A marketing strategy for Simon Fraser University’s general Master of Business Administration program

This paper applies a strategic analysis framework to evaluate a product development opportunity for Simon Fraser University’s (SFU) general Master of Business Administration (GMBA) program The demand for general business education is expected to increase among fresh undergraduates. The recent economic growth, decreased unemployment rate, technological change, and demographic shift represent the major macroenvironmental factors affecting this industry. Driving forces include the impacts of employers demand, product and marketing innovations among competitors, and demographic changes of B.C. residents as consumers of educational services. The industry analysis done by me revealed that five major competitors currently serve the B.C. market. In addition, competitive force analysis indicates that rivalry and threat of new entry are medium, while supplier and buyer power is high and substitute is readily available. After I conducted external and internal analysis, I recommended that SFU proceed with introduction of GMBA program to respond to growing demand for this program.