17 June 2015

ENZ's market categorisation

Education New Zealand prioritises its offshore markets into three categories; rebalance, promote and explore. These categories guide us in determining the level and type of marketing and intelligence-gathering resources to be invested in given markets.

Education New Zealand prioritises its offshore markets into three categories; rebalance, promote and explore. These categories guide us in determining the level and type of marketing and intelligence-gathering resources to be invested in given markets.

You can find out more about ENZ’s areas of focus and plans for the future by watching our Business Plan 2015/16 update video here.

Rebalance

Rebalance markets refer to NZ’s largest markets – China and India – and a number of mature markets: Chile, Malaysia, Germany and South Korea.

In China and India our focus is on retaining growth in Chinese and Indian student numbers while rebalancing our investment to focus on future value and sustainability.

We’re assessing the position of Chile, Malaysia, Germany and South Korea, and will, over time, adjust resources accordingly.

Promote

Promote markets refer to the United States, Indonesia, Brazil, Japan, Thailand, Viet Nam and Saudi Arabia.

In promote markets we’re stepping up targeted marketing activity for growth in the short to medium term.

Explore

Explore markets refer to Pakistan, the Philippines and Colombia.

In explore markets we’re primarily using research and intelligence-gathering to assess prospects for long term growth.

The categorisation does not preclude industry activity in other countries, but it does specify where ENZ will invest its marketing and intelligence-gathering resources. These categorisations are reviewed annually. 

What's in it for me?