1. International students come to America to pursue the American Dream but have varying experiences and attitudes. 2. A study examined international students' engagement in American life, concepts of the American Dream, and changes to lifestyles through qualitative focus groups and a quantitative survey. 3. The findings suggest students have diverse perspectives ranging from embracing America and making it their home, to only surviving until returning home, to maintaining a "double life" between America and their home country.

1. Double
Life

2. The
American
Dream

3. International borders are
becoming increasingly

12. Business
+
Science

13. China
157,558

14. India
103,895

15. South
Korea
73,351

16. Canada
27,546

17. Taiwan
24,818

19. Macro View
Network & Reach
Global Connectedness Index

20. Hypothesis
International students come to America
to fulfill their American dreams

23. Objectives
To understand:
1. International students as a strong
consumer group in the United States
2. Their engagement in American life
3. Their concepts of the American Dream
4. New habits and changes in lifestyles

24. Objectives
To develop:
1. Strategic recommendations for DHL Express
2. A connection between the emerging international
student market and the immense international
framework DHL already maintains

25. Methodology
Qualitative Study- Focus Group
Participants representing India, China,
Taiwan, Korea, Colombia, Russia and Iran
Quantitative Study- Survey
Secondary Research
Open Doors Data 2011, Institute of International Education

26. Engagement in American Life
Psychographic
Why are they in their segments?
Experiences and attitudes
Behavioral Manifestations

27. 2,709,621

28. A Relationship
With America

36. “America failed to meet my expectations.”

37. Bad experiences pushed
them over the edge

38. Only
Surviving

39. Straight Home

40. Straight Home

41. The
American
Dream
It’s a myth.
Something that everyone says.

42. “I came for the opportunities but I’m not sure if I made the
right choice. I’m keeping my options open.”

43. For whatever reason,
they are not making
efforts to engage

44. Rely On
Meal Plan

45. Abroad & Home

46. Abroad & Home

47. The
American
Dream
I don’t think it’s that
strong anymore. I don’t
know if I will stay
here much longer.

48. “America is better than what I had, but not necessarily
where I want to stay forever.”

49. Did not come here
for America

50. Missing
Something

51. Other States & Home

52. Other States & Home

53. The
American
Dream
It existed once,
but not anymore.

54. “I’m not going to waste my time with people from my
home country. America is what I want.”

55. Devoted to America
no matter what

56. Eat Out

57. Here & Other States

58. Here & Other States

59. The
American
Dream
It still exists!

60. “I’m in America now.You can’t be married to someone and
think about ex-girlfriends.”

61. Make every place they
visit their home

62. Constantly
Sampling

63. Here & Abroad

64. Here & Abroad

65. The
American
Dream
I believe America still has
opportunities for its own
people but they must be
willing to work for it.

66. “I love America now but I will
always miss where I came from.”

67. 1,888,605

68. Still drawn to their
lives back home

69. Old & New

70. Here & Home

71. Here & Home

72. The
American
Dream
I don’t know if I believe in the
American Dream more than
that of my home country.

73. Double Life
There’s a personal
need to keep up with
events and stories
happening back
home

75. Double
Life

76. Express
International 491,000
Total Express 1.64 million
Reach 2.8 million
Across 220 countries

77. Competitive Landscape
1. UPS
2. FedEx
3.TNT
4. DHL

78. Shipping
Considerations
Strong network
Reliability
Speed
Price
Brand name

79. International
DHL + Students

80. International
DHL + Students
Great Package Race of 2009
University Express

86. Opportunity:
Honeymooners are leading Double Lives
Application season
Drop in shipping for students

87. Strategy:
Help the Honeymooners maintain
their Double Lives
Turn shipping into sharing
Merge their old world with their new world

88. Tactics:
1. DHL
Express
Family Plan
II. DHL
beyond
shipping

89. How to
Reach Them:
Meet them where they are
Honeymooners as gateways

90. “It is a great environment for building
relationships. You share the joys and
pains, the excitements and frustrations,
like a big extended family sitting around
the table for a reunion dinner.”