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and target market segmentation strategies, essay access and suitable location of the college, type of education services offered and choice of college to establish.

The increasing complexity of overseas student market today is evidence by more countries such as Japan, Canada and New Zealand that have about 13% of overseas market share, Germany and France account for 20%, USA, UK and Australia collectively hold a 45% market share as shown in figure 1. In May 2009, South Austria international education industry defy the economic downturn by outstripping the national average to record 24% increase in overseas student enrolments in the first three months of this year.

The new propose college in London may have to develop the capacity and the will to compete aggressively in the world market, exploring improved strategy and tactics of enticing more overseas student to study, break-even, present quality of education, advance technical use academic support tools and boosting the economy.

A new college of higher education

Macro - Environment Global

Education Sector

A new college of higher education

Competitors - Australia, USA, Japan, Canada etc

2. PESTLE ANALYSIS

Strategic management has been largely dominated by free market concepts of strategy and competition that predispose a focus upon education sector. The issues involve establishing a new college needs strategising the college and indicate considerations of strategy and competition is both relevant and complex to manage in these contexts.

In theory, the PESTLE framework categorise environmental influences into six main types, Political, Economic, Social, Technological, Environmental and Legal.

PESTLE factors impact on and drive change, key drivers of change and the differential impact of external influences and drivers on overseas student market are important for a new college of higher education that is to base in London.

2.1. Political Governmental and Legal Forces:

UK central and local government are regulator, deregulator, employer, subsidizers and sometimes customers of established colleges and universities.

Political, governmental and legal factors can represent key opportunities or threats for a college of higher education that is to establish in London.

UK Home office (UK Boarder Agency) implemented new legislation for overseas student aiming to study in UK now use the Points Based System-(TIER4), document updated in August 2009 with approved revision to FACE 3 of the TIER4 implementation plan.

Changes in laws and attitude to monopolies and competition can affect a new college of higher learning. The increasing overseas student market global interdependence among economies, government, market itself and education sectors makes it imperative that colleges of higher learning consider possible impact of political variable on the formulation and implementation of competitive strategies. Employment and safety law, education standard safety issues, competition, law are legal future factors critical and complex for colleges and overseas student.

2.2. Economical Forces:

The overseas student market economic benefit to UK is about ￡10 Billion to British economy. The global