"We competed on location in the past — that won't be enough for us in the future…"Vice Chancellor's Chief of Staff
The scale of the gap in performance ratings between some tier 2 universities and their competitors is so large, it makes the feasibility of competing ’across the board’ virtually impossible. At-risk institutions should therefore focus on creating and ’owning’ a clearly differentiated space in the market.
Other sectors, for example retail, have demonstrated how this can be done. Independent Grocers of Australia (IGA) has found a way to compete against the dominant ’tier 1’ retailers (Woolworths and Coles) by selecting a clearly differentiated position in the market (small format stores focused on convenience buyers).
IGA has aligned its business model against this position (e.g., store locations, layout, product range, pricing and opening hours). The market position framework (see below) is one tool universities can use to review their position in the market and adjust their strategy accordingly.
Framework for assessing market positioning at the program/course level
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