Market Snapshots: Brazil, Argentina and Mexico

Transcription

1 The ICEF Berlin Workshop 2017 Market Snapshots: Brazil, Argentina and Mexico

2 Panelists Mrs Maura Leão, President, BELTA Brazilian Educational & Language Travel Association, Brazil Mrs Gabriela Ardito, President, ARSAA Argentine Study Abroad Association, Argentina Mr Gustavo Viale, Board Member & Head PR, ARSAA Argentine Study Abroad Association, Argentina Mr Joshua Tripp, President, AMTE Asociación Mexicana Turismo Educativo. Mexico Moderator: Ms Karin Florez, Business Development Manager Latin America, ICEF

3 LATIN AMERICA Population: 639,048,639 (2016 est.) Language: Spanish and Portuguese Largest cities: City Country Metrop. population (2014) 1 Mexico City Mexico 20,976,700 2 São Paulo Brazil 20,847,500 3 Buenos Aires Argentina 13,381,800 Be aware of regional differences within Latin American and within countries themselves! Latin American students / parents value the personal contact.

4 The ICEF Berlin Workshop 2017 How best to promote your institution in Latin America? Latin American students are looking for school to be affordable, with an uncomplicated application process. clear visa process Option to pay and book in installments. Latin Americans purchase their courses with different motives than e.g. Asian students. Ranking is less important than the experience/lifestyle. Destination is important If you are not based in a desirable location be ready to promote other value propositions clearly!

5 BRAZIL - Brazilian Economy The Brazilian scenario still requires caution but is improving GDP increased by 1% in the first quarter and 0,2% in the second quarter of 2017 after eight semesters going down Inflation will decrease and will be on the basis of 3% in 2017 From January to July more than 102,000 registered jobs were created. But, unemployment in Brazil hit a record, never seen before, and reached 14.2 million Brazilians in 2017 Nowadays with the creation of jobs and the condition of Brazil improving, unemployment fell to 13.3 million The average investment per student increased 82% in 2017 Source: G1.com Valor Econômico Portal Brasil Estadão Belta Seal Research 2017

6 BRAZIL Main programs / Products sold Programs 1 Language course Language course with 2 temporary work Vacation teen programme 3 (summer/winter) 4 High School 5 Professional course, certificate or diploma Products Travel health insurance Air tickets Assistance for visas Money exchange operations Accommodation Q2. Classify, by order of importance, the main products sold by your agency in 2016

7 BRAZIL Main Destinations In total, 40 countries were mentioned Position 2016 Position 2015 Country Score st 1st Canada nd 2nd United States of America rd 3rd Australia th 4th Ireland th 5th United Kingdom th 6th New Zealand 922 7th 7th Malta 902 8th 8th South Africa 732 9th 10th Spain th 9th France th 11th Germany th 12th Italy th 13th Argentina th 14th Chile th 15th Mexico th 19th Switzerland 97 17th 20th Austria 70 18th Netherlands 65 19th 16th Japan 52 20th 17th Belgium 52 21st 18th Colombia 52 22nd Berlin China October 29,

8 BRAZIL - Main motivations for the country choice 1 Favorable exchange rate 2 Life quality 3 Policies that allow international students to combine study and work activities 4 Offer good structure to host international students 5 Ease in the visa process Q5. Classify, by order of importance, the FIVE main aspects that influence your clients choice for these countries:

9 BRAZIL Total of products commercialized in 2016 ( compared to 2015) Growth 63% Decline 22% Average: +12% Stabilization 15% Q11. Compared to 2015, the total number of products commercialized in 2016 represented:

10 Argentina in the World

11 ARGENTINA Tucumán Santa Fe Córdoba Mendoza Entre Ríos Buenos Aires Federal District Buenos Aires Provinces + 1 million inhabitants

12 ARGENTINA Economical Context

13 ARGENTINA Market Analysis Growing population People s attitude Short term ESL courses Post grads Interpersonal Branding Cost of living Visa Issue Cultural Background Strong Public Sector Interpersonal Branding

14 ARGENTINA Opportunities & Challenges Assistance is required Agents and staff support Develop a marketing strategy Argentina is not only Buenos Aires Market is growing steady

15 MEXICO Mexican Economy Despite inflation and disparities between pesos and U.S. dollars the Mexican scenario remains steady. GDP increased by 0.5% in the first trimester but decreased 1% in the second trimester of 2017 after being increasing consistently over the previous year. Inflation has increased 6.35% in Up to July 2017 the number of people with formal jobs is 52,198,611. Unemployment rates increased 3.5% on the second trimester of During the first semester of 2017 the Mexican government granted a total of 2,004 scholarships for English Language Training: 1,204 at academic institutions in the USA and 800 at institutions in Canada. Sources: INEGI, National Institute for Statistics and Geography. SEP, Ministry of Education.

16 MEXICO Main programs / Products Sold Programs 1. Group Programs / Summer Camps 2. Language courses 3. High school 4. Au Pair 5. Higher Education Products 1. Travel health insurance 2. Assistance for Visas / Migration Services 3. Air Tickets 4. Accommodation 5. Financial Aid Q2. Classify, by order of importance, the main products sold by your agency in 2016

17 MEXICO Top Destinations Canada 5,142 6,092 UK 2,909 4,909 USA 2,581 1,753 Ireland Australia France Germany New Zealand 70 55

18 MEXICO Motivations for the country choice 1 Visa / visa process 2 Distance from home 3 Cost of life / Life quality 4 Exchange rates 5 Educational System / Cultural immersion Q5. Classify, by order of importance, the FIVE main aspects that influence your clients choice for these countries:

19 MEXICO Total of products commercialized in 2016 (compared to 2015) Products with commercialization growth increased at an average of 175% Overall market: 12% growth

20 Market Snapshots: Brazil, Argentina and Mexico Questions??

21 The ICEF Berlin Workshop 2017 Thank you! Please feel free to contact us with further questions