Canadian Institute of Business and Technology in China (A)
After a decade of establishing itself in China’s foreign education market, the Canadian Institute of Business and Technology (CIBT) Education Group was finding that the market for Western-style education in major Chinese cities was becoming saturated. The enrolment rate in CIBT’s MBA programs in Beijing declined sharply by 20% in 2004. Toby Chu, president and CEO of CIBT, believed that the company needed a significant change in strategy and a new business model for future growth in China. One option was to shift attention to the relatively unexplored second- and third-tier cities where less competition was expected. In 2004, Weifang University (WU) based in Weifang, an inland, third-tier city in Shandong province, was interested in collaborating with CIBT to provide vocational programs. Chu and his executive team had to respond to WU and Chu was wondering if Weifang could be a start to test CIBT’s new model for education in China. Case B provides a follow up and an update.
1) Expand the understanding of large markets like China by introducing students to a lesser-known city like Weifang. 2) Understand the subtleties of business planning in large markets like China where growth opportunities in second- and third-tier markets tend to be ignored by businesses. 3) Develop an appreciation of the role of partners in these markets, which tend to be more complex and high on institutional voids. 4) Understand the tradeoffs between market attractiveness and business competitiveness; profitability can be better in tier-two or tier-three markets for businesses that cannot match the industry leaders.
CIBT Education Group
2004
Cranfield University
Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]
Harvard Business School Publishing
60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]
NUCB Business School
1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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- Canadian Institute of Business and Technology in China (A)
- Canadian Institute of Business and Technology in China (B)
- Canadian Institute of Business and Technology in China (A)
- Canadian Institute of Business and Technology in China (B)
Case reference: IMD-7-1608 ©2014
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Case reference: IMD-7-1609 ©2014
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