The document provides market research and strategies for WREST Corporation to enter the Nigerian education market. It outlines key details about the Nigerian market such as annual education expenditure, average income, number of students studying abroad annually, and popular fields of study. It then discusses several strategies WREST could employ to recruit Nigerian students including developing an exclusive agent network, establishing feeder links with local schools and colleges, participating in education fairs, conducting advertising campaigns, and using e-marketing. The challenges of each strategy are also noted.

1. International Marketing Strategy
NIGERIA
By: WREST Corporation

2. Market Profile-Nigeria
Consumer Expenditure on Education
£ 2,107.0 Million
Annual Disposable Income
£37 Million
Total Students Studying Overseas
30,000
Level of Study
P.G(60%), UG(40%)
Most Famous Courses
Business & Technology. Niche
Market for Design Courses
Major Source of Tuition Fee
Self Funded (80%)
Exchange Rate Against Indian Rupees
3.12
Major Destination Countries
UK (60%), USA(22%), Others (18%)
Source: Euromonitor

3. Market Profile-Nigeria
Geography
Economics
•Population: 150m (WB)
World’s 8th largest oil exporter; new
developments in LPG
•Varied cultures & ethnicities:
Yoruba, Hausa/Fulani, Igbo,
Ijaw
Per Capital GDP: $830
•Religion ; Muslim & Christianity
50:50
Inflation: 11.2%
•50million Children under 15
years of age
GNP growth: 4.7%
Poverty: 80-90million live in poverty
Source: HESA

4. The Way Forward - Agents
Way Forward
Challenges
Develop Exclusive Agent Network
Agent Identification & Persistent Follow
up.
Comprehensive Agent Training,
Motivation and Support
Time Management, Additional Budget.
Recruitment Specific Bonuses (on hitting
sale targets). Good Commission Rates
Increases our CRPS (Cost of Recruitment
Per Students) & Budget. Stiff Challenge
from other competing universities, willing
to pay up-to 20% Commission.
Joint Advertising Budget
Contractual Agreement with the Agents.

5. The Way Forward
Feeder Links
Way Forward
• Develop Feeder Links / Strategic
Partnership with Schools &
Colleges for 2+2 and Bachelors
Degree Programme.
• Relationship Marketing with
Prospective Partners / Key
Stakeholders
Challenges
•Not Great for Instant
Recruitment.
•Identify Prospective Partners
•Collaboration Feasibility
•Ensuring Partnership with a
Reputed Educational
Establishment.

6. The Way Forward
Education Fairs
Way Forward
Challenges
Education Fairs:
Good promotional tool, but very expensive
(1200 Naira's). Lots of participating
institutions, and not great for instant
recruitment
Use Academic Staff to provide marketing
edge to our campaign.
Availability of time, motivation and increase
in budgets
Hold Seminar / Gathering with students
and parents, to answer any questions they
might be having.
Event organisation , logistics and expenses.

7. The Way Forward
Market Awareness
Way Forward
Challenges
Advertising Campaign (news paper adverts)
Quite Expensive. Ensure we get the best
rates and deals.
Direct Marketing / Presentations-School &
Colleges
Identify institutions, needs ground work,
co-ordination, and follow up.
College / University Annual Fair
Sponsorship
Not a very common strategy, but has
potential to be quite useful.
E-Marketing
Focus on active communication, strong web
presence and creativity.
Joint Advertising Budgets
Contractual Agreement with the agents.

8. OTHER STRATEGIES
Internal Marketing
Relationship
Marketing
Auxiliary
Services
External Marketing
Feeder
Links
E Marketing
Career Services
Promoting Brand
India & Raffles
Schools, Colleges,
Universities
Strong Web
Presence
Students, Alumni’s
Reference Teachers
Parents
Market
Positioning
Consistent
Market Presence
Student
Recruitment

9. Presentation By: WRE
ST Corporation

10. Presentation By: WRE
ST Corporation