Market brief LAE BRAZIL - By Debora Machado LAE Brazil Director March 2019 - Latino Australia Education

Market brief
LAE BRAZIL
        By Debora Machado
         LAE Brazil Director
               March 2019

Brazilian Facts

• Population: 204.5 million

• Gross domestic product: USD2.056 trillion (Source: 2017 World Bank)

• GDP per capita: USD9,821.41 (Source: 2017 World Bank)

• GDP growth rate: 1.0% annual change (Source: 2017 World Bank)

• The agriculture of Brazil is historically one of the principal bases
  of Brazil's economy. While its initial focus was on sugarcane, Brazil eventually
  became the world's largest exporter of coffee, soybeans, beef, and crop-based
  ethanol.

• Brazil has the third most advanced industrial sector in The Americas. Accounting
  for one-third of GDP, Brazil's diverse industries range from automobiles, steel and
  petrochemicals to computers, aircraft, and consumer durables.

Brazilian Facts

•   Brazil is the largest market in Latin America for Australian education.
•   Ranked 4º globally in 2018 with 26,620 enrolments in Australian educational
    institutions.
•   The dominant sector is ELICOS followed by vocational education and training.
•   Large middle class willing to improve their education.
•   Brazil has over 2,400 higher educations institutions with over 8 million students enrolled
    in 2016 (source: Censo da Educação Superior 2016).

•   Over 6 million students are enrolled in private higher education institutions.

• Only 5% of Brazilians speak English fluently, what places the country in the 41st
  position worldwide in 2017 (Source: Folha de São Paulo).

•   English learning initiatives in Brazil
      - Languages Without Borders: Brazil's Ministry of Education created Languages
          Without Borders in 2014 to prepare university students to study abroad. The
          initiative involves seven languages: English, French, German, Italian, Japanese,
          Mandarin, and Spanish and provides language training through face-to-face
          courses, self-instructional online courses, and placement and proficiency tests
         (source: EF English Proficiency Index).

Brazilian Facts

Brazilian Government programs that aim to increase the numbers of students in
Higher Education courses:

• PROUNI – Programa Universidade Para todos: partial and full scholarship for low
  income students to study of undergraduate courses in private institutions (over
  400,000 scholarships were granted in 2018).

• FIES - Fundo de Financiamento Estudantil: a student loan program that helps
  students to pay in installments for their undergraduate courses in private
  instituions.

• ENEM – Exame Nacional do Ensino Médio: is a test to check the competences and
  skills of students who complete high school. Currently ENEM is used as an
  university entrance exam (to both public and private universities, as well as some
  universities in Portugal) and as a way of receiving government aid through
  programs such as PROUNI and FIES.

Brazilian Students Commencements in Australia                             (source: AEI)

        Sector                    2016      2017      2018
        Higher Education            4.257     5.832     5.749
        VET                        52.285    72.189    89.848
        Schools                     2.463     1.967     3.049
        ELICOS                     73.301    94.956    93.477
        Non-award                  11.855       834       756
        Total Geral               144.161   175.778   192.879

                     Commencements of Brazilians in Australia
         100.000
          90.000
          80.000
          70.000
                                                                Higher education
          60.000
                                                                VET
          50.000
                                                                Schools
          40.000
                                                                ELICOS
          30.000                                                Non-award
          20.000
          10.000
              0
                           2016    2017                 2018

Marketing Strategies LAE Brazil

Goals: To reduce costs, increase brand awareness and sales

Strategies:
• Concentrate the country´s operation in Porto Alegre

• Create the structure to assist students virtually following the market trend
     • Every counselor has their own whatsapp number and Skype
     • All computers are connected to the internet via cable
     • There is a banner with LAE logos behind every counselor for background of
       video calls

• Participation on LAE’s Virtual events and campaings
     • Super sales
     • Landing pages for HE programs

Marketing Strategies LAE Brazil

• Development of Webinars to promote institutions and governments in Brazil

• Support on the development of English agreements between local universities and
  our partners

• Support to partners in Educational events organized by third parties

• Participation in internationalization fairs organized by local universities

• Development of new digital materials for referral partners (local language schools,
  tour agencies, etc)

• Increase the use of digital marketing tools.

Opportunities: Brazil & the use of Internet

Opportunities: Brazil & Interaction with Social media

Thank you.

Debora Leite Machado
Director LAE Brazil
LinkedIn: https://www.linkedin.com/in/debora-machado-52424b16/

You can visit us on:
www.lae-edu.com.br
https://www.facebook.com/laebrasil/
https://www.instagram.com/lae_brasil/