TITLE PAGE Business Environment Assignment (2015) – (Y/601/0546) * A Qualitative Business Analysis of Two Different Organisations: - (Waltham Forest College: Public Sector and Costa Coffee: Private Business Sector).

* This Process Involved Assessing the Influence of Stakeholders and the Relationship Between Businesses and The Local, National and Global Market Environments.

CONTENTS LIST PAGE

Introduction 3
Literature Review 4
Overview: Critical Review 6
Methodology 7
Investigations/Findings 8-19
Conclusions 20
Recommendations 21
Bibliography/References 22
Appendices 24

1.1 INTRODUCTION
This report is a qualitative analytical assessment (Easterby-Smith et al 1991) by the author on behalf of Charles Hunt Investments concerning two contrasting organisational types. The first entity is Waltham Forest College, which is an expanding UK public sector college. The other company is Costa Coffee – a successful UK based and international coffee chain which provides high quality food and beverages service to UK and overseas clients.
The aim of this report is to investigate and qualify how Charles Hunt Investments can raise financial resources from (for) clients such as the above mentioned and examine ways, on a long term basis how to secure the best dividends (tangible and intangible benefits) for its stakeholders (Kotler, 1997).
A further aim of this qualitative study is to identify areas (strategic business practices) of the two organisations which can be made more promising (profitable) – in light of today’s global marketplace imperatives (Carnall, 1999).
The overall objectives of the report are:- * Author (new Business Analyst) to highlight processes of the two organisations (organisational purposes) in relation to their nature of business and national environment within which they operate. The analyst (report’s author) also intends to conclude relevant recommendations regarding the behaviours of the organisations in their market environment (Whittington, 2001).

* Consideration of the organisational purposes of the businesses (Waltham Forest College and Costa Coffee) reflective of and relevant to the nature of the national environment in which these businesses operate. Also, an analysis of the global factors which impact upon and influences the business direction of the two organisations, are assessed (Cameron and Quinn, 1999).

2.1 LITERATURE REVIEW
Waltham Forest College:
The literature accessed and reviewed outlined that the college is a public sector organisation located in the eastern region of London. Waltham Forest College is an expanding institution which offers progressive Further Education (FE) leading to Higher Education (HE) and related learning and development for school leavers and a range of adults.
The college operates under a Statutory Instrument (UK Government secondary legislation) known as the ‘Instrument and Articles of Government’. This process is strategically led by ‘The Corporation of Waltham Forest College’.
A qualitative (secondary data research) of reviewed literature highlighted the colleges:- * Vision: To be ‘the college of first choice’ for vocational excellence (in London/UK). * Mission: To deliver responsive, outstanding teaching, learning and support to meet the needs of individuals and employers and inspire students to develop the high quality skills and knowledge they need to be successful in their future lives. * Core Values: F.O.R.E.S.T
F – Fairness
O – Openess
R – Respect
E – Excellence
S – Success
T – Teamwork
(Source: http://www.waltham.ac.uk/)

Costa Coffee:
Further qualitative investigation (Jankowicz, 2000) of reviewed literature revealed that Costa Coffee is a large and growing private sector chain of UK (national) and overseas outlets. The company (business) has been voted the UK’s favourite coffee shop for three years in a row. This is despite strong competition from other rivals in the coffee/hot drinks marketplace such as Starbucks and Nero coffee shops/chains. (Source: http://www.costacoffee.ae/costa-coffee/the-costa-way/)
Literature reviewed (illustrated) that as of April 2014, Costa Coffee had 1, 755 outlets in the UK and planned the opening of another 150 stores soon. The Costa Coffee chain is part of the Whitbread group and is looking to have some 2, 200 stores in the UK by 2018.
Globally, Costa Coffee sold 400 million drinks in the year to 27th February 2014. The company’s UK sales rose by 16.5% during 2014 to £807.7 million. During this operating period, Costa Coffee opened three outlets a week, in the UK.
(Source:http://www.dailymail.co.uk/news/article-2616060/Costa-opens-three-outlets-week-taps-growing-coffee-shop-culture-backlash-against-US-rival-Starbucks.html)
The Costa Mission is to ensure that all of its outlets served the very best coffee (hot drinks beverage) at all times, within an environmentally sensitive framework. This process takes place from sourcing of the raw coffee product via farms (abroad) to customers having a cup of refined coffee at (in) one of its UK outlets. Overall, the coffee chain’s mission has always been to save the world (potential coffee drinking customers) from the ‘mediocre coffee’ experience.
(Source: http://www.costacoffee.ae/costa-coffee/the-costa-way/)

3.1 OVERVIEW: Critical Review of Data/Discussion
The subsequent qualitative critique of reviewed literature outlined that as an expanding learning and training institution, Waltham Forest College provided a positive experience (ongoing future potential) for its stakeholders (clients) such as; Charles Hunt Investments, current (potential new) students, the college’s lecturers (tutors), other academic staff and the wider local community where it is located. This ensured that the college’s ethos remained relevant to its intended organisational business purposes (strategic positioning) in light of contemporary (competitive) educational market environment forces (Johnson and Scholes, 1997). In a similar vein, the varied literature (business market material) on Costa Coffee and its related marketplace successes, illustrated that the company was a most viable entity to its stakeholders which included; UK and overseas coffee customers, Costa shareholders and the Charles Hunt Investment company. This is in the context of current ever-changing (unpredictable) UK and global market factors that shape and impact upon the business activities of the Costa organisation (De Wit and Meyer, 1998).

4.1 METHODOLOGY
The overall research method applied in the process of completion for this report is a qualitative one. The main reason for this approach is that it provided the author (Business Analyst) a more relevant path to successfully complete and submit the study in a timely manner (Saunders et al. 1997).
This qualitative report and subsequent data findings was obtained from a variety of sources via the Internet and relevant academic materials (Jankowicz, 2000).
As outlined in previous Introduction section of the report, the aim and objectives of this qualitative (methodological) approach will be concluded (reflected upon) in the Conclusion and Recommendation chapters of this study (Whittington, 2001).

5.1 INVESTIGATION/Findings: Analysis & Evaluation of Data
The Findings (Investigations) of this qualitative Market Study (business environment analysis) regarding Waltham Forest College and Costa Coffee, are outlined and elaborated upon, in the following few pages of this analytical assessment.
Task 1
Explain how an increase in immigration to the UK influences the education sector. This is to include: * The prices of courses * The competition between education institutes * Factors in the delivery of education * Potential employment opportunities * Issues of regulation and law enforcement
The Price of UK Education Courses:
Some of the country’s (UK) education institutions have not internationalised (standard set) their fee charging rates for courses offered. The price for UK academic courses is often seen as cost effective and ‘good value for money’ by many foreign students in terms of future employment earning potential.
(Source:http://www.international.ac.uk/media/528516/Guide%20to%20UK%20HE%20and%20Partnerships%20ENGLISH%20FINAL.pdf_)
There is the opportunity for Waltham Forest College to greatly benefit from this situation as a result of its strategic aspirations to expand student intake from this particular ‘student segment’ market.
(Source:http://www.universitiesuk.ac.uk/highereducation/Documents/2014/InternationalStudentsInHigherEducation.pdf#)

Competition Amongst UK Education Institutions:
The competition amongst UK education institutions for International students is a competitive one. Moreover, over recent years the ‘overseas student market segment’ has proven to be a very lucrative one for many British colleges and their financial viability. Therefore, the importance in establishing an ‘initial contact relationship’ (overseas staff contact) for UK further and higher education institutions with overseas counterparts is an essential bilateral process (starting point) for sourcing students from foreign educational institutions. The UK education sector has an extended and great track record of establishing an increase in business with foreign countries (education institutions).
Organisations such as Waltham Forest College need to strategically align (niche market) its relevant business practices (Johnson and Scholes, 1997) via its Forest Training Services (students’ consultancy company) in order to attract foreign students, regarding the current competitive demands of the international education market environment involving other UK colleges.
Factors in the Delivery of Education:
The variety of talented foreign students wishing to study at British colleges and UK staff contacts offering advice on double combined grade and other certifications, in the building of world class UK and international study partnerships is well established. Such a progressive academic range (educational business structure) means there is a large selection of UK academic courses to choose from to enhance the potential of joint overseas partnerships, but it is very important that involved parties (overseas students) are matched with the correct UK institution for their particular requirements and interests/needs.
Potential Employment Opportunities:
It is estimated that foreign students contribute about £7 billion or more to the UK economy. Non EU students accounts for around 13℅ of the UK student population. Levels of study partnerships with UK colleges (educational institutions) and foreign students continues to rise as the demand for much ‘sought after’ UK qualifications by international students is increasingly deemed as important in terms of British academic courses.
The perception (potential) for overseas students obtaining a UK qualification at colleges like Waltham Forest is viewed as a good investment (tangible benefit) for greater future employment opportunities.
(Source: http://cep.lse.ac.uk/pubs/download/pa014.pdf)
Issues of Regulation and Law Enforcement:
In recent times, there has been the sensitive political issue of rising immigration levels to the UK (including the arrival of foreign students to Britain). Therefore, with controversy surrounding the social impact of the international student group on the UK’s resources (re: housing, hospitals), bogus UK colleges and other factors - successive governments have had to revise the rules and regulations concerning the issue of UK student visas to ‘genuine students’ whilst trying to ensure that a wide cross-section of UK educational institutions were legitimate and ‘fit for purpose’.
(Source: https://www.gov.uk/government/news/student-visa-clampdown)
Impact and Influences of Immigration on UK Education Sector:
The increase in immigration to the UK has grown considerably in recent years. Foreign students from geographical regions such as Asia (via student visa system) - makes up a sizeable percentage of this overseas immigrant group to the UK. International students are of huge value to the UK’s further education (FE) and higher education (HE) sectors.
Overall, the report’s author (new business analyst) assesses that the arrival of foreign students to UK educational institutions (via student visa immigration) influences the British education sector in many ways. Aside from the financial gains to colleges that partake in this ‘overseas student market’, there is the opportunity for these UK colleges to benefit from a bilateral cultural exchange.
This allows the international student to learn about the wider British society whilst studying in the UK and at the same time, UK based students (including UK colleges) can embrace the diverse nationalities of these foreign students.
(Source:http://cep.lse.ac.uk/pubs/download/pa014.pdf)

Task 2
Taking into account the turbulent immigration issues in the UK; explain with examples how Waltham Forest College should plan the next 5 years? To explore the following key factors: * Employment opportunities * Expansion and development * Courses available * The fees structure * Improvements in technology * The culture of the college * Challenges for the leadership of the College
Employment Opportunities:
The recent (ongoing) sensitive political issue of rising immigration levels to the UK has not only impacted (affected) UK educational/employment training institutions but also the wider British society. In the midst of this, a college such as Waltham Forest would need to incorporate relevant strategies into its 5 year (medium term) planning processes (Kotler, 1997) – in order to stay competitive in the ‘international student market’, for providing quality training leading to employment opportunities for its graduates. Furthermore, there is the matter of students remaining in the UK after graduation from colleges such as Waltham Forrest. Some commentators have argued that this situation further negatively affects scarce job opportunities in present economically challenging times in Britain (and wider EU region).
(Source: http://cep.lse.ac.uk/pubs/download/pa014.pdf)
Expansion and Development:
Waltham Forest College need to initiate innovative self-funding strategies (5-Year Business Plan) through its Forest Training Services (via Charles Hunt Investments) in order to further develop and sustain the institutions’ international presence within the ‘overseas student market’ segment. Within this context, the college would have to assess global market factors (forces) impacting on the institution’s intended plans.

Course Availability:
Currently, Waltham Forest offers a range of courses for (to) existing and potential new students. However, with the intention to expand into the international student market, the college’s planning programme (Course Curriculum) would need to adapt (adjust) over the next 5 years or so, to meet the influx and needs (diverse requirements) of arriving foreign students. Also, such future course availability by the college would have to ensure market and employment relevance in an ever-changing global marketplace.
(Source:http://www.universitiesuk.ac.uk/highereducation/Documents/2014/InternationalStudentsInHigherEducation.pdf#)
The Fees Structure:
Waltham Forest College offers reasonable (cost effective) rates for a varied range of studies (courses). With gradual rising costs (staff salaries, building maintenance costs and the like) linking to present economic uncertainties, it will be a strategic dilemma whether or not, the college can maintain current fee levels and remain competitive within the national (UK) and international student markets over the next 5 years?
Improvements in Technology:
With the world increasingly becoming a ‘global village’ Waltham Forest College has to take into account the purchase and upgrade to its new technology processes. This will enable the college to greatly enhance the learning experience for students (including overseas learners) via online teaching (tutor) connections. So, newer and faster (broadband) computers would have to be invested in over the coming 5 years.
Therefore, the latest technology involved in video conferencing and related activities for the college’s UK site linked to overseas stakeholders (potential student clients) would need to be sourced via the Forest Training Services company.

The Culture of the College: Waltham Forest College supports and encourages a diverse range of cultures (nationalities) within the organisational culture of the institution (Handy, 1993). So, whilst adapting and absorbing the changing dynamics of different student types (religious and otherwise) studying at the college, it is important for Waltham Forest to stay true to its original Mission Statement and overall Vision “To be the College of First Choice for Vocational Excellence”.
The coming 5 year period will be a very unpredictable yet exciting time for the future path (growth) of the college.
Challenges for the Leadership of the College:
As outlined in the Literature Review section of the report, the college is led and directed by ‘The Corporation of Waltham Forest College’. One of the main challenges facing the leadership (senior management team) at Waltham Forest College over the next 5 years or so, will be how best to meet and manage financial costs of operating the institution in a globalised world driven by uncertain market forces and variables (Kotler, 1997).
Task 3
Waltham Forest Plans To Open Three New International Campuses in Brazil, India and Russia.
As the identified key emerging markets in which to expand:-
Discuss with examples, the advantages and disadvantages of the college expanding to other countries:
The main advantage of Waltham Forest intentions to expand into the potentially lucrative international student market (other countries) is that it (like other UK colleges and universities) can gain more finance for fees charged from overseas students in contrast to home (UK based) students.
An example of disadvantage for such ventures is global economic volatility in (from) other countries such as ‘emerging markets’ (important secondary economic powers) can greatly affect any heavy financial reliance by Waltham Forest on course fees from the influx of foreign students and their related ‘decreased purchasing power’ – to maintain and ‘balance the books’ (finance accounts) of the college.
Explain with examples the impact on Waltham Forest College if the Indian economy begins to suffer from inflation, rising interest rates and high employment?
India is now viewed as an important ‘emerging market’ and economic power. Over several years now, India had provided a pool of many students to UK colleges and universities. However, in recent times there has been controversy surrounding the negative image of immigrants (including Indian and other international students) coming to the UK and ‘abusing’ British resources (social and otherwise).
(Source:http://www.telegraph.co.uk/education/educationnews/9795979/Number-of-Indian-students-in-UK-falls-by-a-quarter.html)
As outlined earlier, Waltham Forest College plans to open three new international campuses in:- * Brazil (suffering from recent social unrest leading up to the 2014 Football World Cup). * Russia (currently affected by EU and USA economic sanctions resulting from ongoing conflict in the Ukraine). * India.
If Waltham Forest invest some of its limited financial resources into opening an expensive (costly) international campus in India (depending on which Indian city) – then, such an investment could be greatly diminished if any variable of economic uncertainty affects India. For instance, high inflation, rising interest rates and high unemployment is currently having a negative impact on the Indian economy.
Consequently, the resulting financial challenges of potential new Indian students (coupled with UK government visa clampdown) would greatly decrease these students ability to buy basic consumer goods in their native India let alone, to embark on a study trip to the UK (including to study at Waltham Forest College).
(Source: http://www.tradingeconomics.com/india/inflation-cpi)

Task 4
European Union Minimum Wage Law (£8.39p ph) – Potential Impact on UK Businesses:
Rates of Unemployment:
Since the fallout from the global financial (banking) crisis/collapse of 2008, unemployment rates in the UK (wider EU region and the USA) had been high. Although unemployment rates for some UK groups have fallen in recent times, it is still high for others – such as, young persons under 25 years old (college leavers). So, economic commentators (business analysts) have highlighted that any current UK economic recovery is indeed a fragile one.
So, UK employers could argue that a minimum wage directive of £8.39p from the European Union could negatively impact their business (many of whom are small to medium size private entities). However, UK employees (especially those residing in expensive regions such as London and the South East) are well placed to say that the high cost of living (including rent costs) warrants such an £8.39p minimum wage initiative.
Perhaps a large business organisation like Costa Coffee could reasonably absorb this intended minimum wage rate.
Inflation Factors:
Inflation is an economic factor caused as a result of the rise of the price of good and services that consumers buy (Kotler, 1997). It is affected by economic fluctuations such as fuel (oil) and energy prices within the UK (national) and overseas marketplace. Current UK inflation has fallen considerably since the international (global) financial crash of 2008.
Interest Rates:
UK interest rates are governed (independently set) by the Bank of England with some observance by the Chancellor of the Exchequer. In recent times, the UK’s interest rate level has been at a historically low base. This is argued to be good for home owners and those who are presently able to obtain a mortgage, to get on the ‘housing ladder’. However, the present low interest rates are not that great for savers and employees who are trying to save.

Currency Exchange Rates:
The current rate of exchange for the British pound to other international currencies is quite competitive. With the UK economy gradually recovering from recent economic turbulence in the EU zone and other regions, the pound now trades favourably with its $US (dollar) and Euro currency counterparts.
Given recent economic downturn in the EU region, it has been argued that it was a good thing for Britain to have always kept the pound (Sterling).
This situation also makes it easier for UK companies to trade with international companies and countries.
(Source: http://www.bbc.co.uk/news/10612209 - UK Economic News)
Task 5
Business Analyst Role – Understanding the Organisational Purposes of Business:
Introduction (Summary) of the Two Companies (Waltham Forest College and Costa Coffee):
Waltham Forest College:
As outlined in the earlier Introduction section of this report, the college is a local (London based) further education (FE) learning institution, with plans to gradually expand into the international student market. The college is a public sector entity which provides (organisational purpose) tertiary level courses for school leavers and a varied range of adult learners.
The college’s ethos incorporates the following key points:- * Vision: To be ‘the college of first choice’ for vocational excellence (in London/UK). * Mission: To deliver responsive, outstanding teaching, learning and support to meet the needs of individuals and employers and inspire students to develop the high quality skills and knowledge they need to be successful in their future lives. * Core Values: F.O.R.E.S.T (Fairness, Openess, Respect, Excellence, Success and Teamwork).

The stakeholders (clients) of Waltham Forest College are; Charles Hunt Investments, current (potential new) students, the college’s lecturers (tutors), other academic staff and the wider local community where it is located.
One key (main) legal responsibility and ethical practice of Waltham Forest College is to provide quality learning experience to all of its students (stakeholders) in relation to the Vision Statement ‘Be the College of First Choice, for Vocational Excellence’.
(Source: http://www.waltham.ac.uk/)
Costa Coffee:
Original Introduction section of this study highlighted that the company is a large and growing private sector chain of UK (national) and overseas outlets. The company (business) has been voted the UK’s favourite coffee shop for three years in a row. This is despite strong competition from other rivals in the coffee/hot drinks marketplace such as Starbucks.
To reiterate, as of April 2014, Costa Coffee had 1, 755 outlets in the UK and planned the opening of another 150 stores soon. The Costa Coffee chain is part of the Whitbread group and is looking to have some 2, 200 stores in the UK by 2018.
Globally, Costa Coffee sold 400 million drinks in the year to 27th February 2014. The company’s UK sales rose by 16.5% during 2014 to £807.7 million. During this operating period, Costa Coffee opened three outlets a week, in the UK.
(Source:http://www.dailymail.co.uk/news/article-2616060/Costa-opens-three-outlets-week-taps-growing-coffee-shop-culture-backlash-against-US-rival-Starbucks.html)
The Costa Mission is to ensure that all of its outlets served the very best coffee (hot drinks beverage) at all times, within an environmentally sensitive framework. This process takes place from sourcing of the raw coffee product via farms (abroad) to customers having a cup of refined coffee at (in) one of its UK outlets.
(Source: http://www.costacoffee.ae/costa-coffee/the-costa-way/)
Costa Coffee stakeholders include; UK and overseas coffee customers, Costa shareholders and the Charles Hunt Investment company.

One key legal responsibility of the Costa Coffee organisation is that its management team operates and runs the company in an ethical business manner to ensure that the interest of relevant stakeholders and shareholders (share dividends profits) are taken into account at all times.
(Source: http://www.costa.co.uk/)
Task 6
Understanding the Organisational Purpose of Business and Demonstrate the Nature of the National Environment in Which Businesses Operate:
Brief Description of UK Economy:
The UK economy (including other global economies) suffered greatly following the 2008 financial crash. This situation led into recent times with the negative economic contagion within the EU region, resulting in bailouts for countries such as Greece. Although the UK still currently have a large national debt (owned to international creditors and foreign bond holders) – there are encouraging reports that the British economy is slowly recovering.
(Source: http://www.bbc.co.uk/news/10612209)
Pros and Cons – Effects of Current UK Fiscal/Monetary Policy:
As illustrated in previous (Task 4) section of the report, the present fiscal and monetary policy of the Bank of England is to continue to keep the UK’s interest rate level at its current low rate – until the UK’s inflation figure reduces and the employment level rise.
Being a public sector enterprise, this low interest rate may not affect Waltham Forest College as much as it would do to Costa Coffee – which is a private sector business which depends and trades (share profits) on the varying fluctuations of interest rates and currency exchange rates.
Analysis/Evaluation (Pros and Cons) on the Effects of relevant Legislation on Chosen Private Sector Business (Costa Coffee): * Competition Act 1998 * Enterprise Act 2002 * Restrictive Trade Practices Act 1976
There have been no adverse reports regarding Costa Coffee recently, concerning the company’s national and international trading practices relating to the three above mentioned Acts. If there were, this situation would have been monitored by the Competition Commission and Office of Fair Trading who both hold the responsibility for ensuring legal, ethical and fair trading business strategies for companies operating in the UK and with their international connections.
However, Costa Coffee caught some of the negative media comments concerning international companies who were not paying their fair share of corporation business tax (tax avoidance) in recent years.

6.1 CONCLUSIONS/Reflections
Although this mainly qualitative study (business analysis) of the two organisation types Waltham Forest College (private sector) and Costa Coffee (private enterprise) is not a comprehensive assessment, it is the author’s intention that the aims and objectives of this report were at least broadly covered.
Therefore, a demonstration of organisational purposes of business and the related nature of the National environment within which such businesses operate was identified – alongside the understanding of organisational behaviours and linkages to the market environment (Handy, 1993).
Furthermore, a reflective critique of the qualitative approach intended to highlight the significance of global factors (variables) that influence and shape the direction of business activities of both Waltham Forest College and Costa Coffee.
So, it is concluded that these two organisations and related Business Plans are viable and progressive in their different ways. This is outlined by Waltham Forest College (via its Forest Training Services) to continue to provide quality educational services to UK students while planning to expand into the international student market.
Similarly, Costa Coffee continues to be the UK’s market leader in providing ‘the best coffee drinking experience’ to British and overseas customers alike.

7.1 RECOMMENDATIONS
The main recommendation following on from the Investigation (Findings) and Conclusion sections respectively is that both Waltham Forest College and Costa Coffee continue to regularly monitor and review their 5 year (medium to long term) Business Plans – and adapt accordingly to changing market forces where necessary – in relation to unpredictable global market challenges.
These economic uncertainties are linked to volatile international oil (fuel) prices leading to inflationary prices in the UK, wider EU trading regions and beyond.

BIBLIOGRAPHY/References
A Risk Management Standard (AirMic, ALARM and IRM):- http://www.airmic.com http://www.alarm-uk.com http://www.theirm.org Cameron, K. S. and Quinn, R. E, (1999) ‘Diagnosing and Changing Organisational Culture’. Reading: Addison-Wesley
Cannon, T., (1998) ‘MARKETING – Principles & Practice’ (5th Edition). London: Cassell
Carnall, C. A., (1999) ‘Managing Change In Organisations’. Harlow: FT/Prentice Hall Europe
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Handy, C., (1993) ‘Understanding Organisations’ (4th Edition). London: Penguin Books
India Recent Inflation Rates (Unemployment Factors):- http://www.tradingeconomics.com/india/inflation-cpi Indian Students to UK – Falls By A Quarter:- http://www.telegraph.co.uk/education/educationnews/9795979/Number-of-Indian-students-in-UK-falls-by-a-quarter.html Immigration and the UK Labour Market:- http://cep.lse.ac.uk/pubs/download/pa014.pdf International Student Partnerships:- http://www.international.ac.uk/media/528516/Guide%20to%20UK%20HE%20and%20Partnerships%20ENGLISH%20FINAL.pdf Jankowicz, A. D. (2000) ‘Business Research Projects’ (3rd Edition). London: Thompson Learning
Johnson, G. and Scholes, K. (1997) ‘Exploring Corporate Strategy’. Hemel Hempstead: Prentice Hall Europe
Kotler, P. (1997) ‘Marketing Management: Analysis, Planning, Implementation and Control’. London: Prentice-Hall Internatonal
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Managing Innovation:- http://www.wileyeurope.com/college/tidd PESTLE (PEST) Analysis:- http://www.marketingminefield.co.uk/pestle-analysis/ Saunders, M. et al. (1997) ‘Research Methods for Business Students’. London: Pitman
UK Economic Tracker:- http://www.bbc.co.uk/news/10612209 UK Student Visa Clampdown:- https://www.gov.uk/government/news/student-visa-clampdown Whittington, R., (2001) ‘What is Strategy – and does it matter?’ London: Thompson Learning
Waltham Forest College: http://www.waltham.ac.uk/ http://www.universitiesuk.ac.uk/highereducation/Documents/2014/InternationalStudentsInHigherEducation.pdf# APPENDICES