The document provides an analysis of Cologne Business School's (CBS) competitors in Western Europe. It identifies 15 direct competitors across 7 countries that offer 3 or more bachelor's degrees. The analysis compares CBS to these competitors on factors like language courses, accommodation, extracurricular activities, integration of international students, and online presence. CBS ranks third among its top 5 direct competitors which are identified as Marbella International University Centre, International University of Applied Sciences in Bad Honnef, Hamburg School of Business Administration, KU Leuven, and University of Bath.

1. Consulting Project
Cologne Business School
Support for market development concepts
BA 13 IB MCO WS 14
International – Competition
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2. 1
Table of Contents
1. Introduction 2
2. Overview 3-5
3. Competitor Mapping 6-9
4. Competitor Profiles 10-15
5. Rankings 16
6. Conclusions 17
7. Executive Summary 18
8. Sources 19-20
9. Appendix 22-28
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3. The following presentation contains the research results in terms of CBS’ competitive environment.
The overall aim was to find and analyse CBS’ main competitors in Germany and Western Europe
through secondary research.
Situation: Cologne Business School is a German private university of applied sciences offering future
oriented English- and German-speaking Bachelor and Master studies in the field of business to a growing
number of German and International students.
Complication: CBS can not keep up with its competition.
Question: Why does CBS not have a competitive advantage?
Hypothesis: CBS has a lower competitive advantage because it is not as well established as their
competitors.
Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary
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4. 3
The competitor analysis focuses on Germany, the Netherlands, Belgium, Luxembourg,
Austria, Switzerland, France, Italy, Spain, UK and Portugal in Western Europe.
• The conducted research for direct and
indirect competitors of CBS is focused on
the named 11 countries in Western Europe.
• Excluded are the Nordic countries
(Denmark, Norway, Sweden, Finland)
because they were internally considered as
Northern Europe.
Source : http://cnx.org/contents/1f63fe3d-9c85-4516-8707-
394c471c618b@2/Just_how_large_is_a_64-bit_add
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Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

5. 4
The possible competitors in Western Europe are grouped according to the
number of Bachelor Degrees offered.
Number of
Bachelor Degrees
Offered
One
37
Universities
Two
21
Universities
Three or
more
15
Universities
• Most competitors only offer one program.
• CBS is offering 6 programs and therefore
belongs to the “Three or more” group.
• CBS is part of the smallest group.
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Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

6. CBS is therefore part of a group of 15 competitors in 7 different countries in
CBS Cologne Business School
HSBA Hamburg School of
Business Administration
IUBH Bad Honnef
HS Fresenius
West London University
University of Bath
KU LEUVEN
International University of
Belgium
European University
Marbella International University
Centre
IMC University of Applied
Sciences Krems
SKEMA Business School
Hanze University of Applied Sciences
Rottendam Business School
The Hague University of Applied
Sciences
Western Europe.
Source : http://cnx.org/contents/1f63fe3d-9c85-4516-8707-
394c471c618b@2/Just_how_large_is_a_64-bit_add
Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary
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7. 6
CBS is among the best in providing language courses, but is weaker than its
competitors in offering accommodation.
• CBS is among the market
leaders in providing
accommodation and language
courses.
• However, CBS only offers a
small amount of rooms in the
dormitory and only provides
little advice in finding other
accommodation.
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Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

8. 7
CBS cannot match up to the competitors’ offering of extracurricular activities
but excels in the effort to integrate international students.
• CBS’s international office is
well established and is
offering various ways of help
for international students.
• CBS is offering only traditional
extracurricular activities unlike
HSBA, IUBH, MIUC and
University of Bath.
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Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

9. 8
CBS’ competitive advantage is the high amount of Bachelor Degrees and
specialization options offered.
• CBS is the market leader in
terms of the number of
Bachelor Degrees in
combination with the amount
of specializations.
• CBS combines 6 Bachelor
Degrees with many
specializations in each of the
programs.
Specialization
Options offered
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Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

10. 9
The weakness of CBS is its online presence.
• CBS’ weakness is the layout
and contents of its web page.
• The web page does not
provide with enough
information for international
students.
• The information on the web
page is not easily accessible.
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Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

11. 10
CBS is a state recognized and internationally oriented private business school
located in Cologne which focuses greatly on improving the students’ employability.
International Business, International Culture and Management,
International Tourism Management, International Media Management,
Business Psychology and General Management.
6
Bachelor
Degrees
CBS
Extracurricular
Activities
Sports
Associations
Accommodation
Additional help for
finding
Accommodation
Dormitory
Integration of
International
Students
Study-
Buddy
program
Trips and events
Language
courses
German,
Spanish,
French,
Chinese,
English,
Japanese and
different
additional
languages
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Source : www.cbs.de/de/
Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

12. Marbella International University Centre located in the heart of the Spanish port city Marbella is a global
11
academic institution providing a new kind of learning experience.
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Bachelor International Business, BA Marketing & Advertising, BA
International Relations, BA Media & Communications, BA International
Hotel & Tourism Management
5 Bachelor
Degrees
MIUC
Extracurricular
Activities Sports
Accommodation
Budget student
accommocation
Customised
student
accommodation
Integration of
International
Students
Student
Visa
Guidelines
Language
courses
Spanish,
English,
French,
German,
Italian, Russia,
Arabic and
Chinese
Source : http://www.miuc.org
Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

13. 12
IUBH is an international and practice-orientated university located in Bad Honnef, Germany.
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International Management, Tourism Management, International Marketing
Management, Aviation Management, Event Management,
Hospitality Management
6 Bachelor
Degrees
IUBH
Extracurricular
Activities
Social clubs
Sports Clubs
Accommodation
6 Apartment houses
Integration of
International
Students
Visa and
Immigration advice
Language
courses
German, Chinese, French, Italian,
Russian and Spanish
Source : www.iubh.de/en/
Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

14. HSBA is located in center of Hamburg and offers high quality and practice-oriented education.
13
International Committee :
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Bachelor of Administration, Business Informatics, Logistic Management,
Media Management and Maritime Management
5
Bachelor
Degrees
HSBA
Extracurricular
Activities
Sports teams
Associations
Accommodation
Cooperation with the
Student Association
International Office for
Accommodation
Integration of
International
Students
Special Events
Buddy Program
Language
Courses
No Language
Courses
Source : www.hsba.de/hsba/
Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

15. Ku Leuven is an autonomous university offering an academic education based on high-level research.
14
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Business Information Management, International Business
Management and International Relations
3
Bachelor
Degrees
KU
LEUVEN
Extracurricular
Activities
Culture Card
Sports
Accommodation
Dormitory
Integration of
International
Students
Study-
Buddy
Program
Welcome Activities
Language
courses
Tandem Project
(German-Dutch,
English-Dutch,
Italian-Dutch)
Source : http://www.kuleuven.be/English/
Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

16. 15
University of Bath is among the top ten UK universities with a reputation for excellent
research and teaching.
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BSc Business Administration, BSc International Management, BSc
Management, BSc Accounting & Finance, BSc International
Management & Modern Languages and BSc Management with
Marketing
6
Bachelor
Degrees
University
of Bath
Extracurricular
Activities
Sports
Culture
Accommodation
Guaranteed
Accommodation
Additional
Help
Integration of
International
Students
Pre-Arrival and
Visa Advice
Tours
Language
courses
English
Source : http://www.bath.ac.uk/management/
Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

17. Final Ranking
1. MIUC
2. IUBH
3. CBS
4. HSBA
4. University of Bath
5. Ku Leuven
CBS is ranked 3rd place in the overall ranking outperformed by the market
leader MIUC and by IUBH
Final Ranking
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30
25
20
15
10
5
0
MIUC IUBH CBS HSBA University of Bath Ku Leuven
Accommodation Language Extracurricular Integration Webpage Bachelor Degrees & Specialization
Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary

18. Coming to the conclusions CBS has a lower competitive advantage than it’s
competitors, since it is not as well established.
• CBS has 15 direct and indirect competitors in 7 Western European country
• CBS’ strenghts are the versatility in language courses offered and the effort to integrate international students
• The main competitive advantage of CBS is the high amount of Bachelor Degrees and specialization options offered
• CBS’ weaknesses are the accommodation & extracurricular activities offered and the layout of the web page
 Therefore CBS has a lower competitive advantage
• The comparison of all direct competitors shows that CBS is outperformed by MIUC and IUBH, but is still ranked 3rd place among the 6 direct
competitors
Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary
19/11/2014 17

19. Executive Summary
• The overall aim of this research is to find and analyze CBS’ main competitors in Western Europe and Germany. The
competitor analysis focuses on Germany, the Netherlands, Belgium, Luxembourg, Austria, Switzerland, France, Italy, Spain,
UK and Portugal. The possible competitors in Western Europe are grouped according to the number of Bachelor Degrees
offered. CBS is offering 6 programs and is part of the smallest group: 3 or more programs. In the group 3 or more programs,
CBS has 15 possible direct competitors in UK, the Netherlands, Spain, Germany, Austria, France and Belgium.
• The results of the competitor mapping showed that CBS is among the best in providing language courses, but is weaker
than it’s competitors in offering accommodation. CBS cannot match up to the competitor’s offering of extracurricular
activities but excels in the effort to integrate international students. CBS’ competitive advantage is the high amount of
Bachelor Degrees and specialization options offered. The weakness of CBS is on the other hand it’s online presence.
• As an outcome from the competitor mapping, CBS’ direct competitors are: Marbella International University Centre (MIUC),
International University of Applied Sciences in Bad Honnef (IUBH), Hampburg School of Business Administration (HSBA),
Ku Leuven and University of Bath. In the comparison of direct competitors the following factors were considered:
accommodation, language courses, integration of international students, extracurricular activities, layout of the web page
and Bachelor Degrees & specialization options offered. CBS is ranked 3rd place in the overall ranking outperformed by the
market leader MIUC and by IUBH.
Introduction Overview
Competitor
Mapping
Competitor
Profiles
Ranking Conclusions
Executive
Summary
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20. Sources
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21. Spain
• http://www.euruni.edu
• http://en.eserp.com/degrees/bachelor-in-business-
administration/
• http://www.global-business-school.org
• http://www.esade.edu/web/eng
• http://www.ie.edu/university/home/
• http://www.eseibusinessschool.com
• http://www.barcelona.uibs.org/index.php
• http://www.madrid.uibs.org/index.php
• http://www.miuc.org
• http://www.marbellauniversity.com
• http://www.uc3m.es/Home
• http://www.upf.edu/estudiants/en/preus/
• http://www.uic.es/en/business-management
Portugal
• http://portal3.ipb.pt/index.php/en/ipben/home
• http://www.novasbe.unl.pt/en/
• http://www.clsbe.lisboa.ucp.pt/site/custom/te
mplate/fceetplhome.asp?sspageID=1&lang=2
• http://www.iade.pt/en/homepage.aspx
• http://www.ipam.pt/en/ipam-the-marketing-school.
aspx
• https://aquila4.iseg.ulisboa.pt/aquila/instituica
o/ISEG
• http://ibs.iscte.pt/en/
• http://www.uc.pt/en
France
• http://www.neoma-bs.com/en/
• http://www.icn-groupe.fr/fr
• http://www.skema.edu/
• http://www.studialisedu.net/
• http://www.ieseg.fr/en/home/
• http://www.psbedu.com/
• http://www.2iparis.com/
Switzerland
• http://www.ubis-geneva.ch/
• http://www.sumas.ch/
• http://www.iun.ch/iun/en/EN-EN/index.cfm
• http://www.sbs.edu/
Luxembourg
• http://www.cass-edu.eu/
Austria
• http://www.fh-krems.
ac.at/en/international/incoming-outgoing-
academic-mobility/
• http://www.modul.ac.at/
• http://www.megatrend-edu.
net/upis.php?bs=mww&language=1
Italy
• http://www.unive.it/nqcontent.cfm?a_id=758
95
• http://www.eselondon.ac.uk/
• http://www.mhmk-international.
org/contact.html
• http://www.johncabot.edu/
• http://www.gmuonline.org/
• http://www.ssmrome.com/
Germany
• www.whu.edu/ueber-die-whu/daten-und-fakten/
Belgium
• http://www.kuleuven.be/
• http://www.ugent.be/
• http://www.solvay.edu
• http://www.iubelgium.be/
• http://www.kuleuven.be/english
• www.cbs.de/de/
• www.ebz-business-school.de/startseite.html
• www.munich-business-school.
de/en/experience-mbs.html
• www.hsba.de/hsba/
• www.bits-hochschule.
de/en/international/welcome/
• www.mannheim-business-school.
com/programs.html
• www.hdwm.eu/en/home.html
• www.iubh.de/en/
• www.touroberlin.com/
• www.hs-fresenius.de/en/study/
• www.en.ism.de/
• www.en.hs-furtwangen.
de/students/faculties/hfu-business-
school.html
Netherlands
• https://www.hanze.nl/eng
• http://www.rotterdamuas.com/
• http://www.windesheimhonourscollege.nl/
• http://www.thehagueuniversity.com/
• http://www.tio.nl/
• http://www.wittenborg.eu/
• http://www.nyenrode.nl/
U.K
• http://www.westlondoncollege.com/
• http://www.bath.ac.uk/management/
• http://www.lse.ac.uk/home.aspx/
Map
• http://cnx.org/contents/1f63fe3d-9c85-4516-
8707-
394c471c618b@2/Just_how_large_is_a_64-
bit_add
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22. Thank you for your attention!
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23. Appendix
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24. Ranking Accommodation
Accommodation
1. Marbella International University Centre (MIUC)
2. University of Bath
3. International University of Applied Science (IUBH)
4. Hamburg School of Business Administration (HSBA)
5. Ku Leuven
6. Cologne Business School (CBS)
19/11/2014 23

25. Ranking Language Courses
Language Courses
1. Marbella International University Centre
2. Cologne Business School (CBS)
3. International University of Applied Science (IUBH)
4. University of Bath
5. Ku Leuven
6. Hamburg School of Business Administration (HSBA)
19/11/2014 24

26. Ranking Integration of International Students
Integration of International Students
1. Cologne Business School (CBS)
2. Hamburg School of Business Administration (HSBA)
3. Ku Leuven
4. University of Bath
5. International University of Applied Sciences (IUBH)
6. Marbella International Universtiy Centre (MIUC)
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27. Ranking Extracurricular Activities
Extracurricular Activities
1. Hamburg School of Business Administration (HSBA)
1. International University of Applied Science (IUBH)
2. Marbella International Universtiy Centre (MIUC)
3. University of Bath
4. Cologne Business School (CBS)
5. Ku Leuven
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28. Ranking Number of Bachelor Degrees and Specialization Options
Number of Bachelor Degrees and Specialization Options
1. Cologne Business School (CBS)
2. International University of Applied Sciences (IUBH)
3. Hamburg School of Business Administration (HSBA)
4. Marbella International University Centre (MIUC)
5. University of Bath
6. Ku leuven
19/11/2014 27

29. Ranking Layout of Web page
Layout of Web page
1. Ku Leuven
2. Marbella International University Centre (MIUC)
3. International University of Applied Science (IUBH)
4. University of Bath
5. Cologne Business School (CBS)
6. Hamburg School of Business Administration (HSBA)
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