The identifacation of market
strategy for Kwidzyn School of
Management
Michał Makowski, PhD
Beata Pawłowska, PhD
Katarzyna Strzała-Osuch, PhD
The most important facts about
Kwidzyn School of Management
The Higher School of Management in Kwidzyn started its activity in
1999 as a private university by the desicion of the Ministry of
National Education and Sport (decision of 22 September 1999).
The Higher School of Management is a non-profit organization. It
was established by the Society for Economic and
Environmental Education in Gdańsk represented by persons
professionally bound with various forms of education, whose
passion is to improve training methods and effects all the time.
The mission of the Higher School of Management is as follows:
„We
think globally, we act locally”
The ranking of private colleges in 2009
(according to the newspapers: "PERSPEKTYWY" & "RZECZPOSPOLITA”)
The meaning of SWOT analysis
It is one of the most frequently used method in the
strategic analysis. It is a strategic planning method
used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats involved in a project or in
a business venture.
Apart from the systematic combination of two
complementary approaches to the organization
„inside out” and „outside in”, as well as the
research on the synergy effect between the internal
and external factors, it offers the four normative
strategies of activity.
Basic strategies in SWOT analysis
Environment
Organization
Opportunities
Threats
Strengths
Aggresive strategy
Conservative strategy
Weaknesses
Competitive strategy Defensive strategy
Identifacation of market strategy
High schools managers should become initiators
in shaping the future of their institutions.
Strategies must be developed to ensure that
institutions will be responsible to the needs of
the people in the year 2015 and beyond.
Methodology of the research
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In order to determine the development strategy of the
university performed a Delphi survey.
The survey was conducted during the period from 9th
February to 25th February 2010.
The study was dedicated to the management staff
college in the total number of 14 persons.
Using the diagnostic sheet sent by e-mail, management
staff of various levels shall be referred determinants of
development institutions. The responses were compiled
using the SWOT matrix.
SWOT analysis factors
Basic strategies
Strengths diagram
Strenths Matrix
Educational offer
International cooperation
Scholarships
Infrastructure
Personel
0
2
4
6
Strength of factors
8
10
Weaknesses diagram
Weaknesses Matrix
Lack of funds for development
Advertisment strategy
Lack of master studies
Lack of coherent strategy
Localisation
0
2
4
6
Strength of factors
8
10
Opportunieties matrix
Threats matrix
Conclusions
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The SWOT analysis can be an excellent, fast tool for exploring the
possibilities for initiating new programs in the vocational school. It
can also be used for decision making within departments and
committees or even by individuals.
The SWOT analysis looks at future possibilities for the institution
through a systematic approach of introspection into both positive
and negative concerns. It is a relatively simple way of
communicating ideas, policies, and concerns to others. It can help
administrators to quickly expand their vision.
The strongest message from a SWOT analysis is that, whatever
course of action is decided, decision making should contain each of
the following elements: building on Strengths, minimizing
Weaknesses, seizing Opportunities, and counteracting Threats.