and stay working in the German province of international students, graduates can return tax rebates as high as 60% in the form of tuition fees. C provincial tuition plus a minimum, significantly lowers the costs for study abroad tuition refund policy, and after graduation to immigrations new deal is expected to trigger a new German province and boom. These policies can attractive more international students to study in Canada. In the future, study in Canada will be more popular. Second is economic. Canada from the effects of the economic crisis is very small, it is one of the countries with the lowest inflation rates in the industrialized countries. Canadas stable economic development is conducive to the employment of international students after graduation.Third is social and environment. As for social, Canadas education and United Kingdom are the strict keeping of and United Statess lively and innovative, and maintains a world class level. Canada Governments annual spending on education reached 7.1% per cent of its GDP, is the highest proportion in the worlds seven largest industrial countries. In addition to the excellent quality of its education, Canadas beautiful living environment, good public order, also has preferential immigration policy and a complete education system. To begin with, Canada has a full education system. Canada belongs to the North American educational system, globally accepted high-quality education system. Canadas universities are all public, also most of the public. At the same time, Canada for the College educational quality management is very strict, is the best national credibility. Canada States of the diploma is recognized worldwide. On the professional choice, Canada has the advantage of not only in business, engineering, medical, science, literature and art subjects also have unique advantages, personalized provide favorable conditions for the development of the students. Canada many institutions offer language preparation for English not enough students, also provides plenty of opportunities for learning. Furthermore is humanistic environment. Canada is a country of immigrants, whether on policy or are traditionally encouraged multicultural integration. In Canada who can see that almost all countries in the world, therefore, here to enjoy many special cultural ethnic cuisines has a close relationship with food and entertainment. Also makes it easy to find and join representing different ethnic backgrounds and informal clubs and associations. School counselors help international students make contact with these groups. Next, is the natural environment. Canada one of the most beautiful natural environments in the world, come here to study students will be fortunate enough to enjoy the beautiful natural scenery in the country. Canada is also a country of coexistence of various geographical terms, there are many worth visiting the wild landscape: from British Columbias long coastline, towering heights of the Rocky Mountains, and the vast expanse of Prairie in Alberta Maple village, known as the Great Lakes and the St Lawrence and Atlantic coast provinces rugged mountains and picturesque coastline, everything here. Finally is population structure. Canada is the use of English and French the two official languages in bilingual countries. Fourth is technology. Canada is the leader on the international computer and information technology, telecommunications, transportation and engineering industry is very advanced, specific aspects of aviation, urban transport, microelectronics, medical devices, advanced software, hydroelectric, and nuclear power, lasers and optoelectronics, biotechnology, food and beverage geomatics; marine and environmental industries. In the future, more students will choose Science and engineering professional to study in Canada. Not just to choose business professional. Canada is also one of the first conscious interconnect schools and libraries connected to the international network need one creates a model of campus network of the country scrambled to follow around the world. Almost all the Canada school and the library is connected to a network.Fifth is legal. As we all know, Canada is a secure, just and peace-loving country. Since the 90s, Canadas crime rate declined steadily year by year. In 1997, from Canada reported by the police, the crime rate has fallen for five consecutive years, rates of decline for 5%. Violent crime in 1997 also declined for five consecutive years, and Canada killing 1% was not only in a violent crime. It is South of neighbouring countries, Canada strictly control the use of handguns, are generally not allowed to privately held. A majority of parents are concerned about the safety of children abroad. Canada would the better select for some family in China. 2.2.3 HUMBER in China marketThis part we will use SWOT to analysis HUMBER in China market. First we will analysis its positives and negatives. In the other word is that analysis its strengths and weakness. As for its positives, first of all, Humber is a public college. For this point, it means the government will support this school, the school is more safety than other school and the parents will be more at ease. And for Chinese students, they will get more guarantee for their life and study. Humber is north American community college alliance one of the members.Next, Humber is to provide the most Ontario undergraduate college. Although Humber scale is very big, but the teachers is pay attention to small class teaching, because it can promote between students and faculty more direct communication, pay attention to each students personal growth, to achieve the best teaching effect. And, because have unique institute of science and technology history, Humber can at the same time in a professional oriented specialized subject teaching and to the academic oriented undergraduate teaching characteristic scientific together, can help specialized subject graduate completed to rise only this study, so as to obtain undergraduate degree.Furthermore is that Humber can provide full scholarship and entrance scholarship for international students each year. Humber also can provide a wealth of scholarship. Including two full scholarships, each quota year worth about $11730, every year can apply for renewal. There are 12 kinds of disposable scholarship, each about $1000.In addition, Humber for three consecutive years of graduate employment rate as high as 90% above, the student to the school satisfaction is also the highest. HUMBER concerns is to make the student to obtain professional success need skills and certificate. Most of the learning programs are closely related with the work. More than 89.1% of the Humber graduates can be in the short term to find a job after graduation. Every year, more than 2400 companies hire Humber graduates, and 91.6% of employers are to Humber graduates is quite satisfactory.HUMBERs career guidance center for all international students open, any job in Canada problem, whether at school or after graduation, can be in this to seek solutions. International center in every year several professional seminars, help students develop their jobsThen, Humber provides a range of paid or unpaid internship. International students have the opportunity to its academic during this course, holidays and after the graduation work in Canada. Job in Canada will be offset by chance a large part of the cost of overseas study. International students enrolled from Humber first semester starts, it can work in school (up to 20 hours per week). Compensation for $8.9 per hour (current) c $9.6 (March 21, 2010 up). From the second semester, you can also choose to work outside, term of no more than 20 hours a week, during the holiday is 40 hours. Finally, and most importantly, after the graduation you will be eligible for as long as three years of work permit.Finally, Humber and 45 famous universities have cooperations, students can transfer credits, and apply directly famous university in Canada, the United States, Australia and other countries. Chinas high school graduates in Toronto, Canada Humber public colleges read 2 or 3 years of specialized subjects can turn to Humber have signing countries to finish university d