Colombian And Chilean Market.

Master of Business Administration (MBA)
London School Business and Law - University of Gloucestershire

Assignment
On
DL Limited company “Learning Distance”

Curse: Strategic Management

Semester: II Date: 22/02/2012

Submitted By:Name: Viviana Franco HoyosStudent ID: B0515PHPH0411 | Submitted to: Names: Mervyn Sookun  |

TABLEOF CONTENTS

1. Introduction
2. Strategy Development
3. Colombian and Chilean Market
4.1. Colombian Market Analysis
4.2.1. PEST Analysis
4.2.2. McKinsey’s 7s Model
4.2. Chilean Market Analysis
4.3.3. Porter’s Five Forces
4. Market Entry Strategies and Product Development
5.3. Franchising
5.4. Pricing Strategy
5.5.Product Development
5. Conclusions
6. References

1.0 INTRUDUCTION
Sterling Consulting is a small British education consulting firm, which has been developing double degree programme in areas such as Business, IT and Engineering for foreign student who have completed studies for 3 years of an undergraduate level in their countries of origin. These students have the possibility to come tothe United Kingdom, enter in a High trust University and qualify for both degrees from Turkish and English Universities. The company is currently working in Turkish-speaking territories and former Soviet satellite countries.
As result of the globalization and technology, many students are demanding this system of education which helps to improve their profile with international degree andknowledge. It is for this reason that Sterling consulting is working on opening DL Limited as part of their company, which will be aimed at offering distance learning programmes using tools such as internet.

2.0 STRATEGY DEVELOPMENT
Developing the Strategy can have three dimensions as De Wit and Meyer said in 2006, they are Strategy Process, Strategy Content and Strategy Context, although this doesnot mean strategy has different parts, each has a specific orientation determinate by questions. For instance, while Strategy Process is concerned with How strategy should be made, Who is involved in this process and When the activities have to be done?; Strategic Content explained What strategy one company should implemented in order to achieve its goals, and Strategy Context is concerned withthe where of strategy.
This assignment will concentrate mainly on Strategy Content, and in order to determine what strategy the company has to develop, De Wit and Meyer agree that there are two types of “fit”, the first one called the external consonance which is between the company and its environment. It means that is important determinate the potential external issues which could be affect theorganization and its performance. So the company only will meet the demands of the environment if there are a good fitting, otherwise the company will become inefficiency and start underperform.
In the case of DL Limited the evaluation of the external factors gives some issues that could affect in a negative way the attempt to offering distance learning in countries of Latin America. Forinstance, the internet infrastructure is generally weak as the lack of facilities, access and the technology and necessary conditions (security, trustiness, low internet flow...) that people in Colombia and Chile face, the lack of information and also credibility that this kind of programmes have in these countries, are some of that should be stemmed to accomplish the market demand.
But it can be seenthat it’s been a slightly increase in the e-commerce and online marketing in Chile and Colombia. Colombia is just growing compared with Chile according with Comscore in a press release about “State of the internet Colombia”, Colombia has growth 31% from 2009 to 2010 and Chile only 12%.
The starting point in formulating strategy is the SWOT Analysis, which is a careful evaluation of a company’s...