Market intelligence: Ukraine

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Market intelligence: Ukraine

  1. 1. Market intelligence: Ukraine<br />EnglishUK<br />Valeria Samborskaya, Business Link, Kiev<br />
  2. 2. Ukraine: market intelligence<br />Ukraine as a market of potential students <br /> Why Ukraine? Background, facts & figures<br />Practicalities of working with Ukraine<br />Ukrainian students – what’s to expect<br />Working with agents and recruiting students direct<br />Useful facts & tips<br />
  3. 3. Is Ukraine my market?<br />
  4. 4. Ukraine<br />Succeeded by:<br />Russia <br />Georgia<br />Ukraine<br />Moldova<br />Belarus<br />Armenia<br />Azerbaijan<br />Kazakhstan<br />Uzbekistan<br />Turkmenistan<br />Kyrgyzstan<br />Tajikistan<br />Estonia<br />Latvia<br />Lithuania<br />
  5. 5. Ukraine<br /> Closer than you think!<br />5 direct flights a day <br /> 4 airlines<br /> 3 hours flight <br /> no visa for British citizens<br />
  6. 6. Ukraine<br />Key facts<br />Population: 45.4 million (UN, 2010)<br />Capital: Kiev<br />6 cities with population over 1 mln<br />Area: 603,700 sq km (233,090 sq miles)<br />Major languages: Ukrainian (official), Russian<br />Major religion: Christianity<br />Main exports:  Metals, pipes, machinery, petroleum products, textiles, agricultural products<br />
  7. 7. Ukraine<br />Evaluating the market<br />Statistics <br />Target audiences<br />Background info<br />
  8. 8. Evaluating the market<br />New, emerging market<br />Country /market formed in 1991<br />First multinational companies set up in Kiev – mid 90s<br />Post ‘iron curtain’<br />Nobody knows brands<br />Nobody travelled <br />Long term investment /effect (VS ‘Chindia’ effect)<br />
  9. 9. Evaluating the market<br />British visas issued between 19/10/09 and 20/10/10<br /> <br />1,299 - adult student visitors going for short courses <br />384 - PBS Tier 4 Child Student <br />800 - PBS Tier 4 General Student<br />5,185 (visit category) – approx. 4150 students - Child visitors <br />
  10. 10. Evaluating the market<br /> <br />English UK Stats?(not just weeks, income)<br />ISC Stats– 1000 students from Russia<br />HE Stats – 100 new studentsa year<br />Visa Stats<br />
  11. 11. Evaluating the market<br />Can people go to the UK to study? The potential<br />Psychologically – need to be persuaded <br />Financially<br />Technically (visas) – need to be informed<br />
  12. 12. Target groups<br />Juniors<br />100% study English at school<br /> 80% of short term student visas issued <br /> 1stpriority for parents<br /> 3 months summer holidaysboarding school preparation<br /> easy visas<br />
  13. 13. Target groups<br />Juniors<br /> Homestay English plus Football<br />Summer schools based on boarding school campuses English plus Subjects<br /> Summer schools based on university campuses Academic preparation<br /> Groups VS individuals Young leaders etc.<br />Russian speakers factor<br /> Home tuition<br />
  14. 14. Target groups<br />University students<br />2.5 million students<br /> 900 universities (July 2009)<br /> visas: more difficult<br /> * no personal income yet adults<br /> * if no travel history – problem<br /> * depends on how ‘official’ parents income is <br />GE, BE <br /> Exam courses (IELTS, FCE)<br /> University preparation: Foundation, Pre-Masters, Pre-MBA<br /> English plus!!! Marketing, Law, Finance<br />Specialised courses for people with good English?<br />
  15. 15. Ukraine<br />Coming out of Ukrainian system of Education<br />Literacy rate: 99.7%, ranked 5th in the world<br /> Education: free to all, 97% enrolment/attendance<br />Schooling system <br />State education 99%<br />Start school at the age of 7<br />Anything between 10 and 12 years of education<br />‘Atestat’<br />Academic standards <br />Broad education<br />Very demanding academically <br />English<br />Teaching style<br />
  16. 16. Ukraine<br />Average Ukrainian student<br />Not very well-travelled / mobile <br />Cultural awareness & expectations<br />Academic <br />Motivated <br />European mentality<br />Price sensitive, but valuing<br />quality over price<br />
  17. 17. Target groups<br />Young professionals<br />All multinational brands represented in Kiev<br />Ambitions, able young people <br />Understand the importance of English & communication skills<br />Much depends on background<br /> Corporate sales to companies - B2B<br />financially able to comfortably afford 2-4 weeks<br /> good employment – visa not a problem<br />
  18. 18. Ukraine<br />Different target audiences<br />Executives:  <br />Business owners wishing to take their business to a multinational level<br />Tired of using interpreters<br />Government officials<br />parents of children in boarding <br /> schools<br />50+<br />Teacher training:<br />99% state education<br />no sponsorship<br />
  19. 19. History: Spiritual & cultural heritage<br />
  20. 20. Ukraine<br />est. 862 KievanRus – ancient state<br />est. 988 Christianity<br /> Mongol invasions<br />Middle Ages: <br />Grand Duchy of Lithuania<br />Cossacks<br />Early modern period:<br />Russian Empire<br />Habsburg Monarchy<br />Independent states<br />20th c.<br />1917 Civil war<br />1921 Ukrainian & Western Ukrainian People’s Republic <br />Soviet Era<br />1991 Modern Ukraine<br />
  21. 21. Spiritual & cultural heritage<br />
  22. 22. Spiritual & cultural heritage<br />
  23. 23. Modern Ukraine<br />2004 ‘Orange Revolution’<br />
  24. 24. Modern Ukraine<br />European Integration<br />WTO<br />2012 European Football cup<br />
  25. 25. Modern Ukraine<br />Modern vibrant business environment<br />Legal framework for operation<br />Interest towards world’s best practices:<br /> >> huge interest towards English language and integrating into the world infrastructure<br />
  26. 26. Why Ukraine matters to the UK<br />Reason 1<br />It is the largest country wholly in Europe, has a population of more than 45mn people and borders four member-States of the European Union.<br />Reason 2<br />It is the most democratic country in the Commonwealth of Independent States, having held four free and fair national elections since 2004.<br />
  27. 27. Why Ukraine matters to the UK<br />Reason 3<br />It is a rapidly growing market. UK companies exported £545mln of goods and services there in 2009 and have invested $2.376 billion there since 1992. The UK is the 6th largest foreign investor in Ukraine.<br />Reason 4<br />More and more Ukrainians are travelling to the UK, which continues to welcome genuine tourists and business visitors.<br />
  28. 28. How to work with Ukraine - practicalities<br />Market structure<br />Agents:  <br />Education abroad agencies (business)<br />Travel agencies (business)<br />Individual/self-employed consultants<br />Sub agents in other cities<br />Schools / Universities<br />Direct recruiting<br />Which cities to target<br />
  29. 29. Practicalities<br />Opening a new market - tips<br />Requires investment, investigation and time<br /> Scholarships/ famtrips<br /> Inward missions<br /> Demos<br /> Russian speaker<br />
  30. 30. Practicalities<br />Working with agents - tips<br /> Key agents or all agents<br /> Different motivation for different set-ups<br /> bonus % on reaching a number of student weeks <br /> sales target <br /> look at income, not just weeks<br /> free English course for a member of staff<br />fam trips<br /> joint marketing<br /> Long-term partnership <br /> meeting in person <br /> seeing the school<br />
  31. 31. Practicalities<br />Working with agents – tips<br />Terms & conditions (visas)<br /> Russian speaker <br /> Quick Communication<br /> Marketing updates <br />‘Special offers’<br /> Availability <br /> Interesting <br />programmes!!<br /> Direct recruiting: visas<br />
  32. 32. Practicalities<br />Working with agents – tips<br />Education abroad agents in Ukraine:<br /> DEC<br />Donstream<br />Domar Travel Education (DTE)<br /> Business Link <br />
  33. 33. Practicalities<br />Visit Ukraine (please :)<br />Get your brand name known<br /> Meet agents<br /> Meet students<br /> Meet Visa Section staff & ECOs<br /> Understand the market better<br /> Where to stay<br />Travelling to and getting around<br />
  34. 34. Practicalities<br />Having Ukrainian students - tips<br />Expect late bookings<br /> Teaching style expectations<br /> Accommodation & host family expectations<br /> Cultural differences: smile<br />Brief them about cultural differences<br /> A small discount for returners works<br />
  35. 35. Business Link Educational Agency, Ukraine<br />14 years of experience of linking UK and Ukraine<br /> 1997 - 2005<br />General English School for individual and corporate clients <br />Education in UK Department<br />2005-2008<br />Business-Link is a Corporate Training Provider in English <br />Education in UK Department<br />2009<br />Business-Link isEducation in UKAgency ONLY<br />
  36. 36. Business-Link - Building partnerships!<br /><ul><li>14years of experience
  37. 37. UKonly
  38. 38. 500+ students a year
  39. 39. 2targeted fairs a year
  40. 40. Links with corporate clients</li></li></ul><li>Educating the market<br />Doing Business in English<br />October 20th 2011<br />English language & University pathways<br />17 participants in 2010, 4 UK universities, BEUK<br />Boarding Schools Weekend<br />February 19-20th 2012<br />28 boarding schools in 2011<br />3 summer schools<br />
  41. 41. Educating the market<br />Demos & seminars <br />First hand information<br />
  42. 42. Bringing clients together<br /><ul><li>Parents Club</li></li></ul><li>Bringing clients together: web<br /><ul><li>Blog</li></li></ul><li>Building partnerships – venture out to Kiev!<br />
  43. 43. Crimea<br />
  44. 44. Driving from Kiev to Odessa<br />
  45. 45. Crimea<br />
  46. 46. Castles around Ukraine<br />
  47. 47. Crimea<br />
  48. 48. Kiev architecture<br />
  49. 49. Lviv – Western Ukraine<br />
  50. 50. Carpathian mountains<br />
  51. 51. Carpathian mountains<br />

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